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
Warm Calamari Salad
- 1 1/2 lbs cleaned squid
- 2 tbsp lemon juice
- 1 tbsp red wine vinegar
- 1/3 cup extra virgin olive oil
- 2 garlic cloves, minced
- 1/2 tsp salt
- 1/4 tsp fresh ground black pepper
- 1 cup thinly sliced red onion
- 1/3 cup pitted kalamata olives, halved lengthwise
- 2 cups cherry tomatoes
- 2 celery ribs, sliced (cut into 1/4-inch-thick slices)
- 1/2 cup fresh flat leaf parsley, plus more to taste
- 2 tbsp chopped fresh basil
- 1/4 cup crumbled feta (optional)
- Rinse all the squid under running water and pat dry.
- Cut the tentacle bunches in half, and cut the bodies into 1/4 to 1/3-inch wide rings; cut the wings from the bodies.
- Fill a 5 or 6 quart pot full of water, add a couple teaspoons of salt, and bring it to a boil.
- Prepare a bowl of ice water. Cook all the prepared squid pieces in the boiling water until just opaque, a brief 40 to 60 seconds, then remove from pot and immediately plunge into the ice water to halt the cooking.
- When squid has cooled, transfer to a colander, let drain, and pat dry; set aside.
- In a small bowl, whisk together the lemon juice, vinegar, oil, garlic, salt, and pepper; add in onion, stir, and let the dressing stand for 5 minutes.
- In a large bowl, combine the cooked squid, olives, tomatoes, celery, parsley, basil, and feta (if using), then toss with the dressing.
- Let salad stand, tossing occasionally, for at least 15 minutes to allow the flavours to develop.
Note:: Although good eaten right after preparation, it's even better if you chill it for 8 hours, tossing occasionally - then bring it to room temperature before serving (about 1 hour); also, some people prefer the onion to be sautéed lightly before adding it to the salad. Makes 4 main course servings, 8 side dish servings