Perspectives

Can Recipes Really Boost Your Product Sales?

Scroll For More

Can Recipes Really Boost Your Product Sales?

Keeping the menu fresh is one of an operator’s most important roles. And providing recipe inspiration is one of yours as a partner. By demonstrating your product’s versatility, your recipes can show time-starved operators how one ingredient can work in multiple items across the menu—benefitting operators and you—with increased sales.

So how do you ensure your recipes will attract customer attention and get utilized? The answer begins with conducting a thorough recipe audit. Take a close look at your collection of recipes online, on product sheets, and in your social media feed. Then give the boot to ones with old or dated photography. Whether flipping through the pages of a publication, or scanning the Internet, operators are drawn to images with appetite appeal—so professional photography is worth it! In addition, get rid of recipes that are overly complicated or that use too many hard-to-find ingredients. Most operators won’t follow recipes verbatim anyway. They WILL, however, use them as a jumping off place for coming up with their own signature creations.

After an initial purge, check to make sure the rest of your recipes pass the majority of these tests:

Are they inspiring and unexpected?

Do they truly break out of the mold and inspire a new use for your product or feature it in an unusual way? For example, an appetizer brand might bring a new twist to the classic grilled cheese sandwich and tomato soup combo by pairing their breaded mozzarella sticks with a creamy tomato bisque. The pairing offers familiar flavors in a fresh new way.

Do they demonstrate your product’s versatility?

Showing how your product can take on a variety of menu roles lets the operator know that your product isn’t a one-hit wonder. Operators appreciate it when ingredients can work in multiple dishes. Highlighting the versatility can also inspire your sales force to set up samplings and demonstrations.

Download the 2019 Influencing the Operator Purchase white paper.

Are your recipes functional in the back of the house?

Most operations seldom have the time or staff expertise to create items with extra-long ingredient lists. Develop a simple format—perhaps no more than four ingredients—to ensure staff at any skill level can prepare. Also, make sure your recipes take into account the realities of your customers’ space and equipment. It’s no good to offer recipes that use a fryer, for example, if that type of operation normally doesn’t have one in the kitchen.

Do your recipes feel timely and in step with the seasons?

As the seasons change, operators are on the lookout for new menu specials. Featuring season-appropriate recipes front-and-center in your communications can provide the inspiration they need when they need it.

Can your recipes be easily replicated by a sales person?

Sampling is a critical part of the product sell-in process. “Getting it in their mouths” is often the deciding factor to purchase, so make sure you equip your internal and external sales forces with recipes that are easy-to-replicate under the time constraints and pressure of a product cutting. The confidence they exhibit in preparation makes an impression on operators. And since – according to the Marlin Network 2019 Influencing the Operator Purchase report – more than 40 percent of operators seek recipes from DSRs, the recipe demonstration can help enhance a sales person’s value in the eyes of the operator, along with the strength of the relationship.

Even the largest collection of recipes needs periodic pruning to stay interesting to operators. Be sure your recipes provide the relevant and functional solutions they need with an at-minimum, once-yearly checkup and ongoing, ear-to-the-ground communication with sales.

You May Also Enjoy Reading

Why You Want to Target Food-Fluencers

Christopher Wolf

Christopher Wolf

SVP of Insights
For most of human history, food was primarily a source of sustaining life vs. enjoying it. As technology and the economy progressed in the 20th century, it became possible for an increasing number of people to treat food as a lifestyle accessory or status symbol...
Taking a photo of beautiful food with a phone

Can “WFH” Produce Better Creative Work?

Tim Bade

Tim Bade

Chief Creative Officer
I’ve been wondering whether working from home can elevate our creative work. Many studies have been done and most point to enhanced efficiency from people working at home rather than an office. But how does that apply to the creative work we do?
Working from home with kids hanging on you

Six Factors That Drive Every Consumer Choice

Ron Halverson

Ron Halverson

SVP of Halverson
Some decisions are easy. Some are painstakingly hard. The rest fall somewhere in between. Where do your category and brand fit in? Knowing will allow you to influence the consumer decision. Halverson Group can help you find out.
Consumer trying to choose between products

What’s the Hubbub?

Jeff Daniel

Jeff Daniel

SVP of Integrated Connections
Apple, namely Tim Cook, has been talking about the need for transparency around data collected on consumers and to give consumers control over whether they want data collected about them or not...
Digital data security

Making Pandemic Lemonade

Christopher Wolf

Christopher Wolf

SVP of Insights
It will take many years to assess and mourn the devastating and lasting effects Covid is having on our collective mental, physical and economic health. But we can already begin to understand the ways the hospitality industry has adapted for the better and created new opportunity,directly as a result of the crippling lockdowns that laid waste to so many businesses and livelihoods in the past year...

Yuzu what?

Meredith Daca

Meredith Daca

Senior Culinary Planner
What’s happening in emerging citrus flavors. Lemons, limes, oranges and grapefruits. These are the usual suspects when it comes to citrus fruits. But have you tried yuzu?…
Yuzu
Locations In:

BENTONVILLE, Arkansas
BIRMINGHAM, Alabama
BOSTON, Massachusetts
CHICAGO, Illinois
DENVER, Colorado
IRVINE, California

KANSAS CITY, Missouri
MINNEAPOLIS, Minnesota
NEW YORK, New York
SPRINGFIELD, Missouri
ST. LOUIS, Missouri

For brands that are going places.

From daily coffee stops to weekend lunch capades to once-in-a-lifetime vacations, consumers are always on the go. Brands that meet them where they are with the products, services and experiences that delight will win. Marlin Network is a destinations marketing agency that understands where guests are going, what makes them stay and what brings them back for more.



Subscribe To Our Newsletter

You may unsubscribe from our newsletter at any time. See our Privacy Policy for more information on how we store and protect your data.

©2022 Marlin Network. An Advantage Marketing Partner. Trading as ADV.    |     Privacy & Cookie Policy     |     Careers

Scroll to Top

This website uses cookies to ensure you get the best experience on our website.