Future – Proofing
Posted by estiator at 11 January, at 14 : 44 PM Print
COVER STORY
Expert tips to reboot, renew, and reinvent in 2022. By Michael Kaminer
The New Year is a chance to leave behind the challenges of the past 12 months. It’s also an opportunity for change. With that in mind, Estiator has rounded up some expert tips on how to reboot your business—and continue performing better and stronger in 2022. While no business advice can ever be one-size-fits-all, we think you’ll find some valuable pointers in the expert counsel from all aspects of our industry.
THE PUBLIC RELATIONS EXPERT
January marks five years since Marie Assante launched Assante Public Relations, her New York City–based communications firm. Since then, she has cemented a reputation as one of the savviest publicists in food, dining, and hospitality. Her clients have included businesses familiar to Estiator readers, including Stratis Morfogen’s Brooklyn Chop House and Brooklyn Dumpling Shop, New York–area restaurant group Civetta Hospitality, and many more.
Whatever curveballs the New Year has in store for us, it’s critical that restaurants, and restaurateurs, stay in the public eye, she tells Estiator in these exclusive tips for 2022:
If you already have a loyal clientele, why is it important to continually raise your profile?
Staying part of the lexicon is a key to staying open and busy. People want to go to restaurants and bars that their friends and family talk and read about. There’s always going to be a concept coming around the corner that looks like yours. After all, imitation is the sincerest form of flattery. You need to stand apart from the rest through publicity, marketing and the product you serve day in and day out.
With vaccines, how important are messages around safety as part of PR in 2022? Should we all move on?
I guide the media to refer to the latest CDC and local health and safety guidelines if questioned on the subject, since all the restaurants I work with are following the letter of the law when it comes to Covid and safety.
Are there any simple tactics for restaurants to generate interest in media or social platforms?
There are holiday-driven stories, features, and roundups being written about every year, so participating with special offerings is key. It’s also not just Valentine’s Day, Easter, Greek Easter, and Christmas. Be sure to look at the National Food & Drink Holiday calendars available online to lean into more obscure holidays like National Hamburger Day or National Dessert Day.
Any basic strategies you share with clients around social media, such as “always post photos,” or “don’t clap back at critics”?
I tell my clients to hire an expert in social media since it’s very likely that people will go to your restaurant’s Instagram or Facebook page before they even visit your website. Your chance to make a first and lasting impression is on social media and gaining followers is key to staying relevant.
How can a restaurateur establish a relationship with local media? Is it OK to just email or call?
Hire an expert in public relations to do that job for you. Sure, you can pick up the phone and dial news desks and email reporters directly, but a restaurant publicist has a direct line to the professionals who cover your industry and the relationships with those key members of the media that likely spans decades. That said, it never hurts to directly invite a respected reporter in to dine (unless it’s a critic who can’t accept a free meal) to potentially meet in person but leave the job of publicity to the pros.
Reach Marie Assante at Marie@AssantePR.com.
THE PURCHASING EXPERT
Last month, we spotlighted some of the Greek-founded purchasing co-ops that have given independent restaurants the power of strength in numbers. Now, with an eye on 2022, we’ve turned to Christine Simms, chief operating officer at Chicago-based GARC Restaurant Cooperative for strategies on purchasing at a time when supply chain issues and soaring costs are affecting all of us:
1. Review a cooperative’s programs to see if it is a good fit for your restaurant. Do they have a program with your current distributor(s) and if not, would you be willing to switch to the cooperative distributor partners?
2. Review the products you are currently using. Does the current cooperative have programs with those companies?
3. Contact the cooperative, and talk to their membership director to review the program. What are the costs of joining? Do they offer various membership levels that fit your needs? Are there off-invoice rebates as well as direct rebates?
4. How many members are in the cooperative? A large membership reflects a strong cooperative.
5. Does the cooperative effectively communicate with its members in a timely manner?
6. Does the cooperative have a proven track record? Talk to existing members to get feedback on the cooperative you are considering joining.
Remember the benefits of a cooperative:
• A cooperative handles the time-consuming tasks involved with tracking and comparing prices, vendors, and services, which can be overwhelming for most independently owned and operated restaurants. The owner/chef typically handles this responsibility. It is time-consuming and takes away from a restaurant’s most important focus: customer satisfaction.
• They fight for the little guy. Independent restaurants are often at a disadvantage compared to the larger chains, in both commanding a good price and getting the best quality. The big chains have more purchasing power, and better bargaining power for price, access, and quality. GPOs combine the resources and buying power of many independents to create a well-staffed and strong bargaining unit for their benefit on a par with the big guys.
• They give restaurants a competitive edge. GPOs should stay abreast of trends and new products and advise their members about them well ahead of the time of impact.
• They give restaurants trust and safety.
• Leverage the membership director to provide business reviews to ensure members are taking advantage of all the programs available
THE HIRING EXPERT
With all the challenges facing our industry, it’s hard to pick just one that’s most daunting. But these days, finding people to work in restaurants has to top the list. Vivian Wang, CEO of jobs site Landed, shared four key steps for restaurants to spark new retention and acquisition of employees, in an interview with QSR magazine.
Hiring, retention and referral bonuses. Landed recently analyzed data on 27,000 positions and found that cold outreach messages to candidates that offer cash sign-on or retention bonuses achieve 3X higher engagement than those that don’t (40 percent response rate versus 13 percent). The most effective approach overall? Combining sign-on, retention, and referral bonuses, which drive a high volume of initial hires—2.2X more. Over half the candidates hired via the Landed app qualified for 30-day retention bonuses. With average restaurant turnover hovering at over 130 percent, and most turnover occurring within the first 30 days of hire, this demonstrates that retention bonuses work.
Getting back to candidates quickly. In this job market, candidates have multiple opportunities, and getting back to candidates quickly—within hours—is critical. Employers who delay responding by even one day can find themselves out of the running. Consider automating your top-of-funnel recruiting activity, using software to screen candidates and then schedule and confirm interviews. A good rule of thumb, especially for entry-level hourly roles, is to schedule candidates in for an interview to occur within 24 to 48 hours from when they confirm interest in a role at your company—whether that be a fill-out application or inbound communication. These interviews can be phone, video, or in-person, but try to pare down your interview process so entry-level candidates can be hired on the spot. Companies who do this report that they are able to hire a higher number of high-quality candidates more quickly.
Providing work schedule flexibility. In July 2021, Landed conducted a survey of job candidates to find what they most valued in an employer. A whopping 79 percent said they wanted the flexibility to choose their own days and hours, something employers are increasingly willing to do. Emphasizing this fact in your job postings and during interviews could help attract more candidates.
Demonstrating a commitment to diversity and inclusiveness. This also ranked highly in the Landed survey. Candidates want to see that the company handles diversity matters appropriately with a commitment to celebrating employee differences. They want to know there is a career development path for every employee at the company. And they want to see leadership that encourages diversity and creates a safe space to discuss racism issues in the workplace.
THE DESIGN EXPERTS
The beginning of the year represents a fresh start—and makes an ideal time to reboot your restaurant’s look and feel. Canadian decor site RenoAssistance.com offers these tips:
Texture
The days of minimalistic design are over. In 2022, consumers are craving a more comfortable and inviting space that incorporates numerous textures. From the furniture to the walls, consider incorporating lush fabrics like velvet and linen. For bar stools and chairs, try mixing in some leather or Naugahyde. When choosing artwork for your restaurant, look for pieces that showcase unique textures as well. Mixing textures adds personality and originality to a restaurant and will keep consumers coming back time and time again.
Warm, comforting tones
In recent years, all-white marble interiors and cool tones were all the rage. In 2022, successful restaurants will transition into a warmer color palette. Autumnal tones like red, burnt orange, and brown leather will dominate this year. Changing up the color pallet of your restaurant might feel intimidating, but don’t worry. Studies show that warm tones like red and yellow actually make people hungrier. It’s a win-win.
Walk-up windows
In 2020, the need for alternative food-delivery methods shot through the roof. Most restaurants adapted contactless delivery and curbside pickup options, and they’re here to stay. But this year you can expect to see walk-up windows added to the mix. They give you another chance to display your branding and personality all while offering consumers an easy, fun way to order takeout.
Dynamic, eye-catching visuals
It’s true what they say: We eat with our eyes first. That’s why having dynamic eye-catching visuals is a key element of restaurant design. Your menus and menu board are a smart place to start incorporating these dynamic visuals. Try a digital menu board that incorporates animation, for example. But don’t forget about food presentation. Every meal should be arranged on the plate in a way that’s interesting and appetizing. This concept isn’t new to restaurant owners; however, it will be a major focus for people in the industry in 2022.
A green twist for menus and décor
Modern-day consumers are conscious about the places they eat, shop, and spend their money. That’s why aligning with consumer values is more important than ever. Most restaurant-goers are looking for green, environmentally friendly options. Search for biodegradable takeout containers, source food locally when possible, and opt for second-hand thrifted décor when you can.
Grocery option
To stay afloat during the pandemic, several restaurants began offering groceries at their location. Incorporating a small grocery corner into a restaurant allows owners to sell take-andbake meals along with other staples already being used in the kitchen. This is another way to stand out and make restaurant offerings more accessible for everyone. And it’s another opportunity to showcase branding and gorgeous visuals as well.
Nostalgic elements
Whether it’s a piece of furniture or a menu item, tapping into consumer nostalgia will be popular in 2022. Consider adding a throwback or a reference to a popular food item from the past on your menu. Alternatively, you could name a menu item after an old song or TV show and have matching décor.
On-point branding
Having good branding is not a new concept, but in 2022, going over the top with branding efforts will be on trend. Branding should be perfectly aligned with the restaurant’s story, color scheme, and identity. Add a tagline and mission statement to your website so consumers know exactly what your restaurant is about. Take your time crafting the perfect logo. In this industry, standing out is vital to success, and proper branding is the best way to differentiate from the competition.
Curb appeal
You need more than just excellent food to draw in a crowd. Restaurant exteriors should be given nearly as much attention as the interior. Use the restaurant’s branding, logos, color palette, and personality for exterior restaurant design. The idea is to let consumers know what kind of vibe they can enjoy before they even open the door.
Mix-and-match furniture
There’s no rule that says every table in your restaurant needs four matching chairs. In 2022, don’t be afraid to switch it up. A mix of vintage chairs with modern tables that fit your color palette will make the restaurant feel welcoming. And you don’t have to stick to just chairs, either. Try upcycling some different furniture pieces like couches and stools to offer alternative seating.
THE FOOD-TREND EXPERTS
Why should you care about trends?
Because your customers do—they’re watching Instagram and TikTok to see what’s hot and what’s not, and tastes are shifting faster than ever.
The National Restaurant Association, always a helpful resource, offered its take on what’s hot and not for 2022. “As the industry continues to emerge from the pandemic, we’re seeing consumers refocus on health and wellbeing, and that includes nutrition,” said Hudson Riehle, the association’s SVP of research and knowledge, in a statement. “To meet that demand, chefs will highlight and incorporate functional ingredients featuring health benefits on menus and in food offerings. Throughout the year, we’ll watch closely to see how restaurants and foodservice operations usher in those trends and values.”
We’re looking forward to bringing you more tips from industry leaders throughout the year. If you’ve got pointers to share with the Estiator community, we’d welcome you to post at facebook.com/Estiator/. Wishing you ευτυχισμένος ο καινούριος χρόνος.
HOT FOR 2022
Packaging: Sustainable (reusable/recyclable)
Packaging: Food quality (travels intact)
Packaging: Retains temperature Zero waste/sustainability
Immunity-boosting snacks
Menu streamlining (fewer menu items, cutting SKUs)
Immunity-boosting/ functional ingredients
Plant-based sandwiches
Packaging: Food security (tamper-proof)
Alternative sweeteners (maple sugar, coconut sugar)
NOT FOR 2022
Milk-based cocktails
Mushroom beverages (coffee, etc.)
Breakfast salads
Bone broth/meat stock
Cocktails
Chicha morada (Peruvian purple corn-based drink)
Carbonated coffee
Fish/seafood meatballs
Breakfast cookies
Spiked green juices
Canned wine
