Though numbers aren’t steady and consumer confidence is shaky, the restaurant industry has always been one of the most resilient. According to US Foods restaurant operations consultant Kristin Hughes, quotes Nation’s Restaurant News (NRN), “restaurateurs pivot better than anyone,” and she shared ideas on how to do so as we move into the end of the calendar year.
The key, she explained, is to observe other sectors—both inside and outside of the industry—to draw inspiration on how to best meet consumer needs at this moment in history. For example, she first noted attributes of the quick-serve sector that could benefit dine-in restaurants. “To replicate the convenience of a drive-thru, sit-down restaurants could create a wine program to go or a to-go-only menu featuring exclusive items. And, for loyalty programs, they could offer VIP-only tables, chef tastings or double points on slow nights, or a bourbon club,” NRN offered. The point, Hughes said, is that quick-serve options offer guests a sense of stability, value, and convenience that is comforting and appealing in more trying economic times. Dine-in restaurants could emulate this to offer customers the same.
For another example, she turned to fine-dining establishments and their use of Instagram to design appealing environments. By keeping in mind spaces that consumers might want to photograph, the restaurants create environments that guests want to be in. Not only does this create an invitation to come, stay, and dine, it has the added benefit of boosting marketing—for free. “Give customers the space to take pictures and they’ll do the work for you,” Hughes said. “As we’ve moved into social media, we know that one TikTok can take you from slow to a two-hour wait every day. That has everything to do with your items that catch excitement.”
While these ideas make sense for any restaurant business at any time, employing them during economic stability emphasizes the real motivation behind the restaurant and hospitality industry: showing up for the customer.
Richard Weil, principal and owner of National Restaurant Consultants further notes, “Be creativite and step out of the box. Your staffs are a wealth of information, knowledge, experience– and full of ideas. Bring your teams together and even consider a promotion or incentive to provide a greater think tank environment. Simply asking questions, listening and observing what other restaurants may be doing can be the catalyst.”
For more ideas on small adjustments that make a big impact, consider working with one of our restaurant consultants. From menu engineering to design shifts, our consultants’ expertise considers the full breadth of a customer’s experience and what changes can benefit both restauranteur and guest.