How to Create the Perfect Roast Dinner and Bring Customers Through Your Pub's Doors

As a publican, you know that creating a welcoming, memorable experience for your customers is key to driving repeat business. One of the most beloved meals in British culture — and a guaranteed crowd-pleaser — is the classic Sunday roast. But, in an increasingly competitive pub industry, how do you elevate your roast dinner to stand out from the crowd and bring in new customers, while keeping your loyal regulars coming back for more?

Here’s how to create the perfect roast dinner that will have people flocking to your pub every Sunday:

1. Source Quality Ingredients

The foundation of any great roast dinner is high-quality ingredients. Customers are more discerning than ever, and they’ll appreciate the effort you put into sourcing the best meat, seasonal vegetables, and fresh herbs.

Meat: Choose quality cuts of meat and consider offering a selection. A classic roast beef, tender roast lamb, succulent chicken, and hearty pork belly all have their own appeal. Source locally where possible, as people are increasingly interested in supporting local farmers and producers. If you can offer a variety of meats or a Sunday roast "carvery" style, even better!

Vegetables: Focus on fresh, seasonal produce. Carrots, parsnips, potatoes, Brussels sprouts, and leeks are traditional choices, but try experimenting with some less common vegetables to make your roast dinner stand out. Sweet potatoes, heritage carrots, or even roasted beets can add a unique touch.

Gravy and Sauces: The perfect roast dinner isn’t complete without delicious, rich gravy. Make it from scratch using the juices from your meat, or opt for a rich vegetable-based gravy for your vegetarian and vegan customers. Don't forget horseradish sauce for beef, apple sauce for pork, and mint sauce for lamb.

2. Perfect the Sides!

While the meat is the star of the show, your side dishes can elevate the whole dining experience. Here are a few ideas for sides that will make your roast dinner a standout:

Crispy Roast Potatoes: This is non-negotiable. Crisp, golden, and fluffy on the inside. Perfect roasties are the backbone of any roast dinner. Try roasting them in goose fat or beef drippings for extra flavour.

Yorkshire Puddings: A true pub classic. Light, fluffy, and golden — Yorkshire puddings are a must. If you’re using frozen ones, try making them from scratch for a more authentic, homemade taste.

Seasonal Greens: Offer a mix of traditional Brussels sprouts, sautéed cabbage, and steamed broccoli, but consider getting creative with seasonal greens like kale for something a bit different.

Stuffing and Sauces: Make your stuffing from scratch using fresh bread, herbs, and a bit of sausage meat for extra flavour. Don't forget your sauces — whether it's a creamy mustard sauce for chicken or a rich red wine gravy for lamb.

3. Make it an experience, not just a meal

Creating a memorable roast dinner experience is just as important as the food itself. Here’s how you can make it an event your customers will want to return to every week:

Comforting Ambience: Set the scene for a cosy Sunday roast by creating a welcoming atmosphere. Make sure your pub has a relaxed, homely feel. Soft lighting, rustic décor, and a well-set table with freshly pressed napkins will give your customers the feeling that they're about to indulge in a special treat.

Special offers: Consider offering a “Roast Dinner for Two” deal or a “Family Feast” option. Group offers can draw in larger parties, and families often love the idea of a hearty, no-fuss Sunday meal together.

Beverage Pairings: A great roast dinner isn’t just about the food; it’s about the drink pairings, too. Offering a carefully curated selection of wines or craft ales that complement your roasts can elevate the entire dining experience. A good rule of thumb: a full-bodied red wine for beef, a crisp white for chicken, and a bold ale for pork.

Sunday Specials: Why not add some fun twists to your traditional Sunday roast to keep it interesting? Think roast dinners with a modern flair — like roast beef served with horseradish mashed potatoes, or a roast lamb with a vibrant chimichurri sauce. You can also include some vegetarian and vegan options like nut roasts or plant-based versions of classic sides.

4. Promote your Sunday roast

A great roast dinner won’t sell itself — you need to get the word out and attract customers. Here's how to let people know what you’re offering:

Social Media: Post mouthwatering images of your roast dinners on Instagram and Facebook. Share behind-the-scenes videos of your team preparing the roast or showcasing the quality of the ingredients. Social media is a powerful tool for creating anticipation and excitement.

In-House Signage and Menus: Make sure that your Sunday roast is front and centre in your pub. Create an eye-catching chalkboard menu, or print flyers or posters for your pub’s noticeboard so customers know what to expect. You can also offer a loyalty card or discount for repeat customers to build loyalty and increase footfall.

Local Partnerships: Partner with nearby businesses or organizations to promote your Sunday roasts. For instance, you could team up with a local farm to showcase your ethically sourced produce or run a special promotion with nearby attractions or events. Cross-promotion can help expand your customer base and keep people coming back.

The Tom O' The Wood - A Roast Dinner Contender

If you’re looking for inspiration, take a look at the Tom O' The Wood, a fantastic example of one of our leased and tenanted pubs, currently in the running for England's best Roast Dinner. Known for its impeccable Sunday roasts, this pub has set a benchmark for how quality and presentation can transform a traditional roast into something truly special.

Under the guidance of its experienced team, The Tom O’ The Wood has crafted a menu that keeps customers coming back. They’ve made their Sunday roast an event, with friendly service, inviting décor, and a relaxed, homely atmosphere that makes everyone feel at ease. It's their attention to detail — from the crispy, golden roast potatoes to their rich, homemade gravies — that’s earned them a spot in the national competition.

This is a perfect example of how a leased pub can elevate a classic offering to attract new customers and boost business. By perfecting the roast, creating a welcoming environment, and continuously engaging with their local community, The Tom O’ The Wood has built a reputation that will keep people flocking to their door every Sunday.

The perfect roast dinner is all about balancing high-quality ingredients, thoughtful preparation, and creating an experience your customers will love. Whether you're serving a traditional Sunday roast with all the trimmings or adding your own unique twist, a mouthwatering roast will always be a crowd-pleaser. By focusing on fresh, seasonal ingredients, providing a cosy atmosphere, and actively promoting your offerings, you’ll attract new customers while keeping your regulars coming back for more.