Boosting Christmas Sales
By: Andrew Coppolino
’Tis the merry old season for special gatherings, holiday shopping, and the opportunity for foodservice outlets to boost their sales. Restaurateurs and caterers alike can benefit when they choose nice over naughty as they deck their banquet halls and dining rooms.
The holiday season can be one of growth, according to Geoff Wilson, president of fsSTRATEGY Inc., a foodservice-industry consultancy. He distinguishes catering and special-event foodservice from the commercial restaurant with its on-going sales; however, in both cases these businesses can benefit from their customers’ busy holiday lives.
Strong Value and Unique Offerings
Gift-buyers checking their lists twice may not have the time, or the inclination after battling the shopping-mall hordes, to prepare meals at home.
“People are emptying their wallets for Christmas and holiday events,” noted Wilson. “They’re not necessarily dining out to treat themselves. They’re saying, ‘I really need to get this done.’
“So a strong value proposition—the perceived value received by a customer in terms of quality of experience, food, and service for the price—is important, particularly given what we’ve been through this past year with the economy.”
At the same time as they need to provide value, restaurants also need to capitalize by offering something unique or above the ordinary.
“Operators need to differentiate themselves in the marketplace in order to have a competitive edge. That differentiation may come in the products served, the service provided, or the experience they offer. If you do something customers find exceptional or memorable, they could return at a later time recalling that great meal,” Wilson said.
The power of that memorable experience, says Dorothy Sanderson, Flanagan territory manager, is critical. “The first thing that should come to mind is developing a special menu. Prix fixe always works, and make sure there is a vegetarian option too.”
She too points out that this special time of the year requires special measures—the differentiation Wilson extols—that could be measured out in the luscious, rich goodness of chocolate, for instance.
“If you’re doing a buffet or some sort of a gala, something that is quite popular is a chocolate fountain. I’ve seen these go over very well. It might seem passé, but a lot of people really like a champagne fountain too.
On the catering side, Wilson stresses that differentiation sets you apart from your competitors. “The experience has heightened importance here, but it also is a trial opportunity. If you provide a great experience at the Christmas party, you might get the customer’s retirement party or wedding.”
Communicate the Buzz
Features like chocolate fountains get the word out that you are special: they create buzz. Use that buzz to grow, adds Wilson, by taking a two-pronged strategy.
“Go to your existing customer base and communicate with them about what you are doing. In-store promotion and communication are key, as are social networking media to communicate with customers.”
Then, for a broader market, determine who your audience will be, remembering that a fishing expedition casting a wide net may not net you the results you want.
“It may be best to focus on a local newspaper, through community associations, chambers of commerce but only after you have identified the people you are targeting,” said Wilson.
Deliver the Goods
Once you’ve got guests in your establishment, taking advantage of the visit is of utmost importance. Are you prepared to deal with large parties? Are kitchen and front-of-house staff appropriately trained for serving group dining so food hits the table at the same time?
Specially designed menus with orders placed in advance can make sure things run smoothly at service time, suggests Wilson. Sanderson recommends staff training that differentiates between serving a la carte and group meals.
“Organize team-style service for larger groups and go through step-by-step the details of a holiday event in a staff meeting. Explain each dish and desserts and all the ingredients. Of course, staff should be encouraged to up-sell special beverages and menu items, as well as holiday desserts.”
Making sure you can accommodate seasonal parties should be a high priority in your holiday planning and logistics. Additional space, or a private dining room, may not be available to comfortably seat larger parties, but you have to make sure you can accept large groups and not alienate your regular two-tops. “Section off the room and employ family-style service,” advised Sanderson.
Rental of additional tables, chairs, fancy chafing dishes, linen, and seasonal table accoutrements can make a big difference and the cost can be minimal. “Rentals aren’t all that expensive,” added Sanderson, “and you build these into your costs.”
While Scrooge should be nowhere in evidence, seasonal excess can be avoided. “With attention to details of decor and proper lighting,” Sanderson said, “a little can go a long way toward creating a beautiful holiday atmosphere.”
