Make it special and make the most of summer sales - Advertorial by Callebaut

The  Staff Canteen

The Staff Canteen

Editor 27th April 2017

Callebaut share their top tips on how to make your customers feel special this summer.

Sunny weather often brings a spike in consumer footfall and spending, particularly eating out. Whilst we can’t predict what the weather will be like, we do know that during the summer months (regardless of the weather), consumers dine out frequently, spending time with friends and family and celebrating a whole host of different special occasions and events.

Summer represents a hugely important seasonal sales opportunity and those establishments who make dining out experiences really special are set to benefit the most. Research reveals 40% are prepared to pay up to £30 more per head if the dining experience is made extra special, and it will lead to repeat business. In fact, 94% of people would be likely to return to an establishment that made them feel special*.

Here are 5 top tips from Callebaut to make it special for your customers and make the most of your summer sales.

1. Plan ahead for key summer dining occasions

When it comes to dining occasions, summer doesn’t have the big traditional dining out calendar events like Valentine’s Day, Mother’s Day, Easter or Christmas, but it does still have some important dates that you to need to be prepared for including: Father’s Day (18th June), summer sporting events including Wimbledon fortnight (3rd-16th July) and the summer bank holiday (28th August). Make sure these dates are firmly in your event schedule in order to plan ahead.

2. Put special summer desserts on your menu

Desserts present a key opportunity for chefs this summer – 78% of people would be more likely to treat themselves when out for a special occasion, while a third of consumers think there should be more desserts targeting special occasions on menus. Make it a chocolate dessert and two-thirds of people would be more likely to order it**.
Why not try creating a chocolate flower as a stunning finishing touch or these delicious chocolate swirl coated strawberries – more details can be found here

Creative chocolate cake
Creative chocolate cake
Frozen garnish chocolate bowl with dipped strawberries.jpg.640x480 q80 .jpg.640x480 q80

Frozen garnish chocolate bowl

with dipped strawberries

3. Be prepared for special celebrations

Outside of key summer dining occasions there are plenty more celebrations that you need to be ready for – birthdays, anniversaries, engagements or even graduations. Recent research found 90% of people eat out to celebrate birthdays, followed by anniversaries (63%)*. Make sure you’re not missing a trick by offering an experience to remember.

4. Add a special touch to make celebrations more memorable

Responding at the last moment to individual celebrations - such as birthdays or anniversaries - can be difficult. It’s therefore essential to have the ability to add a special touch – for example a piped message or a decoration – to an existing dessert quickly to make the most of the occasion and boost profits. With the popularity of social media, a memorable experience or dish leads to diners sharing it with friends and family, as well as online, and introducing the restaurant to a new audience.

5. Make afternoon teatime special

From baby showers to sophisticated hen parties, the great British tradition of afternoon tea continues to grow in popularity for celebrations – in fact 66% of people would choose to go out for afternoon tea to celebrate a birthday**. Afternoon tea allows chefs and operators to encourage diners during a quieter period of the day and with National Afternoon Tea Week taking place from the 14th-20th August 2017, it offers a golden opportunity to boost summer sales. Although most commonly associated with finger sandwiches, scones, sweet pastries and cakes, 60% of people would be more likely to order afternoon tea if it included chocolate cake and treats**. Callebaut has created a range of recipes designed for afternoon tea including white chocolate, raspberry and lime cheesecake and triple chocolate brownies.

To support chefs, Callebaut’s Development Chef, Julie Sharp, has created ‘10 Ways To Make It Special’, a series of videos demonstrating recipes, techniques and simple tips to create a memorable experience for customers while increasing profits for the operator.

The ’10 Ways To Make It Special’ videos include a decadent Christmas pudding and an Easter egg with the wow-factor, as well as an edible candle for birthdays and techniques such as mould creation and garnishes that can quickly be added to desserts throughout the year.

Videos are available on Callebaut’s chocolate hub – – along with an animated infographic highlighting some of the key research findings.

For over 100 years, Callebaut has been making chocolate to be proud of in the heart of Belgium. From cocoa bean to chocolate, Callebaut’s finest Belgian chocolates are produced with 100% Belgian craftsmanship, making it the chocolate of choice for confectioners, pastry chefs and chocolatiers all over the world.

*Toluna/Callebaut July 2016 **Toluna/Callebaut August 2014

For more information on Callebaut please call 01295 22 47 00 or visit

In these challenging times…

…the hospitality landscape has dramatically changed in the last two months, and with that our advertising revenues have all but expired, significantly impacting our business. Despite having to furlough a large portion of our staff, we are still delivering the valuable content and honest information, which hundreds of thousands of you come to The Staff Canteen for. We believe we have a critical role to play in informing and supporting our audience. We need your support right now, more than ever, to keep The Staff Canteen active. Without your financial contributions this would not be possible.

Over the last 12 years, The Staff Canteen has built what has become the go-to platform for chefs and hospitality professionals. As members and visitors, your daily support has made The Staff Canteen what it is today. Our features and videos from the world’s biggest name chefs, are something we are proud of. We have over 500,000 followers across Facebook, Twitter, Instagram, YouTube and other social channels, each connecting with chefs across the world. Our editorial and social media team are creating and delivering engaging content every day, to support you and the whole sector.

Your financial support means we remain independent and open to all. We were launched by a chef and remain the voice of chefs and other hospitality professionals.

We need your support to keep delivering the products and content that you love, giving you the platform to share opinions and inspiration. Every contribution whether big or small, means so much.
Support The Staff Canteen from as little as £1 today. Thank you

The  Staff Canteen

The Staff Canteen

Editor 27th April 2017

Make it special and make the most of summer sales - Advertorial by Callebaut