If your guests are game to load funds onto a digital wallet or prepaid gift card in exchange for a special offer, you can help cut back on the fees you have to pay to support credit card transactions. While retailers are charged a fee by credit card companies each time a customer pays with a credit card, Skift Table reports that many of those retailers are bypassing the fees by joining the lower-cost Automated Clearing House network, which was set up decades ago by U.S. banks to facilitate the exchange of money between banks. Other companies, like Starbucks, are encouraging customers to load funds onto a prepaid gift card — a setup that means Starbucks only pays a swipe fee when a customer loads funds onto the cards, not each time she buys a latte. Still others are joining networks (LevelUp is one) that help businesses band together and use their combined scale to negotiate more
How well does your menu use vegetables as not just vegetables, but as ingredients that blend into the background — and in the process, make for a healthier dish? Cauliflower, for one, has surged in popularity in recent years, with sales of its products climbing 71 percent last year according to Nielsen data. (Having taken hold as a pizza crust ingredient and rice substitute, it is now moving into the snack category: Fast Company reports that a number of brands are releasing cauliflower-based snacks such as pickled cauliflower and cauliflower-powder based pretzels, crackers and chips.) But since cauliflower is expensive and difficult to mass-produce, there is room for other vegetables to take hold as undercover ingredients. This New Year, as people look to reset their health, where can you incorporate nutrient-dense vegetables in ways that allow them to disappear into the background?
Launching a loyalty app? Walk your talk.
Having a loyalty app is a great way to build a strong following — if you don’t look at it as a “set-it-and-forget-it” kind of tool. As Cake suggests, having a loyalty app can go far in helping you connect with your audience — especially Millennials and Gen Z, who are apt to spread the word about you on social media. But on the flip side, those guests also have high expectations of your transparency. If you’re targeting this population with your app, be willing to share details about how your food is made, where it comes from and how you manage your business (or at least be ready for questions about it). Having an app is a strong upselling tool, helping you to build check totals by suggesting menu items that may not have been front-of-mind for customers. Just be sure to focus on your guests’ preferences and frequency of visits, as visibly focusing on check tallies (and tying rewards to dollars spent) can be a turnoff. Finally, having a loyalty app can be a data goldmine — but you need to have the foundational technology in place to funnel that data into insights that feed your broader marketing strategy.
If your restaurant does not have a blog — or could stand to improve its existing one — now is a good time to work on it. A solid blog presence will make your website more of a destination for consumers at a time when they are eager to interact with restaurants online. (A Technomic survey found that 42 percent of consumers said they would choose one restaurant over another if it offered the ability to order online.) A strong blog can be a hub for your other content, referencing your social media accounts and featuring the kinds of images and personality that infuse your website with your restaurant’s atmosphere. To build engagement via your blog, Next Restaurants suggests you first set it within the right URL structure — i.e. host it on your website via a subdomain or subdirectory. Next, think about the kinds of terms people would use when searching for your restaurant online so that your blog content meshes with what terms people are using to search for restaurants like yours. A search term such as “restaurants with creative cocktails” might spark an idea for a blog about how you weave local, seasonal ingredients into your beverage menu — or a recipe for how guests might make their own version at home. There are some blog post-building tools available online if you need more help in triggering ideas. Finally, don’t be a stranger. While you don’t have to post content daily, you should post at least once a week. Each year or each season, you can take a look at what’s happening on your menu or with events you have planned and then write (or outsource the writing of) a large chunk of related blog content at once. When business is busy and you don’t have time for pulling together a post, you will have a ready supply of content to choose from throughout the year.
What does loyalty mean to you?
Any restaurant consultant will tell you to have a strong loyalty program. But within those programs, there is plenty of opportunity to differentiate your particular restaurant. Take McNellie’s Restaurants, an Oklahoma chain that is using different methods for generating traffic and valuable feedback via their loyalty program. For one, members of the program are invited to come to the restaurant on specific days and get 50 percent off their bill if they ask to meet with one of the restaurant’s managers and have a conversation about their experience. Another offer encourages members to bring a friend (and get a discount if that friend signs up for the loyalty program). The brand also has different levels of loyalty and associated benefits that members need to work to retain. For example, the restaurant gets a 90 percent conversion rate when they send an email to guests telling them they need to come to the restaurant at least once that month to retain their VIP status.
Build a loyal following
Are you putting your loyalty program to work? Research from Accenture found that 66 percent of consumers in the United States spend more money on brands to which they are loyal. Offering the right mix of benefits can generate a significant boost to sales — one extreme example is Starbucks, which has 11 million members and, as of early 2016, $1.2 billion in customer funds loaded onto its plastic and mobile Starbucks cards, Upserve reports. The brands reaping the biggest benefits from their loyalty programs are using a combination of discounts, targeted marketing and experiential rewards to motivate their guests. Upserve recently assessed some of the most forward-thinking brands in this area. The Palm’s rewards program, for example, carries a $25 fee but that is returned to guests in the form of a $25 gift card after sign-up. Members get changing rewards each month, including exclusive wines and cocktails, as well as substantial discounts on wine. Panera, a longtime innovator in this space, is another to watch, with 28 million members who can easily reorder favorite purchases via the program, receive personalized offers based on those orders, and get recipes and cooking suggestions from the brand. Panera also makes the experience of collecting food more convenient for its members — they can order online, then visit a store and pick up their food from a designated Rapid Pick-Up shelf in the store, avoiding a long wait in line. To maximize your program’s power, Accenture advises you regularly identify and eliminate aspects of it that aren’t working, encourage your members to be your advocates and try to attract new customers through existing ones. Also note that millennials can be tough to attract to these programs — mine your data to understand what range of offerings brings them back.
Prepare for the packaging revolution
The year 1894 brought the “paper pail” now ubiquitous in Chinese food takeout. The early 1960s brought us the cardboard pizza box. Now, in the face of consumer demand for eco-friendly packaging and growing demand for off-premise dining in general, we could be on the cusp of another big change in takeout food packaging. Technomic reports that in 2016, 60 percent of consumers said they would pay more for takeout meals if they were packaged in an environmentally friendly way. That number decreased to 52 percent in 2017, not because the demand for such packaging had fallen but because consumers now expect restaurants to offer it. If you currently provide single-use plastic for your takeout business, it’s time to offer alternatives and work with partners who support them — some third-party delivery partners now notify customers that they will not receive non-recyclable items like straws or packets of ketchup unless they request them. Shake Shack, for one, is now looking to bypass materials that are simply recyclable in favor of options that are biodegradable on their own.
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.
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