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.
Consumers, increasingly, want to know the truth behind the food they eat. It isn’t always a pretty story: A new study published in The BMJ traced the longterm effects of fried foods and, while it’s no shock to hear that these foods aren’t healthy, the study found some alarming connections between fried foods and mortality. Upon studying 20 years’ worth of data about U.S. women aged 50 to 79, the study’s authors found that people who reported eating at least one serving of fried food daily had an 8 percent chance of dying early and an 8 percent higher chance of dying from cardiovascular disease specifically. So what is a foodservice operation to do? Taco Bell’s first-ever in-house dietician, Missy Schaaphok, has some ideas — and is proof that quick-service brands can continue to serve their core customers while improving their efforts to tell a healthier story. A Skift Table report indicates Schaaphok has been working to transform the brand’s image from a place where people cave to indulgences in fried food to one where vegetarians, flexitarians, or people looking for lower-fat, lower-calorie or other healthier options can find something they like. Her focus is in making “stealth health” upgrades — evaluating the nutritional content of menu items, improving on what exists and introducing new menu items. She has already eliminated artificial colors and flavors from the menu, as well as high-fructose corn syrup — and is working to reduce sodium content too. She is now working on the brand’s first dedicated vegetarian menu, which is set to launch later this year.
If you offer your guests free wifi, you could be collecting valuable data as a result. Are you? As NextRestaurants reports, your wifi marketing can take off if you ask guests connecting to your wifi to log in using their email address or social media account information as opposed to a universal password. While it may feel Big Brotherish to some, this system can help you forge stronger connections with visitors who log in. (Upon signing on, visitors are taken to a landing page where you can offer them a discount on food or drink, or introduce them to your loyalty program.) This system can give you a much deeper understanding of who your guests are, how often they come and how long they stay, and what your most popular days and times are — particularly if you are able to integrate this data with your POS and build targeted marketing campaigns from it. (Need a wifi solution? Team Four can help with that, contact us anytime).
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.
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