- TOP TIP-
- SANDWICH EXPERT'S TIPS-
- THE RULES-
- BAKING INSTRUCTIONS-
- DECORATION IDEAS-
- PREPARING YOUR DISPLAY-
- DISPLAY AND CATCHMENT AREA-
- IMPLEMENTATION COMPLETED-
A few additional tips specific to the sale of sandwiches
Propose a menu
If a customers asks you for a sandwich alone, always offer a dessert and an accompanying drink, or introduce the different menus you have set up.
If a customer just asks for a sandwich, systematically ask him if he would like a drink and dessert to go with it, or offer one of your meal deals.The classic meal deal is the "Sandwich + dessert (cake or pastry) + drink" at an attractive price, but you can also offer:
- A student deal, with €1 off for example
- A kids' deal, with a mini sandwich + drink (50cl water bottle or fruit juice) + 1 dessert
- An "introductory" deal, to promote new products
- A premium deal, with your most elaborate sandwiches
Don't forget to put up POS material presenting your various meal deals (blackboards, displays, etc.).
How to highlight your sandwiches
In the display, arrange a first layer of sandwiches side by side and then arrange a second layer with sandwiches lined perpendicularly on top. However, make a maximum of two layers to avoid squashing the sandwiches underneath
In urban areas, with a mixed customer base, try to find the right balance between simple sandwich recipes and more elaborate or original recipes, made with rustic bread.
Typical display layout for a restaurant in an urban area:
Your range must match your customers' main motivations:
- The basics, snacks: Ham & Butter, Ham & Cheese, Tuna-Mayonnaise, etc.
- Pleasure and taste: Tomato & Mozzarella, Cured Ham, 3 Cheeses, etc.
- Curiosity, trying new things: Chicken Curry, Seasonal recipes, Sweet & savoury, etc.
- Wellness: Tuna & Salad, Vegetarian, Smoked Salmon, etc.
Wrapping sandwiches makes it more hygienic and convenient for your customer. Here are our recommendations, depending on the type of outlet:
- In self-service restaurants, for hygiene reasons, bags or boxes with windows are preferable, depending on the quality level of your range.
- For assisted sales, wrap the sandwich in a bag once your customer has chosen the product.
Your display must attract customers and make them want to come in and buy your products.
Here are five tips for making an attractive display::
- 1- Present a wide range of products that will appeal to as many customers as possible at first glance
- 2- Divide products by category, without piling them up, using the products' colours to make the display attractive. The products must be fresh and appetising
- 3- Clean the display regularly, remove empty trays, and bring the products together at the end of the day
- 4- Use identical, legible, visible and clean labels
- 5- Anticipate rush hour and have clean utensils for serving close to hand
- Make your more sophisticated products stand out by using a special label or by putting them in a special position
- Give your display volume and depth by putting certain products on a raised tray
Attractively presented information outside your point of sale will create temptation and set off the purchase decision. Here again, certain techniques must be respected, a process that we refer to as "AIDA".
This technique is presented in this short film, in the three sales channels.
POS (point of sale) material must, therefore, be used for each stage in the buying decision. This POS material must be positioned and adapted according to the particularities of your outlet.
The message must be coherent, from the shop entrance right up to the purchase: "I want to sell sandwiches, I clearly display a poster of a sandwich, which can be seen from a distance; my display counter contains several types of sandwich, I offer meal deals with desserts", for example, to increase the average check.
Do not forget to present product for tasting.
- Check products delivered for: Use-by dates, EC identification and health marks, temperature, freshness, etc. Record products delivered (nature, quantity, supplier, batch number, date, storage method and packaging type). Keep labels of pre-packed, fresh products for 2-8 weeks.
- Clean personnel: Clean hands and clothes; Do not use tea-towels to dry your hands after washing, use paper towels or drip dry.No long hair or jewellery visible in the kitchen or while handling goods, no sick or injured personnel, wear gloves or masks if necessary.
- Adapted, well-laid out and well-aired premises, separation of clean and dirty areas, cleaned and disinfected areas, working washbasins with hot water and soap in strategic locations.
- Clean and disinfect all utensils, chopping knives and boards, and work surfaces.
- Prepare and display a cleaning plan explaining who does what, when, with which products, what doses, for how long, at what temperature.
- Use intermediate bins with lids, located away from work surfaces. Collection bins and intermediate bins must be located outside the production areas (it is compulsory to clean your hands after touching them).
Pay particular attention to the visual aspect of your sandwiches: a visually unappealing sandwich will not sell.
Ideally, a sandwich's filling should have three colours, making it both appetising and easy to understand what is in it.
Examples with simple recipes:
Ham - cheese - lettuce:
Tomato - mozzarella - marinated bell pepper
You must not overlook how you welcome your customers:
- Say hello when they come in. If you are busy, show them that you have seen them and that you will take their order soon
- Welcome the customer in a clean working environment, with clean working clothes (hair tied back, clean hands, etc.)
- Don't hesitate to advise your customers: inform them and mention any promotions you may have, suggest products that go together
- Quick service is often appreciated
- When the sale is complete: "Bon appétit/Enjoy your meal – A bientôt/See you soon"
Customers will only return if they are satisfied with all these points!
When your display is ready, stand in front of it - where your customers would stand - and ask yourself "does it make me want to buy these products?"
You must want to eat the products because:
- There is a wide choice
- The products look fresh
- The prices are right
- It is clean
- I can't decide which product to buy, I will come back to try others.
Your customers will make their choice in just a few seconds:
- « Am I going to buy a sandwich in this establishment? »
- « Which sandwich would I like to eat? »
Two visual elements will play a key role in this decision-making process: the bread (how fresh it is, its shape, how premium it is, etc.) and the ingredients that make up the fillings.
1- So your sandwiches' fillings must be visible and look appetising. Make the filling burst out slightly so that the ingredients are all visible at a glance.
2- Also, take care to ensure your sandwiches are filled right to the ends: consumers particularly remember their first impression (first bite) and their last impression (last bite)!