5 Tips for Building a Successful Rewards Program

Article Courtesy of First Data 

Tri-State Area's Premier Digital Dining POS Provider

Rewards programs can be more effective than other promotions because they promote a long-term relationship, while straightforward discounts become useless immediately after they are used.

If your business is offering coupons, you are competing every day with prices offered by all of your competitors. Great rewards programs, however, carve out a niche in guest’s buying habits and stay ingrained, regardless of what other carrots are waved in front their faces.

The trick, of course, is winning consumers over to your program. The good news is that there is no shortage of candidates.   According to ACI Worldwide, three of four Americans participate in some kind of rewards program. The problem is that if you are only getting started, you’re arriving a little late to a party that’s already in full swing.

Here are some tips to help you wrangle loyal customers away from competitors.

• Decide what kind of strategy is the best fit for your company.  Loyalty comes in several forms. Some loyalty programs revolve around referrals to new customers; others are based on the amount of money spent; some are based on how long a customer has been in the program. If your business handles many transactions, you should probably lean toward a rewards program based on the number or size of transactions.  If your business relies on one-time services, you probably want your rewards program to revolve around referrals. 

• Target the right people.  Rewards programs are geared toward your top 10% most frequent guests.  If you’re a typical restaurant, more than half of your sales come from this group. It takes as many as 20 new customers to make up for the loss of one loyal consumer, said marketing analyst Keith Colbourn. Try to gather as much information as possible about this group. When do people in this group come in? What dishes or drinks are they buying? What rewards would they value? Of course, don’t limit your rewards program to your most loyal customers, because it is also your goal to attract new customers and engage as large of a group as possible.

• Offer tangible goals that are within reach.  One of the most common reasons consumers give up on a rewards program is that they can’t envision it paying off in the near future. A good rule of thumb is that customers should be able to reap benefits within the first few months of participation. Also, rewards shouldn’t be too difficult to redeem. Don’t let your rewards program backfire because it frustrates your customers.

• Find out what your competitors are doing.  There’s no shame in seeking out ideas from your rivals. In fact, this can be one of the best places to find out what works in your sector, or at least what’s been tried already. Look for things you like about competitors’ programs, but also try to figure out things you could improve.

• Reach out to your customers.  You should use multiple avenues of communication when telling customers about your loyalty program. Maybe your wait staff would be the most useful advocates, or maybe an e-mail campaign is best to generate interest. Most likely, a combination of marketing efforts is the most effective course of action. Even the most well-conceived rewards programs fall flat if they are not accompanied by a concerted marketing effort.

Order Up! Mobile Handheld POS Poised to Modernize Restaurant Service

Article Courtesy of Business Solutions 

Tri-State Area's Premier Digital Dining POS Provider

The dining experience has become more interactive than ever before, whether it's free drinks at a bar for the Four Square mayor, SNAP Rewards linking loyalty cards to social networks or Facebook Mobile inviting friends to your current location, it's clear that technology and hospitality are tightly intertwined.  Forward-thinking business owners are using technology to their advantage—and in some cases—to attract patrons. Making the change to a wireless network is more cost-effective then ever before. For some, the decision even pays for itself--savvy restaurant and café owners are advertising free Wi-Fi that attracts loyal, repeat customers to its laptop-friendly environment.  Wireless networks are not only cost effective; they give restaurant owners the opportunity to modernize their entire operation by adding mobile POS devices either in addition to the traditional stationary POS workstations or in replacement of those units.

While many types of businesses use consumer devices like iPads or iPhones for mobile applications, we also recommend ruggedized mobile POS devices that are specifically designed to operate in a harsh POS environment. In the long run, this will reduce unnecessary service calls and downtime for your customer. With the cost of ruggedized POS mobile devices and software decreasing significantly in price, affordable solutions are available for even the smallest cafes and restaurants. Many "consumer" devices out there are being purchased for the "cool factor", however some were not designed for POS environments or do not have the design or security feature sets that are needed in today's demanding market.

A traditional POS system is designed to do a few functions: track inventory, send orders to a kitchen printer and process payments. A mobile POS system makes it possible for restaurant owners and their staff to improve nearly every aspect of its service, from shortening wait times to increasing security for credit card processing.

When an eatery operates using mobile POS devices, the difference is clear from the moment a patron walks through the door. The wait for a table--when there is one--is significantly shorter.

Taking orders on a mobile POS system can save a restaurant time and money by reducing the number of forgotten orders, errors and costly resources spent remaking food or drinks that were improperly entered into the point of sale terminal.

Wait staff can breathe easier without having to rush through ordering at each table and focus more on customer service. A few extra minutes gives a server the opportunity to offer patrons add-ons they may have overlooked, such as drinks, sides and desserts.

After taking an order tableside with a PDA, the order is transferred directly to the kitchen printer so the kitchen staff can begin preparing the dishes immediately. This decreases the number of backups in the kitchen, especially when large parties are present.

When patrons are finished, it's time for the most critical point in the POS process: taking the payment. Traditionally, the server would leave the check, come back to take the credit card, process the payment and then bring back the sales slip to be signed. All of that adds up to a lot of waiting, especially if the restaurant is busy.

Mobile POS applications allow wait staff to print a check on the spot and process the payment tableside. It's fast and secure--the diner's credit card never leaves their sight and virtually eliminates the possibility of security breaches or theft.

For restaurants and cafes that have extended service areas, such as an outside patio or curbside pickup, mobile POS gives servers the ability to process orders and payments outdoors without re-entering the restaurant to swipe a credit card or print a receipt.

By eliminating the waiting a server spends at a traditional POS terminal inputting orders, rectifying errors and processing payments, overall productivity and profitability at the restaurant will improve. Obviously, shorter wait times are desirable for everyone: customers will be seated quickly and receive prompt, attentive service. Servers are sure to see an uptick in gratuities from the increased table turnover and patrons who are pleased with the noticeably faster service.

What Makes a Great Restaurant Host

Article Courtesy of Inc. by Clarissa Cruz

Tri-State Area's Premier Digital Dining POS Provider

Front-of-house hiring tips from Marea's Michael White, Comme Ca's David Myers, and Blue Ribbons' Eric and Bruce Bromberg.

 

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We've all experienced it: A haughtier-than-thou hostess whose IQ is commensurate with her bra size. Or a dissembling host reminiscent of the "five, ten minutes" maitre d' in the Chinese restaurant episode of Seinfeld. So how can a restaurant's owners make sure they get the right person representing the front of house? I asked restaurateurs what they look for when hiring a host or hostess. 

Michael White, chef/partner, The Altamarea Group, which operates Marea,Osteria Morini and Ai Fiori in New York City. "[A good host/hostess] is quick witted, cordial with a photographic memory. And presentable. There is never a second chance to make a first impression."

David Myers, chef, Comme Ca, in West Hollywood, California, and The Cosmopolitan, in Las Vegas. "I can tell in the first few seconds of meeting an applicant whether they will make a great hostess. They need to be gracious and confident. The host controls the entire flow of the restaurant and needs to know what is going on in the restaurant at all times. On the busiest of nights when 300 people come through the door, decisions must be made under pressure to accommodate each guest, ensuring that they have a phenomenal experience with us."

Steve Scott, director of operations for Starr Restaurants, which operates Buddakan and Morimoto, in New York City. "I look for someone who has a great smile, intelligence, hospitality and wit. I think it's ok to say 'It is so nice to see you Mr. or Mrs. X' as long as they are repeat guests or a recognizable personality. No additional conversation that details any personal information should be allowed."

Eric and Bruce Bromberg, chefs, Blue Ribbon Sushi Bar and Grill at The Cosmopolitan, in Las Vegas. "We [don't hire] 'just a host.' We have continuously looked for people that are welcoming and comforting to the guest throughout the meal, as opposed to someone that just greets hello and goodbye."

Rodelio Aglibot, chef, BLT Restaurant Group. "A great host always has a smile on his or her face, and never thinks twice about putting the customer first. Please andthank you go a long way, especially in the restaurant industry."

Rogelio Espin, general manager, Graffit, in New York City. "The most important thing is personality because they are the first face that customers see when they come to the restaurant. Self-confidence is also of utmost importance. I do not hire shy people and I look for friendly people that have the ability to make our customers feel important and comfortable at the same time."

Andrea Cavaliere, chef, Cecconi's, in West Hollywood, California: "[A good host/hostess] has the ability to stay calm in difficult situations, keeps a cool head, does not take things personally, always stays professional no matter who is in front of you. Calling [return guests] by name and recalling their favorite table and server are all important characteristics."

Karen and Quinn Hatfield, chefs, Hatfield's restaurant, in Los Angeles."Maintaining composure at all times is very important. A great host is warm and welcoming, graceful, and doesn't get put out easily by myriad requests. When hiring I look for likability and someone sharp. There is a lot of strategy and constant change in seating details, so the host needs to be able to adapt."

Costas Spiliadis, chef, Estiatorio Milos, in New York City. "The characteristics of a good hostess include a good disposition, one who is well spoken and who makes all my customers feel like that are our best customers."

Best Practices and Tips for Restaurant Web Design

Article Courtesy of Crowd Spring

Tri-State Area's Premier Digital Dining POS Provider

Whether you’re an entrepreneur opening your first restaurant or a seasoned business owner with many years of experience in the restaurant industry, you face many challenges. Among the most important of these challenges is your restaurant’s website. A strong web design can help a restaurant to more effectively market itself, can help convert visitors who find the restaurant by searching, for example, on Yelp, shopping for a deal through Groupon, or searching on Google or Bing.

Today, we’ll review 10 web design marketing best practices and tips for restaurant web design. 

1. Keep the restaurant web design simple and fresh.

Your restaurant’s homepage is typically the most important part of your website. This is what your potential customers will first see when they visit your website and is often the link listed on various directories like Yelp. Because most restaurant sites have fewer than a 10 pages total, the homepage is also an important anchor for your overall site.

Think about your potential customers. What are they most interested to find on your site?

Most potential customers visit your restaurant to find hours of operation, phone number for reservations, directions (put a map on your directions page and make it easy for users to get directions, right on your page – here is an easy way to add a map), and a full menu (with prices). If you have several menus, list all of them. Make sure that those items are clearly labeled and easily accessible on your homepage – most visitors are not patient enough to play hide and seek on your site and a majority are visiting your site to look for either your menu or phone number.

In fact, consider including your hours and phone number on every page on your site.

Also – if you have a kids menu and welcome kids, make that clear on your site and make the kids menu available. I can tell you from personal experience (I have three kids) that this is important for parents who are looking for a meal with their kids.

Remember too that many customers will find your restaurant’s homepage after reading reviews, so keep the content on your homepage focused and short. People typically read only 28% of the words during an average visit, so don’t overload your homepage with a lot of text.

Tip: Make your menu available as text, not as a downloadable PDF. Users don’t like downloading files and many will be accessing your site without the ability to view PDS. If you want – make a PDF available in addition to the text menu.

Tip 2: Here are some good examples of fresh restaurant website designs.

2. Pay attention to colors. 

Color  produces an emotional response in people – and importantly, different colors trigger different emotional responses. For example, red and orange are said to increase heartbeat and breathing. You’ll find red color on many restaurant websites (and inside many restaurants – including on table cloths).

Black is generally correlated to a more upscale offering – it reflects elegance and sophistication. For a good read about colors and what they mean in different countries, I recommend you read: Colors in Web Design: Choosing a right combination for your Website.

Tip: Don’t overload your site with photos or graphics. Although it’s been said that a picture can say a thousand words, pictures can also confuse and diffuse attention. Pick a few good restaurant or food shots and feature those on the homepage. Make sure you show high quality photos. The photo you took with your iPhone at 11pm isn’t going to cut it.

3. Consider Performance. 

Don’t use flash. Period. It doesn’t make you fresh and edgy. It simply annoys your users. And it doesn’t help you much in search engine optimization.

Don’t play music on your site. People hate it. Save the music for your restaurant.

Keep in mind that people are generally impatient when browsing websites and slow load times do impact conversions (getting people to buy your products or services). If your site design is graphically intense, you need to make sure you’ll have the hardware infrastructure and bandwidth to support the designs.

Consider also that your visitors might be visiting from laptops and mobile phones, so try to avoid designing pages for a large monitor size or pages that use more complex features such as flash animation or navigation (flash isn’t supported on the iPhone, for example). This is a very common problem for many restaurants. In an effort to appear more upscale and modern, many restaurants chose to implement flash-based websites and while some of them are nice, they simply don’t work in many mobile phone environments. Another reason not to use flash. I can’t stress that enough!

4. Emphasize discounts and special events.

If your restaurant runs promotions or has special events, make that clear on the homepage.  Although your visitors might be looking for a place to eat today, it helps to let them know that you’ll have special events in the future too – that way, you might turn a casual browser into a regular customer.

Tip: Keep the discount/special event content fresh. If the event or discount has already passed, remove it from your site. Modern content management systems (like WordPress) make it easy to manage such content.

5. Organize your site to provide a better user experience.

Search engines prefer websites that are properly organized.  This is important because you want your restaurant to come up in people’s search results when they search on Google or Bing. Remember also that you’re not just designing for search engines – people also prefer good organization. Have a strong navigation menu that clearly tells users (and search engines) how they could navigate your site.

For example, can visitors to your site easily make a reservation or order by phone? Is your phone number clearly visible on the homepage?

Tip: Use bold and larger fonts to present key information or to stress things you want the readers to notice. Add text color to stress the most important information. Keep in mind that most people will ignore content if the headline above the content doesn’t interest them – so don’t ignore good headlines (more on that in tip 6 below).

6. Content is important. 

You may already know that search engines index sites based on the quality of content (and links). The more content on your site, the more attractive your site becomes for search engines (more about search engine optimization in tip 9 below).

People also like content. Don’t ignore headlines – they can be very powerful and can mean the difference between a visitor reading the rest of the content and leaving your site.

People also like to see how your restaurant differs from others. For example, if you offer dietary considerations for gluten-free, kosher, diabetic, vegetarians or vegan dieters, prominently mention this. Saying so will help with search engine results and will be very helpful if people are loooking specifically for such information on your site.

Tip: Study your successful competitors. Look at their websites, site colors, voice, use of graphics and photos, and organization. You also can look at the sites of restaurants you admire around the country (or around the world) to see how they present content for their visitors. 

7. Understand the difference between design and development. 

To build a website, you’ll need both design for the site and development of the site. Although some freelancers can do both, the skills for design and development are typically different and you may want to leverage different people for each part of the job. Freelance web developers tend to specialize in frontend or backend work.

Frontend developers tend to focus on the client side – what your users see when they visit your website. Backend developers usually focus on the interaction between the server and databases.

Backend developers often work on a number of things, which include scripting to permit your users to interact with the site, web server configuration, and developing e-commerce features, such as a payment system. Good freelance web developers are skilled in multiple areas, including web design, information architecture, usability engineering, web content management systems, web server administration, database administration, software engineering, project management, network security, and search engine optimization.

Tip: If you decide to hire a freelance web site designer and/or developer, you should look for at least three people (or shops) and ask them for detailed quotes. You should also remember to ask for a few examples of their prior work so that you can evaluate their style and experience.

8. Consider the domain but don’t obsess about it. 

Your domain will communicate important information to your visitors. First and foremost, you want your visitors to remember your restaurant’s name. If the site URL doesn’t contain the name or contains only a portion of the name, your visitors might become confused and think that they’re on the wrong website. If you’re unable to find a URL that matches your small business name, you can consider changing the name or finding an alternative URL that includes the name – or or one that complements the name.

Tip: Consider how the URLs on your site will look to search engines and people. Where you can (this is not difficult to do when you use content management systems – such as a WordPress blog), use natural sounding names for your URLs and titles. 

9. Don’t forget search engine optimization (SEO) and search engine marketing (SEM). 

For restaurants, like many other small businesses, efforts spent on one marketing initiative typically take away from other marketing initiatives. Search engine optimization and search engine marketing are highly specialized fields and require a substantial investment of time to learn. But SEO and/or SEM campaigns can provide great leverage to restaurants and as a result, should not be ignored. Although much of your traffic will come from review sites like Yelp, you can also find a lot of potential customers on local search engine searches. 

10. Personality! 

People are attracted to restaurants with personality – so make your purpose, passion and differences clearly apparent. You don’t need to write 1000 words about the history of your restaurant – keep that content focused and make it fun and engaging.