Digital Marketing

A Guide to Understanding Gen Z in the Restaurant Industry

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Have you mastered managing the Millennial worker? We sure hope so, because a new generation is already entering the restaurant workforce. This post-Millennial cohort does not fit the stereotypes that are often assigned to many of today’s youth. In fact, they are natural-born innovators that are redefining their societal labels. Experts say that this new generation, dubbed Gen Z, shares eight qualities that you need to understand if you wish to attract and retain top talent.

Generation Z (also known as the iGeneration, Gen Edge, Gen Z’s, or Gen Z-ers) supersedes Millennials, meaning they’re born in the late 1990’s. According to a new study, Generation Z now makes up approximately 27% of the population and 61 million Gen Z-ers are about to enter the workforce. When looking to hire Gen Z’s, you must first understand the characteristics that define them. Although all individuals that make up a generation do not share all the characteristics assigned to them, it is still valuable to understand which traits are most identified with Generation Z. Here are some of the characteristics we believe most impact hiring and retaining the newest members of your workforce:

1. Independent

Independence is a major difference between Gen Z’s and Millennials. Millennials are known to value teamwork and collaboration, whereas Gen Z’s favor self-sufficiency. Gen Z’s crave autonomy and are natural entrepreneurs. One article writes that 17% of Gen Z-ers (versus 11% of Millennials) intend to create their own businesses. This generation is eager to bring new, innovative ideas to the forefront.

2. Information-Obsessed

Gen Z-ers have no idea what life is like without the internet and social media. To say that Gen Z’s are tech-savvy is an understatement. They are focused on the latest trends, apps, and news. Gen Z’s are the ultimate multitaskers: they can search the web while writing a paper and texting their family in group chats simultaneously. This information-loaded life has shaped Gen Z to be comfortable in fast-paced environments, effective under pressure, and resourceful.

3. Driven by Growth

Gen Z’s want to enter the workforce as soon as possible. They aren’t interested in hopping from one company to the next, but in promotion and growth. According to Entrepreneur, “about one-third (34 percent) say they are most motivated by opportunities for advancement” as opposed to money. They’re even willing to skip traditional university to get ahead. According to Internships.com, 77% of current high schoolers are looking to get internships now to get their foot in the door. They do not equate money with success. If given the choice between a higher salary or a meaningful mentorship, they’d choose the mentor. In a restaurant, this sincere devotion can be a manager’s dream.

4. Thoughtfully Loyal

Gen Z’s are loyal both in person and online, but only towards brands and companies that they respect. Gen Z’s prefer to choose brands that give back, standing unwaveringly behind authentic concepts. If Gen Z admires your brand, they will rave about it to their digital following. Members of Gen Z are regulars on sites like Yelp and OpenTable, and if they love their experience, it’s likely they’ll leave a review accordingly. Even better, if a Gen Z-er loves where they work, you’ll have a new personal advertiser and brand ambassador.

5. Hospitable

Gen Z wants to feel special and often expect to be catered to, but it’s a two-way street. Gen Z-ers treat others the way they want to be treated. A sense of friendship and understanding is important to everyone, and Gen Z-ers aren’t afraid to admit it. In the restaurant biz, this means getting to know each patron that comes in, forming bonds, and remembering regulars’ orders.

6. Open-Minded

Gen Z-ers embrace diversity and seek equality. According to Business Insider, 48% of Gen Z-ers identify as non-Caucasian, and their generation is the most likely to have unconventional sexual orientations and interracial relationships. A sense of tolerance goes a long way in any work environment, but particularly in restaurant service, where you’re constantly dealing with unique people and situations.

7. Food-Focused

Dining out has become an integral part of Gen Z-er’s social routine. They view good food as an art form that must be shared, and they’re the reason that so many menu items appear on Instagram. Gen Z-ers even coined the phrase “if you didn’t take a picture, did you even eat it?”. This open-minded group is always looking to try eclectic, new dishes, and of course, publish their discoveries online.

8. Influential

Gen Z’s are young, but they are already experts at leveraging themselves on social media. This generation grew up being told, “be careful what you post online, you could ruin your reputation.” Gen Z decided to prove their parents wrong, creating powerful brand identities for large audiences. Gen Z-ers use the internet and social media to their advantage to promote their image, network, and influence their online community.

Gen Z’s are making a unique name for themselves, but they aren’t too different from the rest of us; they long to be understood and valued, and to find their own place in the world. From the inspired foodie photographer to the determined equality activist, there is no one mold that fits Gen Z. Each Gen Z-er brings her/his own mind to the table, maybe even proving to be your restaurant’s newest asset. If you want more information on Gen Z and their potential power in your restaurant, sign up for our E-Newsletter.

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Phoebe

A recent graduate from the University of Tampa, Phoebe brings an understanding of journalism, PR, advertising & branding to the Absolute team. Her extensive customer service and cross-cultural communication experiences give her insights into various perspectives.

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4 Preventative Measures Can Curb Restaurant Turnover

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It’s Friday night and your best server is nowhere to be found. He worked earlier, but never returned from his break. You have called him repeatedly and his phone goes straight to voicemail. You’ve always depended on this server. He works long hours, double shifts, and rarely complains. Your stomach drops. Has he been overworked?

Frustrated restaurant manager Sound familiar? It should. Restaurant managers are dealing with this situation on an increasing basis. “The turnover rates for hourly and supervisory-level restaurant employees climbed in April 2018 to the highest levels in decades, leaving three out of four places constantly understaffed” according to Restaurant Business Online. There are officially more restaurants than ever before, but fewer employees to staff them.

Restaurant employees often quit on a whim, without warning. There are various reasons ranging from: not a good fit, willy-nilly scheduling, inadequate training, poor leadership, and the list goes on. Here is more information on the ‘why’ behind restaurant turnover. The bottom line is, when employees leave, a ripple effect of disorder ensues. The rush to hire and train new staff can result in negative customer experiences and brand damage. Although complete elimination of turnover may not be possible, you can reduce it if you apply these four fundamental concepts:

1. Find the Right People for the Job

You’re often pressured to hire fast, but if the applicant is not suitable for your restaurant, you will be faced with repercussions. If possible, be patient when hiring new employees and hire smart, not fast. Call references and pay attention to their resume. Ask yourself: “Is this applicant a job-hopper?” Ask them about their intentions to gain insights into whether or not they are just looking for a few months of work or a permanent employment opportunity. When hiring, it’s also important to consider your restaurant culture. The candidate may superficially seem like a good fit, but are they the best fit for your team and brand?

2. Shake Things Up with a Rotating Schedule

Your employees are more than just their ID numbers. They are human beings who lead dynamic lives: whether they’re juggling school, family, or both, managers must understand that the restaurant is not their only obligation. According to Inc., “vacation helps the entire company–from the employee’s mental state and productivity, to the company’s bottom line.” All employees need time to rest and re-focus, so refrain from scheduling someone on four back-to-back double shifts. Whether your employees are burnt-out, or in need of more shifts, keeping a fair, rotating schedule is in everyone’s best interest. If your employees know you will work with them, they will be more willing to work with you.

3. Consistency Breeds Confidence and Loyalty

There is nothing more frustrating than a boss who trains his/her employees haphazardly. Training is crucial to the success of your business. Make it a priority to do it right. Maintain a standard protocol for orientation and integration for all new hires. Nothing sends an employee running faster than disorganized and disconnected leadership. Teach your employees what you want them to know and then proctor a written test that focuses on restaurant concepts, customer service, and menu items to certify that each server is prepared before starting on the floor. This guarantees optimal customer experiences from new team members. Even after the completion of training, continue to teach your staff new skills to peak interest and foster consistent engagement. They will feel empowered and loyal to your brand.

4. Reciprocity Makes a Difference

Treat others as you want to be treated is more than an adage, it is a key to business success. According to Forbes, approximately two out of every three employees feel underappreciated and 66% of employees will leave their job if they feel taken for granted. Among Millennials, those numbers jump as high as 76%. Appreciating your employees goes far beyond pay. To ensure employee retention, managers must regularly recognize efforts, offer support and positive reinforcement. Consider honoring an employee of the month with a reward or giving an anonymous, monthly survey to see if your employees feel that they are treated well. Most importantly, never underestimate the power of a “thank you.”

Even if you do everything right, turnover will still occur. However, focusing on hiring, training, scheduling, and employee management will help you keep your staff and your customers satisfied and coming back regularly.

We hope this will be useful to you when it comes to staffing and overcoming high turnover rates. If you’d like to receive more information about this topic, sign up for our newsletter. If your restaurant reputation has been damaged and you’re looking for digital marketing assistance, contact us at Absolute Marketing Solutions for brand management consulting.

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The Restaurant Turnover Rate Explained

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Now Hiring It’s busy season in your restaurant, but you’ve lost several servers this month, and you can’t figure out why. You’re not the only one; according to Restaurant Business Online, the turnover rates for hourly-level restaurant employees climbed to the highest level in decades as of April 2018. There are various internal and external factors that contribute to the cycle of employee loss. The first step in solving a problem is recognizing that there is one. Understanding the reasons for turnover will help you maintain a full staff and smoothly operate your business.

THE STUDENT REVOLVING DOOR

The restaurant industry is the leading employer of teenagers and students. According to National Restaurant Association, one-third of all working teenagers in the U.S. are employed in a restaurant and 27% of all food and beverage employees are enrolled in school. Students often work in the hospitality industry as a way to earn fast cash before they graduate. In fact, students rarely work full-time while they are pursuing their college degree. This could cause conflict between the employer and employee due to changes in school and work schedules. As a restaurant manager, it is necessary to understand the likelihood of losing student employees.

COMPETING FOR RESOURCES

Turnover rates increase when the economy is doing well. This is due to a higher number of opportunities at other restaurants and businesses. You’re not just competing for customers anymore, but for valuable workers. Forbes labels a strong economy as a catalyst for high employee turnover. “More jobs mean more choice for workers looking for the right company fit. When an organization no longer seems like a good match, an employee is more likely to move on.”

EMPLOYEE TREATMENT

Long hours, low pay, little recognition, and poor work culture can contribute to high turnover rates. If you’re not paying any attention to employee’s states-of-mind, they’re likely to leave. Recognizing that each employee has a life outside of the restaurant is crucial in keeping them around. Make it a habit to inquire about your employees’ family, school, or hobbies. Know what your staff is doing outside of the restaurant and show that you care about their work-life balance. Understanding their outside life is important, but creating an engaging internal culture is just as vital. The New York Times reports that “employees are engaged when they feel productive, think they are contributing to their company’s mission, have trust and confidence in their managers and are given the opportunity to grow and advance — not necessarily by climbing the corporate ladder, but by learning new skills.” Creating a valuable company culture isn’t easy, so we’ll be posting another blog soon that explains how to do so.

THE REASON COULD BE THE SEASON

Some employees leave with the seasons. The National Restaurant Association reports that there are more than 500,000 restaurant jobs added in the summer… up North that is. In Florida, summer is the slow season. Fewer customers mean fewer tips: a server’s worst nightmare. Regardless of where you live, during off-seasons, front-of-the-house staff suffer and may seek employment in another industry.

Although you don’t have control over economic and seasonal issues, you can prevent losing employees by becoming familiar with the risks and providing a supportive, inviting company culture. Read more about some of the ways you can curb turnover rates here.

To keep up to date on trends that can affect your restaurant, sign up for our newsletter. If you need help marketing your restaurant or repairing your brand, contact us at Absolute Marketing Solutions.

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8 Necessary Elements for Successful Logo Design

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We are surrounded, from the second we wake until the time we lay back down, by logos. Not only do we look at them, but we interact with them on our phones, computers, and tablets. You may not always notice, but they are always present… and the ones you do notice stand out for a reason. Logos can project a powerful message, often without a single word. But how do certain logos convey meaning, grab attention, and stand the test of time while others are overlooked and soon forgotten? Our graphic designer, Chelsea Pence, gets to the bottom of this by delving into the processes and considerations behind notable logo design.

1. Why Are Logos Important?

“People often choose products based on their perceived value rather than their actual value” (Logo Love). A logo is often a consumer’s first interaction with a company, so it needs to be not only memorable, but compelling enough to convey the company’s branding and philosophy all in one. Your logo is a literal reflection of your company. When done right, logos will transmit values, ideas, and emotions to your intended audience.

2. How Do You Get Started?

Begin by talking to your client and hearing their needs. Learn about their branding goals and the image they want to establish. You want to know everything about the company that you can. What are their strengths and goals? How do they define their brand and what is their company culture like? Who is their target audience? Once you have a thorough understanding, sit down with the client to agree on a budget and deadline. From there, sketch and sketch some more. Try mind-mapping (visually organizing) your ideas. Put every possible idea onto paper and then hone it down to a few possibilities that you will further develop.

Logo Brainstorming

3. Are There Any ‘Must-Have’ Design Requirements?

All logos are different; there aren’t many widespread requirements, but the best logos are simple and recognizable. We all know the typeface for Coca-Cola, and the Nike “swoosh”, and what those images represent. Every logo is unique but every client requires different branding, so it’s important to know the design rules like a master. Once you get down to the process, you will make better looking sketches and have a better final result.

4. How Do You Choose Typeface + Color?

The optimal strategy when handling elements of style is to consider the form and font first, by working in black and white. It is crucial for your logo to be readable without color, however, colors are very important as they are tied to cultural and emotional values. There is much thought that goes into deciding what colors to use since this aspect most noticeably gives meaning to your design.

5. What Does the Rest of the Process Entail?

Oftentimes you and the client won’t see eye-to-eye about the design or process, so it’s important to immediately establish what the expectation will be. Make sure you know your point of contact, and if a committee will be involved in the final decision, so you’ll know how to communicate properly. Help your clients; make sure you’re able to explain the design process in-depth to all decision-makers and keep them involved as well. A good rule of thumb: always under-promise, and over-deliver. Being able to hit your deadlines and communicate clearly is key to a healthy client relationship. This process depends on communication and trust. You’re still questioning and checking with your client regularly, but it’s important to establish a good relationship from the get-go so that your client will trust you and give you enough creative freedom with the design process.

6. How Long Does the Entire Process Take?

It can take anywhere from a few hours to a few weeks to design a solid logo. Creating something from your client’s concepts is hard work and can often be time-consuming because of the back-and-forth communication. The best designers stick to rigid schedules and let their client know up-front what the process entails before starting the project.

7. What Happens if You Get Stuck?

No matter what, don’t look at too many other logos if you get stuck. Avoid the comparing mind, or you’ll wind up confused and discouraged. It is always good to have inspiration, but the best ideas come from intuition. It generally goes back to understanding the desired brand identity and your client’s target audience, so don’t be afraid to ask additional, clarifying questions. When in doubt, put a pencil to paper.

8. Is it a Good Idea to Buy a Logo Online?

The problem with quick and easy $5 logo sites is that you won’t receive the detailed thought that fuels the creation of a genuinely representative and artistic logo. A logo purchased online will usually be clip art from a stock image company, or at best some amateur work that today’s consumers will not give a second glance. Always choose to work with a trained graphic designer who can deliver quality work rather than using a random website.

A unique logo is a cornerstone of any prominent brand. Logos make up an international language that when designed properly, anyone can understand. Whether you are designing a logo from scratch or re-designing an outdated logo, the process is elaborate. A web-generated symbol will never make headlines or turn heads- it takes time, training, and a comprehensive understanding of the client to produce newsworthy results. If you need help designing or re-designing a logo, contact us at Absolute Marketing Solutions.

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Three Reasons Your Restaurant Should Embrace Employee Social Media Advocacy

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If you are like many restaurant owners, you know that your staff spends a great deal of time (hopefully off the clock) on social media. Yet if you are like most restaurant owners, you may not have considered how this behavior could have a positive impact on your business.

Restaurant owners have long understood the value and impact that word-of-mouth marketing can have on their bottom line. If a friend, colleague, or family member tells you about a good experience they had a local eatery, you are more likely to trust their opinion and may wish to try it as well.

In 2014, a study conducted by Verizon and Small Business Trends found that 85% of customers learn about a business through word-of-mouth. What’s even more surprising about this statistic is that when the study was first surveyed in 2005, the result was 83%.

By now, you likely know that social media presents an opportunity to leverage similar word-of-mouth recommendations and endorsements. However, there is one surprising social media tactic that is increasing in popularity: employee social media advocacy.

RELATED POST >> CONSIDERATIONS FOR ENFORCING A SOCIAL MEDIA ADVOCACY PROGRAM

What is Employee Social Media Advocacy?

Employee advocacy refers to the promotion of an organization by its employees. This can take many forms including email, chat, forums, discussion boards, but the most common and effective channel is social media. Assuming your employees care about your restaurant (and if they don’t then maybe they don’t need to be there) then they can be one of your biggest marketing assets.

According to Marketing Profs, employees are hiding their superpowers regarding what they can do for your brand. Some of the most staggering statistics include:

–    Content shared by employees receives eight times the engagement than content on branded channels

–    1000 employee advocates can reach 1 million customers, drive 50,000 social engagements, and create 5,000 unique pieces of content.

–    A 12% increase in brand advocacy can double revenue growth

(source: http://www.marketingprofs.com/chirp/2014/24740/unleash-the-superpowers-of-employee-advocates-infographic

Three Ways that Employee Social Media Advocacy Works

A bigger reach

If you consider that each employee may have eight or more social network accounts with a few hundred followers, you can begin to see the size of your employees’ social media footprint and the marketing reach it presents. Every chef, sous chef, server, bartender, and host has a personal social media network that could amount to thousands of potential customers within your reach, dramatically expanding the possibilities of peer-to-peer endorsement.

Trustworthy endorsements

A study found that an employee sharing company content on their newsfeed had 20 times more impact than a brand publishing on their page, for the reason that individuals are more likely to trust and believe content shared by another individual rather than a company or brand sharing it about themselves. The same applies to the real world. Would you be more likely to believe that Starbucks employees have high job satisfaction because Starbucks posted it on their corporate press page, or because your friend who works there shared the story on their wall?

Amplified messaging

Social media advocacy works in tandem with your corporate or brand messaging to have a synergistic effect. With your employees contributing to the conversations around your restaurant brand, it further emphasizes your own messaging because you are not the only one having the conversation. Use your employees and their existing social media networks to deliver messages about your products or services in a way that feels authentic, natural, and trustable. Not only could their posts be influential to potential customers, but social postings can spread company culture and can express your values, missions, and goals to their audience.

Build a social media advocacy army

One of the most significant benefits of using employee advocacy on social media is that its momentum can be self-sustained by your employees once they understand the policies that govern your social media presence. Social media marketing’s success is often tied to not only a regular stream of valuable, engaging content but in remaining consistent and spreading approved messages to enhance your brand’s reputation online. In this way, you can leverage social media advocacy by using your employee’s existing social behaviors to grow your brand’s online presence further.

At Absolute Marketing Solutions, we partner with restaurant owners to help educate and empower their staff and employees to devise a custom social media marketing strategy to accelerate growth and build a world-class brand experience.

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Miné Salkin

Miné Salkin is a multimedia producer with a specialty in marketing, tech writing and digital storytelling.

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Restaurant

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A restaurant is an establishment which prepares and serves food and drink to customers in return for money, either paid before the meal, after the meal, or with a running tab. Meals are generally served and eaten on premises, but many restaurants also offer take-out and food delivery services. Restaurants vary greatly in appearance and offerings, including a wide variety of the main chef’s cuisines and service models.

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Miné Salkin

Miné Salkin is a multimedia producer with a specialty in marketing, tech writing and digital storytelling.

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Social

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The term social refers to a characteristic of living organisms as applied to populations of humans and other animals. It always refers to the interaction of organisms with other organisms and to their collective co-existence, irrespective of whether they are aware of it or not, and irrespective of whether the interaction is voluntary or involuntary.

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Miné Salkin

Miné Salkin is a multimedia producer with a specialty in marketing, tech writing and digital storytelling.

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Media (communication)

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Media (singular medium) are the storage and transmission channels or tools used to store and deliver information or data. It is often referred to as synonymous with mass media or news media, but may refer to a single medium used to communicate any data for any purpose.

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Are your employees on social media? Here are some considerations for enforcing a social media advocacy program

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Getting your employees to become social media advocates can be a great way to amplify your reach and acquire new customers. According to Brandwatch, 1,000 employee advocates can reach 1 million customers, drive 50,000 social engagements, and create 5,000 unique pieces of content.

Consumers care deeply about endorsements made by their peers and will listen to their friends if they show love of a brand. However, your employees posting content about your restaurant on your behalf might make you nervous. In fact, the first thing you may have thought when reading this blog was, “doesn’t that put control of my brand into the hands of someone else?” Yes, and no. It has been said that branding is what people say about you after you’ve left the room, and in this way, having employees as social media advocates can be the biggest brand endorsement yet. You may own your restaurant, but your customers and your employees create your brand.

Concern: Your employees might not fully understand your restaurant brand identity.

Communicating brand messaging effectively while maintaining a personal tone is not a natural skill for everyone. If your employees’ posts sound forced or insincere in any way, it can harm your efforts. If an employee has a negative experience at their workplace and turns to social media to vent their frustrations, they could damage your reputation.

To solve this, set guidelines and put official processes in place to make sure how they understand how to use the tools responsively and tastefully. Make sure all your staff is on the same page about organizational goals and objectives, so you can all work as a team. Whether your organization decides to post about events, shout-outs, company milestones, individual achievements, or other topics, make sure your staff is trained on how to identify and publish content on their LinkedIn, Twitter, or Facebook channels.

Even if an employee at your restaurant or bar is a stellar bartender or server, they may still need some training on how to effectively express their views, share company content, and build the brand in a way that is aligned with your organization’s overall brand strategy. Having a weekly meeting to go over some of the topics on social media can help your employees feel confident about what they are posting and to ensure that a consistent message is being conveyed.

Concern: Your employees will spend time on their phones instead of working

While a Facebook live video might garner high engagement with your page’s fans, you don’t want your employees using every excuse to check their phone and spend their time on social media instead of focusing on the customers in your restaurant. Training and teaching your employees rules about deciding who, what, and when to post is of importance. Keep a content calendar with important dates visible, so that all your employees understand what’s on the social media menu.

Some restaurants and bars start out a social media advocacy program with a small select group of employees who demonstrate social media savvy, are energized, and passionate about their jobs. Identify and select a few employees at your restaurant to start with, who you know will take the added responsibility seriously and won’t let it get in the way of serving customers or performing other tasks.

Concern: Shares and posts from your employees will sound forced.

This is a huge concern for any brand that engages in a social media advocacy program, and for good reason. You do not want your employees to feel obligated to share content, because if they aren’t into it, it will likely sound insincere. Perhaps they don’t want their friends seeing them post updates about their work. Perhaps they don’t want their personal social life involved with work in any way. They may have different views about privacy in this regard and may elect to keep their social media away from their job.

Make sure when you hire employees that they are aware of the social media advocacy program. Communicate clearly what is expected. If people aren’t on board, do NOT make it mandatory participation. Instead, consider a social brand ambassador program that incentivizes employees to leverage their networks and achieve thought leadership amongst their peers.

For more information about leveraging social media advocacy for your restaurant or bar, contact us at Absolute Marketing Solutions today. We can help you identify concerns with social media employee advocacy and craft a custom solution that works to amplify and accelerate your restaurant’s visibility on social media.

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