Menu | KRG Hospitality

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September 11, 2024by David Klemt David Klemt No Comments

Balancing Menu Creativity with Preferences

Menu Design: Balancing Creativity and Guest Preferences

by Nathen Dubé

Note: AI-generated image.

A menu is not just a list of dishes; it’s a strategic tool that influences guest choices, enhances the dining experience, and maximizes sales.

Therefore, a well-designed menu is a crucial component of a restaurant’s success.

Come along with me and we’ll explore the principles of effective menu design, balancing creativity with guest preferences, and the role of menu psychology in driving decisions.

Key Principles of Effective Menu Design

Layout and Structure

The foundation of a great menu lies in its layout and structure. Organizing menu items logically—grouping appetizers, mains, desserts, and beverages into distinct sections—guides guests through their dining journey.

This structure helps in creating a seamless experience where guests can find what they are looking for easily. Subsections like “vegetarian,” “seafood,” or “grilled” can further refine the selection process.

Logical organization not only aids in navigation but also enhances the overall dining experience by reducing decision fatigue.

Item Placement

Item placement on the menu can have a significant impact on what guests decide to order.

The “Golden Triangle” concept suggests that guests’ eyes typically first gravitate to the center, then the top right, and finally, the top left of the menu. Placing high-margin items in these areas can drive sales.

Additionally, highlighting signature dishes and specials in these prime spots can make them more appealing. Strategic placement is essential for maximizing the visibility of certain items, encouraging guests to order the dishes that are most profitable or unique.

Readability

A menu should be easy to read and visually appealing. Choosing appropriate fonts and sizes ensures that the text is legible in various lighting conditions.

A key factor to bear in mind is maintaining clear spacing between items to prevent the menu from looking cluttered and overwhelming.

Ensuring the clarity and ease of reading is vital; if a guest struggles to read the menu, it detracts from their dining experience. Effective readability involves the thoughtful selection of fonts, sizes, and spacing to create a harmonious and inviting look.

Balancing Creativity and Guest Preferences

Creative Culinary Expression

A menu is an opportunity to showcase the chef’s creativity and culinary expertise. Innovative dishes that use unique ingredients or cooking techniques can set a restaurant apart from its competitors.

Creativity is crucial for developing a distinctive culinary identity, and offering guests an exciting and memorable dining experience.

However, it’s important to balance creativity with dishes that guests are familiar with and enjoy. Balancing innovation with tradition ensures that while the menu offers new and novel experiences, it also provides comfort and familiarity.

Popular Guest Preferences

To appeal to a broad audience, a menu should include a mix of creative dishes and popular favorites. Including familiar dishes alongside innovative options can cater to a wider audience, making everyone feel welcomed and valued.

Additionally, considering dietary restrictions and preferences is crucial. Offering vegetarian, vegan, gluten-free, and allergen-friendly options ensures that all guests can find something they love. Addressing dietary needs and preferences not only broadens the guest base but also demonstrates the restaurant’s commitment to inclusivity and guest satisfaction.

Market Trends

Staying updated with current culinary trends helps keep the menu fresh and exciting.

For instance, trends such as plant-based diets, sustainability, and ethnic fusion can attract trend-conscious diners. Incorporating these trends into the menu shows that the restaurant is contemporary and aware of its guests’ evolving tastes.

Aligning the menu with market trends can create a buzz and draw attention to the restaurant, enhancing its reputation as a forward-thinking and dynamic establishment.

The Role of Menu Psychology

Influencing Guest Choices

Menu psychology involves using strategic design and phrasing to influence what guests order.

Some effective techniques include strategic pricing methods like decoy pricing. This approach involves placing a high-priced item next to a mid-priced item to make the latter seem more reasonable. Another tactic is charm pricing, an approach that uses prices that end in “.99” to make them appear more attractive.

These subtle cues can guide guest decisions and encourage them to choose certain dishes. Understanding menu psychology allows restaurants to steer guests subtly towards higher-margin items without being overtly pushy.

Maximizing Sales

Highlighting profitable dishes with visual cues, such as boxes, borders, or bold text, can draw attention to these items. Descriptive language that evokes the senses can make dishes sound more appealing, and entice guests to try them.

For example, describing a dish as “succulent, slow-roasted pork with a caramelized apple glaze” creates a vivid image, and stimulates appetite.

Effective use of menu psychology can boost sales significantly, and enhance the dining experience by making the menu more engaging and enticing.

Enhancing Appeal with Descriptive Language and Visuals

Descriptive Language

Using evocative and sensory words to describe dishes can enhance their appeal. Highlighting unique ingredients, preparation methods, and the origin of the dish creates a story that resonates with guests.

Descriptive language adds depth and dimension to the menu, transforming it from a simple list of dishes into a narrative that engages the guest’s imagination. Phrases like “handcrafted,” “locally sourced,” and “artisanal” add a touch of sophistication and quality, making dishes sound more attractive and special.

Visuals

Including high-quality images or illustrations of key dishes can boost their appeal significantly. Visuals help guests imagine the dish, and can trigger an emotional response

A well-designed menu with complementary color schemes and design elements reinforces the restaurant’s theme, and creates a cohesive brand identity.

The use of appealing visuals can stimulate appetite, and make the decision-making process more enjoyable for guests, enhancing their overall dining experience.

Examples of Innovative Menus

Case Studies of Successful Menus

Analyzing menus from renowned restaurants provides valuable insights into successful design choices.

For instance, The French Laundry in California uses a minimalist menu design that emphasizes simplicity and elegance, allowing the focus to remain on the high-quality ingredients and sophisticated dishes.

Similarly, Nobu’s menu balances innovative Japanese-Peruvian fusion dishes with classic favorites, catering to a diverse clientele.

These examples illustrate how thoughtful menu design can enhance the dining experience, and create a distinctive brand identity.

Insights from Industry Experts

Menu design professionals and restaurateurs offer valuable best practices. Experts suggest evaluating and adapting the menu continuously to meet changing guest preferences and market trends.

Updating the menu regularly not only keeps it interesting for repeat guests but also allows for the introduction of seasonal ingredients and new culinary innovations.

Industry insights highlight the importance of flexibility and responsiveness in menu design, ensuring that the restaurant remains relevant and competitive.

Conclusion

A thoughtfully designed menu is a powerful tool in the restaurant industry. It balances creativity with guest preferences, uses psychology to influence choices, and enhances appeal through descriptive language and visuals.

Investing in effective menu design can enhance the dining experience, drive guest satisfaction, and boost sales. For restaurateurs, it’s an essential aspect of creating a successful and memorable dining establishment.

By understanding and implementing these principles, restaurant owners can craft menus that not only reflect their culinary vision but also resonate with their target audience, ensuring a winning formula for success.

A well-designed menu can transform the dining experience, making it more engaging, enjoyable, and, ultimately, profitable for the restaurant.

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An AI-generated image of a bottle of bourbon and glass of bourbon on the rocks, on top of a bar, with a back bar full of whiskey bottles.

September 9, 2024by David Klemt David Klemt No Comments

How’s Your 30 Days of Bourbon Challenge?

How’s Your 30 Days of Bourbon Challenge Going?

by David Klemt

Drink Raddannd Bourbon, aged for “snake” years.

September is National Bourbon Heritage Month, and Bourbon & Banter have thrown down their 30 Days of Bourbon Challenge again this year.

For those who are unaware, allow me to introduce you to Bourbon & Banter.

Bourbon devotee and advocate Patrick Garrett founded Bourbon & Banter back in 2011. What has followed over the course of 13 years is the coming together of a team of bourbon aficionados, a community of bourbon lovers, a podcast, and a tasting experience team called DrinkCurious, founded in 2022.

Oh, and, of course, the 30 Days of Bourbon Challenge, which I first covered in September 2021.

Now, I’m well aware that it’s September 9. I’m sure many of you had enjoyed separate bourbons in the eight days prior to the publication of this article. For those who haven’t, it isn’t as though a member of the Bourbon & Banter team is going to run into your bar and slap a bourbon out of your hand if you and your guests run the challenge through October 8.

So, make sure to connect with Bourbon & Banter, tag social posts with #30DaysOfBourbon and #BourbonHeritageMonth, and donate $30 to the charity of your choice if you see fit. Hey, that would be an excellent way for you and your guests to raise funds for a deserving, local cause.

To help you and your guests try new, exciting bourbons this month, check out the Breaking Bourbon release calendar. Scroll down to August and September for some of the newest bourbons to hit the market.

Cheers!

Only. Bourbon. Counts.

There are some rules that you and anyone else participating in this challenge need to honor.

First and foremost: only bourbon counts. I mean, it’s in the name of the creators of this challenge, and the challenge itself.

So, one more time: only bourbon counts.

And, in case anyone needs a refresher, bourbon is, according to the Alcohol and Tobacco Tax and Trade Bureau (TTB), a “[w]hisky produced in the U.S. at not exceeding 80% alcohol by volume (160 proof) from a fermented mash of not less than 51 percent corn and stored at not more than 62.5% alcohol by volume (125 proof) in charred new oak containers.”

The good news is that, as Bourbon & Banter point out, Tennessee whiskey counts toward this challenge. For the curious, this is because Tennessee whiskeys—generally speaking—are bourbons that are filtered through charcoal chips before being rested. This step, which doesn’t violate the rules for classifying a whiskey as a bourbon, is known as the Lincoln County Process.

A Few More Rules

Really, I see these more as guidelines. Why? Because Bourbon & Banter, in my opinion, are simply clarifying a few key details in the interest of integrity. However, they’re maintaining the fun factor of their 30 Day Bourbon Challenge.

Another rule is that the mash bill is important, and as long as one recipe is different from another, it counts as a separate bourbon. As an example, many bourbon aficionados are aware that Four Roses boasts ten different mash bills. Well, each of those counts as a different bourbon, so that’s ten bourbons right there.

Per Bourbon & Banter’s rules, finished bourbons also count toward the challenge. As they explain their stance, “As long as the finished bourbon started life as a bourbon we see no reason to exclude it due to alternative barrel finishing.”

Just like mash bill is important, so is expression. To that end, no, different barrels of the same expression do not count as different bourbons for this challenge.

For all of the rules, click here. And for your own copy of the official 30 Days of Bourbon Challenge calendar, click here and scroll down.

Now, check out your bourbon inventory, organize your reps, activate your team, and engage your guests. You’ve all got some bourbon to ~~drink~~ learn about!

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September 3, 2024by David Klemt David Klemt No Comments

Program for Unique Holidays: Sept. 2024

Program for Unique Holidays: September 2024

by David Klemt

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

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?

To provide a handful of examples, September boasts celebrations of the cheeseburger, the double cheeseburger, cheese pizza, pepperoni pizza, beer, and guacamole. Those are fantastic F&B holidays sure to appeal to your guests. However, you can still celebrate some “out there” holidays to get people’s attention and draw them to your business.

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 August 2024 holidays list, click here.

September 4: Eat an Extra Dessert Day

You know what’s better than selling one dessert? Selling multiple desserts.

One approach that may perform well for you, depending on your concept and menu, is to create new, smaller versions of desserts so people won’t be too stuffed to enjoy more than one treat.

September 8: National Ampersand Day

Ah, the ampersand. This is perhaps my favorite logogram, since it means “and,” and it looks cool when stylized. Since this symbol represents “and,” this is the perfect day to feature a menu of food-and-drink pairings or shot-and-beer pairings. I recommend a tiered LTO menu, with a few options for each level: Beam & Bud Light, Woodford & Guinness, etc.

September 9: National Wiener Schnitzel Day

This dish comes to us from Vienna. It’s so good and comforting that it’s one of Austria’s national dishes. Germans, of course, love wiener schnitzel as well.

To leverage this holiday, consider making a traditional version made with veal cutlets, served with French fries, mashed potatoes, or Hasselback potatoes. If you want to build an LTO menu, though, look to other versions of this dish. For example, there’s a non-breaded wiener schnitzel variant served with a cream sauce called rahmschnitzel. One can also argue that Japanese tonkatsu (pork, not veal), Danish skinkeschnitzel (made with pork rather than veal), and American chicken-fried steak will work for this holiday.

September 14: National Eat a Hoagie Day

The humble hoagie is an institution. Depending on where you operate, these iconic sandwiches may be known as heroes, grinders, submarines, subs, po’boys, bombers, or torpedoes. However, if your guests know them as hoagies, you better come correct. Hell hath no fury like a Philadelphian presented with a hoagie with mustard on it, for example.

September 15: National Crème de Menthe Day

Crème de menthe enjoys a deep history, which you can read about here. The main takeaways are the two most-famous cocktails that feature this legend among liqueurs: the Grasshopper, and the Stinger. Both classics are great for an LTO menu celebrating the final days of summer.

September 17: National Table Shuffleboard Day

Does your bar, restaurant, or eatertainment concept feature table shuffleboard? If it does, you’re poised to leverage this holiday.

One of the most effective approaches is to organize a tournament. Of course, you can also feature other contests, like Closest to the Edge.

September 21: Escapology Day

Okay, this one is a bit specific. If your restaurant or bar is located in the same market as an escape room (or several, as is the case for a city like Las Vegas), consider partnering with them if it makes sense to do so. You and your team can recommend your guests check out a particular escape room. Conversely, the escape room can recommend your restaurant or bar for post-escape food and drinks. To solidify the partnership, both businesses can offer a discount or other benefit to each other’s guests.

Really, we want you to think about local businesses that can serve as strong partners.

September 23: National Great American Pot Pie Day

Two weeks ago we tackled comfort foods. In particular, transforming traditional comfort foods into soups. This holiday is the perfect time to make an LTO soup (or, if it performs well, a permanent menu item, or recurring LTO from fall through winter) out of one of the best-known comfort classics, the pot pie.

September 24: Innergize Day

Summer is coming to a close. Traditionally, this means vacation and relaxation time is over as people return to offices, and children return to school.

Innergize Day is about relaxing and disconnecting. It’s quite likely your concept can facilitate relaxation, escaping devices, and slowing down.

September 25: Better Breakfast Day

Is your concept open for the early morning daypart? Do you serve brunch? More importantly, is your concept committed to serving healthy food and drinks, or are you interested in updating your menu to feature healthier items?

If you answered yes to any of those questions, this could be the day for you. Use social media and other marketing channels to promote your healthy menu. Create items like healthy breakfast bowls and smoothies if it’s time for an update, and promote your new, healthier menu.

Image: Ivan Bertolazzi on Pexels

An AI-generated image of an anthropomorphic bee wearing a suit, drinking a cocktail at a cocktail bar

August 23, 2024by David Klemt David Klemt No Comments

Drink Donnybrook: Bee’s Knees

Drink Donnybrook: Bee’s Knees

by David Klemt

That is one dapper bee, my friends.

The subject of our latest Drink Donnybrook deep dive is the Bee’s Knees, a classic that has very likely already enjoyed its centennial birthday.

If that sounds a bit uncertain, welcome to your first Drink Donnybrook article. I tend to cover cocktails with origins that are, shall we say, less than definitive.

In the case of the Bee’s Knees, we simply don’t know without a doubt the drink’s creator. Nor do we know exactly which year the cocktail came into being.

One compelling piece of evidence that ties the Bee’s Knees to the 1920s is the name itself. The term “the bee’s knees” became part of the American lexicon in that decade. To this day, if someone calls something or someone “the bee’s knees,” they’re saying it’s excellent

Another piece of evidence is Prohibition in America. So-called (let’s face it, largely aptly named) “bathtub gin” became ubiquitous during this time. As the story goes, honey was an ingredient that could cover up the smell of cheap (and likely dangerous) alcohol, like bathtub gin.

Well, the Bee’s Knees is a gin cocktail with honey and lemon juice among the ingredients. Honey and lemon juice can certainly make a poor-quality potable more palatable.

Alright, so those are two solid clues that support the belief that the cocktail is from the 1920s. The drink could be a bit over 100 years old, turning 100 this year, or a few years away from reaching the hundred-year milestone.

Accepting the time period, who do we give credit for creating the Bee’s Knees?

A French Connection

There are two strong candidates for the title of “Creator of the Bee’s Knees.”

One is Frank Meier, who became the head bartender at the Ritz Hotel in Paris in 1921. Click here for a bit of information tying Meier to the Mimosa.

Meier was, undoubtedly, a prolific cocktail craftsman. One need simply sift through his 1936 recipe book, The Artistry of Mixing Drinks, to see the breadth of his work with spirits.

There’s an important detail on the pages of that book that lend support to the theory that Meier created the Bee’s Knees. If you clicked the link a few sentences above, you’ll know what I’m talking about.

There’s a symbol—a diamond with “FM” inside of it—next to certain drinks. As page 20 of the book explains, a drink that has this symbol beside it was created by Meier. The Bee’s Knees is marked with that symbol, while the Mimosa is not.

However, there’s another French connection that may have created this gin-based classic.

If you’re familiar with your Titanic history, the name “the unsinkable Molly Brown” may ring a bell. In 1912, Margaret Tobin Brown was one of the 712 people who survived the sinking of the Titanic.

It’s said that Brown, a wealthy widow and socialite, spent time traveling. Often times, these journeys and adventures found in her Paris. An article published in The Standard Union in 1929 addressed the topic of “women-only bars.” That same article claimed that Brown invented the Bee’s Knees while visiting these drinking establishments.

Personally, I find the story that Meier created the Bee’s Knees to be the most probably. But I’d love to learn that a Titanic survivor gifted us with a classic that has stood the test of the time.

Cheers!

Bee’s Knees

2 oz. London Dry gin
0.75 oz. Fresh-squeezed lemon juice
0.5 oz. Honey syrup
Lemon twist to garnish

This is an easy one, once you have your honey syrup sorted. On that topic, different honeys will imbue this cocktail with vastly different flavor profiles. So, you’ll want to experiment with honeys to come up with your signature. I recommend starting with something local. Of course, the same can be said for gin, so this one needs plenty of testing.

In a shaker, add the first three ingredients and ice. Shake well, strain into a chilled cocktail glass, and garnish.

There are variants, which will likely come as no surprise. There’s a version from 1948 that calls for a splash of orange juice. Swap out the London Dry gin for light rum to make a Honeysuckle. Substitute Jamaican rum and you’ve got a Honey Bee. And if the drink is made with Old Tom gin rather than London Dry, it’s a Cat’s Whiskers.

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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

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

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

Guests dining in a light, bright restaurant featuring a glass ceiling and hanging plants

August 6, 2024by David Klemt David Klemt No Comments

SevenRooms Drops Extensive 2024 Report

SevenRooms Drops Extensive 2024 Report

by David Klemt

Today, we’re taking a look at the first-annual trends report from marketing and operations platform SevenRooms, which focuses on the guest experience.

To gain an understanding of the current state of affairs in America, SevenRooms analyzed the product data of more than 3,000 US clients. Further, the platform engaged over 250 operators, and 1,000 consumers.

The result is a data-rich report that offers helpful insights for operators.

Two findings are particularly interesting to me, and the team here at KRG Hospitality. One, it appears that Americans are back to seeking out their third spots. As a refresher, a third spot, space, or place is where one spends time when away from home or work. Consumers tend to be loyal to these places, making them part of their everyday or weekend routine.

Two, younger consumers are leading the way in terms of restaurant visits. Per SevenRooms, 38 percent of Millennials visit restaurants five or more times per month. Gen Z is also visiting restaurants frequently, with 24 percent visiting five times or more. However, that number climbs to 45 percent for Gen Z when it comes to three or four monthly visits. Among Millennials, 33 percent visit restaurants three or four times per month.

That tells us that younger consumers are eager to socialize, and restaurants can fulfill that desire. As savvy operators know, a person can eat or drink at home; food and beverages are just excuses to get out, hang out, and meet new people.

This also tells us that operators need to ensure they’re ticking several boxes to resonate with younger guests: value, convenience, and personalization. I’ll add that consumers have shown they want to support brands with values that align with their own.

There are many more insights in SevenRooms’ new report, which you can find below. To view the report in its entirety, click here.

SEVENROOMS RELEASES 2024 RESTAURANT TRENDS AND DINER EXPECTATIONS REPORT FOR THE HOSPITALITY INDUSTRY

Annual report gives an inside look at how restaurants are delivering better guest experiences and personalizing their marketing in the age of AI and automation

NEW YORK (August 6, 2024) – SevenRooms, the leading CRM, marketing and operations platform for growing restaurants, today released its first annual trends report, “2024 Restaurant Trends and Diner Expectations,“ highlighting how restaurants are filling the need for ‘third places’, connection spots outside the home and workplace, what consumers expect from their dining experiences, and how restaurants are leveraging AI and automation to keep diners coming back.

The study, commissioned through independent third-party research firm Censuswide, examines consumer and foodservice operator insights, alongside data from SevenRooms restaurant customers. It emphasizes the importance of restaurants understanding their guests and providing experiences and value to consumers, including marketing and tech trends that operators are paying attention to.

Diners Expect More From Restaurants

While it’s no surprise that diner expectations have evolved in recent years, consumers across generations and cities share key expectations when dining out — they’re looking for convenience, personalization and value from brands they trust. Restaurants must nail all aspects of the guest experience, from hospitality and service to ambiance and atmosphere, to transform diners into brand ambassadors and get them to bring their dollars back more often.

When looking across generations, Millennials are driving a dining resurgence – dining out most frequently with 38% saying they dine out more than 5x a month. They are seeking more from their restaurant visits, and are willing to spend more for elevated experiences, like theatrical elements or high-end items like caviar. For these experiences, Americans are willing to spend up to $63 per person with 45% of Gen Zers open to paying even more. As diners focus on the quality over quantity of their experiences, that means restaurants must do more to keep those diner dollars. Dining upgrades consumers are willing to spend more fall into three categories – experiential, luxurious and personal, including:

Experiential (e.g. tableside martini cart; fish presentation or deboning, etc.)
○ Dallas – a menu item with some theater (86%)
○ Washington DC – a menu item with some theater (71%)
Personal (e.g. birthday dessert; welcome drink)
○ Chicago – a mocktail or personalized item (55%)
Luxurious (e.g. caviar, freshly shaved truffles, seafood tower)
○ Los Angeles – high-end items like caviar (55%)
○ New York – high-end items like caviar (48%)

Outside of these experiential offerings, restaurants must also capitalize on influential factors that bring diners back. For example, 34% of Gen Zers want personalized surprises in service like a free dessert. Meanwhile, 26% of Millennials care about the ease of making a reservation and 24% of Gen Xers consider the rapport they develop with front-of-house staff. Tailoring guest experience and service helps operators turn one-time diners into loyal customers.

“New consumer demands are pushing restaurants to find the right balance between hospitality and automation to create the experiences guests crave and return for,” said Joel Montaniel, CEO & Co-Founder at SevenRooms. “Diners want both access and recognition when spending their hard-earned dollars, and restaurants must embrace new strategies – and technologies like AI and automation – to enhance hospitality at every touch point. Whether leveraging platform data to personalize diner experiences or power marketing and retention programs, technology and data serve as a vehicle to execute hospitality that guests remember and return for. When technology is used effectively, it allows operators to focus on building deeper connections and delighting guests, one experience at a time.”

Loyalty is Never One-Size-Fits-All

In the U.S., there was a 21% year-over-year increase in reservations comparing Q1 2023 to Q1 2024 and restaurants are looking to a promising future. Whether operators are focused on opening new locations or revamping their social media marketing efforts, one factor remains the same – establishing personal relationships with diners is the strongest way to build and maintain loyal customers.

Consumers have a strong intent to dine with their favorite brands. If a guest can’t get a reservation at their preferred restaurant, 39% of guests look for a sister restaurant to dine at, and 27% check other sites for the same restaurant.

Cultivating loyalty is critical. Loyalty is not a one-size-fits-all effort and diners have different interests when it comes to the benefits they seek out from loyalty programs. Restaurants need to understand their diner demographics to curate operations and offerings, getting their guests to not only return more often but spend more in the process.

38% of diners who would spend $89-$126 on an average night are looking for exclusive VIP events, while 33% of consumers who dine out 7-8 times per month want VIP access to specialty seating areas. Breaking down generational differences:

72% of Gen Zers care most about free menu items
30% of Millennials care most about VIP access to specialty dining areas
1 in 5 Gen Xers and Baby Boomers want early access to reservations

Genuine, Tailored Marketing is Critical to Success

When it comes to marketing, authenticity and personalization reign supreme for consumers. Guests want to be known by their favorite restaurants, and restaurants want to know and understand their guests. To reach these consumers, and serve up personalized marketing that makes guests want to return, restaurants have to use all the tools in their arsenal – from social media to email and text marketing automation – to create high-touch communications that are both authentic and personal.

79% of restaurant operators spend the majority of their marketing budget on social media. Their top social media goals are to drive bookings or online orders (39%), increase brand awareness (29%) and communicate with their audiences (29%). But not all content is created equal – 39% of operators say that organic posts drive the most bookings to their restaurants. Restaurants that showcase their personality – highlighting their team, food and drinks and atmosphere – will win with consumers as they look for more genuine content from brands.

Most diners like hearing about restaurant promotions and offers via email and text, and aren’t as interested in social media DMs or phone calls, but specific preferences vary by generation. 41% of Gen Zers prefer text marketing, whereas 38% of Millennials and 37% of Gen X prefer email marketing.

With targeted Email Marketing, the data report notes that operators see 23% higher open rates and 28% higher click-to-open rates, generating 2x more revenue per email. Text marketing is fairly new for restaurants, but has huge potential, with an average open rate of 98% and $1.64 average reservation revenue generated per text message on SevenRooms. For one SevenRooms customer, Fabio Viviani Hospitality, it drove $220,000 in revenue and 3,000 new guests in just 4 months.

“The biggest thing that excites me about text messaging is that it’s very hard to ignore. When our phones beep, we are just driven to look at them,” said Harry Kaminski, CMO at Fabio Viviani Hospitality. “It’s easier to ignore an email than it is a text.”

Artificial Intelligence (AI) Comes into Play

Every industry today is using AI and automation in some way to streamline their operations and help staff work more efficiently – and the same is true for the restaurant industry. 70% of operators surveyed said they use artificial intelligence in some way to run their business, including:

35% – Processing reservations
34% – Inventory management
33% – Data analytics
27% – Scheduling
26% – Dynamic pricing

But there is room to grow with AI, with only 16% saying they use it to create marketing collateral and 15% for staff hiring and training. With personalized marketing a large focus for operators in 2024 and beyond, as well as hiring and retaining staff to deliver on high-touch hospitality, operators have an opportunity to use AI more effectively.

“AI elevates our storytelling around data,” said Kelly MacPherson, Chief Supply Chain and Technology Officer at Union Square Hospitality Group. “We have a wealth of data at our fingertips, but this can create analysis paralysis. With AI, we can more efficiently synthesize the data, create stories about what’s happening, why it’s happening, and what we can do about it, and then present these stories to our teams in a digestible format with actionable next steps.”

For more information about SevenRooms and to download the full report, please visit here.

About SevenRooms

SevenRooms is a CRM, marketing and operations platform for growing restaurants in the hospitality industry. From Michelin star gems to local favorites, the all-in-one platform helps restaurants increase sales, delight guests, and keep them coming back, automatically. The full suite of products includes reservations, waitlist and table management, review aggregation, referrals, email marketing, and marketing automation. Founded in 2011 and venture-backed by Amazon, Comcast Ventures and PSG, SevenRooms has more than 10,000 dining, hotel F&B, nightlife and entertainment clients globally, including: Marriott International, MGM Resorts International, Mandarin Oriental Hotel Group, Wynn Resorts, Jumeirah Group, Hard Rock Hotels & Resorts, Wolfgang Puck, Michael Mina, Bloomin’ Brands, Union Square Hospitality Group, Australian Venue Co., Maple & Ash, The Wolseley Hospitality Group, Dishoom, Groot Hospitality, MLSE, Live Nation and Topgolf.

Research Methodology

SevenRooms partnered with Censuswide Research – a third-party, professional research and consulting organization. Total sample size was 1,004 U.S. consumers. Fieldwork was undertaken between March 4-11, 2024. The survey was carried out online. The figures have been weighted and are representative of all U.S. adults (aged 16+).

SevenRooms partnered with Censuswide Research – a third-party, professional research and consulting organization. Total sample size was 251 U.S. operators (hospitality decision-makers). Fieldwork was undertaken between March 4-19, 2024. The survey was carried out online. The figures have been weighted and are representative of U.S. hospitality operators.

SevenRooms provided anonymized internal data representative of U.S.-based restaurants using the SevenRooms platform and surveyed a sample of operators at various restaurant sizes and types across the U.S. from March-May 2024.

Image: kayleigh harrington on Unsplash