How Your Restaurant Can Attract and Retain Good Employees

Restaurants in America are struggling to find and retain good help. While the quality of hire is important, time to hire is also a factor for the fast-paced restaurant industry so fast casual, table service, and quick service restaurants can effectively serve their customers. There are several factors that restaurant owners must consider to attract and retain good employees, but the last one just might surprise you the most.

Finding good employees isn’t as hard as you might think. With today’s tight job market you must look at the obvious items such as pay, benefits, flexible work schedule, company culture, etc. However, the best employees you will find in the market are those who already work for your restaurant brand. Depending on your type of restaurant, there are some unique considerations to explore in retaining the talent you already have and then empowering them to help you fill additional staffing needs you may have to keep up with your brand’s growth.

The best employees you will find in the market are those who already work for your restaurant brand.

Fast-Casual Restaurants

Fast-casual restaurants are known for good quality fresh food, served fast. However, their environment still allows their customers to calmly sit down to enjoy their meals. Retaining employees means you must create a brand culture where employees want to stay. A brand that they can get behind and become a part of something great. When it comes to hiring and retaining the right kind of employees as a Fast Casual restaurant there are five top priorities for employers:

1. Pay – A fair wage is critical in this space. Most employees are younger and starting their own families. Pay needs to be enough to help them live. The earning potential with tips is somewhat limited in this restaurant environment. Pay your staff well.

2. Schedule – With starting a new family and many staff members breaking out on their own, flexible work schedules that work well with school and family is important.

3. Growth Opportunities – Grow your people. Fast-casual is a unique space within the restaurant industry. Invest in your people and treat them well so they don’t want or need to leave to find other growth opportunities. If they leave, be sure they leave well equipped to represent your training commitment and your investment in their professional development.

4. Career Path – This is one of the harder requirements needed to attract and retain great employees. Building a management mentor program or manager in training program along with several different levels of management could be a way to create a career path for your team. This allows staff to see what their options are within your company before the exit strategy ever comes to mind.

5. Cultural Alignment – This is all about brand. Be the kind of company that employees want to be part of.

Flexibility and culture are very important factors needed to attract and retain employees

It seems that in the fast-casual restaurant setting pay can affect your employee’s performance the most. However, flexibility and culture are very important factors needed to attract and retain employees. In fact, when it specifically comes to hiring quality staff employees who feel aligned with your brand’s culture are those who get excited about work every day. They are those employees who are most engaged. Never forget to keep an eye on your current staff and their career aspirations. Be keen on helping them get to where they want to go in their career and you will retain and attract better employees over time.

Table Service Restaurants

Table service restaurants offer more of a formal setting where patrons can pre-plan reservations for sit down meals. Most customers are higher end and statistically more educated. Attracting and retaining employees to this type of restaurant brand requires a bit more planning and employees often want these three things:

1. Earning potential – Most restaurant workers that come to a table service setting are in it for earning potential. They are after the more service-oriented setting that enables them to work hard for better tips from patrons.

2.Brand culture – Create a brand that delivers a clear message of quality. Brand culture is what drives spending for these higher-end establishments. Spending drives the opportunity for your employees.

3.Benefits (health, dental, vision, 401K, etc.) – These are more senior workers, usually, and they are aware of what the job market can offer them. Standing out with a great benefit or compensation package is a great way to attract and retain employees.

Quick Service Restaurants (QSR)

As the last type of restaurant employer, we come to quick service restaurants or QSRs. More often than not this is an area where the conflict between the generations can be found. More often than not these type of employers attract the younger employees. Millennials can often be found in these types of establishments as young managers. Attracting and retaining employees in this space seems to be done easier with strong multinational brands that present these top three values to their employees:

1. Growth Potential – QSR is a fast-paced beast all on its own. McDonald’s has been one of the most successful examples of innovating growth potential for its staff. Their mentoring programs and management training are some of the best in the world. McDonald’s managers are also paid well and recognized for going above and beyond in their individual stores.

2. Employee Recognition – You see it on every employee badge as you walk into most QSR spaces. If someone is new the employer calls it out. If someone is a trainer, they are considered the experts even though they might be young and obviously inexperienced.

3. Brand Culture – QSRs are nearly always large, global brands. They have a clear brand message and brand culture that people want to engage with. Those who seek out opportunities with these brands are doing it to be part of a big industry brand.

There are many things that drive higher employee retention as well as others that make it easier for your restaurant to hire. However, the one consistent tactic across the entire industry is connected to your brand. Brand culture, being something that others can’t live without helps you attract, hire, and retain the best employees in the space. This goes back to the idea that people don’t really care until they know you care.

Being something that others can’t live without helps you attract, hire, and retain the best employees in the space.

Team culture, benefits, pay etc can affect employee performance. Employees who perform at peak performance exhibit more self-confidence and they attract others like them. If your employees are weak, then what you will attract is more weakness. Drive and expect optimal performance from all employees at all times and always offer fair earnings for those who deserve it. The end result will be a restaurant brand that has good employees, increased quality of hire, and lower employee turnover.

Here’s Why You’re Getting Beat by the Competition

The most profitable companies in the world make huge investments toward improving their brand and reputation; often spending millions to get it just right. Yet for many small businesses owners, branding is an afterthought. Why is this?

In this article, I’ll dispel some common misconceptions you may have about branding that could be harming your business. You’ll also learn about how a brand strategy (like the ones we develop through our BrandGPS™ process) could be one of the best investments you could make for your business.

Your Competition Is Winning, Here’s Why…

There’s a disease of misinformation spreading throughout the world of business. It’s plaguing small businesses and startups from every industry. If not caught early, then it could do great harm to your business.

Your competition thrives on your ignorance and they want you to stay misinformed.

Your competitors would prefer that you continue doing business as usual – fighting the uphill battle and constantly spinning your wheels. They don’t want you to be privy to certain best business practices, tricks of the trade, innovative ideas, or powerful marketing tactics. As brand guides, we see the results of this common complacency on a daily basis. Yet, more often than not, this disease can be cured through some education and awareness. With knowledge comes power.

Could You Be Misinformed?

The following statements shine a light on the fact that many people have a flawed understanding of what a brand is and how a brand strategy can benefit virtually every business. If you’ve found yourself saying any of the following statements, there’s a very high chance that you could be misinformed – and quite possibly doing great harm to your business without knowing.

MYTH #1: “There’s no clear ROI to branding.”

TRUTH: The fact is, there is plenty of examples of how proper branding, guided by a professional branding agency, can have a great return on investment. We’ll mention a few below.

MYTH #2: “It’s a nice-to-have, but not that important.”

TRUTH: There’s ample evidence to show that a brand strategy is not just a “nice-to-have” for your business, but a necessary step. If you view branding as just a decoration, or an “optional add-on” it’s time to step into the 21st century and stop running your business like you live in the 1950s.

The climate of the marketplace has changed, and consumers have changed with it. It’s not enough anymore to just say that you have the best prices or best quality stuff. Consumers are smarter and more engaged than ever. They will judge you based on how you look, what you say, and what you do. If any of those three pieces aren’t aligned, then you’ll be ignored.

You need to connect with consumers, not just talk about how awesome you are. They need to know who you are, what you do, what you stand for, and believe it. Developing a strategic brand should be one of the first steps in almost every business.

MYTH #3: “We just can’t afford it.”

TRUTH: In reality, you can’t afford to not have a brand strategy. But if you are an existing business, and truly don’t have any funds to invest in growing your business – then that could be a huge indicator that you need a brand strategy. A brand strategy can be one of the most important investments you make into your business. Implementing these principles, standards, and guidelines for your business can make you more profitable; making the initial investment of hiring a professional brand agency seem small.

MYTH #4: “We can hire ACME Agency to design a logo for half the price.”

TRUTH: This could be one of the most common, and most troubling misconceptions that surround branding. This antiquated idea is plaguing the world of startups and small businesses. Many people believe that spending a few hundred dollars to hire a logo designer will provide the same benefits as a going through an in-depth, comprehensive brand strategy process like BrandGPS™ – This couldn’t be further from the truth.

Investing in a brand strategy and professional brand identity is one of the most important decisions you can make.

Benefits of Branding

Your brand is the public’s response to how you look, what you say, and what you do. Without a brand strategy and professional brand identity, you’re probably missing 2 out of 3 vital pieces that make for a great brand. Implementing a brand strategy and brand identity (like the ones we provide with BrandGPS™) provides a ton of incredible benefits, uses, and tools to help your business grow – like crazy. The list below is not complete by any means, but will give you just a taste of some of the benefits you can expect after improving your approach to branding.

1. A Customer Magnet

People really want an easy connection to the brands they love. A great brand is a great reputation. It lets someone know they can trust your business to deliver the best services or products, all the time. You brand bridges the gap between your business and your customers; strengthening their resolve to do business with you. Often times this can increase metrics for your business such as conversion rates, or average order value.

2. Customer Loyalty Sky-rockets

Great and intentional branding is one of the most effective ways to increase customer loyalty. When people have a memorable experience with your brand, they will remember your brand, not only your product or service. People put their trust in brands, not products. So if your brand can connect with your customers emotionally, and build trust, chances are you’ll have a customer for life.

3. Your Message Connects

If created well, a brand strategy and identity can provide an incredible channel of communication with your audience. Your brand can inform people about your company’s value, your defining message, and unique characteristics. Things like these will help consumers connect to your business, and easily be able to identify your products vs. your competition’s. It’s important to know your customer intimately. What drives them? What motivates them? Once you find this out, design your brand strategy and identity accordingly – and growing your business is almost inevitable.

4. You Look Like a Better Choice

Do consumers know what sets you apart from your competition? Believe it or not, most people won’t just pay you money because you say that you do the best work, you provide the best quality, you’re the most affordable, and you’re just plain awesome. A real brand strategy will give you the right messaging to clearly communicate the value of your offering. Without this positioning statement, your business will just fall into the sea of a thousand competitors. A well-thought-out brand strategy will set your brand apart from the crowd, and even if the competition tries to copy you – it will just further establish and solidify your value in the consumer’s mind.

5. Who Doesn’t Like More Money?

If I offered to give you an additional 23% revenue this year but asked you to give me a small fraction of that amount in return, what would you say? You’d say yes; it’d be a no-brainer. It’d be absurd to say no.

Yet this is exactly what many businesses are doing every single year by not investing in a brand strategy, and getting consistent with their approach. Brand consistency is extremely important, and a pillar of any solid brand strategy.

There have been studies that show brands who are consistent can experience a 23% increase in their revenue, on average. That’s a pretty crazy stat, isn’t it? How would it make you feel to see your revenue increased by 23%? It’d probably feel pretty good, right?

Think about this for your own business. Ask yourself the following:

  1. What do I estimate my revenue to be over the next 12 months?
  2. Multiply that number by 0.23.
  3. That’s how much money you’re throwing away each year by not implementing a brand strategy and maintaining a consistent brand.

So for example, a business making $100,000 annually will lose $23,000 per year by not having an effective and consistent brand strategy in place.

There’s a Better Option

The news is in. You need a brand strategy for your business. If your business doesn’t have one or the one you have is ineffective, get in touch with us.

We’ve worked with many very sharp, forward-thinking owners and entrepreneurs from a variety of industries; guiding them through our 4-step brand development process called, BrandGPS™.

Over the course of 4-6 weeks, we help you establish a solid brand strategy for your business; helping bring alignment to your business goals and marketing efforts. It gives you the right look to attract more ideal customers and ensures that your brand is sending the right message.

What this provides for a company like yours is a clear and consistent connection with people, and quite frankly this often means an increase in your profits. It comes as no surprise to us that many of the business owners we’ve partnered with have expressed that BrandGPS™ is the best investment they’ve made for their business.

Balancing Creativity & Consistency With Your Brand Design

Post originally posted at Foodabletv.com

Have you ever enjoyed the wit or creativity of a television spot but then had no idea what it was for? This is probably because they valued creativity without consistency. Different is not always better. In fact, when it comes to positioning your brand in your consumers’ minds, you should be careful not to dilute your message.

Maybe you’ve grown tired of looking at elements of your brand and want to see something fresh. Some of us err on the side of wanting to change things up constantly. Others may never seek to change anything and grow out-dated and irrelevant. Is there a balance? How can we know when it’s time to do something new and creative, or when it’s best to maintain consistency?

There are two distinct areas to identify so that we can apply these principles correctly:

1. Foundational Elements

The foundational elements of your brand should stay consistent. These include items such as your logo, primary color palette, and tagline. The foundational elements should be developed to reflect the essence of the brand. Once in place, they shouldn’t change unless there is a fundamental strategic shift for the brand.

If Coca-Cola switched up their logo every few years just to stay fresh, their brand would not be recognizable all over the world. If Starbucks created an ad using blue and yellow, you wouldn’t associate it with their brand. It would be confusing and ineffective. Large brands understand the power of consistency in their foundational elements.

2. Secondary Elements

Secondary elements of your brand can include typefaces, secondary colors, and graphic styles. New items, seasonal promotions, and campaigns can provide a great opportunity to try something different, as long as it stays true to the foundational elements of the brand.

We see great brands roll out visuals that are extremely creative and fresh, yet they still remain unmistakably on-brand. You can usually identify an ad for Target without seeing the logo. That is because of their consistency. Starbucks is a great example of having new and exciting visuals during their seasonal promotions. Because they stay true to their foundational elements, you still know that it is Starbucks.

4 Tips on Being Creative but Consistent

Think about your audience. Are you wanting to change something because you are tired of seeing it, or because your audience is tired of seeing it? Remember that others are seeing it less frequently than you and you should be base decisions on their needs.

Don’t stick with something that doesn’t work. If your logo and visuals do not reflect the essence of your brand, you should consider if a rebranding effort is needed. It is better to make changes now than to consistently put out the wrong message.

Continue Reading on Foodable.

 


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