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Maclay Inns: The Secret's in the Sauce
Established in 1830, Maclay pubs and inns are a well-recognised name in the on-trade world, with 24 properties spread across the length and breadth of Scotland.
As Independent Multiple Retailer of the Year 2006, the company aims to offer the best pub experiences in the country, and has enlisted the expertise of Heinz Foodservice to help bolster their reputation as a leader in their field, and to further associate their name with good food.
Catering in Scotland introduces Maclay Inns, a firm whose reputation is built on consistency and quality, attributes mirrored by Heinz's own ethos.
With 21 of their establishments serving quality meals, from Paisley to Balloch, Arrochar to Glasgow, Edinburgh to Dundee and even Prince William's former university haunts in St Andrews, Maclay are keen to build on their reputation for fine food and ales in contemporary surroundings.
Food sales in pubs have become increasingly important in recent years, particularly since the smoking ban came into force in Scotland in 2006, and Maclay saw a marked increase around that time. Keith Deary, Maclay's Head of Catering, understands the value that established food brands can add to an establishment's reputation:
"Heinz's Top Table range of condiments project a far more solid and dependable message of quality than own-brand products ever could," he says. "We serve Heinz Beanz and their front of house sachet range in our bars and pubs with gardens, and Heinz Tomato Ketchup and HP Brown Sauce in the iconic glass bottles in our more up-market, stylish pubs and bars."
Deary is responsible for ensuring the chain is equipped with the best quality products in all areas of the kitchen:
"When it comes to condiments, much of it is about perception," he adds. "Heinz speaks volumes in terms of quality, whether it's sachets or the table-top bottle combination. Customers trust the more premium brand because they know it will not taste watery or vinegary as non-branded products can do. What is the point of dishing up quality food if you expect your customers to eat their meal with a substandard accompaniment? Essentially, we want to give customers the brands they use at home."
Pubs are considered the most popular leisure destination for eating out in the UK, with a 23% share of all meals consumed outside the home. Led by the gastropub phenomenon, which provides consumers with higher quality offerings than the days of "chips in a basket" pub meals, the popularity of eating out has risen from 93% of the population in 1995, to 96% in 2006.
Along with the majority of pubs in the UK, Maclay Inns believe that stocking Heinz and HP sauces in the iconic glass bottles can improve the look and feel of the dining area. According to feedback, 90% of the Table Top Community joined up because of the power of the brands, and 46% received positive comments from customers:
"The bottles look good as they are, but the table-top kits really make the brand stand out and provide an element of reassurance for customers," concludes Keith. "Having personally always used Heinz, I understand why this is important and wouldn't ever think about changing."
From Maclay's experience of the pub-meal trade, it's clear that an established brand can work wonders for customer loyalty.
To find out more about Heinz Foodservice Table Top Community and full sauces range, visit www.heinzfoodservice.co.uk or freephone the Customer Careline, on 0800 57 57 55.
This article has been edited from its original version. For the complete feature, please see Catering in Scotland magazine November/December 2007.
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