One way restaurants can make the dining experience feel more special to guests is by allowing customization – enabling guests to order a dish the way they want it. But at a time when restaurants need to operate as efficiently as possible and may lack experienced staff, customization can be a strain. According to Restaurant Dive, Starbucks has experienced labor challenges with complicated drink orders in the past, and its recent introduction of four holiday-themed cold-foam flavors aimed at driving demand beyond the holiday season may compound that issue. It’s something to consider if you are weighing options to increase the customizability of your menu. Even if those efforts seem small, they need to strike the right balance with the labor you have available to carry them out. At your restaurant, have you maxed out your tech-driven efforts to make your experience feel more personal? Having automations set up to send a guest a coupon for a free dessert on their birthday can feel personal, as can sending targeted, preference-driven promotions to guests through your loyalty program. Times are changing. While Thanksgiving was once a quintessential home-based holiday, many more consumers stepped out to restaurants for their meal this year. Restaurant Business found that the percentage of consumers who planned to eat their Thanksgiving meal in a restaurant this year was double what it was last year. So project this forward to the holidays to come. As your restaurant plans for the festive season, experiences will continue to be important – and there may be an opportunity for you to provide high-value dining experiences for your guests. Restaurant bookings are showing that there is an appetite for it. Plus, at a time when convenience is so important to consumers, helping them avoid spending a day in the kitchen preparing food for holiday meals could hold strong appeal. If you have been feeling your dayparts dissolve a bit in recent years, you’re not alone. Consumers are craving their favorite foods at any time of day, which creates both challenge and opportunity for restaurant operators. A number of large restaurant brands have been trying to drive sales outside of their normal dayparts. Restaurant Dive reports that Pizza Hut is making a push for late-night snackers, Denny’s is adding a burrito virtual brand to boost sales during off hours, Wendy’s is launching efforts to draw both late-night and breakfast traffic, and Marco’s Pizza launched a handheld pizza designed for eating on the go. Taking a look at your guest traffic, do you see opportunities to encourage more sales at hours that fall outside of traditional meal times? As the gap between restaurant and grocery store prices has widened recently, the grocery stores that have managed to create café- and food hall-style spaces within their walls are drawing customers who crave restaurant-quality meals, but at a lower price point. If these dining options are becoming more worthy competitors for your restaurant, focus on providing what the grocery stores don’t. That could be your attentive customer service, customized promotions, the memorable experience you provide in your dining room and at events, or prompt delivery. Alternatively, you might also take a page from your neighborhood grocery store’s playbook and provide elevated retail items that allow your guests to easily prepare and enjoy aspects of your menu at home. |
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April 2024
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