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Industry Brothers In Arms
At a staff meeting, during an all-together different crisis, I recall a chef inspiring staff with, "We are lifers. We are all bound together by the same passion, scar tissue, and desire. And, you can tell who our brothers are by the cuts, burns, mutilated feet, and inexhaustible tenacity."
As we weather this newest storm, I think of those words of wisdom. This crisis is a global one and the virus knows no borders. The pandemic affects each and every one of us - we are all experiencing it's ravaging effects, first hand. Regardless, of the hashtag campaign, we are all, genuinely, in this together.
And, this is when we really witness the bonds of brotherhood, expressed. A good example is The Black Sheep Restaurant Group, out of Hong Kong. As they looked to formulate a plan to save their businesses, they selflessly, decided to share their game plan with the industry - globally.
Hospitality is not a noun, it's a verb. And, the Black Sheep group is a case in point of hospitality in action.
Download This Restaurant's Viral Blueprint for Reopening after Lockdowns
www.finedininglovers.com
A Hong Kong restaurant group created a manual for how to adapt to a world with Covid-19 and it has become an operating bible for the whole state and spread around the world.What is the 'new normal', anyway? Reality is that no one knows. Even when it comes to state and provincial officials and experts announcing their re-opening plans, the agendas, protocols, and phases are all over the board.
What is for certain, is that there is going to be an awkward transitioning phase where the industry looks to reset and operators look for creative ways to re-invent ourselves, re-gain guest confidence, and recapture business volumes.
We are all going to be required to implement a number of course corrections. And, to that end, should be weighing heavily, the new consumer mindset and the new behaviors of guests coming out of lockdown.
Aside from new operational protocols (health and safety), we should be looking at all the data that is out there when it comes to purchasing patterns, consumer polls, and data on "what matters to guests in the Covid era."
Visit our +change network page on LinkedIn for curated resources, industry decks, reports, and white papers to assist in navigating the 'new normal'.
www.linkedin.com/company/changenetworksolutions/
The once strong "influencer marketing" segment has taken a big hit in the last two months, one that will be difficult to come back from. Grey Goose has started a new campaign that is a different twist on influencer marketing, using an old-school tactic. "House Pour" is an online video series that features bartenders teaching viewers how to mix a cocktail. Each video has links to various organizations raising funds to help bartenders financially through this period.
The unique aspect to programs like this from Grey Goose, they're not only marketing to the end consumer, they're engaging and involving bartenders in the process, creating a connection with them, which in turn will create brand loyalty with bartenders.
As operators, we try to influence our guest's decisions in several ways, from menu design and engineering, in-store marketing, to the language our staff use. Grey Goose is going directly to the staff who can influence guests' choices in their favor and creating a connection, a strategy all operators should look and bring in-house, with our team members, and out of-of-house with social leaders who can influence where guests choose to go.
Grey Goose hires bartenders for video mixology series
www.marketingdive.com
"House Pour" gives a face to the many bar workers who are out of work due to coronavirus-related shutdowns.If you have had enough of reports of nothing but gloom and doom and are ready to glean some information that is insightful and empowering, follow us on Linkedin.
We are uploading positive content that emphasizes information or insight to help you draft your re-entry and re-launch plans, post-Corona.
www.linkedin.com/company/changenetworksolutions
www.linkedin.com
Learn about working at +change network. Join LinkedIn today for free. See who you know at +change network, leverage your professional network, and get hired.The hospitality industry has always been a leader when it comes to creativity, from events and marketing to menu development. Over the past two months, we have seen several chains, regional brands and independents develop new ways to serve their guests. Pivoting to a take-out model was one of the first steps for many, adjusting their offerings was next. We have seen many unique new products being offered, many of which are seeing great success.
As restaurants reopen their dining rooms some of these items will last. Meals Kits, Take & Bake, and Family Meals will still be on menus for some time, but do you believe they continue on menus once consumer confidence is fully restored and we are back to normal operations?
www.restaurantbusinessonline.com
Family meals, popular and profitable now, may be here to stay for some concepts.As restaurants prepare to resume operations across North America, a workforce who has been hit hard by the COVID-19 pandemic will begin to see light at the end of the tunnel. We've always pushed for our clients to put a strong emphasis on culture. Having a positive culture within your operation will flow through to your guest experience, and in turn how those guests talk about you to their network, and how people perceive your brand.
How that culture is shaped is going to have to pivot somewhat as we emerge from this crisis. Our teams won't have the same makeup, the same chemistry, and had a big impact emotionally and financially. We will need to take a hard look at what is important to our teams, and continue to pay close attention as those priorities change over time.
This article from Toast highlights some things to consider that will have a positive impact on your culture. While a fun, energetic atmosphere will still be a pillar of your company culture, the efforts you make to keep your team safe, how you communicate with them, and the thought you put into their personal circumstances will have a much bigger impact than ever before. An investment of time in creating a plan not only to rebuild your business but re-engage your staff will pay dividends in both the short-term and long-term.
How to Support Restaurant Workers During the COVID-19 Health Crisis - On the Line | Toast POS
pos.toasttab.com
Restaurant workers need security now more than ever. Here's how restaurants are adapting their policies to take care of their teams.Comment on Facebook Restaurant workers ...
They need to get people back to work.. back to living!!! All those who are compromised elderly need to do what they need to to stay healthy ..
The current global pandemic has pushed many businesses into the digital realm. Some were already active in the digital space, others had to quickly develop a strategy and get online. This article from Tatiana Walk-Morris looks at how various brands pivoted to a digital strategy.
In hospitality there have been several restaurants shifting to take-out, some offering grocery style ordering and others who have taken advantage of digital platforms to stay connected with their core guest base through virtual happy hours.
We've seen some missteps, we've also seen some very creative successes. As some regions slowly begin to reopen, one thing will be key, maintaining a digital presence, being active, and being present. Unlike just a few months ago, digital tools, social platforms, and online connections are now the norm across every generation, your guests will expect you to be there when they come looking!
How the COVID-19 pandemic is pushing brands to connect digitally
www.marketingdive.com
Retailers are quickly pivoting to emphasize mobile technology and virtual appointments to keep their businesses operational.This article from Peter Field - A Guide to Advertising Best Practice in Recession - has some excellent insights when it comes to marketing strategies, guided by historical data.
As you evaluate your current strategies and look toward the future, it is valuable to look at the past to determine what strategies were successful and which ones had a less than desirable outcome.
business.linkedin.com
The B2B Institute, a think tank funded by LinkedIn, provides guidance for brands for advertising during a recession.Restaurants are taking an unprecedented hit amid the COVID-19 crisis, from closures to take-out only, and no timeline for a return, the future is uncertain for many in the industry.
One thing that has happened is a big uptick in the use of delivery apps, from restaurants and liquor to groceries. If you have not looked at delivery services for your restaurant, using this downtime to research and be ready would be prudent. Guests are becoming comfortable with using their various apps and services, which will most likely lead to an increase in take-out as we begin to resume regular service.
By the Numbers: COVID-19’s Devastating Effect on the Restaurant Industry
www.eater.com
From canceled dinner plans to delivery app downloads, app data reveal how COVID-19 has brutalized restaurantsIs the industry going through a "Tectonic shift"? Is the modeling as simple as targeting only experience vs convenience audiences?
www.bu.edu/bhr/2020/02/13/its-2020-and-restaurant-strategy-has-just-been-changed-forever-convenie...
We are now three months into 2020. Did Food & Wine and their chefs call the trends for the year right?
These Will Be the Biggest Food Trends of 2020, According to Chefs
www-foodandwine-com.cdn.ampproject.org
From grandparent food to smoked everything.The Power of the Schedule.
When I was a junior manager, a mentor of mine told me that if we wanted to attract the best talent we had to gain a reputation as the best operators, with the best culture. And, if we want to retain talent, I (personally) had to appreciate the power of the schedule and to always give people what they needed, and always effort to give them what they wanted.
Out of all the assets available in the manager's arsenal, the schedule was the one that would garner me the most respect, would most positively contribute to the culture, and inevitably help to attract/retain the best people.
It was his contention, that understanding, and scheduling around the complexities of people's personal lives, knowing how scheduling (over wage) determined paycheck amounts, and affording time off whenever it was requested/needed was the magic (and required skill of managers) that built the business.
And...he was right.
Are you dialed in with your social media strategies and practices? A great place to learn how to be a social media master is via Slide Share.
Finding Instagram Success: Build an Account People Care About | Taylor Loren | Skillshare
www.skillshare.com
Want to stand out on a crowded platform? You already have everything you need! Join Taylor Loren, Head of Content Marketing at Later, for a 60-minute class all...In order to be irreplaceable, one must always be different ~ Coco Chanel
"Don’t make the mistake of comparing your brand persona to your competitors... You’re not different than your competitors when saying that...And you should be better. In fact, you should be the best—in your own lane."
Don’t Market Yourself as Better, Market Yourself as Different
medium.com
Instead of playing the comparison game, find a place no one can knock you out ofIf anyone had service down to a science and insights to share, it would be the Ritz Carlton Hotel Company.
How to Deliver Service Excellence: Lessons from Ritz-Carlton
hospitalityinsights.ehl.edu
Service excellence is the foundation of luxury hotels and the Ritz-Carlton has received many awards for it. Here are 5 steps it takes to remain best in classIs this a high-risk or high-reward scenario? Would you hand over your brand (and reputation) to a team of influencers?
'Put everything in the hands of the influencers': Inside RXBar's new influencer strategy - Digiday
digiday.com
To launch new limited edition flavors, RXBars is using influencers to get the word out rather than a traditional ad campaign. The company is doing so to open up a new sales channel as well as generate...If brands like Dollar Shave Club and Unilever are comfortable in advertising and marketing on a platform like Porn Hub, does that mean that porn has gone mainstream enough, that it's okay for any brand to consider leveraging the massive access to audiences that porn sites can deliver?
Why Dollar Shave Club is marketing on PornHub.
medium.com
What you can learn from this men’s grooming giant getting in bed with the world’s largest adult entertainment site.As everyone tried to master social, KFC has just shown one of the most important tools you can use online - paying attention!
Recently Kim Kardashian & Kanye West visited a Paris KFC and posted a photo of them eating the KFC - it's not clear if they were paid to do this, or in on it (see Vancouver Warriors/Biznasty promo) but KFC went all in creating their own bucket for Kim & Kanye, and erecting a plaque at the location.
It will generate short-term buzz and get people talking about KFC. It's always important to keep an eye on social, find your mentions, and be ready when an opportunity presents itself.
KFC France jumps on buzz of Kanye West, Kim Kardashian visit
www.marketingdive.com
The fast-food chain customized a bucket of chicken featuring lyrics that mention KFC and erected a plaque commemorating the celebrities' visit.Providing guests with best-in-class hospitality is something we have been talking to our clients and colleagues about unendingly. This article from Ecole hôtelière de Lausanne highlights how your service is the new marketing.
As operators navigate the marketing landscape, from traditional platforms to social to online reviews, one thing can't be missed - providing the guest with the best service, the best food, the best drink, and the best atmosphere you possibly can. When your team can hit every point time and time again your guests become ambassadors, they are proud to tell their network about you, and that marketing is priceless.
Investing time in your people and your product will always pay off in the long run. Your guests should be the center of your world, give them the experience they desire, the experience they expect, the experience they will remember.
Is Service Excellence the New Marketing?
hospitalityinsights.ehl.edu
With service excellence being an abstract concept and a soft target, you may be reluctant to invest in it, but it pays for itself in many ways."Stocking The Pond" has been a tactic for many restaurants when it comes to online reviews in the past, but you should think twice before going down that road. Yelp has recently come down on embattled franchise Burgerim.
Yelp caught Burgerim buying fake reviews, and rather than removing the reviews they have added a "consumer alert" on their pages letting users know they were caught offering incentives for reviews. Yelp has also added similar alerts to pages with suspicious review activity, like multiple reviews from the same IP address.
Nothing beats a genuine review - often times the fake reviews read just like that and are easy to spot, however, a lot of users simply look at the overall rating and base their decision off that. Fake reviews can have a negative impact on operators who are going about it the right way, and Yelp is looking to even that playing field.
Although they have come under fire in recent years for their business practices and fallen out of favor by many restauranteurs, Yelp is making a positive step in combating deceitful review practices.
Yelp Publicly Shames Burger Chain for Buying Fake Reviews
www.eater.com
It’s the latest in the review site’s attempt to be "consumer advocates"This innovative concept may be too little too late for WeWork, depending on how their future plays out, but they have created a unique model that will inspire innovation in the food and beverage industry. This unique concept opens up opportunities for those who may not have had the same access to the network, facilities, or knowledge base that WeWork is opening up.
This could be a great opportunity to develop and innovate if it survives the WeWork stumbles has recently suffered.
WeWork Celebrates Grand Opening of Food Labs Flagship in New York - WeWork Newsroom
www.wework.com
WeWork today celebrates the launch of the WeWork Food Labs New York flagship, dedicated to providing food-focused entrepreneurs and companies with collaborative and flexible workspace, custom programm...Is the Influencer marketing machine, about to grind to a halt? New regulations coming, Influencers being outed for fake followers and manufactured posts, influencer campaigns failing to produce any engagement or ROI...are operators becoming savvy and coming to the conclusion that not all Influencers have influence or 'Klout'?
Is This the Year Restaurants Stop Catering to Influencers?
www.foodandwine.com
When Boston Chops was preparing to open a second location in downtown Boston, its owners didn't just meet with interior designers and architects, but also…Influencer marketing has played an important part in the digital strategy of many hospitality groups over the past few years. Our team has been at the forefront of working with our clients to develop and execute major influencer events, micro-influencer strategies, and everything in between. We have seen the impact a successful campaign can have, and the potential pitfalls within the influencer marketing world.
The FTC is reviewing the current influencer landscape, with potential new restrictions and regulations being put in place. This could lead to major changes in how brands and influencers work together, and more importantly, provide transparency for the end-user.
Influencer marketing is a murky area, for most hospitality companies. It is difficult to determine the ROI on an influencer campaign, especially when the primary revenue source comes from a physical visit to a location, it is not as simple as click-and-purchase. Determining the right group of influencers is a challenge as well, you need to be sure they have an engaged audience, an audience that suits your brand, are trusting, and real, not littered with fake accounts or purchased likes.
It will be interesting to learn what the FTC finds from their review, and what action will be taken from it. Platforms like Instagram already have policies in place, and self-police, but federal regulations with actual monetary penalties will have a major impact on the influencers and brands alike. Online influencers will still be a valuable tool for hospitality, but how they are used will continue to evolve, both through regulation and a more educated and discerning audience.
FTC Announces New Review of Influencer Marketing Disclosures, and Potential Penalties
www.socialmediatoday.com
The FTC has called for public comment on the need for new guidelines in relation to influencer marketing and product endorsements on social media.There are some interesting opinions in this viewpoint panel from Hospitality Net. The topic - what matters more for customer experience, people or technology?
Technology brings conveniences for guests, like digital room keys, self check-ins, restaurant reservations, online ordering and more. We firmly believe technology is there to complement the human aspect of hospitality. When technology fails, guests are left to talk to an actual person, and how that interaction goes will have a larger impact on how they perceive their overall experience than any technical failure. A live person has the opportunity to make it right for the guest, where technology can't make those judgment calls, yet.
Technology and people are both important in hospitality, don't forgo one for the other.
What Matters More for Customer Experience: People or Technology? – Hospitality Net World Panel
www.hospitalitynet.org
The last few years have forced companies to adapt more quickly than ever to changing customer expectations in terms of technology. Hospitality is no exception, from mobile room keys to automated notif...We have long been advocates for ensuring you are where the eyeballs are. Google continues to grow its audience through several different features, many of which have a huge impact on the hospitality industry. From search to reviews to directions, Google commands the digital landscape. They are rolling out a revamped Google Maps, with a new look, and new features.
Take a moment and think about how the decision-making process has evolved for guests in the last 20 years, from having their go-to place that was always consistent to having reviews, menus, and directions to every restaurant in their hands. What a time to be alive!
Ensuring all your Google listings are not only populated and current, but the language and photography are compelling. Google and Google Maps are how new guests are discovering you. If you need proof, take a look at the #1 search term related to restaurants, "Restaurants Near Me" --> www.wordstream.com/popular-keywords/restaurants-keywords .
You'll be on the list, but will you stand out?
Google Maps is turning 15! Celebrate with a new look and features
blog.google
Google Maps is celebrating 15 years with a new look and product updates.
