There's no doubt that it is one of the busiest times of the year, maximising profit, understanding trends and making sure your menu is relevant and appealing to customers can be challenging.

 

Adrian Greaves, McCain Associate Director Foodservice gives his advice for a profitable and merry Christmas period.

Christmas diners often stay in establishments for the whole evening – potentially resulting in less covers for an outlet, but greater profit opportunity per table. The festive period should be embraced seen as a real period of opportunity.

 

Set menus offer great profit opportunities and staff should be trained and ready to up-sell. It is a celebratory period and up selling is a great way to convert customers to cocktails and wines.

 

Also, make sure that seasonal specialities are well signed and appealing. With food sales, your staff are your best asset, so make sure they know how to describe dishes, sell extras and of course recommend drinks to complement their meal.

 

Wastage is a big profit killer, and can be reduced by encouraging parties to order their food in advance. Where frozen products are an option they also help to reduce waste and keep the kitchen running smoothly in those hectic periods.

The traditional sit-down meal will always be popular and no caterer can afford to ignore this key market. However, even drinks parties can be tempted by food and offering bar snacks and sharing platters means caterers can capitalise on this opportunity.

 

Buffets, sides and sharing platters are ideal for areas not suitable for traditional fare. By optimising sales of snacks and sides, caterers can boost profits easily and ensure their customers leave feeling thoroughly satisfied, having had a great night out.

 

Families should be seen as prime opportunity at this time of year. As families gather up and down the country, you should be ready to offer the Christmas experience they will be hoping for. As part of this, make sure you don't ignore the children. Even though it is Christmas, adding healthier alternatives to your menu, can make it even more attractive to customers. These little considerations For families, can really help drive sales and customer satisfaction.

Although turkey and roasts may seem the obvious choices, don't ignore non-meat-eating customers at Christmas. Vegetarian guests can be disproportionately influential in choosing the venue for a Christmas party, and too many establishments offer only one vegetarian option. By providing an exciting and wide range of choices, caterers can attract customers who don't eat meat or who are looking for a lighter meal during the Christmas party season.

 

Christmas is a great opportunity to showcase your establishment to a wider audience which might not eat out at other times of the year.

 

Although you'll be busy, it's worthwhile including some special foods on your menu to show off the quality of your food. Consumers are increasingly concerned about sourcing, so consider buying local produce where feasible. McCain is committed to use 100% British potatoes in our chip products to respond to customer demand.

 

Christmas is a special time and luxury products, local specialities or premium ingredients will make your entire menu more indulgent. Remember that customers are coming for a Christmas experience and supplying trimming like crackers, candles and other festive decorations will really make your business stand out, helping to attract new customers and build loyalty with existing customers.