Commentary
How restaurants can lower operation costs, not standards
The key is to keep it simple. As competitors race to keep up in today's climate, businesses can go a mile with an inch.
October 12, 2018
By Suzanne Cohen, Foodservice Marketing Director, Essity
Now more than ever, restaurants are facing rising costs in a fast-paced, competitive market. Fast casual establishments and QSRs, in particular, are grappling with the evolution of limited-service dining and the complex role they have taken on in that space. In many cases, the pressure to lower costs in such a competitive environment can cause brands to lose focus in critical areas of their services — most notably, creating a positive, memorable and hygienic dining experience for their customers.
Given this evolving landscape, it is crucial for foodservice professionals to focus on the basics of the business — the unchanging criteria that constitute a happy, likely-to-return customer. What are some cost-friendly steps establishments can take to impress — and not just address — the customer? What are small ways that businesses can "step it up" for improving the overall atmosphere of restaurants? How can businesses lower operations costs and bolster bottom lines without cutting corners?
The key is to keep it simple. As competitors race to keep up in today's climate, businesses can go a mile with an inch.
A napkin, for example, is a detail that matters in a restaurant from the moment a customer sits down to the moment they leave. Beyond hygienic purposes, a napkin can also double as an advertising tool, helping the restaurant reach customers directly with its messaging and avoid costly ads. In fact, custom-printed napkins have proven to make a big difference in showing customers that a restaurant goes the extra mile to create a memorable experience. A recent Tork survey indicates 75 percent of restaurant-goers believe that restaurants with custom print napkins care more about the customer experience and the same amount agree that custom print napkins help them stand out from other restaurants.
In a competitive environment, a printed napkin is also an efficient way for restaurants to build a stand out brand. As opposed to most advertising solutions, a napkin is an everyday product that is relevant, useful and important to customers. With the latest digital print technology, restaurants can use custom messages or designs printed on napkins to help convey a brand's story and personality, in addition to special discounts, promotions and events. Moreover, with food delivery on the rise, branded packaging is imperative to build a loyal customer base. Printed napkins are a great way to remind customers of the brand they chose — both inside and outside the restaurant. To keep messaging fresh and timely, restaurants also have the freedom and flexibility to switch up the messages they're communicating to customers at a reasonable cost.
When a customer visits a restaurant, they have one thing on their mind: food. That's why efforts to grab their attention should always take place at the table. For example, front-of-house napkin dispensers can help restaurants boost marketing efforts by featuring advertising messages in the display panels, which engage customers as they dine. Tabletop marketing is a great way to promote new deals and menu items, but taking the extra step to highlight a restaurant's story and its history with the local community can help establish a deeper connection with diners.
To further extend brand messaging, restaurants can also create messages through online tools to promote upcoming events, such as a charity walk or local fundraiser, and share them on social media, asking customers to join the effort. Particularly for fast casual and QSRs, customers are usually in-and-out of an establishment, making it crucial for diners to have an alternate place where they can stay up-to-date with the restaurant. Featuring in-store messages on social media can help brands imprint on customers and encourage them to return the next time they're out for a quick bite.
Restaurant managers know that efficiency often leads to savings, but that doesn't have to come at a cost to hygiene or appearances. Another way to make an impact is to use disposable wipers stored in dispensers throughout front and back of house areas. Particularly in back of house areas, even a small spill can disrupt the flow of food service. Whereas traditional cotton rags can lead to cross-contamination, disposable wipers quickly and easily absorb spills, and antimicrobial wipers can help prevent the spread of foodborne illness in the kitchen. Plus, staff will have an easier time pulling wipers from shelf-ready packaging that's as easy to store as it is to access from other supplies.
As the foodservice industry advances, restaurants will continue to face a tricky paradox: lower costs, while investing in ways to stand out amongst competitors. Cutting costs, however, should not mean cutting corners. In this game, the top players will focus on the details to deliver what matters most — a positive dining experience that's worth coming back for.
