In their 2019 study, McKinsey analysed the behaviour of 1,000 publicly-listed companies during a recession and found that about 10% of these companies fared materially better than the rest. The resilient ones continued moving ahead, opting to focus on growth (even if it meant incurring short-term costs). That way they could “ride the waves of uncertainty instead of being overpowered by them”.
So whilst we’ve already established things are tough, there’s a message of optimism too. You can’t control external forces like an economic downturn and outrageous energy bills, but you can embrace change, reassess your internal forces and use tech to solve some of your biggest and most urgent challenges.
I Am Doner kiosks, powered by Vita Mojo
Before we get into some tips, it’s worth saying that we understand how difficult it is to take the plunge and opt for change during times of uncertainty.
It can feel easier to stick with what you know, safer to keep doing what you’re already doing, and more sensible to wait for more stability before shifting gears.
But as our Commercial Director Nick Liddle said at the MCA Restaurant Conference 2022: “It’s easy – and tempting – for operators to feel overwhelmed and opt for the wait-and-see approach. But embracing change now, rather than battening down the hatches, will make a material difference to how your business performs now and in the future.”
The cost of living crisis has a tight grip on hospitality. Customers have also been hit hard, and are inevitably analysing their eating habits, being more selective about how often they eat out and spending less when they do.
You need to make every transaction count.
Introducing digital ordering solutions like self-ordering kiosks and mobile apps provide a simple way to increase both throughput and ATV (with the added bonus of reducing reliance on staff). These channels should use smart upsells, add-ons and meal deal recommendations, utilising data to sell better than a human at the till ever could.
We’ve seen ATV increase by up to 35% for brands that embrace digital ordering, and customers love it; over 70% of customers say they prefer ordering on self-serve kiosks in QSRs.
Almost 35% of businesses are dealing with a skilled labour shortage, making it hard to deliver the perfect experience your customers want. Because of this, the daily pressure on your existing labour force right now is unreal, which doesn’t exactly empower retention.
Automate the mundane jobs that take staff away from tasks that drive retention and loyalty.
Gourmet kebab chain I am Doner introduced self-order kiosks and integrated Just Eat into their POS, which, according to Operations Director Bridie Fox, “freed up labour to the extent that it’s like having one additional employee.”
Along with the difficulties of actually finding staff to hire, the cost of labour is cripplingly high within hospitality.
Instead of waiting to find new staff (and the money to hire them), use digital to create a more efficient, lean operation that will serve you not just in the current crisis, but will help you transform operations for the future.
See how LEON has transformed their operations with tech below:
Digital channels enable you to take more orders without increasing labour costs. Time saved by digital ordering channels allow you to redeploy front of house staff to help with back of house operations. Make sure those ordering channels, Point of Sale and KMS all integrate for automated order flow. Staff can then prepare meals faster, and deliver that all important customer experience.
Optimising your menu is a simple but powerful way to boost the bottom line.
With the right digital ordering channels, you can put the dishes with the highest profit margin front and centre on the menu – giving you flexibility that just isn’t possible with paper menus.
Upsells, basket recommendations and meal deal bundles can all subconsciously encourage customers to purchase the dishes that most benefit you. After introducing new meal deal and upsell functionality, I am Doner increased sales of two dishes from 3-40% in just one month!
Analysing your menu is also a clever way to reduce food waste, which costs the hospitality industry up to £682m a year. Don’t overlook how much difference you can make to your bottom line when you take actions that focus on reducing waste.
Digital menus – which you can change easily and as often as needed – can be a vital tool when tackling inflation, waste and unpredictable costs in the supply chain. Introduce new dishes that use cost effective ingredients as the market changes, without the logistics of having to change physical menus. Harness the power of digital to easily understand what customers are buying, and quickly adapt your menu to ensure you’re not wasting budget on product that ultimately won’t be used.
You can also mask a reduced menu by increasing customisation options in digital channels, putting the customer in control of adding the more expensive ingredients when ordering instead of being included in every dish by default.
We’ve given you some tips and tools to invest in the future of your brand – now it’s over to you.
Talk to the Vita Mojo team today and see how our technology can elevate your brand, drive sales performance and increase efficiency across your business. Just leave a few details and we’ll get back to you as soon as possible.
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