Walk around any street in a major city, and you could be forgiven for thinking that sandwich shops are the growth industry of the 21st century.
The death of the company canteen combined with the fact that many people are too busy to take any time off during the day means that the take-away lunch is more popular than ever.
The sandwich, that once-humble bit of filling between two slices of bread, has become the snack of choice for every office worker in the land – mainly as a result of the bad image of so many other fast food varieties.
In short, it’s become the healthy option for every office worker in every city in Britain.
Seating can be a bonus
And while options might once have extended to ham and cheese, or – if you were lucky – white or brown, the market has become a lot more sophisticated.
It’s not just sandwich fillings that have diversified, with chicken tikka or brie & grape becoming just as commonplace as Branston Pickle.
Ciabatta, focaccia, baguettes and salads are essentials now the market caters for consumers’ evolving dietary requirements (wheat allergies, gluten free products, low carb diets, etc…).
Meanwhile, everyone enjoys those added extras with their lunch. But as well as crisps, soft drinks and chocolate bars, many sandwich shops have started offering coffee varieties such as cappuccino and latte alongside cakes and other bakery goods to tempt in custom.
Sandwich bars are almost exclusively concentrated in city and town centres, although walk-in trade from office workers in not the only source of custom.
Often a significant proportion of revenue will be made up from catering calls – ranging from business meetings ordering platters direct from the shop right through to personal calls from your staff selling directly to workers in companies lacking a canteen.
Variety is the spice of life
Variety is the most vital thing in this sector, which relies so much on impulse buying. Your customers’ interest will be stoked if you make regular changes to your range and offer exciting and interesting combinations in addition to the old favourites.
This might rely partly on having quality suppliers, particularly if you can obtain a diverse range of freshly-baked speciality breads. But this is no replacement for coming up with a constant menu of new and diverse choices inspired by global cuisines.
Don’t forget to offer vegetarian – and even dairy-free and wheat-free – choices alongside the more traditional options. Regular sandwich buyers tend to be more interested in their own health than the population at large, and healthy but tasty options tend to outperform any other variety.
It’s important to remember, too, that trade is highly concentrated around the lunchtime period, although offering breakfast goods – croissants, bacon baps and coffees – 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.
Competition is fierce
All this will ensure that you can compete with all those outlets offering chilled sandwiches, from the supermarket chain to the local newsagent or garage. Price and time concerns notwithstanding, consumers are more likely to choose a freshly cut sandwich over a date-stamped vacuum-packed offering as they continue the trend of buying fresh.
There’s no denying that competition in this sector is fierce. Locations outside the main office quarter, business park or student area in any town are unlikely to succeed.
Keeping an eye on the tastes of your market is as essential as ever. In certain areas, workers might be interested in more experimental or expensive brands, while in others the ploughman’s might still be flavour of the day.
Seating is another optional extra that can attract custom away from the many competitors that might exist on a typical High Street or inner city office strip, or, offering internet access.
Hygiene is essential – as with bakeries, it’s essential not just to be clean but also to project an image of total cleanliness. Food safety has become such an issue that for many people professionalism is more important than price.
Sandwich bars tend to be small units, and start-up costs – fridges and coffee machines excepted - are very low compared to many other sectors. However, it’s worth noting that the city centre locations which make the real profits come at a premium.
Hours, on the other hand, are far less demanding than in many businesses. And while it’s worth noting that the whole sector is very fickle, if you can design sandwiches that can catch the flavour of the month in a town and welcome the early starts, you’re onto a business which can be both creative and profitable.
