This article is an opinion piece provided by Stelios Theocharous, MD of NCASS partner Ceres. Ceres provide a wide range of innovative batters, sauces, dresses and mixes as well as high performance cleaning products and work to supply hospitality establishments across the UK.
Christmas is just around the corner and although it can be tempting to leave your festive marketing until the last knockings, getting your skates on early will always pay off, especially this year with money predicted to be tight.First of all, make sure you participate and get those customers through the doors. Decorate your van – that’s a given – but add as many festive twists as you can, whether it’s battered pigs in blankets, complimentary mince pies or Christmas tunes that customers simply can’t resist singing along to. The more you can up the holiday vibes and make people feel good, the more likely they are to spend and also return. We’ve got some great Christmas recipes on our website for creating unique, home-made items that will boost profits, as well as little treats you can simply hand out as a freebie. Remember, Christmas is all about goodwill – giving someone a little extra that they aren’t expecting will go a long way. If you haven’t already done so, invest in gift vouchers as these are a great way to improve cash flow over the festive period and target new customers. Plus, when it comes to redeeming vouchers, customers generally spend more than the amount given. To encourage sales of these at Christmas, offer one free meal for every £40 loaded to a gift card, or, better still, spend £40 on a voucher and customers receive an additional £5 voucher to keep for themselves. With the latter, you get two customers returning from one purchase! As well as Christmas, have a plan for January. Don’t think of January as a new year, think of it as an extension of Christmas so keep the momentum going from a good festive campaign by creating some budget-busting January-saver offers and promote them in the last two weeks of December. That way, when customers are cutting back come January but are asking themselves where they can go for a treat that doesn’t break the bank, your shop is already front of mind. Your offers must be relevant, so think value for money and feeding a family on a budget. The simplest form of offer is a discount code that customers can use throughout January as many times as they like. Or if you want to go a step further, think like McDonald’s who, when times get tough, put a leaflet in the local paper with various offers that can be redeemed at different times. You could do the same with a different offer each week – £1 off a burger, buy one get one free fish and chips, 10% off the entire order, or a free bottle of drink. Don’t concern yourself too much with what you are giving away, instead think about what people will buy alongside those discounted or freebie items. If you are offering a burger for 99p for example, it’s highly likely customers will think, ‘I’m saving a heap of money, I’ll buy a drink and chips to go with that’. This could turn your quietest time of the year into one of your busiest! For customers to take up your offers they have to know about them, so spread the word as early as you can. The more notice you give your customers, the more likely they are to include you in their plans. Use social media but don’t forget to advertise your offers to your existing customers that come out to you. A leaflet drop can also work well this time of year as these target those not on social media as well as anyone who may have dropped off your radar through the year. Encourage staff to draw attention to your offers by putting any vouchers in with walk-in or delivery orders, as well as mentioning them to customers as they say goodbye. Offers, promotions, freebies and discounts all help build goodwill, which is something your business should be in constant pursuit of all year round. After all, if you support your customers when times are tough, they will support you when the tables are turned. Of course, you don’t have to run any offers but, if you don’t, expect only a few, if any, customers in January. And if you’re really not feeling it this year, then why not make the decision to close during January? Give yourself and your staff a rest, save on your utility bills and reopen when you anticipate trade to pick up. If you do decide this is the route for you, keep your customers informed of when you plan to close and reopen. If you don’t mind a little bit of work behind the scenes, we recommend still engaging with your customers so that they anticipate your return. Maybe run a competition on social media giving away some free vouchers when you do reopen or suggestions for a special menu item to reopen with. To find out more about Ceres and view their range of products, click here. For more relevant industry news and information, click here. The winners have been announced in the first annual UK Caribbean Food Awards, in association with Just Eat, showcasing the very best in the industry – from top restaurants, food and drink products, and business owners and entrepreneurs.
WINNERS 2023: National Restaurant: Rogers Kitchen National Takeaway: Jen Jen’s Caribbean Kitchen National Bakery: Sunrise Bakery African Eatery: Oshos Grill Latin American Eatery: Sabor Dominicano UK Caribbean Grocery Outlet: Dees Imports Ltd Caribbean Inspired Beverage – non Alcoholic: Ne.grill Caribbean Inspired Beverage – Alcoholic: Auntie Sam’s Rum Tump Caribbean Rum Cake: Essence of Cake Caribbean Street-Food Trader: Happy Hill Kitchen National Vegan/Vegetarian Eatery: The Guava Kitchen Outstanding Chef: Dexter Thomas – Soul Chef Kitchen Media Personality: Andi Oliver Founders Choice/ Lifetime Achievement: Rustie Lee Brenda Emmanus and Fredi Nwaka hosted the awards on the night. Brenda is a Broadcaster and Journalist, who has worked across TV, radio and television; Fredi is an award-winning film producer, director, actor and ex rapper. The awards for this fast-growing industry – now worth more than £100 million in the UK – have been set up by the founders of The Caribbean Food Collective which connects, promotes, and supports UK based Caribbean Food & Drink businesses and is a voice for the UK based Caribbean Food & Drink sector. Dawn Burton and Marsha Barnett both also run individual catering businesses – Caribburton and JerkShack – and believe the industry needs a prestigious awards ceremony of its own. Dawn said: “We are thrilled by the calibre of entries we received, in this, our first year. We would like to thank all those who nominated and entered”. “The awards are to celebrate the hard work and be a platform for many of the hundreds of Caribbean food businesses some which have been in operation for over 30 years, with little to no business guidance or networking, there is a lot of work to be done but the awards ceremony is a good positive place to start”. Marsha added “Judging these entries was an extremely difficult job. We would like to thank our judges for their time and knowledge in choosing our finalists”. Victoria Gold, UK & IE Marketing Director at Just Eat UK, Gold sponsors of the awards said: “Just Eat is enormously proud to support the first UK Caribbean Food Awards. Small locally loved food businesses are often the unsung heroes of their community. They are working tirelessly to navigate a challenging economic climate while also serving delicious food day in day out. It’s only right that their achievements are celebrated on a national stage.” To find out more about the Caribbean food awards click here. For more relevant industry news and updates click here. Proposed new laws around immigration in the UK that aim to raise the minimum salary for a skilled worker visa could have a detrimental effect on what are already concerning staff shortages in the hospitality industry.The new rules are set to come into effect in Spring next year and would see the earning threshold for a skilled worker visa rise by 50%, as reported in The Restaurant. This would take the threshold from £26,200 up to £38,700 which is a huge rise, and naturally could prove a tough measure on the hospitality industry.
Staff shortages have been well documented in the sector in the recent climate, flaring particularly since COVID-19 lockdowns and the subsequent cost of living crisis, with many establishments struggling to get the staff they need and then to keep the staff they do employ. The recently announced Autumn Statement (link) revealed how the national living wage is set to be increased from £10.42 to to £11.44 from April next year, which already poses a potential headache for employers and business owners. This is part of Home Secretary James Cleverly’s five-point plan to clamp down on immigration. Cleverly has told fellow MPs that immigration is “far too high” and is clearly intent on trying to tackle this. Immigration is an area the current government have taken a hard line with, specifically in recent years, and is topical once again with Rishi Sunak announcing he still believes the plan to send asylum seekers to Rwanda can work. Proposed legislation that would establish laws around tipping in hospitality moved a step closer to actuality this week.The Employment (Allocation of Tips) Bill moved further towards being implemented this week. The Bill is nearing the end of its journey through the House of Lords, and can be expected to come into effect around April 2024.
What is this act and what will it mean for your business? Simply put, The Bill acts to protect employees and ensure that 100% of monies donated or offered by customers as tips, must go to staff. This could have a positive effect on hospitality staff shortages and make hospitality a more attractive sector to seek employment, as staff will be able to benefit from keeping 100% of the tips they receive from customers. In turn, this could act to incentivise employees to ensure they are always providing a high level of customer service in attempt to gain more tips, and therefore will reflect well on the business in question and make it a more attractive place for customers to come and spend their money. The Morning Advertiser report that this legislation will affect all hospitality businesses, and failure to comply with the measures outlined in the proposed legislation could end up resulting in expensive Employment Tribunal claims. The Bill covers all forms of digital transactions, as well as cash donations. The implementation of The Bill is not retrospective, so will only apply to tips given on or after the date when the law comes into practice. For more relevant industry news and updates, click here. |
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AuthorThese articles are written by the NCASS copywriters, Rachel, Sophie & Andy. Archives
January 2024
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