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.
Align your delivery expectations
Are you and your guests in sync when it comes to what matters most about food delivery? According to Toast’s new Restaurant Success Report, guest and restaurant priorities don’t align. (And that lack of alignment is likely to keep a brand from succeeding, according to Hope Neiman, chief marketing officer at the restaurant ordering technology firm Tillster, who spoke to Restaurant Dive.) The Toast research found that among the 1,000-plus consumers surveyed, speed (77 percent) and value (74 percent) are key priorities when it comes to delivery. Those factors were less important to restaurants – 57 percent of the 1,000-plus operators surveyed prioritize speed and 49 percent prioritize value. On the other hand, restaurants value driver tracking (40 percent) and loyalty (22 percent) more than consumers do. Only 10 percent of consumers surveyed value driver tracking and 6 percent value loyalty points from delivery. Granted, offering delivery is already challenging enough for many operators to make worthwhile, but stepping into the shoes of your best delivery customers when structuring your service can at least make sure that the delivery you offer is what they hope for. When you survey customers, ask about their delivery service expectations, likes and dislikes in addition to asking about the food. You may have to take such steps as adjusting your delivery menu to make sure the items you offer are delivering the fastest preparation time for the consumer along with the most worthwhile value for you.
Control that crisis
Do you have a thorough crisis management plan? How much confidence do you have in it? At a time when a single bad experience at a restaurant can spread online overnight, having a step-by-step guide in place can help you respond better in the moment, keep the issue out of the public eye and get back on track more quickly whether you face a severe crisis like a hurricane causing flood damage or a small one like a scathing review on TripAdvisor. To help, first gather input from your team at all levels so you have a handle on the range of scenarios you might face, what actions would be required to resolve them and which stakeholders are likely to be impacted. Draft some simple, clear talking points that can be adapted to each scenario and present you as both in control of the situation and interested in doing all you can to improve it and keep stakeholders informed. Develop a communication grid that includes those key points, the person responsible for delivering the message, and the ideal communication channel for the message. For larger crises that are likely going to end up gathering momentum online, consider proactively reaching out to someone you trust in the media and providing an interview. After the fact, assess what went well with your crisis management effort and what could have been improved so you can update your plan with new risks, stakeholders or talking points to keep in mind. View some additional crisis management plan guidelines and find sample templates here.
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