FRENCH FRY
SELLING SOLUTIONS
At Cavendish Farms, we are “customer focused in everything we do”. We offer our customers more than just
frozen potato and appetizer products - we offer extensive product knowledge and profitable menu solutions.
THE CUSTOMER EXPERIENCE
Why do people eat out? There are many right answers, but often it is because of the overall “experience” they receive when visiting
a particular restaurant. By “experience,” we mean the “takeaway” impression formed by people’s encounters with the restaurant’s
products and services. When a Cavendish Farms product is on the menu, it can become a critical part of the customer dining
experience. How do we influence a positive customer experience? By ensuring the restaurant is offering the best value Cavendish
Farms products to their patrons. The best value products will offer the most benefits – improved customer experience and more
profits.
PREMIUM FRIES OFFER BENEFITS TO BOTH
THE OPERATOR AND THEIR PATRONS!
Example
Current Product
Line Flow Shoestring
Net Cost/case
Servings/case
Net Cost/serving
Selling price/serving
Profit/Portion
$18.00
94
$0.19
$2.69
$2.50
A
B
C
D
E
Recommended Product
Long Fancy Shoestring
Calculating
Profit
$24.00
108
$0.22
$2.69
$2.47
A/B
D-C
SAVE YOUR CUSTOMERS MONEY! SAVE YOUR OIL!
The difference between a Premium Fry serving and a Line-Flow Fry serving
is ONLY 3 cents! Keep your patrons happy with Premium Fries... “is losing a
customer worth 3 cents/portion?”
The benefits of
PREMIUM FRIES
The downside of
line-flow fries
CREATES A POSITIVE CUSTOMER
EXPERIENCE
•
inconsistency of product
•
poor customer experience
Serving patrons is all about creating
a positive and memorable customer
experience. The quality of French
fries can be a critical part of that
experience.
•
potential loss of future sales
•
higher oil consumption
•
more cases of product required
•
more freezer space required
•
increased handling and labor costs
IMPROVES CUSTOMER LOYALTY
Don’t risk future sales by serving
poor quality
PREMIUM FRIES WITH HIGHER
SOLIDS HAVE MANY OPERATIONAL
BENEFITS
•
faster cook time
•
extended oil life
•
improved hold time
www.cavendishfarms.com
1-800-561-7945
FRENCH FRY SELLING SOLUTIONS
THE BENEFITS OF PREMIUM VS. LINE-FLOW
THE PROFIT STORY
Profitability can be increased by 1) offering more than one fry (ex. a Traditional fry,
and a Sweet Potato fry) 2) offering more than one serving size (ex. a small 7oz
serving, and a large 24oz serving) 3) offering a different fry for different day parts
(ex. hashbrowns for the morning crowd, and a shoestring for evening clientele).
THE FACTS: Consumers like choice. Research proves that customers will pay a
premium for a specialty item like sweet potato fries. The small increase in cost for
the second French fry easily offsets the perceived increase in cost by delivering a
higher selling price. Result - better profitability.
EXAMPLE:
A) Menu price
B) Cost/serving
C) Revenue/serving
D) Servings sold/year
E) Return per year
One Fry Menu
XLF
Sweet CutTM Fries
$4.00
0.22
(A-B) $3.78
28,000
(CxD) $105,840
$6.00
0.43
(A-B) $5.57
10,000
(CxD) $55,700
HAND CUT FRIES
VS. FROZEN FRIES
Many believe that fresh cut fries
are cheaper to produce due to the
low cost of potatoes. Not true!
THE FACTS: Frozen skin-on
products provide enhanced quality
vs. hand cut. You have to consider
hidden costs like labor, increased oil
consumption and stability of
potato prices. Frozen products give
the operator more control and can
be more profitable when all the
variables are considered.
WHY FROZEN IS BETTER:
1.
FRENCH FRY SELLING SOLUTIONS
OFFERING MULTIPLE FRENCH FRIES MAKES SENSE.
• More choice for customers
• Increased volume with little cannibalization of current French fry
• No added labor or equipment costs
• Specialty fries yield more servings per pound
• Increased flavor in a seasoned product can reduce condiment usage and costs
Adding more French fry
varieties can increase
profitability with minimal
increases in cost.
DRESS IT UP AND ADD VALUE
The profitability of a second fry on the menu can be increased even more by
adding extras like cheese, gravy or other toppings to create a new appetizer
or side dish.
THE FACTS: Similar to adding the second fry to increase profitability, adding
extra toppings will create a new menu item that will command a premium price.
The cost of the additional ingredients will be less than the profit yielded by the
increased price.
Gross profit can increase significantly
by promoting larger serving sizes,
and many more consumers trade-up
than trade-down.
1-800-561-7945
www.cavendishfarms.com
Frozen French fries offer
consistent year-round quality and
taste vs. hand cut when cooked.
2. There are numerous skin-on
offerings that create the
appearance of hand cut.
3. Frozen French fries give greater
quality control because the
fries are made from the highest
quality, highest solid potatoes.
4. Frozen French fries absorb less
oil which lowers operating costs.
5. Frozen French fries are less
labor intensive.
6. Frozen French fries generally
take less time to prepare which
saves on energy costs.
7.
Frozen French fries are generally
more price stable.
8. Frozen French fries are more
consistent in color.
9. Frozen French fries are healthier
because they absorb less oil
during cooking.
10. Hand cut fries deteriorate oil faster.