FESTIVE FOR ALL

ENHANCING MENUS AND WIDENING CHOICES AT CHRISTMAS IS AN OPPORTUNITY FOR FOODSERVICE OPERATORS TO RAISE PROFIT LEVELS. SALLY EASTON REPORTS ON THE IDEAS THAT WILL HELP TO CAPITALISE ON THE FESTIVE SEASON

At a time when the cost of staple food has increased by something approaching 30%, Christmas is bound to be a sensitive time, when people want to splash out on festive fun, food and fancies, but at the same time are aware that costs can escalate surreptitiously and rapidly at this time of the year.

Meticulous planning now will help to control costs and ensure options offered are tasty and look the part. Tweaking the trimmings and perking up the presentation may go a long way to keep profits on a high.

Traditional Christmas fare may well be tried and tested, so with barely a bird in sight this year, a tempting twist to tee up the long Christmas season are toasted teasers such as indulgent open topped sarnies. Bakehouse marketing director Kate Raison says: "There is a noticeable trend in sandwich shops and eat- in establishments towards consumers 'treating' themselves to a more premium option quite regularly. We anticipate people will allow themselves small affordable luxuries if the current economic climate continues.

Caterers could benefit from this trend for using lunchtime as a regular personal reward by introducing a seasonal special sandwich for December to link into consumers' love affair with festive themed produce."

Market analyst Mintel's 2008 Christmas foods report found "seasonal packaged cakes, seasonal biscuits and snacking nuts were the star performers between 2005 and 2007 as a result of innovation and premiumisation", and the result is teatime treating cup cakes and slices have gone festive and desserts have gone miniature.

Kate's Cakes has already won four Great Taste Awards this year. Its offer includes the Berry Christmas all butter dark Belgian chocolate brownie with cranberries and the Christmas slice combo of mixed fruit, treacle marzipan and regal icing.

European account manager Frank Bird is upbeat about indulgence and the economic squeeze, saying that going for a coffee and a cake is a social activity that consumers are not willing to give up. "While people are cutting back in certain areas of their life, they still want the pleasure of good food and a little bit of affordable luxury. That's why our indulgent impulse slices are so popular –and never more so than during the Christmas season."

Also, according to Mintel, frozen desserts have begun to flourish again thanks to premiumisation in the sector and the arrival of exciting new brands and products. Sales were valued at £258m in 2007, up 2% on the previous year, and this growth is peaking over the festive season, with diners indulging more in frozen desserts during this time.

Responding to the demand for a dessert with festive twist, Alveston Kitchens, part of Heinz Foodservice, has launched a range of hand finished desserts in time for Christmas laden with favourite ingredients such as zesty cranberry, rich cream and indulgent chocolate. These include cranberry and orange brûlée cheesecake, nougat roulade with brandy cream, Black Forest meringue roulade, and chocolate and orange trifle.

Sticking with sweeties, Go On! Mini desserts from Atlantic Foods such as Tia Maria profiteroles, mini crème Anglais pancakes and real Belgian waffles, fit into the tasty treat cake sector. Commercial director Nigel Parkes says: "These mini temptations make the perfect share dessert and are ideal for Xmas gatherings as they bring a sense of occasion and a point of difference to any Xmas menu. A share platter is the perfect choice for customers who previously would have turned down dessert due to being too full or health conscious to enjoy a big traditional dessert."

Yet miniature doesn't just apply to sweets this year. 3663 marketing manager Rachel Kingdon-Saxby's big tip for a successful Christmas is starters and smaller dishes as a way of extending the menu and making it more flexible.

"Doubling up starters as sharing platters or combo options for a main course or snacking option gives choice to your customer and can encourage snackers who do not want a complete meal. At Christmas this type of offering is perfect for the after work crowd."

While turkey is still an important ingredient at Christmas, cheaper cuts of beef, lamb and pork, well prepared and flavoured, could be a good way to beat the credit squeeze.

There's more to pig than chipolatas wrapped in bacon. Whole hams, straight or honey roast, will keep under refrigeration for a few days after cooking, so can be used in sandwiches and cold platters.

BPEX foodservice trade manager Tony Goodger says: "Pork is great value for money and a fantastic alternative to turkey." He also emphasises the broader opportunities: "Don't forget the festive occasion isn't just about lunch and dinner. During this period customers are often looking for convenient meal solutions throughout the day and caterers can benefit from offering a full English breakfast and light snacks in addition to the main menu."

EBLEX has developed two ranges to help keep foodservice competitive. Foodservice project manager Hugh Judd says: "Customers expect to see roast beef and lamb on festive menus. However by using economical cuts such as a flat iron roast or brisket mini joint, chefs will benefit from better returns."

He says the Gourmet range has been created to help chefs innovate and widen their offering using slow cooking cuts. "From beef and lamb daubes to lamb neck fillet and mini pot roasts, these cuts are extremely versatile and can be pre-prepared and then used as ready meal solutions or sous vide products."

Making core menu choices appeal to the widest audience means diet specific alternatives need not be added on. Vegetarians are the obvious ones to cater for, but keeping a range of dishes gluten free could endear your brand to a growing band of customers with food intolerances, and upping the ante on the accompaniments may offer some cost control.

Something as simple as substituting gluten free breadcrumbs for standard ones, and ensuring stock is gluten free widens the audience without any additional effort or separate stocking unit. Major International's vegetable, mushroom and cheddar stock bases fit the bill, and it has created stuffing recipes which can be adapted to keep them wheat and gluten free.

Managing director David Bryant says: "If here was no stuffing we would have to cancel Christmas. It is not just a side order to the main meal, it can be a mountain of flavour ready to erupt with added lemon or orange peel or cranberries, nuts and raisons, even mustard seeds."

In the same vein, Unilever Foodsolutions has created a limited edition, gluten free turkey bouillon to tap into this market. But make sure any thickening is corn flour or rice flour, not wheat flour.

Marketing director Claire Sullivan says: "We are continually looking to bring innovations that meet customer needs. Healthy eating is the fourth most important concern for consumers in the UK when eating out of home and as a business we are committed to meeting the industry's health and vitality targets. The new, limited edition Knorr turkey bouillon not only provides chefs with a convenient way to create delicious roast turkey stock with multiple uses, but gives them the added assurance that they are serving a product that meets government targets on salt."

Essential Cuisine too has produced a turkey stock that has been created for gravy as well as sauces and consommé. Made from turkey blended with vegetables, herbs and spices, it has a natural level of fat and is available in 800g tubs that make 40-50 litres, which means two pots would provide gravy for 400 turkey dinners over Christmas.

Marlow Foods, makers of Quorn products, says it too can provide operators with an alternative to the traditional dishes served during the Christmas period. Commercial manager foodservice Tony Davison says: "I believe operators are missing a great opportunity to increase profitability and customer satisfaction by not including a meat free Christmas dinner on the menu. Many meat reducing, health conscious and vegetarian customers would jump at the chance to enjoy crispy roast potatoes, Brussel sprouts and tasty gravy so fondly associated with Christmas."

He says a delicious alternative can be achieved by replacing turkey with a meat free protein such as Quorn fillets and serving it with traditional accompaniments suitable for vegetarians. The company also has recipes such as leek, Quorn and chestnut pithiviers to offer caterers.

So whether it's dividing and conquering in the sharing and mini mart or being smart with ingredient choices that maximise the chances of meeting customers' dietary requirements with a single dish, assiduously planned menus are the order of the day to retain competitiveness at Christmas.