UPSELLING

Upselling & promotions

Any good retailer knows that they should tempt the customer with a little extra…

WHAT’S THE DEAL?

Targeted offers – like weekly specials or promotional deals tied to certain accompaniments – will boost charcuterie sales. Avoid straight price reductions, 2-for-1 deals or BOGOF offers. You don’t want to position quality charcuterie in a price war with the supermarkets – it’s one battle you just cannot win.

SHOW OFF ITS VERSATILITY

Think about including charcuterie on your counter that encourages ingredientbased sales. Spreadable salamis like sobrasada or ‘nduja are great with chicken and pizza. Have a dish suggestion for each cured meat on your counter, then you can guide customers to the other ingredients in your shop. Alternatively, create a display centred around one dish, such as paella, and upsell your fine chorizo picante with paella rice, saffron and white wine.

OTHER PERFECT PAIRINGS…

• Bread or crackers – A sliced baguette is simple and effective, but crackers or breadsticks add that crunchy texture.

• Condiments, pickles & chutneys – cornichons, pickled cucumbers, balsamic onions are regular accompaniments on a charcuterie board. Upsell sweet preserves too, like honey or mostarda. • Wines – Like cheese, charcuterie needs acidic, citrusy wines to cut through the fat. Sparkling styles work well with air-dried ham, culatello or coppa.

• Beers & ales – Ideal with robust and spicy salamis. Try peppered salami with amber ale or ortadella with an IPA or saison.

MATCH IT WITH CHEESE

Cheese is a classic match for charcuterie and can easily be tacked onto a sale. You want acidic cheeses – like fresh goats’ or ewes’ milk –which will cut through the fat in cured meat. Those from the same country are natural combinations, too, like Prosciutto di Parma with Parmigiano Reggiano or serrano ham with manchego. Better yet, come up with your own adventurous pairings, like blue cheese and beef salami.