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Elote en vaso, or vaso de elote, also known as street corn in a cup, on a bar

August 22, 2024by David Klemt David Klemt No Comments

Soup Season: Transforming Comfort Classics

Soup Season: Transforming Comfort Classics

by David Klemt

Elote en vaso or vaso de elote, also known as “street corn in a cup.”

The latest and greatest from Campbell’s Foodservice is all about operators making the most of cooler weather by maximizing soup season.

If you read KRG Hospitality articles regularly, you’re likely aware that we like the helpful information Campbell’s makes available. For example, I’ve written articles that share their tips for leveraging nostalgia, crushing it with LTOs, and 2024 culinary trends.

Their newest tips aim to help operators succeed with soup. Further, much of Campbell’s Foodservice’s tips are in direct response to Datassential and Technomic data. In fact, Campbell’s references Technomic’s Soup & Salad Consumer Trend Report directly.

To be sure, the first bit of advice that Campbell’s shares is the most obvious: Leverage seasonal flavors. In this case, we’re talking fall and winter flavors.

You may already see stores where you live and operate unleashing Halloween decorations. I know I have; it may be 105 degrees in Las Vegas as I write this, but people are getting into an autumnal mood.

Of course, when you take advantage of seasonality for LTOs or menu updates, it’s important to let your guests know.

“Calling out seasonal items on your menu demonstrates the operator is being relevant and using ingredients that are in season,” says Campbell’s Foodservice Executive Chef Gerald Drummond. “From a consumer standpoint, that’s something that they really look towards.”

We agree wholeheartedly. Going deeper, we recommend working with local suppliers to procure seasonal ingredients, and calling that out as well.

Another tip comes from Datassential and Technomic insights. Three in ten younger consumers would like to see soups that feature plant-based proteins. And around half want at least one vegetarian-friendly soup on a menu.

The Standout Tip

When you’re through reading this article, I encourage you to scroll back to the top, click the “soup season” link, and read this Campbell’s Foodservice report for yourself.

That way, you’ll see all of their latest tips for getting the most out of seasonal soups.

However, I’m going to share the tip that stood out the most to me: transforming comfort food dishes into soups. Hence, the image at the top of this article: vaso de elote, or elote en vaso. That dish translates to “street corn in a cup” from Spanish.

Now, elote or street corn is undeniably a comforting street food. If I see it on a menu, I’m going to order it. Were I to see street corn in a cup, particularly if it came with the presentation at the top of this article, I’m going to order it.

So, if a culinary team were to transform street corn in a cup into street corn in a cup of soup, I’m all in.

Think about your concept, the approach to cuisine, and the community you serve. Then, think about the comfort dishes that work well with your concept and resonate with your guests.

In their report, Campbell’s Foodservice recommends beer cheese soup, of which I’m a fan. They also suggest lasagna soup (I’d try it), and chicken pot pie soup (again, I’m down).

Real-Word, Professional Advice

I asked our chef consultant Nathen Dubé for a couple of quick tips for transforming a comforting food dish into a soup. (By the way, you can book a call with him to discuss your menu or kitchen here.)

“I would look at the overall profile of the dish, and then decide if you’re going to combine everything into a puree or a broth,” says Nathen.

Then, the kitchen team needs to decide “which ingredients would be incorporated, and which could be left whole afterwards for texture, and stronger stand-out flavours.” As he explained to me, some ingredients definitely translate better to slow cooking versus finishing towards the end of the process.

With that advice given, take a look at your menu. Do you have some comfort foods that would be intriguing to guests in soup form? What about some of your signature dishes?

Once you’ve determined which dishes to transform into seasonal, LTO soups, engage your kitchen team. They’ll likely be excited to do something new, and show off their culinary talent.

Some people may harbor the misconception that soup isn’t exciting. I think creative operators and culinary teams can disabuse skeptical guests of this notion. Cheers!

Image: Jarritos Mexican Soda on Unsplash

Experimental gastronomy method of food spherification.

August 21, 2024by David Klemt David Klemt No Comments

The Rise of Experimental Gastronomy

The Rise of Experimental Gastronomy

by Nathen Dubé

Yes, that’s food. This is an example of spherification, a discipline within the experimental gastronomy movement.

The culinary world has always been a playground for creativity and innovation, but a new wave of chefs has pushed the boundaries even further in recent years.

This movement, known as experimental gastronomy, is revolutionizing the way we think about food.

From molecular gastronomy to avant-garde cooking techniques, experimental gastronomy blends science and artistry to create unforgettable dining experiences.

The Essence of Experimental Gastronomy

At its core, experimental gastronomy is about challenging traditional culinary norms, and exploring new possibilities. Chefs in this field use cutting-edge techniques and unconventional ingredients to create dishes that surprise and delight the senses.

Employing unique techniques allows chefs and their teams to create experiences that go beyond taste alone. These include using liquid nitrogen to freeze herbs instantly, or employing spherification to turn liquids into spheres that burst in your mouth.

Innovative Techniques and Ingredients

One of the hallmarks of experimental gastronomy is the use of innovative techniques that transform familiar ingredients into something entirely new.

For instance, sous-vide cooking allows chefs to cook food at precise temperatures, resulting in perfect textures and flavors.

Another technique, fermentation, is used to develop complex flavors in unexpected ways. Ingredients like edible flowers, seaweed, and insects are also being explored for their unique flavors and nutritional benefits.

Sous-vide cooking: This method involves cooking food sealed in airtight bags in a water bath at controlled temperatures. It ensures even cooking, and enhances the food’s natural flavors and textures.
Fermentation: Used to develop complex flavors, this technique leverages the transformative power of microbes. Foods like kimchi, kombucha, and miso are products of fermentation.
Spherification: This technique, popularized by molecular gastronomy, turns liquids into small, caviar-like spheres, providing a burst of flavor.

The Role of Creativity and Science

Creativity and science are the driving forces behind experimental gastronomy. Chefs often collaborate with scientists and food technologists to develop new methods and ingredients.

This fusion of disciplines has led to groundbreaking discoveries, such as the creation of edible foams and gels. It also encourages chefs to think outside the box, combining flavors and textures in ways that defy convention.

Driving Factors Behind Experimental Gastronomy

Several factors are driving the rise of experimental gastronomy.

Unique dining experiences: In a competitive culinary landscape, restaurants strive to offer unique and memorable experiences that go beyond traditional dining.
Advancements in food technology: Modern tools and techniques enable chefs to experiment with new cooking methods and ingredients.
Sustainability and ethical dining: There is a growing interest in sustainable practices and ethical dining, prompting chefs to explore alternative ingredients and methods that minimize waste and environmental impact.

Food as Art

In the realm of experimental gastronomy, food is not merely sustenance but a form of art. Chefs act as artists, using their creativity to craft dishes that are visually stunning and emotionally evocative.

The presentation of food becomes a crucial element, with each plate designed meticulously to tell a story or evoke a specific emotion. This artistic approach transforms dining into a multi-sensory experience, engaging not just the taste buds but all the senses.

Case Studies of Innovative Dishes

Experimental gastronomy has produced some truly memorable dishes that challenge our perceptions of food.

Below, a handful examples of innovative dishes.

Forest Floor: This dish uses dehydrated mushrooms, edible soil, and moss to evoke the experience of walking through a forest.
Fermented Seaweed Salad: This dish showcases the complex umami flavors developed through fermentation, highlighting the potential of seaweed as a sustainable ingredient.
Edible Balloons: Made from flavored gelatin, these balloons are filled with helium, and can be eaten after inhalation, adding a playful element to the dining experience.

Insights into the Future of Culinary Experimentation

As experimental gastronomy continues to evolve, the future looks promising. With advancements in food technology and a growing interest in sustainable and ethical dining, chefs are exploring new ways to innovate.

The possibilities include:

Lab-grown meats: These are developed from animal cells in a lab, offering a sustainable alternative to traditional meat production.
Plant-based substitutes: Ingredients derived from plants that mimic the texture and flavor of meat, appealing to both vegetarians and meat-eaters.
Pop-up restaurants: Temporary dining establishments that offer unique and immersive culinary experiences, allowing chefs to experiment with new concepts without long-term commitments.

Moreover, the rise of immersive dining experiences, where the environment and presentation are as important as the food itself, suggests that the demand for experimental cuisine is only growing. Restaurants are increasingly using technology such as virtual reality and interactive elements to enhance the dining experience.

Experimental gastronomy represents the cutting edge of culinary innovation, pushing the boundaries of what is possible in the kitchen. Combining creativity, science, and a willingness to take risks helps chefs in this field redefine the dining experience.

As we look to the future, it’s clear that experimental gastronomy will continue to inspire and challenge us, offering new and exciting ways to experience food.

Image: Chef Rudakova on Unsplash

August 20, 2024by David Klemt David Klemt No Comments

Why You Should Invest in Strategy

Why You Should Invest in Strategy and Foresight

by Doug Radkey

A surprising trend is emerging: Many aspiring entrepreneurs, restaurateurs, hoteliers, and seasoned business owners are hesitant to invest in two key elements.

Those elements? Strategy and foresight.

Despite understanding the importance of strategic direction, they often prioritize more immediate needs such as hiring talent, refining processes, and other operational aspects. However, these efforts, while crucial, can lack cohesion and effectiveness without a well-defined strategy guiding them.

Financing can be tight but that’s not often the issue. I’ve witnessed business owners eagerly spend $25,000 on new tables and chairs—when they weren’t necessary—while hesitating to invest the same amount in strategic planning that could yield a much higher return on investment.

It’s even more surprising to see new entrepreneurs pour over $1 million into launching a new bar or restaurant, only to balk at a $25,000, comprehensive strategy package.

This package, which includes a feasibility study, concept development playbook, brand strategy, marketing playbook, tech-stack playbook, financial playbook, and business strategy playbook, is often dismissed as “not in the budget.”

Yet, this investment in strategy is crucial for setting a strong foundation, and ensuring both short-term and long-term success. It’s like navigating without a map, or building a house without a blueprint; there may be some progress, but without a clear vision and destination, there’s a much greater risk of veering off course.

In terms of restaurants, bars, or hotels, a lack of strategy and foresight leads an owner to crumble their business to the ground.

This article explores the reasons why investing in strategy and foresight is not just a wise choice but an essential one for ensuring success and stability in an increasingly unpredictable industry.

What are Strategy and Foresight?

To overcome the laundry list of potential obstacles in this industry, you must prioritize strategic thinking, invest in the necessary resources and expertise, and cultivate a culture that values long-term planning.

No matter whether you’re starting, stabilizing, or scaling your brand, you need both strategy and foresight on your side.

Foresight

Foresight is the process of anticipating and envisioning potential future scenarios, trends, and developments. It involves analyzing emerging patterns, uncertainties, and possible disruptions to understand what the future might hold for you and your bar, restaurant, or hotel.

Foresight is not about predicting the future with certainty but about exploring a range of possibilities, and preparing for each of those scenarios.

Key Characteristics:

Explorative: Foresight explores multiple potential futures rather than focusing on a single expected outcome.
Long Term: Typically, a focus on the long-term implications of current trends and decisions.
Proactive: Foresight encourages proactive thinking and planning to anticipate changes, and prepare for various possibilities.
Qualitative and Quantitative Analysis: A combination of qualitative insights and quantitative data to create comprehensive future scenarios.

Strategy

Strategy, on the other hand, is the formulation and implementation of a plan to achieve specific goals and objectives. It involves making deliberate choices and decisions to allocate resources, navigate challenges, and capitalize on opportunities.

Strategy is focused on setting a clear direction, and determining the actions needed to reach desired outcomes.

Key Characteristics:

Directive: Strategy provides a clear roadmap and actionable steps to achieve goals.
Focused on Execution: The practical aspects of how to achieve desired outcomes, including resource allocation, prioritization, and performance measurement.
Short to Medium-Term: Strategy often addresses short to medium-term objectives, aligning current actions with long-term vision.
Decision Making: Strategic decisions based on the current understanding of the environment, resources, and capabilities.

Why You Should Integrate Strategy and Foresight

When you combine strategy with foresight you and your business can make more informed decisions. An informed decision is the consideration of both the present context and potential future developments.

Foresight provides valuable insights into emerging trends and uncertainties, helping your brand anticipate challenges and opportunities. This integration ensures that strategic decisions are based on a comprehensive understanding of possible future scenarios. Strategic decision reduce the risk of being caught off guard by unexpected changes.

Integrating foresight into the strategic planning process enhances your businesses adaptability and resilience. Foresight allows you to explore a range of possible futures, and develop contingency plans for different scenarios.

This proactive approach enables you and your team to respond quickly and effectively to changes in the external environment. Whether technological advancements, market shifts, or sociographic adjustments, you’ll be prepared to adapt quickly.

Innovation and Risk Management

Foresight provides a long-term vision, while strategy focuses on short-term actions. By integrating the two, your hospitality business can align its immediate goals and actions with its long-term vision. Doing so ensures consistency and coherence in decision-making, and helps you stay on track toward achieving your long-term objectives. It also helps bridge the gap between future aspirations and current realities, creating a more cohesive and actionable playbook.

When you act with foresight, you encourage the exploration of new ideas and potential innovations by identifying emerging trends and disruptions. Integrating foresight with strategy enables your business to pursue innovative solutions proactively, and capitalize on emerging opportunities. This combination fosters a culture of innovation, and encourages you and your team to think beyond the present, seeking ways to stay ahead of the competition continually.

Foresight helps identify potential risks and uncertainties that may impact your business in the future. Incorporate these insights into the strategic planning process so you can develop strategies for your business that mitigate or manage risks.

A proactive approach to risk management reduces vulnerability, and enhances organizational stability.

Foresight and Strategy Sample for Starting a Hospitality Brand

Strategy

Feasibility Study: Assess market demand, demographics, competition, and potential profitability. This foundational step provides a realistic view of the business opportunity and potential challenges.

Brand and Concept Development: Define the unique selling proposition (USP), story, target market, and brand identity. Develop a detailed playbook outlining the concept, including menu/room design, service style, and intended ambiance.

Site Selection and Design: Choose a location based on the completed feasibility study. Design the space to reflect the brand’s identity and concept with a reputable designer who follows the vision.

Foresight

Market Trends Analysis: Identify emerging food and beverage trends, changes in consumer preferences, and demographic shifts. Use this information to shape the concept and offerings.

Regulatory Landscape: Anticipate potential changes in regulations related to health, safety, and licensing. Prepare to adapt to these changes to ensure compliance and minimize disruptions.

Technological Integration: Explore advancements in restaurant and hotel technology. Plan for their implementation by developing a tech-stack that enhances the guest experience, and operational efficiency.

Foresight and Strategy Sample for Stabilizing a Hospitality Brand

Strategy

Operational Efficiency: Streamline processes, optimize inventory management, and implement cost-control measures. Review financial performance regularly to identify areas for improvement.

Marketing and Branding: Develop a cohesive marketing strategy to build brand awareness and loyalty. Leverage social media, local events, and partnerships to attract and retain guests.

Guest Experience: Standardize service protocols, and enhance staff training. Focus on delivering consistent and high-quality experiences to build a loyal guest base.

Foresight

Scenario Planning: Develop contingency plans for potential disruptions, such as economic downturns, supply chain issues, or changes in consumer behavior. This preparedness helps the business remain resilient in the face of uncertainty.

Competitive Analysis: Monitor competitors’ strategies and market positioning continuously. Adapt and differentiate the brand’s offerings to maintain a competitive edge.

Guest Feedback and Data Analysis: Collect and analyze guest feedback to identify emerging preferences, and areas for improvement. Use this data to refine offerings and enhance guest satisfaction.

Foresight and Strategy Sample for Scaling a Hospitality Brand

Strategy

Expansion Planning: Evaluate potential markets for expansion, considering factors such as demographics, market demand, and competition with a feasibility study. Develop a scalable business model and expansion strategy.

Brand Consistency: Develop and maintain brand standards, and ensure consistency across all locations. Implement standardized operating procedures and quality control measures.

Partnerships and Collaborations: Explore strategic partnerships with suppliers, local businesses and community partners, or other brands to enhance offerings and expand reach.

Foresight

Future Market Opportunities: Identify emerging markets and growth opportunities, such as new geographic regions, niche markets, or evolving guest segments. Plan to enter these markets with tailored offerings.

Innovation and Adaptation: Foster a culture of innovation by encouraging the exploration of new ideas, products, and services. Stay ahead of industry trends and incorporate innovative solutions to differentiate the brand.

Risk Management: Assess potential risks associated with scaling, such as supply chain complexities, cultural differences, or operational challenges. Develop an outlook to mitigate these risks and ensure smooth expansion.

In Summary

The integration of strategy and foresight into your hospitality business is not a luxury but a non-negotiable.

Investing in these areas will provide your business with the tools and insights needed to navigate uncertainties, anticipate market shifts, and make informed decisions that align with your goals. Far from being mere expense lines, strategy and foresight are foundational elements that drive growth, innovation, and resilience.

Prioritize strategic planning and future-oriented thinking so your business can create a cohesive and actionable roadmap that bridges the gap between current realities and future aspirations. This investment enables you to address potential challenges, capitalize on emerging opportunities, and maintain a competitive edge in a proactive manner.

Whether starting a new venture, stabilizing your operations, or scaling your business to new heights, the integration of strategy and foresight empowers you to outperform the competition in this ever-changing environment.

Ultimately, the value of investing in strategy and foresight goes beyond immediate financial returns. This integration cultivates a culture of continuous improvement, adaptability, and forward thinking, ensuring that your business is not only prepared for the future but also positioned to shape it.

As such, you should view these investments not as costs but as crucial assets that contribute to the success and sustainability of your brand.

Image: Canva

A viewing scope looking out toward a sunrise or sunset

August 19, 2024by David Klemt David Klemt No Comments

Mindfulness Monday: Believe in Your Vision

Mindfulness Monday: Believe in Your Vision

by Jennifer Radkey

Belief is a powerful thing, a commanding and inspiring force that draws us to people who believe in their purpose or their dream wholeheartedly.

Right now, you probably have a dream, a vision for your future or your business’ future. You could go after that dream on your own. However, at some point you are going to need someone else to believe in you and your vision.

That belief, that buy in from others, will help you build your team, secure funding, and gain personal support.

If you have a vision that you want others to believe in, whether a vision for the future of your business, yourself, your community, or your family, you need to believe in it first yourself.

Doubt can be sensed. Uncertainty clouds clarity.

Before asking others to believe in and support your vision, stop and ask yourself if you truly believe in it. If not, what is stopping you?

Start there. Tackle your own uncertainties before sharing the vision with those you need to believe in you.

Alignment

So what is blocking you from truly believing in your vision?

Most likely your thoughts, mindset, and actions aren’t aligned with your vision or goals. When this occurs, you wind up sabotaging yourself.

Sometimes, we do this wittingly. However, we most often sabotage ourselves unknowingly.

For example, if you believe you are undeserving, or if your self-worth is low, you can’t believe in your vision 100 percent. Do you have thoughts similar to “I don’t think I’ll be able to pull this off,” or “be realistic, no one will ever support this dream of mine”? If so, your thoughts and mindset are not in alignment with your goals.

It’s possible you have a checklist of actions you need to complete for you to realize your dream. If you haven’t checked anything off in months, if you’re procrastinating rather than taking purposeful action, your actions are not aligned with your vision.

You need to stop standing in your own way. We all need to be mindful and stop sabotaging ourselves.

First Steps

If you have low confidence or sense of self-worth, that’s where to start. Begin by looking at ways to boost your self-image. The more you believe you are worthy, the more you will believe in your vision.

What else can stand in your way of believing in your vision? Lack of knowledge and fear of the unknown.

We see this often through our work at KRG Hospitality. Clients come to us with a vision to open a new restaurant, bar, or hotel. And while the visions are solid, many people lack operational knowledge—and therefore lack confidence in themselves to believe that their concept will be successful.

One proven solution is to complete a detailed feasibility study for our client. Feasibility studies are amazing tools that not only prove your vision and concept, but also build confidence through the power of knowledge.

Knowing exactly why a specific business will work in a certain market (or should be located elsewhere) empowers a client to understand how their concept will perform in the real world. Knowledge is power.

When you remove an obstacle as daunting as the unknown, fear subsides. You are able to focus and develop an unwavering, justified belief, and others will take note.

The Power of Belief

Truly believing in your vision will not only help others believe in it too, but it will create a ripple effect of other positive attributes.

Belief boosts resilience, and increases determination and willpower. You will view setbacks as temporary, and challenges as opportunities to shift your mindset, and grow.

Motivation will increase, and you will become less risk averse. As you step out of your comfort zone to pursue your vision, you will, ultimately, end up inspiring others while inspiring yourself.

It’s true, not everyone will believe in your dreams. You don’t need everyone to believe in them. All you need is a handful of supporters to turn vision into reality.

But to inspire those few, you will first need to inspire yourself.

So, go ahead and choose the dreams worth going after. Dedicate yourself to those dreams—you’ve got this!

Cheers to professional and personal well-being!

Image: Matt Noble on Unsplash

An AI-generated image of a green grasshopper and dark scorpion facing off over a bottle of creme de menthe

August 16, 2024by David Klemt David Klemt No Comments

Drink Donnybrook: Grasshopper & Stinger

Drink Donnybrook: Grasshopper & Stinger

by David Klemt

You won’t believe this…but this isn’t a photo, it’s an AI image *gasp*

The Grasshopper and Stinger are two classic cocktails that seem worlds apart from one another, but they share a common ingredient.

That ingredient is crème de menthe. Like many of the cocktails I break down in Drink Donnybrook features, this legendary liqueur’s origins are up for debate.

So, this Donnybrook goes beyond the well-known twofer; it’s a threefer. Crème de menthe and it’s two best-known cocktail appearances—the Grasshopper and Stinger—each have nebulous geneses.

Really, though, this Donnybrook is about crème de menthe. And why am I focusing on this liqueur? To give operators and their bar teams time to prepare LTO menus for Sunday, September 15, which is National Crème de Menthe Day.

Cheers!

Mint Cream

Despite the crème in its name, this liqueur doesn’t contain any dairy. In fact, “mint cream” is said to be vegan by some sources: it contains no animal products unless otherwise specified.

The term “crème” on French labels indicates that there’s a lot of sugar in a product.

All you need to make crème de menthe is grain alcohol, mint or peppermint, and sugar. One simply steeps the mint in the alcohol for several days, adds sugar, and can opt to age the liquid (usually about a month).

This sweet, minty liqueur tends to weigh in at 15- to 20-percent ABV. However, there are 30-percent ABV versions on the market. So, this seemingly harmless drink can pack quite a wallop.

Producing crème de menthe may be simple, but nailing down its origin story? Not quite as easy.

It’s possible that one of this liqueur’s ancestors dates as far back as the early 1500s. A book from 1512 about distillation, written by a German botanist and surgeon, touches on a water infused with “red mint.” If one could time travel to Boston in 1712, they’d be able to visit a tavern that sold a drink made of rum and water infused with mint.

That time traveler could then jump ahead 63 years, heading to France in 1775. It’s at this time that a pharmacist created what could possibly be the first known recipe for crème de menthe. However, another recipe, one that we could consider a “commercial” version, became available in France in 1796.

Nearly a century later, Emile Giffard would bring his crème de menthe to market. If that name sounds familiar, there’s good reason: he’s the namesake of La Maison Giffard. The brand has been making liqueurs and syrups for generations.

The Stinger

Alright, now that we’ve basically settled nothing regarding the origins of crème de menthe (other than Emile Giffard getting most of the credit for its creation as we know it today), let’s dive into cocktails.

Two classics are perhaps best-known for the inclusion of crème de menthe in their recipes. One of these is the Stinger.

I’m starting with the Stinger because it predates the other famous crème de menthe by five years. Or maybe 16 years. Or maybe even longer. We think.

We can choose to believe Stinger was first crafted in 1914. That would require us to accept as evidence that the recipe was first published that year in the book Drinks. Possible, but the recipe could’ve been floating around before that book came out.

Another option is to give Reginald Vanderbilt—father of Gloria Vanderbilt, and grandfather to Anderson Cooper—credit as the creator. David Wondrich, cocktail historian extraordinaire, has mentioned that Reginald helped make the Stinger famous. It’s said that he would serve what was apparently his favorite tipple to guests.

Going further, an Ohio newspaper supposedly named Reginald as the drink’s inventor in the 1920s.

What I can say is this: the Stinger may date back to the 1890s, and nobody can tell us definitively who deserves the credit for creating the recipe.

The Grasshopper

It’s possible that the Grasshopper was invented in New Orleans in 1918.

Tujague’s Restaurant, located in the French Quarter, first opened its doors in 1856. Around 1914, the restaurant was sold to Philip Guichet, Sr. To this day, Tujague’s gives credit to Guichet for inventing the Grasshopper.

Anyone who has read previous Drink Donnybrooks probably isn’t surprised to learn that we aren’t sure who actually invented the Grasshopper. By the way, Tujague’s also appears to take credit for creating the Whiskey Punch.

What drink historians do appear to agree on is that it took around four decades for the Grasshopper to become popular. And when it did, the American South appeared to lead the charge.

The original recipe—possibly from Philip Guichet, Sr.—calls for three ingredients in equal parts: green crème de menthe, white crème de cacao, and heavy cream. (Oh, did I mention that crème de menthe comes in either colorless or green versions? Well, now I have done.)

However, bartenders have been playing around with Grasshopper build specs for many years.

One simple variant comes from Dale DeGroff. Shake one part green crème de menthe, one part white crème de cacao, and two parts heavy cream with ice. Strain into a chilled glass, then dust with grated nutmeg.

Original (maybe?) Stinger

3 parts Brandy
1 part White/Colorless crème de menthe

Add ingredients and ice to a mixing glass, and stir. Strain into a rocks glass, as the original was served neat before Prohibition. After Prohibition, serving Stingers over cracked ice became common practice. Further, modern bartenders tend to use Fine Cognac, premium crème de menthe (like Giffard’s), and serve Stingers over large ice cubes.

Original (could be?) Grasshopper

Add equal parts of green crème de menthe, crème de cacao, and heavy cream to a shaker with ice. Shake well, then strain into a glass.

Image: Microsoft Designer

A black-and-white image of a vintage Farmall tractor in a field on a farm

August 15, 2024by David Klemt David Klemt No Comments

Cultivating Your Food Program

Cultivating Your Food Program: From Farm to Table

by Nathen Dubé

When I think of farms, I think of vintage tractors.

The farm-to-table concept has become a cornerstone of modern cuisine, emphasizing the importance of sustainability, local sourcing, and community support.

Developing a sustainable food program that embodies these principles not only enhances the quality of your offerings but also fosters a deeper connection with your community and the environment.

Come along with me as I explore the steps to create a successful farm-to-table food program, the benefits it brings, and how to overcome common challenges along the way.

Understanding the Farm-to-Table Concept

The farm-to-table movement is rooted in the idea of sourcing food directly from local farms and producers, minimizing the distance food travels from harvest to plate. This approach prioritizes freshness, sustainability, and supporting local economies.

Historically, farm-to-table practices were the norm before the rise of industrial agriculture. The resurgence of this movement reflects a growing awareness of the environmental and health benefits of local sourcing.

My journey into the farm-to-table approach began with a profound appreciation for the origins of food.

Growing up in northern Canada, where hunting, fishing, and visiting family farms were common, I developed an early respect for the land and the bounty it provides. This background fueled my passion for integrating farm-to-table principles into my culinary practices.

Steps to Develop a Farm-to-Table Food Program

Research and Planning

The first step in developing a farm-to-table program is thorough research and planning.

Identifying local farms and suppliers who align with your values is crucial. Building relationships with these producers ensures a reliable and sustainable supply chain.

When I start any farm-to-table program, I spend considerable time visiting local farms, understanding their practices, and establishing partnerships.

Developing a personal connection with producers not only ensures the quality of ingredients but also builds a network of trust and collaboration.

Menu Design and Ingredient Sourcing

Creating a seasonal menu that focuses on available produce is central to the farm-to-table philosophy. This approach celebrates the natural cycles of the land, and offers diners the freshest ingredients.

Incorporating local ingredients into your dishes requires creativity and flexibility. Designing a menu around what is seasonally available can lead to innovative dishes that highlight the best of what each season has to offer.

For instance, one summer, I crafted a menu featuring heirloom tomatoes, fresh herbs, and locally caught fish, creating dishes that were vibrant and full of flavor.

Logistics and Supply Chain Management

Setting up an efficient supply chain for fresh produce involves addressing logistical challenges such as delivery schedules and storage. Maintaining the integrity of fresh ingredients requires careful planning and coordination with your suppliers.

One logistical challenge I’ve faced is the coordination of delivery schedules with multiple local farms. One viable solution has been to establish a central drop-off point, working closely with suppliers to streamline the process. This has helped ensure that kitchens receive fresh produce without compromising quality.

Staff Training and Involvement

Educating your team about the farm-to-table philosophy is essential for the success of the program. Training staff on how to handle and prepare local ingredients enhances their skills and instills a sense of pride and ownership in the program.

During a training session focused on the farm-to-table approach, we invited local farmers to speak about their produce and farming practices. This firsthand interaction helped our team understand the importance of sustainability, and the effort behind each ingredient, fostering a deeper connection to our mission.

Benefits of a Farm-to-Table Program

Quality and Freshness

The most immediate benefit of a farm-to-table program is the enhanced flavor and nutritional value of fresh, local produce. Ingredients that are harvested at peak ripeness and delivered quickly retain their natural flavors and nutrients, elevating the quality of your dishes.

Feedback from guests often highlights the noticeable difference in taste and freshness.

I recall one diner remarking that a summer salad—made with just-picked greens, fresh herbs, and vine-ripened tomatoes—was the best they had ever tasted, attributing the quality to the farm-to-table approach.

Community and Economic Impact

Supporting local farmers and the local economy is another significant benefit of the farm-to-table movement. By sourcing locally, you contribute to the sustainability of small farms, and foster a sense of community.

One program we developed impacted local producers positively by providing them with a stable and reliable market for their products. One farmer shared that our partnership allowed them to expand their operations and invest in sustainable farming practices, demonstrating the broader economic benefits of local sourcing.

Environmental Sustainability

The reduction of a carbon footprint through local sourcing, along with the promotion of sustainable farming practices, are crucial aspects of the farm-to-table movement.

Shortening the supply chain reduces transportation emissions, and supporting farms that use sustainable practices helps protect the environment.

Our commitment to sustainability has not only reduced our environmental impact but also resonates with guests. Many of our patrons appreciate knowing that their dining choices support eco-friendly practices, adding another layer of value to their experience.

Case Studies and Success Stories

Successful Farm-to-Table Programs

Several well-known restaurants excel in farm-to-table practices, setting a benchmark for others to follow.

For example, Chez Panisse in Berkeley, California, is renowned for its dedication to local sourcing and seasonal menus, serving as an inspiration for many chefs. Another example is Blue Hill at Stone Barns in New York, where the farm and restaurant work in tandem to create a closed-loop system that exemplifies sustainability.

These establishments highlight the potential for farm-to-table programs to succeed on both large and small scales.

Personal Successes

Implementing our own farm-to-table programs has been a journey of learning and growth.

One of our notable successes was the introduction of a seasonal tasting menu that not only showcased local produce but also told a story of the region’s agricultural heritage. This menu became a favorite among our guests, and earned positive reviews for its creativity and quality.

Challenges and How to Overcome Them

Seasonal Variability and Availability

Adapting to changes in seasonal produce can be challenging. However, embracing this variability allows for creativity and innovation in menu design.

Strategies for menu flexibility include preserving ingredients when they are in peak season, and incorporating preserved items into the menu during off-seasons.

For instance, during the winter months in the past, I have used preserved tomatoes and pickled vegetables from summer harvests. This has ensured that kitchen teams I’ve worked on in the past continued to offer vibrant and flavorful dishes, even when fresh produce was more difficult to find.

Cost Management

Balancing cost with quality and sustainability is a common challenge in farm-to-table programs. Finding cost-effective solutions without compromising on principles requires careful planning and negotiation with suppliers.

KRG Hospitality’s approach to cost management involves working closely with farmers to plan our purchasing around their production cycles, allowing us to secure better prices for bulk orders.

Additionally, minimizing waste through efficient use of ingredients helps control costs while maintaining high standards.

Conclusion

Developing a farm-to-table food program involves careful planning, dedication, and a commitment to sustainability.

The steps outlined above—research and planning, menu design, logistics, and staff training—are essential for creating a successful program. Enhanced quality, community support, environmental sustainability, and other benefits far outweigh the challenges.

I encourage you to embark on your own farm-to-table journey. By sharing your experiences and joining the movement, you can contribute to a more sustainable and connected culinary world.

The rewarding aspects of farm-to-table practices extend beyond the kitchen. They foster a deeper connection to the food we prepare and serve, enhance our relationships with local producers, and contribute to a more sustainable future.

As we continue to embrace these principles, we can look forward to a future where sustainable dining is not just an option but a standard. Let’s continue to cultivate our food programs with care, passion, and a commitment to excellence.

Image: Sean Stratton on Unsplash

AI-generated image depicting a hotel owner or executive in the lobby of their property

August 14, 2024by David Klemt David Klemt No Comments

Maximizing a Hotel’s Off-Season

Maximizing a Hotel’s Off-Season

by Doug Radkey

Note: AI-generated image.

Nearly every hotel experiences an off-season during the calendar year, a period of time when they can see occupancy rates drop by as much as 30 percent.

But when did it become normalized to sit back and view this significant dip as acceptable?

With the right strategies, these periods can become opportunities for growth. Or in the very least, reduce the occupancy drop to five or ten percent.

What would that difference do to your annual outcome?

Forecast Your Off-Season

Hotel operators, independent and chain, should be mindful of the off-season, forecast demand effectively, and leverage local opportunities. This change in approach can help hotels develop comprehensive strategies to maximize revenue and occupancy during traditionally slow periods.

Being mindful of this period allows you to develop strategies proactively to mitigate its impact. This approach involves recognizing the specific months or times of year when demand traditionally drops, which can vary significantly depending on your location and target market.

For instance, a beach resort may experience a lull during the colder months, whereas an otherwise busy hotel located in the heart of a large city might see fewer guests during the summer when business travel decreases. Identifying these patterns helps operators better prepare and implement measures to attract guests and maintain profitability during these quieter times.

Effective forecasting involves analyzing historical data to identify trends and patterns in occupancy rates, daily rate, and revenue metrics. Tools such as Atomize, a dynamic revenue management system (RMS), and Mews, a property management system (PMS), can provide valuable insights by processing large amounts of data and highlighting seasonal fluctuations.

Predicting slow seasons accurately gives operators the ability to adjust their marketing strategies, pricing models, and operational plans. Doing so optimizes performance, and minimizes the negative impact of a reduction in demand.

Diversify Your Target Market

One of the most effective strategies for maximizing hotel revenue during the off-season is diversifying your target market. Broadening the scope of a hotel’s potential guests attracts new segments that may not have been the primary focus during peak periods.

This can include targeting niche markets such as wellness travelers, eco-tourists, digital nomads, and local residents looking for staycations. Each of these segments has unique needs and preferences an operator can cater to with specific packages or experiences.

To reach these off-season niche markets effectively, hotels need to create customized marketing campaigns that speak to their interests and needs directly. Personalized, targeted marketing can enhance the appeal of your hotel to these segments significantly.

For example, digital nomads, who seek remote working environments, can be attracted with packages that include high-speed internet, comfortable workspaces, and discounted long-term stays. Marketing campaigns for this segment could highlight the hotel’s co-working spaces, business amenities, and serene surroundings conducive to productivity.

When targeting local residents looking for staycations, campaigns could emphasize the convenience and luxury of a local getaway, offering special weekend packages, family deals, or romantic escapes.

This strategic approach may not only fill rooms but also build brand equity among niche segments, ensuring a steady flow of revenue throughout the year.

Embrace Group Bookings

Group bookings can be an effective strategy for filling rooms quickly, and generating revenue during the off-season.

Targeting groups helps hotels secure multiple reservations at once, thereby stabilizing occupancy rates, and mitigating the impact of seasonal downturns.

Further, group bookings encompass a wide range of categories, including corporate events, conferences, weddings, family reunions, and social gatherings. Each of these groups has specific needs and expectations. Operators can meet these needs through tailored packages that include group discounts, meal plans, and activity options.

Going further, operators can appeal to these groups by partnering with local tour operators and community organizations to promote personalized packages.

Dynamic Pricing Strategies

Dynamic pricing involves adjusting room rates in real-time based on demand, competition, and other market factors.

Leveraging revenue management software and data analytics helps hotels optimize pricing to attract more bookings while maintaining profitability. This flexible approach ensures that room rates are always competitive and aligned with current market conditions, filling rooms that might otherwise remain vacant. These pricing strategies can be extended into bundles and experiences to showcase additional value.

Combining accommodation with additional services and amenities offers more value to guests, making their stay more appealing. These bundles not only enhance the guest experience but also encourage longer stays, and increased spending on-site.

Further, curated experiences can range from culinary workshops and wellness retreats to cultural tours and outdoor adventures. Understanding the preferences of the targeted or niche off-season market should lead to the creation of unique and memorable experiences that go beyond standard accommodation offerings.

For example, a hotel might collaborate with a local chef to offer cooking classes, or with artists to provide guided art workshops. Curating guest experiences not only differentiates the hotel from competitors but also provides added value that can justify higher room rates during the off-season.

Lastly, a dynamic pricing strategy could be used to encourage short-term and long-term stays beyond the typical three- to seven-night range.

For short-term stays, offering discounted rates for extended weekends or mid-week stays can appeal to both leisure and business travelers looking for a quick escape. With long-term stays, hotels can provide special rates and amenities for guests staying multiple weeks or even months. Doing so can attract digital nomads, business travelers on extended assignments, or families relocating to the area.

Strategic Adjustments

Outside of trying to build business, the off-season provides an ideal opportunity for hotels to review and adjust their operations. This ensures they are running efficiently and effectively, and preparing themselves for the next peak season.

During these quieter periods, hotels should conduct comprehensive reviews of operational efficiencies to identify areas where processes can be streamlined.

This may involve analyzing housekeeping routines, front desk procedures, and food and beverage operations to find ways to reduce waste and improve service delivery. Focusing on these improvements enhances overall efficiency, which not only saves costs but also improves the guest experience.

Reviewing and updating standard operating procedures (SOPs) is another crucial task that can be undertaken during the slow season. Hotels can take this time to involve staff in the review process, gathering feedback on current procedures and identifying any gaps or inefficiencies. Updated SOPs can then be communicated and implemented through targeted training sessions, ensuring that all team members are aligned, and equipped to provide the highest standard of service.

The off-season is an excellent time to schedule one-on-one meetings with team members, and comprehensive training sessions that include refreshers on existing protocols, along with introductions to new technologies or service standards. Investing in staff development not only improves service quality but also boosts employee satisfaction and retention.

Technology plays a pivotal role in modern hospitality management, and the slow season is the perfect time to review and upgrade technological systems. Whether it’s enhancing the property management system (PMS), implementing a new guest (customer) relationship management (CRM) tool, or upgrading the hotel’s Wi-Fi infrastructure, these technological improvements can enhance operational efficiency and guest satisfaction significantly.

Additionally, hotels can explore new technologies such as AI-driven analytics and automated check-in systems to stay ahead of industry trends and improve the guest experience.

Review Playbooks

The off-season is a strategic time to review and adjust various playbooks that guide a hotel’s operations and strategy.

Reviewing the Brand Strategy Playbook ensures that the hotel’s identity, values, and positioning remain strong and relevant. Operators can update Marketing Playbooks to reflect new trends and campaigns tailored to attract guests during the next 12 months. Business Playbooks should be assessed to ensure all operational plans align with the current market environment and organizational goals. Financial Playbooks are critical for maintaining financial health, and reviewing them helps identify cost-saving opportunities and areas for investment.

Regularly updating these playbooks maintains strategic clarity and agility, ensuring a hotel remains ready to capitalize on opportunities as they arise.

Utilize the off-season to build occupancy, leverage revenue opportunities, adjust operations, update SOPs, enhance training programs, and upgrade technology. Doing so helps a hotel to optimize its performance.

This proactive approach ensures that when the busy season returns, the hotel is not only coming out of the off-season with better cash flow, but operating smoothly and efficiently, providing an exceptional guest experience.

Image: DALL-E

A chef holding a meeting with the kitchen team inside a restaurant

August 13, 2024by David Klemt David Klemt No Comments

Building a Cohesive Culinary Team

Connected in the Kitchen: Building a Cohesive Culinary Team

by Nathen Dubé

Microsoft Designer seems to think all chefs have beards.

The connections we build within our teams, with our purveyors, and, ultimately, with our guests, shape every aspect of the dining experience.

In the culinary world, teamwork is not just a concept; it’s the foundation of success. Over my 25 years in the hospitality industry, I’ve seen firsthand how crucial these relationships are.

Join me as I delve into the crucial role of teamwork in the kitchen, and how it influences every aspect of the culinary journey.

The Importance of Teamwork in the Kitchen

A cohesive team is essential in a kitchen. When everyone works together seamlessly, efficiency improves, and food quality reaches new heights.

The synergy within the team impacts the dining experience directly, creating a sense of unity that customers can sense in every bite.

A busy kitchen’s energy can be chaotic, but a strong team turns that chaos into a symphony of coordinated efforts. When each member understands their role and executes it well, the result is a smooth, efficient operation that consistently delivers high-quality dishes to diners.

Take, for example, the dynamics of a typical dinner rush. The kitchen is busy with activity, with chefs, line cooks, and servers all working together to meet the demands of a packed dining room. Each movement is choreographed to ensure that dishes are prepared to perfection, and delivered quickly.

This level of efficiency is only possible when there is a deep sense of teamwork and mutual understanding among all members of the kitchen brigade.

Strategies for Fostering Collaboration

Effective Communication

Communication is the backbone of a well-functioning kitchen. Clear and open channels of communication ensure that everyone is on the same page, preventing misunderstandings and mistakes. Regular briefings and feedback sessions create a transparent environment where issues can be addressed proactively.

However, effective communication goes beyond daily briefings. It involves creating a culture where team members feel comfortable voicing their concerns and suggestions. This openness fosters a collaborative atmosphere in which everyone contributes to the kitchen’s success.

For instance, a simple pre-service briefing can highlight the evening’s menu, identify potential challenges, and assign specific tasks, ensuring that everyone knows what to expect. Such briefings not only prevent problems but also allow for real-time feedback, enabling continuous improvement.

Additionally, adopting digital communication tools like kitchen display systems can further streamline operations by providing instant updates on orders and modifications, reducing the risk of errors and enhancing overall efficiency.

Role Clarity and Responsibilities

In a busy kitchen, knowing exactly what’s expected of you is crucial. Role clarity reduces confusion and fosters accountability, ensuring that everyone can focus on their specific tasks without overlap or conflict.

Each role must be defined clearly to maintain order during peak times. When each team member understands their responsibilities this streamlines operations, and minimizes the potential for errors.

Clear roles also enhance individual accountability, as everyone knows what their responsibilities.

Consider the different stations in a kitchen: the sauté chef, the pastry chef, the garde manger, and so on. Each role is distinct, with specific duties and responsibilities. When everyone understands their role and how it fits into the larger picture, the kitchen runs like a well-oiled machine.

This clarity is particularly important during high-pressure situations, where any ambiguity can lead to mistakes and delays.

Team Building Activities

Team-building activities tailored for kitchen staff can enhance camaraderie and teamwork significantly. These activities foster a sense of unity and create bonds that translate into better collaboration during service.

Simple activities like group cooking challenges or team outings can break the routine, and build stronger relationships. When team members understand and trust each other, they work together more effectively, creating a more harmonious and efficient kitchen environment.

One effective team-building exercise involves rotating roles for a day. This allows team members to experience different aspects of the kitchen operation, fostering empathy and understanding. Another idea is organizing off-site events, such as cooking competitions or farm visits, which can strengthen the team’s bond outside the hectic environment of the kitchen.

Additionally, hosting regular team-building workshops focused on communication skills, conflict resolution, and stress management can equip team members with the tools they need to work together more effectively under pressure.

Continuous Learning and Development

Ongoing training and skill development are vital for maintaining a culture of learning and innovation in the kitchen. Encouraging continuous learning not only enhances individual skills but also strengthens the team as a whole.

Workshops, training sessions, and even informal knowledge-sharing sessions can keep the team updated on the latest culinary techniques and trends. This culture of continuous development ensures that the team remains adaptable and innovative, ready to tackle new challenges and improve their craft.

For example, inviting guest chefs to conduct classes or arranging for team members to attend culinary festivals and exhibitions can provide valuable exposure to new ideas and techniques. These experiences not only enhance the team’s skills but also inspire creativity and innovation in the kitchen.

Consider fostering a culture of mentorship, in which experienced chefs take on the role of guiding and nurturing newer team members. Doing so can create a supportive learning environment that benefits everyone involved.

Creating a Positive Work Environment

A respectful and supportive work culture is essential for a productive kitchen. Recognizing and celebrating team achievements boosts morale and motivates everyone to perform at their best.

Creating a positive work environment involves acknowledging the efforts of each team member and celebrating successes, no matter how small. This recognition fosters a sense of pride and belonging, leading to increased job satisfaction and better performance.

One way to create a positive work environment is to establish a system for regular performance reviews and feedback. This not only helps identify areas for improvement but also provides an opportunity to recognize and reward outstanding performance.

Additionally, implementing initiatives such as employee wellness programs, flexible scheduling, and opportunities for professional development can contribute to a more supportive and fulfilling work environment.

When team members feel valued and supported, they are more likely to be engaged and motivated, leading to better overall performance.

Leadership and Its Role in Team Dynamics

Leadership plays a pivotal role in shaping team dynamics and morale. Effective kitchen leaders lead by example, show empathy, and make decisive choices that inspire confidence and respect among team members.

Good leadership is about more than just managing tasks; it’s about inspiring and guiding the team. Effective leaders create an environment where teamwork thrives, and everyone feels valued and motivated to contribute their best.

One crucial aspect of effective leadership is the ability to communicate a clear vision and set achievable goals. By providing direction and clarity, leaders can help the team stay focused and aligned with the overall objectives of the kitchen.

It’s important to foster a culture of transparency and openness. Team members should feel comfortable sharing their ideas and concerns. This will enhance trust and collaboration within the team.

Leaders who actively listen to their team members and involve them in decision-making processes create a sense of ownership and accountability that drives performance.

Finally, leading by example—demonstrating a strong work ethic, maintaining a positive attitude, and showing respect for all team members—can set the tone for the entire kitchen. When team members see their leaders embodying the values and behaviors they aspire to, they are more likely to follow suit.

Conclusion

In the culinary world, teamwork is the secret ingredient to success. From the relationships we build with food purveyors to the final dish we present to guests, every aspect of the dining experience is enhanced by a connected team.

Implementing strategies such as effective communication, role clarity, team-building activities, continuous learning, and positive leadership is essential for fostering collaboration and achieving culinary excellence.

I encourage you to implement these strategies in your kitchens and share your experiences. Together, we can create culinary masterpieces that leave a lasting impression on our guests.

Building and leading culinary teams has been a rewarding journey, filled with challenges and triumphs. The power of teamwork has not only shaped my career but also the experiences of countless diners.

As we continue to evolve in the culinary world, let’s remember that our strength lies in our connections, and through them, we can achieve extraordinary culinary excellence. The journey of building a cohesive kitchen team is ongoing, but the rewards are well worth the effort.

Let’s strive to create kitchens where teamwork, respect, and passion for food come together to create unforgettable dining experiences.

Image: Microsoft Designer

An AI-generated image of a person holding a stopwatch at a restaurant table while guests read the menu

August 12, 2024by David Klemt David Klemt No Comments

Eliminate Hesitation: Streamline Your Menu

Eliminate Hesitation: Streamline Your Menu

by David Klemt

That’s an interesting stopwatch layout. Also, we don’t recommend sitting with guests and timing them as they review your menu.

Operators should develop an understanding of the concept of the paradox of choice to understand how American guests make menu item selections.

So, allow me a crash course in this psychological concept. There are two prevailing components to the paradox of choice. One is that the more options one has, the less satisfaction they’ll feel upon making a choice. The other is that when presented with an overwhelming number of choices, also known as “choice overload,” people often just fall back to their usual choice rather than trying something new.

A quick note: The paradox of choice isn’t the same as the fallacy of choice. That concept relates to presenting someone with limited, extreme choices to drive them to ignore all of the other choices they could consider and select.

Understanding the paradox of choice will help an operator tackle a key task: streamlining their menus.

A survey from US Foods earlier this year contains quite a few intriguing revelations. Among their findings, one stands head and shoulders above the rest, at least to me: Almost 80 percent of Americans find deciding what they want to order at a restaurant difficult. Further, one factor outpaces all others when it comes to difficulty choosing.

Hence, my explanation of the paradox of choice at the top of this article.

Menus are too Big

There are two key factors making it difficult for Americans to choose what to order at a restaurant. Nearly a quarter of respondents—23 percent—indicate that they’re simply picky people. Alright, fair enough.

But the main factor, unsurprisingly, is that restaurants are presenting guests with too many options. That’s according to 54 percent of survey respondents. Quick math tells me that’s more than double the picky eaters.

Another 15 percent of US Foods survey respondents, however, say they have no trouble deciding what they want to order. Eight percent say they’re indifferent, which is an entirely different problem. A guest who’s indifferent to the restaurant and menu isn’t an engaged guest, and that’s not going to inspire loyalty and repeat visits.

Of course, no operator can please everyone, and some people aren’t going to be blown away no matter how good the food, drinks, and service can be.

So, does this mean that Americans are indecisive, facing paralysis whenever a servers asks for their order? Well…maybe. We have a lot going on, and “overwhelmed” would describe many of my fellow Americans right now.

However, the real culprit is menu size. In trying to please and retain guests, some operators are loathe to shrink their menus.

Most KRG clients can attest to the following: the president of our agency, Doug Radkey, prefers a smaller, streamlined menu. In fact, he prefers menus not pass the 25-item mark. Given his druthers, Radkey favors 12 to 15 items.

There are several reasons for this preference. Chief among these are controlling and reducing labor and food costs. (Radkey prefers to control costs rather than cut them, realistically.) Other reasons are less strain on the back of house, easier cross-utilization of ingredients, consistency, and reduced ticket times.

We can also add improving guest satisfaction to the list. On average, an American restaurant guest takes nine minutes to decide what they want to order at a restaurant. Streamline and shrink the menu, and this number should fall, while satisfaction rises.

Anyone should see that a smaller, sharper menu represents wins across the board.

AI image generator: Microsoft Designer

A woman wearing a black-and-white-striped top checking her smartphone

August 9, 2024by David Klemt David Klemt No Comments

Text, Email & Social Media Marketing

Text, Email & Social Media Marketing: Which is Best?

by David Klemt

Text-message marketing versus email marketing: which is best for your business?

One of the key topics that SevenRooms addresses in the first of their annual trends report is how operators can make the most of their marketing efforts.

Today, the primary marketing channels are text/SMS, email, and social media. An operator needs to understand their guests to know which will be most effective for their business.

Or, more accurately, an understanding of one’s guests is the key to leveraging a mix of those channels effectively.

An operator must consider their target audiences, and how they tend to engage with brands. Further, consideration must be given to people’s relationships with their phones.

As a real-world example, one of our clients’ guest pools skews significantly toward Baby Boomers. When discussing marketing strategy, the client expressed a concern when text marketing came up. They stated that their older guests would likely push back against this form of marketing.

However, no generation is a monolith. Therefore, I’ll be speaking in generalities when it comes to generational cohorts and their behavior.

Marketing Channel Engagement

Generally speaking, younger generations don’t seem to find text marketing invasive. Younger consumers are also used to engaging with and discovering brands and businesses via social media.

In contrast, an operator may find that their older Gen X and Baby Boomer guests prefer email marketing. It’s important to bear in mind that older generations also consume social media content. For example, SevenRooms findings show that 24 percent of Gen X and Baby Boomers can be influenced to visit a restaurant via F&B posts. However, these generations appear to engage with menu posts from restaurants they already follow.

That last bit of information tells me that older guests follow restaurants they’re considering visiting or have visited previously. Per SevenRooms data, the same goes for Millennials. That said, 43 percent of this generation are influenced by posts that showcase a restaurant’s personality.

Interestingly, just over half of Gen Z is influenced via video content from businesses they don’t already follow. These accounts are pushed to them via a platform’s engagement and discovery algorithms.

With the caveat that I’m painting different generations with broad strokes, posts that show off the menu may work best to engage older consumers. Posts that illustrate the personality of a brand and its team may resonate best with Millennials, and video content is king for grabbing the attention of younger consumers.

Businesses targeting a mix of consumers will want to develop a varied social media strategy. Content should consist of still photos and video that show off menu items, team members, and what guests can expect during a visit. Engagement will show an operator which posts are resonating the most with their followers and guests.

So, which marketing channel is best? All of them, when combined strategically.

An Effective Mix

Speaking of developing an effective strategy, SevenRooms asked operators about their social media marketing results.

Since the point behind marketing is to increase bookings to boost traffic and revenue, SevenRooms looked into which social media content achieved the best results.

Nearly 40 percent of operators surveyed said that organic posts result in the most bookings. This is followed by paid social media advertising, at 33 percent. Just over a quarter of operators surveyed pointed to influencer content as driving the greatest number of bookings.

One percent of operators say they don’t track their social media marketing results. For obvious reasons, this isn’t part of a winning strategy. If the results of an operator’s marketing efforts can’t be tracked, how can they know what works, and if they need to change an element of their strategy (such that it is)?

Nuance

As SevenRooms makes clear in their 2024 Restaurant Trends and Diner Expectations report, a multi-channel marketing strategy is a key to success.

Results will boil down to more than texting younger consumers and emailing older consumers. SevenRooms suggests what we at KRG Hospitality would also recommend: nuance.

An actual strategy is necessary, and that means being intentional with each marketing channel.

For context, an operator is likely best served to keep marketing text messages short. So, think reservation availability due to cancellations or no-shows. Email is a marketing channel best suited to longer messages. When it comes to social media marketing, a restaurant or bar’s social accounts should be viewed as relationship-building avenues.

In closing, an operator’s multi-channel marketing strategy requires a multi-pronged approach. Each channel must be leveraged differently. Text marketing shouldn’t be used the same way as email marketing messages, and neither should be used in the same way as a brand’s social accounts. When it comes to those accounts, a mix of posts is most effective for reaching different types of consumers.

The real keys are for operators to know who they’re targeting, track their marketing efforts, and develop an understanding of their guests. Throwing things against the wall to see what sticks just creates a mess; operators must be intentional in their marketing and operations to convert guests and achieve long-term success.

Image: Andrea Piacquadio via Pexels