Walk around any major city and you could be forgiven for thinking that sandwich shops are the growth industry of the 21st century.
Takeaway lunch, it seems, is more popular than ever.
The once-humble sandwich is now a much more cosmopolitan, eclectic affair. Years ago, chicken, ham or cheese was about as exciting as ‘sarnies’ got, while the bread was an uninspiring choice between white or brown, loaf or roll. But just as sandwich fillings have diversified — with chicken tikka or brie and grape now just as familiar as cheese and pickle — so too have the breads, from ciabatta to focaccia and bagel to rye.
For people in low income areas, nutritional concerns are eclipsed by financial ones
The opportunities for distinguishing your shop have also grown, given consumers’ increasingly complex dietary requirements. There are now significant markets for, among others: vegetarians and vegans; Muslims, Jews and Hindus; people with gluten, dairy and other allergies; and those on various weight-loss regimes.
Health aware
The UK is increasingly health aware, so it’s a good idea to offer low-fat meats, salads and vegetable fillings. By sourcing superior ingredients and making everything fresh you might be driving prices up, but many consumers prefer a freshly made sandwich over a date-stamped, vacuum-packed offering from a Tesco Express, newsagent or garage.
For people in low income areas, however, the price-quality equation is weighted differently, as nutritional concerns are eclipsed by financial ones.
But just as rising disposable incomes and time constraints have made people more able and willing to buy instead of prepare their own lunch, globalisation and immigration have made people consider things other than sandwiches and pasties. Not so long ago, Thai curry was seen as an exotic and expensive food; to eat it for lunch would have seemed bizarre.
Now office workers don’t think twice about getting takeaway Thai at lunch or, for that matter, salad, pasta or sushi. The monopoly of the sandwich has gone, so it is more important than ever to create an interesting menu with a range of supplements.
Think beyond crisps, soft drinks and chocolate bars. Many sandwich shops offer cappuccinos and lattes alongside cakes and other bakery goods to tempt in custom.
As long as you and your staff have the culinary know-how, you could offer curries, pastas and salads alongside your sandwiches.
It’s advisable to refresh the menu every now and then, otherwise the regular customers – of which there should be many if you’re near offices – will tire of your sandwiches and go elsewhere. Having quality suppliers will be valuable, particularly if you can obtain a diverse range of freshly baked speciality breads.
Trade is concentrated mostly around the lunchtime period, although offering breakfast goods — croissants, bacon baps, coffees and so on — can add substantially to your base income. Trading late can also be of benefit if parts of your market are working unsociable hours, although it is rare to see a sandwich shop open past 3pm.
