Foodservice and Restaurant Merchandising 101
Visual food merchandising is one of the hottest trends in the restaurant, foodservice and hospitality industry today, which is the fine art of presenting your products in a way that gets your customers to buy, as well as bringing your products to life with eye-catching displays of freshness, color, quality and abundance.
A great food merchandising program paired with cross-merchandising strategies will help to increase your restaurant or foodservice operations’ sales significantly, as well as boost customer satisfaction and return business.
The benefits of eye-catching food merchandising displays and cross- merchandising techniques are immediate. Sales will increase between 15 percent to 300 percent if you have done a proper job with your merchandising program Your staff’s morale will also be raised from the improved surroundings and satisfied customers.
Running a foodservice operation takes much more than just displaying the usual information like the “daily special”. As an operator, you must consider what will lure your customers into your operation in the first place. Here are some basic merchandising rules and tips to follow:
1. Make it look appetizing
You should build your food displays so that customers can see them from all angles of your facility. Use nothing but the freshest ingredients and colorful food items to catch their attention. Display your food items using uniquely shaped plates and dishes with different textures. Use terra cotta and other environmentally conscious colors, and incorporate natural wood and bamboo to create a more modern, clean and sleek image.
For example, the addition of a simple, thick, wooden board placed inside a standard glass display unit for sandwiches emphasizes to customers that the sandwiches have just been freshly made. Without the board, the sandwiches look start and naked, and allows customers to wonder how long they have been sitting there, since a glass and steel display unit tends to evoke a sense of coldness and emptiness. The cutting board helps to add warmth and life to the display unit.
2. Place products on a slant and use color
Food is always displayed better when placed on a slant and not lying flat. Show your customers your products! Tilted European-style wooden racks are a great merchandising tool to display breads, pies, pastries, and other products, creating an inviting display to tempt your customers to buy.
Color is one of the most important factors when dealing with food displays. Many food products tend to come from the brown and beige palettes, so is necessary to brighten up your operation with greens, reds, oranges and yellows, to also create a fresh and healthy look. Consider looking at what items you might already have on hand in your kitchen, pantry and stockrooms that might add mouthwatering color and substance to your display.
3. Use cross-merchandising techniques to use higher sales
For cafeterias and market-style operations, cross-merchandising is an excellent opportunity to upsell by placing the right foods together. Soups, sandwiches and potato chips should be placed in the same area, while coffee and tea should be served right next to desserts. Side orders and salads could be split. For example, small containers of salad could be packaged and placed on ice next to the grill, as well as stationed next to the sandwiches. Also try different varieties of cream cheese next to bagels, or fresh fruit and whipped cream next to cake and ice cream. Coffee and tea is a great partner to bakery items. Sales of beautifully packaged coffee will soar when placed next to bakery items.
4. Use the cash-wrap area
The cash-wrap area is prime real estate for merchandising. Proper merchandising of additional retail products at the cash-wrap area will help you increase average checks. Use your cash-wrap area for last minute sales of coffee, soda, desserts, candies and chocolate bars, and create an irresistible display of goods that customers cannot refuse.
5. Proper signage points the way to increased revenues
Proper signage can help you tell customers what you need to tell them when you are unable to offer them personal attention. It is very important to be clean, concise and to the point when designing the signage for your operation. Make it as easy as possible for customers to purchase food items by providing proper signage that inform your customers about your products so they will buy them. Signage can be displayed in all shapes and sizes, and should be used accordingly. Use branded mini cards to label and price your products, and write short descriptions of the item detailing the ingredients you used or your cooking method. If you insist on handwriting your signs, be sure to make them legible and graphically appealing.