Sunday, July 15, 2018

Restaurant Sector Conundrum Raise Prices & Lose Customers


Restaurant sector year over year menu prices were up 2.6% in June,2018 according to the US Bureau of Labor Statistics. At the same time the Black Box Intelligence index for June, 2018 year over year customer counts for the restaurant sector were down 2%; thus the conundrum according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.  
While restaurants got back to growth in June, with same-store sales up 1.1% there was some good news for the sector.  However let’s face it restaurants are losing customers to everyone else.  Last year prepared foods sold in the grocery stores sales sored up 108% according to Nielsen as regular readers of this blog know.  Simply put the restaurant business model is broken, outdated in need of a refresh according to Johnson.
Does your restaurant need a refresh? If your brand looks more like yesterday than today or tomorrow it just might be time that you called for outside eyes to help you drive inside results.  What is your new electricity that is driving top line sales and bottom line profits?  Are your customer counts growing? 
So, just what is your brands new electricity? According to Johnson, “Brand relevance is in part driven with innovation in new food products in combination with new avenues of distribution all of which are the platform for the new electricity.”
Johnson stated “that in my minds-eye the new electricity must be very efficient for the supply and includes such things as fresh foods, urban clothing, grocerant consultants, urban farming (produce, seafood, etc.), autonomous delivery, cashier-less retail, cash-less payments, digital hand held marketing. This program has all of that.
Foodservice retailers to survive the next generation of retail must embrace the artificial intelligence revolution while simultaneously embracing fresh food that is portable, fresh, with differentiation that is familiar not different.  That will require brands to embrace new fresh food partnerships more now than ever before according to Johnson.
For international corporate presentations, educational forums, or keynotes contact: Steve@FoodserviceSolutions.us  the Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.  His extensive experience as a multi-unit restaurant operator, consultant, brand / product positioning expert and public speaking will leave success clues for all. Visit: www.FoodserviceSolutions.us for more information

Saturday, July 14, 2018

Fresher Faster Foodservice Growth at Checkers & Rally’s



Integrating brand messaging across your entire company is an arduous task however one of the foodservice companies that is very good at that is Checkers & Rally’s according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.
Checkers & Rally’s has effectively created a corporate platform where all departments are on the same page.  Currently Checkers & Rally’s is gearing up for a busy 2018, with more than 60 new restaurants slated to open this year, about 30 of which are modular build-outs edifying the brands fresh fast platform..
Checkers & Rally’s is slated to install 18 modular units by end of summer. The brand’s modular units are constructed offsite in a controlled environment, and are delivered to the location site and set via crane. Clearly this strategy allows Checkers & Rally’s franchisees to shave up to 12 weeks off of the development process, allowing for lower construction costs and minimizing time spent securing city permits and on construction.
The increased speed and lower costs allow Checkers & Rally’s corporate and franchisees to expand into markets that were once deemed cost-prohibitive. Once set, locations typically open 30–60 days later. Does your brand communicate effectively across all departments? 
So just what is your New Electricity? Success does leave clues www.FoodserviceSolutions.us  is the global leader in grocerant niche business development.  We can help you identify, quantify and qualify additional food retail segment opportunities.  Has your company had a Grocerant ScoreCard completed a Grocerant Program Assessment, or new Grocerant niche product Ideation?  Want one?  Call 253-759-7869 Email: Steve@FoodserviceSolutions.us


Friday, July 13, 2018

Chain Restaurants Worry C-Store Sales Continue Going Up


The formula for continue success at C-stores today is targeting chain restaurant customers with the hand held food for immediate consumption that Gen Z and Millennials want and top line sales, bottom line profits, and continued customer migration will continue according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.
Johnson continued “C-stores understand the value today’s consumers place on food and beverage items that have a halo of ‘better-for-you”. The simple fact is healthy food and drink sales expected to drive summer in-store sales at U.S. convenience stores according to the National Association of Conveniences Stores (NACS).
According to a survey of U.S. convenience store owners by NACS “Retailers say a continued focus on fresh and healthy items in stores helped boost sales, and they plan to continue dedicating more sales space to these items.
Prepared foods are expected to continue attracting new customers.  This continues a trend from last year. In-store growth for U.S. convenience stores in 2017 was powered by foodservice (22.5% of in-store sales and 33.9% of gross profit dollars), a broad category that includes prepared food—69% of total foodservice sales—as well as commissary foods and hot, cold and frozen dispensed beverages.
Retailers cited the addition or expansion of the following items in their stores with the ‘halo’ of better-for-you’:
1.       Health bars (45% of retailers added or significantly expanded over the first half of 2018)
2.       Fresh fruit/vegetables (41%)
3.       Packaged salads (37%)
4.       Nuts/trail mix (35%)
During summer months, convenience stores are a destination for packaged beverages, a category that generates more gross profit dollars inside the store than any another other merchandise category. As demand continues for healthier options, many retailers are devoting more cooler space to lower-calorie and lower-sugar beverages options, especially waters.
During the first six months of 2018, a majority of retailers say they’ve added flavored/enhanced waters (54%) and regular bottled water (52%). Water also figures prominently in sales growth, with 46% of retailers expecting more still bottled water sales to increase and 42% expecting sparkling bottled water sales to increase. Lower-calorie teas and coffees also were cited by 42% of retailers.
Are you looking for a new partnership to drive sales? Are you ready for some fresh ideations? Do your food marketing tactics look more like yesterday that tomorrow?  Visit www.FoodserviceSolutions.us for more information or contact: Steve@FoodserviceSolutions.us Remember success does leave clues and we just may have the clue you need to propel your continued success.

Thursday, July 12, 2018

Tom Thumb Customers want food fresh and fast so will open First Convenience Store



When the customer is on the move retailers must move with them or risk losing the customer altogether according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®. Grocery stores are not different when consumers are on the move grocery stores must evolve with them or simply fad away according to Johnson.
The new retail ‘C-store’ is called Tom Thumb Express and will occupy about 2,500 square feet of space. It will operate from 7 a.m. to 10 p.m. with self-service at six fuel pumps available 24 hours a day as reported by the Dallas News.
In a bit of a twist from what other retailers are ding the Tom Thumb Express In-store offerings will include fresh food from an already operating Tom Thumb supermarket, such as sandwiches, cut fruit, salads and hot food to take home. Beverage options include coffee, f'real milkshakes and smoothies, and ICEE drinks.
Grocery store trying the ‘Hub and Spoke’ format is nothing new but in this case in the Dallas marketplace the timing might be right for this format according to Johnson. Are you looking for a new partnership to drive sales?
Are you ready for some fresh ideations? Do your food marketing tactics look more like yesterday that tomorrow?  Visit www.FoodserviceSolutions.us for more information or contact: Steve@FoodserviceSolutions.us Remember success does leave clues and we just may have the clue you need to propel your continued success.


Wednesday, July 11, 2018

Grocerant niche offerings fast becoming the Family dinners center of the plate choice


Regular readers of this blog know that consumer migration from cooking from scratch, too dinning out nightly have become adversely disrupted as consumer migrate from one set of dinning norms to another.  Driven by The 65 Inch HDTV Syndrome consumer demand fresh food fast that is ‘better-for-you’ and that they can eat while watching TV at home according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.
Here is another recent report that finds Americans are expecting to both dine out less and spend less per meal in 2018. AlixPartners, a global consulting firm found that “Overall, consumers said they plan to spend an average of $14.95 per meal this year, down from the $15.20 they said they spent over the past year. Furthermore, 31 percent of respondents in the survey said that “lower price” was “important” or “very important” to them in defining value, vs. 21 percent who said that in a similar AlixPartners survey released in the spring of 2017.
One again this study found that the fast-casual sector may be hardest hit this year in terms of dining occasions.  Even more important according to the survey, fast food has surpassed fast casual for as the preferred spot for lunch, with just 32 percent of diners in this year’s survey picking fast casual as their preferred location for lunch, down from 37 percent in AlixPartners’ survey of a year ago—while fast food was preferred for lunch by 35 percent in this year’s survey, up from 30 percent in AlixPartners’ survey of a year ago.
Adam Werner, global co-head of AlixPartners’ Restaurant, Hospitality and Leisure Practice stated  “We’re starting to see a shift in spending patterns among the millennial generation, and restaurant operators need to be prepared,” “A lot of focus in recent times has been on the buying patterns of this generation, but it’s important to understand that Millennials are now having families and children, and that their spending priorities are beginning to reflect that.”
Restaurant disruption is well underway according to the survey, both delivery and take-out are expected to decrease slightly in the year ahead, particularly at fast-food and casual restaurants, with consumers saying they expect their monthly delivery and take-out orders to dip 11 percent (to an average of 3.34 visits this year) and 8 percent (to an average of 1.67 visits), respectively, vs. their number of visits in the past year.
Meanwhile, meal-kit services (services such as Blue Apron, HelloFresh, Sun Basket, etc.) seem to be slow in gaining consumer adoption, according to the survey, with only 18% of respondents having tried such a service. In addition, 68 percent of those who said they haven’t tried a meal-kit service say they don’t plan to try one in the near future.
Yes, we saved the best information for last.  The survey results also suggest that grocerant niche ready-to-eat meals from grocery and convenience stores could be becoming a bigger threat to restaurants, with 25 percent of respondents citing such meals as a way to reduce restaurant spending, up from 19 percent in the AlixPartners survey released a year ago.
Invite Foodservice Solutions® to complete a Grocerant Program Assessment, Grocerant ScoreCard, or for new product ideations or positioning assistance, or call our Grocerant Guru®.  Since 1991 www.FoodserviceSolutions.us  of Tacoma, WA has been the global leader in the Grocerant niche. Contact: Steve@FoodserviceSolutions.us or 253-759-7869


Tuesday, July 10, 2018

Captain D’s Seafood you can Afford



Many Americans live in land lock states and are simply unfamiliar with how to select fresh seafood. They rarely eat seafood and don’t know how to prepare fresh seafood. Then when they go to a restaurant and try seafood many times it is very expensive and they are hesitant to order something they are unfamiliar with according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.
Captain D’s is about to change all of that by extending a branded invitation to try seafood for dinner by offering five mouth-watering full meals all for under $5.  What a welcome branded message according to Johnson. Who said “the 5 under $5 is a variety of new tastes and customer favorites at an amazing price creating a platform for trial that is sure to win new customers.
Here is a look at the offerings and you can see there is something for everyone.  This line-up features the new Captain’s Seaside Fillet, breaded and fried with crispy panko on the outside and tender fillet on the inside. For spicy food enthusiasts, try new Nashville Hot Fish and Popcorn Shrimp, done the Captain D’s way. An additional variety of customer favorites have been included in this all-star line-up with a choice of two sides and the Captain D’s world-famous hush puppies for just $4.99.
Bob Kraut, Captain D’s chief marketing officer stated “We recognize that our $4.99 full, abundant meals are important to our customers” .. “This year, we have added new products to this value line-up, like our Captain’s Seaside Fillet and Nashville Hot seasoning on our Signature Batter Dipped Fish, as we continually innovate around new seafood flavors to bring to our guests.” How are you extending your branded invitation?
Foodservice Solutions® specializes in outsourced business development. We can help you identify, quantify and qualify additional food retail segment opportunities or a new menu product segment and brand and menu integration strategy.  Foodservice Solutions® of Tacoma WA is the global leader in the Grocerant niche visit Facebook.com/Steven Johnson, Linkedin.com/in/grocerant/ or twitter.com/grocerant



Monday, July 9, 2018

Restaurants struggle as consumers are forced to take a step backwards


US labor force participation rate for June 2018 was 62.9% according to the US Bureau of Labor Statistics. While there was an increase in jobs during June many of those jobs continue to be part time jobs notably less than 35 hours per week.  Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions® believe cash strapped part time workers simply can’t afford to eat out as often as they use too.
In a new survey Nielsen  found “fully 45% of consumers are preparing more meals at home” in addition 45% or more have cut back on restaurant meals which includes both at restaurant visits and restaurant food delivery.
Talking about taking a step back in time topping the list of actions consumers are doing “about as often” or “more often” today versus a year ago are:
1.        Checking the pantry for inventory before shopping 94%;
2.       Preparing home cooked meals, 93%; serving leftover meals at home, 93%;
3.       Trying to reduce food waste to save on food bills, 93%;
4.       Stocking the household food pantry, 91%;
5.       Making healthy food choices when eating at home or away-from-home, 90%.
6.       Checking prices or deals before deciding where to buy food, 88%;
7.       Preparing meals at-home or taking leftover meals to eat at work or school, 84%;
8.       Checking prices or deals before deciding where to purchase a restaurant meal, 79%.

Well that same survey found that consumers are doing less of this:
1.       Buying meal kits online, 54% of households claimed to be doing less often;
2.       Buying meal kits at a retailer, 50%;
3.       Ordering meals via phone or online that are delivered to the home and eaten at home, 50%;
4.       Eating at higher-end restaurants, 50%;
5.       Eating at fast-food restaurants, 47%;
6.       Ordering meals via phone or online that you or another household member pick-up and eat at home, 46%;
7.       Purchasing meals out during work or school (to eat there or at the restaurant), 44%; eating at fast-casual restaurants, 44%;
8.       Taking prepared meals purchased at a retailer to eat at work or school, 42%;
9.       Serving ready-to-eat prepared meals purchased from a retailer, 42%;
10.   Serving heat and eat frozen or refrigerated meals purchased from a retailer, 39%.
So just what does that mean for the grocerant niche.  Simply put Americans are taking a step back due to higher gas prices, doubts about the Trump tariffs, and continued economic uncertainty according to Johnson.  Remember Foodservice Solutions® findings on SNAP (food stamps) users from 2014 that found McDonalds was an aspirational brand.  Well the team at Foodservice Solutions® believes that millions of part time workers want eat at a restaurant more often than they can.  Consumers continue to find the middle ground in grocerant niche Ready-2-Eat and Heat-N-Eat fresh prepared food.
For international corporate presentations, educational forums, or keynotes contact: Steve@FoodserviceSolutions.us  the Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.  His extensive experience as a multi-unit restaurant operator, consultant, brand / product positioning expert and public speaking will leave success clues for all. Visit: www.FoodserviceSolutions.us for more information

Sunday, July 8, 2018

Foodservice Retailers Looking Outside the Box for Inside Results



While regular readers of this blog know that Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions® has been crafting new non-traditional business relationships edifying legacy brands while building foundations for star-up and regional chains; since 1991 his foodservice operations experience began as a franchise back in the late 1970’s.
Does your brand need a refresh? If your brand looks more like yesterday than today or tomorrow it just might be time that you called for outside eyes to help you drive inside results.  What is your new electricity that is driving top line sales and bottom line profits?  Are your customer counts growing? 
So, just what is your brands new electricity? According to Johnson, “Brand relevance is in part driven with innovation in new food products in combination with new avenues of distribution all of which are the platform for the new electricity.”
Johnson stated “that in my minds-eye the new electricity must be very efficient for the supply and includes such things as fresh foods, urban clothing, grocerant positioning, urban farming (produce, seafood, etc.), autonomous delivery, cashier-less retail, Fresh fast food, cash-less payments, digital hand held marketing, food with value (better-for-you), new strategic alliances .
Foodservice retailers to survive the next generation of retail must embrace the artificial intelligence revolution while simultaneously embracing fresh food that is portable, fresh, with differentiation that is familiar not different.  That will require brands to embrace new fresh food partnerships more now than ever before according to Johnson. Are you ready for growth, increased customer counts?
Success does leave clues www.FoodserviceSolutions.us  is the global leader in grocerant niche business development.  We can help you identify, quantify and qualify additional food retail segment opportunities.  Has your company had a Grocerant ScoreCard completed a Grocerant Program Assessment, or new Grocerant niche product Ideation?  Want one?  Call 253-759-7869 Email: Steve@FoodserviceSolutions.us



Saturday, July 7, 2018

Red Robin resets the Price Value Service Equilibrium to Drive Sales


Removing price as an obstacle to drive sales is the new electricity for Red Robin a fine fast, fine burger, or sit down restaurant according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.  
In a new marketing campaign called #BurgerMath Red Robin is leveraging Price to garner incremental customer visits and trial. .Red Robin CEO Denny Post stated “The goal is to make it stone-cold easy for our guests to say ‘Yes’ everyday to visiting Red Robin, and to unlock greater frequency and share going forward.” ..“This is only the first of many messages to come contrasting our everyday value with others,”
While unemployment is a record low levels Red Robin is leveraging its brand invitation with new electricity looking to garner those consumers who are ready to move up from fast food to fine casual according to Johnson. 
What is your brands new electricity? According to Johnson, “Brand relevance is in part driven with innovation in new food products in combination with new avenues of distribution all of which are the platform for the new electricity.” Red Robin CEO Denny Post understands that.
Johnson stated “that in my minds-eye the new electricity must be very efficient for the supply and includes such things as fresh foods, urban clothing, grocerant positioning, price,  branded relevant messaging, autonomous delivery, cashier-less retail, cash-less payments, digital hand held marketing. This program has all of that.
Foodservice retailers to survive the next generation of retail must embrace the artificial intelligence revolution while simultaneously embracing fresh food that is portable, fresh, with differentiation that is familiar not different.  That will require brands to embrace new fresh food partnerships more now than ever before according to Johnson.
Grocerant positioning works as Red Robin’s off-premise sales rose by 40% year over year during the quarter, revealed CFO Guy Constant. Delivery, takeout and catering now account for 9.4% of overall sales, added Post.
However, the typical off-premise check tends to be a little lower than what patrons would spend for a comparable dine-in order because it’s not likely to include a beverage, said Constant. Off-premise customers “do add on a little more, but the nonalcoholic beverage incident does make it a little bit lower than what you see in dine-in,” he said.
So just what is your New Electricity? Success does leave clues www.FoodserviceSolutions.us  is the global leader in grocerant niche business development.  We can help you identify, quantify and qualify additional food retail segment opportunities.  Has your company had a Grocerant ScoreCard completed a Grocerant Program Assessment, or new Grocerant niche product Ideation?  Want one?  Call 253-759-7869 Email: Steve@FoodserviceSolutions.us


Friday, July 6, 2018

Peet’s Coffee New Electricity Shelf-Stable True Iced Espresso



Foodservice brands must innovate to remain relevant with consumers according to Steven Johnson Grocerant Guru®, at Tacoma, WA based Foodservice Solutions®.  Peet’s Coffee is one restaurant chain that has been very successful extending its brand with consumer relevant products in new non-traditional points of distribution.
Recently Peet’s Coffee debuted national the launch of Peet’s True Iced Espresso, a line of shelf-stable canned iced espresso flavors inspired by top-selling drinks in Peet’s coffeebars: Black and White, Vanilla Latte, Caramel Macchiato, and Mocha.
This new line of Peet’s True Iced Espresso line reflects the brand’s messaging to its core Coffee First by delivering a prominent coffee taste using better ingredients. The dark roast single-origin Colombian espresso used in Peet’s True Iced Espresso offerings provides such deep roasted sweetness that minimal sugar and calories are needed for a pure coffee indulgence. Grocerant niche shelf stable coffee is Peet’s new electricity.
Peet’s worked hard to ensure this newest line of Ready-2-Drink (RTD) coffee meets the same high-quality standards that the company has upheld for the over fifty years since Alfred Peet launched a craft coffee revolution in 1966. How are you innovating what is you’re new electricity driving top line sales and bottom line profits?
Gretchen Koch, Peet’s Coffee director of marketing and innovation stated “Iced espressos in Peet’s coffeebars are incredibly popular, representing over forty percent of our cold coffee sales,” Peet’s new that consumers liked ‘Iced espressos’ extending that success in non-traditional avenues of distribution is a success clues other chains should be paying attention too.
What is your brands new electricity?  Where is your growth coming from? According to Johnson, “Brand relevance is in part driven with innovation in new food products in combination with new avenues of distribution all of which are the platform for the new electricity.”
Johnson stated “that in my minds-eye the new electricity must be very efficient for the supply and includes such things as fresh foods, urban clothing, grocerant products & positioning, Non-food prodcuts, partnerships, autonomous delivery, cashier-less retail, cash-less payments, digital hand held marketing. Do you need outside eyes to drive incremental sales and profits?
Foodservice retailers to survive the next generation of retail must embrace the artificial intelligence revolution while simultaneously embracing fresh food that is portable, fresh, with differentiation that is familiar not different.  That will require brands to embrace new fresh food partnerships more now than ever before according to Johnson.
Peet’s True Iced Espresso joins an existing portfolio of bestselling, RTD beverages from Coldcraft, the Peet’s business unit dedicated to the innovation, production, and delivery of RTD and keg craft beverages.  How many ways can you package, brand, and position your products?  What new avenues of distribution have you considered in 2018?  What new partnerships have you developed?
Peet’s True Espresso is available starting today at grocery locations throughout the United States, such as Kroger, Albertson’s and Safeway, as well as on Peets.com. Additional locations to come throughout summer 2018.
Are you looking for a new partnership to drive sales? Are you ready for some fresh ideations? Do your food marketing tactics look more like yesterday that tomorrow?  Visit www.FoodserviceSolutions.us for more information or contact: Steve@FoodserviceSolutions.us Remember success does leave clues and we just may have the clue you need to propel your continued success.

Thursday, July 5, 2018

Chain Restaurant Quagmire What are you a Fine Fast, Fine Casual, Fast Casual or Fast Food retailer?



Business models have to evolve as the customer evolves but the blurring of the lines within the restaurant sector leaves more and more customers asking does that restaurant meet my needs today? Consumers are focused on flavor, portability, meal components, price, mobile payment, mobile ordering, and delivery more and more according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.  So is your restaurant evolving or is your brand messaging like Kodak of the 1970’s?
 Most of us of a certain age remember that that Kodak is nearly out of business. Growing up in the 1960’s and ‘70’s, every family had a Kodak Camera and I still have one of mine. Those yellow boxes were everywhere and getting your very own Kodachrome camera was seemingly a rite of passage, heck, Paul Simon even wrote a song about it.
Battle for Share of Stomach 

As digital cameras gained popularity, Kodak stuck to what they believed. They sneered at digital’s quality, righteous in their knowledge that Americans would NEVER give up shiny pictures for their photo albums.
Today, cell phone cameras take most of the pictures and they are rarely printed. Kodak will shut the doors, correct in their assertion that professionally developed pictures look better than low-resolution versions uploaded to Facebook.

Being dead and correct is not a great strategy.  Today chain restaurants are either growing or dying much the same as Kodak. Simply look at restaurants that filed bankruptcy of late: Claim Jumper, Mr. Pita, Friendly’s, Chevys, Sbarro, Perkins.  They are not all dead but they have been far from right.
These are statements frequently heard from legacy restaurant operators. Like Kodak, crystal clear that what has always worked will continue to work.

• Our executives have 30 years of experience and know how to run the business.
• We never use coupons, nor do we deliver.
• We don’t allow our brand to wander, we protect our brand.
• We don’t use online ordering, I-pad ordering or voice screen ordering.
• We don’t advertise on Google, Twitter or Facebook.
• We don’t open for breakfast.
• We like the umbrella approach each store different personality but under one umbrella.
• Video menus and video signage is visceral gimmickry.
• We don’t measure ingredients, we create daily specials and simply show employees how to make it
• We can’t raise our menu prices.
How did a dominant brand and sector leader like Kodak, in a rock-solid consumer staple lose everything? Simple, they determined the market, the direction of that market and took the steps to conquer it.  If that sounds like your restaurant, retail food sector or niche leader, you better keep reading.
There is little about today’s market, the consumer or food marketing / promotions that was predictable 3 years ago. In the next three years the rate of change will continue to increase. So let’s look at the above list:
Reliability and a comfortable working relationship is correctly a key to success.  However, if you find your team is blaming the economy, minimum wages increases, cost of health care and rising food cost for disappointing results. Do not forget that many restaurants companies are growing both the top and bottom line, number of units and garnering market share.  It might be time for Outside Eyes. 
We always/never use coupons – coupons and promotions are very complicated today. Add the online aggregators the ilk of Livingsocial and Groupon and how can you know what works. Here is the point, what you measure you manage. All advertising must have a objective that is clear and measurable to insure a proper marketing ROI.

We don’t deliver – face it, convenience is a driving reason why foodservice is popular. If you do not want to deliver, consider outsourcing.  Delivery is not about you. That’s right it is about the consumer.
We protect the value of our brand and its integrity for the consumer, our shareholders and stakeholders.  We know the consumer is dynamic not static, but our customer’s comeback because we have a brand promise and they trust in us to keep that promise. Sounds a lot like Kodak, don’t you think?

We don’t use online ordering our food does not “carry” well.  Think about this if you don’t have a way to connect your menu to computers and mobile devices, your competition will woo your customers. Consumers are time starved, and hooked on technology, make it easy.

Google or Facebook – as above, set up a Facebook page, it costs nothing. Have someone help if you need it and then monitor your page 5 minutes a day.  Don’t think about it get started today.

We don’t open for breakfast – you pay rent 24/7, find ways to increase the utilization of your “factory”. Considering catering or school lunch program, contract out your kitchen.  Don’t become the next Kodak of chain restaurants.
Different store brands / personalities under one large corporation and all expected to operate utilizing a uniform set of metrics.  Worked well in the 70’s, 80’s but you have the answer.  Let me know just how well that works out.
Visceral gimmickry does not replace high quality food and great service ever.  Who defines quality service? You via your brand promise or the consumer?
We don’t measure ingredients; my employees know how much to use – why have menu prices, let customer pay whatever they want. If you don’t care what your product costs, you CAN’T make money.
We can’t raise our menu prices – tell that to the gas station owner on the corner, or the farmer growing your food. Costs are up, you must raise your menu prices or you will not exist.

Kodak management, smart and hard working as they were, did not see the world changing, fortunately you do. Realize that change is good and necessary. Act now to challenge your assumption, create new revenue streams and increase profits.  Success does leave clues, Disney movies leave you with a smile, being dead and correct is not a great strategy.
For international corporate presentations, educational forums, or keynotes contact: Steve@FoodserviceSolutions.us  the Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.  His extensive experience as a multi-unit restaurant operator, consultant, brand / product positioning expert and public speaking will leave success clues for all. Visit: www.FoodserviceSolutions.us for more information