5) How can I drive sales?
With its enticing look and smell, food to go lends itself to creating fantastic displays, which are essential to growing sales.
Unilever Partners For Growth’s Nick Widdowson says: “Fresh food creates an inspiring, visual experience for the shopper and is a great place to start the shopping journey through the store.”
He adds: “Stocking the right products, maintaining availability and merchandising fixtures with appropriate adjacencies is key to maximising the opportunity. When shoppers can’t see a simple solution to their food-for-now mission, they will go elsewhere.”
Offering customers a range of freshly-baked products is a simple, cost-effective way for convenience retailers to attract new food-to-go shoppers and increase basket spend at lunchtime. Aryzta Food Solutions offers a range of food to go to help retailers compete head-on with high-street foodservice outlets,
Paul Whitely, Head of Marketing at Aryzta Food Solutions, says: “We have a variety of options for retailers, from ovens and equipment, right through to schemes whereby retailers who work with us and meet the appropriate level of sales can loan equipment from us through a partnership agreement.”
“This means that in some cases the only cost that the retailer may have to consider is purchasing the stock, and investing some staff time to bake and set up the display.”
Food to go has to be backed by up by an equally compelling range of drinks.
Adrian Troy, marketing director at Barr Soft Drinks, says that offering chilled soft drinks also plays a vital role as impulse sales account for more than three-quarters of all soft drinks sales in convenience – and consumers prefer these drinks to be chilled. So, make sure you drive sales of small-format drinks by keeping them chilled.
With good planning and well-trained staff, retailers can reap all of the benefits that a hot food to go solution provides.
Wayne Thompson, FrieslandCampina customer marketing manager, says that creating meal deals and ensuring high availability are crucial for success to meet the demands of this type of shopping mission.
“Morning times and lunchtimes, especially between 11am to 3pm, are so important to drives sales, so make sure you stock up early on,” he adds.
Impulse is key for some lines, but when it comes to food to go, suppliers advise to give shoppers time to consider and make their decisions.
Sorcha Norris, brand manager at Propercorn, says: “Placing food-to-go products near the till is too late in the buying process, as we find that customers usually have already made their decision prior to this.”