“Overdeliver. Overdeliver. Overdeliver. That's how you go the extra mile.” — Gary Ryan Blair, president of The GoalsGuy
In every aspect of business, there's constant pressure to not only meet, but exceed expectations. It's a tough goal to meet, especially in the produce business, where everyone is feeling the labor pinch. It's easier to shoot for, well, mediocrity.
I thought about this when walking through a newer store recently while traveling. New stores are more enjoyable to peruse than decades-old establishments. Expectations are high, and store and produce managers are upbeat and anxious to keep the grand-opening vibe as long as possible.
This excitement is contagious and extends to customers, who react with optimum sales and are more prone to lean over their fence to tell their neighbor, “I love shopping at the new XYZ store on 34th and Cherry Street. The employees are helpful. It's so clean, and they have everything!”
One thing I noticed right away in this store: Produce was front and center, and cut fruit was front and center of the produce department. It was the focal point — not only the first thing customers see, but the cut melons were carefully lined up like so many jewels, shining in the display case.
That's a wrap: Cut fruit sells well, especially in summertime. Offer a variety of sizes, varieties and add linear space to capture extra sales and build gross profit. (Photo courtesy of Armand Lobato)
Few produce subcategories create more shopping appeal and more benefits than the cut-fruit section, for several reasons:
Convenience — Having fresh-cut fruit on display takes the guesswork out of melon shopping. One pushback I've heard from customers over the years is, “I'd buy more produce, if I only knew what was good or what's in season.” Having cut fruit on display shows off the quality like nothing else in the department. It's akin to the delicatessen displaying rows of enticing overwrapped sandwiches with thick layers of pastrami or roast beef in their case. Having fresh-cut fruit has this same appeal and convenience effect, especially during the hot summer months.
Appeal to singles, seniors or smaller families — People are willing to pay a premium charge for cuts if they see what they're buying is high quality. And because cuts are typically smaller portions, customers are more confident that their purchase won't go to waste.
Cuts help generate whole melon sales — Once sold on the cut melon's flavor, or seeing the outstanding quality on the display, many customers use this as a quality gauge and are far more likely to purchase the related whole melons. So, it's good to know that your cut section is quietly helping to serve this secondary purpose.
Cut fruit helps build gross profit and minimize shrink — Cut fruit commands a premium price, and many consumers are willing to pay a little more per pound for the convenience, which in turn helps build sales and gross profit in the process. Consider diverting still-usable whole melon culls to the cut-fruit program to minimize the need to reduce the price or discard the fruit. This helps turn potential shrink into a premium-priced category line.
So, what's the best way to make the cut fruit section work? Most chains have a program that outlines strict sanitary and food safety protocol. Ensure that your department is well trained and follows all directions. Make the cut-fruit section a priority every day. Display only fresh every stocking trip, and cull extra carefully, discarding any damage or aging fruit. Stick to a regular schedule for the cut-fruit employees. Wherever possible, cut fruit in sight of customers, as this helps promote the fresh aspect appeal. Stock and monitor closely throughout the day, especially during busy shopping periods. Besides clear pricing, attach labels for unfamiliar cut varieties, such as Cranshaw or yellow-meat watermelon, or for regionally sourced melons. Call these out and, whenever possible, have your sample team include the cut-fruit section in its schedule. Nothing sells product like offering a taste.
The one big drawback? Often, stores do not devote enough space for the busy summer months. If your cut section is the same size in July as it in January, it's too small. Extra or mobile refrigerated cases are usually available. Claim this valuable space and spread out on the cut offerings to capture the potential extra sales.
When you go the extra mile, customers are far more likely to bypass your complacent competitor and drive the extra mile, as well, to shop at your clean, helpful and fully stocked store.
Armand Lobato works for the Idaho Potato Commission. His 40 years of experience in the produce business span a range of foodservice and retail positions.
Related: More insight from Armand Lobato
