Following the advent of the smoking ban, the subject of food is on every licensee's lips. I have been in many pubs in my time - some that serve good food and many that do not. It is, therefore, time for us all to take stock of what we put on our customers' plates - and remember, above all else, that food is for eating.

It is important that your customer understands what they will be getting when they visit your establishment to eat. Keeping everything as simple and logical as possible is a good starting point.

In particular, the menus should be clear, concise and easy to read while the dishes should offer the customer a "Ronseal experience" - ie, they will look and taste exactly as they are described.

Don't be prissy and over-elaborate but do mix your menus with established pub classics and seasonal dishes that demonstrate the flair and capabilities of your kitchen.

Also, price in accordance with the pockets of your clientele. I always measure a pub by what they charge for cod and chips - anything more than £9 and they are heading towards the world of the gastropub - I hope your customers can afford it!

I am constantly amazed why lovely country pubs surrounded by wonderful farms have dishes on their menu that are clearly of the chilled, pre-packaged variety.

It takes a little time and effort to do the necessary research, but if you do "go local" it really is of benefit to you, your customers and the whole community. It is also offering the customers something that they will

be unable to get on the

high street.

Going local helps promote the notion of sustainability by reducing time to market for the farmer. It really is one of those rare "win-win" opportunities.

One final point - just remember that the customer comes in to eat your food and not to enjoy the artistry of it all. If you look after your food offering then your customers will be taking care of you.

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