Define a maximum of three price levels in your range:
- An entry-level selection
- A middle-of-the-range selection
- A premium selection
Having more than three price levels may make your range less legible overall.
Your range must cover a variety of needs
Consumers aren't all looking for the same thing when they walk into your outlet looking for a sandwich. They are looking for a bread/filling combination that meets their needs.
The four main motivations for buying a sandwich are:
- Speed: a quick snack;
- Pleasure and taste;
- Curiosity, trying new things;
- Wellness, nutrition.
In order to satisfy all your customers' needs, ensure that the sandwich recipes you create meet one of these needs, and always offer at least one meat-based recipe, one fish or seafood-based recipe, and one vegetarian recipe.
Refresh your range
To keep your range fresh and exciting, don't hesitate to regularly release new recipes with a sandwich of the month/week, a seasonal sandwich, or a sandwich linked to a sporting event, etc.
Don't forget the best-sellers!
There are certain sandwiches that always top the sales charts in fast food chains:
- The ham & butter sandwich
- The ham & cheese sandwich (Emmenthal in France / gouda in the Netherlands / gruyere in Switzerland, for example)
- The tuna-mayonnaise sandwich, or the more elaborate tuna-mayonnaise-salad sandwich
- The chicken & mayonnaise sandwich
These recipes must be adapted to suit your customer catchment area, to best meet your customers' expectations
- The ham and butter sandwich can be made with cured ham
- The ham & cheese sandwich can be made with a garlic and herb cheese spread
- You can make the tuna-mayonnaise sandwich more sophisticated by adding salad
- The chicken & mayonnaise sandwich can be made more premium by adding bacon and wholegrain mustard
Give your sandwiches names that your customers will understand
Their names must be personalised to match your concept, but remember to keep it simple and easy to understand.