Speciality Food September 2025

12 @specialityfood Whether you are opening a café, deli, farm shop or specialist foodservice outlet, success comes frommore than just offering great products. It’s about building a brand people connect with, creating memorable experiences and staying adaptable in a fast-moving market. Here are 10 proven ways to set yourself up for long-term success. 1 BUILD A BRAND PEOPLE WANT TO BELONG TO You are not just selling food and drink - you are creating a community. Give your brand a clear personality with a name, look and feel that reflects your values. Whether you champion sustainability, artisan produce, local sourcing or a welcoming atmosphere, make sure this is clear in everything from your logo and website to your packaging and décor. 2 OPEN WITH A BUZZ Make your launch an event. Host a soft opening for locals, neighbouring businesses, influencers and journalists, offering samples or small freebies. A launch event gives people a reason to try you and generates valuable content. Encourage attendees to post on social media and offer a return -visit voucher when they tag you. The more shares, the more buzz. 3 GET ON THE MAP – LITERALLY Set up and optimise your Google Business Profile so customers 10 ways to succeed in foodservice The experts at Jellybean Creative share their advice on how to appeal to and retain customers in a foodservice setting can find you when searching for “food near me” or similar. Include professional photos, opening hours and a concise but appealing bio. Add details such as whether you are dog or pushchair friendly, offer parking or provide home delivery. This is a free tool that can make a big difference to visibility. 4 SHOW YOUR FACE ON SOCIAL Platforms like Instagram, TikTok and Facebook are your digital shop window. Share behind-the- scenes content, product preparation, staff stories and your best sellers. Keep it authentic and human. Customers respond to genuine stories rather than just polished pictures. A time-lapse of your morning prep or a poll about which new flavour to launch can encourage interaction and loyalty. 5 START COLLECTING CUSTOMER DETAILS EARLY Encourage people to join your mailing list from day one with a small reward such as a free treat or discount. Make sign-up easy using a QR code. Use email or WhatsApp updates to keep them coming back with loyalty offers, seasonal products and invitations to special events. 6 CREATE A PHOTO- WORTHY SPOT Design a corner or display in your space that customers will want to photograph and share. Clearly showcase your brand name or social tag so people know how to credit you. Amonthly prize draw for those who post and tag you can encourage even more sharing. 7 REWARD LOYALTY CREATIVELY Move beyond the basic stamp card. Digital loyalty apps, surprise freebies or exclusive previews for regular customers can make people feel valued. Empower your staff to offer complimentary items occasionally to brighten a customer’s day. 8 ENGAGE WITH THE PRESS Send concise press releases to local media, lifestyle bloggers and foodie influencers. Include high-quality images and a personal note about your story and what makes you unique. Offering journalists and influencers an in-person visit, and a complimentary tasting can help secure coverage. 9 COLLABORATE WITH OTHER LOCAL BUSINESSES Partnerships help you reach new audiences. Work with nearby producers, makers or creatives to host joint events. Perhaps tasting evenings with a local vineyard, bread-making workshops with an artisan baker or seasonal craft sessions. Collaboration strengthens community ties and builds your reputation. 10 LISTEN, LEARN AND ADAPT Stay tuned to what customers love, what they don’t and what they wish you offered. Whether it’s private hire, seasonal hampers or new product ranges, responding to demand builds loyalty faster than any advertising campaign. Regular feedback will help you stay relevant and competitive. Latest shopping trends Recent intel fromNielsen IQ shows that small, convenient shops are on the rise. With shoppers looking for a more budget friendly, quickmeal solutions, ‘Dinner for Tonight’ [NIQ Homescan Shopping Missions Q2 2025] shopping missions are increasing, with one in five shopping trips consisting of quick, small baskets of fresh food, chilledmeat and fruit and vegetables. Also amongst the fresh and ambient categories in growth were dried vegetables and pulses (+28%), fresh pastry and dough (+15%) and packaged grocery (+4.2%). Frozen fruit also saw strong demand, growing (+13.2%) in value and in units (+7.0%) as shoppers turned to versatile, waste-free options for smoothies, crumbles and breakfast pots [NIQ Scantrack GB (Total Coverage)]. Inflation is higher than forecast, with annualised inflation coming in at 3.8%, up from 3.6% in June and higher the 3.7% predicted. According to Nicholas Hyett, investment manager at Wealth Club, summer 2025 has been an especially expensive one, with rising air fares and higher restaurant and hotel costs making it a costly season for consumers. However, “more concerning from a social and economic perspective is the continued rise in food prices, up 4.5% year-on-year and the fourth consecutive increase in the annual rate,” he said. “Coming on top of the run-away food price inflation seen in 2022 and 2023 that will be very painful for consumers. Rising food and beverage prices together with rising housing costs will be decimating disposable incomes.” Inflation hitting shoppers’ budgets