In order to keep restaurants in sync with
what guests want, owners need to keep an eye on current industry trends. This can
achieve the customer expectations and operational innovations. Staying updated industry
information can help to enhance the food, service, operations, and customer
engagement. Here are some trends:
Offering Discounts and Coupons
Due to recession, customers love a bargain. Even when the economy rebounds, consumers will still seriously consider how to
use their money. Offering value specials will be the most effective strategy
for maintaining business during the recession so many restaurant offering some
coupons and prix fixe menus to attract customers.
Food and labor costs
Food costs will continuously increasing and
putting significant pressure on restaurants’ operation. About one-third of
sales in a restaurant go to food and beverage costs. As food is the one of largest
costs in running restaurants, owners will monitor and minimize these expenses. For
example, predicting commodity prices and usage amount of ingredients will help
in forecasting and planning. Stronger cost controls and menu management will also
help to manage a rising food expenses.
Restaurant owners pay close attention on
the labor market because labor costs are predicted to increase. Another one-third
of sales go to labor costs. Significant increasing in employee’s salary will further
reduce the pre-tax profit margins. In fact, the salary of waiters increases
because of the minimum wages. Restaurant owner needs to pay more to hire
employees. Otherwise, they will easily shift to another restaurant.
Menu items
Nutrition and origin of food has become a
large concern for restaurants. Customers are paying more attention to the food safety
and quality they eat so owners need to provide them the information and adjust the
menu in order to fulfill customer needs. People are now more concerned about
health and nutritional value. Restaurants need to purchase the raw material
which is healthy and safe to attract people to come. Therefore, the food cost
is increased.
Healthier offerings
More consumers are trying to eat healthier. Now, restaurants are pressured to create healthier meals with smaller portion
sizes. Citizens are being overweight and plagued by chronic disease. In
response to public demand, many restaurants now offer smaller portion sizes and
healthier food options on the regular menu. For example, more restaurants
offering healthier menu items that will include more lean proteins, fruits and
vegetables, whole grains and low-fat dairy products.
More Snack offering
Culture is also changing. Many diets
experts encourage people to eat six small meals a day and more people want to
keep slim. Restaurants offer more snacks on menus in order to satisfy more
customers who will want to taste a small snack rather than an entire meal, or
share a selection of snacks with others.
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| Expanded working hour |
Expanding the working hour
As working hours of people have become
longer, restaurant’s hours must also change to adapt this shift. More
restaurants offer all-day breakfast, longer lunch hours, afternoon snacks and
more late night meal. Restaurants trend to extend their business hours till
mid-night to ensure people who can have a meal in the midnight. It is convenient
for people who work late and still eat what they like.
Using Technology
There are many advances in technology that can
improve the restaurant operations. Many of the newest tech advances are focused
on mobility. Handheld devices, smart phone and applications are starting to
impact restaurants which not only help to serve customers, but also help to access
and analyze the important store data. Restaurateurs have used Internet
technologies into the business. Almost procedures are completed on the Internet
such as ordering, promotions, credit cards, banking, reservations, food ideas and
recipes.
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| Point-of-sale (POS) technology |
Using POS
Today operators spend thousands of dollars
on point-of-sale (POS) technology. This system is very useful until now. Buying
a POS is like an investment and insurance. All sales and non-financial data
will be kept at a secure, off-site location and help to improve and simplify
the operation of restaurants.
Using iPad
Servers in restaurants are trading their
pads and pens for electronic devices or iPads to take orders. This modern POS
system combines cloud computing, wireless technology and touch-screen interface
to allow servers to take and send the orders from network so the orders can be
sent to the kitchen accurately and efficiently.
Marketing
Contacting customers is important to be
success of restaurant. Owners can apply some latest tools such as social media,
QR codes, email marketing to build the brand image and promote customer loyalty. With the ever-increasing rise in smart phone adoption, restaurants can also learn
more on how to encourage the customers by using mobile applications.
Social Media
Self-service
Nowadays, more people involved in service
delivery process like using self-service counter. The operators therefore can minimize
the customer service and the labor cost.
Increased take-out meals
More and more restaurants provide discount
on take-away foods in order to increase sales and reduce the seat waiting and
occupies.
Chain restaurant
A casual dining offers the same service and
amenities by a large casual dining chain. Some fast food restaurants, casual restaurants
operate with same style and offer a specialized menu. Consolidation is trend of
the restaurant industry. Top restaurant companies are merging to boost economic
growth potential and catch a larger market share such as Maxims Group in Hong
Kong.
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