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December 2009
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INDUSTRY NEWS
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Restaurant Operators'
Outlook Improves
Nov. 30, 2009
While customer traffic remained sluggish during the month of October, restaurateurs tended to be more hopeful about their prospects for the future, according to the latest monthly operator survey from the National Restaurant Association.
For the complete story in Nation's Restaurant News, click on the link below.
Operators' Outlook Improves
| Operators Work to Keep Restaurants in the Family
Nov. 16, 2009
Even for family restaurants with interested heirs, succession planning has become more challenging.
Given the tough economic environment, family-owned businesses need not only interested successors, but also a well-structured succession plan.
For the complete story in Nation's Restaurant News, click on the link below.
Keeping It in the Family
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Fast-Casual Chains Lead Growth for Limited-Service Mexican Restaurants
Nov. 18, 2009
"Consumers are trading down from more costly casual dining restaurants," states Darren Tristano, EVP at Technomic.
"They're finding they can get less-expensive, fresh, high-quality food choices within a comfortable setting at these limited-service establishments."
For the complete story in Hospitality Trends, click on the link below
Fast-Casual Leads Growth
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2010 U.S. Restaurant Outlook: Modest Improvement in Sales Anticipated
Nov. 18, 2009
Fitch Ratings expects sales trends for U.S. restaurants to improve modestly during the second half of 2010; therefore the outlook remains stable heading into next year.
For the complete story in Restaurants & Institutions, click on the link below
2010 Sales Trending Up
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SIDEBAR
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Like Our Ideas or Want To Share Some of Yours
The Z Report is looking for comments, ideas and suggestions about how we can help our customers better utilize technology.
Write us and comment as often as you would like:
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mshaw@postec.com
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Greetings!
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Welcome to our latest edition of The Z Report.
In this issue of The Z Report we will remain focused on ideas to help increase revenue which is still the #1 issue facing restaurant operators today.
While the economy seems to be improving by some indicators, the high unemployment rate and other pressures have not helped to replace the volume lost over the past 18 months. However, smart operators -- with help from their vendors -- are finding ways to compete and provide the value that diners expect today more than ever.
Our goal is to provide ideas that you can implement today with the advantage of using technology to help improve your top and bottom line. Our clients want to get the most from the technology they have in place and to upgrade only when the advantages offer a proven return on investment.
One of the best ways to insure your restaurant is taking advantage of what technology has to offer is to meet with us on a regular basis. Our experts have a lot to offer...new ideas, new perspective, new software features, or just a second set of "eyes" to help you see your way through challenging times.
We hope our newsletter sheds some new light and you will forward it on to others on your staff.Call us today. Our team is smart, intuitive, and anxious to share ideas.
Sincerely,
David
David Shaw
President
POSTEC, Inc.
678-424-4010
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Put Your POS to Work for
Marketing Success
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 NEWS ITEM: Your POS is more than an
electronic cigar box! (Or cash register.)
Yes, it is a vast
improvement over either of those more "traditional" ways of managing your cash, but that's really just the starting point. What else, you ask? Simply the most powerful tool in your business arsenal to turn customers into loyal fans. Maybe even into FAN-atics!
Of course, you know your POS is a state-of-the-art food and drink order and kitchen operations management system. But if you're really using it right, it's also a powerful business management solution that can do a lot more than manage orders and payments. If you're ready to crank up the power, you can use that POS to help you connect with customers, develop promotions that generate new business, and build traffic on the Web as well as through the front door.
We can show you how to use your POS customer database to build traffic, market promotions, and use customized gift and loyalty cards to market more effectively. When you're tracking which customers are responding to which menu items, specials, and promotional offers, you'll know what's working, where it's working, and with which groups of customers.
Knowledge is power! Your POS can point the way to revenue growth and powerful connections with your customers. And, as it does, it will pay for itself - over and over again.
Contact us to discuss these ideas and how we can help you implement them and track results.
Sam Reynolds
678-424-4000 x103
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Restaurants "Twitter" to Connect with Customers and Create Excitement |
 Even in the best of times, it's hard to promote your
restaurant. And it can be expensive, on top of labor and food costs threatening your margins.
Fortunately, for technology-savvy operators, new social networking tools are putting additional items on the marketing menu. New services like Twitter and Facebook give operators fresh ways to connect with customers, gain mindshare, and provide low-cost tools to drive promotions that deliver profits.
The basics: Twitter allows you to set up an instantaneous channel of communication with your customers.It gives you a low-cost way to broadcast brief instant messages to people's cell phones and PCs. This provides customers good reason to return to your dining room, phone in an order, or use your POS online order system.
So, for example, on a Thursday afternoon, you discover that your kitchen's got inventory that needs to be moved. You have the kitchen create an appetizer that uses those ingredients. Then, you use your Twitter program to send 300 customers' cell phones a message that says, "TONIGHT! Show this message to your server for a FREE Chef Special appetizer with any entree. Sam's Place - Dine-in or take out."
That's an example of how an operator would typically use Twitter to send a communication to their Twitter folllowers". (Each message is called a "Tweet".) But you can supercharge your Twitter Tweets with the power of your POS system! We can show you how to put your customer database to work to track your promotions. Using selected customer segments, your POS can show you what works and with which customer groups.
One thing is certain - even if you're not yet using tools like Twitter and Facebook, your customers are! Give us a call for the help you need to get started with Twitter-powered promotions that bring in customers ... and dollars.
Contact us to find out more:
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Find Out About New MICROS Capabilities | |
2-for 1 Entrees - More Expensive Than You Might Think
 Imagine a
business built around pricing that customers don't take seriously! ...
Welcome to the world of pizzeria coupons, an industry-wide practice of
all-coupons-all-the-time - that customers righteously expect to be honored.
The lessons are many, but the most important is: Avoid discounts that
undermine your pricing credibility and branding. Instead, protect your brand by using give-aways as a tool to change customers'
spending habits.
Unless your brand is
about low-cost dining, a 2-for-1 entree promotion may prove costly in ways that you may not
anticipate:
- It sends the wrong message. A "50% Off 2nd Entree" promotion, for example, tells your
customer, "We can sell it half off and still make a profit!"
- It does nothing to encourage sampling of high-profit add-on items. An entree discount
points your customers to the same part of the menu they always look at - the entrees.
What's the answer? Take customers to new
parts of the menu by giving FREE items! It's nearly-free targeted marketing ...for the cost of a
handful of ingredients.
Contact us to
discuss these ideas and how we can help you implement them and track
results.
Sam
Reynolds
678-424-4000
x103
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Fed Attacks Gift Card Fees
 Proposed rule changes by the Federal Reserve will put new limits on certain fees and expiration dates imposed by issuers of gift cards.
While your restaurant may not charge customers for maintenance, dormancy, or service fees, the new laws will scrutinize companies and customers may become concerned. The proposed changes will require cards be usable for at least five years after issue. In 2008, Americans spent over $88 billion on gift cards but left $6.4 billion unused according to industry consultants.
Our suggestion: react quickly and examine your current policies with respect to gift cards. If you already follow the proposed rules, promote your policy regarding gift cards to make customers feel at ease. With the holiday season upon us, you can't afford for customers to think twice about purchasing gift cards. If your restaurant is not using gift cards, implement a program today that instills consumer confidence, this will help your restaurant stand out in a crowd. Chain operators have led the gift card initiatives over the past few years but have also implemented certain policies that are not in the best interest of consumers. Now is your chance to create a point of difference.
Independent restaurant operators and chains now have an opportunity to lead the way again before new rule changes take effect which is now proposed for August 2010.
Contact us to
discuss these ideas and how we can help you implement them and track
results.
Sam
Reynolds
678-424-4000
x103
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Eyes Left for Profits!
 We may not like to admit it, but we're all
creatures of habit. Whether it's what we watch on TV or where we sit at the table, or order from the menu at our local eatery, we tend to stay in the grooves we've worn. No wonder, then, that it's a real challenge to
change your customers' eating habits. They know what they like, they know what it costs, they came to your restaurant to get it - end of discussion!
So how do you get customers to open up their
minds and their wallets and venture back over to the vast unknown territory that you know as left-side promotions? Answer: Make them an offer that they can't (easily) refuse.
- Offer
combo promotions: "Free salad with any starter" or "Free appetizer when you order 2 entrees"... these are the kind of offers that encourage your customers to try new items and go beyond their usual eating
habits.
- Use left-side items to re-define the dining experience. Offer some new appetizers, but label them "To Share". This sends the signal that it's okay to order just one starter
item for a table. That's one more than none.
Use left-side items to build upon your core brand. Especially in economically challenging times,
it's important to remind your customers why they came in - not only for a satisfying meal and attentive courteous service, but also for the full experience that you have crafted. And if you can lead them to new
selections (and new spending patterns), that's a win-win you can take to the bank.
Contact us to
discuss these ideas and how we can help you implement them and track
results.
Sam
Reynolds
678-424-4000
x103
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