Market Force Perspectives

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A menu that delivers results to the bottom line is a defining element of successful restaurant chains. But what if your menu has lost its mojo? Consumers’ tastes are changing (see related article), driven by the upswing in new fast casual and independent brands that are expanding flavour profiles to meet the demands of modern consumers. In this new frontier, what once had customers raving can now leave your brand looking like a ‘food dinosaur’ to hordes of self-proclaimed foodies on the go....
Mystery shopping measures operational excellence. That includes a wide gamut of behaviours ranging from the effectiveness of sales associates in presenting products and asking for the close to a cashier’s ability to run a checkout line effectively. It’s a great tool for observing behaviours within a location and determining whether the brand promise is being executed. But how do you know if those standards are effective?You’ll want to match performance against brand standards...
I’m often asked “Rob, what do you think of mystery shopping?”  It’s an interesting question to pose to a CMO as mystery shopping traditionally is the domain of COO’s. But I think it’s important because when I spend marketing budget to drive traffic into restaurants, I want a great ROI. That only happens when my operational partners deliver a great experience. So here are three reasons why I like mystery shopping.It’s usually done by trained professionals. When you hire a reputable...

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