Frugal but festive

Offering value for money continues to be the main theme for foodservice operators right across the industry over the Christmas period. Sheila Eggleston reports.

People tend to push the boat out at Christmas but, with recession fatigue, caterers are finding that menu planning for this time of the year has become a balancing act between profit for them and value for money for diners.

The build up to Christmas and New Year can bring hidden challenges for foodservice, says Justin Clarke, business development chef at Nestlé Professional.

"Often operators have to operate a comprehensive Christmas themed menu for increased footfall, yet with diminished resources. Budgets are still tight for the majority of B&I sites and products that add value stand to be counted."

He says that's why culinary aids such as Maggi instant gravy that offer speed, ease and convenience can be a chef's best friend at this busy time.

This view is echoed by Premier Foodservice, which is gearing up to advise caterers on the best ways to use its products, particularly Bisto gravy. Premier will be running deals with distributor 3663 and working on twists on classics to transform menus, as well as offering help with Christmas recipes and tips.

"To combat the challenge of tighter purse strings this Christmas, we are stressing the importance of making everything from scratch, from puddings to pigs in blankets – this enables us to achieve better food costs as well as delivering a better end product," says Paul Bates, group managing director at Talkington Bates.

"A lot of our clients no longer provide free Christmas lunches, so we need to make the festive season as attractive as possible to our diners and we do this by coupling it with a fun promotion. This year we will be holding an alarm clock secret Santa promotion in the two weeks leading up to Christmas. Every day during lunch service an alarm clock will go off and the person being served at that moment will get their Christmas lunch free.

"Our chefs will also create a selection of goodies for sale in the restaurants. This will drive sales and assist with food costs."

Waste is always a concern but more so during this period when much needs preparing in advance. Aviko says its potato products – roasts, gratins and mash – help address the issue because they can be cooked from frozen. Lamb Weston also emphasises that caterers can deliver authentic 'roasties' with its Britain's Pride roast potatoes and honey roast parsnips that can be cooked to order.

3663 has again done its research to enable it to offer a range to satisfy consumers. "They are looking towards 'comfort' dining, with many retro lines increasingly popular," says marketing manager Angela May. "People look to the familiar but they also want a different slant to keep things interesting.

"Unquestionably, it's a challenging market and our customers' margins are constantly being squeezed. However, our teams are on hand to work with them on everything from portion sizes to cooking methods and menu design to plate presentation ideas. This year, our range, deals and support will help give them plenty of reasons to celebrate Christmas."

According to 3663, its promotions generated more than £2m worth of savings to customers last year. This year it is providing better value through exclusive promotions focused around their most popular menu choices. Deals include giving away free stuffing or pigs in blankets with every two easy carve turkeys and two free cherry cheesecakes with every blackcurrant cheesecake bought.

Every deal earns points in its Safari loyalty programme, which can be redeemed against items that include high street vouchers, iPods and DVDs. "As a reward for their loyalty, last year our customers earned nearly 75 million points over the festive period," adds May.

Its range includes more than 70 new lines. Also new is its '12 Days of Christmas' own brand range consisting of 12 products that have been taste tested by a panel of food lovers. These range from chicken stuffed with roquefort cheese and fig to chocolate caramel salted torte.

For its autumn/winter/Christmas range, Brakes has again focused on British and sustainably sourced produce. "We look at trends for the year and products in season, then develop ingredient combinations until we create the perfect dishes," says head of food marketing Sally Sturley. "Our aim is to ensure every dish caters for the full foodservice spectrum of foodservice operators."

This year it has concentrated on smaller starters such as tapas style dishes to share to encourage consumers to get through the menu, while main dishes offer alternatives to traditional turkey. For example, game casserole in individual pouches to heat and serve. New desserts include old English fruit puddings and an Elizabethan tart – a take on a mince pie without the pastry top.

In the run up to Christmas, EBLEX will be producing a cooking guide containing all the advice chefs need to serve a range of festive dishes. It again flags up beef rump because it is in plentiful supply during winter, as well as shoulder of lamb, which is ideal for carveries catering for parties.

Meanwhile BPEX recommends sourcing whole hams and premium roasting joints, and gammon joints cooked whole by the caterer that provide exceptional value.

Duncan Marsh, general manager at Bernard Matthews believes caterers need more innovative products to work with.

"Whole Christmas birds are one thing, but what if you require more precise portion control, or wish to create a signature turkey dish with the minimum of fuss?

"As the leading British turkey producer, it's up to us to reinvigorate the market, wherever we can, and we now offer cost sector caterers everything from cooked sliced turkey breast in stock for traditional roasts to IQF turkey thigh mince and diced turkey thigh for dishes such as pasta Bolognese, chilli and curry, shaking things up a little at Christmas." These come under its Big Green Tick range, which is specifically for the cost sector.

"British turkey offers an opportunity to pass on savings and make a profit," adds Marsh. "It has a strong value image and is cheaper than other meat. Caterers just need confidence in how to maximise its flavour and texture – something that isn't explored enough."