Caterers can be reassured that by offering Heinz, they are investing in a brand that commands a 61% value share of a front of house sauce market worth £65.6m and growing 4.5% year on year1The value of stocking big brands has never been more apparent and by offering new Heinz SqueezMe! Garlic Mayonnaise to complement the traditional range of Heinz flavours, operators now have an opportunity to increase profit and offer a quality sauce with a point of difference.
Nigel Derrett owns the Newington Fish Bar in Ramsgate with his brother Ken and has only ever used Heinz products in the shop. “In the 28 years we have been in business I have never been tempted to buy anything apart from Heinz: I would rather go without,” says Nigel.
Most of the outlet’s trade is takeaway, but there is a restaurant, too, which was created by knocking through into the shop next door. The fish bar gets through an average of two tons of chips a week, with Nigel and Ken making their own chips from scratch, peeling and preparing potatoes sourced from a local farmer. The brothers also make their own burgers “They are made purely from meat, with bread to bind, no cereals, and no E numbers,” says Nigel. The burgers are cooked on the built-in griddle on the four-pan Kiremco range installed in 2003. Fresh fish is the traditional array of cod, hake, skate and dogfish/rock, with cod the best seller by far.
”When Heinz SqueezMe! Garlic Mayonnaise came onto the market last year I pre-ordered it as soon as I heard about it. I was so quick off the mark I had to wait until the supplier got them in. Our customers like to put the Garlic Mayonnaise on chips. Unlike sachets, which have to be dolloped in one place, the Heinz SqueezMe! Garlic Mayonnaise pods are very controllable so they can squeeze the contents all over the chips.
“I am a big fan of Heinz SqueezMe!, all varieties, and had them as soon as they were launched. We like the simplicity of opening compared with sachets, which people tend to open with their teeth: these are so easy to open – simply twist and squeeze. They are in a nice pack and give over double the sauce compared with sachets.”
Another advantage of the robust Heinz SqueezMe! Garlic Mayonnaise pods is that, unlike sachets, they are less likely to puncture in transit. “There is nothing worse than getting a delivery and finding goo all over the sachets. We keep them in a Heinz SqueezMe! branded dispenser on the counter and sell them at 25p a pot, which is high but we have had no complaints as customers can see it is Heinz and therefore quality – we get through an awful lot here,” says Nigel.
Heinz Garlic Mayonnaise SqueezMe! successfully answers the demand from consumers for a quality sauce with a difference, and offers operators the opportunity to charge for it, thereby solving a dilemma for those who know serving Heinz raises the perception of their outlet, but believe sauces of this type are a cost to their business.
Available in 26ml (cases of 100), Heinz Garlic Mayonnaise joins Heinz Tomato Ketchup, HP Brown Sauce, Heinz Mayonnaise, Heinz Tartare Sauce, Heinz Salad Cream, HP BBQ and Heinz Mustard in the distinctive SqueezMe! pod format.
Each one provides more than double the sauce of an average sachet with ergonomic packaging for maximum sauce control with no mess or fuss.
“It has been shown not serving a brand could lose shops up to 20% of repeat business(2). By including Heinz sauces as a trusted brand in the UK, consumers are assured they are buying a quality brand and the perception of an outlet and food offering goes up.”
References
1. AC Nielsen Delivered Wholesale data 52 wks to Jul 07
2. Heinz pub table top community research 2007