Restaurant Marketing Magazine, August 2011 by Janet Berge

AUGUST 2011

marketing MARKETING SOLUTIONS FOR RESTAURANTS

»»» Inside Drawing Customers in — From Parking Lot to Table

5 Signs Your Brand Needs

a Make-Over Let’s Communicate What’s Good in Food

Behind the Scenes with NRA’s Sue Hensley

PUBLISHING

The Dukester

FLASHBACK THE 100 YEAR OLD PRESS RELEASE

y one measure, the press release is more than 100 years old. It's not even vintage anymore; it's antique. Sure, it's changed over the years. There have been new fonts and new lingo, search engine optimization, images, and social media. But is all of that enough to sustain the news release given the immediacy of Twitter and the relevance of niche blogs? One thing is for sure, news as we knew it hasn't been the same for a while now. The news release as we know it currently surely has a limited time-span left. The question is: What's its replacement? And does there even need to be one? Back in 2002, press releases were still sent out as hard copies—a folder with press releases to the news media. Today. almost 10 years later, most press releases are distributed via email, do editors or reporters miss them?

R E S T A U R A N T M A R K E T I N G M A G A Z I N E ® | March 2011

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R E S T A U R A N T

M A R K E T I N G

M A G A Z I N E ®

M a r k e t i n g

S o l u t i o n s

f o r

R e s t a u r a n t s

Contentsmarketing

JULY 2011

August 2011

F R O M T H E C OV E R :

MARKETING SOLUTIONS FOR RESTAURANTS

PUBLISHING

flash back

2 100 Year Old Press Release

letter from the editor 4 Letter

marketing ingredients

6 From Parking Lot to Table 12 Marketing for Peanuts 16 Five Signs Your Brand Needs

a Makeover

chef-rateur

20 7 Tips from Oprah

public relations

attracting guests

30 Secrets of Sucessful Media

Revealed 50 Years Ago 32 Facebook, Twitter, YouTube, LinkedIn, Oh My! 34 Creating Brands with Personality –Attracting Baby Boomers

employees & training 38 Dine Out for September

food & menu

people & places

53 NRA 54 Restaurant Leadership

58 Potbelly Sandwiches

42 Let's Communicate What's

Good in Food

22 Keeping Your Cool-Communicating

44 Step Right Up–Food Allergies

During Stressful Times 26 5 Non-PR Uses for Press Releases 28 TV Terms for Pitching

No Problem–Gluten Free Got You Covered 48 Fast Food–Soul Daddy's Demise

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50 Sue Hensley

pick of the pub

36 Influencing Your Culture

promotion & events

behind the scenes

bright ideas

61 Fire Fighter Fundraisers

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Editor's Note Since March, key indicators like employment, manufacturing and consumer sentiment have continued on a downward trajectory. And, budget deal or not, the markets are dropping on the economic news. But it doesn’t take an economist to realize that it’s high time to factor the recession into restaurant marketing planning. Our coverage in this issue of Restaurant Marketing Magazine will help readers translate the impact of the recession into breakthrough marketing strategies and executions. With tips for giving your brand a make-over (page 16), to communicating your brand from the parking lot to the table (page 6) and even seven tips from Oprah (page 20), this issue will give you plenty to think about. As the end of summer nears, restaurant marketers should be thinking about participating in the Dine Out in September (page 38) and read about the success Corner Bakery has accomplished by participating each year. And how to incorporate the latest trends for guests with food allergies and gluten free offerings is shared by my colleague, Betsy Craig of MenuTrendInfo, to help answer some of the latest questions about incorporating into marketing on Page 44. This issue’s Behind the Scenes is with a person who has one of the toughest jobs in the restaurant industry today, my friend and colleague, Sue Hensley the SVP of Communications for the National Restaurant Association. Her job is managing public relations and communications amid the huge political atmosphere with numerous issues from menu labeling, healthcare, food handler’s policies, child obesity, sodium, and more. She has an interesting story to tell on page 50 and perspectives. One of the highlights from this summer is the amount of fundraisers and events we participate in for many of our clients. Recently we helped raise over 500 pounds of non-perishable food items for a food bank (see photo this page) to feed hungry children in only two hours! We saw the families and the children’s faces that helped give to others and it’s amazing and always inspiring. Enjoy our People & Places photos on page 54 from the NRA show and be sure to share some of your photos for next issue! Our Pick of the Pub is Potbelly Sandwich Shop (page 58) in Chicago with a great food story, great staff and a great big ham and cheese with hot peppers with my name on it!

Linda Duke Editor

R E S T A U R A N T M A R K E T I N G M A G A Z I N E ® | August 2011

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SAVE THE DATE August 29th, 2011 TM

Local Store Marketing

University www.lsm-u.com Mark Your Calendar

Monday, August 29th, 2011 • 3:00pm - 5:00pm

The Debut of LSM-U At Western Foodservice & Hospitality Expo San Diego Convention Center

LSM-UTM, “Local Store Marketing UniversityTM”, an educational program devised to enhance restaurant

marketer’s ability to understand, create and implement local store marketing strategies to increase sales and awareness, will debut Monday, August 29th with a two hour educational session beginning at 3:00pm and will be followed by a networking reception at 5:00pm. A donation of $5 to benefit the California Restaurant Association Educational Foundation will be accepted at the door to support ProStart, an industry-driven high school culinary arts and hospitality management program.

save the date August 29th, 2011

marketing ingredients

From Parking

to table

By Linda Duke

Communications for drawing the customer in — the pre-approach and approach

Take a look at the front of your restaurant from the parking lot. Many operators don’t stop to take a look to see how their sign and façade looks from a distance. It is very important to pay attention to signs, lights and letters. A sign with a burnt out letter means the operator isn’t paying attention—guests think if they don’t take care of a light bulb, how will they take care of me.

2 From the landscaping to the signs and, awnings, guests look at everything to get a sense of your brand. Furr’s Fresh Buffet, the newest concept from Buffet Partners, Inc., opened in Houston recently. Every detail from parking lot to table was used to communicate the brand to its guests.

A gorgeous sign hangs outside near the parking lot to communicate to guests before they enter. The design says four star dining and the date says they have been around for a long time.

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Build a better mousetrap—if your restaurant is surrounded by other eating establishments, how can you make the front of the restaurant more appealing? The name of the game can be as simple as balloons, a sandwich board with balloons, sign twirlers on the street, someone handing out samples in front, a banner, a balloon on the roof, etc.

Check your windows—sometimes operators don’t realize it is hard to tell if they are open or not with glare on the windows or the direction of the sun. Also, keeping them spot free is very important since this is also a clue to guests if the establishment is clean.

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M A R K E T I N G I N G R E D I E N T S : From Parking Lot to Table

g Lot Pizza Orgasmica in San Rafael, California is a great example of a restaurant that decided to go with EXTRA LOUD paint colors and actually made news when some of the town’s people protested.

Lights are like balloons—they attract guests. The holidays aren’t the only time to use outdoor lighting to show guests the way and lighten up your establishment. No one will confuse if you are open if the lights are on. Caution: one burnt out bulb can send a negative vibe.

Lights! Be sure your lights work, and use lights to work for you. Decorate patios with white lights and brighten up eating areas which also are seen from the parking lot and driving by. Try using the new battery powered candles that look great and offer the added benefit of twinkling and look like real candles!

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The Queue line—is the important first step to guide the guest through the ordering or serving process. Be sure there is a subconscious way guests know automatically where to wait for a seat or to get in line to order. Some fast casual operators begin the line with a printed menu holder on a poster stand with a menu promotion. This is a great place to present menu promotions and get guests hungry.

Music is essential to provide energy and background ambiance. Today choosing

Decorate patios with white lights and brighten up eating areas which also are seen from the parking lot and driving by.

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The smell—those lofting fumes from the barbeque, garlic or Cinnabon cinnamon rolls are sensory clues that entice guests. Tommy Bahama is a great example of this, from the moment you walk into a Tommy Bahama store, it smells like vacation. The scented candles and music are enough to make anyone want to stay and linger at their outdoor restaurants.

Your door is the first thing a potential customer touches— what do they see? Is there a message? This is a first opportunity to tell your story. It is a great place to put your restaurant affiliation stickers, such as the member of the state restaurant association sticker, a great health score sticker, organic sticker or other.

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Be sure the Now Open sign works and is in the best position—take a look from out in the parking lot at different times of day.

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M A R K E T I N G I N G R E D I E N T S : From Parking Lot to Table

a selection of music is easier than ever with iPods and shuffling music, and some restaurant brands have even developed their own propriety CD’s that they sell guests—like Starbucks. Restaurant music has also become customizable with sounds and promotional spots. Retail Radio offers operators their own choice of music and customized commercials or promotional mentions to play in store. We have used this strategy for a small candy store chain and played only candy songs and had promotional mentions from Jelly Belly and Wonka that we sold to these vendors.

At the table—besides the usual table tents and surveys often found on a table, surprising guests with some branded accompaniments such as private label barbeque sauce, salsa or even red pepper flakes. Use the label to tell a story.

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A great opening is one that makes you get a sense of the brand right as you open the doors.

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M A R K E T I N G I N G R E D I E N T S : From Parking Lot to Table

The menu—whether it is a menu board or a printed menu, there is no better place to communicate with guests what your brand stands for… a. Menus should be clear and concise. b. Menus should entice customers with their descriptions. c. Menus should state the special or signature menu items your concept is famous for. d. Menus should state ingredients, prices and those really vary by concept.

Grab and go—hugely popular and becoming even more popular as the population increases and time and convenience are the most precious. Maximize the floor space by adding a small display of food items guests can buy and take on the go.

(ABOVE) Displaying signature menu items, such as pie, at Grand Traverse Pie Company, in Michigan is a great way to entice guests as they enter through the ordering process.

(LEFT) Straw Hat Pizza has its menu board at the beginning of the queue line at this location.

Table tents and on-table communications should not add clutter, but provide information and communicate as well as entice guests to purchase. Story telling is always good on any printed materials on the table. La Madeline Bakeries use their queue line to promote new menu items and their smart choices menu.

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R E S T A U R A N T M A R K E T I N G M A G A Z I N E ® | August 2011

M A R K E T I N G I N G R E D I E N T S : From Parking Lot to Table

Francis ford Coppola, the famous movie producer, is also a fantastic restaurateur. He has his own private label food products and each has its own story right on the package. It is like he says, “food is also entertainment”.

At Wildflower Bread Company they use a combination of digital menu boards and directional signage along with wall messaging to communicate with guests.

Pizza Fusion makes it clear as you order or pick-up what brand you are eating at.

Digital Menu boards are now becoming very popular (yet still fairly expensive) to show off promotional menu items, change pricing and give customizable opportunities’ to operators.

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M A R K E T I N G I N G R E D I E N T S : From Parking Lot to Table

Wildflower Bread Company has Dough to Go, easy to see and grab and go loaves of bread for guests to purchase.

Grab and go cold beverages and salads have proven very popular with the Einstein Bros. Bagels inside the Hyatt Regency in San Diego’s Mission Bay. Guests order breakfast and grab a salad for their lunch.

Grand Traverse Pie Company used their table tents to keep guests up to date on the month long Pie for the Cure fundraising efforts.

MOOYAH Burgers and Fries provided a new technology company, Eye Tracker, a place to test their technology which records what a customer’s eyes see as they enter and order. The technology records what the eye is actually looking at and in which order. It is amazing to see what customers are seeing and NOT seeing in terms of the communications. This data has proven to help MOOYAH understand where to put signs and where they should not.

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R E S T A U R A N T M A R K E T I N G M A G A Z I N E ® | August 2011

Marketing ingredients

MARKETING INGREDIENTS

Marketing for

Peanuts

R E S T A U R A N T M A R K E T I N G M A G A Z I N E 速 | August 2011

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I met Jerry Murrell, the founder of Five Guys Burgers ten years ago, and asked him what the secret was and he told me, “We don’t spend any money on marketing. We spend it on Mystery Shopping our restaurants

The last thing any restaurant operator wants to do is spend money on marketing.

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every month and give substantial bonuses to our managers and staff that keep their scores on top.” I thought about this, and if you can pay your people really well to make each and every burger perfect, like every customer could be a mystery shopper, then maybe you don’t need to do much marketing. Of course it helps to have an exceptional product and be in the right place at the right time, like Five Guys Burgers has done by leading the gourmet burger charge.

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he last thing any restaurant operator wants to do is spend money on marketing. When you ask any operator why they opened their first restaurant, the answer is never, “I couldn’t wait to buy advertising!” Most operators end up learning about and buying advertising out of sheer need to drive sales. But how do some brands like Starbucks and Five Guys Burgers & Fries get away without spending anything for many years on advertising while still making great revenue? Marketing for

peanuts in the case of Five Guys Burgers & Fries, literally? Some brands have the good fortune of instant success. With so many examples of popular brands that started out the gate without advertising and still became extremely successful, what can we learn from them?

R E S T A U R A N T M A R K E T I N G M A G A Z I N E ® | August 2011

M A R K E T I N G I N G R E D I E N T S : 5 Signs Your Brand Needs a Makeover

The other way to market for peanuts is to literally serve peanuts! Five Guys Burgers offers peanuts in the shell for guests to enjoy while they wait for their order. â&#x20AC;&#x153;It offers our guests something while they wait, for free, and gives them a little something extra,â&#x20AC;? said Murrell. Offering samples while guests wait for their order or introduce them to something new is a great tactic. Casual dining has done well at offering new pre-meal items besides bread and butter. Tapenades, flavored oils with made-in-house crackers, and pickled vegetables are making their way to tables and offer something different and memorable.

What better way to get positive word of mouth about your restaurant than for nothing? How about hosting an after-hours gathering for your employees and their friends/ relatives to try new menu items and give them some background and information about the menu. Offer your employees and their friends and family incentives to tell their friends and invite their acquaintances to dine at your restaurant. Also try holding an open house. Invite prominent city officials, chamber members, local area business owners and the press. Provide menu samples and create a tasting of your best menu selections. If beer and wine is on the menu, ask your vendor to provide a pourer and make the event a wine and food tasting. These type

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of events are great to do near the holidays and operators can offer gift cards, gift baskets filled with specialty items, and host a raffle to capture attendees information and provide some entertainment during the give-away. Marketing is most effective if done in coordination with other exposure. Enhance the above efforts with additional signage, a press release or invitations, newspaper ads, a radio give-away or promotion and eblast, Facebook and invite all online fans. Remember to tailor each event for your target audience. If your message isn't being delivered to the right person, it may be a wasted effort.

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M A R K E T I N G I N G R E D I E N T S : 5 Signs Your Brand Needs a Makeover

Marvin Lopez A mistake in his high school schedule landed Marvin into a culinary arts class at Santee Education Complex. He has leveraged this accidental foray into incredible opportunity. A California Boyds Coffee Culinary Cup competitor and CRAEF scholarship recipient, Marvin is pursuing his culinary arts education at Johnson and Wales in Providence, R.I. He is the first member of his family to attend college, and also secured enough scholarship money to completely pay for his tuition.

Nurturing the next generation Investing in the future of the restaurant industry, the California Restaurant Association Educational Foundation provides California youth with opportunities through high-quality vocational education, mentoring, scholarships, . competitions, life skills and support while building foodservice careers. For more, visit craef.org

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ALYSSA VAN DE VORT In 2009, Alyssa Van De Vort wowed judges and competitors alike with her poise under pressure as she worked with only one other teammate to claim the second place trophy in the California Boyds Coffee Culinary Cup. She returned as team captain in 2010 and again placed in the statewide competition. Alyssa is finishing her freshman year at the New England Culinary Institute in Vermont, funded in part by scholarships from the ProStart competition and CRAEFâ&#x20AC;&#x2122;s general scholarship fund.

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MARKETING INGREDIENTS

Five signs

your brand needs a 1.

hether it is Pepsi’s new logo or McDonald’s new interiors, big brands are making changes to their concepts everywhere you look. Maybe your business has been rolling along for years and you think your brand strategy is working. But is it? Are your marketing messages and materials driving the results you need? If not, it might be time for a marketing makeover. You'll know it's time to go back to the marketing drawing board if you can identify any one of the following red flags happening at your restaurant. The trick may be to rebrand, adjust your value proposition or simply modify your existing strategy before these danger signs turn into unavoidable catastrophes.

Nothing matches.

Strong brands consistently deliver on their promises to consumers in every brand interaction. Inconsistent messages and visual imagery can confuse consumers, forcing them to turn away from your brand in search of one that does continually meet their expectations. If your website, signage, ads and marketing materials look like they come from multiple companies, then you need to redesign them so you communicate a consistent brand at all times. 2.

You don't know what you want.

If you haven't mapped out your one-year and five-year goals, then your marketing efforts might not be helping your business. Take some time to determine your business objectives and then revamp your brand and marketing efforts to help you reach those goals. 3.

You don't know how to connect with customers.

If you don’t know who you need to connect with and where to find

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MAK them, then you could waste a lot of time building relationships with people and spending time in places that won’t drive the business results you need. Instead, define your target audience and determine what benefits and messages matter to them. Only then can you find where your target audience spends time (for example, watching television, listening to the radio, on social media, reading blogs, and so on), so you can connect with them and deliver the kind of valuable information and conversations they want and need. 4.

You're talking only about yourself.

It's important to strike a balance between being social and only selfpromoting. Socially, if you talk only about yourself all the time, no one will want to hang out with you. You should take the time to get to know people -- in person and on social media sites like Twitter, Facebook and LinkedIn -- and build relationships with them. Cultivate these relationships to help build brand loyalty and advocacy. You shouldn't interrupt people with marketing messages. You also need to engage them with meaningful content and conversations.

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M A R K E T I N G I N G R E D I E N T S : Five Signs Your Brand Needs a Makeover

KE-OVER 5.

The competition looks better than you.

I f your competitors' message and look outshine yours then you might need to make a change. The idea is to stay ahead of the curve without copying your competitors' marketing for the sake of keeping pace. If you don't look and sound equal to or better than your competitors, then there is no reason for consumers to do business with you. Determine what differentiates you from your competitors and what benefits you can deliver to consumers that your

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competitors cannot. Once you know what those differences are, make sure the world knows them, too through your branding and marketing efforts. While first impressions can be crucial, online consumers can move quickly. If they can't determine who you are, what you do and how you can help them in three seconds or less, they'll pass you by. Make sure the first impression you make is clear, concise and quick.

significant opportunities to stay current, jump ahead of your competitors, and appeal to wider consumer audiences. Don't risk alienating your existing customers with a marketing makeover that makes your business and brand unrecognizable to them. In other words, invasive plastic surgery of your brand can do more harm than good. Instead, pursue smaller changes that enhance your brand and business rather than completely reconstructing it.

Marketing makeovers offer

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50 Year Old Brand Gets Make-Over

BEFORE BEFORE:

Straw Hat Pizza the 50 year old, 80+ unit California restaurant brand needed a make-over. The concept would be introduced outside of California for the first time in its 50 year history. “We couldn’t wait to take on the challenge, said Linda Duke, of Duke Marketing. “My first pizza as a kid was at Straw Hat Pizza and I remember playing in their kids gamerooms which they still have today.” Duke Marketing worked with the brand to update its look and communicate more effectively what the brand stands for and what makes it different and unique. “Ultimately we want guests to feel like they are at a sunny California beach enjoying fresh salad and fantastic pizza,” said Duke. “Straw Hat Pizza has been using fresh and local grown produce for 50 years, and no one knew. It was the best kept secret and now, we incorporated those messaging points into their wall mural that is custom-sized for each new location above the 40+ item salad bars. The above photo is BEFORE, and BELOW is AFTER the salad bar walls.

BELOW—AFTER MAKE-OVER:

“We wanted to create “brand walls,” Duke continued. “We took some of Straw Hat Pizza’s old photos and used some colorful images from life in California and created a collage of Straw Hat Pizza’s family-friendly California pizza brand. The “pizza wall” is a great example, instead of framed photos of random actors and movie posters, the wall now communicates what California pizza is so guests can learn and remember. It works harder to get an emotional connection, says Duke. Sales have also been positive with the updated look and it can be added to some of the older units easily and costeffectively. “

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AFTER The new branded walls at Straw Hat Pizza now subtly tell the brand story and evoke a feeling of a fun casual environment.

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CHEF-RATEUR

Chef-raTEUR CHEF-RATEUR

prah's exit from TV is a good reminder for entrepreneurs on how to build a brand, attract top talent, and exit when the time is right. After 4,560 shows, the queen of daytime television said goodbye to her legions of raving fans in recent weeks. Her last moments on television were marked by surprise appearances by throngs of celebrities, including Tom Hanks, Jamie Foxx, Maria Shriver, and dozens more. Nielson ratings virtually exploded for her last episode, which generated over 18 million viewers. Few other personalities have ever received such fanfare for an exit, which got us thinking: how do you build a brand like Oprah? Here's a few takeaways tips you can learn from Oprah's international success.

1 .

Give back to your fans.

Like any great brand, Oprah has made her fans feel valued. In her "Oprah's Favorite Things" segment,

Winfrey has given away everything from camcorders, to croissants, to cars. A good lesson to businesses that an unexpected surprise for your customers can go a long way to gaining loyalty.

2..

Take risks and get attention.

Explore new verticals.

Winfrey started her career in 1983 with a gig hosting Chicago's lowrated WLS-TV's half-hour morning talk show, AM Chicago. Since then, Oprah has scaled her business into new media verticals including her eponymous TV show, O: The Oprah Magazine (which launched in 2000), the OWN television network (founded in 2011), as well as apps for both

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Reveal your personal story.

Some companies put up a shield to hide the entrepreneur from the .brand: not Oprah. The talk show host has made a number of very personal revelations, most notably that she was sexually assaulted when she was nine. Though not every entrepreneur needs to share their entire life story, the message is clear: transparency between you and your business offers a sense of trust to customers.

In 1988, Winfrey invited a group of neo-Nazis from California to Chicago to appear on her show. Although Winfrey later said she regretted the controversial decision, the move vaunted her into the national spotlight and showed her viewers that she was not afraid to take risks.

her magazine and TV show.

Get celebrities on your side.

Besides the Oscars, few events have generated the number of celebrity appearances than Oprah's surprise farewell. Part of Oprah's ability to generate support from celebrities has been her tell-it-like-is style of interviewing on her show. "You have given me love, support, wisdom and, most of all, the truth," Maria Shriver told Oprah during the farewell episode. www.restaurantmarketingmag.com

Become an influencer.

Time magazine talked with Craig Garthwaite, a professor at Northwestern University's Kellogg School of Management and a bona fide Oprah expert, about Oprah's success at marketing. And just how big is her influence? "For example, the novel Anna Karenina sold 11,648 units in the 12 weeks before inclusion in the Book Club," Garthwaite says. "In the 12 weeks following inclusion, Anna Karenina sold 643,122 unitsâ&#x20AC;&#x201D;a staggering increase of 5,421 percent."

Know when to quit.

After 25 years, Oprah finally decided it was time to call it quits to focus on her television network, OWN. The message is clear enough for entrepreneurs: don't be afraid to end on a high note. Reprinted from Comcast News.

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Helg Esteb / Shuetterstock.com

PUBLIC PUBLIC RELATIONS RELATIONS

KEEPING YOUR COOL Communicating during stressful times.

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P U B L I C R E L A T I O N S : Keeping Your Cool-communicating During Stressful Times

And while much of that stress can be attributed to the short deadlines, high risks and demanding stakeholders that we all toil under, leadership and culture also play a commanding role. Indeed, many communications leaders often fail to fully understand the impact of their actions on the engagement, culture and stress of their teams. And since higher stress usually means more mistakes, lower productivity and burn-outs, we thought we would offer four key areas where communications leaders can significantly reduce their team’s anxiety levels:

Keep Your Cool. Remember that your stress level will have a direct impact on the stress of your employees. No matter what the topic – or how ‘safe’ you feel within the confines of your department – leaders should always try to refrain from blowing off steam inside the office. Bottom line is that stress breeds stress, or (as one of my old colleagues used to put it) when the Big Top spins, all the Little Tops spin too. Maintain a Reasonable Schedule. This is a challenge across most organizations. Leaders like to get into the office before their employees in order to get a jump on the day,

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but employees like to get into the office before their bosses to prove their commitment (in a dance that is otherwise known as ‘Optics’). But eventually, everyone is coming in at the crack of dawn and staying in the office until 8pm which obviously kills any semblance of worklife balance. Leaders must break the cycle (though that will often mean starting and finishing the day from the home office) in an effort to demonstrate that it’s OK to have a life outside of the office.

Allow Failure. Communicators take on a certain amount of risk every day (media calls, for example, can be very risky endeavors, even in the best situations). But to do this successfully, employees must feel that there is some allowance for mistakes within the team culture. And while I’m certainly not endorsing wild risks or stupid failures, many communications leaders may want to take a softer line on errors, thus promoting continuous improvement and experience over constant perfection.

Be Clear and Consistent. One of the bigger stresses for communicators generally manifests when ownership, objectives or goals are unclear or – worse – contradictory. And given that most communicators tend to serve multiple customers and stakeholders simultaneously, communications leaders will need to work closely with their teams to ensure that they are receiving clear and consistent direction. So while the title of Second Most Stressful Job of 2011 is probably a bit of a stretch, many communications leaders would still be well advised to keep a keen eye on how their own actions are influencing the overall stress level of their team. And by the way – those looking for less stressful jobs may want to consider a career as a Philosopher or Mathematician; two of the least stressful jobs for 2011 according to the analysts at CareerCast.

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ven on the best of days, communications can be a high-stress job. In fact, in a recent study by CareerCast, Public Relations was ranked as the second most stressful job for 2011 (commercial pilots ranked first; senior executives third).

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Many communication leaders often fail to to fully understand the impact of their actions... Higher stress ususally means more mistakes, lower productivity and burn-outs.

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compliant? only if all your food handlers have a california Food Handler card on file. New employees have 30 days from the date of hire to obtain a card. Direct workers to the National Restaurant Association’s ServSafe® California Food Handler Program at foodhandlerusa.com / 866.901.7778

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©2011 National Restaurant Association Educational Foundation. All rights reserved. ServSafe® and the ServSafe logo are registered trademarks of the National Restaurant Association Educational Foundation, and used under license by the National Restaurant Association Solutions, LLC, a wholly owned subsidiary of the National Restaurant Association.

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Nurturing the next generation.

CRAEF is proud to support the future of our industry today. With nearly a million dollars in awards donated since its inception, CRAEF provides high school and undergraduate students with the resources they need to prepare themselves for a career in the restaurant and hospitality industries. www.restaurantmarketingmag.com To Donate, please visit: R E S T Awww.craef.org U R A N T M A R K E T I N G M A G A Z I N E 速 | August 2011 25

PUBLIC PUBLICRELATIONS RELATIONS

Five Non-PR Uses for Press Releases

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P U B L I C R E L A T I O N S : Five Non-PR Uses for Press Releases

Turn it Into a Blog Post

The press release is already practically in a blog format, why not go ahead and throw it up on the company blog? If you don’t have one set up, use it as your first blog post! Readers of your press release expect you know what you’re talking about, considering it’s your business; use that same expertise in relating that info to the endless flow of readers on the Internet!

If the tone of the press release isn’t quite conversational enough for your blog, do a quick rewrite to bring it up to speed. Also, make sure to update it to include up to date information if you happened to write it a few days or weeks prior – things might have changed in the interim. Of course, you also can’t forget to…

Use it as SEO Bait

Reconfigure your blog post to incorporate keywords to bring your website up in its Google ranking. This is called search engine optimization, and should be done to get people to read your blog and, more importantly, visit your website and buy all your products!

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Integrate Into Your Sales Kit

You wrote the press release as a sort of pitch for readers to come to your business, so why not incorporate it into your sales kit? Bringing in new clients and new customers works roughly the same way; convince them that you’re a company worth dealing with and your products or services are something to spend money on. Reconstruct your press release to be more of a direct sales pitch as the original incarnation was (presumably) more neutral. You might even change your sales kit to reflect information in the press release.

Start a Social Media Program

Tear that press release apart and find info you can use for a Twitter and Facebook series. Were you using it to announce the specifics of your new product? Spread your posts about all the juicy details across a series of social media posts to create a sense of excitement with your customers. Ask your followers and friends questions about what they would like your product to feature and what they might like to see in future releases. You might be surprised when they state some of the new features you’ve already implemented! And then, of course, you can focus on them for the release, pleasing your customers and making them feel heard all in one fell swoop!

Write Your Own Feature Story

Forget submitting the release to news agencies; just write your own feature story with your press release! Use your own writing expertise or hire a writer to take the info in your release to craft a story fit for newspapers or magazines and query them to publishers yourself. This way, you skip the whole process of relying on a tired, grumpy journalist to notice your press release among the huge pile in their inbox. Send your story out to several possible places for printing – don’t just send it to your local newspaper, also consider trade magazines that deal in the same topics your business does. (Of course, be careful not to anger editors who frown on simultaneous submission.) If your business is releasing a new brand of pet food, send it out to the animal and pet magazines of the world and see what happens!

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Alternatively, split the press release into multiple blog posts for extra mileage. Find five solid pieces of information you can expound on and turn them into their own individual posts.

Find some other blogs and websites that cover some of the same ground as your blog does and link to them. Eventually you can strike up a relationship and they will help you with your SEO efforts by linking back to your website.

Reconstruct your press release to be more of a Direct Sales Pitch

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t may seem like a bit of an oxymoron, but press releases don’t just have to be for public relations anymore. There are, in fact, several uses for that great little story you just wrote besides sending it out to endless news desks and tired reporters. Try these five suggestions out before you resort to using your press release to wrap fish!

R E S T A U R A N T M A R K E T I N G M A G A Z I N E ® | August 2011

PUBLIC RELATIONS

or f s m r e T TV nding & Pitching Understa t s a c d a o r B n o i s i Telev Outlets

broadcast outlets When pitching television terminology you about your brand, here is f with: should familiarize yoursel television station B-roll: This is when a eo footage of an sends a camera to get vid etc. This term is en event, press conference, tage of something and th foo e ur pt ca to er ph gra eo were unable also used if you hire a vid ts for them to use if they tle ou on isi ev tel e th to . you distribute this to cover the event or news ter or rep or r he rap og ot to send a ph be going live on station decides they will on isi ev tel a en wh is is its a speLive shot: Th ing news. A live truck vis ak bre or e, nc ere nf co ss should arrive, location for an event, pre where and when the truck ify ec sp to ed ne ll wi u upon yo cific location, so their first “hit.” Depending of e tim e th e for be ll we cable they will need as they usually show up ve to consider how much ha ll wi u yo e, liv ing or if go where they are at needs to be on camera, wh of e sit e th to on ati loc to run from the truck’s rks. plug into and how that wo there is a system that they newscast, w is working during a live cre on isi ev tel a en wh is ows Bump shot: This ws or television show. It sh ne e th g rin du e liv air ll wi broadcasting pictures that t. en ev e the atmosphere of th erviefrom a location but the int e liv es go t tle ou on isi ev at the station, Talk-back: When a tel iewed by the anchors back erv int is d an B) (IF in e en you wee has an earpiec is usually a split-screen wh is (th e sit on e liv er ort rather than having a rep watch on TV). here from on, they usually have anyw ati loc a m fro e liv es go ing er Hits: When a report ments. When I pitch morn seg te inu r-m fou to otw are ve this to two to four “hits”—these as I see them, so they ha ers ort rep e th for ” its “h s e television, I lay out th s work to do when it come les ve ha ey th en th d an with go back to their producers rning will look like. mo eir to laying out what th

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Tap com exam Satu air t tion ver and

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Ta be all th

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pher en a reporter and photogra wh is e liv kloo ed tap A were live. For ped look-lives: s that are done as if they hit s/ nt me seg ple lti mu on e me out and tap orter may tape look-lives rep ing rn mo d en ek we a is ey are live on mple, a reporter who and would appear as if th ing rn mo ay nd Su air auld urday that wo rning reporter and the loc mo y da ek we a ing ch pit n to maneuthat morning. If you are ficult for the camera perso dif re mo is ing ch pit are come n or event you y be easier to have them ma it , ck tru e liv e th to d uals, etc. through while attache ll be able to show more vis wi ey th e us ca be air to es d tape look-liv is live on location and a reporter e liv is n tio sta a en wh is package that ront it live: This ds into introducing a taped lea at th iew erv int ort sh e locath a possible ision stations use this if th lev Te er. ort rep e th by er s been edited togeth the story. on is specific/important to needs to er is covering a story that ort rep a en wh is is Th e: e that aped Packag rts, so they tape a packag pa g vin mo of lot a s ain airs during e pieced together or cont to create one package that er eth tog s ce pie e th all it lows them to ed he news. starting point minology, but it’s a great ter of l -al -be all den e th termit his is by far no orters. It’s nice to use this rep on isi ev tel ch pit o wh ers because as nd reference for those able and flexible for report ge led ow kn are u yo at th s your job. nology to show s to media relations—that’ me co it en wh l— na sio fes a PR pro

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ATTRACTING GUESTS

Secrets

Social Media Rev 50 Years Ago Reprinted from Harvard Business Review News.

lmost 50 years ago Ernest Dichter, the father of motivation research, did a large study of word of mouth persuasion that revealed secrets of how to use social media to build brands and businesses. The study was reported in a 1966 article in Harvard Business Review. A major Dichter finding, very relevant today, was the identification of four motivations for a person to communicate about brands. The first (about 33% of the cases) is because of product-involvement. The experience is so novel and pleasurable that it must be shared. The second (about 24%) is selfinvolvement. Sharing knowledge or opinions is a way to gain attention, show connoisseurship, feel like a

pioneer, have inside information, seek confirmation of a person's own judgment, or assert superiority. The third (around 20%) is otherinvolvement. The speaker wants to reach out and help to express neighborliness, caring, and friendship. The fourth (around 20%) is message-involvement. The message is so humorous or informative that it deserves sharing.

expressive, or social benefits. That is more likely to be the case when the brand is associated with an offering that is innovative and differentiated in a way that truly resonates with customers. It is unlikely to happen when the brand represents a me-too offering in an established category or subcategory. So it comes back to creating and leveraging innovation and differentiation.

Looking at the social media role in brand building, I suspect that these same four motivations explain why some brands have been successful in using social media. It suggests that, in the absence of exceptionally entertaining communication, in order to employ social media effectively a brand needs to deliver extraordinary functional, self-

A second finding was that listeners are primarily concerned with two conditions. One is that the speaker be credible with experience and background that is convincing. A person does not need to be an expert although that can help, people that have an intense interest in a subject resulting in relevant experience and access to relevant people

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s of

vealed and information will qualify as well. Another is that listeners also are skeptical of the speaker's motivation. They want the speaker to be interested in the listener and his or her well-being without a bias. Is the speaker's intention to sell a product or help me? What is the speaker's relationship to me? An implication is that a firm promoting its own brand needs to be aware of its status and emphasize facts instead of opinion, represent the right culture and values, and have a balanced perspective. Another implication is that a firm should promote a dialogue because a listener will be more likely to accept judgments from someone with whom there is an interaction going on. With a dialogue, it is much easier to communicate expertise, interest in the subject matter,

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and the right motivation because there is a chance to build up a relationship and use reassuring cues. In contrast, a one time, one way communication will have a harder time demonstrating credibility and motivation. A third finding was that recommenders had on average a huge impact on purchase running to 80% for some products. The classic and even earlier work of the sociologists Katz and Lazerfield reported in their book Personal Influence had already documented the impact of social influence has a two-step flow but this study brought the ideas to the level of purchase decisions. It is amazing that the nearly forgotten theory and practice of word-ofmouth communication and influence from five decades and more ago can be so relevant today. R E S T A U R A N T M A R K E T I N G M A G A Z I N E 速 | August 2011

ATTRACTING GUESTS

Facebook.

Twitter.

LinkedIn. Oh my! F

acebook. Twitter, YouTube. LinkedIn. Oh my! It’s certainly enough to make your head spin. Although social media offers considerable value to small businesses, it can be challenging to make sense of it all – especially while juggling everything it takes to run a successful business. It can be very easy to get overwhelmed with social media even before you dive in. And, once you do, it can quickly consume your time and prevent you from doing the other necessary tasks to build your build your business. So, how do you make sense of it all and keep your head above water? Although there’s not one simple answer, there are steps you can take to make sure social media doesn’t get the best of you. Whether you’re still deciding to take the social media plunge or already knee deep in the social media pool, here are a few tips to keep you from drowning: 1. Determine your goals. Social media is much more than posting status updates and sharing pictures. The various tools can be used a number of powerful ways to boost your business – build your network of contacts, engage customers, offer customer

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support and drive traffic to your blog or website. To get the most out of your social media efforts, you need to decide what you are there to accomplish. If you’re not sure, pick one small goal to get started and work on that before adding more to it. This will help you keep your effort targeted and manageable. 2. Set expectations. Although social media can be used to expand your network and drive sales, don’t expect people to be beating your door down overnight. Just like any other marketing effort, social media is not a magic bullet. It’s something that takes time, effort and patience to develop. Make sure you are realistic with your expectations, especially at first. If you stick with it, you will see results over time. 3. Master one network at a time. So often, businesses are quick to open up profiles on every social network out there and then let them sit dormant because they don’t know what to do with them. No one says you have to use every social network. Pick the one that best meets the need of your business. Find out where your customers are and start there. Then, learn out how to best leverage that network for your business. If you need help, hire an expert, read some blogs or seek advice from peers. Whatever you do, take the time to learn how to use the tools so your efforts won’t be wasted. 4. Make it part of your routine. To truly get the most out of social media, you should incorporate it into your daily routine. The more you use it, the sooner you will get the hang of it and start to see results for your business. 5. Schedule your efforts. One of the challenges with social media is that it can be a huge time suck. Don’t let it. Schedule time every day and stick to it. For instance, you could concentrate on one task in the morning (i.e. share articles, find new people to connect with, answer comments) and focus on another in the afternoon. If you build a schedule and use your time accordingly, it will make your efforts more manageable and will help you stay on track.

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R E S T A U R A N T M A R K E T I N G M A G A Z I N E ® | August 2011

ATTRACTING GUESTS

Creating with Personality

Attracting Baby Boomers D oes your brand have a high Personality Quotient (PQ)? That's a key question because when you're selling to Baby Boomers, they consistently seek out products and services that are believable and likeable, just like the people they trust most. That's why one of your primary marketing goals should be to build a credible, friendly image using a variety of creative marketing communications, from advertising to PR to tweeting. A brand's image is the personality that it projects. The best brand personalities are highly individualistic, while the worst try to be all things to all people and end up being buried beneath the clutter of the teeming marketplace. But build a strong PQ and, over time, consumers will embrace your brand as you gain an ever larger share of mind and market. Many of the most effective image builders come from direct marketing. Take a pioneer like L.L. Bean and a more recent success story like Victoria's Secret, for example. These brands appeal to decidedly different market segments, yet, in their own ways, they've built highly individualistic brand personalities that their customers have come to know and trust. Their high PQs have helped them carve out a share of mind by standing for something uniquely important with their customers. That's

why they continue to be successful, maintaining their fiscal fitness even when the broader economy falters. PQ Doesn't Stand For Pretty Quick

Effective brand building takes time. It's a process that is measured in years and decades, not weeks and months. It's characterized by patient relationship building aimed at people who might become loyal customers. It avoids profit-shredding special promotions that appeal to bargain hunters who are constantly sniffing out the best deal du jour. Although it's true that icons like Coke might be able to survive cost-cutting branding initiatives in certain times and places, those tactics only work with megabrands that have an established image that only a catastrophe could damage. Of course, there are some challenges that no brand PQ can survive unscathed. A good example is Toyota's recent tsunami of quality and PR disasters that have rapidly transformed the brand from a Jekyll into a Hyde. And BP has also taken a breakneck slide down a slippery slope of its own making. Whether its initials change to BK remains to be seen, but if it survives as a brand, it will be rehabilitating its image for years if not decades to come. Unlike some brands that seem to change with the seasons, L.L. Bean and Victoria's Secret keep burnish-

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ing the same image, year after year. These brands raise their PQs slowly but surely, while other advertisers try to rebuild images instantly, as if the sheer weight of megabuck budgets can buy enduring relationships. As a result, they've earned something money can't buy: customer loyalty. Companies with the highest PQs know who they are and what they're about, so they stand behind their products and services with iron-clad, no-risk, money-back policies. They make a commitment to customer satisfaction and back it with a "noquestions asked" guarantee, because they know that's how you build trust. Companies with high PQs also manage to do a better job of image building because they refuse to waste time or money on marketing communications that don't work. Rather than drowning the market with saturation messaging, they try to consistently reach out to their best prospects with pinpoint communications that go right to the heart of each person's self-interest. So, to increase your Personality Quotient, build a friendly, believable image -- one that will carve out a unique niche in Boomers' minds. Once you've established that position, speak to their individualism. Do all that and more, and your brand will have the kind of high PQ.

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A T T R A C T I N G G U E S T S : Creating Brands with Personality â&#x20AC;&#x201D; Attracting Baby Boomers

Brands

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EMPLOYEES & TRAINING

Influencing yo

Culture

Most senior managers struggle with culture because it's so difficult to define. Even less tangible than a "soft" concept, culture is more like a cloud: You know it's there, but it's nearly impossible to grasp. Wikipedia defines culture as "the set

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of shared attitudes, values, goals, and practices that characterizes an institution, organization or group." But how do you come to an agreement on those "shared" attitudes, values, goals, and practices? And even if you do, how do you get hundreds (or thousands) of people to think and act in the way you agreed upon? The answer is that you don't. Even after thousands of years of civilization, leaders still have trouble getting everyone to follow any basic precepts of behavior (think the Ten Commandments). In other words, culture is not a "goal" to be mandated, but the outcome of a collective set of behaviors. Leaders however can influence those

"...the set of shared attitues, values, goals & practices that characterizes an institution, organization or group."

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here's an old joke about a CEO who attended a presentation on corporate culture and then asked his head of HR to "get me one of those things." Of course it sounds ludicrous — but like most jokes, this story is based in truth. Many organizations treat the creation, maintenance, and periodic updating of their cultures in a cavalier manner. Either they pay lip service to the kind of culture they want, but don't do much about it — or worse, ignore culture completely.

behaviors in several ways — and by so doing shape the culture of their firms. Whether you are a CEO or a Marketing executive, here are three steps that you can take:

Convey Your Vision of a Winning Culture.

If you want to be more than just the caretaker of an existing culture, then you need to define your aspirations. What will be different, and how will it make a difference for the success of your organization? More specifically what are the most critical behaviors that will characterize the culture you want to create? For example, Jack Welch used the mantra of "speed, simplicity, and selfconfidence" as the beacon for his transformation of GE's culture in the 1990's — in stark contrast to the company's analytical, bureaucratic, and hierarchical culture at the time. This aspirational vision sparked dialogue at every level of the company about what people needed to do to make GE successful — and to be personally successful at GE.

Demonstrate How New Cultural Behaviors Can Advance the Business. Demonstrate how new cultural behaviors can advance the business. Nothing reinforces new

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behaviors more than success. So once you define these behaviors, work with your team to apply them to a specific project that might need to be accelerated or improved. To do this, challenge your team to achieve a specific stretch goal in a short period of time, while explicitly trying to bring the new culture to life. For example, several years ago a financial institution set out to create a more collaborative, proactive, and externally focused culture. To demonstrate what this meant, one of the trading groups worked with a relationship team to find ways of

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improving cash flow for a specific client — while keeping the new cultural imperatives in mind. Their success encouraged other groups to try similar experiments, such that the new culture gradually became more of a reality across the company.

Put Teeth into the New Culture By Integrating into HR Processes. Put teeth into the new culture by integrating it into HR processes. People tend to do what's measured

and rewarded. So a third step for building a new culture is to use the desired behaviors as criteria for hiring, promoting, rewarding, and developing people. The real turning point for GE's transformation came when Jack Welch publicly announced to his senior managers that he had fired two business leaders for not demonstrating the new behaviors of the company — despite having achieved exceptional financial results. This made it very clear that the culture was not just a soft concept — instead, it had tangible outcomes and consequences.

R E S T A U R A N T M A R K E T I N G M A G A Z I N E ® | August 2011

PROMOTION & EVENTS

Restaurant Reach Out To Help Hungry Kids

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P R O M O T I O N S & E V E N T S : Dine Out for September

ts M

ore than 17 million kids (nearly one in four) in America are struggling with hunger.[1] Restaurants around the country can help. Share Our Strength’s Dine Out For No Kid Hungry™ kicks off September 18 bringing together thousands of restaurants and consumers to help make sure no child in America grows up hungry. Restaurants are asked to extend limited time offers, special promotions, consumer-driven donation offers, or a percentage of sales during the week of Dine Out For No Kid Hungry, and the rest is up to the consumer. They simply eat at their favorite participating restaurants, ideally early and often during the restaurant’s promotion. Restaurants can also extend their charitable promotion beyond the week of September 18 to raise additional funds. “We’ve set some very ambitious goals for 2011,” said Jim Vinz, President and COO of Corner Bakery Cafe and Chairman of Dine Out For No Kid Hungry’s Advisory Board. “We want to raise at least $3 million this year, and get 5,000 restaurants involved. No child in America should ever go hungry, and Share Our Strength’s solutions are working. The funds we raise through Dine Out For No Kid Hungry are a big part of that solution—they help fund Share Our Strength’s No Kid Hungry Campaign to end childhood hunger in America by 2015 through investments in local orga-

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nizations working to get kids the food they need, and public-private partnerships at the state and city levels. Every restaurant in America should register for this program.” Restaurants See Positive Business Results “Last year, the Ignite Group realized an increase in sales during our promotional period, and we were not alone,” said Robin Ahearn, Senior Vice President and Chief Marketing Officer for Ignite Restaurant Group and Chairman of Dine Out For No Kid Hungry’s Marketing Advisory Board. “Over the past few years, we’ve learned that this program can deliver real business returns to restaurants that really market it. Share Our Strength is introducing some new consumer marketing tools this year, especially in social media, to make the program even more successful for restaurants. And there will be pointof-purchase materials restaurants can order to show customers how they can get involved more directly, at the restaurant and once they leave.” Larry Edger of Backwaters on Sand Key in Clearwater Beach, Florida is showing us how easy the contribution can be. “It’s a very worthy cause, and I completely trust where the money is going,” he said. By

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Corner Bakery developed marketing materials for the Dine Out shown here.

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P R O M O T I O N S & E V E N T S : Dine Out for September

The good this program does is two-fold. Kids in America are going hungry, and we all need to do something to help. It also shows that your restaurant is part of something bigger and gives back at the local and national level. Contributions to Share Our Strength does both. “The motive of Share Our Strength is an exceptional one,” said Edger. “There are children struggling around the world, and we can’t forget about the ones right here in our backyard.” A Cause that Fits Other operators including independents, chains, franchises and corporations are reaching out to help. Priscilla Lane-Rondeau from 900 Degrees Wood Fired Pizzeria talks about the satisfaction she gets from knowing they are helping kids. “It makes you feel great about yourself and your community,” she said. “Everybody deserves to sit down and have a warm meal at night, and we’re just helping make that happen.”

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While 2011 will be the first year 900 Degrees has participated in the Dine Out For No Kid Hungry program, they have been supporters of Share Our Strength, as well as many other kid-based organizations, for years. “Our community really supports us, so we just try to find ways to give back. Kids are a natural fit for us.” The restaurant shows that support through local school, sports and music programs, as well as national organizations like Share Our Strength. “We’re a restaurant that is all about awesome food and great service, but we really care about our community and environment too,” Lane-Roundeau said. Since opening in 2007, 900 Degrees Wood Fired Pizzeria has been awarded with the National Restaurant Association’s Restaurant Neighbor Award and the Green Giant Award from the New Hampshire Restaurant and Lodging Association for their environmental efforts.

There are children struggling around the world, & we can't forget about the ones right here in our backyard.

Ways to Help Share Our Strength’s top priority is to end childhood hunger in America by 2015. Through programs like Dine Out For No Kid Hungry and others, including Share Our Strength’s Great American Bake Sale®, Taste of the Nation and A Tasteful Pursuit, the nonprofit organization is making good progress. Last year 4,153 restaurants participated in Dine Out For No Kid Hungry (then known as the Great American Dine Out), raising more than $1.5 million. To reach its 2011 goal of $3 million and 5,000 restaurants, Share Our Strength needs the help of every restaurant.

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“We’ve been in business for ten years, offering dining with one of the best views of beautiful Clearwater Bay,” added Edger. This bistro-style restaurant charms the tourists, but during the off-season it’s up to the locals. “We took what was a pretty slow week and turned it around. A lot of locals remember it from year to year and come back just to show their support,” he said.

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simply putting an announcement in their newsletter and some signage at the restaurant, the crew at Backwaters on Sand Key was able to donate almost $1,000 in 2010 and plan to participate again in 2011. “We donated five percent of the proceeds from that one week period,” explains Edger. “As the locals increased their dining frequency, we were able to donate more. It really is win-win.

“The restaurant industry has stepped up to the table to make Dine Out For No Kid Hungry a phenomenal success,” said Share Our Strength founder, Billy Shore. “In the first three years, thousands of restaurants have made a meaningful contribution while doing something good for their businesses.” To learn more about Share Our Strength’s Dine Out For No Kid Hungry or to sign up, log on at www.DineOutForNoKidHungry.org. [1] Household Food Security in the United States, 2009. USDA ERR-108, U.S. Dept. of Agriculture, Econ. Res. Serv. November 2010.

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FOOD & MENU

LET'S COMMUN WHAT’S E

ver notice how many foods and beverages now tout what ingredients they don't contain? There are soft drinks without high fructose corn syrup, products without trans fat, and flavored waters with zero calories. Stripping trans fat is a smart idea to help cut heart disease risk and there's no question that fewer calories are a good thing for a nation battling obesity. But numerous studies show that high fructose corn syrup is no different than any other sugar—a finding supported by Michael Jacobsen of the Center for Science in the Public Interest. Marketing products without this sugar reflects the impact of a few very vocal food critics. It also shows the power of the digital world to amplify messages--even when they're inaccurate. In recent years this changing landscape has led to many challenges for the food industry, which often faces “charges” of producing “processed” food that isn't “locally grown.” These messages resonate with a growing group of self-proclaimed “foodies,” who love cooking

GOOD

as a spectator sport. Yet, as the NPD Group, a market research company has found, fewer and fewer Americans actually step inside the kitchen to prepare meals from scratch. Think about it. When was the last time that you baked a birthday cake, made chicken broth, or even bought chicken that hadn't been boned and skinned? Just 20 years ago, whole wheat pasta and bread were mostly found in health food stores. Sesame, olive, walnut, and pistachio oils were specialty items. Blueberries and strawberries weren't available year-round. Thirty years ago, ethnic food meant Italian and Chinese—not Thai, Indian, or Ethiopian. Forty years ago, yogurt was made at home. And hummus—well, only a few would have known what that was.

Most grocery stores stock some 27,000 items, from staples to specialty items, including glutenfree bread, quinoa, and oil-cured olives. It's time to better educate consumers about the value of our food supply from farm to shelves. It's time to tell more of the good stories and to coach our clients to play more like offensive running backs who score touchdowns—and receive well-deserved laurels for their efforts.

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Stripping trans fat is a smart idea to help cut heart disease risk and there's no question that fewer calories are a good thing for a nation battling obesity.

R E S T A U R A N T M A R K E T I N G M A G A Z I N E ® | August 2011

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NICATE

IN FOOD

Several different accompaniments are now available at tables in restaurants and specialty food stores, but mainstream grocery shelves now stock many types of oils and vinegars that were once a one or two product category.

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FOOD & MENU

Step Right Up

Food Allergies No Problem... Gluten Free Got You Covered.

How to sell and market to the largest growing segment of the restaurant business.

ver 30,000 people in the US last year alone ended there meal in the Emergency Room. This is a tough way for the person who has a reaction but the impact both financially and reputation wise on the restaurant may also be extremely pricey. Picture this: You are the parent of a two-year-old boy, and you have just taken him out for his favorite treat â&#x20AC;&#x201C; ice cream. Moments after

taking his first bite, he clutches his throat, is unable to breathe, and his face starts to swell up. A terrifying trip to the emergency room later, you discover that he has suffered a violent allergic reaction â&#x20AC;&#x201C; not to his chocolate ice cream, but most likely to pistachios, trace amounts of which contaminated the whole restaurant. The numbers of diners with Celiac disease are just starting to come in

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but look to be just as profound as those with food allergies and the internet has made the buzz on where to go and who treats this diner right have a major impact on your business. Many special needs diners flock to the restaurants that know how to serve, market, and cater to them. That party of 6 with the one person who needs to eat Gluten Free may have a massive impact on your bottom line.

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F O O D & M E N U : Step Right Up — Food

So what’s a restaurateur to do? More and more people are demanding allergy-identifying or Gluten Free menu options with the assurances that the food is safe for them or their children to consume. It can be tempting for restaurant owners to stick their heads in the sand when this issue comes up. But the smart ones will meet the problem head on and be an early adaptor and turn the situation around by providing much-needed offerings to those who suffer from these life-changing problems. A Crash Course in Food Allergies The FDA has a list of Big 8 food allergies: milk, eggs, peanuts, tree nuts, fish, shellfish, soy, and wheat. A person who suffers from a given allergy may experience an allergic reaction from eating that allergen, or simply by coming into contact with trace amounts of it. The severest allergic reaction, described in the anecdote above, is anaphylactic shock, which can come on immediately after contact and can lead to death.

Why Restaurants Should Get on Board

A Crash Course in Celiac Disease Celiac disease is an auto immune disease that affects the lining of the small and large intestines simply put. It is a condition that requires a strict adherence to a special diet that is no wheat, or any gluten containing products. Don’t confuse food allergies with this actual disease. Because it has become more common for a person to be diagnosed with Celiac Disease there is a huge push in the country for many to change their diet to reflect that. Weather this is a great idea, a fad, a trend, or something that will fad as strong and fast as it has arrived, who knows for certain? What is certain is people are asking for gluten-free foods daily in restaurants all across the country so you have two choices, get on board or lose the party that has the one Gluten Free diner.

Recognizing an unfulfilled need and creating ways to fill it is just good business sense. Restaurants should cater to those with special dietary needs because it means they will be able to serve more customers. You will see a strong repeat business with this group of special diners. And by some estimates, people are willing to pay up to $2.00 more per menu item to get what they really want. The statistic of increase in sales of up to 8% has been quoted by Allergen experts in the hospitality field and backed with solid numbers. That is a nice bump in business any restaurant would love to have.

Menus are coming in all shapes and sizes to please many different specialty needs diners (Above) A recent Gluten Free salad created by Go Roma in Chicago (Left) an easy option for dessert to keep most Gluten Free customers able to enjoy dessert as well.

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R E S T A U R A N T M A R K E T I N G M A G A Z I N E ® | August 2011

For You:

For Your Customer:

Here are some helpful tips to the restaurant to begin today to make a difference:

So once restaurants have the bomb-proof Gluten-Free options and Allergy-Conscious menu and every member of their staff trained, how do they get the word out to allergy sufferers?

» Have your menu analyzed for preferred items that can meet a variety of needs

» Develop a reverse ingredient look-up for ingredient and compound ingredient identification

» Implement a SOP (Standard operation procedure) to handle the special needs diner

» Train staff to ask simple game changing questions to make the diner feel heard every time

» Manager Notification and acknowledgement » Allergen Alert on the ticket » Special chef kits/tools and cutting boards » Fresh gloves to manage the assembly of the dish » Covers to keep the dish free of cross contact while being delivered to the customer

» Special sealed items on the ready for all sorts of special needs

» In a prominent place in your restaurant and on your menu,

» Make clear to the diner that the entire staff follows strict guidelines intended to keep the food allergen-free and safe from cross-contamination.

» Provide menu “marks” to alert customers to allergen-free

offerings. (DF=dairy free, GF=gluten free, WF=wheat free, etc.)

» Announcements in your restaurant with a daily “special” special

» Make It Easy for Fans to Spread the Word – In this day and age, that means using the power of social media.

» Create a Facebook page and a Twitter account, and ask

satisfied customers to weigh in on their experience. Trust me, ecstatic allergy sufferers who are finally able to enjoy a peaceful meal out will not want to keep the news of their great allergy-free meal to themselves.

» Alert Gluten-Free and Allergy Resource Groups – Al-

lergyEats.com is a great example of a site dedicated to helping people find good allergy-conscious eateries.

» Make comments on other

blogs and websites devoted to

these subjects,

» Let local support groups and foundations for people with particular allergies know about your menu changes.

» Remember that allergy sufferers will be just as happy to find restaurants that cater to their needs as the restaurants will be to have new repeat customers!

Don’t get me wrong, getting your restaurant’s food preparation operations and menu offerings up to snuff in terms of allergens and gluten free items is no walk in the park. It is achievable with some steps in that direction. The Good News But the good news is that these requirements will also make your

establishment amenable to a host of other special dietary needs. Doing the things it takes to become allergy conscious will dovetail nicely with the needs of those customers who are gluten-free, vegetarian, vegan, diabetic, losing weight, etc. because they will be able to inform themselves about what they can eat at restaurants that go the extra mile to provide this information. Restau-

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rants that step up and do this work will find themselves on the cutting edge of this trend, and they will see a corresponding increase in their bottom lines. In Conclusion Taking on allergens and gluten intolerance in your restaurant and making it a friendly needs place can be a daunting task, but it’s worth it.

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About Betsy Craig Betsy Craig is the CEO & Founder of MenuTrinfoâ&#x201E;˘, LLC. MenuTrinfo provides a full-service solution for menu analysis that is the most accurate, simple and cost-effective way for restaurant owners to provide nutritional information. Clients simply provide their recipes, cooking methods and serving sizes and MenuTrinfo does all the work. Every recipe is reviewed by MenuTrinfoâ&#x20AC;&#x2122;s nutrition experts to ensure it is complete, clear and accurate. For more information, visit www. menutrinfo.com or toll-free (888) 767-MENU (6368).

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Do the work, take it seriously, and be confident in your allergy-freezone status. This is a life and death issue for many, many people. Take the opportunity to make life easier for some while improving the profitability of your restaurant at the same time. Keep in mind for families with severe allergies who just want to retain a semblance of normalcy and be able to safely eat out; this could also translate to repeat visits and a rock solid brand loyalty that borders on evangelism.

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Restaurants that step up and do this work will find themselves on the cutting edge of this trend & they will see a corresponding increase in their bottom lines.

R E S T A U R A N T M A R K E T I N G M A G A Z I N E ÂŽ | August 2011

FOOD & MENU

FAST FOOD Soul Daddy's Demise

Which judge of America's Next Great Restaurant made the best investment? The worst?

R E S T A U R A N T M A R K E T I N G M A G A Z I N E 速 | August 2011

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The best investment, in my opinion, was made by Curtis Stone. From the moment I saw this young, blonde Australian accented chef babe on my TV screen I said, “He is gorgeous

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as it a publicity stunt? Absolutely! Was it a risky move? Absolutely. And what are the consequences’? Well, for the four judges of America’s Next Great Restaurant, who each contributed $220,000, they certainly got their money’s worth in air time on national television. Millions of people across the United States tuned in to watch the contestants of NBC’s reality show develop a new fast casual restaurant brand and the four judges/investors put them through some rigorous tests. The whole time, the show was a great publicity stunt for Chipotle and founder Steve Ells, who as one of the judges. Even with the three restaurants closed now and a reportedly $2.3 million dollar investment, Chipotle got a bargain for the number of times Chipotle was named or shown over the course of the show’s series. What did Steve Ells have to lose? His dignity maybe? A few of those hats and cool outfits they had him wear, but really, for $220,000 personally, Steve made a good investment.

F O O D & M E N U : Fast Food — Soul Daddy's Demise

While Soul Daddy is shuttered, obviously her new restaurant is still open and doing well and she has a cookbook coming out in the fall.

and deserves his own show!” It seems someone else has thought so too and he is everywhere now! Curtis may have actually launched his own career for $220,000 to be part of the panel of judges. That was a good investment. The show’s token woman, Lorena Garcia, I never heard before this show, used her $220,000 to create awareness for her own restaurant empire and in fact she opened a new restaurant at the Miami airport during the course of the show. While Soul Daddy is shuttered, obviously her new restaurant is still open and doing well, and she has a cookbook coming out in the fall. Really she is not harmed by this, but instead her $220,000 was a well invested public relations spend for her own brand and new restaurant. Finally, Bobby Flay…the fourth judge and key spokesperson. Did he invest wisely? My question is, couldn’t they have found someone

else? Doesn’t Bobby have enough to do? My real problem with Bobby Flay at the helm of the Next Great Restaurant is that they were focusing on the fast casual format, and clearly Bobby has been playing in a casual to fine dining playground for years, so why then? My guess –he was an easy fit. Having already hosted shows and with a large following, really he was the only judge that had a name for himself. He was the star power, but in my opinion, not enough or the right choice. I also think for $220,000 Bobby could have used it to promote his new burger concept and focus on his millions of other shows, cook books and interests without putting his name in jeopardy with a failed three unit restaurant chain. I think he made a poor investment. His money and fame could have been better spent elsewhere. What about the winner? Detroit resident Jamawn (Jay) Woods, 34. What’s he to do now? Only time will tell. My guess is he will find some of his own investors and open a one unit fast casual Soul Daddy-type restaurant and find out actually how hard this business is without any television support!

R E S T A U R A N T M A R K E T I N G M A G A Z I N E ® | August 2011

behind the scenes

with NRA’S SUE HENSLEY

Sue Hensley, Senior Vice President, Public Affairs Communications, National Restaurant Association. Home town: Palatine, Illinois. What did you want to be when you grew up? At the age of five, I wanted to be a ballerina, but by high school, I wanted to be a journalist. Personal –hobbies, pets, talents? I have four children, which I won’t count as my hobby, R E S T A U R the A N T Mreason A R K E T I NIG don’t M A G A Z have I N E ® |more Augusttime 2011 for hobbies! www.restaurantmarketingmag.com 50but perhaps

B E H I N D T H E S C E N E S : Sue Hensley

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I realized after working in local TV and radio that I enjoyed shaping the news as much as I enjoyed reporting it

s the second largest employer in the United States and with the highest pressure and all eyes on political and economical factors today, restaurant operators along with most of the America are looking to the National Restaurant Association for answers. “There really isn’t anything tougher today for restaurant operators in this country than all the laws, restrictions, crack-downs and rules changing the face of how we conduct business in the restaurant industry today,” said Linda Duke, of Duke Marketing. “When I realized how important the answers were to some of the political questions my clients were asking, I had to find out who was behind the scenes making it all happen and communicating for the industry, and it was Sue Hensley.” Below my colleague and friend, the National Restaurant Association’s Senior Vice President of Public Affairs Communications, Ms. Sue Hensley, answered some of my burning questions: Where did you go to school? I was a broadcast journalism major at the University of Illinois (UrbanaChampaign), and I worked during www.restaurantmarketingmag.com

my college years as news director at WPGU radio, and as an assistant producer at WCIA-TV.

U.S. Small Business Administration before starting with the National Restaurant Association.

Did you know then that you wanted to do PR?

How did you get the NRA job? How long have you been there?

I knew I wanted a career that would combine my interest in policy and journalism. I realized after working in local TV and radio that I enjoyed shaping the news as much as I enjoyed reporting it. What was your first PR job? My first communications-related job was with WRMN/WJKL radio in Elgin, Illinois. The day I graduated high school, I opened the phone book and began calling every radio station listed, until I found one that agreed to allow me to intern. Within a few weeks at WRMN, I was reading news on-air and filling in for the news staff as a reporter. What did you do before NRA? I spent several years on Capitol Hill as a press secretary in the House and Senate, was the Deputy Assistant Secretary for Public Affairs at the U.S. Department of Labor, and headed up communications at the

My predecessor knew of my background in small business and labor issues, and thought I’d be a good fit for the job, and she introduced me to the Association’s CEO. I started with the Association in May 2004. Most exciting PR project you have done for NRA? Organizing “Dine for America” will always be a highlight of my career. Through the “Dine for America” nationwide campaign, we mobilized 17,500 restaurants in every state across the nation to host fundraisers to help the victims of Hurricanes Katrina and Rita in 2005. In just a few weeks time, we were able to create a campaign which raised $12 million for the American Red Cross and created millions of positive media impressions that highlighted the incredibly generous and compassionate nature of the restaurant industry.

R E S T A U R A N T M A R K E T I N G M A G A Z I N E ® | August 2011

B E H I N D T H E S C E N E S : Sue Hensley

What is the most terrifying or difficult PR project you have had to do for NRA? I wouldn’t necessarily qualify the project as terrifying, but the topic of communicable disease outbreak has been of concern in the past. Our communications team spent a great deal of time preparing for a potential pandemic outbreak. I hope that we never have to use the crisis communications plans we spent so much time preparing. What is a typical week look like for you? A typical week is one in which anything can happen. We work both proactively and reactively to impact what’s happening on key issues on Capitol Hill, with the White House, in the regulatory bodies, and in the states. Because the industry is so large, diverse, and labor-intensive, there is never a “slow day.” There is always a challenge ahead or on the doorstep. We also offer crisis communications assistance to our member companies. Do you have a favorite restaurant? National Restaurant Association member restaurants are of course my favorite! I appreciate restaurateurs who understand that the Association is fighting on their behalf to create a more business-friendly environment at both the federal and state level. Favorite part of working for NRA? The restaurant industry is one of the most vibrant, exciting, innovative

industries in the country. Restaurants are in every community in America, serving millions of Americans and their families across the country. I love working on behalf of our industry, a passionate group of entrepreneurs who inspire me every day. Biggest challenge today with social media and handling PR? The 24/7 news cycle is a challenge for most trade associations and brands. You have to be on top of your game every day (and around the clock), looking for positive opportunities, but also providing rapid response if a story needs to be rebutted. What’s next (that you can share—news?) for NRA? We have a lot of exciting initiatives that are in the works, on childhood nutrition, sustainability and a number of other issues. 2011 is going to be an exciting year for the National Restaurant Association. What is the COOLEST public relations event or place you have visited (International?) because of your job? Of course, I would have to say that the coolest place I have visited in my current job is the NRA Show in Chicago – the largest foodservice and hospitality show in the Western Hemisphere.

What’s it like to work in the Nation’s capital? A longtime Senate aide once gave me a piece of advice…he said that if I ever pass the Capitol Dome without getting chills, it’s time to move away from Washington. It’s inspiring and exciting to work in Washington, D.C., and it is a privilege to play a role in representing the needs and protect the interests of our industry on Capitol Hill.

On the international front, I was able to visit Nigeria in 1998 to help train the political parties and government officials on how to work with and foster a free press.

R E S T A U R A N T M A R K E T I N G M A G A Z I N E ® | August 2011

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R E S T A U R A N T M A R K E T I N G M A G A Z I N E 速 | August 2011

NRAShow2011

A D

F G

Monkey Media Party

at ZED451 M

> > Please send your photos in from restaurant industry events to be in Faces & Places next issue.

R E S T A U R A N T M A R K E T I N G M A G A Z I N E 速 | August 2011

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Ecolab party K

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Captions: A) Betsy Craig of MenuTrendInfo visits the handheld device on the show floor. B) Fast Casual Panel at the NRA show was a full house! C) Marketing Panel included Jonathan Fornaci of Straw Hat Pizza, Lowell Petrie of RealMex Restaurants and Jeff Carl of Tavistock Restaurants. D) Top Chef host, Tom Colliclio shares time with the ProStart Students. E) Frank Geier President of Gordon Foods enjoys his next course! F) Monkey Media party at ZED451 included magic by CEO Erle Darlick and Valerie Killifer of Fast casual was his muse. G) ZED451 chef brought over the decadent Smores dessert. H) Dan Pittard of Rubio's and Michael Fagen of Duke Marketing share a moment. I) Ecolab event raised funds for ProStart Students. J) Ecolab went all out on the food and decor! K) Linda Duke O congratulates Sally Smith, chairwoman of the NRA at the Ecolab party in her honor. L) NRN editors take a break at Ecolab party, Mark Brandau and Robyn of Nation's Restaurant News. M) Entertainment under the stars with a star! N) Marketing Panelists with Linda Duke L to R, KC Moyland of Pei Wei Asian Diners, Kristin Crohhardt of Tilted Kilt and Rachel Phillips of Kona Grill. O) RL Linda Duke, Jim Vinz and George Green. P) Sapporo Scottsdale did a terrific job for dinner!

R E S T A U R A N T M A R K E T I N G M A G A Z I N E 速 | August 2011

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