Offer something different: Retailers and chefs want to stand out from the crowd
There is an opportunity at Christmas as shoppers look to buy gifts and diners look for somewhere special to have a party, says John Sutcliffe, out of home and convenience channel controller at Taylors of Harrogate.
He adds: “It’s the time of year when consumers really want to get into the spirit of the season and will pay that little bit more to enjoy it. We are supporting wholesalers by offering something a little bit different throughout the Christmas period and ensuring their customers are able to keep menus fresh.”
One way for wholesalers to help is by giving foodservice customers the ability to make their Christmas offering unique.
To help outlets that cater for parties, Bidvest 3663’s buffet range includes products such as Pidy Veggie Cups pastry canapés, which can be pre-filled. This saves chefs time, but also allows them to add their own touch.
There are also recipe cards giving cafés ideas and a wine-matching service. This makes it as easy as possible for customers to order what they need and put on Christmas in their own ways.
Steph Goldie, brand manager for DaVinci Gourmet, says: “Wholesalers should advise their customers that adding speciality options to hot beverage menus doesn’t need to be costly or complicated.
“It can be done simply by adding flavoured syrups and sauces, and marketing them as a finished signature drink, allowing operators to charge a premium, because many customers are willing to pay more for a beverage that can’t be replicated at home.”
Brakes’ research found that restaurants want to be able to tailor menus to different price points, different occasions (such as Christmas Day and New Year’s Eve), and specific customers.
The group’s seasonal support package, which includes a ‘Countdown to Christmas’ planner, helps caterers plan a bespoke offer.
Petra Zargarani, Brakes’ head of product marketing, says: “The festive period is the biggest trading opportunity of the year so it is vital operators have the right support tools, insight and products available to maximise footfall, stand out in a crowded market, meet increased operational pressures and provide customers with a memorable experience.”
But offering bespoke products isn’t something that only applies to foodservice customers. Herefordshire retailer Christine Hope likes to use smaller wholesalers at Christmas, including Goodness Foods in Daventry.
She says: “They are better for me because they have products that are not mainstream. If people want to buy a product because of price, they will go to the supermarket. As an independent, what I look for is a product that makes you unique.
“The great thing about Goodness Foods is that they will phone you up to tell you about out-of-stocks and make recommendations for something similar you could buy instead.”
Kerrymaid is supporting foodservice wholesalers with products that make food preparation easier for chefs. Grace Keenan, brand manager for Kerrymaid, says: “For set menus or pre-booked meals, chefs can prepare in advance by bulk ordering long shelf-life products like Kerrymaid Double, which is stored at ambient temperature and has a nine‑month shelf life.
“Once opened, Kerrymaid Double will last for up to three days, making it a reliable and consistent ingredient for chefs during the often-hectic Christmas period.”
A brilliant display: Working with suppliers can transform a depot
A brilliant supplier display in a depot can be the difference between good sales and great sales.
Levi Boorer, customer development director at Ferrero, says: “The biggest challenge we face is making depots exciting places to shop. Our field sales team builds theatre around the event.”
This will help shift more stock, but it should also inspire independent retailers in their approach to marketing in their own shop, he says.
Dave Turner, trade communications manager at Coca-Cola Enterprises, says: “Wholesalers are the key link from supplier to retailer and it is important that brands help wholesalers to create displays to increase visibility in depots of the key brands consumers will be looking for during the festive period, to help drive sales during this time.”
Bestway Brighton general manager Fida Hussain praises brands’ commitment to building in-depot displays.
“Displays are extremely important to the wellbeing of our business,” he says.
“Most suppliers are up for Christmas displays but then it’s about getting the point-of-sale material from them.”
The best suppliers get their reps down to the depot to work with staff to ensure the display gets a prime spot.
Hussain adds: “Customers like it as well. They come to the depot to buy stock, but they also come for a bit of downtime. They might have a cup of tea and watch a bit of a show. It might not be the West End exactly, but it’s different from the humdrum of daily business for them.”
