In 2019, one of the top trends Technomic forecasts for the restaurant industry is a deeper consumer demand for transparency — and not just about the food you serve. There is a growing expectation from consumers that you will be up front about your packaging, health and safety, corporate social responsibility, corporate performance and other aspects of business that demonstrate your values. Perfection isn’t critical: 85 percent of participants in a Cone Communications/Echo study said they are satisfied if a company is transparent about their practices even if those practices need improvement. The benefits of transparency can range from improved health and safety reports to simpler menus to improved connections with employees and the public. To enhance the transparency of your business in 2019, look at your shortcomings and find ways to be more open and clear about how you’re trying to solve each problem. For example, Mike Husman, a coach with the executive consulting firm The Entrepreneur’s Source, said a quick-service client who struggled with long wait times (and customer complaints about them) placed a timer in the restaurant to show its average serve times, which then decreased substantially. If you struggle with a foodborne illness outbreak, get approval from your lawyer to inform people about the problem and announce the steps you’re taking to fix it. When you share financial information, help people connect the dots: How do your employees’ actions translate to more sales and visits? How does your business spend the money it earns and where are your biggest expenses and investments? Even if your employees don’t have an actual stake in your business, approach them like they do by finding ways to gather and implement their input and show how they impact the organization.
Play the Instagram game
Everyone loves a game — and concocting some simple ones can help you drive traffic and interest in your restaurant. Have a new menu for 2019? Next Restaurants suggests creating Instagram polls, quizzes, word plays or crosswords to encourage people to guess what new items you’ll be adding. Offer points or discounts to the first x number of people who guess correctly. If you need some contest ideas to incentivize people to engage, challenge people to suggest a new appetizer or creative burger topping, put it to a vote on Instagram and feature it for a limited time on your menu. Or, offer an experience that would make for a fun night out with a group: A cooking class with your chef, a food photography workshop with a professional, or an evening of food/wine tastings with a sommelier.
It’s easy to look at your restaurant’s social media account as a conduit for connecting with your guests and your community, but if you’re not applying a marketing approach to it, you could be missing opportunities to turn online traffic into sales. To ensure your social media strategy is designed to bring in business, Upserve suggests you first calculate your customer acquisition cost. Divide the money you spend on social media by the number of new customers you acquire during the period in which the money was spent. It will tell you how you have benefited from the marketing dollars you have invested — and if you need to tweak your campaigns. Next, understand who (or what) is behind the “likes” you receive. You might pay a social media marketer to promote your post, resulting in hundreds of new likes and followers, but if those followers are bots, other social media managers, or people thousands of miles away from your restaurant, their support won’t translate into sales. Finally, get support from the right person but know enough about social media and what you want it to help you achieve. Hiring a social media manager can help you set a strategy to promote your restaurant but for the sake of building and sustaining a genuine connection with your community, you don’t want to outsource it all. You might use a social media manager for larger projects — videos, advertisements and games, for example, or for help in identifying local social media influencers who can boost your brand in the community — but handle all customer inquiries and reviews yourself.
It’s a model that has long worked for the hotel and transportation industries: Charge a higher rate at times when there is high demand and offer a discount during slower periods. When a high-end London restaurant launched a dynamic pricing framework in early 2018 (regular prices at peak times, 25 percent off the bill at off-peak times and 15 percent off at mid-peak), it faced ample criticism for what the public interpreted as “surge pricing.” But now a lot of other operators are following suit. Alinea cofounder Nick Kokonas praised dynamic pricing at a recent Bloomberg conference and other panelists deemed it among the trends likely to transform dining out in 2019.
Could 2019 be the year of automation? If John Miller, the CEO of CaliGroup has anything to say about it, it could be. As he told attendees at the recent National Restaurant Association Innovation Summit, “I think that in the next six months, we will deploy robots to customers in ways that will shock people.” CaliGroup may be ahead of the curve (its CaliBurger restaurant launched the burger-making robot Flippy last year) but the technology it has in the works is worth bearing in mind, since it is likely going to have impacts on guest experience, food safety and employees’ perception of restaurant work. For instance, the restaurant is piloting a facial recognition payment system in partnership with NEC Corp. (facial recognition is already in use in the restaurant’s loyalty program). Its kiosks are also being enhanced to provide a one-on-one experience with the customer. While robots are replacing the jobs at hot grills and fryers, Miller said other kitchen jobs are being rebranded — instead of a “grill cook,” kitchen workers are called “chef techs”. He said the change to a tech focus is providing workers with gateways to higher-level jobs. At the same time, it is helping his restaurant manage kitchens more efficiently and protect the safety of food on the production line. The change could, helpfully, shift the more mundane or less safe jobs to technology. But the challenge for restaurants adapting to these changes, according to Darrell West, founding director of the Center for Technology Innovation at the Brookings Institution and author of “The Future of Work,” will be to determine how to retrain employees for more sophisticated jobs in the industry.
Be more businesslike on Instagram
Does your restaurant have a business profile account on Instagram or a personal one? If it’s still a personal account, consider making a switch. You’ll be able to collect better data on how your followers are interacting with your content. A business profile account allows you to track the number of impressions, likes, comments and saves your content gets, as well as monitor the number of different accounts that see and interact with what you post. While some features carry a fee, they are likely to pay off as they make it easier for you to run ad campaigns and for followers to get in touch with you via a “contact” button (instead of having to scan your page for your web address).
Small fluctuations in temperature can mean the difference between a dish that is safe to eat and one that harbors harmful bacteria. Your food thermometers are among your most useful tools to protect against foodborne illness, so make sure they are up to the task. Statefoodsafety.com advises that restaurants calibrate bimetallic food thermometers before every shift or any time they are bumped or dropped.
There is always a new food trend or cooking technique your restaurant may want to try. But whether you’re incorporating sous-vide cooking techniques or simply adding seasonal produce to drinks, you want to ensure your food safety standards keep up with your menu developments. At the recent Nation’s Restaurant News Food Safety Symposium, microbiologist Brian Nummer reminded the audience of the acronym FAT TOM, which lists the top factors that contribute to bacteria growth: food, acidity, time, temperature, oxygen and moisture. He said when restaurants incorporate new trends into their cooking, it can be easy to neglect safety. But that is less likely to happen if chefs are trained in the science of cooking as well as the art. When that happens, Nummer said, chefs more naturally tweak dishes to ensure safety (say, adding extra lemon to a dish so it reaches a pH 4, which kills bacteria).
Nowadays, maintaining your restaurant’s online presence is as important as your in-person presence. The new Google My Business app (available for Android and iOS) is a useful tool to help you manage your business profile. Using the app, you can communicate with guests, respond to reviews, edit your business profile and monitor how guests interact with it, post photos and event updates, and manage these items across multiple locations.
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.
When your food supplies arrive, do you have time to inspect each delivery? If not, you could be allowing food into your operation that you would otherwise reject, increasing your chances of spreading harmful pathogens. To ensure you’re allowing only thoroughly inspected shipments into your facility, Statefoodsafety.com suggests scheduling shipments to arrive at different times and not at peak hours when you may feel pressed to rush through an inspection.
Expecting a sales slowdown in the first weeks of the New Year? Use it as a time to set yourself up for success later in the year and to test out some new ideas. To bring in traffic despite the cold temperatures, OpenTable offers some suggestions: If you’re looking to launch or revamp your email newsletter or website, now is a good time to get the word out about special promotions, events and specials — and make sure all of the basic information on your website and other public-facing materials is up to date. You could also do something a little different with your menu: add some hot beverages to your offering, or if you have outdoor space, fully embrace the cold by turning your patio into a winter wonderland with string lights, make-your-own s’mores and warm blankets. If your city holds a Restaurant Week, join in to help attract dining-room traffic, but also focus on building your delivery business for customers less eager to brave the elements.
Customers who engage with businesses on social media spend 20 to 40 percent more money on those businesses than on others, according to research from Bain & Company. In your efforts to reel in those customers, remember to focus on the relationship instead of the sale. To avoid turning followers off by being too promotional, focus on making 80 percent of your content about topics that will spark conversation and just 20 percent on promoting new offers (though keep your content focused on topics related to your business). It helps if your brand has a distinct voice so that anyone on your team can post content and come across consistently. While it can be tempting to automate responses or use a selection of canned responses, use this approach sparingly — it can backfire if followers see through it.
Don’t be a welcoming shelter for pests
As the weather cools and pests seek shelter indoors, take steps now to make sure you aren’t an appealing target. The FSMA’s new regulations make it critical to be proactive about preventing contamination from pests as opposed to simply reacting to it after it occurs. Food Safety Tech advises you inspect all incoming shipments for insects, droppings or damaged packaging that could indicate a pest issue. If you spot a pest, remove the contaminated item or isolate it in a contained area to minimize the likelihood of cross-contamination. Maintain a log to track pest sightings and make it everyone’s responsibility to report pest activity if they see it. Finally, try to detect pests when you’re not around by placing insect light traps, pheromone monitors and glue boards in areas where you are receiving shipments.
Symptom-free is no guarantee
No symptoms of illness? You could still be carrying pathogens in your body even if you feel perfectly well, Statefoodsafety.com advises. As flu season approaches, remind your team to wash their hands thoroughly and often. To prevent cross-contamination, your handwashing sinks should be clean, easily accessible to your food workers and not used for other kitchen tasks, such as washing dishes or food items
Your guests may already be showcasing your creatively plated entrees on Instagram, but are you using Instagram Stories to your full advantage yet? They can help you tell a broader story about your business and your team. Via video, take guests behind the scenes in the kitchen, on a trip to a supplier or a farm, or show them how you prepare a healthy dish they can make at home. Modern Restaurant Management suggests operators use the forum as a test or experiment to see what engages your guests and drives awareness of your brand. And since posts drop off after 24 hours, it’s not a major problem if one of them flops.
Be customer-service savvy on social media
Social media channels provide inexpensive, visible stages for you to promote your restaurant, extend your brand and deliver customer service. Just remember the right and wrong ways to use it when serving consumers. Social Media Week recommends you use it to listen to what people are saying about you (before you use it to talk about what you want them to know about you). That means that when a customer complains about you on social media, engage with that person one-on-one to show you care about making the situation better. The customer may not always be right but if you respond defensively, it will always make him or her look like a victim – and encourage others to avoid you. In an age when transparency is prized, resist the urge to edit consumers’ responses or delete them – Smuckers, for example, disabled customers’ ability to comment altogether and it can make a brand look worse, according to Customer Experience Insight. In the case of a customer’s negative comment or one in which you’re not sure of the best approach, it’s always best to share your response with team members before posting. While customers expect a fast response (an Edison Research study found that 40 percent of customers expect a response to a social media post within an hour), a short delay can mean your post has a more constructive, positive tone. That said, don’t ignore the forum you have. It can be viewed by millions of people, so make sure you post fresh content frequently.
Tap the millennial talent pool
Chances are you’re not only trying to market to millennials but also trying to engage them as members of your team. Making a connection with them as employees can help you enhance your workplace culture and reach those potential guests you’d like to attract and turn into loyal customers. Millennial Marketing suggests you try to build a collaborative work environment before a competitive one – 88 percent of millennials prefer that in a workplace. Take an interest in their personal lives and demonstrate that you know the work they do with you is just one part of who they are. At work, provide detailed and frequent feedback, describe specific actions they can take (while leaving room for them to leave their own stamp on their work) and provide ample opportunity for them to ask questions and share opinions. A survey by the HR services provider TriNet found that 85 percent of millennials felt more confident in their roles when they have frequent conversations with their managers. Those conversations can be digital or face-to-face – they have grown up using digital media to communicate, after all – but don’t discount how much they value face-to-face interaction with you. In fact, the talent development consulting firm Wild Blue Yonder says millennials would prefer an in-person interaction over an email if given the option. Anytime you need to share serious feedback or discuss setting goals, go with a face-to-face meeting.
The rise of social video
Is the content you post online mostly text, photos or video? In an earnings call last year, Facebook CEO Mark Zuckerberg said 10 years ago, most of the content shared online was text, it was now photos, and soon it will be video. To research the rise of video on social media, Animoto conducted a survey of 1,000 consumers and 500 marketers to get a sense of how businesses are using video to market to their customers. It found that 64 percent of consumers say watching a marketing video on Facebook has influenced a buying decision they have made in the past month and 81 percent of marketers are optimizing their videos for mobile viewing. Facebook, Instagram Stories and Snapchat are the top three channels where consumers are viewing videos from business brands. When posting video, remember that visual appeal is all-important – according to Digiday, 85 percent of posted on Facebook is watched with the sound off.
Don’t fear the delivery app
Do you think that offering delivery could hamper your in-restaurant traffic? Those concerns could be unfounded, according to the data insights firm Sense360. Street Fight reports that the firm tracked 21 million anonymous full-service and quick-service restaurant visits before and after guests had downloaded third-party restaurant delivery apps. The research found that the downloading of these apps does not result in any significant drop in restaurant visits – in fact, consumers tend to use the app alongside restaurant visits. Consumers who download these apps tend to have higher incomes and visit fine dining restaurants 2.5 times more often, according to the study. Therefore, instead of looking at apps as competition for in-restaurant sales, it may make more sense to see them as competitors of grocery stores and grocery delivery services.
Tell your story on Instagram
Instagram Stories is growing fast – it now has 250 million users, according to Recode – and it’s an ideal platform for restaurants. Food lovers can post photos and video, along with drawings, text and stickers. Skift says the platform suits restaurants so well because while Instagram gives operators a place to post well-curated images of the menu, Instagram Stories can help build engagement because it allows for a more casual, behind-the-scenes look at your kitchen, staff or ingredients. You can introduce followers to new ingredients you’re weaving into your summer menu – and everything disappears in 24 hours, so your tone can be more low-key. Instagram is backed by Facebook and has highly engaged viewers: A new report from TrackMaven says Instagram is the stand-out leader in social media engagement, with 96 average interactions per post per 1,000 followers. Even so, there’s still room for growth.
Simple steps to pest prevention
Preventing contamination in your kitchen this summer can be as easy as cleaning up at regular intervals, enlisting employees’ help and changing your lighting. In a recent report in Food Safety Tech, the entomologist Tim Husen recommends asking employees to watch for signs of pest activity. Alert them of areas where pests are likely to breed, as well as what signs of pest activity look like. He suggests setting a zero-tolerance policy for spills, debris and waste, as well as daily, weekly and monthly sanitation routines on top of an annual deep cleaning. Remember to clean beneath the surface – of equipment where bacteria may grow, and around boxes and inside gutters where pests hide. Directing lighting toward your facility (not mounting it on your building) and using sodium-vapor lighting or LEDs instead of mercury-vapor lighting can ensure you’re not attracting pests too.
Help your kitchen handle summer heat
Summer is sizzling, and the change in temperature can pose additional challenges to restaurants. Food safety advisor Lisa Ackerley suggests operators take extra precautions in the kitchen. Sweltering days can make it difficult for refrigerators to hold their temperature for food storage, for example. Keep refrigerator doors closed and avoid storing warm food inside, as it is difficult for refrigerators to cool warm food to the proper temperature quickly enough. Help food reach room temperature more quickly by reducing the size of stored portions to dissipate heat or cooling it in an ice bath first. Make sure your kitchen is well-ventilated but resist the urge to open windows and doors, which can invite pests inside. If you’re preparing or serving food outside, ensure you keep it out of the 41 to 145˚ zone, where pathogens can multiply rapidly. That goes for food deliveries you receive as well – ensure you can promptly store perishables as they arrive.
Build a culture of positive customer experiences
Do you have a culture of customer service? It’s not something you can achieve in a one-day training seminar. Justin McGurgin, who has spent 30 years in hospitality and currently runs Zealifi, a company that coaches operators about how to build a culture that provides positive, memorable experiences for guests, spends most of his time working with leaders, not staff. In a podcast on Profitable Hospitality, he said staff are simply a reflection of the leadership they’re getting (or not getting). One-off training seminars are little more than a band-aid fix, motivating your team only as long as your trainer is in the building. So what does McGurgin suggest instead? In year-long training modules he conducts with operators, McGurgin typically spends the full 12 months with the organization’s leaders – junior team members join in for just five months across that time frame. When working with leaders, he focuses on engagement and empowerment. Do you build connections with your team by saying hello when they walk in the door? Scheduling one-on-one meetings with them in addition to group meetings? Acknowledging their accomplishments with a personal note and in group meetings, emails or texts? When something goes wrong, have you empowered staff to handle it, instead of having them come to you for guidance when a customer complains? When you can answer “yes” to those questions, you have the makings of a strong culture. That has important benefits: You’ll be able to attract more stars to your team (and have a better chance of enticing them to stay), you’ll have a team that won’t tolerate weak links (so you won’t be the only one managing quality control) and you’ll have more time to focus on firing up the creativity at the top of your organization, so you can ensure you continue to bring customers through the door.
Where to innovate first? Try your back office.
“Today’s delights are tomorrow’s expectations,” according to the Culinary Institute of America’s Tim Ryan, who spoke at the recent Restaurant Leadership Conference. It’s true of your food, service and technology. If you’re unsure of where to innovate across your operation, automating your back office is a good place to begin, according to Alister & Paine, a magazine for company executives. As the nucleus of your operation, running it smoothly can help you manage your scale and achieve goals with less effort. If you’re comfortably paying vendors by check, for example, the number of checks you need to write each month can escalate quickly (and become a chore) when you invest in marketing, increase your customer volume or hire additional employees. Electronic payments can help you accomplish more tasks more quickly and with less effort. Vendors are increasingly expecting shorter payment terms, so providing payment with the click of a mouse can help you keep valued suppliers and stay a step ahead of competitors. And if your competitors are automating their back office, it will quickly become compulsory – not just nice to have. That said, what works for your competition won’t necessarily work for you. FSR Magazine recommends you audit your operation to identify process improvements you can make to enhance any automation you introduce. That could mean synching different processes or software programs, identifying ways to ensure all invoices are processed correctly, or using a special barcode on invoices if it helps you save money on each invoice. Consider outsourcing your accounts payable if you find your back-office work is taking attention away from providing great food and service. When outsourcing gives you access to a dedicated customer management team that handles your invoices and vendor requests, for example, it can help you gain some visibility and control over your finances while freeing up time for focusing on other parts of your operation.
What’s the next kale?
What is it about kale that made it skyrocket in popularity and become consumers’ favorite superfood? According to Nielsen data, frozen breakfast entrees featuring kale experienced a whopping 391 percent growth in sales between 2016 and 2017. David Sax, who wrote The Tastemakers, said it comes down to three traits: versatility, availability and cultural significance. As Food Dive reports, kale can be eaten raw or cooked, has a long growing season in a range of climates and has become a symbol of health, which in combination made it a must-have on menus and consumers’ dinner tables. The ubiquity of food images and experiences on social media can help foodservice operators predict the next foods and beverages poised for a big break. Food industry analysts say drinking vinegars could be the next big thing to go mainstream. While they’re appearing on menus as kombucha or alcoholic mixers, there’s plenty of room for them to grow.
It is really organic? Buyer beware.
Food labels can mean the difference between winning new customers and losing the ones you have. A recent Washington Post report detailed the story of a 36 million-pound shipment of soybeans that originated in the Ukraine, passed through Turkey, was fumigated with pesticide like regular soybeans, priced like regular soybeans, then labeled “USDA organic” and increased significantly in price upon arrival in the U.S. That shipment, along with two other grain shipments that passed through Turkey and subsequently sparked questions about organic labeling, demonstrate weakness in current U.S. standards determining what commodities are organic. (Approximately half of organic commodities, including corn, soybeans and coffee, come from outside the U.S.) The Post report says although organic food imports from Turkey, China and other countries have invited increased scrutiny, gauging the level of fraud in imported organics is difficult because organic companies have little incentive to announce their suspicions about suppliers.
Swap out the sugar
The message is finally taking hold around the globe: Cut the sugar. Food Quality & Safety reports that sugar sales may grow at their slowest pace this year and next as consumption drops in developed countries. Many such countries have proposed or implemented taxes on sweetened beverages, have banned vending machines in schools and introduced warning labels on high-sugar foods, among other measures. The analyst group Platts Kingsman forecasts sugar consumption to increase just 1 percent, half of the annual growth it has experienced in the past decade. While some countries are accommodating consumers’ cravings for sweet foods by using sugar stand-ins like high-fructose corn syrup, many foodservice operations are reformulating products to decrease the amount of sweeteners overall. Now is the time to consider creative ways to bring sweetness (but not added sugar) to your menu.
Facebook brings (some) restaurants one step closer to customers
Soon, it may not be sufficient to simply have a restaurant page on Facebook – your neighborhood restaurants might be accessible directly from Facebook users’ homepages. Facebook recently made it possible to order food directly from its app menu on the main login page. It allows users to find a restaurant list, review the menu, include a tip and pay for the meal without having to navigate away from their Facebook page. The Next Web reports that on the app menu on the left-hand side of the Facebook home page, a new hamburger icon links to local restaurants that deliver (it currently includes just restaurants using Delivery.com or Slice). While the functionality isn’t universally available yet, look for it to expand and give some restaurants first dibs on hungry customers.
What makes for a professional-looking post? Here’s a cheat sheet.
Social media is a must for any foodservice operation – unfortunately, having a professional presence on Facebook, Twitter, Pinterest, LinkedIn, Instagram or other networks requires you to meet different standards for the photos and logos you post. To help, Louise Myers Visual Social Media, which advises companies about using graphics, photos and other images effectively on social media, provided a cheat sheet to help you navigate the requirements of various sites and the recent updates that could alter what you can post. Visit http://louisem.com/2852/social-media-cheat-sheet-sizes for a handy chart you can reference when posting images to a variety of networks.
Protect against pests this summer
As the weather warms, pests will be all the more tempted to frequent your restaurant, potentially spreading bacteria and damaging your property. (JP Pest Services says rodents harbor and spread more than 2000 human pathogens and termites cause $5 billion in property damage each year.) You can help deter unwelcome guests by taking action inside and outside of your facility. Chris Del Rossi, founder of Food and Drug and the Bug integrated pest management company, spoke at the National Restaurant Association’s 2015 Quality Assurance Executive Study Group meeting and recommended operators focus on sanitation, structure and storage to prevent pest infestations. Any cracks or crevices between equipment can house pests, so use equipment with lockable wheels and flexible gas and electric lines to help ensure you can clean hard-to-reach places. When storing food, avoid placing anything on the floor or against walls. Installing wire shelves that keep food off of the floor and inches from walls can help you avoid an infestation. Dispose of food waste in trash bags and take it to a dumpster promptly. Make sure your dumpster isn’t dirty, has a lid and isn’t within easy access of your doors or windows. Consider pests when landscaping as well: Ensure plants around your premises don’t touch the ground or the walls of your property and surround your foundation with a strip of gravel, which can deter pests far better than bark mulch. Check the exterior of your property to make sure your pipes, roof, walls and tiles are crack-free and well-sealed.
Ease your restaurant's labor pains
Labor challenges are enough to keep any restaurant operator awake at night, from the rising minimum wage to the struggle for talent in a high-turnover industry. In a recent Toast survey, 46 percent of restaurant operators said their top challenge was hiring, training and retaining staff. So how do you cope? Restaurant Hospitality suggests you consider a range of actions. To help address the pay disparity between front- and back-of-house workers, you could charge administrative fees (say 2-3 percent of the final bill) or raise menu prices to fund a pay increase for those not included in tip pools. That can help ensure that on a busy night, everyone reaps the benefits; just be transparent with guests about what you're trying to achieve with new charges. Consider opening your books to your team -- training everyone from your dishwashers to your cooks about the financials of your business -- and sharing in the profits to encourage everyone to think and behave like an owner of the business. That can also help you identify and limit practices that waste money and time, from unprofitable menu items to an excess in staff. Some operators continue to experiment with service charges or sales commissions, adding a 20 percent surcharge to checks and not expecting tips (though still accepting them) on top of it, or just eliminating tipping altogether by including a hospitality fee if you feel your clientele will pay the increased menu prices to support it.
Who's in charge of social media?
Social media marketing represents a growing percentage of most restaurants' promotional campaigns. But is your social media best kept in the hands of a tech-savvy team member or is it time to hire a firm to manage it for you? Social Media Restaurant says for the majority of operators out there, the answer to that question should be "both." Consider hiring a consultant with industry expertise who can develop a campaign for you that includes the vehicles that make sense based on your brand, goals and clientele. (If you're part of a restaurant group, your consultant can help you ensure you use a consistent voice across locations as well.) Once you have a creative strategy in
place with clear objectives and tasks built into it, someone in-house who knows your customers well should spend some time each day making updates and accomplishing set tasks.
Prevent summertime Salmonella
The warmer months are prime time for the spread of Salmonella, which causes about 1 million foodborne illnesses each year in the United States. It's often found in foods including chicken, vegetables, eggs, fruit, sprouts, beef and pork. The U.S. Department of Health and Human Services recommends you remember four key actions to prevent Salmonella. Remember to properly Clean (wash hands, utensils and food contact surfaces, though not the poultry, meat and eggs themselves), Separate (set the meat, poultry and seafood apart in the refrigerator and use different cutting boards for those items), Cook (ensure foods are cooked to the appropriate temperature and stay at 145 degrees or above after cooking) and Chill (store foods at 40 degrees or colder in general, and refrigerate or freeze perishables and prepared foods within two hours, or within one hour if the room/outdoor temperature is 90 degrees or higher).
Don't let it go to waste
After labor costs, food costs are the top expenditure for restaurant operators, according to POS Sector. Those costs should range from 28 percent of sales (typical of casual restaurants) to 33 percent at fine-dining restaurants, according to the Wall Street Journal. If they're not, review your menu to ensure your top-selling items are also the most profitable. Chef Klime Kovaceski, who opened the Miami restaurant Crust in 2015 and posted sales of more than $1 million and a pre-tax profit of more than $200,000 for 2016, keeps a close eye on food waste. He recommends using minimal ingredients to keep costs down and reduce the incidence of spoilage -- risotto is a common item on his menu, for example, but herbs and spices lend wide variety to it. He also insists employees show him spoilage before throwing away food so they can determine what went wrong, and enforcing strict standards with suppliers to ensure he always receives fresh product.
Marketing with meaning
Investment in social media marketing is projected to increase by 90 percent in the next five years, according to Salesforce.com. Regardless of your budget size, you’re wise to allocate some resources to it. But how? The CMO Survey, which collects and distributes the opinions of top marketers, suggests that your marketing budget should comprise 5-15 percent of your revenue. Of that, 10-50 percent should be used for digital marketing, to include SEO, pay-per-click, social media and content marketing. The types of social media that marketers use vary widely but the most popular outlets right now are social networking on sites like Facebook and LinkedIn, blogging (or microblogging on Twitter), and sharing video and pictures on sites like YouTube or Instagram. Video, according to the marketers surveyed, is the medium ripe for expansion in the months ahead.
Give tours of your restaurant (before guests even walk through the door)
Posting your menu online is customary. Posting a Google 360-degree virtual tour of your restaurant is less common – but it’s a great way to bring guests to you. Before consumers read your reviews on Yelp on TripAdvisor, they’re searching for you on Google. When you post a virtual tour, you get the chance to impact consumers’ first impressions of you. Social Media Restaurant says the tours appear in Google searches and on Google maps and you can also include them in your digital marketing. (Facebook just introduced a feature that allows you to post a panoramic shot of your restaurant on your business page, for example.) During a recent Restaurant Week in New York City, 55 percent of participating restaurants offered a “Business View” virtual tour – and consistently, diners booked tables at those restaurants more frequently.
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 email@example.com 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.