Star Pubs takes new approach to family dining with targeted off-the-shelf menus

Star Pubs & Bars is launching two off-the-shelf menus aimed at helping its kitchens target the growing family eating out market.

While most pubs generally have a children’s section within their menus, Star has gone one step further by developing specific menus for four to seven-year-olds and seven to ten-year-olds.

Both have been developed using insight and research from frozen foods manufacturer 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 more than 3% 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.

Mark Teed, head of food at Star Pubs & Bars, explained: “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.”

Menus are set price so operators know their gross profit and all the dishes are available through food supplier Brakes with a specially negotiated discount for Star operators.

Customers can choose a three course meal deal or to purchase individual courses.

Mr Teed added: “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.”

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