#FSTEC just concluded in Dallas, TX
They describe it as “Engaging speakers will share their stories, experiences, data-driven insights, and more during three General Sessions and 24 Innovation Forums. Gain the knowledge and expertise needed to craft a successful business plan. Uncover operational efficiencies in the back-of-house and foster smooth interactions with guests. Explore the newest and practical tools showcased by FSTEC supplier partners."
This is a great event as it gives a crystal ball like view about what's changing, what's coming and what we as operators need to focus on. Plus, there's always great solutions on display and great networking.
KEY TAKEAWAYS;
1. HOT OR NOT: AI!
All the vendors are talking about it. All the operators are like, yeah? What am I supposed to do with this other than create images of menu items with dinosaurs and wizards?
Here are some uses that you can actually use today:
- Draft responses to guest feedback and reviews
- Generate marketing ideas and copy
- New menu ideas based on items you already have in your kitchen
- Upsell recommendations
- Create images of Elmo and Larry David eating at your restaurant
2. YOUR TECH DOES WHAT?
What criteria are the top restaurant brands looking for when choosing tech vendors?
On a panel of some really successful brands, their leaders shared these:
- Reputation
- Partnership
- Flexibility open to customizations
- Integrations
- Proof of execution, especially at scale
- Relationship at the company level, not just 1:1
- Have you eaten there?
Anything glaring out as missing?
Ill do the math for you: its price. Price is important but not as important as the above.
Also, where do us operators go to learn and build relationships? Trade shows and conferences.
3. BUY IN BEFORE YOU BUY
When it comes to new technology, the best way to get buy in from franchisees, partners and fellow team members is speak to them in the language they use and identify the problems the new tech solves.
How to prioritize tech changes and upgrades?
Identify your top 10 tech needs, and lookin for solutions that solve at least 2 more at once.
4. WOULD LIKE A SIDE OF FEEDBACK WITH THAT?
In my blog post wrap on QSR Evolution I shared that Wendy's CMO values satisfaction scores as a north start metric. At FSTEC there was a lot of talk (and questions) about how get more feedback and what to do with it.
Here's the easiest playbook in the world to understand.
Step 1: Ask every guest for feedback.
Step 2: Reply to every guest that gives you feedback.
Step 3: Read their feedback.
Step 4: Act on their feedback
I recommend using a combo of Ovation and Marqii to do all of the above.
Prioritize replying to every single review you receive from every single guest at every single location on Google, Yelp, Tripadvisor or where ever you are getting reviews.
Too many stores and too many reviews? Get help. Both Marqii and Ovation also have solutions that can help you do it or even do it for you? Who are those services right for? ALL BRANDS. Ill put it to you this way; at Handcraft Burgers and Brew we have only one store and Ovation handles ALL of our 4 and 5 star reviews.
5. FIVE TRUTHS ABOUT RESTAURANT MARKETING
- Bad operations are the kryptonite of good marketing
- Consistency outstages creativity
- Marketing is what moves sales. Marketing + operations is what moves mountains.
- Sending a weekly email newsletter to your guests checks A LOT of boxes.
- A serious percentage of your guests are not interested in joining your loyalty program but would be happy to receive email newsletters from you.
If you were at the #FSTEC2024, what did you take away?
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Do you need help with any of this? Send me an email rev@brandedstrategic.net
- Rev Ciancio
WHAT DOES REV DO?
*I help restaurants to build guest marketing programs.
*I help hospitality tech companies with lead generation and content marketing.
#FSTEC #revsmarketingtips #restaurantbusiness #restauranttech #restaurantowners #restaurantmarketing #restaurantindustry #restaurantowner
