November 7, 2009
ELSEWHERE IN THIS ISSUE, THERE’S A Q&A WITH THE PACKAGING DIVA where she lists 10 trends for this year in the area of foodservice packaging. I’d like to give you some of my thoughts on these trends and how you can make use of them to further your restaurant business. I have been writing this column for almost two years now, and I’m proud to say I have covered many of these trends in passed columns, so I promise not to bore you in repeating the detail, but will stick to the big ideas.
First is the rise of the Alpha Female and her role as primary shopper and decision maker. We need to make it ultra easy for the poor over-stressed, tired-out lady. I have no idea how these women do it. They are wives, mothers, executives, and purchasing agents. All I had to do is remember to change my underwear—my mother told me that in case I was ever in an accident. Anyway, we can help her in some of the areas. Have a packaged dinner for two ready. Have family meals with a special kids’ meal package and have carry-out packaging that you can truly eat out of. Try order by number, and work on increasing the speed of the drive-thru, maybe even add curbside delivery or delivery to her home at certain times. Make it simple for her to eat at your restaurant.
Next is the luxury market. Here’s one I’ve been trying to sell for a long time. How about a luxury fast-food outlet? You know, with great looking décor and cool music, healthy food choices, real forks and plates, delivery, and classy packaging. Call it “The Haves.” Do everything by credit like the country clubs, no cash. Rich people have no cash anyway.
Another trend is the demise of brand loyalty. Now, this one I don’t know about. But, I have often wondered if a generic spin-off of McDonald’s would work. You know, hamburgers, cheeseburgers, french fries, sodas, and shakes. Simple paper packaging, friendly people, cheap, fast, and clean. Wait, that’s how it all started. And look at it now. One thing you can do is short-term products like the McRib. It increases interest in the brand and doesn’t change the core idea, and, therefore, it helps with brand loyalty.
The next one has to do with the Baby Boomers becoming senior citizens. Consider the huge senior market when you go looking for sales. And if you need tips, check out last month’s column dedicated entirely to the subject.
Green is growing. A few highlights include the food industry spearheading an educational campaign to teach kids not to litter using sports and entertainment stars. Apply that advice to your concept. Have enough trash cans on the lot, send out the off-duty crew to clean up around the store, give out car litter bags, give out reusable cups, make packaging generic so as not to advertise when the package is in the middle of the road, and stop over packaging.
The next trend is personalization. That is a cool idea. I love to see my name in print, except on a speeding ticket. When the customer pulls up to the drive-thru or walks up to the counter, introduce yourself with your first name and ask for his. Then call him by his name as you take the order and serve him. Have Dad, Mom, and Junior napkins in the store, labeled as such. And, if you want to take a real flyer, print packaging with the 10 most common girl and boy names and use that package when you get a Bill or a Mary.
Word-of-mouth marketing is a trend as television becomes more of a channel-switching race. Show me that you sent an e-mail to 10 of your closest friends or enemies extolling the virtues of my store, and you get something free. Run a customer sales reward program but be very careful that things don’t get out of hand like the airlines. Track spending and give the top 10 spenders a big incentive at the end of the year. Get on talk radio and tell them what a great experience you had at Jim’s House of Small Portions.
Another one is smell. The aroma of fresh baking bread, hot apple pie, french fries—we know it works if you do it right.
World-wide packaging also works and saves a ton of money for a larger system. No reprints in a million languages, but watch the colors. Black may mean death here but it may be blue somewhere else.
And, last, consumers are worried about the safety of what they buy. Tell them what you do to keep your products safe. Point out the gloves, hairnets, hand washing, and sanitary conditions of the store. Run tours of your kitchen highlighting your safety concerns. Give lectures at service clubs on food safety. Get involved in educating your customers.
One last warning—the negative trend of change when no change is needed. People want comfort. Don’t fix it if it isn’t broken. We like familiarity. Don’t confuse us.
As for the season, Thanksgiving is upon us, and I want you to do three things. Thank your customers, thank your family and friends for putting up with someone in the restaurant business, and thank yourself for being the great person you are. The sitcoms have made it corny, but I still think it is a good idea to turn off the television on Thanksgiving Day and have everybody say one thing they are thankful for before launching into the meal. Try it.
Peace, and happy trails.
