The out of home sandwich market is growing*, as customers are willing to pay more for taste and enjoyment. British Sandwich Week (19-26 May) is a great excuse for operators […]
Use your loaf
Use your Ham’ cheese and lettuce on seeded loaf
Every sandwich maker needs a simple bestseller. These time-honoured ingredients have always been a winner with the more no-nonsense customers.
“When we took over two years ago, we swopped the wafer thin ham and mild cheese for crisp, honey-glazed ham and sharper cheddar. Customers noticed straight away,” says Jade Atkinson,
who runs Atkinsons Sandwich Bar in Lancaster with mum Amanda.
“We’re a nation of cheese lovers
and customers love to support their
local makers, so we tempt them with regulars and specials from nearby dairies.
Sesame seed bun with sliced roast beef or pastrami
If you’re looking for a treat with a flavour of New York, this is just dandy. As with many sandwiches, it’s all about contrast, and the lightness of the seeded bun works brilliantly against the rich roast beef or pastrami offset by a tart dill pickle or gherkin, tomato, lettuce and American mustard.
“ We get our meat from the local butcher ... we’ve raised prices by up to 30% but most customers have been telling us, ‘About time, too!”
Trickier time wise for a busy kitchen but if you can pull it off, the club sandwich is a treat that commands top dollar.
A quality combo of sliced chicken, bacon or ham are key alongside mild cheese, romaine lettuce and tangy tomatoes.
The classic egg mayo
“Done well, an egg mayonnaise sandwich flies out of the shop,” says Jade: “And we’re always happy to customise it with bacon, cress or whatever the customer wants.”
Again, full fat mayo and Dijon mustard give this favourite a nice kick, while white pepper and chives are other subtle but telling tweaks to take it to the next level.
Jade says: “One of our customers likes to have half a wholemeal baguette with
tuna mayo and the other half with chicken mayo and salad. It’s bespoke
and he’s happy to pay extra.” A tuna savoury – with the
occasional prawn alternative if demand is there – gets a lift from red
onions, celery, lemon juice, parsley and mayo. Pickled and brined capers bring a salty olive taste of the sea
while seaweed flakes are
increasing in popularity as a healthy alternative to salt.
Spell out those small but delicious additions to customers, modify your price structure and you’ll up your margins and keep regulars happy.