Restaurant Development & Design

WINTER 2014

restaurant development + design is a user-driven resource for restaurant professionals charged with building new locations and remodeling existing units.

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W I N T E R 2 0 1 4 • R E S T A U R A N T D E V E L O P M E N T + D E S I G N • 9 Five Big Tech Trends Wondering what tech trends promise to drive the greatest change in restaurants this year? Dreambox Creations, a full-service digital agency that serves chains including LYFE Kitchen, Claim Jumper Restaurants, Black Angus Steak House and Yard House Restaurants, says these fve lead the list: INTEGRATION. Many brands have siloed-off data, but those brands that can discover insight by looking at it all holistically will be very well prepared. ONLINE ORDERING. It'll continue to grow and will be powered by syndicated ordering, such as allowing third-party sites to sell food items on their sites while taking a cut of the profts. MOBILE WEB TRAFFIC. This easily accounts for more than 50 percent of website traffc where mobile users are supported. If you don't have a mobile web app, you'll wish you had. TARGETED LOYALTY PROGRAMS. Panera Bread shook things up with its take on how to effec- tively offer and manage a loyalty program. The company went beyond earning points for free items by tracking guests' preferred menu items, offering exclusive previews and tastings to loyalty club members, providing cooking and baking tips, and more. We will see loyalty programs taking it up a notch in order to entice guests to enroll. ALTERNATIVE PAYMENT METHODS. Cash, charge or debit will not be the only payment options avail- able. We will likely see businesses mastering new ways to facilitate capturing guest dollars, whether it's low-energy Bluetooth, near-feld communications, or some other method of obtaining payment. 74 Percent who would order takeout/delivery on a mobile device 70 Percent who would be likely to use restaurant rewards or special deals on a smartphone 70 Percent who would look up nutritional information on a mobile device Mobile Millennials If your brand wants to attract the 18- to 34-year-old crowd but is not integrating the types of anywhere, any-time tech solutions this group increas- ingly seeks, you could be a day late and a lot of dollars short. Here's why: 88 Percent who say they'd look up locations/directions on a mobile device Source: National Restaurant Association Consumer survey, 2013. 60 Percent who would use a mobile device to make a restaurant reservation or place an order at a touch-screen kiosk 54 Percent who would interact with a restaurant on social media Cash Strapped? Need Advice? Meet Two New Players FranInvest Fransmart, the franchise development company that launched franchise programs for such brands as Five Guys Burgers, Qdoba, Vapiano, Zpizza and Freshii, has formed FranInvest. The frm serves as "an investment vehicle for unique, emerging restaurant brands that have the clear potential to become segment leaders in the restaurant industry." "I've had great exposure to incredible concepts whose growth was held back by capital limitations," notes Dan Rowe, founder and CEO of Fransmart. "Young brands who have the right combination of unique branding, strong positioning and exceptional food get distracted when they are cash-strapped, and operations inevitably suffer. I can only imagine how much faster even our most successful brands could have grown if they had easier access to growth capital in the very early days." FranInvest provides equity funding ranging from $250,000 up to $2.5 million. It seeks brands in target segments that have the potential to grow into sizeable chains. Rowe says that in addition to capital, chosen brands will beneft from FranInvest's deep industry experience and expertise. Flax and Rosenfeld Capital Partners Larry Flax and Rick Rosenfeld, who in 1985 created California Pizza Kitchen (CPK), have come out of retirement to launch Flax and Rosenfeld Capital Partners. The Los Angeles-based company focuses on creating and operating its own brands — the frst being a yet-to-be-named fast-casual pizza concept — and "providing emerging and established brands with advisory services in conjunction with making select strategic equity alliances and providing capital investment." Flax and Rosenfeld Capital Partners will also acquire and develop real estate for its own portfolio and advise landlords nationwide on maximizing the value of their properties through enhancing or repositioning their merchandise mix.

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