Canadian Pizza Magazine

Retailing signature sellers

December 16, 2009
By Laura Aiken

One avenue to making more money is to
repackage an item you already make and sell it again in a different format,
creating a new revenue stream. You probably have a signature item on your menu,
whether it’s a pizza or your secret sauce. More restaurants are turning to
packaging some of their products for home consumption or even for the grocery
store shelves.

This can be a great way to extend your brand,
but it’s also obviously a cost centre. You’d really want to know how many units
would have to be sold to make a profit before diving in. If your motive is more
marketing driven, then calculate what kind of loss you can afford to take. This
is probably a good calculation to do anyway. Branding exercises are a critical
part of growing your business, but they shouldn't be exempt from the bottom line (in the big picture).  


That being said, a branded product line has
the potential to be a profitable part of your business. Feel free to send me
any questions you have if you are considering heading down the private label path
and I will do my best to hunt down an answer.

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