Cracker Pack 2019
Talking-Heads - Take Stock Magazine

Talking Heads

In each edition of Take Stock we find out from an industry expert how they are planning for a forthcoming event. This issue, we are discussing Valentine’s Day…


Valentine’s Day is an event that gives operators the opportunity to boost sales and reap some well deserved profits. Take Stock spoke to Callum Reeve, head chef at William & Florence in Norwich to see what they are planning.

When is William & Florence celebrating Valentine’s Day?

On the day itself; Thursday. Last year we stuck to the day itself and it worked really well, so we will be doing the same this year. Is it a big deal for you?Yes. Valentine’s Day is a massive day for me because I want couples to enjoy the special day and feel loved, and I hope the dishes I create help towards the romance. However, the event isn’t exclusively for couples – groups and singles are very welcome too.

Are you running a special menu?

Yes – it’s a loved theme one with aphrodisiac ingredients! It will be available just in the evening to couples and groups who have pre-booked. We will start with bite-sized canapés of smoked salmon mousse, crushed avocado and raspberry and rare beef and horseradish, followed by the starters asparagus voulette with warm bread, parma ham, fig and goat’s cheese salad or a sharing starter of oysters. Mains will be truffle mac ‘n’ cheese with garlic bread, flat iron steak with Béarnaise sauce and hand cut chips, pan fried sea bass with crushed sweet potato or red onion and brie tart. A pre-dessert watermelon will be served before customers can choose a double chocolate fondue or a Norfolk cheese board – both sharing dishes.

What extra touches have you put in place for the day?

Each customer will receive a complimentary glass of prosecco on arrival, there will be roses and candles on the table to create a romantic ambience, and the post meal tea and coffee will be served with petit fours. We have put a lot of thought into the menu to suit the occasion and make it extra special; especially with our sharing dishes. I expect the chocolate fondue to be our best seller as it’s something couples can eat together; it’s fun and romantic, as they can feed each other!

Do you serve a lot of bubbles at the event?

We have a large range of Champagne and Prosecco and they are always popular on the day. Our general manager will be mixing up some Champagne and gin cocktails too!

Will you have entertainment on?

No. I don’t think entertainment is needed, as that way our guests aren’t distracted from one another!


Feed Your Eyes

Sign up to receive an electronic version of Take Stock Magazine