The Restaurant Group Blog

Tips on Starting a New Restaurant

Starting a new restaurant

Starting a new restaurant

Starting any kind of business can be challenging and, in many cases, outright daunting. Restaurants are no exception. Here’s an idea of what the process will entail.

Concept 

The first step in starting a new restaurant is developing a concept, which lays the groundwork for all that follows. You then need to design a plan of action. We at TRG can help you through our five-stage process:

  • Alignment — You’ll present to us your vision, as well as ideas for things like menu design, location and budget.
  • Research — We’ll compile a strategic list based on potential competition in your target market area.
  • Analysis — We’ll do a comparative analysis, pitting your restaurant against the competition.
  • Plan of Action — During a brainstorm session, we’ll create a plan of action that will include all aspects of your operation, including kitchen and bar design, menu, brand value, ideal location, and other requirements.
  • Reporting — We’ll help your restaurant achieve a smooth implementation and launch.

Brand

Here at TRG, we realize that brand is everything. It’s through branding that you convey your restaurant’s personality, paving the way for brand loyalty. We can help develop your brand and thereby create a lasting impression on your customers. TRG can provide services in such areas as graphic design and brand development.

Kitchen and Bar Design

A great kitchen design is essential for every restaurant, as it can help guarantee repeat business. Our consultants have real world experience and the know-how to help you design your kitchen and bar so you can generate repeat business. We can help you pick the perfect restaurant kitchen and bar design that both helps generate profit and reflects your brand and values. Don’t worry — we’ll guide you every step of the way.

Business Plan

A business plan is necessary to obtain funding for your operation. At TRG, we can help you craft a 20-30 pages business plan that we think could attract potential investors. Each plan, which we would deliver in both printed and digital formats, would include:

  • A mission statement.
  • A Business and Marketing Overview.
  • One- and Five-Year Sales and Profit Projections.
  • A Rough Draft of the Menu and more.

We’ll also provide you with a restaurant strategy plan, which will include 400 issues restaurant owners must address when they’re opening their business.

Feasibility Study

The next step would be a feasibility study to ensure that your concept aligns with your goal of maximum profitability. The study would include data and recommendations for such crucial elements as: local restaurant marketing potential, traffic count, possible location problems and solutions, demographics and identification of the target area, staffing potential, advertising options, direct and indirect competition, photos of the target trade area, and issues involving ingress and egress.

We can help you transform your restaurant idea into reality. For more information, please contact us.

Use Customer Tracking to Keep Up with Local Consumer Trends

Customer Tracking

You’ve opened your restaurant, eagerly awaiting the first trickle of customers to start streaming in. They start showing up, singly, in pairs, or in large groups, and they seem happy with the experience. But when they leave, you may never see them again. If you aren’t keeping track of your new customers, you could be missing a serious cog in the revenue-making machine.

Customer Tracking Helps You Understand Your Consumers

Gone are the days of consumer complacency. These days, your customers want the best you have to offer. But offering the best isn’t as simple as it sounds – what exactly is “the best”? How can you improve the restaurant experience? What kind of customers like to frequent your place, anyway? Keeping track of your customers, through loyalty programs, social media, or even simple feedback cards, provides an invaluable understanding of your consumers.

Customer Tracking Heads off Dissatisfaction

When you know what your customers want, you are less likely to receive complaints. And when you have good feedback mechanisms in place, such as a Facebook page and even an email address where they can directly reach you, you are more likely to appease unhappy customers before they leave negative feedback and for a locally owned restaurant, negative feedback can mean the virtual death of your online reputation.

Customer Tracking Reminds Hungry Consumers That You’re Open

Customer tracking is a two-way street; it allows your customers to interact with you, and it allow you to reach out to them. Simply asking for customers’ email addresses can allow you to periodically send them alerts when you have a new menu item, a special is going on, or hours of operation are changing. Send these emails out at just the right times and to just the right customers – think late Friday afternoon for families, and Monday at happy hour for college students and you will begin to see an increase in the amount of repeat business at your restaurant.

Without Customer Tracking, You Can Only Rely on Chance

Customer tracking gives you the boost your restaurant needs to thrive. Without it, you are an island floating in the ocean of chance, just waiting to see what the next wave will bring. Get personal with your customers, and they will have a reason to keep coming back to your place of business.

 

For assistance with your restaurant contact a TRG Restaurant Consultant.

Feasibility Studies – The Best Way to Maximize Restaurant Success

Restaurant Feasibility Study

Restaurant Feasibility Study

Starting any project or venture in the restaurant industry is a massive risk, and failure is common. Luckily, there is a way to pre-check the potential success of a new restaurant; it is called a feasibility study. As the name suggests, a feasibility study examines whether or not a project is feasible with the provided resources. Although there are many benefits to a feasibility study, the main ones are as follows:

Optimal Location

Feasibility studies examine multiple potential locations, as well as potential issues with said locations. Everything about these places is taken into account, from the demographics and foot traffic in the area to any natural or man-made barriers that could potentially affect business. For example, if one potential site is in a city center and another is on the outskirts of the same city, there will be different needs within the demographic. A feasibility study would take these demands into account and provide the best location for a specific restaurant.

Competition

When deciding whether or not to move forward with a restaurant project, considering any potential competition is crucial. A feasibility study will consider both direct competition and indirect competition. Direct competition is a company that produces a virtually identical service, while indirect competition is a company whose service could satisfy the same need. By examining both types of competition, a feasibility study can provide the most accurate picture of any potential competitors.

Staffing and Management Advice

Excellent staff can keep a restaurant running smoothly, and heighten the experience for customers. On the other hand, bad staff can quickly tank a profitable venture. A feasibility study can show the staffing potential of a project, as well as provide specific staffing and management advice for the restaurant. This helps avoid any staffing issues, as well as boosting the abilities of managers and staff.

A feasibility study will provide the best options for any new venture. If you think a feasibility study would help your project idea, feel free to contact us at TRG for more information.

5 Great Marketing Ideas for your Restaurant in 2016

Marketing Ideas for your Restaurant

 

Restaurant Marketing

 

As a busy operator making decisions about how to best market your restaurant brand often takes a backseat to the day to day business of running your operation. And, in a marketing world that is constantly evolving, learning the ins and outs of new strategies is difficult. Moreover, figuring out how to deploy them for your restaurant may seem overwhelming and impossible. But, armed with a few new and emerging ideas and some straightforward implementation ideas, restaurant managers and owners can leverage the best of the current marketing trends to raise brand awareness and increase traffic and revenues.

Let’s explore 5 powerful, cutting edge ideas and strategies and how you can put them to work for your restaurant.

 

Get Visual

Visual content in the form of videos, animated GIFS and short-form looping videos such as Vines allow restaurants to engage their target audience in a completely new and interesting way. Restaurants have a unique opportunity to create rich visual content through action videos both in the front of the house and the kitchen and through special events, cooking classes, charity tie-ins and community involvement for example. By promoting their own branded video content on their website and on social media, restaurants can create brand building campaigns that raise awareness and invite customer interaction in ways not possible before.

Email marketing, which remains one of the most effective and cost friendly marketing methods for restaurants, takes on a entirely new dimension with the addition of quality, short animation and video content. Look to an email service such as MailChimp or Constant Contact to make creating robust email campaigns easy.

 

Restaurant Marketing Ideas 1

Get Mobile

The mobile movement isn’t coming. It’s here, and it’s here to stay. In fact, mobile searches surpassed desktop searches well over a year ago (see graph) and searches for local businesses make up the majority.

Consumers are making buying decisions on the go making it especially important for restaurant websites to be mobile-friendly. It’s not enough to just be found when potential customers are looking for a restaurant to visit. You must have a website that offers up the information they are seeking in an easy to navigate, “thumb-friendly” format. Your menu, location, hours and contact information must be easily accessible and your website experience must be seamless and smooth. Make it hard for your online visitors and they will bounce off your site and move on to your competitor.

Mobile websites are easily attainable and a responsive site, meaning one that adapts to the device being used to access it, can accommodate simple and inexpensive online ordering and reservation applications.

 

Restaurant Marketing Ideas 2

Get Content

You’ve no doubt heard the phrase, coined by Microsoft founder Bill Gates, “Content is King” and, without a doubt, it still holds true.

There is no substitute for quality content on your website in optimizing your site for search and reaching your target market. Great content is characterized by its laser focus on specific groups and their interests. It must be original, interesting, informative and easy for your potential restaurant customers to digest. Being well written and free of misspellings and grammatical errors goes without saying.

The time and/or money spent creating or acquiring great content is well worth the investment but savvy marketers are finding new paths to great content by encouraging user generated content on their sites. Content generated by your website visitors or social media followers can come in the form of comments, tweets, images, video clips, reviews, etc. Either way, good quality content is imperative to make a solid mark on the digital landscape.

 

Restaurant Marketing Ideas 3

Get Social

Restaurants that fully engage a social media strategy can connect with their customers in a very direct and personal way. Having a strategy for social media doesn’t mean employing every form. It involves choosing which platforms will be most effective for your brand and utilizing social media as part of a larger marketing strategy for your restaurant.

Each platform offers something unique and has certain attributes that fit with particular brands. Facebook is well suited for restaurants because of its wide appeal and range of features such as photo and video sharing, event creation, reviews, groups, chat and presence technology which allows members to see which contacts are online and, most recently, where they are located.

Creating a page gives you the ability to promote your restaurant through both organic means and affordable paid advertising. Creating events allows you to publicize, invite guests and track those planning to attend.

Live-streaming video through Facebook and other applications such as Periscope and Meerkat is a great way to tap into your audience in a spontaneous and meaningful way. You can use it to share live events in your restaurant or action in the kitchen such as cooking demos for example.

Followers can interact with your brand in a variety of ways and the ability to connect social media to your other marketing efforts exponentially expands your reach.

 

Restaurant Marketing Ideas 4

Get Personal

The days of the anonymous customer are over. Our connected society is digitally engaged in each other and the brands they are interested in. How you interact with your customers must transcend the transaction and enter into the relationship status if you want to create brand ambassadors. Getting to know your customers and what resonates with them is the key to developing an effective marketing strategy for your restaurant.

How do restaurateurs gain an understanding of what motivates their community of customers and personalize marketing to them? By mining information from their POS systems, social media interactions and other data which is now easy to access and understand.

Tools such as Google Trends allow you to access data at a local level in order to understand what’s on the minds of your target market. Google Trends is a dynamic and easy to use platform that will only cost you, as a restaurant operator, a little of your time. From this data you can gain valuable insights to help you chart the course of your marketing months ahead and keep your concept relevant, fresh and on the cutting edge.

In the future personalized, relationship oriented, data-driven marketing will become increasingly important so start thinking about how you will connect with your customers in this way.

 

Restaurant Marketing Ideas 5

Get Going

The marketing world around us is evolving rapidly and while it may seem too complicated to engage and understand the long term success of your restaurant depends on you not just keeping up but getting ahead of it. That being said, you don’t have to recreate the wheel in order get onboard. Chances are by better utilizing the tools you already have and adding in some new and exciting applications you can create a compelling and effective marketing plan. Take some time to add some new ideas and applications to your marketing toolbox and watch your business grow in 2016 .

 

For More Restaurant Marketing Advice Contact TRG Restaurant Consulting.

Menu Development – Increase Your Restaurant Revenue

Increase Your Restaurant Revenue During Off-peak Hours  Menu Development

Snacking is not just for in-between meals – Menu development for the next generation

 

Over the past decade, eating habits are shifting in response to a shift in the American culture and lifestyle. In 2014, Bloomberg did a study that indicated people are spending almost as much money dining out than eating at home. The possibilities for increasing profits may lie in the way people are eating today. The demand for quick, healthy snacks are on the rise among people who like to eat a few small meals a day.

 

Changing Menu Preferences

The Technomic 2016 Snacking Occasions Consumer Trend Report highlights the importance of snacking and reveals some opportunities for restaurants to increase market share in this space by capitalizing on the trends. The report indicates that 60 percent of consumers snack at least twice a day and 37 percent would like more restaurants to offer mini-sandwiches that they can eat as a snack or light meal. These trends had double-digit increases and suggest that restaurants may need to revise their menu development.

Some of the key takeaways of the report are diners want healthy snacks in place of, or to go with full course meals. The trend has rapidly changed as 40 percent of consumers are eating healthier foods between meals, more than they did just two years ago. According to the 37 percent of respondents, if bundled mix-and-match snacks were available, they would order them. These diners are not looking for a typical meal. Proper menu development is critical in this aspect because studies show that 49 percent prefer snacks that are different from breakfast, lunch and dinner fare. 

 

A Transforming Culture And Demographic

Having to conform to a hectic lifestyle, dual income parents and single parents are eating outside of the home at least once a week. Additionally, many parents want to provide healthy snacks for their children in between meals. However, the real “snackies” are the millennials. There are three defining characteristics about this group. They are budget conscious, they want healthy food and eat a few small meals a day and they prefer to eat at off-peak times. As their purchasing power increases, restaurants will have to rethink their menu development in order to capture their business.

In the Technomic 2016 Snacking Occasions Consumer Trend Report, some of the responses by millennials were not that surprising. If available, 44 percent of millennials would order snack delivery from restaurants. Additionally, 54 percent of this group prefer unique flavors and pairings in their healthy snacks.

 

Where The Opportunities Lie

The report also generated some interesting information that has the potential to drive more revenue and increase market share in the snack category. A restaurant consultant can help you with your menu development to capture these missed opportunities.

While 56 percent of snack purchases are planned, 44 percent of people attribute their snacking to an impulse buy. Restaurant consultants can help catch that impulsive buyer with better placement and creative menu design. Leveraging the restaurant consultant’s knowledge can also help restaurateurs take their share of the snack market. With statistics that demonstrate consumer snack buying behavior favoring 77 percent of snack purchases at retail locations and only 23 percent bought snacks at restaurants there is room for growth. Work with a restaurant consultant to develop an atmosphere that grabs some of the 72 percent of people eating their snacks at home.

Learn more about how menu development can help transform your snack business on our TRG consulting service pages.

Resources:

2016 Snacking Occasions Consumer Trend Report [Technomic]

Americans spending on dining out just overtook grocery sales

Millennials: What Restaurants Need to Know

Millennial Marketing for Restaurants

Millennial Marketing for Restaurants

Marketing to Millennials is a huge undertaking and requires consideration. As a generation, Millennials are more likely to be computer savvy, to have disposable income and to be more decisive when it comes to food than their parents’ generations. Currently, Millennials are the largest consumer generation group in the United States, comprising age groups ranging from eighteen to thirty-four. They are spending money, although they are doing it more carefully and basing their decisions on several factors. Instead of using the desire to eat or hunger as a driving factor, Millennials are more likely to consider a restaurant’s brand value as well as their impact on society and the environment.

The Rise of Fast Casual

Fast Casual - Restaurant Consulting

Restaurant Industry Trends – Fast Casual

It seemed as though the dominance of the fast food market segment would be forever enduring. This segment still dominates, but in terms of growth rate, the fast casual segment has been gradually eroding the fast-food market share, with McDonald’s, the leader of the fast food market chains, controlling about 20% of that market, with an average growth rate of around 2%. Alternatively, Chipotle Mexican Grill, the leader and pioneer of fast casual, has grown at a consistent 20% rate for the last seven years[1].

How To Improve Your Restaurant’s Online Experience

Let’s face it. When it comes to restaurant operations, in order to insure optimal success, restaurateurs must go beyond the typical physical amenities such as, menu design, kitchen and bar design, and the fine wine or craft beer list that will ultimately be offered in conjunction with your other dining complements. But just as important as the physical aspects of designing a new restaurant with artistic flair, an important element of restaurant management that must not be ignored is the marketing mix of your budding food enterprise.

Cracking the Millennial Code for Restaurants

Cracking the Millennial Code for Restaurants

In any case even the savviest of authorities strives to identify what the deciding factors are that influence Millennials and where they choose to spend their dollars when they go out.

Millennials are an essential demographic; standing 90+ million strong, its the largest demographic accessible, by far.

The study of “Millennials” is focused around how purchasers ages 18-30 buy, perceive and choose (much the same as those in diverse demographics). In any case the study shows very different patterns about Millennial expending behavior. Cracking the Millennial buyer code is no easy task, but restaurant executives are willing to invest in the benefits.

How To Handle Online Restaurant Reviews

TRG Restaurant Consultants - Restaurant ReviewsNo matter how hard you try, you will never win over everyone. Receiving negative reviews or feedback is unavoidable in any industry, but in the service industry it is extremely important that complaints are addressed.

If handled properly, you will almost always be able to turn a bad experience into a good experience and you may even learn a thing or two. Here are some tips on things you should and should not do when responding to a negative review on Yelp, City Search, Yellow Pages, Google+, Facebook or any review site:

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