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The Seven Don'ts of Success

THE ONCE-MODEST DELI IS NOW A FAST-GROWING CATEGORY OFFERING EVERYTHING FROM APPETIZERS TO ZABAGLIONE TO COMPLETE FINE-DINING STYLE MEALS. Even mass merchants eye it as one section to develop when reaching out to a more specialty-food-oriented clientele. To maximize sales in your department keep these rules in mind:

1. Don't Get Distracted by the Squeaky Wheel
Finding the best mix of products for your case is often a process of trial and error. You can make educated guesses about what you think customers will buy but, in reality, you have to monitor and analyze your sales reports to see what actually sells. Remember, the goal isn't to suit everyone's tastes, says Jeffrey Potter, executive chef and general manager of the four-year-old Market Salamander in Middleburg, Va. (The market also has a year-old branch in Palm Beach, Fla.) Sometimes the most vocal people don't represent what the majority of your clientele will purchase. "Target tastes of core customers, then pick the winners and run with them. Otherwise, you execute nothing very well," Potter says.

"It's important to know where your dollars come from," agrees Carol Shube, partner with her husband George in Shubie's Marketplace, a 60-year-old family-owned store in Marblehead, Mass. "Balance your showcase items with dishes that produce a lot of movement and revenue."

2. Don't Let Displays Get Stale
Does your display pass the "at a glance" test? Visual appeal is critical in drawing in customers so throughout the day you should confirm that products always appear fresh, intriguing and as if they are made with care.

Substituting items and varying how they're displayed is one key way to keep customers coming back. Market Salamander, for example, changes about 50 percent of its menu weekly, rotating in seasonal specialties, holiday fare, special promotions or trendy offerings. Create eye-catching displays by mixing the colors, shapes and textures of different foods as they are placed in the cases. Varying the heights and shapes of the containers also constructs visual interest.

Even if food groups like proteins or sides are displayed together, rotating them encourages shoppers to explore the range of selections you have, rather than looking in one familiar spot. "With each shift, some core items may get juggled around," notes Potter. "But we don't want people to think they are no longer here because they didn't see them behind the beets, so we constantly reinforce availability with signage and our printed menus."

"Change is good if it is done correctly," says Shube. "Push yourself to discover the next great idea. The excitement it brings is contagious to your customers."

3. Don't Forget the Eye Candy
Fresh green leaves placed around or underneath a dish create a bright frame that helps even bland foods stand out. Garnishes and decorations can also help to differentiate between similar looking items. An herb sprig or lemon wedge on a plain salmon fillet enhances its eye appeal, while tiny broccoli florets placed atop a green mousse can identify the dish's main ingredient.

Seasonal decorations can be customer-pleasing. At Christmas-time this year, Market Salamander's prepared foods cases included holiday ornaments, ribbons, bows and petits fours accentuated with empty boxes tied with ribbons. All of this was in place for three weeks. (Be aware, however, that some garnishes—such as the bright red berries found in holly—can be toxic. Be sure the garnishes are as healthy as the food you serve.)

4. Don't Lose Out with Weak Signage
Creating signs that capture attention but don't overwhelm—or under explain—is critical to success in prepared foods. Even customers who are seduced by an item at first glance will want to know additional details about what's in it. You also don't want customers to buy a dish that may contain an ingredient to which they are allergic—nor do you want them to have sticker shock when the item is being weighed and packaged.

Not having proper signage can be a sales liability in another way too, notes Potter. If people are unclear about the food or how to order, it slows down the whole buying process, causing other customers to get impatient or leave without purchasing anything.

Signage doesn't need to be too detailed, however. Market Salamander has professional chefs on its line and encourages guests to talk with them about nutritional information rather than adding it to signs. Staff can also offer serving suggestions and cooking tips.

5. Don't Work in a Vacuum
A sample and a little friendly conversation can often dispel a fear of the unknown, so make time to demo when new products are introduced. Informed staff members can also help customers understand what makes the item special. What are the unusual flavors? Why is an ingredient so expensive? How can it be served?

"Sampling is key in our store," says Shube. Staff at Shubie's is trained to offer tastes of everything to create a buzz at the food counter. "Customers are happier when they find something new and unexpected to buy," she continues. "They may come in for chicken salad or tuna fish, but are excited to leave with our Origami Baked Ravioli with Spinach and Porcini Mushrooms."

Cross merchandising, too, drives sales. Showcase imported white truffle oil from the condiment section by drizzling it on the double stuffed potatoes or grilled salmon steaks in your case. Point out that the smoked rabbit sausage in the meat department would turn your Tuscan bean soup into a main course. Display some newer flavored tortilla chips near your housemade guacamole. Once you show customers ways to use the product—particularly if it is somewhat pricey—and they can taste the difference, you are more likely to make a sale.

6. Don't Get Stuck Behind the Counter
Keep looking at your prepared foods display as your customers do—with fresh eyes. "Our executive chef, Lynne Aronson, is a fanatic about quality ingredients, innovation, presentation and cleanliness," says Shube. "Her high standards set the tone for the case and the whole food area. Not only is our food visually elegant, but our case is also thoughtfully presented and pristine. Dishes are refilled and replated throughout the day. The case is kept clean; fallen food and spills are wiped up immediately. Our message is clear: We care about what we are doing."

7. Don't Ignore the Bottom Line
Ultimately, it's all about the numbers. Evaluate and measure them regularly. Set your targets and know your goals. "Pricing dishes correctly and appropriately is so important," cautions Shube. "The customer must have value, but you need to stay in business."

Control waste as well. Using your still-viable leftovers creatively helps save money. Breads can be turned into croutons or breadcrumbs. When cooked chicken cutlets or grilled salmon are shredded or chopped, they make healthful additions to salads or soups. Or, partner with a community feeding program that will collect foods that are beyond use for sale in your store.

Shube adds, "You can work really hard and sell lots of food, but if your food and labor costs are out of whack, all that hard work is for nothing. Be prepared to evaluate and make corrections immediately."

Joanna Pruess is a regular contributor to Specialty Food Magazine.