You’ve spent the last 3 months working towards the peak that is the festive period, but finally the turkey leftovers are gone, and the sprouts have been shelved for another year. Now comes the notoriously quiet months before Spring comes around. We understand the challenge of getting customers back through the door after the chaos of the holidays. Over-indulgence and bank accounts being hit hard throughout December means that customers often need to be wooed into parting with more cash.
In this guide, we aim to set you up with the tools and inspiration you need to keep
customers coming back!
Value for money doesn’t mean cheap. In fact, consumers are putting more value on the overall experience they receive than just the bill at the end, with 86% understanding that quality comes at a cost1. However, their expectations are getting higher. Consumers are expecting more from their food experiences, with elements such as varied, high quality offerings being seen as a standard expectation they are not settling for ‘OK’. Sustainability, presentation, and exclusivity are also areas which have a big impact of perceived value.
Good presentation New experiences Good choice when catering to dietary requirements Ethical values
Locally sourced produce
Healthy options Value for experience
Source: 1. CGA x Omne research Oct’23
Seasonal items
Sustainable ingredients Value for money
Quality food ordering
Limited time offers are a great way of creating some excitement and a sense of urgency. Existing customers feel valued when offered something ‘just for them’ (via emails and exclusive codes) and the temptation of something new and different can help attract new customers. Key dates are a great place to start when thinking about themed dishes.
Source: 2. CGA x Omne research Oct ‘23
68% QSR consumers would like to see NEW food items served regularly.2
With and a whopping themed dishes are a great way of starting a conversation, driving online engagements, and increasing the awareness of your business.
3 Use clever or humorous dish names: Who wouldn’t want to try The Mooshroom Burger?
3 Presentation is king: • Play with colours • Stack it high • Top it • Don’t be boring with the bun
3 Create a unique hashtag to encourage sharing (maybe try a play on your business name)
Check out the Big Al’s range and don’t be afraid to Think Big when packing in the flavour! Source: 3. https://www.lightspeedhq.com/blog/restaurant-marketing-how-to-attractcustomers • 4. *https://www.reviewtrackers.com/reports/customer-reviews-stats/
Sporting events are a great way to appeal to a captive audience. Whether it’s football, tennis, or the upcoming Six Nations (2nd Feb-16th Mar), keep them coming back throughout the sporting season. With 15% of consumers looking for deals5, match days are a good time to think about meal-deals and bundles – up that AOV (average order value) with sides, sharers and fun add ons. A bargain for the customer, and more cash in the till for you!
Big Al’s has everything you need to create fun, themed dishes without the stress. Check out our time-saving range of fully-cooked products just add your goal-winning spin!
Source: 5. CGA x Omne research Oct’23
We understand that everyone is watching their wallets right now and that convincing customers to part with their cash, especially after the festive season, is incredibly challenging. However, offering high-value options to your customers isn’t always about cutting costs, instead, it’s about making sure that you’re adding perceived value for experience. Add value without eating into the margin.
3 Add ‘recommended’ dishes – having chef recommended dishes can increase order value by 2x
3 Get descriptive – Words like ‘classic’, ‘fresh’, ‘loaded’, ‘smashed’ and ‘prime’ let customers know that they’re in for an elevated experience.
3 Meal deals & set menus – customers get a deal and you can control the dish profits
3 Bundles & add-ons – chicken poppers on the side? yes please!
3 Early bird offers – these also add that sense of urgency and increase footfall during quieter times of the day
Create value-packed menus that resonate with your customers while staying on-trend and maintaining top-notch quality.
Whilst it can be easy to want to offer your customers every dish you can think of and end up with a vast menu, sometimes too much choice CAN be a bad thing. Not only can it be overwhelming for customers,
but it’s likely not the most profitable for your business – more choice doesn’t always mean more business. Taking a little time to assess your menu and work out where your profit-leaders are and which dishes may be weighing you down is a great way to understand how well your menu is working for you. The Star/Dog analysis chart below is a great place to start. This chart will help you visualise and organise your business services and products based on a very simple box method.
43%
of businesses are not passing on the full extent of cost increases to customers.5
Keeping it simple doesn’t mean sacrificing choice. High Profitability Low Popularity
High Profitability High Popularity
These dishes are great for you as they are profitable, but they aren’t selling at the right rate. Ask your staff to push these dishes more
Keep highlighting and selling these dishes and regularly monitor customer satisfaction.
Low Profitability Low Popularity
Low Profitability High Popularity
Review these dishes - do you need them on your menu?
Review these dishes and ingredients to see whether you can improve your margins
Source: 5. CGA x Omne research Oct’23
Versatility is king when producing a profitable menu, find ingredients that can create several dishes, this simplifies back-of house, reduces waste and ultimately, helps keep your margins healthier.
Use in wraps, loaded fries or as a juicy burger topper.
Great in salads and wraps or slathered in any sauce as either an add-on, snack or sharer.
Add to a toasted ciabatta and heap with fried onions, peppers and melted cheese or use as a great topping for loaded fries.
3 Choose versatile ingredients which can produce a range of dishes
3 Consider portion sizes – don’t give away your profit 3 The side hustle – effective, well-proportioned side dishes can be highly profitable up-sell options
3 Understand your breadwinners. What are your high margin, high popularity dishes?
Big Al’s Crispy Shredded Chicken, Big Al’s BBQ Pulled Pork, Big Al’s Philly Steak Check out the full Big Al’s range