ANTON and Kathy Hayter`s food offer at the Crown & Tuns, in Deddington, Oxfordshire, is proof you don`t need extensive menu choice to run a successful food business.
Pies make up 90 per cent of the menu, with the pub selling an average 500 a week through the couple`s "Pudding Face" concept, which they launched when taking on the Hook Norton tenancy four years ago.
With an average menu price of £10 and a gross profit of 65 per cent on the pies, which Anton makes fresh daily, a passion for pies has proved profitable at the 56-cover pub.
Anton, who worked in fine-dining restaurants for 20 years, says: "Indian and Chinese restaurants have got it right. They are focused on one style of food and do what they do well. If you have too many things to think about it can go wrong.
"I think this is where lots of traditional British pubs have gone wrong, trying to serve everything from scampi and chips to fine dining all in one place."
The pies are made to Anton`s secret recipes in batches of 10, with a minimum of 15 always on the menu.
Inspired by what`s available
Promoted on a blackboard the selection changes daily, although a few core favourites including beef and Hook Norton ale; chicken, ham and leek; steak and kidney; and chicken, ham and mushroom are always featured.
Guest pie appearances have included minted lamb and parsnip; pork, sage, apple and cider; turkey and gammon; and venison, gin and juniper. Sweet pies include apple and cinnamon served with cream, custard or ice cream.
All savoury pies come with veg, including swede, carrots, peas and cauliflower and a choice of mash or chips and, of course, gravy.
Inspiration for new fillings is taken from what produce is available daily, and the couple source as much locally as possible. Anton`s personal favourite is the chicken, ham and mushroom. To ensure consistency and meet demand, Anton uses Jus-Rol pastry which also gives him the flexibility to offer a choice of puff or shortcrust pastry on several of the pies. This enables customers to enjoy customising their own pies.
A few other options are offered on the menu, such as slow-roasted shoulder of lamb (£13.95), large fresh beer-battered cod and chips (£11.60), and honey-roasted ham hocks (£11.50), but 90% of all food sales are pies.
The couple aim for a homely feel at the pub and serve customers as if they were eating at home. Pies are brought to the table in brown pie dishes that granny would be proud of, with vegetables and mash or chips presented in big white serving dishes for customers to help themselves. You can`t help but think that customers may feel like they`re part of the Bisto family during a visit to the Crown & Tuns.
Anton says: "People dine out because they don`t want to eat at home - not just as a special occasion. Dishes like pies are what you expect when you go to a pub."
Seasonality`s no problem
Seasonality hasn`t yet proved a problem for the pie-loving pair, with sales remaining strong throughout the summer, although the couple are looking to introduce a range of quiches this summer.
Anton says: "The resurgence in popularity of the carvery is due to people being able to go to one place if they fancy a roast, and it works well for other dishes. When people are deciding what to eat at home they say `what do you fancy` rather than `where shall we go`.
"I would definitely recommend focusing on one dish to other licensees."
The Hayter`s pie offering has been such a success that they are looking for a second site so that they can expand the concept.
Crust of the matter
Licensees are being encouraged to make the most of pies on their menus during British Pie Week, which end tomorrow (Friday, March 7).
The week aims to celebrate the British pie and help licensees attract new customers and boost sales.