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Give your customers what they want

Posted by Webmaster on Saturday 04th February 2012

Give your customers what they want

How often do hospitality business owners and managers offer a product that they want to offer without conducting market research? It happens a lot! Just recently we were asked to assist a pub business located in an area of outstanding natural beauty (ANOB). The place had the potential to ooze bags of character, was located on a busy 'A' road, had plenty of footfall from walkers and had a bustling, active local community. The menu was limited, expensive and unappealing; the furniture modern, the lighting bright and in general the place was uninviting hence no customers and a financial nightmare.

Start with the basics:

Menu Considerations

When compiling menus it’s essential to target three generations of people with dishes that appeal to everyone. Have at least two cheaper starters and main courses, thereby attracting a wider customer base. Never compromise on quality. Every item on the menu should offer good value for money. Cheaper end items should have a high profit margin, i.e.:

Homemade soup, home baked roll
Red wine, garlic and chicken liver pate, Melba toast
Beer battered fish and chips – use a cheaper sustainable alternative to cod or haddock
Local sausages with mash and onion gravy

Change menus seasonally and sustainably and include a note about provenance. Continually identify those items on the menu that are fast or slow moving and react immediately. Keep menus simple to avoid wastage and offer ‘specials’ to use ‘dead and slow moving’ stock and also to take advantage of cheaper seasonal produce, therefore gaining a higher profit margin. Keep menu presentation simple. Avoid flowery language and use English except in the case of national dishes i.e. lasagne and moussaka.

Don’t be afraid to buy in ‘cheat’ ingredients i.e. Crème Brulèe and batter mix. These items can be tweaked i.e. fresh fruit and homemade shortbread with the Crème brulèe and lager in the batter mix.

Involve your staff and work as a team. Consider offering incentives i.e. 50p for every starter, side order, dessert, coffee, additional drink served. Remember that volume of sales will increase revenue. This remuneration could be paid out monthly in the form of in house vouchers. Encourage your staff to up sell.

Offer value for money in line with the catchment area and customer base.

Conduct market research in the local area. Use historical information that made the establishment successful in the past and re launch your brand. If you have coffee shops near to your establishment, offer a similar service that makes you the preferred supplier i.e. offer breakfast, morning coffee and afternoon tea. Provide homemade cakes and pastries and ice cream sundaes in summer and in the winter soup, comfort food and mulled wine. Minimise staffing costs by allowing them to work straight shifts.

Cross train staff so that that they are able work in all areas of the establishment and cover sickness and annual leave.

Apply for local and national awards and encourage customers who have enjoyed their visit to complete questionnaires and submit online reviews. Work towards inclusion of ‘Good Food, Pub, and Hotel’ guides.

Re launch a new menu by inviting the local community to a tasting session. This is an ideal opportunity to show case your establishment - offer guided tours and ensure that all areas are set up, i.e. function rooms, guest bedrooms and restaurants – these are your ‘shop window’.

Never get complacent. Keep an eye on the competition and current market conditions and change your menu reactively and positively.

Showcase your product. Ensure that literature is clean, current and valid. Use display cases, hand out giveaway menus and brochures. Keep your website up to date. Walk around all areas of your establishment daily for ideas on up selling.

Keep an eye on your competition and be competitive.

If you're experiencing financial problems, get help NOW! - get some professional help before it's too late.

Take a look at the Onecall Hospitality website resource page for financial, operational and sales and marketing advice.

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