MARKETING: 8 Data-Driven Restaurant Marketing Tips [INFOGRAPHIC]
Interestingly, 61% of adults would rather spend money on an experience -- such as a restaurant or other activity -- compared to buying a material item. Similarly, 70% of diners are more likely to choose a restaurant that offers healthy menu options. People are even willing to pay more for healthier food options. Our latest infographic explores eight data-driven restaurant marketing ideas, statistics and actionable tips on how to capitalize on the shifting industry and bring in more guests.
DID YOU KNOWS…
Resurrecting Ancient Beer
A team of microbiologists, archaeologists, and “crazy beer makers” have teamed up to bring back an ancient Egyptian beer using yeast found in a 5,000-year-old pottery vessel. The team of scientists used pottery shards to find six ancient yeast strains so they can brew beer similar to what ancient Egyptians might’ve enjoyed. One of the yeast strains is similar to yeast used in modern African beer production.
World’s Most Visited Museums
In 2018, the Louvre in Paris was the world's most-visited museum, attracting 10.2 million visitors. The National Museum of China in Beijing had the second-highest attendance figures in 2018 with 8.61 million while New York's Metropolitan Museum of Art comes third with 7.36 million visitors.
Are Targeted Ads Intrusive?
The ability to target advertising based on demographic traits, past purchases or personal interests is arguably the biggest appeal of online advertising from an advertiser’s point of view. For consumers, however, targeted ads can be a painful reminder that we’re never really alone on the internet.
ARBY’S “MEATS” THE FUTURE
Why it matters to you: Arby’s won’t be mistaking lab grown protein for the meats anytime soon.
Have you tried the Impossible Burger or a similar patty from Beyond Meat? It looks somewhat like meat, tastes somewhat like meat, and is clearly making somewhat of a splash. So, when a rumor emerged that even Arby’s, of “We’ve Got the Meats” fame, was considering including meatless burgers on their menu many people were piqued. No one more so than Arby’s President, Rob Lynch. “It won’t happen on my watch,” Lynch told Fortune. “The only way would be if I got fired for some reason.” Those are strong words and a total affirmation that the Make America Meat Again approach wasn’t going to fade into oblivion.
If you’re thinking, “What’s the big deal?”, then you don’t fully understand the power and value of branding. Arby’s has made their entire rise -- from moribund chain to owner of Buffalo Wild Wings & Sonic -- on their connection to meat. Anything that threatens to dilute that perception is a threat to their core branding and consequently merits the type of response that Lynch delivered. Of course, you first have to define you brand, as Arby’s has done these past few years by embracing every type of meat from brisket to venison. They set their brand identity and they are sticking with it. That is a potent lesson for all of you. Define your brand and be fiercely protective and connected to it. You’ll find, if you are, so too will be your guests. Just ask Arby’s.
WE MAY HAVE A TEEN-Y STAFFING PROBLEM
Why it matters to you: Teen populations are dropping and that’s bad news for restaurants.
If your staffing includes a healthy dose of teenage part-timers, then you aren’t alone. In fact, our industry employees 1/3 of working teens, but that number had been dropping precipitously since 2000. Oddly, 2018 saw the highest teen employment rate in our industry since 2007, with 1.7 million teens at work in restaurants, which is more than 10% of our entire workforce. As you know, there are plenty of jobs to go around and teens are suited to ones that you can pay at your entry wage rate -- such as host, food runner, or busser/back-server. Unfortunately, this bump in teen employment appears to be temporary and that is something that is likely to have an adverse effect on our industry.
The Bureau of Labor Statistics (BLS) predicts that the number of teenagers in the labor force will decline by 600,000 between 2016 and 2026, while their counterparts in the 20-to-24-year-old age group will fall by 700,000. That data is terrifying when you spread it across an industry that is already struggling to stay staffed without bankrupting itself. This drop is directly related to the drops in population numbers for those age groups as well. That means an already difficult staffing landscape will get worse as there are just fewer teenagers to do these jobs. Add to that aggressive immigration enforcement over the past 18 years and you have a recipe for disaster for our labor management.
[Source: National Restaurant Association]