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Squarespace and Tock, Hospitality Digitally Delivered

Apr 21, 2021

By: Natasha Reta, Culinary Consultant

 

Squarespace has been steadily rising in popularity by enhancing eCommerce through its user-friendly platform. Last year restaurants eager to improve sales in an otherwise “closed year” increased retail offerings sales, packaged goods, and merchandise.  So it is no shock to hear the news of the $400 million acquisition of Tock, the reservation system founded by the Alinea Group’s Nick Kokonas. Kokanas commented about the merger, “Combining Tock’s unified platform and years of hospitality industry expertise with Squarespace’s reach resources, and design-forward products, in our view, creates an opportunity to deliver a best-in-class solution to millions of entrepreneurs and small businesses around the world.”

squarespace

Tock, awarded in Most Innovative Companies in 2021, has offered users a platform for reservations, take-out, and delivery. Designed by a professional team of restaurant hospitality enthusiasts, designers, and writers, The Tock platform not only delivers food but also delivers hospitality chosen by you through an easy-to-navigate platform, including experiences of art and culture, wine tastings, and fine dining.  It’s the only unified system with reservations, take-out, delivery, and events all in one.  In March 2020, Tock to Go helped thousands of restaurants and wineries rebuild their operations, lower costs, re-employ staff and eliminate the use of high-priced third-party delivery apps. They even included COVID-friendly floor plan customization and advanced waiting lists. With only a 3% commission of delivery orders and carry out, it was more affordable for restaurants than the 15-30% in fees that other third parties like Grubhub and DoorDash are charging their clients.

 

This new partnership with Squarespace means Tock can expand its premium hospitality service to a local area near you. Nick Kokonas of Alinea Group will remain CEO of the newly acquired reservation platform, saying, “the entire team will join Squarespace to support our clients in digitally connecting with the world- elegantly and with the same spirit of innovation we’ve fervently embraced.”

 

On the app or the web, Tock and Squarespace will be delivering exquisite hospitality through events, packages, dining, and more.  Get ready to enjoy the art and culture in your local community.

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What Makes a Great Restaurant Website?

Oct 29, 2020

What makes a great website? Well, that depends on the type of website. Is it a world news site, an online apparel store, or a how-to blog? Each kind of website has its own standards because every audience is unique. An eCommerce shop’s ultimate goal is to get a visitor to complete a purchase whereas a restaurant’s web presence aims to entice phone orders and reservations. As foodservice consultants, we want to go over best website practices as it relates specifically to the restaurant industry. Now is a great time to review your website for areas of improvement!

 

Restaurant Website Audit

As we mentioned, each industry is different, and with its own objectives, will have respectively different looking websites. However, there are general best practices all websites should follow and we will cover those as well. Take a look at our list and note where your site may be lacking or excelling.

 

Menus: Both your restaurant menu and the actual website menu should be easy to find and use! After all, people are coming to your site to learn more about your offerings. Your navigation should include an up-to-date menu (including seasonal items). Also avoid publishing your menus in PDF format and instead opt to use HTML text and images.

Don’t overcrowd your navigation with too many choices and don’t forget to showcase enticing, high-quality food photos throughout the site, not just on the menu page. We love how Toppers Pizza does this.

Contact: Include contact information and your location address. Sounds obvious, right? We can’t overstate the importance of making this information readily visible for your potential guests. The phone number, physical address, and your mobile ordering page should be prominent or easy to find. Make sure they are on your site’s main navigation. If you’re on social media (which you should be), let it be known!

Offers: Give ‘em the goods! Do you have special offers for the season? Any promos in exchange for their email sign-up? Got a hot, new mobile-app you want to promote? Get the word out there on your website!

On-Brand: The colors, font types and copy on your website should be consistent with your brand. Keep in mind balancing background and font colors as they should be easy on the eyes.

COVID Response: The pandemic is still here it’s a reality we’re all learning to live with. Safety measures are critical during these times and you need to let your audience know how your company is responding. Are you offering curbside-pickup as well as limited indoor dining? Let your guest know.

Mobile-Friendly: Why should your website be mobile friendly? In the second quarter of 2020, more than half of website traffic came from mobile devices (excluding tablets). You’ll want your site’s content to fit a mobile screen so content is easy to see and read. Further, it is important to make your website accessible to those with disabilities. Here are some tips from Search Engine Journal on how to do just that.

avoid slow website loading
Make sure your site loads fast

 

Loading Time: Nothing is much more of a turn off than a slow-loading website. Don’t lose site visitors because your site takes too long to load! Check your site speed using a tool like Google’s Page Speed Insights or GTMetrix. Type in your site address and there will be a report and  recommendations that can be shared with your website administrator

SSL Secure: In the current data-age, digital security is of utmost importance. Getting your site an SSL certificate is a great way to ensure information entered on your site is encrypted and secure, lending your visitors peace of mind. Plus it can help with SEO (Search Engine Optimization). Remember also to establish a privacy policy so visitors can know how their information will be used.

 

Your web presence needs to accurately reflect your brand and values! While this is not an extensive guide, we hope you find this helpful to see how your website measures up.

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National Margarita 3-Day Weekend

Mar 08, 2020

We are so excited to launch a new restaurant in Vancouver, Washington,  DosAlas Latin Kitchen & Tequila Bar. The Synergy culinary team has been working hard in the test kitchen, perfecting the menu, and now we’re onsite for construction. Last week our client hosted a huge event, open to the public, to celebrate National Margarita Day at his current restaurant, Jorge’s Margarita Factory. We were there to provide support during the event and to garner local interest and increase foot traffic. It was a great opportunity also to let guests know about the new restaurant, DosAlas, opening in June.

While National Margarita Day fell on Saturday, February 22, our client decided that the party didn’t have to be limited to one day. Locals gathered to drink over-the-top margaritas and indulge in delicious Mexican cuisine over the entire weekend—what a party! We want to extend a huge thanks to all that joined in the celebration!



With new restaurant startups, it’s crucial to get the buzz started early. Unfortunately, it’s not enough in the restaurant business to only serve fantastic food in a beautiful location. We are experts in helping new restaurants create awareness. Our marketing team crafts events around the various holidays to create brand buzz. Promoting the restaurant by capitalizing on national food holidays and events is just one piece of the whole restaurant marketing pie. Our Brand Development and Marketing arm take strategic steps to ensure restaurant startups gain the visibility needed to ensure things start on the right track! Reach out to us to learn more about how we can help you.

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Ghost Kitchens: Path to Success or Just an Illusion?

Aug 29, 2019


Operating out of a ghost kitchen can save thousands in operating costs, but without marketing, your customers may not know you’re there

The spiraling costs of opening a brick-and-mortar restaurant has served as the catalyst for a number of foodservice trends, including food trucks, food halls, and container restaurants. Food entrepreneurs are now looking at ghost kitchens as the next step in this evolution. Ghost kitchens — rentable kitchen space for professional food production — provide a place for restaurants to prepare their menu items for pick-up by third-party delivery services like GrubHub and DoorDash. For cash-strapped restaurant concepts and small operators looking to expand their market reach, ghost kitchens offer the opportunity to set up shop without the expense of a full-blown restaurant to build and staff.

Despite the allure of drastically reduced facility and labor costs, ghost kitchens are not a cure-all for the single-unit operator. “Ghost kitchens are an amazing alternative for well-known restaurant brands since they have already established a high level of name recognition,” said Monica Challingsworth, catering and off-premise sales consultant for Synergy. “They typically incorporate a high level of marketing spend in their operating costs, so they’re less reliant on foot traffic for promotional purposes. For the small operator, ghost kitchens are a really challenging business model when trying to build brand exposure.”

Do the lower costs of the ghost kitchen model make it easier to break into the competitive restaurant landscape? Not according to Challingsworth. “When you’re operating without the visibility of a  physical location, all you have is your own marketing efforts and the third-party delivery services. You can’t completely rely on delivery companies to be your only promotional channel because the bigger brands are paying to have their restaurant featured at the top of the list of customer choices. Yes, you’re spending less on a location, but you must significantly increase your marketing and social media spend to gain any kind of market share,” says Challingsworth.

Ghost kitchens can provide expanded capacity and efficiency for operators with significant catering and third-party order volume.  As a former Catering Director for both Seasons 52 and Lemonade, Ms. Challingsworth says, “ghost kitchens are a great addition to a restaurant chain that does high-volume catering or delivery since it takes the food production and packaging responsibilities out of the hands of the restaurant locations. But you still must have a catering salesforce pounding the pavement to promote your services. Just having a production facility is not enough to ensure success.”

Despite the challenges of operating in a ghost kitchen, specific food concepts can benefit from this operating model. “Concepts who specialize in pre-packed ice cream or individually packaged frozen goods are great candidates for using ghost kitchens that specialize in frozen packaging and delivery, typically a big headache for a restaurant,” according to Ms. Challingsworth.

For single-unit operators considering a ghost kitchen to enter a new market without the brick-and-mortar costs, Ms. Challingsworth offers the following advice. “If you want to bump your restaurant higher on the third-party delivery lists, offer free delivery. Their algorithms favor restaurants who don’t charge delivery fees. You can slightly increase your menu prices to compensate but be careful not to price yourself out of the market. Your biggest consideration is your marketing spend and promotional efforts. Yes, you save money on operating costs, but you can’t cut corners on marketing. There really is no free lunch.”

 

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Plant-based, CBD-Infused Food and More Trends to Watch

May 17, 2019

I am currently attending a three-day Marketing Executives Group conference sponsored by the National Restaurant Association. This special event brings the biggest brands and the smartest marketing executives together to share ideas and discuss solutions to some of the greatest challenges facing the restaurant industry.

My ten big takeaways from day one: 


1. According to the Deloitte Human Capital Trends Report, 82% of respondents believe that culture is a competitive advantage.
2. Only 12% of restaurant executives believe their company is driving the right culture
3. Culture describes the “way things work around here,” while engagement describes how people feel about “the way things work around here.”
4. Restaurant sales in plant-based items continue to grow by double digits.
5. If your food presentation is not “Instagramable,” you have work to do!
6. CBD-infused drinks are the number one trend, and number two is CBD-infused food
7. Carrots could be the new cauliflower.
8. Kale and Brussels sprouts are still the fastest growing vegetable trend.
9. Smoked foods continue to gain traction in fast food.
10. It’s not just about the restaurant’s ambiance – menus must be experiential, too!

I am looking forward to the next two days here! Stay tuned for our next blog post regarding more important industry trends to watch.

— Dean Small

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Attracting Millennials: Technology Should be a Part of your Strategy

Dec 08, 2018

We often speak about trends among the Millennials. It’s hard to ignore this segment—after all, this is a generation that is 75 million strong in America. By 2019, Millennials are expected to outnumber Baby Boomers. Restaurant operators need to take particular care to attract and sustain this important cohort. Millennials are driving dining trends including the growing off-premise segment.

According to ROTH Capital Partners’ 2018-2019 Millennial Survey, they found that:

  • Millennials believe the economy will be the same or better next year
  • More than half have decreased their social media usage over the last year
  • Only 26% of Millennials would prefer not to share personal information for a more tailored experience
  • Two-thirds of Millennials prefer to research significant purchases online, but 57% still prefer in-store transactions
  • 27% of Millennials are comfortable purchasing groceries online
  • 62% of Millennials are Amazon Prime members
  • More than one-third of Millennials have an Amazon Echo, Google Home, or similar product and 24% of those use them to regularly make purchases
  • 15% Millennials have used virtual reality (“VR”) to evaluate furniture purchases, while 16% have used “virtual mirrors” to try on makeup or clothing
  • More than half of Millennials belong to traditional fitness clubs while 28% attend classes at boutiques
  • Climbing, hiking, yoga, and cycling are among the most popular fitness activities for Millennials

You can read the full report by requesting the survey here.

These key findings tell us several things: Millennials are optimistic regarding the economy; they like and are open to technology when it comes to making purchases and decisions; they are health-conscious, and they enjoy convenience. What, as restaurant owners and operators, can we learn from this? For one, is your menu reflective of the Millennial values? Are you offering healthy dishes? Are your marketing strategies using technology to help attract this segment? How is your brand resonating with this crowd?

There are many actions you can employ to ensure you’re catering to Millennials. For more information or help on your restaurant strategy, please contact Synergy.

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Learn Your ABZs

Nov 08, 2018

We are fortunate to be exposed to a broad range of research and strategic marketing strategies that enable our clients to out maneuver the competition. This year the focus seems to be on the Gen Z’s–the population of those 21 and under who tend to be dreamers, consumers and world saviors. What is fascinating about this generation is that they’re obsessed with all things culinary.

The research is telling us that Generations Z demands WOW food and beverage presentations as a form of indulgence, and they’re are using eye-catching food and beverage offerings and onsite experiences to express their creativity and distinguish themselves from their peers. While Millennials do share this passion for food, the Z’s are taking this trend to the next level.

If you’re scratching your head trying to figure out how to grow top-line food sales you might consider connecting with this overlooked market of obsessed foodies.  Gen Z’s want restaurants to WOW them with new indulgences and over-the-top food presentations to they can share them via social media. They want epic food that they can talk about and with the rise of video-based sharing platforms like Instagram and Snapchat, they now enjoy taking videos of presentations being made tableside.

 

generation z

 

If you’re not attracting this generation it’s a huge missed opportunity that could be remedied. Don’t let menu fatigue drive this generation of spenders to your competitors. Don’t forget about Gen Z– they enjoy

Synergy offers affordable menu development and culinary support that can help you raise the bar on your food and beverage strategy.

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Social Media Marketing & Independent Operators: Five Tips to Improve

Apr 10, 2018

It’s no secret that social media presence is increasingly important in the current restaurant marketplace. Fortunately, you can, to some extent, control the perception of your brand on social media platforms such as Facebook, Instagram, Twitter and Snapchat. How you present your concept and how often potential customers are exposed to what you have to offer is up to you. Advertising on these platforms has become the preferred marketing choice for many operators because it is easy to manage and effective for connecting with potential guests. Marketing can be done in real time, strategically reaching consumers in your precise location and within a reasonable budget. The following tips will help you improve your restaurant’s social media presence and increase your reach.

 

Number One: Use Vibrant Visual Content
Visual content is the most effective form of content you can post. If possible, make an investment in a professional photographer as this is the best way to compile high-quality visual content that you can utilize over a long period of time. When planning a photoshoot make sure the photographer captures a variety of images. You’ll want to have several different food items from each section of your menu (appetizers, entrees, desserts, lunch, dinner etc.) as well as cocktails, beer and wine and non-alcoholic beverages. These should be shot individually as well as in groups. Ask for photographs of any unique design elements of the restaurant. Have the photographer shoot the restaurant both inside and out and during the daytime as well as after dark. If you can, get pictures of the restaurant when it is full of guests and appears busy. Also, request headshots of key team members as well as employees “in action.”

 

If a professional photographer is not an option, consider investing in a good quality camera. There may be a team member with photography skills that is willing to help with content development. Pictures and videos taken with a smartphone can also be very good. Be sure that you have a clean workspace when taking your own photos and videos and that the area is well lit. If you can, arrange any props that make the photo more visually appealing. For instance, if you’re photographing a spring cocktail special with a citrus element, it might look nice to have a glass of lemons behind it or a bouquet of colorful flowers.

 

The best strategy for accumulating visual content is a combination of all the above approaches. To be able to post regularly you will need a wide variety of photos in your database in order to keep your posts fresh over a period of time.

 

Number Two: Update and Complete All Profiles
This is simple but important. For each social media account you have, make sure that all the information is accurate, up to date and complete. Facebook has extensive options for sharing information about your restaurant with potential guests that visit your page. Everything from your business hours to parking options to your menu offerings should be provided. Take advantage of the opportunity to make it easy for your guests to learn about your restaurant and plan their next visit by completing as much of the profile information as you can. If you make changes to any of this information, it’s important to remember to update all social media platforms with the new details. Instagram is limited as far as sharing specific information about your restaurant, so your account needs to be a short but engaging bio explaining your concept and food as well as the address, phone number, and website link.

 

Number Three: Maximize User Generated Content
Making the most of this type of content is a great way to generate more posts without having to develop content yourself. This may mean searching your restaurant location tag on Instagram and finding photos posted by your guests. These can be reposted, and the original poster can be tagged. A great way to encourage your guests to post their pictures and videos on social media platforms is by creating a hashtag for your restaurant. Posting the hashtag and asking your followers to attach it to their posts will make it simple to find these posts by searching the hashtag. Using guest content is a fantastic way to cultivate unofficial brand ambassadors for your concept and build relationships with your guests.
Number Four: Develop Custom Targeted Audiences

 

This is a feature specific to Facebook. It is designed to help you choose the people that you want to reach based on demographics, location, interests, and behaviors. The best way to do this is to use the Facebook Ads Manager feature and you can access this feature through your business page account. Use either the Ads Manager App on your mobile device or the desktop version. Ads Manager will guide you through how to create custom audiences as well as “lookalike audiences” based on your current followers. Ads Manager will also be able to generate insights into your different audiences. You may create several audiences, some based on location for real-time ads and others based on demographics that may be interested in your various promotions.


Number Five: Engage Followers

It’s important when managing social media to make sure to not overdo promotional content. Your followers and potential guests will tire of seeing posts meant only to promote your restaurant and products. Another form of content that has the potential to generate buzz is an engagement post. This may be as simple as posting a picture of one of your signature menu items and asking a question like “When was the last time you enjoyed our BBQ Bourbon Short Rib Burger?” and then responding to your followers when they answer. Instagram and Facebook both have easy to use features for posting surveys, which is another great way to engage your followers. Social media contests asking your followers to repost or tag their friends is a great way to not only engage your current followers but gain new followers as well.

 

Whether you are new to social media management or have been using it for years to promote your business, there is a constant stream of new features being added that can help generate sales with minimal advertising investment. It’s unquestionably worth your time to make an investment in building the strongest presence on whichever platforms you use. For more help creating a strong social media strategy, reach out to Synergy for an initial conversation to discuss your needs.

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Where’s the disconnect?

Oct 03, 2017

Marketing and Branding – An ongoing blog by Randy Lopez

Yesterday I went to a Starbucks for my morning caffeine-load and went through my usual ordering sequence (honed from years of practice) and waited for my coffee to be prepared. Nothing unusual. Just another routine day interacting with a favorite brand.

 

Once I received my coffee, I went to add a packet of raw sugar. Instead of my brown packet, the replacement was the generic packets of white sugar. I know it sounds minor, but this surprised me. First of all, this can happen for a number of reasons, but I kind of expect a chain of this size to keep an extra case or two in stock. Secondly, for a company that promotes quality ingredients, replacing generic white sugar as a substitute for raw sugar seemed like a brand disconnect.

 

Of course, I’m writing about this to make a point. I will still frequently visit this location. On the other hand, if I notice it again, I might just go to another Starbucks as my brown sugar is more a part of my daily routine. My cup of coffee is only a part of my experience. The brown sugar, the cardboard cup sleeve, the green apron, the logo, and all the other elements define the Starbucks brand for me. When one of them is missing or replaced with a knockoff, the brand loses a little bit of its shine. Take a look at the restaurant business. How many concepts started off with something simple like branded quality napkins and then for whatever reason, they went unbranded and ended up being switched to a generic, bargain product. We’ve all noticed brands that “take away” small touchpoints. The parmesan shakers in your favorite pizza concept are harder to find, the fries lose some of their seasoning, the menus get beaten up and not replaced as often, the table tents (and menus) begin to look like they are now printed in the back office copier…

 

Your guests notice these things, especially your regulars. When working with concepts that need to update their brand, often times the original concept’s experience and food quality are watered down with simpler presentations, shortcuts in quality, and brand disconnects.

 

At Synergy, my goal is to create brand touchpoints that are realistic, financially sound, and create a concept that stands out from your competition. As a brand leader, part of my process is to help you understand the complete DNA of your brand so if you run out of “raw sugar” the obvious solution is to get more so that a generic knockoff isn’t your first idea of a fix. And because our Operations, Culinary, and Design teams work together, our focus is working to support the brand through every touchpoint and guest interaction. Unlike other consultants, we don’t believe you can truly fix things unless all parts of your business understand the brand and the key touchpoints that will resonate with your guests.

 

Contact me at Synergy Consultants to create a lasting concept or to get your brand back on track.

 

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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