Paul Dobson, Senior Lecturer, Staffordshire Business School
At Staffordshire Business School we support businesses as part of our courses and I’m aware that some takeaways are doing really well, especially as their customers do not want to go to the shops, queue up, be too close to other people, etc. But we’ve been told to expect a recession, possible depression, plus we have Brexit and there are concerned about the environment, so the way ahead is going to be tough. My last blog to help hotels and bed & breakfasts post lockdown received a lot of positive feedback but the restaurants and takeaways I support requested that I could do a blog for them so, I’ve written some top tips.
1. Reduce costs
Look throughout your organisation where you can reduce running costs, for example I’ve helped takeaways reduce their online ordering costs by over 50% by looking around for better and cheaper systems, enabling ordering direct and not through other platforms, Facebook now has a free online ordering system, other e-commerce systems including a website has substantially reduce their cost and are now just a small one-off price. See if you can reduce your supply costs for example: a local restaurant and takeaway to me has reduced their electricity costs by 15%.
2. Watch and learn what’s happening abroad and in retail
Keep an eye on what is happening with restaurants in countries ahead of the curve and how they are adapting. Retail shops are opening but in a post-Covid-19 more spaced and structured way. There are some good learning points being shown but also what issues/blockages they have and how they’ve got over it. Look at how the best are using their social media such as YouTube to raise their profile and showing how they’re safe. Trust is becoming a key area of importance in many areas ahead of this pandemic curve, use your social media to help gain this trust.
3. Transition to online
If you haven’t already; go online properly. Don’t rely on third-party platforms who take a percentage of your money and don’t think that a PDF document showing your menu is enough. It’s going to get even more competitive. There are some I’ve already seen that are burying their head in the sand…don’t do this or you could be one of those closing.
4. Do not suddenly re-appear post lockdown
There are great examples out there how restaurants and takeaways are continuing to market their restaurant on social media in areas that are important to customers, for example takeaways showing disinfecting their insulated food delivery bags, extensive cleaning in their kitchens, personal protection equipment, how they’re developing their customer protection and so on. Social media videos are working really well at the moment so you need to enhance your marketing.
5. Mobile is king
One of the takeaways I support has over 70% of their orders via smartphones. It is no longer the case their customers look on their mobile and order via a laptop or computer, they do the whole lot on their mobile. If your website isn’t mobile friendly, you can lose at least 53% of your online clients and your website needs to load in less than 3 seconds because around an additional 27% drop off if it’s too slow. Your website speed can be easily tested at http://testmysite.withgoogle.com/
6. Try and develop your entrepreneurial spirit
Look to develop other products and services. Some restaurants I work with have:
- setup subscription boxes where they include cooking instructions or paid membership sites with videos and food deliveries
- some have developed frozen versions to be cooked at home
- a pizza takeaway has developed a separate salad takeaway business
- some have developed drop off points for their meals
I’m working with one restaurant to develop and sell aprons, baseball caps and t-shirts with their brand on. What can you do?
7. Learn from the best
Domino’s marketing is really good, they know my last order, they email me a prompt at the same day and time as my ordering time from the previous week offering me an easy click option to re-order plus they have what looks like great offers for my customer type (family with adult kids). They don’t make the best pizzas in my area, but they do a good prompt at the right time and make it very easy to order. Other local takeaways know my details and order preferences as I’ve signed into their website giving my contact details…and yet they don’t prompt me. I don’t even get emails or offers from most of them. Have a look around at what others are doing and learn from the best. As a minimum you should be capturing your customer contact details and keeping in touch.
In addition, look to develop and improve your marketing in all areas not just online, the graphics, the text, the menus, what your offering, and so on. Look for what the best organisations are doing, for example in the US and how can you adapt this to improve your marketing.
8. Go paper and contact free
Your customers are concerned about hygiene and avoiding contact, use technology to be better and cheaper. Your customers should not have to touch a pen or receipts or have their card taken away to be put in a card machine. Everything should be contact free. They should be able to go totally contactless using their mobile phone and their receipts should be emailed to them.
9. Look at the numbers
If you have a website, you should be getting weekly statistics including what your customers are doing and where the blockages are. This is important information, in just 10 minutes I enabled a 100% increase in takeaway orders just by pointing out where the barriers are for customers and how to get over them.
Do a user test, find someone who’s not seen your website before, give them a task, for example buy a vegetarian or meat feast pizza for delivery, and watch how they use your site. Do not prompt or guide them and see if you can learn from this to improve the customer journey to increase sales.
The websites analytics should also give you the keywords customers are using to find your website. Are they looking for meals or services that you don’t currently provide, and you could? – If customers are looking for these meals you know your onto a winner.
10. Create a Wow factor
As a family of four we take turns to order one takeaway per week so we like to try different meals. In our town the pizzerias all offer the same types of pizzas, there’s virtually no difference between them and none of them have tried to educate and sell Roman, Sicilian or Detroit style pizzas. None have talked about milling their own flour onsite or getting their flour from a local stone mill and therefore they have a low carbon footprint. I’m not aware of any of them demonstrating their special techniques or trying to raise their personal brand. Have a look around and see what you can use to develop a wow factor in your restaurant and takeaway.