Research conducted by Callebaut, makers of the finest Belgian chocolate, reveals more people are likely to eat out on a special occasion such as a birthday or anniversary. Callebaut’s Development Chef, Julie Sharp, has created ‘10 Ways To Make It Special’ - a series of videos demonstrating recipes, techniques and simple tips to help chefs create more memorable experiences for their customers and to keep them coming back.

With three-quarters of consumers willing to spend more when eating out to celebrate a special occasion*, there is a huge opportunity available to chefs that make dining experiences memorable for consumers.

Research* from Callebaut – makers of the finest Belgian chocolate – has revealed 40% of people are prepared to pay up to £30 more per head and making the dining experience exceptional for customers will also lead to repeat business. In fact, 94% of people would be likely to return to an establishment that made them feel special.

When it comes to dining occasions, seasonal events such as Christmas, Valentine’s Day and Mother’s Day are essential to tap into, but the recent research found that birthdays are key – with 90% of people eating out to celebrate – followed by anniversaries (63%). As well as traditional meals, afternoon tea is also popular when celebrating, allowing chefs and operators to encourage diners during a quieter period of the day.

Robert Harrison, Sales Director Gourmet-Northern Europe, Callebaut, comments: “There are various reasons why people eat out but there’s a strong demand in particular around those more personal special occasions – MCA recently highlighted this as one of the fastest growing motivators amongst diners.

“While chefs and operators often put a lot of effort into seasonal celebrations, they’re missing a trick by not offering an experience to remember for birthdays or anniversaries, particularly as they provide year-round profit opportunities. The fact consumers are more than willing to splash out when celebrating demonstrates that chefs can boost profits by offering something extra special – which will in turn encourage them back through the door. Plus, through word of mouth and the popularity of social media, a memorable experience or dish leads to diners sharing it with friends and family, as well as online, and introducing the restaurant to a new audience.”

Desserts present a key opportunity for chefs – 78% of people would be more likely to treat themselves when out for a special occasion, while a third of consumers think there should be more desserts targeting special occasions on menus. Make it a chocolate dessert and two-thirds of people would be more likely to order it**.

Robert continues: “Chocolate continues to have a hold over diners and will often be the deciding factor in whether or not to order a dessert – ignore this at your peril!”

10 Ways To Make It Special

To help chefs harness this demand, Callebaut’s Development Chef, Julie Sharp, has created ‘10 Ways To Make It Special’, a series of videos demonstrating recipes, techniques and simple tips to create a memorable experience for customers while increasing profits for the operator.

Roberts explains: “While it’s easy to highlight seasonal desserts on menus, chefs are often unaware of individual celebrations – such as birthdays, anniversaries, engagements or even graduations – until the last moment. It’s therefore essential to have the ability to add a special touch, for example a piped message or a decoration, to an existing dessert quickly and effortlessly to make the most of the occasion and boost profits.”

The ’10 Ways To Make It Special’ videos include a decadent Christmas pudding and an Easter egg with the wow-factor, as well as an edible candle for birthdays and techniques such as mould creation, chocolate flowers and garnishes that can quickly be added to desserts throughout the year.

Robert adds: “While new desserts can be factored into seasonal menus, operators are under immense time pressures and need quick ways to offer an unforgettable service throughout the year. The ’10 Ways To Make It Special’ have been created to offer chefs practical guidance and inspiration which will appeal to diners and keep them coming back for more.”

The videos are available on Callebaut’s chocolate hub – www.fortheloveofchoc.com – along with an animated infographic highlighting the key research findings.

For over 100 years, Callebaut has been making chocolate to be proud of in the heart of Belgium. From cocoa bean to chocolate, Callebaut’s finest Belgian chocolates are produced with 100% Belgian craftsmanship, making it the chocolate of choice for confectioners, pastry chefs and chocolatiers all over the world.

*Toluna/Callebaut July 2016 **Toluna/Callebaut August 2014

For more information on Callebaut please call 01295 22 47 00 or visit www.fortheloveofchoc.com