09Jun
2012

Written by James Ashford See James Ashford's Google Profile >>

The Fatal Mistake of Serving Tinned Crab Instead of Fresh from Zuvus

There is a wonderful Fish Mongers in Bawtry called Zuvus. They sell fresh fish caught that morning in Filey.

The crabs they sell contain the sweetest meat and are all caught & cooked fresh on the day. They come dressed or undressed and are very fairly priced.

A bloody big crab from Zuvus Fish Bar in Bawtry

Also in Bawtry are many restaurants, a few of whom serve crab dishes on their menu. However, non of them serve fresh crab, only tinned or frozen. Now these restaurants, aren’t cheap, and when pressed, they explain that it would ‘cost them too much’ to buy fresh crab.

Why This is a Fatal Mistake

If I go to one of these restaurants and pay good money for tinned crab, a few things happen:

• At best I can only be ‘satisfied’ with the meal. I ordered crab. I got crab.
• I feel conned because the price of the food and decor of the restaurant imply that it will be fresh.
• I will not tell anybody about the meal.
• I will not return to the restaurant.

The Benefits of Serving Fresh Crab

If these restaurants were to sell fresh crab from Zuvus, here’s what happens:

• The restaurant becomes better than the competition.
• I am blown away by the quality of the food.
• The restaurant can spend less on all the garnishing because the crab is good enough on it’s own.
• I tell everybody about the food I ate.
• I return to the restaurant again and again.
• Zuvus actively promote the restaurant to all of their customers.

A Crabby Conclusion

By raising the quality of what they serve, they increase word of mouth marketing and encourage their existing customers to spend more, more often. This is far cheaper than spending a fortune on advertising to continually get new customers through the door (who won’t return).

Of course it’s more expensive for a restaurant to buy fresh crab, but it’s much more costly in the long run for them to serve tinned.