At Your Service, Spring 2017

at your

Official Magazine of North Carolina Restaurant and Lodging Association

Service Shining Star G Patel named 2017 Restaurateur of the Year 2017 Restaurant Industry Outlook Taste of North Carolina Roundup March 2017 Issue, Vol. 6, Issue 1 www.ncrla.org

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table of contents in every issue

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Letter from the Chair and CEO NCRLA Chair Mike Martino and NCRLA President & CEO Lynn Minges Upcoming Events Network with North Carolina’s hospitality industry leaders at one of NCRLA’s upcoming events.

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Welcome New Members NCRLA welcomes several new members from across North Carolina.

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Benefits of Membership NCRLA members get discounts on ServSafe.

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A la Carte A sampler of hospitality-related news stories

NCRLA EXECUTIVE BOARD OF DIRECTORS

MICHAEL MARTINO, Chair Sheraton Imperial Hotel & Convention Center BILLY SEWELL, Chair Elect NRA Representative Platinum Corral, LLC VINAY PATEL, Treasurer SREE Hotels, LLC STEVE THANHAUSER, Secretary Angus Barn, Ltd. JOEL GRIFFIN AH&LA & Travel & Tourism Board Liaison Griffin Stafford Hospitality, LLC LANCE TRENARY, Immediate Past Chair Golden Corral Corporation LYNN D. MINGES President and CEO NCRLA FRANK GRAY General Counsel and Lobbyist Jordan Price Wall Gray Jones & Carlton, PLLC Directors SCOTT BREWTON Pinehurst Resort & Spa PHIL FRIEDMAN Salsarita’s Fresh Cantina GARY FROEBA The Omni Grove Park Inn

features

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BILL GANT Concord Hospitality Enterprises Company

Taste of North Carolina and the Stars of the Industry Awards North Carolina’s hospitality industry celebrates its best and brightest

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Chef Showdown Get ready for the hottest chef competition of the year!

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Movers and Shakers G Patel named 2017 Restaurateur of the Year

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Restaurant Industry Forecast What should you expect in the restaurant industry in 2017?

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ProStart Five reasons why you should hire a ProStart Student

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Giving Back Asheville restaurant tackles hunger by donating more than 200,000 meals

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Secrets of Success Christina Larson honored for a remarkable career

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Social Media Overcoming Negative Reviews for a Positive Outcome

PETER GRILLS Charlotte Area Chapter Representative The Ballantyne Hotel & Lodge ALAN HILTON S & D Coffee, Inc. BURNEY JENNINGS Biscuitville RANDY KOLLS Washington Duke Inn & Golf Club SCOTT MAITLAND Top of the Hill Restaurant, Brewery & Distillery AMBER MOSHAKOS LM Restaurants ROBERT M. O’HALLORAN East Carolina University NISHITH “NISH” PATEL Beacon IMG, Inc. TOM SASSER Harper’s Restaurant CHARLES THOMPSON The Inn on Biltmore Estate STERLING F. WEBSTER IV Hilton Garden Inn OBX & Ramada Plaza OBX CRISSY WRIGHT Charlotte Marriott City Center RASHMIKANT “HAJI” PATEL (Ex-officio) AAHOA

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letter from the NCRLA Chair

At Your Service Volume 6, Issue 1 An official publication of the N.C. Restaurant & Lodging Association© 2017 OUR STAFF President & CEO LYNN D. MINGES

Recently, NCRLA honored our Stars of the North Carolina Hospitality Industry during our annual Taste of North Carolina Gala at the Carolina Inn in Chapel Hill. This event is an incredibly special one. Not only do we honor the best and brightest in our industry, we have an opportunity to gather with friends, sample the finest North Carolina foods and network with potential new partners. Starting the year on an upbeat note sets the tone for the entire year. It also helps us gather the tremendous momentum we are going to need to accomplish some very lofty goals.

Chief Operating Officer/ Membership Development/ Health and Safety Regulations/ ALYSSA BARKLEY, IOM

On March 17 and 18, we will once again held the North Carolina ProStart Invitational. ProStart is a two-year, industry-developed high school curriculum that helps develop the workforce our industry needs. Teams from across the state competed in exciting culinary and management competitions. The winners from each category will advance to the national competition, competing against teams from across the nation.

Director of Events and Sponsorship Development LIZ DOBBINS-SMITH

This year is a long session for the General Assembly, and we are there every day fighting for the interests of your business. This year we will be in capable hands with the addition of new Director of Government Affairs Kimberly Siomkos and Andy Munn, a lobbyist with Moore & Van Allen who joined veteran General Counsel and Lobbyist Frank Gray on our government affairs team. You can meet them on May 3, when we will hold our annual Legislative Day public policy event and luncheon at the NCRLA offices in Raleigh.

Marketing & Communications Manager KAREN A. MANN

As in years past, two golf tournaments (April 19 in Charlotte and June 19 in Cary) will benefit the work of the N.C. Hospitality Education Foundation. NC HEF supports our high school ProStart program and provides grants and scholarships to hospitality educators and students, bolstering our industry’s workforce and shaping the leaders of the future. In August we will host the third annual N.C. Restaurant & Lodging Expo, plus the second installment of our successful Chef Showdown.

Finally, on Oct. 23 The Angus Barn and Golden Corral will once again sponsor the annual Manteo to Murphy PAC event, benefitting the National Restaurant Association’s Restaurant PAC and the NCRLA PAC. This event has consistently helped North Carolina raise more funds for the Restaurant PAC than any other state. We’re counting on you to help continue the tradition.

This is an exciting time of opportunity and growth for NCRLA. Throughout the year, we will be reaching out to our membership across the state to keep you apprised of events in Raleigh and Washington, and to ask for your support for our endeavors. With your help, we can continue our mission to protect and promote North Carolina’s $22 billion hospitality industry.

Lynn Minges NCRLA President & CEO

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Mike Martino NCRLA Board Chair

Director of Government Affairs/ Staff Attorney KIMBERLY SIOMKOS

Director of Hospitality Education MANDY HINES

Database Manager & Membership Coordinator LORI JONES Executive Assistant/ NCRLA Board Liaison AMY BERENSON General Counsel & Lobbyist FRANK GRAY Lobbyist ANDY MUNN Printer CHAMBLEE GRAPHICS, INC. Graphics and Design WHITNEY GOULDING DESIGNS whitney.designer@gmail.com BUSINESS OFFICE 222 North Person Street, Suite 210 Raleigh, N.C. 27601 Phone: (919) 844-0098 Website: www.ncrla.org For advertising and sponsorship inquiries, contact Marketing & Communications Manager KAREN A. MANN at kmann@ncrla.org, (919) 747-2205.

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TASTE OF NORTH CAROLINA AND THE STARS OF THE INDUSTRY AWARDS

North Carolina’s hospitality industry celebrates its best and brightest More than 300 North Carolina hospitality industry leaders celebrated notable colleagues, enjoyed scrumptious food and drink and networked with new contacts during the 2017 Taste of North Carolina gala, presented by Sysco, Feb. 6 at The Carolina Inn in Chapel Hill.

based on their exemplary service, leadership, innovation and dedication in the restaurant, lodging and hospitality industries.

“Our honorees are some of the most established and faithful members of North Carolina’s restaurant and lodging industry,” said NCRLA President & CEO Lynn Minges. “Our annual Stars of the Industry Awards and Taste of North Carolina pay tribute to the tireless

During the evening, the 2017 Stars of the Industry awards were given to those who showcase a commitment to the industry and are selected

efforts of our industry members and their dedication and hard work that helps improve the North Carolina hospitality industry year after year.”

The 2017 NCRLA Stars of the Industry Award recipients include: •

• • Hospitality Supplier of the Year Christina Clark of Shelton Vineyards accepts her award

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NCRLA Chef of the Year Jesse Roque Executive Chef & Owner, Never Blue, Hendersonville NCRLA Pastry Chef of the Year Jossie Perlmutter Pastry Chef, Block & Grinder, Charlotte Hospitality Champion of the Year Senator Rick Gunn North Carolina General Assembly, Raleigh

• •

• •

Lifetime Achievement Award Christina Larson Retired, LongHorn Steakhouse, Summerfield Hospitality Supplier of the Year Christina Clark Vice President of Sales, Shelton Vineyards, Dobson Restaurateur of the Year G Patel President, Eschelon Experiences, Raleigh Lodging Operator of the Year Peter Grills General Manager, The Ballantyne Hotel & Lodge, Charlotte

Left: Lynn Minges (left) congratulates Restaurant Manager of the Year Guy Murphy of Top of the Hill in Chapel Hill.

•

•

•

•

The Griff & June Glover Award for Distinguished Service Lance Trenary President & CEO, Golden Corral, Raleigh The Ken Conrad Award for Service to the Community Doris Huebner Co-owner, F&D Huebner LLC/McDonald’s, Garner Lodging Employee of the Year Tommy Turrentine Banquet Bar Captain, Washington Duke Inn & Golf Club, Durham Lodging Manager of the Year (two winners) Dan McLaughlin F&B Director, Hilton Durham near Duke University, Durham and David Press Assistant General Manager, Hyatt House Raleigh North Hills, Raleigh MARCH 2 0 1 7

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• •

Restaurant Employee of the Year Sheri Costa Server, Golden Corral, Raleigh Restaurant Manager of the Year (two winners) Brenda Johnson Front of House Manager, Carolina Ale House, Concord and Guy Murphy General Manager, Top of the Hill Restaurant, Brewery & Distillery, Chapel Hill

NCRLA would like to thank the following sponsors: Presenting Sponsor and Food Sponsor: Sysco Platinum Sponsor: US Foods Silver Sponsors: Orange County Visitors Bureau and Southern Glazer’s Wine and Spirits Bronze Sponsors: Glavé and Holmes Architecture and Got to Be NC

Beverage Sponsors: Biltmore Estate Winery Carolina Brewery Durham Distillery Fullsteam Brewery Jones von Drehle Vineyards & Winery Mother Earth Brewing Mother Earth Spirits Pepsi Bottling Ventures Pig Pounder S&D Coffee & Tea Sanctuary Vineyards Shelton Vineyards Southern Glazer’s Wine & Spirits Top of the Hill Distillery For more information about the NCRLA 2017 Stars of the Industry Awards and Taste of North Carolina, visit www.ncrla.org/taste.

Jossie Perlmutter of Block & Grinder in Charlotte accepts the Pastry Chef of the Year Award.

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Left: Preston Fletcher with FreshPoint gives welcoming remarks on behalf of Presenting Sponsor Sysco.

Below: Restaurateur of the Year G Patel of Eschelon Experiences talks about how he got his start in the industry.

NCRLA Hospitality Champion Rick Gunn (right) chats with Golden Corral President & CEO Lance Trenary.

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2016 calendar of events Network with North Carolina’s hospitality industry leaders at one of NCRLA’s upcoming events. Learn more at www.ncrla.org/events.

April 19, 2017 Charlotte Chapter Golf Classic The Ballantyne Golf Club 10000 Ballantyne Commons Parkway, Charlotte Join Charlotte hospitality leaders for a day of fun and networking at Ballantyne. Proceeds will benefit the North Carolina Hospitality Education Foundation.

Learn more at www.ncrla.org/cltgolf.

April 28-30, 2017 National ProStart Invitational Charleston, S.C. ProStart teams from across the Unites States, including North Carolina, will compete for scholarship money on the national stage in Charleston, SC May 3, 2017 Rally in Raleigh Legislative Briefing and Reception NCRLA Offices 222 N. Person St., Raleigh Together, the full force of our industry will gather to learn more about public policy issues affecting your business.

May 7, 2017 NC HEF Scholarship Awards Dinner Sheraton Imperial Hotel & Convention Center 4700 Emperor Blvd. Durham The North Carolina Hospitality Education Foundation will award scholarships and grants to deserving students and educators at this dinner. Come out and meet tomorrow’s leaders – and today’s workforce – in your industry.

May 17 & 18, 2017 AH&LA Legislative Affairs Summit Washington, DC Advocate to your senators and representatives on issues impacting your bottom line and share your passion for our industry.

May 20-23, 2017 NRA Show McCormick Place, Chicago NRA Show hosts a spirited four days of meeting, seeing, tasting, testing and more.

June 13, 2017 Charlotte Chapter Meeting Details TBD

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June 14, 2017 Asheville Lodging Association Meeting Details TBD June 19, 2017 Future of Hospitality Golf Classic Prestonwood Country Club 300 Prestonwood Parkway, Cary Our annual Triangle-area golf classic returns to Prestonwood in Cary. Enjoy a day of golf, fun and great food. Proceeds will benefit the North Carolina Hospitality Education Foundation.

Learn more at www.ncrla.org/foh.

Aug. 21, 2017 North Carolina Chef Showdown 214 Martin/Market Hall, Raleigh Find out who will be the next NCRLA Chef of the Year and Pastry Chef of the Year at this scrumptious annual competition!

Aug. 21-22, 2017 North Carolina Restaurant & Lodging Expo Raleigh Convention Center 500 S. Salisbury St., Raleigh Save the date for the 2017 North Carolina Restaurant & Lodging Expo, the only expo in the state dedicated to the restaurant and lodging industries. More details will be available as the date approaches.

Oct. 23, 2017 Manteo to Murphy The Angus Barn 9401 Glenwood Ave., Raleigh Annual fundraiser to benefit the National Restaurant Association and NCRLA political action committees.

Chefs from across North Carolina will create their signature dishes for sampling. There will also be live and silent auctions, with proceeds benefiting advocacy efforts from both the NRA and NCRLA. Learn more at www.ncrla.org/manteotomurphy.

Nov. 14, 2017 Charlotte Chapter Meeting Details TBD Nov. 15, 2017 Asheville Lodging Association Meeting Details TBD z

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CHEF SHOWDOWN

Who will take the crown in NCRLA’s annual competition?

NCRLA is once again ready to name the Chef of the Year and Pastry Chef of the Year at the Second Annual Chef Showdown.

This year’s event will take place Monday, Aug. 21 at 214 Martin/Market Hall in Raleigh’s historic downtown City Market. As in 2016, the Chef Showdown will take place after the first day of the North Carolina Restaurant & Lodging Expo at the Raleigh Convention Center. Why not unwind after a day of meeting with potential new clients and this exciting – and delicious – competition?

This year’s showdown will feature a competition between 16 chefs (12 savory and four pastry).

Think you have what it takes to be North Carolina’s top chef? Apply to compete today. The application period for chefs will open March 15 and close April 28, after which a selection committee will review all applications. Those who make the cut will be notified by May 31. For more details about the event and application criteria, visit www.ncchefshowdown.com. z

2016 Chef of the Year Jessie Roque of Never Blue in Hendersonville (left) and Pastry Chef of the Year Jossie Perlmutter of Block & Grinder in Charlotte.

The scene at the 2016 Chef Showdown

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welcome new NCRLA members NCRLA welcomes new members from across North Carolina Go to www.ncrla.org/membership to learn more about NCRLA and to download a membership application.

New Allied Members Dinova, National Gecko Hospitality, National HACCP RAMPS, Charlotte Lindenmeyr Munroe, Durham Manning Fulton & Skinner, PA, Raleigh MEMIC Group, National Merchants Foodservice, National NAVIS, National Queen City Commercial Services, Charlotte Restaurant Technologies, Mendota Heights, Minnesota Scott Insurance, Raleigh We Sell Restaurants, Raleigh New Lodging Members Aloft Raleigh Durham Airport Brier Creek, Raleigh Country Inn & Suites Elon, Burlington Hyatt House Raleigh Durham Airport, Morrisville The White Doe Inn, Manteo New Restaurant Members Appalachian Mountain Brewery & Farm To Flame, Boone Bison Bar, Holly Springs Blistered Pig, Raleigh Carolina Moon Hospitality, Hickory

Highland Avenue Restaurant, Hickory The Crossing at Hollar Mill, Hickory CCM Cibo Group LLC, Chapel Hill Four Oaks Tavern, Clemmons Heirloom Restaurant, Charlotte Jack’s Corner Tap, Charlotte JMR Kitchens, Raleigh More. kitchen & bar, Raleigh Taste, small plates & wine bar, Raleigh The Oak, kitchen & bourbon bar, Raleigh Landmark Tavern, Raleigh Murphy Family Ventures, Wallace Mad Boar, Wallace Village Subs, Wallace Roof Top Bar at North Front Theatre, Wilmington Saint Jacques French Cuisine, Raleigh Second & Green Tavern, Winston Salem State of Beer Bottle Shop, Raleigh Stop_Button Bar & Arcade, Lillington SWDP Restaurant group, Chapel Hill The Cardinal, Boone The Cary Pub, Apex The Peak City Grill & Bar, Apex Tipsy’z Tavern & Grill, High Point

Thank You to Our Corporate Partners

Corporate partners support the endeavors of NCRLA in a variety of ways, from event sponsorships, advertising and more. NCRLA thanks those who help make the association strong.

TITANIUM

PLATINUM

GOLD

SILVER

View our corporate partnership opportunities at www.ncrla.org/sponsorships.

For more information on how you or your organization can become a corporate partner of NCRLA, including the Hospitality Education Foundation and the NCRLA Political Action Committee, call Liz Dobbins-Smith at 919-277-8585.

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Exclusive health care pricing and solutions for North Carolina Restaurant & Lodging Association members Together, the National Restaurant Association (NRA), North Carolina Restaurant & Lodging Association (NCRLA) and UnitedHealthcare offer special advantages for your NCRLA member business:

Save with rate discounts up to*

on Medical 5% 5 Plans Specialty 5% on Benefits *Some restrictions apply.

} Health care reform guidance and solutions around the Affordable Care Act } Exclusive savings on group medical plans and specialty benefits for NRA/NCRLA members } Wellness programs and services } Bilingual resources for Hispanic/Latino owners, operators and employees

Find out what the NCRLA and UnitedHealthcare can do for your business.

Visit uhctogether.com/ncrla.

For more information, contact your broker or Moriah Murphy at (612) 395-8538 or moriah.murphy@optum.com.

Š2016 United HealthCare Services, Inc. Insurance coverage provided by UnitedHealthcare Insurance Company or its affiliates. Administrative services provided by United HealthCare Services, Inc. or their affiliates. Health Plan coverage provided by or through a UnitedHealthcare company.

M55810 6/16

MOVERS AND SHAKERS

G Patel named 2017 Restaurateur of the Year NCRLA has named Gaurav “G” Patel, president and founder, Eschelon Experiences, with the 2017 Restaurateur of the Year.

Patel was recognized during a ceremony for NCRLA’s Stars of the Industry Awards during the Taste of North Carolina at the Carolina Inn in Chapel Hill on Feb. 6. The award recipients showcase a commitment to valued guests and are selected based on their exemplary service, leadership, innovation and dedication in the restaurant, lodging and hospitality industries.

NCRLA’s Restaurateur of the Year award honors a restaurant owner or company that is viewed as highly successful in the eyes of his or her fellow operators, employees and the community. The award not only considers the recipient’s ability as an operator and community member, but their contributions to the industry on the basis of business ethics and strides to enhance the overall image of the food service industry.

Gaurav “G” Patel’s story begins in the small farming village of Zervavra, in the Northern Indian state of Gujarat.

As a child, he was given a plot of land and was told to grow small crops in order to obtain funds for school supplies. This was his first successful business venture.

At 10 years old, Patel and his family moved to Morehead City. Upon his arrival to the United States, Patel spoke no English. More than 20 years later, Patel has become a staple in the Triangle dining scene, owning six top-ranking Triangle concepts and employing more than 200 people in the area.

Patel’s journey as an entrepreneur began when he moved to Raleigh to pursue a degree in business at North Carolina State University.

Through the duration of his education, Patel directed his attention to the area’s potential for business opportunity and decided to found Eschelon Experiences in Raleigh. Since his business’ conception in 2006, Patel has grown his company at a staggering rate and has set the standard for the restaurant industry in the Triangle area. His vision for Eschelon is to encompass a business model that focuses on the importance of people.

G Patel (center) with NCRLA Board Chair Mike Martino and NCRLA President & CEO Lynn Minges Eschelon Experiences’ restaurants include: Mura, a sushi and Japanese fusion concept in North Hills and the group’s first restaurant; Basan Bull City Sushi, a traditional Japanese and sushi spot in Durham; Cameron Bar and Grill, an all-American mainstay in Cameron Village; Edward’s Mill Bar and Grill, a local sports haven with feel-good cuisine; and Bare Bones, a soulful Southern cuisine joint specializing in slow cooked meats. The group also owns and operates The Haymaker, a hand-craft cocktail and punch bar located in downtown Raleigh.

In addition to his business ventures, Patel demonstrates the importance of civic responsibility by working closely with nonprofit groups, including Tammy Lynn Center for Developmental Disabilities, Raleigh City Farm, Band Together, Hope for Haiti Foundation and Inter-Faith Food Shuttle. In 2016, Eschelon Experiences celebrated a record-breaking number of yearly donations, totaling more than $77,000 to benefit area nonprofits in the Greater Raleigh community.

In 2015, Patel was presented with a 40 Under 40 Award from the Triangle Business Journal. This award recognizes 40 individuals under the age of 40 who have provided great contributions to their organization and to the community.

Patel’s work endeavors would not be possible without the support of his loving wife, Julie, and their daughter Zara.

Patel also enjoys traveling and mentoring young minds. z MARCH 2 0 1 7

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2017

NATIONAL RESTAURANT ASSOCIATION

Restaurant industry Outlook

Restaurant industry expected to post modest sales growth in 2017 Industry sales will reach $799 billion; tableservice remains largest segment, but quickservice sales growth rate will be higher.

As a benefit of membership, NCRLA members have free access to the National Restaurant Association's Restaurant Industry Outlook, which is available at www.restaurant.org/forecast. This valuable report ($250 for non-members) includes a sales and economic forecast, segment trends, technology trends, food and beverage trends, and workforce trends. We are happy to include these highlights in At Your Service. A gradually improving economy will help restaurant-industry sales continue to advance in 2017, even as restaurant operators face continued margin pressures, a tightening labor market and some lingering consumer uncertainty.

HigHligHts: •

•

•

•

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The National Restaurant Association projects that restaurant-industry sales will reach $798.7 billion in 2017, a 4.3 percent gain over the industry’s estimated sales of $766 billion in 2016.

Adjusted for inflation, 2017’s projected restaurant-industry sales represents a 1.7 percent gain over 2016, up slightly from the 1.5 percent gain registered in 2016.

Although this represents the eighth consecutive year of real sales gains, growth will remain dampened by historical standards. Significant variances among geographic regions and industry segments will also affect restaurant sales performance.

The charts on the following pages break down the Association’s sales projections for 40+ segments of the restaurant and foodservice industry in 2017, including restaurantsales projections for each state and region.

Food-and-beverage sales in the tableservice-restaurant segment are projected to reach $263.0 billion in 2017, up 3.5 percent from 2016. Quickservice and fast-casual sales are expected to total $233.7 billion in 2017, a 5.3 percent gain over 2016’s sales volume.

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National Restaurant Association 2017 Restaurant Industry Outlook | Restaurant.org

The Association is projecting that the restaurant industry’s workforce will increase slightly to 14.7 million in 2017. Restaurants will remain the nation’s second-largest private-sector employer, providing jobs and careers for about one in 10 working Americans.

look for five key trends to shape the restaurant industry in 2017: 1. A challenging business environment.

While restaurant operators generally are optimistic about the outlook for future business, a range of challenges will put a damper on their enthusiasm in 2017. Rising labor costs and a complex legislative and regulatory landscape on federal, state and local levels add pressure on business performance and bottom lines.

Adding it all up: $798.7 billion

Projected restaurant-industry sales in 2017

Commerical Restaurant Services $736.3 Billion

2. Recruiting is a top challenge.

Recruitment and retention of employees continues to strengthen as a top challenge for restaurant operators in 2017. As the economy keeps improving and employment levels rise, there is more competition for qualified employees to fill vacant restaurant positions.

Eating Places $551.7 billion Bars and Taverns $19.8 billion Managed Services $53.6 billion

3. Elevated pent-up demand.

Consumers’ pent-up demand for restaurant services remains elevated compared to historical levels. As Americans remain relatively cautious with their spending in 2017, restaurant operators will engage in social media marketing and other innovative tactics to highlight exceptional quality, service and value to nudge consumers into action.

Lodging Places $36.1 billion Retail, Vending, Recreation, Mobile $75.2 billion

Military Restaurant Services $2.7 billion

Noncommercial Restaurant Services $59.7 billion

4. Technology gains ground.

Technology adoption will keep growing among restaurant operators in 2017, but the process is not without challenges. Cost in various forms remains a significant barrier, and while acceptance of the more common types of restaurant technology — such as online ordering, kiosks and mobile payment — gains ground among consumers, some are still on the fence about more advanced technologies.

5. Food and menu trends lean toward concepts.

As their food-decision matrix grows increasingly complex, consumers will be more engaged and discerning than ever when dining out in 2017. Diners are more knowledgeable about food and have come to expect menu options that fit their dietary preferences no matter when or where they visit restaurants. This has resulted in food trends becoming more concept-based than ingredient-based, with an evolving focus on production, sourcing and preparation.

National Restaurant Association 2017 Restaurant Industry Outlook | Restaurant.org MARCH 2 0 1 7

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COMING SOON:

the full 2017 Restaurant industry Outlook!

Visit Restaurant.org/Forecast for ongoing information about restaurant-industry trends in 2017.

• Sales and economic forecast:

The economic backdrop for restaurants in 2017; how consumers feel about their personal finances and the national economy; restaurant operators’ expectations for the economy and their businesses.

• Segment trends:

Top challenges and trends in the tableservice and limited-service restaurant segments.

Restaurant Industry’s Share of the Food Dollar

1955

25%

Present

48%

Restaurant Industry Sales In billions of current dollars

What consumers want, how technology is changing the restaurant business, and the technology challenges for both restaurateurs and guests.

• Food and beverage trends: Perspectives from consumers, restaurant operators and chefs on the hottest food-and-drink trends in 2017.

• Workforce trends:

20

Growth rates for industry jobs, staffing challenges and more.

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$119.6 1980

1990

2000

2010

2017* *Projected

Restaurant Industry Employment

2007

GROUP I —

EATING PL Fullserv LimitedCafeteri Snack a Social c TOTAL Bars and ta TOTAL MANAGED Manufac Comme Hospita Colleges Primary In-trans Recreat TOTAL LODGING P Hotel re Other a TOTAL Retail-host Recreation Mobile cate Vending an TOTAL — G

GROUP III

Officers’ an Military exc TOTAL — G

Footnotes:

16.3 million

14.7 million

12.5 million

National Association 2017 Restaurant Industry Outlook | Restaurant.org M ARC H 2 01Restaurant 7

GRAND TO

2027*

2017*

Employee r Public and Colleges an Transporta Hospitals12 Nursing ho the mental Clubs, spor Community TOTAL — G TOTAL — G

$239.3

$42.8 1970

GROUP II —

$586.7

$379.0

• Technology trends:

$798.7

R

*Projected

1.

2.

3.

4.

5.

Data are g Waiter/wa Patrons ge Formerly c Food and $3,906,746 6. Also referr 7. Includes h (including 8. Includes m 9. Includes sa 10. Business, e 11. I ncludes in 12. Includes vo term hosp 13. Sales (com 14. Continenta

Restaurant-industry food-and-drink sales: Projections 2017 Restaurant-industry food-and-drink sales:for Projections for 2017

2016 Sales

2017 Sales 2016 Sales

— COMMERCIAL RESTAURANT SERVICES1 ($000) GROUP I — COMMERCIAL RESTAURANT SERVICES1

LACES EATING PLACES vice restaurants2 $254,107,809 Fullservice restaurants2 -service (quickservice) restaurants3 221,896,402 3 Limited-service (quickservice) restaurants ias, grill-buffets and buffets4 5,887,845 Cafeterias, grill-buffets and buffets4 and nonalcoholic beverage bars 38,434,085 Snack and nonalcoholic beverage bars caterers 8,273,700 Social caterers L EATING PLACES $528,599,841 TOTAL EATING PLACES averns 19,301,182 Bars and taverns L EATING-AND-DRINKING PLACES $547,901,023 TOTAL EATING-AND-DRINKING PLACES D SERVICES6 MANAGED SERVICES6 cturing and industrial plants $8,674,503 Manufacturing and industrial plants ercial and office buildings 3,145,343 Commercial and office buildings als and nursing homes 6,309,435 Hospitals and nursing homes s and universities 16,528,053 Colleges and universities y and secondary schools 6,910,091 Primary and secondary schools sit restaurant services (airlines) 2,547,995 In-transit restaurant services (airlines) tion and sports centers 7,017,572 Recreation and sports centers L MANAGED SERVICES $51,132,992 TOTAL MANAGED SERVICES PLACES LODGING PLACES estaurants $34,008,228 Hotel restaurants accommodation restaurants 567,207 Other accommodation restaurants L LODGING PLACES $34,575,435 TOTAL LODGING PLACES t restaurants7 $40,886,776 Retail-host restaurants7 8 n and sports 16,658,164 8 Recreation and sports erers 917,824 Mobile caterers nd nonstore retailers9 13,670,965 9 Vending and nonstore retailers GROUP I $705,743,179 TOTAL — GROUP I

($000) ($000)

% chg Real % chg 2017 Sales % chg

Real % chg

($000)

$263,001,582 $254,107,809 233,656,911 221,896,402 5,681,770 5,887,845 40,750,369 38,434,085 8,604,648 8,273,700 $551,695,280 $528,599,841 19,783,712 19,301,182 $571,478,9925 $547,901,023

3.5% $263,001,582 5.3% 233,656,911 -3.5% 5,681,770 6.0% 40,750,369 4.0% 8,604,648 4.4% $551,695,280 2.5% 19,783,712 4.3% $571,478,9925

1.1% 2.5% -6.1% 3.2% 1.5% 1.8% 0.3% 1.7%

$9,018,014 $8,674,503 3,276,558 3,145,343 6,688,001 6,309,435 17,370,984 16,528,053 7,155,399 6,910,091 2,644,054 2,547,995 7,422,714 7,017,572 $53,575,724 $51,132,992

4.0% $9,018,014 4.2% 3,276,558 6.0% 6,688,001 5.1% 17,370,984 3.5% 7,155,399 3.8% 2,644,054 5.8% 7,422,714 4.8% $53,575,724

1.4% 1.6% 4.2% 2.5% 1.0% 1.3% 3.3% 2.3%

$35,466,161 $34,008,228 593,479 567,207 $36,059,640 $34,575,435 $42,307,860 $40,886,776 17,672,724 16,658,164 967,249 917,824 14,259,911 13,670,965 $736,322,100 $705,743,179

4.3% $35,466,161 4.6% 593,479 4.3% $36,059,640 3.5% $42,307,860 6.1% 17,672,724 5.4% 967,249 4.3% 14,259,911 4.3% $736,322,100

1.8% 2.1% 1.8% 0.9% 3.6% 2.8% 1.6% 1.7%

3.5% 5.3% -3.5% 6.0% 4.0% 4.4% 2.5% 4.3%

1.1% 2.5% -6.1% 3.2% 1.5% 1.8% 0.3% 1.7%

4.0% 4.2% 6.0% 5.1% 3.5% 3.8% 5.8% 4.8%

1.4% 1.6% 4.2% 2.5% 1.0% 1.3% 3.3% 2.3%

4.3% 4.6% 4.3% 3.5% 6.1% 5.4% 4.3% 4.3%

1.8% 2.1% 1.8% 0.9% 3.6% 2.8% 1.6% 1.7%

0.9% -0.3% $411,369 3.0% 0.4% 7,546,374 4.1% 1.5% 8,581,027 2.1% 0.2% 2,501,983 3.8% 2.8% 18,387,810

0.9% 3.0% 4.1% 2.1% 3.8%

-0.3% 0.4% 1.5% 0.2% 2.8%

9,549,435 9,337,930 8,797,322 8,487,869 3,875,780 3,684,201 $59,651,100 $57,647,840 $795,973,200 $763,391,019

2.3% 9,549,435 3.6% 8,797,322 5.2% 3,875,780 3.5% $59,651,100 4.3% $795,973,200

1.1% 1.2% 1.6% 1.6% 1.7%

2.3% 3.6% 5.2% 3.5% 4.3%

1.1% 1.2% 1.6% 1.6% 1.7%

$1,786,999 866,349 $2,653,348

$1,833,998 $1,786,999 899,271 866,349 $2,733,269 $2,653,348

2.6% $1,833,998 3.8% 899,271 3.0% $2,733,269

0.2% 1.0% 0.5%

2.6% 3.8% 3.0%

0.2% 1.0% 0.5%

$766,044,367

$798,706,469 $766,044,367

4.3% $798,706,469

1.7%

4.3%

1.7%

— NONCOMMERCIAL RESTAURANT SERVICES10 GROUP II — NONCOMMERCIAL RESTAURANT SERVICES10

restaurant services11 $407,762 Employee restaurant services11 parochial elementary, secondary schools 7,328,914 Public and parochial elementary, secondary schools nd universities 8,242,407 Colleges and universities ation 2,451,554 Transportation 17,707,203 12 Hospitals omes, homes for the aged, blind, orphans and Nursing homes, homes for the aged, blind, orphans and lly and physically disabled13 9,337,930 the mentally and physically disabled13 rting and recreational camps 8,487,869 Clubs, sporting and recreational camps y centers 3,684,201 Community centers GROUP II $57,647,840 TOTAL — GROUP II GROUPS I AND II $763,391,019 TOTAL — GROUPS I AND II

$411,369 $407,762 7,546,374 7,328,914 8,581,027 8,242,407 2,501,983 2,451,554 18,387,810 17,707,203

— MILITARY RESTAURANT SERVICES14 GROUP III — MILITARY RESTAURANT SERVICES14

nd NCO clubs (Open mess) Officers’ and NCO clubs (Open mess) changes Military exchanges GROUP III TOTAL — GROUP III

OTAL

GRAND TOTAL

Footnotes: given only for establishments with payroll.

1. Dataand arethe given only establishments with is payroll. aitress service is provided, order is for taken while the patron seated. Patrons pay after they eat.

2. Waiter/waitress service provided, and order takenthey while the patron is seated. Patrons pay after they eat. enerally order at a cash register or select itemsisfrom a food barthe and pay is before eat.

3.

Patrons generally order at a cash register or select items from a food bar and pay before they eat. commercial cafeterias.

4.

Formerly commercial cafeterias. drink sales for nonpayroll establishments totaled $14,501,518,000 with full service restaurants accounting for $3,373,499,000, limited service accounting for 5. Foodaccounting and drink sales for nonpayroll establishments totaled $14,501,518,000 with full service restaurants accounting for $3,373,499,000, limited service accounting for 6,000, Special foodservice for $5,452,495,000 and Drinking Places accounting for $1,768,778,000. $3,906,746,000, Special foodservice accounting for $5,452,495,000 and Drinking Places accounting for $1,768,778,000. red to as onsite food-service and food contractors.

6. Also referred to as onsite food-service and food contractors. health-and-personal-care-store restaurants, general-merchandise-store restaurants, variety-store restaurants, food-store restaurants and grocery-store restaurants 7. Includes restaurants,and general-merchandise-store a portion of delis and all salad health-and-personal-care-store bars), gasoline-service-station restaurants miscellaneous retailers. restaurants, variety-store restaurants, food-store restaurants and grocery-store restaurants (including a portion of delis and all salad bars), gasoline-service-station restaurants and miscellaneous retailers. movies, bowling lanes, recreation and sport centers.

8. Includespastries, movies, coffee bowling lanes, recreation and sport centers. ales of hot food, sandwiches, and other hot beverages.

9. Includes sales of hotorganizations food, sandwiches, pastries,their coffee and other hotservices. beverages. educational, governmental or institutional that operate own restaurant 10. Business, educational, governmental or institutional organizations that operate their own restaurant services. ndustrial and commercial organizations, seagoing and inland-waterway vessels.

11.

I ncludes industrial and commercial organizations, seagoing and inland-waterway vessels. oluntary and proprietary hospitals; long-term general, TB, nervous and mental hospitals; and sales or commercial equivalent to employees in state and local short12. Includes voluntary and proprietary hospitals; long-term general, TB, nervous and mental hospitals; and sales or commercial equivalent to employees in state and local shortpitals and federal hospitals. term hospitals and federal hospitals. mmercial equivalent) calculated for nursing homes and homes for the aged only. All others in this grouping make no charge for food served either in cash or in kind.

13. Sales (commercial equivalent) calculated for nursing homes and homes for the aged only. All others in this grouping make no charge for food served either in cash or in kind. al United States only.

14. Continental United States only.

National Restaurant Association 2017 Restaurant Industry Outlook | Restaurant.org National Restaurant Association 2017 Restaurant Industry Outlook | Restaurant.org MARCH 2 0 1 7

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PROSTART

Five reasons why you should hire a ProStart Student

ProStart helps provide hands-on training for the next generation of culinary professionals.

Feeding dreams and building futures: That’s the goal of ProStart, a nationwide, industry-driven high school program that helps students get a taste for success in an industry that’s hungry for talent. The North Carolina Hospitality Education Foundation, the philanthropic arm of NCRLA, administers this valuable program in North Carolina, and is your conduit to tap into this valuable source of talented and eager workers.

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Currently, NC HEF works with 36 high schools across the state, 14 of which will send teams to compete at the North Carolina ProStart Invitational, which will take place March 17 & 18 at the Chef’s Academy in Morrisville. Twelve culinary teams and 10 management teams -- with 82 student competitors -- will go head-to-head in a competition that’s a cross between Chopped and Shark Tank. The top teams from each competition will advance to the nationals, which will take place April 28-30 in Charleston, SC. NC HEF coordinating a workshop called “Getting Hired 101” for ProStart students and employers on Friday, May 12, from 9 a.m.-3 p.m. in Hickory.

The purpose of the workshop is to help ProStart students with resume writing, job applications, and interview skills. NC HEF is seeking participation from industry leaders who are interested in hiring ProStart students. If you are interested in this

opportunity, contact Mandy Hines 919-277-8582 or mhines@ncrla.org.

ProStart equips students with the skills necessary to achieve long-term, rewarding careers in the restaurant industry. NC HEF administers the program in North Carolina, organizes the invitational, and helps provide training for ProStart educators in schools across the state. With a wealth of industry-backed training behind them, ProStart students make ideal employees. Here are five ways hiring a ProStart student can help your business succeed.

1. ProStart Students are Interested and Engaged in the Business – ProStart students come to work with an inherent interest in the restaurant industry.

While most students take ProStart in high school because they are interested in cooking, many also have an interest in pursuing a career in foodservice.

Many students come to ProStart with goals of becoming chefs, only to discover a passion for business and restaurant management. While there are unlimited paths students can take with their restaurant career, they all begin with a common interest in the industry, either on the culinary or business side of the equation.

2. ProStart Students Understand the Industry – ProStart students learn about the industry and operator expectations in the classroom. In fact, according to a recent survey,* both ProStart educators and students alike felt that ProStart gave students the most realistic preview of professional behavior and what to expect on the job from hours worked to job responsibilities.

3. ProStart Students Are Skilled – Through the Foundations of Culinary Arts and Restaurant Management curriculum, ProStart students gain an understanding of food and workplace safety, as well as kitchen skills, knowledge of foodservice and cooking techniques.

4. ProStart Students Have Critical Employability Skills. A majority of students report that ProStart teaches them foundational work-readiness skills, including teamwork, professionalism, time management, workplace communication, and decision-making skills. These employability skills make ProStart students prime candidates for advancement.

5. ProStart Students are Experienced – When hiring, ask a student if they have achieved or are working toward earning their ProStart National ProStart Certificate of Achievement. To earn this industry-recognized credential, students must pass two national exams, document 400 hours of work experience and demonstrate proficiency in 52 of 70 workplace competencies developed by industry.

Go to www.ncrla.org/prostart to learn how your business can benefit from hiring ProStart students. z

Management teams in the North Carolina ProStart Invitational develop and pitch a winning restaurant concept to a panel of judges.

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GIVING BACK

Asheville restaurant tackles hunger by donating more than 200,000 meals “I was born and raised in Asheville and was shocked to discover that food insecurity was an issue in our community,” she said.

According to statistics from MANNA, one in six western North Carolinians struggle with hunger and at least one in four children are food insecure. MANNA FoodBank Corporate Relations Director, Alisa Hixson states that the Be Nice With Your Rice campaign is doubly valuable because of the awareness it raises.

Sherrye Coggiola (left) and her daughter, Sydney, hold a check for MANNA FoodBank for the Be Nice with Your Rice program.

The Cantina at Historic Biltmore Village reached an important milestone this month by providing more than 200,000 meals to Western North Carolinians suffering from food insecurity.

For the last three years, The Cantina Biltmore has partnered with MANNA FoodBank on a project called Be Nice With Your Rice, which allows customers to forfeit a side item while The Cantina donates the retail cash equivalent to MANNA. To date, the program has raised $72,770, enough to provide over 200,000 meals.

“We are thrilled to help make a difference in the community. Feeding people brings us joy and being able to provide meals to our neighbors in need is a true blessing,” said Sherrye Coggiola, who co-owns The Cantina with her husband, Anthony.

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“It’s an innovative program that addresses several issues and provides us with important funding, limits food and paper waste, and allows diners to feel good about skipping a portion of their meal to enable someone else to have one. It’s a win–win for everyone.”

“Western North Carolina has areas of great affluence and of deep poverty,” said Hixson. “The cost of living and especially the cost of housing are above the national average but salaries are not. Many families struggle with the above average costs and are permanently juggling between making payments for rent, food, utilities and health care. Not surprisingly the childhood food insecurity rate is also above the national average”.

The Coggiolas say they aren’t done tackling the issue of food insecurity. Not only do they plan on continuing their initiative in Asheville, they are also laying the groundwork to export the model to other cities.

“We just bought a new van and we have visions of traveling the country to teach other restaurant owners how this model works,” said Anthony Coggiola.

“It’s a fairly simple model and almost every community has a food bank or local organization that is tackling hunger. We’re still in the early stages of planning, but we believe restaurants everywhere can use this system to feed the less fortunate in their communities.” z

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SECRETS OF SUCCESS

Christina Larson honored for a remarkable career In 2016, NCRLA instituted the Lifetime Achievement Award, which was given posthumously to Ken Conrad. This award will be given when appropriate to a member who has achieved significant success in the North Carolina hospitality industry. This year’s recipient, Christina Larson, is the personification of success in our industry.

Grateful to KFC for providing a “full-ride” scholarship, Larson repaid their investment in her by leading successful teams with increasing responsibility for 11 years before crossing over to casual dining brands Applebee’s and Grady’s. For the last 23 years of her career, her love for the LongHorn brand resulted in a great partnership.

A ground-breaker in her nearly 40-year career in the restaurant industry, Christina Larson was the first female director of operations at LongHorn Christina Larson (center) with NCRLA Board Chair Mike Martino and NCRLA President & Steakhouse, where she built a CEO Lynn Minges reputation as a fiercely loyal leader who is passionate about In a 2013 career profile in At Your Service, Christina both the business and her people. outlined her philosophy of leadership.

Her repeated recognition for 100-percent retention “I was taught this at a young age: You give it your of her team is an indicator of her ability to find and best every day. Never give up, even when it’s hard; keep top talent in an industry that is continually even when it’s inconvenient. People are counting on challenged with turnover. you to lead them, and you ought to try and do that.”

“Rising above and going above and beyond Larson initially found her aptitude for the business expectations. That’s something I try to do in every world through working in her family’s golf job,” she says. z shop business in Florida and honed it in Junior Achievement while in high school. She studied marketing at The Florida State University while also working full-time as a store manager at KFC.

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a la carte A sampler of hospitality-related news stories

NCRLA ELECTS NEW BOARD MEMBERS, OFFICERS AT ANNUAL MEETING During the meeting, Mike Martino (pictured above, left) presented a plaque to 2016 Board Chair Lance Trenary of Golden Corral (pictured above, right) in appreciation of his service to the board.

During the annual meeting at the Carolina Inn in Chapel Hill on Feb. 6, NCRLA elected new officers and a new director to its Board of Directors. These industry volunteers will serve the association in 2017.

“Our board members’ collective expertise and guidance is instrumental as we work to strengthen North Carolina’s $22 billion restaurant, foodservice and lodging industry,” said Lynn Minges, President and CEO of NCRLA.

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The new board officers are: Chair: Michael “Mike” Martino, general manager of the Sheraton Imperial Hotel & Convention Center in Durham and Vice President of Davidson & Jones Hotel Corporation.

Chair-Elect: Billy Sewell, president of Platinum Corral, a multi-state Golden Corral franchisee based in Jacksonville, N.C. Treasurer: Vinay Patel, president & CEO for SREE Hotels, which owns and manages more than 30 hotels in North Carolina, South Carolina, Virginia and Maryland.

Secretary: Steve Thanhauser, co-owner and chairman of The Angus Barn, Ltd. z

NCRLA PARTNERS WITH STRATEGIC VALUE MEDIA FOR IMPROVED ONLINE BUYERS’ GUIDE The North Carolina Restaurant & Lodging Association announces a new partnership with Strategic Value Media to publish and sell advertising for the NCRLA online Buyers’ Guide. Based in Overland Park, KS, Strategic Value Media is a leading nationwide provider of print and digital media solutions to national, state and local trade and membership associations. NCRLA is proud to provide its members with this exclusive, easily accessible, year-round, valuable resource that is expected to be first available this coming Spring.

“This comprehensive Guide offers access to a vast network of industry suppliers,” said Lynn Minges, president & CEO of NCRLA. “We’re pleased to offer such a needed resource, which will greatly assist industry professionals in making educated purchasing decisions throughout the year.”

2017 NCRL EXPO ADVISORY COUNCIL ANNOUNCED Exposition Development Company, Inc. (ExpoDevCo) announced has announced the 2017 North Carolina Restaurant & Lodging Expo Advisory Council.

Prominent industry leaders have been selected to guide show management with the continued development of the event. The key objective for the advisory council is to assist with building awareness in the local community to grow attendance.

The 2017 advisory council Members are: • • • • • • • •

The Guide will feature updated and expanded company and product listings, in addition to other valuable information relating to the restaurant and lodging industry. The Guide will provide users with an efficient way to browse for goods and services. It will also offer companies that offer goods and services to restaurants and lodging properties exceptional visibility by showcasing their products and services to a targeted, industry-specific buyer group.

• •

The Guide will be accessible through the NCRLA website at www.ncrla.org.

We encourage you to take advantage of this exceptional opportunity to highlight your products and services. To learn more about advertising your products or services in the Guide, please email ncrla-advertise@svmmedia.com. z

•

• • • • • • •

Kyle Agha, Owner, The Last Resort Tim Carter, Vice President, Administration, Salsarita’s Franchising, LLC Sherrye Coggiola, Owner, The Cantina @ Historic Biltmore Village Jonathan Greschler, General Manager, Standard Foods Scott Griffith, General Manager, 21c Museum Hotel Peter Grills, General Manager, The Ballantyne Marty Kotis, CEO and Owner, Kotis Properties/Kick Ass Concepts Richard Kugelmann, President, American Culinary Federation North Carolina Chapter Beth Littlejohn, Executive Chef, The Player’s Retreat Michael Martino, General Manager, Sheraton Imperial Hotel & Convention Center Lynn Minges, President and CEO, North Carolina Restaurant & Lodging Association Chris Moutos, Corporate Affairs, LM Restaurants Tim Parrish, Agricultural Marketing Specialist to Restaurants/Food Service, N.C. Department of Agriculture Gaurav Patel, President, Eschelon Experiences Scott Phillips, Executive Chef, JMR Kitchens Ryan Riek, Managing Partner, JMR Kitchens Caroline Skinner, Vice President of Human Resources, Tupelo Honey Cafe Lance Trenary, President & CEO, Golden Corral Corporation

The North Carolina Restaurant & Lodging Expo is the only event in North Carolina to bring together all sectors of the restaurant, foodservice, lodging and hospitality industries under one roof. The third edition will be held Aug. 21-22, 2017 at the Raleigh Convention Center in Raleigh. z

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SOCIAL MEDIA

By Kelly Propst, Largemouth Communications

Overcoming negative reviews for a positive outcome From Yelp and TripAdvisor to Facebook and Twitter, today’s consumers have multiple avenues to voice their opinions beyond traditional word of mouth chatter among friends. According to ReviewTrackers, Facebook reviews are growing four times faster than reviews on other sites. While these open forums present opportunities to draw customers in, there is always the chance that an unhappy guest will take to digital channels to underscore a poor experience.

There is a greater importance to responding to damaging comments appropriately, and even working to turn opinions around.

So how can your business harness negative reviews and comments to highlight exemplary customer service? Here are a few tips to keep in mind the next time you’re faced with a flare up.

Remember your true audience Whether a negative review is completely baseless or partially accurate, take a moment to step back before responding, discuss it with trusted colleague, and whenever possible, speak with the internal team who may have had interactions with the customer. While you may not always win back the negative reviewer, your audience is actually much broader than that. In framing a response, be sure to address the reviewer by name and apologize

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for any missteps, but don’t be afraid to correct any misinformation or use it as an opportunity to highlight something they may have missed. Those seeking peer reviews online may read the poor review, but they’ll also notice the business’ reply. Were they disappointed by the lack of options at the breakfast buffet? In your response, be sure to recap the selection of fresh fruit, waffles, warm muffins, house made granola and fresh squeezed juice to reinforce your extensive menu for the next potential guest.

Offer to make it right Service is the essence of the hospitality industry; you want to please your guests so they return often. If a table complained about the temperature of their steak in-person, you’d likely have a manager speak with them and fire another dish. Address negative online reviews with a similar approach and consider extending a special offer. This shows that you stand behind your service, and that their experience was the exception and not the norm—everyone can relate to having an off-day. You may just turn a negative customer into a loyal one.

A picture is worth a thousand reviews Did you know people searching for local business on Yelp spend two and a half times more time on a page with photos than one without? If you proactively manage your social and digital presence by providing visitors with quality images of smiling employees and customers, delicious food and exceptional room views, it will help counteract any negativity and only enhance your glowing reviews.

When in doubt, take it offline There are going to be instances where you just can’t please everybody. If you have a particularly scathing review, don’t get caught in a public case of “he said, she said.” Instead, respond professionally and courteously, then offer a phone number or email address to funnel concerns through your primary customer service pipeline.

For more information about PR, social and digital media best practices, visit www.largemouthpr.com.

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