The coronavirus pandemic has shocked the foodservice industry on nearly all fronts and created a host of new challenges when planning for seasonal holidays. Thanksgiving, Christmas and New Year’s were once very predictable. Now deli operators need to consider new factors that may sway the buying habits of customers this holiday season, including:

• A surge in new COVID-19 cases
• A continuing recession
• Fewer loved ones traveling from afar
• Fewer celebrations in general, like office parties
• Smaller gatherings with fewer guests at the dinner table
• More people cooking at home
• Shoppers faced with cooking a holiday meal for the first time
• Confusion about how much food to have on hand
• Availability of products

With so many changes affecting entertaining traditions, planning how to meet the needs of your shoppers presents unique challenges this year. The list of what’s being disrupted isn’t short —and that’s okay. The holidays create a cause for celebration and shoppers will be seeking solutions to keep customs and holidays special. That’s where the deli comes in! Customers indulge in food to feel good; planning to incorporate new traditions into your menu that provide simple solutions bolsters morale and gives customers even more to celebrate.

Traditionally, delis have offered a la carte side dishes in grab and go, with some stores offering a complete fully cooked meal, with or without the bird. NCG offers customizable Thanksgiving Promotional Materials for co-ops to use, complete with recipes, guidelines for execution, reheating instructions and posters. However, this is the year to be innovative in order to fully meet the needs of your customers.

Check out these ideas to develop alternative offerings in your seasonal menu and embrace a relationship with your marketing manager to launch your ideas.

Dinner Is Done! Promotion

Meal packages have the potential to be very popular this year. Start planning now for success and set up for pre-ordering and/or merchandising in grab and go.

Complete Meal Package Suggestions

• Include a four-pound, fully-cooked-in-house turkey breast plus four sides, dinner rolls and dessert.
• Let customers customize by picking their sides and desserts from a list of available menu items.
• Package reheatable items in tuxedo pans with plastic lids so that products can be merchandised in grab in go as well.
• Make meals affordable. Be forgiving on margin. Dinner for four SRP at $79.99.

Individual Meal Program Suggestions

• Offer single plated fully cooked meals merchandised in grab and go.
• Make both traditional and plant-based dinners available.
• SRP $14.99 each.
• Consider hot or cold with reheating instructions attached.

Focus on Local Traditions

Regional delicacies are in demand for the holidays. Identify local products unique to your region to feature in your deli, for example:

• Texas is known for deep fried turkey, tamales, and smoked BBQ
• Delaware features sweet potato casserole.
• Vermont corners the market with maple glazed apples.
• New Mexico showcases pumpkin empanadas.
• Indiana highlights corn pudding.
• The Midwest favors lefse.
• The Pacific Northwest indulges in Dungeness crab.
• Hoppin’ John is a Southern staple for New Year’s.

Family, Community, Togetherness

Consider promotional opportunities that help shoppers celebrate family and community.

• Buy a meal package to give to someone. Even if your customer is cooking at home for their own dinner, encourage them to buy a meal package to give to someone in need in their community.
• Help local businesses and restaurants. Partner with struggling small businesses to sell their products in your deli. Despite the fact that their products may compete with the products you are producing, customers will appreciate not have to make stops at two different locations, and it shows good will and community spirit when you support small local businesses.
• Work with local farmers and use their products in your production exclusively.

Start Planning Now

As the winter holidays approach, consumers may start their holiday shopping earlier than usual to take advantage of sales; early planning will be beneficial. While consumers’ approaches to shopping for the holidays may differ than in years past, there will be a heightened desire and appreciation for being able to celebrate with  others — whatever that may look like.