15 June 2023, 14:49 PM
  • Find out how to offer that extra something for your customers over the summer BBQ season
Offering something extra special this BBQ season

Consumers don’t visit fine food retailers for any old beef burger, they specifically visit them for the high quality and extra experience they offer.

As Craig Roberts, head butcher at Farmer Copleys, tells Speciality Food, “Our customers look for the quality in our meat and the experience from our butchery team. We provide this to them by sourcing the highest quality, local produce and using it to create amazing BBQ products and passing on our knowledge to them too.

“This can be anything from cooking recommendations to showing them the best way to make a cracking marinade for a butterflied leg of lamb or an awesome sauce to go with their grass-fed steak.”

Indeed, many consumers are looking for guidance on how to grill and prepare barbecue items. Jack Read, sales director at vegan meat producer Future Farm, suggests, “Retailers can provide education and inspiration by offering cooking classes, hosting tastings, and providing recipe ideas and tips.”

This level of service and communication is something the multiples simply cannot provide. “I think people can be apprehensive to invest in something new unless they know they can cook it properly. This is where our team come into their own and are that reassuring figure to make sure their BBQ is a success,” Craig adds.

One low-maintenance way to provide guidance is through in-store displays. According to Maria Whitehead, director at Hawkshead Relish, “A summer BBQ display is a must, customers really respond to instruction and suggestions so creating a display that includes anything BBQ season with plenty of choice is ideal.”

With budgets tight, 2023 is the year of multi-use and getting the most out of ingredients, leading to consumers being more experimental to personalise their meals. “We have some great summer recipes featured in our Embellish With Relish cookbook, which is based on using our sauces, chutneys and preserves in different ways to enhance dishes and impress family and friends in the process”, she adds.

Using your USPs as fine food retailers will certainly do well this BBQ season, so pay close attention to what your customers are looking for and stay reactive to changing tastes.