At the time of this writing, grocery inflation was still outpacing menu prices, but it was in decline. Consumer Price Index data released by the Bureau of Labor Statistics in February indicated that food-at-home prices increased at an annual rate of 11.3 percent in January, down from 11.8 percent the previous month. Comparatively, prices for food away from home climbed 8.2 percent for the same time period. This pricing gap is, at the moment, giving consumers a nudge to buy restaurant meals. Restaurants may have an opportunity right now to entice guests with limited-time offers that stand out and even push beyond what guests expect from a brand. This can work especially well if you have a new item or service model you’re testing that needs to make a splash and generate some attention. Take Shake Shack, which recently unveiled its $20 Truffle Table experience, a limited-time offer designed around its new truffle-related menu items. It includes a table for two with a white tablecloth, fine china, wine, a milkshake of the guests’ choice, and a selection of truffle-themed menu items. It’s not what guests would expect from Shake Shack – with the possible exception of the milkshake – but it generates interest, feels like a novelty experience, and therefore elevates the offer into something more memorable and special than something prepared at home. The power of contests Want to supercharge your following on social media? Or expand the trove of guest data you have at your fingertips? Try hosting a contest or giveaway. According to a study from Tailwind, this one move can help you boost your following 70 percent faster in three months than if you hadn’t hosted a contest at all. A recent report from Entrepreneur suggests restaurant operators follow these rules for launching successful contests: Make it easy to run. Make it easy for guests to take part in it. Consider it not as an end goal but part of a larger strategy to support your marketing efforts (engagement or lead generation, for example). Finally, communicate the contest end point and result with guests upon the contest’s completion. Let what is happening in your restaurant guide your contests. Looking to change your lineup of wines by the glass? Challenge your guests to suggest their favorite wine to be added to the menu. Looking to test the popularity of a new shareable appetizer board? Invite guests to like your Instagram or Facebook page for a chance to win a free one to share with friends — then ask for their feedback about it. Toast suggests a contest idea that can help a small restaurant rapidly expand its social media engagement: If you have a signature item on your menu, challenge people to vote for the one they want to eat that weekend. (Toast mentioned a small breakfast restaurant that challenged guests to take part in a Waffle Off, for which guests submitted their favorite waffle variety and the person who suggested the option that received the most “likes” won a free waffle that weekend. Even if just a few people vote, their sharing of the contest on Facebook generates exponential attention for the promotion.) The past few years have marked an uptick in the presence of the “quiet quitter” — the employee who reports to work but isn’t engaged in their responsibilities, does the minimum required, and is simply waiting for the moment when they can move on. Gallup says quiet quitters comprise half of the U.S. workforce. According to a recent report from Fortune magazine, there is even a difficult subset of quiet quitters known for “resenteeism” — yet another signal of the times that refers to quiet quitters who resent having to remain in their role and then spread that low morale on to other team members. You likely have some quiet quitters on your staff, and while they can pose problems across sectors, they are dangerous to keep on a restaurant team because their behaviors can result in illness to staff and guests, injury, food contamination, or simply a surprise skeleton crew because they miss a shift without providing sufficient notice. But most employees don’t tend to start their jobs with this mindset, so there are steps you can take to minimize the chances of losing responsible staff in this way (and cultivating some valuable talent on staff in the process). Provide regular training that meshes with agreed-upon job responsibilities. Offer structure to the role, opportunities to learn on the job, and recognition and rewards for good performance. Communicate openly and give staff a sounding board for telling you how things are going. Have a non-punitive culture where staff feel they can ask questions openly and won’t be punished for making a mistake. You won’t be able to keep everyone, but you may improve your chances of turning a quiet quitter into a motivated employee. The limited-time offers you provide can help you tempt guests who want to take advantage of the scarcity of a meal item that won’t last for long, test new ideas that might deserve to be on your menu for the long term, and reward the guests who have been your most loyal supporters. According to Technomic research, the most craveable LTOs tend to be comforting, indulgent foods. However, if you build offers that deliver on the specific feedback your most loyal guests provide, your LTO lineup has the best chance of strengthening – and becoming an extension of – your relationships with these guests. Every time they place an order with you, consider it an opportunity to learn about their preferences. What are their favorite menu items? What doesn’t work for them? What do they wish you would offer? How can you make them feel like their feedback matters to you – and that they are part of an exclusive club? For example, could you invite them to vote for their preferred LTO, have them sample the contenders, or provide them with early access to the one you decide to promote? |
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