MENUING ALASKA SALMON

Menuing

Now that you have Alaska Salmon in your kitchen, make the most of it on your menu. Let all of your customers know you've chosen the world's finest salmon.

Brand Your Menu With The "Alaska" Origin And Species Name

The very word "Alaska" conjures up images of icy clear waters, pristine landscapes and untouched inland rivers. Take the romance a step further and mention the species by name: Chinook, the "King" of salmon, Sockeye, with its bright red meat color, Coho, known for its superior texture, Chum, with its delicate flavor and meaty texture, and Pink, mild and delicate, like trout but so much more flavorful and attractive.

Highlight The Nutritional, Heart-Healthy Advantages

And for your health and diet-conscious customers, be sure to highlight the nutritional benefits of natural Alaska Salmon, particularly the Omega-3 unsaturated fats, which studies indicate may lower cholesterol and reduce the risk of heart disease.

Merchandising Materials And Displays Enhance Sales

Alaska Salmon is one of those center-of-plate items that never goes out of style. In fact, once on the menu it is rarely dropped. Customers expect to see it there, and are constantly looking for new and delicious ways to enjoy it. Here are a few ideas to help create additional sales:

• Run seafood specials with a daily menu sheet or menu shells.
• Create themed events using colorful props and artwork.
• Add a dazzling seafood display to your dining room.
• Pass out samples in your waiting area or at the table as customers are seated.

Waitstaff Training

Your waitstaff is a key and final element in the sale of Alaska Salmon menu items. It is vital that they are trained and prepared to answer questions ranging from "Is it 'fresh'?" and "Where is it caught?" to "How is it prepared and what does it taste like?"

• Educate your waitstaff. Include this Alaska Salmon Menu and Marketing Guide as the first step in their instruction. Training videos and fact sheets are also available from the Alaska Seafood Marketing Institute. Your waitstaff should know about the five different Alaska Salmon species, their subtle flavor and meat color differences and the variety of available product cuts. They should also be able to answer questions about presence of bones, texture, preparation and taste.
• Conduct a taste test of the salmon menu items and involve your staff. Sampling is the best way to prepare your waitstaff to sell the delicious flavor of your menu items.
• Prepare your waitstaff to answer questions about fresh versus fresh-frozen. If customers ask if the salmon is fresh, here's a quick and positive answer: "We serve only the highest-quality Alaska Salmon. Our King and Sockeye Salmon were quick-chilled then flash-frozen hours after they were caught. Alaska's advanced freezing technique "locks in" the delicious, fresh flavor of the salmon so that it tastes as if it just came out of the water. I've tried both dishes myself and they are superb!"
• Encourage suggestive selling. Create incentive programs for your waitstaff to encourage sales of Alaska Salmon, such as awarding a gift certificate to the staff member who sells the most salmon dinners in one night.
• Remind your staff to mention that Alaska Salmon is completely natural - swimming freely in the icy, pure waters of Alaska's 34,000 mile of coastline. Considering the popularity of "free-range chicken", "unpenned veal" and other naturally-raised meats, the benefits of natural Alaska Salmon will help keep your registers ringing.

Sourcing

You can order Alaska Salmon year-round. To receive a supplier's guide and the new Alaska Seafood Buyer's Guide featuring color photography of product forms, nutritional information, product specifications and information on how to maintain fresh and frozen product quality, simply write or call the office listed below.

Let Us Help You

Contact the Alaska Seafood Marketing Institute (ASMI) for made-to-order promotional ideas, merchandising tools and educational materials that will strengthen your operation and improve your profitability. Write: Alaska Seafood Marketing Institute
1200 112th Ave.
Bellevue, WA 98004
Phone: (425) 451-7464
Fax: (425) 451-9795
E-mail: Info@AlaskaSeafood.org

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