With the EURO final, the British Open and the Olympic Games watched mainly at home, this summer of sport is an opportunity for takeaway
outlets to plan ahead for driving uptake and sales.
Party at home
The three sporting events are a perfect excuse for consumers to stay at home and have their own party. According to the BBC a peak audience of 23.2 million watched the England football team get knocked out of the Euro 2012 tournament, and the BBC coverage of the 2012 Olympics was watched by 90% of the population – the opening ceremony attracted 23.4 million viewers. Win or lose, food will always be a top scoring activity for sports lovers.
Pizza the action
The cheesy feast is loved by young and old. Thin and crispy, or stuffed deep pan, it is the most popular food in restaurants, according to the Pizza, Pasta and Italian Food Association (PAPA) and the fourth most popular dinner item purchased in fast food outlets. Pizza is big business with Britons spending around £4.4 billion on it every year. Sports events offer outlets key opportunities to cash in – during the 2012 World Cup it was reported that Domino’s were expected to sell approximately 6 million pizzas. A national pizza chain sells a ‘pick and mix’ deal – any large pizza, any chicken side, any side and 2 x 500ml bottles of drink for £19.99 – a perfect offer for watching sport at home. Create your own Olympic’s deal with a Brazil theme topping, or for the EURO final have flavours from the two competing countries as themed toppings.
Thrill of the grill
Good quality kebabs are fab and an ideal takeaway choice for family get-togethers and sports fans, so operators should look to up their game in terms of ingredients and preparation to cash in over the summer. For example, Turkish Delight in Manchester, winner of the best kebab shop of the year 2013 at the British Kebab awards, only uses the finest ingredients in its recipes. It prides itself on undertaking its own butchery and preparation for all food, from its homemade doner kebab to vegetarian dishes, hot and cold mezes and a selection of lamb and chicken dishes. Kebabish Original in Blackburn, Lancashire also serves a number of British classics, Mediterranean dishes and wraps, alongside traditional kebabs to broaden its offer.
The nation’s favourite
As seen in our feature on page 19 fish and chips are still the nation’s firm favourite, so make sure you show some Great British pride and get that fryer on longer! Fish and chip shops can get in on the sporting action by offering 2FOR1 on fish during out of eating hours times or by offering a free can of drink with every two fish dinners ordered.
Create an atmosphere
Capture the mood of the sporting events by trimming up your outlet with banners, flags or bunting. Not only does this liven up your outlet and attract the punters, it also gets customers talking – and kids will love it! EURO 2016 and Olympic memorabilia will be available to buy, but if you want to keep cost down, just get flags from different countries and drape them around! Why not have a sweepstake too? This will bring customers back into the outlet to find out if they have won.
Most takeaway places operate on a collection-only basis, but during the sporting events why not offer delivery? Most people will be grateful that they don’t have to leave their house to collect, so a small charge will be acceptable – or make the order a minimum price including delivery. If you are more of a walk-in outlet then put up posters advertising you will be delivering, so regulars will spot it.