How Marketing Influences Our Food Choices

How Marketing Influences Our Food Choices

by | Jun 3, 2016 | IndiNews

Marketing can have a significant impact on the food choices that we make as consumers. From promotional campaigns that target a specific audience based on certain demographics to word of mouth and social media, the amount of marketing that we experience on a daily basis is astronomical. That’s why it has such an influence on our choices. Let’s take a deeper look to dig into the specifics.

Social Media

Social networking is a major part of most people’s lives and can provide inspiration for your next meal even if you weren’t looking for it. That means your decision regarding whether you want to order some fast food or purchase a pre-packaged meal from the supermarket is heavily influenced by what you see in your news feed on Facebook or Instagram.

The majority of buying decisions about what to have for a meal happen approximately two hours before mealtime.

Basically, if you are served a fast food ad within that two-hour time frame, you are much more likely to choose the fast food option over others. This period of time, either right before lunch or the end of the workday, is also when many people are on social media, making it an influential source when it comes to food choices.

Word of Mouth

Recommendations from friends, family and trusted acquaintances have a significant influence on consumer food purchases. Compared to an online review site or even social media platform, an offline recommendation from a credible source is ultimately more influential to most consumers.

This is because of the increased trust and intimacy associated with word of mouth, in-person recommendations. If a friend or family member is willing to share their experience with another friend or family member, they are much more likely to try the food for themselves.

Television

What we see on TV can also have a very profound impact on the food choices we make. Because the typical American spends thousands of hours in front of the television, the messages portrayed in TV advertisements are a determining factor in the food choices we make each day.

Techniques like attractive jingles, catchy phrases and attractive photography are employed to make the marketed food item seem irresistible.

In addition, the media also often use celebrities and models for their advertisements. Unfortunately, this can have a negative impact, especially on children and young adults as this tactic may lead to many misconceptions about the relation between health and body shape.

Celebrity endorsement

Celebrities have influence over so much in our everyday life whether or not we’re conscious of it happening, and this extends to food. When corporations have celebrity endorsements, they choose very carefully based on the public’s view on that celebrity and what key personality traits lend best to selling the product.

With repetition, the association between celebrity and product create value in the mind of the consumer; credibility is formed as well as brand recognition and trust.

It’s a truly well-oiled machine.

Host Hacks: Taking Reservations

Host Hacks: Taking Reservations

by | Jun 1, 2016 | Career

The restaurant host can be one of the most under-appreciated and difficult jobs in the industry. Between juggling information, keeping a multitude of personalities happy, and running each group on a schedule, a good host has a ton to do, and it all depends on a precarious balance that the host has to keep in play.

Being a good host can be learned, though; with some experience, and the help of these host hacks and tips, a host can seamlessly move to up the career ladder. Start today with these tips from the host stand. First up are pro-tips for taking reservations:

Be friendly and accessible

This is the restaurant industry’s golden rule, always: treat people how you would want to be treated. And whether you’re taking reservations remotely or in-person, this is the first step to excelling in your position.

Smile at the diner-to-be (even if you’re on the phone), and start the conversations by asking how can you help. You never want the guest to have to ask to make a reservation. Even if your guest is hoping to dine at an inconvenient time, or has asked for a reservation last-minute, you should be accommodating and patient.

Remember, you are the restaurant’s first impression, so you want to make it a good one!

Be knowledgeable about guests

Aside from asking guests when they’d like to dine and how many are in their party, you’ll want to get some background information as well. Not only will it impress guests but also be very helpful to the servers and kitchen staff. Some items ask about when taking reservations:

  • Dietary restrictions (vegan, gluten-free, peanut allergies?)
  • Table preference
  • Size of the group
  • Contact details
  • Time and date of reservation

An important note about the final point above, be sure to very nicely suggest an alternate time if the requested time is unavailable; you could easily lose business by letting this opportunity pass!

Be organized

With so much going on, you’ll definitely want to have an organization system in place so you can balance the many guests, servers and tables without losing your cool. This way, when last-minute guests do come in, you’ll be able to adjust for them easily.

Be sure to have a chart of all the servers on duty and keep track of their tables and guests throughout the night so that you don’t seat walk-ins in a busy section. This information will also be useful if a table is not turning over; you’ll know how to reorganize and where to seat the next round of diners.

Your restaurant should have a digital reservation system, but if they don’t, be sure to make note of all reservations on a physical form somewhere; the brain isn’t made to remember too many various details by itself!

Always know when someone arrives

With in-person reservations and guests alike, you need to always be accessible, and on top of your game. One key element, which can seem very small, is to acknowledge each person as they enter the restaurant, especially someone without an existing reservation.

Be sure that each person feels special, and that their reason for entering is addressed quickly and thoughtfully.

Not only will you make people happy right at the start of their dining experience, but you’ll cut down on walk-outs by being present and engaged with everyone.

These quick tips on success at the host stand will help you to stand out and improve the experience for diners, too. You’ll find that you can go far when you follow these hacks on taking reservations and be sure to check back for more host hacks coming in the next few weeks.

If you’re currently looking for a host job, click here to search Sirvo jobs and employers →

How to Create a Great Restaurant Atmosphere

How to Create a Great Restaurant Atmosphere

by | May 31, 2016 | Business Toolkit, Management

Your restaurant may have great-tasting food, but if the atmosphere is bland or distasteful, it will overshadow the quality of the meal. Not only will customers be unlikely to return but they’ll also spread negative reviews. On the flip side, a great restaurant atmosphere will make the fare taste better, keep your customers around longer and ensure that they’ll return again and again. This is why the atmosphere of a restaurant is just as important as the food, if not more so.

Lighting

The lighting in a restaurant should strike a balance that makes customers feel comfortable. During the day, when the sun is shining, the lighting should be brighter to fit the energetic atmosphere of the day. When day turns to night, the lights should be dimmed to capture that quieter, more intimate feeling.

When it comes to lighting, also consider what type of lighting fixtures fit the concept. For example, for an elegant, romantic restaurant, chandeliers and candles would work well, but not so much for a modern restaurant concept.

Color & Décor

The colors in your restaurant, on the wall and on the plate, have an impact on the dining experience. While warm colors such as red and orange ramp up appetite, cooler colors dampen hunger. Color combinations have similar effects; less contrast between the color of food and the plate on which it’s served has been shown to increase the amount of food consumed.

When making decisions about color, keep not only the concept and brand in mind but also the effect it will have on customers.

Décor is important as well. Simply put, bare walls in a restaurant are unappealing. The artwork and décor on the walls help set the mood and expresses the creative point of view of the restaurant. Each room should have a point of focus, but nothing too overbearing or busy as to detract from the elegance or balance of the overall design.

Music

For your atmosphere to be cohesive, the music needs to fit the restaurant. For upscale dining, music should be subdued and calming. In more casual restaurants, louder and faster music can help create a more social atmosphere.

For a bar or very social establishment, live music can be a great draw. Also, keep in mind that faster music leads to faster eating and quicker turnover. And, when it comes to volume, it should always fit the size of the room so customers don’t have to strain to speak over the noise.

Furniture & Layout

Furniture can have a big impact on the guest experience. It should fit the concept just as lighting, but needs to be inviting and comfortable. That said if you’re looking to turn tables over quickly, going too comfortable won’t be a good choice as guests will tend to stay longer.

Tables and chairs specifically should also be durable and easy to keep clean.

As for layout, tables should have enough space between them so that customers aren’t squeezed together, but close enough to retain a social atmosphere. If possible, separate small tables from large ones, because a single person or couple may be overwhelmed by the ruckus from a large group.

Personalized Service

Excellent layout and décor are only effective if the service is up to the same standard. Service staff including hosts, servers and server assistants should be attentive and polite without being stiff or overbearing. Service staff should also be knowledgeable; when asked about the menu or restaurant in general, having an answer at the ready is always best practice. Next best is making an effort to find the answer.

When keeping all these aspects in mind, it’s important to understand the organic nature of a great restaurant atmosphere. The ambiance shouldn’t be forced, but instead, develop naturally by adapting to the customers’ needs and the environment of the surrounding neighborhood. So, after putting the basic elements in place, let the ship steer itself.

Consumers Drive Variety in Craft Beer Styles

Consumers Drive Variety in Craft Beer Styles

by | May 27, 2016 | IndiNews

As the craft beer industry continues to grow, so do the options available in the beer aisle. From tweaked traditional styles to completely new options, brewers are no longer limited to using traditional hops and barley and consumers can enjoy the flavors that appeal to their personal tastes.

That said, neither brewers nor consumers have an infinite capacity for more and more. So, where does that leave us?

It all comes down to knowing what the people want to drink!

While men are still the predominant beer drinkers, accounting for two-thirds of overall beer consumption, more and more women are growing partial to beer thanks to the craft sub-category.

With new offerings like hard ciders, root beers, sodas and seltzers, beer’s appeal has broadened to adult beverage drinkers who have historically opted for something other than a can of traditional lager.

In a Harris Poll survey conducted from Nov. 20-30, 2015, males responded with a higher preference for 75% of 37 different craft styles. A select group of varieties, however, were preferable among more women than men, seven of which are listed in the chart below.

Of these seven craft styles preferred by more women than men, six are among the top 20 growth performers.

Gender isn’t the only factor to consider when it comes to adult beverage popularity. Age and location impact preference as well.

A recent craft beer survey conducted by nielsen found that the most adventurous consumers, those whose style preferences are most varied, are between the ages of 35-44, while the least are those between the ages of 21-34.

There was common ground among all age groups, however: amber lager and pale ale were most preferred by all.

In terms of region, craft beer drinkers in the Midwest and West have the widest range of style preferences. However, while 50% of Midwesterners say amber lagers are among their favorite styles, 50% of Westerners list pale lager among their favorites.

As is most often the case, craft beer preferences are definitely varied, but there are also some consistent similarities. This goes to show that in the end, the key to success really is knowing the consumer inside and out.

Want more? Get all the insights about craft beer preference on nielsen →

Final Rule on Overtime Pay Eligibility for Salary Employees

Final Rule on Overtime Pay Eligibility for Salary Employees

by | May 25, 2016 | Business Toolkit, Management

It’s official, the U.S. Department of Labor’s (DOL) long-awaited rule on overtime pay eligibility was made final this past Monday, May 23, 2016. And, when it goes into effect on December 1, 2016, it will automatically extend overtime pay protections to over 4 million workers within the first year of implementation.

While the actual rule is 508 pages in length, the DOL released a 3-page summary, which boils down to these points:

  • Guarantees time-and-half pay to any salaried employee earning under $47,476 a year ($913 a week) and who works more than 40 hours in a week.
  • Automatically updates the salary threshold every three years, tying it to the 40th percentile of full-time salaried workers in the lowest-income Census region. The first update would be Jan. 1, 2020. Furthermore, the DOL projects a salary threshold of $51,000 by Jan. 1, 2020.
  • Makes no changes in the duties tests used to determine whether a salaried employee above the threshold is considered exempt from overtime pay.
  • For the first time, it allows certain bonuses and incentive payments to count toward up to 10 percent of the new salary level if the payments are made on at least a quarterly basis.

Several industries will be affected by this change, but there’s no doubt that the biggest impact will be on the service industry including restaurants and hospitality businesses. As such, there’s no shortage of controversy surrounding the issue.

In fact, lawmakers, employers and non-profits are joining together and calling for “immediate legislative efforts to defund, block or nullilfy the rule,” the reason being that “the threshold for exempt employees in the final regulations is still too high.”

For more information about the final rule on overtime pay for salary employees, click here →