It’s a theme that has persisted since the pandemic: Consumers simply want more from restaurants than quality food and drink these days. As factors such as food inflation, threats of recession, and the slimming down of menus and staff rosters have made ordering restaurant food a harder sell for consumers, more operators have turned up their experience factor to help attract traffic. The result is a restaurant that feels like it’s as much about the atmosphere and excitement of the experience as about the food on the menu. As a recent Forbes report details, experiential dining can involve such elements as immersive themes, interactive elements, storytelling or entertainment. This can be achieved by changing up guest expectations through rotating pop-up concepts, themed dining events, or collaborations with guest chefs or complementary businesses, for example. Similarly, US Foods reports that more restaurants are boosting their experiential vibe with entertaining tableside prep, such as fancy knifework displays and avant-garde, Instagram-worthy cocktails. These approaches also provide natural opportunities for businesses to promote their offerings on social media, entice guests who are active on social platforms to share content from their visit, and forge partnerships with online influencers who can further spread the word. Even if you’re not looking to put on a show for guests, think of experiential dining as simply a means of keeping things interesting for guests. This can be a natural outgrowth of the way you have had to make regular changes on your menu due to supply chain snags or the changing of the seasons. Consider rotating in more limited-time offerings or specials, or featuring a reinvented menu of drinks, appetizers or entrées each season to keep the experience new and fresh for your guests. 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. With the constraints of the pandemic still in people’s recent memories, consumers continue to crave experiences and connection. One way restaurants can provide both is through communal eating – but interpret that in different ways. You might physically seat different parties together for special events like chef’s tastings, or simply to maximize space in your dining room. You can also just include more shareable entrées, appetizer platters or beverage samplers on your menu to get people talking and help boost the communal experience of your restaurant. Or, your plating and presentation alone can spark conversation. Consider serving entrées or appetizers on tiered platters, or side dishes on a rotating board that helps everyone at the table experience what you’re serving. If being short-staffed has had a negative impact on your online reviews, take heart that you’re not alone: According to Yelp’s State of the Industry Report, complaints over short-staffed restaurants shot up 229 percent in the first quarter of the year. But some positive – and telling – news came to the surface as well: Slower service and higher prices have not deterred guests, who have shown continued interest in both indoor and outdoor dining options. In fact, NPD Group reports that on-premise restaurant visits climbed 38 percent during the first quarter as compared to the 45 percent drop at the same time last year. At the same time, people are being drawn to dining options that offer an experience: Yelp reported openings for conveyor sushi spiked 500 percent, dinner theater increased 240 percent, supper clubs rose 200 percent and themed cafes climbed 75 percent over the same period last year. Of course, last year looked quite different from this year in a number of ways – and now we’re looking at the likely prospect of a minor recession (and a rise in unemployment) on the horizon. To be sure, the constant fluctuations in the economy and ongoing labor challenges will keep operators on their toes in the months ahead. But the good news is that consumers will continue to look for positive experiences that provide an escape. Where possible, consider what experiences you can offer guests that require minimal labor – whether through automation, pop-ups, or rotating menu items that have an experiential element. When inflation is high and consumers are minding their budgets a bit more, they may need some extra incentive to dine out. Your special events and promotions can provide it. Looking at what you do best, as well as entertainment options that could complement it, what event might you create that would draw a crowd? Whether it’s hosting an Oktoberfest celebration, World Cup party or simply developing a menu that relates to a popular community event already in the works, find a vehicle to make the choice to dine away from home an easy one. |
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