How to Maximise Cake Display Fridges in a Range of Hospitality Settings
Encouraging customers to make purchases is a task that every business owner must do to generate sales. This is especially true in hospitality settings, as profit margins are often razor-thin due to the combination of operational expenses, salaries, and frequent inventory procurement chipping away at the company’s revenue stream.
One way that food business owners nudge customers to make purchases is by putting up a cake display fridge in a visible area of the store. A strategically-placed cake display fridge helps influence impulsive behaviour for your products, which can get your business to sell more products and generate more cash flow.
This begs the question: How can a hospitality business maximise its cake display fridge to tempt customers to buy their cakes? Without further ado, let’s explore some strategies to get your business to make the most out of its cake display fridge.
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Illuminate Your Cakes and Pastries with Proper Lighting
The way your cakes are arranged plays a substantial role in influencing customer behaviour in your hospitality business. If your cakes and product cases are not brightly illuminated, they can be easily missed.
As such, it’s a good idea to invest in cake display fridges with good lighting to ensure that your chilled sweets are shown at their best. Bromic cake display fridges are excellent options due to their built-in high-impact LED internal lighting, allowing each treat’s texture and colour to stand out from the customer’s perspective.
If your display fridge’s lighting has adjustable spotlight features, utilise them to draw attention to products that you want to turn over quickly. Moreover, if your display case’s light is showing signs of flickering or damage, then try to repair it quickly to regain illumination.
By showcasing your cakes and pastries with a warm light, you can make them look appetising, fresh, and easy for customers to grab and pick.
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Create Visual Layers and Height
Another way to maximise your cake display fridge is by being strategic with how you layer your products.
A single-tiered cake display can look overcrowded, making the product lineup hard to appreciate. On the other hand, a display case with multiple tiers helps guide your customer’s gaze all around the display case. When done right, you can subconsciously let them settle their eyes on the cakes and pastries that you want to sell to them the most.
To create a visually appealing cake display case, consider putting the most premium and eye-catching cakes at eye level, typically at the higher tiers of the display case. Below that (at the centre of the display case) should be the popular and affordable crowd favourites. At the very bottom of the display case should be your smaller, bite-sized pastries.
By methodically minding the placement of your cake display fridge, you can make your customer’s journey much smoother and invite more sales in the process. When done right, you can also draw attention to your most profitable and best items, which can get your business to expand its loyal customer base and generate sales more effectively.
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Place The Display Case Near High-Traffic Zones
Your display case’s positioning in your establishment matters when it comes to influencing sales generation.
Some areas of your store naturally attract more foot traffic than others. As a business owner, it’s essential to pinpoint the highest-traffic areas of your establishment and maximise these areas to improve business outcomes.
Typically, the counter is where most customers frequent to make their order or pay their cheques. You can take advantage of this phenomenon by placing cake displays in front of or beside the counter to improve product visibility and increase your chances of customers buying these pastries.
You can also pair the positioning of your cake display anywhere near the front of your store with a bright signage to draw people in. This way, you can create a sense of demand for your cakes, which can produce a domino effect, leading to sales.
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Keep it Clean and Smudge-Free
The appeal of the contents within your cake display hinges on the cleanliness and freshness that the display exudes. If the interior is misty or hard to see through, then your cakes won’t be easily visible, which can turn off customers from purchasing any single cake.
Without a high level of cleanliness, you can miss out on revenue for your restaurant or food truck business.
The same applies if the outer part of the glass is smudged up. Throughout the day, customers may interact with and touch the glass display and leave behind fingerprints and smudges. This can take away the appeal of your cakes for the next set of customers, making your products look less appetising in the process.
To combat this, you should see to it that your cake display is always clean throughout the day. Wipe the glass facing the customers regularly to make it look polished and presentable. Furthermore, remove any crumbs or smears inside the case to give off the impression of cleanliness.
By keeping your cake display clean, you can maintain the appeal of the cakes consistently during open hours. In turn, this can help you maximise your company’s profits.
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Beautify Your Cakes
If your desserts look unappetising, then don’t expect customers to consider buying your products.
It’s essential to design a consistently beautiful cake that can catch the attention of your customers. You can increase the aesthetic appeal of your cakes in several ways, like adding garnish, fresh fruits, or chocolate shavings to your cake.
Get creative and original; product development is all about experimentation.
You can also invest in colourful trays, domes, or decorative materials to enhance the presentation of your cakes inside the cake display. By making your display (and the contents within) look good, customers will be more likely to grab a slice or two of your products.
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Train Staff to Maximise Cake Displays
Lastly, make sure your staff is aligned with your goal of turning the cake display into a powerful sales driver.
If you’re operating a busy establishment, you won’t always be able to keep a close eye on your cake displays. In such cases, you need to ensure your staff knows how to reposition, restock, and clean the display.
Some things you should inform new staff about include how to position cakes, the popular cakes, and how to operate and clean the cake display. You should also teach them sales tactics like upselling to potentially boost sales.
By giving your staff the knowledge to man the cake display properly, you’ll make your fixture not just an appliance to cool your pastries but a dynamic sales tool that can generate extra cash.
We hope these tips will help you make the most of your cake display fridge!