Are you maximizing the point-of-sale potential in your college and university dining facilities?
The is the question all foodservice directors should consider, as the point-of-sale is the ideal place to help drive impulse purchases and drive sales. But how? Whether it's a serving line or a pop-up location created to attract those students who don't have a lot of time on their way across campus, there are a few important things to consider when optimizing the point-of-sale.
START WITH APPEARANCE.
Appearances matter. Though the flavor is ultimately the most important factor, it's hard to impress students with flavor unless they're selecting your foods in the first place. The easiest way to do this is to remember we first eat with our eyes.
When you spruce up your countertop and serving lines with décor, seasonal ambiance, or attractive displays, students will be more apt to buy. Try to highlight concepts like freshness and cleanliness. Use items that are interesting and texturally different, or props with enhanced, current styles that they can identify with.
Lighting can play a big role, as well. When you use high-quality lights like LED overhead lighting, food colors will look sharper when compared to lighting that is muted and dull. Lighting showcases your product and makes it appetizing. And remember, we live in a world of #instafood. Amongst today's demographics, this isn't just reserved for fine dining.
Signs can serve multiple purposes. First and foremost, they provide direction. Where does the line begin? Where do I pay? What are they serving in this kiosk? These are all basic questions that students ask, and with signs, they can be answered from across the room allowing students to focus on the real decisions -- menu selection -- once they're in closer proximity.
Signs also create ambiance, tone and style. More and more, college and university dining is going away from the stereotypical serving line. Where are the trends heading? Food courts, food halls, and anything that helps make a location look like an off-campus restaurant. That's what signs can help achieve.
SAVE SPACE FOR MERCHANDISING.
Lastly, don't forget about the power of merchandising on your countertops and pop-up, kiosk-type spaces. Think about how foods are arranged. Make sure they're organized and not overcrowded, but still maintaining the appearance of abundance that's so important in food displays. The neater and more organized, the easier it will be for time-strapped students to find what they're looking for, and even not what they're looking for. In other words, go for the impulse sale.
When it comes to merchandising, don't forget the beverages, either. Beverage displays or dispensers can lead to add-on purchases, or they can be the reason for the visit in the first place. Either way, beverages are an important part of the overall merchandising strategy.
Are you looking for more information on how to maximize the potential of your college and university pop-up dining spaces? Lakeside can provide great insight into some other things to consider, as well as some equipment options that can help put them in action.
Check out the Lakeside college and university foodservice guide...