FRANCHISE
Life SUMMER AT HOME
Susie Cole explains how Wiltshire Farm Foods’ Summer Kitchen range is positively impacting both customers and sales
Cookery school owner Simi Rezai-Ghassemi and Wiltshire Farm Foods head development chef, Phil Rimmer
Tell us about Wiltshire Farm Foods’ Summer Kitchen collaboration, what has it meant for your customer base and what are the benefi ts for your franchise from a commercial perspective? The new Summer Kitchen range has been very well received by our customers, who love the inclusion of locally sourced ingredients and variety throughout the menu. The collaboration has been great, using local chefs to generate new and innovative concepts for the summer brochure, particularly as they were able to produce these meals in a comparatively quick time. From concept, to recruitment, development, product and delivery, eight new mains and three new desserts have been created and made available throughout the franchise network in just 49 days. The marketing team has done an excellent job
producing quality materials, such as the booklet with information on all the chefs and their dishes, making for highly engaging content for our client base. It’s been well received by current customers as well as being a useful tool for any communication with our non-converted and lapsed customers. We really feel it sets our food apart from other high-end suppliers. At a time when many of our customers are
experiencing ‘food fatigue’ and often unable to get out to the shops themselves, this new range has injected some variety into their diets at a time when many really need it. The initiative has also shown
our regular and newly acquired customers what Wiltshire Farm Foods can really acheive with some new recipes in such a short space of time.
How are your customers coping at the moment? We have been overwhelmed by the thanks we’ve received. It’s been a challenging time, but we have managed to consistently provide meals to all our existing customers and our newly acquired ones. We’ve had many calling in tears of gratitude because without us they would not have had any meals. Knowing you’ve made a real difference to someone’s life is hugely rewarding and makes the job so worthwhile. Often, we are the only contact they have on a
weekly basis and it can be distressing to see some of our customers struggle with the current situation. All we can do is keep their spirits up and reassure them everything will be alright. Puzzle books and thank-you cards, which were distributed throughout the franchise network, have also been extremely well received – it’s these kinds of initiatives that keep customers engaged and loyal to the brand.
Wiltshire Farm Foods
franchise.wiltshirefarmfoods.com
andy.turner@wiltshirefarmfoods.co.uk
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