|
|
|||
|
|||
There is no doubt that the large pizza chains have been responsible for shaping and altering the trading conditions for smaller, and independent, operators throughout the UK, as well as upping the expectations of customers when they walk into your outlet. Increased competition (bringing with it uniformity of quality, improved perceptions of hygiene and greater convenience) has inevitably accelerated the demise of the less innovative, independent operators. However, as we shall see here, by utilising good presentation skills and some of the technological advancements that have been made, it is perfectly possible for independents to create their own style via good use of counter-top and refrigerated display areas.
Good design makes good sense
Good design and sensible equipment choices can be the keys to success for independent operators striving to compete on a leveller playing field with the much larger, national chains. Good design, in a visual sense, not only creates the all-important ambience for customers, but also helps to send out the right messages about the type of outlet and food they can expect.
Studies and analysis of customer perceptions suggest that a hotchpotch design (where equipment and counters do not necessarily match, or possess an integrated look) can lead customers to start expecting a poorer product accordingly. Papa John’s, who in advance of designing their new-look stores, conducted research into this area, were alerted to this potential risk, so took steps accordingly. As a result, a strong feature of their new look was sleek-looking cabinets and counter top area that serve to present and deliver their pizzas in an up front, appealing manner that the customer (should they so choose) can have full sight of.
Thus, the vast majority of customers, are becoming familiar with the polished interior designs of the larger pizza chains. They are also more selective than ever before, and no longer quite so prepared to accept poor aesthetics, even in the smallest of outlets.
Not only is good design easy on the eyes, it can also assist in ensuring that an outlet runs efficiently. Few would argue that efficiency has a direct link with levels of improved, or enhanced, customer satisfaction, if it leads to faster deliveries, reduced waiting times and greater throughput of customers during peak, busy periods.
Any chilled display unit and serve-over should look part of the overall design, rather than a separate entity, advise the refrigerated display company, ISA (UK) Ltd. Certainly, design cohesion – giving an integrated look throughout the bar, counter and refrigerated sections – is an increasing trend and minimum requirement for the smaller operators trying to compete with the big names. This has become the trade mark ‘look’ which is becoming more readily available from Europe’s leading manufacturers.
Hygienic
It is important, ISA also point out, that experienced design input is received early in the planning stages. This will help to ensure that chilled serve-over units, displays, counters, preparation areas and tills can all be integrated in order to maximise efficient working practices. Aiming for integrated design for efficient working invariably also leads to hygienic working as a direct result.
It is clear that the larger chains and multiple operators have raised perception levels of hygiene in outlets where food and drinks are prepared, and so, in marketing terms, it is vital that independent operators seek to meet, or exceed, these expectations. Cleaning regimes can be made easier through good design, as appropriate materials can be combined effectively.
Hygiene is not only about cleanliness. Proper refrigerated food storage and display is equally important. Recent years have seen the introduction of ever more stringent environmental health guidelines relating to the storage and display of chilled and fresh foods. The choice of the right refrigeration equipment to meet these guidelines is therefore essential. Whatever equipment is finally selected must be able to ensure that the required product temperature can be maintained, within the specified tolerances.
In a cool light
As many in the foodservice and food retail sectors know, one problem that is often associated with traditional cold display units can be the display lights, which help to show food items to great effect, but, at the same time, give off heat. This warmth from the lights can not only heat the food within, but increase energy consumption as the refrigeration unit struggles to keep the temperature down.
Moffat (www.ermoffat.co.uk), a catering equipment supplier based in Scotland, say that they have developed a system with ‘cold’ light that allows food to be lit up without the attendant heating. How is this achieved? The system uses fibre optics, with the light source hidden away in the unit’s body and the light piped through to where it is needed for food display.
The company believe that this innovation (which was shown in prototype form at Hotelympia last year) that will radically change cold food display because the fibre optic lighting radiates no heat on the food. This means that any products that are heat-sensitive such as cold desserts, drinks, salads etc, can now be lit better, more dramatically for customer appeal, but also more safely.
“It’s extraordinary that no one has thought to develop the designs to do it before,” says Moffat’s sales director, Gary Allen. “As well as eliminating the heat issue, fibre optics are extraordinarily versatile when it comes to striking design. They even allow the colour of the lights to be changed - like fibre optic ‘bush’ lamps - or they can be used in other dramatic effects, such as to display a logo or message on the fascia of a food display unit. In fact, they offer the caterer a whole new world of ways to display food!”
For example, Gary points out, the lack of heat means that, for the first time, multi-tiered, cold food display units as used in take-away outlets, can have lights under each shelf, illuminating all the products on display.
The fibre optics used in the Moffat system are manufactured by SCHOTT Fibre Optics. They are manufactured of quality glass, as opposed to plastic, since it performs best in this type of display application.
“This first counter just scratches the surface of the potential uses,” Gary Allen enthuses. “We expect that fibre optics will have a dynamic affect on food display design in the next few years.”