Foodservice operators intensify efforts to boost off-premises sales as pandemic hangs on.
November 11, 2020
Sponsored by Ventura Foods
Eight months into the pandemic, restaurant operators are displaying their characteristic resilience. But the road to full recovery seems long, especially now with patio and sidewalk seating ending for the season and indoor dining restrictions popping up in some localities again, due to rising coronavirus cases.
However, operators may find the path forward eased by redoubling their efforts at takeout and delivery, proven revenue generators during the crisis. The current challenges have taught them much about satisfying the demand for convenient food while keeping customers and employees safe.
To ramp up off-premises sales, operators are adopting digital ordering and payment apps, enhancing the drive-thru and curbside pickup experience and partnering with third-party delivery specialists. They’re also simplifying their menus and using more low-prep products in the kitchen for faster and more labor-efficient execution.
The encouraging news for operators is that the public “has moved from a mindset of fear to a mindset of caution” about visiting restaurants, said Jack Li, president and Haiku Master of Datassential, in a virtual seminar of the Restaurants Rise Powered by MUFSO conference. Yet his company’s research shows that a significantly higher percentage of consumers feel safer and more comfortable getting food via drive-thru (78 percent), curbside pickup (72 percent) and delivery (68 percent) than dining in an outdoor restaurant seating area (50 percent) or inside a sit-down restaurant (38 percent).
Technology Tells
In one revealing study, delivery and online ordering now accounts for a larger percentage of sales for restaurant franchises than it did before the pandemic—up from 20 percent in 2019 to 39 percent in 2020—according to the 2020 Restaurant Franchise Pulse survey conducted by TD Bank.
It’s no secret that having a drive-thru lane is an advantage in this business climate. That is leading some quick-service and fast-casual restaurant brands to raise their drive-thru game with upgraded systems and technology.
It is happening at Chipotle Mexican Grill, where digital sales tripled year-over-year and accounted for nearly half of all sales, according to the company’s Q3 financial report. Chipotle expects more than 60 percent of its new restaurants to have Chipotlanes—drive-thru digital order pickup lanes that reduce waiting time for mobile and online customers.
Partnering with third-party delivery specialists is another beneficial tactic. In a recent Nation’s Restaurant News interview, Bar Louie CEO Tom Fricke revealed how teaming up with six of the largest third-party delivery companies has fueled an increase in delivery volume from virtually zero to 15 percent of sales for the brand, which was bought out of bankruptcy this year.
Building Bundles
Classic comfort foods and traditional favorites like pizza and wings with dipping sauces are takeout and delivery mainstays. Operators have leveraged the broad appeal of such items into family-feeding, revenue-building meal bundles. An example is the Starbird Family Meal, which consists of a dozen crispy chicken tenders, a pound of potato tots, two sides of slaw and six house made sauces, priced at $29.97 and serving four people.
Stoking Excitement
Yet there is evidence that consumers are eager for more exciting fare. Li notes that “food boredom has really started to settle in.” Datassential research found that 65 percent of consumers are tired of cooking at home, 58 percent are bored with comfort foods and 79 percent crave something new. Topping the list of craveables are global offerings consumers usually seek from restaurants, such as Chinese and Korean food and sushi.
The challenge for operators is to menu creative items within tight food- and labor-cost constraints. Ready-to-use sauces are helpful for refreshing the appeal of takeout favorites like pizza and wings, especially when combined with another prepared item in a plus-one application. Adding a new flavor twist, such as one of Sauce Craft’s three new global flavors, Caribbean Jerk, Nashville Hot and Ghost Chili, keeps menu staples fresh and exciting.
The Brand Advantage
At a time when it is crucial to keep consumer confidence high, it is wise to send out off-premises orders with trusted name-brand dressings, sauces and spreads in safe, secure portion-control packaging. A few suggestions:
Hidden Valley dressings and sauces come in an array of on-trend flavors and portion-control cups for easy delivery.
Classic Gourmet offers a varied range of dressings and sauces made for foodservice.
SunGlow and Smart Balance butter blends and spreads satisfy the need for butter alternatives.
For more information about maximizing takeout and delivery success, including flavor and ingredient trends, packaging tips, recipes and training videos, visit www.ReRestaurantwithVenturaFoods.com/.
In addition, Ventura Foods partnered with Nation’s Restaurant News for the month of October for #ReRestaurant Goes Social, sharing dynamic content and operator solutions for industry challenges. Visit the links below to see what Ventura and NRN had to say:
https://www.youtube.com/playlist?list=PLHP9dCrDvTUoopExSzqLJlIAcbqMb5sEW
https://www.facebook.com/RestaurantNews
