Maybe A New Idea: Labor-Saving Menu Items

Sometimes, the best way to sell up is to sell down. I wish to share with you an idea that I’ve shared with caterers from time to time over the last 10 years. When most caterers hear it for the first time, they usually think it is absolutely silly and certainly something they would never do.

But, since I can’t think of a time when buyers of catering have been more actively searching for value in their decision of which caterer to choose, I’ve decided that now is another great time to bring it up.

So, here goes. This marketing/pricing idea is only launched whenever a prospect is aggressively seeking lower prices. In this script, which explains my concept, the shopper has been haggling with the salesperson to achieve a lower price. The salesperson responds:

“Mrs. Smith, I might have a simple solution for your request to lower menu cost. Let me explain. The price I’ve given you for the menu we’ve just reviewed reflects our labor-intensive, ‘from scratch’ culinary preparation. If our chefs create the menu using high-quality, ‘laborsaving’ foods, we can lower the cost while still pleasing your guests. Would you want me to explain this further?”

During the explanation of the labor-saving menus, the client learns of the many high-quality foods available that offer lower prices since they eliminate costly kitchen labor. The shopper learns that menu items like Chicken Skewers, Duck Confit and many varieties of hors d’oeuvre, to name just a few, are all available pre-made and/or precooked for their menus.

Another benefit is that most shoppers who listen to an explanation of labor-saving menus welcome the discussion as a customer-friendly gesture. Many buyers will embrace your less costly menus, while others will still stick with your from-scratch and more costly ones after the explanation.

It does remind buyers that you have the ability to create menus that have different levels of price that still have great impact on the guests. Shoppers believe that the salesperson’s main goal is to always sell the most expensive items. They are amazed when a salesperson actually makes the case for buying less expensive catering. In my view, now is the time to relax our buyers and try to make a sale no matter what the price level is as long as it is profitable. It has always been my view that the best way to sell up is to sell down.