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Is your Restaurant Ready for a Rebrand?

Sep 21, 2017

You may have heard the term, “rebranding” used a lot in business, but the motives behind rebranding are not simple or straightforward. So what exactly is rebranding and why would anyone want to do it, especially after implementing a carefully thought-out business plan in the first place?

A company (or in our industry, a restaurant), may decide to rebrand itself to develop a new way customers perceive the restaurant. Think of it as a marketing strategy, or a makeover, to revitalize a brand and give it a new image. This “image” can take form as a redesigned logo, interior and exterior design changes, changed menu, a new philosophy or slogan.
There are plenty of reasons a business would look to rebrand.  Rebranding can come to light if a company is seeking to offer new items or services, appeal to a new audience, align their brand to the company’s original vision, combat an outdated image, reestablish relevancy, or even as a way to fight negative publicity.

Here’s a look at some recent restaurant rebranding examples—take note of changes when you visit these establishments. Do you think they’ve changed your perception?

  • Tender Greens: This is a brand is known for wholesome and healthy meals. See them now with a new logo that aims to show people that they’re not just a salad restaurant.
  • Subway: A major redesign is taking place at Subway restaurants. Simplicity, freshness and modernity is what you’ll notice when stepping into a newly redesigned Subway. Sleek furniture and brighter colors hope to be more inviting to customers. Tech is getting a huge upgrade here too—Subways are rolling out self-ordering kiosks and charging stations for the technically-inclined patrons.
  • Golden Corral: The buffet segment is certainly struggling in family casual restaurant sector. Golden Corral’s new redesign aims to boost customer patronage by presenting an, open, airy, sophisticated and homey feel.

It will be interesting to see how these rebranding efforts pan out. If you feel your restaurant needs a revival, please contact Synergy.

Photo: Mike Mozart CC by 2.0
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Vegan and Vegetarian Menu Ideas

Aug 05, 2017

These days more and more people are interested in living a vegetarian or a vegan lifestyle. Sometimes people may identify as being a pescatarian; one who eats only fish. Others may opt for a semi-vegetarian diet and choose to only occasionally eat meat. In other cases, a vegetarian diet may be observed (daily or occasionally) due to a one’s faith, tradition or culture.

 

Wouldn’t it make sense then, to make sure your menu includes options for the dietary preferences of these customers? They’ll appreciate the availability of menu choices that fit their lifestyle. When it comes to vegetarian options, clearly items like salads, pasta, and vegetable-based meals are easy examples of meatless menu options. But how about something more varied and unique? What about vegan options? See our list below for some great menu ideas:

vegan menu

Stir fry with seitan: Seitan is is a faux meat made from wheat gluten. It has a very similar look and texture to real meat after it’s cooked. This versatile meal can be made completely vegan as well. Test with vegetables of your choice or try making a vegan “beef” and broccoli.

Fish burgers: Play with different fish types (breaded, non-breaded, cod, ahi, etc.) and buns. Throw on a special house-made sauce and you’ve got a great pescatarian, signature dish.

Vegan alfredo: A rich and decadent alfredo pasta dish can be easily adapted for vegans too. Instead of dairy-based cream, create your sauce using soaked cashews or purchase nut-based cheese, or use tofu, or boiled cauliflower as your base. Add a variety of seasonal vegetables for a colorful dish presentation.

Acai bowls: Oatmeal can get boring, so why not offer acai or pitaya bowls for breakfast? They are 100 percent vegetarian, vegan and very versatile. Popular toppings include bananas, strawberries, blueberries, coconut shavings, kiwi, sliced almonds, and granola. Let your customers customize the perfect bowl.

Vegan fritters: Sure to delight all eaters, zucchini fritters with a side of house aioli are a great vegan/vegetarian shareable item. You can even alternate with lentils or onions—you name it!

 

We hope this list inspired you to think outside the box with your vegetarian and/or vegan menu options. For expert menu development strategies, please contact Synergy!

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Start Smart and Finish Strong: Restaurant Optimization

Jul 21, 2017

As we dive into the second half of the year, it is important to consider adopting new food, labor and menu optimization strategies that deliver RESULTS before 2018 approaches.

 

Restaurant Optimization is a process of carefully looking at all areas of one’s operational activities including, BOH and FOH Labor, Productivity, Production Systems, Complexity, Throughput, and Service Standards. Also examining processes and behaviors that have become inefficient, unproductive, and unprofitable – which no longer serve anyone’s best interest.

 

We view time and effort as money and if you do what you’ve always done you will continue to achieve the same results. Eliminating actions that do not grow, expand, or are no longer relevant, should be viewed as toxic, inefficient and should be changed.

 

At Synergy Consultants we measure success by RESULTS. Here are a few examples of IMPRESSIVE OPTIMIZATION RESULTS.

WOW!! What an extraordinary turnaround for the first 4 months. When we look at YOY at the end of April we went from ($120,400) in 2016 to $125,000 in 2017. That is a $245,000 turnaround. Stellar work to all! Biggest contributors to this turnaround are sales, labor, cogs and your great management!

 

This multi-million high-end restaurant was losing money. Within four months, Synergy successfully eliminated over 300 hours of kitchen labor, as well as improved productivity, throughput, and overall execution. Moreover, we changed the menu mix and the restaurant is now much more profitable.

 

Now is the perfect time to identify the things that are not working or not producing real results. If you feel that your restaurant isn’t as optimized and efficient as possible, give us a call and we can share innovative ways to improve your financial performance.

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The Social Eating Movement

Jul 10, 2017

When you plan an outing with friends, it’s safe to say that most of the time, a restaurant is involved. A nice little café or dessert spot may do the trick if a full meal is too heavy. Socializing around food is perhaps one of the quintessential communal activities in recorded history. Some even spend their time at eateries as a “third place” to get studying or work done.

 

Examples of social eateries that offer community, as well as food and drink, can be found throughout history (think saloons). Today, it seems there’s a new revival of this concept.

 

A recent Restaurant Hospitality article details some new restaurant gathering places that center on socializing. In Atlanta, you can stop by Foundation Social Eatery where you will find a large open kitchen and not a single T.V. screen in sight to encourage conversation among patrons and the chef.  In New York City at Social Drink & Food, customers can mingle with others on the rooftop terrace, or they can relax on beach chairs or play a few rounds of beer pong.

 

People are looking to restaurants as a means to connect with others and it’s clear this trend is just beginning to grow. If you’re seeking a revitalization of your restaurant or need to find a strategy to turn your spot into a welcoming gathering place, please contact Synergy Consultants.

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Yes, Reduced-Beef Burgers are a Thing

Jun 30, 2017

 

“Where’s the beef?” You may have remembered this line from the famous 1984 Wendy’s commercial, where a perplexed, older woman exclaims her discontent over her small hamburger patty. Fast forward some 30 plus years later and the same sentiment still rings true for consumers today—no one likes a small patty! But what if I told you a major fast food restaurant is looking to reduce the beef in its burgers?

 

Actually, Sonic is exploring testing a reduced-beef burger. Why on earth would that be appealing to consumers? Well, this burger will not be downsized but rather be made from a blend or beef and mushrooms, with the goal of providing a healthier choice for customers. More about this at Restaurant Business Online.

 

In fact, the concept of blending veggies with meat for hamburgers is not a new concept. Restaurants like Bareburger and Burgh’ers already implement this practice. Blended burgers offer a way to produce a lower-fat patty and potentially promote more sustainability when it comes to the amount of cattle being raised in order to support the hamburger industry.

 

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Who Owns Your Brand?

Jun 21, 2017

Marketing and Branding – An ongoing blog by Randy Lopez

Who owns your brand?

OK, I’ll save you time and give you the answer at the beginning: EVERYONE.

I still come across restaurant concepts that don’t understand this simple fact. I’ve met start-up brands and even large national brands that think the marketing department or better yet, the founder and CEO owns the voice and direction of the brand. Unfortunately, often times it’s the leader of the organization or the head of the marketing department that wants everyone to believe this.

Often times, a restaurant brand begins with a single visionary who oversees the creation of the look, feel and design of the first location. This person can often visualize how it all fits together and can describe the “brand story.” We all know the restaurateurs and industry leaders who have created truly original brands. Most restaurateurs don’t have these same skills or understanding of how to create a living brand. The visionary has the original view but once the first manager, employee, vendor, menu designer, board member or anyone gets involved, the story changes. As part of the organization, they begin describing and influencing the brand in their specific areas that can support or take away from the original concept.

 

 The Brand Guide

It’s all about creating a brand vocabulary. At the very beginning, I recommend the creation of a brand guide. This “living document” includes everything from the correct logo design, brand positioning statement, decor touchpoints, sample collateral like menus and signage and can even include sample ads, recruitment information or anything else that becomes the true “standard” of the concept. At Synergy Restaurant Consultants, we are often brought in to create brand guides for new and existing startups. And more often, we  update older brands guides for clients that want to refresh their business to stay relevant and thereby, financially successful.

 

Create or revisit your brand “guide” to make sure that everything you send out with your brand look and voice stays consistent so that “everyone” can better tell your story and understand what makes your restaurant different and exciting. The best brands provide the tools so that every touchpoint helps tell their story, with the same voice and the same look and feel.

 

Send any marketing and brand questions you’d like to share with Randy at randysynergyconsultants.com or @randylopez to possibly be included in future blog discussions.

-Randy Lopez
Marketing and Branding
Synergy Restaurant Consultants

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Firehouse Subs Earns Top Recognition Once Again

Jun 05, 2017

We are always excited and pleased to find great news regarding clients we’ve worked with. Restaurant Business, a leading foodservice media brand, has recently dubbed Firehouse Subs as the number one sandwich chain for craveable sandwiches. They are our client and we are very proud to have been chosen as their culinary and operations partner. There is a certain harmony of deliciousness that occurs when you create the perfect sandwich and so, we are honored that Firehouse Subs has gained such recognition. Check out the article here. (Fun fact: Firehouse Subs was also named America’s Favorite Chain for 2017, too.)

 

Synergy works with a variety of restaurants, from fast-casual chains to independently-operated fine-dining establishments. You can explore how our services have helped restaurants achieve their goals at our case studies page.

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Highlights from CIA’s Worlds of Flavor Conference

May 21, 2017

The Culinary Institute of America just wrapped up their 19th annual Worlds of Flavor® conference and festival, World Flavors: Casual by Design. The highly anticipated event featured culinary experts and renowned chefs from around the globe sharing delicious food and insights with hundreds of attendees. (Fun fact: Did you know that the founders of Synergy Restaurants Consultants are both CIA trained chefs?)

 

Every year the conference features a different theme. In 2016, the cuisines of Europe and the Americas had the spotlight while the 2015 event focused on Asian foods. This year, the emphasis was on high-quality food served in casual settings. During the three-day conference, an abundance of culinary knowledge was shared. Here are some of the topics from workshops and seminars: 

  • China in Motion: Tradition Meets Fusion in New Casual Settings
  • When Peruvian Cuisine Goes Global: Innovation Opportunities for Millennial Diners
  • Designing our Future: New Models and Approaches for Casual Dining
  • The Business of Markets and Food Halls: Strategies and Recipes
  • What Does Hospitality Mean in the Casual World?
  • True Thai Flavors: The Casual Road to Michelin Stars

 

Check out this video of highlights from CIA WOF 2017

At Synergy, we are always abreast of food trends and new ways to become efficient as a restaurant operator. If you have questions regarding developing your casual concept or improving your current operation, please contact us.

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Food Halls are Replacing the Tired Old Food Courts

May 11, 2017

Ever try going out to eat with a group of friends but can’t agree on a place? Mary wants Greek, but Tim’s craving Thai. Susan, however, has a hankering for New York style pizza. Well, the food hall is your answer, and they’re on the rise!

Think of a food hall as a reinvented food court that delivers an immersive food experience, rather than just a place for a quick bite after a day of shopping. Food halls act as a gathering place for people to try various cuisines from different food stalls. Inspired by the eclectic charm of veteran urban food centers like Chelsea Market in New York City and The Original Farmer’s market in Los Angeles, savvy developers are re-defining the food court and incubating new concepts to produce a rich dining experience beyond the city center. By reducing their footprint and sharing a roof and common space, new concepts and can reduce their start-up costs and share in the success of neighboring eateries by gaining visibility. The “Veto Vote” is moot when there are options to suit multiple palates, price points and dietary needs, especially when the space is anchored with an appealing central dining area.

Having a food hall presence is a great way for restaurant operators to showcase a single product or platform like outrageous doughnuts, the most amazing porchetta sandwich and unique takes on poutine. Diners create their own food adventure amongst the variety, perhaps by starting with a drink at one location, then moving to another spot for a first course or dessert. Diverse menu offerings encourage team eating, wherein each member of the group orders from a separate concept, then meets at a communal table for sharing and sampling. Operators capitalize on this phenomena by offering limited menus, specializing in one menu item and doing that item extremely well, effectively becoming the subject matter expert in that item.

Check out 8 food halls arriving on the scene, via restaurantbusinessonline.com – you might find one in your area! Nearby Synergy’s headquarters we find a couple of exciting food halls opening soon—SteelCraft in Long Beach, Calif. will feature merchant specializing in ramen, pizza, waffles, Hawaiian shave ice, coffee, chocolates and more. Trade Food Hall in Irvine, Calif. will serve up fried chicken, fish and chips, ice cream, and gyros to name a few.

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Ingredient of the Week: Black Garlic

Apr 16, 2017

Garlic has got to be one of the most widely used ingredients in the world. In cuisines across the globe, garlic lends itself as a go-to flavor enhancer for various dishes. Its pungent and spicy profile seems to make just about everything taste better.

Ok, you garlic lover, you. Want to try a different version of garlic? One that’s sweet and savory at the same time? Try black garlic. This stuff is wonderfully different—soft, sweet (like molasses), chewy, sticky, savory and fruity. This is a specialty that’s commonly found in Asian cuisine, created by taking bulbs of garlic and cooking them at a temperature of 140 to 170 degrees Fahrenheit in a humid environment from anywhere from two weeks to a month or so. The final product comes out to look like garlic but with a dark brown to black color.

So, how do you eat it? This Huffington Post article’s got some great recipes to get you started: How To Cook With Black Garlic, Which Isn’t What You Think It Is

Check out the video below for the recipe: