weeza100,

Maybe walk-in business is not the answer initially. Instead, look at other ways to generate business and then maybe the public following will come. For instance, maybe your client becomes more a specialty, delivery business for discerning families and consumers, high-end restaurants, clubs, etc. Possibly he can cater some business functions. Get the name out there as a quality meat market, then people will travel to it. If you rely just on foot traffic, I think it's too much to ask.

Steve

Internally, what programs have been developed to retain and train the best employees? That's a great place to start on the sales/customer service side of things.

Catering is a great idea - many of our most popular shops where I am located have entered the catering field.

You will definitely need to brand and promote. I can think of 3 butchers in my immediate area who are know for their quality products and they have built their reputations over time.

Do they offer any type of special services such as order ahead and home delivery. Could go with a promotion about being a "cut above" the rest...for the discerning taste, etc. Similar to Omaha Steaks programs if you are familiar with them.

Also, offering specialty semi pre-prepared meats (bracciole and similar) has helped local shops - can't get the product elsewhere.

How is the shop set up/decorated? We have a "country butcher" that does very well because of the selection of other specialty products available in the store plus the homey, old-time general store feel of their shop.

MarketingRiot

You will have to focus on what differentiates you. Why choose your store vs the local chain grocer. Everything you/he does is marketing, so make sure the employees "get it" and the look of the store conveys "this place is different".

Recipe ideas is good, feature products that the supermarket doesn't have. I could see it as a regular feature in a local radio spot or newspaper. People get confused over meats and how to cook.

For example, I wanted to do a pig roast-- the chain grocer looked at me like I had two heads when I inquired about buying a whole pig. The grocer knew how to order it and tell me exactly how to cook it. I didn't even try the chain for a standing rib roast-- a very pricey piece of meat.

I'd try "freezer specials", bundling cuts of meat for saving packages. Chains can't do that. Add marinades. There is a meat store in South Denver, Colorado called Tony's-- very successful in this niche-- always packed. I'd learn more about their model and see what you can incorporate in this store.

People will spend more for quality and service. The employees should know their product inside and out.

Hope that helps, Carol
Sell Well and Prosper tm

In my opinion the lack of traffic can be attributed primarily to your client's proximity to a large supermarket. Since you say your client's prices are high most people over 50 will buy their meat from the supermarket! Of course, that is just my opinion but I am reminded that LOCATION, LOCATION, LOCATION are the 3 most important things to a brick and mortar business.

In order for your client to attract restaurants as customers more effectively he/she should consider becoming a wholesaler. I've seen wholesalers located in some of the dumpiest areas and yet they have a steady flow of traffic that is quite enviable.

Also, if your client is targeting baby boomers I would suggest that he/she start offering products that are perceived to be more healthier such as "organic" meats, poultry, and fish. This will do a lot to justify the higher prices.

With regards to employees I am finding it hard to see why poor customer service is responsible for lack of traffic/sales IN THIS PARTICULAR CASE. You did mention that the client hired new employees with no significant change in results. Could it be that the lack of traffic convinced your client that poor customer service was the cause? Is the root cause something else? (advertising, price, promotion, merchandising, internal/external marketing communications, USP, value proposition, etc, etc?). Or, does the client believe that his/her business is satisfying an "unmet" need in the minds of the customers?

I can empathize with your task of developing a marketing plan for your client. I can consider it to be very challenging and I suggest you increase your chances of success by (1) determining the "root" cause of the problem and (2) developing a plan that eliminates the cause(s) that your client will take ownership of.

I hope this helps.

Conrad

This suggestion isn't as sophisticated as some of the others you've received, but a similar shop in my area tried offering a package deal which I believe was successful.

Following the lines of a "stock-up sale", they put together a sampling of steaks, roasts, hamburger patties, pork chops, sausage, etc. for a $99.99 price. The quantity of items included made it seem like a great deal, and all those who tried it saw the difference between their product and the adjacent Wal-Mart's meat selection. It was a powerful way to encourage local residents to try them out, and ultimately switch.

Just a thought,
jcrooks

the deal here is service service service and of course a great selection. and once a week they should have specials on a bunch of items. Also why not give seniors let's say anyone over 60 a discount of 10 oer cent a week.
I do not think the location is all that important if you make the shop a destination shop and that will work if the area has the population base and the service and the product. i speak from personal experience. there is a major butcher shop where you shop for our meat. the location is not great but the service, the quality of the product is outstanding and boy do they do a roaring business. One example of service. My wife and wanted veal to make veal scallopini, they did not have it but they got it in for us within one day and phoned when it was ready. we always will remember that and of course we have become regular customers. the chain stores for the most part do not offer that service.

A. He is failing.
B. He refuses to lower prices as it would seem to lower his value proposition.
C. Refer to "A".

Business is hard. One must accept the facts of business, and one of those facts is that your competitor knows your weaknesses, and is capitalizing on them.

When was the last time he performed a marketing audit of his company? Has he performed a SWOT? It seems that he does not understand his competitor. Tiger Woods was asked in a recent interview: "When you approach a tournament, do you believe you are going to win?" The answer is "Yes, of course". But, more than that, he acknowledged..." I am out to destroy my competition, not just beat them."

He has a differentiator or two that his competitors do not have: 1) the strongest ability to win. 2) the strongest commitment to win. He understands the weaknesses of his competitors, and capitalizes on them.

Your butcher must do the same. Where are the weaknesses? How can he capitalize on them? Quality, Old Fashioned Family Service, Home Delivery? Who knows.

As has been suggested, find the differentiator and capitalize on that.

Randall
WMMA

I agree whole-heartedly with marketingriot. The good news is, the "foodie" market, who appreciates high-quality meats is really big today. Especially if you're located in/near a metropolitan area. You can justify high cost but you have to show that you are not selling the same product as the grocery store. Words that come to mind -- organic, grass-fed, boutique, specialty cuts, etc.

Catering and semi-prepared foods is a great idea.

The grocery store chains Whole Foods and Bristol Farms do a good job of marketing high-end foods like this. I would take a look at what they're doing. Bristol Farms, for example, offers special events in the store like wine tastings. Perhaps you could have some sort of sampling event? If your store isn't an appropriate location, maybe you could co-host an event with a restaurant you supply meat to.

A newsletter with recipes and articles on specialty meats would be cool - something I would read. You could also appeal to the healthy eaters who are concerned about hormones in their meat.

Again, I think the biggest point you have to drive home is that this isn't just meat for your average Tuesday dinner - it's gourmet. IMHO, your marketing should follow suit -- it should be very classy. My guess is that elegant events and news items would be a better fit than coupons and sales.