How can I capitalise on office custom?
Dear Surgery: My pub is very close to a large number of offices and businesses. To maximise this audience, what light options can I offer, apart from salads?
The Surgery says: Licensees can take two approaches to capitalise on the office customers on their doorsteps. A simple solution is offering tempting dishes that appeal to new and existing customers, and ensuring there is a good mix of hot and cold options. Salads and wraps are ideal for lighter choices. Alternatively, chefs can get creative with filled and imaginatively-shaped pasta dishes. Sandwich and jacket potato sales can be maximised by offering similar fillings for both options, so cutting wastage but increasing the volume of product put through the key lines.
Avoiding strongly fragranced ethnic or curry items at lunchtime is also advised, as lightly spiced fillings tend to be preferred when customers are returning to the workplace. Light fusion noodles are ideal as they are quick and easy to prepare, and offer an innovative option through which licensees can maximise sales.
Pubs located near business premises will profit from tailoring their services towards their time-constrained customers. Having simple, clear menus, offering quick order-to-table service and providing takeaway options for non-drip dishes are all easy ways for hosts to maximise sales. In addition to a selection of light bites, publicans can also offer a couple of full meal choices that will cater for informal business lunches and provide a full set of services to the lucrative "office worker" market.
A popular approach for retail outlets is to offer meal deals. Licensees can adapt this cost-saving concept by introducing meal combinations that focus on healthier choices and light bites. Off-peak promotions, such as early doors, after-office and tapas snack incentives, will entice new customers during daytime lulls. Finally, a loyalty scheme is a great way to encourage return visits. Offering customers a free bottle of wine after three consecutive lunches is sure to go down a treat!
Advice from Ben Woodhouse, catering development controller
3663 First for Foodservice
