Step_1, Check your menu
Step_2, Winning menus
Step_3, Winning preparation
Step_4, Winning recipes
Step_5, Sell more of the best
Step_6, Learning from others
Step_7, Telling the world
Step_8, Making your changes last
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(continuation of Step 5)

Position

The second P is for position, because where you place your products will influence how much is sold.

•    Retail marketers use the expression “eye level is buy level”, that is, foods that

pare at eye level to the customer will sell more than if they have to look up or down to find them. How easy is it to see your healthy choices?

•    Position water bottles as the most prominent drink.

•    Fill the fridge with drinks in the proportion you would like them to sell. For

example, 50% of the shelf space may have water, 25% have fruit juice and the last 25% may have soft drinks and sports drinks. The water will be the easiest to see, while the soft drinks can be in the bottom shelves.

•    If you have hot soup or foods, can the aroma waft out to the customer?

People who smell hot food are more likely to buy it. Check that the healthiest hot options are well displayed and advertised.

•    Vending machines can just as easily be stocked with healthier food and drinks.

As a first step, try to position the healthiest options at eye level.

*Note: If you have a contract with a beverage company check the contract for clauses about the position or volume of different products in the fridge.

Price

One of the biggest influences on whether someone will buy a food or drink is the cost. That’s why our third P is Price.

•    Price the healthy food and drinks competitively. Make sure that the healthy food

and drinks are affordable compared to the unhealthier options. This may mean a bit less profit on those foods, but if you have the other three Ps in place then you should be turning over a lot of product and thereby increasing profit.

•    If you go to a major sporting, music or cultural event you will have noticed that

drinks and snack foods are quite expensive. If you keep the red colour-coded foods at a similar price to the big events in town, while keeping the healthier food and drinks at a reasonable price, you will help swing food and drink sales towards healthier choices.

•    As we have mentioned previously, consider having good value combination deals

such as a) soup and a salad; b) toasted sandwich and a fruit juice; c) a wrap and a choc milk; d) low fat fruit muffin with a cup of tea/coffee. Customers will see the value and be inclined to buy the combination rather than separately.

Products

Now we have reached the fourth and final P. Your products need to suit the event, the athletes and spectators, and the weather.

•    Hot soup will be a winner in cold weather and fruit salad will go down a treat

in the summer.

•    In summer, keep the fruit in the fridge, as this will keep it cold and fresh, or

freeze cut up fruit, e.g. grapes or orange quarters.

•    All your products will need to be fresh and enticing. If you think you might have

leftover food near the end of the event, and you know it won’t keep, put it out on special. One association gave two people an order pad and got them to go to the spectators and spruik the food at a 25% discount. It worked because people like
a bargain and they love food being brought out to them.

•    You can use the Public Announcement (PA) system to tell spectators what great

foods you have at the food service and let them know of any specials you have.

•    For snacks, offer a range of fruit muffins, reduced fat cakes, raisin or fruit toast,

pikelets, and slices. These snack foods do not need to be large serving sizes. For morning tea a small muffin weighing approximately 80g is sufficient to accompany tea or coffee.

So now you know the 4 Ps of marketing. Promote your canteen and its healthy choices, position the healthy choices so they are easy to see, make them affordable, and make them suitable for the clients and the weather.

Let’s now take a look at some venues that have made their food service successful —

Go to Step 6, "Learning from others" >

 
 

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