Category: Marketing Communications

4 Tips For a Successful Restaurant Reopening

Post author By admin
Post date August 6, 2021

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According to Datassential, more than 10% of restaurants in the United States have closed permanently since the coronavirus pandemic began in March 2020. But suppose you’re one of the fortunate restaurants who were able to pause or adapt and are now ready to reopen. In that case, it’s important to prepare with updated safety standards, unified messaging, incentives to drive traffic and to keep in touch with your guests about their experience.

SAFETY FIRST

The health and safety of your team and guests should always come first. So if you haven’t updated your policies, now is the time to consider adopting new hygiene practices, stocking up on sanitizer, investing in PPE for your team, implementing social distancing procedures and creating clear signage to help guide your team and guests.

To avoid overcrowding, be sure your restaurant layout for indoor and outdoor spaces is in compliance with local guidelines. You should also consider maintaining experiences that customers are accustomed to since the pandemic, such as contactless payment experiences and sealed to-go packaging for off-premise orders.

GET UP TO DATE

Your customers have spent the last year or longer being reliant on the internet for almost everything. It’s still the go to place for research and entertainment. So having a unified message is essential for reaching your customers and potential guests:

Update your website with reopening plans and hours.
If one doesn’t already exist, develop an FAQ to for customer support or reopening details.
Update your store on Google My Business and make sure your updated hours, dine-in and delivery options are clearly shown and up to date.
Develop a series of posts leading up to the reopening date that gives a behind-the-curtain look to emphasize the safety of your team and future guests.
Reach out to existing customers with any email, CRM or SMS you already have in place.

CREATE INCENTIVES

Getting creative with your reopening date can help bring guests back in. For example, celebrate the occasion as a grand re-opening with dine-in exclusive giveaways. Introduce a limited-time menu. Or, bring back a beloved recipe to your menu.

You could even reach out to nearby businesses and leverage partnerships to create experiences for your guests such as dinner and discounts at a nearby movie theater or a discounted shopping experience. Any combination of incentives can help drive traffic to your reopening.

KEEP IN TOUCH

To minimize any uncertainty about the state of your restaurant, be sure to keep in touch with your guests, answer questions and evolve your original reopening plan as your unique circumstances change. This may include retraining and preparing your staff with answers to questions customers may ask about safety, seating or menu items. Or, incentivizing your guests to leave feedback or take a survey about their experience. The more you and your team know about your guests’ experiences, the better you can create opportunities to keep them coming back.

Whatever the extent of your reopening plans, communications experts agree that it’s important to be timely, relevant, empathetic and considerate of your customers’ current needs. In addition, communication between your team and your guests will be essential to ensuring your reopening goes as smoothly as possible.

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The Diner Spending Surge

Post author By admin
Post date June 14, 2021

With half of all US adults fully vaccinated as of June 2021, the restaurant industry is seeing encouraging signs that customers are ready to spend their money on the meaningful culinary experiences they’ve missed over the last year. In fact, according to a MasterCard press release, spending at US restaurants is even up from pre-pandemic levels, increasing 6 percent over 2019. And as restaurants begin to transition back to full capacity, here are four ways you can make the most of the diner spending surge.

CREATE EXCLUSIVE DINE-IN EXPERIENCES

A May 2020 Rewards Network Survey found that 60% of diners are eager to dine out once they feel safe doing so. And welcoming them back with experiences that can’t be replicated at home may bring even more to dine in. This could include exclusive menu items that don’t travel well, to-go being prioritized on the menu, table-side menu item experiences that bring the cooks to the table, live entertainment or even rewarding your most loyal guests who supported your restaurant during the pandemic with a free app or dessert for dining in.

REVISIT YOUR DINE-IN MENU

As we’ve covered in the past about streamlining menus for to-go orders, now is a great time to re-evaluate your menu for in-restaurant dining. This doesn’t necessarily mean investing in new hardcopy menus either, as customers have grown accustom to viewing menus on their phone with apps like The Paperless Menu. But it does mean focusing on menu items that are best enjoyed fresh from the kitchen, such as old favorites removed during the pandemic, re-evaluating or introducing high-margin menu items that didn’t travel well as to-go orders, or even introducing new comfort food recipes that have been trending since the pandemic.

GET THE TABLES READY

According to restaurant.org, restaurants in almost all US states will be returning to full capacity by mid-June (if they haven’t already). Which means it’s also a great time to reevaluate your seating arrangement. This could mean introducing larger tables for group seating as diners are eager to get out to eat with those they’ve missed, or changing up the layout of your restaurant with more tables spaced closer than 6 feet apart. And if you’re one of the many restaurants with an outdoor seating space, don’t forget to make adjustments for capacity there as well.

KEEP TAKE OUT ON THE MENU

According to The Wall Street Journal, the pandemic has rapidly accelerated the growth for food delivery companies like DoorDash, UberEats and GrubHub. But it’s not just delivery. According to the same LendingTree survey, spending on food away from home, including at restaurants and on takeout, increased by 23.1% between April 2020 and January 2021. And that’s outpaced even the rise consumers are spending on groceries. With to-go and delivery here to stay for many consumers, now is a great time to evaluate how your restaurant handles orders for efficiency. Whether that means a dedicated to-go menu, a streamlined mobile ordering and pick up experience, a separate to-go kitchen, dedicated to-go only parking or creating a drive through for your restaurant.

Restaurant Marketing Communications Advice

The Struggle to Hire is Real. Here’s What You Can Do About it.

Post author By admin
Post date May 13, 2021

As vaccines continue to roll out and the country opens back up, restaurants are struggling to do the same. Sticking to take-out and curbside nowadays has less to do with safety and much more to do with the lack of staff. In fact, this time last year the industry had laid off or furloughed roughly 5.5 million workers nationally. And bringing them back has become a challenge.

One of the main reasons experts believe it’s become so hard to hire is the $300-a-week boost to unemployment benefits from the new $1.9 trillion American Rescue Plan. Economists calculate that roughly half of unemployed Americans are temporarily making more from unemployment than they did from their jobs. Still, this boost is only for a short time (through September) and with health concerns lowering, we expect to see a large increase in available workers through the summer and fall. As a restaurant owner, here are a few things you can do to attract new employees.

START WITH REFERRALS

From Silicon Valley to Wall Street, referral programs are a major way corporate America hires. The foodservice industry should be doing the same. Owners and GMs shouldn’t just encourage, but reward employees who bring in new hires. These rewards can be anything from straightforward cash bonuses to paid time off for hourly workers to tickets to sporting events, etc. Owners can tier their incentives by offering higher rewards for harder-to-fill positions and even greater rewards if the new hire stays with the store for 6 months or a year. Using your current workforce to bring in new hires is one of the most effective ways a restaurant can recruit.

RECRUIT LOCALLY

Most restaurants serve a community, and most communities have a pool to pull from. Local universities and community colleges should be large recruiting grounds for nearby restaurants. A recent Snagajob survey showed that flexible hours and scheduling were in the top three benefits a job can offer at 89% of responses. This benefit directly impacts students who need to schedule around classes, tests and breaks. Owners and GMs should be reaching out to campus recruiters with job openings. Additionally, finding employees who live close by is crucial. Studies show that restaurant workers who live within 10 miles of their job are 50% more likely to stay past six months. Finally, once you get a foot in the door with students at a university, it should make the referral program mentioned above a breeze.

REWARD THE EFFORT

Employee discounts have always been a major way to attract and retain employees. That same Snagajob survey also listed discounts in its top three benefits at 76% of responses. Still, there are scales to these discounts and ways to out-offer your competitors. Some restaurants only offer employee discounts during shifts, while others offer discounts at any time. To know that your employers value you when you’re not on the clock is huge for potential new workers. GMs and owners also know that for employees who rely on tips, not every shift is built equally. Offering free shift meals, even with a limited menu, shows employees that their time and effort are valued. Even on the slowest days, workers still leave feeling full.

WORK HERE, WORK ANYWHERE

As hard as restaurants try to retain their employees, we know sometimes people have to leave. Whether it’s because a spouse was offered a job elsewhere or a student is heading home for the summer, churn is inevitable. Yet, there is the potential that your restaurant chain has another location where that employee is relocating. Creating a relocation program with open communication between corporate and local restaurants will help employees on the move find new jobs wherever they’re settling. Larger corporations like Yum! Brands, who own several different restaurant chains such as KFC, Taco Bell and Pizza Hut, can help relocate employees between their different brands. You’ve spent the time and effort to train quality staff—this is one of the more effective ways to keep them in your system.

While the struggle to hire restaurant workers is ongoing, we know it won’t last. As more vaccines roll out and unemployment benefits dwindle, experts expect a large wave of available workers in the near future. Following the steps we laid out will put any restaurant ahead of the pack when it comes to recruiting the best talent.

COVID Restaurant Marketing Communications Advice

Is 100% Capacity Right for Your Restaurant?

Post author By admin
Post date April 23, 2021

As states begin to loosen COVID-19 restrictions, some restaurants are cautiously considering the same move. In Florida, which allowed restaurants to return to total capacity in September 2020, several chain owners reported a bump in sales. However, according to OpenTable, statewide restaurant reservations remain 20% lower than last year. So while local restrictions ease, the demand may take time to catch up. If you’re still deciding whether or not reopening to total capacity is right for your restaurant, here are a few important things to consider.

SLOW & STEADY

Researchers with the U.S. Centers for Disease Control and Prevention recently reported that counties that allowed on-site restaurant dining had a rise in COVID-19 cases in the weeks afterward. Federal officials have also warned against removing coronavirus-related precautions too quickly as virus variants continue to circulate. If you see a similar trend in your area and local mandates currently allow 100% capacity, it may be wise to consider a few alternatives to attract diners safely.

INDOOR VS. OUTDOOR

With vaccinations on the rise throughout the U.S., diners are growing more comfortable with dining out—especially outdoors. According to an April 2021 Morning Consult survey, as much as much 68% of respondents said they feel safe sitting for a meal outside. Which is good news if you’re one of the many restaurant owners who’ve invested in an outdoor dining area. Utilizing this space as allowed by local mandates is a great place to start—especially during spring and summer. If your restaurant is limited to indoor dining, consumer comfortability continues to look promising. According to the same survey, 60% of respondents reported feeling comfortable dining out as of April 2021, and 73% of respondents said they think they’ll be comfortable dining out within six months.

ASK YOUR LOYAL GUESTS

Go straight to the source—it’s the easiest way to know for sure how many of your customers would consider dining with your restaurant again. We’ve covered the importance of loyalty programs in the past, and now is a perfect time to ask how many would consider an indoor dining experience. A simple survey and dine-in offer is a great way to gauge how many of your guests want to be in the dining room. Not only will this help you plan for seating arrangements and ideal capacity, but it can also inform how much you’ll need to order from your suppliers.

OFF-PREMISE & TO-GO REMAIN PROMISING

According to the Morning Consult survey, takeout continues to be the most popular dining option with 42% of respondents reporting ordering takeout at least once a week. If your restaurant has adjusted well to off-premise dining, consider sticking with the trend by offering menu items that travel well, along with a few others. Curbside pickup boomed during the beginning of the pandemic and demand continues to show no signs of slowing down.

MAINTAIN NEW REVENUE STREAMS

Over the last year, many restaurants found success in setting up and promoting new revenue streams. And even as restrictions ease, it’s still a good idea to maintain the ones that worked best for your restaurants, from the ever-popular family bundles around holidays and special occasions to extra helpings of heat-and-eat meals.

REMAIN FLEXIBLE

Few industries have felt the impact of the coronavirus pandemic more than the restaurant industry. And while many are anxious to return to normal, no one knows for sure what that new normal will look like. In the meantime, it’s important to listen to your guests and staff, plan ahead and make adjustments day by day to gauge when returning to 100% capacity is right for your restaurant.

COVID Social Marketing Communications Advice

Four Marketing Strategies for Success in 2021

Post author By admin
Post date March 16, 2021

Innovation and evolution have always been part of a restaurant’s recipe for success, and this past year has proven that more than ever. We’ve looked closely at the operational trends that emerged during the pandemic in the past. But to stay relevant, we have to consider new ways of communicating to customers that address the changes in their behaviors and expectations. Here, we’ll discuss four marketing strategies that could lay a solid groundwork for success as we move further into the new year.

Amplify Your Business Proposition

With off-premise dining becoming increasingly popular, there’s already an influx in messaging to customers around digital ordering and delivery options. To separate yourself from the pack, hone in on what makes your restaurant or experience unique and lead and communicate it to your guests. Especially if fewer people are dining in, help them understand what sets you apart—be it your menu, food quality, hospitality and customer service or your loyalty program.

Focus on Local Marketing Channels

Now that people may be expanding their dining horizons, it’s crucial to be able to connect with those searching for new restaurants or to be able to stay top of mind with loyal customers. Be sure to take advantage of free tools like a Google My Business account and then consider paid tools like search ads to increase your visibility. A robust email and social media strategy is also key. Social media will help you reach both existing and new customers quickly while email can help drive long-term engagement with loyal customers.

Boost Your Digital Advertising

Another strategy driven by the popularity of off-premise dining is the move to more digital advertising tactics. As more people order online, you’ll want to get out in from of them—whether that’s reaching them via display ads, retargeting ads, paid search ads or social ads. Plus, with digital advertising, it’s easy to track conversions from viewing the ad to ordering online, so you can quickly optimize your strategy based on guest behavior.

Consider Branded Videos

Finally, branded video content may be a great way to pique customers’ interest while telling more of your brand story. Video lets you really show off your menu and share more of exactly what it is that makes your restaurant special. It’s so compelling in fact, it’s been reported that 64% of consumers make their purchase after watching a branded video on social media. What’s more, even after the pandemic is over, customers may still have concerns over cleanliness and sanitation, and a video gives your guests behind-the-counter access they can’t get anywhere else.

As you consider your marketing strategy for the coming months, just remember to keep new consumer behavior in mind and plan accordingly, reach guests when and where they’re looking to dine out and help them to see just what makes your restaurant unique.

COVID Restaurant Marketing Communications

Four Restaurants Trends Here to Stay

Post author By admin
Post date February 26, 2021

It’s hard to believe that it’s almost been a full year since the beginning of the pandemic. Restaurants, of course, were one of the industries that had to make major adjustments to survive this uncertain time. While COVID-19 was the catalyst for those changes, many new behaviors or customer expectations appear here to stay. We’ll take a closer look at four of those trends here.

Mobile is a Must

A strong mobile presence was a priority long before last year, but the pandemic only magnified how important it is and accelerated the platform’s growth. More customers are ordering online than ever, so making sure they can do so easily and quickly on their phones is essential. Mobile usage, in general, is also up, from 3.5 hours/day on average to 4 hours. So as your customers are spending more time on their phones, you want to make sure interacting with your brand there is enjoyable and engaging.

Drive-Thru Demand Continues

Not only are more customers visiting drive-thrus, but they are also doing so more than ever. In a recent survey by Bluedot, 91% of survey respondents visited a drive-thru in the past month and reported a 26% increase in drive-thru visits over the past 10 months. As we noted back in October, drive-thrus proved to be a big advantage as many customers were looking to limit their time inside restaurants. That behavior is likely still at play, along with customers getting used to the convenience and speed drive-thrus provide as well as the integration of apps or digital transactions into the experience.

The Need for Speed

Speaking of speed, the same survey found that speed of service is becoming more important than ever. With personal safety still a big priority for customers, they reported nearly 80% of respondents would leave or consider leaving a restaurant with a long line. Even more striking, they found that 51% of respondents want their wait-time for in-store pick-up to be under six minutes, up from just 36% in August.

Curbside Continues to Grow

Curbside pickup boomed during the pandemic, popping up at many restaurants that never considered it before. And based on customer behavior, it appears this trend isn’t going anywhere. Nearly 80% of respondents to the Bluedot survey utilized curbside pickup in the past month, and the percentage of people reporting using curbside more often than before continues to rise. Now that it’s more widespread, it’s important to make the experience as smooth as possible to stay competitive.

While COVID-19 didn’t invent these trends or behaviors, it certainly pushed them forward faster. And now that customers have become accustomed to a new level of convenience that COVID-era changes ushered in, it makes sense they will stick around in some form or another. Of course, what’s right for one restaurant may not be right for the other, but investing in the trends that make sense for your customers now should set you up for more success as we move closer to the “new” new normal.

COVID Marketing Communications Lifestyle Trends

Wholesome Foods Take Center Stage

Post author By admin
Post date February 4, 2021

With a commitment to New Year’s resolutions underway and COVID-19 still top of mind, being and staying healthy is more of a priority than ever. Consumers are looking for fresh, healthy food options, especially when ordering in or dining out. In fact, local-food company Forager reports that 91% of consumers say it’s important or very important to feed their family fresh, healthy food right now. We’re breaking down these trends toward healthier foods to understand what your guests are looking for and how, as a restaurant, you can incorporate them into your menu.

A Focus on Holistic Health

Immune Boosters Spark Interest

Beyond seeking out whole, healthful foods, consumers are also taking a growing interest in specific ingredients that may have immunity-boosting properties. As quoted by Market Research, over 50% of consumers reported taking more supplements to support their immune health in 2020. And purpose-driven ingredients are predicted to be at the forefront of the food industry.

As a restaurant, consider adding ingredients like vitamin C, vitamin D, elderberry, or ginger to dishes and drinks on your menu, along with some education for guests on the benefits these nutrients and ingredients may offer them.

As we move through the year, we expect this focus on health to continue, even as things get more back to “normal.” Keep in mind though, incorporating this trend should feel authentic to your
restaurant and sustainable past the pandemic. Health may be top of mind right now, but honesty and transparency will be crucial for your business to maintain for years to come.

COVID Restaurant Marketing Communications Advice

A Winning Super Bowl Strategy

Post author By admin
Post date January 19, 2021

The Super Bowl is here again, and even in a year quite different than others, it’s still sure to be a major event, with fans at home looking forward to an exciting game, memorable ads and, of course, delicious food. Restaurants are no strangers to getting in on the fun of game day, from offering special menu items to promotional discounts. And while we can assume Super Bowl parties won’t be in full swing this year, people still want to enjoy a great game with great food. So let’s take look at why your restaurant should invest in Super Bowl promotions and consider some tips for scoring big the day of the Big Game.

Big Game = Big Money

Everything related to the Super Bowl is big. Nearly 100 millions viewers usually tune in to the game, and the National Retail Federation reported in 2020 that Americans were willing to spend an average of $88.65 to celebrate as they watch. That adds up to $17.2 billion! The survey also determined 80% of them were planning to buy food and drinks for the game. All this to say, the Super Bowl is a massive spending occasion and local restaurants can and should reap the benefits of this.

Stand Out With Offers & Discounts

With so many options available to consumers, it’s important to show customers they can find affordable prices at your restaurant, whether they’re dining in or picking up food to take home. If your restaurant offers discounts, consider two for one promotions or a deal that incentives guests to order more. If discounts aren’t your deal, then think of how you can offer special combos or even limited-time menu items for the occasion.

Score Big with Delivery

As even more people will likely be watching from home this year, it’s important to make sure your delivery and pick up operations are running smoothly. Ensure your ordering systems, via phone, your website and any third-parties, are working seamlessly, and that your team is ready to handle a higher than usual volume of orders. Promote your delivery services leading up the game, especially if they’re free to guests. Catering services could also be a way to maximize your earnings that weekend, so be sure to advertise those as well.

Even with Super Bowl festivities looking different this year, there are still lots of opportunities to be harnessed, especially at a time when enjoying food from your favorite places at home is more common than ever, giving restaurants an opportunity to turn an atypical year into a big win.

COVID Restaurant Marketing Communications Advice

Restaurant Trends to Watch for in The New Year.

Post author By admin
Post date December 22, 2020

If we’ve learned anything this year, it’s that it’s impossible to predict what the future holds. Even so, we’re all still trying to plan for the year ahead, and restaurants are no exception. While no one knows exactly how soon things will get back to “normal,” or what that “normal” will look like, you may be able to prepare even better by keeping in mind the following trends that emerged this year that are likely to continue into 2021.

Curbside Is Here to Stay

Curbside pickup took hold this year, and appears to be something that is here to stay. It fills a need for customers outside of pandemic times— convenience when there’s no time or desire to go into a restaurant—so customers will most likely continue to expect it as an option now that they’ve come to depend on it. But just become customers have become used to the idea of curbside pickup, that doesn’t mean it has to be boring. We know for some restaurants establishing a permanent curbside solution is easier said than done, but it may be worth looking into for the new year.

Growth in Delivery & Online Ordering

We also expect to see continued growth in delivery and online ordering. Similar to curbside pickup, customers have become used to ordering this way and are more comfortable with it than in the past, so it’s likely a service they’ll continue to rely on. On top of that, the impacts of COVID-19 will continue to be present into 2021, and the need for contactless service and customers’ wariness to dine out will continue until the pandemic is well under control. You may want to consider looking at ways to expand to-go menus or improve your online ordering process.

Safety First

As the pandemic continues into 2021, safety will remain an issue to plan around for the new year. Your restaurant likely developed and refined safety measures for servers and guests throughout this year, so be sure you’re prepared to continue these practices from an operations, training and financial perspective. If you’re still looking for ideas, we’ve covered safety signage tips and more ways to get customers to dine in your restaurant with confidence.

Comfort Food is King

According to chefs surveyed by Food & Wine, they see culinary trends shifting towards comfort foods. And we agree. With so much uncertainty this year, comfort foods are familiar, uncomplicated and offer a sense of normalcy. This may be beneficial to restaurants too, as resources may be limited. Plan for your tried and true favorites to continue to be what your guests turn to in the new year.

It’s been a trying year for restaurants, to say the least. But as 2020 winds down, there’s hope in what the future will bring. Because there is a fact we know in all of the confusion of this past year—people love restaurants. They love being treated to their favorite foods and sharing a table with others, whether that’s in a restaurant or in their own home. And with the hopeful news about vaccines to help put an end to the pandemic, we’re one step closer each day to getting back to the bustling kitchens and buzzing atmospheres that are the mark of an industry that’s not just surviving but thriving.

Restaurant Marketing Communications Advice

Why Investing in Loyalty is Worth the Rewards

Post author By admin
Post date November 5, 2020

With COVID-19 throwing the restaurant industry into disarray this year, a reliable customer base is paramount to success. Enter loyalty programs. They’ve become more important than ever to help stabilize business and encourage guests to keep coming back. Let’s take a look at why loyalty programs have become a focus at this time, how restaurants have had success with their programs and what you can do to help make loyalty work for you.

Why Loyalty Programs Matter Now

Traditionally, it’s more cost-effective to focus on keeping customers than acquiring new ones. So it makes sense financially right now to invest in loyalty vs. acquisition. When you focus on current customers and put your energy into keeping them coming back and generating reoccurring revenue, you could see a bigger impact on your top and bottom line. Loyalty programs can also give you insights who your most valuable customers are and their buying habits. This information can prove vital if operations need to be adjusted, and more precise dials can be turned based on the trends that loyalty data provides. And finally, loyalty programs help keep your restaurant top of mind. If you’re not one of the first places that guests turn to, you may not recover as quickly as those who are.

The Proof Is in the Programs

Several restaurants have seen great success with loyalty programs during the pandemic. Panera Bread’s program helped drive interest in a new coffee subscription service, just as the pandemic began. Wendy’s successfully launched their own rewards program this summer to drive customer frequency. Dunkin’s DD Perks program enrollment increased year-over-year by nearly 110%. Starbucks Rewards has continued to grow its long-standing successful loyalty program, seeing a 17% gain in members since this summer. And when Taco Bell unveiled their updated loyalty program last month, the website and app crashed at launch due to the crush of interest. While these success stories focus on quick service and fast casual restaurants, the appetite for loyalty programs stands to apply to casual dining as well.

Keys to Loyalty Success

So what can you do now and next year to position your restaurant for loyalty program success? With it being reported that 75% of Americans have altered brand preferences during the pandemic, efforts centered on retaining this loyalty should make guests feel appreciated, recognized and rewarded. When looking at launching or improving a loyalty program, start with those compelling reasons to keep customers coming back. After that, eliminate as much friction in the process as possible. Make it easy for customers to sign up and redeem rewards, whether that’s improving app technology or operations in-store. Consider emphasizing personalization as well. With more customers connecting with restaurants digitally, there are more and more opportunities to deliver tailored, personalized offers and messages. And finally, with the pandemic still influencing behavior for many, try to offer as much flexibility as you can around reward redemption. You’ll not only make it easier to take advantage of points or benefits, but you’ll foster goodwill as well. Because loyalty programs aren’t just about the rewards, they’re about generating a real connection with your guests that keeps them coming back again and again.