Technology Archives - ChowEasy Blog

We have seen the latest social media trend TikTok everywhere, and it’s another social media marketing tool to use to promote your restaurant. This new app is a GAME CHANGER for restaurant owners, and there are so many incredible ways to let your followers know what’s going on.

Here are some things we know about TikTok:

It has 100 million monthly active users in the U.S., with an 800% increase in users since 2018.
It has 50 million daily users in the U.S.
It has been downloaded over 2 billion times globally.

Now, it’s time for your restaurant to tap into the new social media platform. Restaurants and other places of business have been using TikTok to grow their advertising and marketing through this outlet, specifically after the pandemic when TikTok grew rapidly.

There are many cool features in TikTok that allow you to edit videos and share them with a wide range of people. Creators have access to effects, filters, and songs.

Video is a great marketing tool for your brand and business, and this outlet allows even more content for you to share. TikTok provides user-friendly tools to create short videos. Every user could be a potential ambassador for your brand and spread messages and campaigns about your restaurant.

Share Recipes and Ingredients

Sharing recipes and making cooking videos is a great way to launch your restaurant’s TikTok page. It’s easy to make a video together to create a step-by-step way to make a recipe of your choice; these videos get TONS of likes, comments, and shares.

Users on TikTok love food trends and it’s always something that’s trending on social networks. People love this type of content and hashtags like #food and #foodies will help give your video more views. There are currently over 116.2B views for #FOOD.

#AtlantaFood is also a trendy hashtag considering all the great food options Atlanta is famous for. Check out Atlanta-based cook on TikTok justlex.x showcase her soul food video content that has some serious drool-worthy food clips.

Tips and Tricks

Try chef tips, like demonstrating and teaching fundamental skills like slicing and cutting techniques, or any other technique that can be useful when cooking.

Here’s @cookingwithshereen on TikTok showing you how to cut grapefruit with her quick chef tips.

Introduce Menu Items

Your restaurant menu is continually updating and changing, and TikTok is an excellent way to showcase new or unique items.

Chefs are Trending

Showcasing your chef is the way to go. There are endless chef accounts; a good example is @maxthemeatguy, specializing in meats and creating video content to show off his skills.

Collaborate with Influencers

Teaming up with social media influencers is the new way of promoting your restaurant and business social media profile.

Reaching out to a younger audience is also a good reason to collaborate with TikTok influencers. Chipotle was the first major restaurant to launch on TikTok in 2019 and has had much success with gaining influencers to collaborate with.

Dunkin Donuts followed the trend last October and has been promoting its new drink with influencer D’Amelio, who has more than 90 million followers on TikTok. The partnership promoted its new cold brew, which after marketing on TikTok, sales rose 20% the first day.

Go Behind the Scenes

Take your TikTok audience backstage and behind the scenes of restaurant operations. Giving people a look inside your team and kitchen makes it more personable and a mini-view of your restaurant’s inside. Making your customers feel they are included in something is crucial to create that relationship between owner and diners.

Host a Live Event

It’s important to know that your TikTok account must have at least 1,000 followers to host a live event. Once you’re able to host live events, you’ll realize that it’s a great tool when marketing your brand. Having a class or a mini-lesson series is a fun way to create more content on your account, LIVE.

Now that you have their attention they will search for the desired cuisine via ChowEasy. Make sure they can find you! Learn more about what ChowEasy can do to successfully market your restaurant.

Whether you are a consumer or business owner, you have likely heard of Groupon. Since 2011, Groupon.com has billed itself as a site for thrifty consumers that are looking for a great deal and merchants that want to drive traffic to their stores or build awareness for their brands. Many restaurants have jumped at the chance to offer promos to the site’s nearly 44 million active users. However, before you decide to enter the fray, make sure you know the real costs of using Groupon for restaurant promos.

Groupon Restaurant Promotions Can Hurt Your Bottom Line

Customers looking for a deal are likely to find one. But the cost to merchants can be staggering. While there is no cost for restaurants to create an account and share a deal with the Groupon user base, the real damage to the wallet arrives after you make a sale. Though commission rates do fluctuate, Groupon will always take at least 50% of revenue from each sale. Let’s look at this simple example:

You run a local pizzeria and the business is doing fairly well. You’re interested in broadening your customer base and decide to give Groupon a try to see if you can get customers outside of the local area and maybe even tourists in town. You decide to offer a deal on your medium pepperoni pizzas, which typically cost $20, at a 40% discount to compete with other pizza shops on the site. Customers purchase the deal for $12. Your revenue? $6.

This Groupon restaurant promo for pizza that you would typically sell for $20 just cost you 70% of revenue. You can calculate the profit yourself since this depends on your mark up, but it’s likely just shy of breaking even. Or, worse still, you might be losing money on the deal.

The poor pizzaiolo or pizzaioli who put effort into making the delicious pie just had his/her work devalued so significantly.

Groupon Can Diminish Your Restaurant’s Brand Image

Have you ever visited a restaurant that markets itself like this? “We are a middle of the road eatery that uses discount produce and values quantity over quality. We don’t really care if you come back.” Ridiculous, right? You don’t need to be a marketing maven to recognize the pitfalls of discounting your product or service. By listing your restaurant on Groupon, you run the risk of diminishing your brand. Your high quality standards for service and food will not be recognized as such. The perception will turn to: how can it be that great when it’s so cheap?

Let’s start with your existing customers. You run the risk of annoying your current clientele by offering your meals to a select few at a discount price. Using the example of the pizzeria, a repeat customer who consistently purchases your pies might wonder why they’ve been getting “ripped-off” this entire time if your food could be had for half the price. And if they knew that you were only taking home half of the revenue from the deal, they would sour on your brand even more. Sure, that’s unlikely, but all it takes is one annoyed customer and your break-even Groupon deal just sent a sure thing to your competitor.

As for the prospective clients who found you through Groupon, you’ve now been introduced to them as a discount seller right from the start. Groupon customers are rarely repeat customers. Those on the site looking for a deal will look for another when your bargain window runs its course. “That $12 pizza was delicious, but I won’t pay the full $20. Let’s see what other pizza deals I can find.”

When the goal of any business is to build sustainable revenue streams, and the cost of acquiring customers is much greater than keeping them, using Groupon to promote your restaurant becomes a brand risk you cannot afford to take.

Can Groupon For Restaurants Be Beneficial at All?

As with any strong marketing plan, diversity of channels is the key to success. The reality is that the pizza example is oversimplified and Groupon can be a part of your restaurant promo strategy. The two most important things to remember are to not put all of your marketing efforts into Groupon and to be smart about the bargain you are offering. Groupon clients are, more often than not, one-time clients and should not command a significant amount of your restaurant marketing spend. Yes, the math starts to make a lot more sense when the 40% discount is 20% or less, but investing in promotions for existing clients is even more cost-effective. Remember, too, that Groupon is not the only restaurant deal site that is out there. Be smart, do your research, and plan for long term success rather than short term marginal gains.

Looking for a fun way to grow your restaurant business? ChowEasy is a restaurant marketing app that helps locals discover your restaurant by matching their appetite and mood. Get full control of your promos by offering them on YOUR schedule and YOUR terms with your restaurant name revealed ONLY to committed diners. No upfront costs or commitments! Learn more now.

Currently emerging restaurant tech trends are going to change the industry forever

With the advancement of technology, nearly all industries can find new ways to increase efficiency and cut expenses. The restaurant industry is no exception. Ever wanted to hear every word on T.V in a crowded bar? Have you ever wished you could call over your server without saying a word at all? Take a look at some of these groundbreaking restaurant technology innovations that will forever change the industry.

Tablee – Get The Server’s Attention Without Gestures

Tablee, an innovative concept for getting the server’s attention

Ever have trouble getting the server’s attention? We totally understand and it’s not their fault with all the craziness on a busy weekend night. This however can sometimes be an inconvenience and is why Tablee was invented. With Tablee, diners will now be able to send a notification to the server through their app. Higher tips for faster service? We can only see both servers and diners benefiting greatly from this new restaurant technology trend.

Synk Delivery -Save That Gas Mileage

Restaurants will be able to efficiently map out deliveries with Synk and cut out excess expenses that most delivery apps have

The idea behind the Synk Delivery app help restaurants increase efficiency within the area that delivery companies fall short. What it does is group multiple orders from the same location for single delivery. This will allow restaurants to use their own drivers for bulk orders to the same office building, University, apartment, etc. Additionally, restaurants will be able to control radius, times, and limits of orders which will offer more power than popular delivery apps. Watch your back UberEats and DoorDash!

Tunity – Tune To What You Want To Hear

Ever wish you could hear the T.V at the bar or gym?

Here’s a really cool one that pretty much everyone can relate to. In fact, it’s already being widely used by sports fans from all over. Imagine sitting in a restaurant or bar and finding that 1 out of 20 T.V screens that’s playing what you like. We’ve all wished we could not only see it but hear it as well. Well, you actually can now with the Tunity App! Tune in to live audio from any T.V from sports bars to gyms. The app even tracks viewing patterns which can be used for targeting offers based on these patterns. Yet another clever way to have targeted ads directed to us…

Kiosks – Even Less Human Interaction?

Use of Kiosks are a restaurant tech trend that will surely become a norm in the near future

The number of restaurants using kiosks have increased and are expected to keep on popping. Customers can simply make orders through a touch screen interface usually on the top of the order counter. It even allows the customer to make requests based on their preference (i.e burger without onions). The benefits range from reduced human error caused by miscommunication to consistent service. Some kiosks even have analytics software built into it, providing restaurants useful insights of guest trends and behaviors. Some claim kiosks only distance us further from human interaction. However, it’s been counter-argued that front line staff would be more freed up to actively engage in conversation with the customer.

PathSpot – Could This Help In Times Like The Corona Virus Epidemic?

Restaurant health hazards will be better prevented through the use of technology

Last on this list of new restaurant technology innovations is one that couldn’t be more perfectly timed. With the current Corona Virus (COVID-19) scare, many restaurants are forced to shut down. We understand that these measures are taken to prevent the spread from one person to another. But what if the restaurant or certain foods were the culprit? Introducing PathSpot, restaurant tech invented to help prevent food safety disasters in restaurants. If it works as intended, it can instantly screen for norovirus, E. Coli, listeria, hepatitis A, and salmonella. Through hand scanning technology, pathogens are indicated. Restaurants that adopt this could have employees wave hands under the scanner and prevent devastating health hazards.

Social media, health trends, and social responsibility are among a few things that millennials value in a restaurant

According to Forbes, “millennials have over $200 billion in buying power and will make up 75% of the workforce by 2025.” This means that millennials are an important target for restaurants and learning how to reach them will be crucial. So how do you attract millennials to your restaurant? With endless dining options available at the fingertips, you need to stand out but also align with their values. Keep reading to learn 7 things you can do to keep them coming back!

Use High Quality Ingredients

Appeal to the health conscious generation by using high quality ingredients

Studies have shown that Millennials are willing to fork over more money for high quality food. Since healthy eating is a trend more than ever before, be sure to use wholesome ingredients for everything. These include organic vegetables and meats that are free of hormones/anti-biotics. It would also help to emphasize phrases like “sourced locally” and “non-GMO” in the menu.

Boost Social Media Presence

Stay engaged and present in your millennial guests’ lives through social media

Since Millenials and Gen Z are tuned into the world of social media, grab their attention there. Your internet presence speaks volumes to these generations. Promote your restaurant and menu in engaging ways like posting a question or a raffle for a free giveaway. Also leave trails in your restaurant that lead to your social media. A couple ideas include inserting hashtags or your social media handle in menus or cups. Finally, update your directory listings and ask guests for 5-star reviews on Yelp and TripAdvisor.

Prep Food For The Gram

Posting food photos on social media is still a trend and shows no signs of dying

You’ve seen it. Pictures of food being posted by the millions. Food pictures are hot content for Instagram and Facebook feeds so why not use this in your favor? First, you’ll want to make sure the presentation of your dishes are worthy of a photo. Then, take a handful of snapshots yourself and experiment with various lighting edits and filters. Don’t be afraid to spend significant time on these. The photo you select needs to be captivating enough to stop people from scrolling. And you have lots of competition.

Build a Brand and Tell a Story

Fatt Matt’s reinforces their brand through merch items and even their very own BBQ sauce

Your restaurant is a brand and should have a compelling story. Make sure your social media, theme colors, and logo all reinforce the story of your brand. Millennials love their brands and aren’t afraid to endorse them through purchased merchandise. Make T-shirts, stickers, and other merchandise to make them a part of the story. You can somewhat easily attract millennials to your restaurant but a cool story will keep them.

Host An Experience

Create an experience to keep them coming back for more

To keep millennials coming back, you have to transcend beyond just providing a great meal. You have to provide an experience. It’s been shown that millennials prefer to live for new and unique experiences. This priority extends to eating out which you can thank the wave of pop-ups, food trucks, and food festivals for. If you don’t know where to start, just put some heart and soul in the atmosphere. You can use ambiance, art displays, music and aesthetic interior design to help create an experience. Additionally, you can keep them coming back through game nights, live music, art shows, and open mic nights. When in comes down to it, you want to envelop them in an immersive world they can’t to return to.

Have A Unique Menu

Millennials like taking risks with bizarre novelty menu items like the donut burger from “Sublime Donut Burger” in Atlanta

As mentioned in the paragraph before, Millennials live for experiences. This means that novel menu items will go a long way with this generation. This generation is the most diverse and open to new cultural cuisines. With that being said, offer something fusion and even quirky. To top it off, give your dishes distinct names that’ll catch their attention. You don’t want to only offer what millions of restaurants can. For instance, offering only pizza in a market where you can get pizza anywhere. This is why many restaurant chains are closing.

Be Socially Responsible

Millennials intentionally endorse restaurants that aim to protect the environment and support social causes

Being a restaurant that demonstrates corporate responsibility will go a long way. With the accessibility of information through the internet, any news of unethical or controversial actions can be found. Studies show that millennials would rather support businesses that do good and have no hesitancy to boycott. Due to this, establishing a good online reputation and supporting a good cause would be key for longevity. To start, you can make it known that you use biodegradable wear and consistency recycle. “Millennials don’t mind spending more money on things that are good for the planet.”

Take Your Restaurant To The Next Level

Going through the list, it can seem like a demanding task to attract millennials to your restaurant. Though it takes a lot to catch the attention of this generation, your restaurant will improve in many ways. Have fun with it while you become more than just a restaurant, but a brand!

For most of 90’s, Food Delivery was limited to Pizza and the local Chinese restaurants delivering their own food in small areas. Delivery was never looked at as a profit center but just another way to boost sales for individual locations.

From Mid 2000’s onwards, we started to see new businesses such as Grubhub, Doordash and Uber Eats (Specialty Delivery Companies or Apps) that were focused on delivering food prepared by others. Their general Business model was based on: a) getting discounts (which the delivery companies keep) from Restaurants whose food was being delivered and b) charging the end customer a delivery fees for the ease and convenience of getting food delivered from multiple restaurants using one simple mobile app. Restaurants did not have to hire drivers or keep a delivery fleet as these delivery companies pick up the food and deliver to customers.

There is a third segment of software companies which essentially provide software and technology to enable restaurants to accept online orders and manage delivery directly or thru one or more Delivery apps.

Thanks to all the ad spend, technology advancements and changing habits of the younger customers, Food delivery business is definitely growing in $ volume. Are restaurants getting more business on a net basis? or are they getting more delivery business at the expense of their dine-in customers? Who is making money in the delivery business? Is it a passing fad or is it here to stay? I probably can’t answer all of these questions accurately as each restaurant’s and segments situation is different but this post is an attempt to sort thru different pieces written by industry experts and summarizing the most compelling points in front of our readers.

Let’s start by looking at what the recent media posts have been saying…

If you look thru last ~ 15 years of developments in Food Delivery Industry including the recent buzz here are the key findings:

To start off, specialty Food delivery companies piloted in one large urban market – refined their technology and processes and then expanded to other urban markets.
More delivery companies came into existence and built their sweet spots either in certain metro areas or breadth and number of restaurants they signed up.
Most of these companies raised enough money to build their brand names and hire large marketing teams which were aggressively signing-up restaurants.
Demographic developments including increase in the number of tech-savvy younger customers as well as economic growth contributed to growth of food delivery segment at a faster rate than overall restaurant industry.
Uber Eats entered Food Delivery space with a significant advantage i.e. an existing network of drivers, end consumers as well as solid brand recognition.
Increased competition has contributed to aggressive tactics to sign up new restaurants including adding restaurant’s to delivery apps without contract or permission. On Diner side – free delivery, variety of coupons are very popular.
Delivery companies are using their brand and clout to negotiate fees as high as 30% from partner restaurants.
Tight Labor Market and Strength of economy along with multiple ‘gig’ options generally available to delivery crew is also making it hard and expensive for food delivery companies to hire and retain reliable people.

So, who is making money in the food delivery industry?

What is the bottom line for Restaurants?

Restaurants are seeing some volume growth due to these new delivery options but have to pay significant fees to delivery companies.
Some Delivery customers are trying new restaurants, they would not have visited otherwise but, Delivery segment is limiting the growth of Dine-In and Direct Pick Up segments.
End Customers have many delivery options these days, specially, in Urban areas and can also benefit from several promotions which delivery companies frequently offer.
Delivery companies offer technology features which are very expensive to be offered by individual restaurants directly. Examples include: Real Time Tracking, Collaborative Ordering, Ability to order from thousands of partner restaurants using the same delivery app.
Despite the volume growth, high commissions – delivery companies are struggling to make money.

What is the long-term suggestion for Restaurants?

Based on everything we have seen, read and heard – Food delivery is likely to grow but will continue to evolve as large delivery companies try harder to make profits. Reduction in promotions offered to end customers, minimum order $ values, consolidation among major delivery companies etc. is likely to happen. Restaurants should continue to offer delivery option thru these specialty delivery apps but should closely monitor their business, trends, patterns etc. and plan their operations accordingly.

Restaurants should identify the top 1 or 2 delivery apps which have the best service and processes in the respective market and stick with them Versus offering delivery through all of the Delivery companies / apps. Restaurants can and should negotiate fees and other terms with delivery companies.

We would love to hear your experiences and thoughts in the comments below!