Question

You are the regional manager of a large sit down restaurant chain, and your national manager tasks you come with a product and service plan to redesign the menu and “dining experience” to attract more millennials to restaurants in your region. However, the national manager states that you can’t remodel your buildings due to a freeze on capital expenditures. The floor plans of the restaurants have to remain as they are, but you may change the product and service process. Post your plan and defend the approach you take.

Answer 1

From the question, it seems we are looking for a minimum or no investment or expensive options. Due to lack of location/ regional knowledge and other business related information, listing out some of the popular options for a general business of a restaurant.

Loyalty Program

A loyalty program is to offer discounts and other lucrative offers for the next order by the existing customers. This has proven to bring back the customer to redeem the points. In addition, studies have shown by offering reward points has increased the frequency of visit. Loyalty program also increases visitors as the previous customer may bring along friends, family, and co-worker to the restaurant.

Happy hours

Happy hours will increase the customer in low at off-peak times and at non-traditional eating hours. It is a good idea to offer discounted snacks, in addition to your discounted drinks. As studies have shown that an average consumer spends more if ordering during happy hours

Social Media

It is an incredible opportunity to promote the brand for free. It lets you connect with the customer.

Register your restaurant on Google My Business. This will add credibility to your online presence.

Word of mouth

Realise the power of word of mouth. Constant exceptional service is the key. It is advisable the floor manager should be actively involved with the customer service and the feedback of the customers. A crisp menu can ensure quality in taste and service(from the kitchen) A Customer with a positive experienced many tell one or two of his friends or colleagues but a bad experience will find its ways to most of the conversations along with the negative image of the restaurant. So don't compromise on service at any cost.

Home Delivery

If we going for an in-house delivery setup then this might attract some expenditure of hiring delivery boys etc, the alternative could be to tie up with companies who offer free delivery services such as Swiggy or Food panda. The investment is close to none as they take a commission on each delivery

Menu

It is advisable to keep the menu limited for 10 to 15 items. Have those freshly prepared and source the ingredients locally.

While designing the menu keep a few things in mind

1. To beat the competition offer something unique and that’s is a house specialty.
2. Include items in the menu whose core ingredients can be sourced locally. This will assure a fresh product that is will be available, at a cheap rate, as it is local.
3. Don’t forget to include the ideas and suggestion of the chef and kitchen staff.