What are the key considerations when putting together your Christmas menu?

Put some sparkle into your menu to attract more customers and maximise profit

The plan

Decide what you’re going to put on for customers this Christmas. Proper dinner throughout December? Office parties? Full-on Christmas Day spread? Consider your staffing and previous years’ bookings. Is it worth marketing parties if you only had a couple booked in last year, for example? You don’t need to offer everything – do less but do it really well.

Christmas table with two glasses of fizz

Menu review

Look at last year’s menu. What sold well and what didn’t? With today’s prices, what is still profitable to make? What tweaks could you make to boost margins? Also, look to add a Christmas twist to meals you know your customers have loved this year – pigs in blankets mac and cheese anyone?

Cater for all

Remember allergies and catering for different diets. Gluten-free, veggie and vegan options are essential. Make these customers feel welcome by clearly signposting the dishes and make sure you mention it on social media. Don’t forget kids – attract the lucrative family market with half portions of a roast and other child-friendly dishes.

Teamwork

Use your front of house and back of house teams – for research and for promotion. Ask their opinion on the first draft of your Christmas menus. What do they think customers will expect from your venue this Christmas? What were their pain points last year? And make sure they know what the higher profit menu items are, so they can help with upselling.

“Studies have found that customers are willing to pay significantly more for dishes with value-added menu descriptors. For example, Norfolk bronze turkey or locally sourced vegetables. Avoid pricing ending in .99 as it gives the perception of lower quality.”

- James Birch, Development Chef, Unilever

Tempting offers

What deals can you give? For party bookings, throw in a Christmas hat and cracker for each person. Promote early bird bookings by giving away some fizz or a (lower-value) cocktail if they book before a certain date. “Set menus will have a better perceived value among consumers,” says James Birch, Development Chef at Unilever, “especially when dining in groups. They’re also easier to manage during a busy service in the kitchen!”

Decorated Christmas table with customer looking at menu

Order matters

Be strategic when creating your Christmas menu. James explains: “Studies have found that a guest’s attention is drawn to the first two and last two dishes within each section of the menu. Make sure your best and most profitable dishes are the ones that get these prime spots.”

And don't forget...

1 Use one base gravy that covers all dietary requirements but stir flavourings into each to make them special.

2 Recommend your best margin drinks to go with the mains – soft and alcoholic – and give a small discount when customers order them as a pair.

3 Add value for families – print out festive colouring sheets and include a few crayons with every child’s meal booked in advance.