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.Doom, disruption, or opportunity? There is prolific change taking place in the industry but does it speak to an industry that is beginning to evolve and catch pace with other sectors or is it a 'restaurant doomsday', that some industry experts are predicting?
10 Alternative Foodservice Formats Impacting the Restaurant Industry
aaronallen.com
It's clear that alternative foodservice formats that are shaping up globally are stealing more and more share from traditional establishments.With demand for delivery rising, the major players are facing numerous issues, from disingenuine restaurant sign-ups, to find a profitable financial model.
Operators are also struggling with issues around quality, service, and how potentially poor experience will affect their brand.
The team at Toast has put together an excellent piece that outlines the issues, and what it takes to handle the delivery in-house.
Should I Use A Third-Party Delivery Service or Create My Own? | Toast POS
pos.toasttab.com
The demand for food delivery from restaurant customers has steadily climbed in the past three years. How will you adapt?Is this a solution to staffing issues or a potential issue in itself?
Flynn Restaurant Group adopts instant pay across its 1,200 restaurants
www.restaurantdive.com
The franchise operator has expanded its partnership with DailyPay to improve employee turnover.Look who managed to sneak his way onto the red carpet? Travis participating in the exclusive and intimate event at Spin 350 Creative Studios featuring rising star, Louie Bello along with some of Boston's most talented musicians and voices.
Hospitality serves every age and demographic imaginable. Hotels to restaurants all have their target demographic, and for some, that includes kids.
If your target audience includes kids, have you implemented any strategies aimed at Gen-Z and Gen Alpha? Our team can speak from experience, their children are a big part of their decision-making process when it comes to dining out, travel, and tourism. If you're a restaurant with a kids menu or a hotel with family-friendly amenities, it's worth investing time to learn how you can help become a must-visit for these young guests - if they're happy, their parents will be happy. We are not suggesting you need to become a Chuck-E-Cheese, but if you have an offering for those ages, make it right, it will pay off in the long run.
As they grow up in a digital age, their influence amongst each other will grow, and they're forming opinions of brands at much younger ages, make sure you are prepared and not left behind!
With recruitment being a hot topic throughout the industry, all areas of the business face unique challenges. This article from Rachael Pittman at FSR touches on a challenge that has been present for a long time on the culinary side, but equally important in all roles.
Personal well-being has a massive impact on retention. Burn-out has been an issue with young chefs and we always encourage our clients to consider creating programs and initiatives that will help their teams with personal well being and encouraging a healthy lifestyle. This contributes to improved retention and helps foster a positive culture in the organization.
For Chefs, Taking Time Away from Work is Critical | FSR magazine
www.fsrmagazine.com
It’s the start of a new year and, as such, the time to establish new habits, revamped resolutions, and—for the foodservice industry in particular—fresh dedication to health and wellness. Kitchen..."Conventional wisdom notes that it’s more expensive to recruit and onboard new employees than to retain existing high-performing employees."
If this is commonly understood, why is there such a disproportionate investment of time, funds, and resources focused on recruitment vs retention?
Which has better ROI or more value?
Google ads were once the go-to digital marketing platform. They are still right up there, but their effectiveness has wained in recent years as users have become more aware of what paid results vs organic results.
Google recently rolled out a design change to their sign that blurs the line between ads and organic results. The new change mirrors what is available on mobile, with a paid result having "Ad" before the page name, and organic results having the favicon (the little icon that appears on your browser tab) of the site leading it, making it harder to differentiate.
Google has backtracked somewhat, saying it is now just an experiment. Wherever they land it will always be important to define your goals for search, and if it is the best platform to invest your marketing dollars.
Google is backtracking on its controversial desktop search results redesign
www.theverge.com
The company says it will experiment with favicon placement
