For the average retailer, the 2024 summer season has not been as successful as 2023, which was in itself a rather lacklustre season in comparison to previous years. In spite of this, however, Antonelli has continued to deliver to more customers year on year.
But why have we seen such success during what can only be described as a pretty dismal summer? When asked, our customers named many things, from the taste of our cones being much more flavoursome than its competitors to the quality of the manufacture, which means less breakages and therefore less cost to our clients.
For many Antonelli clients, offering customers the iconic Antonelli cone is a small yet significant part of enticing customers during periods of poor weather. There is so much that you can offer your customers, even in inclement weather and tactics surrounding this should be a particular focus as we leave summer behind and enter into the colder months.
So how could you be attracting more custom during the autumn and winter months? We take a look below…
Embrace seasonality
Of course, the autumn and winter months bring with them some of the most popular celebrations of the entire year. Whether it’s Halloween, Bonfire Night, Christmas, New Years or Valentines Day, each of these give your business a chance to have some fun in creating seasonal flavours that capitalise on the festivities with extra special flavours.
Know your customers
Understanding your target customers that surround your business is key to providing the tastiest ice cream experience. What is the average age of your customer? Are there particular flavours that they may be interested in?
Furthermore, understand your customers’ tastes year-round will apply. For example, as we enter the new year, your customers may be looking to eat healthier or adopt a new diet; in this instance, developing and serving a lower sugar or even vegan ice cream may just be the thing to have customers stream through your doors.
Use the opportunity for creation
If you do find that you are slightly quieter in the colder months, view this as an opportunity to prepare your business (not to mention your ideas) for the busier coming months. You could brush up on your ice cream making skills with a training course or even look to diversify your product offering to include milkshakes, ice cream cakes or even additional dessert options.
In addition, the 2025 winter months will see two of the biggest shows in the ice cream industry’s calendar. From the 18th-22nd January, SIGEP will take place in Italy and, in an ICA first, the Ice Cream and Artisan Food Show 2025 will move from Harrogate to the Birmingham NEC arena. Both events are perfect opportunities to meet leaders in the industry, learn more about upcoming trends and expand your knowledge.
Ultimately, we believe that Antonelli had such a successful summer season in spite of the weather due to the quality and taste of our products. Therefore, taking the time to review and adapt your product offering to customers could lead to a huge boost in your profits throughout the coming months and beyond.
As always, the Antonelli team is on hand to answer any queries on our products, our ice cream training and on how we can support your business towards long term success.
