Isabelle Davis, marketing manager at 3663 First for Foodservice, shares her top tips for communicating your Christmas offer to customers.
* Direct mail:
use this to attract new target customers with specific messages, e.g. try our new Christmas menu, book your Christmas party.
*Key calendar events:
identify, plan and advertise key events and theme nights over the festive period – they can add up to a lot of incremental sales.
*Menus, booking forms, table talkers, posters and staff:
are all opportunities to upsell your high margin dishes
*Sales calls and networking:
visit local businesses or try to negotiate alliances to target event.
*Your website:
extend and update your website regularly and consider adding information about new menu launches, events, special events, etc. Be aware of the feedback you are receiving on internet sites.
*Press releases and PR campaigns:
you can construct and execute your own PR to draw attention to special awards, events etc. You could for instance launch a competition that allows customers to choose the items that will be added to your Christmas menu.
Christmas food and wine matching
Food and wine matching is a good way to highlight specific wines on your menu and can make the purchasing decision easier for the customer, as well as potentially promoting wines that offer a greater margin for you.
3663 First for Foodservice and ViVAS, the joint venture wine company formed by 3663 and Bibendum Wine Ltd, have teamed up to demonstrate some simple but effective food and wine matching combinations to try this Christmas.
Paramount beef Wellington and St-Emilion
A classic English dish that deserves a classic French wine - and what better choice than a St Emilion? The strong flavour of the beef and mushroom match the blackcurrant and blackberry fruit in the wine, but the wine also has that touch of freshness to help contrast the rich pastry.
Loxtons lamb shank tagine and Senorio de Labarta Rioja Crianza
Rioja is famed for its rich fruity wines full of cherry and blackcurrant flavours which are a perfect match for lamb. The vanilla and spicy notes from the wine also complement the fruity sweetness of the sauce.
Chicken supreme and Loredona Monterey County Pinot Noir
The chicken needs a lighter style of red wine because otherwise it would overpower the dish. This Californian Pinot Noir has loads of redcurrant and red cherry flavours which help balance the dish supporting the chicken whilst also cutting through the sauce.
Whites fillets of sea bass and Jackalberry Chenin Blanc Colombard
This meaty white fish needs a refreshing zingy style of white wine to match it. This South African blend is full of citrus and peach flavours that match the fish and the fresh finish will stand up to any sauce.
Long Clawson Stilton wedges and Chianti Castellani
The sour cherry fruit of the Chianti contrasts perfectly with the sweet sharpness of the cheese and creates a cracking match.
Ford Farm Wensleydale and cranberry and Chateauneuf du Pape, Louis Bernard
The rich blackcurrant flavours with a touch of spice are classic features of Chateauneuf du Pape which contrast perfectly with the creamy soft cheese and the cranberries match perfectly with the curranty fruit in the wine.