Nearly two in three restaurants missing out on social media-

Nearly two in three restaurants missing out on social media-enabled bookings

As the cost of living crisis continues to dampen consumer confidence and spending in the hospitality sector, new research from SevenRooms would indicate that almost two-thirds (58%) of restaurants are missing out on an opportunity to maximise the power of social media to capture crucial bookings – particularly from younger diners.

Social media has become a key driver of restaurant inspiration - a quarter (24%) of consumers would be more likely to visit a restaurant if it had gone ‘viral’, and this figure almost doubles to 47% for Gen Z diners, claim SevenRooms. Their Making Booking Social study of 2,012 UK consumers aged 16+ looks at the opportunity to turn social media from a resource for restaurant discovery into a powerhouse for bookings.

Going viral on social media can change the game for restaurants – particularly with video content on newer platforms like TikTok gaining potentially hundreds of thousands, or even millions, of views, they claim.

They found that almost half of sociallysavvy Gen Z (49%) have visited a venue just because it had gained fame on social media and more than one in five Brits (21%) and 38% of Gen Z would spend more in a restaurant if it had gone viral. More than one-third of Gen Z (36%) have visited a restaurant just so they could post about it on their own social accounts, they found. Plus, this generation will go to great lengths to visit these destinations, with 92% willing to travel to visit a social media famous venue, they discovered.

Crucially, however, the study found that for Gen Z, making the decision to visit the hottest new restaurant they spot on socials depends on whether they can book there and then. Over half (56%) say they find restaurants they want to visit on social media, but don’t get around to making a booking. Almost two in three (58%) Gen Z Brits say they’d be more likely to book a restaurant they found on social media if they could reserve directly on the platform.

Booking data (data gathered via deskbased research, auditing the social media accounts of the top 100 restaurants listed in the Estrella Damm National Restaurant Awards in October 2022) from the guest experience and retention platform also revealed that while reservations through social media platforms have increased in recent years, the figure is still extremely low. According to SevenRooms’ research, almost two-thirds of the UK’s top restaurants don’t take any direct bookings through channels such as Instagram, Facebook and TikTok (figures are from Censuswide Research. Total sample size was 2,008 adults. Fieldwork was undertaken between 18–20 May 2022. The survey was carried out online. The figures have been weighted and are representative of all GB adults (aged 16+)).

For restaurants, this is as easy as enabling a ‘Reserve’ button on their Instagram or Facebook page, they suggest – when linked through to a direct booking platform, reservations can be set up and taken through social media in a matter of minutes. And the chance for restaurants to capture the alwaysonline Gen Z audience is seemingly too good to miss. With an average of £68.02 spent per week in restaurants, pubs and bars, they are spending 68% more than the average consumer. Given there are an estimated 12.6 million Gen Zs in the UK, the generation is worth a huge £857 million a week to the hospitality sector – if it is capitalised upon.

Danilo Mangano, managing director, international at SevenRooms, commented: “Following a turbulent time, and especially as we approach the crucial festive period, restaurants must do all they can to capture diners. From longstanding platforms like Facebook and Instagram to newer players like TikTok and BeReal, social media is an integral part of restaurant marketing to build both brand awareness and loyalty with diners, particularly with the highly-valuable younger generation.

“Fundamentally, however, social media should not just be a vanity exercise; it should be leveraged to increase bookings wherever possible. ‘Reserve’ or ‘Book Now’ buttons via Instagram and Facebook through platforms like SevenRooms should be prominently featured on profiles, allowing followers to make reservations without ever leaving an app. In addition, operators who leverage a direct reservations solution are able to capture valuable guest data — including email and phone number — that helps them grow their guest database automatically. When used to its fullest capability, social media can drive more reservations, more orders and ultimately more revenue for any hospitality operator.”

Crosta & Mollica showcase new products in popup restaurant

Modern Italian food brand, Crosta & Mollica, held its fi rst pop-up restaurant consumer experience in London recently.

Open for two nights, the brand highlighted its restaurant-quality range of products by giving consumers the chance to try the product range at its fi nest. Tickets cost £10 per person, with all proceeds going to Crosta & Mollica’s long-standing charity partner, EMERGENCY UK.

The pop-up restaurant menu encapsulated Italy’s convivial spirit, with the fi nest ingredients and recipes that Crosta & Mollica says that it has spent the past 13 years travelling far and wide across the Italian countryside for.

Diners were able to enjoy a traditional Italian menu structure of aperitivi, antipasti, primi, secondi and dolci, accompanied by La Gioiosa Prosecco and a selection of Italian red and white wines, and on departure, guests were given an exclusive Crosta & Mollica goodie bag worth more than £35 to take home, including some of the brand’s Christmas products.

The consumer experience followed a fl urry of recent launches from the Crosta & Mollica over 2022 with the menu including newly launched Tartufi gelato truffl es and its most recent launch - pasta and pasta sauces.

Main shop increase prompts reduced frequency in wholesaler depot visits versus pre-pandemic

There has been a notable uptick in wholesale visits that are driven by the main shop mission, across retail and foodservice, as revealed by the latest Lumina Intelligence’s Wholesale Market Report.

The main shop mission has indeed become the most popular among retailers, they report, and it has grown in importance over time, as the current economic outlook prompts retailers to avoid regular small purchases and opt for bigger top-up missions to mitigate the impact of the increasing costs. Playing into this trend, promo weeks and event days are being used to drive footfall and build loyalty, the researchers have found.

“Worsening cost pressures are prompting behavioural changes in wholesale customers. Both retailers and foodservice operators are opting for bigger, main shops to maximise savings. Lumina expects cost pressures to increase into the Winter months with a looming recession threatening a tough period, especially for the foodservice market,” commented insights manager, Katherine Prowse.

Growth in main shops, particularly for cash and carry visits, has driven a decline in frequency in 2022, they report. Retailer cash and carry frequency has declined by -10%, whilst foodservice cash and carry frequency is down -13% as operators manage costs. Within this overall decline, 19% of independents are visiting the wholesaler depot/Cash & Carry more frequently to avoid paying for delivery.

Foodservice focused wholesalers are expected to see strong growth as the sector recovers, whilst traditional wholesalers’ turnover growth slows following bumper 2020. Hybrid wholesaler, Morrisons, is expected to have grown its wholesale business by more than half from 2019 2022, following the acquisition of McColl’s convenience business, Lumina add.

Rudy’s Pizza is set to open its third Liverpool site

The neighbourhood pizzeria, Rudy’s Pizza Napoletana, will bring its relaxed dining concept to the former site of The Leather Satchel Company on the Royal Albert Dock in Liverpool this month.

Serving the classic Neapolitan pizza since 2015 from its original Rudy’s in Ancoats, Manchester, the popular pizzeria has since ventured out across the UK with sites in neighbouring cities Liverpool, Leeds, Sheffield and further afield in Birmingham and London.

Born out of passion for pizza, Rudy’s follows the authentic Neapolitan tradition of pizza making, serving classic recipes such as Marinara, Margherita and Calabrese – all originating from Naples, the birthplace of pizza. Their dough is made fresh daily using Caputo ‘00’ flour which ferments for at least 24 hours, alongside the best quality ingredients imported from Naples, including San Marzano tomatoes grown on fields next to Mount Vesuvius, and Fior di Latte mozzarella.

All in accordance to a truly authentic Neapolitan technique, the dough is also cooked in a Stefano Ferrara oven for just 60 seconds, resulting in a soft and light pizza with an airy and raised cornicione (the edge or rim of the pizza), say the company.

Emma Kidd, general manager of Rudy’s Albert Dock, said: “We look forward to opening our doors in the Royal Albert Dock... The team have loved serving our Neapolitan pizza in Liverpool, and we hope this new site will be another welcoming addition for the city.”

Major launch a new mushroom stock base in time for Veganuary

Stock and sauce manufacturer, Major, has added to its range of stock base pastes with a new, Vegan Society approved, mushroom flavour – adding an extra dimension for those creating a Veganuary specific menu, say the company.

Made using wild porcini mushrooms, the concentrated paste combines a strong aroma with a rich, deep, smooth flavour. By adding a real intensity to a dish, the mushroom stock base is designed to mix instantly, helping to deliver a consistent taste profile and thickness to a sauce, while helping to instantly bring a dish to life, claim Major.

Approved by both the Vegan and Vegetarian Societies, their Mushroom Stock Base is ideal for enhancing the flavour of dishes on menus throughout the year – especially those celebrating Veganuary, suggest Major. For added convenience, the stock is also made using a gluten-free recipe, contains no artificial additives, colours or preservatives and is suitable for those following a Halal diet.

Paul Saunders, marketing manager at Major commented: “According to a recent YouGov survey, more than one in three of the UK’s adult population is interested to find out more about vegan living, while the same percentage believe that it’s ‘an admiral thing to do’. This focus on vegan diets is something that chefs across the sector should be taking note of ahead of Veganuary 2023... Made using porcini mushrooms, the paste has a rich, intense flavour and a wonderfully dark colour to add a real depth to any dish. Approved by the Vegan Society, the product is also allergen-free, giving a chef peace of mind and complete flexibility in a professional kitchen.”

Designed for chefs who don’t have the time needed to make their stocks from scratch, the Major say that their Stock Base Concentrated Range does not compromise on flavour thanks to its enriched high protein content and a focus on natural flavours. Added at any stage of the cooking process, the range has been optimised for sauces, soups, gravies, risottos, pies, stews and glazing, and is available in a 2x1kg pack size, with each 1kg tub having a yield of up to 50 litres. All Major products are clearly labelled to show chefs they’re free from allergens at a glance, while the products come in a handy, resealable tub for greater shelf life and space optimisation in kitchen stores, point out the company.