The better consumer data you have, the more you strengthen your capabilities to personalize service, forecast guest demand and labor needs, and ensure the accuracy of guest orders. But as you look to use data to provide superior service and make your guests’ experiences more customized, be careful to not step across the line into invading your guests’ privacy. Consumers know you want their data — and they may not be so comfortable about it — so be prepared to defend how you manage it. If any of your guests were to ask you about how you collect and use their personal information, could you respond to them in a way that demonstrates you’re being careful and thoughtful? The California Privacy Act of 2018, which goes into effect in 2020, is designed to serve as a bill of rights for consumers whose data have been collected by businesses. It will enable consumers to request an accounting of what personal information of theirs a business has collected, how the business gathered and is using that information, and who can access it. Consumers can have their data deleted upon request and can demand that a business not sell any of the information it has collected. While this particular legislation will apply to just California, note that it may serve as a blueprint for other states — and encourage consumers everywhere to take steps to protect their data. To pre-empt that, partner with your suppliers and other vendors to set standards for data protection and encourage collaboration now. For some help in assessing your needs and how to protect the data you collect, consult the National Restaurant Association’s two guides on cybersecurity and data protection, Cybersecurity 101 and Cybersecurity 201.
Know your beef supply chain
At a time when consumers are becoming more vigilant about the use of antibiotics in the meat they consume, industry watchdogs are ready to call out businesses that aren’t sufficiently vetting their suppliers. In a newly released report card that rates 25 burger chains for the degree of antibiotic use in their meat sources, all but three businesses received failing grades (and one of those three received a D-minus). Restaurant Business reports that the Chain Reaction report, which was authored by the U.S. Public Interest Group and co-authored by Consumers Union, the National Resources Defense Council and other public interest groups, found that most chains lack meaningful policies on antibiotic use in their beef supply chains. Shake Shack and Burger Fi came out on top, scoring A’s for sourcing beef without antibiotics. If guests asked you about your beef supply chain, what would you say?
Is your off-premise strategy on the mark?
Off-premise dining is on the rise — 86 percent of consumers are using off-premise services at least monthly, while one-third of consumers are using them more frequently than they did a year ago, according to Technomic. As the demand for off-premise dining climbs, it will have impacts across your business well beyond your choice of a delivery provider. For example, it is likely to affect the mix of items you offer on your menu, the customers you target, how you design your restaurant, how you package your food and how you develop your loyalty program. Restaurant Business suggests offering meal bundles with entrees, sides and desserts for busy families looking for easy and affordable options — create some pre-set or customizeable options so the customer can avoid ordering items a la carte. Since younger consumers are big supporters of off-premise dining (Technomic’s Takeout & Off-Premise report found that nearly half of 18- to 34-year-olds are ordering food to go more often than they did three years ago), consider offering some lighter, nutritious, unprocessed options that appeal to health-conscious people on the go. Your restaurant design should streamline the process of picking up food for customers and delivery drivers, and evolve with the idea that an increasing share of your business will be from off-premise sales. Choose packaging that ensures each item gets to the consumer in good condition — fries, for example, should not be in packaging that traps steam. Offer discounts or free items when customers bring in friends, visit on their birthday, or spend a certain amount of money with you. This is all to say that while your off-premise strategy impacts more than just these areas, it’s important to trace it through each step of your business. You may understand what your customers like, but your front of house and back of house (and the technology supporting them) need to be ready to deliver it.
Beef up your burger menu
Who doesn’t love a burger? There are appealing options for carnivores and vegetarians alike, and while you can’t go wrong with a classic version on your menu, there is ample room for innovation too. If you want to bring some creativity to your burger selection, try some on-trend tweaks. Restaurant Business suggests swapping out the traditional cheddar for options like Gruyere, mozzarella, Muenster or goat cheese, which have all risen in popularity on menus according to Technomic. Liven up your condiments with ethnic sauces like Sriracha, sweet chili or poblano (and take it further by creating burgers themed to a particular global cuisine). Finally, substitute a premium roll like a pretzel bun or brioche for the standard roll — it will help your burger stand out on the menu and also justify a higher price point.
What’s your challenge? Whether you need help developing recipes and concepts, analyzing food costs, fine-tuning purchasing, planning a marketing campaign or managing another aspect of your business, we can provide guidance tailored to your needs. Contact Team Four at firstname.lastname@example.org or 888-891-3103 for more information.
About Food For Thought and Profit
Food For Thought And Profit is brought to you by Team Four Foodservice/Value 4. We offer the latest foodservice trends, news, safety, and technological advances in the industry. We are an outsourced purchasing and logistics company that provides comprehensive supply chain solutions to our customers. Our executive team has many years of foodservice experience and we bring that experience to work for you. We have expertise in all areas of the foodservice sector.