The trend is your friend, consider that
pre-pandemic shut down, Beef ‘O’Brady’s
off-premise business was a little less than average for the restaurant
sector. Then when the shutdown arrived
like everyone else it surged from about 10% of sales to a peak of 80% soon
after according to Steven
Johnson, Grocerant Guru® at Tacoma,
WA based Foodservice Solutions®.
Beef ‘O’Brady’s COO, Scott SirLouis, stated,
“We had to pivot really fast to keep our corporate stores and franchisees
going,”… “Everybody really came together
and got creative, setting up tents in the parking lots with banners directing
customers to curbside pickup.”
The race to get up to speed with not easy
or pretty according to Johnson, that’s not a bad thing it’s just life. Beef ‘O’Brady’s after tapping all of its
stock of white foam clamshells, they eventually decided to upgrading to black
plastic clamshells with clear tops.
It’s not just that easy, there was no
consistency in the supply, said SirLouis, and even though the makeshift
carryout setup was doing the job, “we realized if we were to keep our off-premise
momentum, we had to get better at all aspects.”
Thus, SirLouis got together with his
teams to figure out a better way to approach forced change while looking a
customer ahead. That’s when “Beef 's on Demand” was born. It’s a separate brand
with its own logo, packaging and scaled-back menu. More sandwiches are on
offer, along with other foods that travel well. Simple, fresh, fast giving the meeting
the need-set and mind-set of today’s consumer.
Beef ‘O’Brady’s decided to go with a
cardboard clamshell with no inner coating—it retained the heat well and didn’t
sweat, keeping the fries crisp, said SirLouis. It’s a stock container from an
existing packaging manufacturer that the chain brands with the “Beef's on
“Since we’re not a large company, we
don’t have the volume to work with a supplier to create a custom package,” he
added. Not to worry, Beef ‘O’ Brady’s is keeping a
smaller supply of the plastic clamshells for items such as wings and entrees,
the new cardboard containers are actually less expensive. “It comes to about a
$4,000 savings in packaging per location,” said SirLouis.
The customer is dynamic, it was time that
Beef ‘O’ Brady’s be dynamic as well. “The chain also purchased plastic portion
cups for sauces, since the restaurants are now packing the sauce separately
instead of putting it on the items. The chain is currently working with a bag
manufacturer to source a plastic or paper bag that can hold the new packaging.
The new cardboard clamshells were tearing the old bags in transit,
Looking a customer ahead Beef's on Demand
will continue as both a curbside and third-party delivery program. “We tried
self-delivery in the beginning, but eventually backed off,” SirLouis said.
“From a cash flow perspective, we need more volume to do
In fact, 61% of consumers saying they now prefer to make purchases from businesses that accept contactless payments. As of November 2020, 45% of Americans prefer to view the menu, order, and pay with their phone rather than interact with waitstaff technology matters and consumer touchpoint still rule the day according to Johnson.
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 GrocerantGuru.com 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