MARKETING: Trends in the Farm-to-Table Movement
Restaurant owners need to take note of the trends in the farm-to-table movement because it’s more than just a marketing ploy. Like the diners of the ‘60s and ‘70s, Americans want more than processed foods. In a world with ever-growing concerns about environmental and health issues, the movement may be more important than ever. So, what are the latest trends in the farm-to-table movement, and how can your restaurant keep up?
DID YOU KNOWS…
Disney Partners with Impossible Meats
Vegan-friends, rejoice. The most magical place on earth has teamed up with Impossible Meats. Last year, Disney announced plans to introduce vegan options to 602 eateries across its parks. On the 28th, Disney will reveal three Impossible-menu items – the Petite Impossible Burger, the Impossible Cheeseburger macaroni & cheese, and an Impossible Meatball sub.
Rising Apartment Rents
RENTCafé has released its latest analysis of U.S. apartment rent. It found that the national average rent for an apartment increased 3%, reaching $1,474 in December 2019. In net dollars, renters were paying $43 more per month for an apartment than in December 2018. Manhattan is the most expensive place in the country to rent an apartment with a tenant having to fork over $4,211 per month on average. The research also analyzed the cities experiencing the biggest increases in rent with Phoenix in first position. It saw a 9.6% spike between late 2018 and 2019 with the average rent now standing at $1,123.
Free Beer on Leap Year
Primanti Bros. has come up with a fun Leap Year marketing strategy – free beer. The popular Pennsylvania restaurant chain will give a free 12oz IC Light from Pittsburgh Brewing Co. to all 21+ guests (while supplies last). Miller Lite is also giving away free beer on Leap Day. Is your restaurant doing anything fun for Leap Year?
#TRENDING
Why it matters to you: Digital marketing is now a vast array of potential trending marketing strategies.
The concept of digital marketing was originally a trend in and of itself. From email to Facebook, folks waded into the world of online marketing beginning in the early-2000s through the advent of Facebook in 2007. That is when digital marketing truly took over and it has now splintered into dozens of strategies over multiple platforms. It can all be overwhelming and sometimes frustrating to stay abreast of these many trends at once. Which is why this infographic describing the top five digital marketing trends for restaurants is a great place to start and decipher the code.
One trend is the movement to having a dedicated person to manage your digital marketing. From keeping content fresh on your Instagram to sending relevant emails to guests, this has become a significant job -- 34% of restaurants have a person specifically managing it. Couple that with the 67% of operators that are advertising directly onto social media and you can see the need to have someone shepherding your efforts in digital.
But it doesn’t end there. Now 78% of restaurant operators have an Instagram profile compared to 24% in 2018, and only 18% in 2017. Facebook still leads the pack with 91% of restaurants, but nothing compares to the value of an influencer review; 88% of guests said they choose a restaurant based on those recommendations. So, if you want to succeed in digital marketing keep these trends in mind as you organize your efforts.
[Source: Toast POS]
BUBBA’S RISING
Why it matters to you: The new concept from Texas Roadhouse shows you how to grow.
Learning how to grow is among the biggest challenges facing any operator that wants to expand their brand. The freedom to make mistakes and learn from them is a luxury most of us don’t enjoy, but when you do the results can be amazing. Such is the story of Texas Roadhouse, who saw three of their first five locations fail before coming the juggernaut they are now with almost 600 restaurants and 40 quarters of consecutive growth. The backstory to the rise of Texas Roadhouse is they are getting it right over the long term. And they are at it again with their smaller new concept called Bubba’s 33.
Full disclosure, Bubba’s is a subscriber to the SportsTV Guide and we are happy to have participated in their growth to this point. The lessons learned by their parent have taken hold as they too have experienced strong growth with a dedicated guest base. But chief among those lessons is the realization that it takes time for your brand to take root. Even if you deliver a tremendous guest experience, it takes time for people to learn to trust you and believe you are reliable. If it’s your turn to grown, one way to leverage your current reputation is to open closer to your original location. This way your strong reputation will create an appetite for your newest outlet and that’s a winning formula.
[Source: Restaurant Business Online]
