Branding | KRG Hospitality

July 10, 2023by David Klemt David Klemt No Comments

Seemingly Simple: The French Fry

Seemingly Simple: The French Fry

by David Klemt

We celebrate the humble French fry—at once a living legend and deceptively simple side—on Thursday, July 13, National French Fry Day.

Now, I know I tend to dive into the history, disputed or not, of a given item when a holiday comes around. However, that’s not the point of this article.

Of course, I could easily point out that this iconic item’s origins aren’t settled history. That Belgium claims ownership as of 1680. Or that Chile may have beaten Belgium by 61 years. And that France gets credit because the recipe for “modern” French fries appear in the cookbook La Cuisinière Républicaine from 1775. I’m not even going to get into the debacle that was 2003’s Freedom Fries…

Again, that’s not the point. Whether you call them French fried potatoes, French fries, fries, pomme frites, or chips, they’ve been around for anywhere from 400-plus to almost 250 years in some form.

And still they manage to confound many a cook.

We’ve all gotten an order of flaccid, cold, mushy or otherwise cheerless chips. And we’ve all managed to muscle down at least a handful of those dismal, forlorn fries, each soggy bite driving us deeper into despair.

Okay, that may be the tiniest bit dramatic. My point is, French fries are deceptively simple to get just right. And a subpar fry can—let’s face it, will—ruin a guest’s perception of a restaurant. They may return, but they’ll be apprehensive.

Fry Infatuation

If you thought maybe I’d try to create a portmanteau like “infrytuation,” I did think about it. But that would be far too silly, even for me. I wouldn’t even type such a thing out loud.

Anyway, we may not know the origin of fries or chips for a fact. But we do know that for the most part, people love a fry. Those who don’t, well, they’re not to be trusted. Should you come across such a person, grab a handful of fries—or the entire basket—and run away. You don’t need that kind of negativity in your life.

But why? Why do we love a fry?

Perhaps it’s the versatility. They complete many a limited-service restaurant or QSR meal. At this point, the “bag fry” is almost its own varietal.

They’re at home at a dive or neighborhood bar. But they’ll also step up and accompany a steak at a French bistro or steakhouse. Fish house, shack or upscale seafood restaurant? Please—fish and chips are a power couple comfortable in any environment.

Speaking of versatility, chips are also happy to indulge a chef or cook’s most debaucherous thoughts. A vessel to carry short rib, cheeses, and an array of seasonings? They’re down.

Of course, it’s likely that fry popularity comes down to comfort. A hit of salt, fat, heat, crispness, and creaminess? That’s at the bare minimum. Toss on some parmesan or pecorino romano and that hit of dopamine doubles, at least.

Chip Tips

One professional, personality, and purveyor who knows his way around a French fry is Chef Brian Duffy.

Indeed, he takes fries seriously. So seriously, in fact, that he has promoted Lamb Weston for several years. For the unfamiliar, America-based Lamb Weston is on of the biggest producers of French fries in the world.

One of their products, the Extra Crispy series of fries, retains crispness for 30 minutes.

Chef Duffy also understands the importance of fries. They can, as stated above, make or break a guest’s visit.

Additionally, as you can see in the Instagram post below, Chef Duffy certainly sees the humble fry as a blank canvas for experimentation.

View this post on Instagram

A post shared by Chef Brian Duffy (@chefbriduff)

Given his strongly held views on fries, I reached out for his thoughts. And, of course, Chef Duffy didn’t disappoint. If you want to master your fries, take the Duffified approach.

Make sure you’re following Chef on Instagram, Facebook, Twitter, and Pinterest. From knife skills to thoughts on seasonings and techniques, you’ll gain helpful culinary insights. Oh, and he’s funny, too.

Duffified Fries

Elevate your French fries. Realize that they’re not “just” a side dish and therefore an afterthought.

For many brands, their fry is a calling card. That “card” can either tempt people through your doors or warn them to stay away.

Are they seasoned well?

Fries are seasoned perfectly when seasoned within 3-5 seconds of being removed from the fryer. Create a fry seasoning that has a good salt-to-seasoning ratio. My Fry base is 1 cup sea salt, 1/8 cup fresh ground black pepper, 1/2 cup onion powder, 1/4 cup garlic powder, 1/8 cup dark chili powder.

Are they crispy?

A good quality fry holds its crispiness for 10 to 15 minutes, unless it’s designed with a coating like a Crispy on Delivery^™fry from Lamb Weston that can stay crispy for up to 30 minutes. There’s nothing worse that taking that first bite and having a cold, soggy fry.

Are they hot?

A hot fry has a creaminess in the center that enhances the ultimate experience of the fry. Having that crispy exterior and creamy interior ensures a perfect fry!

Hand-cut fries.

Let’s be real: They’re amazing within the first few minutes. But anything longer than that is a soggy fry, rarely cooked perfectly due to the labor involved and the variations between the type of potato, the time of the year, and the starch to sugar content. It’s just a super inconsistent product unless it’s a huge focus for your concept. I’d stay away.

What are your sauces?

Just ketchup? Just ranch? Make up a few new dipping sauces that will assist you in creating a fry program that isn’t just as a side. Three different fry cuts and three different sauces are now a $14 appetizer that will make people happy.

Choose a fry or a fry program that matches your concept!

Is it a wedge, a concertina, a waffle, a dipper or a steak…? Choose wisely because the wrong fry can take your menu from great to, “Well, that sucked.”

Takeaway

Speaking of featuring fries as a premium appetizer that justifies a premium price, Chef Duffy has a couple of ideas.

One, a fry board. We’ve seen cheese boards, meat boards, pretzel boards… Why not fries?

Sift through Instagram and you’ll also find a Chef Duffy take on build-your-own nacho fries.

View this post on Instagram

A post shared by Lamb Weston for Chefs (@lambweston4chefs)

Get creative. Don’t just have fries, engage your kitchen and have them build a fry program. Innovation draws people in and converts them to loyal, repeat guests while justifying premium pricing.

Image: Vincent Rivaud on Pexels

Disclaimer: Neither the author nor KRG Hospitality received compensation, monetary or otherwise, from Lamb Weston or any other entity in exchange for this post.

"Think about things differently" neon sign

July 3, 2023by David Klemt David Klemt No Comments

Program for Unique Holidays: July 2023

Program for Unique Holidays: July 2023

by David Klemt

Do you want to stand out from from other restaurants and bars in your area? Change how you think about your July holiday promotions.

Several holidays are set against every date on the calendar, and this month is no exception. These holidays range from mainstream to esoteric.

Pay attention to the “weird” or unique holidays to raise eyebrows, carve out a niche for your restaurant or bar, and attract more guests. Why do what everyone else is already doing? Why program only around the same holidays as everyone else?

Of course, you shouldn’t try to celebrate every holiday, strange or otherwise. Focus on the days that are authentic to your brand; resonate with your guests; and help you grab attention on social media.

You’ll find suggestions for promotions below. However, the idea behind our monthly holiday promotions roundup is to inspire you and your team to get creative and come up with unique programming ideas.

For our June 2023 holidays list, click here.

July 5: Workaholics Day

Great bars and restaurants offer escapes from the drudgery and negativity of the rest of the world. On this day, encourage those who can step away from work to actually do so.

Barring getting workaholics to play hooky, come up with an LTO menu that’ll inspire them to at least pop by to unwind after a hard day’s work.

July 6: World Kissing Day

There are quite a few cocktails with “kiss” in the title, and these are the drinks you should use to program for this holiday.

The Kiss cocktail, for example, is a gin cocktail with Dubonnet, sweet vermouth, and Luxardo maraschino liqueur. The Widow’s Kiss consists of apple brandy, Yellow Chartreuse, Bénédictine, and Angostura bitters. In other words, it’s not difficult to celebrate this holiday through your drink menu.

July 7: Dive Bar Day

It’s difficult to beat a dive or neighborhood bar when you’re looking for a great time with friends. If you’re a dive or neighborhood bar operator, this is your day.

July 11: National Cheer Up the Lonely Day

Look, the past few years have isolated far too many of us. People are lonely, and this isolation isn’t doing anyone’s mental health any favors.

Bars and restaurants are cornerstones of their communities, so this is an excellent day to encourage people to come in, grab a bite and a drink, and try to make some new friends.

July 13: National French Fry Day

When a French fry is done right, when it’s hot with a crunchy exterior and creamy interior, it’s a perfect food. If you think your team makes amazing French fries, brag about it on social and prove it to your guests.

Better yet, this is a great day to show off your French fry skills with signature loaded versions.

July 14: National Nude Day

Unless you’re running an incredibly niche concept with excellent community and guest support, please don’t celebrate National Nude Day with nudity.

Instead, draw guests in through an enticing LTO menu. You can, for example, highlight your bar team’s prowess for creating the Naked & Famous cocktail, a mezcal cocktail made with Aperol and Yellow Chartreuse. Of course, there’s also the Porn Star Martini, along with other cocktails with names that imply nudity.

July 20: National Moon Day

It may seem like this holiday is related to the previous one, but please behave. You and your guests can celebrate Earth’s sole natural satellite via cocktails.

Not only are there drinks like the Moon cocktail (made with gin and sherry), you can also offer blue, purple, and black cocktails served with large ice cubes.

July 25: Culinarians Day

Are you proud of your kitchen team? Proud of the culinarians that are working hard to make your restaurant a success? This is the day to highlight the mastery of their craft and your signature menu items.

Alternatively, if you can afford to do so, you can also go dark on this day to give your culinary team a break.

July 28: National Get Gnarly Day

If you have some “out there” menu items, this is the day to highlight them. Do you have a food challenge? Promote it! Have some “interesting” bottles in your inventory? Promote them!

Image: Ivan Bertolazzi on Pexels

Aubrey Plaza holding a Margarita made with Cointreau

June 16, 2023by David Klemt David Klemt No Comments

Are You Making MargaRights or MargaWrongs?

Cointreau Wants to Know: Are You Making MargaRights?

by David Klemt

Temperatures are rising and people are socializing, so Cointreau wants to make sure you and your team make Margaritas right.

In fact, they’re so serious about Margarita specs that they’re partnering with Aubrey Plaza educate the public. To celebrate the 75th anniversary of the Margarita, the iconic brand is launching the MargaRight campaign.

Challengers come and go but so far, the Margarita is the top cocktail in the US. This has been the case for many, many years. Of course, it’s also a popular cocktail around the world and has been number one in other countries as well.

Now that we’re a week away from the “official” start of summer, it’s paramount to make sure your Margaritas are MargaRight. For one thing, it’s the perfect summer sipper. For another, people are eager to socialize in restaurants and bars, and the Margarita is sure to join groups of friends as they hang out together.

But there’s another reason to ensure your Margs are on point: The wrath of Aubrey Plaza. More accurately, avoiding incurring Plaza’s wrath for putting MargaWrongs across your bar.

Margarita mix? Anger. No Cointreau? Fury.

To borrow a refrain from fanatics of another classic cocktail, it’s safe to say that Plaza would agree with, “No Margarita without Cointreau.”

The Original Margarita

Some, including Cointreau, support the belief that the Margarita’s creation traces back to 1948. For this origin story, Dallas socialite Margarita Sames is either the inventor of the Margarita or asked for a signature cocktail for a party she was hosting at her Acapulco home. Going further, another claim is that Tommy Hilton was a party guest and brought the recipe to Hilton properties, helping to make it famous.

Another claim is that the Margarita is simply a logical evolution of the Daisy. The mid-1800s tipple has a cocktail family named after it, and the Margarita, Sidecar, Cosmopolitan, and Daiquiri sprang forth from it.

Regardless of what origin story you choose to believe, Cointreau champions the original recipe: Cointreau, blanco tequila, fresh lime juice, and a lime wheel to garnish. It’s this classic recipe that Cointreau and Plaza are adamant about for the MargaRight campaign.

To learn more about the MargaRight campaign and Cointreau’s celebration of the Margarita, please read the press release below. Cheers!

Cointreau and Aubrey Plaza Make Your Margarita MargaRight This Summer

Plaza celebrates summer and 75 Years of The Original Margarita

NEW YORK – June 14, 2023 – Cointreau, the iconic orange liqueur, is teaming up with Aubrey Plaza to launch a new creative campaign where the actor insists that the only way to enjoy a Margarita is the MargaRight way, and that is with Cointreau, of course.

Who better to show you MargaRight from MargaWrong than the famously irreverent Aubrey Plaza, who is known for her fearless honesty and unparalleled wit. “I love Margaritas – and the only way to make them MargaRight starts with three ingredients: Cointreau, tequila and fresh lime juice,” said Plaza. “Otherwise, it’s just MargaWrong.” Plaza continued, “This summer, you’ll only catch me ordering Margaritas MargaRight, and Cointreau will always be at any party of mine.”

Cointreau is an essential ingredient in The Original Margarita, and has been for 75 years, since Dallas socialite Margarita Sames created the recipe in 1948. In celebration of its 75th anniversary, Cointreau debuts today its largest creative campaign to-date across connected TV, digital, and social platforms. Captured in both home entertaining and bar and restaurant settings, Cointreau’s summer campaign creatively captures a comedic tone alongside its elevated style. The campaign has a range of video spots and photo stills showcasing how Margaritas should be enjoyed all summer long, always with Cointreau. To check out the NEW campaign, head to https://www.cointreau.com/us/en/whats-new/margaright.

“Cointreau has a history of cinematic storytelling with continued investment in marketing and partnering with top-tier celebrity talent, now including Aubrey Plaza,” said Nicolas Beckers, President and CEO at Rémy Cointreau America. “We want to continue to invite consumers to enjoy our brand wherever they are, and Aubrey is the perfect partner to showcase how three simple ingredients – Cointreau, tequila and fresh lime juice – are all you need to make your summer and Margarita MargaRight.”

As Margarita Sames once said, “a Margarita without Cointreau is not worth its salt.” Whether you’re ordering one at a bar or shaking it up at home, make your Margarita MargaRight and head to Cointreau.com to learn more.

The Original Margarita:

Ingredients:

1 oz. Cointreau
2 oz. Blanco tequila
1 oz. Fresh lime juice

Directions:

Rim your rocks glass with salt
Combine all ingredients in a shaker with ice
Shake vigorously until well chilled
Strain into a rocks glass filled with fresh ice
Garnish with a lime wheel

About Cointreau:

Iconic orange liqueur creator and cocktail pioneer, Maison Cointreau was founded in 1849 in Angers, France. The brand’s heritage as a liquorist-distiller lives on today at the heart of more than 500 cocktails, including the original Margarita and Cosmopolitan. Cointreau liqueur’s distinctive character is the result of the meticulous selection, harmony, and distillation of sweet and bitter orange peel essences, a task entrusted to Maison Cointreau’s Master Distiller. Unique and boasting exceptional organoleptic qualities, it’s a staple for bartenders and at-home cocktail enthusiasts around the world. Visit www.cointreau.com and follow us on Instagram for more.

To learn more about Cointreau, visit www.cointreau.com or follow Cointreau on Instagram via @Cointreau_US or Facebook via @cointreauUS.

About Rémy Cointreau:

All around the world, there are clients seeking exceptional experiences; clients for whom a wide range of terroirs means a variety of flavors. Their exacting standards are proportional to our expertise – the finely-honed skills that we pass down from generation to generation. The time these clients devote to drinking our products is a tribute to all those who have worked to develop them. It is for these men and women that Rémy Cointreau, a family-owned French Group, protects its terroirs, cultivates exceptional multi-centenary spirits and undertakes to preserve their eternal modernity. The Group’s portfolio includes high-end and singular brands, such as the Rémy Martin and Louis XIII cognacs, and Cointreau liqueur. Rémy Cointreau has a single ambition: becoming the world leader in exceptional spirits. To this end, it relies on the commitment and creativity of its 1,850 employees and on its distribution subsidiaries established in the Group’s strategic markets. Rémy Cointreau is listed on Euronext Paris.

Disclaimer: Neither the author nor KRG Hospitality received compensation, monetary or otherwise, from Rémy Cointreau, Cointreau, or any other entity in exchange for this post.

Image and videos courtesy of Cointreau

Martinis at Bemelmans Bar inside the Carlyle hotel in New York City

June 9, 2023by David Klemt David Klemt No Comments

Own Your Team’s Excellence

Own Your Team’s Excellence

by David Klemt

If you and your team are producing an incredible food or drink item, don’t just be proud—make it your signature and own it.

As Chef Brian Duffy says during his demos and speaking engagements, people can eat and drink anywhere. Further, with just a handful of major food suppliers operating throughout North America, operators are using much of the same ingredients.

With that in mind, then, it’s crucial that operators and their teams innovate. Doing so ensures that hospitality professionals are staying current on consumer demands and trends; constantly seeking be educated and share information; and making sure their business stands out from others.

A commitment to standing out can also motivate a team to elevate their techniques. In turn, they can truly “own” an item. Creating something incredible—and replicating it order after order consistently—can become a brand and team’s calling card.

Does your kitchen team turn out a fantastic signature burger? Has your business become known as the place for chicken wings because of your kitchen team?

Has your bar team perfected the Margarita? Are they so good at crafting Frozen Irish Coffees that your bar is on Glendalough Distillery‘s radar?

When you identify what your team is producing at an extraordinary level, you need to make certain you loudly own it.

A Real-world Example

For a high-level example of what I’m talking about, we can look at the Carlyle in New York City.

This landmark Rosewood Hotel is known for delivering peerless service. However, a venue inside this sophisticated resort is known for a specific item.

Bemelmans Bar, an escape from the hectic streets of New York, is known for the Martinis the bar team produces. (They’re also known for their red jackets, but those aren’t for sale.)

It may be a bold statement considering the level of bars and cocktails in the city, but Bemelmans Bar (and therefore the Carlyle) owns the Martini in NYC. In fact, the bar serves a staggering 1,000 Martinis a night. More often than not, the Martinis that cross the bar or leave the service well are dirty or extra dirty. This has been the case since at least 2021.

So famous are the Bemelmans’ Martinis that the Carlyle sells an at-home kit, yours for just $395. It’s their latest promotion, though, that makes it evident Bemelmans and the Carlyle are taking ownership of the Martini.

Guests of the Carlyle can now book their Martini Retreat, a two-day experience that centers around their signature cocktail. If, perhaps, you think that $400 is a bit steep for their Martini Box, prepare for true sticker shock. The Martini Retreat experience starts at $4,895 for two guests.

However, the package is rather impressive and encapsulates the Carlyle’s ownership of the Martini. The Carlyle Martini Retreat includes:

a two-night stay in a Madison Room or Premier Suite;
a Bemelmans Bar Martini Box;
enrollment in the Bemelmans Master Martini Class (valued at $495), a 45-minute experience during which guests learn how the bar team crafts multiple variations of vodka and gin Martinis, and their new Madeline’s Vesper cocktail;
a two-course Martini lunch at Dowling’s at The Carlyle; and
a curated list of where to go to try other great Martinis throughout NYC, put together by Dimitrios Michalopoulos, bar manager at Bemelmans.

Takeaway

So, am I suggesting that operators create an experience that costs thousands of dollars? Well…I mean, if your concept can succeed with such a promotion, absolutely. If doing so would resonate with enough guests to make it feasible and become a steady (and impressive) revenue stream, go for it.

However, what I’m really attempting to drive home here is the power of becoming known for even a single signature item. And, hey—your item, in your market, may be the Martini.

Owning an item means screaming from the rooftops and hills that it’s yours. That your team’s version is the one to have; the one people in the know have to have. Taking ownership of your team’s excellence translates to becoming a destination for it, to driving repeat visits once people have experienced it.

Of course, with that ownership comes the responsibility to elevate all other elements of your business. Every other item on the menu must be produced and served at the highest level. This ensures the entire guest experience wows the guests, and the signature item is essentially a driver and the cherry on top.

It’s time to review what your team produces so well that your brand owns it. Should this introspection yield no results, it’s then time to see what other operators are known for and discover what item or items you and your team can improve upon. What’s something that works with your brand that you feel confident you and your team can own?

There’s power, money, and long-term success in something on your menu. It’s time to uncover it and take ownership.

Image: The Carlyle

May 10, 2023by David Klemt David Klemt No Comments

Ovation Reveals 5 Secrets for Growth

Ovation Reveals 5 Secrets for Growth

by David Klemt

Restaurant guest feedback platform Ovation CEO Zack Oates reveals five secrets to what he calls the “digital table touch.”

The company touts itself as the number-one guest feedback platform. Ease of use is one reason the Ovation is viewed so favorably. Guests receive a two-question survey via SMS. Operators receive honest feedback they can use to improve guest retention and loyalty.

Those curious in learning more about the platform can check out several case studies on the Ovation website. Odds are, one of these studies matches closely with an operator’s own business.

For the purposes of this article, I’m going to focus on Oates’ 2023 Bar & Restaurant Expo education session. Getting even more granular, I’m going to drill down to Oates’ digital table touch approach to guest feedback and retention.

If Oates’ startling claim about first-time guests is true, guest retention is even more difficult than many operators would think. According to Oates, 70 percent of first-time guests don’t return to a restaurant. That number is, simply put, too damn high. Fifty percent is too high.

Feedback Reality

Let’s be honest about in-person feedback. While there are some honest guests out there, for some reason people tend to leave without being honest during their visits. In the moment, most of us will say “great” or “very good” when asked by a server or manager about our restaurant experience.

This is a compelling phenomenon. Per Oates, 15 percent of dine-in orders have issues. And yet most guests won’t say about an issue during their visit. That rate doubles to 30 percent for delivery orders, by the way.

Being totally transparent, Oates says he behaves the same in restaurants. He’s the CEO of a restaurant feedback platform and he’ll still say everything is fine during a visit even when it isn’t. So, while physical table touches are important, they’re likely not giving an operator an accurate picture of what’s going on in their dining room.

In fact, Oates says rather bluntly that “table touches are out of touch.” Further, they’re not scalable, off-premises, honest, or capable of fixing root issues, in his opinion.

Likewise, long-form surveys. According to Oates, long feedback surveys have an abysmal take rate: 0.01 percent. At that point, the rate may as well be zero. Online reviews, as may operators likely know, don’t really represent most guests.

The best solution to secure honest, actionable feedback appears to be Ovation’s SMS-based process.

Secret #1: Make Measurement Frictionless

Hot take: The easier a thing is to do, the more people will participate.

So, operators who want collect valuable guest feedback need to make it simple. If a guest orders delivery, operators should stuff carryout bags and top boxes with a call to action. For in-person dining, they should add a feedback CTA to table toppers. QR codes can make the process very easy. CTAs need to be visible and simple to complete.

The winning formula seems to be a two-question survey and collecting guest data. So, operators should consider enrolling guests who participate and leave feedback in a $100 gift card draw (or something similar).

Secret #2: Drive 5-star Reviews

Oates says that operators should push guests to rate their experiences on review sites. Doing so not only results in collecting valuable feedback, it can boost reviews and increase a restaurant’s visibility. The more discoverable a restaurant is, the more traffic it can potentially see.

Also, a note on actual five-star reviews: that’s not the best score. People tend to distrust perfect scores and one-star reviews. Per Oates, the best score is 4.7 stars, and operators should aim for at least a 4.0.

Secret #3: Respond to Feedback

This means good and bad feedback, and in a timely manner. Per Oates, one bad review reaches 30 potential guests. So, it’s best to address the situation as quickly as possible—if an operator can do so without losing their cool.

To ensure that emotions don’t prevail over rational responses, follow the Three Cs of Bad Review Recovery:

Collected.
Compassionate.
Call to action.

Remember, people want to feel important. When they leave a bad review the underlying feeling driving the review is likely a sense that they’ve been disrespected. Operators attempting to recover from a bad review need to make the reviewer feel acknowledged and important.

Secret #4: Discover and Act on Trends

A business term that has been making the rounds for years now is “kaizen.” This is the concept of everyone in an organization working toward making incremental improvements to the business.

Savvy operators will set aside their egos, find trends within the feedback they receive, and work to improve on any shortcomings.

Secret #5: Text Guests to Bring Them Back

As I’ve said before, if you really want to meet guests where they are, reach them on the phones in their pockets. However, Oates has more advice than simply, “Text them surveys.”

To boost participation, tempt guests with an offer. Oates says to make the offer a good one. So, operators should consider the following:

Come up with an offer and put it first.
Make it a good offer: “The first X amount of people to complete this survey will receive 15 percent off their next visit.”
Track participation via a link.

While operators can leverage each of the above secrets on their own, Ovation’s digital table touch process is seamless and easy to implement. Either way, collecting honest guest feedback and acting on it is one of the most effective methods for improving guest retention.

Image: Jon Tyson on Unsplash

April 12, 2023by David Klemt David Klemt No Comments

Tips from Tipps on Cool Concepts

Tips from Tipps on Building a Cool Concept

by David Klemt

It’s true that “cool” is difficult to define, and yet as amorphous a concept as it can be, we can create a vibe that embodies this important design element.

Some people have an innate understanding of the cool factor. They can identify it, design for it, and reënvision it. However, even these people can’t always explain the concept of cool.

To repurpose a 1964 quote from Supreme Court Justice Potter Stewart, “I know it when I see it.” And to paraphrase that quote, many of us would say we know cool “when we experience it.”

Of course, I can say that the KRG Hospitality team knows cool and develops concepts around this nebulous design concept. But that wouldn’t be cool; if you call yourself cool, you’re not. It’s sort of like attempting to give yourself a nickname—it really doesn’t work. (When I was in the Air Force I witnessed what happened to a few brand-new F16 trainees who tried to give themselves their own call signs. The results? Yikes.)

So, I’m going to share some helpful thoughts on this topic from a friend of KRG. Invictus Hospitality co-founder Michael Tipps, who knows cool when he sees and feels it.

Importantly, he and his team can also design for it. During the 2023 Bar & Restaurant Expo in Las Vegas last month he shared his thoughts on this idea to a room full of operators and leadership team members.

To check out some of the cool concepts in the Invictus portfolio, click here. For the KRG portfolio gallery, follow this link.

So, You Wanna be Cool…

With very few exceptions, most people thinking about their dream restaurant, bar, nightclub, eatertainment concept, or hotel don’t want to embody the antithesis of cool. In fact, I’ll say that if someone does design an “uncool” concept purposely and does so successfully…it’s cool.

That said, here’s an important tip from Tipps on developing a cool concept: “If your bar or restaurant is epic, it will attract everyone.”

However, that doesn’t mean designing a place that attempts to make everyone happy. Instead, consider your target guests—groups of people you and your partners understand, ideally—and design for them.

Nailing your concept for your target guests will attract other groups. And before anyone says that sounds exclusionary, that’s not what Tipps or I are talking about. Listen to anyone from the KRG Hospitality and Invictus Hospitality teams speak and you’ll know making any guest feel unwelcome isn’t on the menu.

Instead, consider the longstanding maxim that you can’t please everyone. Hence, focusing on your target guests to pull the threads tighter during the concept development phase.

Another key consideration when trying to nail down the cool factor? Differentiation.

“If everyone is used to westerns, somebody wants an action movie,” says Tipps. In other words, in a market saturated by one or two types of concepts, there are people dying for something different.

So, develop your dream concept with the idea of delivering something different in mind.

Stay True

This isn’t exactly a hot take but at the end of the day, all restaurants serve food. All bars serve drinks. All hotels provide rooms.

In other words, people can go anywhere for at least decent food and drink, and a place to sleep. The differentiators that separate one concept from another are atmosphere, service, and culture. Those three elements (along with some others) define a particular brand.

When your dream concept is on paper and you’re ready to make it a brick-and-mortar reality, you must stay true to it. Using the KRG process as an example, our feasibility studies, concept development plans, and business plans combine to form our Roadmap to Success. This is a document hundreds of pages long that’s unique to every client and concept we develop.

Once that deliverable is in your hand, it’s crucial to stay true. Or, as Tipps said at BRE in March, “You have to remain steadfast and focused on your concept.”

Designing a cool concept can take you into deep, uncharted waters in your chosen market. The voice telling you that you need to rein things in can be a loud, nagging one. Learn to quiet that panicking voice.

It can be daunting to design something you think is cool. You may find yourself asking if anyone would even want this “cool” concept.

Well, an unfiltered Tipps suggests you consider your answer to the following question: “How do people know what they want if they haven’t fucking seen it?”

You can build the next Applebee’s, Chili’s or Fridays. Or you can build something unique that will set a new standard in a market. And that’s not a knock against those chain restaurants—they’re successful on a global scale. But if you don’t want to operate an Applebee’s, don’t design yourself one.

A Word on Rebranding

Owing to the pandemic, rebrands are, as Tipps says, ubiquitous. This makes sense as people’s perspectives are different now. Operators want to finally own their dream concept. Hospitality pros want to work for brands that share their values, and that they deem cool. Guests want to spend their time and money on brands with which they identify (and also deem cool).

“If somebody wants to rebrand, they probably should,” says Tipps.

According to Tipps, however, “a lot of people confuse a rebrand with a refresh.”

While new tables, chairs, and paint can feel like a huge change, that’s not a rebrand. While many guests appreciate a refresh, their relationship with the brand won’t change much.

So, if an operator doesn’t plan and execute a full rebrand carefully, Tipps says they need to temper their expectations for a measurable ROI.

Now, if you have ideas for a cool rebrand, planning is crucial. But that doesn’t just relate to knowing what you want. You need to have your new name, logo, colors, menus, and exterior and interior designs finalized, of course.

However, you need to plan for how long the rebrand will take. As an example, when Invictus last rebranded their own concept they planned for two months to prepare to shut down for a full week.

Your cool new concept and its cool new details? They cost money and, as importantly, they take time. Which, as we all know in this business, costs even more money when you’re shut down.

Now’s the time to move forward with your cool new concept. Don’t hesitate to take your first step toward owning the cool brand you’ve always really wanted. While you’re dreaming about your concept, someone else in your market is making theirs a reality.

Image courtesy of Invictus Hospitality

March 22, 2023by David Klemt David Klemt No Comments

Spring Clean Your Business!

7 Ways to Give Your Business a Spring Cleaning!

by Kim Richardson & David Klemt

In case you’re so busy you didn’t catch it, we’re officially—finally—in spring, and that means it’s time to spring clean your business.

Below you’ll find a spring cleaning slideshow with helpful advice from KRG Hospitality consultant Kim Richardson.

Each slide contains her best advice for reviewing, refreshing, and improving your business. For your convenience, Kim organizes her spring cleaning advice in just seven slides.

It’s time to look at your business through fresh, energized eyes! Your team, guests, and bottom line will thank you.

[metaslider id=78443]

Note: Unable to view the slides above? Each slide is transcribed below.

1 Re-plant Your Core Values

Review your core values with your team.
Post them where everyone can see them daily.
Foster core values through consistent training.
What kind of experiences are you offering your team?
Hire a coach to help you discover your core values.

2 Tidy up Your Guest Journey Map

Walk through your business from the guest perspective.
Review your website for content, ease of use, current info.
Review your technology and potential pain-points.
Touch up items that may have become run down: paint, signage, furniture, equipment, etc.
Review your flow of service and communication.

3 Spruce up Your SOP & Training Programs

Evaluate how well current SOPs are being followed.
Evaluate how well you continuously train your team.
Make updates as needed and add any new procedures.
Ensure SOPs are easily accessible by your team.
Discuss your standards during pre-shift meetings.

4 Deep Clean Your Financial Books

Review your budgets and projections for the year ahead.
Review and organize the financials tracking processes; receipts, invoices, files, etc. and digitize what you can.
Consider updating your financial tracking technology or bringing in a third party to assist.

5 Dust off Your Business Plan

Evaluate the progress of your business plan.
Acknowledge what you have accomplished.
Are you on track to achieve your goals this year?
Do all of your goals still make sense?
Make any necessary updates and create a game plan to stay on track; review every 30 days.

6 Freshen up Your Marketing Plan

Budget time and money to dedicate towards marketing for the next 90 days.
Create strategic campaigns that will create awareness, build a database, and retain your targeted customers.
Consider working with a third party or having someone dedicated to this role internally.

7 Declutter Your Mind

Perform a calendar audit.
Review goals and formulate action plans.
Practice mindfulness through journaling or meditation.
Consider hiring a mindset coach to help you organize your life and your business.

Image: PAN XIAOZHEN on Unsplash / Slideshow Images: Kim Richardson / KRG Hospitality

March 14, 2023by David Klemt David Klemt No Comments

SevenRooms Email Marketing Integration

SevenRooms Introduces Email Marketing Integration

by David Klemt

Today, SevenRooms announces a new marketing innovation that integrates with the platform’s Automated Email feature: Email Marketing.

This is more evidence of SevenRooms’ continued growth. The company began 2023 by adding their first-ever chief marketing officer. Just two months later, SevenRooms announced a new investor: Enlightened Hospitality Investments, spearheaded by Danny Meyer.

Additionally, offering this new tool to operators makes clear the platform’s intent to truly be an all-in-one operations solution. Email Marketing, for example, can replace third-party email services. Streamlining marketing makes it simpler for operators and their teams to ensure they keep guests engaged with their venue and brand.

And, of course, including effective tools within a single platform can lead to reduced costs and the relief of pain points. When systems are difficult to use, some operators are less inclined to want to actually use them. That’s a waste of valuable resources.

Combined with Automated Emails, SevenRooms Email Marketing gives more control over marketing to operators. Not only are emails triggered based on various tags, the emails can be customized fully. And, to ensure marketing runs smoothly for everyone, operators will have access to templates if customization isn’t necessarily in their wheelhouse.

You’ll find the SevenRooms Email Marketing press release in its entirety below.

SEVENROOMS EXPANDS MARKETING SUITE WITH INTEGRATED EMAIL MARKETING

New Email Marketing Tool Provides Key Data Insights and Revenue Potential for SevenRooms Clients

NEW YORK (March 14, 2023)—SevenRooms, a global guest experience and retention platform for the hospitality industry, has announced a new solution and expansion of its marketing suite for hospitality operators worldwide: Email Marketing. The product will work in conjunction with SevenRooms’ Automated Emails, a set of personalized, trigger-based emails sent to customers on behalf of the operator, to continue to engage guests once they’ve visited a venue.

Email Marketing enables SevenRooms customers to send one-time, customized marketing emails directly within the SevenRooms platform to give operators more control over the way they use their guest data. Having ownership of this guest data allows operators to build their brand through direct touchpoints with guests to drive loyalty and repeat visits. It also provides detailed insights into email performance with metrics that matter to their business, including showing the reservations, covers and revenue attributed to each email.

Email Marketing supports operators with a solution that is connected throughout a restaurant’s tech stack and removes the need to use third-party email service providers that create additional work for staff trying to manage email preferences across multiple systems. It is directly linked to the SevenRooms CRM and operating system giving operators full control over their messaging and who receives it by using Auto-tags or Client tags to segment marketing audiences. Additionally, operators using Email Marketing have the ability to create either fully customized emails with an easy-to-use visual editor or utilize curated templates.

The new product also enhances the experience for guests of SevenRooms customers by allowing them to stay in touch or up-to-date with their favorite venues, receive targeted messages and promotions, or simply control the venues from which they receive marketing. Leveraging Email Marketing, restaurants can use their guest data to tee up relevant, customized emails. For example, sending guests who have purchased wine at least five times an invite to a dinner with their sommelier, or excluding guests with shellfish allergies from an email about their annual clambake.

“SevenRooms Email Marketing product provides restaurants with functionality that simply does not exist in the email marketing platforms that restaurants traditionally use,” said Allison Page, Co-Founder and Chief Product Officer at SevenRooms. “We enable restaurant marketers to leverage their robust SevenRooms guest database to quickly and easily build targeted campaign segments, eliminating the need to manually export and import mailing lists between systems. While other email service providers promise revenue, SevenRooms can prove it with accurate data on the revenue generated by each campaign to truly measure email marketing performance.”

“The combination of SevenRooms’ Email Marketing and Automated Emails makes guests feel very connected with us,” said Alyssa Fenu, Sales & Marketing Manager at Mango’s Tropical Café. “Being able to choose who our emails are going to — a specific customer segment or broadcasting to our whole database — makes the process a lot simpler. And it’s super easy to understand how many people opened our emails, how many people actually made a reservation, and how much money we’re making because it’s all in one place.”

For more information about SevenRooms and its services, please visit www.sevenrooms.com.

About SevenRooms

SevenRooms is a guest experience and retention platform that helps hospitality operators create exceptional experiences that drive revenue and repeat business. Trusted by thousands of hospitality operators around the world, SevenRooms powers tens of millions of guest experiences each month across both on- and off-premises. From neighborhood restaurants and bars to international, multi-concept hospitality groups, SevenRooms is transforming the industry by empowering operators to take back control of their businesses to build direct guest relationships, deliver exceptional experiences and drive more visits and orders, more often. The full suite of products includes reservation, waitlist and table management, online ordering, mobile order & pay, review aggregation and marketing automation. Founded in 2011 and venture-backed by Amazon, Comcast Ventures, PSG and Highgate Ventures, SevenRooms has dining, hotel F&B, nightlife and entertainment clients globally, including: MGM Resorts International, Mandarin Oriental Hotel Group, The Cosmopolitan of Las Vegas, Wynn Resorts, Jumeirah Group, Wolfgang Puck, Michael Mina, Bloomin’ Brands, Giordano’s, LDV Hospitality, Zuma, Australian Venue Company, Altamarea Group, AELTC, The Wolseley Hospitality Group, Dishoom, Live Nation and Topgolf. www.sevenrooms.com

Image: Brett Garwood on Unsplash

February 28, 2023by David Klemt David Klemt No Comments

Program for Unique Holidays: March 2023

Program for Unique Holidays: March 2023

by David Klemt

Do you want to stand out from from other restaurants and bars in your area? Change how you think about holiday promotions.

Several holidays are set against every date on the calendar, and March is no exception. These holidays range from mainstream to esoteric.

For our February 2023 holidays list, click here.

March 3: National I Want You to be Happy Day

This is certainly a holiday tailor-made for the hospitality industry. Above all, we should all want guests to feel happy before, during, and after their visit. Happy and excited in anticipation to visiting, happy throughout their visit, and leaving with a happy memory.

March 5: Cinco de Marcho

This is a week-long celebration. Traditionally, this holiday has been intended to prepare people for all the alcohol they intend to consume on St. Patrick’s Day.

However, operators can go a different direction with this. For the week leading up to St. Patrick’s Day you can trickle out the dishes and drinks you intend to feature for the big celebration. Alternatively, you can feature alcohol-free and even health-boosting drinks before St. Patrick’s Day.

March 8: National Proofreading Day

You and your team should be proofreading your menus before they every find their in front of guests. But, hey, mistakes are sometimes made.

For National Proofreading Day, challenge your guests to find errors on your menus, placing a “bounty” on them. Reward guests who find mistakes and then fix them.

March 10: Mario Day

Nostalgia is a powerful tool for generating engagement, boosting traffic, and creating guest loyalty. This holiday celebrates Nintendo’s most famous character, obviously.

If you have gaming consoles or Super Mario Bros. arcade games, you know what to do. And you also know you should create a Mario-themed LTO menu.

March 13: National Open An Umbrella Indoors Day

You could, if you’re superstitious, tempt fate on this day. For example, you could set some umbrellas by your front door and dare guests to open them indoors upon their arrival.

Or you could create an LTO menu with drinks served with cocktail umbrellas, a much “safer” way to celebrate.

March 16: National Everything You Do Is Right Day

Does your guest want another drink? That’s the right decision. Do they want to order a second starter? They’re right to do so. Is your guest mulling over dessert? They should do it because it’s the right thing to do.

March 22: National Goof Off Day

Sometimes your guests need to play hooky. Work, errands, chores… Who needs ’em? This is the day they should find refuge in your restaurant or bar and take a break from their responsibilities.

March 26: Make Up Your Own Holiday Day

I mean… Clean slate here. Create your own holiday and make it stick for an annual March 26 celebration at your venue.

March 29: Smoke And Mirrors Day

One of the simplest ways to leverage this holiday is with smoked cocktails and foods. Smoke sells: When one guest orders a smoked cocktail, others follow.

March 30: National Virtual Vacation Day

You can treat this like National Goof Off Day. Of course, you can also decorate your place to look like a vacation destination, create themed LTOs, and send your guests into April feeling refreshed.

Women’s History Month Holidays

In addition to March being Women’s History Month, there are separate days that celebrate women and women’s accomplishments, and bring attention to women’s issues. You can find these days below:

International Women’s Week: March 5-12
Women of Aviation Worldwide Week: March 6-13
Women in Construction Week: March 6-13
International Women’s Day: March 8
National Women And Girls HIV/AIDS Awareness Day: March 10

Image: Ivan Bertolazzi on Pexels

February 22, 2023by David Klemt David Klemt No Comments

Do Super Bowl Ads Work on Consumers?

Do Super Bowl Ads Work on Consumers?

by David Klemt

One of the biggest Super Bowl ad winners is Pepsi Zero Sugar.

Brands spent hundreds of millions of dollars to advertise during Super Bowl LVII, but do their ads actually translate to demand for their products?

A week ago we shared our ten favorite beverage-focused Big Game ads. Along with those ads we shared some numbers.

One of those numbers was $7 million, the cost of a 30-second Super Bowl ad on Fox. Other numbers? $500 million and $700 million, the range of revenue it’s estimated that Fox generated this year from Super Bowl ads.

At this point, these ads and the Halftime Show have essentially become their own entities. Some people watch the Big Game for the ads, some for the show halfway through. It stands to reason that brands are well aware of this development. So, they try to create the most impactful ad possible in the hopes of generating consumer demand.

In other words, these brands aren’t spending all this money just so they’re commercial can be deemed cool. Sure, brands want that buzz. But they also want an ROI on the millions they spend.

The big question is, then, are they seeing a return? Well, it just so happens that behavioral insight platform Veylinx has a data-driven answer to that question.

In short, the answer is yes. Of course, it’s a nuanced yes. For example, it appears Gen Z doesn’t care much about Super Bowl ads, as you’ll see below. Also, non-advertisers in the same categories as Super Bowl advertisers appear to see a benefit from the ads.

You’ll learn more from the Veylinx press release below. It’s an interesting read with valuable data for restaurant, bar, and hotel operators.

NEW YORK, Feb. 22, 2023 — A new study from behavioral research company Veylinx determined whether or not Super Bowl commercials boost consumer demand for the products advertised. The results show that 2023 Super Bowl advertising fueled a 6.4% increase in demand among viewers.

The overall increase in consumer demand was driven by women, who accounted for a 21% increase in demand growth. The commercials had minimal impact on men, yielding just 1% demand growth for the brands tested. Gen Z viewers were largely unimpressed by the Super Bowl ads, with demand among 18 to 25 year olds actually shrinking by 1%.

“It’s not really a surprise to see that Super Bowl ads improve sales, but the short term bump alone may not be enough to justify the $7 million price tag,” said Veylinx founder and CEO Anouar El Haji.

Using Veylinx’s proprietary methodology—which measures actual demand rather than intent—the study tested purchase behavior during the week before the Super Bowl and again the week after. The research focused on measuring the change in consumer demand for eight brands with Super Bowl ads: Michelob Ultra, Heineken 0.0%, Hellmann’s Mayo, Downy Unstopables, Crown Royal Whisky, Frito-Lay PopCorners, Pringles and Pepsi Zero Sugar.

Super Bowl Advertising Winners Overall

Michelob Ultra – 19% increase in demand

Pepsi Zero Sugar – 18% increase in demand

Frito-Lay PopCorners – 12% increase in demand

Heineken 0.0% – 11% increase in demand

Super Bowl Advertising Winners Among Women

Pepsi Zero Sugar – 45% increase in demand

Michelob Ultra – 40% increase in demand

Heineken 0.0% – 40% increase in demand

Crown Royal Whisky – 26% increase in demand

Halo Effect for Non-Advertisers

The biggest winners were arguably brands in the same product categories as Super Bowl advertisers. Non-advertisers in those categories appeared to benefit nearly as much as the advertisers: demand grew by 4.2% percent for the study’s control group of non-advertising competitors. Corona Extra, Kraft Mayo and Lay’s STAX were the greatest beneficiaries in a control group that also included Budweiser Zero, Arm & Hammer Clean Scentsations, Canadian Club Whisky, Popchips, and Coke Zero Sugar. Notably, every non-advertiser saw at least a slight increase in post-Super Bowl demand.

“The goal of our study was to look specifically at how consumer demand is affected by running a commercial during the Super Bowl,” El Haji said. “It’s possible that the non-advertisers deployed other marketing efforts to offset or take advantage of the Super Bowl advertising—or they simply benefited from increased exposure for their categories.”

Additional Findings

Study participants also answered a series of follow-up questions about their preferences, perceptions and how they watched the Super Bowl. More than three-quarters watched at home through various platforms, the most popular being the live cable/satellite broadcast (38%), followed by YouTube TV (15%) and Hulu (10%). When asked why they watched, it’s no surprise that participants were all about the game (64%)—but the commercials were the next most popular reason for watching (39%), followed by halftime (35%), the social aspect (26%) and fear of missing out (13%).

About the Research

Veylinx studied the behavior of 1,610 U.S. consumers pre- and post- Super Bowl LVII. Unlike typical surveys where consumers are simply asked about their purchase intent, Veylinx measures whether consumers will pay for a product through a real bidding process. Consumers reveal their true willingness to pay by placing sealed bids on products and then answering follow-up questions.

For more information about the study and the Veylinx methodology, visit info.veylinx.com/super-bowl

About Veylinx

Veylinx is the most realistic behavioral insights platform for confidently answering critical business questions during all stages of product innovation. To reliably predict demand, Veylinx captures insights through a Nobel Prize-winning approach in which consumers have real skin in the game. This is a major advance from traditional market research practices that rely on what consumers say they would hypothetically buy. Veylinx’s unique research methodology is trusted by the world’s largest and most innovative consumer goods companies.

Main article image: PepsiCo / Article body images: Veylinx