Lack of ingredients, logistics, production and staffing shortages, not to mention temporary and permanent restaurant closures-manufacturing has also suffered along side the operator for the past two years and likely into the foreseeable future.
The two are in tandem, both relying on each other for sustainability and success.
I recall working for Kelseys and having lunch with Paul Jeffery the founder. He asked me to look around and take note the guests. He then stated quite emphatically that without the guests we would both be out of work. In other words, respect and take care of each guest because they are responsible for our pay cheque.
That has always stuck with me and now more than ever, suppliers must support and take care their customers. Many operators and owners have been stretched and stressed to the limit thus supplier support is critical for survival.
A quality product and a competitive price is simply the point of entry.
Operations, especially independent and small chains have limited capacity and cash flow to keep the open sign on. The suppliers who have stepped up their game with innovative and cost-effective products, prepared unique recipes with less ingredients to reduce food and labour costs, and developed staff incentive and retention programs-those are the companies that have and deserve the customer’s loyalty.
In my many years as an employee with the Kelseys group, and now as a foodservice focused marketing agency I have witnessed a range of supplier/operator programs. Some have been very successful and well, some not so much. The critical component to building an effective promotion is “Customer First” strategy. Due diligence and defining what makes the operation unique are the most important factors for a turnkey, easy to implement and execute program.
Taking care of the customer is critical, unfortunately many suppliers have neglected to fend and fund their partners. They have failed to support the ones who have supported them. In these difficult times it is imperative that the supplier take care of their customers as they are ultimately responsible for their pay cheque.
Hence no supply. No demand.
Scott Moore, President of Stir Creative Communication Inc., has been helping foodservice and hospitality suppliers and operators increase sales for over 30 years. For innovative and revenue-increasing programs, marketing and promotional campaigns and much more, contact Scott at 905-484-3094, scott@stircommunications.ca, or visit www.stircommunications.ca.