Pizza Today - September 2024 - 35

An additional revenue stream just
waiting for you is at your counter area.
It's grab-n-go items. From retail and
service industry to restaurants and grocery
stores, you'll find those quick and
easy items that customers can't resist
buying when at the register to pay.
In a restaurant setting, you have the
opportunity to tempt a customer to
take your products to go.
Grab-and-go offerings are a great
way to increase check averages and
meet the convenience demand of
customers. Items offered as grab and
go can range from prepared menu
items, signature ingredients to
specialty desserts and beverages.
Logistics of Grab-and-Go
Before we dive into offerings, let's
go through the logistics. There are
several operational areas to look at
before you decide what to offer.
* Spacing. How much space at the
register or adjacent can you plan to
accommodate a designated grab-and-go
area?
* Display. Will items sit on top of
the counter? Some grab-and-go items
may require shelving, a temperature
controlled display case, refrigeration or
a freezer.
* Packaging. The items must be packaged
strong enough to hold the integrity
of the item, sealed to ensure freshness
and have proper labeling. Check all
guidelines according to your health
department, the CDC and the FDA.
* Portability. Is the grab-and-go item
easily portable? Easy to carry and eat on
the go make great grab-and-go options.
* Wayfinding. Think about the
journey of the customer inside your
restaurant. When and how do they
interact with the grab-and-go section?
Is it easy to see and entice them to
purchase items? Don't forget signage.
* Marketing. You should have a
marketing plan to promote your graband-go.
Building
a Grab-and-Go Menu
Your grab-and-go offerings need
to be as thought out as your regular
menu. There are so many items that
can be offered grab and go, from sandwiches,
salads, soups and even entrees
to desserts, beverages and proprietary
sauces, dressings and dough. This will
require product development, a pricing
strategy and testing.
First, evaluate your menu for
in-demand items that would make
great grab-and-go items. What can
hold up to your quality standards
as grab and go? Secondly, are there
any new items that you could bring
to your grab-and-go, carryout and
delivery operation? Lastly, should you
outsource grab-and-go items? This
is an enticing direction, especially
considering the packaging and labeling
component. Maybe there is a hot
bakery or deli that would be perfect to
partner with for your grab and go.
Jason's New York Style Pizza in
Bangor, Maine, offers an array of
grab-and-go options. The standout,
operator Jonathan Fell says, are the
Whoopie Pies. " So, a Whoopie Pie is
a Maine thing. It is basically two cakes
with filling in between-a staple at
most pizza and sub shops up here, " he
says. " We offer vanilla and chocolate
whoopies daily, with seasonal ones
throughout the year. We strategically
place whoopies and desserts on the
counters at all locations, making them
our top-selling desserts. "
That's not all Jason's offers. " For
grab-and-go items, we've found that
keeping it simple is best, " he continues.
" Salads and subs packaged to go
sell best, along with a few sides like
pasta and potato salad. Having them
easily available right when you walk
into our stores is key. "
Tievoli Pizza Bar and Tievoli
Pizza Truck in Palatine, Illinois, go
straight for the indulgent items with
grab-and-go. " We sell chocolate
chip cookies and Nutella brownies
for grab-n-go options, both at our
brick and mortar and our pizza truck.
They're displayed near point of sale
and offered for every transaction, "
says owner Giovanni Labbate. " For
us, it's important to package nicely so
customers can see what you have and
it's appealing. Both are displayed in a
basket for easy access and visibility.
Grab-and-go items may differ depending
on concept type. Labbate differentiates
offerings for his mobile and
brick and mortar locations. " I think
in a mobile unit, a dessert option is
the best for grab-n-go, especially for
us being a pizza truck. At our Brickand-Mortar
it's basically the same,
but we play around with new dessert
options all the time such as cake pops,
chocolates, new cookies and Rice
Crispy treats.
Tips for a Better Grab-and-Go
As you plan your grab-and-go
menu, here are a few tips for success.
Go with your strengths when you
develop grab-and-go items. Stick with
items that you can knock out of the
park every time.
" I'd say the biggest takeaway for
grab-and-go service is quick, easy, and
consistent, " Fell says. " Our feedback
from customers when we started graband-go
was to 'please make sure you
have it every day.' Folks don't want
to come in one day for that amazing
to-go sandwich and find it unavailable
the next day. "
Labbate has a different approach.
He suggests don't do the same thing.
" Always keep it fresh and try new items
to keep customers' interest, " he says.
Think about customer demand. Are
there items that customers have consistently
asked to have packaged to go.
Always ensure that the quality of
your menu items is being maintained,
especially in a grab-and-go environment.
There is nothing worse than a
customer excited to have the item at
home later and it is stale. Check
expiration dates on items. Furthermore,
test that the expiration date
maintains your level of freshness.
One last thing: don't forget to add
your grab-and-go items to your online
menu and on third-party menus.
DENISE GREER is Executive Editor of
Pizza Today.
SEPTEMBER 2024 / PIZZATODAY.COM / 35
http://www.PIZZATODAY.COM
Pizza Today - September 2024

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