DALLAS — The way to today’s consumers’ hearts is through their
wallets, and recognizing and responding to changes in consumer
spending habits is vital to success,
a representative from research
firm Technomic advised restaurateurs last month.
“Conspicuous consumption is
out,” said Technomic’s Kevin
Higar. “It’s chic to be cheap.”
Higar, who is director of operator product development for the
Chicago-based market research
firm, shared survey results and
general consumer trends in a session called “New Foodservice Consumer: A Guide to Patron Care &
Feeding in Uncertain Times” during the Menu Trends & Directions
conference here.
He cited data from Technomic
showing that more than 70 percent
of those surveyed called the economic crisis a “wake-up call,” and
87 percent said they now needed to
save more and spend less.
Today’s consumers take pride
in being frugal, he added, so
restaurant operators need to
respond with promotions that
ensure they feel they’re getting
their money’s worth.
He cited Maggiano’s Today &
Tomorrow program, in which customers can select two entrées for
the price of one — one to eat at the
restaurant and another that is
packaged and ready to go by the
end of the meal — as an initiative
that sends a message to customers
that a restaurant is on their side.
Dollar menus and multicourse
fixed-price meals continue to be
popular among chains, Higar said.
Still, he reminded operators to offer
deals cautiously, as diners can
quickly become trained to expect
something for less and may not respond well when prices go up.
“Create value without a set
price,” he said. “Don’t let the customer tie a ‘50 percent off’ or a ‘$3.99’
to that dish. Add value, but don’t
necessarily imprint a price on it.”
If a restaurant offers an entertaining atmosphere, stellar service
or attractive presentation, customers will pay higher prices without feeling that they abandoned
their financial goals, he said.
“If you can convey [those selling
points] in menu descriptions or
maybe with the drama of an open
kitchen, that’s something diners will
really give you credit for,” he said.
Citing data from Technomic
that 77 percent of respondents eat
out less often, he noted that several
restaurant companies are trying to
reach elusive consumers through
catering and retail.
Wolfgang Puck has teamed up
with Sam’s Club to offer home meal
options that average out to about
$3.50 a person, for example, and
Ruby Tuesday has been promoting
its catering option, he noted.
“You have a huge opportunity
to help set strategy,” he said. “Let’s
integrate into their lifestyle, give
them one less thing to have to
worry about.” ■
cravnebe@nrn.com
NOW AVAILABLE
IN DEEPER PANS
&SHAPE UP SHOW OFF
INTRODUCING VOLLRATH SUPER PAN® SUPER SHAPES
The best food deserves to be in the best shapes, which is why we’ve created Vollrath Super Pan®
Super Shapes. Whether you’re serving from chafers, display cases, heated or chilled buffet lines,
Super Pan Super Shapes add an upscale look that lets your customers know you offer only the best.
Vollrath Super Pan Super Shapes. Smarter looking for smarter serving.
