In the restaurant industry, time is an ingredient as important as salt or sugar. It’s the invisible seasoning that can make or break a restaurant’s success.

That’s why a growing number of foodservice businesses, of all sizes and categories, are exploring labor-saving products in their battle against the clock. These ingredients aren’t just culinary shortcuts; they are strategic decisions that can improve your operation’s efficiency and success.

Why Choose Labor-Saving Products?
Labor-saving products provide more than convenience. By removing unnecessary steps, streamlining prep procedures, and incorporating time-saving ingredients into your most popular and profitable menu items, you’re not just simplifying food preparation; you’re opening up a world of possibilities for marketing, social media engagement, and business growth.

The direct benefits of labor-saving products are clear…

• Save Staff Time: Reduce the hours spent on tedious prep work.
• Cut Training Requirements: Simplify the on-boarding process for new staff.
• Reduce Waste: Minimize the risk of human error and ingredient spoilage.
• Ensure Consistency: Deliver the same high-quality experience every time.

The ancillary benefits come with time…
With time reclaimed through labor-saving ingredients, your team can shift their focus from the cutting board to the drawing board. This newfound time could be used for brainstorm sessions that fuel fun marketing ideas, epic food photo shoots, fostering engagement with your audience across social media platforms, and to drive overall business growth.

“I wish I had more time…” is something I hear often from business owners regarding their marketing efforts. Marketing, social media management, and content creation are just a few of the areas that would benefit from having more time. What other aspects of your business could benefit from a little more time invested?

Looking toward the future of foodservice, in a world exploding with AI-powered advancements; it’s clear that speed and efficiency will be increasingly tied to profitability. By embracing labor-saving products, you’re not only keeping up with the times; you’re future-proofing your business.

Visit www.dennisfoodservice.com/laborsavers to explore a selection of our favorite labor-saving ingredients. For personalized recommendations and suggestions, don’t hesitate to reach out to your Account Executive. Together, let’s optimize your kitchen’s efficiency and unlock new opportunities for success.

Reignite your enthusiasm, find the niche that’s right for you, and boost your visibility without breaking the bank!

Recorded live from the main stage at Maine-Stay 2023–you’ve got a front-row seat to Luke’s insightful discussion on maximizing your marketing impact without breaking the bank. From traditional methods to cutting-edge digital solutions, Luke unpacks a diverse array of strategies designed to elevate your business’s visibility and drive growth.

Be prepared to take notes as Luke delves into topics such as common marketing tactics, budget-friendly technology solutions, untapped platforms, and the DIY power of “the free stuff.” Whether you’re a seasoned entrepreneur or a budding business owner, “Do the Free Stuff First” is brimming with actionable insights to reignite your enthusiasm and propel your brand to new heights.

Ready to revolutionize your marketing approach and unlock untapped potential—all without emptying your pockets? Let’s embark on a journey to supercharge your marketing efforts, affordably!

Also available as a three-part podcast series.
Listen to “Do the Free Stuff First” on-the-go, at the office, or in the kitchen with Episode 74!
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Luke, the Chief Marketing Officer at Dennis Food Service and a seasoned marketing expert, shares invaluable insights drawn from his wealth of experience.

Recorded live from the main stage at Maine-Stay 2023, this episode offers a front-row seat to Luke’s insightful discussion on maximizing your marketing impact without breaking the bank. From traditional methods to cutting-edge digital solutions, Luke unpacks a diverse array of strategies designed to elevate your business’s visibility and drive growth.

Join us as Luke delves into topics such as common marketing tactics, budget-friendly technology solutions, untapped platforms, and the DIY power of “the free stuff.” Whether you’re a seasoned entrepreneur or a budding business owner, this episode is brimming with actionable insights to reignite your enthusiasm and propel your brand to new heights.

Ready to revolutionize your marketing approach and unlock untapped potential—all without emptying your pockets? Dive into episode 74 and embark on a journey to supercharge your marketing efforts, affordably!

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Available as a video with slides and captions.
Dive deeper into “Do the Free Stuff First” with the keynote presentation video.
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Dennis Knows Food Podcast   podcast@dennisfoodservice.com

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By Luke LaBree
CMO, Dennis Food Service

Foreword

I’m a father and a traveler. I’ve been a restaurant dishwasher, waiter, maintenance worker, and even a touch-screen order system installer (my favorite part of that job was wiring the network connections.) I’m the son of a country store-owning mother and a lifelong food service industry father. I started a website design company and began working to promote local businesses while I was still in high school. I’ve spent the past two decades as a branding and marketing professional, nearly a quarter of which has been for an employee-owned food service distributor. I’m a native of Maine, and I not only enjoy the bountiful wilderness, coast, culture, and local cuisine New England has to offer, but I also recognize the seasonal windows our local businesses work within to attract new customers.

The image of a hungry family traveling through scenic New England perfectly captures “Decision to Dine” season. I used multiple AI-powered image generation tools and manual techniques to create it. The need to use the manual skills that I’ve spent the past 30 years mastering–that I have built a career on–is quickly being replaced by what is essentially a poorly written incomplete sentence. I share all of this because few people are more uniquely qualified than me to step onto a soapbox in front of New England’s hospitality industry and shout, “Double-check your digital presence, update photos, menus, map listings, and links. Respond to reviews and put systems in place to create consistent content across your channels. Decision to Dine season is coming!”

Depending on your outlook, I offer one more introductory word of encouragement or warning. This is likely the last season that AI won’t be heavily involved in the customer’s journey to your door. There will be powerful AI incorporated into our phones by next season; within two seasons, nearly everyone will be using it. That AI has not only been “fed the internet,” it reads the internet just like a human, but faster and far more efficiently. So, I ask again, how well represented is your business on the internet?

These 15 strategies will help you win “Decision to Dine” season by increasing foot traffic and revenue using your digital presence to attract more travelers and tourists.

What is “Decision to Dine” Season?

“Decision to Dine” season spans from early spring to late summer and represents the season for many foodservice and hospitality establishments. I’m not discounting winter, there’s a decision time frame there too, but the successes of summer often establish offerings, strategies, and even bookings for other seasons. Either way, a prosperous season for many New England businesses intertwines with their ability to attract tourists and travelers within a specific window–when those potential customers are actively exploring dining and destination options.

A robust digital presence will significantly influence a customer’s decision to dine at your establishment and impact their potential to browse, reserve, book, or even see your business as an option in their search results and social feeds. Food and hospitality operations that update and showcase their new seasons with refreshed visuals, new and unique offerings, and content-based encouragement around location, brand, and atmosphere stand a far better chance of attracting traveling customers than those that don’t.

Optimize Your Online Visibility

When traveling or visiting an unfamiliar area, one of the first and most frequent things your potential customers do online is search for nearby food and dining options. In the internet age of search first, decide later, having a complete online presence that ranks well in search results is crucial during “Decision to Dine” season. Here’s how to optimize your online visibility:

1. 1. Verify accurate and up-to-date business information across digital properties

In the absence of a dedicated website, potential customers will rely heavily on third-party sites like Google, Yelp, and TripAdvisor to learn about your establishment. Claiming and updating your business listings on these platforms is essential to controlling the narrative and providing accurate operating hours, contact information, and menus. Unclaimed listings can become littered with outdated details and unflattering user-generated content, deterring potential diners.

1. 2. Tap into local SEO to rank higher in relevant location-based searches

Search engines like Google prioritize local results based on a user’s location and the relevance to the search. By optimizing your website and online listings with local keywords, geographic terms, and details about your cuisine and specialties, you increase your chances of ranking higher when travelers search for “restaurants near me” or “best seafood in [your town].”

To be clear, I’m not suggesting you use the term “restaurants near me” in your content. Rather, focus on specific terms that identify your business location and category, such as towns, streets, nearby destinations, cuisine category, best-selling items, etc.

1. 3. The role of search engines and review sites in the decision-making process 

Let’s face it, when we’re traveling or exploring a new area, we rely oh-so-heavily on web searches and “review and discovery” sites (Maps, Yelp, and TripAdvisor) to inform our choices. A well-maintained presence on these platforms, backed by managed reviews and enticing visuals, can sway a potential customer’s decision to visit your establishment over a competitor’s. Managing your online reputation and leveraging user-generated content can give you a significant edge during “Decision to Dine” season.

Showcase Your Brand’s Unique Essence

Your potential customer’s digital feeds are brimming with content aggressively vying for their limited time and attention. Having a website or a Facebook page is not enough – you need to showcase what makes your brand truly unique and captivating. During “Decision to Dine” season, travelers are bombarded by options. Here’s how to help your establishment stand out:

1. 1. Use compelling visuals to highlight your establishment’s ambiance, cuisine, and culture 

Visuals reign supreme in digital marketing. High-quality photographs and videos can transport potential diners into the heart of your establishment, whetting their appetites with mouthwatering imagery and immersing them in the ambiance that sets you apart. Don’t settle for stock – authenticity is key. Invest in a high-end smartphone to simplify capturing and sharing authentic images of your food, staff, and environment. Provide potential customers the opportunity to see for themselves and decide, “Does this look like the food I want?”… “Does this look like a place I would enjoy?”

1. 2. Share your brand story through authentic, behind-the-scenes content 

Every restaurant has a story to share – a tale of passion, dedication, the pursuit of culinary excellence, or the classic New England strategy of wicked-big portions. Share that narrative through engaging, behind-the-scenes content that pulls back the curtain and connects with your audience on a deeper level. From the sourcing of local ingredients to the kitchen camaraderie that fuels your operation, these authentic glimpses into your brand’s culture will work to lure diners seeking a genuine experience.

1. 3. Engage with customers and respond to reviews to build trust and loyalty

Make sure your reviews are on a two-way street; customers crave a two-way conversation with the brands they follow and frequent. By actively engaging with your audience, managing and responding to reviews (both positive and negative), and fostering a sense of community around your brand, you cultivate trust and loyalty that can sway the “Decision to Dine” in your favor. Remember, even a negative review can be an opportunity to showcase your commitment to customer satisfaction.

Capitalize on Social Media’s Influence

Social media has revolutionized how we discover, share, and engage with brands – with restaurants and food businesses contributing to a significant portion of the conversation. Why? Because hunger is a universal driving force. The tradeoff with social media is that it requires more of your time and active focus than updating a website or managing review and discovery sites. Making the time internally to leverage social marketing can make the difference between being overlooked and becoming the destination for someone’s next meal. Here’s how to leverage social media’s powerful reach to access more potential customers:

1. 1. Create a consistent and recognizable brand presence across social platforms

Consistency is key to building brand recognition and trust with your social efforts. Maintain a cohesive look, tone, and messaging across platforms like Facebook, Instagram, Twitter, and TikTok. Use consistent handles, profile pictures, and branded visuals to reinforce your identity. This unified presence is more professional and boosts the perception of quality and attention to detail across your entire operation. If your digital presence is sloppy, what is stopping someone from drawing that conclusion about your kitchen?

1. 2. Promote user-generated content to amplify your reach and credibility 

One of social media’s greatest strengths is its ability to harness content generated by other users. The authentic, unfiltered experiences shared by your customers can be highly effective marketing. Encourage diners to share their meals and dining moments by creating branded hashtags or running social media contests. Reposting and amplifying this “customer content” extends your reach and adds a layer of credibility that can sway the “Decision to Dine” in your favor.

Ready to run a contest? Use a free QR code on a table tent, menu, or poster to provide your customers with quick, convenient access to your message, contest rules, entry forms, social media accounts, and more.

1. 3. Start social media advertising strategies to target travelers in your area 

While organic social content may be the bread-and-butter of your digital marketing efforts, strategic paid advertising can give you a competitive edge during peak travel seasons. Platforms like Facebook and Instagram offer hyper-targeted advertising options, allowing you to serve enticing visuals and promotions directly to travelers within a specified geographic radius. These targeted campaigns can capture the attention of potential diners in the crucial “Decision to Dine” window.

Offer a Seamless Digital Experience

The high-speed, technology-driven experiences of the internet are now driving expectations in the real world; potential diners expect a seamless and convenient digital experience when researching and interacting with your brand. During the “Decision to Dine” season, removing friction from the customer journey can be the deciding factor that sets you apart. Here’s how to deliver a top-notch digital experience:

1. 1. Mobile-friendly and user-friendly website experiences are a must

A significant portion of the traffic heading to your current digital properties already comes from mobile devices, and that percentage increases dramatically during “Decision to Dine” season. This means that many potential customers only ever interact with your brand through a mobile device. Restaurant and hospitality websites must be optimized for seamless viewing and navigation on smartphones and tablets. Prioritize a clearly branded, responsive design that loads quickly and provides easy access to essential information like your menu, hours, reservations, and location. Today’s travelers are researching options on the go, meaning a frustrating mobile experience could cost you customers.

A mobile-friendly website doesn’t need to break the bank. Today’s DIY website platforms offer options to seamlessly format your website for smartphones–no coding required.

1. 2. It might be time for an online ordering and reservation system

5G networks provide near-instant search results. High-speed connectivity presents an opportunity for your business to meet the immediate needs of potential customers faster than ever. Offering online ordering and reservation options could add new revenue to your business during “Decision to Dine” season. Visitors appreciate the convenience of browsing your menu, placing an order for pickup or delivery, and reserving a table – all from their mobile devices. Incorporating digital tools that capture immediate consumer needs allows you to establish and engage new customers before they even walk through the door.

1. 3. Use geolocation and push notifications to engage nearby visitors 

Imagine being able to serve up a tantalizing promotion or featured special directly to a potential customer’s smartphone as they explore your area. Geolocation and push notification technologies enable this level of targeted, real-time engagement. By allowing users to opt-in to location-based notifications, you can capture their attention at the precise moment they’re making their decision, increasing the chances of drawing them to your establishment.

Measure and Refine Your Efforts

The digital landscape is evolving, and you should be too; it’s essential to continuously measure, analyze, and refine your efforts to ensure you’re effectively reaching and engaging potential customers during “Decision to Dine” season. You can fine-tune your strategies and maximize your impact by leveraging data and customer insights. Here’s how to stay ahead of the curve:

1. 1. Understand what’s working and what isn’t

From website traffic and social engagement to reach, views, and conversions, there’s a wealth of freely available data at your fingertips that can provide insights into the effectiveness of your digital efforts. Even occasionally reviewing key performance indicators (KPIs) across your various platforms can help you identify what’s working, what’s not, and where there’s room for improvement.

Keep the terms from tripping you up. Start small and work your way to more advanced analysis. Engagement = Likes, shares, and comments. A KPI could be the number of likes a post receives. Depending on your goal, the KPI will change.

1. 2. Collect customer feedback like cash in the bank 

While quantitative data is essential, consider the value of qualitative feedback from your customers. Actively solicit reviews, comments, and suggestions—both online and in person—to better understand their experiences and high vs low points. These insights can inform everything from menu tweaks to website enhancements, ensuring you consistently deliver an exceptional experience that keeps diners coming back.

Pro-Tip: The reviews of your competitors may reveal a consistent pattern of customer low points, which could be an opportunity for you to build a marketing message around.

1. 3. Evaluate and improve your digital efforts for maximum impact

Resting on your digital laurels is a surefire way to fall behind the competition. Commit to a mindset of continuous improvement and optimization. Regularly review your content, analytics, and customer feedback, as well as industry trends, and be prepared to adjust your efforts accordingly. Experiment with new platforms, content formats, and advertising approaches to keep your digital presence fresh, relevant, and more likely to capture attention during “Decision to Dine” season.

“Decision to dine” season is the most important time of the year for restaurants and hospitality businesses to attract and engage travelers and visitors.

By leveraging the power of a complete digital presence, you can influence customer decisions, stand out from the competition, and drive more traffic and revenue to your establishment.

Remember, optimizing your online visibility through search engines, review sites, and local SEO is the foundation for your digital success. From there, showcasing your brand’s unique essence through compelling visuals, authentic storytelling, and customer engagement cultivates the kind of emotional connection that resonates with potential diners.

Although social media can feel daunting and time-consuming, it is a critical piece of your complete digital presence. In addition to offering a creative outlet to showcase your brand, social media platforms give you access to user-generated content and the ability to execute targeted advertising campaigns. Your social efforts should also regularly reference and link back to your website and vice versa. Offering a seamless digital experience—from mobile-friendly websites to online ordering and location-based engagement—will be a deciding factor that secures a future visitor’s business.

There is no finish line for your digital marketing education and efforts. Continuously measuring, analyzing, and refining strategies based on data, customer feedback, consumer sentiment, and industry trends is essential to improving your work and maximizing your impact each season. And the time for impact is now.

By implementing the strategies I’ve outlined here, you’ll be well on your way to captivating travelers and visitors with your brand’s story, cuisine, and outstanding dining experience. Embrace the power of a robust digital presence and watch as your establishment becomes a must-visit destination during “Decision to Dine” season and beyond.

Source: Operator’s Edge.com

“This episode is perfect for small/medium independent businesses interested in creating a podcast.”

In this episode of Dennis Knows Food, we’re diving into the world of podcasting with Michael Mirarchi, a professional “toilet paper” salesperson, author, and returning guest. Joined by Samantha Hammond, and your host Luke LaBree, this conversation is honest and refreshingly frugal advice for a friend, which has been recorded for posterity.

This isn’t a how-to guide. Click here for that. This is a breakdown that incorporates real experience and dives deeper into what it means to have a podcast as a business. Discover the often-overlooked challenges of podcasting, such as finding your niche, maintaining consistency, growing and improving, and handling technical hiccups.

Michael Mirarchi returns as a continually fascinating guest, and shares his excitement about the potential benefits of podcasting for your brand, expertise, and revenue. “This is great advice… I’m sure other’s would benefit from this to.” And that’s exactly what’s we’ve done, turning a meeting on podcasting, into an episode of podcast insights.

It might “sound” easy but there are plenty of challenges, remember that podcasting is all about connecting with an audience and building a community around content you care about. Tune in to “Dennis Knows Food” for more interesting guest, food service insight, and small business marketing marketing tips. Subscribe on your favorite podcasting platform.

Hardware/Software/Audio Recording recommendations for podcasting that won’t break the bank!
The Best Budget Podcasting Stuff

Dennis Knows Food Podcast   podcast@dennisfoodservice.com

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By Luke LaBree
CMO, Dennis Food Service

While browsing through various social media platforms recently, I couldn’t help but wonder: What if Melvil Dewey, the creator of the Dewey Decimal System, had been born in the age of hashtags? Would he approve of our #anythinggoes internet organization, or would he wonder how we ever found anything? It was here, somewhere between contemplating Victorian-era hashtag jokes and meme opportunities, that a comparison struck me: are hashtags the Dewey Decimal System of the internet?

The internet is expanding at an exponential rate; millions of posts are uploaded every day. Here, hashtags have emerged as a universal organization system for the world’s digital shares. In essence, hashtags are the Dewey Decimal System’s cooler, younger siblings. While Dewey meticulously categorizes and organizes books in libraries, assigning them specific numerical codes based on their subjects, hashtags effortlessly categorize content on the internet, especially on platforms like Instagram and TikTok. Just as you’d find Caribbean travel information in the 917.3 section thanks to Dewey, you’ll swipe through a world of dreamy destinations thanks to #TravelGoals.

Searching for knowledge in a library? Dewey is there to ensure you can find every last book on the evolution of popular dances. But in the digital realm, if you’re curious about dance trends, browsing #DanceChallenge on Instagram will have you busting out the latest moves in no time. The comparison is clear; library visitors use the Dewey Decimal System to discover related materials on a subject, internet users explore hashtags to find posts, discussions, and content related to that specific tag.

Providing an efficient path for new discoveries is where both systems shine. The Dewey Decimal System acts like a GPS for books, ensuring consistency across different libraries. Turn left at Fiction, and soon you’re nestled between Mystery and Romance. While hashtags work like signposts to outline the key topics in a given piece of content. A range of topics means multiple hashtags, opening up new routes of exploration. One moment you’re scrolling #HealthyRecipes, and the next, you’re indulging in #VeganDesserts. The Dewey Decimal System is universal across libraries, and hashtags perform a consistent function across the internet. Regardless of whether you’re on Twitter, Instagram, or TikTok, #Foodie always promises a visual feast.

The most interesting difference lies in their contrasting worlds. Dewey’s domain exists within the hushed aisles of a library, where interaction is limited to whispered questions and stifled coughs. Hashtags, however, buzz with life. They not only categorize content but also encourage engagement and participation. They invite conversation, spark debates, and connect people across continents through content.

While Dewey helps us navigate a world of books in stacks, hashtags help guide us through 70 trillion gigabytes of internet content with focus and flair. So, yes, in my opinion, hashtags are the Dewey Decimal System of the internet. And maybe the next time you use one, give a nod to good ol’ Melvil Dewey. He might just have been the original #organizethis #trendsetter.

By Luke LaBree

In today’s internet-driven digital age, a strong online presence is essential for any business.

Yet, surprisingly, many restaurants and food-focused operations still operate without a dedicated website. By doing so, they unwittingly limit their potential reach and allow others to shape their brand’s perception online.

When your restaurant doesn’t have a website, potential customers will follow search results that often lead to user-submitted content, and they’ll use this unofficial content to form an opinion about your business. Yes, you may be broadcasting your brand on Facebook, Instagram, or even TikTok – which are all good ways to drive traffic – but these are still third-party platforms of which you’re only a user. In this short article, I hope to convince you of why it’s important to have a website even if you’re utilizing social media. Because let’s be honest, if you don’t have a website in 2023, you probably need convincing.

In the absence of a website, and excluding your social media efforts – more on that in a bit – potential customers rely heavily on reviews and photos posted by others to form an opinion about your business. Here’s an example of how that happens…

Joey’s Diner has a Facebook page. They post regularly and even respond to reviews, but that’s as far as they’ve taken their digital presence. Now, because Joey’s Diner is a real place with a phone number and physical address, you’ll find it on a map with a quick search. And if you can find it on a map, you can find it on a search engine, i.e., Google. This is where you start to lose control of your digital presence if you’re not paying attention.

The websites, apps, and services of the internet propagate themselves with relevant information that will help its users. Two of the most popular services in the foodservice industry are Yelp and TripAdvisor. These services want to deliver local results to their users, so they scour the internet and return the relevant businesses. For our example, let’s assume that Joey’s Diner is included among them. Since Joey’s Diner is only paying attention to Facebook, they are unaware of their “unofficial” business listings elsewhere. Listings that say “unclaimed” at the top and are littered with unresponded-to reviews, low-quality or unflattering photos taken by past customers, and even outdated menus or inaccurate contact information.

When your restaurant, café, c-store, diner, bakery, etc. has a website, you’re providing potential customers a direct link to your official brand presence. And while many people will still go to those third-party sites to dig deeper, your official website is there and ready 24 hours a day, 7 days a week, to present your brand’s story, values, and unique offerings with an authentic perspective. Yes, you should absolutely claim your business on “review and discovery” platforms like Yelp and Trip Advisor, but as influential as these platforms can be, they don’t paint a complete picture.

“But our Facebook page shows up on Google when you search for us.” Great. It should! Facebook has essentially become the Yellow Pages of the internet. But your Facebook page is not your business. It’s your business engaging on a platform. To put it another way, a Facebook page is to your business as a farmer’s market is to a farm. It’s where you engage a community, showcase offerings, and create followers who come back again and again to see what’s new. A Facebook page is certainly better than no online presence, but it still limits your potential reach to individuals on that platform. Just like the farmer’s reach is limited to the people who come to the market. A website welcomes all potential customers and ensures that your business is accessible to everyone.

Furthermore, social media platforms evolve, algorithms change, and the services themselves may come and go. Myspace? Google+? While undoubtedly beneficial, the ever-changing landscape of social media highlights the importance of diversifying your online presence. Relying solely on one platform or category of communication puts your business at risk. Having a website ensures that your customers can find you, regardless of the fate of any particular social media service. It is a wise investment that protects your business from unpredictable digital shifts.

Yes, it is an investment, but it won’t break the bank. In fact, building a website in 2023 is going to be a bigger mental investment than a financial one. We’ve come a long way from the early days of the internet, and much to the dismay of creative marketing agencies, building a basic website is no longer expensive and does not require coding expertise. Numerous online platforms provide straightforward tools and customizable templates that allow users to create a professional website with minimal effort. Platforms such as WordPress, Wix, or Squarespace offer intuitive interfaces, pre-designed layouts, and add-on features that cater specifically to business needs. The average price for these platforms is about $20/month and usually includes a free domain name. You, yes you, can easily knock out a professional-looking website in a few days with minimal resources.

Here’s a checklist of what you’ll need to make a basic restaurant website:

1. 1. Your business information, including address, phone number(s), and hours of operation.
   2. A paragraph or two of information about your establishment. This could be the history, the mission or vision, or just a brief welcome statement.
   3. Half a dozen photos, more if you choose. Be sure to include pictures from inside the kitchen, active/happy staff, plated food, the dining area, and any unique context that distinguishes your business from the competition. (Click here for more tips on restaurant photography.)
   4. And lastly, your menu, preferably with descriptions of your dishes/food.

That’s it. With these four things, you can build a website for your foodservice business. Restaurant websites do not need to be complex. Providing a few enticing photos, your location, contact details, and a copy of your menu is the foundation. Then, should you choose, you could include customer testimonials, videos, online reservation options, and even online ordering systems, enhancing the overall customer experience.

An authentic website instantly adds credibility to your business. When potential customers find your website, they are more likely to perceive your establishment as trustworthy and professional. It creates an opportunity to showcase culture, values, and achievements, building a positive image that helps distinguish you from competitors.

In a competitive market, a better website can be the determining factor that sets you apart. When comparing two businesses of similar quality, customers are more likely to choose the one with a more attractive, user-friendly website. Building and managing a website is within reach for every business, regardless of size or technical expertise. The benefits of having a website far outweigh the costs, as it enables you to maintain better control of your brand’s online narrative, attract new customers, and stay resilient in the face of digital changes.

Don’t let the fear of complexity or cost deter you. Embrace the power of a website–your digital storefront, seize the opportunity to showcase your business, and unlock the potential growth that comes from a well-branded digital presence.

Podcast Version | Episode 72 | Dennis Knows Food

The website templates seen in the article artwork above are available to purchase from colorlib.com.

In this episode, I hope to convince you of why it’s important for your restaurant to have a website even if you’re utilizing social media.

In today’s internet-driven digital age, a strong online presence is essential for any business. Yet, surprisingly, many restaurants and food-focused operations still operate without a dedicated website. By doing so, they unwittingly limit their potential reach and allow others to shape their brand’s perception online.

Don’t let the fear of complexity or cost deter you. Embrace the power of a website–your digital storefront, seize the opportunity to showcase your business, and unlock the potential growth that comes from a well-branded digital presence. [more]

Blog Version   Dennis Knows Food Podcast   podcast@dennisfoodservice.com

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For starters, AI technology like ChatGPT can dramatically reduce the time restaurant management spends on common marketing tasks. You can leverage AI to generate social media posts, Google Ads, review responses—even your marketing plan—in a matter of seconds.

In this post, we’ll show you how to prompt ChatGPT to take care of another time-consuming chore: writing effective menu descriptions. We encourage you to check out ChatGPT as you follow along so you can experience the power of AI in restaurants firsthand.

What is ChatGPT?

ChatGPT is a computer program developed by OpenAI that uses machine learning to generate human-like text. It generates responses by predicting what should come next based on the input it receives.

Its primary applications include drafting emails, writing code, creating written content, tutoring in a variety of subjects, translating languages, simulating characters for video games, and even creating poetry. It’s also used to power virtual assistants and answer queries.

Best of all, it’s extremely easy to use. You don’t need to be a programmer to start benefiting right away. You just need to know how to “prompt it”—a.k.a., ask it for what you want. Below, we show you how to do just that.

Please remember to avoid sharing confidential information or trade secrets in conversations with ChatGPT to ensure data security and protect sensitive intellectual property.

Using AI in restaurants to write menu descriptions

We all know how critical menu descriptions are for selling menu items. As an AI language model, ChatGPT has been trained on a broad range of data, including a vast array of food-related language. It can assist in writing creative, engaging, and mouth-watering menu descriptions that can make dishes more appealing to customers while saving you valuable time. Here’s how:

1. Ingredient highlighting: ChatGPT can elaborate on the ingredients used in each dish, emphasizing the quality and freshness of these components to elevate the perceived value of the dish. It can also highlight exotic or unique ingredients that might intrigue customers.

2. Culinary techniques: Whether your dish is slow-roasted, pan-seared, or sous-vide, ChatGPT can articulate these culinary techniques in a way that illustrates the care and expertise that goes into each dish.

3. Sensory descriptions: ChatGPT can craft descriptions that appeal to customers’ senses, painting a vivid picture of the dish’s taste, texture, aroma, and presentation.

4. Storytelling: If your dishes have a story – perhaps they’re based on a grandma’s recipe or inspired by a chef’s travels – ChatGPT can weave these narratives into the descriptions to create a more engaging dining experience.

5. Personalization: Based on the style and tone of your restaurant – be it upscale and sophisticated, casual and homey, or modern and innovative – ChatGPT can tailor the descriptions to match, helping to reinforce your brand identity.

However, while ChatGPT can be a valuable tool for drafting menu descriptions, it’s important to review and fine-tune the AI-generated content. This ensures that the descriptions accurately represent your dishes and resonate with your specific audience. A chef or someone with deep knowledge about each dish should also review the descriptions to ensure accuracy and authenticity.

Writing a successful prompt for menu descriptions involves including key elements that allow an AI language model like ChatGPT to generate creative, engaging, and descriptive text. Here are the main elements to include:

• Type of restaurant: Detailing the type of restaurant (Italian, farm-to-table, vegan, upscale, etc.) allows the AI to understand the context and tailor the descriptions accordingly.
• Dish details: Provide a brief explanation of each dish, including main ingredients, cooking methods, and any unique features. This gives the AI the necessary information to generate a detailed description.
• Tone and style: Describe the desired tone of the descriptions (formal, casual, playful, etc.). The tone should align with the restaurant’s brand identity and the expectations of its target customers.
• Emphasis points: Highlight what you want emphasized in the description. This could be the quality of ingredients, the chef’s expertise, the dish’s origin, health benefits, etc.
• Sensory appeal: Ask for descriptions that appeal to the senses. Good menu descriptions often create a vivid mental picture by appealing to the senses of taste, smell, and sight.
• Length: Indicate how long you want the descriptions to be. Too long can be off-putting, while too short may not convey enough information.

Example prompt for menu descriptions

“Imagine you are creating a menu for an upscale, farm-to-table restaurant that focuses on locally sourced, organic ingredients and innovative, creative dishes. Write descriptive and enticing menu entries for the following dishes:

• Pan-seared sea scallops served with a parsnip purée and garnished with microgreens.
• Slow-roasted, herb-crusted rack of lamb served with a red wine reduction and a side of garlic mashed potatoes.
• Vegan lasagna made with house-made pasta, seasonal vegetables, and almond ricotta, topped with a rich tomato sauce.

Remember to emphasize the quality of the ingredients, the skillful preparation, and the unique flavors of each dish.”

Resulting AI-generated menu descriptions

• Ocean’s Bounty: Dive into a taste of the sea with our Pan-seared Sea Scallops. Each morsel is carefully seared to golden perfection, bringing out the natural sweetness and succulence of the scallops. Paired with a creamy, subtly sweet parsnip purée and garnished with vibrant microgreens sourced from local farms, it’s a captivating blend of oceanic and earthy flavors.
• Herbivore’s Delight: Experience a feast for the senses with our slow-roasted herb-crusted Rack of Lamb. The lamb, locally sourced and ethically raised, is slow-roasted to preserve its juicy tenderness, then encrusted with a blend of aromatic herbs that complement its rich flavor. Served with a robust red wine reduction and a side of velvety garlic mashed potatoes, this dish is a testament to our commitment to quality and flavor.
• Garden Harvest Lasagna: Who said vegan dishes lack flavor? Our Vegan Lasagna defies expectations. Freshly made pasta sheets layer with seasonal vegetables harvested at the peak of freshness and creamy almond ricotta. A hearty ladle of rich, house-made tomato sauce adds the final touch. It’s a colorful, nutritious, and delectable ode to the bounty of the garden.

Those are great descriptions, but let’s say you’d like to make them more concise. In your next prompt, just ask ChatGPT to “limit these to 20 words or less.”

Revised AI-generated menu descriptions

• Ocean’s Bounty: Savor succulent pan-seared scallops paired with creamy parsnip purée and garnished with local, fresh microgreens.
• Herbivore’s Delight: Taste slow-roasted, herb-crusted lamb served with a robust red wine reduction and velvety garlic mashed potatoes.
• Garden Harvest Lasagna: Enjoy our vegan lasagna with house-made pasta, fresh seasonal vegetables, almond ricotta, and rich tomato sauce.

If you’re unhappy with the results, click the “Regenerate response” button, and ChatGPT will rewrite the descriptions.

Start using AI in your restaurant today

The digital age has brought innovative solutions to the restaurant industry, including artificial intelligence, particularly ChatGPT. Leveraging this powerful tool can revolutionize your marketing strategies.

Just remember, artificial intelligence is not a replacement for human creativity and insight but a tool to enhance it. Embrace this technology to refine your marketing efforts, attract a broader customer base, and elevate your restaurant business to new heights of success.

Content courtesy Operators-Edge.com