Running from 30 September to 6 October, British Roast Dinner Week, sponsored by Knorr Gravy and supported by Colman's, is an opportunity for operators to offer roasts to customers every day of the week.
Sarah Branagan, Knorr category manager for sauces, said: "We're encouraging the nation to toast its favourite dinner, which tops the list of things consumers love about Britain.
"British Roast Dinner Week is the perfect excuse for operators to serve roasts every, satisfying customers who want to see it on menus more often and maximising profits."
As part of the celebrations, British Roast Dinner Week is giving operators another chance to enter its prestigious "Best British Roast Dinner" competition, which launches in May.
Chefs can log on to the new website www.britishroastdinnerweek.co.uk for more information, including details of how to get hold of 10,000 free samples of Knorr Gravy.