Halloween is a growing opportunity in the catering calendar, offering some “frighteningly” good returns for those operators willing to embrace it. Undoubtedly driven by our love for all things American, Halloween spending in the UK topped £1billion in 2023, driven by a significant uptick in spending from younger generations, with 16 to 34-year-olds being the highest spending age group. ‘Trick or treating’ and dressing up in spook-tacular costumes are much enjoyed activities on October 31, as are the associated parties and events. Retailers have fully embraced the opportunity, and a growing number of foodservice outlets are also taking advantage of this lucrative calendar date now too. This year, Halloween falls on a Thursday, whilst the annual Mexican fiesta ‘Day of the Dead’ is on Saturday November 2, providing plenty of scope for several days of celebration.
Frightfully good fare
You can choose exactly how much you want your venue to get into the spirit of the occasion. You could go all out with decorations and themed menus – or, at the other end of the spectrum, offer a sensory experience of dining in the dark! Themed bottomless brunches are a fun option, or you could host a Halloween costume competition with free drinks for the winners.
This year, Lost Souls Pizza in Camden Town, London, is hosting a Halloween theme dinner party with black charcoal crust pizzas and spooky cocktails, whilst the Tattu chain is giving their contemporary Chinese fusion cookery a Halloween twist with dishes such as pumpkin dumplings served with shredded duck and hoisin and Deadly Dismay cocktails. Meanwhile, the Hellfire Club in Manchester will be serving a medieval banquet style, eaten in ghoulish surroundings with horror-themed entertainment and burlesque.
Dead good desserts
The easiest way to embrace the fright night opportunity is to give your desserts menu a ghoulish update. Colour and creativity are the key drivers for Halloween – and there are plenty of brilliant products to help and inspire. Black, green, purple, red and orange are your go-to colour palate, making it easy to switch up familiar favourites by adding vibrant fillings and frostings.
Karin Janssen, bakery expert and business development manager at leading ingredients supplier Henley Bridge, says: “Consumers are looking for cakes and desserts which literally ‘scream’ Halloween. “Rainbow Dust’s range of stunning food colour gels are a great place to start for making vibrant, ghoulish creations. “People love the element of surprise, and Irca’s Chococream pistachio filling paste, with its natural green colouring, is ideal for oozing out of doughnuts and muffins.
“For the perfect finishing touches, Hillbo and Dobla have created brilliant ranges of Halloween décor, which include chocolate bats, ghosts, pumpkins, eyeballs, black cats, skulls and Halloween candy canes.” If you’re feeling particularly adventurous (and feel your customer base can stomach it!), edible insects are a novel topping!
Black magic
Make the most of the dark arts with deZaan’s Carbon Black cocoa powder and Riso Gallo’s Nero rice. Henley Bridge’s Head of Innovation and Training Samantha Rain and her team of chefs have created two recipes using these two innovative products specifically with Halloween in mind.
For a ghoulish main course, Samantha’s black rice salad comprises black rice, roasted chilli butternut squash, lemon oil, olives, feta and roasted confit tomato salad – making it suitable for the healthiest of spooks! ‘Brain Dead’ is an eye-catching dessert featuring black rice pudding flavoured with black cocoa powder and served with a plum compote.
