A Fresh Approach to Foodservice: How to Crack the Code

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A Fresh Approach to Foodservice:

How to Crack the Code Dean Small

Synergy Restaurant Consultants

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Synergy Restaurant Consultants

Who We Are & What We Do– Menu Innovation and Operating Efficiencies for

Chains– “Bridge the Gap” between Chains and Suppliers

Who We Work With– National Full Service Chains: Red Lobster, Olive

Garden, California Pizza Kitchen– Fast Food: Taco Bell, KFC, Carl’s Jr.– Up and Coming Brands: Fleming’s– Suppliers: Dessert Glory, Paramount Farms

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What are the Trends? Consumers in Control– Consumers demanding Flavor– Consumers looking for Health Benefits– Consumers seeking Value

Operators in a Profit Squeeze – Trying to Build Brand Draw through New

Offerings – Needing Operational Efficiency– Looking for Labor Savings

Innovation Adds Value– Adds value to the plate for consumers– Value-added labor savings for the operator

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Top 10 Secrets to Cracking the Code

#10. Know Your Primary Target

#9. Understand Your Product Benefits

#8. Provide Validation

#7. Connect to Key Decision Makers

#6. Put your Best Foot Forward

#5. Incorporate User-friendly Packaging

#4. Create an Emotional Connection

#3. Add Value by Being a Strategic Partner

#2. Support the Testing Process

#1. Become a Provider of Knowledge not Boxes

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#10. Know Your Primary Target Most chains print menus twice a year Restaurants need

Labor savings, availability, stable pricing Guests need

Value and “good for you” perceived nutritional value

Sources like Technomic validate growth of these trends

How can you benefit them? Support their menu innovation efforts– Become a Culinary Resource – Give them a Competitive Advantage– Menu Marketing Opportunities

Pomm Wonderful –Rich in antioxidants Vidalia or Walla Walla Onions – Sweet

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#10. Know Your Primary Target Save them time and money• Reduce waste• Better yields• Less trash• Stable menu pricing

Obstacles, Hurdles & Resources Insights from Experience

– Pomm Wonderful –Rich in antioxidants– Vidalia or Walla Walla Onions – Sweet

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What is your unique competitive advantage?– Packaging– Availability – Distribution

Demand and like product comparisons Is this a commodity or value-added

product? What are the pricing implications of these

things? Obstacles, Hurdles & Resources Insights from Experience

– How Big is the demand: BK case study on Apple Fries

– How much value did you add: OM case study of artichokes

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#8. Provide Validation What’s so special about your product?– Organic, all Natural, Grown in the Sun and

Volcanic Ash of Maui How does that connect to your target’s

needs? How can you validate that?

– Research to validate What about the application, packaging,

pricing strategy, shelf life distribution can set you apart in the eyes of the target customer?


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Purchasing is the Guardian of the Gates– Turf protection

Develop Key Relationships– Marketing Executives• MEG, Leadership Conference, COEX, PMA

– Product Development Department• CIA Events, Trade Shows – NRA/CRA/TRA/FLA

Provide Innovation Support– Do the research – have something intelligent to

say– Become a resource and provide culinary support

Purchasing is the Guardian of the Gates– Turf protection

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Know who owns which parts of the new product process

President– Bay Street Restaurants, Romano Potatoes (case

study) Marketing – How does it support the brand strategy and how

is the product being positioned?– Is there a retail presence? Trade publications?– Black Angus, Artichokes (case study)

R & D – Operations Driven and numbers focused– Chef/Culinary Driven Concepts– Brio & Fleming’s Steak House, Artichokes (case

study)

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Operations– Acapulco: Chile chipotle puree (case study)

Purchasing – Ponderosa/Bonanza – Chiquita Quizno’s – – Desert Glory Tomatoes (case study)


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Culinary Presentations Require Selling It In– Generally a Small Group has a seat at the table

– • Marketing, R & D, Purchasing, Food Team,

President• Pitching the Benefits, Research and Product

Awareness (retail, consumer magazines, nutritional issues)• Legitimate Concerns - How many new SKU’s

will the New Menu Item Require? Obstacles, Hurdles & Resources Insights from Experience

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#6. Put your Best Foot Forward Culinary Presentations: be sure you know

What is the Objective of the New Product– How does it benefit the guest– How does it add value and support the Brand Strategy– Will we get credit For It?– What is their Innovation Strategy

– Keep the Menu Fresh/ Fill a Void on the Menu/Missed Opportunity/ Replace Another Item

Food Cost– Does it meet our target goal: Contribution to Profit– What is the down side risk

Training Needs & Labor Implications– How to prep, Store and Handling– Does it Reduce or increase labor & Is it worth it?

Insights from Experience

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#5. Build User-friendly Packaging Sometimes it is as simple as packaging– Smaller pack sizes

A New Product Introduction Doesn’t Have to be complicated!– Consider Two Pack Sizes

Opens doors to low volume restaurants Reduces waste and spoilage

– Breaking cases can be expensive – Opens doors


Corona Mini Story

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PURCHASING: Connect with their needs – They prefer doing business with established and

financially sound companies–Availability of product (year round)–Distribution in primary and secondary

markets– Stable pricing– Shelf Life Requirements–HACCP program–Movement – slotting concerns–Organic or all natural


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OPERATIONS: Connect with their needs – Will it add additional complexity?– Will it add labor?– Stable pricing– Supply Chain – Can I get it!– Pack size– Waste & Shelf life– Price– Training


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#3. Add Value by being a Strategic Partner

New Products are Monitored and Scrutinized

Supply Chain Management• Typically takes six weeks to get a new

product into distribution• Availability – can all of the restaurants get it

– Quality of the raw materials upon arrival– Priced correctly upon delivery– Customer Comment Cards or Internet Surveys– Favorable Response


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#2. Support the Testing Process Typically pick a few locations

– Usually a featured menu item – special on a Show Card– Success requires a product champion– Oftentimes Supported with a Contest by Supplier – Menu item or Ingredient Refined in the Field

What Does Success Look Like– Minimal distribution challenges / shortages– Number of items sold– Waste– Operational Complexity and Impact to labor costs– Ability to flawlessly execute– Positive Feedback from the service staff and Customer– Meet the Financial Requirements


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Your Experience can provide their competitive edge

Explore Branding Opportunities Insights from Experience

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Top 10 Secrets to Cracking the Code

#10. Know Your Primary Target


#8. Provide Validation



#5. Incorporate User-friendly Packaging


#3. Add Value by Being a Strategic Partner

#2. Support the Testing Process


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THANK YOU

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Questions & Answers

A Fresh Approach to Foodservice: How to Crack the Code

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