PR | KRG Hospitality

Picture vs. Video: Datassential Weighs In

by David Klemt

If you want to meet guests—both regular and new—where they are, it helps to know how they prefer to consume social media content.

However, I’m not talking about which platforms are the most popular. We’ll get to that, but I’m talking about the content itself.

It appears that two camps are emerging: Team Picture and Team Video. And yes, they appear to follow demographic delineations.

Veteran operators and front-of-house teams know the drill. It’s standard for a server to drop food off and phones to hover over dishes immediately.

Bartenders, of course, also know the routine. In fact, bartenders working behind the stick across the globe know chronically online guests will come seeking specific drinks because they’re “Instagrammable.”

Hey, I’m not above it—I’ve snapped pics at bars and restaurants known for their innovative drink presentations. The same can be said about certain dishes at particular restaurants.

But is that camera just rapid-fire snapping photos? Or is it becoming more common for the guest holding the phone to record video?

Luckily, F&B market research agency Datassential has data-driven answers to those questions.

Still Photography vs. Moving Pictures

Okay, I’ll admit that this subheading title is a bit lame. Whatever—I’m keeping it in.

At any rate, you know what I’m talking about here, pictures versus videos. Interestingly, Datassential suggests that our industry is already at least a bit behind in this debate.

As they say in their latest Foodbytes report, 2023 Food Trends, “It seems like the food industry only just figured out how to cater to the importance of photography and Instagram and now it’s all being replaced by video.”

Specifically, Datassential speaks about short-form video in this report. Essentially, the agency is saying that guests (younger generations, in particular) are “over” still or static images of F&B items.

Today, just like video killed the radio star, video is on a still photography killing spree. And as I mention above, Datassential’s data reveals what people expect regarding this topic when it comes to age groups.

Unsurprisingly to some, Gen Z is most likely to consume video content. It follows, then, that 67 percent of this group has taken video of food at a restaurant or at home.

Next up, at 54 percent, is Millennials. Forty percent of Gen X says they’ve taken video of food at a restaurant at home. Just 18 percent of Baby Boomers have done so.

Where are People Consuming Video Content?

So, that’s the “who.” Now for the “where.”

According to Datassential, these are the top platforms for video consumption:

BeReal: 11 percent
TikTok Live: 25 percent
Twitter video: 27 percent
Snapchat video: 35 percent
Instagram Reels: 38 percent
TikTok: 41 percent
Facebook Live: 41 percent
Instagram videos: 44 percent
Instagram Stories: 45 percent
Facebook Stories: 48 percent
YouTube: 77 percent

Does this mean you need to create content for each platform? Well, unless you somehow have the time or a digital marketing team, probably not.

Instead, you’ll want to pick the platforms that make the most sense for your brand and audience. There are also cross-posting tools that can save you time and simplify the process.

Takeaway

It’s up to individual operators to choose their social channels. The same is true for what they plan to post, photos or videos.

There’s a different consideration I want operators to keep top of mind. If video continues to dominate social, think about what could happen to dining rooms. It won’t be unusual for “influencers” to break out handheld lighting equipment to create videos. And I think we all know what that will do to the atmosphere in restaurants, bars, and lounges.

As strange as it may seem, operators may need to post signs banning flash photography and lighting for videos. Otherwise, the guest experience will diminish. Who pays the price for that negatively impacted experience? Not the influencer; the operator takes the hit in their reviews and traffic.

If video is here to stay, operators need to observe their dining rooms and adjust accordingly. That doesn’t just mean crafting video-worthy interiors and menu items. Now, it also means protecting the guest experience.

Image: Alexander Andrews on Unsplash

How Not to Handle a PR Crisis: Boston Market

by David Klemt

So, you boasted about a significant boost in sales linked to one of America’s biggest holidays and then under-delivered to a catastrophic degree.

What do you do?

Certainly not what Boston Market did and is still doing: Proceed with your Thanksgiving-themed social media campaign and remain silent on your reported failures.

Last week, on Thanksgiving Eve, Randy Miller, president of Boston Market (which reportedly received a PPP loan of $5-10 million), told CNBC that Thanksgiving sales were up approximately 172 percent compared to 2019.

There are 346 Boston Market stores in the United States. Pop open Twitter, search “Boston Market,” and check out the tweets from about November 21 to today.

Twitter users, some of whom claimed to have spent $300 or more on preordered and prepaid Thanksgiving meals prepared by Boston Market, experienced a range of issues when they went to pick up their orders.

Tweets and reports abound of Boston Market customers experiencing one or more of the following:

Waits of up to three hours (if not longer). In a pandemic. On Thanksgiving Day.
Incomplete orders. Supposedly, this was due in some situations because walk-in guests were permitted to place orders they received before those waiting in line for preorders which, again, were paid for in advance.
Unprepared orders. Some Twitter users claimed they were given frozen or raw items to prepare themselves.
Missing orders. There are claims that some customers arrived to pick up their orders only to be told it wasn’t there.

Of course, that’s not the complete list of issues reported by Twitter users. Other tweets—and there are a lot—claim that people placed preorders, paid for them, and then received messages canceling their orders. Some of those cancellations allegedly occurred on Thanksgiving Day—and without refunds.

And what has Boston Market done so far? Continued to tweet on Thanksgiving, Black Friday and the following Sunday. Those tweets are still up, with a November 29 tweet about the final day of their Black Friday deal being the most current.

At the time of publication, there’s no tweet addressing Boston Market’s apparent Thanksgiving debacle. But there are plenty of replies with messages like this from one user:

“It’s not a happy thanksgiving when you tell us to wait in a very long line our Thanksgiving order that WE PAID $140 – and we’re here during our window.”

And this one, from a user who shared an image that purported to be of their $175.30 order:

“I’d be thankful if I could have waited in line for 2 hours to pickup our family’s Thanksgiving day meal. Unfortunately, the food was paid for, but never delivered to us. We’ll be eating sides from the grocery. Thanks Boston Market.”

The situation is no better on Instagram, with one user there commenting, in part, “Boston Market has taken NO RESPONSABILITY for the Thanksgiving disaster.” (Emphasis theirs).

Perhaps Boston Market is addressing or has already addressed affected customers offline. Perhaps some of the tweets weren’t real and posted by trolls doing their troll thing. Not everything, it turns out, on the Internet is real.

Boston Market still needs to release an official statement addressing what happened to many of their guests on Thanksgiving. That statement needs to be accompanied by social media posts.

How negative an impact Boston Market’s silence will have on their bottom line moving forward remains to be seen. However, as most owners and operators of customer-facing businesses know, an apology and offer to make things right goes a long way. Simply acknowledging a problem occurred and vowing to look into it can keep a bad situation from devolving further.

Saying nothing? Not a winning strategy.

Photo by Sara Kurfeß on Unsplash