MENUING ALASKA CRAB

Here's Where Alaska Crab Pays Off

Now that you have premium-quality Alaska Crab in your kitchen, make the most of it on your menu by letting your customers know you menu world-famous Alaska Crab.

There are a number of easy techniques to draw attention to Alaska Crab - and to create and build more seafood sales.

Menuing, Marketing & Promotions

By simply highlighting Alaska on the menu creates an image of natural beauty and pristine quality.

• Add to the romance by mentioning the distinct species of Alaska Crab: regal Alaska King, largest of all crab; Alaska Snow, prized for its delicate white meat; and Alaska Dungeness, famed for its festive shell and large chunks of sweetly flavored meat. Use of food photography can make these menu items virtually irresistible.
• For your health and diet-conscious customers, highlight the fact that natural Alaska Crab is high in protein, minerals and vitamins, and low in fat and calories. For example, a three-ounce portion of Alaska Snow Crab contains only 100 calories and less than two grams of fat.
• Showcase Alaska Crab as a seafood special on a daily menu sheet or menu shell or as the centerpiece of a themed event using colorful props and artwork. Offer as a free sample in your waiting area.
• The Alaska Seafood Marketing Institute (ASMI) has a variety of made-to-order promotional ideas, merchandising tools and educational materials to help.

Waitstaff Training

A well-trained waitstaff can do wonders for increasing your sales. Training videos and fact sheets are available from the Alaska Seafood Marketing Institute. Every member of your waitstaff should know the differences between the three Alaska Crab species in terms of color, taste and texture, and be able discuss preparation techniques.

• Invite your staff to taste-test the crab menu themselves.
  Make sure they are ready to answer common customer questions, including "Is it fresh?" A simple explanation of Alaska's advanced freezing techniques and a personal assurance of its superb quality turn this into a positive experience. "We serve only the highest quality Alaska Crab. Our king and snow crab were quick-chilled, then pre-cooked and flash-frozen within hours of being caught, so the fresh, delicious flavor is "locked-in". I've tried both dishes, and they are superb!"
• Always identify Alaska as the point of origin.
  Naming Alaska as the source adds value to any Alaska Seafood item on your menu. You should also mention that ocean-caught Alaska Seafood is completely natural - swimming freely in the icy, pristine waters off of Alaska. Such phrases as "I recommend ocean-caught Alaska King Crab" really make a difference in sales.
• Use adjectives and adverbs to describe your Alaska Crab dishes.
  For example, "Try our delicious Alaska Crab, sautéed in lemon and herb butter" will stimulate more impulse sales than "Try our crab special."
• Be sure to encourage suggestive selling.
  Create incentive programs for your waitstaff to encourage Alaska Crab sales, such as awarding a gift certificate to the staff member who sells the most crab entrées in one night.

Sourcing

You'll enjoy knowing you can order quality Alaska Crab year-round. To receive a seafood supplier's guide and more helpful information, contact the Alaska Seafood Marketing Institute.

We're Here To Help

The Alaska Seafood Marketing Institute has the materials you need to help strengthen your operation and improve your profitability.

Contact us at:
Alaska Seafood Marketing Institute
1200 112th Ave. N.E., Suite C-226
Bellevue, WA 98004
Phone: (800) 806-2497
Fax: (425) 451-9795
E-mail: Info@AlaskaSeafood.org