As winter approaches, there is an opportunity to make the most of comfort food while responding to changing customer expectations around quality, choice and value for money.
When the colder months arrive, hearty pub classics come into their own. From pies and burgers to traditional puddings, comfort food remains a big part of the appeal of eating out. But while customers still want a treat, their expectations of what makes a great pub meal are evolving.
Research from KAM Insight suggests that balance is becoming increasingly important. Its findings show that 53% of consumers want a balance between indulgence and healthier choices. For pubs, that doesn’t mean removing the classics from the menu, but offering customers more flexibility.
Lighter dishes, vegetables that take centre stage and smaller portions can sit alongside traditional favourites, giving customers greater choice without compromising on the comfort food they know and love.
Quality is another key consideration. In Pub Roadmap research, conducted in partnership with the BII and Brakes, 82% of pub customers said they would prefer a smaller portion of better-quality food than a larger portion of poorer quality. With customers paying closer attention to their spending, delivering a meal that feels worth the money is increasingly important.
Family dining also deserves attention, particularly in the run-up to Christmas. KAM Insight found that 44% of parents consider children’s menus uninspiring, while 50% want more nutritious options and 48% would like better-value meal deals. Older children, particularly tweens and teenagers, can be overlooked, yet smaller versions of adult dishes could help make the menu more appealing to the whole family.
Value for money remains a major factor in choosing where to eat. While 53% of pub customers say it influences their choice of venue, research suggests that value is about more than price alone. Food quality was identified as a key part of value by 50% of customers, ahead of cheap prices at 42%.
The wider experience matters, too. KAM Insight found that 91% of customers consider the quality of staff and service very important when choosing a venue, while 86% say staff can make or break their pub experience. Meanwhile, 61% would not return to a pub if the food quality was poor.
For operators planning their winter menus, the message is clear: keep the comforting favourites, but consider how portion sizes, lighter alternatives and family-friendly options can broaden their appeal. Focus on quality, and make sure the service matches the food.
Ultimately, customers aren’t judging a meal in isolation. They’re deciding whether the whole visit – from the welcome they receive to the food on their plate – was worth the money spent.