Inventive Leisure, the national premium bar operator, is capitalising on continued double digit growth on food sales, with the introduction of an innovative on trend food menu which takes advantage of the current consumer trend for casualisation. The new menu is supported by the appointment of a new Executive Chef (pictured below), Mark Rush, who joins the business from Bramwell Pub Company and prior to this, Pizza Express.
Influenced by customer research and feedback
The menu has been created following extensive customer research and feedback. For example, research unveiled that the brand’s huge female following love small plates, so a selection has been included featuring such dishes as ‘Crispy Goats Cheese Bonbons’ ‘Panko Fried Chicken Strips’ and ‘Katsu King Prawns.’
In addition, the menu has been devised to accommodate customers who want to pop in at lunchtime for a quick bite and for those who want to linger over a leisurely evening meal.
Mark Rush, Executive Chef, Revolution comments: “We’ve really placed the customer at the heart of this menu – they’re very engaged with the brand, love that we ask for their feedback and in turn give them choices. To give you an example, we asked our database what they’d like to have as a side accompaniment to their burgers – coleslaw or gherkins. A massive 67 percent of respondents opted for coleslaw, so of course we added it to the menu.”
Trend for American cuisine
The menu capitalises on the huge trend for American cuisine sweeping the UK, with sliders, pulled pork, a wide variety of burgers and ‘The Dirty Dog’ hot dog which features a premium bockwurst sausage in a 10 inch brioche roll smothered with chipotle pulled pork, French mustard, ketchup, crispy onions served with skin-on fries.
‘Edgy’ Eastern
Customers will also find a selection of dishes offering an ‘edgy Eastern’ flavour, such as ‘Revolution Noodles’, featuring a big bowl of ramen broth with shitake mushrooms, sugar snap peas, red pepper, spring onion and bok choi, plus chicken Katsu curry with sticky jasmine rice served with a house salad. Those looking for healthier choices can opt for a selection of lighter bites, salads and a choice of wraps and flatbreads instead of sandwiches.
Customer engagement
Ongoing engagement with its customers is the key to Revolution’s success. A dedicated microsite with a quirky and stylish ‘food trucks’ theme, entices customers to view the individual dishes under their relevant categories: ‘Kitchen Revolution,’ ‘Burgers & Dogs,’ ‘Healthy’ and ‘Small Plates & Sharing’. To launch the site, customers have been given the opportunity to enter a competition to win one of 7,000 prizes, plus free meals for a month. In the four days since the microsite was launched, 15,000 customers have signed up to the initiative.
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