Rice consumption is growing by over 8% year on year with the average person in the UK eating 4.4kg per year – that’s 73 portions!1. With this rise in popularity in mind, it remains a mystery as to why meals with rice as a key ingredient account for only 2.3% of meals in mainstream restaurants3. Neil and Sarah Cooper from The Foxham Inn spotted this glaring source of untapped profit and put their imaginations to work…
Nestled in the tranquil village of Foxham, just East of Chippenham, in the heart of a farming community only 15 minutes from the M4, the charming Foxham Inn gives customers of all ages the chance to eat, drink and relax in warm and friendly surroundings.
The typically English pub has been run for the past 14 months by enthusiastic couple Neil and Sarah Cooper who serve 300 covers a week mainly to regular customers and local walkers. With a focus on good modern food offering excellent value for money, the 200 year old pub restaurant needs products it can rely on to maintain its glowing reputation within the village and amongst visitors.
There is a heavy focus on sourcing from the local area and Neil insists upon whole local lambs and pigs and locally shot game. The husband and wife team also grow their own produce, smokes and cures their own bacon, hams and salmon and keeps chickens to ensure a steady supply of free-range eggs.
On top of this, the pub keeps locals happy by offering a takeaway menu, the perfect opportunity for customers to indulge in a drink in the traditional country surroundings while the meal is freshly prepared. With approximately 20 takeaways served a week at present and a figure that is on the rise, it is essential to offer a varied choice, something that Neil has considered when developing the takeaway menu.
“We offer a range of curries plus fish and chips and they all sell well. We offer a variety of curries to cater for all tastes and at the moment have chicken korma, chicken jalfrezi, lamb rogan josh, beef and pepper madras and a vegetarian balti, plus a roe buck balti which creates some intrigue!”
Given the fact that foreign food, particularly curries, has become incredibly popular it is clear to see why investing in a quality rice is vitally important to Neil and Sarah.
Tilda is the obvious choice, according to the scrupulous proprietors, because not only does the brand have a solid reputation within the industry, its products answer consumer demand for healthy options as well as being quick and simple to prepare for kitchens under pressure to deliver.
“We use Tilda products because they are extremely easy to use and the results are always of a high standard,” says Neil. “We use the frozen rice, plus all the curries are produced using the Tilda ready to use sauces. These short cuts allow us to produce dishes quickly without compromising on quality, something that is essential as we continue to build a reputation for our food. Our hugely popular courgette, pea and mint risotto, served with a tempura battered courgette flower, is also produced with a Tilda rice, proving the appeal of rice dishes on the menu.”
The Coopers recognise that demand for rice is on the up, largely due to the fact around 74% of UK consumers now recognise it is important to eat healthily5 and health, as the main reason for meal choice, is growing at 53% year on year6.
They are also acutely aware that, predominantly, rice is served as a costed part of the meal (65%) with a curry or chilli, and is rarely offered as a side order option (only 19%) as a healthier, tastier alternative6. On the ground, consumer feedback at the pub also indicated that the choice of rice options on menus out of home was considered too limited.
To combat this, the Coopers have gone all out to push rice as an alternative side order to its delicious mains, which include rabbit stuffed with black pudding, roast partridge served on savoy cabbage with bacon and home oak smoked salmon with dill mustard mayonnaise.
“We are versatile on the side dishes that customers can choose with their main. We suggest accompaniments, but if they wish to swap rice for chips or salad for veg then we are more than happy to accommodate them.”
There are so many reasons why rice is the side dish of the future. It is virtually fat free, contains no trans fats, cholesterol, salt or sugar and is suitable for vegetarian, multi-cultural and gluten free diets – what more could diners of the health-conscious 21st century ask for?
Basmati is the most popular rice variety in retail and now accounts for over 48% of the rice sold in the UK retail market7, proof of how popular it is with consumers. Basmati means “the Fragrant One” and has a beautiful aroma and flavour. It is a versatile rice with long, slender grains that have a much better plate fill than ordinary long grain. It is the ideal rice for caterers to use as it can take on other flavours
Mark Lyddy, development and marketing controller for Tilda, explains: “Basmati can command a premium from consumers as they are aware of its culinary superiority. By offering Basmati as a menu option, sales could increase which means greater profit opportunities for caterers. One extra portion of rice sold at a GP return of £1.20 to £1.60 with sales of 100 portions a day will result in a profit after 365 days of £43,000 to £58,000.”
Modern consumers are used to a fast paced environment, so when it comes to the takeaway menu, the Coopers rely on Tilda’s Frozen Rice Range. Neil says: “Convenience is essential to reduce our customers’ waiting times. The rice can be cooked from frozen in a couple of minutes and it’s delivered in portions, which means we cut down on waste.”
Whilst rice is increasing menu penetration in a wide range of catering establishments many continue to offer only “white” rice as a meal part. Utilising flavoured, speciality and recipe rice gives caterers the opportunity to establish a real point of difference on their menu.
Tilda’s Frozen Rice Range includes Tilda Pure Basmati, Basmati & Wild, Cajun Basmati, Basmati Piri-Piri, Basmati Pilau, Thai Coconut Basmati and Basmati & Cardamom, all offering superb flavours.
For more information on Tilda Foodservice please call 01708 717 777 or visit www.tildafoodservice.com. For further information on the Foxham Inn, visit www.thefoxhaminn.co.uk
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