Maggi launches new campaign to bring back the gravy boat

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Leading gravy brand Maggi has conducted new consumer research revealing that 93% of consumers prefer to pour gravy themselves, and that 83% said they would be more likely to return to a pub if they were allowed to pour their own gravy.

The new research further disclosed that almost all of the 2,000 UK adults interviewed said good gravy was crucial to a roast dinner (96%), and that 94% of consumers would like to be given a gravy boat for their table when eating a roast dinner at a pub or restaurant.

Susan Gregory, head of food at Nestlé Professional, said: “Our new research reveals that the British public are passionate about gravy and want – almost unanimously – to see pubs and restaurants put gravy boats back on the table.

“It’s great to hear how strongly they feel about this truly British tradition, and underlines how important generous portions of good quality gravy is to meals, especially roast dinners.”

Following the strong results, Maggi has launched a campaign to bring back the gravy boat, which includes free POS kits for pubs, to help them make the most of the opportunity and to ensure that customers visit again and again.

The high-value kit, worth more than £100, will include gravy boats, table-talkers and staff badges – to help staff interact with pub customers – as well as some kitchen equipment and a complementary 2kg tub of Maggi Original Gravy mix, which can make 26 litres of gravy.

Gregory continued: “Industry research** shows that value for money and generosity go hand in hand, and that if a venue can demonstrate generosity to a customer, then that customer is more likely to score their experience highly in terms of value-for-money, which is a key driver of repeat visits.

“This is not just about price and portion size – it’s about venues signalling generosity in a number of ways, such as allowing customers to serve themselves at their table.  This, combined with the Maggi research showing that diners really want to pour their own gravy, means our gravy boat campaign is a great opportunity for pubs and restaurants.

“Maggi is investing in pubs, developing a high-value kit to help them offer generous gravy portions, and driving repeat visits, and as the cost of the gravy is less than 15pper gravy boat portion, we feel this to be of great value to the pub, as well as the customer.”

The free POS kit will also include recipe cards to help chefs make the most of their meals, as well as key kitchen equipment, including ladles and whisks. There are also 100 2kg tubs of Maggi Original Gravy Mix as runner-up prizes.