How to change for the better

Restaurateurs and experts share important lessons from challenging times.

By Alec Northrup

The Washington Hospitality Association recently hosted a roundtable discussion that invited industry experts to share innovative solutions restaurants have come up with to weather the pandemic. Restaurateurs and consultants discussed the issues facing the industry and came away with a few main areas to focus on for success.

The conversation kicked off with a familiar concern that has only been accentuated by the pandemic. Businesses in the hospitality industry have been searching for solutions to rising labor costs for years, and demand for innovation in that area has never been higher. Participants agreed that a successful business in today’s climate needs to optimize labor efficiency.

Labor Efficiency Arnold Shain says in 2020, as restaurants were closing, he has been able to help new restaurants successfully open by maximizing labor efficiency. As the founder of a consulting service called Restaurant Group, Shain focuses on new technology that can help reduce labor costs and speed up life in the kitchen. One of the things he is keen on having his clients introduce is a ventless fryer that does not use oil. New equipment, in general, can help with efficiency and replacing old and inefficient equipment in the kitchen can save you money in the long run as the cost of labor goes up, and the outdated equipment deteriorates.

In addition to innovating around technology, reducing your prep time can be achieved through innovation in the supply chain. Andy Cook is a restaurant solutions consultant for Harbor Foodservice who has seen a change in the relationship between restaurants and suppliers. Some farms have even started to create custom produce mixes for restaurants so they can cut down their prep time. Depending on the cost of your labor, paying a little extra for items like pre-diced vegetables could save you money.

Embrace tech to build relationships There is no doubt technology can help businesses decrease costs, but Olga Sagan wanted to speak to the group about its ability to increase customer retention. Sagan, the founder of the popular Pike Place bakery, Piroshky Piroshky, said she was like many restaurant owners who were afraid of technology; unwilling to look past their love for the craft of cuisine. But as Piroshky Piroshky expanded beyond Pike Place, Sagan found that it was also increasingly important to expand virtually, and she hired developers to build an online ordering system for her bakery. The important distinction between third-party delivery and your own online ordering platform is your connection with the customer, Sagan said. By taking the time to start its own system, Piroshky Piroshky can connect with its customers on a regular basis and promote new products via email. Establishing that level of communication directly between the consumer and the company becomes more important as more customers buy your product without ever stepping foot inside a brick-and-mortar location.

Menu redesign The underlying theme of the conversation was flexibility and a willingness to adapt when your environment changes. Changing your menu to meet the needs of the consumer can be one of the hardest things to do, but it can make a world of difference. Adam Hegsted is the head chef and owner of Eat Good Group and runs a handful of restaurants scattered between Spokane and Coeur d’Alene. Last year, Hegsted had to close one of the restaurants that had previously been successful as a fine-dining establishment. While delivering $50 steak dinners may be nearly impossible, optimizing many other menus for delivery is not. Hegsted’s other restaurants continued to operate but changed their menu to feature more comfort food and simplified them to fit better with online or mobile ordering formats.

Across the board, the participants agreed on that point — the customer is calling the shots, and restaurants need to listen and adapt. While Adam Hegsted focused on dishes that delivered well, Olga Sagan learned that her customers wanted more variety and started introducing a new item each month. Arnold Shain advised his clients to simplify their side dishes, and Andy Cook encouraged restaurateurs to consider speed scratch preparation. They all recognized that change is the only constant and said, “let’s get better at it.” 