Before becoming a Hospitality Consultant, I learnt a very valuable lesson while running my own food store a couple of years back. I had been trading well enough in my Piccadilly city store but was aware that the shop and graphics had become a little tired looking. I did know that locals who knew my store through word-of-mouth were my key clientele but I also noticed that transient guests from both hotels on either side of my store, entering the centre, would not be immediately drawn to my shop. And this is in-spite the prime location I had right near the escalator. Once they circled the food court and eventually landed at my store, they would look closer and then judging by the length of the queue I would have, they would more than likely find their way into the queue. I would always make a point to follow up and see that they enjoyed their lunch. Kind of a stubborn stance really saying, “ how dare you doubt.” And almost certainly, I would see them again before their holiday or work trip finished.
First impressions eh! I had been too busy looking out from my store and failed to step outside and look back in. The classic. Working in my business. Not, on my business. I had dated, gone stale. Image wise at least.
I had been to Brisbane for a holiday a few months before and I always like to see what other food operators are doing. You can never stop learning! I had made a list of food offers that looked exciting. I visited about 10 stores in total, chosen primarily by their websites and first impressions. I felt quite intimidated by what I saw online but that was quickly dismissed upon entering most, if not all of these establishments. I would not exaggerate to say that if I had brought another five people with me they would have struggled to feed us all and the displays I witnessed were pretty dismal. I thought to myself, they did get me through the front door though! Exact opposite to my problem. Note taken!
This was a very valuable lesson, as I knew my food was far superior, so I just needed to jazz up my image. I realised the power of highlighting current buzzwords and on trend terminology like, Kale, Turmeric, Quinoa, Sugar free and Gluten free, all the key ingredients I already used and diets I specifically catered for but failed to announce.
Also around this time, I had been looking to get a lease extension from my landlords and I decided to approach them and offer a facelift on my store in return for a lease extension. Nothing ventured. Nothing gained, I thought. Normally this is unheard of but I knew I was their strongest tenant and threatened to sell otherwise upon enquiring. My tactic worked and I received my extension.
I set about looking at my store from the outside in and with a vision to create a more aesthetically pleasing, yet also practical layout. The brief for my graphics was to really dress up my menu and highlight the in trend items I so naively had allowed to sit unannounced.
Using a carefully thought out reversible signage system, I was able to de-clutter and divide my breakfast and lunch offers, allowing me to utilise my space as best I could and really announce key items such as Gluten-free, Dairy free, Paleo, Coeliac etc. In no time I had attracted a whole new demographic of younger customers (a demographic not so fazed by school holidays, interest rate hikes or any other volatility) serving pretty much the exact same food. And I had a 12% increase in sales that year. Not bad, coupled with a two year lease extension and happy landlords.
Before my Eureka moment I had always been about practicality first, constantly looking at ways to make the shop run as efficiently as possible, which certainly helps! Using any old signage to announce my specials, very naive really but given I had such a strong local following this worked to an extent. When I realised that coupling this practicality with awareness to image, the results were nothing short of astounding.
Lesson learned. Take a step back and look from a complete stranger’s perspective. “Are you impressed or perhaps running on autopilot? Are you effectively communicating your products personality and benefits through your choice of imagery?
In this competitive environment you need to stay sharp and fresh to stay ahead. But the good news is you will be in a minority, as it takes a little extra to use that third eye and not everyone is willing to dig and find it.
At Copper Pantry Restaurant and Cafe Consulting, my aim is to teach you from the mistakes I have made. Continuous Menu Development is vital to longevity.
I had been to Brisbane for a holiday a few months before and I always like to see what other food operators are doing. You can never stop learning! I had made a list of food offers that looked exciting. I visited about 10 stores in total, chosen primarily by their websites and first impressions. I felt quite intimidated by what I saw online but that was quickly dismissed upon entering most, if not all of these establishments. I would not exaggerate to say that if I had brought another five people with me they would have struggled to feed us all and the displays I witnessed were pretty dismal. I thought to myself, they did get me through the front door though! Exact opposite to my problem. Note taken!
This was a very valuable lesson, as I knew my food was far superior, so I just needed to jazz up my image. I realised the power of highlighting current buzzwords and on trend terminology like, Kale, Turmeric, Quinoa, Sugar free and Gluten free, all the key ingredients I already used and diets I specifically catered for but failed to announce.
Also around this time, I had been looking to get a lease extension from my landlords and I decided to approach them and offer a facelift on my store in return for a lease extension. Nothing ventured. Nothing gained, I thought. Normally this is unheard of but I knew I was their strongest tenant and threatened to sell otherwise upon enquiring. My tactic worked and I received my extension.
I set about looking at my store from the outside in and with a vision to create a more aesthetically pleasing, yet also practical layout. The brief for my graphics was to really dress up my menu and highlight the in trend items I so naively had allowed to sit unannounced.
Using a carefully thought out reversible signage system, I was able to de-clutter and divide my breakfast and lunch offers, allowing me to utilise my space as best I could and really announce key items such as Gluten-free, Dairy free, Paleo, Coeliac etc. In no time I had attracted a whole new demographic of younger customers (a demographic not so fazed by school holidays, interest rate hikes or any other volatility) serving pretty much the exact same food. And I had a 12% increase in sales that year. Not bad, coupled with a two year lease extension and happy landlords.
Before my Eureka moment I had always been about practicality first, constantly looking at ways to make the shop run as efficiently as possible, which certainly helps! Using any old signage to announce my specials, very naive really but given I had such a strong local following this worked to an extent. When I realised that coupling this practicality with awareness to image, the results were nothing short of astounding.
Lesson learned. Take a step back and look from a complete stranger’s perspective. “Are you impressed or perhaps running on autopilot? Are you effectively communicating your products personality and benefits through your choice of imagery?
In this competitive environment you need to stay sharp and fresh to stay ahead. But the good news is you will be in a minority, as it takes a little extra to use that third eye and not everyone is willing to dig and find it.
At Copper Pantry Restaurant and Cafe Consulting, my aim is to teach you from the mistakes I have made. Continuous Menu Development is vital to longevity.
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