More than half of British hotels, restaurants, pubs and catering companies are planning to use more British food to draw in customers during the 2012 Olympics.
That's the finding of a survey by the International Food Exhibition, produced exclusively for Caterer.
A similar proportion (52%) think the Olympics offer a realistic opportunity for business, although 13% admit that they still haven't done anything to prepare for the event.
Despite that, more than half of food service operators are planning to introduce more themed menus during the games (51%), while almost a third (29%) are planning increased prices.
And not one business surveyed said it wouldn't do anything to capitalise on the Olympics.
By Neil Gerrard
E-mail your comments to Neil Gerrard here.
If you have something to say on this story or anything else join the debate at Table Talk - Caterer's new networking forum. Go to www.caterersearch.com/tabletalk
Looking for a new job? Find your next job here with Caterersearch.com jobs
Featured video - for more, visit Caterer and Hotelkeeper’s YouTube channel >>