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 Is Your Marketing Content Human?
5 ways to give your restaurant more of an identity at holiday time and year-round
As the holidays get ever-closer, inboxes will start to be flooded with special offers and coupons. Consumers everywhere will grow immune to all the sales pitches as one business offering a 20% off coupon becomes indistinguishable from another one. Breaking through that noise and standing out from the competition would seem to be a challenge, but it doesn't have to be. Sharing more personal content that doesn't sell as much as it does educate and illustrates why your restaurant is different from others is one way to do it.
Don't be afraid to let your personality show. After all, using content that "humanizes" your restaurant creates a stronger connection with readers. Better yet, it can increase your chances of diners later. According to the Custom Content Council, 73% of consumers prefer to get helpful articles instead of an advertisement. Even better, 61% of consumers are more likely to make a purchase from a company that delivers content over a sales pitch.
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Millennial Generation's Diversity will Shape Foodservice
The Millennial generation - 52 million people between the ages of 18 and 29, many of whom love to eat out - continues to be a crucial demographic for the restaurant industry to serve.
But according to The NPD Group's "Reaching the Millennial Generation" report, immigration will cause this group to grow and become even more diverse in the next 10 years, necessitating greater menu variety at restaurants than ever before. Operators also need to think more about new dayparts to cater to Millennials, the market research firm found, as those consumers have a greater tendency to snack between meals than guests from other generations.
Millennials, sometimes referred to as "Generation Y," are more diverse than previous generations. Only 61 percent of Millennials are white, compared with 71 percent for adults 30 and older.
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 Study: More Operators Plan to Adopt Digital Ordering
The majority of chain and independent restaurant companies do not yet offer online ordering, but the situation is rapidly changing, according to Cornell University research.
A survey conducted in May by professor Sheryl E. Kimes of Cornell's School of Hotel Administration polled 372 restaurant companies offering takeout, delivery or catered meals and found that about 100, or 26.9 percent, said their businesses supported online ordering.
But many respondents also indicated that they planned to implement it in the future.
Of those operators who currently offer online ordering, about 89 percent said their systems provide incremental business, improved service or both, and all but 4.5 percent of them said the return on their investment in such technology had met or exceeded expectations.
The study, "The Current State of Online Food Ordering in the U.S. Restaurant Industry," was conducted by Kimes on behalf of Cornell's Center for Hospitality Research and will appear in the Sept. 16 issue of the Cornell Hospitality Report.
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Waste Not, Reduce A Lot
It's not in our nature to be wasteful. When we waste, we don't often realize we're doing it, or we don't realize that there's another option. Waste is created when we no longer need or want something. Simple habit and behavior changes can help us waste less, and send the message to employees and customers that we value what we have, and that we're concerned with where it will end up.
The Green Restaurant Association is committed to helping restaurants find solutions that that will reduce their environmental impact. We have 19 years of research under our belts regarding how restaurants operate, and how we can help them operate more efficiently, while improving their environmental impact at the same time. There are dozens of ways a restaurant can reduce waste,
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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.
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