Winning the Game in the Restaurant Industry | Market Research ...

Sep 09

Today the game is changing for the restaurant industry in innumerable ways. How can restaurants stay ahead of the curve in driving traffic, retaining loyal customers, innovating the dining experience and staying profitable?

If you?re looking to innovate your brand, consider these key insights to winning the game:

As restaurants strive to offer nutritious and tasty alternatives to high-fat, high-sodium meals, help is at hand. Talk to your workforce: Multicultural employees bring a heritage of experience and a wealth of knowledge to the table. The spices, herbs and cooking methods they use to enhance flavors can add a powerfully appealing multicultural influence to your menu.

Face it. Facebook matters. Twitter talks. Foursquare counts. As the influence and importance of social media continues to grow, take steps to keep your brand top of mind with savvy consumers. In your 2012 online marketing mix, go beyond offering discounts to friends and followers. Give people a ?peek? in the kitchen. Share a recipe, or your philosophy. Highlight employees ?? a chef or a waiter. Reward return visitors. The conversation has started. Keep it going.

There are days when it feels like everyone is online. And everyone is in a hurry. Fortunately for restaurants, that?s an open door for online ordering. According to new research conducted by Cornell University and supported by Nation?s Restaurant News, nearly half of the U.S. adults surveyed had ordered food online. Key motivators were convenience and control; inhibitors included a desire for human interaction and technology fears. The food most likely to be ordered online? No contest ? let?s order a pizza.

Need to expand and grow your restaurant brand beyond the traditional real estate retail locations with the existing footprint? Many restaurant companies are looking to non-traditional venues such as airports, college and universities, public attractions,?hospitals and international markets as the way to grow their brand. Researchers at The Pert Group have been helping clients explore non-traditional markets for the past 30 years.

Want to learn more? Connect with one of our experts, Kim Royster, director of client strategy for The Pert Group.?Kim and the restaurant and hospitality team have the perspective and insights needed to help you formulate game-changing innovations for your brand.

The next issue of the Point of View newsletter is focused on helping restaurant brands win the game. Email me if you would like to receive a copy.

Cheri is a tenured marketing professional with strategic prowess in scoping large, critical initiatives and moving them forward with group consensus. Cheri's ability to synthesize information and deliver insights serve her well in leading The Pert Group?s marketing initiatives. She is respected by clients and colleagues for her passion and commitment to delivering results through marketing and communications.

Source: http://blog.thepertgroup.com/blog/2011/09/industry-focus-research/winning-the-game-in-the-restaurant-industry/

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