Marketing Basics

  • Why creating a story with your menu makes a difference

    May 24, 2022
    By Ralph Zoontjens The term “food marketing” may conjure images of billboards or TV ads, but the restaurant menu is one of the most important touchpoints to engage your customers and keep them coming back. For the past two years, food marketing has been dominated by pandemic-related risk management, but now, restaurants have the freedom to focus ...
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  • In mid-spring 2022, where does Canadian foodservice stand?

    May 9, 2022
    By David Hopkins It’s difficult to believe it but we’re already more than a third of the way through 2022. Now, more than two years into the pandemic, Canadian foodservice businesses are continually facing challenges while also experiencing new successes and new innovations. Even as we’re only in the fifth month of the year, there are ...
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  • Loyalty programs: bankable points vs. punch cards

    February 17, 2022
    By Megan Prevost Everyone has their favourite restaurant. The one they go to when they want to celebrate or need a pick-up. The one that they pick when they can’t think of anything else. How do you think these restaurants become such a staple in people’s lives? Oftentimes, delicious food and a great experience keep people coming ...
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  • 3 ways restaurants can navigate pandemic consumer behaviour

    February 8, 2022
    By Mike Wilson The last two years have challenged restaurants with evolving safety concerns, rules, and diner behaviour and preferences. While sales were down 29 per cent entering 2021, they’re expected to increase 21 per cent in 2022, potentially reaching pre-pandemic levels. Restaurants must continue to be nimble, responsive, and creative to survive and thrive. For many, ...
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  • 4 touchpoints to stamp with your new brand today

    December 30, 2021
    By Sydney Ahmadian You’re excited to earn 23 per cent more income with a great branding campaign. You’ve pinned down your brand story and identity. Now, it’s time to apply your shiny new brand to the four major customer touchpoints: your menus, website, marketing materials, and ordering app profiles. 1. Your menus Menus are prime real estate for ...
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  • 3 steps to building a stronger brand

    December 9, 2021
    By Sydney Ahmadian A great brand is pivotal to marketing your business. It helps people identify people, companies, and products. Without it, customers won’t know what your restaurant is all about. COVID-19 sanitized many restaurants of their branding, making now the perfect time to build a stronger brand presence. You don’t have to be a marketing guru ...
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  • Why a restaurant’s brand is more important than ever

    November 26, 2021
    By Sydney Ahmadian Long before multi-coloured window panes symbolized Microsoft, ranchers used brands to distinguish their cattle from other herds. A brand was a symbolic representation of the rancher’s business, manifested in real life on the haunches of their cows. A great brand acts as a physical or symbolic representation of your business to help you stick ...
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  • 11 social media marketing best practices for restaurants

    July 8, 2021
    You’ve pivoted. You’ve survived. Now, it’s time to thrive. By Sabrina Falone All marketing, both traditional and digital, is about sharing your brand’s messaging in a way that creates an emotional response that inspires people to spend money with your company. That’s certainly no different with social media marketing. Social media is a great way to connect and ...
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  • The Instagram Effect: How social media impacts foodservice

    June 3, 2021
    By Sylvia Tomczak Influencers, inspiration, and innovation — that’s all part of the Instagram effect. The way we consume media has changed drastically in the last decade, pushing further away from print and closer toward digitally-driven media. As generations like Gen Z are raised on technology and computer culture, the world is continuing to undergo a ...
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  • How to promote your restaurant’s online ordering app

    May 26, 2021
    By Jessica Zekry The pandemic has forced restaurants and consumers alike to change their behaviours overnight. Online ordering was a growing trend for several years until it became the only way to keep restaurants afloat and diners served. The value and utility that this service offers has certainly allowed it to make its way into new ...
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  • Restaurant Branding During COVID-19: Being memorable

    April 14, 2021
    The final chapter of our three-part look at restaurant branding during the pandemic looks at how to build a unique brand identity to stand out in a crowded market. By Doug Radkey Within this series, we’ve learned the importance of a brand guide along with consistent brand messaging, and come to understand the elements of connection along with ...
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  • Restaurant Branding During COVID-19: Building connection with your community

    March 17, 2021
    In Part II of our three-part look at restaurant branding during the pandemic, we assess how operators can build a lasting connection with their community. By Doug Radkey In Part I of this series, the word connection was used often. When you are building or rebuilding the essence of a brand, it is all about the connection you build ...
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  • Restaurant Branding During COVID-19: Developing your brand guide

    February 17, 2021
    In Part I of a new three-part look at restaurant branding during the pandemic, we assess how operators can lay solid marketing foundations By Doug Radkey Hospitality, since the beginning of time, has been about building connections. That right there is not going to change, even with a global pandemic thrown our way. Even though we are seeing the ...
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  • Designing an upselling strategy to increase your restaurant’s revenue

    February 17, 2021
    By Elizabeth Kelly In the world of sales, upselling is often considered an art, but in the restaurant industry, you need to get it down to a science. For successful upsell programs, consistency is key. Here are four steps to designing an upselling strategy that will increase your restaurant’s revenue: Step 1: Decide on your pairings Put thought into ...
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  • Mobile apps becoming a key focus for small businesses

    January 21, 2021
    A survey suggests one-third of small businesses currently have mobile apps, but 41 per cent plan to build one to support future growth
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