SYSCO iCare
www.syscoicare.com February2009 
IN THIS ISSUE
The Recipe for Excellent E-Newsletters
The Power of Trade Dollars
Re-defining Service
Why Operators Should Go Green and Practical Steps for Doing It
 
QUICK LINKS



The Recipe for Excellent E-Newsletters
So what are the ingredients that make a secret recipe for an excellent email newsletter?
 
1. Start with one measure of relevance and one measure of value

Relevance and value are the most important ingredients for a successful email newsletter and both ingredients pose a challenge to many marketers. However, cooking up relevant and valuable content doesn't have to be a difficult chore. Here are a few tricks that will make it easier.
  • Ask for preferences. If you want your customers to like your cooking, ask them what they want before you make it! The best way to know what your readers want to read is to ask them. Send a survey to find out what information they are most interested in receiving and the topics about which they would like to learn.
  •  Study your feedback. A good waiter asks how the food is a few minutes after serving to make sure the customer is happy. Watching click-through and open rates on your email newsletter's tracking report shows you what topics your customers like best so you can follow up with more of the same or different content next time.
  • Consider what they need to know. You are the expert on your business. There are times when the people on your list need information, yet they won't really know what to ask for. To correctly anticipate their needs, make sure your content leads them closer to a decision in favor of your ultimate objectives.
  • Plan and prepare. Like any great meal, an excellent email newsletter requires some prep work. Two hints to help prep properly: 1) Create an editorial calendar so you know what topics you will cover in advance. 2) Start a "recipe file" (a folder containing relevant articles from a variety of sources) so you have a ready source of inspiration for upcoming email newsletter issues. 
 
The Power of Trade Dollars
Participate in a b2b trading community to thrive during distressed economic times.
 
Bad news seems to dominate the news these days.  Unemployment is up.  The availability of credit is down.  Consumers are nervous and increasingly more reluctant to part with whatever disposable income remains in their hands.  All these factors add up to a dismal looking 2009 for restaurant operators.... Right?
 
Not necessarily.  As viewers of
MSNBC and Fox Business News Fox Business News or readers of the New York Times have recently learned, the ancient practice of bartering has been reinvented in the 21st century economy, and is helping small business owners succeed and even thrive.
 
   
 
Waiter at Table
Redefining "Service"
How to identify and deliver desired service outcomes

Service has long been the sacred cow of the hospitality industry. Everybody talks about it, but few managers dare to question
or challenge what 'service' really means. Over the last few decades, service has attained almost a ritualistic significance. We have stopped asking why we're doing certain things or what we really need to do. Instead, we focus our energies on how things are supposed to be done. There is a lot of emphasis on following exact steps and procedures. As the best hotels are rapidly discovering, this approach has many limitations. In their best-selling book "First, Break All The Rules" Marcus Buckingham and Curt Coffman made a startling observation: "There are no steps leading to customer satisfaction."

 
 
 
Going GreenWhy Operators Should Go Green and Practical Steps for Doing It
 
Being environmentally friendly makes good business sense.
Going green is not just the right thing to do; it can benefit your bottom line. In fact, conserving natural resources and reducing waste can reduce restaurant operating costs, which is critical in these challenging times, and being environmentally friendly can be a great way to bring more customers in your door.
 
Sysco has reviewed foodservice industry publications, articles, and best practices in the area of sustainability. The collective wisdom
of these sources has been distilled to provide actionable advice.
 
Certainly every operator has heard something about sustainability and "going green." As operators are considering environmentally related steps they might
take, many operators are asking, "Why should we go green? What are the benefits? How do we do it? What do we do? What resources are available to assist me?"
 
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At Sysco iCare , we've done our homework, so you don't have to. iCare partners are Sysco approved and uphold the highest service levels, quality standards and performance guarantees of anyone in the industry.