Sandwich shop location

[leahleah]

Hi,

Looking for words of wisdom really!

I'm planning my sandwich shop start-up and am feeling feel indecisive about location.
I understand that footfall is an important factor for a new business but on the other hand how crucial is this when also offering a delivery service? Obviously some serious marketing has to take place to let your audience know that you are there at all but its this location pondering thats holding me back from actually signing a lease.
My offerings will be takeout only, breakfasts - traditional/regional and healthy options and the same theme with lunches including sandwiches and hot meals, good coffees, homebakes etc, my focus being good quality, fresh, home-made deliciousness!
The location I have seen is not perfect but not the worst either, it is a main rd with steady footfall on the edge of a quietish town, surrounding businesses include a large factory(does have small canteen but workers tend to go elsewhere) large nhs office block, shops in the town, hospital 1.5 mile away, 2 miles from major business park, residential customers.....
Do I wait and see what else comes up? But then again nothing is ever perfect!? Sigh...
I would truly appreciate any views/insight on this matter
Many thanks

 

[Jim2k]

In my opinion I'd say location is key. I've never ordered a sandwich to be delivered but I've bought plenty from sandwich shops I've walked past.

 

[RedOnion]

Is there any other competition nearby?

Long time ago I used to work for a sandwich company (Admin stuff, not making sandwiches) and we were on a very large industrial estate with no competition that I remember. We also made deliveries to shops in the surrounding areas.

Not wanting to put you off, as they must be able to make a profit, but in the end the company nearly folded. Too much was lost on the cost of the waste of fresh food that wasn't always used. In the end, they founded it very profitable to buy sandwiches from another company and then sell them on - Weird!

 

[leahleah]

Thanks for the replies,

The only competition is a small, very unappealing looking, low hygiene rated, heart attack fayre seving, only open 3 week days shop!

 

[Jeff Nev]

It sounds like you have thought about competition, proximity to potential customers and footfall. It might be useful to find out what the site was used for previously, and why those businesses aren't there anymore. The reason might be of course because of the nature of the business, or how it was run. But if you think the location might have played a part in it then maybe you should reconsider.

 

[Scott@KarmaContent]

Is there parking outside? I'd say that's pretty crucial unless you're in a busy city centre. I was out and about the other day and was hungry and drove past three sandwich shops till I came across one that I could park straight outside.

 

[makeyourbusinessbetter]

That's good you are being cautious. Maybe the reason that there isn't a sandwich shop or similar there already is the location isn't quite right.

From what you say, it sounds like there is a good number of potential customers in the area. Where are they going for lunch at the moment? Tesco, Greggs, other?

Also, many business parks have sandwich vans which have a route so they can service the demand in the area. Are there such vans in your area?

To be successful, a sandwich shop needs to get lots of regular repeat business, not just occasional visits now and again. Might be worth considering loyalty cards as an incentive, like Caffe Nero, to encourage customers to visit more often.

Take care with any lease, I have seen more problems with people signing leases they have trouble getting out of than anything else.

Is there local help and support for you such as Business Gateway, Federation of Small Businesses, Princes Trust, local business group, etc near you? There is a lot of useful and valuable assistance out there. It would be a good idea to see who is in your area.

Good luck.

 

[Rumbly]

Counter sales, buffets, sandwich rounds and individual order delivery are four lines of business with very different dynamics. Here are my thoughts on each.

Counter sales
Location, location, location! It's footfall that defines your opportunity, then a good way further down, it's design and customer experience that harvests it. You may never find the perfect location, but do be super picky, because you'll live with the consequences of your choice for a long time.

If there's no way to make even a small area for (some) customers to eat on the premises, are those the right premises? Ask yourself, when was the last time you saw a Subway without a sitting area? The benefits are huge, so be very cautious about going with a location that couldn't be configured to include at least a small eating bar.

Buffets
Location is second to product offering, but still important. Hard work and persistence are what will get you started, and being able to respond to late orders and to order changes are where you'll grow loyalty.

Presentation is vital. A challenge if your visible food prep area is your only food prep area is, how are you going to make space to prepare platters? Then your practical challenge is, where is your delivery vehicle through the day.

Sandwich rounds
Your location comes way down the list. Lots of sandwich rounds start and and end the day with a ten, twenty, thirty mile drive. Your biggest decision, if this is a line of business you are considering, is the choice of vehicle, from plain van at one end of the spectrum to mobile sandwich and coffee shop at the other. Then your main challenge is to recruit and retain a driver who will have the discipline, attitude and personality to keep customers happy rain or shine.

Individual order delivery
Here, right at the top comes your ability to drum up business. Work day breakfasts and lunches are impulse buys, so you have to be very focused on reaching out to new customers, and developing the relationship with existing customers.

Technology is your friend. But most independent retailers make terrible choices, and don't invest time. A bit like buffet sales, it's hard work up front that will get you started. But then it's the outbound side - getting to the front of your customer's mind through the phone they carry and the computer by their chair - that will give you growth.

Good luck! Be picky and patient while choosing your location. If you're seriously interested in developing other than counter sales, consider getting started with a cheap industrial catering unit and a good enough delivery vehicle. Not (yet) having a retail unit means you're not (yet) in the daily routine of running a shop: it could be a year from the day you sign a lease to the point you're truly free to devote time away from the shop to develop the business, and most independent shops don't survive long enough to reach that point.

 

[deniser]

The one opposite me gets most of its lunchtime trade from schoolboys (not girls) and most of its breakfast trade from construction workers - there are many building sites in the vicinity. Even though it is on a very busy road, they don't get much passing trade because there is nowhere to park easily and because locals make their own lunches.