The face of foodservice customers is changing, requiring operators to rethink the business-to-customer (B2C) relationship. Foodservice operators have been seeing a shift in their customer base for many years, due in part to the advances of technology.
On the back end of the foodservice business, operators are using technology to order products, create production reports, recipes and financials, but fewer operators are using front of the house technology to their advantage. There is no doubt that customers have less time to enjoy a meal and the window of opportunity is becoming smaller to market a program appropriately.
Whether one works for a large contract company or operates independently, thinking virtual needs to be part of the business strategy. When reviewing food operations, one needs to departmentalize each functional area of the business. Larger organizations use their resources to develop strategic plans within their products, processes and customer demographic divisions. The advantage of a large organization is the layers of staff in each division, but this also creates complexities and slows reaction times to customer shifts. In a small or independent foodservice come simplicity and the ability to react quickly to customer shifts. In either situation, front-line operators must keep their fingers on the business pulse and develop a B2C plan that works for their program.
When creating a strategy to develop a B2C plan, operators should determine their most popular products and how best to package these items for customers. The next step is how key products are …Read More