Greater Focus on Family Opens Opportunity for Restaurants

The last several years have seen a heightened appreciation in the populace for meaningful moments and experiences. We are focusing more on what we have and less on what we don’t. We want to give our energy to what is most important in our lives. For many people, that means family. In fact, for 62% of today’s consumers, it is a sign of success or accomplishment to be able to spend a lot of time with their families. This sentiment holds true across age groups, and while it’s stronger in females, it’s a significant feeling among males too. What’s this information have to do with the restaurant business? It’s an opportunity. Families are looking for ways to spend time with each other, and restaurants are perfectly suited to provide the setting.

Restaurant Marketing Campaigns Should Target a Broad Definition of Family

Restaurants have always been favorite gathering places for families. That part hasn’t changed since the restaurant industry began. What has changed is the definition of what people now consider to be family. It used to be that a “traditional” family meant a husband, a wife and maybe some kids. According to the U.S. Census Bureau, however, that type of family now makes up less than half of all American households today. The larger group is now composed of multi-generational households, single parent families, same-sex families, families in which the adult children still live at home, and households that consider themselves family, but are not actually related. The take home message for the restaurant operator is that marketing campaigns need to take this diversity into account and target these various demographics accordingly if they wish to truly tap into the opportunities that await in the arena of family business.

What Families Really Want from Restaurants

It’s important to remember that most people’s primary objective when they go out to eat together is to have an enjoyable experience with each other. The choice about where they go to do that is secondary. Ensuring that your restaurant provides a warm and welcoming atmosphere, where people can focus on and hear each other, goes a long way toward facilitating the meaningful experience families are looking for. Of course, family deals and discounts, platters geared toward large groups and perks for making a group reservation ahead of time go a long way too.

On Premise Service Isn’t the Only Opportunity for Restaurants Catering to Families

Providing your family patrons with a service and experience that they love doesn’t have to end on the premises. There’s a huge opportunity in take-out and delivery from family customers as well. Families that order out want to feed a lot of people without a lot of hassle. Deals that provide a full course meal which feeds multiple people are appealing, and it makes sense to have them on hand as part of your overall marketing strategy geared toward family groups.

It’s not uncommon for families to pick one restaurant in particular to return to as a group again and again for years. The experiences that have together over your food become treasured memories for the customers, and they often become some of the most loyal and best referring patrons you have. It only makes sense then, to take extra effort to ensure that your marketing plans include targeting this important demographic.

What Today’s Consumers Want: Personable, Human Experiences and a Reason to Give Loyalty

Technology can have a wonderfully effective application in the restaurant industry. In fact, we explored a few such applications in a recent post. However, before we get too excited about installing all the latest tech advances, it’s important to keep in mind that technology can also create an experience that is rather cold and impersonal for the consumer, which can actually end up inhibiting your relationship rather than building it.

People Want Personable Experiences, Not Cold Transactions

In fact, according to the Futures Company, 81% of today’s consumers say that companies are becoming too inhuman and impersonal when it comes to connecting with their customers. If you think for a moment about your standard interactions in the checkout line of any given store, you’ll see an obvious example of this in action. How often do you even make eye contact with your clerk, let alone make any personable conversation? Most of us are so busy answering the numerous questions we get from the credit or debit card machine in front of us that we barely even notice the person facilitating the exchange.

The important thing to recognize is that even though people appreciate the conveniences technology has to offer, they still want to make a human connection with the businesses they interact with.

Don’t Let Your Restaurant Fall Prey to ‘Transactional Coldness’

While the restaurant industry has some inherent guards against this phenomenon of ‘transactional coldness’ due to the fact that at least some level of personal interaction is generally required to take orders and deliver food, this effect can still creep in if you’re not on guard. Watch out for over-stressed or under-engaged staff slipping into robotic scripts, even on greetings and goodbyes.

Guests are also getting quite sensitive to being given a ‘sales pitch’ which can feel like you’re just trying to get more money out of them. Instead, upselling is best done only as a result to understanding the needs and expectations of the guest.

This need for a personal connection extends to employees as well. Staff wants to connect with supervisors on a personal level as well, and facilitating this connection drastically improves an employee’s sentiment about the business – which, in turn, facilitates the consumer experience at your establishment.

Technology and Good Old Fashioned Hospitality Should Co-Exist in the Restaurant

While technology can be useful on the levels of gathering better data about your consumers and staying connected with them when they aren’t physically in your establishment, it’s not a substitute for truly listening and learning about the people who are supporting your business. That goal can only be achieved by good old fashioned hospitality techniques such as knowing your customers by name, greeting them with eye contact, a warm handshake, and sincerely trying to make a personal connection with them.

The bottom line is that it is the quality of your interaction with your customer that makes or breaks your relationship with them. The ideal is to have a successful marriage between the conveniences of technology and the personable feeling of warm hospitality. Businesses that can make this marriage successful are then able to leverage the advantages of both worlds.

Restaurant Industry Food Trends to Watch in 2013

One of the interesting things to watch from year to year is the shift in which foods consumers can’t seem to get enough of. Some of this year’s food trends aren’t anything too novel, and others are rather surprising. Here are a few examples of what to expect.

Savory, Sour, and Asian Influence in the Restaurant

For years, dishes which are known to be tart, acidic, or bitter have been neglected by mainstream dining establishments. Not so anymore. Don’t be surprised if you see a plethora of new sour and savory menu items popping up. From fermented sausage to new spins on sauerkraut and desserts, sour is taking its day in the limelight. New methods of creating savory fruits also fall under this category and chefs around the country are dehydrating, pickling, fermenting, grilling, salting, and generally manipulating the flavor of fruits that we normally eat raw.

Asian foods taking the place of traditional American comfort food is another big trend this year. Whether it be the spicy, fresh flavors of Thailand, the tart taste of Korea, or the soothing concoctions of Vietnam, don’t be surprised to walk into an American diner this year and see delicious, Asian-inspired flavors on the menu.

Sophisticated Snacks in the Diner

Another surprising trend forecasted for 2013 is the fact that many restaurants are now offering snack options on the menu. Snacks are loosely defined as something that is not a meal, but can be purchased and consumed in three minutes. These days, people often snack their way through the day, taking food where they can grab it quickly in between their busy schedules. In fact, many people even consider a couple of snacks eaten together as a meal.

As a result, restaurants are finding that they can easily cater to this crowd simply by adding a few quick-grab items to the menu. While a snack used to mean a bag of potato chips, many restaurants are upping the ante by offering sophisticated snacks like glorified mini-burgers or shakes, upscale dips or crab cakes at a low price to consumers on the go. Popcorn, in particular, is enjoying a boost in popularity as a snack this year which given its low price, is a particularly easy item to add to your snack menu.

A One Diner Fits All Approach, Leaves No Diner Behind

Although there is still plenty of demand for upscale dining which provides a very specific fare, most casual dining establishments are finding that it is lucrative to cater to the needs of each individual demographic of consumer that enters the establishment. This means having something on the menu that will appeal to the vegan and vegetarian crowds, the gluten-free crowds, the weight-watching crowd, the budget crowd, etc, etc.

Being more flexible about the fare that is being offered and attending to the dietary needs of the various types of people who frequent the restaurant goes a long way toward building loyal clientele.

The forecast for the restaurant industry bodes well for this year, and we will continue to see big shifts in industry trends. You can count on health, portion sizes, and dining customization to remain at the top of the list, as well as an influx of new and exotic flavors that can’t be easily created at home.

How to Appeal to the Weight-Loss Crowd with Healthy Menu Items after the New Year

While having healthy items on your menus has become increasingly important no matter what time of year it is, the New Year is a particularly good time to blast your healthy options with extra marketing campaigns. The reason for this is that weight loss continues to be the number one resolution that everyone makes when they set their aspirations to start the New Year off right.

Therefore, it makes sense to highlight your healthy eating choices more than ever while the weight loss resolution is still fresh in everyone’s mind. Here are some key strategies you can employ to catch this demographic while it’s hot.

Calorie Counting, ‘Heart Smart’ Choices, and Low Carb Menu Options

Everyone has a different technique when it comes to weight loss. While listing the amount of calories in the food you are serving is one sure-fire way to catch the attention of the weight-loss crowd, it’s definitely not the only way. Many people who would like to lose weight aren’t as concerned about the amount of calories as they are simply about making healthy choices. Therefore, offering menu items that are healthy for the heart or simply even low in carbohydrates can be equally effective in catching the attention of people who are trying to make better choices for themselves.

Offer Smaller Portions and Options to Make Healthier Choices

Another effective strategy to entice the weight loss crowd is simply to offer smaller portion sizes and the option to make healthier choices when they order. For example, allow customers the option to substitute salads instead of fries or to buy a half plate of pasta instead of a full one. These little customization options don’t cost you anything but go a long way toward building a good relationship with your consumers.

Such choices make the customer feel like you really care about meeting their expectations and values. They get to leave feeling like they were able to meet their own healthy resolutions by supporting your establishment, and are far more likely to return as a result.

Don’t Forget about Healthy Menu Options for the Kids

As obesity becomes an ever increasing problem in our country, more and more parents are concerned about the nutritional value of what they are feeding their kids. As such, it makes sense as a restaurant owner to make health and nutrition information available to parents who want to know. Adding a ‘healthy kid’s menu’ can also be a particularly powerful marketing ploy to bring health conscious parents into your restaurant, and it is well known that parents are some of the best word-of-mouth advertisers you can ask for!

All in all, appealing to the weight loss crowd doesn’t have to be particularly difficult. You’ve probably already got several menu items that fall under the healthy eating category. Your only real job is getting the word out about your healthy options now, while dropping a few pounds is still at the top of everyone’s to-do list!

Sustainable Seafood: How Demonstrating Your Commitment to Integrity can Increase Your Revenue

As people become more environmentally aware of the impact their choices make, sustainably harvested seafood has come under the spotlight in restaurants around the country. Numerous fish species have been harvested to the point of decimation, and fisherman around the globe have come under scrutiny for their unsustainable practices.

As a result, people want fresh seafood and they want to know where it’s coming from before they buy. As such, it is a smart move on the part of every restaurant owner who serves fish and other types of seafood to not only ensure that there are sustainable species on their menus, but also to educate their servers and wait staff accordingly.

Educated Servers = More Sales, Happier Seafood Customers

One of the simplest ways to build your reputation (and thereby increase your revenue) in relation to seafood, is to educate your servers so that they can talk intelligently to customers about the seafood they are serving. With rapidly changing menus and a sea of information about the best choices in seafood, people are really confused about what is the right way to go.

Therefore, it’s more important than ever to demonstrate the quality of what you are serving to your customers and the care that you have taken in selecting it. The only way to do that is to provide your servers with the seafood education they need to adequately address consumer concerns.

Sustainable Seafood Programs Demonstrate Integrity

There are a variety of sustainable seafood programs that restaurant owners can participate in to ensure that they are offering ocean-friendly species to customers. The Monterey Bay Aquarium Seafood Watch is one such program. Partners of the Seafood Watch commit to removing all species from the Watch’s ‘avoid’ list from their menus as well as educating their servers about ocean-friendly seafood.

This organization (as well as few others) also has a nice Power Point presentation that they will send individuals for free which details species currently on the Watch list, if you’re interested in seeing how your menu compares.

Sustainable AND Local Seafood Make an Unbeatable Combination

While it’s important to avoid species of fish whose populations cannot be harvested sustainably, it’s equally important to select species of fish that are as local as possible. Locally harvested seafood not only has less environmental impact, but it also gives you the ability to build your good reputation further by supporting the local community.

You’d be amazed how much of a draw fresh, local, sustainably harvested seafood can create for your establishment. By making these kinds of changes, you are making a commitment to integrity – which goes a long way toward making your business stand out from amongst the crowd and increasing your revenue.

By investing in education for your servers about ocean-friendly seafood, you are ensuring that customers are aware of your environmentally conscious efforts to be an establishment that operates with integrity. Making this kind of commitment further increases the chances that those customers will help you spread the word about your eco-conscious, locally sourced menu.

How to Lure Travelers to Your Restaurant, and Why You Want ‘Em

While growth in the domestic travel sector was slow but steady in 2012, international travel to the U.S.  flourished with international visitors spending around 100 billion dollars on tourism related goods and services, including restaurants.  According to the National Restaurant Association, international and domestic travelers account for as much as 40% of fine dining restaurant sales and 20% of casual dining sales, underscoring the need for proprietors in these sectors to make sure that their establishments are on the traveler’s radar.

Get in the Media to Grab Attention

Getting your business in media that travelers will see is an important way to bring them in to you restaurant. Obviously you can pay for advertisements to achieve this goal, but there are several free ways to generate publicity as well.

For instance, participating in major food festivals, competitions, and restaurant awards are all great ways to get free publicity and build your business’s reputation at the same time. Similarly, hosting charity events generates a lot of media attention and provides an opportunity for your establishment to demonstrate its good-will and commitment to serve the community.

Another great way to get in the news and attract visitors is to provide a novelty of some sort. This could be featuring local dishes, being the only restaurant to offer a particular kind of food, providing a unique atmosphere, or even taking a niche-market approach such as having only fresh or organic produce. The key is to make your establishment stand out somehow by featuring something that is newsworthy and novel enough to make travelers seek out the experience.

List Your Restaurant with Destination Management Companies, Travel Websites, and Visitors’ Bureaus

Getting your restaurant listed in as many places as possible is another important technique to bring in travelers. Many restaurants utilize what is known as destination management companies, or DCMs, to reach out to international visitors. Listing your business with travel websites, concierge services in your area, and local visitors’ bureaus are also effective approaches which can yield a large potential return for your efforts.

Networking with businesses that deal regularly with travelers is a great way to build relationships and a positive reputation as well. Not only do you have an excuse to periodically drop in and leave gift certificates or info, but the concierges and bureau workers you encounter will also be more likely to personally recommend your business if you take the time to build a relationship with them.

Optimize Your Social Media and Online Presence

Having a strong online presence is important in today’s era regardless of the customer demographic you’re targeting, but it is even more critical if you’re trying to attract travelers.  The odds are pretty good that those travelers will be searching online for places to eat in the area that they are staying and will be relying almost solely on online information and reviews to make a decision.

Thus, it is critical that your website is optimized so that it shows up in search results for its particular food and service category.  Similarly, it’s important that you have positive reviews for your restaurant available on major review sites. Your publicity and networking efforts will pay off here too as two of the factors determining search engine rank are the number of links and the amount of ‘buzz’ there is for your establishment from exterior sources.

Great dining experiences are one of the pleasures that most travelers seek out when they visit a new location. As such, it makes a lot of sense as a restaurant owner to target this lucrative group!