Tyson Foods Launches New Content Network in Partnership with Foodable Network

In today's rapidly moving digital climate, restaurant brands are trying to stay ahead of the game to catch the attention of the ever so restless consumer. 

Devices are now inundated with ads from brands. While these touchpoints will likely remain part of marketing strategies, a smart marketer realizes that quality trumps quantity. 

With that in mind, content marketing is king. 

Creating and distributing valuable and relevant content to a restaurant consumer makes much more of an ever-lasting connection. It's not about pushing a brand logo or inserting ads, instead, it's about sharing compelling stories and information that connects with your customers, while also entertaining and educating them on topics of interest. 

According to a recent "Content Marketing Institute" report, 91 percent of B2B marketers reach customers by utilizing this type of strategy. 

But this should be done carefully. As "Thrive Global" says it's okay to break the rules. Rule #1 for example, "create content that is aligned with your product or service." It's okay to branch out and cover other unique topics too. Would your audience find this interesting? This doesn't mean you should be covering a recap of the latest Game of Thrones episode. But if you can spin the topic to be more relevant to your business it’s the type content that will attract clicks. 

Since customers are so tired of ads, it's time to get creative with your content marketing. 

"A report by "PageFair" and "Adobe" shows that more than 198 million people around the world use ad blockers. You need to use educational messages along with promotional ones and approach your consumers tactfully," writes "Thrive Global." "You can strategically place your propositions in your content. For example, if you don’t include a CTA (Call to Action), some consumers will never make a move."

So which brands are ahead of the curve when it comes to this marketing strategy? 

Tyson Foods is taking content marketing to the next level. In partnership with Foodable Network, the brand is launching The Modern Chef Network. 

The Modern Chef Network will offer tools operators need to compete. The platform will be dedicated to delivering ideas, innovations, research, and insights designed specifically for the foodservice operator across a multitude of business sectors.

"B2B content marketing is the most effective way to deliver a message in today's crowded digital space, it used to be a simple social media post, but today operators are seeking more video, podcast, and research and expect their partners to deliver more than just a product. A handful of companies are moving fast to create new direct to operator communication and education platforms like The Modern Chef Network from Tyson Foods. The Modern Chef is an advanced "on-demand" platform that features video, podcasts, research, product demos as well as original stories," said Paul Barron, editor-in-chief and executive producer of Foodable Network. "We are betting on a whole new breed of food suppliers and operators alike to move to more efficient ways to reach and influence those that matter to their business. I expect B2B Content marketing to consume more than 50% of marketing budgets by 2020."

Check out The Modern Chef Network.

Is Your Restaurant Brand Telling a Memorable Story?

Nearly everything you encounter in life has a story to tell.

That saved concert ticket, that photo of your grandparents, and even that person sitting near you at the coffee shop – all have a unique & memorable story. Your restaurant should be no different.

The truth is, restaurant brands relying on worn-out keywords such as "locally-sourced" and "hand-crafted" to tell a ‘story’ must learn that this is simply not enough anymore (nor should it have been relied on as a strategy in the first place).

These phrases have become ‘cliché’ in this over-saturated industry...welcome to 2019!

Restaurants must now make their story meaningful, personal, emotional, simple, and authentic.

Despite the word “story,” it isn’t even confined to the written word. Colors, decor, vendors, staff members, plating, glassware, packaging—even the simplest visual segments within your brand ‘messaging’—can paint a picture worth a thousand words.

Your brand story should start however, by first identifying the following:

  • Who you are: How your restaurant came to exist today.

  • What you do: The food, beverage, entertainment, and/or experience you provide.

  • Who you do it for: The people you want to serve within your community.

  • Why you do it: Your larger goal; how it benefits your ideal guest & community.

  • How you do it: Visibility into your food, beverage, and/or experience strategy.

  • Where you are headed: How you are evolving and working to create the best for your guests & staff.

This may sound similar to the questions you need to answer when developing your four core statements; vision, mission, values, and culture.

Shutterstock

Shutterstock

This is where it all starts. This is the foundation for your story.

Your curated story needs to grab your ideal guests attention and activate their emotions—and that goes for story-telling across all mediums; including your restaurants interior design, curb appeal, advertising, social media, website, supply chain, training, and service – to name a few.

As humans, when you’re invested in a good story, your brain physically responds to it.

How do you feel your guests are currently responding to your story? I am willing to bet that your guests are no different and crave engaging stories, a dynamic in which your restaurant-guest relationship should be built on trust, mutual respect, and common interests.

They want to connect & interact with you as a brand and to be acknowledged as unique individuals.

And not only will a unique & memorable story improve your relationship, but it will also undoubtedly improve your bottom line.

You can do that by focusing on the following, all of which is in your control:

Architectural Design: You have perfected your statements, brand identity, and the main underlying story you want to tell - now it's time to translate this narrative into compelling visuals.

Restaurant brands and visual presentation go hand-in-hand, it should be no secret. You can have a fantastic brand, but if presented in an unimpressive way, it gets lost in the mix while quickly creating brand confusion. The interior & exterior design of your concept is an opportunity to humanize the story of your brand, creating an experience people want to both interact with and build brand loyalty with.

Shutterstock

Shutterstock

Generated Content: Powerful content has a great impact when telling the story of your brand. Invest time in unique image & video content as part of your marketing plan. For example, how will your ‘hand-crafted’ pizza using ‘fresh, local toppings’ stand out from every other pizzeria on social media claiming the same narrative? This is your opportunity to create something meaningful, personal, emotional, simple, and authentic. Get creative and think outside the box. Get your entire team involved in helping tell your unique and memorable story.

Food & Beverage: Taking a multi-sensory approach, your food (plus beverage options) must play on the fact that guests not only take-in pleasure through taste, but also from the positive emotions and memories the flavors may evoke; as taste (gustatory), smell (olfactory), and visual senses are forever interlinked into our memories. When you truly understand your target market, you can extract emotions and personalize the food & beverage experience through the use of effective story-telling. If executed properly, stories can stick in the guest’s mind, much longer than a memory of a bite of food or a glass of wine.

Guest Experiences: Whether you’re a neighborhood bar, a QSR with a strong off-premise program, or if you’re a dine-in restaurant, you must believe that every interaction matters. Train your staff to tell the stories behind your food & beverage. Who created them? How did the dish or drink come to life? Don’t rely on words or a long list of ingredients within the menu. Your team should tell a different, highly engaging story for each food & drink option to ensure guests return at a faster rate to try more of your options, resulting in a beneficial bottom-line.

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Shutterstock

Culture Management: Your brand personality and culture are what makes your brand unique. This should be reflected in your restaurant's story through a strong (and human!) brand voice. You should ensure you have culture-focused ‘systems’ in place to make sure stories lived by all staff, from leadership down to entry-level positions are easily shareable. In a true and managed story-telling culture, everyone participates. Everyone has stories that they live and that are worth sharing with your target market. Don’t be scared to make this change in your strategy. It’s time to humanize your brand.

It isn’t a coincidence that brands with a story last longer than the ones without. The power of your brand reflects how well your restaurant's guests resonate with your story and tell their networks about their experience with you – leading to their networks telling their networks, and so-on.

Story-telling can also be the fundamentals of a successful brand ambassador strategy.

While story-telling has been around since the start of mankind, in today’s world, we have at our disposal more tools than ever before to tell our stories. Let’s not waste that opportunity!

Building the Right Marketing Plan for 2019

Listen on: iTunes | Google Play | tunein | iHeartRADIO | Spotify

Marketing for 2019 is beginning to morph into a new face of digital, in person and one to one marketing that involves a variety of strategies that are improving the overall performance of restaurant operators across the country. The four P’s have been a cornerstone of measuring and developing a plan in the past around Product, Price, Place, and Promotion and today is no different.

I get a chance to sit down with The Restaurant Coach, Donald Burns and explore some of 2019’s key marketing tips to employee for your restaurant as we discuss the issue around Price and why it is much more than what is on your menu, all the way to Promotion and what new tactics are working and what is not.

We also discuss the falling engagement on Facebook for restaurant operators and the potential of new platforms and tactics that might be more effective including creating content for your business as a new strategy for 2019. Even email is coming back with today's operators and the potential of a new club strategy vs loyalty. As you can see this podcast is packed with ideas and discussion on ways to improve your marketing position for 2019.

Stay tuned for my breakdown of the Top Loyalty programs for 2019 and why I think they work and what they need to do to improve.

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10 Rules for Restaurant Success that Will Reign in 2019

10 Rules for Restaurant Success that Will Reign in 2019

The year is quickly approaching the end. How time flies! If you haven’t started to make plans for next year, then now is the time to start!

Piss poor planning produces piss poor results. It’s not too early to get ahead of your competition. The outstanding restaurants are already making plans.

To get you on the path to an incredible year, here are 10 rules you will want to adopt into your plan for the next year. These are rules you need to put into action, they re not merely suggestions. You can either prepare for the upcoming restaurant storm (which in some markets is already here) or you can just keep doing what you are currently doing. Just be prepared to watch your market share get smaller each year if you do not take new action. One is a smarter mover and the other, well...not so much.

1. Know your Numbers

Of all the sins in the restaurant business, this has to be one of the most common. Not knowing your numbers. Why? Because you haven’t decided to run a business yet. Of course not knowing your numbers is not a crime (it should be), it’s more psychological.

By not stepping up to be the true leader and becoming financially accountable for the P&L you are sending out the message that you don’t own (run) a business....you just have a hobby. A very expensive hobby. Hobbies don’t stay in business very long.

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How to Outsmart Your Competition on Marketing

How to Outsmart Your Competition on Marketing

Do you feel that? There is an undeniable anxiety permeating the industry as more and more restaurants open each year. You might have seen it in your sales numbers, or perhaps in the disappearance of staff. Then the familiar faces in your dining room become less familiar. 

What can a restaurant do? Take a stand, fight back, and stand out.

Many see more competition as a sign of the restaurant apocalypse and it doesn’t need to be. With a simple shift in mindset, you could instead see this as your opportunity to rise above the average and truly stand out in your market. 

The question boils down to this: are you the person who throws in the towel when things get rough or are you one of the few that rage against the dying of the light?

If you’re a quitter, you might as well stop reading here.

Are you still here? Great! Let’s talk about some ways you can outsmart your competition to elevate your marketing.

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