Do you have a passion for gastronomy, gourmet and local products, and a flair for hospitality? Why not open your own delicatessen? If you're feeling like a shopkeeper, you could very well open a delicatessen selling local produce and wine, for example. Discover 5 tips for opening your own delicatessen.
- STUDY YOUR PROJECT FROM EVERY ANGLE
- DEFINE A CONCEPT THAT SETS YOU APART
- FIND THE IDEAL LOCATION
- SET UP YOUR DELICATESSEN
- COMMUNICATE EFFECTIVELY
1 - Study your project thoroughly
Before choosing your premises or layout, you first need to go through the administrative process. A market study is essential for choosing your location and positioning you in relation to your competitors. A business plan will give you credibility with the banks and investors you meet.
Carrying out a market study
The grocery market is booming, and the current crisis has enabled local shops to regain their former success. Nevertheless, you need to study your catchment area and analyse the strengths and weaknesses of your competitors.
Choosing your legal status
There are several options open to you :
- if you are working on the project alone, you can set up a self-employed business or a sole proprietorship (EURL).
- if you are setting up a project with several people, a commercial company (SARL or SAS) will be more appropriate.
Find out more about the different legal forms and their advantages and disadvantages on Entreprendre Service Public.
Drawing up your business plan
Once you have completed the previous stages, you can start work on your business plan. This document sets out your project and the commercial strategy you wish to implement. It includes your competitive analysis, the legal form you have chosen, your financing plan and the stakeholders in your project (partners, local producers, network, etc.).
2 - Define a concept that sets you apart
Now that your project is down on paper, you need to determine your positioning, the little touch that will set you apart from your competitors, and also think about the little extras you can offer your customers to make you stand out from the crowd.
What positioning should you adopt ?
It's important to choose the local products you're going to sell if you want to stand out from the crowd :
- single-product: chocolates, tea or wine
- top-of-the-range gourmet selection
- organic produce
- local produce
Depending on your selection, your position in relation to your competitors will be better imprinted in your customers' minds.
Additional services
Gourmet food tastings, meetings with a local producer or a strong ethical commitment are all ways of building customer loyalty.
3 - Finding the ideal location
Now you need to find ‘the place to be’ to open your delicatessen. The ideal location is, of course, in an urban centre, close to high-traffic areas and with a customer base that has the purchasing power to match your target and a healthy, local consumption habit.
Next will be choosing between renting or buying a commercial premises or a business. Your budget will help you decide. Finally, your premises must meet hygiene, safety and accessibility standards as an ERP (Etablissement Recevant du Public).
4 - Fitting out your delicatessen
As mentioned in our article about the layout of your deli shop, works to be planned, the direction of traffic or the furniture are very important choices when launching your business.
Works, refurbishment to be planned
When choosing your commercial premises, do not forget to include the work budget in your financing plan. Whether it is structural work or decoration (painting, floors, etc.), these alterations will help in making your premises welcoming.
The importance of traffic flow
The direction of circulation will enable your customers or prospects to view all your local products. You'll be able to choose which ones to showcase, or vary the products that work seasonally.
Combine the practical with the pleasurable in decoration
Decoration is an integral part of your sales strategy. A warm, welcoming store where gourmet products are clearly visible will make your future customers want to walk through the door of your delicatessen. The use of shelves, display units or a solid wood counter will showcase your local products, while a wine display unit, for example, will enhance your wine cellar.
5 - Effective communication
Everything's in place: your premises are perfectly located and laid out, and your local products are showcased by your Tradis solid wood furniture. Now it's time to get the word out about your delicatessen! And to do that, you need a communication strategy.
The digital part
A website, or even an e-commerce site, is a must today! It'll give you an online showcase to expand your customer base and even sell nationwide. Think digital strategy, using social networks and regular newsletters to your customers, to build a good online reputation.
Word of mouth
Neighborhoods and networks are also essential when you're starting out, so get in touch with neighboring businesses, and approach your local council if you'd like to advertise in the local press or town magazine. Promote your concept and your uniqueness to stand out from the crowd.
Loyalty programs
Setting up a loyalty program for your delicatessen will encourage your customers to return regularly. By offering them small gifts or discount vouchers, you'll make it easier to keep them coming back.
As you can see, there are many stages to consider when opening your delicatessen. But taking the time to respect each step will ensure your success right from the start !
