Main Ingredient February 2014 by Oregon Restaurant & Lodging Association

A PUBLICATION OF THE OREGON RESTAURANT & Lodging ASSOCIATION | FEBRUARY 2014

CONNECTING WITH CUSTOMERS Marketing Continues to Evolve in the Foodservice World.

also in this issue Social Media’s Marketing Challenges For Restaurants Small Business Tax Cut MARKETING TO YOUR MILLENNIAL AUDIENCE IRS Ruling on Automatic Gratuities / Service Charges

Darrielle Sadle-Ruff, Owner Salvador Molly’s, Portland

OregonRLA.org - 1

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FOURNIER GROUP‘S

TOP 1O REASONS why you should NOT meet with us! 10. I really love paying a lot of money for something I hope to never use. 9. It’s great that my previous locally-owned agency is now a company whose goal is to deliver profits to Wall Street.

8. 7. 6. 5. 4. 3. 2. 1.

The words “trust me” give me great comfort. I’m in “good hands.” My agent is innovative! She recommends raising my deductibles to save money. My 1-800# is on “my side.” I can trust an insurance company whose mascot is a lizard. Spending 15 minutes or less on a quote makes sense when it comes to protecting my assets. I like the fact that my agent has a vested interest in my premiums going up. My agent is freaking AWESOME!

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STATE HEALTH EXCHANGE OPEN ENROLLMENT October 1 - March 31, 2014 All Individuals in the Country Are Required to Have Health Insurance or Pay a Penalty Starting January 1, 2014. Do your employees know their options? Who will they turn to for answers? Garth T. Rouse & Associates has been an endorsed provider of Oregon Restaurant & Lodging Association for over 30 years. Their staff will come to your workplace and conduct a meeting for all of your uninsured or individually insured employees. The meeting will take no longer than 20 minutes to give them the three pieces of information they need to make an informed decision; • What is the penalty? • How much does insurance cost? • Are they eligible for a subsidy and how much would it be? Employees with individual plans may be eligible for subsidies under the state exchange. Any employees who want to get enrolled and avoid the risk of penalty can take another 30 minutes to get signed up and have their questions answered. The meeting will cost you nothing (other than some staff time) and would be a goodwill gesture to your employees while potentially heading off questions that you don’t want or are not equipped to deal with.

To Schedule a Meeting or Ask Questions Contact Garth T. Rouse & Associates at HealthInsurance@profben.com or 1.800.523.3316.

For More Information Visit: ORLA’s Online Healthcare Center

OregonRLA.org/Healthcare Online Resources - Use FTE and tax eligibility calculators, FAQs and more.

Stay Informed! - To ensure you receive the latest news and alerts regarding the healthcare law, sign up online! Ask a Healthcare Expert- Submit a question

directly to ORLA’s healthcare expert, Garth Rouse, via email.

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FEBRUARY2014 Feature 16 | CONNECTING

CUSTOMERS

WITH

Marketing Continues to Evolve in the Foodservice World. 22 | SOCIAL MEDIA’S

MARKETING CHALLENGES FOR RESTAURANTS

What You Say, and Sometimes Not Say, Can Hurt You.

Government Affairs 9 | ORLA Advocacy Update Small Business Tax Cut 12 | ORLA Advocacy Update IRS Ruling on Automatic Gratuities/Service Charges

Membership 6 | N ew Members

8 | P resident’s Letter The Only Constant is Change, Especially When it Comes to Marketing.

14 | Which Future Culinary Stars Will Represent Oregon? Come Watch the Oregon ProStart High School Culinary Championships and Find Out. 23 | National Restaurant Association's What's Hot: 2014 Culinary Forecast

PHOTO BY HEIDI JANKE

26 | Establishing a Presence on Google+ Part 4: Google Carousel’s Emphasis on Local Listing Performance

Salvador Molly’s, Portland

28 | Spring Into Healthy Decisions Customers are Craving Healthier Alternatives. 30 | Manage My Restaurant Generation Now: Marketing to Your Millennial Audience OregonRLA.org - 5

WELCOME New Members from December 2013 Main Ingredient is published twelve times a year by the Oregon Restaurant & Lodging Association (ORLA), 8565 SW Salish Lane, Suite 120, Wilsonville, Oregon, 97070, 503.682.4422, 800.462.0619. Articles address issues, programs, news and trends important to Oregon’s foodservice and lodging industry. To learn more about the Oregon Restaurant & Lodging Association, visit OregonRLA.org.

MEMBERSHIP To become a member of the Oregon Restaurant

Dickey's Barbecue Pit, Eugene

Dishner's Fine Foods, North Bend

Palace Inn & Suites, Lincoln City

Rogue Valley Inn, Medford

Wamba Juice & Deli, Medford

Laughing Planet Café, Portland

Oak Street Hotel, Hood River

Ashland Hills Hotel & Suites, Ashland

Frack Burger, Portland

Swiftwater Park Guesthouse, Idleyld Park

Inn at the Commons, Medford

Blue Marketing 15, Wilsonville

Port & Starboard Restaurant, Port Orford

NW Business Exchange, Washougal WA

Moolack Shores, Newport

PourMark, Eugene

Redfish, Port Orford

& Lodging Association, please contact Jennifer Starr, JStarr@OregonRLA.org or 503.682.4422.

SUBMISSIONS For submission guidelines or other editorial input, please contact John Hamilton, JHamilton@OregonRLA.org.

HOW CAN WE SERVE YOU?

Call your regional representative today!

ADVERTISING Please support the advertisers herein; they have made this publication possible. For information on advertising opportunities, please contact Lea

Oregon Restaurant & Lodging Association staff are located across the state supporting membership activities, training programs and government affairs in your local area.

Ennis, LEnnis@OregonRLA.org, 503.682.4422. PUBLISHER Steve McCoid, President & CEO, ORLA EDITOR & CREATIVE DIRECTOR  John Hamilton, ORLA ASSOCIATE EDITOR   Lori Little, ORLA DESIGN  Heidi Janke, ORLA ADVERTISING SALES  Lea Ennis,  ORLA ORLA BOARD OF DIRECTORS Ryan Snyder, Chair, Martin Hospitality Ralph Matt, Vice Chair, Best Little Roadhouse Jeff Morton, Secretary, InnCline Hotel Management Jerry Scott, Treasurer, Elmer’s Restaurants Kevin Bechtel, Shari’s Restaurants Joe Benetti, Benetti’s Italian Restaurant Michael Carbiener, Oswego Lake Country Club Tom Drumheller, Escape Lodging Company Steve Faulstick, Westmont Hospitaltiy Group, DoubleTree by Hilton Portland Chuck Hinman, Best Western Plus Hood River Inn Gary Hoagland, Hoagland Properties Bob Jensen, Big Green Events & Wild Duck Cafe Becky Johnson, OSU Cascades

 PORTLAND METRO WEST, NORTH COAST Clackamas (West), Clatsop, Columbia, Multnomah (West) Tillamook, Washington, and Yamhill counties

Patrick McShane, InnSight Hotel Management Group Chris Otto, Seventh Mountain Resort Buggsi Patel, BHG Hotels

PORTLAND Beaverton McMinnville

Hood River

SALEM

Newport

CORVALLIS

Baker City

BEND EUGENE Coos Bay

 PORTLAND METRO EAST, HOOD RIVER Clackamas (East), Multnomah (East), and Hood counties STEVEN SCARDINA 503.718.1495 SScardina@OregonRLA.org  WILLAMETTE VALLEY, CENTRAL & SOUTH COAST Benton, Coos, Curry, Lane, Lincoln, Linn, Marion and Polk counties

JOEL POMERANTZ Regional Program Manager 541.517.3791 JPomerantz@OregonRLA.org

Bandon

Roseburg

MEDFORD Ashland

Klamath Falls

 CENTRAL & SOUTHERN Crook, Deschutes, Douglas, Jackson, Jefferson, Josephine, Klamath, and Lake counties TIM CASWELL 541.499.2168 TCaswell@OregonRLA.org

Vijay Patel, A-1 Hospitality Peter Roscoe, Fulio’s Pastaria Todd Stromme, Food Services of America Brett Wilkerson, North Pacific Management Co.

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Pendleton La Grande

Oregon City

Lincoln City

LORRI GEORGESON 503.341.4810 LGeorgeson@OregonRLA.org

Fred Jubitz, Jubitz Corporation John Lenz, Jaspers Café

Astoria Seaside

OREGON RESTAURANT & LODGING ASSOCIATION 503.682.4422 | 800.462.0619 | Membership@OregonRLA.org | OregonRLA.org

 EASTERN Baker, Gilliam, Grant, Harney, Malheur, Morrow, Sherman, Umatilla, Union, Wallowa, Wasco, and Wheeler counties JENNIFER STARR 800.462.0619 JStarr@OregonRLA.org

Nancy Jansen & Michael Gaines Zell’s Cafe, Portland

“ORLA is how we stay current on new state and federal regulations.” How would you describe your business? Zell’s is a charming neighborhood restaurant. What is the most important thing you’ve learned as an owner that you wish you knew when you started? We spent every day at the restaurant during the first year, but over time you realize that taking a day off every week is important to re-energize and avoid burning yourself out.

What advice would you give to a new restaurant owner? Owning a restaurant is not just about loving food and people. You also have to be part plumber, part fix it & part accountant. What do you see as the value of your ORLA membership? ORLA is how we stay current on new state and federal regulations. We also like the worker compensation discount we receive from Liberty NW by being an ORLA member.

To see how ORLA can help your business be more efficient and profitable contact member services at 800.462.0619. OregonRLA.org - 7

PRESIDENT'S LETTER

The Only Constant is Change, Especially When it Comes to Marketing. During a recent conversation on the ridiculously rapid improvements and innovations in technology nowadays I reflected on the way trade associations operated 30 years ago. You know the stories that remind you of the old “I walked five miles through three feet of snow to school back in the day” stories. For the purposes of this article it is how associations produced a magazine in the early 80s. Any article I wrote was in long hand on legal tablets, which were forwarded to my assistant to be typed and edited. The final typed article was forwarded to the magazine editor who promptly sent it off to a typesetter. The story came back in a typed roll of specified font and type size. The editor then “cut and pasted” it (literally) on sheets of paper the size of the magazine page. Once the magazine was totally assembled in this manner – stories, ads, pictures etc. – it was sent to the printer where the plates were made to print the story. The printer supplied a blue print of the magazine for final editing and correction of any layout errors etc. Finally the magazine was printed. A lot of time and effort went into each magazine. Today we have desktop publishing where all that effort is done by a graphic artist using special software on his/her desktop. The finished layout is then sent electronically to the printer where the plates are made and the final product printed. A much simpler, efficient method courtesy of modern technology. The topic for this issue – marketing - brought this story to mind. Today there are all sorts of methods for a restaurant operator to utilize to market his business. It can be old fashioned with print ads, print coupons, radio or even television. Or it can be focused on search engine optimization (SEO) marketing expenditures to ensure any search for one’s business comes up sooner on the search

by the consumer. There are apps to use to drive business. One can use email marketing services, like ORLA’s endorsed service Fishbowl, so a restaurateur can email offers, coupons, special events dates or birthday wishes directly to customers. Think of it, communicating directly with and rewarding your customer is now a very different proposition. And don’t forget using Twitter, Facebook, Instagram, and the many other social media offerings out there. Oh, and be sure that any of your electronic offerings work well on smart phones as that tool is being used more and more frequently to search out a restaurant for one’s next meal. This issue of the Main Ingredient is focused on the many ways of marketing a business, directly from the lips of successful owners. There are a variety of methods and philosophies being used and they all work for their proponents. I’m sure that you are going to find useful, current and accurate information shared by fellow restaurateurs in this issue. Providing current, needed and pertinent information is the real message here. It is a major piece of ORLA’s mission. Your association exists to be THE information resource for the industry. Your staff of professionals is here every work day to answer your questions and provide you with information that you need to operate your restaurant profitably. In today’s environment of accelerating technological change this is a very valuable resource for you. Access to the answers you need from a staff that knows and understands the food service industry is a phone call away. Be sure to remember this the next time some question comes up. Let us do the research while you manage your restaurant to provide your customers with a great experience.

STEVE McCOID, PRESIDENT & CEO, OREGON RESTAURANT & Lodging ASSOCIATION

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ORLA ADVOCACY UPDATE

Small Business Tax Cut

here was a “small business tax cut” passed during the 2013 special session in September. The tax legislation created an optional lower rate, starting in tax year 2015 – it does not apply for years 2013 or 2014. The tax cut has a few limitations; it is for active income from partnerships and S-Corps (Schedule E filers) with at least one employee. That means there must be at least 1,200 aggregate hours from one or more employees working 30 or more hours per week. As a revenue safeguard, there will be two potential rate adjustments in the years 2019 and 2023, if the revenue impact exceeds estimates. No rate can ever be adjusted above 9.9 percent, and rates lock in the year 2023. Small Business Tax Rate $0 - $250,000 $250,000 - $500,000 $500,000 - $1 million $1 million - $2.5 million $2.5 million - $5 million $5 million and up

2015-2018 7.0% 7.2% 7.6% 8.0% 9.0% 9.9%

This tax cut was part of a bigger package including a reduction to PERS retirement liabilities to the State of Oregon, local governments and school districts. An advance look at legislative bills filed for the February special session show that there is interest by some Democrats to amend the small business tax cut before it gets implemented. State Representative David Gomberg, D-Otis, does not want the new rates to apply to filers above the $250,000 income level, which sometimes confuses the issue on S-Corps taxes because it is based on the Schedule E form. Gomberg also wants to address the requirement for businesses that do not have an employee in an effort to make the tax cut more available to small business owners who may not have a regular fulltime employee. There are also rumblings that there are a few House Democrats that would like to repeal the tax cut all together. As always, your association will continue to monitor and defend against unfavorable business legislation. | Bill Perry If you have any questions or comments, please contact Bill Perry at BPerry@OregonRLA.org. OregonRLA.org - 9

THE LARGEST FOOD AND BEVERAGE EXHIBITION IN THE PACIFIC NORTHWEST

PRESENTING SPONSOR:

through Friday, April 4, 2014 (or pay $25 at the show).

VISIT NWFoodserviceShow.com THE NORTHWEST FOODSERVICE SHOW IS PRODUCED BY:

SHOW INFORMATION, CONTACT: Orran Greiner, Tradeshow Manager at 503.582.9482 or OrranG@NWFoodserviceShow.com

EXHIBITING & SPONSORSHIPS, CONTACT: Lea Ennis, Business Development Manager at 971.224.1543 or LEnnis@OregonRLA.org 10 - Main Ingredient - February 2014

APRIL 13 - 14, 2014 • SEATTLE, WA WASHINGTON STATE CONVENTION CENTER

INTERACTIVE KITCHEN WATCH, LEARN AND SAMPLE! The new Interactive Kitchen, sponsored by Sysco, creates an exciting new food experience for attendees to interact with chefs as they prepare the latest food trends, and provides a greater opportunity to taste the various creations. Watch, Learn and Sample!

NEW PRODUCT SHOWCASE Each year exhibitors use the Northwest Foodservice Show to launch exciting new and soon-to-be released products into the marketplace. Preview a sampling of the new products and see them on display at the show in the New Product Showcase.

EDUCATIONAL SEMINARS SUNDAY, APRIL 13 • Seven Simple Systems to Control Your Food Cost and Explode Your Profits • What’s Hot & Not in the Social Media World for Restaurants • Mixing Cocktail Trends and Best Practices • Increasing the Accuracy of Your Recipe Costing & Menu Engineering MONDAY, APRIL 14 • Trends in Tip Sharing and Pools • The Company Killer: How Dysfunctional Teams are Killing Your Bottom Line Results Subject to change. For the latest schedule, visit NWFoodserviceShow.com OregonRLA.org - 11

ORLA ADVOCACY UPDATE IRS Ruling on Automatic Gratuities/Service Charges

here was a new rule with regard to the treatment of service charges, as opposed to tips, that went into effect on January 1 of this year and it has operators confused. In an IRS statement, they attempt to address the industry practice of a service charge by saying, “the employer’s characterization of a payment as a ‘tip’ is not determinative. For example, an employer may characterize a payment as a tip, when in fact the payment is a service charge.” Therefore, if an operation establishes an automatic gratuity based on any of the following: on parties of greater than a certain number of people, on room service deliveries, on banquet meals or other such charges, the payment is considered a service charge and not a tip. The revenue ruling provides that the absence of any of the following factors

creates a doubt as to whether a payment is a tip. For the payment to be a tip it must: (1) be made free from compulsion; (2) the customer must have the unrestricted right to determine the amount; (3) the payment should not be the subject of negotiation or dictated by employer policy; and (4) generally, the customer has the right to determine who receives the payment. All of the surrounding facts and circumstances must be considered. If the above factors are not met, the payment is a service charge according to the new ruling, which is very specific and may actually go a little too far. Any service charge as defined by the rule has to be held until the next pay period and be presented as wages in the payroll process. So, in the past, if you have allowed servers or banquet staffers to leave their shift with service charge dollars, you will be in violation of the new law

moving forward unless you generate a pay stub along with the distribution of funds. Some operators have reported that they are holding service charges until the next pay period, but there are concerns that this practice will create morale issues among the staff if they are not able to take the income with them at the end of the shift like they are accustomed to. Other operators are removing the automatic service charge completely, and some are listing a couple of recommended tip amounts as an alternative. This will be a big change in certain sectors of the service industry. Service charges for large parties and banquets have been commonplace in the industry, as it allowed operators some control over the distribution of money to their employees. | Bill Perry If you have any questions or comments, please contact Bill Perry at BPerry@OregonRLA.org.

SEATTLE PORTLAND SACRAMENTO pLEASANTON IRVINE

THANK YOU ORLA! WE ARE PROUD TO BE HONORED AS ASSOCIATE MEMBER OF THE YEAR. A great design is super helpful but really (project success is determined by) a great contractor that can interpret each challenge and problem you see along the way. - David Machado, Chef/Owner; David Machado Restaurants see the video in its entirety at: http://tinyurl.com/m87vyzd

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Photo©DanTyrpak

B e a Pa r t o f t h e I n d u s t r y ’ s A n n u a l

Dinner & Auction!

April 9, 2014 DoubleTree By Hilton Portland R e c e p tion & Silent Auction 5:30 P.M. | Dinner & Live Auction 7:30 P. M .

Join us for the annual Oregon Restaurant & Lodging Association dinner and fund raising auction. Mingle with hospitality industry leaders and make invaluable connections while supporting the Oregon Restaurant & Lodging Association’s Political Action Committee. GET YOUR TICKETS! Contact Glenda at 503.682.4422 or GHamstreet@OregonRLA.org

DONATE AN AUCTION ITEM! Contact Jenn at 503.682.4422 or JStarr@OregonRLA.org

Silver Sponsor:

Silent Auction Sponsor

BECOME A SPONSOR! Contact Lea at 971.224.1543 or LEnnis@OregonRLA.org

All proceeds go to ORLAPAC. The One Big Night Auction benefits advocacy and the election of pro-industry candidates.

OregonRLA.org/OneBigNight OregonRLA.org - 13

Which Future Culinary Stars Will Represent Oregon?

PROGRAM SPONSORS:

Come Watch the Oregon ProStart High School Culinary Championships and Find Out.

utternut Squash Dumplings with Sautéed Ginger Shrimp. Lamb Stuffed Ravioli over Bolognese Sauce. Chocolate Faux-Fle with Blood Orange Marmalade and Caramel Cookie Crisp. Tempting offerings from a wellestablished restaurant? Could be– someday. But these dishes represent just a few of the tantalizing creations presented by high school student chefs during last year’s Oregon ProStart High School Culinary Championships. What’s even more impressive, three-course meals featuring dishes such as these were prepared in an hour or less, using just two butane burners! Teams of four student chefs, representing 21 schools, will practice for months in order to be prepared for this year’ s upcoming competition Sunday, March 2nd at the Red Lion Hotel on the River/Jantzen Beach-Portland. Practice is essential for this very intense competition, which features six other judged events including a demonstration of knife skills. Prizes include more than $160,000 in scholarship opportunities for the top three placing teams. The first place team wins an expense-paid trip to participate the national competition against winners from 41 other states, which will be held in Minneapolis this year. The public is encouraged and welcome to attend to observe this high-energy event. There is no fee and it’s a wonderful way to spend a few hours. Students relish the encouragement and observers always leave appreciative of experiencing the 14 - Main Ingredient - February 2014

results of the creativity and hard-work teams put forth. To learn more, go to Oregonrla.org/Competition. The event relies on the support of 60+ volunteers and professional chef-judges, and would not be possible without the generous financial contributions of Le Cordon Bleu College of Culinary Arts, Boyd Coffee, Bon Appetit Management Company, and the Oregon Culinary Institute. What is ProStart? It is a training and career-building program for students interested in culinary arts and restaurant and foodservice management that is supported by the Education Foundation, of the Oregon Restaurant & Lodging Association, in partnership with the National Restaurant Association. Students work through an industryendorsed two year curriculum that includes hands-on experience that can culminate with a Certificate of Achievement that indicates their proficiency in a variety of key skill areas as well as on the job work experience of at least four hundred hours. Industry support is critical to the program’s success. To learn more about how you and/or your organization can be involved, please contact: Wendy Popkin, executive director, Education Foundation, 971.224.1505 or WPopkin@ oregonrla.org. See you on March 2nd at the Red Lion on the River! | Wendy Popkin, Executive Director, ORLA Education Foundation

SUPPORTING SPONSORS:

2014 COMPETING HIGH SCHOOLS: • Bend • Colton • Crook County • McMinnville • McNary • Mountain View • Nestucca • North Eugene • North Marion • Ridgeview • Roseburg • Sabin-Schellenberg Center • Sam Barlow • Seaside • South Salem • Taft • Tillamook County Schools Hospitality Program • Tualatin • Westview • Willamette

Share the Experience! Sunday March 2, 2014

IS YOUR FOOD HANDLER TRAINING SLIPPING AWAY? 24/7 ONLINE FOOD HANDLER CERTIFICATION Fast, easy and valid statewide!

Sure your employees can get food handler certification, but how do you know if they’ve learned it, better yet did they retain anything? Unlike other training programs, ORLA developed the FIRST online training that includes quizzes and videos to help retention. ORLA’s online food handler training helps your staff serve the public safely and minimize risk to your business. Get the state-mandated food handler training your staff needs, on their schedule.

TRAINING THAT STAYS WITH YOU

VISIT OREGONRLA.ORG/TRAINING

MEMBERSHIP DOESN’T COST, IT PAYS. The Oregon Restaurant & Lodging Association is dedicated to helping members operate with greater ease, efficiency and savings. Member participants save millions of dollars each year by using ORLA’s Endorsed Service Providers.

ORLA GROUP INSURANCE PLANS

CREDIT CARD PROCESSING

OFFICE PRODUCTS & SERVICES

ORLA HEALTH INSURANCE PROGRAM

EMAIL MARKETING

NUTRITION INFORMATION

POINT-OF-SALE (POS) SYSTEMS

MUSIC LICENSING

PAYROLL PROCESSING

• Workers’ Compensation • Property & Liability

FOR MORE INFORMATION, CALL JENNIFER STARR AT 1.800.462.0619.

OregonRLA.org OregonRLA.org - 15

ONNECTING with

USTOMERS

Marketing Continues to Evolve in the Foodservice World.

BUFFALO GAP SALOON & EATERY "The" Reuben: double-decker with corned beef, sauerkraut, Swiss cheese and secret reuben sauce on dark rye.

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ike masterful chefs preparing sumptuous cuisine for their guests, practitioners of marketing enjoy their craft, whether they revel in the artistic process that unfolds into a feng-shui Facebook page or the calculated science behind an email campaign that delivers dissectible cold hard data and measurable results. Regardless of how you perceive marketing, in a world churning out a dizzying number of options to communicate, fundamentally it is still all about connecting with your customers. Never in history has food been hotter in the media, which keeps it seductively simmering in the minds of consumers, many of whom have suddenly morphed into citizen journalists. Those who refuse to keep a lid on their opinions, good or bad, offer unabashed reviews on sites like Yelp.com or influence their friends, family, and acquaintances visually with the click of a smartphone camera via Vine or Instagram. Picture it: in a flash, a single mouthwatering image can travel from table to farm, bouncing backward from your restaurant to your suppliersâ&#x20AC;&#x2122; handhelds and tablets. Anything is possible in the new age

PHOTOGRAPHY BY Heidi Janke

of marketing, a world where everyone is hungry for a true story told in a text or photo. The ability to influence is in the hands of your patrons and the minds of industry experts who design clever campaigns that exude authenticity and build fans (aka regulars). Today’s hyper-competitive, everchanging business environment requires restaurateurs to closely monitor their budgets, and no line item gets more scrutiny than marketing. “With rising operational costs, we have had to be more frugal with advertising money,” confides Troy Itami, proprietor of the Buffalo Gap Saloon and Eatery in Portland. “Unfortunately, that means we have pulled most of our traditional print ads and focused our attention on using emails to build repeat business and social media to grow loyalty. Our daily operations put more emphasis in attracting repeat business and less effort in trying to reach new patrons. Someone, long ago, told me that if you want to double your business, get your regulars to come back twice as much, so we find ourselves relying on ‘word of mouth’ from our regulars to reach new patrons.” “The biggest shift is in the popularity of online search and the marketing mindset required to take advantage of this phenomenon,” says Vicky Hastings, managing director, Studio West at Maxwell PR + Engagement. “It used to be just fine to think in terms of tasks such as launching a website, getting an ad ready for a newspaper dining guide or a creating a Facebook page. Those days are long gone, and there are no ‘one-and-done’ tasks anymore.” Effective marketing finds a way to cut through the clutter and engage an audience bombarded with messages. “Today, the big opportunity is in an integrated digital content strategy,” believes Hastings. “That starts by creating fresh content for your website, optimizing it for online search, featuring it via social media

Troy Itami, proprietor Buffalo Gap Saloon and Eatery, Portland OregonRLA.org - 17

“Our marketing these days is about 80% social media and internet based. We have large followings on Facebook, Twitter and over 8,000 people get our twice-monthly newsletters.“

Darrielle Sadle-Ruff, owner Salvador Molly’s, Portland 18 - Main Ingredient - February 2014

channels and promoting it through paid advertising. It's an ongoing cycle.” Restaurateurs’ marketing mixes continue to evolve as the landscape of available channels changes. “Our marketing these days is about 80 percent social media and internet based,” reports Darrielle Sadle-Ruff, owner of Salvador Molly’s in Portland. “We have large followings on Facebook, Twitter and over 8,000 people get our twice-monthly newsletters. We have gone from paid ads in newspapers and direct mailings to participating in special ‘deal promotions’ like Groupon to introduce new people to Salvador Molly’s. Then once they come in, we use our loyalty program called ‘Molly’s Mob’ and social media to keep in touch and encourage more frequent visits.” Having a marketing strategy may be wise, but executing tactics that put patrons in seats fills the till. “Restaurants are getting more tactical with their marketing,” points out Joe Gabriel, association alliances manager at Fishbowl Inc., which provides online guest relationship marketing software and services to the restaurant industry. “It’s an exciting time. With the boom of all of the online technologies, mobile, etc., operators have lots of options on where to focus their marketing efforts. With that said, they are trying lots of different things, mobile, social,

and loyalty; lots of efforts into targeting personalized marketing; determining their guests’ behavior and what specific offers and items they are responding to. The more personalized the marketing or message the better the response is.” When you really connect with patrons at all levels, they can turn into your own unofficial team of promoters, sharing pictures, posts, tweets and word of mouth to anyone willing to listen. Their ability to communicate an opinion directly to your target audience of potential customers makes delivering a memorable experience all the more important. Online reviews are leveling the playing field for independent restaurants, according to Itamar Simonson, a Professor of Marketing at Stanford University and coauthor with Emanuel Rosen of Absolute Value: What Really Influences Customers in the Age of (Nearly) Perfect Information (Harper Business, February 2014). “You can have the greatest looking restaurant and the longest menu, but if people say that the food or the service is lousy, it’s not going to help,” says Simonson. “The power of advertising, of branding, of all of those things that we’ve learned in marketing courses, they are becoming less important. Classic marketing tools are becoming less influential. What really is driving the consumer decisions is what we call ‘absolute

value’ − namely that real value as perceived by the consumers. It comes down to what they experience and then they say about the restaurants.” He notes that this paradigm shift primarily applies to business-toconsumer marketing, but that doesn’t mean that restaurant owners don’t rely on others’ opinions when deciding on goods and services in the business-to-business world. Interacting with reviewers isn’t for the faint of heart. “Happy customers are fantastic marketers, but it’s often more challenging to get a satisfied customer to take the time to post a positive review than someone who had an ‘off ’experience,” observes Itami. “My managers and I try to spend time each week surfing the net for reviews, but there are so many review sites out there and more keep popping up that it is hard to keep up with them all. We utilize a company that helps us boost content on our social media sites as an extra lookout for reviews. They monitor review sites and email us a report and post our reply for us. Often times it is the customer who we get to come back after having an ‘off ” experience who is the more effective advertiser.” “Media critic reviews are still influential, but so are Yelp and TripAdvisor reviews written by customers,” adds Hastings. “In this competitive environment, the best way to get people to frequent your restaurant is to make sure every guest has a remarkable

“Classic marketing tools are PHOTO BY HEIDI JANKE

becoming less influential. What really is driving the consumer decisions is what we call ‘absolute value’ − namely that real value as perceived by the consumers.” Itamar Simonson, professor of marketing, Stanford University

OregonRLA.org - 19

“I think the most creative dining experience.” She suggests, “While come back is more executing the basics, not you can't control reviews, and definitely

marketing.” Getting it right goes beyond

of the meal, ask the guests about their meal. to align ourselves with If they are happy, give them a business card featuring the restaurant's website and social charities, non-profits, and media channels and encourage the guest to write a review. If they are unhappy, community groups/teams. empower staff to make the situation right on the spot.” Troy Itami, Ultra-busy and distracted consumers proprietor, Buffalo Gap Saloon and Eatery, Portland make dining decisions in an instant. “People are using their smartphones, which are nearly ubiquitous now, to research dining options and book reservations, often at the last minute,” notes Hastings. “The OpenTable app makes it easy for them to do this, so participating in OpenTable SALVADOR MOLLY'S can be beneficial. This also enables you to track and reward frequent guests with a free BELOW: Wall of Flame shows pictures of those who complete appetizer or dessert. Showing you recognize the Great Balls of Fire them as having dined with you before and challenge BOTTOM: Namibian that you appreciate their business goes a Braii Chicken small plate long way. If they are active on social media and the kitchen isn't too busy, take their photo with the chef or give them a behind the scenes access to something special. Post the photo on your Facebook page so they can like it and it show it to their friends.” Positive or negative, reviews present opportunities. “Monitor what people are saying about you online and use your social media channels to provide great customer service,” she continues. “If someone posts about looking forward to dinner at your place tonight, surprise and delight them with a handwritten card at their table signed by the chef or owner, or provide a freebie. Or, if a guest is complaining online about poor service or crummy food, respond online right away to resolve the issue, if possible. That goes a long way to enhancing your business' online reputation.” James Louie, owner of Huber’s Café, Portland’s oldest restaurant, knows that a restaurant’s reputation should be built on a sustainable foundation of good food supported by superior service. “I don't feel a restaurant should completely ignore marketing, but you can do an awful lot within the four walls of your restaurant,” says Louie. “Marketing may get people who have never been to your restaurant into your restaurant, but to get them to

been said, ‘Good service can make up for a mediocre meal, but a great meal cannot make up for poor service,’” recalls the longtime restaurateur. “The reality of retail is that people buy from people that they like. What better way to make friends with people than remembering their name?” What better way to learn about a restaurant than from the mouth of a trusted source? “When I go to a restaurant I've never been to before, it's because a friend said, ‘James, you've got to try this place, it’s great!” adds Louie. It’s not surprising that he and some of his peers believe that word of mouth is still the most effective form of marketing. “Word of mouth is huge for us, and if we do our job at every table, we aren’t spending additional advertising money,” explains Itami. “I think the most creative thing we have done with our advertising is to align ourselves with charities, non-profits, and community groups/teams. I always felt like we were throwing our money away when we ran print, radio, or TV ads. They are there, then they are gone, or they line the bottom of a bird cage and never get read. However, when we started directing some of our advertising money to charities, nonprofits, and community groups/teams, we started investing in our own community. We saw that people appreciated what we did, regardless if it was helping out a team with t-shirts or donating to help a family in our community during the holidays. All things considered, it is a better ROI.” A good old-fashioned suggestion by a trusted source can help fill booths. “We sometimes forget that offline comments are as important as online recommendations,” points out Hastings. “Hotel concierges and front desk staffers are often asked for dining recommendations. Do they know about your restaurant? Invite them for a comp meal on a slow day or night. Make sure they have a great meal and learn about the story of your restaurant. Then, when asked for recommendations, it's natural for them to talk about the great experience they had at your restaurant. That's very likely going to have a lot of influence over where hotel

thing we have done don't want to post fake reviews, you can offering a delicious, wholesome meal that with our advertising is shape what reviews are written. At the end is well presented and priced right. “It has

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guests dine. When they arrive, reinforce the personal connection by greeting the customers and let them know you were expecting them based on the hotel concierge's call.” Some believe that a picture is still worth a thousand words. “People want information quickly, and images will draw their attention,” explains Itami. “I could describe our fantastic carrot cake or reuben, but it would take less time for you to decide if you want to read further if you had a close up image.” Setting a good atmosphere around a quality meal may motivate guests to discuss their experience with the circles they influence. For example, “Creative plates and décor encourage patrons to pull out their camera and share their experience,” says Sadle-Ruff. “Potential customers are way more likely to believe unsolicited recommendations than something we say about ourselves.” “Social posts featuring images and videos are prompting the most consumer engagement, no question,” points out Hastings. “We are indeed a visual society. Chefs posting Instagram photos and videos of what they're preparing and what they are doing outside of work are very popular.” One thing that hasn’t changed in the world of marketing is the need to be noticed, whether the attention grabber is an Instagram or a neon sign. Differentiation is a key component of good marketing strategies, and savvy restaurateurs continue to leverage uniqueness to their advantage. “Having a menu and concept that are unique are one of the keys to our success,” reveals Sadle-Ruff. “People remember a visit to Salvador Molly’s because it’s different than any other restaurant experience. Plus something is always happening. Events like our yearly ‘Great Balls of Fire’ promotion and ‘Last Chance Luau’ draw people in and give them something to talk about. We’re unusual enough that we’ve had a number of opportunities to be covered by local and national TV and radio. Blogs like to cover us, so we get a lot of free help with getting the word out. Free is a very good price.” Northwest restaurateurs often mix marketing ingredients for maximum impact. “Social and email are like peanut butter and jelly,” suggests Gabriel, who believes that it’s important to regularly spread the word about your product in a world competing for consumers’ discretionary dollars. “Leveraging the two together provides fantastic results.

BUFFALO GAP SALOON & EATERY ABOVE: Proprietor, Troy Itami upstairs in “The Attic” which houses events from NFL Sunday Ticket to Paint Nite BELOW LEFT: Old Fashioned Carrot Cake: homemade triple layer spiced carrot cake with fresh cream cheese frosting BELOW RIGHT: Dining room placard recognizing sponsorship of community club sport team

Just like operators have lots of choices, so do consumers as to where they spend their online time. Some prefer Facebook, some Twitter. Everyone checks email, as it is the most frequent activity we all perform online. So cross-promoting items and using the different platforms to build audiences and engage guests is invaluable.” Salvador Molly’s engages its customers from all angles, even blending in a few old school approaches. “Our loyalty program includes benefits like a free appetizer each month,” shares Sadle-Ruff. “People find out what the appetizer is in the newsletter and on Facebook. While they are there, they learn of other happenings at the restaurant like our frequent community events and fundraisers. Signage in the restaurant, flyers at our Farmer’s Market Tamale booths, and server reminders reinforce the messages we put out on social media.” A marketing campaign doesn’t have to be over-complicated to generate measurable results.

“It’s easy to lose focus with all of these online marketing options out there today,” recognizes Gabriel. “Stick to a couple key things, and do them well. If you do email, then have great, funny, witty emails. If you do Twitter, then tweet like crazy and engage your guests. Keep it simple and have fun with your marketing.” Restaurateurs have long known that prospecting for patrons is more expensive than retaining current customers. “I think the old way is the best way to market: take care of the butts you have in your seats,” concludes Itami. “Give them a genuine experience. Make them feel like they are sitting in your living room. Learn about them and create a connection.” He keeps an open mind when it comes to new marketing opportunities, but recognizes the importance of focusing on the fundamentals.” | Kirk Richardson

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Social Media’s Marketing Challenges For Restaurants What You Say, and Sometimes Not Say, Can Hurt You.

oes your restaurant have its own website? Is it interactive? Is there someone who engages on the site from a corporate level to make sure the messages are promoting your brand? Do they serve as the company spokeperson? What is your social media relations strategy? How can you make sure what is featured about your restaurant is what you had intended? Social media can consist of website blogs, Facebook, Twitter, and other mobile applications. Often these sites allow your customers and sometimes employees to express their opinion about your restaurant – be it true or not. What you say and sometimes not say can hurt you. What is at stake? Your restaurant’s reputation! Effective social media is listening and handling small issues that come up before the whole internet hears about it. Your restaurant can be vilified very quickly when a politically incorrect or damaging statement is made. Even if your social media is in the hands of an outside service you still need to know how and when to engage and interact with customers. Every restaurant should have a social media compliance policy and management system that can archive all messages in the event of an audit. Simple preventative measures can potentially spare your restaurant from upset customers, employees and 22 - Main Ingredient - February 2014

possible lost revenue. Online data needs to be protected from the time it leaves the company and from those who may breach your system. Your restaurant’s brand also needs to be protected, not only on the internet, but in print, television, and other outlets such as public speakers at conferences and conventions. Consider the extent your business operations and existing policies pose trade libel and data breach risks. The principles contained in this material are general in scope and, to the best of our knowledge, current at the time of publication. Liberty Mutual Insurance specifically disclaims all liability for damages or personal injury alleged to arise from reliance on the information contained in this document. | Liberty Mutual Thought Leadership

About Liberty Mutual Insurance Partnering with the Oregon Restaurant and Lodging Association (ORLA), Liberty Mutual Insurance provides members with insurance programs tailored to the hospitality industry’s needs. Today, the ORLA endorsed program covers more than 1,000 ORLA members and has saved participants over $99 million in insurance costs. For more information, contact your independent insurance agent or call 800.463.6381.

National Restaurant Association’s

What's Hot:

2014 CULINARY FORECAST T he National Restaurant Association surveyed professional chefs, members of the American Culinary Federation, on which food, cuisines, beverages and culinary themes will be hot trends on restaurant menus in 2014. The What’s Hot in 2014 survey was conducted in the fall of 2013 among nearly 1,300 chefs.

6 Flatbread appetizers 7 Warm appetizer salads 8 Raw meat/fish appetizers (e.g. tartare, crudo, carpaccio, sashimi) 9 Cold appetizer salads 10 Chicken wings

6 Street food-inspired main courses (e.g. tacos, satay, kabobs) 7 Kale salads 8 Cheeks (e.g. beef, pork, fish) 9 Lower-sodium entrees 10 Meatless/vegetarian items

STARCHES/SIDE ITEMS

DESSERT

1 Non-wheat noodles/pasta (e.g. quinoa, rice, buckwheat) 2 Quinoa 3 Black/forbidden rice 4 Red rice 5 Pickled vegetables 6 Asian noodles (e.g. soba, udon) 7 Vegetable puree 8 Grilled vegetables 9 Sweet potato fries 10 Couscous

Top Trends by category APPETIZERS

1 House-cured meats/charcuterie 2 Vegetarian appetizers 3 Ethnic/street food-inspired appetizers (e.g. tempura, taquitos, kabobs) 4 Ethnic dips (e.g. hummus, tabbouleh, baba ganoush, tzatziki) 5 Amuse-bouche/bite size hors d’oeuvre

MAIN DISHES/ CENTER OF THE PLATE

1 Hybrid desserts (e.g. cronut, townie, ice cream cupcake) 2 Savory desserts 3 House-made/artisan ice cream 4 Bite-size/mini-desserts 5 Deconstructed classic desserts 6 Dessert flights/combos 7 Desserts with bacon 8 Gelato/sorbet 9 Cheese plates 10 Fruit desserts (e.g. cobbler, crisp, tart, pie)

1 Locally sourced meats and seafood 2 Sustainable seafood 3 New cuts of meat (e.g. Denver steak, pork flat iron, tri-tip) 4 Non-traditional fish (e.g. branzino, Arctic char, barramundi) 5 Half-portions/smaller portions for a smaller price

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BREAKFAST/BRUNCH

Just Because It’s Not Trendy Doesn’t Mean It’s Not Popular TOP 20 PERENNIAL FAVORITES TABLESERVICE MENUS 1 2 3 4 5

6 7 8 9 10 11 12 13 14 15

16 17 18 19 20

LIMITED-SERVICE MENUS

Italian cuisine Fried chicken Barbeque Frying Eggs Benedict

Grilling Oatmeal French toast Comfort foods (e.g. chicken pot pie, meatloaf ) Fruit desserts Mexican cuisine Zucchini Short ribs Steaming Milkshakes/malts

Waffles Braising Cauliflower French cuisine Chicken wings

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1 2 3 4 5 6 7 8 9 10 11

Soft drinks Poultry items Milk French fires Chicken sandwiches Pizza Milkshakes Side salads Hamburgers/cheeseburgers Chicken strips/nuggets Beef items

12 13 14 15 16 17 18 19 20

Comfort food Iced tea Ice cream Bottled water Fruit juice Pasta/Italian items Soups Onion rings Lemonade/flavored lemonade

1 Ethnic-inspired breakfast items (e.g. Chorizo scrambled eggs, coconut milk pancakes) 2 Traditional ethnic breakfast items (e.g. huevos rancheros, shakshuka, ashta) 3 Fresh fruit breakfast items 4 Egg white omelets/sandwiches 5 Yogurt parfait/Greek yogurt parfait 6 Bacon alternatives (e.g. turkey bacon, tofu bacon) 7 Prix fixe brunches 8 Donuts/donut sandwiches 9 Breakfast crepes 10 Breakfast burritos

KIDS’ MEALS 1 2 3 4 5

Healthful kids’ meals Whole-grain items in kids’ meals Fruit/vegetable children’s side items Ethnic-inspired children’s dishes Oven-baked items in kids’ meals (e.g. baked chicken fingers, oven-baked fries) 6 Gourmet children’s dishes 7 Children’s portions of adult menu items 8 Low-fat/non-fat milk or 100% juice options on kids’ menus 9 Children’s sushi 10 “Fun-shaped” children’s items

PRODUCE

1 Locally grown produce 2 Unusual/uncommon herbs (e.g. chervil, lovage, lemon balm, papalo) 3 Dark greens (e.g. kale, mustard greens, collards) 4 Organic produce 5 Heirloom apples 6 Superfruit (e.g. acai, goji berry, mangosteen) 7 Exotic fruits (e.g. rambutan, dragon fruit, paw paw, guava) 8 Hybrid fruits/vegetables (e.g. plumcot, grapple, broccoflower) 9 Specialty potatoes (e.g. purple, fingerling, Baby Dutch Yellow) 10 Micro-vegetables/micro-greens

ETHNIC CUISINES AND FLAVORS

1 Peruvian cuisine 2 Korean cuisine 3 Southeast Asian cuisine (e.g. Thai, Vietnamese, Malaysian) 4 Regional ethnic cuisine 5 Ethnic fusion cuisine 6 Nordic/Scandinavian cuisine 7 Regional American cuisine 8 Latin American/Nuevo Latino cuisine 9 Middle Eastern cuisine 10 Americanized ethnic cuisine (e.g. ethnic cuisine adjusted for American palates/ ingredients)

OTHER FOOD ITEMS/ INGREDIENTS

1 Farm/estate-branded items 2 Ancient grains (e.g. kamut, spelt, amaranth) 3 Non-wheat flour (e.g. peanut, millet, barley, rice) 4 Natural sweeteners (e.g. agave, honey, concentrated fruit juice, maple syrup) 5 Artisan/specialty bacon

6 Ethnic flour (e.g. fufu, teff, cassava/yuca) 7 Ethnic cheeses (e.g. queso fresco, paneer, lebneh, halloumi) 8 Artisan cheeses 9 Vinegar/flavored vinegar/house-made vinegars 10 Specialty salt (e.g. flavored, smoked, regional)

5 Dairy-free milk (e.g. soy, rice, almond) 6 “Mocktails” (e.g. non-alcoholic cocktails) 7 Organic coffee 8 Regional water/source-specific 9 Flavored/enhanced water 10 Tap water/filtered water

TRENDS FROM THE BAR Top 10 Alcohol Trends HOT TRENDS PREPARATION METHODS 1 Pickling 2 Fermenting 3 Smoking 4 Sous vide 5 Liquid nitrogen chilling/freezing 6 Oil-poaching 7 Braising 8 Raw 9 Dust 10 Grilling

1 Micro-distilled/artisan spirits 2 Locally produced beer/ wine/spirits 3 Culinary cocktails (e.g. savory, fresh ingredients) 4 On-site barrel-aged drinks 5 Regional signature cocktails 6 “New Make” whiskey 7 Gluten-free beer 8 Food-liquor/cocktail pairings 9 Edible cocktails 10 Food-beer pairings

CULINARY THEMES

1 Environmental sustainability 2 Gluten-free cuisine 3 Hyper-local sourcing (e.g. restaurant gardens) 4 Children’s nutrition 5 Nose-to-tail/root-to stalk cooking (e.g. reduce food waste by using entire animal/plant) 6 Health/nutrition 7 Grazing (e.g. small-plate sharing/ snacking instead of traditional meals) 8 Simplicity/back to basics 9 Food trucks 10 Cutting edge kitchen equipment/ technology

NON-ALCOHOLIC BEVERAGES

1 House-made soft drinks/soda/pop 2 Gourmet lemonade (e.g. house-made, freshly muddled) 3 Coconut water 4 Specialty iced tea (e.g. Thai-style, Southern/sweet, flavored)

PERENNIAL FAVORITES

1 Lagers 2 Tequila/premium tequila 3 IPAs (India Pale Ale) 4 Sake/mirin 5 Seasonal beer 6 Signature cocktails 7 Wine flights/samplers 8 Craft beer/microbrew 9 House-brewed beer 10 Beer flights/samplers

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Establishing a Presence on Google+ Part 4: Google Carousel’s Emphasis on Local Listing Performance

ou are likely already aware that Google+ is both a social platform and SEO (Search Engine Optimization) tool. (If you’re unfamiliar, read the introduction to Google+ and how to set up your presence that we discussed in previous issues of Main Ingredient, or call me). Today we are here to keep that conversation going. Being listed on Google Local Carousel makes a major difference in terms of business revenue. Studies have shown an excellent click-through rate and conversion rate achieved by companies displayed in Google’s Local Carousel. What Are Carousel Results? By now you've read about or seen the carousel, a row of images across the top of the Google Search Engine Results Page (SERP) against a dark background. For now, the carousel contains up to 20 results and appears primarily in results for travel, hospitality, and restaurant queries. This has taken the place of the previous listing of 6 or 10 sites on the right page and replaced those with a map and paid advertisements. In other words, the Carousel effectively puts those companies in the first position! You do not want to

26 - Main Ingredient - February 2014

miss out on this wonderful opportunity Google is handing to you! Before beginning, however, make sure you’ve gotten your Google+ profile to industry best practices: • Verify that you’ve correctly set up a Google Places for Business and Google+ page, • Merged your Google+ Business page to your Local page, • Make sure images are high resolution, unique, and order them in terms of your priority, and • Ensure that all Business information is up to date!

listing

The above points are key in starting off on the right foot with your social and SEO efforts. Now, you’ll want to become more active on the platform. Sync your Google+ page with Facebook, Foursquare or Twitter, and begin posting other content regularly on your plus page as well. Of this information, images are considered the most important, because studies are

showing that users are looking at images more than text descriptions. Why you must use images in your Google+ business listing: In the past, Google has not really stressed the need for images on business listings. This has changed in part due to user demand, prompting them to implement an algorithm in which Google can gather pictures from across the web to feature along with your business, if necessary. This is where proper management of your Google+ page comes in handy. If you do not choose your own profile picture, Google will have its ‘spiders’ crawl the internet until they find a picture they see fit. Consider this: Similar to sites like Yelp or Urbanspoon, users are able to upload pictures to Google showing your “restaurant” that your company did not even approve! By associating their picture with your business, it’s considered fair game to be used elsewhere, such as in the Google Carousel. On the next page are two cases in point: two different Pizza companies in Columbia, SC, where the first one has not claimed their Google+ page and the other one has.

Hungry Howie’s You will notice the picture showing up in the new Google Carousel is not the same picture that pops up on the right hand side for the local listing. This is because the Google+ Local page has not been claimed and the two pages (local and business) have not been merged. Village Idiot In this case, however, you can see that both the Google Carousel and right hand side local listing show the same picture. This is because both pages have been claimed and merged. This company is choosing their own profile and cover photos, and has complete control over their image online. Why is this so important? It should not be surprising, but Google+’s social signals are given the most ranking recognition in overall search engine ranking placements, followed closely by Facebook. In addition, we are starting to see a very common trend, the more active a company is on their Google+ page, uploading pictures and having users’ reviews, the better ranking in the Google Carousel they have. While it is not yet statistically proven how much the carousel is impacting revenue, studies show that first page rankings in the carousel account for as much as 30 percent of overall traffic to the client’s websites. Correct usage and management of your Google+ page gives your business a golden opportunity to target users and capture organic searches. The new Google Carousel image display format points solidly to the fact that businesses maintaining control over their own images have a better opportunity for positive placement than those that do not. | Tom Halligan, Northwest Region General Manager, MICROS SYSTEMS

About MICROS MICROS Systems, Inc., an ORLA Endorsed Service Provider, is the leading provider of point-of-sale (POS) systems worldwide, offering systems that meet the unique requirements of all operators from a single terminal restaurant to the largest of chain operations. For more information call ORLA at 503.682.4422.

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Spring Into Healthy Decisions Customers are Craving Healthier Alternatives.

etting a jump on your spring menu starts now! With the holiday season behind us, many adults want to enjoy guilt-free dining (you don’t have to say ‘healthy’ unless you want to). Your customers will be seeking the real fruits and vegetables on your menu, whether it’s entrees and salads, or drinks and desserts. So get ready! You may want to include fresh drink combinations like tomatopeach spritzers, pear cider and red hibiscus ginger tea on your menu. Also, don’t forget to add a few small desserts to your menu such as pepper pumpkin cupcakes, carrot and herb-frozen yogurt, and zucchini popsicles. According to the Chicago-based NPD Group, consumers want to indulge during the winter holidays, but they also want to eat and drink healthily. This is especially true as new years resolutions start to kick in and there is a realization that warmer weather is just around the corner. NPD’s SnackTrack Holidays Profile found that 50 percent of adults who celebrate Christmas purchase candy for the holidays, and 38 percent of adults purchase fresh fruit. People want to continue this indulgentbut-healthy approach after the holidays when they eat out, so chefs, bartenders and other foodservice experts are developing healthy mocktails and small desserts that feature fruits and vegetables. “The 28 - Main Ingredient - February 2014

combination of fruits and vegetables is really trendy right now,” says Chef Neil Doherty, senior director of culinary development for Sysco Corporation. “It’s all very spa-driven.” Incorporating fruits and vegetables into a drink list and dessert items can be easy because the ingredients are readily available. For example, Doherty says, bartenders are using fresh fruit purees instead of artificially flavored syrups. As you know high-fructose corn syrup is out, and cane sugar is in. Fruits are being mashed or muddled for drinks. New combinations of fruits, vegetables and spices are appearing on dessert menus.

Raise Your Glass to Health People know they should eat more fruits and vegetables, and bartenders are responding with creative mocktails, or non-alcoholic mixed drinks. These mixed beverages go way beyond the virgin Bloody Marys. “You’re seeing stuff you’ve never seen before,” Doherty says. “The biggest trend now is for bartenders to make their own fruit fusions, their own concoctions.” Among the newest offerings are purees that bartenders mix with seltzer to make a fruity alcoholic or non-alcoholic drink. Puree ideas include cantaloupe, apple and ginger, mango and pumpkin, apple and spinach, tomato and cranberry, and

blueberry and carrot. Add yogurt to make it a frothy cocktail. These are not simply delicious flavors in a colorful drink. The fruits are packed with nutrition: Cantaloupe is loaded with carotenoids, which are associated with a strengthened immune system and lowered incidence of cardiovascular disease, eye diseases and cancer. Apples contain soluble fiber and are a good source of Vitamin C. Spinach is an excellent source of folate, vitamin A, iron and vitamin K. Mangos are an excellent source of Vitamin A. Pumpkins contain Vitamin A, beta-carotene and fiber. Tomatoes have Vitamin C and lycopene, an antioxidant. Cranberries feature Vitamin C, manganese, and fiber and, famously, help prevent urinary tract infections. Blueberries get their blue hue from anthocyanidins, an antioxidant that can strengthen cellular antioxidant defenses and may help preserve brain function. Carrots are an excellent source of Vitamin A, which is associated with vision health. Color is also important in presentation and building interest as your wait staff delivers the creation to the table. Hibiscus lends a deep red to drinks, as does pomegranate, another very popular fruit. Pomegranates are high in antioxidants, and most consumers would rather leave the handling of the arils, or red seeds, to a bartender. Try a mixed drink of

muddled melon and pomegranate with lively spices such as cinnamon or ginger. Or try pomegranate ginger lemonade, pomegranate with lime and seltzer, or pomegranate iced tea. Healthy carbonated drinks are also becoming popular, partly because consumers are making their own sparkling beverages at home, using CO2 cartridges. Apple ciders and pear ciders are taking the place of champagne for some celebrants. Fresh ginger, a natural digestive aid, is trending now too, especially in housemade ginger ale.

milk or yogurt instead of cream. Popsicles that use vegetable juices such as pumpkin infused with herbs are another healthy frozen dessert. Also, cupcakes are still popular, especially mini-cupcakes packed with flavor, and also savory cupcakes. “They are playing on the zucchini breads and carrot cakes and adding more spices, more herbs, and even olive oil,” Doherty says. Flavors include carrot with rosemary, pumpkin with pepper, and other sweet and salty combinations.

Room for A Little Dessert While customers are finishing their delicious and healthful drinks, offer them a savory and healthy dessert. Your customers sweet tooth was recently primed throughout the holidays, so now is the time to keep the habit with a little shift in focus. You can satisfy their sweet tooth while supporting seasonal changes by offerings smaller treats that contain fresh fruit or vegetables, and tastes delicious. Also, be sure to think “homemade” when developing the twists in your desert menu. “One of the hottest trends right now is homemade ice cream in small portions,” Doherty says. That includes ice creams that feature vegetable flavors such as carrot or zucchini, and are made with whole

something different, cheese and fruit plates are moving from the appetizer to the dessert section of the menu. Consider serving a small crudité basket with different fresh-cut vegetables that feature a variety of dipping sauces. These small raw plates are part of the clean label trend, or the concept of knowing that a food has simple, easy-to-understand ingredients. Be sure to include a variety of cheeses and fresh fruits, plus honey, jams, chutneys and other complements. Incorporating healthy drinks and desserts in the new year should not require an overhaul of the menu. With a little creativity and a few high-quality fresh ingredients, your guests will be excited to try something new this season. “Everyone is interested in trying new things,” Doherty says. “Chefs and bartenders are on top of this now.” | Garett Smith, Marketing Manager, Sysco Portland.

Even though the servings are small, the flavors should be big. Cranberries are a bright, tart fruit, and are appearing in updated versions of small portion cakes and pies. Think cranberry tartlets with almonds and apples, cranberry baked apples or pears, and cranberry white chocolate cupcakes. Another way to present mini-desserts is with a sampler. For diners who want

Edited from Sysco’s TrendSpotter. Original TrendSpotters available at Sysco.com

About Sysco To learn more about how you can get creative with your fall menu, contact your Sysco Marketing Associate. They can also help you tap into a network of chefs, quality assurance professionals and other foodservice experts who can address each client’s unique needs and problems. SyscoPortland.com

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MANAGE MY RESTAURANT GENERATION NOW: Marketing to Your Millennial Audience

ustaining and growing a profitable restaurant requires a loyal and expanding customer base. Millennials – also known as Generation Y and Generation Now – are a large and diverse market with significant spending power. The progressive restaurateur will maintain an increasing awareness of them. THE MILLENNIAL GENERATION • Children of the Baby Boomers • Born between 1977 and the mid-1990s • The largest and most influential generation since the Boomers • Number more than 80 million • The most ethnically and racially diverse group in U.S. history

WHO THEY ARE Now in their late teens to mid-thirties, Millennials are confident, optimistic, self-expressive multi-taskers who can handle change and adversity. Raised on cell phones and the web, they are technologically savvy as well. Restaurant marketers can’t underestimate that relationship with technology. Millennials use social and mobile media to collect most advice, including where they should dine. While this attachment to technology has shortened Milliennials’ attention spans, it has not made them cold and distant. Conversely, it has bred an intense desire for connectedness among them. Millennials are the most active members on Facebook and often have the most friends on their profiles. Their accessibility and their bond with media and technology make them attractive to restaurant owners. 30 - Main Ingredient - February 2014

THEIR OUTLOOKS AND PREFERENCES Millennials view dining out as a social event (i.e. a chance to connect). They prefer to eat at restaurants with a lot of choices and lower price points. They tend to favor fast food, deli food and pizza restaurants over coffee shops, high-end dining and casual dining. Their diversity and interest in new things draw them to more ethnic restaurants too. Equally important for restaurateurs to remember is that Millennials can be moving targets. While they develop brand attractions and support reward and loyalty programs, their allegiances can be very flexible according to their circumstances.

HOW TO CONNECT WITH MILLENNIALS Keep the following in mind when marketing to Millennials: • Encourage word-of-mouth recommendations: Millennials greatly value friends’ opinions when making decisions. Because referrals are so rampant among them, restaurateurs can consider spending less on new marketing and capitalizing more on their existing customer base. Market to this group well and you’ll probably reach their friends. • Maximize your social networking: Ensure you have an engaging online presence including interactive Twitter and Facebook profiles. Run any promotions across all social media platforms. Include calls to action that allow Millennials to interact with your brand. • Highlight your social responsibility: Millennials are socially aware and responsible. They connect with brands that support sustainability and give back to the community. If you have them, emphasize organic, hormone-free, grass-

fed and locally sourced items in menus, promotions and ads. Don’t overemphasize “green” and recycling – millennials already expect these as ground-level efforts. Look for new ways to become even more involved in community events and organizations. Learn tips and best practices by joining the National Restaurant Association's Conserve initiative. • Show you’re digitally integrated: Use table tents with QR codes to your website, online promos and social media. Offer free wireless internet in your restaurants to accommodate Millennials’ drive for connection. Provide them with access to text promotions and location “check-in” specials, as well as the ability to communicate with your brand on the web. • Offer novelty: Millennials are drawn to new ideas; creativity; fresh, innovative design; and graphics that move. Because they love to try things, offer samples of your latest food and beverage items at your point-of-purchase counter as well. • Communicate with a warm, personal tone: When reaching out to Millennials, consider using emotive stories and anecdotes instead of statistics. Keep your messages clear and direct. Also ensure that your communications reflect their diversity. Your internal Millennial staff can be excellent resources for ideas on creating and placing the right messages. Millennials are the future of your restaurant business. Connect with them now in ways that matter to them and you’ll know why they matter so much to you. | National Restaurant Association Article provided by the National Restaurant Association. Visit Restaurant.org/Manage-MyRestaurant for more articles.

IS YOUR ALCOHOL SERVER TRAINING SLIPPING AWAY?

24/7 ONLINE ALCOHOL SERVER CERTIFICATION Fast, easy and valid statewide!

Sure your employees can get alcohol server certification, but how do you know if they’ve learned it, better yet did they retain anything? Unlike other training programs, ORLA developed the FIRST online training that includes quizzes and videos to help retention. ORLA’s online alcohol server training helps your staff serve the public safely and minimize risk to your business. Get the state-mandated alcohol server training your staff needs, on their schedule.

TRAINING THAT STAYS WITH YOU

VISIT OREGONRLA.ORG/TRAINING OregonRLA.org - 31

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