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2021
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Catering and the importance of web
communication on social networks
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edited by Eros Lovece
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ver 3.48 billion people are social media users, a number that is constantly growing. If you are looking for a way to reach a wider audience, learn how to use these means for your restaurant is essential to developing your business. For a restaurant with a limited budget it is important to understand the remarkable return on investment with social media and above all to avoid small mistakes that could limit your presence on the web. In this article, we will look at the benefits of social media and some tips for making your restaurant successful. People, not followers One of the most effective trends where social media can increase revenue is through direct messaging. Today customers can contact restaurants very quickly. Adding more additional communication options means broadening your audience. Equally important is to respond to messages quickly. Failure to respond to a customer in a timely manner via social channels can lead to a 15% increase in the churn rate. Remember that behind a screen, there are people, not followers. If we do not have the opportunity to do so quickly, it is advisable to set up automatic messages that invite the user to contact us in the way we prefer. Customers aim for immediacy, so the faster you respond, the more satisfied they will be, which leads to greater loyalty. Today both Messenger and Whatsapp (Business profile), which are the most used messaging apps in Europe, allow these op-
tions. The customer immediately receives a welcome message and will not feel ignored. Expect fewer calls and more Whatsapp.
Call to action! Another widely used tactic to increase sales through social media is to exploit the “Calls To Action” (CTA). Using a visually appealing image and a button that allows you to send messages on the company page, you can inform the customer of promotions and encourage conversations with the team. In addition, CTAs allow you to reach potential customers who do not follow your page or who are outside your area, giving you further coverage on 5
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the web and more opportunities to bring customers to your restaurant. Use colors which are consistent with your brand colors and try to use an informal style in your text. Users are on social networks for leisure, so to capture them in your network, try to be open, light and transparent in all communications. People trust in people, not in brands. We couldn’t say it more clearly. People love to know the story behind your business. They want to know who you are and feel part of the project. Engage them through surveys, recipes and trivia related to your business. The quality of the photos and content matters, but it is not essential. In 2019, the ugly contents on 6
Instagram have surpassed the most aesthetically beautiful ones, giving more prominence to the value of what you want to communicate. Don’t always try to sell something, use your page to create a story and show the qualities of your work. If you use a particular leavening write it; if you have options for vegans, vegetarians or intolerants, let them know they are not excluded; if there are seasonal dishes that are not on the menu all year round, put pressure on the urgency and scarcity of your offer. You can literally target anyone you want on various social media platforms, especially Facebook and Instagram. You can create an audience that meets the criteria of the target you want to address. Citing an example already written above, a post with a vegan
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pizza, sponsored on social networks directly to a specific audience, will certainly break into a niche that is often little considered (despite the numbers are increasingly growing). Some advice towards the future Social media platforms are becoming the new form of mainstream communication that businesses must leverage to effectively communicate with customers. You need to consider targeting large demographics like Millennials, who are social media expert users. In fact, in 2016, 5 out of 6 millennials connected with companies on social networks. All of this we know well require time and skills. Many ask suggestions to agencies or communication experts, but if you do not have the necessary resources to undertake these collaborations, just follow a few precautions to start having results. Experts, but if you do not have the necessary resources to undertake these collaborations, just follow a few precautions to start having results.
Here are some useful tips: - Enter all detailed geolocation and contact information. It will seem trivial but Instagram is full of activities where in the description, only the street is entered, without mentioning the country (or vice versa). It is not enough to have linked Google Maps, the user wants to know the location immediately without having to waste time opening the map and understanding where we are. - More text, less hashtags. Putting 30 hashtags on a photo of a pizza won’t do much if you don’t include the name of the pizza as well. When the customer comes to your Instagram page before ordering a delivery, he is more attracted to the photos than to reading the menu. Help him in his choice with captivating photos and clear and immediate texts. Do not think that it is assumed that everyone understands the ingredients from a photo or by the simple name of the pizza. - Put your face on it. Choosing who to eat is also a matter of trust. Showing up on video is a tactic that is sure to increase content views. Users will become more attached to your business and will associate a face with it (even better if from the whole team). You have to be careful what you say and what you see, in order not to risk the opposite effect. This does not mean being perfect, not mistaking any words or showing yourself for what you are not. You just need to know how to work well and show the passion for your work. You can do it with a post, with a video, with a story. What really matters is authenticity and professionalism. We would say: it is needed Pizza e Core.
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HO.RE.CAworld
The
of packaging
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eaweed, blends with wood fibers, nanoclay and lignin, oat peels with mushrooms and cocoa beans: these are some of the most innovative “eco-friendly” materials used for the production of alternative packaging to plastic. The market of “green packaging” continues its rapid growth, according to a recent research published by Market Watch, it will reach 154 billion dollars globally by 2028 (+ 60%) reaching a turnover of more than 413 billion, while in Italy 100% recyclable packaging has already grown by 0.6% in 2020. An economic boom made possible by huge investments in targeted research and innovation by numerous companies around the world that are
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launching alternative solutions to plastic. But what are the most innovative eco-friendly materials used for packaging? Packaging World lists some of them: we move from seaweed, studied in India by the National Institute of Ocean Technology, to the mixture produced with wood fiber; then nanoclay and lignin of the Aalto University of Espoo in Finland, from recycled paper, used to eliminate approximately 66 tons of plastic per year; then packaging made with the by-product of cocoa beans to the bread bag that incorporates oat husks deriving from the wheat grinding process. The “green revolution” has undoubtedly been driven by a rapid expansion of the out-of-home sector. This fact reveals how, as
HO.RE.CAworld
it highlights how the industry of manufacturing must be able to adapt to the new trends. Nowadays, edible and eco-friendly packaging and coatings are not intended to fully replace traditional packaging materials for prolonged food storage, but are conceived as an integration of packaging. However, their usefulness is to improve the quality of food products, extend their shelf life and have a lower economic impact than traditional ones. The importance of eco-friendly packaging is a theme strongly felt by millennials as well: a recent research published in The Harvard Business Review has shown that 65% of young people prefer to buy products from brands that support environmental sustainability. Moreover, according to a survey published in Forbes, 9 out of 10 leaders are aware of the fact that young consumers tend to harshly criticize companies that do not respect the planet. Sustainable packaging builds customer trust and enhances brand credibility. The innovations for a cleaner planet starting from large-scale distribution do not end there: even the cement, with the addition of sand and water, provides the ideal mixture for the production of sustainable cans, while at the same time the Malay Mail talks about mushrooms as compostable equivalents of cardboard able to reduce carbon emissions by 90% compared to plastic and to reach the stage of complete decomposition in a period of time between 30 and 90 days. And that’s not all: intelligent and antimicrobial biofilms
have been developed, in collaboration with the University of Salento, making the film bioactive with substances of natural origin - flax, hemp, waste from olive oil and coffee processing. Thanks to the addition of cardanol oil (derived from cashew nut) and a molecule such as porphyrin, these bioplastics have strong antioxidant and antifungal properties. In addition, by actively reacting with the internal atmosphere of the package, the films change color depending on the acid-base environment with which they come into contact, thus becoming indicators of the state of conservation of the product. Furthermore, using zinc oxide and aluminum, biofilms with antimicrobial properties have been developed that are particularly suitable for extending the shelf life of products, in line with the objectives of reducing food waste in the UN 2030 Agenda.
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advertising
Welcome to the Farm Frites world
T
he story of Farm frites starts from growers who love their work and with the best potato varieties you can get. The secret of Farm frites is based on the taste of chips that keep the freshness flavor of the field and growers offering quality with a smile, day after day. The result is a product with the best flavor in the world in every dish of French fries (and more). We are proud to sustain green agriculture: read carefully the information on the sustainable cultivation of potatoes, on the varieties of potato chips, on our growers and on the “Azienda familiare” (family company).
Welcome to the world of Farm Frites. We process the best potatoes from our food production line, all over the world (five production locations: Netherlands, Belgium, Poland, Egypt). Fresh directly from the soil, full of taste. Just as it should be. Because this is the only way to produce the best fries and the best potato specialties. Of course, we aim to do it in a sustainable way, respecting mankind and the environment. More than 1,500 Farm Frites specialists work daily for 10
this cause. Discover our range of products and make your guests feel “The fresh taste of the land” they will surely want more! Delicious French fries and potato specialties …a real delight! French fries are becoming more and more popular all over the world. Especially when they are produced fresh from the field. This is because French fries are tasty. But tastes are different, some like thin fries, while others love thicker wedges or prefer crunchiness. We know exactly which types and which tastes correspond to various preferences. We like to help you to choose the right type of fries (or any other potato-based product), and give you extra flavor for your dishes. Get inspired and make sure your guests can enjoy the right product. What can we do for you? Visit our website www.farmfrites.com/it-it/ HAVE YOU EVER TRIED QUICK OVEN FRIES? They are the real revolution in the kitchen: baked in the oven they are ready at the same cooking time of a pizza, so they can be used as a pizza topping. One single step, a quick cooking time, crunchiness and a special taste in one product! www.farmfrites.com/it-it/
theINGREDIENTSof
The ideal partner for catering Innovation is one of the musts that guides DEMETRA, which always works towards the pursuit of excellence. The firm has always been searching for the best raw materials to develop, produce and sale They use exclusively quality ingredients and their aim is a continuous improvement to be in every occasion and for any type of pizza and dish the ideal partner for modern catering professionals.A wide and varied range, hundreds of products of absolute quality, practical packaging with the highest safety standards: excellence calls for excellence, the best pizza chefs choose DEMETRA. So aim to the TOP with DEMETRA quality, conquer your customers with unique and exclusive fillings, like the ones we offer in this section.
Combination of five classic species of fresh mushrooms (Porcino, Pineroli, yellow family, pleurotus, shii take) for a product with high gastronomic result and practical use, ideal in the kitchen and pizzeria. It enriches all basic sauces for first courses, ideal for fillings of salty cakes or pastries. Excellent for white meat, scallops, rolls or stews. Ideal also for filling pizzas and bruschettas.
DEMETRA SRL - Via Roma, 751 - 23018 TALAMONA (Sondrio) ITALY Ph. +39 0342 674011 - Fax +39 0342 674030
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demetrafood.it
wiberg.demetrafood.it
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chef
by SUD cucina & pizza napoletana
www.laciacolada.it
L’inserto dedicato al mOndo della pasticceria, gelateria e caffetteria
sweetadvertorial
A
s the winter season approaches, it’s time to showcase lots of cocoa and chocolate desserts that will satisfy the most gluttonous customers. A wide variety of recipes are available to create a varied and attractive counter, from traditional classics such as the Sacher Cake to modern filled cookies. PreGel’s pastry line offers a complete range of products for creating traditional desserts in a few simple steps for greater efficiency in preparation and allows to obtain different delicacies that enhance the cocoa flavour. Universal Cake Cacao is undoubtedly one of the most suitable references for making countless chocolate-flavoured cakes and desserts. With this mix it is possible to obtain a wide variety of specialities with a delicate cocoa flavour that
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can be enriched with chocolate inclusions, rasins, candied fruit and decorated with fresh fruit. This is an easy-to-use product, as it only requires the addition of fat and water, while ensuring consistent quality and excellent softness and crumbliness. Conveniently prepared with butter, brown sugar and water, it can be used to make the typical American cookies, with a crispy exterior and a soft, melt-in-the-mouth interior that can be filled with the line’s creams to make an even more appetising variant. By combining it with the classic version of Universal Cake, it will be very easy to create two-coloured cakes and doughnuts with a soft and regular structure for a breakfast cake with reduced weighing and optimised preparation time. Universal Cake Cacao is available in 10 kg bags. Pan di Spagna Cacao is the ideal product for
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soft layer cakes and elastic rolls that satisfy the tastes of chocolate lovers, as it is already balanced and guarantees excellent softness over time. This mix makes it possible to prepare the bases of great pastry classics such as the Black Forest quickly and with a consistent result, but it is also perfect for making the most modern cake slices or elegant single-portions. Pan di Spagna Cacao is sold in 10 kg bags. The Sacher Torte is one of the must-have cakes in your shop window this season. It is an iconic Austrian cake that has conquered chocolate lovers all over the world. The balanced mix of co-
coa, chocolate and almond flour used to make the Sacher results in a cake with an enveloping flavour and a soft, uniform texture that remains stable when frozen. The almond flour retains moisture, allowing the base to remain soft with no need for moistening. Once ready, simply fill it with Pastry Fillings Apricot, a filling with pieces containing a high percentage of this summer fruit (85%), to obtain the classic combination which, thanks to the pleasant contrast between the acidity of the apricot and the richness of the chocolate, has made this cake famous. Finally, we suggest using the line’s versatile Bitter Cream to give it the traditional full dark chocolate flavour coating. When heated to 40°C, it will have the perfect consistency to glaze the cake with an intense cocoa flavour and a fine matt glaze. In addition, this mix can also be used to make delicious Brownies which can be enriched with nuts or other dried fruits to diversify your offer with this loved American chocolate dessert. The Sacher mix is sold in 10 kg bags while the Bitter Cream is available in 13 kg buckets.
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onna Lella is a great Hazelnut and Cocoa Cream with a label that is unique on the market and appeals to everyone: gluttons, wellness lovers, lactose intolerant, coeliacs, vegans. An innovative product but in line with our artisanal tradition, in which we have replaced the so-called exotic fats normally used for hazelnut and cacao creams (palm oil, coconut, rape, palm kernel), which contain a high quantity of saturated fatty acids with olive oil, high oleic sunflower seed oil and cocoa butter. Nonna Lella is also characterized by the total absence of milk powder and derivatives. Sweetened with brown sugar, contains no ingredients of animal origin or artificial flavourings and the aromatic component is provided by the prized vanilla
bean. Veganok Certified, Nonna Lella is ideal in icecream shops to create a delicious ice-cream taste, to variegate ice-creams and semifreddi, to garnish trays and cups, but it is also recommended in pastry shops to fill brioches and all kinds of leavened products as well as for baked cakes, being suitable for baking. Today Nonna Lella is available in 4 delicious variants: Nonna Lella Rock, with praline hazelnut grains, Nonna Lella Gold, with salted caramel and Nonna Lella Dark, for dark chocolate lovers, have been added to the classic version. They are all available in the 400 g version or packed in an elegant box to be enjoyed without moderation! www.fugar.it
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