Tag Archives: Food industry

A Slice Of Menu Advice

It’s Foodie Friday and our fun this week derives from some things I took away from an article on pizzeria menus. I know – what is a guy whose consulting practice focuses on strategy and media doing reading an article on how to write a best-selling pizza menu? Well, as I’ve often mentioned, one never knows from where a great insight will spring and so it’s incumbent upon us to look under every rock and (pizza) stone, don’t you think?

The article, from Pizza Today, talks about a number of things that can drive more sales from the same menu. I think a number of those things are applicable to most businesses, food-related or not. First, there is such a thing as TMI – too much information. If the menu details every bit of information about each ingredient in the pizza (local mushrooms grown in special caves, organic, non-GMO cheese from a particular type of cow, etc.) it’s likely that the customer‘s eyes will glaze over and they’ll stop reading. I don’t need to tell you about information overload – most of us suffer from it and despite the often-cited false information that our attention spans are now shorter than those of a goldfish, I do believe our tolerance for excessive information has vanished. We’re all too time-challenged, so respect your customer by providing enough detail so that they can make an informed decision (it’s pecorino cheese)  but know that too much and they turn off (it’s pecorino, a hard, salty sheep’s milk cheese from Lazio).

The piece also talks about changing the menu a few times a year. One owner mentions that he

changes 25 to 30 percent of the menu about four times a year, “which we need to do as a neighborhood restaurant. It gives us a story to tell customers — why we have changed it up. That keeps customers excited and chefs stimulated and allows us to serve seasonal food.”

That’s a good thought regardless of your business. It’s imperative that you keep in touch with your customers but to do so you really need to have something to say. A new product or service or the fact that something that customers are used to seeing in your offerings will be discontinued is news. Too many businesses post what amounts to spam and make their user bases less like to engage when they really do have something to say.

Finally, the article mentions how the menu should call out information that is important such as gluten-free and dairy-free items along with upcharges. Recognizing that some customers have special needs and that most customers aren’t happy when they get it with fees they weren’t expecting is just common sense for anyone in business. We’ve been over the mess the airlines have made of doing fare-comparisons because almost no airline sells you a ticket without some sort of extra fee. The same is true of concert tickets, hotel rooms (those resort fees!), rental cars, and many other businesses. Are you happy when they pop up on your bill? Neither are your customers.

That’s what I learned from a pizza menu. You?

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Filed under food, Helpful Hints, Thinking Aloud

Who Is Minding The Store?

I’ve been away on a little trip (which is why no posts so far this week) but I’ve managed to make my return in time for Foodie Friday. As it turns out, I was in one of the world’s great cities for food, New Orleans, and as I was departing I had an experience which prompted today’s screed.

English: Photographic portrait of Leah Chase t...

(Photo credit: Wikipedia)

One of the city’s oldest and finest restaurants is Dooky Chase. The proprietor is Leah Chase and she is the Queen of Creole Cuisine. She has fed presidents and celebrities by the bucketful and she has been honored in every way possible by the food world, rightfully so. The award of which I’m particularly impressed is the “Best Fried Chicken in New Orleans.” It didn’t look as if I’d have time to sample some this trip until I got to the airport with 90 minutes to my flight. As it turns out, there is a Dooky Chase at the airport – fried chicken, here I come!

The place wasn’t particularly crowded and I got seated right away. 5 minutes went by. Then 10. Then 15. No server appeared until about 20 minutes in, when I was asked for a drink order. I was also told they had no bartender so a mixed drink was out. Wine? After a few minutes, the server reappeared and informed me that no one knew where there was a corkscrew so I’d have to drink whatever was open. Whatever was open cost $18 a glass, by the way, something I wasn’t told until I got the bill (with no time to discuss it!).

I placed my order. Now I know that great food is cooked to order so I wasn’t expecting my plate to come out immediately. It’s not KFC, after all. However, as another half an hour went by I was starting to worry about making my flight. The hot, extremely tasty chicken arrived although I ate it so quickly I really couldn’t savor it very much. As it turns out my experience is far from unique. The reviews on Yelp and elsewhere universally praise the food and curse the lousy service. That leads us to today’s business point.

The restaurant is run by Delaware North, a company that runs restaurants at over 300 airports. They also have a division that services arenas. They know an awful lot about hospitality. Mrs. Chase knows an awful lot about food. Somehow, however, 1+1 equals zero here.

I suspect this was done as a licensing deal. The Chases provided the recipes and kitchen expertise and the Delaware Noth folks provided the rest. The real question is who is minding the store? I used to license out marks and content and always was careful to make sure that how “my stuff” was used put us in the best light. I used to buy actual products in stores and not rely on samples to assess quality. I’d view how our material was presented in context when we licensed out footage and/or marks as well. In this case, I wonder if anyone from the Chase organization has not just sampled the food but sat in the restaurant anonymously? There clearly wasn’t enough staff, and the staff that was there was seriously undertrained.

If you rely on others to present your product to the world, remember that it’s your name and your reputation on the door. I wasn’t aware that Delaware North was involved at all until the credit card receipt showed up with Delaware North, not Dooky Chase, on the top. Hopefully, most customers understand the distinction. You might not be so lucky.

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Filed under food, Huh?

The Road To Hell

English: McDonalds' sign in Harlem.

(Photo credit: Wikipedia)

Let’s end the week with a Foodie Friday screed about the embodiment of the old saying that “the road to hell is paved with good intentions.” To do so, I’m going to turn to one of our frequent subjects, McDonald’s.

While there are several ways the maxim can be interpreted, I’m focused on the meaning that even good intentions can bring about unintended consequences. That’s what happened when the fast-food king tried to improve things for their customers and, in so doing, made things a lot worse for their employees. As Bloomberg reported, the company is implementing new technology and pushing workers for faster delivery. While the intention is to help customers get in and out of the store quickly, the result is that it is breeding chaos in the stores as well as precipitating higher worker turnover. The unfamiliarity the staff has with the new systems, as well as the higher turnover, means that the food is actually taking longer to get served and drive-through times are increasing.

Another food example. Back in the 1970’s, catfish farmers introduced the Asian Carp into their breeding ponds. The idea was to keep the ponds clear of algae and plankton which would improve the health and quality of the catfish they were breeding. The carp, however, are aggressive and eat voraciously, eating up to 20% of their body weight in a day. They managed to escape the limited areas of the breeding ponds and have found their way to the Great Lakes via the Mississipi and Ohio Rivers where they are decimating native species of fish.

We have to consider even the most remote negative consequences as we put our well-intentioned plans in place. A zero-tolerance policy forbidding teachers from touching students? Great idea until a fight breaks out and teachers can’t step in. Putting a bounty on snakes to eliminate a health hazard? Wonderful, until people begin breeding snakes for the bounty (the Cobra Effect). In McDonald’s case, they had the best of intentions in reducing a friction point for their customers. They didn’t, however, fully consider the other possible consequences and that created a bit of a fail ultimately. Take the time to consider as many outcomes as you can and you’ll increase your chances of staying on the road to places other than hell.

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Filed under Consulting, food, Huh?

Why I Had To Buy The Crackers

This Foodie Friday we have a tale from the aisles of my local Harris Teeter. For those of you unfamiliar with the chain, it operates over 230 stores and 14 fuel centers in seven states and the District of Columbia. They’re originally from North Carolina and their southern hospitality is the story I’d like to hold up to you (or y’all) today as a best practice for any of us in business.

I do my weekly shopping at the HT, generally on Thursdays (extra 5% discount for us old folks!). I was wandering around the deli section trying to find some crackers that were on sale. An HT employee, whose sole responsibility seemed to be to walk around and to look for confused customers, asked me if I was having trouble finding something. I told her I was and what the missing item was. She walked over to the department manager to inquire and he immediately stopped what he was doing, came over, and told me that he had some more of the items in the back. He encouraged me to keep shopping and return to the deli later while he would go get the items.

No more than 5 minutes later, as I was wandering down an adjacent aisle, up walks the manager, 4 boxes of crackers in hand, one of each flavor. Now, you might not remember this, but I’m fairly fanatical about not eating non-whole grains or sugar or simple carbs. Without looking, I took 2 boxes of the crackers from him, thanked him profusely, and carried on. After he had left, I read the labels. These were not generally the sort of crackers I’d buy. However, he had gone to such effort to get them for me that I felt an obligation to do so.

That, my friends, is the reciprocation tendency in action. That, as you may recall,  is the tendency to want to return the favor when someone helps us or gives us something. I gladly bought two boxes of crackers I’ll probably only serve to guests just because the customer service was so excellent. As an aside, it’s a cultural thing in the store. Someone is constantly available to help you and they do so willingly and immediately. The store also does ongoing customer service surveys.

I’ve written about it before and will continue to do so. Customer service is, by my reckoning, the single most important distinguishing factor for most businesses today. Customers expect convenience and speed when they interact with your company, along with a smile. In this case, I bought something I probably would not have as a way to reward that service. What can you be doing to get your customers to do the same?

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Filed under food, Helpful Hints

Back To The Bar

(Only cropped, no other editing.)

(Photo credit: Wikipedia)

It’s Foodie Friday and this week I’m inspired by something the folks at Bacardi are doing because it’s something every company ought to be doing in some form. In the case of Bacardi, they’ve called it “Back To The Bar” and the reason for what they’re doing is nicely explained by their CEO and reported by MediaPost:

“Back to the Bar is our version of ‘walking the factory floor,’” said Mahesh Madhavan, CEO of Bacardi Limited. “It puts our people in touch with what’s happening in our business in real life and real time — something you can’t truly understand behind a computer screen, sitting through a presentation, or dissecting a spreadsheet.”

What every employee is being encouraged to do is to go hang around bars. In fact, they’re shutting down the company to allow employees to do so. While they’re in those bars, they’re to connect with customers and encourage them to try cocktails made with Bacardi. I imagine they’ll also get a lot of feedback on the product, consumer approaches to drink selection and other information which, as the CEO says, you can’t get behind a computer screen. It’s a fantastic idea.

Think about your own business. First, I hope you’re eating your own dog food – that you’re a regular user of your own product or service. If not, why not? As an example, over the years I’ve worked in sports with a few people who didn’t really watch sports or know a heck of a lot about it. How they got hired baffled me. I also worked with a TV executive who said he didn’t ever watch some very popular shows because he “wasn’t the demo.” I get that but I think if your job entails marketing to a particular target you need to understand the target and that includes their likes and dislikes even if they don’t mirror your own.

Next, Barcardi is getting first-hand feedback. They’re talking to people who are in a relaxed environment, probably a cocktail or two down the road, and the chances of getting uncensored feedback are excellent. It’s not a written survey or a focus group. It’s way better than those. Most importantly, it’s first hand. I have always loved the old United Airlines commercial from the late 1980’s in which Ben, a senior executive whose company lost a long-term client that morning, is handing out airline tickets to his managers and tells them to go visit clients. Ben himself is going “to visit that old friend who fired us this morning.” It’s a spectacular reminder not to lose touch with people. Don’t rely solely on email and telephone. You probably see this issue even in how your own office works if you still work in one. People don’t visit – they communicate via email or Slack or some other messaging service, even with the person in the next cubicle.

People thrive when they connect with other people. Your business thrives when it really connects with customers. When was the last time you went back to the bar?

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Filed under Consulting, food, Helpful Hints

Building A Better Filter

I came across something this past week that I knew immediately would have to be our Foodie Friday topic because in a flash my reaction went from “duh” to “brilliant” to “life-changing.” It is a coffee filter. That’s right: the thing into which you put the coffee as you prepare your morning cup. It actually can remind us a lot about business.

I was visiting my sister and went to make the morning coffee. As I opened up a filter to place it into the conical thing that holds the ground coffee, I saw something on the white paper of the filter that I’d never seen before: lines. That’s right – pre-measured markings to delineate the levels of ground coffee, much as you probably have on the coffee pot itself for water. I literally giggled with glee. No measuring spoon to wash nor losing track of how many scoops I’d counted out. Just hit the same line each day with the water in the pot and the coffee in the filter and get the same brew, no matter how sleepy I was as I made the pot.

What does this have to do with business? A few things. First, coffee filters are commodity items. Not much distinguishes one filter from another and anything which can do so will remove price as the only variable. In this case, I don’t see evidence that these filters even cost any more than those without lines.

Second, this is clearly a change made with the consumer in mind. After all, it must cost a little something extra to print the lines on the filters as well as to implement a step in manufacturing that wasn’t there before. Based on the filters without measure lines, I don’t think anything had ever been printed on them, so this might even have involved purchasing new equipment to provide a customer benefit. It would have been very easy to say let’s charge more to maintain our margins or to forget the “new” product altogether but some smart manager didn’t.

Finally, it shows us that even something as simple as a coffee filter – literally a folded piece of paper – can provide room for innovation and a better product. All that’s required is to keep the focus on customer benefit and to think outside of the box (or inside the filter!). Those are things any of can and should do.

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Filed under food, Helpful Hints

I Love This Bar

Happy Foodie Friday! Actually, it’s more like Boozie Friday since our topic today revolves around a bar. Not just any bar: my bar. No, I don’t own it, but I feel as if a little part of it is mine. Let me explain and why this has a lot to do with your business.

Over a year ago on a Friday afternoon, I wandered into a bar I had passed a number of times. It’s not part of some chain. It’s part of a vanishing species: the local watering hole. Vanishing? Yes. As one trade publication points out:

The number of what the U.S. Department of Labor Statistics calls “drinking places” — a subcategory of restaurants that is focused just on sales of alcohol — have seen a multi-year decline in number. The number of privately-owned locations dropped by nearly 4 percent between 2013 and 2016, from 44,599 to 42,961 establishments. Nielsen data from 2015 paints an even starker picture, stating that one out of every six neighborhood bars closed between 2004 and 2014.

My bar may or may not be a “drinking place” since they do serve food (much of which is quite good), but it seems as though every Friday each person who passes through the door is greeted by name as they approach the bartenders who already seem to know what they’re having. Yes, it’s the epitome of the “Cheers” experience: a place where everybody knows your name.

In many places, particularly outside of big cities, neighborhood bars are being replaced by what I’ll call chain bars although technically they’re probably called casual dining establishments. You know what I mean – Buffalo Wild Wings, TGIFridays, and their other corporately-run brethren. It’s a shame, and it’s not because they don’t have the same drinks and maybe even better food. What they don’t have is the atmosphere. I’m sure they believe they are in the hospitality business but it’s just not the same.

A great neighborhood bar – my bar – feels like an extension of drinking in someone’s home. It has a unique vibe to it. You’re among friends, not just among other customers. That sort of feeling is something that I think any business can and should try to precipitate and instill in everyone who comes in contact with it: customers, staff, vendors, and the community as a whole. That changes a “like” into a “love,” and who can’t always use a little more of that?

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Filed under food, Thinking Aloud