Millennials are disrupting legacy restaurant business models. Consumers are dynamic not static and business
models must be dynamic as well.
Consumers today are blurring of the lines within the restaurant sector creating
discontinuity as 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.
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.
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 ingredient’s, we create daily specials and simply show employees how to make it
• We can’t raise our menu prices.
• 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 ingredient’s, 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 are correctly a key
to success. However, if you find your
team is blaming the economy, minimum wages increase, 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 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.
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.
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.
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
Battle for Share of Stomach
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