Spring into action

While doors may remain closed, spring still offers operators plenty of opportunity to make sales and stand out from the crowd

Springtime has always offered hospitality operators a huge opportunity to increase their sales as customers eat out to celebrate the lighter, brighter days, as well as Easter. However, as it looks likely that venues will remain closed this year, how can you still capitalise on these spring occasions?

Research by KAM Media has discovered the most popular options are delivery meals to enjoy at home and gifting.

“The way we live our lives has changed, meaning the way we consume has changed too,” says Katy Moses, MD, KAM Media.

“This offers a huge opportunity for delivery to become a much bigger part of people’s everyday lives but also fulfil new roles and occasions. The time to experiment and innovate is now.”

Here are Katy’s suggestions and advice.

Occasion-based hospitality at home

Delivery is providing hospitality with a muchneeded source of income, but it’s moving fast into its next phase and evolving from a purely functional offer to fulfilling a growing ‘occasionbased’ demand.

For spring occasions, set menus make sense, with plenty of marketing to support them. Plant the seed in your customer’s mind long before the celebration to ensure you are their first thought when it comes to celebrating a special occasion. With lockdown measures, »

many are looking for any reason to make one day different to the next, so you can tap into that ‘any excuse’ mentality.

Operators need to think beyond the food they offer and consider the total experience. Think of it as a gift arriving on your customers’ doorsteps. Packaging needs to be innovative and attractive, as well as functional – themed wrapping or even stickers can help make your packaging temporarily occasion-based.

Get gifting

Delivery should become a big player in gifting, while gift vouchers for pubs and restaurants are also attracting a significant amount of interest. Our research in December found 22% of consumers liked the idea of buying a gift voucher from a local restaurant or pub as a Christmas gift.

As so many won’t be able to celebrate birthdays, anniversaries, Easter or other occasions with their families this spring, operators need to make it easy for them to arrange delivery to another address and include a gift note. Could you offer a package that includes a meal delivery for now and an ‘I owe you’ gift voucher promising the recipient a special meal out when lockdown eases?

Gifts don’t have to be big, so think about what you could offer to maximise sales and let your customers know they can buy items such as brownies or sandwiches and have them delivered as a gift.

HOT CROSS BUN BREAD & BUTTER PUDDING

Serves 8

» PREP 25 MINS » COOK 40 MINS

INGREDIENTS

200ml double cream; 400ml whole milk; 3 eggs; 75g caster sugar; 1 tsp vanilla extract; 2 tbsp Cointreau; 1 orange, zested; 50g butter, room temperature; 8 hot cross buns, halved; 4 tbsp shredless marmalade, plus extra to glaze

METHOD

1. Preheat oven to 140˚C fan/gas 3. Pour the cream and milk into a pan and heat gently to just below simmering point. Whisk together the eggs and sugar in a large bowl. Gradually whisk in the hot liquid, then stir in the vanilla extract, Cointreau and orange zest.

2. Butter the buns and spread with marmalade, then sandwich back together and cut all but one in half so you have 14 semi-circles in total, plus 1 whole.

3. Arrange around the whole bun in a 26cm round baking dish and pour over the custard. Leave to soak for 15 mins. Bake for 35-40 mins or until the custard is just set. Brush with more marmalade and leave in the dish for 10 mins before serving.

Seasonal tips

» Include a posy of daffodils or brightly coloured tulips to deliver the wow factor for special occasion deliveries.

» Upsell your offer with paired drink selections, including wine, sparkling wines, craft ales and ciders.

» If your Sunday roast is popular, look at how you can elevate it for special occasions with simple tweaks. Swap your usual cut of beef for chateaubriand and get creative with sides, but make sure you still offer your standard menu alongside your ‘premium’ option.

» Offer a roast with a twist: serve roast beef, pork or chicken in a toasted ciabatta to take away. Upsell with a side of roast potatoes and a pot of gravy for dipping.

» Make Easter more excitign with a picnic hamper for customers to enjoy at home, especially if you offer a drinks package to go alongside.

» For Easter Sunday, offer a set menu that includes all the seasonal favourites and throw in some Easter treats, such as mini eggs, chocolate confectionery or home-made treats, to delight your customers.

ONE-PAN EASTER LAMB

Serves 8-10

»PREP 20 MINS »COOK 2 HR 20 MINS

INGREDIENTS

2kg bone-in leg of lamb; 50ml olive oil; 4 rosemary sprigs, leaves of, 2 roughly chopped; 1 lemon, zested; 1 garlic bulb, cloves lightly smashed; 1 red chilli, pierced; 1kg red potatoes, skins on, cut into thick wedges; 3 fennel bulbs, cut into quarters (reserve fronds); 250ml white wine; 250ml chicken stock.

METHOD

1. Make small incisions all over the meat. Mix the oil with the rosemary and lemon zest and rub over the lamb.

2. Heat oven to 180˚C fan/gas 6. Put the garlic, chilli, potatoes, fennel and remaining rosemary into a large roasting tin, pour over some olive oil and toss together. Season the lamb generously, then lay it on top of the veg. Roast for 45 mins until the lamb is starting to brown, then pour in the wine and stock. Continue cooking for 50 mins for rare, 55-60 mins for medium rare or 1 hr 5 mins for cooked through.

3. Remove the lamb and rest for up to 30 mins. Turn oven down to 140˚C fan/ gas 3, cover the veg with foil and, while the lamb rests, put back in the oven until braised in the roasting juices.

A taste of spring

Delight your customers with fresh tastes and sweet treats this spring – all available for delivery or collection

Fresh, fresh, fresh

With spring comes brighter days and warmer temperatures, so offer customers fresh tastes and healthy options with juices, smoothies, light bites and salads.

Sweet treats

Customers big and small will love indulging in treats, so add tiny eggs to your cakes, bakes and brownies for that Easter touch.

Don’t forget the chocolate

Add incremental sales to hot drinks and takeaway lunches by offering a range of the most popular Easter confectionery.

TOP TIP

Afternoon tea is a popular choice, so think about ways to make yours stand out. Could you theme your offer for chocolate fans, or offer a healthier version that includes fresh fruits and light bites? Offer the opportunity to add wine and prosecco to increase your sales.

TOP TIP

SHOUT ABOUT YOUR GIFTING RANGE. IN LOCKDOWN, LITTLE TREATS MAKE A REAL DIFFERENCE, SO ENCOURAGE CUSTOMERS TO SEND THEIR FRIENDS OR LOVED ONES SOMETHING TO LIFT THEIR SPIRITS