You may feel that having got your little empire up on its feet the last thing you want to know about is taking things further. Fair enough. You will have plenty to keep you busy – especially if you work hands-on in the shop every day. However, if your first experience of running a sandwich bar whets your appetite for more, there are plenty of ideas to consider.

Outside Catering

This is the most obvious expansion route. You will find that some customers will ask you to provide sandwiches and drinks for an office do from time to time. This is simple to cater for given a little notice. However, what you have to consider is whether you want to go out looking for this kind of business. The great advantage is that you are really just doing more of what you’re in business to do anyway. To do it properly though you really need to be organised.

• Create a separate outside catering menu. This should offer per head prices at various levels depending on what extras (drinks, cakes, fruit, etc.) are provided. Circulate these to local businesses and have them available in the shop. You should probably have a minimum order number.
• Get the pricing right. Your prices should be worked out to reflect the fact that you are getting a larger than normal order which is known in advance (i.e. knock them down a bit) and the fact that you will probably have to deliver (i.e. add on a bit).
• Put up a prominent sign advertising your outside catering service. This should be clearly visible from the street. Consider advertising in the Yellow Pages or local newspapers. It’s pricey but if you don’t it can be difficult to get yourself known beyond your own immediate area.
• Have a system for taking orders. This is absolutely vital. If somebody phones with an order every member of staff must know exactly what to do. You must have a pro forma order form which includes a space for the name and telephone number of the persondealing with the order in the customer’s office. If you don’t do this, you may find you need to check something important on the morning of delivery. This can be difficult if you don’t have a contact name or number. The form should include all other relevant information such as exactly how to get to a particular place in a large office complex or problems over parking near the place of delivery. If possible encourage customers to place orders by fax or e-mail. It saves staff time – and you have the order in writing in case of any later dispute.
• Have a policy on payment. One of the joys of a sandwich-coffee bar is that it’s a cash business and you don’t have to issue invoices. However, outside catering customers will not expect to have to hand over cash for 35 sandwiches. Be organised. Prepare pro-forma invoices (on your PC if you have one) or buy an invoice book from a stationer’s. Either way make sure you keep copies of what you give to the customer and check them regularly. It’s all too easy to forget about outstanding invoices. Make it clear you expect payment within a short time -1 suggest a week or two. Contact them if payment is not received. We have found that some larger organisations who give us quite a lot of business have systems whereby invoices are only paid after 30 days. You should probably accept this because you know you will get the money and quite possibly repeat orders.
• Be clear about the extent of the service you are prepared to offer. Do you want to find yourself providing the sandwiches for a conference on a Saturday afternoon? Or a seminar at 8 o’clock in the evening? Do you want to deliver hot food with its attendant complicating factors? Do you want to consider finger buffets? If so and if you have the freezer space there are a range of products which would fit the bill. Once you are clear in your own mind, be upfront with enquiring customers. Don’t be tempted to undertake something problematic on a one-off basis just because it sounds like a nice little earner.
• Do some work on presentation. Some customers might be perfectly happy with a bagful of sandwiches wrapped in your normal take-away style. However, it really doesn’t cost much to impress customers with good presentation. Get hold of some silver platters from the cash and carry. Offer customers the choice of having sandwiches cut in half or quarter – this is easier with some breads than others. This will be appreciated because participants at a seminar for instance will be able to enjoy a selection of your sandwiches. Add a little bit of garnish: sliced tomatoes and seedless grapes with a few leaves of lollo rosso. Put some doyleys underneath the sandwiches and it all looks really professional.