FOOD FOR THE WIN

Garsons Garden Centre in Esher is a prime example of how a good food proposition can boost turnover

Andrew Burton explains why a food hall can be essential to a garden centre’s success

For many years now, both preCOVID-19 and during the pandemic, we have seen the rise of the food hall. They have increased in size, extended the range on offer and have become destination departments in their own right across the UK.

Pre-2020, garden centre retail food department sales had risen up to 6% in many garden centres’ turnover; more than twice the amount houseplants were taking. The GCA Barometer of Trade report showed that in 2021 turnover for this department was up 24.85%. In December 2021, the GCA Barometer showed that 11% of turnover came from food; only surpassed by Christmas, giftware and catering.

When we consider gift food in a garden centre, we know there has been a market for many years. I could always guarantee that my garden centres’ Christmas food and chocolates would be merchandised just days before the temperature hit 30º; but in all seriousness, gift food for Christmas food has been prominent for decades. However, garden centre food turnover is up all year round, not just at peak gift times. So, why is this?

The simple truth is that garden centres are improving their food offer to meet customers' needs, something that became particularly prevalent during the pandemic.

The food hall proposition is something that needs to consider a 12-month return and needs serious consideration.

I am fortunate to have been able to judge the Farm Retail Association Farm Shop Awards for the past two years and I also support the Farm Retail Association Council, which supports its members and the farm retail industry. I understand that every farm shop has a considered customer proposition that is quite unique and that each farm shop is different, supported by both their locations on a farm and their brand.

For a garden centre to replicate this is always a challenge. Should the range be focused on an all-encompassed food proposition, or should it focus on aspects such as sustainability, or local food, or convenience? Whatever the options, retailers need to identify what is right for the centre and the customer.

Garden centres often have the facilities and space to create their own proposition; one that meets the brand and that gives the customers a range of goods that meet their needs. These departments can help control the seasonal ups and downs by creating regular visitor patterns, and by linking the gift food to the restaurants/ cafes on site, can help fuse their business into one proposition. Location of a food hall in a garden centre is important, and where the department is on the customer journey can affect sales potential.

The Malcolm Scott Consultants team specialises in garden centre and farm shop design and planning and understands why a food offerin ene ts usinesses. ur question to all garden centre owners and managers is: Have you considered your food proposition in the depth you need to and, if not, why not? ◗

Garden centres often have the facilities and space to create their own proposition; one that meets the brand and that gives the customers a range of goods that meet their needs