Charlie Bigham is adding a new luxury line of its much-loved ready meals, priced up to £30, aimed at attracting consumers who are increasingly being put off by the rising cost of eating out. The new Brasserie range is launching in 70 Waitrose stores this week. Shoppers will be able to get themselves a luxurious pre-prepared beef wellington for £29.95, salmon wellington for £19.95, and £16.95 for Coq au Vin, duck confit and venison bourguignon. Mr Bigham said the rising cost of eating out in restaurants was the inspiration behind the new range which has been a year in the making.
He said: “Dining out has got more expensive – we love eating in restaurants but you look at the bill at the end of the night now and you think ‘ooh, this has gone up’. And that’s not to criticise our wonderful hospitality industry at all. Their costs keep going up.
“But people do still want the dining-out occasion but are happier to do this in, rather than out.”
Charlie Bigham stated that the new bourguignon uses wild-caught venison from the Scottish Highlands, including the royal Balmoral Estate, while the salmon wellington is made with sashimi-grade salmon fillet. The firm has also said that every beef wellington is hand-rolled.
The company hopes consumers will see the range as an alternative to a meal out in a cafe or restaurant. This comes as many businesses have been forced to put up prices due to the rising costs in labour, energy and taxes.
At the higher price point, the new meals will cost nearly three times more than Charlie Bigham’s traditional ready meals like the classic bestselling fish pie, which are priced at around £10 for a two-person serving of dishes like chicken tikka masala, chicken ham and leek pie, and lasagne.
Despite the higher prices, Mr Bigham believes the range will attract a wide range of consumers.
He added: “If you think about it, you get a pizza for two delivered for £16. And these are not just eaten by rich people in certain London postcodes.”
According to data from the Office for National Statistics (ONS), the average restaurant meal cost 4.9% more in August than it did in 2024.
A recent survey of members of the British Institute of Innkeeping (BII), the British Beer & Pub Association (BBPA), UKHospitality and Hospitality Ulster also found that a whopping 79% of hospitality businesses have raised their prices as a result of the cost increases implemented in April.
Rising grocery price inflation has impacted consumers significantly, with shoppers noticing their favourite products changing due to both ‘shrinkflation’ and the use of cheaper ingredients. Mr Bigham stated that his company has avoided both practices, keeping portion sizes and ingredients consistent to maintain its reputation as a premium-quality producer.
He said: “Making high-quality food is our mantra, so if we have to make the choice, we’ll put prices up.”
The new range arrives just in time for the festive season, with beef Wellington being a popular dish for Christmas.