The brief from a busy Winelands deli
The client was a deli operator in Franschhoek serving locals, weekend visitors and cellar-door crowds who want quick, good food to take away or enjoy on the spot. The brief was straightforward: make Cumato’s preserves work as part of a deli counter, not just as jars on a shelf. They wanted a set-up that could show the products with breads, cheeses, crackers and picnic items, while keeping service quick when the lunch rush hits.
We were asked to keep the look practical and country-appropriate, with clear product names and enough information for staff to recommend pairings without making the counter feel crowded. The deli also wanted the display to suit both summer trading and cooler months when hot drinks and heavier picnic baskets move better. Because Franschhoek has strong visitor traffic and a lot of impulse buying, the setup needed to be easy to refresh during the day and simple for the team to maintain after a long shift.
- Client type: deli and gourmet food counter
- Town: Franschhoek, Western Cape
- Main use: retail serving, takeaway packs and picnic add-ons
- Service style: fast counter service with visible product pairing
What had to be considered before we started
The main constraint was counter space. The deli had limited room behind the serving area, so every jar, label and tray had to earn its place. The team also needed a layout that would hold up during busy weekends, with enough structure to stop the counter from becoming untidy by midday. In a food service setting, that matters more than most people think because once the flow gets messy, the whole display feels less inviting.
We also had to think about the realities of the Cape Winelands climate. Some products sit better in cooler indoor conditions, while bread and savoury items need rotating often so they still look good at closing time. The client wanted the preserve story to come through clearly, but not in a way that slowed staff down or required constant explaining. So we kept the point-of-sale language short and direct, with pairing ideas that staff could use at a glance.
- Limited counter depth and storage
- Need for quick stock rotation
- Display had to stay neat through busy service periods
- Simple staff guidance for pairings and upselling
What we supplied and how it was arranged
We supplied the deli with a counter-ready product story built around four clear uses: spread, spoon, pair and pack. The preserves were grouped so that the sun-dried tomato range and the pickle range each had their own place in the service flow. That helped the staff speak about flavour without overcomplicating things. The display was planned to sit beside sliced breads, soft cheeses, hard cheeses and savoury picnic portions, so customers could imagine the meal before they bought it.
We also prepared practical serving suggestions for the team, including simple plate combinations and picnic box ideas. For example, a seeded loaf with cream cheese and sun-dried tomato preserve, or a cheese board with pickled onions and savoury crackers. The deli wanted items that could work for a light lunch, a takeaway snack or a gift pack, so we kept the mixes flexible. The result was a counter that felt easy to shop from, and easy to sell from too.
- Counter pairing suggestions for breads and cheeses
- Takeaway pack ideas for picnics and wine farm visits
- Clear product grouping by flavour type
- Simple signage wording for staff use
Timeline and practical delivery in four weeks
The project ran over four weeks from brief to handover. Week one focused on the deli’s serving flow and the way customers move along the counter. Week two covered product groupings, serving ideas and the wording for the display. In week three, we refined the pack combinations and adjusted the mix so the counter would not feel cramped when fully stocked. Week four was final preparation and handover to the team, including how to keep the set-up looking neat through a normal trading day.
The timing suited the client because they were preparing for a busy season in Franschhoek and needed a quick but considered rollout. There was no room for trial-and-error once weekend trade picked up, so the handover had to be workable from day one. We kept the process practical and direct, with enough flexibility for the deli to swap items in and out as stock changed.
- Week 1: briefing and counter flow review
- Week 2: serving language and pairing notes
- Week 3: pack combinations and display refinement
- Week 4: final handover and staff orientation
Results on the counter and in the basket
Once in use, the deli counter gave customers a clearer way to understand what Cumato’s preserves were for. Instead of standing in front of jars and guessing, shoppers could see exactly how the products fit into breads, cheese boards and picnic bags. That helped the team move customers from browsing to buying with less fuss. It also made the preserve range feel more usable in everyday cooking and entertaining, which is important in a deli that serves both locals and visitors.
The client reported that the pairing approach made staff conversations easier and reduced the time spent explaining flavours from scratch. Products that might otherwise have sat as add-ons started to feel like part of the meal. For a deli in a town like Franschhoek, where presentation and speed both matter, that is the sort of change that can improve basket value without pushing too hard. The counter looked more organised, the offer was clearer, and the food story felt tied to the place.
- Clearer product choice for walk-in customers
- Faster recommendations from staff
- Stronger fit between preserves and savoury deli items
- Better use of limited counter space
What we would repeat for the next deli rollout
If we were doing this again, we would keep the same simple structure and local food focus. The best part of the project was how well the preserves sat inside a real deli rhythm, where timing, stock rotation and easy pairing matter more than fancy language. We would again keep the product story short enough for busy staff to use, while leaving room for seasonal items such as picnic extras, gift boxes and hospitality packs.
We would also keep the visuals and serving notes adaptable for different towns. A Franschhoek counter has its own pace, but the same approach works in Stellenbosch, Somerset West or a larger city deli where customers want quick ideas for entertaining. For Cumato, the key lesson was simple: when the preserve is shown in context, with the right breads and savoury sides, it becomes easier to sell and easier to remember. That part worked well, and we would repeat it as is.
- Keep the flavour pairing first and the brand story second
- Plan for fast replenishment during busy periods
- Use adaptable serving notes for different locations
- Keep the counter neat enough for high foot traffic
Key facts
| Project type | Franschhoek deli counter for sun-dried tomato and pickle preserves |
|---|---|
| Client base | Deli and gourmet food service customers in the Cape Winelands |
| Town | Franschhoek, Western Cape |
| Timeline | 4 weeks from brief to handover |
| Main format | Counter display with breads, cheeses and savoury picnic selections |
| Key use cases | Retail serving, takeaway packs, picnic additions and quick staff recommendations |
