BRITISH Roast Dinner Week is calling for the UK’s pubs to "boast their roast" by taking part in a celebration of Britain’s favourite meal.

Sponsored by Knorr Gravy and supported by Colmans, British Roast Dinner Week, which runs from September 29 to October 5, encourages pubs to put roasts on the menu every day, rather than just Sundays.

In the build-p to the week-ong celebration, the search is under ay for Britain's best roast dinner. The Best British Roast Dinner competition is open to all UK pubs serving a roast on their menu.

Pubs that took part in last year’s celebration of roast dinners reported a range of business benefits. One operator increased sales of roasts by 44 per cent during British Roast Dinner Week.

Last year’s winner, Edinburgh-based Scottish steakhouse Kyloe, experienced a three-fold increase in roast dinner volumes after claiming the title.

Murray Ward, general manager of The Rutland Hotel, home of Kyloe Restaurant and Grill, said: “Winning the Best British Roast Dinner competition helped to turn Kyloe into a destination venue for a Sunday lunch."

Chris Brown, channel trade marketing manager at Unilever Food Solutions, said: "There's a strong business case for offering roast dinners.

"Previous entrants in Britain's Best Roast Dinner Week competition have told us they experienced significant increases in revenues and profits over the course of the week, purely by offering roasts on additional days - so why serve them only on Sundays?"

As well being recognised for serving Britain’s best roast, the winner will receive up to £10,000 worth of PR coverage for their pub or restaurant on their win, a day with a pub consultant and a supply of Knorr gravy and Colman's English mustard.

Four runners-up will receive a supply of Knorr gravy and Colman’s English mustard.

The competition closes on August 22, with regional finalists announced at the end of British Roast Dinner Week. The top five finalists will be shortlisted and visited by mystery diners to determine the Best British Roast Dinner.

To enter the competition operators must offer a roast dinner on their menus and answer four questions about what makes their roast special.

Visit britishroastdinnerweek.co.uk for entry criteria, terms and conditions and to enter the competition online.