As the owners of a sandwich shop, you're well aware that not every sandwich customer is the same. Different customers have different motivations and want to be served in different ways. Some are looking for fast service, others the highest quality and others still want both. And that's just one of the many ways your customers differ from each other. We'd love to share our tips on how you can make every customer happy.
The different types of sandwich customers
Why do people buy sandwiches?
Sandwiches are a popular purchase for many Flemish consumers, and for good reason. 54% of Flemish people buy a sandwich at least once a week. There are various reasons why people buy a freshly made sandwich, but a few clear motives stand out:
Convenience and practicality: 58% of consumers buy a sandwich to make their lives simpler and more convenient. A sandwich is quick to purchase, good for on the go and requires zero prep time. Whether it's a quick lunch during a busy work day or a bite on the road, a sandwich offers a practical solution.
Indulgence: 41% of people buy a sandwich to treat themselves. A delicious sandwich is not only nutritious but also a moment of indulgence. It's a small treat, a way to escape the daily grind and enjoy something delicious. For this group, purchasing a sandwich is often an emotional decision: they are driven by a desire for comfort and enjoyment.
Lack of time: 40% of consumers buy a sandwich due to lack of time. In our ever-busier lives, where work, family and other obligations demand much of our time, a sandwich is often seen as the perfect solution for a quick but nutritious meal. The fact that it's already fully prepared and can be eaten immediately makes it the perfect choice for people in a rush.
Want to optimise your customer satisfaction? Then it's important to cater to the motives of these different types of customers. Some tips and tricks:
Catering to customers that want convenience and practicality
Fast service: ensure that you offer fast and efficient service. Consider creating an online ordering system or app, which customers can use to order their sandwiches in advance and then skip the queue to pick them up.
Takeaway options: create a separate counter or drive-thru for customers who want to quickly collect their sandwiches.
Wide assortment of to-go options: provide a wide assortment of pre-packaged sandwiches that customers can easily take with them, e.g. chilled and ready to grab.
Customers looking to indulge
Luxury sandwiches: offer a selection of luxury sandwiches with special ingredients like local cheeses, truffle mayonnaise or artisanally prepared meat. Pair with artisan baguettes or rustic baguettes.
Specials and seasonal sandwiches: regularly introduce new specials or seasonal sandwiches with unique flavours and combinations, e.g. a sandwich of the week. You can link this to special promotions or themed weeks.
Presentation: pay extra attention to the presentation of your sandwiches in the store or online. Nicely packaged sandwiches and an attractive presentation contributes to the customer experience and feeling of indulgence.
Providing customers with speedy service
Express menu: create an express menu of sandwiches that are quick to prepare. You can give this menu a prominent place for customer in a hurry.
Fast delivery: work with delivery services or create your own delivery system for a fast delivery of sandwiches to offices, schools or homes.
Breakfast and lunch boxes: provide pre-prepared breakfast or lunch boxes with a sandwich, drink and snack. This makes it easy for busy customers to buy a complete meal in an instant. Read our article about breakfast baskets.
Tip: read our article about ordering and delivery platforms to boost your turnover.
What factors lead customers to choose a sandwich?
You know why customers like to buy a sandwich, but how do customers choose which sandwich to buy? It's a crucial question for every sandwich shop because the answer is the key to optimising your range and increasing your turnover. Did you know 50% of customers are influenced by your menu? They decide what to order only when they see your range. This means that the presentation of your sandwiches and the information you provide are highly valuable if you want to convince customers to buy.
We delve deeper into the factors that determine your customers’ choices.
1. 15% care most about the bread
As well as the filling, the bread itself can play a crucial role in the customer's decision-making process. For 60% the type of bread is just as important as the filling and for 15% it's even the deciding factor. Whether it's a crispy baguette, an airy ciabatta or a nutritious wholegrain bread: the type of bread and quality of ingredients makes all the difference. So always use fresh, high-quality breads. Extra tip: offer at least 3 different types of bread, we'll tell you more about this in our blog article about the optimal type of bread.
2. 48% choose a sandwich based on the filling
The filling is often the first factor that draws the attention of your customers. Almost half of all customers choose their sandwich based on what's in it. So make sure that your fillings are appetising and varied. Provide options that appeal to both conventional and adventurous tastes. Make sure you have the classics like ham and cheese but also unique combinations like grilled vegetables with hummus or brie with rocket, walnuts and honey. Don't forget to introduce special, seasonal fillings to pique the interest of your customers. Seasonal products are also better for your food cost percentage.
3. 42% are influenced by price
Price remains an important factor for many consumers. Almost half of your customers are at least partially swayed by the price of your sandwich. So it's important to offer a wide price range, with both budget options for customers wanting to save their pennies and luxury sandwiches for those prepared to pay for quality. Consider offering different sizes and combo deals, like a sandwich with a drink and snack. This allows you to offer customers more value (without reducing your margin) and increase impulse buys.
Tip: 70% of consumers are prepared to pay up to 70 cents more for ‘special’ sandwiches, like Italian sandwiches.
Conclusion: optimise your menu
It's clear: your menu is a powerful tool to influence your customers’ choices. To make a good first impression, your menu needs to be well-organised with clear descriptions of your sandwiches and the ingredients. Consider adding pictures of your sandwiches to create more visual appeal. It's also a good idea to shine a spotlight on sandwiches you want to promote, such as those with a higher profit margin, with appealing names or by adding them to your “recommendations” or “chef's choice”.
If you're mindful of these factors and use them strategically, you'll not only increase customer satisfaction but also boost your sales figures. Every aspect from the filling to the price contributes to the choice your customers make and can make the difference between a one-off purchase and a regular, loyal customer.
Tip: for more information, read our blog articles about how to make a good first impression with your menu and how to optimise the margin of your menu.
3 different target groups from our market research
Large-scale market research revealed there are three different types of customers: dailies, sensories and trendies. It's important to know these different customers and to adapt your range accordingly.
Dailies (67% of your customers) love simple and familiar flavours and are looking for basic quality.
Sensories (18% of your customers) are looking for flavour and texture (grains and seeds) and like to try something new.
Trendies (15% of your customers) follow trends and get swept up in hypes and are looking not only for delicious sandwiches but authentic and unique looks.
These results are in line with our market research on which breads you should offer. A quick tip: the magic number is three.
Create optimal customer satisfaction with LLBG
Looking for new breads that will impress different types of customers? Discover La Lorraine Bakery Group's wide range of bread products and treat your customers to the flavours to LLBG. Request a product catalogue, discover our range online or speak to one of our representatives for more information.
3 strong brands, 1 contact person for your business