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.
Think hyperlocal in 2020
The past decade brought quality restaurants to just about every corner of the country – well beyond restaurant cities like San Francisco, New York and Chicago. This was among the eight trends that New York Times food critic Pete Wells identified in his recent look back at what has happened in restaurants since 2010. This shifting of the restaurant landscape has set the stage for a focus on all things local: Team Four’s corporate chef predicts that in 2020 we can expect more hyper-local food, with restaurants in smaller metro areas driving the push to connect consumers with the foods and flavors of the local region. Your marketing efforts should follow suit. The marketing website jeffbullas.com offers seven guidelines for hyperlocal business marketing: First optimize your Google My Business listing, representing your business in the way people would search for it (not necessarily its legal name). Then offer local content – blogs, videos, articles, graphics, quizzes – and build them upon events or special features of your region. Make your contact information stand out on your site. On Google, categorize your business as local, including structured data mark-up for your business to help the search engine find you. Your site should both help people locate you online and present itself in a way that converts online visits into sales. If you have multiple locations, create individual landing pages for each business location, which will help elevate your appearance in search and improve your local rankings. Finally, use hyper-local advertising, bringing together location-tracking features and geo-fencing to help you direct content to people in a specific location around you – and hopefully lead them to your business.
Small plates, big business
Do your guests have entrée fatigue? Whether it’s about not wanting to commit to an entire dish, the growing power of snacks on the menu, or the desire to sample and share (in person and on social media) many different types of food, the trend of smaller plates doesn’t seem to be going anywhere. There are clear benefits for restaurants. A report for Upserve says small plates can encourage guests to be adventurous, manage their calorie intake (and guilt), enjoy more social time with those sharing plates with them, and photograph the experience for Instagram. On restaurants’ end, small plates can encourage your chef’s creativity and help you generate specials and limited-time offers that generate interest among guests. But they’re not for everyone – smaller restaurants tend to be best suited to them – and offering them can require any restaurant to make adjustments. As a report for Uncorkd says, small plates call for a different kind of service structure, organization and communication than more traditional entrée service requires. Your menu should clarify the size of the plates (and how many items will be included) so a four-top isn’t disappointed when three items arrive on a plate. If an item is meant to be shared, deliver it in shareable form – and ensure tables can be cleared of empty plates promptly so there is room for more. Ensure your servers are clear about how many plates you recommend per guest to provide the satisfaction of a full meal. Speaking of communication, small plates require both flexibility and organization: Your server should understand if a table prefers to receive plates all at once or as soon as they are ready – and also if the kitchen can make that kind of staggering possible – and communicate accordingly.
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