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.
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.
Restaurant operators often have a love-hate relationship with delivery: They want to accommodate customers’ need for it but often see it as a minefield of challenges. A newly released RestaurantOwner.com survey of 1,000 operators confirms these mixed feelings. More than half of the operators surveyed (56 percent) offer some form of delivery at their restaurant, yet 47 percent of those operators plan to make some changes to their delivery offering. Delivery is worthwhile on the whole -- 67 percent of operators surveyed who use third-party delivery said they were satisfied with the service -- but those who were dissatisfied had feedback that fit three key themes explaining why: the high fees charged by third-party providers, poor service delivered by drivers at those companies, and a lack of control over food quality and presentation. If you’re in the latter category, understanding the overall landscape may help you adjust your delivery strategy. In terms of costs, there was a wide range of fees charged by third-party providers – enough variation to indicate that operators may have some wiggle room when landing on their ideal revenue model: Most operators surveyed are being charged between 21 and 30 percent of the sale but 11 percent being charged less than 6 percent and 3 percent aren’t being charged at all (the delivery service places the order and charges the fee to the customer). To gain more control over the service and overall experience provided, operators who are making changes are taking such steps as adjusting the packaging they use for delivering food (perhaps to both keep food at the proper temperature and to prevent driver tampering), integrating their POS with delivery, limiting delivery to weekdays when the restaurant is in greater need of business, and even – much like large brands like Panera and Domino’s who are showing how it can be profitable and protect the customer experience -- taking on the management of a delivery fleet themselves.
Conventional wisdom says that email marketing is king: Restaurant operators have a higher chance of targeting consumers with the right message at the right time if they prioritize email promotions. But what if your promotions are landing in spam folders? A recent episode of the Restaurant Rockstars podcast covered the power of text and how your wifi system can unlock a lot of potential in growing your database and bringing guests back – as long as you’re not giving away access with no strings attached. The guest, Steve Fletcher, runs Wifi Technology Solutions, a firm that partners with hospitality businesses to develop their marketing strategy through wifi. If you currently rely on guests to actively sign up to your mailing list, read on: For better or worse, 62 percent of people who go out to eat are looking to use wifi. Why not accommodate that demand while making it easier to expand your customer database? Fletcher advises tapping into a concept called social wifi, in which restaurant guests connect to a restaurant’s wifi network via a password that connects them to a splash page where they sign in via Facebook, email or cellphone. Thereafter, he suggests sending one email and one text per week (with text being the priority). The open rate for text is north of 90 percent and the conversion rate is about 32 percent – odds that can be profitable for you if text messaging suits your brand. Fletcher usually advises sending a text on a Tuesday morning between 10 and 11am, limiting the message to 114 characters, offering a promotion that lasts four or five days so the recipient has a good shot at using it, and always including an opt-out option at the bottom. Need help finding a solution check, we can help. To learn more check out https://www.palettefoodservice.com/marketplace.html to learn more about our social wifi solutions.
If you operate a restaurant in or near a college town, you’re in a sweet spot: You have access to a large concentration of food-savvy consumers who are looking for their next meal or snack (and are likely not preparing it themselves). If you deliver food, you’re also more likely to be able to maximize your profits by delivering multiple orders in a single trip. But becoming a campus favorite takes some strategy, particularly if you offer higher-end dishes or are otherwise not an ideal match for a student on a budget. To appeal to the convenience- and cost-driven college consumer, Running Restaurants suggests partnering with the college or university on any programs they offer that allow students to use some of their on-campus dining credits at your restaurant. Encourage word about your restaurant to spread on campus by offering promotions in the campus newspaper, taking part in pop-up food events, and hosting happy hours or other social events. Your online presence is important with this demographic, so make sure you offer online ordering and encourage engagement via social media (your social media handle should be visible on all of your marketing materials). Finally, values and transparency count with this community, so if you have a good story to tell about the local produce you offer, or charities you support, or eco-friendly business practices you have long used, talk it up.
Restaurant take-out supplies comprise a large percentage of the waste that ends up in oceans and landfills. Beyond limiting your single-use plastic, particularly the black plastic that research has confirmed is hazardous not just to the environment but also to human health, there are steps you can take to scale back your waste and to send the message to guests that you care about the environment. Start by conducting a waste audit so you have a clear picture of which menu items, packaging and office supplies generate the most waste, then adjust portion sizes and purchase orders accordingly. Buy non-perishable items in bulk if possible and use suppliers who can provide recyclable products and use less packaging on the items you purchase. Make extra napkins, straws, lids and other paper goods available upon request only. Finally, minimize the paper you generate by asking guests if you can email or text their receipt instead of printing it.
How much science is behind your menu? In other words, to what extent do you review your restaurant’s sales, inventory, scheduling, loyalty program and other areas of your operation where you collect data to better understand how these predictive analytics work together? Doing so can help you predict what will sell, so you have sufficient inventory on hand and won’t lose sales opportunities. It will also help you put your ordering on autopilot by considering both the historical and day-to-day sales of your business when you order supplies. By having a better handle on what you will need, you can plan your food preparation tasks accordingly so you minimize your waste. Best of all, being able to predict the cravings of your guests goes far in bringing them back.
Any chef can confirm it: Running a restaurant well can require the skills of a lawyer, doctor, designer, HR manager, mechanic, janitor, and the list goes on. And that’s on top of having to offer an appealing, in-season menu that can be readily adapted to different nutritional needs. While that ever-changing environment can bring interest and variety to each day, chances are you were drawn to the restaurant industry more because of the food than for your ability to negotiate a beneficial contract or identify the best cleaning supplies. Further, the multitasking often required in a restaurant setting can kill productivity: A University of Michigan study found that when a person attempts to accomplish more than one task at a time, productivity drops by 40 percent. Team Four’s Palette program can serve as an extra pair of hands, taking on some of the responsibilities on your plate so you can multitask less and focus more on parts of the business that suit you best. For example, Palette can help you fine-tune your brand, including redesigning your menu or updating your graphic identity on your website, signage and marketing materials. You can also access restaurant equipment, linens, office and cleaning supplies, along with services for managing waste collection and pest control. And in case your menu or inventory needs attention too, we can help you develop new recipes, identify cost-effective menu substitutions, improve your food safety record and offer negotiated contract pricing to help ensure you’re getting the products you need at the best value. You can access the full list of services included in Team Four’s Palette program at www.palettefoodservice.com.