Christmas comes only once a year, but – for the hospitality industry – it lasts for weeks. And with an ever-growing number of people celebrating the festive season by dining out with family, friends and colleagues, it represents a huge profit opportunity for caterers.
According to statistics produced by NOP for Best Western Hotels GB, almost a third (29%) of Britons have already sampled Christmas dinner away from home. Even more (33%) are planning to do so in the future, which means it is also a great opportunity to attract new customers. Competition is stiff, however, so you really need to stay ahead of Christmas trends to pull customers in.
Customers’ tastes may be constantly changing but traditional Christmas fare is still very much in demand. According to Brakes, more than 100 million Christmas meals will be served outside the home this year, the majority of which will have turkey as their main feature. With numerous places offering turkey and all the trimmings, however, how do you make yours more attractive to potential customers?
Dave Howarth, buying and marketing director for Woodward Foodservice, suggests being creative with accompaniments. “Roast potatoes can be given a quality twist by adding a mix of sautéd diced bacon and onion, or you can add a honey glaze to roast parsnips,” he says. “Think of variations on traditional vegetables – such as fennel, butter beans, sweet potatoes, aubergine and courgettes.”
Traditional trimmings can be given a twist, too. The British Pig Executive suggests asking your butcher to make up different flavoured chipolatas, such as pork with sun-dried tomato. And how about a festive stuffing made by mixing minced pork and sausage meat with a Christmas pudding?
However, people don’t choose festive food on every occasion just because it’s December. Rich game flavours, fish and classics with a twist are likely to impress those looking for something different from a traditional Christmas menu, Howarth says.
In fact, according to Hugh Judd, food service project manager for English Beef and Lamb Executive, many consumers prefer to save the traditional roast turkey dinner to enjoy on Christmas Day, so it’s well worth looking at alternatives. “From roasts to slow-cooked dishes, quick-cook steaks or delicate starters or canapés, beef and lamb can be adapted for Christmas menus – think of roast lamb with orange and rosemary.”
For Julie Moore, 3663 marketing controller, it’s the caterers that use most imagination that will do best this year. “Finding whole sea bass, veal, guinea fowl or fresh poussin on a Christmas menu is no longer unusual,” she says. “And mini duck spring rolls or ginger and lemon grass chicken skewers next to turkey breast on the same buffet table gives customers an exciting choice of flavours.”
And don’t forget vegetarians. “Put time and thought into vegetarian options, too, as it’s not only vegetarians who will be tempted by them,” Howarth says. “A strong vegetarian option can make a difference in attracting a large party where one or two diners are vegetarian – many people choose a restaurant by looking at menus in advance.”
When it comes to desserts, think of variations on traditional Christmas classics. Indulgent miniatures are popular, and lemon tart makes a great light alternative to Christmas pudding but still has an indulgent feel. And with healthy eating very much on the agenda, customers appreciate a lighter dessert, such as a sorbet or mousse, as an alternative to Christmas pudding on set menus, says Ray Lorimer, executive chef at Unilever Foodsolutions.
But beware: customer complaints during the Christmas period are often about value for money. Mintel research shows that nearly 60% of people who eat out at Christmas believe that they are overcharged. Slashing prices isn’t the way to combat this, says Howarth. “It’s more effective to ensure that you offer a menu and dining experience that’s second to none.”
Festive menu tips
- Be ready for every eventuality. If the kitchen is running slightly behind schedule, have a back-up plan. Complimentary canapés served as guests sit down to eat are a great way to buy a little time. Guests will think it was part of the plan.
- Think about rich, premium or indulgent foods that will encourage customers to trade up and give a higher margin. As people tend to eat out for longer periods of time over Christmas, you could extend the number of courses on the menu by adding a soup, sorbet course and a cheeseboard.
- Encourage people to trade up by tempting them with complimentary extras – such as a glass of Champagne or canapés to start.
- Consider giving customers a surprise token addition to their menu, such as a mini mince pie, chocolates or petit fours with their coffee. This encourages word-of-mouth recommendations to other potential customers.
- Serving platters is an excellent way to target large parties who are looking for “sharing” foods instead of a full three-course meal. With the growing demand for international cuisine, a platter that combines tastes from around the world will appeal to groups that vary demographically, such as those on a work Christmas night out. A mixed platter can be designed to include something to tempt everyone.
- Tailoring wine lists to complement special Christmas menus and picking drinks that create a wintery feel will go a long way to adding to the festive look and taste. Mulled wine is an obvious choice, but there are many other wines and drinks that muster the feeling of Christmas. For instance, port and lemon is a full-bodied, warming drink, while a hot apple and cinnamon cordial makes a great non-alcoholic alternative.
- Christmas is a good time to introduce children to something a little more adventurous, under the cover of party hats and poppers. It’s worth considering smaller portions from the adult menu. The low price point for children means you won’t make much of a margin, but it will reduce the stress in the kitchen if they are eating from the same menu as the grown-ups.
- Impressing a customer at Christmas is a great way to convert people who may have never eaten at your restaurant before to become regulars. Entice visitors back with a well-publicised New Year meal offer. It could be a free bottle of wine with any meal over a specific amount, a buy-one-get-one-free deal or simply a percentage discount.
Sources: Unilever Foodsolutions; 3663; Woodward Foodservice; The Authentic Food Company; Beacon