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With the emphasis at this time of year on indulgence, the trick is to give consumers what they desire. Making the most out of this seasonal trade is a must-do for all foodservice operators,
especially considering the continuing stifling economic climate. Stir it up takes a look at how to fully bring to life that festive spirit...
There are no guarantees in business, but ensuring a cracker of a Christmas is certainly achievable. Continuing with the positives learned from previous years and of course avoiding any previous mistakes is essential.
The season of goodwill is one of those 'red letter' times on the calendar when people actually go out as it's a special occasion. first impressions
count for so much, and the right vibe is essential for not only enticing new customers, but hopefully securing repeat custom for the following year ahead. Christmas is a great time to re-establish relationships with old customers and encourage first-time visitors to sample what you have to offer. Making the right impression is crucial, especially considering that January tends to be quite dour with people staying home and watching the pennies after the festive splurge.
Foodservice operators should certainly not rule out providing money off or discount vouchers to customers when they dine at their premises to encourage more trade in the quieter months. Recent studies carried out by Mintel have found that restaurants' focus on the discount culture during the recession has fundamentally changed consumers' spending behaviour in the eating out market. In fact, of those customers that have cut down on eating out, a quarter of diners now say that they often use money-off/discount vouchers.
While few people eat out because of vouchers, these do influence their venue choice. To cover quieter periods, like in January, it may be worth thinking about incentives such as a free bottle of wine for customers on their next visit, or three courses for the price of the two. These kinds of offers will go some way to encourage repeat business. Whether you're a restaurant, a pub or even a cost- sector establishment, this is the time of year when it may seem that everyone is dishing up the same options, but there are still plenty of ways to stand out from the crowd.
Achieving the wow factor
Creating the perfect setting should be the goal for any operator. you don't have to break the bank on fittings and fixtures, but taking the time to think about colour schemes for tables, the lighting and the ambience factors can make all the difference. Mintel studies show foodservice establishments are under greater pressure to adapt with more than just menu development. Consumers are becoming more savvy and demanding about the whole eating out experience. Simply throwing up a few pieces of tinsel will no longer be enough to secure custom. going that extra yard will certainly make an establishment look the part. To encourage more families to dine, then some of the following points are worth considering. It's always a good thing to remember that if children are happy, then parents are more likely to frequent a place:
- Festive style uniforms for staff
- Christmas cards sent to known customers
- A visit from Santa himself can stir up the excitement that this time of year brings
Making it a festive feast
A traditional way of offering up all the Christmas trimmings is by going down the set-priced menu route, consisting of a starter, main course and dessert. There are many benefits to be had from set-menus, not least in the fact that ultimately it can simplify life in the kitchen.
It is important to note though that this style of menu will often attract consumers who are searching for value and may place a decision on where to eat based on
spending less per head.
There are numerous food options when devising Christmas menus. Be creative, as it's those subtle touches like impressing your guests with an indulgent collection of cocktails or canapes, which can often make you stand out from your competitors. Obviously there's a lot to be said for sticking to the traditional as well. If you are going down this route then serving up a Christmas pudding as a dessert and including bacon and sausage rolls in the main course are must-dos.
Time for turkey?
Mintel studies show that turkey, which is high in protein, is appealing not just because of the traditional aspects, but also because of its affordability and health credentials compared with other poultry and red meat.
Turkey has traditionally been the Christmas bird, but in recent years there has been a demand by consumers for other options, which has seen it somewhat knocked off its perch. Other poultry, such as goose, duck and chicken, have become more prominent in the festive market over the past few years. hearty roast beef or pork options, are certainly favorable with consumers and are good meals to think about.
More and more people are choosing to follow a meat-free diet in the Uk and having a vegetarian option on the menu is imperative. Just because there's no meat involved doesn't mean it has to lack substance and appeal. There are some wonderful veggie pie recipes out there that you could dish up. Butternut squash, barley and spinach pie and red onion and egg are two that would make an ideal Christmas main course.
Christmas by numbers
| 1526 |
The year that turkey was first brought over to the British Isles by yorkshire
man William Strickland, who acquired six birds from American Indian traders on his travels and sold them for a tuppence each. |
| 1950s |
Turkey wasn't widely available on Christmas Day menus until this
decade; in fact it was a luxury. The onset of refrigerators and freezers becoming more widely available helped to change that. |
| 19 |
The percentage on which Brits increased their spend on all things
Christmas in 2010 |
Quirky takes on christmas
Martin Bates, CEO for The Craft guild of Chefs, gives some ideas for different ways to present typical Christmas foods: |
1. Christmas Pudding as breakfast pudding
Everyone is familiar with a fried breakfast, but over in Northern Ireland there is what's known as the Ulster fry. This is probably the ultimate in fry-ups. It's not so good for the heart or the hips but, as
a one-off, it's wonderfully tasty. for a Christmas breakfast version, slice up some leftover Christmas pudding and fry it in bacon fat. The fried fruit pudding is great to dip in an egg, or served up
with sausages and bacon.
2. Turkey escalope in chestnut puree
If you want to offer turkey but fancy going down a different route to simply roasting it, then try turkey escalope. Slice off a piece of uncooked turkey breast and thinly batter it out. for a seasonal winter taste try spreading chestnut puree over the slice and then roll up the escalope. Wrap in streaky bacon or pancetta before sealing the meat and cooking it in the oven for around 15 minutes. Serve up with seasonal vegetables.
3. Deep-fried Brussels sprouts
This is a slight throw back to the 1970s. Blanch the sprouts and then pane them in a flour and breadcrumb mixture. Deep fry in oil until golden brown and then serve up as a great canape. They go really well with garlic mayonnaise.
1526 The year that turkey was first brought over to the British Isles by yorkshire
man William Strickland, who acquired six birds from American Indian traders on his travels and sold them for a tuppence each.
traditional festive sides
England: Red cabbage with apple - combining English Bramley apples, red cabbage, cinnamon and brown sugar with a splash of Port or Madeira
Wales: Leek and onion sauce to accompany the meat - leeks, onion, cloves, breadcrumbs, milk, nutmeg and bay leaves blended to create a thick and creamy alternative to ordinary bread sauce
Scotland: Rich tatties and neeps - a traditional dish made with mashed potatoes, swede, carrots, onion and butter, garnished with chives and black pepper
ireland: Turkey with whiskey glaze - whiskey and honey together with a splash of orange will give an impressive and great tasting twist to the traditional bird
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