It's all in the presentation - garden centre catering

What are we serving? As consultants we are often caught telling our clients that their customers have stopped buying products, instead they buy experiences. They are not buying a set of garden furniture - instead they are buying the experience of dining together under the stars on a summers evening.

We sell dreams.

In the same way our coffee shop customers are not buying a scone and a pot of tea, they are buying the experience, the ambience, the luxury of someone else doing the cooking and just perhaps the indulgence of ordering something a little bit decadent.

So our job is simple - to make sure that we deliver the best possible experience every single time a customer comes through the door. Easy isn't it? Of course not - if it were everyone would be doing it.

Walkers Nurseries and Garden Centre near Doncaster has grasped this principle and has transformed its food offer. Is it special because of the Sunday lunch with live music in the background? The alfresco dining for softies? Warm throws for cold days? Of course.

Is it enjoyed for its acres of beautifully designed pleasure gardens to enjoy before or after lunch? Of course.

Bit its most spectacular success without a doubt is Walker's Traditional Afternoon Tea. It is not, however, the way the coffee shop is transformed with fine tablecloths, the pianist playing softly in the background or the fine-bone china that impresses most. Nor is it the choice of 10 speciality loose-leaf teas, the locally produced food or the attention to detail that makes the difference.

The genius is the way that every member of the team has bought into the whole concept of creating something very special, something refined, something luxurious. That only comes with strong, clear leadership, the involvement of the staff team and training.

That is what makes the difference. That is what makes the experience. And at £11.50 a head, it is also what increases the ATV and the bottom line.

CHESSINGTON GARDEN CENTRE, SURREY

Many garden centres don't have space for a farm shop or do not believe they can sustain one. But they still want to sell food.

Location: On the main road next to Chessington World of Adventures. There is plenty of parking and a huge potential audience, but restricted by expansion rejections.

Currently working on a new cafe, which will greatly enhance the rather cramped area that spreads from the dedicated restaurant into a glasshouse at present. Consultants Turpin Smale is advising.

Points of difference: None really. It has a good selection of bottled real ales and also a range of wines situated just round the corner in the entrance to the restaurant.

Specialities for sale: Cottage Delight Chutney; Mrs Bridges Jam; regional beer range round the corner in the cafe; Candy Shop candy sticks 30p.

Overall: Chessington does not promote its food offer on its webpage or in its advertising - which features really good deals on plants, sundries and furniture.

The centre is obviously waiting for the revamp to push this essential part of its business. Chessington does have a new pet centre and a good awareness of its role in the community.

POPLARS, TODDINGTON, BEDFORDSHIRE

Name: Poplars Pantry

Atmosphere: Warm and filling up at 11am on a Wednesday

Location: At the side of the centre looking onto the planteria. Seats 180 people. None outside. Queues were short on the day. Tables are generally cleared.

Points of difference: A passion for food from managing director David Little. He says that if you sell a bad plant the customer blames themselves but if you sell a bad meal word of mouth means you lose custom. Staff are paid by ability as well as age.

Staff: Friendly

Prices: Choc Jaffa Cake £3.25; vegetable soup £3.99; half chicken, chips, salad £7.99; pot of tea £1.69.

Overall: Poplars started catering in 1989 with no experience but now turnover is £750,000 a year, so it must be doing a lot right. A lot of garden centres could learn from this cosy and friendly cafe.

Poplars has shown that an interest in food can lead to a successful in-house catering operation. For most garden centres, catering has a steep learning curve but Poplars seems to have reached the top. With its plant revenue falling below 20 per cent of turnover this year for the first time, catering can only become more important in Poplars overall outlook.