DÉBUT – The Investment Edition Issue 3

Investment THE EDITION

6 | HiROBOT

A lot of restaurants are investing in automation to help handle those less-appealing tasks. Yes, it’s now a reality that you can see robots in restaurants.

10 | THE LIFE OF A PIE

Get consistent results for the best quality pizza with the right dough and right mixer – a foolproof recipe for achieving success.

12 | ICY COOL

In the restaurant world, where time is always of the essence, ice-making was one of the first automated tasks, and now a restaurant must-have.

16 | IN HOT WATER

A hot water machine is a great investment that not only saves prep time and labour, but is also a multi-use tool for all kinds of food prep.

18 | TRENDING PRODUCTS

Find out what’s hot this season, and we’re not talking about our hopes for the weather. Invest in some of this season’s trending products to optimize your kitchen.

22 | SERVING UP SOCIAL

ADVICE FROM AN HR EXPERT DEAR

30

Terry

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26 | THWARTING THEFT

Don’t fall victim to missing orders – invest in delivery order lockers to thwart would-be food pilferers.

30 | DEAR TERRY

Try a new approach to your staffing woes. Whether you’re struggling to recruit new staff or retain existing, this HR expert gives great advice to wipe your worries away.

32 | READY. SET. GRAB-AND-GO!

Learn why social media should be a key ingredient in your restaurant’s marketing strategy.

Pre-packaged, ready-to-eat foods that you can literally take on the run are now proving a viable revenue stream in grocery stores and, increasingly, restaurants.

WHEN IT COMES TO INVESTING, IT SEEMS LIKE EVERYONE HAS AN OPINION – especially in the restaurant industry, where profit margins don’t leave much room for bad investments. A lot of investment advice hasn’t aged well over the years, but our favourite piece has stood the test of time, proving itself indisputably wise for more than 250 years. It comes from the great Benjamin Franklin, who said “an investment in knowledge pays the best interest.”

In this issue of DÉBUT, we’ve consulted with some of Canada’s industry-leading experts – Browne Foodservice, BUNN, Hatco, Hobart, Scotsman, and True – to learn about some of the smartest investments you can make for your restaurant. The more you know, the smarter you can invest.

We discovered some truly exciting ideas that will help you identify opportunities for the best return. Whether it’s optimizing your kitchen, automating your dining room, unlocking new revenue streams, or preventing would-be delivery theft, these investments will result in better food, stronger service, happier customers – and in some cases, all three.

So, invest a little time and read on. It’s not often that you get a guaranteed return, but we think it’s safe to say you’ll come away with more knowledge on efficiency, profitability, and prosperity in foodservice.

Your resource for in-depth information on top quality, innovative products

A publication of ESI Marketing Group Spring 2023 | Issue 3

CONTRIBUTORS

Larissa Lazare BROWNE FOODSERVICE

Dave Ovenell BUNN

Joe McAuliffe HATCO

Gabriele Forneris HOBART CANADA

Jeffrey Biel SCOTSMAN

John Lilly TRUE

Terry Gillis AHRIA CONSULTING TMD | THE MARKETING DEPARTMENT

www.esimktg.com

ESI Marketing Group

PUBLISHING OF DÉBUT

DÉBUT magazine is published two times a year.

ESI Marketing Group, is a Division of NMG since 1990.

We welcome your comments and suggestions, please forward them to the address below or email at marketing@esimktg.com

Dave Ross President of ESI Marketing Group

The publishers assume no responsibility for any effects from errors or omissions. All material published in DÉBUT Magazine is copyright and reproduction is forbidden without the permission of the publishers.

HEAD OFFICE

200 Davis Drive Newmarket, Ontario L3Y 2N4 Canada 905-898-5405 ext. 289 sal@newmarketgroup.com

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HiROBOT

THE NATIONAL RESTAURANT association reported that, as of last spring, the number of job vacancies in restaurants was 6.4 per cent above pre-pandemic levels.

Now that customers are back in full force, restaurants are facing a choice: Either learn to live with the labour shortage or find lessons from it and take action.

The labour shortage has certainly taught a lot. For example, we learned that people aren’t necessarily eager to work long hours for low wages doing tasks that, frankly, aren’t a lot of fun. So what can we do about it? Well, a lot of restaurants are investing in automation to help handle those less-appealing tasks. Yes, it’s now a reality that you can see robots in restaurants.

But before we start panicking about how technology is stealing our jobs, let’s remember that these are jobs that people aren’t commonly showing interest in anymore. And if we can find a way to see robots

as our partners and collaborators, we might be able to view the labour shortage as an opportunity. With the help of robots, we could eliminate the labour shortage, cut down on labour costs, and at the same time increase efficiency, productivity, and even customer satisfaction.

Actually, robots in restaurants have been a reality for more than 30 years now. Many kitchens already use blenders and fryers, and ordering kiosks that are executed through robotics. Those kiosks are earning rave reviews as customers find them more precise with ordering, credit card processing, and change making. And since robots don’t feel skittish about upselling, restaurants with kiosks report sales surges of up to 30 per cent.

Kiosks in the dining room are just the beginning. Larissa Lazare, Marketing Manager at the Browne Group, says service robots are now making their way into Canadian restaurant dining rooms. Browne recently introduced iAssist, a service robot that helps deliver food from the kitchen to the customer. “The food gets cooked on the kitchen line and the expeditor loads it onto the iAssist,” she says. “You program the robot with which table to go to and off it goes.”

Continued next page 

A lot of families are coming to those restaurants just for the WOW factor of the robot. Kids love it. People love the robots.

LARISSA LAZARE

Ask anyone in the foodservice industry, and they’ll tell you they’re struggling with a labour shortage.

Early adopters include sushi restaurants and chains, and, Lazare says, the iAssist is proving popular in all of them. “A lot of families are coming to those restaurants just for the WOW factor of the robot,” she says. “It’s Android-based, so you can program it to dance, play games and sing Happy Birthday. Kids love it. People love the robots.” And they aren’t the only ones. A recent Toast Lab survey revealed that a whopping 73 per cent of diners found that robotic technology improves their dining experience.

Not only does it enhance the customer experience, Lazare says it also enhances the work experience. “People worry that it will eliminate jobs, but that’s a myth,” she says. “It allows you to move positions like food runner or busser into more productive, more satisfying roles.”

Wait staff love it too, because it makes their lives easier. They load up the food on the iAssist and can deliver to up to four tables at once. It’s much less exhausting.

And when the Browne Technology iAssist Robot Server has a battery life of 12 to 15 hours, you’ll be able to rely on their service for the longest shifts and the busiest days. Plus, you’ll never have to find coverage since the iAssist Robot can’t call in sick or simply not show for their shift! It’s one of those investments that restaurant owners and operators will continue to depend on, seeing its value time and time again.

Anyone in the foodservice industry can attest to the fact that an extra set of hands to assist with certain tasks would be a welcomed addition – and although adding a robot to the team would give an extra pair of feet to help run from kitchen to table, it would be just as helpful!

‘‘

People worry that it will eliminate jobs, but that’s a myth. It allows you to move positions like food runner or busser in more productive, more satisfying roles.

LARISSA LAZARE

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THE LIFE OF A Pie

Pizza has, for a long time, proudly held its spot as one of the most popular meals for lunch and dinner, and sometimes even breakfast if you’re lucky enough to have a slice or two left over.

AND DESPITE MANY OTHER AMAZING contenders in cuisine choices, the popularity of pizza has proven unwavering; it has become the go-to go-to-option.

With more choices for delivery available now than at any other time in history, how does pizza continue to top the charts? Its ability to please the customer’s palette through preferred toppings or new flavour combinations feeds its reputation for being so well-liked. Pizza is versatile canvas that can accommodate some of the hottest culinary trends – including healthier toppings like avocado, kale, and plant-based meats, as well as global flavours like Mexican, Middle Eastern, and Thai.

While some diners seek out bold flavours and variety, there is also a renewed passion for traditional pizza. “There is a lot of demand for artisanal pizzas,” says Gabriele Forneris, Warewash and Food Machines Sales Development Manager for Hobart Food Equipment Canada. “This is the direction the market is growing in.”

One of the most interesting – and soon-tobe ubiquitous – directions is both artisanal and traditional: Pinza Romana, or Roman Pizza. “It started in Rome,” Forneris says. “Then it spread throughout Europe, and it’s just starting to take off in Canada.”

Pinza Romana differs from the traditional Pizza Napolitana or Neapolitan Pizza in that it’s usually rectangular instead of round, and the toppings tend to be bolder and more flavourforward. Instead of mozzarella, mushrooms, pepperoni, and onions, think gorgonzola, garlic, raw prosciutto, and sweet fig preserve.

But the biggest difference is the crust. While you can always order your Pizza Napolitana with thin crust, Pinza Romana’s crust is always extrathin – and extra-crunchy – courtesy of a more refined flour, a longer fermentation process, and a slow, luxurious cook in a slightly cooler wood oven. The base of the Pinza Romana can be cooked ahead of time, and due to the long fermentation, reheating it still delivers a delicious smell and delectable flavour.

One of the reasons Pinza Romana is catching on, Forneris says, is that it’s easy to make. “You only have to use a third of the yeast,” he says. “The dough is so soft; you don’t have to stretch it, and it makes the Pinza more digestible too.”

Hobart recently introduced the Legacy+, an allin-one mixer especially for pizza. “It’s made for pizza dough,” he says. “Most mixers only go for five minutes at a time, but with pizza dough, you need to mix longer. That’s what this mixer does. The new Hobart Legacy+ mixer is the heavy duty, tireless pizza mixer.”

And it’s not just for the dough – the Legacy+ is proving itself as a smart investment for restaurant owners, because of its versatility. “It’s got all the attachments,” Forneris says, “a grinder, a slicer, everything. So, you can mix the dough and slice the cheese, the tomatoes, the meats, and the vegetables all with the same machine. Chefs love it. They can make 10 batches a day and save on labour costs. When they can make all parts of the pizza in-house, they can control the quality of every ingredient.” Plus, Hobart advises the perfect speed for each attachment to help achieve consistent results for the best quality pizza.

With the right dough and the right mixer, Forneris believes Pinza Romana can be a foolproof recipe for a successful restaurant. “It’s so easy, anyone can make it,” he says.

Whether you stay with the tried-and-true traditional versions, or you choose to get creative, customers will always have the taste for a tasty pizza. In fact, it’s a reliable order for both dine-in and takeout customers. The popularity of pizza, combined with its ability to host a wide array of flavours certainly makes it a tempting option to include as a permanent fixture on your menu.

If you grew up in suburban Canada over the last 50 years, chances are you can remember a time or two sipping on slushies, and maybe even a little bout of brain freeze that came with the experience.

WHETHER YOU WERE COOLING down on a scorching summer day or sipping the flavour of the week as you walked home from the neighbourhood convenience store, slushies were (and still are!) a tasty treat.

You’ve grown up since then, but guess what? So have slushies. Sure, they’re still icy cool blended drinks, but while old school slushies came in the usual array of fruit flavours, today’s version knows no limits and no rules – other than they have to taste great. And if you’re marketing on Instagram, they should look great too.

The first evolution was the cocktail. Frozen daiquiris and margaritas have been around almost as long as the convenience store slushie. Today, you can reimagine any cocktail as a slushie. Martini? Sure. Sangria? Why not? And you can reinterpret classic frozen cocktails with creative fruit flavours. Cantaloupe daiquiri? Papaya colada? Now you’re talking. Or you can try truly inventive flavours – spicy cucumber mojito, anyone?

And for those who prefer the non-alcoholic approach, try a frozen lemonade slushie with water, sugar, lemons, and a little coconut milk for texture. Or a frozen treat that takes you all the way back to the ice cream truck: a vegan Creamsicleinspired slushie made with oranges and vanilla-flavoured coconut milk.

The one ingredient that is indispensable to all these recipes, of course, is ice. Typically, we don’t think of ice as an ingredient. After all, anyone can fill up a tray with water and stash it in the freezer for perfect ice cubes every time. But in the restaurant world, where time is always of the essence, ice-making became one of the first automated tasks, a restaurant must-have. You buy an ice machine and then you never have to think about ice again, right?

Not exactly, says Jeffrey Biel, Vice President, Marketing and Product Development at Scotsman Ice Systems. “The ice machine is the equipment that is often forgotten about,” he says. “Everything’s fine until there’s no ice, and then suddenly, there’s a mad scramble. Why isn’t it working? What do we do? Who do we call?”

Local service technicians may not be able to respond immediately with the right parts. So, while ice machines are built to last 10 to 15 years, when one goes down, it can take your entire restaurant with it –at least for a few days. Because let’s be honest, not many customers will want to pair their meal with a nice warm beverage that was meant to be served cold.

Scotsman addressed the problem with the recently released Prodigy Elite, a new ice machine with built-in Bluetooth technology and access to a service app for instant answers when your machine goes down. “It makes

the operation of the machine much more intuitive, and it helps with troubleshooting and maximizing your uptime,” Biel says. It’s currently available for cube-style ice machines, with versions for nugget and flake ice machines coming soon.

He adds that most ice machines aren’t maintained as often as they should be, but the Prodigy Elite reminds you when it’s time to clean your machine and guides you through the cleaning process. “You’re going to have to buy an ice machine anyway,” he says. “The best way to maximize that investment is to get one that will help you make it last longer.”

It’s important to realize that when you make an investment, it’s in your restaurant’s best interest to maintain what you’ve invested in, otherwise it will become a waste. With a little attention to detail, you’ll be sure to stay cool in the eyes of your customers and you’ll protect your investment while doing it.

‘‘

The ice machine is the equipment that is often forgotten about. Everything is fine until there’s no ice, and then suddenly, there’s a mad scramble.

JEFFREY BIEL

IN HOT WATER

BEING PLANT-BASED IS AN increasingly popular lifestyle choice and the demand for these types of options is something to take seriously.

Although people have been choosing to have an animal-free approach to life for thousands of years, the word “vegan” only came into existence in the 1940s. The coiners of the word were disgruntled vegetarians who broke from the movement feeling that consuming any animal related product, like eggs and dairy was unethical.

At first there were only six of them, but over the last 80 years, their numbers have swelled and now there are millions of vegans around the globe – including more than a million here in Canada (which is expected to grow). More than three quarters of all vegans are between ages 16 and 34, which means if you’re looking to attract customers from Generation Y and Z, you’ll need to consider how you can incorporate a vegan dish or include plant-based options on your menu. Fortunately, that isn’t hard to do.

One of the easiest menu items to veganize is a good-old-fashioned pasta dish. Sure, you can boil up a pot of rigatoni, smother it in tomato sauce, and call it a vegan dish, but since most vegans also happen to be health-conscious and adventurous eaters, you’ll probably benefit from investing some time into getting a bit more creative with your recipes.

Try protein-rich, gluten-free pastas made from chickpea, lentil, or edamame flour. Or make your own pastas from zucchini, cauliflower, carrot, or even green bananas. For toppings, try a Tuscan black kale pesto with garlic and almonds or a rich, creamy sauce made from roasted red peppers, cashews, and cauliflower.

While healthy eating habits have seen pasta trending downward for the last few years, you might be surprised to learn that vegans are among the country’s top pasta consumers, so a gluten-free, vegan pasta dish or two could keep your kitchen staff hopping.

“If you have a lot of pasta on your menu, you’re going to have a lot of pots of boiling water on the stove,” says Dave Ovenell, Vice President, Sales and Service at

BUNN Canada. “If you’re getting a lot of orders, it can be a scramble to keep up.”

Ovenell says he first ran into the hot water conundrum decades ago, when BUNN, which is best known for their commercial coffee solutions, was looking to make tea service more efficient. “Restaurants used to have a five-burner coffee machine,” he says. “And one of those elements was for a glass pot full of hot water for tea. So we came up with a dispenser where you could just pull down on a tap and get hot water that way.”

It didn’t take long for restaurant kitchens to take notice – especially pizza kitchens who need precise temperatures of hot water to make consistent doughs. Today the machine is available in two, three, five, and ten-gallon sizes. The bigger versions mount right into your counter to avoid taking up prime real estate in your kitchen space. Plus, it includes dual-voltage and temperature controls, and comes in your choice of colour.

Ovenell adds that a hot water machine is a great investment – for lots of reasons. “The main one is efficiency,” he says. “Having hot water readily available saves prep time and labour. It makes pastamaking so much more efficient.” But pasta-making is just the beginning. “It’s a multi-use tool, so you can use it for all kinds of food prep. You can use it for tea. You can even use it to supercharge your cleaning chemicals and cut your chemical usage in half because the water is so much hotter.”

As a restaurant owner, it’s better to ensure you have hot water rather than find yourself in it. Boiling water may not be the biggest frustration that your kitchen staff experiences, but it is certainly a game changer that will make you wonder why you didn’t implement it sooner. It may even allow you to try out some new menu items without overwhelming the kitchen. How’s that for bringing the heat?

In the restaurant business, it’s better to ensure you have hot water rather than finding yourself in it. Readily available hot water can be a game changer when you need to save on prep time and labour.

PRODUCTS Trending

PRODIGI™ PRO COMBINATION OVENS

Combining multiple cooking functions into a single appliance, Prodigi™ Pro combi ovens from Alto-Shaam are a steadfast tool in the kitchen. These highperformance ovens do the work of a convection oven, kettle, steamer, fryer, smoker, and more. With advanced features and accessories inside and out, Prodigi Pro combi ovens are built tough to support – and connect – the most demanding kitchens. Set your employees and business up for success with a customizable, Wi-Fi enabled control that takes the guesswork out of cooking, cleaning and more.

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HIGH CAPACITY WATERPROOF DIGITAL SCALE

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Taylor’s High Capacity Waterproof Digital Scale features a 30lb capacity. This scale measures both dry and liquid ingredients and easily toggles between pounds/ounces, grams, fluid ounces, and milliliters. The convenient TARE function offsets the weight of the bowl so that only the weight of the ingredients is displayed. The HOLD function locks the LCD screen to display the weight after the item is removed from the platform. The large 10.71” x 8.93” durable tempered glass platform is stain resistant, waterproof IPX7 rated and NSF listed.

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FOLDING THERMOCOUPLE THERMOMETER

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Taylor’s Folding Thermocouple Thermometer offers a large 180° rotating display with a white backlight that allows temperatures to be read from any angle and rotates depending on how it is held. The 1.5mm probe folds 270°, making it versatile for right and left-handed users. Features a rapid response time of 6 seconds with an auto off and hold feature that will freeze the temperature reading on the display.

Temperature range -40ºF to 572ºF and -40ºC to 300ºC and is recalibratable. Safe-TGuard™ coating inhibits the gown of bacterial odor and mold. Waterproof IPX7 rated and NSF listed.

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DÉBUT has the scoop on new products and trends that are popping up in today’s kitchens.

STAGIONELLO® 150KG CABINETS

Omcan, a leader in delivering quality products and services to the North American food service industry since 1951. We are constantly sourcing pioneering technologies and gastronomic innovations to help advance and transform the food industry.

Omcan has partnered with Stagionello®, an Italian manufacturer that specializes in manufacturing devices for curing and aging meat, fish and cheese.

Stagionello® devices employ a patented pH, humidity and temperature control system using the ‘Cuomo-Method®’ that increases the value of artisanal products naturally.

Discover the innovative technology that is sure to win over your customers with the highest quality and extremely flavourful food!

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BIOS PROFESSIONAL FRYER OIL TESTER

The New Bios Professional Fryer Oil Tester is a handy measuring instrument for fast testing of cooking oils. The Tester will save an establishment time and money by letting them know when to replace their cooking oil. A franchisee from Québec City used BIOS DT136 for 3 weeks taking measurements of their double Integrated filtration system fryer and gained 3 days!

The oil tester determines the quality of the oil by measuring TPM percentage (total polar materials) and showcases a reading on the large LED screen. It comes with an attractive carrying case with handle for easy transportation and storage.

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CONVECTION

OVENS WITH TOUCHSCREEN CONTROLS

NEW TOUCH CONTROLS

– BAKING MADE EASIER. The new intuitive Touchscreen Controls automate the cooking process and reduce user interaction. The added efficiencies reduce product waste and increase energy savings by up to 20%. The 4.3inch screen boasts a bright, easy-to-read, fullcolor display, as well as capacitive touch controls, and a user-friendly menu system.

Three cooking modes allow for more control and consistency in your bake:

• Manually set time, temperature, and fan speed in manual mode.

• Improve production with rack cooking mode.

• Increase consistency with recipe mode.

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ELECTRIC BROILERS

STEAKHOUSES’ TOP CHOICE –NOW ELECTRIC!

Introducing electric broilers that are equipped with hightech features that make cooking a breeze. Electric cooking has the ability to reduce carbon emissions by 75% or more over gas appliances. This electric broiler allows you to cook steaks and burgers while reducing your carbon footprint, without sacrificing food quality or control.

• 1000°F Top Rack Position Temp

• Increased Energy Efficiency

• No Flare-ups –No Fumes

• Same Footprint and Capacity as Gas Models

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KPC 3K/15K

NEW AT KILOTECH!

The KPC 3K and 15K handle the loads of portion control scales with the accuracy of lab scales. Increase your profitability and speed up your production and packing!

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BRUNNER ANLIKER GSM-5

It’s been said that the Chef’s knife is one of the most expensive pieces of equipment in the kitchen because of the arm that operates it. Now anyone can slice, dice, chop, grate, grind and so much more with Brunner Anliker’s GSM-5. With a fully encased induction motor and 30-year life expectancy, these units will continue to perform at the highest level with minimal maintenance and service requirements. This labour-saving food processor is perfect for commercial kitchens of all sizes!

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DRY AGER™ UX 1500

DRY AGER™ is the leading brand in dry-aging cabinets worldwide – delivering, safe, effective, and easy-touse technology. Produce dry-aged beef, pork, game, fish, charcuterie, vegetables, cheese, and jerky easier than ever. The sophisticated design of DRY AGER™ cabinets incorporates UVC sterilization to eliminate germs and bacteria and circulates clean air once per minute, while precise temperature controls reduce shrinkage to deliver unprecedented results and increased profits. DRY AGER™ provides modern solutions for a new generation of butchers, chefs, and operators!

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RHENINGHAUS SLICERS

Rheninghaus professional slicers are designed to meet the widest range of food preparation needs! Ideal for deli shops, supermarkets, restaurants, hotels, cafes, catering and so much more. Rheninghaus is manufactured to the highest quality and food safety standards, resulting in exceptional performance, durability, and functionality. These versatile slicers can handle a variety of products including meat, bread, cheese, vegetables, fish, and frozen products with ease. Offering both belt and gear driven models, Rheninghaus delivers high quality food equipment built for professional kitchens!

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SERVING UPSocial

WHY SOCIAL MEDIA SHOULD BE A KEY INGREDIENT IN YOUR RESTAURANT’S MARKETING STRATEGY.

IF YOU HAVEN’T YET COMMITTED to a social media strategy or have only dipped your toes in, it’s time to take the plunge. Investing time and effort into social media can help you build brand awareness, engage with customers, and ultimately drive more traffic to your restaurant. So, let’s make an investment to social media and start reaping the benefits it can bring to your business.

We spoke with TMD | The Marketing Department, a marketing agency based in London, Ontario, to get the 411 on social media best practices for restaurants. With a track record of successfully helping clients across North America improve their social media

presence, the agency offers a range of services, including customized social strategies, copywriting, design, deployment, and community management. Suffice it to say, they are well-versed in the world of social media and have plenty of insights to share.

Q | WHY IS SOCIAL MEDIA IMPORTANT FOR PROMOTING A RESTAURANT?

A | Platforms like Facebook, Instagram, and Twitter provide an easy and cost-effective way to showcase your menu, ambiance, and customer experience. Social media can also help you build a loyal following and increase brand awareness.

Q | WHAT ARE SOME TIPS FOR PROMOTING A RESTAURANT ON SOCIAL MEDIA?

A | • Ensure your social media profiles are complete with relevant business details, like contact information, location, a description, image and/or logo, and ensure the information is consistent across all platforms used.

• Create a social media presence by posting a few times throughout the week.

• Engage with your followers by responding to comments and direct messages.

• Know your target audience and create content that appeals to them.

• Share high-quality images and videos. Using a good quality phone will work to showcase real time or the ‘on-the-fly’ content while giving an authentic feel to your brand that will resonate with your audience.

• Encourage customers to post pictures and reviews of their experience at your restaurant to help build credibility and trust.

• Paid social media advertising can promote your restaurant. Platforms like Facebook and Instagram offer targeting options to reach your ideal audience. You don’t always need to spend a lot to see results.

• Partner with food bloggers, Instagram influencers, and other

social media personalities to promote your restaurant, increase reach, and attract new customers.

Q | WHAT ARE SOME COMMON MISTAKES YOU OFTEN SEE ON A BUSINESS’ SOCIAL MEDIA?

A | • Posting low-quality images and videos.

• Not engaging with followers, ignoring comments and feedback.

• Focusing too much on selfpromotion and not enough on providing value to your audience.

• Overlooking the importance of targeting your ideal audience.

• Being inconsistent with your posting schedule or messaging.

• Using your business page as your personal page.

Q | HOW CAN SOCIAL MEDIA HELP RESTAURANTS STAND OUT IN A CROWDED MARKET?

A | Showcase your unique brand, menu items, and customer experience. Consider doing the following:

1. Visual appeal: Much of social media is highly visual, which is great for showcasing the aesthetic appeal of food and drinks.

2. Engage with customers: Interacting with customers is important and shows your audience that you’re responsive.

Continued next page 

Some social platforms have interactive functions where you can do a Q&A with your followers, run polls, quizzes, live coverage – all of which can build relationships.

3. Promotions: Share special offers, such as daily specials, limited-time menus, or dining experiences online. This can generate more interest and reach new audiences than only promoting in-restaurant.

4. Reach new customers: Platforms have built-in targeting capabilities that allows businesses to reach specific demographics, interests, and locations, making it easier to find and connect with potential customers.

5. Build a community: By sharing content that aligns with customers’ interests, restaurants can foster a sense of community and loyalty, which can lead to repeat business and positive reviews.

Q | HOW CAN RESTAURANTS MEASURE THE EFFECTIVENESS OF THEIR SOCIAL MEDIA EFFORTS?

A | Restaurants can measure the effectiveness of their social media efforts by tracking key metrics such as engagement rates (likes, comments, and shares), follower growth, website traffic, and sales. Looking at these metrics will clearly show what is and isn’t resonating with their audience in their current approach, so they optimize their content for maximum impact.

Q | WHAT ARE SOME WAYS THAT RESTAURANTS CAN CREATE ENGAGING CONTENT FOR SOCIAL MEDIA?

A | Offer your audience content that’s entertaining or useful – something they’d want to save or share with a friend. Consider featuring customer reviews or testimonials, share behind-the-scenes glimpses, use variable content types (video and image), kitchen tips or cooking hacks, and interactive features to keep your audience interested.

Investing in your restaurant’s social media efforts can set you apart from other eateries in your area and make you a destination hotspot.

We’ve seen countless examples of restaurants that have leveraged social media to build excitement and generate interest among food lovers from near and far. By dedicating time and resources to upping your social game, you too can become the talk of the town. In short, social media is a valuable investment for any restaurant owner looking to elevate their brand and attract a wider audience.

LEVEL UP your social media efforts: consider using hashtags that align with your restaurant operation to further build your brand and online presence

#SocialMediaMarketing

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THERE WAS A VIRAL TikTok post just months ago about a restaurant that experienced this exact situation – a $600 delivery order that was to be picked up by a food delivery service on behalf of the customer never ended up making it to its end destination. The big mystery: Was it consumed by the driver? Did someone snag the order before the driver could pick it up? Did it go to the wrong house?

THWARTING

While $600 takeout orders are relatively rare in the restaurant world, sadly theft isn’t. And with an increase in demand for food delivery, new worries for missing orders arise. One survey found that 54 per cent of delivery drivers reported being tempted by the smell of the food in their car – and 30 per cent have given in to that temptation by stealing the very food they were supposed to deliver.

But it’s not always the temptation of the food that’s in the car, during pick-up there are often multiple orders awaiting a driver, and that might be a tempting way to satisfy a craving or even accidentally take something they shouldn’t have when working to get the delivery on the road quickly.

The global online food delivery market is set to reach $23.5 billion over the next two years, the only

Large orders can be stressful, and when that large order requires delivery to a customer through a third-party delivery service you might feel a little spike in your feelings of worry.

sure-fire way to ensure that you don’t fall victim to missing orders would be to stay out of the delivery game altogether. Of course, if you do that, you won’t get a piece of that $23.5 billion pie. So, what’s a restaurant to do?

Joe McAuliffe, Dealer Sales Manager at Hatco Corp., says some restauranteurs are investing in heated lockers to thwart wouldbe food pilferers. While it won’t stop drivers from snacking in their cars, it will make it harder for those who have a habit of delivering meals to their bellies instead of to the customer, or those who help themselves to other orders awaiting pick up from the restaurant.

“Our customers are building them into the wall that’s between the kitchen and a designated pickup area,” he says. “You place the food in the locker and send the driver a receipt with a number or a QR code on it. The driver enters the code, retrieves the food, and they’re on their way.”

Hatco also sells the Minnow Pod, a similar product that is fully integrated through a cellular network. “It communicates with

THEFT

“Restaurants usually put delivery orders on a counter,” McAuliffe says. “Anyone can pick them up. And if it’s in the middle of the lunch or dinner rush, someone can get away with taking more than they’re supposed to take.” A Hatco locker lets you lock an order into a secure cabinet, safe in the knowledge that it won’t be stolen or taken accidentally in a rush.

the driver by text when the food is ready,” McAuliffe says. “Then they walk up to the pod and it communicates again, asking: ‘are you in front of the pod?’ ‘Are you ready to open the door?’ When the answer is yes, the door swings open.”

Both the Hatco locker and the Minnow Pod can work for hot and cold menu items too. “If you have an order with a hot sandwich and a salad, you don’t want to put the salad in a heated locker,” McAuliffe says. “But you can use an ambient setting to put the salad in. The same code will then open up the heated locker so you can retrieve the hot sandwich as well.”

“It is a big investment,” McAuliffe says, “but it’s one that will save you money, because it stops people from stealing or meals from getting in the wrong hands which means you won’t have to remake orders.”

A challenging side of owning or operating a business is having to think of the risks that could put you at a disadvantage, but when you can think ahead and implement strategies that will help you avoid an unfortunate circumstance, you’ll be locking in for success.

HATCO PICKUP POD™ MPP-8I

HATCO FLAV-R 2-GO® LOCKER SYSTEM F2G-34-A

Flav-R 2-Go® Floor Mount, Built-In and Countertop Locker Systems

These systems conveniently hold multiple hot or ambient to-go food orders with quick and secure access. Customers and delivery drivers can arrive, easily access their specific locker and leave without waiting in line or disturbing the flow of business.

STANDARD FEATURES:

• Ideal for handling pick-up, third-party delivery and to-go orders while minimizing human interactions to keep both customers and employees safe

• Individual lockers offer heated or ambient storage

• Each locker has a timer that will hold prepared and packaged food for up to 45 minutes

• Large 10” touchscreen for easy viewing (front and/or back)

• Internal lights can be programmed to six different colors: blue (standard), red, green, yellow, magenta or white

• Available with pass-through (all models) or one-sided access (floor mount and countertop)

• Available in two locker depth sizes 12” and 20 1/2

and Designer colors

F2G-34-A Floor Mount Locker in standard Designer Warm Red (Customer side shown)

F2G-3-A Countertop Locker in optional Designer Navy Blue (Customer side shown)

F2GB-22-A

Built-In Locker in optional Designer Gray Granite (Customer side shown)

ADVICE FROM AN HR EXPERT DEARTerry

Q |Dear Terry,

I’ve been working in the restaurant industry for over 20 years, currently as a GM at a locally owned neighbourhood pub. In the last two years, we’ve had a really difficult time getting good applicants to fill positions – both in the front and back of house. We aren’t getting many applications when we have job postings, and the ones we do get don’t necessarily have the experience we’d like. Our existing team has stepped in, picking up extra shifts and working long days but we need more team members to help carry the load. I’m starting to worry about the quality of service and the impact on sales if I don’t have a skilled team. What should I do to find the right people?

when a position opens. A good job description gives candidates a clear picture of what they can expect. List the job’s day-to-day tasks and responsibilities, explain whom they report to and who (if anyone) reports to them. Then list any education, experience, or technical skills that the job requires. Finally, be clear on what you’re offering. Some people don’t like to include things like compensation and benefits in a job description, but these are the things employees care about the most and it’s a fair consideration for those looking for a stable job.

Finding the right people is probably the biggest challenge you’ll encounter in today’s job market. To truly succeed, you’ll need a multi-pronged strategy, a serious investment of time and effort, and possibly a mindset shift. Here are a few smart tactics you can employ that will not only help you resolve your current issue, they’ll also help ensure that staffing never becomes a crisis again:

WRITE YOUR JOB DESCRIPTIONS FIRST. Most people wait until they’re actually hiring to write descriptions for each position, but it’s a good idea to do them all at once and have them ready to go for

THEN, POST THEM WHERE PEOPLE CAN SEE THEM. If you don’t have a “careers” page on your website, you should. While the rest of your site will give prospective hires a good idea of the experience you’re creating for your diners, this page should focus on what it’s like to work for you. What are your values? Your aspirations? What kind of culture have you created and what qualities and soft skills are you looking to cultivate and reward? Add lots of photos and videos too. Give a virtual tour of the restaurant. Interview a few of your team members and get them to talk about your culture and why they love it. You might even want to film your staff and your regulars interacting and show people exactly how much fun it is to work there. And, of course, whenever a position opens, post it to your site.

You’ll also want to post to job search sites like Indeed, and LinkedIn, and/or the smaller sites that are focused on the hospitality industry, like HCareers and RestoJobs.

To turbocharge your search, try reaching out to your local culinary school. They’re always looking to hook their new graduates up with great jobs. You’ll also want to enlist your employees. Get them to leave reviews on websites like Glassdoor. You can even create a referral program and reward them with a cash bonus for every successful hire they help recruit.

expertise

Dear Terry, Owner/operator of a homestyle cooking joint here! Looking for some advice on how to keep my staff happy and committed to their roles. We get a lot of regulars who have built rapport with our team, I sometimes think they come for the connection and the food is just a nice bonus. We have an AWESOME team right now, but I know from experience that those working in foodservice can leave at any given moment. Is there anything I can do to make staying here more enticing for my staff while still being a profitable business?

A |Retaining great staff can be almost as hard as finding them – especially in the restaurant business. And while most of my suggestions come with a cost, they’ll all help you stay profitable in the long run, because hiring new staff is much more expensive than retaining your current staff.

• MORE HOURS: Most restaurant jobs are part-time, which means many restaurant workers work multiple jobs. By ensuring that your existing workers get full-time hours, you’re removing the need for a second or third job – and making it more likely that they’ll stay.

• MORE MONEY, MORE PROSPECTS: The number one thing that will lure your workers to a new

job is the opportunity to make more money. By increasing your hourly rate, you’ll make staying with you more attractive. You’ll also need to give them room to grow. What kind of career paths do you offer? Create management tracks for your team members and give them the training they need to climb the ladder with you, so they won’t need to look for opportunities to do it somewhere else.

• BENEFITS: Restaurants aren’t known for their health benefits. By creating a benefits package that truly benefits you’re workers, you’ll stand out among the competition and create value for your staff. This one could be expensive, but you can offset the cost increase by cutting down on food or utility costs, or by small price increases on your most popular menu items.

• PERKS: Do you serve a staff meal? It probably won’t cost much to whip up a communal meal and serve it at the shift change, but it will mean a lot to your staff members who will appreciate the money it saves them. A staff meal also has the added bonus of building camaraderie and boosting morale.

• REWARDS: Who are the superstars on your team? Do you do enough to recognize them? When people feel recognized and rewarded, they’re more likely to stick around. Start an Employee of the Month program – complete with a cash bonus –to motivate and reward your top performers.

• A BETTER PLACE TO WORK: It sounds like you already have this one under control, but it’s still worth mentioning. People are less likely to leave if they’re happy. When you invest in workplace culture, you’re investing in your employees’ happiness. Prioritize healthy relationships – with your customers, among their teammates, and even with you. Create a family vibe and let them know that they’re part of the family.

Restaurants can often have high staff turnover, yet many diners return to their favourite food spots over and over again because of the staff. Terry Gillis, President and CEO of Ahria Consulting in London, Ontario, shares his

with a couple of worried restaurant operators who are experiencing familiar challenges with staff recruitment and retention.

READY. SET. GRABAND-GO!

HAVE YOU EVER GRABBED a meal at an automat? Maybe not, but it’s likely that your grandparents – or maybe your great grandparents – probably enjoyed this option at some point in time. The self-serve vending machines were all the rage a century ago; just slip a couple of coins into the slot and you would walk away with a delicious prepackaged, ready-to-eat meal, a drink, and even dessert.

Automats aren’t exactly making a comeback these days, but they likely served as inspiration for one of today’s hottest restaurant trends: Grab-and-go – pre-packaged, ready-to-eat foods that you can literally take on the run (after you pay for them, of course). Convenient foods, even meals,

have been a staple at gas stations and corner stores for decades and are now proving a viable revenue stream in grocery stores and, increasingly, restaurants.

Not surprisingly, there is huge appeal among the younger generations. A 2014 study found that millennials were 50 per cent more likely to choose grab-and-go items than older customers. Today it’s even more popular among young adults, who are always looking for low-hassle meal and snack options to fit their hectic lives. Already valued north of $20 billion, the graband-grow market is only going to get bigger as new generations long for more convenience. But where there is demand, there is opportunity — revenue opportunity for your restaurant to be exact.

Continued next page 

“More and more customers are ordering online and collecting at the restaurant,” says John Lilly, Senior Product Analyst at True Manufacturing. “People don’t always click extra items when placing an online order, which makes it critical to find ways for these extra items to be seen and purchased at the time of pick-up. These are your grab-and-go items.”

Getting these extra items in the customers line of sight is the best approach. Lilly adds that having a grab-and-go fridge allows restaurants to store homemade soups, sauces, and salad dressings conveniently close to the cash register. “When customers can see these extras, and especially when they are presented well, an impulse purchase is more likely to occur. You can easily add $15 to a ticket by making grab-and-go an option at your restaurant. And when the items offered typically come with a high margin, you can find significant increases to your bottom line.” he says.

True makes a line of open-air cabinets that are ideal for a graband-go display, but, Lilly explains, they aren’t ideal for everyone. “An open-air cabinet is beautiful,” he says, “but you’re paying a premium for a piece of equipment that can only be used for grab-and-go.

If you’re going to outlay a major capital expenditure, you have to think about how to get the most bang for your buck. You want something that will work for you 365 days a year.”

Lilly recommends the Flexible Temp, a freezer that converts to a refrigerator with the flip of a switch. “The restaurant gets the flexibility to merchandise ice cream in the summertime,” he says. “They flip a switch and they can put something else there and still generate revenue in the winter.”

Or if you decide to give the graband-go operation a break, you can move the Flex Temp to the back of the house and use it as an extra meat freezer. “It’s all about flexibility and options,” Lilly says.

All True Flex Temps come with a self-cleaning condenser to keep maintenance costs low, and they’re warrantied for five years for labour, six years for parts, and seven years for the compressor, which is a definite bonus for foodservice owners and operators.

When investing in equipment for your restaurant, it’s important to think about your customer and your operational goals. Find quality equipment that will afford you multipurpose uses so that you’re getting more return on your investment –and look for warranty too!

We don’t expect preference for convenience to be going away anytime soon, so if you can find a way to serve up this option for your clientele, they’ll be reaching for your ready-to-go options, and you’ll be adding to your bottom line.

When customers can see these extras, and especially when they are presented well, an impulse purchase is more likely to occur.

JOHN LILLY

SPEC SERIES: Pass-Thru Glass Front / Glass Rear Swing Doors

T-SERIES: Reach-In Glass Swing Door Flex Temp Model

TH-SERIES: Reach-In Solid Swing Door Heated Cabinet