NEWS LETTER
THE MARKETING ISSUE JUNE 2022
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“Creativity is intelligence having fun.” - Albert Einstein
TABLE OF CONTENTS 4-5
LEVERAGING LOYALTY PROGRAMS
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FEATURED BRANDS / NEW ITEMS/ FOLLOW US
8-9
TAKE GREAT FOOD PHOTOS
10-11
ORA KING SALMON
12-13
RECIPES
14-15
IMPORTANCE OF SOCIAL MEDIA
16-17
MENU DESIGN
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EMPLOYEE SPOTLIGHT
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Leveraging Loyalty Programs for Your Restaurant
You should keep a close eye on your most loyal customers and ensure that you are coming up with enticing promotions to keep them coming back. Loyalty programs can do this effectively. They make your customers feel cared about and special. Having a loyalty program encourages direct orders, increases your retention rate, increases overall customer spending and allows you to track customer information used to get them back through the door.
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R E A S O N S T O I M P L E M E N T A L OYA LT Y P R O G R A M Encourages them to place orders directly Although third party will often still be used to increase visibility, this discourages them. With third party delivery, you lose the opportunity not only to gain the entire profit from the sale, but also from building relationships with your customers. Increases customer retention rate Did you know an extra 5% of customer retention can increase profits by at least 25%, and it costs five times less to keep a current customer than to land a new one. According to the leading CRM software company HubSpot, customer loyalty program members are 75% more likely to make another purchase after getting an incentive.
Referrals from word of mouth If your customers are impressed with your loyalty program, they will most likely tell their friends and family about it, which is the most trusted form of marketing. Can help to increase overall spend Customer loyalty brings higher spending –especially if they are visiting more frequently because of your enticing promotions to get them back in the door. The ability to track customer data If you choose a POS system, the right one can capture valuable customer data that can be used to create an effective loyalty program. With this information, you are able to create incentives that are relevant to your top customers.
WHERE TO BEGIN Choose a relevant name. Decide on a reward structure. There are two types: rewarding for the number of visits or rewarding for the dollar amount spent. Online or offline based? Do you stamp or punch out a physical card or do you have the resources to integrate a POS system to streamline customer data?
T H E K E Y S T O S U C C E S S F U L I M P L E M E N TA T I O N Simplicity The key to a good loyalty program is to make it simple. Customers that find a program complicated will most likely not follow through. Awareness Create a buzz around your new program by using signage or flyers in your restaurant. Take it a step further by using a QR code on your promotional material that brings them directly to the form to sign up.
Track sales correlated to promotions By tracking sales, you are able to tweak your program as needed In combination with email marketing tactics Monthly email blasts can provide an easy and effective way for you to share your newest offerings with customers and ensure that your most loyal customers are always the first to hear about exciting new promotions or limited time offers.
A successful loyalty program is one of the most effective tools that a restaurant can use to drive direct orders and increase overall sales.
NEW ITEMS
MAMA CUCINA FULLY COOKED STEAMED WINGS JUMBO – #261200 | MEDIUM – #261201
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Quick prep time and fully coked minimizes food safety concerns. Available in jumbo or medium – 1st & 2nd split joint. Unbreaded coating (gluten free) - sauce adheres great, locks in flavor. GARY’S QUICKSTEAK BEEF
#260505
Easily break apart or defrost the amount required for your recipe. The meat slices separate into lean, tender and juicy slices on the grill in seconds. Evenly marbled at 85% lean.
DON’T FORGET TO FOLLOW US
“Like Us” on Facebook or follow us on Instagram & Twitter and be the first to get all the latest information about new products, upcoming events and more! Want the lastest Market Reports? Make sure to sign up by emailing twells@delcofoods.com.
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Take Great Photos of Your Food Today, it isn’t difficult to take great quality photos by just using your smartphone device. Quality photos online are important because they give potential customers a first impression of your restaurant. Having a solid online portfolio on
social media is becoming increasingly important for restaurant owners. Be sure to take images of your best-selling foods, as well as a “sneak peek” to the atmosphere inside.
TIPS & TRICKS FOR GETTING GREAT LOOKING PHOTOS • • • • • • • • •
Move towards the natural light if you can. If you aren’t shooting in good light, it’s incredibly hard to take good photos. Ideally, the light source is coming from behind you into the lens. Try to stay away from using flash. Up close and tight pictures work the best for food. Tap the screen to where you want to focus in on the dish you want to be the focal point of the image. Try your best to keep your hands as steady as possible as you take your shot. Do not use the zoom feature. Whenever you use the digital zoom, you reduce the quality of the image. Instead, just move yourself closer to the food. If you can, work with similar or complimentary colors. Ideally, use the colors of your business’ brand or atmosphere to give your feed a cohesive look and feel. Use your restaurant’s decor to guide you. Try to take pictures of your dishes in groups of three. Triangles naturally create dynamic photos. This creates simplicity and is easier to make sense of to the eye. Use the grid feature. There’s a tool that allows you to overlay a grid onto every photo you’re taking. By using this, you can be sure that your lines are straight, or you can easily divide your frame into thirds. Remove unnecessary distractions, such as extra utensils and napkins or condiments. Crop the photo before you upload to have higher control over the end result and to avoid unnecessary mistakes. For example, if you zoom your image in to fit the given dimensions, you are compromising the quality of the picture and it may be blurrier than you remembered when you publish it online. If your photo is too long or wide, the platform will automatically cut off part of your picture. Here are the dimensions for each social media platform: Facebook: 940 x 788 pixels, or an aspect ratio between 9:16 to 16:9 Instagram: Square photos (the most used) – 1080px by 1080px, or a 1:1 ratio Vertical photos – 1080px by 1350px, or a ratio of 4:5 Twitter: 1200px by 675px or a 16:9 ratio You can use a filter app such as Snapseed, or Afterlight to adjust settings such as brightness, saturation, contrast and highlights. Be careful in not distorting the image too much from the original, making it look fake to your viewers. If you are to use a filter, do not use 100% of that filter, 30-50% works well enough to compliment your photo.
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ORA KING SALMON BAP Certified
ASC Certified
Monterey Bay Aquarium’s consumer guide, Seafood Watch has given New Zealand King Salmon a ‘Best Choice’ buy rating for consumers. Vancouver Aquarium’s Ocean Wise conservation program also recommends Ora King as a sustainable seafood option.
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ur 8.5 ounce portions of Ora King Salmon are hard to resist. The vibrant bright orange flesh and the visibly distinctive marbling are the first things to stand out about this elegant fish. Each bite of Ora King Salmon has a distinctive, silky melt in your mouth feel followed by a sweet ocean and umami finish.
With every bite of our Ora King Salmon, your palate is introduced to an elegant balance of sweet and umami flavors, complemented by an equally sophisticated buttery yet firm texture. These exquisite salmon are farm raised in the crystal clear waters flowing from Te Waikoropupū Springs of New Zealand. Through sustainable husbandry practices and a quarter century of breeding expertise, only the best quality salmon are hand selected and branded “Ora” King Salmon by a master grader.
#1007922
19 / 8.5 oz
Ask your Delco Foods Representative for more information
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HONEY GARLIC SALMON Serves 4 INGREDIENTS: 1½ pounds Salmon, skinless (#1007922) 2 tsp Olive Oil (#1007769) Salt & Pepper to taste (#1002252 & 450441) 4 cloves Garlic, minced (#1005124) ¼ cup Water ¼ cup low-sodium Soy Sauce (#1002573) 3 Tbsp Honey (#110680) 2 tsp Cornstarch 1 Tbsp chopped Parsley (#340225) Lemon wedges for serving (#1003771) Sesame Seeds to garnish (#450330) 1. Heat the olive oil in a large pan over medium high heat. Season the salmon with salt and pepper to taste. 2. Place the salmon in the pan. Cook for 4-5 minutes per side or until cooked through. 3. Remove salmon and place on a plate. Then cover it with foil. 4. Put garlic in the pan and cook for 30 seconds. Add the water, soy sauce and honey. Simmer them in the pan for a minute. 5. In a bowl, add the cornstarch and a tablespoon of cold water. Pour the cornstarch into the pan and mix to combine. Bring to a boil and cook for another minute. 6. Put the salmon in the pan and pour the sauce over it. Top with parsley and lemon if desired. Then sprinkle sesame seeds.
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CAPRESE PANINI INGREDIENTS: 2 slices of Bread (#130480) Olive Oil (#1007769) 1 Tbsp Mayonnaise (#294000) 2 sliced Mozzarella Cheese (#1001489)
3 slices Tomatoes (#1005000) 1 tsp Balsamic Vinegar (#280200) 2 Basil leaves (#1006433) sea salt & pepper to taste (#1002252 & 450441)
1. Preheat skillet or pan on medium heat. 2. Put olive oil on each side of the bread slices. Spread the mayonnaise on the side facing up. 3. Put cheese on one of the slices and then put the tomatoes on top. 4. Add a tad of vinegar and sprinkle some salt and pepper. 5. Put the bail on top and finish with the other bread slice on top. 6. Cook on the skillet or pan until the bread is golden and the cheese is melted for about 4-5 minutes.
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The COVID pandemic amplified the importance of being present on social media. At an isolated and confusing time, restaurant owners were able to communicate effectively with their customers. As businesses operate back to usual, this social media trend is here to stay. Not only is social media used to communicate with current customers, but it is a way to generate awareness, as well as quality leads. For example, if your customer takes a picture of your food or visits your restaurant and “tags” your account, their social network will then become aware of your business. Besides the optional use of ad placements, the sites are completely free, so why not leverage them for your business? First and foremost, every restaurant should be on Facebook and Instagram. These two
THE IMPorta platforms have the highest amount of active users. They offer businesses ways to convert viewers into customers, and ultimately drive sales for your restaurant. Be sure to be on the “Business Page” setting on the platforms, which allows for greater customization.
Why Your Business Should be on Facebook You can: Build A Community - Facebook offers a variety of free features to engage with your customers. You can post updates, pictures and videos to communicate with your customers. You can also message them directly. Use Business Tools - Facebook offers free business tools that can further enhance your Page and help you achieve your goals. You can create events, manage appointments, and sell your products directly on your Page. Understand Your Customers - Facebook offers free Page Insights to help you understand the actions that people take on your Page. You can learn what your customers care about and how often they interact with posts on your Page.
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f social media Why Your Business Should be on instagram
You can:
Work with influencers - There are thousands of food influencers. They range from microinfluencers with 2,000 followers to huge accounts of 150,000. Fact: 49% of consumers count on influencer recommendations when making purchasing decisions. You can use geotags & Hashtags to attract new customers - One of Instagram’s key benefits is how easy it is for users to find new accounts to follow. Unlike Facebook where you have to actively seek out content, Instagram suggests posts you might like in the “Explore” feed. Hashtags are another great way to attract new customers. You can use local hashtags with your business name, street, neighborhood, or city to help people nearby find you. It’s visually appealing - Instagram is the best platform for restaurants because it is visual. People are more inclined to scroll through pictures than articles, menus, and words. Resources: www.facebook.com/business/learn/lessons/why-your-business-needs-a-facebook-page www.franchising.com/articles/7_reasons_you_must_use_instagram_for_your_restaurant.html
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A menu is more than a list of what you sell, it is a marketing tool if you do it right. Make a great first impression and get more sales by focusing on the design and layout of your menu. By creating a great menu you reassure guests that they chose a great restaurant. Your focus should be on how and where the items are placed to optimize profits. It should also be on design in order to make it easier to read, and as a tool to brand your business. Here are some tips and tricks to create an effective and impressive menu of your own: The Dilemma with Options People have a tough time making decisions when they are given too many options. Find the sweet spot– not too many, and not too few (which is easier said than done). Ideally, include one of each type of dish under a
menu design category. For example, one Alfredo sauce pasta, one meat sauce pasta, and so on. This will speed up the time it takes a table to order, turning around tables faster. Be Mindful with Placement Put your more profitable items higher up on the list, for example putting the seafood section before the vegetarian section because it is more profitable. This can be said as well for individual items within a category or section on the menu. A general tip is to consider where eyes naturally look at first. Some people argue that it is the top left and right, and others argue it is the center. The Golden Triangle is often a term used in the industry to describe the key areas people look on a menu; the key areas would be the top left, top right and then the center.
Keep it Simple Simplicity is key – not too wordy and not too cluttered by design elements. Include bolded, enlarged headings or subcategories. Give plenty of whitespace around the sections of text. This makes it easier to find the section you are looking for. The Challenge of using Photos Be picky about photos you use – appetizing and accurate (no stock photos). It is better to use no photos at all than photos that aren’t the best quality. Keep in mind that it is easier to use high quality photos on digital menus, because you don’t have to worry about the way it will look printed out. Printers have a way of printing colored images inaccurate from the original image. If you choose to use photos sparingly on your menu, use a photo of a high profit margin item. The Power of Words Using descriptive words that evoke appetite such as rich, tangy, decadent or buttery. Using words that reflect the brand. For example, in an elegant dining area, you can use more complex words. If casual, keep it more basic.
Be On-Brand Try to have the design of your menu follow 17 your branding – colors, fonts, images. A consistent experience for the customer puts the cherry on top. That being said, use color and shapes around text sparingly and with intention to organize text or to highlight those items that are more profitable. Traditional vs. Digital Menus Some guests prefer a physical copy of your menu while some will prefer to just pull it up on their smartphone device. Try to find a way to offer both. Ideally, your digital menu should be on your website in HTML format (typed out directly onto the webpage), however pdfs work as well. With the digital copy, many restaurants make for easy viewing by printing out a QR Code for customers to scan. Going Digital Consider making your menu even more simplified – without the use of fancy names, long descriptions, etc. People don’t have the patience to scroll and scroll until they find what they’re looking for.
Rethinking Price Listings Consider getting rid of the dollar symbols next to the prices. It has been proven that this makes someone less likely to spend as much. Also, try to put prices next to descriptions that do not put them in a single column on the left. This encourages guests to skim to the least expensive without taking the time to briefly read what each option is.
Need to Revamp your Menu? Professional design doesn’t have to be hard and expensive anymore with tools that have come out created for non-designers to make stunning work themselves. Create your menu on easy-to-use sites that have a free option for everyone. Here are some to look into: Adobe Express Canva Vistaprint
18 Beer & Pizza are a great combination. Maybe that’s one of the reasons why Jamey Wray has fit so seamlessly into the Delco Family. After twelve years in various production and managerial roles in the Indiana craft beer industry, Jamey moved into the role of Delco Customer Service Representative. His transition into his new role has been a smooth one. Accounting Coordinator, Elaine Welker, explains, “Jamey takes his job and his responsibilities seriously and truly cares about his customers. He is eager to learn as well.” The transition was so smooth that after only four months, Jamey trained our newest CSR, Marie Wheeler. Marie says, “I really appreciated all of the time and patience Jamey gave me while I trained with him, He is always supportive and willing to help.”
EMPLOYEE SPOTLIGHT
JAMEY WRAY During Jamey’s time with Delco he has enjoyed getting to know all of his customers. “I get to speak with some of the best and most talented chefs and restaurateurs in Indiana,” he says. The worst part? “Pronouncing all of the Italian names and words.” As an Indiana University grad with a double major in Creative Writing and Classical History, it should come as no surprise that some of Jamey’s hobbies include reading, writing and history. When he’s not enjoying time with his wife, Kirsten, and two daughters, Aurelia (6) and Liliana (2), Jamey likes gaming with friends, cooking, Star Wars and indie movies. And, of course, he has a passion for craft beer and trying new foods (always on the hunt for the spiciest food in town). Delco is delighted to have Jamey on our team. Like pizza and beer, it’s a great pairing. Jamey’s Favorite Quote: “It’s not worth doing something unless someone, somewhere, would much rather you weren’t doing it.” – Terry Pratchett