Beef on a roll with football promotion

ENGLISH BEEF bosses are hoping to tap into World Cup fever with the launch of new football themed promotional material to help landlords.

The English Beef and Lamb Executive (EBLEX) has developed special promotional kits to help its Quality Standard scheme members boost sales during the tournament.

The kits contain eye-catching point-of-sale material, such as posters, beer pump wobblers and beer mats, all urging customers to tuck into a "Half-Timer" - a hot roast beef roll. Also included in the kit is a specification sheet for a chuck roast joint, with simple cooking instructions and serving suggestions. EBLEX said the joint, when cooked slowly on a low heat, produces mouth-watering beef which can be sold in a buttered roll with horseradish or mustard creating the perfect half-time snack.

Hugh Judd, food-service manager, said: "The concept is simple. Clearly publicans want to maximise sales during World Cup matches, but, with a packed out pub and staff under immense pressure to meet the additional demand, it can be dificult to offer anything other than crisps and snacks for people to eat.

"With our Half-Timer rolls, we've come up with the perfect solution. The idea is to offer customers a delicious snack that requires no special skill, equipment or labour to prepare. In fact, it's as quick to serve as a pint."

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