investing Beyond the Kitchen Counter
Making amazing granola, hot sauce, or pickles isn’t enough anymore. The hard truth is that lots of people make great food. How they connect with their customers sets successful small food businesses apart.
Think about this: when someone buys your jam at a farmers’ market, are they just buying jam? Or are they buying into your story, your values, and the relationship you’re building with them?
More than Just Great Food
Look, making amazing food isn’t easy – we all know the late nights perfecting that recipe. But here’s something they don’t tell you when you’re starting a food business: your kitchen skills are just the beginning. Sure, getting those recipes and labels just right matters a lot. But you know what really makes the magic happen? It’s those moments when you connect with folks who light up after tasting your food.
Think about it this way: every time someone buys from you, you’ve got a choice to make. You could just ring them up and call it a day (we’ve all been there when we’re tired). Or you could take an extra minute to build something special. Maybe ask what caught their eye about your hot sauce. Share your favorite way to use those pickles you worked so hard on. Get to know their name and what they love to cook. These little moments? They’re like making deposits in a relationship bank that pays serious interest over time.
The Power of Connection
Here’s why investing in relationships matters for your business:
- Happy customers become your best marketers
- They’ll stick with you when new competitors pop up
- They’ll give you honest feedback about new products
- They’re less likely to argue about the price
- They’ll forgive small mistakes because they trust you
Simple ways to start investing in relationships
Getting started with these connections is surprisingly easy. First, simply strike up conversations at markets by asking what brings customers to your booth. Then, when you’ve broken the ice, share those cooking tips you’ve picked up along the way. Next time you see them, ask how they used your products at home – people love sharing their kitchen victories! Meanwhile, between market days, post behind-the-scenes stories about your process on social media. Most importantly, whenever online orders come in, tuck in a handwritten thank-you note – because nothing beats that personal touch. After all, these small gestures show customers they’re more than just another sale.
Taking it further
Want to take it further? Start a simple email newsletter with recipes and updates. Create a Facebook group where customers can share how they use your products. Host small tasting events. The key is making customers feel a part of your food business journey. That’s investing in the relationships.
Measuring what matters
Here’s a quick way to know if you’re doing it right: Do your regular customers bring their friends to your market stand? Do they tag you in social media posts? Do they email you with recipe ideas? If not, you might need to further invest in building connections.
The long-term view
Yes, investing in relationships takes more time than just making sales. Think about it, though. Which is better? 100 one-time buyers or 50 regualr customers who buy regularly and tell everyone about your products?
Moving forward
Prioritize investing in relationships. Don’t forget that every interaction is a chance to build trust. Start small, be genuine, and watch how these relationships help your food business grow into something bigger than your products.
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Crafted Kitchen operates as an incubator-style shared-use kitchen in the Arts District of Los Angeles. We offer small food businesses the tools, access, and resources they need to turn their side hustle into a success story. Want to invest more deeply in your own small food business? Let’s talk. Schedule a call today!
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