The following summary encapsulates the highlights of our panel discussion for the Restaurant industry, hosted by Art Saxby and featuring CMOs Kirk Thompson, Jon Rice and Doug Reifschneider. For the full benefit, view the discussion video in its entirety (36 minutes). Short on time? See the discussion highlights (6 minutes). Watch videos from other industries here.

Restaurant Industry Panel Discussion – Summary

This discussion covers critical tactics for maximizing advertising, on-line ordering, removing the fear factor and other pertinent advice to keep your business running today and ready for tomorrow.

Now is the time to advertise:

• It’s more important than ever now for a restaurant brand or a business to think about the optics of what they're doing, the actual practices, the connections and communication they want to make regarding hygiene, product quality and service expectations.
• Brands that advertised during a recession have always come out of the recession with a stronger market share position than they had before. Now is not the time to cut back.
• Be visible - remind your customers that you are still open for business and they can order from you whether it’s for takeout or delivery.

Make the on-line ordering process seamless:

• Take an omni-directional approach: provide customers with a seamless and integrated buying experience from the first touchpoint to the last.
• The little things matter – make sure your process is optimized and customer-friendly. If the process takes too long or doesn’t allow for modifications, you may lose out on potential orders.
• Technologies that facilitate frictionless interactions and contact payment processes are more essential now than ever. The industry was headed in this direction but COVID-19 has escalated this requirement.

Remove the Fear Factor:

• Consumers want to go back to restaurants, there is pent up demand. But how this will manifest itself is still not clear yet because of the fear factor.
• A recent survey by Datassential showed that consumers might trust the restaurants to develop or provide all of the food in a safe environment, but they are not quite as trusting of their fellow diners.
• Be clear about your new business practices regarding food safety, sanitation, contactless ordering and how patrons and employees will be protected going forward.

Deliver a great guest experience:

• Update on your value proposition to reflect how your new business practices will translate into caring for and protecting your customers.
• Publicize your plans for compliance with state and local regulations going forward and your mission to safely serve your patrons while continuing to deliver an exceptional experience.

If you enjoyed this summary and would like to hear the full discussion, watch the video in its entirety (36 minutes) or the discussion highlights (6 minutes). And see what advice we have for CEOs in other industries.

Host:

Art Saxby, CEO, Founder & Principal, Chief Outsiders

Panelists:

Kirk Thompson, Partner & CMO, Chief Outsiders

Jon Rice, Partner & CMO, Chief Outsiders

Doug Reifschneider, CMO, Chief Outsiders