Catermasters is an independent contract caterer operating throughout the UK. With over 500 employees and a 21 million annual turnover, they supply food and services at their clients facilities including employee restaurants, cafes, delis, fine dining and hospitality.
Responding to an increasingly competitive marketplace and client feedback, Catermasters needed to develop the business skills of their Unit Catering Managers in merchandising and selling. The aim was to provide managers with relevant knowledge and skills enabling them to merchandise their units more effectively.
The training to be developed needed to achieve increased customer satisfaction leading positive impacts on revenue and profit opportunities.
What we did
We designed and delivered a visual sales and merchandising culture change programme that introduced new business processes for 158 managers across 70 business units. Managers were encouraged to buy in to these processes through a practical sales and service model known as Impact! which covered six key merchandising principles including:
- knowing your business
- managing sales mix
- customer flow
- overall image
- point of sale
- managing promotions
Following a pilot workshop, we created very practical and participative workshops. The small group numbers enabled managers to share
ideas, complete merchandising case studies and implement the skills discussed through a practical merchandising activity. Everyone took a work–based project back to their unit to implement and follow up within a six–week period.
The results from the workshops exceeded expectations. On average, increases in revenue of 7% were experienced across many catering units, whilst a 14% increase in revenue was achieved in the flagship units. Profitability of the units increased and client business retention rates were higher than previously experienced.
“After attending the Impact! Workshop I feel I gained specialist knowledge in merchandising and how to present products to increase sales. The buying experience from a customer’s perspective in my own business is a new experience for me – putting temptation in customers way, simply re-organising my product to tempt impulse buying has led to me increasing sales by 10%.”
Nigel Gill, Williams F1