SheeFood

Restaurants Turn Marketing Into Social Experiences

Advertising a restaurant with no ad budget? It’s possible, and some restaurants are doing it quite successfully. Free advertising is just one of the benefits of intentional use of social media. The whole topic is something I’ve looked at from several angles, and yea for every operator who has mined the online options and forged ahead with an up-to-the-second social marketing plan.

Many find that their target audience is most into Facebook, so that seems to be the space that operators leap into first—collecting “likes” like their life depends on it. Personally, I’ve visited many a site that has an interesting element, game or piece of information and the only way to get to it is to “like” the operator first. Annoying, yes, but effective? Yes.

Every time I “like” a page, all my Facebook friends are alerted in their news streams. The average person has 140 Facebook friends, so imagine the number of brand impressions every time a restaurant – or anyone – gets “liked.”

I spoke with Amanda Hite, founder and CEO of Talent Revolution Inc., a social brand consulting firm, and she warns companies not to make every Facebook post about a deal to get purchases out of their fans. That’s not cool. Social media is about socializing and making your fans your peers. So ask them questions. In fact, she recommends a 4-1-1 rule. Four posts should be replies to what fans are posting on your site. One should be asking a question or starting a conversation, and one a promotional post. (For more on these aspects, go on over to the right side under “my articles” and click on “Tweet Sheet.”)

One thing is for sure. If you want to reach Millennials (those aged 11-34), you need to be online. Some 52.8% of surveyed Millennials say they like checking out brands on social-media sites like Facebook and Twitter, according to an article in Nation’s Restaurant News. Additionally, when a brand uses social media, 33.4% say they like that brand more.

Facebook is a rallying point for some astute restaurant marketers:

• Applebee’s has developed a Facebook fan base of more than 1.8 million. How did the chain do it? Ingenuity. For example, in May 2011 it ran a month-long “Girl’s Night Out” (GNO) invitation promotion via Facebook. Site visitors could send a GNO invitation with time, date, Applebee’s location, and a personalized message. The Facebook application allowed fans to keep track of the events they hosted, attended, or both.
• Outback Steakhouse has more than 1.6 million “likes” on Facebook. In December, it used the social media site to “recruit” two social media journalists. Site visitors were encouraged to fill out an online form to qualify for the grand prize of a free trip to the January 2012 college football Outback Bowl between the Michigan State Spartans and the Georgia Bulldogs in Tampa.

There are so many chains doing amazing things, and small mom-and-pop operations can do the same thing. Social media is the marketing medium of the future, and the sooner that restaurants can get a plan together, the quicker they can start directing their marketing dollars elsewhere, and many are translating those dollars into charity donations – making themselves good corporate citizens and giving themselves more to talk about. It’s all good.

Tell me what you think.

Jody

What’s Up With Foodservice in 2012

The food scene changes so fast, if you stay in bed with the flu too long, you’ll miss out. But because I love to stay on top of it all, here’s a time capsule of what I see going and coming in 2012.

•  The cult of Charlie Trotter will be disbanded come August when the famed and followed Chicago chef closes his namesake restaurant in order to travel and return to college to study something else (philosophy and political theory). Rising stars who have sought to mimic his food and his ways will be re-acclimating to life sans Charlie.
• While we’re saying our farewells, goodbye Gorgonzola and Pear Ravioli with Shrimp at Olive Garden. It was too “out there” and hurt the chain’s bottom line. The CEO of the chain’s parent company, Darden, conceded that the dish was too adventurous. It’s going off the menu. Well, maybe it was a tad bit ahead of its time, but barely.
• Let’s bid adieu to comfort food while we’re sweeping away 2011.The economy is starting to look up, and sticking with comfort food isn’t the path forward. That’s what Suzy Badaracco, president of trend forecasting company Culinary Tides Inc. told me this week. And I quote: “Right now is the best time to be experimental. (Consumers are) exhibiting recovery behaviors. Get more courageous and playful. Now is not time for comfort food.”
• Rising chicken and beef prices are slamming restaurants in the same blink of time that they are discovering the need to have a handful of value-priced items permanently on the menu to get the most business. Figuring out that balance will be the work of geniuses. Help wanted.
• Menu labeling laws requiring calorie disclosure on menus/menu boards will come down in 2012 with restaurants given at least six months to comply. Anyone noticing how popular apples are becoming at fast-food restaurants? Stay tuned for even more of that. Gotta show some respectable calorie counts.

 Let me know what you see ahead.

Jody

Dining Out Deals in 2012

Two dinners for $20. Gotta love that. And most of us do love that. That’s just the problem for the casual-dining restaurants that lure customers in with them as a limited-time offer (LTO). They create monsters. Think Chili’s and Applebee’s. They made money off of the “two for $20” LTO dinners for several years only because it brought in more guests. But once the deals were off, the value-oriented customers were out of there. Sales went down. The deals had to be brought back. And thus went the cycle.

Enough of that nonsense.

Now go to Applebee’s and Chili’s, and you’ll find the deals are a permanent fixture on the menu. It’s a new way of thinking for full-service restaurants that fast-food restaurants have been onto for a few years. It used to be called barbell pricing. Now it’s called tiered pricing. There must be something on the menu for everyone—the value-seeker and the hungry one looking to indulge with little thought to price.  

Among fast-food restaurants, the latest obvious example is Wendy’s. It has a value menu (“My 99¢ Everyday”), but at the indulgent end, it has Dave’s Hot ‘N Juicy Cheeseburgers that are at least $4. And now, in the middle, they have the new “W” cheeseburger for $2.99 that has two 2.25-ounce patties. There’s something for everyone—quality and price-wise.

That’s what casual-dining restaurants are discovering.

It’s this new equation that may lead the full-service restaurant segment out of negative sales. According to Mintel, full-service restaurants’ sales were down 0.7% in 2011 (after being down in 2010, also), while limited-service restaurants (which includes fast-food and fast-casual restaurants) experienced 3.4% growth in 2011.

The economy will likely pick up, which will improve sales for full-service restaurants, but if they play their menu pricing/value strategy right, sales will likely go up in spite of the economy.

What that means for all of us, expect some pleasant permanent price deals on nearly any full-service restaurant menu going forward. I’m thinking-the kind where you pick a salad, entrée and side for a more reasonable price than you might have expected before. That will be the value side of the menu. Just start looking for it. I saw it at Ruth’s Chris Steak House last month.

Tell me what you find.

Jody

The True Meaning of Artisan

I hate the word artisan. In fact, if one more fast-food chain claims that word, I think I’ll scream.

A few months ago, I loved artisan. But that was when I was writing a couple of cheese articles. For one, I interviewed a teacher from the Culinary Institute of America. He explained how a chef could start with fluid milk and end up with sliceable artisan cheese in less than three hours.

The other article (for Sizzle magazine, see “Cheese Culture” article to the right) was specifically about artisan cheese, and I got to the bottom of the meaning of artisan. Here’s a quote:

At its core, experts agree that artisanal cheese is made by hand in small batches by an artisan. Some would add that no machinery is used in the process, but that’s a background issue that should not take the focus off of the art. “Large-scale equipment would never be involved, but some use smaller-scale equipment or machinery, more using technology through temperature control or scales, things like that,” says Jenny Harris executive chef/fromager (cheese expert) for Tria Commissary, Philadelphia.

So you see, I know that there are people whose pride, joy and heritage are wrapped up in hand-crafting cheese—and bread and pasta and beverages…

Too bad, the richness and meaning of artisan are pretty much gone, swept away in about the span of one year, ever since marketers seized the term as an attention-grabbing adjective.

• Domino’s now has a line of artisan pizzas.
• Wendy’s offers an artisan egg sandwich.
• Burger King’s BK Chef’s Choice burger is served on a new “artisanal-style” bun.
• And in the past week, Red Mango announced its new artisan hot chocolate in four flavors.

So, what do consumers think about this? Not much, according to Mintel research. In a survey, consumers were asked to rate their interest level in a list of menu descriptions/preparations. Fresh topped the list, with 89% indicating an interest. Artisan took up the rear, with only 28% interested in it. Why is that? I think it’s because artisan is a craft, not a marketing term. So, I (and most people) don’t like the word—out of context.

What do you think?

Jody

Introduction to Veggie Burgers

I wonder how many American-cuisine restaurants don’t have a hamburger on the menu. I love statistics, and that’s one I think would be fascinating to know. Beyond that, I wonder how many that do have burgers don’t have a veggie burger yet.

Veggie burgers are something many operators might believe is nice, but not necessary. But you almost can’t think that way anymore. According to one study, nearly one-fourth (actually 23%) of those aged 18-34 think that the availability of veggie burgers is important.

Certainly burger-centric chains should have veggie burgers, something Five Guys Burgers and Fries doesn’t have yet. Smash Burger just recently added a Black Bean Burger to its menu. Other burger chains long have had them, if you count frozen patties, thawed and fried, as a reasonable facsimile.

But I will be fair about veggie burgers. They aren’t an easy category to develop for restaurants that want to present a reasonable meatless burger to vegetarians and those not in the mood for meat. It involves quite a bit of R&D to come up with the right flavor and texture balance. Standard culinary books don’t include a section on how to make a veggie burger. So I talked to several chefs who have developed veggie burgers and asked them how they did it.

For the benefit of all, I found there are three main components/considerations with veggie burgers: main substance, veggies with flavorings and something to bind it all together. In a nutshell, here are the component solutions that chefs shared with me.

• Substance: The bulk of the burger could be rice, or more interestingly, risotto. How about quinoa and lentils. Consider black beans. One chef combines tofu and mushrooms.
• Vegetables and flavorings: Nearly any combination could work, but consider the sweetness of squash combined with bell peppers and onions or garlic for the sulfur. Finish with herbs. Another possibility is zucchini combined with carrots, beets and wheat berries. Go another direction and use ground pecans and cheddar cheese. Habanero chilies and roasted red pepper works for one chef. Whatever the vegetable, chefs agree, shred the vegetables rather than puree them.
• Binder: Hold it all together, perhaps with eggs. Rice also acts as a binder. Various kinds of powder work, like flour or chick pea powder. Consider grinding sundried tomatoes into a powder. You could rely on agar-agar, which chefs are familiar with.

For more detail about these ideas, read my article to the right, “Veggie Burgers Done Right.” It appeared in the Nov./Dec. 2011 issue of National Culinary Review magazine. Then let me know what you think.

Jody

Chipotle goes Southeast Asian

I may have just seen the future. Southeast Asian cuisine has been blowing around as the next flavor trend. In Washington D.C., it put its stakes down at 1516 Connecticut Ave. ShopHouse Southeast Asian Kitchen opened its doors in September, and I was there last week to check it out.

Very interesting—in several ways:

• It was conceived of and developed by Chipotle Mexican Grill as its second concept. Could there be more ShopHouses where that came from? For now, it’s only an experiment—but so was the telephone.
• ShopHouse reflects Chipotle’s sustainable ideals. Recycled materials are used throughout the construction. Its lighting is high-efficiency. The meat is all-natural with low-end cuts thoughtfully sourced to incorporate otherwise underutilized body parts. The pork and chicken meatballs, for example, are made of pork shoulders and legs, which are less expensive. But boy, are those meatballs good!
• There is nothing fancy about the restaurant. It’s a long, narrow space, and you pass the seating area before you come to the serving line, where you select from what you see behind the glass prep-area. You slide your tray across the line as you tell the server what you want and pay at the end.
• It got its ShopHouse name from the Southeast Asia restaurant norm, with the shop on street level and owner’s living quarters upstairs. (Only here, no one lives upstairs.)
• The slice-and-dice area is in the basement. I saw the walk-in refrigerator filled with the likes of daikon and green papaya (for the green papaya slaw), tofu and trays of sliced, roasted and halved Chinese eggplant.

And about the food. The menu is pretty basic and inexpensive. There are only two entrees—though with variations:

• A bowl of rice or noodles topped with meat (grilled chicken satay, grilled steak or pork and chicken meatballs) or organic tofu. Then add final toppings of a vegetable (choose Chinese broccoli, eggplant, long beans or spicy charred corn), a garnish (choose green papaya slaw, pickles or herb salad), a sauce (choose spicy red curry, green curry or tamarind vinaigrette) and finally, either crispy garlic, toasted rice or crushed peanuts.
• A Bānh Mī sandwich with your choice of the same meats or tofu as above and topped with green papaya slaw, herbs and crushed peanuts.

The most expensive thing on the menu is the Grilled Steak Bowl for $7.50. The least expensive entrée is the Grilled Chicken Satay Bānh Mī sandwich for $6.14.

For sure, it’s authentic Southeast Asian cuisine. And that’s what will be interesting about this experiment. Will Americans embrace Asian vegetables and curry? I’m not sure Kansas City, where I live, is ready for it. I’m sure Chipotle is anxious to see how this plays in Washington D.C. Let’s keep our eyes and ears open.

Let me know what you think.

Jody

What’s Up For Restaurants—From Washington D.C.

Remember the pending FDA restaurant nutrition labeling rules? Expect a little more time before you hear any more about that. It has caused angst among restaurant chains for the past year as they scramble to change menus and formulations to look better under public scrutiny.

I’m in Washington D.C. at the International Foodservice Editorial Council (IFEC) annual conference where I caught the lowdown on where the FDA is on this piece of proposed legislation.

Everyone has been told that the final labeling rules will be issued by the end of 2011, and the industry will have six months to comply before the rules become law. Now expect the rules to be released in Q1 2012, and become law six months later.

But all that’s a guess. I listened to the panel discussion “Politics, Policy and Foodservice,” and Joan Rector McGlockton, VP of Industry Affairs and Food Policy for the National Restaurant Association, said the NRA is pushing to have the six month compliance expanded to one year.

The panel agreed that the FDA doesn’t understand the restaurant industry, and certainly doesn’t understand the contract management side (the Sodexos, Aramarks and Compass Groups of the world).  

Of note to restaurants, these rules are expected to apply to multi-unit restaurants of 20 units or more. So independent restaurants are exempt and can go on with business as usual.

One thing that is expected to happen by the end of the year… NRA is coming out with a smart app. Not sure what that is expected to be. Watch www.restaurant.org for that. Also, NRA’s “Kids LiveWell” initiative with restaurant chains pledging to better their kid’s menus will soon make a second major announcement of other major chains joining the effort. I wonder if McD’s will be on the list. It was noticeably absent from the inauguration of the program, though McDonald’s came out with its own improved kid’s menu around the same time.

We couldn’t be in Washington D.C. and not breathe a word about taxes. NRA’s Joan imagined what changes could be on the horizon. She thinks that a soda tax, or fat tax or the regulation of certain food ads to kids could go up to the federal level some day. Discussions so far have only been on the local level.

That’s the latest from Washington, D.C. On a personal note, I was just voted onto the board of IFEC. I’m excited to get involved. I’ve been a member for seven years. Time to roll up my sleeves and get to work for this great organization.

Jody

Bouncing Back with a Little Help From Friends

“No way!” I shrieked as I watched a feature on the NBC Nightly News this week about Nick’s Pizza & Pub (Chicago) about ready to shut down—a victim of the down economy. Just a few months ago, I interviewed the owner, Nick Sarillo, for a QSR magazine article, “5 Brands You Should Know About (But Don’t).” His was my favorite interview of the five. Nick is so passionate about what he does, his employees’ success and helping the community. He has a fiscal huddle with his young employees weekly and goes over the profit-and-loss statement with them, allowing them the opportunity to sign up for and own a “line item” in either column, devising a plan to control the cost or profit.

Beyond that, here’s what I said of Nick’s Pizza in the QSR article:

The company’s marketing is built solely on giving to community fundraisers in which 15 percent of a day’s sales go to the selected cause. It could be to help a school band, hockey team, Boy Scouts, or, recently, it was to raise money for a local family’s medical need. The group to benefit from the donation often hands out fliers, calls the newspaper, or promotes through social media, so the restaurant itself never has to advertise.

For its 2010 efforts, the company received the National Restaurant Association (NRA) Illinois state Restaurant Neighbor Award in the small business category.

So intriguing and successful are his ways that Nick was asked to speak at a workshop session at the NRA show in May (“Wake Up! It Ain’t the Marketing, It’s the Experience!”). I was one of the mob turned away at the door because the room was already full.

And so, now he was featured on the national news, not because he was about ready to shut down, but because he reached out to the community and asked them to please come in and eat there and save the business. And they did. Anyone who has ever had a piece of Nick’s Pizza & Pub is loyal and they came to the rescue.

It’s a great testament to what happens when a restaurant builds a caring community culture.

It actually reminds me of a Bible verse: Luke 6:38  Give, and it shall be given unto you; good measure, pressed down, and shaken together, and running over, shall men give into your bosom. For with the same measure that ye mete withal it shall be measured to you again. 

Tell me what you think.

Jody

A Salute to Coffee Moments

On vacation this past week, I discovered the glue that holds Canada together. It’s not a unified government, nor is it ice hockey. It’s not a celebrity or a television station. It is clearly Tim Hortons—the Starbucks of Canada. Not that they don’t have Starbucks. But Tim Hortons is their coffee/donut chain (on every corner and discussed among TV news anchors to fill conversation). Life without Tim Hortons would be unlivable in Canada.

And so, seated on the airplane at the end of my Canada vacation, I noticed the flight attendant checking seat belts and closing overhead bins was clutching her cup of Tim Hortons. Odd. Wouldn’t you need both hands to do that job? Not in that moment. A bin wouldn’t close as she wrestled with a piece of over-sized luggage one-handed. She was not forfeiting her Tim Hortons for a lousy carry-on. Rather, a passenger unbuckled, popped up and jammed the suitcase further back to close the bin. Job done.

To be fair, a cup of coffee eclipses reason for many people. The cult following of Starbucks is equally or more so matched at Tim Hortons. I conclude that it’s “the moment” that coffee lovers must have. The U.S. and Canada clearly have cultivated a coffee culture.

That culture goes beyond Starbucks and Tim Hortons. An independent coffee shop can be just as compelling. And it’s not just the coffee takeaway; it’s the experience inside the shop—the smell, the comfy seats, the feeling of comradery, the topic of conversation. This “third place” experience between home and work can be just as motivating to the restaurateur as to the patron.

And so, I encourage chefs who are passionate about coffee to consider trading the fine-dining restaurant in for an independent coffeehouse. Build it and they will come. Include a small, thoughtful menu based on the location, the clientele and the time of day you anticipate the most business. Put yourself in charge of “the moment” in your area.

For a more thorough treatise on this idea, go to the right under “my articles” and click on “Brew Your Ideals,” an article I wrote for the October 2011 issue of National Culinary Review magazine. Then let me know what you think.

Jody

Trendy Side Dishes Scream "Eat Me!"

Side dishes are hardly the stuff of culinary news. Like caddies in a professional golf tournament, they are necessary, but not often noteworthy.

While sides are not celebrities, a good chef can launch them into the limelight, often using color to announce “flavor here!” Think of:

• Candied cabbage and plums to go with squab
• Beet varieties and citrus segments combined to accompany grilled salmon
• Different vegetable mashes/purees (sweet potato, beets, spinach) piped into stripes alongside a meat
• Mashed pumpkin with a squid ink butter sauce for black and orange, perfect for Halloween
• A molded combination of black, white and wild rice with bulgur wheat, toasted nuts, dried cranberries and apricots with chopped spinach or chard added in and Parmesan cheese to “glue” it all together.
• White rice cooked with chorizo to make an orange side to roasted chicken
• Chopped tomatoes added to couscous cooked in tomato juice for a red side.

These are just a few delicious examples I uncovered as I talked to chefs for the article “Many Sides of Color” for the National Culinary Review September 2011 issue (see the right side under “My articles--Colorful Side Dishes”). It offers more detailed descriptions of these sides, leading to some pretty professional, tasty entrée accompaniments.

Jody