It’s the most wonderful time of the year, with the potential for big profits — but anyone in the hospitality industry knows that it can also be the most stressful! The first step into the silly season is crafting your Christmas menu. Read on for our advice on how to do it right in 2022.
1. Plan your menu carefully
Seasonal dishes can be a big draw and a fantastic way to maximise profits during the Christmas season, but it pays to be thoughtful and ensure your offering is well-considered — especially now, with costs on the rise. Make sure you can justify every addition to your menu, focusing on key dishes that are guaranteed to drive revenue.
2. Strike a balance
The festive season is a time when customers want the best of both worlds. While many people still want to see the classics covered, innovative twists are welcome, too. Include a balance of more modern dishes with your own nod to tradition. If you’re keeping your turkey and ham dinner along classic lines, feel free to experiment with a unique twist on prawn cocktail or mince pies. Signature house cocktails with a seasonal vibe are a great way to show individuality.
3. Think drinks
Speaking of beverages, Christmas is the easiest time of the year to boost your drinks sales. Consider adding wine pairing suggestions to your menu, or make use of modifiers to upsell drinks with menu items; for example, provide the option to add a glass of Champagne to a seafood starter, enjoy a glass of port with a cheese board or get two mulled wines for the price of one.
4. Include everyone
It’s never been more important to plan for a range of diets with special requirements. This includes plant-based options, coeliac-friendly meals, dishes prepared without common allergens such as eggs or nuts, and a good range of alcohol-free drinks. Providing these options is key to serving the modern consumer base, but it can also bring its own benefits to your business.
5. Your menu is a marketing opportunity
Marketing doesn’t end when your customers walk in the door, and your menu itself can be a valuable component of your overall strategy. One big benefit of digital menus is that it’s easy to introduce temporary changes, adding your special, seasonal items and making sure they are displayed in a smart, attractive way.
Make use of interactive and visual components on your digital menu or website. Consider rollover effects, where additional information pops up when a mouse hovers over an element of the webpage — this is ideal for upselling. Even adding imagery can make a difference, provided the quality is good; it’s easy to convince someone to indulge in a sticky date pudding once they’ve seen a photo of one glistening with warm toffee sauce.
6. Get your staff on board
Hold a tasting session where your team can sample festive specials. Knowing the menu inside out is key, so make sure your floor staff members are confident in talking about your seasonal items. It’s also a nice time of year to do something special for your team: why not offer a prize for best service during the month of December? This could be a gift — a voucher or a bottle of bubbles — or something specific to your establishment, such as guaranteed weekend evenings off during January.
7. Work your social media
Don’t underestimate the visual marketing appeal of a Christmas special — no matter what type of food business you have. Whether it’s a hefty sandwich overflowing with festive favourites or an elegant signature dessert, choose items that will look mouthwatering on your Instagram — then work that ‘limited-edition’ appeal.
Make sure you use your social media pages in a practical way, too. Include all the information your customers might be looking for, such as special offers, seasonal opening hours and any days you’ll be closed.
If you’re interested in finding out how a digital menu can help your food business, drop us an email at info@tenkites.com.