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.
Fine-tune your event strategy
Running events at your restaurant can help you generate a reliable stream of income, especially if a shift to more off-premise sales has taken a bite out of your in-house dining sales. But according to the latest Meeting Room of the Future Report from the International Association of Conference Centers (IACC), facilities that host corporate events are lagging when it comes to reducing food waste and being mindful of the environment — and there is a significant opportunity for those who have a thoughtful strategy. First off, the times of a buffet line overflowing with food have passed: In the report, which polled 250 meeting planners around the world, 60 percent of respondents said they consider how well a venue manages food waste before they book an event with that venue. Further, 44 percent of respondents said that in the next five years, ethical operations and sustainable practices will be more important when booking a venue — the only factor ranked more highly was access to interactive technology. To put your best foot forward when working with people who are booking corporate events, take steps now to integrate more in-season foods on your events menu and to buy them in bulk, research and partner with producers who follow sustainable practices, ask about nearby services available to compost/recycle both food and packaging (if you don’t ask, you won’t necessarily hear about them), train your staff to speak knowledgeably about your efforts so your values come through to meeting planners and potential guests, and weave your sustainable practices into your marketing materials. They’re as much of a selling point as your menu.
Build seasonality into your brand
Offering local, in-season foods not just during peak growing season but year-round will help you present your brand as more authentic to guests. And according to Mintel research, 78 percent of consumers consider seasonal dishes to be a treat (and therefore an extra enticement to support your business). Of course, using seasonal ingredients on your menu might be a breeze in the middle of summer, but what about in the dead of winter? Your marketing efforts in this area can help you sell the best of the season year-round and also create some urgency to encourage guests to enjoy your latest offerings while they can. Chefify suggests using each season to tell a range of stories. Who are your growers? Why does your chef love cooking with a certain item on your menu when it’s in season? What beverages are the ideal complements for the new foods you’re offering? Create excitement around the change of seasons by adjusting your restaurant’s environment — everything from the music to the artwork on the walls to the images you use on social media — to reflect the new season. To generate some buzz about the new menu offerings, plan a special tasting event where guests can sample and rate new dishes. (You can also do the opposite and have an end-of-season party to give guests a final chance to taste your popular summer berry cobbler.) If you’re just starting out and aren’t ready to make a larger commitment to offering seasonal foods, Chefify suggests creating one menu of staples and another with seasonal specials that you can test and swap out as you weigh guests’ reactions to them.
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