As entries continue to flood in The Menu Food and Drink Awards 2019, Caroline Lindsay finds out what winning an award can do for your business
The Menu Food and Drink Awards 2019 will be the highlight of Courier Country’s culinary calendar so don’t miss it. To be held in the Old Course Resort in St Andrews on March 28, the awards ceremony will be complemented by a lavish gala dinner, with each of the five courses cooked by a local top chef.
With 11 categories to choose from – Coffee Shop of the Year; Street Vendor of the Year; Restaurant of the Year; Chef of the Year; Farm to Fork Awards – Food & Drink; New Talent (Rising Star); Pub of the Year; and four new categories: Best Craft Beer; Best Craft Distiller; Cocktail Bar of the Year: and Best Newcomer – there’s something for everyone in the region’s fantastic food and drink industry, whatever your skill or speciality.
Alison Henderson, chief executive of Dundee and Angus Chamber of Commerce, explains the effect that entering – and especially winning – awards can have on your business.
“Being able to say you’re a finalist, or have won an award, sparks a lot of PR and generates a host of positive messages,” she says. “The process of entering is also very beneficial because it allows people to take a step back, helps them recognise why they do what they do, and reignites that passion. They can see how far they’ve come, track the success of the business so far and plan the way forward. It keeps the business fresh and also leads to internal rewards.
“I would definitely encourage people to go forward and enter. In a specific industry like this, it also shines a light on the great food and drink in the region, as well as help you define what you’re doing and the way forward.”
Elena Lockett of FM Outsource, which works with a range of clients from start-up to enterprise level, agrees.
“If your business has something to be proud of, or to shout about, there’s nothing better than entering and (hopefully) winning accredited awards,” she says.
“Not only does it prove to your current and potential clients that you know your stuff, it’s also a great way to boost morale and show appreciation for your team and the work they do.
“When we think ‘award-winning companies’, some of the biggest names might come to mind. But in fact, it doesn’t matter if your business is big or small, there are a huge variety of awards out there for all businesses,” Elena points out.
While admitting that awards can be time-consuming she points out they can come with huge benefits.
“Winning an award builds recognition for the work you and your team have been doing,” she says.
“If that award is focused on one element of your business that you’ve always wanted to have recognition for, it shows others the expertise you have. Some businesses may struggle to prove their credibility, but an award win certifies their place in the industry, especially if the award has been judged by industry-leaders and experts in that field.”
An award can also help you to stand out from the crowd, as Elena explains: “Businesses are constantly up against their competitors and award entries allow you to benchmark yourself against others and truly stand out from the crowd.
“They allow you to improve your business from the inside as it helps you ensure there is something that makes your customers pick you over other businesses in your sector,” she says.
“The PR opportunities that come with making an awards shortlist, or a win, are a great way to market your business as it will be in the spotlight for all the right reasons. If you’re considering spending your money on advertising over paying for an award entry, we advise thinking twice. An award can do a great deal more for a business than paid promotions can, because it’s a more natural method of advertising.”
Some employees who work day in, day out to support a business may not see the positive effect their work is having on staff morale so, says Elena, awards are a great way to help recognise teams and members of staff for their hard work.
“If your employees can tell their peers they work for an award-winning business, they will feel proud of the organisations they’re a part of. Awards are a great chance to thank and celebrate your employees alongside the business. Your business wouldn’t be winning that award without them,” she says.
Even though an awards may not have a monetary value, they’re a great indication that the business is going in the right direction, says Elena.
“And even if you don’t win first time around, use the experience and feedback the award organisation should give you to come back even stronger,” she advises.
“Don’t see it as a failure, view it as a chance to learn and progress, with an even better entry second or third time around.”
Kim McMurray, events manager for DCT Media, the organiser of the awards ceremony, adds: “Entering the Menu Food and Drink Awards can bring so many advantages to businesses and individuals alike.
“Not only is it free marketing, but being shortlisted can improve brand awareness and give your business enhanced PR.
“It also gives new opportunities to network with other businesses and suppliers in this area.
“And it can give you a different reason to communicate with your staff, customers and stakeholders.”
So what are you waiting for – now’s your chance to shine!
We’re a sharing bunch at FM, so here’s a few of our award-winning tips:
– Get the basics right. Something so simple as putting the wrong category on your entry form or not checking for typos can be the difference between a shortlisted place and no place at all.
– Tone down the jargon. Not everyone understands all the acronyms your business uses and the judges certainly won’t have time to be googling every single one you’ve included. You need to remember the person marking your entry may not be involved in your industry.
– Be honest. Most award organisations have been running for years and are certain to have seen every trick in the book. Don’t attempt to cover up any weaknesses by edging around the truth. If you’re spending most of the entry trying to work out how to put a positive spin on a lot of it, you need to reconsider entering.
– Evidence is key. If you’re a top business within your sector, why? Include figures, customer testimonials or don’t feature it at all.
– Don’t wait until the last minute. You might think you know exactly what you’re going to write but, at the end of the day, you may need help from others. We often use data from different departments within the business, which means you need to leave time to source that.
Top tips:
– Get the basics right. Something so simple as putting the wrong category on your entry form or not checking for typos can be the difference between a shortlisted place and no place at all.
– Tone down the jargon. Not everyone understands all the acronyms your business uses and the judges certainly won’t have time to be googling every single one you’ve included. You need to remember the person marking your entry may not be involved in your industry.
– Be honest. Most award organisations have been running for years and are certain to have seen every trick in the book. Don’t attempt to cover up any weaknesses by edging around the truth. If you’re spending most of the entry trying to work out how to put a positive spin on a lot of it, you need to reconsider entering.
– Evidence is key. If you’re a top business within your sector, why? Include figures, customer testimonials or don’t feature it at all.
– Don’t wait until the last minute. You might think you know exactly what you’re going to write but, at the end of the day, you may need help from others. We often use data from different departments within the business, which means you need to leave time to source that.
