Word-of-mouth marketing is any restaurant operator’s goal: According to Nielsen, 92 percent of consumers trust recommendations from friends and family over all other forms of marketing. If you can create the conditions at your restaurant that inspire user-generated social media content, you’re a big step closer to getting that user’s friends and family in the door too. NextRestaurants offers some tactics to help. First, boost your visual appeal. Fresh flowers, unusual interior/exterior design, stand-out artwork, special holiday décor and artful plating of menu items can all inspire the taking (and posting) of photos. You can also try the carrot approach: Offer a free coffee to anyone who posts a photo with your hashtag and geotag. Or, create a contest that challenges guests to submit photos and anecdotes of experiences with your brand, select your favorite entry and reward the winner with a gift certificate. Make it easy for guests to post content. Your brand name, logo and hashtag should be visible on such places as your menu, dishware, tables, decorations and the mirrors in your restroom (a favorite place for selfies, believe it or not). Once guests post content, mention and tag them when you repost it – not only does it help you avoid copyright infringement, but it will also help you forge a stronger connection with your guest.
The number of internet-enabled devices is expected to reach 75 billion by 2025, or more than triple the number of such devices in use by the end of 2018, according to the technology firm ITProPortal. A technology-driven restaurant owner can adopt internet-enabled devices to monitor and manage everything from the operation’s food waste to its energy use. While these devices promise significant cost savings and efficiencies, their access to your data creates new points of vulnerability. It is increasingly difficult to prevent security breaches as threats become more sophisticated and employees who aren’t adequately trained leave a business exposed to threats. To help manage such threats, the tech security firm ControlScan advises operators to use next-generation firewalls to limit entry points for malware, and to use a managed security service provider that can identify vulnerabilities in a network, investigate and report security breaches, and troubleshoot other network security problems. Whether you outsource your network security or not, being able to keep tabs on your network in those ways is becoming increasingly important as businesses across sectors find that it’s not a question of if a security event will occur, but when.
At a time when restaurant finances are getting squeezed from many directions, do you know which budgetary battles are most important to fight? In other words, when you’re managing such expenses as labor, ingredients, rent and third-party delivery, does your balance sheet give you clear answers about how much each of those expenses is impacting your bottom line? It needs to, since your gut instinct may not be correct. Case in point: The results of a recent study by New School Center for New York City Affairs and the National Employment Law Project found that restaurants in New York City were more negatively impacted by rising occupancy costs and the fees charged by third-party delivery services than they were adversely affected by the near-doubling of the minimum wage paid to hourly employees in the past five years, Restaurant Business Online reports. The Fight for $15 wage battles of recent years had many operators concerned they would need to boost menu prices beyond what guests were willing to pay – and minimum wage escalation isn’t an insignificant expense for operators to be sure. But while New York isn’t like every market, the rising minimum wage in the city has had a smaller-than-expected impact in a diversity of regions, whether in Manhattan, Queens, Brooklyn or the Bronx. As the minimum wage has been ascending in geographical regions across the country for years, you may be able to protect your bottom line by focusing on negotiating more favorable terms with a third-party delivery company, adjusting your business model so you can occupy a smaller or different footprint, or getting a stronger handle on hidden back-of-house costs.
You’re likely using your restaurant’s internet connection to process orders, access customer data, monitor the functioning or your kitchen appliances, and communicate with employees, vendors and guests, among many other functions. If your connection suddenly fails, would you be able to operate your business? Using failover technology as a backup connection can help ensure your Internet connection is never interrupted. RocketBroadband is one company that works with restaurants to prevent internet blips. It also offers a mobile connectivity option that may suit restaurants running food trucks or stalls at offsite events where it’s necessary to process payments apart from the restaurant’s usual internet connection.
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).
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