Category Archives: Fast Casual

Travelin’ Brand by Sam Smith – Good Article about Restaurant Catering

Increase Catering Sales

The article “Travelin’ Brand” in the February Issue of Restaurant Business is very thoughtful.  As I have been pursuing the restaurant catering conversation for the last 16 years, I find it very refreshing to see other writers covering the subject matter.

So many of our customers and friends at MonkeyMedia Software and The MMS Catering Institute ask about the “size of the prize”.  While I am not convinced that the numbers presented in the article are perfectly defined, I think it is a great step towards helping our restaurant community understand the subtleties of the marketplace.

The following link will provide you with digital access to the article which begins on Page 47.

http://digitaledition.qwinc.com/publication/?i=194650

Great Job Sam Smith and kudos to Restaurant Business Magazine for providing coverage on such an important topic.

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How to Grow Catering Sales: A Franchisee’s Perspective

Franchisee/Franchisor

It’s no secret that the franchise model for growing restaurant companies continues to be a key driver in the restaurant industry. The restaurant industry is no different than other industries such as the music industry, the movie industry or even the software industry. Ours is an industry full of creativity, processes, proprietary flavors and company cultures. It makes good business sense for our industry to leverage that intellectual property across the globe through franchising. Like any business, a restaurant’s strategic plan is critical.

A franchisee is a very important community member within the restaurant industry. Happy franchisees promote positive energy. Happy franchisees invest in their restaurant operations. Happy franchisees will strive to meet restaurant brand standards. Happy franchisees care about results. And happy franchisees make more money!

Yes, when franchisees make money we have a healthy franchising ecosystem that thrives, prospers and grows for many generations forward. And so, that is why a franchisee is so important to our restaurant community.

Thinking about restaurant catering as a franchisee, I’d like to encourage you to take some time to understand the perspective of restaurant catering from the franchisor’s perspective. This is very important because, well frankly, they need your help to do catering right. What follows is my perspective on the franchisee/franchisor relationship and how it impacts the decisions that need to be made around catering out of franchisee locations.

As we all know, the franchising business is only successful if the franchisees believe they are getting timely services from the franchisors. Good franchisors understand this service dilemma and go out of their way to make sure they invest in the proper infrastructure to provide services to their franchisee community. When it comes to franchising, the franchisor is the seller and the franchisee is the buyer. It’s no different when it comes to catering out of franchise ecosystems.

As a franchisee, please consider how rapidly the market for healthy and convenient food is growing. Franchisors everywhere are in a constant race to position their restaurant brands in front of consumers, and demands and tastes are shifting every day.

Because catering out of restaurants has primarily been an industry afterthought, many franchisors have neglected to make this important sales channel part of their brand’s core business strategy. And the ones that have are still in the early days of our industry’s evolution.

As a franchisee, your job is to help your franchisors understand your needs. Because catering is tied to the business strategy of your restaurant, it requires attention at the most strategic level of the brand you represent. You need support to execute the catering operation with precision.

In many franchise systems, good franchisee operators went ahead with catering services in earnest. Why? Because catering out of restaurants is simply smart business. Catering makes you more money.

Every restaurant franchisee today has customers asking for catering services. In addition, every restaurant franchisee needs more sales to help make this week’s payroll. Saying no to customers is never an option for any growing venture. Good franchisees find a way to do it.

And so, as the telephone rings more and more for these services, we must raise our service to a standard that can be measured and ultimately improved. That is the only way to yield more sales and we need to get better at it.

On this franchisee-catering journey, we must deeply understand the subtlety in restaurant operations when it comes to catering. It requires a sturdy organizational foundation at the executive level committed to solid catering leadership and enterprise-level catering alignment. No business can advance without clear leadership, financial accountability and a vision for future growth. Therefore, franchisees must work together with their franchisors on restaurant catering to implement a scalable business focused on incremental sales. Franchisors can utilize the scale and resources of the full ecosystem to drive more sales for everyone by representing the brand properly in the marketplace.

As part of this strategic alignment exercise, franchisees must include their restaurant unit managers and their community team members. If employees at the restaurant level are not trained around your designed catering culture, that culture will cease to exist and your catering program will fail.

To get everyone in your operation on the same page — whether you have one restaurant or 100 — here are 4 characteristics of organizational restaurant catering alignment that should be agreed upon and communicated to the rest of your restaurants and your franchisors:

1. Sales Goals: A clear and concise sales goal must be posted publicly and promoted visibly within all areas of your restaurants. Growing catering sales takes a full team commitment to selling.

2. Financial Investment and Resources: Restaurant catering represents a high-margin sales opportunity. A few small investments in the right places will yield incremental sales with few incremental costs. These investments need to be well defined, qualified, quantified and committed to.

3. A Commitment To Training & Standardization: People development is a key aspect to succeeding in your restaurant catering division. It takes ongoing people development to solve catering problems.

4. Coordinated Action Through Conscious Leadership: Results in an aligned customer service action throughout every department of your organization. Catering team ambassadors in every department all working together for seamless execution of catering, while maintaining existing business operations.

Let’s talk catering!

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Your Restaurant’s POS System is not designed to scale catering sales – Another Perspective

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For many years I’ve been publicizing the sales, marketing and overall business case for layering a catering program on top of your existing multi-unit restaurant operation. I believe strongly in the year-over-year sales life that a solidly executed catering program can provide.

Yet in order to fully sell your catering services, and to capture those transactions at the point-of-purchase, you will need to apply the business logic and technology to keep this aspect of your business organized and streamlined.

While there are several items to discuss as they relate to how catering software fits into an existing IT infrastructure, I’d like to focus this conversation on the role that your POS systems plays in the catering ecosystem.

As restaurant operators, we are sunk into our POS systems as the core technology infrastructure for our restaurants.  Many restaurateurs believe that POS integration is a requirement when it comes to catering; however, in my nearly 20 years experience at MonkeyMedia Software, I can tell you confidently that POS integration is not required for the successful execution of the catering transaction.

Today’s point-of-sale systems have not been built with the right business logic needed to succeed in the catering market.  As you approach the business logic for catering execution, consider that your POS cannot manage the conversational ordering or the batch manufacturing and distribution requirements that are so integral to the successful catering transaction.  POS was designed for a retail transaction, not a business-to-business transaction.

Because catering orders are taken online and by telephone, conversational ordering systems are needed during the catering transaction so you can provide your catering customers with a consistent and predictable order experience.

From the beginning, you will need an order-entry system to generate invoices, statements, collection notices, and to manage accounts receivable. Naturally, the system must also extend into your production and distribution process. It’s important to understand that order fulfillment for a catering transaction, follows a different internal dynamic when it comes to making and delivering your products to your catering customers.  POS is designed to fulfill one single transaction at a time and when it comes to catering, we are facing a micro-batch production dynamic.

I am clear that POS systems are not geared to handle the subtleties of each catering transaction and that they do not have the right business logic to properly and effectively service the catering channel.  Catering is about relationships and to be successful, your sales teams need the appropriate customer relationship management tools that POS systems cannot provide.

In our world at MonkeyMedia Software, our products stand outside the POS and our customers use our technology to focus solely on the catering transaction.  POS is not required.

Now, as part of a successful enterprise deployment of catering software in your ecosystem, allow me to move the conversation to reporting.  We do need to continue to find ways to report catering data into the overall restaurant’s IT infrastructure in order to scale.  In many instances, we can look to an end of day catering process where we drive the day’s catering transaction data back into the POS ecosystem, not for the execution of orders, but simply to report data in real time to your management team.  This is where POS integration can play a role in the catering transaction.

Catering software: What to consider

The right software will ensure that the correct data is gathered from your catering client at the point of order capture. Additionally, once fully deployed, the catering software system should be fully integrated with your back-end reporting systems, where it makes sense. Your catering software system should be web- and enterprise-based, and should be standardized to easily share data across your entire organization. This will provide complete transparency into your catering business and will provide the organizational framework to grow catering sales while feeding customers where they live, work and play.

Let’s talk catering!

 

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