Varying your menu is easier than you think

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Brakes channel marketing manager Anne Mulcahy shows you how to make the most of your offering without a major menu overhaul Trying new ideas for your...

Brakes channel marketing manager Anne Mulcahy shows you how to make the most of your offering without a major menu overhaul

Trying new ideas for your menu can be a challenge, whether it's finding the right products or ensuring that your customers buy them. Many licensees regard changing their menu as too risky, taking an 'if it's not broken, don't fix it' approach.

That might be applicable to most of your menu, but regular customers will eventually get bored with an unchanging selection and possibly go elsewhere.

So how do you ensure that you put the right meals, at the right time, on your menu? The easiest way is to have daily specials.

A specials board is always enticing - the word itself draws a customer's attention. It gives you the chance to try something new and make the most of promotions offered by suppliers such as Brakes.

It is important to train your staff to up-sell your specials. Make sure they can talk about the dishes - a simple explanation when handing customers the menu is the perfect opportunity to entice them to buy. The best types of specials are those with a story behind them, such as Brakes' Prime Meats comprehensive range of cuts of Welsh Lamb or Scotch Beef - the first major delivered food wholesaler to carry the 'Red Tractor' logo on its British ranges. Perhaps look at seasonal vegetables as accompaniments.

Sometimes, it's also worth examining your current menu and offering a slightly different slant - for example, if you do cod and chips, why not do haddock or plaice as well?

Remember: variety is the spice of life! The reward will come in your bottom-line figures.

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