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Elevate, don’t reinvent: Martin Eshelby’s take on modern pub classics
Celebrating 10 years at Bidfood and his promotion to the wholesaler’s first-ever culinary director, Martin Eshelby shares how operators can use the latest food and drink trends to boost profits, premiumise menus and add fresh thinking to pub classics
Martin’s food journey began 30 years ago at catering college, where he spent three years learning the fundamentals of becoming a chef, completing placements at Swallow Hotels and Thomas Cook.
After working across hotels and restaurants, he secured a role at the Lanesborough in Hyde Park, working under renowned chefs Paul Gayler and Chris Galvin, an experience that proved invaluable.
Looking for the next challenge, Martin moved away from the fast-paced demands of the kitchen into product development.
How can chefs use the latest trends to boost consumer appeal, while also increasing profit? Which of Bidfood’s Food and Drink Trends work best?
From a chef’s perspective, the most effective trends are the ones that excite diners, but also make sense commercially. In our 2026 Trends, the ‘Topped and Loaded’ dishes are a perfect example, taking something familiar, like fries or jacket potatoes, and elevating them with bold toppings to create something indulgent and visually appealing, while keeping food costs manageable.
There’s a huge interest in bold global flavours, such as hot honey, which works across multiple dishes, from chicken wings, pizza or halloumi fries, helping increase margin and profit. Gochujang is another versatile ingredient that works brilliantly in mayonnaise, dressings or marinades, while the humble pistachio can elevate desserts or add a crunchy element to salads.
Finally, there’s strong demand for feel-good, nourishing food, dishes built around grains, vegetables and wholesome ingredients that deliver flavour alongside nutritional balance. Combine that with great presentation and a little theatre, and you create dishes that diners want to order, share and come back for, driving appeal and profit.
Innovation is crucial right now – how can chefs make staples more appealing without re-inventing the wheel?
Pub classics have stood the test of time for a reason: people go to the pub for comfort, familiarity and tradition. The key to innovation isn’t reinventing the wheel; it’s refining what’s already loved. For me, it’s about having a range of core quality ingredients, subtle flavour twists, and eye-catching presentation while respecting the heart of the dish.
One of my personal pub classic favourites is a proper steak and ale pie. It’s the kind of dish that defines the great British pub: slow-braised beef, a rich gravy and crisp, flaky pastry. Modernising it isn’t about changing it completely, it’s about depth of flavour, using good local ale, perhaps bone marrow in the sauce and seasonal accompaniments that bring freshness to the plate.
The Sunday roast is another stellar example. Switching cuts to rump cap, slow-cooked beef short rib or lamb rump, paired with sides like truffle cauliflower cheese, charred hispi with miso butter, or maple-glazed heritage carrots instantly elevates it.
The British pub has always been a huge source of inspiration for me. It’s where food, community and conversation come together. Those classics carry a lot of nostalgia for people, so the goal is to honour that tradition while giving guests just enough of a fresh perspective to make it exciting.
How can operators premiumise their menus to drive footfall?
Premiumisation is about adding value in ways guests can see, taste and experience. It’s not always about complexity; it’s often about ingredients that can be used across menu dayparts, thoughtful presentation and creating special moments.
With a packed summer of sports ahead, premium sharing platters offer a clear opportunity to drive spend. When people come together, they want food that’s social and celebratory. High-quality loaded boards, add-on sauce upgrades and elevated bar snacks can encourage groups to stay longer, order more and really make an occasion of it. Ultimately, it’s about giving guests a reason to choose the pub experience over staying at home.
Discover more tips to elevate your menu at www.bidfood.co.uk/pubs/
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