Festive cheer

It’s never too early to start planning for Christmas in foodservice to make sure you get your offer just right

Right now is the time to put your Christmas thinking caps on, if you haven’t already! The secret to survival at this time of year is preparation and forward planning. Some of you may be ahead of us and have everything in place but with Halloween and Bonfire Night among the events coming up before the biggest of the year, it’s OK to not be ready just yet. And that’s why we’re here, to try and make it as smooth as possible for you with some helpful tips and advice. After all, it’s the most hectic time of year for everyone in foodservice and quite possibly the best time to make a good impression to keep your venue front of mind for future custom.

PLAN FOR SUCCESS

Many will be looking to eat out over the festive period to make up for missed chances last year. And Christmas parties are back on the cards too. A focus on driving revenue in the run-up to Christmas is really important, so think set menus and go all out to create a festive atmosphere in your venue to draw customers in and ensure they have a memorable time for all the right reasons.

Top tip

A SIMPLE WAY TO ENCOURAGE TRADING UP IS WITH ADD-ONS TO YOUR MENUS, SUCH AS A BOTTLE OF FIZZ OR WINE

FOCUS POINTS

Finances will still be a factor for some, so making sure you have menus that cover all price points and budgets is key. And when it comes to enticing group bookings and work parties, see if you can offer a discount.

This year more than ever people want to try something different, be it the dining experience or the food on the menu. Sharing plates and tapas-style dishes tick the box for price and something different and can be a great way for diners to try foods they may not have done before, so be creative with your dishes.

Wellness and better for you options remain a priority for people when eating out, so have a balance of lighter choices and indulgent ones – it is Christmas after all – to cater for everyone.

Don’t overlook the opportunity to cater to those who want the experience of dining out over the festive season but prefer to stay at home to do it. This means at-home kits are still big business and can be a great profit-booster at this time of year as you can go all out to create a festive extravaganza using high-quality ingredients with a price tag to match.

MENUS

Factor the following into your menus and you won’t go far wrong.

» Keep it simple and profitable. With the strong possibility of fewer staff than usual, focusing on a tempting but more limited menu is the way to go. Customers are used to this approach since the reopening of hospitality, so it won’t come as a great surprise or disappointment.

» Innovation is important when it comes to menus. Think about how you can offer traditional festive fare but with subtle and delicious tweaks.

» Suggest drinks pairings to really boost your profit margins, including wine, beer, cider, spirits, cocktails and mocktails, and soft drinks.

» Plant-based foods are an absolute must. Try to offer at least two options.

» Home baking was massive during the pandemic and its appeal remains huge, so get your apron on and get baking festive favourites to bring joy and comfort to your customers.

» Boards were all over Instagram this year and are perfect for Christmas. Go for sharing boards of cheese and fruit, cold meats and pickles, and festive sweet bites.

Top tip

WITH SUPPLY POTENTIALLY BEING AN ISSUE UP TO CHRISTMAS AND BEYOND, WITH A PLAN B FOR MENUS

Christmas countdown

Here are some pointers to help you stay cool, calm and collected in the weeks leading up to Christmas so that you have the best season

1. Build excitement now with bold, eye-catching POS to advertise Christmas menus. Use your social media platforms, posters, website and table talkers to promote your offer, and remind customers about your venue with a branded email. Make it easy to find out what you’re offering and how to book.

2. Ensure your work party offer is clear and you have all the details they’ll want, such as cost per head, how many you can cater for and a menu.

3. Make a note of which days the key dates fall on as it has a pretty big impact on sales. Christmas Eve is on a Friday this year, so be prepared for the all-day and afterwork revellers.

4. Have a think about how you can create a great atmosphere that customers will remember. Basically, music, crackers and party hats are a good starting point.

5. Make sure all the seasonal extras, such as crackers, party poppers, tablecloths, napkins, etc, are ordered and sort your festive music playlist.

Cleanliness and hygiene remain important considerations for people eating out of home, so highlighting the measures you have in place to reassure customers will see them choose your venue.

6. Go through your decorations to check they’re all still in one piece. And don’t forget to check those fairy lights! This goes for a tree too if you’re not getting a real one.

7. Get the tree and decorations up and the Christmas music on. Now is also the ideal time to launch your limited-edition, seasonal drinks and food, whether it’s cocktails or lattes, puddings or mince pies.

8. Go through your drinks offering and make sure you have everything needed to make special festive drinks, such as mulled wine.

9. Plan a day ahead throughout December so you’ll be prepared for any eventuality, for example, staff off sick or an increased booking number. Prepare your team too and meet up with them daily so that everyone knows what’s happening and when. Start confirming your bookings either by phone or email.

10. Take notes as you go on what’s worked well and not so well to prepare you for next year.

11. Particularly for smaller outlets, check your oven capacity and versatility of equipment so you can cope with increased demand.

12. Go through all your pre-orders and check you have everything ordered.

13. Ramp up your social media presence by posting pictures of happy people and amazing food and get everyone involved with a hashtag to spread the word.

14. Encourage your customers to come back in the new year, when all goes quiet, by giving them a Christmas card with a January bounce-back offer inside. Plus, get people to follow you on social media by putting the same offer on your various platforms and emails.