Pub food, which is the right direction?

Today I was having a very good conversation about food, history and tradition with a very knowledgeable chef and I started to realise that after long time living in Uk I'm perfectly integrated in the culture and the heritage of British food. Often people like to believe that French and Italian food are a top choice and tend to underestimate English food. This is a truly sad mistake.
Probably would sound weird and contradictory but is actually because of my Italian background that i can understand the leverage of it.
Granted that I'm not a big fan of the Nouvelle Cuisine and I really love discovering small hidden culinary gems I would like to state that the best Italian Food is served in small restaurants called Trattoria or Osteria.
Forget about Micheline stars and concentrate just on what food is about, a primary need with a strong connection with our history and tradition.
In Italy every region have different traditional food and different wines, just going to eat in this kind of places you can have a real taste heritage and history. 

But what is it a Osteria? What represent in the Italian cultural background?
An Osteria is since centuries a family run restaurant with very deep roots and ties with local farming and food production. Historically is the favourite targets of  both locals and people travelling by. This because is cosy, simple and warm, full of personality and have the power to mix people with different background.

Sound familiar? Is not the same feeling to be inside a Pub?
For my point of view Gastro-pub (British housemade fresh food with full table service) are the traditional English restaurants. You can find seasonal fresh food cooks from scratch and good drinks including ales and craft beers.
Beer in England is like wine in Italy:
every region have different beers and the taste depend on its ingredient (water, wheat/barley, ops, yeast and eventual flavouring).
The food is also connected to local heritage and farming putting the pub at the centre of the community. It's a meeting point but also a place were to consume a delicious and traditional meal.
The best example is the Sunday roast as everyone love to have a plate of meat with all the trimming and a fresh baked Yorky'.

Finally I go to the point. What make a pub popular successful?

There are a lot of factor that are important like atmosphere, location, competitors, trends and considering that wet revenues declined in the last 10 years the Menu became the key for success.
Maybe because of the recession and the more affordable cost of alcohol in supermarket, pub trade went back in his originally dimention which is the traditional offer of food and beverages. Clubs and cocktail bars beca?me the target for entertainment.

So what should the head chef or a company consider writing a menu?
For my point of view the following are really important.

- The area where the pub is will influence the pricing: it's really important to offer deals useful to generate business and not to kill it. 
Prices, food's choices and range options need to reflect the people demand, average sales per person, the kind of customers you want to target and your desired outcome.

-The menu needs to be simple but have good selection of items and prices.The best targets are families which tend to visit in regular's basis.

- The trends should be followed to create the specials (premium dishes which will keep the menus fresh and generate an upselling process). People love have the opportunity to try something new.

- The menu should consider that now people are more conscious about healthy living and healthiness more than ever (should have at least 1 starter , 1 main and 1 dessert suitable for vegan, dairy and gluten intollerant).

- As the best target are families we need kids options.

- The food need to be easy and tasty without to affect the kitchen operations.
Food preparation needs to be simple. clear and safe.

I'm sure there are a lot more of factor that are important during the menu creation but I prefer to stop here and give you the opportunity to reflect.
Thanks for taking the time to read my post, hopefully you enjoyed it.
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Giuseppe Arcuri
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