In a quiet neighborhood in Orem, Utah, the grocery store opened with the usual grand-opening fanfare and one unusual feature: chili roasting. Not many shoppers in that part of the country had any idea what was happening. As the crowd grew for the opening, one shopper at a time was drawn to the roasting event.
One customer said, “I thought you were roasting bell peppers!” More customers eventually ventured to the attraction. They tasted samples, and they bought chilis, in an area more known for Brigham Young University and its high-profile football program.
Like many parts of the country, these customers slowly formed an appetite for what is common in New Mexico, and adopted the lively summer tradition of stocking up on roasted chili peppers. If it could happen in Utah, it could happen your neighborhood as well.
I have some thoughts on how to merchandise summer's hottest commodity: chili peppers.
Planning the Event
So many food items today offer a spicy version, from sauces to toppings to cheeses and so much more. All the heat originates in the heart of the humble chili pepper. There's nothing like pitching the original, raw product to attract a crowd, sell some chilis and have a great time doing so.
The commitment for roasting chili peppers is no small undertaking. You'll need parking lot or sidewalk space, roasters, a supply of chilis, propane, equipment and a trained labor crew to handle it all. You can also choose how long you wish to commit to the effort. Most stores that roast chilis begin in late July or early August and operate for at least a few weeks.
Consider that the outdoor chili-roasting setup is by all rights a living, fire-breathing, fresh produce display.
Setting up the Roasters
You will have to cordon off the perimeter of the setup for safety's sake, allowing customers close access but not directly inside the roasting area. Your fire marshal (who should to be called in the planning stages for approval) can offer helpful safety tips. Once this is done, your display is ready to set up.
Consider placing the roaster(s) in the center of the display area. Try to buy or rent a heavy-duty, quality roaster — one that is both efficient and attractive (or at least as clean and attractive as a roaster can be. Just avoid using old, inefficient or dull-looking equipment. After all, this is how your customers will in part judge your display. Position the roaster so that when an order is complete, the gate opens facing the crowd watching in the waiting area. Allow them close enough access to hear the chilis pop, to see the orders being loaded, and to take in the wonderful, powerful aroma of roasting peppers.
Chili Pepper Presentation
Around the perimeter of the roasting setup, display your chili peppers in neat rows. Have as many stacks as you have varieties. Dummy up the bases so only the top few burlap bags are actually full, but have enough on hand so you don't run out during the peak sales hours. Show off representative samples in lined-up, open bushel baskets underneath large signs with straightforward, descriptive wording, such as: Origin: Hatch, N.M. Variety: Big Jim Chili Peppers Heat Level: Medium
You may also consider hanging a preprinted poster or a dry-erase board so that customers can make their selection ahead of time. Push to have some attractive banners made and hung above the outdoor display. Ring the area with colorful flags for added décor, and post the operating days and hours ahead of time for customers.
Pick a Pack of Peppers
Pack selection is important. You'll probably make the least profit selling roasted, full burlap bags, as you will likely be competing with cross-town street vendors. So present other choices the competition isn't as likely to offer, such as half bags, half bushels, peck bushels, or a bulk, per-pound choice. Place a premium on these smaller packs, which will help boost your bottom line. Also, consider placing a small refrigerated case nearby and sell prepacked zip-top baggies filled with the same roasted, unpeeled chili peppers. These are often just the right size package that a hesitant shopper might just try — and one that usually generates a bigger sale down the road. Make sure to correctly label these according to your chain's prepackaged produce policies, and also include variety and heat level.
The Chili Roasting Team
Last but not least is the labor factor. Secure enough man hours, as you will need to budget for this well ahead of time.
Consider using your most trusted, friendly and outgoing produce clerks to staff the chili roasting operation. Ensure that each clerk is trained in all safety aspects, and is well-versed in knowing which chilis are hot, medium and mild. These clerks are just as on-stage as your product and your roaster. Encourage them to be presentable, courteous, and willing to interact with waiting customers, teaching them how to peel and prepare the chili for using or freezing. Often the shifts are long and the roaster heat can be nearly overwhelming, but great event sales begin with great clerks. All produce clerks should be willing to offer an occasional sample, as this will be a big selling point.
Besides keeping a neat, clean and safe environment, offering an effective chili-roasting promotion will enhance your store's sales and leave a festive impression on your customers.
Any large or unusual produce presentation will help drive sales, but only one display will get your customers fired up, and that's a chili-roasting display — the one that smokes.