Boosting Sales with Displays at the Register
Nearly 70 percent of in-store snack purchases are unplanned — indicating that impulse snack shopping is a shared habit among most consumers, according to a Euromonitor senior analyst at the 2018 Sweets & Snack Expo.
The right product display capitalizes on this trend, leading to increased sales and a boost to the bottom line.
With an effective display, operators are taking advantage of practicing “show, don’t tell” with a product category that lends itself to impulse buys. In some scenarios, this can improve category sales as much as 30 percent by taking items off the menu board and making them real.
The ability to merchandise snacks and baked goods in a prominent position on the counter provides a great avenue for these add-on or impulse purchases — driving larger average checks. For example, people in a hurry in the morning who have just ordered coffee or tea will see a display and realize that they will have an instant on-the-go meal because the muffins are right in front of them.
When designing a countertop display, operators should take into account a number of considerations:
- Available space, including the location and how the unit will be mounted
- Design and functionality of the unit to meet operational needs and customer preferences
- Ease-of-use and integration with staff workflow
- Alignment with the food packaging and the use of the displayed product
- Ability to withstand traffic and everyday use
When it comes to showcasing food, crisp lines, easy access and a simple/minimalist design are important for an attractive display. For example, a Dunkin’ store prototype outside of Boston moved its baked goods up front into a bowed glass display case which placed the donuts and pastries in front of customers while they wait in line, rather than behind the staff.
With a variety of display models available for cooking, holding and self-service, Antunes has the equipment to help any operation succeed with its foodservice program. In one current case, we are working with a customer to use display cases to increase the prominence of “check drivers” at the point of purchase. The display case update is part of an ADA-required redesign that provided opportunities to re-evaluate the countertop layout as well.
Overall, operators benefit from countertop displays that maximize valuable counter space with a unit that lets the product inside shine.
For further insights into the role of displays, read “How Product Displays Are Adapting to New Restaurant Layouts.”