CUSTOMERS WINNING WAYS!
Here at Henry Colbeck, we’re very much aware of the challenges that customers are facing. Not only have we all been impacted by rising costs and a need to improve profitability, but we’re also living through significant changes in consumer behaviour. Because of this, we’ve decided to ask you – our valued customers – what you are doing to ‘Win’ in the current climate, and we really want your input. We’d like to kick this off with some food for thought!
Reach the widest audience
With COVID driving a significant shift towards increased online ordering, and factoring in the influence of the latest generation of takeaway lovers, now may be the time to rethink what’s on offer on your menu so you can reach the widest audience and maximise your selling success!
So, let’s start by talking about the new(est) comers to the takeaway table. Gen-Z – or the ‘Zoomers’ as they are often known – are not as loyally devoted to the British institution that is ’fish & chips’ as their parents and grandparents. These 10–25-year-olds know they have choice, they also want value for money, and they want an overall eating experience. These are the consumers of the future, and they literally have a world of cuisine at their fingertips, thanks to technology. So, we asked ourselves ‘how can we stay relevant and appeal to this audience?’
Think differently
We’ve met with a few customers recently who have started to think differently. With so many choices available (via apps and online shops) variety and visual appeal, price point, consistency, delivery service, packaging and the excitement of ‘unboxing’ and sharing (images and food!) all have a part to play.
As well as selling traditional fish & chips, curry, gravy, peas and sides, savvy customers are grabbing the opportunity to diversify their menus to draw in a wider audience, and to maximise profits and margins, whilst minimising waste. It can be as simple as taking chips, pre-made sauces and ingredients, some fresh garnishes, and adding things like salt and chilli seasoning or sesame seeds to introduce a touch of theatre, and then making sure the meal is all packaged up to keep it warm but equally make it photogenic!
Street food
One of the customers we spoke to back in October is doing a roaring trade in street food, pizzas, burgers, dirty-fries and munchie boxes. Not only is this generating its own income, but it’s also bringing in younger customers, and boosting trade online and instore of regular fish & chip sales too.
The customer said: “As well as offering a more diverse menu, which involves little more than some preparation and imagination, I have also embraced the power of social media. The saying ‘you eat with your eyes’ has never been more true’! Putting out regular social media content, which gets lots of attention, likes and shares, and also fuels word of mouth, is pulling in new customers constantly. Plus, the quality, consistency and having an expanded menu now means there’s something for all the family and people keep coming back for more!”
They also went on to say: “Presentation is key and ‘it’s all about the build’ when it comes to creating appetising takeaway meals. And by choosing the right packaging, being innovative in the way you use the equipment you have, and by piling toppings, sauces and garnishes on top of fries, pizza bases, burgers and fish strips, you can create something that looks really theatrical, looks proportionally very generous and offers more of ‘an overall experience’ – something customers are always looking for, particularly the younger ones. And this, in itself, then generates more social posts! It’s effectively free advertising!
Plus, by using simple, cost-effective ingredients that maximise margins, taking this approach can help offset the other more expensive menu options in the shop, where margins may be getting squeezed.”
Market conditions
In the latest edition of What’s Hot? we’ve featured some simple menu ideas, plus promos on ingredients, packaging, equipment and drinks that will hopefully get your creative juices flowing! Starting from this month, we’d love to hear what you think, and we’d love to get you involved!
“WINNING WAYS!”
New Feature Article If you have found ways to keep your menu profitable, new, fresh and inviting and you’d be happy to share these with our Henry Colbeck family of customers, we’d love to hear from you! Please get in touch by emailing marketing@colbeck.co.uk. We’d like to run this feature as a regular article in ‘What’s Hot!’ and will be offering £100 worth of Save + Select points for every feature published.
Louise Bebbington, Marketing Manager