Foodservice Updates is designed to help foodservice operators keep on top of all the industry news and provides tips for keeping business running smooth. We endeavor to provide the latest tips and solutions to keep you in the know.
Make the most of that email
Having a social media presence is important, of course, but do you know what’s even more critical? According to The Rail, email addresses are twice as valuable as Facebook or Twitter followers because they represent direct, unfiltered lines of communication between you and your guests. Of course, you need to make your messages count. It helps to assume your guests will be reading your message on a mobile device (55 percent of email is opened on such a device, according to Litmus). Also, since they are likely multitasking when they open your message, ensure you’re able to capture your guest’s attention in just three seconds, the span of time that passes before they decide whether to read on or move on. Next Restaurants suggests you consider five steps for a strong mobile-based email strategy: When encouraging people to sign up, make it easy, with mobile-optimized landing pages and QR codes, and provide an immediate incentive that would make it worthwhile for a guest to hand over an email address. Second, follow up promptly with a welcome email message and an accompanying offer that solidifies the relationship. Third, format your message and images for a mobile device, limit your subject line to four to six words, and ensure you get your main point across in three seconds or less. Fourth, provide just one call to action in any message you send and include an incentive for guests to follow through. Finally, set metrics so you know what you want to get out of your contact list, then study your analytics to assess what’s going well and how you can improve.
Score your tech options
If you’re thinking of investing in technology improvements in 2018, some new data from Starfleet Research may give you some food for thought. According to the company’s third-quarter 2017 survey of close to 200 operators with first-hand experience in restaurant management and POS systems, 78 percent of full-service restaurants and 62 percent of quick-service and fast-casual operators achieved “significant” or dramatic” improvements in operations and revenue performance after launching a next-generation system. What features fueled these improvements? Advance ordering, payment processing, inventory control, labor management, sales and marketing, guest relationship management and loyalty management tools all helped elevate restaurants to the next level. Of course, it helps to know how to extract the data you need from these features. If you’re assessing different options, find out how well they can answer questions about your operation. For example, what will your revenue forecast look like and how you can improve upon it? How are customers finding you? How do they make reservations with you? How well can you manage labor and inventory costs? Can you create customized trigger notifications to alert you when some function falls short? How well does the technology integrate with third-party CRM, marketing and guest-management technology? Don’t assume the systems will offer what you need. To evaluate your options, Starfleet suggests you create a scoring sheet that lists all of your buying considerations (e.g. ordering capabilities, payment and security functionality, performance reporting and analytics, type of hosting offered, etc.). Assign a weight to each one to calculate a final score and an option that meets your greatest needs.
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