Results from surveys conducted by the Alaska Seafood Marketing Institute showed that many people thought Copper River Salmon were from Oregon, not Alaska. Make sure to distinguish the salmon as Alaska Copper River Salmon and also include the type: Sockeye or King.
You may also want to indicate the dates of the specials, for example, "Beginning May 14th." However, as the length of the fishing season is contingent on the amount of salmon caught per day, citing an ending date is challenging. In general, the season usually lasts one month, so you can offer a general span of time as opposed to specific dates.
Be sure to highlight the nutritional, heart-healthy advantages of Copper River Salmon on health and diet menus. Because many customers are eating light and healthy, this particular aspect makes salmon even more appealing.
Feature various specials with a daily menu sheet or menu shells and create themed events using colorful props and artwork. For example, invite your customers on opening day for the first Copper River specials or capstone the season with a finale event.
Did you know?
Use these fun facts and trivia for promotional contests and menus.
- Alaska Salmon can migrate up to 10,000 miles per year.
- Alaska Salmon swim about 14 mph.
- Alaska Salmon are near-sighted.
- Alaska Salmon use low-frequency sound waves to locate food from a distance.
- The Native word for Alaska King Salmon is Chinook.
- King Salmon, or Chinook, are the largest of the five types of salmon species native to Alaska.
Wait Staff Training
Because your wait staff is a key in the sale of Alaska Copper River Salmon specials, it is critical that they are trained and prepared to answer questions about the fish. Servers need to be able to answer customer questions like: "Is it fresh?" or "How is it prepared?" and "What does it taste like?"
If you are running a Copper River Salmon promotion and your business is located in a high-tourist area, make sure all front-of-the-house staff can answer questions that will inevitably arise:
- What is different about Copper River Salmon?
- Where is the Copper River?
- When is it caught and for how long?
- What species of salmon come from the area?
In case customers ask, prepare your staff to answer questions about fresh versus fresh-frozen. If customers ask if the salmon is fresh, try this response: "We serve only the highest quality Alaska Salmon. Our King and Sockeye Salmon were quick-chilled then flash-frozen hours after they were caught. Alaska's advanced freezing technique 'locks in' the fresh flavor of the salmon so that it tastes as if it just came out of the water. I've tried both dishes myself and they're superb."
Tips
- Review all featured specials and menu items with all staff. Explain how each salmon dish will be cooked and presented. If possible, provide samples so your staff can actually describe the dish in detail. Sampling is the best way to prepare your wait staff to sell your menu items.
- Help your servers pair different wines, appetizers, salads, side dishes, and desserts with Salmon specials. The more you can help them to suggest complimentary items to increase the check amount, the more your profits will increase.
- Create incentive programs and/or awards for your staff. Make sure to include categories to reward both the front and back of the house. Also include measurable goals and objectives within the categories. Award winners with a concert ticket or gift certificate for CD's.
- Make sure all employees (both front and back of the house) understand how to handle fresh fish. For complete safety guidelines, check out Fresh Seafood Safety for complete information.
Educating Staff
The future of salmon is national news and may be on the minds of your customers. Educate your staff to respond to customer concerns.
- Conservation of salmon stocks is required under Alaska state constitution. In fact, the Alaska constitution has an article solely devoted to the management and utilization of natural resources. Alaska also has strict regulations governing development activities to protect vital spawning and rearing salmon streams.
- The state of Alaska has very strict fishery management laws. When salmon runs are low, they limit the catch. Alaska has a long and successful track record at managing and conserving salmon and, as such, the Copper River Salmon species are not endangered.
Copper River Salmon Promotional Checklist
- Posters
- Table Tents
- Menu Sheets
- Danglers
- Wait Staff Buttons
- Banners
- Counter Cards
- Salmon Logo (for menus or shirts)
- T-Shirts
- Aprons
- Placemats
- Napkins
More Information
The most successful promotions use a variety of support materials to attract customers and generate staff enthusiasm. The Alaska Seafood Marketing Institute offers a complete line of materials to support your promotional efforts. Call: 206-451-7464 for more information.