"Don’t make the mistake many operators do…..ensure you are set up to make and track your profit"


'The Food Profit Formula for Pubs' consists of 7 chapters. Specifically designed this way, it allows you to choose whether to cover all 7 chapters, or pick individual ones that you feel to be the most important right now and move on to another chapter later.

As a reminder, the 7 chapters are listed below:

Course Chapters:

Chapter 1 [Food Proposition] – Shows you how to build a compelling and profitable food proposition

Chapter 2 [Commercials] – Shows you how to effectively control food costs and optimise menu prices for maximum gross profit

Chapter 3 [Quality] – Shows you how to deliver quality food presentation to a standard that will exceed expectation

Chapter 4 [Menu] – Shows you how to design a profitable menu that appeals to your specific customer audience

Chapter 5 [Pub Standards] – Shows you how to set appropriate pub standards that will exceed customer expectations

Chapter 6 [Teamwork] – Shows you how to develop highly productive employees who will deliver your goals

Chapter 7 [Marketing & Sales] – Shows you how to effectively market your pub at low cost to drive more sales

Which chapters are best for me?

Here's what we recommend...

New publican (you're taking on your first pub) - Completing all 7 chapters provides you with the full suite of what we call 'Pre-entry food training' to ensure that you have your compelling and profitable food offer up and running correctly and in the fastest possible time. You can work through the chapters at your own pace and at times that are most convenient for you. This training has been proven to help new publicans avoid making mistakes that lead to many pubs struggling to survive. This course guides you through the whole process and makes your future success much more certain.

Experienced Publican (you have experience of running your own pub but there are problems that need fixing) - Choose a single chapter that will help you deal with the problem of most concern to you.

NOTE: You have arrived on this page because you've clicked on Chapter 2 - Commercials, so below we have provided some more detail to help you decide if this Chapter is what you need. If you wish to go back and look at ALL chapters (1 to 7) CLICK HERE

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Chapter 2 - Commercials

(Effective control of food costs and optimised menu prices for maximum gross profit)

This chapter provides you with very practical step-by-step video training and all the download templates, tools and resources to make it simple for you to:

  • Calculate the cost of the dishes on your menu and set selling prices to ensure each dish returns an appropriate gross profit
  • Calculate staff wages linked to food sales
  • Forecast gross profit on a proposed menu or current menu even though each dish may have be returning a different gross profit
  • Forecast: food sales, food gross profit, food wages and food profit after food wages have been deducted
  • Forecast kitchen equipment running costs to ensure they are within acceptable limits and do not negate any food profit
  • Use our monthly operating report as a basis to produce your own to track actual food profitability
  • You will also be able to download a simple to use calculator that enables you to:
  • Calculate £ & % gross profit from your menu price & cost price
  • Calculate target dish cost from your menu selling price and target GP%
  • Calculate dish selling price from your dish cost price and target GP%

This chapter will lead you through what can be for many people, a confusing minefield of terminology and business planning complexity. This does not need to be the case. There are several forms to download that will help you in simple way, to make sure you check the profitability of your new food offer or current offer.

Additionally, this phase of the course will help you start look at food profit opportunities with more of a critical eye. You will be able to see the financial implications of different types of food offer for the customers you have identified, without actually having to commit any cost to trying a dish idea. Take your time to make sure you fully understand every stage and the significance of each download before moving on.

By the end of this chapter you will understand the importance of, and be able to effectively use the essential pub food commercial tools, based on your menu and your operation, thus enabling you at desk top level to decide on the right food offer for your pub.

So why is it so critical to forecast and check the commercial side of your pub food offer?

It’s vitally important to forecast food costs and profit, monitor your food costs and profit, and make changes, to improve food costs and profit, to ensure commercial feasibility of your food operation and your business as a whole.

By using the tools we provide, you are far less likely to operate with below target gross profit and higher than acceptable food wage costs!

If not Now, when?

Avoid leaving it to chance, avoid getting it wrong.

Learning by "trial and error" is by far, much more expensive in terms of your time, money and sleepless nights than the small investment in this course.

Ever heard the saying..."It's our decisions, good or bad that determines our future"? When you invest in yourself, you invest in your future.

Join us today and get everything you need to follow in the steps of the industry's most highly profitable pubs and make the future bright, profitable and enjoyable for both yourself, and your family.

CLICK the button below where you see 'Enrol in course' and get immediate access to all of the know-how, tools and resources listed in the curriculum below. We look forward to welcoming you inside the course...

The Food Profit Formula for Pubs

Your Tutors:

Tony Aram - Independent Pub Food Development Trainer & Adviser. (former: Catering Director for Hungry Horse, Catering Strategy Manager for Whitbread, Food Strategy Manager for Ei Group, and Food Operations Manager for Tom Cobleigh)

Marcus Kilvington - Food Profitability, Sales & Marketing Specialist. (former: National Account Manager, Senior Sales trainer & Trade Sector Manager for Global & British brands; Knorr, Hellmann’s, Tetley, Twinings, Hall & Woodhouse, Rubicon Drinks)

We're gifting you £50 towards this course...

The normal price for this course is £147.00 + Vat.

However, from over 30 years of experience each in the food and beverage industry, we know how important this training can be to the success, profitability and the sustainability of a pub. We don't want price to be a concern to you.

Publicans who've used the know-how, tools and resources provided here have saved themselves... time, money, unnecessary stress, sleepless nights and even marriages!

So as our gift to you, we're giving you £50 towards this course. *Please note that this is a limited time offer

The investment when you buy today, is just £97 + vat

Don't delay - CLICK where you see 'enrol in course' to join us and get immediate access today.

Enrol in this course and get started TODAY (before your competitors do!)

An introduction to pub financials


An introduction to pub commercials

forecast staff costs


How to forecast staff costs and ensure they are within budget

Controlling food waste


Controlling food waste