Photos and video reign supreme in social media today, so you may be excited to jump into this form of marketing. And, how hard could it be to post mouth-watering pictures or an appetizing video of your signature dishes?
While nice to have, you don’t need a dedicated social media team or professional photographer for success. With a strategy, knowledge of basic principles of photography, and some tools to enhance your smartphone camera pics, you can generate engagement and drive traffic to your establishment.
Strategize for success
It all starts with your brand
Think of your brand as the story you want to tell, visually and with words. First, define the brand you’re promoting: your establishment’s, yours as a chef, or both. Then identify your key message. Is it about local food and sustainability? Family-style ambience? A party vibe, or fine dining? Commentary on food politics?
Your brand is the foundation for each social media marketing decision you make, from the channels you use, what you share, and the mood of your images. Yes, mood, since that’s what you want to create.
Which social channels should you use?
There are many social media channels. Consider which socials work best for food generally and your brand in particular, where your customers hang out, and what fits well with your resources and skills.
Instagram and Facebook are the big players, and many in your community will be there. Consider a presence on one or both. These are tablestakes.
We eat with our eyes first. Instagram is the place to be for images (and increasingly video). It’s ideal for showcasing your food and atmosphere. You can also use a Facebook page to amplify your story in photos and videos. It also provides a robust information directory for details like hours, menus and directions. You can even engage with your community through live video on both platforms.
Try to be where your target demographic is. If you cater to Millennials and Gen Z, consider using the video platform TikTok. While less visual, Twitter can effectively convey your brand and discuss food issues in a newsier format.
Don’t bite off more than you can chew
Social media is surprisingly time-consuming to maintain well. Don’t feel you have to be on all channels or use video if it’s not your thing. It’s better to focus on one or two channels that you’re comfortable with and can use well.
Plan your approach
Make a basic plan for each social media channel you use. Think about:
- How often you want to post — Consistency is more important than frequency.
- Timing — Post that great shot of eggs benny when people are making brunch plans, not at four p.m. on Sunday.
- Varying content across channels — People may follow you on more than one platform. They can tune out if you post the same photo at the same time everywhere. Vary timing, promote different dishes or use different shots of the featured dish.
- Engagement— It’s not all about what you receive from social media. How will you respond to followers who tag your restaurant in photos or leave comments? Your engagement with them is at least as important as what you post.
Synchronize key information
Changing your hours? Update them on any channel where they’re posted. Or, put a link to your Facebook page in your other channel profiles so you only need to update once.
Sharing guidelines
What makes your content uniquely identifiable so followers stop scrolling to check out what you’re up to? Visually, it may be your food styling, the human elements included, the mood of your photos, or curated elements of your personal life. Telling your story cohesively supports your brand identity.
Content wise, if you’re going to share a political or personal post when you’ve only featured food before, ensure your intention supports your brand. A photo of the head chef’s new baby may generate a positive response; a rant about a local political issue may not, unless you’ve established your reputation as a public figure with views that people follow.
Learning for success
Smartphone camera quality has advanced greatly, but you still need to bring some photography savvy and skills to the game. Many online articles and courses are available. Through learning and practice you’ll develop a good eye for what works best for you.
Here are four basic considerations for attention-grabbing images.
- Lighting — Use natural, diffused light or an evenly lit space whenever possible. If lighting is an issue, photograph your dish in an illuminated light box or attach a ring light to your phone (they’re not just for selfies!). Don’t use a flash, which can create harsh contrast and glare.
- Layout — How you compose photos can add emphasis and drama, influencing the viewer’s reaction. Try various styles like the rule of thirds and centring. Be aware of what doesn’t belong — that sexy cocktail doesn’t look as appealing with a bar mop in the background.
- Perspective — Experiment with different angles to see what works best for each dish. Does an overhead shot make that towering salad look flat, while a 45-degree perspective adds drama to a bowl of steaming soup? For video, the popular overhead style may feel instructional when you’re trying to convey the excitement of a dish coming together.
- Editing— It’s always worth taking a few minutes to correct and enhance photos before sharing them. You can adjust shadows and brightness, enhance colour, crop for stylistic effect, and add filters for a cohesive tone. You can use an editing app or the tools built into platforms like Instagram.
Equip for success
Choose among the following basic tools to take your smartphone photos to the next level:
- Tripod (consider overhead capability)
- Light box, available through Brand Points PLUS
- Ring light (standalone or clips onto your phone)
- Light diffuser screens
- Reflectors (as simple as foam board) to bounce light
- Snapseed, a free but powerful editing app for iOS and Android
Once a necessity during the tumultuous year the foodservice industry has faced, now smaller streamlined menus are here to stay. And with good reason. Trimming and slimming down your menu adds well deserved money back to your bottom line, benefiting both you and your customers.
Long before COVID-19, if you remember back that far, Technomic had already acknowledged simplification of menus. Their Canada’s Shrinking Menus 2018 report noted that restaurant operators had been gradually cutting back on their menus since 2013.
Stat: Number of entrées down 15%, appetizers down 12% and dessert menu offerings down 18%. But number of beverages, sides, add-ons, kids’ and senior menu options were increasing.
Technomic reported that operators were being strategic about how and where to spend their money while dealing with the labour issues in the Canadian workforce.
Their Post-Pandemic Playbook continues the same macrotrend, stating labour issues already felt in foodservice pre-pandemic could be worse as former employees find other opportunities.
They also predict that many operators will likely focus on menu items that are revenue and profitability drivers, post-crisis.
Simplifying the menu makes good business sense: assisting cost control, reducing labour costs and keeping customers happy.
Cost control
Smaller menus naturally use fewer ingredients. A tighter food inventory provides operators with many cost-control options without hurting menu quality. In fact, menu quality will naturally improve.
James Keppy, corporate chef for Maple Leaf Foods, is busy helping operators streamline menus and promoting value-added ingredients to help chefs in their kitchens.
“Operators need to do a few things well. No one can afford to have their menu be a book anymore,” says Keppy.
“Operators need to do a few things well. No one can afford to have their menu be a book anymore.”
James Keppy, corporate chef for Maple Leaf Foods
“Inventory items need to be reduced so that they can be controlled and better utilized in multiple applications across the menu. This inventory reduction affords little to no waste.”
Technomic’s State of the Canadian Menu 2021 report agrees and suggests operators adapt products to various dayparts, mealparts, menu categories and ordering options. They state that menu streamlining will be a necessity for operators amid and after the pandemic, sticking around as a long-term trend. Multiple applications increase efficiency on several fronts, from labour to storage to spending.
Fewer ingredients mean you will be ordering larger quantities of your staples, allowing for bulk purchases and economies of scale.
The time it takes to manage inventory decreases from counting to reordering. With a tighter handle on inventory, food waste is also significantly reduced.
Consumers continue to look for customization when ordering. A smaller menu can still accommodate these requests. Operators can rethink well-performing ingredients and use them strategically in their offerings. But that also means eliminating poorly performing ingredients.
Keppy agrees. “If there are inventory items present that are costly but show low sales on the menu mix, they are a drain on your resources in both money and storage.
“Menu items and their ingredients that travel well are important. Maple Leaf Pulled Pork and Beef can be customized by individual operators with their seasonings and sauce and will keep their heat for delivery. These products can be used for sandwiches, build your own tacos, and for mac and cheese topping.”
Labour costs
Relying on menu fundamentals is key, according to Technomic’s State of the Canadian Menu 2021 report. Operators scaled back their menus to focus on core items. Smaller SKU counts helped operators reduce operational complexity by streamlining their menus, reducing waste and staffing needs, and increasing speed of service.
“Smaller menus factor in labour. This could lead to the elimination or doubling up of stations in the kitchen,” says Keppy.
“Smaller menus factor in labour. This could lead to the elimination or doubling up of stations in the kitchen.”
James Keppy, corporate chef for Maple Leaf Foods
With fewer items on the menu, it is faster to train new employees — front of house and back of house. Wait staff will have more comprehensive menu knowledge and can effectively upsell and educate customers. Kitchen staff can quickly become experts on recipes, leading to faster service and higher quality dishes.
Additional benefits of having fewer moving parts, people and ingredients are increased efficiency and minimal mistakes — everybody wins in this scenario.
Happy customers
Everyone wants to be happy. Smaller menus help your customers get there. It is easier for your customers to understand who you are and what makes you awesome if they aren’t getting lost in your menu.
Visually, the menu will be more appealing in print and online. The physical menu will have white space and room to move, taking advantage of menu psychology theories. Plus, the digital menu will be simpler to scroll.
“Keep the menu easy to read and therefore easier to make a menu choice… especially if your customers are reading and ordering from a phone.”
James Keppy, corporate chef for Maple Leaf Foods
“Keep the menu easy to read and therefore easier to make a menu choice… especially if your customers are reading and ordering from a phone,” says Keppy.
Smaller menus increase the perception of quality over quantity and don’t overwhelm indecisive guests.
As ticket times decrease, customers get their orders faster, and that makes them ecstatic.
Gearing down to go up
“Do what you are good at and what you are known for while still offering items that appeal to the general groups of meat eaters, vegetarian and vegans, healthy eaters and indulgent consumers. If you are a chicken place, offer fried, grilled and a plant-based version,” says Keppy.
He also reminds us that “no matter what you offer, always consider the quality and appearance on the plate as well as in the takeout container.”
Shrinking your menu is all about dollars and cents, and just makes good sense. Your operation will be stronger, more focused and even better than before. Your customers will thank you, and so will your bank account.
Where children prefer to dine, parents will follow. Kids have big influence on where their families choose to eat, and restaurants that meet their specific needs are better positioned to capture their repeat business.
Parents are always eager to find places where their children like the food, where they will eat healthy meals, and have a great time. By building loyalty, your pint-sized patrons will come back again and again — and they’ll bring their parents, families, and tell their friends, too.
Family-friendly fun
At Joe Dog’s Gasbar Grill in Burlington, Ont., family-friendly fun is the focus. Kids can design their own sundaes, play games on 14-inch mega touch screens, and interact with super heroes. Children love having their photo taken with mascots, and they’re an excellent way to market and brand your operation.
“It’s all about entertainment, and fun, and giving them reasons to keep coming back,” says operations manager Paul Teague. “Our two booths with the mega touch screens are always the first to be booked, and consistently the most popular.”
Joe Dog’s adds value with frequency cards that reward kids every fifth meal with stuffed toys and other goodies. “We’re focused on building loyalty and a sense of fun,” Teague explains.
Kids menus are growing up
Today’s young online savvy diners are much more discerning than we were as kids. “They’re looking for healthier options like kale and quinoa salads,” he says.
When you’re thinking about kids’ menus, think adventuresome. “Everybody — kids included — knows more about food than ever before,” says Christine Couvelier of Victoria-based Culinary Concierge. “Let’s do something exciting and different that will be a food memory for the kids, so they will want to return with their families again and again.”
- Offer well-balanced kid-sized meals that are healthy and fun.
- Choose a variety of fresh fruits and vegetables and serve creatively.
- Watch your price points.
- Provide nutritional information like calorie count and fat and sugar content.
- Pay close attention to allergies and gluten-free designations.
Engaging activities
While they are waiting for their food, engage children with interactive games, colouring activities, and puzzles. Consider providing online access with tablets or computers where children can register for an online club and watch videos.
Kids love to photograph their food and post their pics through online apps like Instagram. “It’s insta-licious,” Couvelier says. “You could have a contest and provide recognition for posting their photos.”
Pint-sized beverages
Children love fun drinks, especially if they come in a distinctive container. Mocktails are great for kids who want something fun and different.
“They want to be the first to try something new and then they will tell their friends,” Couvelier says. “Whatever you do, make sure that it’s all about taste. Kids, just like adults, notice taste in what they eat and drink, and it must be delicious.”
Top kid dining tips
- Consider that it’s often the kids who make the decisions where the family is going to go.
- Serve kids meals that are healthy, visually appealing, and taste great.
- Hire staff that are fantastic with children and inspire them to ensure they receive special attention.
- Engage kids at the tables and elsewhere in your establishment with games, colouring activities, puzzles and online access where they can post pics.
- One size does not fit all: Remember that four-year-olds and 12-year-olds have very different expectations and needs.
- Ensure your booster seats and high chairs are in good working order, clean, and safe.
Opening a new restaurant requires good decision-making, the kind of decision-making critical to avoiding pitfalls along the way.
Here are some of the most common missteps new owners make when opening a new restaurant:
Under-capitalization
The easiest way to set yourself up for failure is to get to opening day without a penny in the bank and still owing money for construction, inventory, etc. A successful restaurant is carefully thought out, and all aspects are important to its success — consistent brand, great menu, unique atmosphere and décor. When you realize you are running out of money, you start to swerve away from the original game plan. New owners tend to cut corners on the brand and décor, cut back on staff training, drop the marketing program and withhold on the product.
Conceptualizing on “If you build it, they will come”
Today, being new and open isn’t enough. The restaurant world is a very competitive landscape. Guests need a reason to come to your establishment. Partnering with a marketing company (even if just for the opening) to execute a communications strategy is crucial. New owners will benefit from this, as it will help to generate the buzz and continue the narrative for your brand.
Taking possession of the space too early
Once you take possession of a space, you are on the clock with the landlord. Whether you have fixturing period or free month’s rent is irrelevant — the clock has started and you are now into your fixturing period. You want to ensure that when you get possession, you are ready to rock. Contractors should be starting renovations on day one. This means you need your drawings done, your contractor selected (either by tendering process or other) and your building permit in place. All of this can take six to eight weeks. When you negotiate and finalize your lease for the space, ensure your possession date is two months in the future.
Not creating a detailed business plan
A business plan helps you make certain the space is right for you. The business plan defines the space requirements, location and how the profitability model is going to work. Too many people start looking for a location without a business plan completed. For example, new owners will go out looking for a 3,600 sq. ft. space, when perhaps what makes the most sense (after flushing everything out in a business plan) is a 2,800 sq. ft. space. Also, a proper business plan can help realistically plan out an opening budget and help to avoid Pitfall #1.
Not conducting dry runs
Dry runs are dress rehearsals for your opening. Friends and family are invited and play the role as real guests who have the chance to experience the restaurant before it is open to the public. This allows the new owners, chefs and servers to fix any kinks and mistakes.
Conduct as many dry runs as needed to ensure things are running the way they should. Remember that when you first open, every guest is critiquing you, even more than with an older restaurant. From the very beginning, it is fundamental to be delivering that 11 out of 10 guest experience.
“Conduct as many dry runs as needed to ensure things are running the way they should. From the very beginning, it is fundamental to be delivering that 11 out of 10 guest experience.”
David Hopkins, President, The 15 Group
Lack of staff before you open
Don’t hire what you need — hire about 20% to 30% more than what you need. Some staff will quit before even starting and in the first few weeks, some others will feel overwhelmed and not make the cut. You don’t want to be left short-staffed one month into your opening.
Not overstaffing when you first open
The first few months of a restaurant opening are all about one thing — making guests happy! Set yourself up to make profit for the next 10 years, not a plan for only the first three months. Too many operators worry about controlling labour cost as soon as they open and end up delivering an exceptionally poor guest experience. Overstaff… by a lot! Ensure that guests are wowed by their entire experience.
Printing expensive menus
New owners will make the decision to print very expensive menus before the opening. If you are a new concept, remember that everything is “theoretical” until you open to the public. Once you conduct the dry runs and when the doors open, you start to see how your menu plays out — pricing, kitchen bottlenecks, etc. At The Fifteen group, we always tweak and adjust menus just before opening and then a few weeks into opening as well.
“You are being judged more than ever when you first open a restaurant… judgment is all about value and you need to ensure you are providing exceptional value.”
David Hopkins, President, The 15 Group
Overpricing menu items
You are being judged more than ever when you first open a restaurant, as you are new and untested. New owners need to remember that judgment is all about value and you need to ensure you are providing exceptional value. If anything, underprice your menu (again the first few months are not about making money). It is easier to increase your price point a bit after three to six months than to be overpriced at first and try to win guests back twho didn’t see the value in your offering.
Not hiring experts to help you
Opening a restaurant is one of the hardest things to do. However, hiring industry professionals is the best investment you can make to ensure you are a successful restaurant. This is one of the main reasons approximately 80% of new restaurants fail. It is imperative that you hire experts in the industry who will help you avoid falling into the pitfalls.
Eating out is a whole body and mind experience. Sure, the food brings in the diners, but the experience continues in places you might not normally consider, such as behind the privy door. You know, that place.
So, what’s behind your bathroom door? And if you think your WC doesn’t matter, think again. People talk/text/message/post about the good, the bad and the ugly. Never mind the stinky. If renovations are not in the budget to make your washrooms veritable palaces, what can you do, especially in the COVID19 era? Simply use good sense — in fact, use all five senses for a well-planned and maintained bathroom.
Seeing is believing
You never have a second chance at a first impression, so make that first one count. Proper signage to find the facilities is a good start, but this is a no-brainer. Open the door to a clean, well-lit space with everything customers need and you will be off to the races. Well-placed hooks in stalls and near counters for purses and a garbage can in more than one place are two touches appreciated by customers with minimal cost to you.
Don’t cheap out on towels, dispensers and hand driers
Your guests will notice if your washrooms aren’t well-stocked and neatly-stocked. Make sure to have on hand high-capacity dispensers and paper products. High-capacity dispensers ensure you always have supplies at the ready during busy periods, and they require fewer roll changes than standard dispensers.
The nose knows
A bathroom doesn’t need to be doused in fragrance to be appealing. In fact, it is likely the opposite. The best “air freshener” is, in fact, a clean washroom. Be cautious of the hand soap scent as well. When a customer goes back to the table, you don’t want the lingering smell from the soap to overpower or detract from your delectable meal.
Ear to the ground
The vibe of your establishment should be continued in the bathroom and that includes sound. Music in the dining room sounds different in a tiled and porcelain space — check the volume. If you are using hand dryers, is the decibel level too loud for the size of your space? Young children in particular can be put off by loud sounds.
Keep in touch
…with the environmental times and let your customers know you care. Green cleaning products are growing in popularity and can help both your staff and guests by protecting them from harmful chemicals. Take it a step further with 100% recycled fibre and green-certified paper products.
An acquired taste
No one likes to clean the bathrooms. However, managers and employees need to be well trained and committed to a regular cleaning schedule (hourly, daily, weekly and monthly) to ensure a consistent experience for your customers. Even a less than designer facility can shine when well maintained. Make it a contest among the employees — “the most pristine latrine of the month.” The taste of success is a win-win for everyone.
Especially during the COVID19 era, washrooms need regular deep cleaning. That means toilets, stalls, hand dryers, toilet paper dispensers, sinks, waste bins, and any other people-facing equipment.
Easy upgrades
- Add extra hooks for purses in stalls and near counters
- Consider an extra garbage pail near the door
- Minimize nooks and crannies to enable easier cleaning
- Make sure the stall doors close properly
- Add a fresh coat of paint to brighten your washrooms
Customers typically don’t pick a restaurant because of the washroom facilities (unless it’s on Canada’s Best Restroom list). However, over half of customers may not return if the bathroom doesn’t measure up. Using good sense — and scents — behind closed doors will keep them coming back. You might be so proud of your facilities, you keep the door open.