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!

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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.

This is especially true when it comes to choosing where to eat⁠—people love sharing and searching for photos of food. In fact, according to TouchBistro, 41% of people have decided to eat at a specific restaurant based entirely on positive social media feedback.

This means it’s crucial for restaurants to have a strategy for how to use these platforms to attract customers. Even if you aren’t a social media expert, taking small steps such as setting up your profiles can make a big difference to how much exposure you gain in the online world.

In this article, we’ll look at what you need to do to nail your restaurant’s social media marketing.

Step One: Build Your Restaurant’s Social Media Marketing Presence

First, set up your restaurant’s social media accounts on the platforms most used by your customers or the people you want to attract.

Facebook and Instagram are the core social media platforms for most restaurants. If you think it will help reach your audience, consider making a Twitter, Snapchat, TikTok, or YouTube account.

How to Set Up Your Restaurant’s Facebook Profile

With over 2.4 billion users worldwide, Facebook is the most widely used social platform. It’s a key part of any social media strategy. What’s more, reports suggest that over half of consumers have used the social network to discover new businesses.

The good news is that Facebook makes it easy for restaurants to set up a business page. It’s also completely free to get set up.

You just need to click on “Create a Page” and then fill out the profile with all the information your customers might need. Your profile should include:

• Opening hours
• Address
• Website URL
• Phone number and other contact details
• Menu and information about the food—including images
• When it’s likely to be busy
• Customer reviews

Even if you rarely post to your page, having one with up-to-date information will ensure you show up when people search for your restaurant on Facebook. If you optimize your page well you may also show up for more general terms like “[your location] restaurant.”

In this article, we go into greater detail on Facebook marketing strategies you can use at your restaurant.

How to Set Up Your Restaurant’s Instagram Profile

Instagram is another hugely popular platform for restaurant social media marketing. It’s also a great social platform for restaurants, as people love to share beautiful photos of food and social events.

Like Facebook, Instagram can have a strong influence on purchasing decisions. A study run by UK-based Italian food chain Zizzi found that 30% of 18 to 35 year-olds would avoid a restaurant if its Instagram presence was weak.

An Instagram business page looks almost the same as a regular profile on the platform. However, business profiles have access to advanced statistics about posts.

The burger restaurant ShakeShack has an excellent Instagram profile. It features a short bio that tells the customer more about the restaurant, and there is also a link to the website so customers can find out more about the company and order food online. ShakeShack also makes good use of Instagram stories. It has nine stories pinned to the profile, each one containing more information about different products and initiatives.

The downside to Instagram as a social media marketing tool is that you can only add a link to your profile in the biography section, not on individual posts.

Rather than directing users to your homepage, consider pointing them towards the most important part of your website. For example, your page for online reservations, online food ordering, or downloading your app.

Check out this post for more Instagram marketing ideas for your restaurant.

Step Two: Create Great Posts

Once you have your profiles up and running, you need to start posting. This is a crucial step to building your social media presence. Here is some social media post inspiration.

Images of Menu Items

The most common type of restaurant social media post is images of food. These appetizing photos are what will encourage people to visit your restaurant. Add a description of the image and some relevant hashtags and watch the likes come flooding in.

You could use these posts to introduce new menu items, or simply encourage people to visit your restaurant. Or you might want to combine images of your food with some of the post types mentioned below.

Special Offers

Promoting offers on your social media profile can be a good way to get people through the door.

According to TouchBistro, 80% of restaurant-goers have visited a restaurant based entirely on receiving a promotion. And if they have a great experience, they’re likely to keep coming back.

Consider using these social media promotions to increase footfall at times when you are otherwise quiet or use them to encourage visitors to try new menu items.

This article has a whole section about how to use offers to attract customers to your restaurant.

User-Generated Content

Resharing user-generated content shows you engage with your customers and can encourage people to post about your restaurant.

It’s also a good way to get high-quality content for your social media accounts for free. Just make sure you get permission from the person who posted the image before you share it.

Many restaurants share user-generated stories while leaving the main profile for the content they create. If the person who made the post tagged the restaurant or made the story public, it’s easy for restaurants to reshare the content.

Competitions

Competitions are a great way to spread the word about your business. Make sure you choose an appealing prize—for example, a free meal at your restaurant—and a way of entering the competition that will increase the reach of your social media profiles.

Here are some examples of how to do that:

• Ask people to comment on an Instagram photo and tag someone they want to go to your restaurant with. Choose one of the answers and give the winner a free meal.
• Ask people to share a Facebook or Twitter post and then choose a winner.
• Ask customers to share images of your restaurant using a specified hashtag and then choose the best one from the shared images.
• Gain more followers by asking customers to like a post and follow your account to be in with a chance of winning.

Jokes and Memes

If it fits in with your brand voice and target audience, consider posting jokes and memes. This is an effective way to connect with your audience in a way that seems less promotional.

The above post from Nando’s works because it’s funny, light-hearted, and isn’t overly promotional. By sharing jokes with its audience, the company connects with them on a deeper level.

Behind the Scenes Content

Posting behind-the-scenes content can help make your business seem more personable.

Images of a chef preparing food for the evening with a description of what they are doing gives the audience an exclusive look ‘backstage’ and adds a human element they can relate to.

Use this type of content to tell your restaurant’s story, such as how you choose fresh, locally sourced ingredients.

What Makes a Great Restaurant Social Media Post?

High-Quality Images

Images are by far the most important part of your post as they are the first thing people will see.

If you aren’t confident in your photography skills, consider hiring a professional to take photos of your food for you. This is a good investment as you can use these photos throughout your marketing.

Engaging Text

Your post’s text is where you get your message across. Make sure it is clear, grammatically correct, and error-free. When writing your social media posts, consider your target audience and write in a voice that will appeal to them.

Be creative—think about including information about the menu items in the picture to make them even more appealing. Explain the cooking process or talk about how you source ingredients.

Asking questions is a good way to drive customer interaction. Speaking directly to your customers will encourage them to comment on your post, which can increase visibility.

Well-Researched Hashtags

Hashtags are an effective way to get your post in front of more people as they help your post show up when someone searches for the topic.

Before publishing, research trending hashtags people use in your area when searching for places to eat out. An easy way to do this is to look at the hashtags your competitors are using.

Alternatively, search for terms and see which ones are popular. Useful hashtags include those based on the name of your area plus “restaurant,” or the name of your area plus the type of food you sell.

Depending on the area and the competition, you may want to be quite specific when using hashtags. Instead of #londonrestaurant, which has almost half a million posts, use #hackneyrestaurant to gain greater visibility.

You can use up to 30 hashtags on a single post. While some people think lots of hashtags look like spam, you can hide them further down your description so that people only see them if they click on your post.

Ultimately, the best way to decide on the optimum number of hashtags is to experiment with your posts to see what works.

Step Three: Use Social Media Influencers

Social media influencers can be a good way to get your restaurant in front of many people.

There are several ways to use influencers.

Paying for a post is the easiest way. If you decide to pay an influencer to post about your restaurant, be sure to choose one with an audience similar to the one you are targeting. This includes the demographic you want to target as well as the location.

You’ll also want to check how an influencer’s audience interacts with them. An influencer with a smaller number of engaged followers can be better than one with a large following that doesn’t interact with their posts.

Another option is to use your customers as micro-influencers. This can be an effective way to market your restaurant, as studies have found that people trust recommendations from friends and family.

Here are some ideas about how to encourage customers to create social media posts about your restaurant.

• Offer freebies or discounts to people who post about your restaurant. This strategy can result in more social media posts while requiring very little work.
• Put on an event and invite people. Search for people who have either already posted about your restaurant, or who have posted about other restaurants in the local area. You could include a mix of micro-influencers and people with larger followings.

Step Four: Focus on the Food

The food you serve, and more specifically the way you present it, is arguably the biggest influencing factor on whether people share your food on social media.

When creating dishes, consider if there are any ways you can make the presentation more social-media friendly. This doesn’t require gimmicks or a revamp of your menu; it’s more about making subtle touches to the dishes that make them appear more attractive.

And don’t stop at the food. Take advantage of your interior to attract social media coverage.

Interesting lighting or interior design features can create unofficial photo areas that people seek out to take and share pictures.

Social Media Is a Key Part of Your Mobile Strategy

People are spending more and more time on their phones, which is why it’s critical to have an effective mobile strategy.

Social media is a key part of this, and doing it well can help make customers aware of your restaurant.

However, it’s not the only part of a mobile marketing strategy. Combining your efforts with a mobile app can keep your restaurant full by attracting and keeping customers.

Mobile apps benefit restaurants by enabling them to create a loyalty program for customers and providing booking services and special offers.

Source: Milolaj Ziemianek, App Institute

The recent global pandemic has forced businesses, including restaurants, to shut down, pivot or adapt. Almost an entire year into the pandemic, things have gradually started to change. But what used to work earlier may not work in the new and changed post-Covid-19 world.

1. Covid-19-Friendly

Because of the pandemic, the candid and friendly environment in restaurants has changed to masked waiters and waitresses, tables that are six feet apart and sneeze guards at the counters. Gradually, things are becoming normal, and restaurants have started reopening. But with people still wary of venturing out, restaurants need to up their game in terms of keeping things contactless and germ-free.

One way of doing this is by encouraging takeout. Some restaurants are using mannequins and stuffed animals to ensure social distancing. Another way of instilling confidence in your customers is by communicating the steps you have taken to ensure food quality and a safe dining experience.

2. Search Engine Optimization

It’s imperative for businesses to be on the first page of Google. It’s a two-edged sword. Not only does it bring in more traffic, but at the same time, it also establishes your authority. But getting to the first page in a crowded niche as a restaurant business is a difficult journey.

To briefly give you an idea, SEO for restaurants majorly revolves around optimizing your website and content for local searches. It means publishing high-quality and keyword-optimized content, using Google Places and Local Google Plus, engaging with customers on social media and getting your restaurant listed in popular business listings.

3. Local “Near Me” Searches

“Restaurants near me” is the most popular “near me” search query. There are roughly 6.2 million organic searches for this phrase per month. Therefore, I believe optimizing your website for “near me” searches has the potential to grow your restaurant business more than any other form of marketing strategy.

To optimize your restaurant for “near me” searches, the first thing you can do is list your business on Google My Business. If your restaurant has branches in different areas, you need to create separate pages for distinct locations. Ensure that the NAP (name, address and phone number) remains consistent on all your business profiles scattered around the web.

Request that your customers leave reviews on your business page. Customer reviews are a great way to differentiate the best businesses from the average ones, and Google gives preference to the best service providers, showing them at the top.

4. Virtual Reality

Virtual reality is an artificial computer-generated environment that allows the experience of scenes and objects that don’t exist in real life. Restaurants are using this advanced technology to enhance customer experience by letting them explore their menu and recipes while their food is prepared. Restaurants are a haven of gastronomic experiences, and virtual reality helps in enriching their experience by letting them explore more options.

For example, in 2018, Domino’s New Pizza Chef used augmented reality to give customers a real-time experience to create a pizza combination with the help of an app on their mobile devices.

In 2017, KFC introduced a new way to train employees by using a virtual reality game called “The Hard Way — A KFC Virtual Training Escape Room.” It is a 25-minute process in which participants virtually prepare fried chicken to escape and win the game.

5. Influencer Marketing

According to a 2019 Influencer Marketing Benchmark Report, approximately 92% of respondents believe influencer marketing to be an effective form of marketing. Choosing an influencer for your business is like choosing a marketing partner. Therefore, you have to ensure that you share mutual interests and goals.

Since restaurants operate in a particular area, micro and local influencers work exceptionally well for them. Look for food bloggers who have a large following on channels like Instagram, where captivating images of your cuisine could be displayed and seen by people. These food bloggers can have a decent following of 5,000 to 25,000 fans who take their word for it.

6. Branded Videos

Sixty-four percent of consumers make their purchase after watching a branded social media video. Branded videos not only help in promoting your brand and your tantalizing cuisines, but they also highlight the ins and outs of operations.

Today’s cautious customer wants to peep into your restaurant to know the precautions you take while cooking or serving food. A simple behind-the-scenes clip can give them the confidence to visit your restaurant or order online.

Long duration videos can be posted on Facebook and YouTube. Whereas Snapchat, Instagram and Twitter are appropriate for posting shorter videos. Your restaurant video provides an ideal opportunity to tell your customers your story.

7. Food Delivery System

Online food delivery systems provide an extra sales channel for restaurants. With a food delivery system, a restaurant, store or an independent food delivery company delivers the food. Customers browse the menu, place their orders and make payment online. The restaurant prepares the ordered food and delivers it effectively themselves or through a third party.

Employing an efficient food delivery system can help the restaurant gain a larger market share. It is a sure way of attracting more customers.

To Conclude

The pandemic has forced some drastic changes and adaptations upon the restaurant industry that will endure into 2021. But challenges bring innovations. Many of the above-mentioned marketing practices will remain in the system and fundamentally change the way restaurants do business in the future. As American chef Anthony Bourdain said, “If anything is good for pounding humility into you permanently, it’s the restaurant business.”

In the end, I would say that the pandemic proved yet again how resilient and incredible the restaurant industry is. Just be flexible and creative, and together we will sail through.

Source: Harpreet Munjal, Forbes

Find more food service articles at www.Operators-Edge.com – a service of UniPro Foodservice Inc.

The paradigm shift for restaurateurs is coming fast and menu changes started in March for many operators. As we move forward, menu strategies new and old will converge as we adapt to the right mix of price points, value, menu items, and differentiation that will appeal to consumers.

This document from Goliath Consulting Group is a guide to developing a competitive menu that will excite guests and allow you to grow your revenue. Here are the first six steps to getting started.

Source: Operator’s Edge [Goliath Consulting Group]

But, good food isn’t the only thing they like about restaurants, free delivery and meal deals are also in the mix. The following consumer sentiments could help you attract their business in the future:

• 69% of consumers feel prices are rising more at grocery and convenience stores. Far fewer consumers feel the same about dining out, giving restaurants an opportunity to win guests based on price. Source: COVID-19 Report 37: Sticker Shock (Datassential, Oct. 16, 2020)
• More than half (57%) of consumers found more room in their budget for restaurant food in October than they had in the prior six months. Source: COVID-19 Report 37: Sticker Shock(Datassential, Oct. 16, 2020)
• 1 in 4 consumers are new to working from home, which presents an opportunity for restaurants to appeal to their new need for daytime food or beverages. Source: COVID-19 Report 33: Life Goes On (Datassential, Sept. 4, 2020)
• 28% of consumers say free delivery would entice them to order meals or snacks from a restaurant while working from home; 24% say special meal deals and coupons would have the same effect. Source: COVID-19 Report 33: Life Goes On (Datassential, Sept. 4, 2020)
• 25% of consumers say healthier menu options would encourage them to order from a restaurant while working from home. Source: COVID-19 Report 33: Life Goes On (Datassential, Sept. 4, 2020)

Source: Tampa Maid Foods [External Link]

By Luke LaBree
CMO, Dennis Food Service

The most valuable weapon you have in the battle for eyes, ears and engagement online is content. This content is primarily comprised of your photos, videos and copy (text) – but even ornaments like hashtags and emoji can play a role. Your digital presence is a combination of the platforms you utilize and the content you share on them.

Content is as important to your digital presence and marketing efforts as the food you serve is to your dining room. It shows who you are, what you do and what you’re capable of – but most importantly – it can impact a visitor’s decision to return. Like a great meal, great content helps customers establish an affinity for your business and brand.

Your mission as a foodservice business is to increase traffic, to ensure guests enjoy their experience and to grow the number of repeat visits to your establishment. It’s the same for your digital presence. The challenge is that competition for the “attention” of potential customers is exponentially greater online than in the real world. You might be the only doughnut shop on the street, but Google and Yelp are showing your potential customers a dozen doughnut shops nearby that they could visit. How do you stand out – how do you compete?

This article explores (what is in my opinion) the best way to be found, to be followed and to grow your foodservice business using the internet. I won’t be going into specifics on how to establish properties like your website, Facebook page and Instagram account. This information is for foodservice owners and operators who already have digital properties and want to get better at using them to increase traffic.

My hope is to encourage and inspire you with valuable best practices and an approach to online marketing that opens the door to better SEO, customer engagement and real, meaningful growth.

This isn’t for marketing professionals, it’s for independent business owners…

• Creating content requires some of your time and energy, but it can also be very fun and rewarding.
• There’s no one path for content marketing success. Every business has its own unique journey.
• The type of content I’m referring to is not your logo or your menu, or your contact information. It’s the content that shows the experience you offer, the quality of your food, the personality of your staff and all the little aspects that make up your unique business.

1. A foundation of content works while you sleep
2. People Engagement Optimization
3. Foodservice is no place for content calendars
4. The unspoken expectations of content on social media platforms
5. Quality vs Context
6. There’s only so much time in the day
7. A summary of the Secret Social Sauce
8. The reason you can only compete with content specific to your business

1)

A foundation of content works while you sleep. Because content creation is exercise, while by comparison, paid marketing is diet pills.

The more we exercise the more lean muscle mass we build, and that muscle mass actively burns calories day and night. It takes time and hard work but within weeks you notice the difference in your fitness. Diet pills tweak your body chemistry and might help you drop a few pounds – but you don’t gain any lean muscle – so if you stop taking those pills the pounds will come right pack.

When you build out your website with meaningful content, unique and relevant to your business, Google crawls through it all and starts ranking your relevance for search results. Your content then drives people to your website when they search for something that google says you have. The more content you create – again, specific to your business – the greater likelihood of being returned as a search result. Your search ranking is never cemented in place, but it does have greater longevity when supported through content.

If you exercise your ability to create content you will see traffic gains that last.

If you try to take the easy road and skip to paid first… you’ll have to keep paying to get results. When you stop paying you’ll be back to where you started. There is a time and place for paid, in search engines and social media, but it comes along after your digital presence has been thoroughly established.

To reiterate my point of this article not being about your core business information. The results we’re looking for from your content are not to capture the person searching for “your restaurant name in Whereverville,” it’s to capture people searching for cheeseburgers, or steak, or seafood in Whereeverville.

The goal is to establish a foundation of this sweat-equity content in order to drive traffic from search results. Once that is in place, you can start selectively going after paid opportunities that bring specific targeted conversions. But, at the end of the day, there’s so much that can be done for free you should barely have enough time to pay for anything.

2)

Your content creation considerations aren’t just for SEO. There’s PEO as well.

People Engagement Optimization

Many of the same rules apply. The right context, the right formatting, timing and execution (all things you can learn as you go) except instead of trying to please bots crawling your site you’re trying to please people crawling the content of your digital presence. What will they see on your website and what feeling will it give them? What will people on Facebook engage with? What will earn you Twitter followers. How will you get those Instagram likes? Are the photos on Yelp effectively showcasing your business to those who find you?

On Facebook for example…

• I know that if I share content that tries to raise awareness of a product we sell – that content had better offer something other than “buy this for these reasons” – something fun, something informative, or something visually stimulating. If it doesn’t, it won’t perform well.
• I know that if I make a post 3 or 4 times in a row of the same type of content – not the same exact content – but similar messaging and format… I’ll likely lose followers. But if I strategically alternate certain types of content, I’ll gain followers.

It’s not trial and error, it’s trial and improvement. Over and over and over again.

The audience of the internet wants to be constantly wowed. Which is something that is increasingly harder to do. They want to be informed and entertained at the same time, and they’re insatiable. Luckily you have some pretty impressive content at your fingertips – literally. It’s impressive because it’s authentic, and it’s authentic because it’s your real business and people, you created it and you shared it. It’s simply a matter of finding out what your audiences like the most.

3)

Foodservice is no place for content calendars.

Yes, there’s a food day for everyday of the year… but is that really what you want to talk about? Does it represent your business? Don’t get me wrong, national food days are a great filler, I’ve used them. And by all means, if you sell hotdogs then celebrate national hotdog day.

Unless you run a business in which you can map out every minute of the day and then stick to that schedule. There’s no sense in trying to stick to a content calendar. Yes, absolutely plan campaigns, strategize elaborate content and schedule ads… but don’t lock yourself into the rigidity of a calendar. Be flexible and spontaneous.

I’m not suggesting you fly by the seat of your pants. Throwing out the calendar doesn’t mean you don’t need to have a sense of strategy. I firmly believe that the best results come when a piece of content or a post just feels right. More often than not the passion, enthusiasm and qualities of a post that occur in the heat of the moment are going to be better received than the one waiting its turn on the calendar.

4)

The unspoken expectations of content on social media platforms.

We, internet-browsing human beings, are fickle creatures. Even though many of us bounce in and out of multiple social media platforms – we get offended if the content on each of these individual platforms does not meet our expectations…

Offenses to these expectations include things like:

• Linking to a YouTube video instead of uploading the video directly to Facebook.
• Including 20 hashtags in a Facebook post.
• Not using any hashtags on Instagram (this one is more of a strategic oversight.)
• Re-posting all of you Facebook content verbatim to Twitter.

This is why I also generally discourage the use of cross-posting platforms and social media management tools like Hootsuite. They make it too easy and too tempting to remove individuality from your posts. Which then starts to erode the value for people to follow you on multiple platforms. Plus, when you are working directly within the platform, you are more aware of the subtle distinctions that make a difference in engagement and the overall quality of your content for that specific audience.

You’ll learn more about what your various audiences want to see from you as you start posting. Pay attention to how different pieces of content perform. Use insights and analytics to evaluate the content that costs you followers and the content that earns you followers. Are there similarities in the better performing posts that can be replicated and improved upon for future efforts?

For most businesses I don’t recommend outsourcing social media work. First, you are better off saving the expense of having someone post content for you and putting it towards boosted posts, or ads when you’re ready. More importantly though, an outsider cannot bring the same level of passion, personal interest and investment to your content as someone who’s invested in the business each day.

Yes, you can outsource your content. And yes, you can use Hootsuite… but only after you have a firm understanding of your content strategy, your approach to each platform has been established and you have an understanding of what each audience wants from you. Also, if you decide to outsource your website and social media management it’s extremely helpful essential to have a foundation of media to work with, as well as a plan for generating future content and approving copy. You might decide you don’t have the time to manage your digital presence, but your business still needs to look and sound like your business.

5)

Quality vs. Context

Let’s say it’s time to make the doughnuts… Sure, a creative marketing agency could make an epic piece of content with slow motion sprinkles being dropped onto a freshly glazed doughnut. But, a selfie video of a business owner turning on the lights at 4am and firing up the doughnut making machine (while talking to the camera) is going to outperform that slow motion sprinkle drop footage nearly every time.

That slo-mo sprinkle footage can outperform the selfie-video when it clearly shows context of place; the real interior of the business and its people. Professional content creators exist for a reason. We are drawn to the visually compelling media they create like moths to a flame. They’re in the business of capturing attention to grow sales, just like you. Except that most of the “glamour shot” content that permeates our feeds can be contributed to an agency, an influencer or a business working on a national or global scale. And it’s usually for projects that are accompanied by financial compensation, or specialized equipment or both. [For example…]

You can certainly take inspiration from the novelty and innovation of professional content, but you don’t need to compete with the quality and finish. There’s still something that attracts us to those unscripted moments, the raw real side of a business we see when the curtain gets pulled back. Your unique message will resonate with your audience more so than something that can’t be attributed to you, irregardless of the final product. That is not to say “anything goes.” You still need to make an attempt at being interesting. You just don’t need to be perfect.

Your content might not be great at first, but you will start getting better at it. Every post of original content you make is a step towards improvement. Never wait for perfection, it will slow you down and hold you back. Blaze forward.

Day 1 – You’re just trying not to sound like an idiot on camera.
Day 101 – You’re on YouTube learning how to use a green screen to make doughnuts fly.

Today’s devices offer so much creative capability it’s crazy to not at least try being your own content creator. I would highly recommend investing in the latest high-end smartphone before paying someone else to create your content.

In talking with operators it has been my experience time and time again that some rather predatory social media “marketers” are more than happy to take your money, and then post a “Monday’s were made for donuts!” meme. Or, worse yet, they post a stock photo of a doughnut. A doughnut that sadly only resembles your doughnut in spherical shape.

Yes, there’s a time and place to bring in professionals, if you do – bring them in for a very specific reason. For example, if you want professionally lit photographs of your food or team. If you need a news release created. If you’d like a radio script written and recorded. Or, if you’d like to have a television commercial created. These one-off content projects are perfect for the professionals that specialize in them. The day to day – it really can be done by you. However, with a little extra effort, you could even do all those professional examples on your own – on your phone.

6)

There’s only so much time in the day.

As long as you are contributing to your content pipeline you’ll be moving things forward, and that’s all any business owner who wants to increase traffic can do. The trouble is most foodservice operators don’t believe they can create their own content, and they can feel this way for any number of reasons…

• They think they’re too busy.
• They don’t think they have the right tools or skills.
• They don’t think their quality can compete.
• They don’t know where to start and what to say.

The average business owner can’t visualize content for their business because they’re in it. They know all the things and sharing those everyday details might not feel all that interesting to them – so why would anyone else be interested? But they are. That is the only thing your potential customers, website visitors and followers are interested in – the specific things you do every day – from the extremely unique to the subtle differences that set you apart.

That impressive, authentic content that’s at your finger tips… the way to access it isn’t technical, it’s not an app or a platform or a paid service… it’s a way of thinking. An approach to identifying the uniquely marketable attributes of your business. And, once you see them, really see them, you’ll realize there’s never nothing to talk about.

When I wrote the Secret Social Sauce, it was in an effort to unlock the ability for owners and managers to look at their business through a lens of content creation.

7)

A summary of the Secret Social Sauce.

Be visual
Always support your posts and website content with graphics, photos and video. You will get very little traction without an engaging visual. This is where that high-end smart phone pays off the most.

Be Honest
No stock doughnut pictures… Share the real everyday stuff, don’t try to embellish or disguise your business. Chances are you’re not an actor, photographer, copywriter or video editor – and that’s okay. Remember, you don’t need to be a professional in those regards, just be an expert at what you do.

Be Consistent
Across the board be as consistent as possible with your usernames and handles, profile pictures, color use and the tone and tenor of your content. Also be consistent with your posting frequency. Don’t tweet every day for two weeks and then take 2 months of. You do not need to post every day, but you do need to post.

Be Uniquely Your Business
It’s all about what you do every day. Don’t give away the secret family recipe… separate yourself from the pack by peeling back the layers of your unique onion – show personality and personal touches, your thought process, approach and people.

8)

The reason you can only compete with content specific to your business.

The total size of the internet is not easily calculated. However, it is estimated to contain nearly 6 billion individual webpages and is growing at a rate of 500,000 gigabytes a minute. That is around 8 million megabytes a second uploaded to the internet everyday. Your business is essentially a proverbial needle in a content haystack. If those numbers don’t underscore the importance of doubling down on your efforts consider this…

• 700 million tweets are made everyday.
• 4 million hours of content are uploaded to YouTube everyday.
• 70 million photos are uploaded to Instagram everyday.
• And 5 billion Facebook posts are made everyday.

For no other reason than the sheer volume of content contributed to the internet each day… You can only compete using content that directly reflects your unique business and culture.

That might seem a little daunting, but don’t worry, Google’s algorithms “want” to provide relevant search results. It knows where your business is, and it knows where the individuals doing the searching are. That alone narrows things down significantly. Search engine algorithms along with your unique content efforts help your business standout in the daily inundation of data to the internet.

In this unfathomably large world wide web of content there’s still only one you sharing your business, through your eyes and with your thoughts. Even when competing against similar companies and services your unique story and business attributes are your own. That’s the gold – hold onto it and leverage it.

The only thing you actually need to invest in content creation is your time… and the expense of whatever device can best execute your vision. After that the biggest hurdle to overcome is the limit of your own creativity.

Micro-investments of time everyday will pay off.

• Take 15 minutes every few days to walk around your business getting photos. Let them go to the cloud and review them later.
• Cut out 30 minutes of Netflix at night and watch a YouTube video to learn a new content marketing skill.
• Instead of thumbing through Facebook marketplace, scope out your competitors or hop on LinkedIn and see what professional marketers are talking about.

If there’s one thing that’s certain about content marketing on the internet it’s that nothing is certain. Nothing sits still. And neither can you … Content creation should be one of your top marketing priorities.

I’ll leave you with this… If you’ve never posted about a team member or employee, or it’s been awhile since you did, try it. I guarantee it will perform better than any of your recent posts. And remember, don’t forget a visual.

After several months of quarantine, many consumers embraced the return of eating away from home. But others remain wary, venturing out only to pick up a meal curbside or have dinner delivered.

Meanwhile, foodservice spots have been scrambling to enforce health and safety protocols, juggle takeout and delivery with dine-in service, set up outdoor seating, and create menus that cover all these scenarios.

The good news is that 38% of consumers are looking forward to dining out again in the next three months, according to a recent survey conducted by YouGov and commissioned by SevenRooms, a data-driven guest experience platform. But every potential customer has different needs and expectations.

To make it less challenging for operators to navigate the new dining landscape, SevenRooms grouped these needs into four “diner personas” based on the survey results.

The pickup patron: These consumers won’t be ready to dine out until there’s a vaccine. Nearly 1 in 4 (23%) will only order for takeout or delivery for the remainder of 2020. Restaurants seem to be doing a good job with these platforms—about half of all Americans continue to feel comfortable ordering food to go.

The safety-savvy consumer: It’s no surprise that customers want to see eateries following health and safety guidelines. Face masks and 6-foot social distancing are givens, but this group of guests is looking for more. Over one-third of respondents (37%) want physical barriers between tables, 33% want personal hand sanitizers placed on the table and 24% want their food covered when it’s served to them.

The tech-conscious contactless diner: About 1 in 7 consumers (13%) will only visit foodservice spots that offer a contactless dining experience. Topping the list are virtual waitlists, with 22% of respondents saying they want to join a waitlist before they arrive so they can be seated immediately. Around the same number (21%) want operators to use contact tracing technology, and 17% are in favor of QR codes for ordering and paying.

The carefree guest: This diner persona is eager to dine out in restaurants and less concerned about risks and restrictions. While 29% are comfortable sitting indoors at a restaurant, many more (42%) are limiting visits to outdoor venues. Familiar restaurants are more likely to be on their list—37% are more comfortable dining at places they’ve been to before, but 25% would visit a new restaurant. Bars are not a priority; only 15% of consumers would patronize a drinking establishment.

“As local economies across the country continue to reopen, restaurant operators are navigating the right balance between safety and traditional models for hospitality,” said Joel Montaniel, CEO and co-founder of SevenRooms. “Our research has made one thing clear: Operators need to be flexible. Whether it’s in regard to outdoor dining, virtual waitlists, or contactless order and pay—guests have different needs.”

YouGov PLC conducted the survey with 1,237 Americans from July 31-Aug. 3. The four diner personas are identified in the company’s new report, “Restaurant Reckoning: Dynamic Diner.”

Source: Patricia Cobe, September 11, 2020, FoodService Director

“It’s all over the board, just like everything else,” Shindelar says. “But that is one part of the grocery experience that is going to totally remake itself.”

Much depends on where a retailer is located and the impact of COVID-19 in a particular state or region of the country. While a few stores never closed down, others will likely never reopen, Shindelar (right) explains.

“Foodservice and grocery are really different operational activities,” she says. “Not every grocer makes a good foodservice person and not every foodservice person makes a good grocer.”

Foodservice is typically a low-margin, high-labor, difficult-to-make-profitable part of a retail operation unless that retailer does a huge volume of it. Some grocers aren’t going to reopen their foodservice because it was a losing proposition to begin with, while others will reopen to decide if it’s viable or not, Shindelar says.

Volume control is key

Look for grocers to control the amount of prepared food they can offer at any given time to adhere to social distancing standards for a least a couple of years, Shindelar says. That may mean operating at 50% capacity.

It’s tough, she says, because it was already hard work to make ends meet when operating at full capacity.

It remains to be seen what retailers who were building their business on bulk foodservice things like olive bars and charcuterie boards, which were all were really big pre-pandemic, will do now.

“Foodservice was a $700 billion industry in the U.S. for restaurants and service,” Shindelar says. “That disappeared in two to three weeks.”

Retailers are going to continue to be cautious, she says, unless there’s a level of flexibility or fluidity in the supply chain system to ensure that if another shutdown happens to foodservice again it can be moved into the grocery aisle.

Say good-bye to self-serve

Shindelar predicts most retailers with significant foodservice departments won’t reopen self-serves.

“Most people have an adversity right now,” Shindelar says. “They are uncomfortable with foods that other people have touched.”

On the flip side, people want “life as normal.” Pre-pandemic, the fastest growing sector in the food business was foodservice because shoppers want convenience. In 2019, the foodservice industry was nearly equal in size to food retailing according to the USDA, with $969.4 billion of $1.77 trillion worth of food supplied to foodservice facilities.

Look for more retailers to shift toward full-service foodservice operations because the back of the house already had high sanitary measures for taking care of food preparation, Shindelar says.

That will require retailers to restructure their stores, which many haven’t had time to do yet, says Casey Emmett (right), a sales strategy leader at JPG Resources.

In the future more customers will simply point to the food they want and someone else will bag it up, Emmett predicts.

More pop-ups, restaurant partnerships are on the horizon

Grocery stores will continue to look more like restaurants, and vice versa, with family-style takeaway prepared meals available alongside grocery staples.

Many retailers are rotating through their hot bar, deli counter and salad bar offerings more frequently, on a daily or weekly basis, in addition to incorporating pop-ups in the hopes of growing their reoccurring customer base, Shindelar says.

The most successful retailers are ones who are partnering with local restaurants who can prepare their grab-and-go offerings, Shindelar says.

That’s helped retailers like Native Sun Natural Foods Market in Jacksonville Beach, Florida, which serves foods prepared by local restaurants including Noura Cafe, known for its Middle Eastern and Mediterranean food, The House of Leaf and Bean, an organic restaurant and cafe, Prati Italia, a locally-owned Italian restaurant, Shakti Life Kitchen for raw foods, Community Loaves, known for its organic sourdough bread, among others.

Another is Jackson Whole Grocer and Cafe in Jackson, Wyoming, Shindelar says, which partnered with local and regional restaurants like Utah-based Freshie’s Lobster Co.

Also look for heat-and-serve programs to convert, repacking into grab-and-go with their own branded products on shelves, Shindelar says.

Keep foodservice simple and convenient

Don’t be afraid to go back to the basics and keep things simple, Emmett says.

“I think the 2019 customers probably would have been bored by the relative plainness of options that we are going to have,” Emmett says.

That’s not true for 2020 customers who have spent months cooking during the pandemic and now crave the convenience of having someone else, even the back-of-the-house at a grocery store, consistently do meal prep.

The rise of market consolidation

Emmett points to Starbucks which is closing 400 U.S. stores in the next 18 months to focus more on mobile order and pick-up only locations. Look for others to pivot towards walk-up windows and curbside service.

“I think you’re going to be seeing a lot of that,” Emmett says.

There will also be a growing network of ghost kitchens. Known as dark or virtual kitchens, many in the foodservice industry will add shared-space ghost kitchens to create to-go meals in the hopes of lowering overhead costs.

Digital, local integration through apps

Look for more foodservice establishments to utilize apps like OpenTable to increase customer reservations for shopping times and takeout, Emmett says.

This will help operators plan ahead for their inventories, making it easier to restock shelves.

And to prevent supply chain problems down the road, more local partnerships are also a given.

Team huddles and personal hygiene discussions

Darrell Newell (left), director of retail food safety and quality assurance at Comprehensive Food Safety, says many store managers and directors are hosting daily huddles to discuss how COVID-19 has affected their store, guests and employees, and to communicate the ever-evolving game plan.

“Do a morning wraparound check to make sure you’re protecting your first line of protection,” Newell says.

Keep the talk to less than 30 minutes. Make sure the topic changes. “No one wants to hear about handwashing every Monday,” Newell says.

Talk about how COVID-19 spreads. Review basic safety food practices. Remind employees why they need to wear masks, the importance of social distancing and encourage good personal hygiene habits. Remind employees, bringing a cellphone or a cup of coffee into a food environment can spread diseases.

Operators should offer a clear understanding about the direction the retailer is going and everyone’s social responsibility for food safety, Newell says. “Help employees understand they are responsible for their day-to-day interactions because they are in front of the public,” Newell says.

Approximately 50% of the five to six departments Newell inspects, per retailer, are usually not properly equipped with the right items to properly wash their hands. That could mean soap or paper towels aren’t available or the sink is blocked, can’t be used or is physically broken.

Finding creative employee protections

Family-owned PSK Supermarkets, which operates 13 Foodtown, Freshtown and Pathmark stores in the New York metro area, hired an on-call doctor to help protect its staff, Newell says.

“Co-president Noah Katz took it upon himself and gave everyone in his company his personal cell number,” Newell says. “And said, “If you have any form of illness, I want you to call immediately, no questions asked. Stay home and we’ll have the doctor check in on you.”

PSK also created a YouTube video and a free Coronavirus Preparedness Action Plan.

“Their incidents of illness and absentee rate was less than 4% over this stretch of COVID-19,” Newell says, because employees felt safe coming to work.

“Every business is there to make money,” Newell says. “But their number one greatest resource is people. Without the people you have no service.”

Foodservice delivery services will continue to be built upon, expanded

Expect more retailers, especially independents, to create alternative foodservice delivery methods.

Many, like Dan’s Supreme Supermarket, a regional chain in New York, are looking to make the move to build their own delivery infrastructure in the next six to eight months to offer better customer service, Newell says.

“There’s going to be a lot more options,” he says. “Other than GrubHub, Instacart and Postmates.”

Source: Dawn Reiss for New Hope Network