In a new article appearing in the September 26 issue, Nation’s Restaurant News shares a number of great industry ideas for “10 ways to build business inside your restaurant’s four walls”—all of them “touch points” for the consumer’s dining out experience.

We’d like to add a few ideas of our own.

One: Make an Online Connection

• Be sure to post a current menu online, on both the website and Facebook, including prices
• Investigate a means for taking reservations as well as comments and criticism online
• Put your address and phone number on every page of your website

Two: Dress Up Your Outdoor Décor

• Ensure the safety of arriving guests with such basics as level pavement, minimal steps (if possible) or at least ones that are clearly marked, and adequate lighting so there are no darkened areas or blind spots
• Smooth the transition from indoors outdoors to in. If you operate in a cold climate, for instance, provide a heated “airlock”-type double entrance, or at least a heavy curtain with a clear way through to the dining or indoor entrance area
• If possible, display your menu somewhere that’s accessible and well-it, so passers-by can have a look before they decide

Three: Make Your Greeting Count

• In addition to friendliness and a warm welcome, there are nuts-and-bolts issues that should be addressed in the entryway or lobby as well, such as a place to put down packages or purses while removing coats (not to mention a place or a means to store coats), and/or a bench that’s enough out of traffic for a guest to wait for a car or another guest without having to go to the bar

Four: Tap Your Sales Keg

• Make sure there are nonalcoholic options for those who are not imbibing, for whatever reason. If they’re special enough—flavorful, signature items with appropriate glassware and garnish—you can even charge a premium for them.
• Make sure the bartender acknowledges a waiting guest even if he or she can’t take the order immediately

Five: Get a Rave Review

• Consider such tableside service touches as pouring a sauce onto an entrée, splitting up or providing additional plates for a dessert that customers say they will share, or tossing a salad tableside

Six: Fine Tune Your Food

• Try to respond to guests’ concerns about food allergies or intolerances, portion sizes, substitutions and “custom orders” by establishing clear policies and procedures with employees, and empowering both service and kitchen staff to follow through
• Make sure the menu is easy to read and understand from the point of view of such elements as typeface/size and layout, and the way the categories or organized, as well as table lighting

Seven: Show off Your Chef

• Consider including the name of your chef and other important kitchen personnel, such as the sous chef, on the menu
• Likewise, you may want to include a bio of your chef on the website, or even a blog, recipes and other, more personalized messaging from the kitchen. Chains such as Oceanaire Seafood Room are doing this to great effect

Eight: Rev Up Sales at the Drive-Thru

• At the risk of sounding xenophobic or un-PC, make sure the person taking order speaks clearly and without an accent that may be hard for the customer to understand
• Be cognizant of the fact that cars come in many sizes, from low-to-the-ground sports cars to big SUVs, when determining the height of speakers, window exchange areas, and the like

Nine: Make Guests Feel at Home

• Be aware and take steps to correct issues such as drafts and hot or cold spots, speaker “shadows” and the like
• Lighting, lighting, lighting (appropriate for your target customer, adequate without being too bright, and adapted to the function of the location—e.g., reading the menu at the table, the entrance to the restroom areas)
• On the subject of restrooms, if possible their entrance and layout should afford every possible privacy. They should not open directly into the dining room; if yours is a small restaurant with minimal room for a corridor, at least provide some sort of screen. And designate a staff member to check them regularly for cleanliness, availability of supplies, and so on

Ten: Leave a Lasting Impression

• Presenting loyalty cards, coupons and other materials to departing guests is all well and good, but make sure to do it with subtlety—consider leaving these on the table with the check or place them near the door where customers can grab them, if they want to

For more ideas on how to build your business, contact Synergy Restaurant Consultants

Now more than ever, it’s important to promote your restaurant. And a promo that’s about to debut at New York City’s Smith & Wollensky steakhouse illustrates why it pays to think out of the box when it comes to developing an event or program.

In a city with more than 150 steakhouses, each with its own cadre of diehard devotees (Sparks, Ben Benson’s, Peter Luger, The Palm—not to mention outposts of chains like Ruth’s Chris and Morton’s), S&W parent Fourth Wall Restaurants is asking customers to “pledge allegiance” to the 34-year-old bastion of beef in exchange for having the restaurant renamed after them … for a day. From October 3 through the end of the month, a different pledgee will be chosen daily at random and their last name will replace the “Smith,” on everything from the signs and awnings to the matchbooks and cocktail napkins.

The beauty part of this promotion is that it’s aimed straight at creating ownership and brand superiority. The pledge includes such credos as “Smith & Wollensky is MY steakhouse. I will have no other,” and “If I am taken to another steakhouse, I will politely direct the table conversation to the inferiority of the steakhouse to Smith & Wollensky”: 10 Wollensky-centric promises in all.

Facebook fans have furthered the message in kind ( “I pledge allegiance to S&W of midtown NYC and to the midtown for which it is in, one NY strip, medium well, uncut, with creamed spinach and fries for all!”)

The brilliant catch? You have to make a reservation in order to enter, which means—as the website points out—means you’ve already won.

Social media is continually proving its power on consumer choices.

A recent study conducted by Oglivy Public Relations reveals interesting findings on the effects of social media on buying consumer buying behavior.

This study tracked the experiences of 404 people between January and May 2011, relative to the five following brands: McDonald’s, Subway, KFC, Wendy’s and Taco Bell.

Key findings from this study:

• Consumers exposed to social media and news stories were 17 percent more likely to spend more at quick-service restaurants.
• Wendy’s customers who were exposed to social media and TV commercials were twice as likely to increase consumption.
• People who were exposed to social media and billboards were twice more likely to spend more at quick-service restaurants.
• KFC patrons were seven times more likely to spend more money after being exposed to social media.

How do you increase restaurant sales to the rapidly growing and influential Hispanic consumer segment? A recent study conducted by research firm Technomic provides some valuable insights to this question.

It turns out that authenticity (in cooking and preparing Hispanic food) and a family-friendly environment are the key components for capturing this target market.

Important findings from the study of 1,000 acculturated Hispanic consumers and a telephone survey of 100 unacculturated Hispanic consumers are highlighted below:

•Patronage: More 35 percent stated that they like to visit familiar restaurants and often visit the same few establishments when going out to eat.

•Grocery and Convenience Stores: Three in four acculturated Hispanic consumers reported purchasing prepared foods at grocery stores once a month or more often while almost one third say that they do so at least once a week. At convenience stores, more than two out of five Hispanic consumers purchase foodservice options on a monthly basis.

•Health Factor: About two-thirds of report that having healthy menu options is important at both limited- and full-service restaurants. With acculturate Hispanics, state they tend to order healthy items when they visit restaurants, as opposed to just 23 percent of the general population.

For the detailed report, please visit Technomic.

A recent Restaurant Briefing post pointed up the need for more transparency in business operations in these post-economic meltdown days, with a number of specific recommendations on how restaurants could help rebuild the trust of their patrons.

We would like to take this a step further and suggest that the current climate rivals the post-Watergate era in its capacity for shaking consumer belief in the very foundations of our economic and social system, and could create an entire new generation of distrust. And that suggests that no effort to demonstrate authenticity and transparency is too small.

Here, then, are some more opportunities:

SERVE REAL FOOD.

Authenticity in experience has become a megatrend byword for these uncertain times, a tenet that extends throughout virtually every customer-facing industry. For restaurants, the food is the most obvious expression.

You can convey the authenticity of your food in a variety of ways, starting with the menu. The copy itself should be clear, descriptive, and free of hyperbole (such as “cooked to perfection”—what, after all, does that mean?). It should convey quality and freshness, and play up the attributes of individual ingredients, without going overboard.

This is not to say that everything needs to be farm-raised and artisan-produced—there will always be a role for speed-scratch and prepared ingredients in all but the most rarefied kitchens—but many consumers are increasingly aware of where their food comes from and how is it made, and the more informative you can be about your food, the better.

That’s the reasoning behind the sourcing lists seen on so many menus today, crediting local farmers, cheesemakers, ranchers, and so on. Product qualifies such as aged cheddar cheese, housemade dressings, and imported prosciutto will go a long way toward proving authenticity.

EMPHASIZE FRESHNESS.

Many observers believe that fresh is the new shorthand for healthy, and it’s certainly something your patrons are looking for. You can get a fresh message across in a variety of ways, both subtle and overt. One is through the simple display of ingredients—a very famous restaurant in New York has a farm table in its entryway that holds a big bowl of seasonal ingredients such as apples and pears. Impeccably fresh flowers on the tables can do the same thing, along with fresh ingredients displayed on service stations.

Another way to say “fresh” is through customization. When customers are able to order menu items the way they want them, you’re telling them that the food is made-to-order just for them—the ultimate statement of freshness.

Seasonal menu changes also work wonders with freshness impressions. For more on this, read “The Call of Seasonal Menus.”

BE FAIR AND OPEN WITH EMPLOYEES.

Authenticity and transparency have a way of percolating through an entire organization. Of course it almost goes without saying that you want to train your staff members, both front- and back-of-house, to be able to translate your menu and quality standards to patrons.

But it’s just as important to respect your employees as it is to respect your customers, and that respect will translate through to patrons. This does not have to be financial.

• Be upfront with staffers: tell them how your business is faring and what your goals and expectations are. Allow employees to learn about your business—it will help them, and you

• Maintain an open door policy for listening, not just for problems and grievances, but also their solutions and suggestions. The people who are closest to the trenches may have some very good ideas for improvements.

• Respect their need for a full and balanced life, with adequate time off and flexibility in scheduling.

• Make a commitment to staff development. It doesn’t have to be expensive, and it will help improve morale. You might want to investigate online training or subsidized training opportunities that may be available in your state or town

• Encourage reading, volunteering, attending local conferences and seminars, and anything else that will help your staff grow

Wondering how your restaurant is stacking up the competition? Check out the following video on the top restaurants in the nation.

Visit msnbc.com for breaking news, world news, and news about the economy

Many restaurants and food products are now offering gluten-free products for those customers on this special diet due to allergies, sensitivities, and those with Celiac disease. Gluten-free relates to foods free of gluten-cereal – this includes wheat, barley, rye and triticale. In fact, Celiac disease is more common than you think. In just the United States, there are nearly 2,000,000 sufferers. You can now understand the difficulties so many Americans have when trying find restaurants to cater to their needs and the opportunity your restaurant has to offer a solution.

Even America’s favorite healthy eating chain,Subway, is currently testing two gluten-free menu items in Texas markets.

The first step in creating gluten-free dishes is to identify which items on your menu contain them and find gluten-free ingredient substitutes. Ensure that you do not cross-contaminate when preparing these dishes in the kitchen.

Here are some easy tips:

– Utilize separate flour sifters and clearly label them: for gluten-free and for normal use.

-Additionally, use separate utensils that are clearly marked as well in food preparation

-Buy a separate toaster for toasting gluten-free breads

Allowed Foods
amaranth arrowroot buckwheat cassava corn flax Indian rice grass Job’s tears	legumes millet nuts potatoes quinoa rice sago	seeds sorghum soy tapioca teff wild rice yucca
Foods To Avoid
wheat including einkorn, emmer, spelt, kamut wheat starch, wheat bran, wheat germ, cracked wheat, hydrolyzed wheat protein		barley rye triticale (a cross between wheat and rye)
Other Wheat Products
bromated flour durum flour enriched flour farina	graham flour phosphated flour plain flour	self-rising flour semolina white flour
Processed Foods that May Contain Wheat, Barley, or Rye*
bouillon cubes brown rice syrup candy chips/potato chips cold cuts, hot dogs, salami, sausage communion wafers	French fries gravy imitation fish matzo rice mixes sauces	seasoned tortilla chips self-basting turkey soups soy sauce vegetables in sauce

source: http://digestive.niddk.nih.gov/ddiseases/pubs/celiac/#examples

It is vital to your business’s success to address the requirements of your customers. Further, it is crucial to examine all of your recipes carefully to spot anything that can contain an allergen. Our nutritional analysis team specializes in menu reengineering and can assist your foodservice to create alternative yet delicious dishes to suit any special needs diet.

As much as organic eating has become a new way of living, sustainability is also a hot topic these days. The demand for sustainable products, whether it is produce at the market or a spaghetti dish at a restaurant, is growing immensely. This increase in popularity has a lot to do with the green movement – after all, sustainability generally refers to the ability for our ecosystem to sustain itself for an indefinite period without damaging the environment, or without depleting resources (think “renewable”).

It is interesting, then, that a recent online study of 2,000 adults (84 percent of which claimed to regularly buy green/sustainable food and drink) showed that many were confused about what actually makes a product “sustainable.” Claims on packaging such as “eco-friendly” and “green” are well known to consumers but descriptive terms such as “solar/wind energy usage” or “fair trade,” aren’t easily understood by consumers to equate to sustainability, according to a senior analyst at Mintel.

– 32% of those surveyed never heard of “solar/wind energy” claims

– 34% said they didn’t understand what “fair trade” meant

– 45% said they purchased sustainable food thinking that it was of better quality

– 43% stated their reason for purchasing sustainable food was for environmental concerns

– 42% cited food safety as a reason for buying sustainable foods

Restaurant owners and food producers need to recognize the varying reasons and depth of knowledge consumers have when it comes to marketing sustainable food products. It is wise to ensure that eco-benefits are clearly and concisely expressed on menus and/or packaging in an easy to understand manner.

Move over Morton, iodized table salt is losing its popularity as more chefs and food products are using sea salt instead. In fact, in 2010 alone, sea salt has been introduced to nearly 1,350 food products.

So what’s so special about sea salt, anyways? Actually, sea salt has many differences in comparison to its table salt counterpart. Harvested from evaporated seawater, sea salt has a coarser and crunchier texture and also is bigger in surface area. Many favor sea salt because they say it is more flavorful. Moreover, because of sea salt’s stronger flavor profile, you may find yourself using less of it than regular table salt, which can result in a lower-sodium diet.

Even big names in the fast-food industry are getting in on the trend and marketing their use of sea salt. Take the popular chain, Wendy’s, for example. They’ve just introduced their new Natural-Cut fries with Sea Salt – a bold move in the french fries wars amongst big name rivals like McDonald’s and Burger King. New products guru from Mintel, Lynn Dornblaser believes that sea-salt has the potential to “grow as fast as low-carb did.”

So who else is using sea salt? Campbell’s, Target brand Archer Farms, and Whole Foods are all proudly labeling sea salt on their packages. If you want to offer a new twist with your menu items and appeal to this new trend, there are many things you can do with salts. Did you know you can smoke them or even flavor them with other seasonings such as mushroom powder, smoked paprika or even lemongrass? Smoked salt is a really easy way to add smoked flavor to any food. Its strong aroma is ideal on meats and vegetables.

Will this new trend affect your restaurant menu?

What’s the best marketing tool for a new restaurant? Some may say the best option is direct marketing like giving out coupons, while others believe word of mouth is king. In this age, social media has dominated in terms of creating buzz for businesses. Facebook and Twitter are the big names most people think of when it comes to social networking and naturally many operators are turning here to create awareness of their businesses.

But have you ever heard of Foursquare? No, not the childhood game you used to play during recess. Foursquare is a unique social networking tool that can bring eager new traffic to your restaurant. How does it work? “Foursquare is a mobile application that makes cities easier to use and more interesting to explore. It is a friend-finder, a social city guide and a game that challenges users to experience new things, and rewards them for doing so. Foursquare lets users “check in” to a place when they’re there, tell friends where they are and track the history of where they’ve been and who they’ve been there with.” You reward people for checking in at your establishment – the more they check-in, they’ll have higher chances of achieving “Mayor” status and in turn, you reward this frequent guest with special discounts!

So how do you get started? After creating a business profile on FourSquare.com, you’ll want to make sure people know you’re registered and offering great deals. On your website, place a badge that says “Find Us on FourSquare.” You can also place a sign in your restaurant (like a window sticker) that says this as well.

What kind of incentives can you offer? You can use Foursquare’s tools to create customized specials:

• Mayor Specials: unlocked only by the Mayor of your venue. Who’s the Mayor? It’s your single most loyal customer! (the user who has checked in the most in the last 60 days)
(“Foursquare has deemed you the Mayor? Enjoy a free order of french fries!”)
• Check-in Specials: unlocked when a user checks in to your venue a certain number of times.
(“Foursquare says you’ve been here 10 times? That’s a free drink for you!”)
• Frequency-based Specials: are unlocked every X check-ins.
(“Foursquare users get 20% off any entree every 5th check-in!”)
• Wildcard Specials: always unlocked, but your staff has to verify some extra conditions before awarding the Special.
(“Show us your foursquare Swarm badge and get a free drink!”)
• And more to come!

Some Foursquare ideas for restaurants:

– Half-off drinks every Thursday when you show that you’ve checked-in.
– Free entree when you become a Mayor!
– Buy one get one free coupon for every 6 check ins!

Essentially with Foursquare, you can build a great new repeat customer base for your restaurant. It’s fun, it’s social, and it’s gaining a lot of attention!