Seven ways to turn pies and hot desserts into menu heroes

The pies, pastry and sweet bakery category now accounts for over half of all menu items across UK foodservice, making it the single biggest menu sub category in the country*. 

And within this vast category, few businesses understand its menu items better than Wrights, part of The Compleat Food Group. Founded in 1926 in Stoke-on-Trent, Wrights has spent 100 years perfecting savoury pastry and sweet bakery. Today, the business specialises in pies and hot desserts, working closely with operators and chefs on product development alongside delivering its own-label ranges into foodservice, whilst also supplying retail and its own bakeries and forecourts.

Drawing on a century of expertise, Phil Bowen, head of new product development foodservice at Wrights, shares seven ways operators can unlock the full potential of pies and hot desserts. 

1 Nostalgia sells – but elevating it seals the deal

Consumers are still drawn to the flavours they know and trust. Chicken and steak pie fillings, sticky toffee pudding, chocolate fondant and apple crumble remain evergreen favourites. But diners now expect these classics to be delivered with more depth and finesse. 

A richer sauce, a more buttery pastry or an unexpected but sympathetic flavour note can transform nostalgia into something that feels premium. The comfort must remain intact, but the execution should reflect the expectations of a modern guest. 

2 Premiumisation continues to drive sales

The opportunity to premiumise pies and hot desserts remains strong. For pies, this might mean incorporating more luxurious pastry techniques, such as laminated doughs or croissant-style lids, or using slow-cooked meats, speciality cuts, or named ales to add provenance.  

Mediterranean influences are also appearing more, with ingredients such as chorizo, roasted peppers and feta adding warmth, colour and a sense of global premium. At the same time, vegetable-forward pies, including fermented vegetables, are emerging as a strong point of differentiation as diners seek “better-for-me” options and gut-friendly ingredients.

On the dessert side, premiumisation is being driven by ingredients and indulgence. Quality cues such as defined apple varieties in crumbles, darker and higher origin chocolates and the shift from traditional caramel to salted all add subtle signals of luxury. These small but considered enhancements help desserts deliver the heightened moment of comfort and escapism diners increasingly look for.

3 Consistency is the real key to repeat business

Pies and desserts are two categories where inconsistencies are difficult to hide because they are often the emotional peak – or finale – of the meal, and everyone knows what a truly good pie or pudding tastes like.

When it comes to repeat customers, a pie that lacks its usual richness or a dessert missing its signature sauce can harm the guest experience. Wrights’ ‘Wrights Way’ philosophy ensures dependable high quality every time, giving chefs and operators confidence that each portion will be as good as the last. This level of reliability – and quality – protects margins, simplifies operations and helps guarantee that guests leave happy.

4 Chef and brand collaborations create credibility and buzz

Partnerships between suppliers and chefs are becoming a powerful way to inject new energy into classic dishes, creating stories and premium cues that diners immediately connect with. Our collaboration with Great British Menu star Thom Bateman is a strong example, resulting in the Limited Edition Centenary Chicken, Leek & Bacon Pie. The dish combines Wrights’ century of craft with Thom’s signature style, giving operators something that feels both distinctive and credible.

But the opportunity goes far beyond chef names. We also work closely with leading brands across sweet bakery, creating co-branded menu items that give operators instant recognition and menu appeal. 

5 Americana is on the rise

American flavours are set to be a major influence on menus, driven largely by upcoming sporting events. For savoury, this means thinking about how US comfort food translates into pies and pastry. Slow-smoked brisket, pulled pork and sticky bourbon glazed meats work perfectly within hearty pie fillings, while Philly-style beef, onions and cheese are finding new life in handheld slices that feel both familiar and indulgent.

For sweet, s’mores-style molten puddings loaded with dark chocolate and toasted marshmallow, and warm banoffee-inspired bakes with caramelised banana and rich salted caramel, are especially well-timed for resurgence as guests seek comforting, over-the-top indulgence.

6 Individual portions support speed, value and control

Individual pies and desserts continue to grow in popularity because they offer operators a combination of speed, consistency and portion control, helping kitchens run more efficiently during busy periods. For diners, individually baked pies or puddings signal care and craftsmanship, creating a sense of value that’s especially important in two or three course deals.

Lifestyle shifts are adding further momentum to this format. With GLP1 users reported to be significantly less likely to order full-size desserts**, operators are seeing growing demand for smaller, more considered treats. Mini pies, petite puddings and half-slice formats offer an effective way to maintain pie and dessert sales. When positioned as premium and crafted rather than simply “smaller,” these formats give guests permission to enjoy something indulgent while still aligning with their changing habits.