Looking beyond the plate and sharing insights into industry changes and challenges, helping you navigate business and maximise profitability.
Following the recent budget cuts in October 2024, pubs and their operations are predicted to suffer. Overheads, national insurance, and ingredient costs are set to rise and, in hand, customers will pay the price with increased food and drink costs.
However, it is important to remain optimistic and adaptable during this unpredictable time, here at Bidfood we have a range of tools and resources to support your business navigate this period.
“Two thirds of our suppliers and customers are SME’s and many will struggle to survive these tax hikes on top of the minimum wage increase and employment rights bill.”
Andrew SelleyCEO Bidcorp UK
Reviewing internal costs and maximising profitability is a great starting point for venues. Although menu prices are set to rise, consumers have revealed that they are prepared to pay more for ‘value’ driven dishes.*
So, what does this mean for your menu?
What value means to customers is shifting, it is not only value for money, but can relate to dishes which are excellent quality, provide health benefits or play a key feature in sustainability promises. With 76% of consumers falling into the ‘value driven’ demographic*, it is essential that you tailor your customers’ dining experience to display elements of value from table to fork, attracting diners and increasing repeat visits.

How to add value to your menu:
Value will mean something different to each one of your customers however, the key pillars which highlight value throughout your venue include:
1. Premiumisation
‘Premiumisation’ is a major trend in the hospitality industry; with many consumers willing to pay more for a dish that features a premium touch or elevated twist**. Providing a premium experience is key when encouraging increased spend and customer loyalty.
Even once-simple dishes such as burgers have been reimagined, with customers now happy to pay more for customisation options, seasonal specials and exclusive drink pairings
“Burgers provide the perfect upselling opportunity for customers. By providing customisable options on the menu, it gives you the chance to sell extras for low cost ingredients which increases your spend per head and profit on the dish too. The customer feels a sense of value from this as well, since they’re getting the exact burger flavours they want!”
Craig MilesCulinary Development Chef, Pubs
Ensuring your food stands out from the crowd, using quality ingredients and exceptional presentation is key when encouraging an increased spend from a premium experience.
Our Pub Kitchen Club guide offers valuable insights on how to elevate traditional pub dishes, add a premium touch to your menu, and effectively communicate this to your customers.
2. Provenance
Customers are not only attracted to dishes for their flavours, but 47% revealed that where ingredients have been sourced from is of great significance to them.*** Therefore, adding a provenance narrative across your menu is a fantastic way to allow customers to connect with the story behind your dishes, elevating their dining experience and building on your brand equity.
Provenance has strong associations with quality in consumers’ minds, along with a focus on food miles, supporting local businesses and sustainable sourcing. Consider adding producer information to your dish or drink descriptions, creating a story behind your menu or QR codes for customers to gain further information on how you are supporting local businesses.
Our recent food and drink trends for 2025 includes one trend called ‘Closer to Home – Food trends UK 2025’ which explores the importance of local cuisines and traditional English dishes.


3. Sustainability
Our latest trends insights revealed that 7/10*** customers are now trying to take positive steps towards sustainable lifestyles and in hand, are changing their dining habits.
Sustainability can sometimes appear to be an overwhelming concept in today’s current financial climate however, shouting about small changes can make a huge impact. Start by reducing your kitchen food waste, streamlining your menu offering or highlighting local ingredients and sustainable farming practices.
Learn more about harnessing sustainability to elevate your pub menu on our dedicated webpage.
Check out this delicious burger from Chef Adam which uses up commonly wasted veggies!
4. Health
Consumers are increasingly concerned not only about the environmental impact their food choices have but also about the health impact****. As health becomes a significant driver when selecting food venues, the start of the New Year presents a great opportunity to support customers’ health and wellbeing resolutions with your food offering.
People are seeking ‘functional foods’ that support their well-being, gut-friendly fibre, filling high protein options, and dishes rich in variety, colour, and texture. While pubs are often associated with indulgent meals and alcoholic drinks, breaking this stereotype with fresh flavours, healthy choices, and tasty mocktails is essential to avoid declining visits, especially during dry January.
A great way to do this is to offer more meat free options, give customers the choice to customise their dishes, rework familiar favourites with a healthy twist and use appropriate language to nudge people to make better choices.
Learn more about how to elevate health and wellbeing in our ‘Friendly Fibre – Healthy food’ trend which features in our 2025 food and drinks trends.
Roasted beetroot sweet potato and cauliflower pots
- Place the washed spinach in a pot and top with the wedges, roasted cauliflower and maple dressing, finish with coriander
- Pre-heat the oven to 180°C
- Tray up the sweet potato and beetroot wedges and cook as per instructions on their packaging
- Mix half the oil with the cauliflower and tray up; oven cook until golden brown
- Mix the maple syrup with the chilli flakes, olive oil and lime juice
- Toast off the oats until golden brown

Lime juice | 5ml |
Maple syrup | 10g |
Crushed chillies | 5g |
Extra virgin olive oil | 10ml |
Gluten free porridge oats | 20g |
Baby spinach | 10g |
Coriander | 10g |
Sweet potato wedges | 35g |
Cauliflower florets | 80g |
Roasted beetroot wedges with balsamic vinegar | 35g |
Adapting your menu to support these key value pillars and ensuring you are shouting about it in your messaging is an impactful way to encourage customers to spend the extra pennies, making managing the pub budget cuts easier for you and your venue.
There’s no doubt that 2025 is set to be a challenge for all pub operators, and that’s why it is so important to use a food and drinks wholesaler you can trust. Learn more about how we are dedicated to support the long-term success of your pub business here: Pub food suppliers & wholesale.
Read more on the future of hospitality here: 2025 out of home sector: is it a case of survive or thrive?
Other resources to support you when managing the pub budget cuts:


Sources:
*Lumina Intelligence Eating and Drinking Out panel 12 w/e 4/8/2
**Foodservice REP (2014). Foodservice REP | Food Service Trends | Culinary Magazine. Foodservice REP | Food Service Trends | Culinary Magazine
***CGA by NielsenIQ Bidfood 2025 Trends Survey; Sample size: 2000
****Lumina Intelligence, UK Eating out market report