“Hello sir, we are happy to announce to you that our restaurant
is now open. We also make free deliveries to locations less than 2 miles away.”
Funmilola was gladly conversing with a client over the phone. Her voice full of
vibes, firm and solidly convincing. “Wow! That awesome, we have been trying to
see how we can work out free lunch for our staffs over here. You know ours is a
flour mill, and it is impossible to eat raw flour.” The client said, while
Funmilola gave a faint smile that reflected in her voice “Yes, I do”. “Give us
a bit of time, we would get back to you.” The client gave his conclusion. The
discussion ended after Funmilola gave her reply “It’s alright, thanks in
advance”. Funmilola just kept on smiling, mentally alert and active as she
searched through her phone for the next caller.
Do I really need to start with a Story-like illustration?
Well, maybe Yes, maybe No. #Grin Don’t get it twisted, I just wanted you to
relate with the kind of vibes and energy that come along setting up a business
of your own, most especially a food business. You are happy that you could dare
a challenge, you are happy that you could break through all odds, you are happy
that you joined the league of those who have something to offer and contribute
to the society. You are glad that you have created a value, for which you
expect to be paid for. You know the language of business is the language of
value. It is the foundation of every other thing you will build. Your branding,
influence, USP (Unique Selling Point), marketing, scaling up, etc., will all
rest on the extent of VALUE you have to offer.
As beautiful as it is to set-up a business of yours, I’ll
like to share with you today four basic prospects to be considered in food
production, whether your set-up is an industry, a marketing firm or a
restaurant. These four things are basic to all food establishments.
1.
Consistent Food Quality
2.
Consistent Food Quantity
3.
Menu Replication
4.
Proper Pricing
Consistent Food
Quality: One major upgrade of the 21st century is that the
definition of a Good Food has change. It is no longer the simple
make-it-natural but delicious traditional cuisine. Our current age has gotten
too complex to embrace just that, there is more to what is being sought out in
a good food. So what is the new definition of a good food? Here it is … Safe,
tasty, nutritious, diverse, convenient, abundant, less costly and readily accessible.
If you pay attention to those set of words, the words ‘natural’ and ‘traditional’
have disappeared. Only a minute fraction of the world’s populace still appreciate
that, yet they are very good definitions too.
Consumers want to ensure consistency in the quality of your food
or food products. This is very vital and important as a mistake once around
this is enough to agitate any food industry or enterprise. Personally, I learnt
that when customers by from you, it is because they have given you a level of
trust. But when that trust is broken, sometimes it can be as though you awaken
a sleeping lion in the jungle, depending on the temperament of the client whose
trust you broke. So give us the quality that make us trust you again and again.
Consistent Food
Quantity: I had a food business during my undergraduate days, and it
opened me to experiences around this subject. You know due to quite a number of
factors, my business had its own active sessions and passive session as though
I was running an academic calendar for my clients. Smiles, well maybe I had
forgotten that they are my customers, not my students. Now, here is what I
noticed each of my active sessions largely had different set of customers
though I sold well in each of my so-called business sessions. But, the truth is
no client likes hearing the word “we are currently out of stock” too often. You’ll
make them remove you from their scale of preference and hunt for other options.
Menu Replication:
This will be explained in two perspectives. Firstly, is capacity to replicate
what you described to your customers in pictures, words, adverts etc. There is
nothing as terrible as raising the desire for your product in customers by
using features that are currently not in your product. You tell them it is
sweet, but when they bought it, it was a little lesser than sweet. The colour of
the rice in your menu list is white, but when they buy it they were see purple
patterns on white rice. I liken that with chasing your customers with a horse
whip.
The second perspective is variety, humans desire variety.
The clients tend to think of your company more often when you have quite a
number of variety to offer. Ensure however, that you do not use your desire to
create varieties to kill your business in its early stage. Just take things
easy, one step at a time.
Proper Pricing:
I’ve learnt this from Brian Tracy, and likewise quite a number of Food Business
models too. It is very important not to undercharge as your business might not
thrive doing that, and likewise not to overcharge as your customer database
might not grow that way. How then to I know how and what to charge? There are a
lot of factors involved which include cost of production, cost of maintenance,
quality of products, competitors’ pricing and quality, your USP (unique selling
point), your customers demographics, location and economic buoyancy etc. But
very importantly, do your homework and ensure that you arrive at the best
possible pricing for your products considering the above factors and many other
one you might also have learnt so far.
Ten years later, Funmilola has grown her business into one of
the biggest in the city of Lagos, Nigeria. And she is planning to have an
extension in Oklahoma, USA. This is attributed to her depth of pursuit for
knowledge of her business field. Challenge yourself also to be the best of
yourself.
Oluwadurotimi Okediji.
Food, Nutrients & Health
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