Healthy cuisine is one of the most challenging QSR models. Guests want delicious meals that are thoughtfully prepared with the freshest ingredients, and they want it fast.
On top of those qualities, the healthy QSR space is becoming more and more competitive every day. Consumers in most markets don’t have to look far for a restaurant where they can find what they need and get it quickly. High on their list is being delivered a memorable dining experience where they feel welcome and valued, even when they’re “just running in” to pick up something to go. Any restaurant that serves that will find customers returning again and again.
Here are some smart strategies for building a healthy QSR brand that checks all the boxes.
Four Dos and One Big Don’t for Healthy QSRs
Healthy QSRs need to be strategic in how they differentiate themselves in the market.
- Provide impeccable customer service. This is the best way for almost any brand to stand out, but it’s particularly critical in this space. When we first opened, we had people driving as many as 70 miles to try an acai bowl. Now, when we do site selection for a new restaurant, there’s already either a mom-and-pop or some smaller franchise chain that’s already there. The way to stand out right now is 100 percent customer service because you’re no longer doing something new or unheard of. It’s essential even for take-out customers. For those few minutes they’re in your restaurant, you still need to greet them and have some interaction with them. They just spent money with you so you still must treat them like a guest eating inside the establishment.
- Be 100% transparent in all aspects. Anything that touches on the dining experience, from nutrition information to meal preparation, should be evident to the customer. An open or quasi-open kitchen is an excellent way to accomplish this. It’s challenging because, as you know, kitchens can get messy during busy times. But customers want to see that you are using, for example, fruit that’s fresh, not frozen. You want to show them you’re making everything to order, that it’s not a pre-packaged offering.
- Always tweaking. You’ve probably worked hard to develop efficient, cost-effective systems that drive profits, but your restaurant will always be a work in progress that you must continually refine and improve. Ask yourself every day how you can speed up the time for preparing and serving meals without sacrificing quality. Are there preparation methods you can adopt that take less time without short-cutting quality? If you can save five to 10 seconds on any menu item during your bottleneck time, and you do that over and over again, you’re getting more people in the door. Faster service could get the once-or-twice-a-week consumer to start visiting two to three times. Consider adding new menu items which can bring in more traffic, especially if you regularly feature limited-time offerings that are so good, no one wants to risk missing the next one.
- Stay aligned with the brand. Every brand has a vision of what it wants to accomplish and how it wants to be seen and develops standards in how the vision will be communicated. If you’re the franchisor, it’s essential to communicate your standards to franchisees and be sure they’re upholding them. If you’re a franchisee, make sure your values align with those of the brand and be willing to accept its practices; you can express your vision when you become a franchisor.
- Don’t cheapen the product. Anything health-related is more expensive, and price-sensitive guests are not going to come in several times a week. But when they do come in, they’re not just looking for healthy food – they like the experience that goes with it. Don’t cheapen the experience you provide. You can’t charge people for nutritious food and serve them junk. Today’s consumer is much more knowledgeable so they’ll pick up on it very quickly and will see right through you.
Operating a healthy QSR is about so much more than just the money you’ll make. You’re bringing a business to your community and helping the people there to live better by consuming a healthier diet with food they actually want to eat. It’s a business that makes a real difference in people’s lives and as QSR owners, it’s our job to make it worth their while.
Anthony Bambino is the Founder and CEO of 3Natives Acai Cafe, a rapidly growing health-focused franchise specializing in fresh, high-quality acai bowls, smoothies and other nutritious food options. With a passion for entrepreneurship and a strong work ethic developed from an early age, he has successfully built 3Natives into a thriving brand with ambitious plans to expand to 100+ locations across the Southeast.
