A SUMMER FACELIFT FOR YOUR POS
Looks count! Caterers who present their products attractively in summer not only whet customers’ appetites, but also evoke emotions – and boost their revenue at the same time. In summer, customers are drawn in before they’ve even taken their first bite. The key here is to create a feeling: lightness, freshness, deliciousness. And customers need to be able to SEE this – on the plate, in the display counter or through the to-go packaging. After all, it’s the first impression that counts.
Why are visual stimuli so important?
- 70% of customers are influenced by images when choosing the food they eat*
- The colours, perspective and textures trigger emotional reactions and increase a customer’s propensity to buy*
Every channel faces its own challenges in summer:
restaurants want desserts that bring meals to a final climax, cafés focus on driving impulse purchases, the to-go sector relies on a positive packaging experience and bakeries need a counter that sells. The critical point here is that summer products will only boost revenue if they’re presented in the right way.
Summer’s here! And so’s showtime!
We show you how to create a revenue-boosting portfolio strategy for your particular channel – with the perfect products, recipes and ideas for this time of year.
RESTAURANTS
Desserts are more than just a sweet way to wrap up a meal – they are a veritable statement. Diners expect innovative creations that deliver an element of surprise, inspiration and lasting memories. It’s not just the flavour of the dessert that counts, but the story it tells.
Serving suggestions:
- Summer recipes like Raspberry-Lime-Slices ‘Pink Lime Fusion’ and Cassis Cheesecake ‘Purple Pop & Matcha Dust’
- Desserts – to round off a meal or to share
- Storytelling at the table or on the menu
Why does this work? Stylishly presented desserts stay in people’s minds – and fill social media.
CAFÉS
Customers call into cafés for short interludes of indulgence – quick and straightforward, but definitely with style! What they want is refreshment, lightness and that special little something. Visual highlights, fruity flavours and a personal touch are particularly in demand.
Serving suggestions:
- Present cakes on wooden or slate plates
- Choose toppings for freshness and texture: petals, nut brittle, fresh berries, coconut flakes, mint
- Use creative product names such as ‘Berry Bliss’ or ‘Lemon Glow’
- Give customers increased choices
Why does this work? What looks good sells well – and will be shared.
TO-GO SEGMENT
In the to-go segment, speed is of the essence – but so too is visibility. Purchasing decisions are intuitive, often made in a matter of seconds. And that’s exactly why products need to have instant appeal.
Serving suggestions:
- Clear foil packaging with attractive decoration
- Combo deals with cold drinks
- Colour-coded seasonal labels with simple product names
Why does this work? Customers buy what they can see – first impressions count when they’re on the go.
BAKERIES
Serving suggestions:
- Put products featuring fruits at the front, e.g. Strawberry Cake, Lemon Slices and Mango-Yoghurt Crunchy Triangles
- Contrasting combinations – light/dark, round/square, fruity/creamy
- Themed weeks such as ‘Summer cakes’, ‘Fruity Friday’ and ‘Sharing is caring’
Why does this work? An attractive counter draws customers like a magnet. Products that look fresh are perceived as high quality – and customers will buy them, especially in summer, when we all like a little bit of colour and lightness.
Serve up some sunshine with these summer recipes
Quellen: OpenTable & Harris Poll (2019), Sprout Social (2021), Journal of Consumer Psychology (2016)