SF-October-2020

@specialityfood 2 020 has been a challenging year across the board, but as the festive season approaches consumers will be looking forward to an end-of-year tipple – albeit in a different way to previous years. Gatherings will no doubt be smaller and perhaps a little more subdued, but one cannot underestimate the value of something to look forward to; a bit of sparkling escapism. This sense of occasion and indulgence can begin with their in-store experience. Edward Berry, retail consultant at The Flying Fork suggests four key tenets to get the ball rolling: “music (until they’ve had enough), friendly and helpful staff, service and quality.” With much on their minds at this time, it’s important to offer customers as seamless an experience as possible. “It’s all about ease,” says Edward. As local lockdowns become a more familiar part of everyday life across the UK, it’s likely that people will be gathering in smaller groups than they would have done otherwise. Whereas previous years would have seen a number of generations of family under one roof for days on end, followed by busy parties for friends, for 2020’s party season it’s smart to think small – 24 this could work to the advantage of fine food and drink purveyors. “This party season, people aren’t going to be able to have the large gatherings they normally would do, so they might be willing to spend more money on more ‘affordable luxuries’ as they’ll have fewer mouths to feed. I believe people will push the boat out,” says Sue Billington, co-owner of Billington’s of Lenzie. While shoppers will be experiencing smaller-scale celebrations at home, that’s no reason not to go big on the festive atmosphere in-store. The team at Billington’s of Lenzie will be decorating the shop, “and if the regulations regarding groups of people stay the same as they currently are,” says Sue, “we’ll be able to host small groups of people for parties and get togethers.” Out-of-store opportunities If you would normally be connecting with your customers during this season via events in your store, consider taking them online to continue offering added value and a sense of community. “The new norm involves Zoom,” says Edward, “so why not invite customers to join Zoom cooking demos, wine tastings or turkey carving lessons?”. At Billington’s of Lenzie, Sue has found that offering a catering option works well – it’s been a valuable asset during lockdown and will continue to be offered as we enter party season. “Some people want outside catering, while others are keen to collect a selection of antipasti, sandwiches or a cheeseboard so they can entertain at home without the effort.” The popularity of this service has led to the range being extended: ”we’ve just introduced a grazing board, which people can have to sit-in or take away,” says Sue. “It consists of a selection of meats, cheeses, oatcakes, hummus, antipasti and Customers will strive tomake this Christmas one to remember, and we’re sure that excellent food and drinkwill forma significant part of their celebrations dried fruit and nuts. The idea is that you put it down in the middle of the table and people take what they want” – the perfect solution for time-poor, quality-hungry customers come party season. What to stock “We stock a huge amount of party friendly products during the festive period, and all of them I want to eat whilst walking around!” says Nick Punter of Suffolk Food Hall. “We sell nuts, crisps, chocolates and biscuits, and the particular favourites are Cartright & Butler biscuit tins, fudge boxes from Laura’s Confectionery and of course panettone.” Hampers are big business at Suffolk Food Hall, which means that vast quantities of these products are brought in ahead of party season to account for their inclusion in hampers and increased demand across the store. “We work on the best sellers from previous years or predict what we think will sell WELCOMING PARTY SEASON What to stock, and how to sell it, to ensure your party season goes with a bang Many of us will focus on a good quality Christmas because this year hasn’t been such a nice one, and hopefully we will be able to appreciate family, friends and food come the big day!