Cook Wrap Sell. Bruce McMichael
in delis, farmers’ markets and supermarkets are groaning with colourful displays of chilli sauce. You must remember customer behaviour, and what actually drives purchases of different products. For chilli sauces, says Olga, it’s actually “pricing and branding” not “unique flavour or piquancy”.
“Those that succeed in food businesses understand customers’ needs and how they want those needs fulfilled.”
Olga Astaniotis, The Olive Grows | www.theolivegrows.org
Having your cake
Cake businesses have flourished in the wake of TV programmes like the BBC’s Great British Bake Off. Insurance broker Simply Business (www.simplybusiness.co.uk) recorded:
a 54% increase in cake-making businesses in 2011
a 325% increase in cake-making businesses since 2009
In fact, baking cakes has risen to become the eighteenth most popular start-up business idea in Britain today. Over 90% of these businesses are run by women. But the number of male bakers is also growing. The majority of cake businesses are started by those in their 20s and 30s, with almost half of those starting a cake business falling between the ages of 25 and 34, and a third between 35 and 44.
TIP: Local partnerships can help reach potential customers. Team up with local wedding and birthday venues to offer discounted cakes to their customers. Partner with other local businesses such as florists, delicatessens and gift shops to pool your customer bases by recommending each other’s complementary services.
CASE STUDY: Let it Be Cake
Elsa Santana, aged 34, set up her cake-making business, Let it Be Cake, in August 2011 after leaving her career in IT to start a family.
“I’d been baking cakes for friends and family for years,” says Elsa. “Eventually I decided to take the plunge and launched Let it Be Cake as a proper business. Recent TV shows like Cake Boss and The Great British Bake Off definitely acted as an inspiration and catalyst for my business plan – making me realise that there was a real appetite out there for bespoke cakes like mine.”
“Cake-making offers an appealing business model, especially to mums like me. It allows you to work from home in a very creative industry and to control the hours you work.
“It’s very rewarding. Seeing the appreciation on your client’s face makes long hours of fiddly cake decoration worthwhile!”
TIP: “Cake-makers tend to have a very local customer base, so even though there is lots of competition out there, you can carve a niche in your area.”
Let it Be Cake | www.letitbecake.co.uk
Four-legged customers
Why should we humans get all the best food? What about starting a gourmet dog food business? You’ll still need to be adept in food preparation, baking and cooking. But rather than producing cupcakes and cookies for kids, you could be making dry pet food, cookies and treats for dogs and cats.
Pet fairs and many farmers’ markets will welcome your presence. You can also make sales into pet stores and chains. Owners are willing to pay a premium to get high quality, healthy food for their animals, and pet food typically offers high profit margins – particularly if made (and sold) the right way.
Says one home-based dog food manufacturer:
“I use natural chicken broth in my treats. I think if you’re making a chicken-flavoured treat it should have chicken in it. Why put an artificial chemical flavouring in it when you can use the real thing?”
One rather unique pet-food business is BeuteFuchs of Munich, Germany, a store that creates custom organic diets for its customers’ dogs.
BeuteFuchs sources organic meat from across Germany (everything from lamb to duck and goose in season) and provides such delicacies for discerning pet-owners as organic grain-free muscle meat with a vegetable fruit mix and high quality oil. Their USP? Not simply delicious food, but meals that result in better pet health, lower veterinary bills and less excrement.
TIP: Big ‘nos’ for any dog recipes include grapes, onions, raisins and macadamia nuts. It’s vital to check with your vet for a full list of do’s and don’ts.
BeuteFuchs | www.beutefuchs.de
Cooking schools
Cooking schools can help you develop your skills, get advice from professionals, expand your horizons into new cuisines and markets, and build your contacts. All valuable at every stage of running a food business, but particularly when refining your initial ideas.
If you decide to go on a course, there are some issues you’ll need to consider:
Tutors
What’s the ratio of teacher to pupils? Do you prefer one-to-one tuition, or groups? You might benefit in groups from questions being asked by fellow students.
Facilities
Newer schools will probably have state-of-the-art equipment. Alternatively, learning in an older pub or restaurant kitchen means you might get a better feeling for true commercial catering.
Some schools sell themselves on having Agas – would this be relevant to you? For example, Eckington Manor Cookery School in Worcestershire uses Agas and Falcon Range cookers and has accommodation on site.
Cost
Be very clear what you expect to learn from the course, and how it will benefit your business. As the cost of attending is directly related to your business, it will be a business expense.
UK and Irish cookery schools and resources
Cookery schools
Ashburton Cookery School | www.ashburtoncookeryschool.co.uk
Caters for domestic cooks and offers a six-month professional chef training programme.
The School of Artisan Food | www.schoolofartisanfood.org
Offers courses to suit all skill levels, expanding knowledge through a wide range of short courses, and a one-year Advanced Diploma in either butchery and charcuterie, baking or dairy.
Brompton Cookery School | www.bromptoncookeryschool.co.uk
Based on a National Trust property near Shrewsbury, Shropshire.
Eckington Manor Cookery School | www.eckingtonmanorcookeryschool.co.uk
Based in Worcestershire, it offers a week-long professional chef course covering staffing to menu planning.
Le Cordon Bleu | www.cordonbleu.net
Famous school based in central London, offers courses lasting from one day to 12 months.
Leiths