Do’s and don’ts following a harassment claim
Renowned chefs and restaurants have made headlines in recent months for allegations of sexual harassment. Even if you have a clear policy in place for managing workplace conduct, it’s important to know how to respond in the immediate aftermath if and when an employee comes to you with a complaint. Juliette Gust, who created Ethics Suite, a platform for the hospitality industry to report workplace misconduct, theft and fraud, has some recommendations for operators. First, it’s important to investigate the allegation promptly, giving both the accuser and accused ample opportunity to provide their perspective, and document each step you take. Use an objective, methodical, confidential and consistent approach to help you prevent a complaint from ballooning into news headlines. After the complaint is made, thank the accuser for bringing it to your attention and ask that they make themselves available for follow-up questions as needed. Don’t make assumptions about the accuser or the accused, or confront the accused without a plan in place for how best to research the matter (and who should conduct the investigation). Before putting the accused on notice, make sure you (or a separate investigator) have had time to collect any key evidence that could be destroyed or manipulated during the course of an investigation. Then take decisive disciplinary action and follow up at regular intervals to ensure the steps you have taken can help prevent future incidents.
Digital seating for better guest management
If you’d like to incorporate on-demand technology but don’t know where to start, consider investing in a digital table and reservation manager as a first step. The software, named one of Fast Casual’s seven technologies transforming the restaurant industry, can help address long wait times by notifying guests via text when their table is ready and also allowing them to inform you of their approximate time of arrival. It can also ensure you’re scheduling staff efficiently and making best use of the tables you have available by suggesting ideal seating arrangements based on a party’s size and arrival time. Seating maps and specific server sections give hosts visual cues to help manage guest flow. As with any technology that improves the customer experience, a digital table and reservation manager can help you offer more personalized guest treatment. The system can provide servers with guest food preferences and important dates, as well as allow them to update customers about the status of their food at any point in the cooking process. The added efficiency can help speed up your turnaround times too. Nowait, one popular digital table management platform, reports that using a seating management app can help reduce table sit time by 50 percent. What’s more, by being efficient with your staff and table management, you can master the Two Minute Drill—what restaurant consultant Joel Cohen considers the optimal amount of time you should use to recognize a guest’s desire to leave and process their payment. Allowing a guest to leave soon after they show signs of wanting to depart can both enhance their experience and help you get new guests seated without delay.
An opportunity for bedtime beverages
If you’re looking to build out your beverage menu, there’s a window of opportunity with drinks designed to help consumers wind down at the end of the day. Mintel reports that while sales of fruit juice are falling due to concerns over sugar, the drinks that are performing better are intended to suit a specific purpose, such as kombucha as an aid to healthy digestion, for example. Very few brands market themselves for evening consumption, however. Mintel research indicates that 31percent of consumers are interested in juice with added probiotics. Consider offering less sweet juices with ingredients like ginger, probiotics and fennel to appeal to consumers who want a non-alcoholic drink to relax after dinner.
Step up the range and quality of gluten-free offerings
Chances are, you offer some breads and other bakery items that can accommodate the dietary needs of celiac sufferers. But new research from DuPont Nutrition & Health found that even among those who don’t have celiac disease, there is clear demand for gluten-free bakery products containing high-quality ingredients designed to support a healthy lifestyle. This includes foods high in fiber that contain no preservatives and are low in saturated fat, carbohydrates and calories. Research from The Hartman Group found that 35 percent of consumers in the U.S. who consume gluten-free products have no specific reason for doing so. Sales of gluten-free products in the U.S. were approximately $973 million in 2014 and are projected to exceed $2 billion by 2019, according to Packaged Facts.
Reduce your seafood risk
If you’re serving seafood to a clientele increasingly concerned about transparency—or simply want to avoid making the wrong kind of headlines when it comes to your food safety practices—take note of a new tool that helps ensure you’re providing a humanely harvested product. NPR reports that the Monterey Bay Aquarium’s Seafood Watch program, which developed a red, yellow and green sustainable seafood-rating system, recently launched the Seafood Slavery Risk Tool. It’s a database intended to help seafood buyers determine the risk of forced labor, human trafficking and hazardous child labor in the seafood they purchase. Designed in partnership with Liberty Asia and the Sustainable Fisheries Partnership, the tool assigns critical, high, moderate, or low-risk ratings for fisheries based on a set of criteria. It can help you pinpoint which fisheries (and fish) around the world present the highest and lowest risks.
Don’t let turnover impact food safety
High turnover is a fact of life in the restaurant industry, but the food safety vulnerability that often results doesn’t have to be that way. Food Safety Magazine reports that leaders across the food supply chain say they suffer from poor food safety performance or inconsistency after employees leave for new roles. To help, they suggest people across the food supply chain make an effort to simplify their food safety procedures, make sure food safety is built into every role in your organization and confirm that your team knows the tasks for which they are responsible (top-down and bottom-up training helps reinforce those lessons). Try demonstrating your expectations for a food safety task in three seconds or less, or in a video no longer than 30 seconds. Quick snippets of content are easier to remember and share—and they can help you onboard new people more easily.
Protect the safety of your kitchen
Where does your team take breaks between shifts? Your kitchen should not be an employee break room. Having clear guidelines about what is (and is not) allowed in the kitchen can help keep that space free from contamination. StateFoodSafety.com recommends you designate a separate break area and set guidelines designed to confine to that area any food and drink consumption by employees. When employees are ready to return to work, make sure that after they wash their hands, they dry them using a jet dryer or paper towels—not their clothes or a kitchen towel.
That's an order
Enabling new tech-based options for ordering food – and making them a profitable part of business – has become a must for restaurant operations looking to grow. Note some new research from Tillster's Online and Mobile Ordering index: The firm partnered with the research group SSI to survey 2,000 restaurant customers across the U.S. about how online and mobile ordering impacts guest behavior, Modern Restaurant Management reports. The survey found that nearly two-thirds of fast-casual customers expect to order online in the next year and more than 65 percent would order more often if a restaurant offered online ordering. While individuals will order online just as often as they'll order in-store, families and groups are more likely to order online, which typically leads to larger checks. More than 73 percent of those surveyed said they would visit a restaurant more often if it offered pre-ordering via mobile app for pick up or dining in. What's more, this trend isn't only about catering to Millennials. The survey found that customers in older generations appreciated having tech-based ordering options, too, and they are using them more often. Study what combinations of options would be most welcomed by your customers – communicating about them could require a range of approaches.
Take charge of gratuities
At a time when labor costs are rising and restaurants are struggling to balance wages between front- and back-of-house staff, operators have had to get creative with the fees structures they use. As a result, restaurant guests are starting to scrutinize their tabs for charges they deem to be unfair or unscrupulous, such as being charged an automatic gratuity without being informed it was included. The automatic gratuity sometimes leads to guests paying a double tip – one they knowingly pay and another they overlook – and many operators don’t have policies in place to prevent servers from collecting twice when that occurs. If you use automatic service charges, The Rail recommends several ways you can preserve transparency at your restaurant and ensure guests know what they’re paying. For one, inform large parties at the time of their reservation that you have an automatic service charge for large groups. You can also post the policy on your menu so that if a guest questions it when the bill arrives, you can point to the menu as evidence you made an effort to clarify guest charges. You can always take the direct approach of highlighting the automatic charge on the bill and informing the guest about it when the bill is presented. Finally, you can mark each credit card slip with a “service included” notation – or even require manager approval if a customer wants to add a tip on top of your included service charge. It may sound like overkill but it will send the message to guests that you are their advocate.
Master your menu
Winter isn’t the easiest time to get guests in the door. To entice people to visit during slow times – and to make things more manageable for your kitchen staff to prepare large numbers of dishes – consider promoting different prix-fixe menus throughout the season. They need not be just for fine-dining establishments. The Balance suggests you consider a special two-for-one menu, a prix-fixe lunch menu or a wine-and-cheese tasting menu to bring people in – or try offering fixed-price menus as an alternative to a buffet for smaller catered events. Slower times may also be good times to debut (and fine-tune) a new menu. Make sure all menu items are easy to prepare either in advance or on the spot, that they include some popular dishes as well as some that are unique to you, and that any pricier ingredients you use are doing double duty (or more) in other dishes across the menu so you avoid waste.
Light the way to food safety
Hands are washed. Food preparation surfaces are freshly cleaned. But don't forget to look above when monitoring your food safety practices. Lighting fixtures can not only harbor dust and other particles that could drop onto food preparation surfaces, but they can also pose risks if a fixture is broken. StateFoodSafety.com recommends that all lighting in your food preparation areas is either shielded or made from shatter-proof material to prevent glass shards from falling onto preparation surfaces.
Prevent this top kitchen safety risk
Lacerations and punctures are among the most common restaurant kitchen injuries. Taking some precautions with knives and cutting surfaces can help prevent them. Balance Point, the human capital management firm, suggests you take an inventory of your knives, replacing those with dull blades and tightening or repairing handles if needed. Don’t leave knives on the counter: Make sure they are stored in a rack or block in a designated place. To reduce the risk of accidental slips and cuts during food preparation, use non-slip pads or damp cloths under cutting boards and consider using cut-resistant gloves. Everyone cutting food should receive training on how to properly use knives, safely exchange cooking tools with other food preparers and maintain their condition.
Automate that purchase
Does your inventory management need a little boost? Among the top technologies transforming the food industry this year, according to Fast Casual, are automated purchasing tools. The technology links directly to your inventory system, alerts you to low product levels and can initiate an automatic order once a product in your inventory is reduced to a certain threshold. It can also make purchasing recommendations based on vendor product lead times and forecasted sales. A mobile app helps you manage the full process, from vendor bid review to order approval.
When tech gets personal
When can technology make the restaurant experience feel more customized and personal for your guests? It tells you when to expect their arrival, allows you to anticipate their order and helps you serve them promptly. Those were three takeaways from Deloitte’s latest analysis of what the restaurant of the future will look like – particularly quick-service and fast-casual operations with multiple locations – and how restaurants can capitalize on trends in order to improve sales and meet consumer demand. It suggested a few ideas likely to become far more prevalent in the years ahead: Use location-awareness technology to sense the arrival of a regular customer. Be able to ask “Would you like your usual order?” instead of “What would you like?” regardless of which restaurant location your guest visits. When you have more than six cars in your drive-through, send servers outside with tablets to take orders, and use a similar approach to line management inside to keep customers moving.
Ace your inventory
Is your restaurant among the 60 percent of restaurants that don’t take a careful inventory each month? If so, you’re leaving money on the table. According to the Restaurant Resource Group, taking a regular inventory increases profits by 24 percent annually. The restaurant technology provider Orderly says setting yourself up to take accurate inventories involves five steps: First, organize your items so you store everything by category in the proper place, move older items to the front so they are used first, and combine contents of open containers where possible. Doing this prior to the arrival of weekly deliveries makes it easier to store new items. Second, customize your count sheet so it looks just like how you have stored your ingredients on the shelves, then count each item by the pack size number (e.g. pounds of chicken or cases of barbecue sauce). Use the same staff for inventory each time to avoid having to train someone new— and consider incentivizing with preferred hours or comped meals for accurate inventories. Third, review your invoices for the most recent price you paid for every item you just counted and plug those prices into your spreadsheet. Have an organized system (ideally, an online reference) for managing invoices from the moment you receive one until it’s processed. Fourth, calculate your cost of goods sold (beginning inventory costs + purchases - ending inventory costs) and your prime cost (cost of goods sold + labor costs) / total sales). These figures will help you monitor your restaurant’s financial health. For example, aim for your inventory to be no more than 1.5x your cost of goods sold and for your prime cost to be 60 percent or less of your total food and beverage revenue. Finally, communicate to your staff that you are using this system to monitor waste and theft and to ensure you order only what you need.
Protect your intellectual property
In an age when ideas spread around the world in seconds and restaurants are eager to win new social media followers, protecting restaurants’ intellectual property is becoming increasingly important. Modern Restaurant Management relates how in 2013, New York pastry chef Dominique Ansell created the Cronut, which started a sensation after a food blogger wrote about the cream-filled, donut-croissant hybrid. People from around the world visited Ansell’s bakery to claim one of the several hundred Cronuts he made daily, and Ansell registered for a federal trademark to prevent other bakeries from selling the popular pastry under the same name. His success with the Cronut helped him launch new bakeries in New York, London and Japan, as well as a full-service restaurant that opened in Los Angeles this year. Even if you aren’t sitting on a creation as lucrative as the Cronut, you likely still want to prevent employees from taking signature recipes or food preparation techniques with them to the restaurant across the street. Modern Restaurant Management recommends you understand the four ways your intellectual property is protected: through trademarks, copyrights, trade secrets and patents. A trademark can protect your restaurant’s name, logo, menu-item names and, in certain cases, food designs. Copyright law protects your website, menu designs and marketing materials. Trade secrets can comprise your recipes, customer and vendor lists, and special food preparation techniques that give you an advantage over operators who don’t have the information. Finally, patents can protect (for a limited time) machines, manufactured articles, industrial processes and chemical compositions, according to the U.S. Patent and Trademark Office. To decide what you want to protect, take stock of what is most valuable to your restaurant and makes it unique. Also consider your relationships with partners and employees – if you were to part ways, how would your intellectual property be treated?
How much are delivery apps costing you?
Offering delivery has become compulsory for many restaurants. But as restaurant delivery orders climb, often replacing (and not augmenting) sales from customers who visit the restaurant in person, they are taking a bite out of profits, according to a New Yorker report. One operator, who has three fine-casual restaurant outlets in New York City, finds that for every delivery order she sends out, 20 to 40 percent of revenue goes to third-party operators and couriers like GrubHub and UberEATS. While she once managed delivery in-house, she could not keep up with the demand. Now she estimates she is losing money or, at best, breaking even, on her delivery orders. What’s more, delivery orders across the industry are on the rise: While deliveries comprised 7 percent of total U.S. restaurant sales in 2016, Morgan Stanley predicts that number could eventually represent 40 percent of all restaurant sales – even higher in urban settings and in casual restaurants.
Keep sinks separate
Your food preparation sink be just that—not used for any other purpose. If your employees wash their hands in a food preparation sink, they can easily leave behind pathogens that could contaminate food prepared in the sink, Statefoodsafety.com reports. Have a strict policy about which sinks onsite should be used for handwashing and keep an ample supply of soap (and perhaps sanitizer to use after washing) in the dispensers at those sinks.
Show your falafel flair
Is falafel on your menu? It’s one of those rare items that appeals to carnivores and vegetarians alike, thrives in a range of applications and is an on-trend global flavor ripe for the mainstream. Flavor & the Menu says falafel “sets itself up nicely for signaturization and customization,” which can help you make the most of your inventory. In addition to serving falafel in a traditional style inside a pita with hummus, tahini and vegetables, consider adding it to your burger menu with a layer of avocado, creating a Mediterranean-style taco with falafel and pickled vegetables, or offering it as an added protein on salads.
Delegate scheduling to an app
Restaurants that use scheduling software can cut labor costs by up to 2 percent, according to Fast Casual. App-based scheduling stands to save you a lot of time as well. If you haven’t transitioned from manual scheduling yet, consider some potential benefits of a digital system: It can help you set shift times and positions according to historical staffing patterns. It can anticipate sales, which can help you prevent scheduling too many – or too few – staffers during a shift, and avoid paying unnecessary overtime charges. Finally, scheduling software can help you oversee and manage employee availability, shift swapping and time-off requests – all via an app.
Free app tracks ingredient pricing trends
Ingredient prices are moving targets. In a study of more than 410,000 purchases from more than 4,000 food distributors recently, Orderly found great inconsistencies in the prices offered to different clients. The company reports that 92 percent of restaurants are overpaying their suppliers, with mark-ups on certain items hitting 201 percent. Tracking your prices against your historical charges and the overall market will boost your negotiating power. Orderly offers a free app that can give you a sense of national and local pricing trends for more than 100 of the most popular ingredients restaurants are buying. Make sure you scrutinize costs for your most popular items and meet with suppliers regularly to discuss pricing and service.
Are you in the sweet spot?
The National Restaurant Association’s latest Restaurant Performance Index found that operator expectations are at their highest point in three years. Yet for many restaurants, razor-thin margins, employee turnover, fickle consumers and quickly shifting trends mean there is a fine line between being poised for growth or on the cusp of a decline. Restaurant coach Donald Burns says operators should ask themselves several questions to get a reliable reality check. First, do you think you’re the best at what you do? If you do, it’s likely a signal you’re missing opportunities for improvement – and up-and-comers could be targeting you as the restaurant to beat. Second, when a customer or employee suggests an idea that would change how you operate, do you quickly dismiss it because it would not work in your market? Your willingness to hear and apply ideas that don’t come from you is critical to both anticipating problems down the line and retaining top talent, since the people on your team want to feel their contributions matter. Finally, do you think you don’t need to change? It’s tempting to rest on your laurels when business is strong, but there is always a need to make tweaks that could help you improve and win loyal customers. On the flip side, perhaps you are eager to take risks and embrace change by expanding your brand to an additional location. Before you do, make sure you have a reliable pool of talent (working at a rate you can afford) to sustain both your existing and new locations. In addition, ensure you have a solid training system to help you deliver consistent service. You should also be making any move because your existing business is strong and you have a talented team who would be able to develop further as they help you build your brand – not because you see a chance to pick up a real estate deal or you want to keep up with the competitor across the street.
Study the psychology behind your menu
Did you know the average guest spends less than two minutes looking at your menu? That isn’t much time to hold a person’s attention, so it’s important you use every second to direct people to the items you most want to sell and communicate the messages you most want to send about your business. Upserve suggests you tap into human psychology when designing your menu layout. For one, don’t use dollar signs (a Cornell Hospitality report found that consumers tend to spend less when they see them on a menu) or draw attention to prices by placing them next to a series of dots or in a column that makes it easy to identify the most and least expensive items on the list. Make credit card payment easy, since cash payments tend to make consumers feel a greater sense of loss after a purchase. Make every word on your menu count and use language that tells people the story of the food they’re ordering, such as if it came from a local bakery or was raised on a nearby family farm using sustainable practices. List your most expensive dishes first: Guests tend to order the top two dishes on any menu more than any other item and they will compare what they see farther down the list to the first items they noticed. To highlight items you’d like to sell more of, consider placing them in a box to attract attention. Finally, remember the golden triangle, the pattern people’s eyes follow when reading menus. The items you most want to sell should fall within the boundary of a triangle whose points fall in the middle, top-right and top-left corners of your menu.
Produce and pathogen prevention
Fresh produce is responsible for most of the foodborne illness in the United States, according to the Center for Science in the Public Interest. As you chop fruit and vegetables for menu items, keep some health and safety tips in mind to help prevent the spread of pathogens. Statefoodsafety.com recommends chilling salad greens promptly after cutting them, since bacteria multiply quickly in moist greens left out at room temperature. That goes for other sliced vegetables too: If you use pre-sliced produce in your kitchen to save time and minimize labor costs, research published by Oxford University Press for the Infectious Diseases Society of America may make you reconsider. It found a high degree of contamination in pre-sliced vegetables, which highlighted the importance of proper cooling, transport, reheating and distribution of these items.
Panera (the consultant) can clean up your menu
Panera has long attracted attention for its efforts to remove additives from the food on its menu and has led efforts to supply calorie counts on menus and raise awareness about the human health implications of meat containing regularly administered antibiotics. Now, Restaurant Business reports that the company is creating a consulting business called Panera Clean Consultant to help other restaurant businesses assess their menus as a whole and substitute clean ingredients for those with artificial colors, flavors and other additives. Panera’s founder told Reuters it wanted to help other restaurants end the practice of reformulating one product to make it more natural, only to serve it alongside sauces loaded with artificial ingredients. In 2015, Panera examined and overhauled its menu, then publicized a list of 150 artificial ingredients that it planned to remove from its products.
Bring on the vegetables
Consumers are making room for vegetables on the plate and, according to Flavor & the Menu, the latest way chefs are innovating with vegetables is through plant-based purees. They are appearing as a flavor-packed, colorful alternative to pesto in pasta dishes, as a warm base for salad greens, or a sauce for seafood (in the last case, Flavor & the Menu suggests an edamame puree blended with mint and fresh lime juice as a vibrant complement to fish). Consider adding a plant-based puree or two when enhancing the vegetarian and vegan-friendly options on your menu.
What does the survey say?
You know customer feedback is critical. But do you know how to ask questions that will elicit the most actionable information for your business? When you design a customer survey, Foodable advises you start with a clear, specific goal you’re looking to achieve. Determine when you want to ask customers for their feedback – shortly after a visit? At regular intervals? Continuously? When designing questions you’d like to ask, keep them simple and concise. Avoid overloading a sentence with multiple questions. Start off with some easy yes-or-no, multiple-choice or scaled questions and then balance those with some specific open-ended questions that give customers freedom to share ideas about a topic you care about. Consider offering an incentive at the close of the survey without telling guests about it beforehand (it could skew their answers otherwise) and offering the survey in a mix of physical and online forms.
Digital displays promise ambiance and entertainment
Technology is making it possible for restaurants to change the atmosphere of their dining rooms at the flip of a switch. Restaurant Hospitality reports that restaurants are using digital wall displays and table-top animations to keep guests interested while waiting for their food – and to make them intrigued enough to return and book tables that offer those features. In addition to adding to the ambiance of a dining room, these systems have more functional potential as well, such as allowing guests to scroll through visual menus and place orders. One system, Kodisoft, allows guests to link their social media pages to the table and play games to entertain children while they wait.
Minimum wage on the rise? Get creative.
Rising labor costs in many U.S. cities have forced operators to rethink their service models – and how they pay the people serving and preparing food for their guests. Eater reports that Oakland, Calif. seafood restaurant AlaMar, which once prided itself on its attentive, full-service model, recently had to switch to a counter-service model in order to accommodate minimum-wage hikes in the region (wages increased by 37 cents to $13.23 per hour beginning in January). The owner slashed the majority of menu prices by 30 to 50 percent by cutting some staff who were no longer needed. The result has been a happy surprise for the owner, who has seen restaurant sales increase by 17 percent since the transition, with a higher volume of customers. At other restaurants, cooks are helping to serve food and are therefore sharing the gratuities. Technology improvements are helping too, by helping operators automate functions that once required more workers in the kitchen and more time from servers at the front of the house. QSR reports that more operators are using value-added products that can simplify food prep and eliminate the need to have a maximum of staff on hand. But cutting staff hours isn’t always a feasible option for restaurants. For that reason, Tom Douglas Seattle Kitchen has eliminated tipping altogether in favor of a 20 percent service charge. Servers earn a commission based on sales and performance, which accounts for 14 percent of the service charge. New servers earn a starting commission between 10 and 12 percent of the service charge. Managers rate servers based on factors such as knowledge of the menu and communication. The remainder of the revenue earned from the service charge goes to support staff, and back-of-house staff are paid out of the restaurant’s operating budget.
Mine the data behind your menu
Is there a data-driven purpose behind every item on your menu? If there is, you could drive profits higher by double-digit margins with each menu redesign. The data analytics firm Unlock Insights says menu engineering – the use of data analytics to assess the popularity and profitability of dishes and determine their ideal placement on your menu – is a critical way to drive profits at restaurants. Using certain adjectives, fonts and colors can pull guests’ attention to items on the menu. A broad menu without helpful visual cues can slow service and turnover. While drastically winnowing down your menu may not be necessary, you should know your most popular, profitable and fastest-moving menu items from your laggards in order to assess your inventory effectively, avoid over-ordering and minimize the waste you generate. Your data should also help you connect specific dishes to your guests so you can contact them when they’re away from your restaurant with offers that appeal to their tastes. Menu Cover Depot suggests you conduct a four-step assessment to improve your menu: First, break down every menu item into its individual ingredients and determine how much you spend to prepare each dish. Second, divide your menu into broad categories (appetizers, entrées, desserts, etc.) and then subcategories (vegetarian entrées, seafood entrées, etc.). Then rate each menu item as a star (high profitability and high popularity), plowhorse (low profitability and high popularity), puzzle (high profitability and low popularity) or dog (low profitability and low popularity). The ratings will help you determine which items must stay, go, be reinvented or repriced. Third, design your menu using visual cues to draw the eye to the items you most want to sell. Keep lists within each menu category short, with your most important items toward the top. Avoid listing prices down the side of a page, which can influence people to select the least expensive items. Finally, test your menu regularly to find new ways to improve it.
Tune in to turnover
Finding and keeping good employees is an ongoing challenge across the restaurant industry – but you may have more power to keep your most valuable people than you think. Upserve's recently released State of the Restaurant Industry report found that according to data pulled between July and September 2017, an employee’s position in the restaurant was a stronger indicator of likely turnover than region of the country or even base pay. Holding on to a quality employee seems to be more about offering new responsibility than pay raises. The highest turnover was seen in roles including counter service/cashiers, support staff like bussers, dishwashers and runners, and among staff like sommeliers and caterers. Bar staff and managers had the lowest turnover, which was consistently the case across regions.
Local and sustainable reach a new level
In the National Restaurant Association’s most recent annual survey of 700 chefs, participants identified the top predicted concept trend of 2018 as “hyper local” food. As Skift Table reports, this trend is about restaurants making their sustainability more visible. Restaurants are making their waste management efforts more apparent to guests, as well as taking away the middleman by growing, picking and processing their own food onsite in a way that guests can experience it. Operators are doing such things as returning used oyster shells to the waters where they were fished in an effort to minimize waste, and operating indoor hydroponic farms that guests can pay to visit while they’re having a meal that features the items being grown. Complementary businesses are capitalizing on the potential opportunity too: Take Smallhold, a company that runs a distributed farming network of mushroom mini-farms. Mission Chinese in New York had one of the company’s mini farms installed prominently above their bar and the owners take pride in being able to offer fresh-picked mushrooms in the dishes they prepare.
Do your boards make the cut?
Your cutting boards could be ground zero for foodborne illnesses if you neglect to maintain and replace them regularly. The foodservice consultancy Letter Grade Consulting recommends that when you choose cutting boards, you opt for those with rounded corners that don’t break or chip. They should be made of nonporous surfaces hard enough that knives don’t leave nicks and gashes, which can harbour bacteria. Color-code boards for different purposes (e.g. those for cutting meat and others for cutting items like vegetables and bread that won’t be cooked before serving). After use, clean each board, sanitize it with a tablespoon of bleach per gallon of water, let it stand for five to 10 minutes, rinse it with fresh water, and let it dry completely before storing. To extend the life of your cutting boards, use bleach and fine sand paper. Discard any boards that are permanently discolored, feel rough to the touch, or snag the fibers of a damp cotton ball rubbed on the surface.
Soup’s on – make sure it’s hot
A hot bowl of soup can be a perfect complement to a cold winter day. Just be cautious about food safety when preparing it. StateFoodSafety.com suggests you stir your pot of soup thoroughly before taking its temperature. This will help ensure you disperse the heat evenly, eliminating the cooler spots in thicker soups that can take longer to warm up.
Getting meat down to a science
Technology is changing what’s on the menu. One trend taking root this year is science-based foods, which aim to provide consumers with a cleaner, environmental-friendly way to enjoy the taste of meat. Food Dive reports that the products in development range from cell-cultured meat, fish and poultry to plant-based meat and sausage that mimic the experience of eating the real thing. Plant-based burgers that bleed like a conventional burger are already gaining a following in stores and restaurants (the Next Level Burger meatless burger restaurant has two outlets in Whole Foods stores). The Plant Based Foods Association and the Good Food Institute report that sales of plant-based food increased more than 8 percent last year, while Nielsen estimated that plant-based meats generated more than 2 percent of refrigerated and frozen meat product sales.
Customized, not creepy: Using guest information wisely
Social media has chipped away at the anonymity of consumers – and restaurant guests are no exception. A recent article in Vogue titled “What Restaurants Know About You Before You Walk In,” points to the many ways operators can research guests and share that information with staff in an effort to provide a customized experience. Keeping guest notes that outline a person’s preferences, habits and budget can help your staff steer guests toward menu options they prefer. Using tools like Venga to aggregate feedback across a variety of platforms and review sites, or studying comments on OpenTable and Resy, can help operators collect information about guests that helps deliver a customized experience. To ably walk the line between accommodating and invasive when it comes to using customer information, Restaurant Business has some suggestions. Managers should use the information they find to provide extra hospitality – mentioning that the last time the guests dined with you was on their wedding anniversary, for example. If on scanning the guest’s Instagram account, you find a guest has posted photos from a recent trip to Spain, you could suggest a wine from that region to help spark some conversation that enhances the experience. That said, you naturally don’t want to mention you’ve been looking through their vacation photos, so use staff training sessions to emphasize the importance of guest privacy – and run through scenarios that can help servers test out tactics for providing an experience that feels tailored to a loyal guest without getting too personal.
You have a schedule for posting social media content, quality photos of your newest menu items and plenty of ideas about what to promote. Just don’t forget about analytics so you can ensure the time you’re putting into your social media strategy is paying off. Top Rank Marketing suggests you use Google Analytics (or another analytics tool of your choice) to discover how much referral traffic you’re getting to your website, what your most-visited pages are, how much time people spend on each page and how many pages they visit, as well as conversions – how many of the clicks to your reservations page are resulting in actual bookings, for example. How many of your website visitors are new as opposed to returning? Are they searching for you through social media, via another referral source or directly? Are people visiting a page without making a single click? What page on your website is usually the last one people visit before they leave your site? Answering these questions can help you tweak pages, tune in to helpful referral sources and offer incentives to keep visitors coming back. The social data consulting firm Crimson Hexagon calls social media the perfect test kitchen for restaurants. Operators can monitor it to identify what kinds of food and beverage people are craving, monitor the social response to a new item overall and by restaurant location (you should know if a recipe isn’t being made consistently) and tune in to social media conversations to iterate existing menu items based on what guests are saying about them.
How clean is clean?
In recent years, your foodservice operation has likely tried to swap in organic whole foods in place of more processed foods containing pesticides, antibiotics or artificial additives. Now some restaurants are digging even deeper in the quest to go clean. Food Navigator reports that Panera has been examining components within the so-called “natural” ingredients it uses to ensure those items meet the brand’s standards. Their research found the balsamic vinaigrette they once used needed adjustments. While on the surface, the dressing’s ingredients – natural flavors, rosemary extract and
balsamic vinegar – looked satisfactory, a deeper dive found that the ingredients included a balsamic flavor that was highly processed, a rosemary extract that included an undesired emulsifier and balsamic vinegar made with a grape must that included caramel color. Panera since worked with suppliers to revamp the recipe with whole, unprocessed ingredients. Would your menu items pass a similar test?
Wearing gloves to prevent (not spread) contamination
Using single-use gloves in a foodservice operation can help prevent contamination – or in some cases, provide a false sense of security about preventing it. If you use single-use gloves in your kitchen, remember to have employees change them whenever the gloves get soiled or torn, before they begin a new task, at least every four hours during continuous use, after handling raw meat, seafood or poultry and before handling ready-to-eat food. Statefoodsafety.com advises that anyone with an infected sore on their hands or wrists should cover it with a bandage, then wear a single-use glove to create a double barrier between the sore and the food being prepared. Those who wear nail polish or false fingernails should also wear single-use gloves, as those employees pose a risk for contaminating food with paint chips or bacteria that hides beneath the nail.
Kelp is on the way
Is there room for kelp on your menu? A company in Maine called Ocean’s Balance hopes so. Civil Eats reports an expanding U.S. market for kelp, whose production requires no land, fresh water, fertilizer or pesticides and produces no methane emissions or nitrogen runoff – and at a time when Millennial consumers are seeking out nutrient-dense foods with minimal impact on the environment. Seaweed farms have sprung up in Mexico, California, Alaska, Connecticut and Maine, and they have the backing of the World Bank, which has touted seaweed farming as one of the best solutions for feeding the world without contributing to its deterioration. Chefs around the country who are looking to bring more vegetables onto their menus are getting creative with the product, which has an umami flavor, and have worked it into dishes in both expected ways (as an ingredient in soup broth, for example) and not (like kelp sloppy joes and even kelp berry crumbles).
Take the paper and people out of temperature testing
Food safety logs and paper checklists have long been a necessary annoyance for many a restaurant. But Bluetooth temperature sensors are helping to make them unnecessary – all while helping to protect customer safety and prevent restaurant product loss. For that, Bluetooth temperature sensors made Fast Casual’s recent list of the top seven technologies transforming the restaurant industry. The sensors allow restaurants to manually or automatically test the temperature of food or equipment in just a few seconds. Managers can receive alerts when temperatures fall outside of a set window and even have the sensors record temperature readings in an HACCP log, eliminating human error or oversight altogether.
Say yes to SMS
If you’re still using clunky pagers to alert waiting guests that their table is ready, take note: Modern Restaurant Management found that 75 percent of customers want to receive alerts via text. In addition to freeing up your hosts and eliminating expensive equipment maintenance, using an SMS system to send messages has additional advantages when it comes to guest engagement. By having an SMS system, you’re automatically collecting guest information that will help feed your database. From the first time a guest joins you, you can send special offers, rewards and other benefits, all of which can help turn each guest on your waiting list into a loyal one over time.
Zero in on the data you need
“Data” has become a buzz word for any restaurant operator looking to grow market share. But in an age when the amount of data available can be overwhelming, how can you decide what you really need to know about your guests? Modern Restaurant Management asked this question recently and provided some guidance from Bloom Intelligence, a data analytics and marketing firm that works with restaurants and retailers, to help operators make data management more manageable. First, take a look at the community surrounding your restaurant and have a clear grasp of its demographics so you can price your menu appropriately and meet the cultural expectations of the people who live around you. Then collect information on an individual basis: What is the demographic profile of your customers? What food and beverages do they prefer? Use this information to deliver content that engages those guests. When do they visit your restaurant and how long do they stay? Your answer will help you determine when to market to them. Do they order online or in your restaurant? What brings them back? If you can use technology to tap into guest preferences when they are onsite, you can immediately send automated offers and suggestions that can influence their purchasing decisions – and market to them once more as soon as they leave so they have an incentive to return.
Virtual and augmented reality poised to transform restaurant training
For years, restaurant operators providing employee training have had to choose between low-touch, high efficiency models (such as large group sessions with little opportunity for individualized or location-specific learning) or high-touch, high-cost models (such as smaller, more customized sessions delivered onsite). But now, augmented and virtual reality technology are beginning to change the game for the food industry by offering new training options, TechCrunch reports. Virtual reality can provide a digital means for employees to interact with their work surroundings while mentally and physically learning how to accomplish set tasks. For example, they can participate in virtual reality lessons on how to manage crowds at peak times or how to cook a new menu item. While virtual reality recreates a real-life situation digitally, augmented reality applies virtual elements on top of those real-life situations. A study from the International Journal of Behavioral Nutrition and Physical Activity found that augmented reality can help people visually estimate serving sizes, for instance. Fast Company reports that the Microsoft Hololens augmented reality headset is allowing technicians to visually disassemble and reassemble products in need of maintenance and repair without actually being onsite. When they are in the field, their headsets allow them to overlay schematics and tutorials and even contact specialists via Skype, all while they are looking at a product requiring maintenance or repair. As prices for virtual reality and augmented reality headsets decrease and give you greater access to information you need to manage your business, look for opportunities to make training materials more adaptable to a variety of learning styles and business needs.
Research confirms link between sick leave policies and foodborne illness
Is your restaurant plagued by foodborne illness outbreaks? More than 50 percent of foodborne illness outbreaks stem from foodservice operations, according to public health officials. Now, Food Safety News reports that a recently published study entitled “Association of Paid Sick Leave Laws with Foodborne Illness Rates” found that foodborne illness rates decreased by 22 percent after paid sick leave laws were implemented in jurisdictions that have laws supporting employee sick leave. The study also found that 46 percent of foodborne illness outbreaks implicate an infected foodservice worker, and outbreaks in food and beverage operations infect a median of twice as many people as other outbreaks.
Plate or plank?
To add interest to a meal’s presentation, a growing number of operators have been serving (and sometimes cooking) food on wooden planks in recent years. But unfortunately, these vessels have been linked to food poisoning. If the planks aren’t properly sanitized – which is difficult to accomplish when they are scratched or nicked – they can harbor harmful bacteria. According to Eater, health inspectors fined a steakhouse in Birmingham, England the equivalent of nearly $70,000 for repeatedly serving food on wooden planks that hadn’t been adequately sanitized. This occurred even after 14 people complained about contracting food poisoning from the restaurant.
Restaurants test travel-industry pricing models
Overcrowded on Friday evenings but empty on Tuesdays at lunch? Some restaurants are experimenting with congestion pricing to incentivize off-peak dining. Bloomberg reports that a pricing model used widely in the travel industry is beginning to take root in the restaurant industry, giving restaurant operators more freedom to decrease prices for meals during slower periods that would be charged at full price at peak times. London’s Bob Bob Ricard, for example, offers the same menu all week but prices are 25 percent lower during Monday lunch and other slower periods, 10 percent lower for mid-peak periods, such as dinners on Tuesday and Sunday, and full price on Saturday night.
How the smartest businesses use Instagram
Instagram has 800 million monthly active users, which has helped make it a must-use platform for restaurant operators. But how do you stand out in that large of a crowd? In a recent report in Inc., Instagram’s small-business community lead shared some of the smartest things small businesses are doing to shine. For one, they’re aligning with brand ambassadors, people who like and promote their brand and are willing to share images of it on Instagram. Having a strong set of values to promote or a charity partner can help you find such ambassadors. Second, they include video content that can stand on its own visually (without requiring sound, which isn’t always convenient for mobile viewers to use). Third, they study their followers to gain insights into how to reach them. For instance, are most of your followers women? How old are they? Where are they located geographically? Use the answers to provide content that speaks to that audience. Finally, tell a personal story but keep it consistent. For example, think about three to five qualities that are most important about your business, then weave one of them into each Instagram post you create.
What can your food delivery partner do for you?
To gain an edge in the increasingly competitive food delivery market, companies are offering new incentives – and it’s a restaurant operator’s market. Consider Deliveroo, a business that partners with restaurants to deliver food to customers in Europe, Australia and parts of Asia. Foodable reports that Deliveroo has begun to provide free “dark kitchens,” or additional commercial kitchen space, to restaurants that sign on to use the service. These kitchens, which are made out of shipping containers, are offered to top restaurants that want to expand their reach through the delivery company. At a time when UberEATS and other companies are vying for market share, Deliveroo is positioning itself to help restaurants looking to broaden their geographical reach and customer base. If several delivery companies are competing in your community, find out how they can make it worth your while to partner with them.
Stay nimble amid fluctuating commodity prices
How resilient is your menu when it comes to the up and downs of commodity prices? The U.S. Department of Agriculture has predicted that this year, retail food prices will increase by a stable 1 to 2 percent. While fats, oils and processed produce prices could decline, prices for meat, eggs, dairy and wheat are likely to rise. Of course, unexpected weather – which is more the rule than the exception in recent years – could throw off those predictions. For ingredients that are non-negotiable for your customers – like guacamole in a Mexican eatery or bacon in a burger restaurant – determine if, how and when your menu prices will fluctuate in the case of commodity price increases. When higher-priced ingredients are merely garnishes or supporting players on your menu, look for lower-priced alternatives that can step in temporarily. FSR reports that at Del Sur Restaurant Group, the culinary director stays in close contact with suppliers and monitors weather and border disputes to help foresee changes in commodity prices, then aims to lock in prices with suppliers as early as possible. In the past, he has swapped out frozen lime juice for fresh limes and Roma tomatoes for beefsteak tomatoes when prices for those items have skyrocketed, which has helped him make it possible to buy high-quality, more expensive avocados consistently for his restaurants’ prized guacamole. By printing restaurant menus in-house, the business can make last-minute adjustments to prices as commodity prices demand them.
Make Restaurant Week pay off
An increasing number of cities (and restaurant operators within those cities) are participating in Restaurant Weeks nowadays. These events are commonly planned around this time of year when business can be slow, and participation can generate buzz around a new business, build a sense of community and help get guests out to restaurants during the winter months. Of course, serving up a multi-course, fixed-price meal at a discount may not make the best business sense for everyone. To make Restaurant Week worth your while, Restaurant Insider suggests you ensure your menu represents your business well, makes a strong first impression and shows off the abilities of your chef. While using less-expensive or lower-quality ingredients can be tempting in an effort to come through the week in the black, you don’t want to discourage first-time guests from returning. Track the guests who come in using your reservation system so you know if they are local or out-of-towners, then respond accordingly to keep in touch. Some operators offer Restaurant Week guests a promotion at the end of the meal, such as a $20 coupon that expires the following month, to encourage their prompt return. Even if you opt out of Restaurant Week, consider promoting your specials or offering multi-course deals that present you as a strong alternative to the other fixed-priced options getting attention during the week.
Limit the spread of germs during flu season
Winter is high time for the flu and other illnesses to spread – and it’s critical for your servers to take extra precautions when it comes to food safety. Frequent hand washing is a given. You should also have a protocol for when employees get sick so they’re not infecting your guests or fellow employees – and you’re not so short-staffed that you risk having an ill employee come to work. StateFoodSafety.com, a food safety training firm, advises restaurant employees report to their manager if they experience vomiting, infected sores, yellowing of eyes, sore throat or fever. To control the spread of germs when servers carry food to a table, the firm recommends they hold each plate in the palm of their hand – not grip the top edge of the dish, where food could easily come into contact with fingers.
A new entrant in the mobile food business
The food truck industry has skyrocketed in the past decade, with more than 4,000 food trucks now in operation across the country, according to the market research firm IBISWorld. Now, a new up-and-coming model could provide more options to food industry operators and help preserve food safety at the same time. The New York Times reports that the Cubert is a portable, collapsible food preparation stall that is delivered to a site, then cleaned and picked up for storage at the end of the day. Cubert’s Cold Prep model provides operators with what they need to store, prepare and serve food – a step up from what a business operating at a farmer’s market would have on hand. Cubert’s likely market includes businesses that need the food preparation options and location flexibility of food trucks but may not want to take on the maintenance of them. Cubert will launch in the Bay Area of California in March for a rental fee of $500 (they’re for sale too, with a base price of $65,000 for three Cold Prep units that can be deployed in different areas). Vendors beyond the Bay Area will only be able to buy the units until the company opens additional transportation hubs around the country.
Refresh your social media
For your social media outreach to succeed, your restaurant needs to have a consistent presence. If you’re looking to freshen up your content in 2018, consider involving your team – Upserve suggests you share a picture of your chef with his favorite dish, celebrate the personal achievements of your restaurant’s waitstaff, or talk about a staff tradition. You can even turn the reins of your social media account over to a star employee or loyal customer for a week to offer a new perspective (just set some boundaries in advance). To generate buzz and help you collect guest feedback, share your top menu ideas. When you have new items on the menu, take some photos that do them justice and showcase the images online. Finally, cross-promote your social media channels – particularly if you have a lot of followers on one network and want to build your numbers on another.
How powerful is your online presence?
Managing your online presence is, of course, a key part of your marketing strategy. The Condiment Marketing Co. recently shared how critical the web can be in driving consumers’ buying decisions. First, consumers are using social media like they use Google – according to a study by eMarketer, 37 percent of social media users polled use it to research brands, products or services before making a purchase. Facebook is especially powerful: Empathica reports that 72 percent of consumers have used Facebook to make decisions about restaurants or retail based on their comments and shares. Twitter is a powerful player too, with food and drink brands representing 32 percent of all tweets – the most of any topic, according to Brandwatch. Finally, tune in to Yelp, where a half-star jump in a restaurant’s score can increase business by 27 percent, according to Foodbeast.
Make the most of your POS partner
Is your POS ready to boost your efforts to connect with guests this year? Harnessing your system can help you bring guests back and build loyalty. QSR suggests you take advantage of your captive audience at the moment the guest taps your payment screen. Ask for a rating, a testimonial or other feedback about their experience with you. When those guests agree to provide their email address, offer them instant coupons good for future visits. This will help you to quickly grow your database of people who have visited and enjoyed their meals. After that, send an email once a month that includes another incentive to return, whether it be a discount, a short-term promotion or loyalty points.
Tune in to your team
In an age when restaurant operators scour Yelp and TripAdvisor for clues about what guests think, it’s important to give another group just as much attention: your team. As the Rail reports, not all feedback about your restaurant ends up online. Your employees can be your eyes and ears each day, collecting feedback directly from the source about everything from your music, to your specials menu, to your décor. Talk to (and perhaps survey) your back-of-house team, too. While they may have less to say about the customer experience, hearing out your full staff lets you know how engaged they are, motivates them to do their jobs well and could well encourage them to stick around (and businesses that collect employee feedback regularly have 15 percent lower turnover, a problem that costs restaurants $146,000 every year). Hearing from staff about how they are doing can give you insight into your training processes and make adjustments as needed. Beyond that, having regular discussions will help you build trust with your team. That way, when there is a problem, you can work together creatively to solve it and avoid a situation where someone feels blamed. Or when things are going well, your team feels open about making suggestions that could enhance the areas where you already perform effectively.
Market yourself for the future
Is your restaurant's marketing strategy positioned to help you thrive in the digital economy? The potential rewards of a forward-thinking marketing plan are clear, with online ordering increasing the average order size by 26 percent over walk-in or call-in orders, according to Deloitte. To compete, AdAge suggests restaurant marketers take these five steps: First, align your franchisees and general managers around a new goal that's consistent across the brand -- demonstrate the value of the goal to customers, franchisees and the brand itself. Second, master your technology -- consider the elements of your system as an ecosystem that works together to meet your objectives. Third, marry your front-end experiences with your back-end functions. Specifically, integrate your website and marketing content with your store operations and supply chain. Fourth, reassess your lineup of marketing support. While in the past, operators have tended to consult traditional creative agencies and technology vendors, partnering with experts who can advise you about the intersection of those elements are the ones who can help you innovate. Finally, you must shift your culture. If you operate a system of restaurants, technology will expose how those locations vary -- and will make it necessary to operate in a more coordinated way. When franchisees and general managers see the benefits -- namely bigger check sizes, as well as increases in frequency, retention and new customer acquisition -- the culture shift will prove it's worthwhile.
Give your beverages an herbal boost
Who says winter isn’t the time to enjoy the fruits of the garden? Winter herbs can elevate your beverage menu, bringing a diversity of flavors and aromas to it, not to mention health benefits. Restaurant Insider reports that restaurants are creating herbal infusions with rosemary, which can be used in a syrup that lends woody hints to cranberry- or lime-flavored cocktails. Other herbs like thyme, lovage, tarragon and sage are appearing on the menu too — consider the Sage the Day cocktail at Harvest on Hudson, which includes sage, gin, ginger liqueur, sparkling wine, syrup and dehydrated sage mixed with sugar on the rim of the cocktail glass.
Beware of plastic cutting surfaces
If you use cutting boards or blocks with scratches from repeated use, you could well be introducing pathogens into your restaurant's food supply. Scratches make these surfaces difficult to clean and sanitize, making them the most overlooked source of contamination in the food chain, according to Food Safety Magazine. Plastic surfaces, in particular, cause a range of problems. Plastic scores easily with sharp knives, creating tiny grooves where microorganisms can grow -- and where sanitizer can't reach. What's more, cutting on a plastic surface causes plastic to slough off and go missing, often in the food you're preparing. Even the best commercially available, food-grade plastic has flaws, according to the report. Make sure any surface used for cutting is smooth, which the Food Code defines as having a surface free of pits and inclusions, and with a cleanability equal to or exceeding that of (100 grit) number three stainless steel.
Train your team to spot and report pests
Year round, restaurants provide pests with the food, water and shelter they need. While pest management programs help, your employees can spot a potential problem at its source and help stop it before it worsens. A report from Food Quality & Safety recommends you make sanitation key to staff training and assign employees to check areas they see regularly—cooks can monitor kitchen drains, for example. Have a process to document the type and quantity of pests they see and where they spot them. The report suggests employees watch for (and report) signs like these: cracked or bubbling paint, mud tubes on exterior walls or discarded wings are signs of termites; dark rub marks around baseboards or tiny pellets indicate a rodent problem; coffee-ground-size droppings and unpleasant odors, especially around kitchen equipment, are evidence of cockroaches; and maggots, especially around drains and garbage bins, can result in a rapidly escalating problem with flies.
Upcycle food — and charge a premium
If your business is making an effort to minimize food waste by using vegetable peelings, rinds or other items normally discarded, take heart in a new study indicating consumers are interested in so-called “upcycled” foods. Food Dive reports that the Drexel University study, entitled “From food waste to value-added surplus products (VASP): Consumer acceptance of a novel food product category” found that consumers who participated in the study believed these products were more helpful to the environment than conventional foods. In fact, they associate these foods more closely to organic foods. As such, the report said, these foods may be able to fetch premium prices. The study found that consumers responded best to the label “upcycled” for these foods.
Seven steps to going viral
Eager to create a dish worthy of going viral? You could, like some operators, hire consultants who specialize in it. But if you'd rather spend your money elsewhere, Eater interviewed some experts who can help crack the formula. In collecting feedback from chefs, social media experts and influencers, Eater identified seven qualities for foods that have the best chance of making a viral splash: They're colorful (there's a reason those rainbow-colored bagels from Bagel Store in Brooklyn were all over Instagram last year), have an element of surprise, appeal to people's emotions, have a cool factor, are sweet or gluttonous, play well to the camera and are relatable to people.
Make the most of that email
Having a social media presence is important, of course, but do you know what’s even more critical? According to The Rail, email addresses are twice as valuable as Facebook or Twitter followers because they represent direct, unfiltered lines of communication between you and your guests. Of course, you need to make your messages count. It helps to assume your guests will be reading your message on a mobile device (55 percent of email is opened on such a device, according to Litmus). Also, since they are likely multitasking when they open your message, ensure you’re able to capture your guest’s attention in just three seconds, the span of time that passes before they decide whether to read on or move on. Next Restaurants suggests you consider five steps for a strong mobile-based email strategy: When encouraging people to sign up, make it easy, with mobile-optimized landing pages and QR codes, and provide an immediate incentive that would make it worthwhile for a guest to hand over an email address. Second, follow up promptly with a welcome email message and an accompanying offer that solidifies the relationship. Third, format your message and images for a mobile device, limit your subject line to four to six words, and ensure you get your main point across in three seconds or less. Fourth, provide just one call to action in any message you send and include an incentive for guests to follow through. Finally, set metrics so you know what you want to get out of your contact list, then study your analytics to assess what’s going well and how you can improve.
Score your tech options
If you’re thinking of investing in technology improvements in 2018, some new data from Starfleet Research may give you some food for thought. According to the company’s third-quarter 2017 survey of close to 200 operators with first-hand experience in restaurant management and POS systems, 78 percent of full-service restaurants and 62 percent of quick-service and fast-casual operators achieved “significant” or dramatic” improvements in operations and revenue performance after launching a next-generation system. What features fueled these improvements? Advance ordering, payment processing, inventory control, labor management, sales and marketing, guest relationship management and loyalty management tools all helped elevate restaurants to the next level. Of course, it helps to know how to extract the data you need from these features. If you’re assessing different options, find out how well they can answer questions about your operation. For example, what will your revenue forecast look like and how you can improve upon it? How are customers finding you? How do they make reservations with you? How well can you manage labor and inventory costs? Can you create customized trigger notifications to alert you when some function falls short? How well does the technology integrate with third-party CRM, marketing and guest-management technology? Don’t assume the systems will offer what you need. To evaluate your options, Starfleet suggests you create a scoring sheet that lists all of your buying considerations (e.g. ordering capabilities, payment and security functionality, performance reporting and analytics, type of hosting offered, etc.). Assign a weight to each one to calculate a final score and an option that meets your greatest needs.
Where is that tip going?
The plot thickens regarding the tipping debate, in the wake of the Department of Labor’s recent proposal to allow employers to pool tips and use them as they see fit, under the condition that their employees are all paid at or above the minimum wage. The New York Times reports that Labor
Department officials say this will help restaurants direct more funds toward back-of-house workers who likely receive less pay due to a lack of tips. However, operators would be under no obligation to do so and could apply the funds to other areas of the business. If the proposal passes, it’s possible that restaurant guests who don’t know where their tip is going could either slip cash to their server or decline to leave a tip at all. In an age when consumers demand transparency, be prepared to provide it when it comes to your tip allocation policy.
Time for a temperature check
The New Year is a good time to start fresh and make sure your equipment is in proper condition to carry you through the months ahead. Since temperature control is central to your food safety efforts, take the time to make sure your thermometers are in good order. Use thermometers you can calibrate onsite so that you can run a test for boiling point (212˚F, depending on elevation) and freezing point (32˚F), which you can test in a slurry of ice. The National Restaurant Association recommends you calibrate your thermometers any time they have been bumped or dropped, after they have been exposed to extreme changes in temperature, before deliveries arrive and before every shift.
A better food safety partnership
Health inspections are based on a snapshot of what the inspector sees during the time he or she visits a restaurant—they’re an important part of the overall picture of food safety, but only part of the picture, according to a recent Food Safety Magazine podcast with Hal King, a public health professional who has investigated foodborne and other disease outbreaks for the Centers for Disease Control and Prevention. A better model, King says, is surveillance by both restaurant employees and public health officials, with shared responsibility for spotting trends. He suggests checking out Annex Four in the FDA’s food code for a section about how managers can perform tasks on a daily basis to keep tabs on potential problems. This way, when inspectors call, they are not merely scoring a problem; rather, they are collaborating with the operator to brainstorm steps to fix problems already on the operator’s radar.
To be found online, think local
Can people find you in online searches and maps? To be certain, Restaurant Insider suggests you think of several non-branded key words to describe who you are and what you offer—for example, people are more apt to search for “Italian food” or “happy hour specials” than your business name if they haven’t visited before. If you have multiple locations, you will need a landing page (including a desktop and mobile-optimized page, as well as a distinct social media presence) for each location in order to ensure you appear in local searches. Finally, tune in to local, ongoing events that are likely to draw crowds and offer incentives to bring those people in the door when they’re in the neighborhood.
Burgers as you like them
Burgers are big —and even though they have saturated the restaurant market, chefs are still finding new ways to innovate with them. From patty to bun, almost anything goes. For example, Flavor & the Menu reports that the ingredients at the foundation of burger patties now range from lamb to short ribs to fire-roasted beets, and naan bread is sometimes standing in for more traditional rolls. Datassential reports that the penetration of lamb burgers on menus has increased 120 percent in the past four years due to the popularity of Mediterranean, Indian and Middle Eastern foods, quinoa burgers have spiked 260 percent and black bean burgers have increased 49 percent.
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