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W W W. C R E E D F O O D S E R V I C E . C O . U K | 014 5 2 8 5 7 5 5 5


SUPPORTING HOTELS AND RESTAURANTS WITH A GREAT CHOICE OF HIGH QUALITY, INNOVATIVE PRODUCTS TO HELP DEVELOP MENUS THAT WILL EXCITE AND APPEAL TO THE TASTES OF YOUR CUSTOMERS. Huge sector growth in the past few years has resulted in greater competition for those in the industry. We can add provenance to your menus with higher welfare meat from our fully accredited butchery and seasonal produce from Covent Garden Market to make your menus stand out from the competition.

NEW PRODUCT FOCUS Lamb Weston Stealth Skin On Fries 9x9mm 752650 4x2.5kg

Lotus Biscoff Cheesecake 851760 1x14ptn


Breaded Squid Rings 737841 1x1kg

Country Range Battered Chicken Breast Nuggets 723941 1x1kg

Vegan Belgian Chocolate Fudge Cake 817860 1x14ptn

D Cut Smoked Salmon Side 350810 1x1x1kg Smoked Salmon Trimmings 350780 1x250g D Cut Caught and Cured Salmon 350790 1x454g Gravadlax Pre-sliced 350800 1x1.2kg av D Cut Smoked Salmon Side 350810 1x1kg

Key Challenges in the Hotel and Restaurant Sector The hospitality sector is forever changing in order to keep up with the latest trends. It is a fast-paced industry and staying ahead of the curve can be a challenge. Changing consumer tastes have resulted in restaurants and hotels facing encouragement to offer more vegetarian and vegan dishes for modern diners. The Vegan Society released statistics this year which state that the number of vegans in the UK has more than tripled in the last ten years. Any restaurant or hotel that doesn’t offer a vegetarian or vegan menu is missing out on millions of potential customers. In order to keep up with the competition these dishes need to be available, and with a wide selection; something more adventurous than cheesy pasta or a jacket potato. The UK eating out market reached a value of £87.9bn in 2017, Hotels, Pubs & Restaurants (HPR) is by far the largest sector, with a value of £64.6bn, accounting for 74% of the market. Pubs are the largest sub-sector, with sales of c. £22bn. Growth inhibitors to the sector include rising ingredient costs and declining consumer visit frequencies. So outlets are always looking for ways to maximise spend per visit and encourage repeat custom. Sources MCA Eating Out Market Data Report 2017


Our top products for the Hotel and Restaurant sector Coconuts 600537 each

Country Range Medium Egg Noodles 055650 1x3kg

Red Tractor Fresh Chicken Fillets 200g+ 900970 (av 5kg)


Halloumi Portion 357601 1x250g

43% OF MCA



AFFECTING FOOD MENUS Panniette Flatbread 817760 1x60 12in

Country Range Orange Juice 086750 1x12x1ltr

Lamb Weston Stealth Fries 11/11 Skin On 751000 1x4x2.5kg

Hass Avocado Ripe 600570 each

Country Range Pizza Dough Balls 817330 1x60x185g



Lollo Biondo Lettuce 602860 each

Country Range Mature Grated Cheese 355461 1x1kg


Hobbs House Ultimate Burger Bap (frozen) 852900 1x75x95g

Menu Pricing

Menu prices across 31 branded chain, pub and fast food restaurants increased by just under 2% in the year to Spring/Summer 2018. The biggest rise was seen in the pub channel, with an average increase of 1.9%. Operators are being sensitive to pressures on the consumer economy and are carefully managing increasing costs through selective and targeted price increases on dishes.

SS 2017 SS 2018 % change

Main £10.18/£10.33 1.5%

Starter £8.09/£8.20 1.4%

Price points

Price movements for same-line dishes by course, Spring/Summer 2017 vs 2018

Menu price analysis confirms the existence of three distinct price point categories at £#.#9, £#.#5 and £#.#0, with brands rarely mixing and matching.

Share of last digit number £25+ 3% Dish price range

The most common price point category is £#.#5, typically used by just under half of the 106 brands analysed. The second most popular is £#.#9, used by c.30%.

Dessert £4.86/£4.93 1.5%

Side £3.01/£3.05 1.2%








£5-£9.99 £0-£4.99

Price point patterns

50% 47%

41% 50%








£#.#9 £#.#5 £#.#0

25% 27%

Last digit by price band, all regions, Autumn/Winter 2017

Operators in different segments apply different price points to support their market positions, for example: • £#.#9 price points are strongly associated with value-led brands and low ticket operators – including the likes of Crown Carveries, Hungry Horse, Burger King and McDonald’s within fast food. • £#.#5 prices are used by mainstream brands, such as Bella Italia, Frankie & Benny’s and Strada. • Upmarket and more confident/contemporary brands use £#.#0/rounding, with leading practitioners including Black & Blue, Polpo, Brewdog, Honest Burgers and Tortilla.

Up$elling How much we spend on a menu hinges on the way it is presented and how upsells are communicated. Autumn/Winter

It is important to make your upsells relate to your original product, for example Nando’s offer avocado, halloumi, chicken thighs and grains as a potential upsell for salads. Offering upsells such as chips or sweet potato mash would not be as relevant and therefore a wasted opportunity.




Sources MCA Menu and Trends Report 2018


Menu s r o t p i r c s e D MENU



Top tips for your menu Strong menu descriptions take a dish out of the realm of being a commodity and make it appear better than a similar dish being sold by a competitor. A good description won’t compensate for bad food, but when customers believe that you are offering something distinctive, something that they can’t get anywhere else, your restaurant reaps the benefits through increased traffic and guests. Customers typically spend just 90 seconds looking over the menu, and this time does not increase to accommodate any confusion caused by a poorly written menu. Good descriptions require less work from the customer, and less confusion or searching during the item-selection process means customers have more time within those 90 seconds to find and add additional items to their order. It is also important to adjust the language you use to suit your particular audience.


Don’t force customers to read the description, 

a dish’s name should clearly identify what is in it. Add value to an ingredient by stating its geographic  origin, for example short ribs could be described as - Soy-braised Blackbird Farm short ribs, and snap pea risotto. Mention brand names; adding a few brand names  among your menu descriptions makes it appear that you are buying “the good stuff,” which in your guests’ minds raises the value of all your dishes. Describe how unfamiliar ingredients taste, if  customers don’t know what an item is they won’t order it. For example, by writing “buttery cacio bufala cheese,” you not only name an ingredient that not everyone is familiar with (cacio bufala), but you also let readers know that the uncommon ingredient is a type of cheese and that it has a buttery taste. Provide a “backstory” for example South  Street Chicken Wings – Smokey peach chipotle barbecue sauce, smothered crispy chicken wings. A summertime favourite for years at the South Street block party!



Using descriptive phrases £8.81



£7.88 £6.87

No. of sensory descriptors per dish 1









Top menu descriptors






Healthier eating related descriptors Stronger healthier eating communication can be seen on menus. Vegetarian symbols appeared in 1,899 dishes in Autumn/Winter 2017, growing from 1,744 dishes one year previous. A vegan symbol was also highlighted in 294 dishes, this has more than doubled since Autumn/Winter 2016.

py *



* ot


1,899 1,744

763 662 454 365

Vegetarian *fresh* symbol



re en *



re sh


Fresh and green were the most popular descriptors in Autumn/Winter 2017. ‘Fresh’ appeared in 88 out of 119 brands in Autumn/Winter 2017. ‘Green’ was used by 83 operators for 447 dishes.





£10.78 £9.77 £9.67


The number of descriptive phrases has been shown to correlate with higher prices. Dishes that do not have descriptive terms or descriptions in their names, on average are sold at £6.87. The more phrases a dish has the higher the average price of a dish will be. Operators tend to encourage customers to buy higher priced food items by using more descriptive terms.






294 131 Vegan symbol


Sources www.menucoverdepot.co.uk/resourcecentre; MCA Menu and Food Trends Report 2018 7

On-Site Butchery

“The butchery unit is first class. It’s a very modern unit, very organised and a well-run place. Everybody I speak to has a real passion for their job and to supply me with the best quality meat. I really like the fact that they are sourcing very good meat direct from the farms and everybody has the same goal - to supply the best they can.” Paul Fraemohs, Somerville College, Oxford


Our on-site, fully accredited, EEC approved butchery provides top quality fresh meat and offers: • Higher welfare accreditations and quality standards for your peace of mind • Full traceability and provenance for every product • Expertise and flexibility from our on-site butchery team • Specially requested cuts available to reduce your preparation time • Delivery with the rest of your order

Quality & Traceability We pride ourselves on the quality and higher welfare of our meats, and achieve this by working with some of the UK’s most respected farmers, slaughterhouses and meat suppliers. These strong relationships throughout the supply chain ensure that we have full traceability of our products right back to the source, giving each of our customers’ full peace of mind.

Meat Provenance

us to t c a t n Co ur o t a t s reque site n o r u of o y butcher

Where does our meat come from? Beef Alec Jarrett is a family owned business that started over 80 years ago. The company is situated in prime agricultural countryside in the West Country. Thanks to good quality grass and land to grow different types of cereals in the West Country they are able to source premium livestock. All the livestock procured has to be Farm Assured as a minimum and sourced from approved farms. The Alec Jarrett beef unit is fully ABM Farm Assured specialising in continental cross breeds ensuring the highest quality finished cattle are available.

Pork Full traceability with award winning West End Farm Pork Our high welfare outdoor reared pork is produced on the family run West End Farm, situated in the picturesque Wiltshire downs just outside the village of Bishop Cannings. The pigs are free to roam outside in social family groups. Housed in large straw yards, the pigs have the space to forage and play, demonstrating all their natural behavioural characteristics. Hampshire / White Duroc crosses are perfectly suited to outdoor pig production and produce flavoursome and succulent pork. The farm is run by Cameron Naughton who has a clear passion for producing great tasting pork whilst ensuring their pigs are reared to the highest welfare standards. The farm is fully accredited under the RSPCA Assured Welfare Standards and earned ‘2015 pig producer of the year’.


Mise en Place Produce Our Mise en Place brand offers a great range of quality fresh produce. Seasonality of our fresh produce is key to our buyers who purchase various different types of fresh fruit, vegetables, salads and herbs every day. Our produce is locally sourced where possible and we receive regular deliveries from New Covent Garden Market as well as a number of leading suppliers.

Ask you r represen Creed tative fo r a copy o f our seasona lity calenda r

Seasonality Calendar Fruit

Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec

Brussels Sprouts





Cherries, imported & UK



Cavelo Nero











Quince, imported




Purple Sprouting

Rhubarb forced

Rainbow Chard

Rhubarb outdoor

Runner Beans



Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec

Spring Cabbage Squashes

Ceps, imported


Girolles, Scottish


Morels, imported

Tenderstem Broccoli

Truffles, imported


Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec


Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec


Jersey Royals


Cornish, Devon, Pembroke New


Main Crop Potatoes


Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec



Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec

Spring Onions





New Covent Garden Market is the largest wholesale fruit, vegetable, and flower market in the United Kingdom. Located in Nine Elms, London, the market covers a site of 57 acres and is home to about 200 fruit, vegetable, and flower companies. The market serves 40% of the fruit and vegetables eaten outside of the home in London.


Bobby Beans


Broccoli Broad Beans Our fresh produce is subject to availability. To find out more about what’s available, please call our Customer Service Team on 01452 857555


Vegetables (continued)


New Covent Garden Market

UK crops in season

Imported crops

Stored UK crops

Out of season & generally not imported

Every night the market fills up with fruit and veg that’s just rolled off the world’s best farms. Open from 0:00 – 6:00am it supplies the tastiest food in London, serving 20/20 of London’s top restaurants. Customers care more than ever about where their food is coming from. New Covent Garden Market is a Red Tractor certified wholesaler that achieves zero-waste-to-landfill accreditation, so you’ll know exactly where your food’s been. That’s one less thing to worry about.

Christmas 2018 food trends The ‘C’ word is almost upon us and is one of the most important dates in the food industry calendar. More than ever customers expect quality ingredients and beautiful dishes, requiring more preparation and planning to meet customers constantly evolving tastes. Whilst there will always be those looking for the traditional turkey with all the trimmings, you also need to consider trends, such as health and free-from, that are currently dominating the eating-out market.

The main event

At Christmas people want to treat themselves and with consumers’ ever-enduring appetite for global cuisine, it’s the perfect time to feature some internationally inspired dishes on your menus. Two thirds of people surveyed (Hotel F&B Festive Report) said that they are more likely to try something new over the festive period. Having said that, it’s important to know your customers tastes, if your guests are mostly traditionalists consider a little switch up to the norm that will make your offering stand out from your competitors.

Dietary requirements

Different diets and lifestyles used to mean it was tricky to cater for all when sitting down for the feast of the year, however free-from, vegetarian and vegan options are now menu essentials. 3.5million Brits now identify as vegans and one in five choose to avoid gluten and or milk (Mintel). It is a missed opportunity not to provide appropriate alternatives. It’s not only particular dietary needs that are essential to cater for, the rise of health conscious diners provides a great opportunity for bitesize versions to be offered on a menu, ensuring calorie counters get to partake in guilt free goodies.

Sources Hotel F&B / The Festive Report

The most popular day to eat out

Christmas Eve Boxing Day


Christmas Day Another Day

10% 35% 47%

Of the 500 Christmas lines launched by Waitrose this year, 200 are vegetarian and 21 vegan, as well as 54 gluten free lines.

What is set to sparkle for 2018?

Salted caramel is showing no signs of slowing down for 2018, many retailers are again incorporating them into traditional Christmas staples. Retailers are also hedging their bets on clementine and gingerbread flavours. Classic 70’s dinner party staples are also making a resurgence, either through incorporating flavours into modern dishes for example black forest minced pies or by putting a modern twist on a classic such as devilled eggs with a chilli jam infusion. Health conscious millennials have also been growing the non-alcoholic drinks trend, supermarket forecasters say that the trend for drinking less is going to be even bigger this year. Offering mocktails on classic options is a great way to cater for this growth area, for example mulled pomegranate juice with festive spice served warm or hot apple pie spiced with cinnamon, cloves and nutmeg.


Menu Cuisines and Composition Fast emerging cuisines and dishes are incorporating wider lifestyle trends to create new mega trends within the industry. As reported in the MCA Menu and Food Trend Report 2018, the continued popularity of North American menus and the rise of Asian, Middle Eastern and South American cuisines are in the spotlight. According to the industry, the top three following menu trends are due to grow the fastest over the next 3-5 years: • Healthier Eating 75% • Chicken Premium 28% • Global Fusion 21% The Trend Maturity Curve ESTABLISHED EMERGING HOT WARM UNSUSTAINED SHORT-LIVED

• WARM trends are new into the industry and may end up ‘short-lived’ with a fall from popularity. Alternatively, they might progress into a HOT trend. • HOT trends are prominent in ‘trend hubs’ which are often based in major cities. These may not have longevity or influence mainstream menus. • EMERGING trends are creating a chain reaction in restaurants and menus around the country. • ESTABLISHED trends are recognised in the mainstream and have the potential to form into new mega trends, which develop other trends in the industry.


Cuisine Trends South American, specifically Venezuelan food, is the latest warm influence on the restaurant scene. Venezuelan food takes its influences from European and West African traditions, which incorporate foods such as rice, corn, meat, potatoes and pulses. ‘Arepas’ is a Venezuelan favourite made from corn flour pittas and often filled with different ingredients based on the region. Vietnamese or Taiwanese are the prominent Asian hot trends this year. Prevalent in these cuisines, is the use of fresh ingredients, reliance on herbs and vegetables, with minimal use of dairy and oil. For a healthy eating lifestyle, these ingredients are suitably recognised. It is expected that in the next 3 – 5 years, healthy eating will see 75% growth. Middle Eastern food, which is recognised as an emerging trend, has seen significant progression. As menu trends have seen a growing demand for vegetarian and vegan dishes, Middle Eastern meatfree dishes and use of halloumi are of growing interest. Tahini and other Middle Eastern sauces and spices are used in vegan diets. Within restaurants, vegetarian and vegan menu prices have decreased 2.3% and 6.6% respectively due to increasing demand. Japanese cuisine is an established Asian trend, with growing interest around sushi and bento. A traditional bento box consists of a rice or noodle base, fish or meat protein and cooked vegetables. As both sushi and bento are more compact in size, they are used for take-out or convenience consumption, appealing to the wider Street Food mega trend.

r e g r u B e h t f o The Rise Across all restaurant channels, burgers continue to be the most common protein dish. Beef burgers have stalled in growth, with chicken increasing by 1% from 2017.

The rise of customisation Although beef is a popular ingredient for a burger, the protein used can be adapted and created to appeal to current menu and food trends.

Chicken Chicken is the dominant type of food eaten out of home, with it being a main protein source in 22% of lunch and dinner dishes. Chicken has a healthier white meat image with lower price points. At 51% chicken is the leading protein source in fast food outlets and, given it’s healthier image, chicken burgers are suitable options for a healthy eating diet. Halloumi

Jackfruit As a key food product in 2018, jackfruit is a popular meat alternative. Vegan dishes have had a remarkable 237% growth. Protein sources such as seitan, tofu and jackfruit are all popular vegan choices. Since 2017, there have been 100 additional vegan options added to restaurant menus in the UK.

Halloumi has had growing interest within vegetarian dishes. Combining halloumi, with Middle Eastern spices or sauces and a flat Portobello mushroom, makes a good vegetarian friendly alternative.

Where do you eat your burger? When ‘eating out’, a burger (beef or chicken) appears in the Top 10 dishes eaten in all restaurant settings, albeit it is consumed in its highest quantities in fast food settings. Percentage shows the amount of burgers in the top 10 dishes by sector. Chain Restaurant: Local Independent Restaurant: Pub Restaurant: Fast Food Outlet:

9.4% 3.0% 13.6% 44.4%

How do you eat your burger? By Hand: Cut in half, then pick up: With knife and fork: Other/Not sure:

ken Chicken has overtaotein pr p beef as the to driven g group. This is bein image r ie by it’s health

Home 53% 22% 11% 14%

Restaurant 38% 27% 18% 17%

Sources MCA Menu and Food Trend report 2018; The Food People Cuisines and Ingredients 2018 – 2019; Waitrose Food and Drink Report 2017- 2018 Note: Healthier eating defined as low calorie, low fat, low salt, low sugar 13


Creed Trade Show The Creed Trade Show returned on Thursday 20 September at Three Counties Show Ground in Malvern. Over 90 suppliers attended the day, showcasing their latest products and services to our wide range of customers along with exclusive Deals of the Day. Six live demonstrations highlighted the latest trends in reduced sugar, vegan menus, chocolate colouring, sharing boards and street food.


In March 2017 the first cohort of apprentices in Cheltenham began undertaking their NVQ Level 2 Diploma in Team Leading with Betaris training. The cohort consisted of ten team leaders and supervisors from various departments based at Cheltenham. The course spanned one year and we are happy to announce that all ten of our apprentices have passed! The successful apprentices were Ryan O’Dea, Katie Davies, Katrina Mabbutt, Jo Gorton, Sharon Brice, Raf Kondratowicz, Steph Jones, Marcin Jankowski, John Hobbins and Vickie Beaver. Betaris stated that their average pass rate is 91% so to get 100% success rate was fantastic! They were so impressed with Creed and the employee’s engagement with learning and development, they jumped at the chance to support our Ilkeston supervisory team next and our second cohort will begin in September. A huge congratulations to all of our apprentices - it is always a challenge to balance development and daily tasks, so a big thank you to the line managers for their support with the process.

Charity Update P7 & P8 donations: Cash £10,965.53, Time £1,710, Food £3,139.22 PLUS £1,349 raised by the Creed lottery. Totalling £17,163.75. Telesales & Freetrade Cycle In support of Bloomin’ Dementia Care Charity and Creed Active, the telesales and freetrade teams joined forces, with exercise bikes in both Ilkeston and Staverton telesales offices! The aim was to cycle the equivalent of Staverton to Ilkeston, down to High Wycombe, and then onto the Creed Trade Show in Malvern by 20 September! This is 335 miles or 539 kilometres in 27 workdays. Customers, suppliers and Creed employees helped cycle the final few miles to reach our target. Bloomin’ Dementia Care, is an independent charity established in 2017, focused to support those living with dementia and related disorders in Nottinghamshire and surrounding areas. “Since the bikes first arrived the teams have been amazing at getting together and really ‘Believing in more!’ It has been so positive to see members of the team coming in early or staying late to do an extra few miles! It’s been great that Martin and Miles have helped us make this happen and definitely something we should do more of in the future!” Alex Luker (Planning and Activation Executive).


Our plant-based catering disposables are made from

R E N E WA B L E , L O W E R C A R B O N o r R E C Y C L E D M AT E R I A L S vegware.com |


Profile for Creed Foodservice

The Crunch Hotels and Restaurants Sector Focus  

Our hotels and restaurants Crunch focus looks at industry insight and new products for the sector.

The Crunch Hotels and Restaurants Sector Focus  

Our hotels and restaurants Crunch focus looks at industry insight and new products for the sector.