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Charlie Bigham is set to launch a new range of premium ready MealCosting up to £30, it is aimed at consumers fed up with the rising costs of eating out.
Entrepreneur’s ‘Brassery’ collection to be showcased for the first time Waitrose This Wednesday, it’s offering pre-made Beef Wellington for £29.95, Salmon Wellington for £19.95, and dishes like Coq au Vin, Duck Confit, or Venison Bourguignon, each priced at £16.95.
Mr. Bigham said the rising cost of dining out at restaurants was the primary reason behind the creation of his new line.
He explained: “Eating out has become more expensive – we love eating out in restaurants but now you look at the bill at the end of the night and think ‘Oh, it’s gone up’.”
He acknowledged the industry’s challenges, saying, “And this doesn’t mean to criticize our wonderful hospitality industry at all. Their costs are going up.”
Ultimately, he believes consumers are looking for “opportunities to eat out” but are “happier to do so inside rather than outside”, reflecting a broader shift in spending habits.
Dee’s new Venison Bourguignon uses wild-caught venison scottish highlandsWhich also includes the royal Balmoral Estate. The Salmon Wellington is made with sashimi-grade salmon fillets and the firm claims each beef Wellington is rolled by hand.
The company hopes that consumers will consider this range as an alternative to eating out at a café or restaurant. Hospitality businesses have been forced to raise prices due to rising costs such as labor, energy and taxes.
At the top end, the new food will be almost three times as expensive as Charlie Bigham’s traditional offerings, with dishes such as chicken tikka masala, chicken ham and leek pie and lasagna costing around £10 for two people.
Despite the cost, Mr Bigham said he expected the range to have wide appeal among consumers.
“If you think about it, you get a pizza delivered for two people for £16. And it’s not just eaten by the rich few London Postal Kode.”
The average price of a restaurant meal in August was 4.9 percent higher than a year earlier, according to data from National Statistical Office (ONS).
Rising grocery price inflation has also hit consumers hard, with shoppers also seeing changes in their favorite items due to both ‘shrinkage’ and cheaper ingredients.
Mr. Bigham said his company has not turned to either, keeping portion sizes and ingredients unchanged in an effort to protect its reputation as a high-quality producer.
He said: “Creating high quality food is our mantra, so if we have to choose, we will raise prices.”
Mr Bigham’s firm made a profit of £5 million on sales of £144 million last year.