- TOP TIP-
- SANDWICH EXPERT'S TIPS-
- THE RULES-
- BAKING INSTRUCTIONS-
- DECORATION IDEAS-
- PREPARING YOUR DISPLAY-
- DISPLAY AND CATCHMENT AREA-
- IMPLEMENTATION COMPLETED-
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
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)!
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.
Adapt your range to your customers' profile
The Recommended Dietary Intake (RDI) is different for men and women (2,500 kcal and 2,000 kcal respectively).
Men therefore tend to choose well-filled, meat-based sandwiches, up to 250g. For these sandwiches, use classic or rustic white bread.
For female customers, sandwiches should not exceed 200g.
Women prefer salad or fish-based recipes, made with multi-grain bread, with a nutritional or healthy image.
Adapt your range to your customer catchment area:
In industrial zones, with a mostly male customer base, choose filling and fairly simple sandwich recipes, like the classic Ham & Cheese, Tuna-Mayonnaise, and Chicken & Salad recipes.
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.
In a university area, with a customer base mostly made up of students, you need: :
- sandwiches that are attractively priced, with classic, mostly white bread.
- as well as recipes that meet their desire to try new and original things (sweet & savoury, ethnic recipes, etc.), with rustic and original breads..
In transportation zones:
in airports, with a customer base made up of working professionals with high purchasing power you can focus on tasty and appetising premium recipes, made with rustic bread..
in stations and on motorways, with a more diverse customer base, you need a wider range, ranging from simple, filling, and economical sandwiches, to indulgent recipes sold at higher prices.
ADAPTING THE TYPE OF CUT TO THE TYPE OF BREAD
Use a serrated knife
Place your hand flat on the bread
Slice diagonally using the entire length of the blade (to avoid damaging the crumb)
Do not slice the bread in two
There are two advantages to slicing the bread diagonally instead of horizontally:
Easier to fill, the ingredients settle at the back of the sandwich
Makes the filling more visible, making the sandwich more attractive in the display
For triangles and boules:
Cut the product in two, to facilitate its assembly.
It is important to get the right balance between bread and filling. Too much filling can make the sandwich sickly, less practical to eat, and reduce your profit margins. On the other hand, a lack of filling makes the sandwich less appetising to your customers.
The standard proportions for a sandwich are 45% of bread (110g) and 55% of filling ( 140g).
In general, the bread should represent less than 20% of the total cost price
Spreading fat on the base of your sandwich serves two purposes:
- It gives another taste that will blend with and enhance the other ingredients in the recipe
- It forms a barrier to humidity, protecting the bread from the moisture that migrates from the ingredients (preventing the crumb from becoming spongy)
What should you spread on the bread?
Traditionally the spread used is butter, but don't hesitate to use more original spreads that will provide more flavour:
Fromage frais + chopped chives or dill
Fromage frais + lemon juice
Honey + mustard
Spreadable base (butter, fromage frais, sauce, etc.)
To cover the entire surface of the bread with your sauce, spread the mixture from the centre towards the ends.
Arrange layers of vegetables (tomatoes, cucumber, etc.), alternating the ingredients, starting from the ends and going towards the middle, or by superposing them.
Cold cuts, meat, poultry, fish
Start at one end and go towards the other to cover the base of the bread.
Ham, cheese & salad Sandwich (with a classic white-baguette)
- Bread : Classic white half-baguette
- Base : Dry
- Recipe : Cooked ham + Emmental cheese + Salad (egg – tomatoes – concumber) + baby lettuce
1. Place a slice of Emmenthal at one end
2. Alternate with a slice of cooked ham
3. Then add a second slice of Emmenthal
4. Arrange alternate slices of cucumber, tomato, and hard-boiled egg
5. Continue until the base is covered
6. Add a bed of baby lettuce leaves on top for more freshness
Et voilà !
Contrasting textures and flavours will allow you to make indulgent recipes that will appeal to your customers.
So try bold contrasts:
- of textures, like crunchy and soft (e.g. melted cheese + grilled bacon, or walnuts + courgette)
- of flavours, like sweet and savoury (e.g. goat's cheese + pear + honey, or cured ham + fig)
And finally, don't forget to season your sandwich! Herbs, spices, and pepper provide flavour and colour for a limited cost.