Getting your range right
Setting up your offer is more complicated than just picking a handful of products you like. Here are some other factors you should consider when choosing what to stock. STOCKING LOOSE OR PRE-SLICED
Stocking loose meats on a counter for slicing to order can distinguish you from the pre-sliced, vac-packed ranges in supermarkets and help you to upsell and sample lesserknown varieties to customers. But carrying a selection of pre-sliced retail packs will cater to those shoppers who don’t want to wait 10 minutes for their 200g of Parma Ham. Some retailers will carry the same line in both formats to cater to all customers.
KEEP THE CROWD-PLEASERS
Most British consumers know little about charcuterie other than tucking into their Parma Ham or salami Milano. But it’s a good idea to stock some of these popular lines that are familiar to your customers, as they will draw them to the counter and give you an opportunity to introduce them to other varieties. Don’t just fill your counter with the crowd pleasers though, or you’ll have nothing to offer a customer that they can’t buy anywhere else.
SPEAK TO SUPPLIERS
It’s good to boost your selection with a bit of insider knowledge. Speak to suppliers who work closely with the charcutier, as they can tell you about the provenance of the product, which you can then pass on to the customer. It’s also worth finding out which smaller specialities are tasting good each season, this will help you rotate your selection and change up your counter throughout the year.
ADVICE FROM THE EXPERTS
“Two or three popular lines will attract customers to your counter, but then you can show them other specialities. Your customer might come in looking for Parma Ham but leave with a culatello.”
Michela Pagano, The Fine Cheese Co.
H O W TO S E L L C H A R C U T E R I E
A SUPPLEMENT TO FINE FOOD DIGEST 7
