Simple but stylish

Offering the right celebratory package to suit different diners’ budgets is key for caterers gearing up for the festive season. Sheila Eggleston reports.

Frugality isn't a word usually associated with Christmas but caterers have realised that ever since the recession hit three years ago, menu planning for this time of the year has become a balancing act between profit for them and value for money for diners, who are feeling the pinch.

Many restaurants have already advertised their Christmas menus. The Metropolitan bar and restaurant in Glasgow's Merchant City area is one of them. It has launched its festive menu with prices ranging from between £19.95 and £24.95 for lunch and £29.95 and £34.95 for dinner. It's also offering special incentives for early bookers. Anyone who books before October 31 will receive a £10 voucher to use in the outlet before the end of November and, on the day of the meal, each guest will receive a £5 gift voucher to use in the New Year.

Brendan Corder, senior development chef at the Orchid Group and pub expert in Nestlé's Maggi guest chef campaign, says Christmas brings with it all sorts of challenges, which start back in April with menu planning and ingredient sourcing. "We've found that taking bookings in advance can help things run more smoothly and has become an essential part of Christmas planning for us. People like to know their big celebration is sorted, so menus are starting to appear now. It's our job to make sure we offer great value, whether that's with entertainment, service, new dishes or better quality ingredients. "

He describes Maggi gravy as his secret weapon. "I can make gravy in an instant which tastes like it's been made from scratch, and saves time and resource in the process."

Premier Foodservice is gearing up to advise caterers on the best ways to use its products, particularly Bisto gravy, as it believes that when the cold and snow kicks in, local pubs and restaurants will be relied on more. Development chef Mark Rigby says over this period they can make a simple offering just by making the most of what they've got, and make profit.

Premier will be running deals with distributor 3663 and working on twists on classics to transform menus, but also offering help with Christmas recipes, hints and tips.

In the run up to Christmas, EBLEX will be producing a cooking guide containing all the advice chefs need for their festive dishes. It too emphasises the importance of early planning.

Just as last year it recommends beef rump because of its plentiful supply during the winter, as well as premium shoulder of lamb for carveries catering for parties.

BPEX says chefs need to talk to their suppliers at the earliest opportunity to decide which pork products to order. "Equally they will need to consider the amount of food waste that could be generated which, at a time when food is expensive, is likely to have an impact on gross profit," says foodservice trade manager Tony Goodger. He recommends sourcing whole hams, premium roasting joints, and gammon joints cooked whole by the caterer that provide exceptional value.

Bernard Matthews general manager Duncan Marsh 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? Demand for smaller cuts of meat at Christmas is growing and, as the leading British turkey brand, it's up to us to reinvigorate the market wherever we can. We now offer caterers everything from saddles, which are the perfect centrepiece for a carvery, to single boneless lobes for smaller outlets."

Marsh says turkey offers an opportunity to pass on savings and make a profit. "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."

Classic Cuisine's Christmas dishes include duck confit accompanied by a light chilli cherry jam, a festive twist on beef Wellington, and veggie options such as Somerset brie and redcurrant tart, and chestnut and fennel roast. Two novel twists on turkey are 'tornados' consisting of breast pieces wrapped in streaky bacon topped with a sage and cranberry stuffing, and a turkey puff pastry lattice.

"This year we are seeing less of the generic sliced meat in gravy and more individual portion meals," says sales director Mark Dean.

"We believe this is down to consumers opting to indulge more when dining out, be it less regularly due to the current economic situation.

This can also be said for our current pattern of sales, as we are finding that our more indulgent dishes are becoming a choice purchase for our customers' consumers."

3663 has again done its research to enable it to offer a range to satisfy everyone. "Consumers are looking towards 'comfort' dining, with many retro lines increasingly popular," says marketing manager Angela May. "People look to the familiar but also want a slightly 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 customers 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 even better value through exclusive promotions focused around customers' 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 fi g to chocolate caramel salted torte. In addition ViVAS, 3663's wine arm, has added the fizz.

For its autumn/winter/Christmas range, Brakes has again focused on British and sustainably sourced produce. Its aim is to keep things simple in the kitchen to help chefs deliver good meals without any hassle. "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 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, pre frozen British game such as pheasant dressed to impress and game casserole in individual pouches to heat and serve. New desserts include old English fruit pudding and Elizabethan tart – a take on a mince pie without the pastry top.

Sweet festive flavours from Dawn Foods includes cinnamon and nutmeg cookies and mulled wine loaf. "Although we love old favourites, there is always a place for new tastes and textures," says marketing manager Jacqui Passmore. "People are more prepared to try things in their search for a luxurious experience and caterers should look for ideas from Europe as it continues to influence British tastes."