pear sauce. “We host wine and martini nights and pair different foods with that; the gourmet food flies off the shelf,” Donnellan says.
Taste Tests
Retailers and food distributors alike agree that nothing boosts sales better than a few free samples. “Our most successful customers do quite a bit of sampling in their stores,” says Westbrook of Classy Delites.
Many retailers limit samples to Saturdays when traffic is higher, while others offer them every day.
Cindy Hyde, owner of Dakota’s Kabin, lures in curious customers by whipping up unique items with the gourmet products she sells in her Granbury, Texas, Western and rustic gift store. She uses sweet-fire jalapenos to make chicken enchiladas and jalapeno cornbread.
She may sample sweet potato butter using one recipe, but offer additional recipes such as sweet potato pancakes to those who make a purchase. “People love that,” she says.
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Recipes for Success
Well-thought-out sample tables introduce multiple ways that products can be prepared — preferably with everyday foods such as cream cheese. Pair them with other gourmet foods like crackers, chips or dessert shells. Package the eats with serving platters, a pie plate or trendy bakeware to turn a $5.99 sauce into a $59.99 sale.
For increased sales, expand your focus beyond obvious demographics (like baby boomers and twenty- and thirtysomethings), and zero in on the “whole-family” concept. Provide kid-friendly products with gourmet goods. For example, animal-themed cookie cutters, small spatulas and a set of colorful plastic bowls pair nicely with cookie mixes.
Appeal to health- and earth-conscious shoppers with products that are all-natural, organic and environmentally friendly. Batch the eats with eco-themed serving pieces — like Enrico Products Inc.’s RootWorks bowls made from discarded stumps — to improve average sales.
“Food items are not going out of style because of the economy,” says Keath of Gene Allen’s.
“People who walk into our store want to feel good. It’s warm and inviting and smells nice from the fragrance of food and candles. You can’t beat that.” — Karen Nielsen
