For many restaurant chains, 2014 was a year devoted to dealing with lackluster trends in traffic, and in the latter half of the year those efforts began to pay off.
Next year, traffic is expected to rise 1 percent, according to research firm The NPD Group. That means restaurant brands and their marketing teams will turn their attention more toward understanding the shifting needs and wants of consumers to get more of them in the door.
Understanding what makes consumers happy — and translating that to marketing efforts — is a constant challenge.
The NPD Group predicts that consumers next year will be looking for convenience, value, unique menu items and good service. With that framework in mind, here are some predictions for 2015 in how restaurant chains will market their brands.
Stressing convenience
We saw many national chains launch mobile ordering and payment this year. That will continue into 2015, particularly as consumers begin to expect the ease and convenience of opening an app, finding the nearest restaurant, putting in their order and paying with the tap of a screen.
In 2015, we’ll see more chains promoting that ease and skip-the-line convenience. That marketing message will focus on those differentiation points.
Not all apps are the same. One may offer group ordering, for example, while another may use GPS technology to recognize the customer when they enter the restaurant.
What will matter most in the end? Execution. If it doesn’t work well, then don’t promote it.
Promoting value
In the new year, marketing will focus less on price.
The NPD Group said when consumers look for “value,” they really mean food quality, and that is a message that is increasingly creeping into marketing campaigns. Better food may cost more, but guests are willing to pay more for what they feel is better quality.
Chains like Noodles & Company and Chick-fil-A have begun promoting a shift to meat raised without antibiotics or growth hormones, for example.
Even in the quick-service world, officials like McDonald’s USA president Mike Andres and incoming Yum! Brands Inc. chief executive Greg Creed have questioned the need for preservatives in their food.
Carl’s Jr. recently debuted an All-Natural Burger made from grass-fed beef, free of added hormones, antibiotics and steroids – and imported from Australia, because there’s not enough supply from the U.S.
Food quality will be a major theme in marketing messaging next year, but be prepared to back up any claims about ingredients. In particular, as more quick-service chains promote more-natural menu items, the inevitable consumer skepticism will follow.
Selling customization
Brands like Chipotle Mexican Grill and In-N-Out Burger are consumer favorites, but you won’t see a limited-time offer at either concept and rarely is there new menu news.
What they offer is customization.
In 2015, this may become a requirement. Like mobile ordering/payment, consumers are growing to expect the ability to build their own meal. Even McDonald’s is trimming its menu, while at the same time expanding a customized burger program with relatively exotic toppings and more quality options.
To borrow from Burger King, we’ll see some version of the “Have it your way” tagline appear across the board in promotions, from Twitter posts of a customer’s unique sandwich, to TV ads that tap every consumer’s inner narcissist: It’s all about you.
Pushing loyalty and customer service
With the shift to more digital ordering and payment methods, servers ideally will be able to focus more on engaging guests and improving the customer experience.
That translates to loyalty and, from a marketing perspective, restaurant chains will look for ways to connect with the customers who love their brands the best to build frequency.
Loyalty programs will remain an important component of branding, and smart concepts will become ever smarter about using data regarding the customer to micro-target messages to its most loyal customer segments, while continuing to garner new loyalists.
In the end, though, recognizing loyal customers digitally will never replace recognizing loyal customers as they walk through the door.
Contact Lisa Jennings at [email protected]
Follow her on Twitter @livetodineout
