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Jerk Pit Master
BBQ Super Pro
Joined: 09 Mar 2008
Posts: 1069
Location: Orlando, FL
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 Posted: Jan 06 2009 Post subject: Jerk Pit Master's First Day @ The Maitland Farmers' Market |
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That's the free banner and cheap easel I've mentioned in other posts.
It's nowhere near the size of BBQMANS market, but I started at the Maitland Farmers' Market this Sunday 9:00-2:00. It's a new market (less than 1 year) and this was the first Sunday at the new bigger and better location. Unfortunately, the venue appeared to be too small for me to safely manuever my large trailer, so I reluctantly decided to experiment with a tent operation and a simply no-cooking menu:
Take-Out
Chilled Island BBQ Shrimp Bags - $10 (approx. 1/2 pound - 15 peel n' eat shrimp
Take Home & Reheat
Oak-Smoked Jerk BBQ Pork Slabs - $12/lb
Oak-Smoked Jerk BBQ Beef Slabs - $14/lb
Oak-Smoked Jerk BBQ Baby Back Ribs - $15/lb
Items were cooked the evening before, quick chilled. weighed, packaged, priced and refrigerated. Then sold cold for reheating at home, with reheating instructions and catering coupon.
Other
Guava BBQ Sauce - 5.5 oz container - free with bulk meat purchase or $3
Jerk Wet Rub
Scotch Bonnett Pepper Sauce
Sales from my first outing were below my goals because the attendance wasn't that great, I didn't have the trailer with the great smells and ability to serve ready to eat meals/sandwiches, and most significantly, my slabs of meat were just too big and too expensive. While I did sell quite a few $30 slabs of meat, everyone wanted the $15 slabs and they went early. $15 to $20 is really the maximum recommended price point per item. By the time I decided to cut slabs if necessary, it was pretty much too late.
Bottom line: A tent operation is a lot more work for me and very limiting. The market has great potential. People really loved the free samples. Customers and vendors are a great group to work with and serve. Organizers are committed to making it a great market.
And I'll be back next Sunday, and with my trailer. Turns out I can get a great end-cap position and stay on a hard surface. My menu will be a lot different next Sunday and I look forward to selling out.
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Jerk Pit Master
"Eat Jerk. Be Happy, Mon!"TM
www.GourmetIslandBBQ.com
Last edited by Jerk Pit Master on Jan 12 2009; edited 1 time in total |
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Brian Briggs
BBQ Pro
Joined: 25 Dec 2008
Posts: 556
Location: Port St Lucie, Fl.
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| Posted: Jan 06 2009 Post subject: |
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| That is an awesome trailer. Do you have more pics of the inside (if you do not mind posting) |
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BBQMAN
BBQ Super All Star
Joined: 13 Jun 2005
Posts: 15475
Location: Florida
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| Posted: Jan 06 2009 Post subject: |
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Great review, and nice to see you getting out with the rig!
That is a very wise decision- the presentation and fresh cooked foods go a long way with sales.
Don't expect (but if you do that's great) a huge R.O.I until your food gets to be known. We struggled through a few VERY lean years at our own market.
One of the things that has made a BIG difference is that we now have a advertising budget, and word of mouth (which takes some time) has finally taken hold.
Best of luck with the venture in the New Year! 
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BBQMAN
"I Turned A Hobby Into A Business".
Providing "IMHO" Since 2005. |
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Texman
BBQ Pro
Joined: 19 Oct 2005
Posts: 831
Location: Del Rio, TX
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| Posted: Jan 06 2009 Post subject: Re: CK Jerk Shack's First Day @ The Maitland Farmers' Market |
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| Jerk Pit Master wrote: |
Take Home & Reheat
Oak-Smoked Jerk BBQ Pork Slabs - $12/lb
Oak-Smoked Jerk BBQ Beef Slabs - $14/lb
Oak-Smoked Jerk BBQ Baby Back Ribs - $15/lb
Items were cooked the evening before, quick chilled. weighed, packaged, priced and refrigerated. Then sold cold for reheating at home, with reheating instructions and catering coupon.
.....I didn't have the trailer with the great smells and ability to serve ready to eat meals/sandwiches, and most significantly, my slabs of meat were just too big and too expensive. While I did sell quite a few $30 slabs of meat, everyone wanted the $15 slabs and they went early. $15 to $20 is really the maximum recommended price point per item. By the time I decided to cut slabs if necessary, it was pretty much too late.
And I'll be back next Sunday, and with my trailer. Turns out I can get a great end-cap position and stay on a hard surface. My menu will be a lot different next Sunday and I look forward to selling out.
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Neat, you identified the problem and addressed it for your next Sunday venue. Lack of smoke and selling ribs cut to order.
Look forward to your next update. |
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mutha chicken bbq
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Joined: 26 Jan 2007
Posts: 2225
Location: newark,de
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Jerk Pit Master
BBQ Super Pro
Joined: 09 Mar 2008
Posts: 1069
Location: Orlando, FL
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| Posted: Jan 08 2009 Post subject: |
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Thanks All!
| BBQMAN wrote: | | Don't expect (but if you do that's great) a huge R.O.I until your food gets to be known. We struggled through a few VERY lean years at our own market. |
Mike, were the lean years primarily due to a slow market at the time, or just how long it took to gain market share from the other food vendors?
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Jerk Pit Master
"Eat Jerk. Be Happy, Mon!"TM
www.GourmetIslandBBQ.com |
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Texman
BBQ Pro
Joined: 19 Oct 2005
Posts: 831
Location: Del Rio, TX
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| Posted: Jan 08 2009 Post subject: |
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| Jerk Pit Master wrote: |
Mike, were the lean years primarily due to a slow market at the time?... |
Although I’m not Mike (my wise friend/advisor) – we like vending. Before we started vending we did a great deal of research through visiting vendors and civic organizations at several locations, two years prior to startup, just to get a feel and Intel before pulling the trigger.
We visited vendors of both food and non-food to get their suggestions as to what keeps everyone content and returning.
Most said that breaking into a new market, at times we might have a slow start, unless you do some marketing/positioning and awareness of presence. Their advice was our smoke might draw ‘em near, but maybe not to the table, thus they suggested having samples ready to walk over and hand out, or asking them to come try a taste – and to seek opinions. Not whole ribs, just ½” sliced pieces thereof. It worked, or as other vendors stated if you create awareness of your product and its good – business will come to you.
With your unit setup and smoke rolling, as you plan to do – your Awareness, positioning and marketing has already started.
| Quote: | | or just how long it took to gain market share from the other food vendors? |
This was a question we had mentally when we started our research. We found that all the events we wished to attend did not allow duplication of food items. In our case BBQ’d pork spare ribs http://www.texasribwagon.com , but others could sell BBQ’d Brisket, chicken, sausage etc., but as separate units – with no duplication.
We asked food some vendors when they started if they had to take food market share away from others in order to be successful – one guy was kind of insulted we asked the question. Thereafter we started asking this question generally at the end of a conversation – all said no. We’ve found this to be true at all of the events we attend. In fact we trade ribs for product of other food vendors (provided they have good food), each at their own retail value – a cashless transaction. We’ve found that every event we attend all food vendors respect, interact and work with each other – possibly other areas of the country may be different – maybe its just a Texas friendly thing.
Send a $50, or $20 (a sum that works) dollar bill to food editors in your area and ask ‘em to come give your products a try, unannounced and tell people if they like, or dislike it. Make sure you state that the $___ is a donation, not a bribe. You might be surprised what this gets you. |
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Jerk Pit Master
BBQ Super Pro
Joined: 09 Mar 2008
Posts: 1069
Location: Orlando, FL
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| Posted: Jan 12 2009 Post subject: |
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Texman and others, thanks for the great input.
BBQMan, you absolulte right about "Don't expect (but if you do that's great) a huge R.O.I until your food gets to be known. We struggled through a few VERY lean years at our own market." That goes for Farmers' Markets and especially street vending.
Second week sales almost doubled from last week. Hopefully they will double again by week 8. The key is making any money is making just enough to food so you sell out. Every week is a new learning experience. Eventually, I'll get it just right, where the customers are happy and I'm making a reasonable profit. I do anticipate a boost in catering business.
For this week I email past and lost catering clients and a few came out. I plan to promote pre-ordering/pre-pay on bulk meats. Also by adding a Farmers' Market page to my web site, I got a few hits and customers from people doing a Google search for the market.
There were a number of very bright spots: 1) Great feedback from many; 2) Same day repeat customers; 3) Weekly repeat customers.
One customer bought a $20+ slab of jerk pork last week and came back for a slab of jerk beef this week.
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Jerk Pit Master
"Eat Jerk. Be Happy, Mon!"TM
www.GourmetIslandBBQ.com |
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BBQMAN
BBQ Super All Star
Joined: 13 Jun 2005
Posts: 15475
Location: Florida
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| Posted: Jan 12 2009 Post subject: |
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Congrats on the second week- that is just fantastic!
I'm sure having your rig there helped....................
I didn't see the question from earlier (sorry) thus the late reply.
For a 1st years operation, it should grow.
We had a few VERY LEAN years, but everyone did, not just us.
The market itself took a while to morph into what it is today.
Local press has also helped make ours a success.
Our market raised fees this past year, most of which has been used to provide a marketing budget (which has paid off big).
I take a lions share of a normal market day (others have lines, but not like ours) by staying consistent on our offerings, offering festival foods at a very affordable price, and having continuity- we participate dang near 100% of the season, rarely missing a day.
May your market build as well, and be a success for everyone involved!
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BBQMAN
"I Turned A Hobby Into A Business".
Providing "IMHO" Since 2005. |
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BBQMAN
BBQ Super All Star
Joined: 13 Jun 2005
Posts: 15475
Location: Florida
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| Posted: Jan 13 2009 Post subject: |
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Your menu looks like primarily "to go" food orders Jerk Pit.
You may want to try some "eat it here" options, including some affordable for kids (and big kids) items.
Your jerk pork would make some awesome sammies!  
Our market menu looks like this:
Pulled Pork sammie $5.00
Jumbo PP sammie $6.00
Fresh Smoked Salmon w/garlic herbed flatbread $6.00
Spare Ribs $20.00
Spare Rib Sampler (2 bones and bread) $5.00
Burger $3.00
All-Beef Hot Dog $1.50
Chicken Breast sammie $4.00
Bratwurst $4.00
Drinks $1.00
"Say Cheese" $.25
Chips $.50
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BBQMAN
"I Turned A Hobby Into A Business".
Providing "IMHO" Since 2005. |
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Jerk Pit Master
BBQ Super Pro
Joined: 09 Mar 2008
Posts: 1069
Location: Orlando, FL
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| Posted: Jan 13 2009 Post subject: |
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Thanks Mike. Now that I'm cooking onsite I've made some of those adjustments. Many more adjustments are planned for next week, the most important of which is simplifying the menu and placing an interactive sampling table outside. You loose the natural interaction with the customer when you move from a tent to a trailer.
Here are a few more pics from last week and one from this week:
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BBQMAN
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Joined: 13 Jun 2005
Posts: 15475
Location: Florida
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| Posted: Jan 13 2009 Post subject: |
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We use a swing out awning for our market Jerk Pit.
I totally agree, you do loose customer interaction operating from within a trailer.
We don't use it for roadside, but we are approved to use it for festivals.
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BBQMAN
"I Turned A Hobby Into A Business".
Providing "IMHO" Since 2005. |
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Jerk Pit Master
BBQ Super Pro
Joined: 09 Mar 2008
Posts: 1069
Location: Orlando, FL
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| Posted: Jan 30 2009 Post subject: |
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As a caterer, one of the nice things about operating at a Farmer's Market is you are a restaurant for 1 day per week with regular hours.
You've got a regular place and time to do tastings and to invite prospective clients. Also, every customer is a potential client or knows one or more potential clients. So far I've booked a 50 person corporate luncheon and have a proposal out on another event.
Been at the Market 4 weeks now and have decided to be a regular vendor. Sales doubled the second week and have remained flat. Expect this to grow with my repeat customers and as the market grows. Sales volume and mix is hard to predict from week to week. We've be fortunate to have great weather every Sunday so far, but some weeks the market volume is down. One Sunday, we almost sell-out of sides and the next Sunday sell only 1/4 of the sides.
Have gotten a lot of great verbal feedback and a couple emails:
01/28/09 "The best bbq anywhere." "Because of you, we will be at the Maitland Farmers Market every Sunday. Have you ever considered opening a restaurant?" [Steven - Oviedo]
01/18/09 "We brought some home one night and it was excellent!" [Barbara] Faithful Maitland Farmer's Market visitor |
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mutha chicken bbq
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Joined: 26 Jan 2007
Posts: 2225
Location: newark,de
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BBQMAN
BBQ Super All Star
Joined: 13 Jun 2005
Posts: 15475
Location: Florida
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| Posted: Jan 30 2009 Post subject: |
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That is just great, may you continue to expand and have success with your market!
I know what you mean about the one day a week steady deal- we now have three which is quite nice (and keeps us busy).
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BBQMAN
"I Turned A Hobby Into A Business".
Providing "IMHO" Since 2005. |
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Jerk Pit Master
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Joined: 09 Mar 2008
Posts: 1069
Location: Orlando, FL
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| Posted: Dec 13 2009 Post subject: |
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Well it's been almost a year and I'm sad to say the market has been a bust most Sundays, not just for me but many vendors.
The biggest problems is the city is not marketing the market. They don't even have a dedicated website and minimal online presence. The city hired a marketing manager in the spring, but I've yet to see much in the way of marketing.
They have good vendors and a good location. In 2010 I'll probably share my time bewtween this and another Sunday market, e.g., first and third Sundays here and second and forth elsewhere. I will need to communicate my schedule well.
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Jerk Pit Master
"Eat Jerk. Be Happy, Mon!"TM
www.GourmetIslandBBQ.com |
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BBQMAN
BBQ Super All Star
Joined: 13 Jun 2005
Posts: 15475
Location: Florida
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| Posted: Dec 13 2009 Post subject: |
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Thanks for the update, and truly sorry to hear that JPM.
As comparison, our own market was very similar the first three years we attended.
It morphed into what it is now (the largest of it's kind in the Southeast).
My sales this year are (so far) off from last. There has been very little marketing done by management, although we do have a website and they do send out newsletters to all the regular patrons that have signed up for it.
I (almost) feel sorry for new food vendors as they are struggling. The market added yet again a handful of new vendors this year.
IMHO there is too much food. Market managements idea is that an eclectic choice is a must have- and it is. But, the reality is that "X" amount of patrons only allows "X" number of vendors to do well.
It's still a viable way for me to make a paycheck, and meet some potential new catering clients.
Good luck with your new location!
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BBQMAN
"I Turned A Hobby Into A Business".
Providing "IMHO" Since 2005. |
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Texman
BBQ Pro
Joined: 19 Oct 2005
Posts: 831
Location: Del Rio, TX
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| Posted: Dec 15 2009 Post subject: |
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| Jerk Pit Master wrote: | Well it's been almost a year and I'm sad to say the market has been a bust most Sundays, not just for me but many vendors.
The biggest problems is the city is not marketing the market. They don't even have a dedicated website and minimal online presence. The city hired a marketing manager in the spring, but I've yet to see much in the way of marketing.
They have good vendors and a good location. In 2010 I'll probably share my time bewtween this and another Sunday market, e.g., first and third Sundays here and second and forth elsewhere. I will need to communicate my schedule well.
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After we got the kinks out of our vending system, we started generating an email lists of customers.
Guests and customers would register for a future gift(s) we were going to give away – like three separate racks of ribs to be drawn for on X date and given away on X date. The registration form included the person’s name and email address. We’d get the Ms ___ Queen of whatever town to do the drawing (free news in the paper). We’d have a camera ready when X came to pick up ribs, which we also placed in the paper, in three separate photos.
Now with our email list – we send out notices of where and when we will be vending ribs. Neat marketing tool that bares fruit – since most markets or Chambers do not have a lot of marketing funds. |
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marvsbbq
BBQ All Star
Joined: 15 May 2005
Posts: 6186
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| Posted: Dec 15 2009 Post subject: |
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Great idea Texman
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Often imitated but never duplicated |
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Texman
BBQ Pro
Joined: 19 Oct 2005
Posts: 831
Location: Del Rio, TX
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| Posted: Dec 15 2009 Post subject: |
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| marvsbbq wrote: | | Great idea Texman |
Thanks Marv.
We have a friend that has been hugely successful with catering (he started from scratch as a poor Country boy). When he was catering an event he would receive permission to have a give away drawing (BBQ’d Turkey, Ham or Brisket) – that is how he generated his mail contact list and later email list. We just adapted it to fit our vending operation. |
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