Raise Your Prices -
...with quality products & confidence!
" Why do some establishments charge $7.99 for a spaghetti dinner and others charge $11.99, when the difference between using quality products and lower quality products is only about $.40/serving."
As I managed my business in a small rural town, it always concerned me when I needed to raise prices. Now, after being exposed to so many restaurants across eastern Ontario, I have come to realize if you buy quality products, customers will notice and they don't mind paying a little more. Inevitably, you will always have the odd customers who will say "I can get the same thing down the street for $2.00 less" and for them you could offer a few less expensive entrees on the menu. However, deliciously prepared, consistent, high quality food will always prevail.
Now, let's be realistic, a great atmosphere also adds to the price of the plate as does plate presentation and great service. However, if purchasing higher quality products meant you could increase your sales by 15% or more, would you consider freshening up your dining room with a new coat of paint? Would you consider improving your plate presentation, and train servers to deliver the high quality service you would expect when dining out yourself? Of course you would...But that is easier said than done.
Start by purchasing higher quality products, a few at a time and raising prices just enough to cover the extra cost. Then in time refresh the look of your establishment with small changes that catch the eye of your clientele. Train servers to suggestively sell while serving. The promotion of your new items is key because the more your customers taste your "new" higher quality entrees the more guests you will attract through word of mouth advertising. Quality just tastes better! Try other marketing strategies to help increase traffic, as well. Ask your Findlay rep. or check out our website. Shortly after, in small increments, you can start increasing your prices. After a while, your customers will not be so concerned about the price of your food as much as how wonderful it tastes. They will be frequenting your establishment for the fabulous food, great service and warm atmosphere.
Give yourself at least three years, this method does take time, but is so worth it. I have spoken with owner/operators who have established themselves using this method and their businesses are now thriving. Findlay Foods can help with quality products at competitive pricing. We can help find the right products for your business.
Keep in mind your location, your clientele and what they can bear, start slow and the sky's the limit.
Recipes by Gina - Recipe of the Moment
Veal Scallopini with Avacado
- 1 ripe avocado
- 1 wedge fresh lemon
- 2/3 lb veal scallopini #28257
- salt and pepper
- 2 tbls extra-virgin olive oil #13736
- 1 tbls butter, cut into pieces
- 1/4 cup dry vermouth or white wine
- 3-4 tbls cream #44151
- 1 tbls fresh thyme leaves, to garnish
- 2 tbls chopped or snipped chives, to garnish
- Cut avocado in half all around and down to the pit. Twist the avocado to separate the halves. Use a spoon to pop out the pit. Scoop out the avocado flesh in one piece from each half with a large spoon. Slice the avocado into 6 pieces per half and squeeze a little lemon juice on them to slow down discoloration from the air. Put aside the avocado for later.
- Season the scallopini with salt and pepper. Heat the olive oil and butter in a large skillet over medium – medium high heat. Add the scallopini and cook about 2 minutes on each side. Remove the veal to a platter or individual plates.
- Add vermouth or wine to the pan and deglaze it, lifting up any color or veal bits. Add cream and stir it in. Turn off the heat and let the cream bubble 1 minute. Arrange the avocado on the scallopini. Pour a little sauce over the veal scallopini and avocado and garnish with a generous sprinkle of chopped thyme and chives.