Conventional wisdom says that email marketing is king: Restaurant operators have a higher chance of targeting consumers with the right message at the right time if they prioritize email promotions. But what if your promotions are landing in spam folders? A recent episode of the Restaurant Rockstars podcast covered the power of text and how your wifi system can unlock a lot of potential in growing your database and bringing guests back – as long as you’re not giving away access with no strings attached. The guest, Steve Fletcher, runs Wifi Technology Solutions, a firm that partners with hospitality businesses to develop their marketing strategy through wifi. If you currently rely on guests to actively sign up to your mailing list, read on: For better or worse, 62 percent of people who go out to eat are looking to use wifi. Why not accommodate that demand while making it easier to expand your customer database? Fletcher advises tapping into a concept called social wifi, in which restaurant guests connect to a restaurant’s wifi network via a password that connects them to a splash page where they sign in via Facebook, email or cellphone. Thereafter, he suggests sending one email and one text per week (with text being the priority). The open rate for text is north of 90 percent and the conversion rate is about 32 percent – odds that can be profitable for you if text messaging suits your brand. Fletcher usually advises sending a text on a Tuesday morning between 10 and 11am, limiting the message to 114 characters, offering a promotion that lasts four or five days so the recipient has a good shot at using it, and always including an opt-out option at the bottom. Need help finding a solution check, we can help. To learn more check out https://www.palettefoodservice.com/marketplace.html to learn more about our social wifi solutions.
Customizing menu items or related products for a guest can add to your brand’s wow factor and increase your Instagramability. Think chocolates molded into the name of a child celebrating a birthday with you or drink garnishes molded into the shape of the numbers of a couple’s wedding anniversary. That has traditionally required some investment or outsourcing but a new tool called the Mayku Formbox is leveling the playing field for those looking to customize the items they sell (and it’s gaining a following among foodservice brands). The Spoon reports that the product, which has a similar footprint to an open laptop, softens a thin sheet of food-safe material and forms it around an object up of to 7.8 square inches in size. After the sheet sets, it can be removed and then used as a mold for anything from plastic to molten sugar. It currently retails for $699, including 40 moldable sheets.
When you log on to Facebook, it typically takes just a moment to see advertisements for items you are likely to buy. These ads aren’t merely tailored to people in your demographic or posted based on the weather or what other consumers happen to be buying that day. They are tailored to you, specifically. Yet somehow, in the current era of personalization, restaurant menus are lagging. At a time when an estimated 32 million American consumers have a food allergy, and many others have a food intolerance or follow some specific eating regimen, be it paleo or plant-based or Whole 30 diets, even the most forward-thinking of restaurants don’t yet provide menus that are designed for an individual consumer. Expect that to change, particularly in light of McDonald’s recent purchase of the menu personalization startup Dynamic Yield. At the moment, restaurant menu personalization is more about adjusting menus based upon broader environmental conditions as opposed to individual consumer tastes. And as The Spoon reports, a number of barriers still remain when it comes to gaining consumers’ trust with personal data. But it’s not difficult to see a time when a person with a nut allergy might be able to log in at a restaurant and bring up a variety of nut-free food choices based on items he or she has ordered at that restaurant and elsewhere, or reviewed on Yelp, posted on Instagram, or even “liked” on Facebook. How do you accommodate personalization at your restaurant? Does your tech currently help you in this effort?
Restaurant take-out supplies comprise a large percentage of the waste that ends up in oceans and landfills. Beyond limiting your single-use plastic, particularly the black plastic that research has confirmed is hazardous not just to the environment but also to human health, there are steps you can take to scale back your waste and to send the message to guests that you care about the environment. Start by conducting a waste audit so you have a clear picture of which menu items, packaging and office supplies generate the most waste, then adjust portion sizes and purchase orders accordingly. Buy non-perishable items in bulk if possible and use suppliers who can provide recyclable products and use less packaging on the items you purchase. Make extra napkins, straws, lids and other paper goods available upon request only. Finally, minimize the paper you generate by asking guests if you can email or text their receipt instead of printing it.
If you operate a restaurant in or near a college town, you’re in a sweet spot: You have access to a large concentration of food-savvy consumers who are looking for their next meal or snack (and are likely not preparing it themselves). If you deliver food, you’re also more likely to be able to maximize your profits by delivering multiple orders in a single trip. But becoming a campus favorite takes some strategy, particularly if you offer higher-end dishes or are otherwise not an ideal match for a student on a budget. To appeal to the convenience- and cost-driven college consumer, Running Restaurants suggests partnering with the college or university on any programs they offer that allow students to use some of their on-campus dining credits at your restaurant. Encourage word about your restaurant to spread on campus by offering promotions in the campus newspaper, taking part in pop-up food events, and hosting happy hours or other social events. Your online presence is important with this demographic, so make sure you offer online ordering and encourage engagement via social media (your social media handle should be visible on all of your marketing materials). Finally, values and transparency count with this community, so if you have a good story to tell about the local produce you offer, or charities you support, or eco-friendly business practices you have long used, talk it up.
If you have ever visited a bakery at the end of the day and scored some steeply discounted bread, you might appreciate an app like Feedback, which helps restaurants with extra meals on hand at the end of the day connect with hungry consumers. Pymts.com reports that the app uses a dynamic pricing model, so a restaurant might charge $10 for a salad at the start of the day but then adjust the discount based on demand throughout the afternoon. While the app is based in Canada and hasn’t yet made it to the U.S., it offers a more universal lesson on how harnessing data about what you’re selling each day can give you tools to help you run business more efficiently, limit waste, and even attract some new customers. The developer behind the app was inspired to pursue the idea when he was presented with the opportunity to buy discounted pizzas at the end of a restaurant shift. How can you use your tech to connect your extra food supply with guests?
The love-hate relationship between restaurants and third-party delivery providers continues to show some cracks. As of this writing, there had just been a hearing in New York to hash out differences regarding the fees that third-party vendors charge restaurants for their services, which tend to range from 12 to 30 percent of each check total, according to the AP. In the meantime, some restaurants have alleged that the charges from third-party delivery companies aren’t stopping there. A class-action lawsuit filed in Pennsylvania in May claimed that Grubhub was charging for calls to restaurants that were made through the Grubhub app even if the call did not result in an order. (For example, a New York Post report said calls for reservations and customer complaints were being charged.) And there’s yet another wrinkle: A new report in New Food Economy found that Grubhub had purchased more than 23,000 potential restaurant website domain names, which would enable the company to prevent the restaurants from using those domains (without Grubhub’s involvement, anyway) to support their businesses. The sites appear to be for the restaurant in question but phone numbers shown on them direct users to Grubhub and then are forwarded (and charged) to the restaurant. Grubhub then receives a commission between 3 and 15 percent per order placed this way. For its part, Grubhub told New Food Economy that it purchased the sites to give restaurants an additional source of restaurant orders and that any affected restaurants could request to have their domains transferred to them. Regardless of the outcome, at a time when delivery has become compulsory for restaurants, restaurant operators would be wise to screen their contracts carefully — and to consider the future of their web presence. Third-party delivery vendors can help smaller brands compete with larger ones that have the resources to manage their delivery in-house but it’s important to understand where the costs may outweigh the benefits.
Is this tech fThere is a lot of noise in the restaurant technology space. How do you know which new technology is a solid investment — or even when it’s worth upgrading your existing tools and systems? CIO Review identified five E’s that can help you sift through the clutter. Asking yourself these questions can help you narrow down your options. First, is it easy to use? If it’s not, your team won’t use it and it may even motivate their decision to leave. Next, is it effective in tackling intended challenges — enough so that it makes the investment worthwhile? Third, is the technology efficient? It should either automate or reduce the steps you must take to complete a task, not create new ones. Fourth, is it engaging to use? In addition to being intuitive to use, the interface should provide feedback and visual cues to guide someone through a task. Finally, how tolerant of errors is the technology? Can you easily undo a task initiated by accident? It should have controls in place to minimize the impact of user errors and above all, safeguard your data.or you? Remember the five E’s
At a time when restaurant businesses are feeling pressure to identify new revenue streams, the CIO of Mattson, a food and beverage innovation firm based in Silicon Valley, says many operators are missing out on a potentially lucrative opportunity: meal kits. Barb Stuckey of Mattson told Restaurant Dive that she has long been urging operators to take a look at offering the kits to at least determine if they make sense financially or operationally, but few are following through, save for perhaps Chick fil-A. The brand tested meal kits to positive results last year, according to Forbes, though they haven’t announced future plans for them. Stuckey likes the kits because she thinks they can help operators attack some of the quality-control issues they may experience with delivery. For instance, kits may be worth a shot if you have menu items that could do well off-premise but may not travel as well when they are fully cooked (like fries and sandwiches). Or, if you have brisk lunchtime traffic, promoting the kits during lunch may help you sell to guests who want to sort out their dinner plan in advance. At least, the category could help restaurants tap into a less saturated segment that is ripe for reinvention. According to Packaged Facts said, meal kit market expansion in the future is likely to rely more on alternative purchasing venues than on the traditional subscription model, which can clash with the on-demand mentality of off-premise customers. Restaurants can provide that on-demand experience.
A study by IHL Services, Inc. found that 96 percent of consumers between the ages of 18 and 39 like to use kiosks for ordering food. Restaurant operators who consider kiosks to be the domain of large chains might keep an eye on Tapit, an emerging player that offers a customizable kiosk platform called SELFIT that is aimed at individual restaurants on up to small- to medium-size chains. The platform, which was on display at the recent National Restaurant Association Show, aims to help restaurants customize menus and integrate promotions, lifting check totals in the process. The company’s technology is currently used in the Israeli sandwich chain New Deli, where the head of operations credited the kiosks for boosting individual sales by 30 percent and branch sales by 13 percent. National Restaurant News reports that Tapit’s kiosk platform will have its first U.S. rollout at Duchess Restaurants in Connecticut.
Offering local, in-season foods not just during peak growing season but year-round will help you present your brand as more authentic to guests. And according to Mintel research, 78 percent of consumers consider seasonal dishes to be a treat (and therefore an extra enticement to support your business). Of course, using seasonal ingredients on your menu might be a breeze in the middle of summer, but what about in the dead of winter? Your marketing efforts in this area can help you sell the best of the season year-round and also create some urgency to encourage guests to enjoy your latest offerings while they can. Chefify suggests using each season to tell a range of stories. Who are your growers? Why does your chef love cooking with a certain item on your menu when it’s in season? What beverages are the ideal complements for the new foods you’re offering? Create excitement around the change of seasons by adjusting your restaurant’s environment — everything from the music to the artwork on the walls to the images you use on social media — to reflect the new season. To generate some buzz about the new menu offerings, plan a special tasting event where guests can sample and rate new dishes. (You can also do the opposite and have an end-of-season party to give guests a final chance to taste your popular summer berry cobbler.) If you’re just starting out and aren’t ready to make a larger commitment to offering seasonal foods, Chefify suggests creating one menu of staples and another with seasonal specials that you can test and swap out as you weigh guests’ reactions to them.
Even if you don’t think insects have a direct place in the food you serve (cricket cookies, anyone?), they could still play a large role in lab-grown cells that could eventually become replacements for such foods as shrimp, lobster or even hybrid alternatives to plant-based meat. That’s according to a new study out of Tufts University that found that insect cells are especially good building blocks for other proteins because they are safe, nutritional and cost-effective — qualities that put them in a more favorable position than lab-grown beef at the moment. A Fast Company report said that while lab-grown insect meat still has a ways to go before it’s ready to market — researchers still need to determine how to develop the cells into the muscle and fat that builds the meat-like structure of the protein — the study provides a strong basis for insects as the basis of related crustacean-like proteins on menus down the line.
It may seem like common sense, but as long as restaurant employees make headlines for not following cleaning procedures (like the Burger King employee who recently was reported to have used a mop to clean a table moments after using it to clean the floor), it’s important for you and your staff to be on the same page about cleaning and sanitizing procedures. Bacteria can lurk on eating utensils or kitchen work surfaces even if they appear to be clean. Upserve suggests some tips
to help keep your restaurant tools and surfaces clean. First, wash hands thoroughly in a designated handwashing sink before you begin cleaning, prepping food or cooking. Develop a checklist for each station so everyone knows the proper procedure and is held to the same standard. Use the correct sanitation bucket to avoid cross-contamination or using the wrong chemicals on the wrong surface. Finally, wash all flatware, glasses and utensils in 171˚F water, taking care to not touch any area that will come into contact with food or a guest’s mouth.
July is National Ice Cream Month. If you serve ice cream, the International Dairy Foods Association suggests several tips to store and serve it safely. On hot summer days, be careful not to let ice cream soften and refreeze. To help, set your freezer between -5˚F and 0˚F and store ice cream in the main part of the freezer as opposed to on the door, where the temperature is more likely to fluctuate. Keep the ice cream container lid closed when storing it in the freezer to help prevent the formation of ice crystals (after you’ve opened a container, you can also place plastic wrap or waxed paper over the ice cream before refitting the lid). Keep ice cream separate from any uncovered foods in the freezer, as odors can alter the flavor of ice cream. Finally, if you’re serving a lot of ice cream at once, Statefoodsafety.com says you can store the ice cream scoop in a container of running water between uses.
When you hear the terms “crops” and “climate change” in the same sentence, it’s generally not good news. But perhaps for that reason, entrepreneurs are developing tech to change it. Keep your eye on Calyxt, a company that, the Spoon reports, uses a higher-tech, more efficient form of genetic modification called CRISPR, to improve the nutrition and pest-resistance of crops, while also making them grow faster and bigger as climate change becomes a more significant challenge for producers. Calyxt, whose parent company is the French pharmaceutical company Cellectis, has developed a soybean with fewer unhealthy fats and is now working on a high-fiber wheat.
Running events at your restaurant can help you generate a reliable stream of income, especially if a shift to more off-premise sales has taken a bite out of your in-house dining sales. But according to the latest Meeting Room of the Future Report from the International Association of Conference Centers (IACC), facilities that host corporate events are lagging when it comes to reducing food waste and being mindful of the environment — and there is a significant opportunity for those who have a thoughtful strategy. First off, the times of a buffet line overflowing with food have passed: In the report, which polled 250 meeting planners around the world, 60 percent of respondents said they consider how well a venue manages food waste before they book an event with that venue. Further, 44 percent of respondents said that in the next five years, ethical operations and sustainable practices will be more important when booking a venue — the only factor ranked more highly was access to interactive technology. To put your best foot forward when working with people who are booking corporate events, take steps now to integrate more in-season foods on your events menu and to buy them in bulk, research and partner with producers who follow sustainable practices, ask about nearby services available to compost/recycle both food and packaging (if you don’t ask, you won’t necessarily hear about them), train your staff to speak knowledgeably about your efforts so your values come through to meeting planners and potential guests, and weave your sustainable practices into your marketing materials. They’re as much of a selling point as your menu.
A robot that can flip burgers behind the scenes is one thing. But somehow, a robot that can take on a wide range of front-of-house roles normally held by humans still feels a little space-age. However, a voice-activated, cloud-enabled service robot called the Sanbot Elf Robot seems to be making that possible. Canada-based Autonetics Universe recently acquired the rights to distribute the robot, which Nation’s Restaurant News reports can be programmed to take on such roles as greeting guests, taking orders, and sharing promotions, as well as serving as food runner, cashier and even security guard. The service robot is already used widely in Canada and Japan — the company says there are currently 100,000 in use — and it’s not difficult to see how such technology may appeal to U.S. operators struggling to manage labor costs. (Well, aside from the $13,000 price tag.) McDonald’s is currently testing robotic technology used for frying, taking drive-thru orders and cooking chicken and fish, so front-of-house applications may not be far behind for major brands.
Restaurant operators know it’s important to offer off-premise dining. But what isn’t always clear is how to get your restaurant to the front of the pack. At the recent National Restaurant Association Marketing Executive Group’s annual conference, representatives from such brands as Kitchen United, Technomic, Le Pain Quotidien and Dunkin’ gathered to share their insights about how operators can stand out among the competition in the delivery space. First, put yourself in your delivery drivers’ shoes — or better yet, drive around with them for a shift to observe their experience with other restaurants. Note which brands make it easiest (or even most pleasant) for drivers to collect orders, whether that be via providing separate parking spaces, pick-up windows or shelves, or offering reliably friendly treatment from your staff or a free soda to go. Then note what sort of service those best-performing restaurants get in return (e.g. having their orders picked up fastest or delivered first). That said, make sure you label orders with a stamp detailing the time the order was complete and ready to go — if food arrives late, it can help you and the customer understand who is responsible. Next, offer ordering incentives that will help lift check totals without too much effort on the customer’s part. Offer a free appetizer for a customer ordering food for $25 or more, for example. Finally, pay attention to the factors that boost your delivery numbers. Is there rain in the forecast? At Dunkin’, that means sending out a marketing offer to local customers or posting a promotion on Facebook to help bolster delivery orders.
If your restaurant shows games or other live events on television, you are likely aware of Tunity, a company that makes it possible for people in fitness centers, sports bars, hotels and other venues to use their smartphone to listen to audio from muted televisions showing live events. The company was onsite at the National Restaurant Association Show to promote its testing of a new feature that may help restaurants target guests with special offers based on their viewing preferences. So, as Nation’s Restaurant News reports, if one of your guests is an L.A. Lakers fan, Tunity’s app can help you send a push notification to entice the person to watch the Lakers’ next game with you — and get a free beer or other offer in exchange.
You should be — even though it can feel like a big responsibility to never take a break from recruiting. As Allfoodbusiness.com reports, always being ready to hire a strong candidate who walks through the door can inject your team with new enthusiasm, help sharpen their skills and generate a healthy sense of competition. After all, if you have a capable new person on board who is eager to learn and do well, it’s easier to let a mediocre performer go. Not having the right opportunity available for a strong candidate should not stand in the way of hiring that person. If you don’t have anyone that needs to be removed from your team at the time, you can work the new person in for a few hours a week at first, make small decreases in the hours of several employees to make up for the extra labor, adjust responsibilities across the team, use the extra labor to address pain points you haven’t had the capacity to tackle before, or even just accept that you will overspend on labor for a pay period or two (because that can change at any time). Even if you feel you have sufficient staff to carry you right now, anticipate turnover. It’s better to be in a position of having an additional capable team member on hand than of being short-staffed and unable to serve guests well.
The age-old nuisance of technology is that as soon as one gadget or tool comes out to address a business challenge, there’s a new one ready to do the same job faster, better and cheaper. A new example of this is Dash Now, one company (among a number of them) that says mobile phones serve as more convenient payment vehicles than tableside tablets in restaurants. Nation’s Restaurant News reports that the company, which plans a July launch, will let guests use their phones to pay a check by scanning a QR code listed on their receipt. During the payment process, the guest is asked to provide feedback about their experience — much like the prompt you receive on your mobile phone at the end of an Uber ride.
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