Building the Right Marketing Plan for 2019

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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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Getting to Know Chef Jim Berman The Host Behind New Foodable Podcast—Chef AF

“I am, quite honestly, a very unintentional cook,” says Chef Jim Berman.

In this episode of The Barron Report, host Paul Barron sits down with Chef Jim Berman, a longtime Foodable expert contributor, whose currently working as a corporate chef for a regional group that has six operating properties.

“I was a private school wonder-kid if you will in that I went to a fancy private school and I was going to be an investment banker because my dad said ‘You’re going to be an investment banker!’ …and I found that in between semester of going to school being a cook was a pretty easy way to find work and it was pretty rewarding and the lifestyle was certainly an adventure,” says Berman. “And then a few years into it, I thought maybe this is something I’m going to do for real.”

Berman is the host of Foodable’s newest podcast show—Chef AF, It’s All Food!

“So, boiled down, reduced. [Chef AF] really is about real, relevant, almost gritty insight about best practices, worse practices...,” says Berman. “You know, one of the things I came up with when we were conceiving the show is cues and miscues. I think bad missteps we can learn from…”

Listen to the podcast to learn more about how Chef Berman thinks about food and get a sneak peek into what to expect from the first season of Chef AF!


Show Notes:

  • 1:43 - How Jim Berman got into the restaurant industy

  • 3:28 - Chef Jim Berman’s current role

  • 6:01 - What kind of content do you look for as a foodservice professional?

  • 8:07 - What to expect from Chef AF

  • 15:05 - What Chef AF will mean to operators?

  • 20:25 - Role of Social Media today

  • 29:53 - What Chef AF could mean to listeners and possibly guests

 
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Foodable's 2019 Predictions for the Restaurant Industry

Predictions are always a love-hate thing for me each year, it means I have to look deep into the industry and into my past 20+ years of reporting, indexing and analyzing with the leading foodservice operators in the world. Sometimes this analysis reveals the good times to come for the industry and sometimes it does not.

Last year, six out of eight of my predictions were right, most of which were easy to consider, but if you think about the timing in 2017 to detect these market shifts you have to be somewhat of a fortune teller and very lucky to get these right.

I was right on with plant-based menu items taking off, coffee trends ramping up infusions and even the beverage industry taking a hit in spirits, wine, and beer, the most troubling was the 8 percent overall drop in the industry prediction that turned out to be pretty accurate at 7.8 percent, according to our Foodable Labs data.  

2017 was not a great year for many, but the few emerging brands that excel did so in double-digit fashion.  

Unfortunately, I don't think this can continue. The bigger concern I have for 2019 is the overall health of our industry. Closings will continue like always but we will see some closures of brands we may have thought to be bulletproof just a few years ago.

Without further ado, let’s move on to my 2019 Predictions

Check the video above for more of my commentary on these predictions, but this will give a quick read on where I think the restaurant industry is going in 2019.

Plant-based is on a maverick of a wave that I don't see slowing down anytime soon, in fact, my recommendation to any protein producer is diversification and to double down on quality and animal welfare.

Facebook is in real trouble with the foodservice and foodie crowd with continued falling engagement levels to that of 2014. I don't see this turning around for the platform at all and the move to Instagram ads and destroying that platform may be their only hope before the feds scoop in with regulation.

I fear the ultimate breach will occur with foodservice, If I were Starbucks, I would Fort Knox that mobile app before we see a big hit on what could affect as many as 1 billion consumers. Big tech will continue to get pushback from consumers and though 2019 won't be the year for deregulation 2020 will be a campaign trail mantra for sure.

Airbnb, Amazon, and Uber will all reach a new level of innovation in food, and not in the ways you might think.

Amazon will take a new role as a ghost restaurant operator, Airbnb will take up restaurant reservations, and Uber will have to go head to head with the industry to win out in the delivery game

The emerging 150 brands will continue their trek on obliviating the competition. Watch out for a few of them that will dominate in the regional game like never before.

And unfortunately, the small craft beer makers will start to fall with a downturn in drinking trends and craft beer consumption falling. We will instead see a new landscape of how craft brewers will go to market, let the brew mergers begin.

Like every year, some of my predictions are outside the box and thinking in ways that others don't. What I have found is that if you follow consumer science, technology, and food you have some insights to a crossover matrix that starts to provide early indicators to trends that go unnoticed even in today's always on social media barrage of information.

If you're in the business, this will either be your best or worst year in the last decade. Think of it like this– to quote one of my favorite sayings by Louis Pasteur, “Chance favors the prepared mind” see ya on the backside.

How the Urbane Cafe Plans to Conquer the Fast Casual Bakery Category

Many brand leaders today are faced with the decision to either upgrade their financial partners or to continue on their own.

Tom Holt of Urbane Cafe, saw value in forging a partnership and decided to team up with Industry Veterans Andrew and Peggy Cherng, the co-founders of the Chinese fast food chain Panda Express, to grow the brand. Urbane Cafe has quickly become a California staple for guests seeking out high quality products at a great value.

The unique fast casual concept is taking a bakery café to a whole new level with its featured bread baking center and solid menu items where simple food matters most. The chain evidently resonates with guests, which is also one of our Top 150 Emerging Brands for 2018.

With Panera Bread and Core Life Eatery taking the top spots in the Bakery/Café category in our Foodable Labs Index of the Top 150 Brands, Urbane Cafe is on the move and set to challenge even the hardcore performers of 2018.

Holt an ex-motocrosser understands the aspect of competition and is building a concept that is set to thrive in the saturated market. The brand has got the holeshot (a motocross term meaning a driver who has the strongest start). This paired with the investment from Panda Express founders will parlay into a controlled but aggressive growth plan.

Understanding the guest connection is the key with any great CEO. Holt has a key understanding of what the communities are seeking and has figured out a way to deliver the full package of great food, experience, ambiance, and performance as a rising brand.

If any weakness exists, it will be in the crowded fast casual sandwich segment in California as well as pressure from the vegan and healthy halo category leaders like Veggie Grill, sweetgreen, and Tendergreens.

As we see more performance from the Emerging Brands of 2019, we will be sure to update you with some of the latest trends and traction they are getting in the market. Be on the lookout for more Emerging Brands CEO specials on The Barron Report soon!

SHOW NOTES

11:08 - Addressing New Consumer Eating Styles

13:42 - Business Trends

20:26 - Social Responsible Restaurants

24:04 - Higher Labor Costs

27:50 - Menu Development and Culinary Trends

:50 - Welcoming Tom Holt

1:33 - Urbane Cafe, the Pioneer in the Fast Casual Bakery

4:47 - Building an Emerging Brand

7:12 - Panda Express Investment

9:15 - 5 Year Road Map

Produced by:

Rachel Brill

Rachel Brill

Social Producer


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Cooper’s Hawk Partners with the SAG Awards To Increase Brand Awareness

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On this episode of The Barron Report, Paul Barron speaks with Emily Wines, master sommelier & vice president of wine and beverage experiences at Cooper’s Hawk Winery & Restaurants. In this Skype interview, the two discuss the latest feat for the winery, partnering with the Screen Actors Guild Awards®, and how to utilize partnerships to increase brand awareness.

In November, Cooper’s Hawk announced that they are the Official Wine of the Screen Actors Guild Awards® 25th Annual SAG Awards. To salute the silver anniversary, the winery has created a special wine named the “Artist’s Red Blend.” The wine is a limited-edition, with a commemorative label, and will be served during the Awards ceremony on Sunday, Jan. 27, 2019. Furthering this special partnership, Cooper’s Hawk will be hosting an exclusive event for it’s Wine Club Members.

When discussing methods of how to increase a wine brand’s awareness, Wines details how previous partnerships with celebrity chefs, like Tyler Florence, and other wineries for Cooper’s Hawk have proven to be successful.

Watch this video above for more marketing tips like virtual wine tastings, and how to educate your clients.


SHOW NOTES

  • 7:33 - Wine Marketing Tips for 2019

  • 9:52 - Wine List Tips

  • 12:41 - Virtual Wine Tastings

  • 14:31 - What’s New for Cooper’s Hawk


  • 0:11 - Cooper’s Hawk Partners with SAG Awards

  • 2:32 - Artist’s Red Blend and How Brands Align

  • 6:03 - Breaking Down the Blend

 
 

Produced by:

Rachel Brill

Rachel Brill

Social Producer


VIEW BIO