Feed the need

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The following article is brought to you by McCain.Talk "occasions" and most people think of birthdays, Christmas and Valentine's Day. But people need...

The following article is brought to you by McCain.

Talk "occasions" and most people think of birthdays, Christmas and Valentine's Day. But people need no excuse to eat out. And three square meals a day went out with black and white TV. So now there are a whole host of different eating occasions all day, every day.

Even within "traditional" meal times consumer needs are different at different times. By rising to the occasions with a well-structured menu that meets all the needs, you unlock a big opportunity for extra business.

Rising to the occasions

Eating isn't always planned, but there's always a consumer need - relaxation, fun, waiting for a friend or whatever. The trick is to turn the need into an eating occasion.

If customers are hungry, but in a hurry, they need something quick. For social time, the need is different: they want something to share.

The right food enhances the occasion and builds thirst - and wet sales - too. There are endless needs - and solutions: Cold day? Hot soup helps people defrost. Coffee break? Indulge with a huge slice of cake. Party animals? Line their stomachs with easy to eat hand held options.

Create the occasion

You can tempt consumers to purchase on impulse at any point during the day. Effective display and menu prompts are key to driving temptation. Table talkers, bar nibbles, staff training, special deals - they all start the consumer thinking about their stomach and help convince them to order a bite to eat.

Imagine you're a customer

Tim's a typical student, into big nights-out and long lie-ins. Lack of cash forces him to prepare his own evening meal. During the day he grabs something to eat in between lectures. After a few drinks, the munchies strike. Tim's habits mean extra profit opportunities. Think about other customers and see how they differ.

Here is just a few ideas to help you meet Tim's needs:

1. Brunch bites

  • Make yourself a brunch destination - offer bigger portion, extra value breakfasts

2. Afternoon tempters

  • Offer quick, light bites for impulse - like a pint and a bowl of wedges at a special price
  • POS, snack menus, free tasters and barstaff promotion will also drive impulse purchases

3. Late-night munchies

  • Grab some of the kebab and curry business with food that's quick to prepare in the microwave or fryer
  • Licensing reforms will soon make this an even bigger opportunity

Remember, consumers are always looking for opportunities to feed their mood. If you haven't got the solution, you lose out. The lesson is clear, learn to spot the need, make an occasion of it - and you'll see food business booming.

Simple steps to spotting occasions

By identifying different eating occasions you are literally identifying extra profit. And it's easy to do...

  • Step 1: Put yourself in your customers' shoes.
    Ask yourself about their routine, when are they most likely to eat? What makes them act differently - kids, partners, even the weather?

Step 2: With an idea of the customers' mood and eating patterns, turn this knowledge into a graph. Plot when they are most likely to eat to highlight the customers' "consumption zones".

Step 3: Look for the zones outside "traditional" dining times - lunch and dinner are already satisfied by regular menus. It's the gaps that are untapped.

Readers' research: If you have a success story you'd like to share, email: mccain@thepublican.com

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