The following is a guest post from Andrew Call at The Back Burner.
Let’s face it, customers aren’t just looking for the best deals when they shop for new eateries. Expectations when it comes to atmosphere and service are higher than ever, and buying a bargain burger served by an inattentive employee just isn’t cutting it. If you’re going to survive in an industry that eats up and spits out new restaurants like chewing tobacco you need to focus on areas like sustainability, portion size, and providing a complete package when it comes to dining out.
When considering value you need to realize that the word doesn’t necessarily mean saving money. There are a number of factors that customers attribute to the overall value of your restaurant, and not hurting their wallet is only one of them. That being said, a good place you can focus on price and simplicity before looking outward is your menu.
Trying to be everything to everyone? Perhaps it’s time to give you menu a re-design. Restaurateurs like to think that the more variety and choice they offer the better it is for their customers and, eventually, their bottom line. The opposite is often the case, and the industry is littered with examples of successful restaurants that offer simplicity while still providing value and variety. Cutting back on what you serve is an excellent way to reduce inventory expenses and ensure that each item on the menu is of the highest quality.
Additionally, once you’ve simplified your menu you’ll be surprised at how many different aspects of your restaurant are affected. Technically, you’ll have less to program into your computer or POS system. Statistically, you’ll be able to track which items are selling best and which need some improvement. And, when it comes to presentation and impact, you’re customers will be able to associate your establishment with fewer exceptional dishes rather than a laundry list of mediocre plates.
After auditing your menu it’s a good idea to approach value from a non-monetary standpoint.
Going green, it’s not just a fad. Making your restaurant as sustainable and environmentally conscious as possible provides value that today’s customers are latching on to more and more. Locally sourced ingredients, energy efficient practices, and proper waste management are all aspects that can change how a customer views your restaurant. If you make green efforts to improve your restaurant don’t be afraid to let people know! Customers recognize the inherent value in trying to minimize your negative impact on the planet, and there are literally hundreds of ways you can do just that. Whether it’s tweaking your current restaurant equipment, starting a recycling or compost component, or just cutting back when it comes to water consumption, taking steps to build your restaurant’s green efforts can be an invaluable way to gain customer support.
Reduce size to increase sales. Don’t mistake reducing the size of your portions for offering less. Today’s successful restaurants have learned that reducing portion size gives your customers the opportunity to pick and choose, paying less for one item but buying more over the course of the meal. Being able to sample from a variety of dishes on your menu, and not feeling like each item is costing them full-entrée prices, gives customers the value of saving and the satisfaction of sampling your offerings.
Home away from home. Developed by Starbucks, the idea of turning your restaurant into a “third place” means managing the mood. Today’s casual and fine dining customers are looking for something more than four chairs and a table when it comes to eating out. They want unique experiences or ones that feel as relaxed as eating from home. Providing a few unnecessary extras to your customers can help you stand out from the crowd.
- Equip your eatery with comfortable, spacious amenities, but don’t go overboard if you can’t afford to. Converting one section into a luxurious retreat can add class and create an air of relaxation.
- Entertain your customers. Televisions, free wireless internet, and interactive ordering options are great ways to position yourself as a place where people can relax while enjoying their meal.
Realizing that turning tables isn’t the top priority in a home-style restaurant can be tough to swallow, but investing in your customers in such a way builds relationships and loyalty that bargain pricing just can’t do.
The complete package of excellent atmosphere, unforgettable service, prices that won’t hurt, and a focus on green practices takes time and determination from both you and your staff. It doesn’t just happen overnight. Deciding that you want to offer value to your customers that won’t necessarily show up on their bank statement is your choice, and it’s one that requires thinking outside the box slashing prices can create. Are you ready to push back the flaps and turn your restaurant into more than another local watering hole?
Andrew Call provides blog insights regarding restaurant management and marketing at The Back Burner, which is written by the employees of Tundra Specialties, a company specializing in restaurant supply, parts, and a wide variety of food service equipment and sundries.
