Star Pubs & Bars is launching two off-the-shelf menus - one for four to seven year olds and one for seven to ten year olds - which have been developed using insight and research from Birds Eye to ensure their appeal to both parents and children.
The move is designed to make it easy for licensees to capitalise on the growing family eating out market, which is seeing the number of families eating out at least once a week increase 3.2% year on year*.
The menus will be available in Star’s 100 managed Just Add Talent sites and also offered to Star’s 2,800 leased and tenanted licensees. They come complete with activity packs, children’s cutlery and allergen information.
Explained Mark Teed, Star Pubs & Bars Head of Food, “As a market leader, Birds Eye has an in-depth understanding of what families want from food. We’ve partnered with them to create a menu that will sell well for licensees and includes trusted brands, which research shows parents find reassuring.
“Parents’ number one priority is to relax when dining out as a family; they want food their children will enjoy and readily eat up without the need for cajoling. The dishes we’ve chosen are kids’ favourites. Parents also want to know the food is wholesome, so we’ve used quality ingredients and every meal comes with a free portion of fresh vegetables and a dip.”
Starters include garlic bread and corn-on the-cob and main courses range from macaroni cheese and Birds Eye gluten free fish fingers to burgers and sausages. The desserts selection features options such as chocolate brownies and Oreo ice cream sandwiches.
Menus are set price so operators know their GP and all the dishes are available through Brakes with a specially negotiated discount for Star operators. Parents can choose a three course meal deal or to purchase individual courses.
Added Teed, “Family casual dining is a massive market, which managed operators have dominated to date in the pub sector. Our partnerships with Birds Eye and Brakes will help Star licensees to benefit too and drive up their sales of children’s food.”
* Survey of families commissioned by Birds Eye Foodservice shows a 3.2% YOY increase over the last two years.