TOP TRENDS FOR 2010 FROM NATIONAL
RESTAURANT CONSULTANTS
Denver, Colorado – For six years now, our “Top Trends”
forecast has set the standard for industry insight into
what operators can expect for the upcoming year. We
have completed our latest research and are happy to
announce our, "Top Trends for 2010."
THE DRIVING THEME IN 2010 WILL BE, “HOW
MUCH MONEY CAN I MAKE?”
The restaurant industry has seen the steepest drop in
traffic in the last 28 years, and the last two years have
been hard on operators across the board. Tired of
working hard for marginal returns and fueled by profit
hungry shareholders and under performing franchisees,
the industry will go through a resurgence of what we
believe will be a concentrated focus on profitability.
Recently acknowledged by the Wall Street Journal
magazine, “Smart Money®”, as the restaurant efficiency
experts, we at NRC, Inc. are extremely sensitive to what
owners and operators want, and now, more than ever,
the focus in 2010 will be profit. Just remember that it’s
not what you make, it’s what you keep that matters.
PROFIT WILL BE POSSIBLE, BUT ELUSIVE IN 2010
As of this writing (October, 2009), the restaurant industry
in general is experiencing real pain. High end operators are
feeling the effects of greatly reduced cover counts and
this segment in particular has contracted rapidly in the
number of open restaurants. Full service and casual
themed restaurants are experiencing flat sales. Quick and
limited service concepts are seeing flat to marginal sales
trends. Protracted unemployment which currently stands
at 9.8% nationwide is expected to rise throughout 2011.
This leaves more than 15 million Americans currently
unemployed, and almost 25% of most major restaurant
companies report that they expect to make payroll
reductions during 2010. Although some industry
segments will enjoy some positive growth, it’s difficult to
get too excited about the financial prospects for 2010. In
a study done by the National Association of Foodservice
Equipment Manufacturers and by Foodservice Equipment
and Supplies Magazine, 91% of restaurant operators
expect either the same or an increase in sales volume in
2009-2010. Operators stated their expectation of a 9.6%
increase in gross profits. We think that this is optimistic,
but we’ve seen that some segments have already turned
the corner. Upscale hamburger concepts are enjoying a
resurgence, and some casual and fast casual operators,
such as Chipotle, Panera Bread, Chili’s, Buffalo Wild
Wings, Olive Garden, and a few others, are showing
recovery in same store year over year sales. Most of the
belt tightening has been done and operators are now
interested in ownership, or at least leadership, of their
market niche whenever possible. For those that innovate,
keep a close eye on capital expenditures, and upgrade
their marketing efforts, 2010 could be a profitable year for
them. For others, we encourage you to seek professional
assistance in maximizing the efficiency of your restaurant.
This does not mean shortchanging guests in any way. It
means that you fully utilize every resource available in the
most efficient way possible – eliminating wasted time,
money and effort and placing an emphasis upon delivering
value.
BUY LOCALLY - FOR MOST OF YOUR GUESTS, IT’S
MORE IMPORTANT THAN ORGANIC
The organic movement has been steadily growing for
years now, but in 2010 and beyond, we believe that local
sources of everything from produce to proteins will be
more important to most guests that organic products.
This is not meant to downplay organics, but the growing
focus on local sourcing has shown itself to be more than
just a passing fancy. In 2008, we accurately predicted that
for independent operators, local sourcing (which
frequently includes organics as well) would be one of your
greatest advantages in competing against the chains. In
short, if you buy local, and you should, be sure to
promote it – you’ll quickly see the competitive and cost
advantages of doing so!
WE PREDICT THE DEATH OF THE GENERIC
RESTAURANT
In a recent poll, three out of four adults said that they
were trying to eat healthier than they did two years ago.
However, our research has shown that menu items that
are identified as being healthy are some of the least
popular items. How interesting! Fact of the matter is that
people can eat anywhere they want to, and the compelling
reason to go to a particular restaurant is to enjoy
something that they can’t make at home or get anywhere
else. What this means to you as a restaurant owner is
that you simply must have a few highly profitable, “Niche
Signature Dishes” that identify with your brand and set
you apart. Restaurants that have a generic menu that
does not identify them as being something special will go
by the wayside.
SAVE MONEY AND BUILD TRAFFIC BY USING
SOCIAL MARKETING
One of the biggest wastes of money is to spend it on
conventional print and TV advertising. Save that money
and get closer to your guests by using highly effective,
loyalty enhancing, real-time media options such as Twitter,
MySpace and various phone applications. An effective web
site and Internet marketing should also be utilized and
integrated into your marketing program. Before jumping
in, be sure to:
• Determine what you want to achieve. Have a clear
goal in mind and build your program around that goal.
Make it measurable and constantly benchmark your
progress.
• Have a clear understanding of your brand and
market position.
• Know what your guests want from you. What type
of content should you provide in order to obtain maximum
actionable results? What’s in it for them? Work through
these questions early in the game.
• Who on your staff is going to manage the system,
provide content updates and maintain it? In today’s
electronic and digital media, outdated content is the kiss
of death.
• Create, thoroughly test, and launch your new
marketing system and begin saving money today!
Return to top of page
RESTAURANT CONSULTANTS
Denver, Colorado – For six years now, our “Top Trends”
forecast has set the standard for industry insight into
what operators can expect for the upcoming year. We
have completed our latest research and are happy to
announce our, "Top Trends for 2010."
THE DRIVING THEME IN 2010 WILL BE, “HOW
MUCH MONEY CAN I MAKE?”
The restaurant industry has seen the steepest drop in
traffic in the last 28 years, and the last two years have
been hard on operators across the board. Tired of
working hard for marginal returns and fueled by profit
hungry shareholders and under performing franchisees,
the industry will go through a resurgence of what we
believe will be a concentrated focus on profitability.
Recently acknowledged by the Wall Street Journal
magazine, “Smart Money®”, as the restaurant efficiency
experts, we at NRC, Inc. are extremely sensitive to what
owners and operators want, and now, more than ever,
the focus in 2010 will be profit. Just remember that it’s
not what you make, it’s what you keep that matters.
PROFIT WILL BE POSSIBLE, BUT ELUSIVE IN 2010
As of this writing (October, 2009), the restaurant industry
in general is experiencing real pain. High end operators are
feeling the effects of greatly reduced cover counts and
this segment in particular has contracted rapidly in the
number of open restaurants. Full service and casual
themed restaurants are experiencing flat sales. Quick and
limited service concepts are seeing flat to marginal sales
trends. Protracted unemployment which currently stands
at 9.8% nationwide is expected to rise throughout 2011.
This leaves more than 15 million Americans currently
unemployed, and almost 25% of most major restaurant
companies report that they expect to make payroll
reductions during 2010. Although some industry
segments will enjoy some positive growth, it’s difficult to
get too excited about the financial prospects for 2010. In
a study done by the National Association of Foodservice
Equipment Manufacturers and by Foodservice Equipment
and Supplies Magazine, 91% of restaurant operators
expect either the same or an increase in sales volume in
2009-2010. Operators stated their expectation of a 9.6%
increase in gross profits. We think that this is optimistic,
but we’ve seen that some segments have already turned
the corner. Upscale hamburger concepts are enjoying a
resurgence, and some casual and fast casual operators,
such as Chipotle, Panera Bread, Chili’s, Buffalo Wild
Wings, Olive Garden, and a few others, are showing
recovery in same store year over year sales. Most of the
belt tightening has been done and operators are now
interested in ownership, or at least leadership, of their
market niche whenever possible. For those that innovate,
keep a close eye on capital expenditures, and upgrade
their marketing efforts, 2010 could be a profitable year for
them. For others, we encourage you to seek professional
assistance in maximizing the efficiency of your restaurant.
This does not mean shortchanging guests in any way. It
means that you fully utilize every resource available in the
most efficient way possible – eliminating wasted time,
money and effort and placing an emphasis upon delivering
value.
BUY LOCALLY - FOR MOST OF YOUR GUESTS, IT’S
MORE IMPORTANT THAN ORGANIC
The organic movement has been steadily growing for
years now, but in 2010 and beyond, we believe that local
sources of everything from produce to proteins will be
more important to most guests that organic products.
This is not meant to downplay organics, but the growing
focus on local sourcing has shown itself to be more than
just a passing fancy. In 2008, we accurately predicted that
for independent operators, local sourcing (which
frequently includes organics as well) would be one of your
greatest advantages in competing against the chains. In
short, if you buy local, and you should, be sure to
promote it – you’ll quickly see the competitive and cost
advantages of doing so!
WE PREDICT THE DEATH OF THE GENERIC
RESTAURANT
In a recent poll, three out of four adults said that they
were trying to eat healthier than they did two years ago.
However, our research has shown that menu items that
are identified as being healthy are some of the least
popular items. How interesting! Fact of the matter is that
people can eat anywhere they want to, and the compelling
reason to go to a particular restaurant is to enjoy
something that they can’t make at home or get anywhere
else. What this means to you as a restaurant owner is
that you simply must have a few highly profitable, “Niche
Signature Dishes” that identify with your brand and set
you apart. Restaurants that have a generic menu that
does not identify them as being something special will go
by the wayside.
SAVE MONEY AND BUILD TRAFFIC BY USING
SOCIAL MARKETING
One of the biggest wastes of money is to spend it on
conventional print and TV advertising. Save that money
and get closer to your guests by using highly effective,
loyalty enhancing, real-time media options such as Twitter,
MySpace and various phone applications. An effective web
site and Internet marketing should also be utilized and
integrated into your marketing program. Before jumping
in, be sure to:
• Determine what you want to achieve. Have a clear
goal in mind and build your program around that goal.
Make it measurable and constantly benchmark your
progress.
• Have a clear understanding of your brand and
market position.
• Know what your guests want from you. What type
of content should you provide in order to obtain maximum
actionable results? What’s in it for them? Work through
these questions early in the game.
• Who on your staff is going to manage the system,
provide content updates and maintain it? In today’s
electronic and digital media, outdated content is the kiss
of death.
• Create, thoroughly test, and launch your new
marketing system and begin saving money today!
Return to top of page
PROFIT BY UNDERSTANDING THE NEW GUEST
PROFILE
Today’s consumer has new habits and needs. As we all
know, 2008 and 2009 proved to be financially difficult for
all of us. As a result, we’ve changed our habits and have
resorted to living within our means. Our spending habits
have changed as well. Consumers are now seeking value
propositions in every aspect of their life. The new mentality
is, “Give me more but don’t charge me for it.”
Understanding that your guests have new needs and
desires are the keys to profiting from this new guest
profile. Innovation is the key word for 2010, and we’re
predicting a growth of serving size options and service
formats. Offering a wide variety of options makes a lot of
financial sense for you as the owner and also for your
guests. In 2010 and beyond, it’s not going to be business
as usual.
KEEP AN EYE OUT FOR NEW FINANCIAL PRODUCTS
AND SERVICES
Unbelievably, the U.S. Government and the banking
industry continue to serve themselves and ignore the
needs of small businesses. As such, large and small loans
have for most, been difficult if not impossible to obtain.
This has led to a pent-up demand for capital that simply
must be made available, and we think that 2010 will be the
breakthrough year. Expect to see a wide variety of new
funding options become available from unexpected sources.
OLD STANDBYS MAY PROVIDE A PROFITABLE NEW
BUSINESS OPPORTUNITY
Due to the low cost of ownership, greater mobility, and a
focused niche orientation, food carts and food trucks are
expected to enjoy greater popularity in most major metro
areas. These venues provide more guest orientated
interaction when compared to a conventional restaurant,
and patrons can enjoy a low cost meal in a format that
provides high value orientation for today’s consumers.
Easily cutting across all social economic lines, expect to see
gourmet versions as well.
PROTECT YOUR PROFIT BY BEING PREPARED FOR
THE H1N1 VIRUS
In a recent study, the Harvard School of Public Health
found that most small businesses are unprepared for an
outbreak of the H1N1 virus. Restaurant operators
nationwide will be challenged by having to run their
business with fewer employees resulting in overtime pay
for many. The National Restaurant Association has an
information packed web site that every business owner
should check out. www.restaurant.org/fluinfo/
MAKE MORE MONEY BY TAKING CARE OF THE KIDS
In 2006, we said that forward looking operators should
address the generally poor quality of offerings for kids. It’s
taken the recession for many to understand that families
are a good source of revenues. We’ve seen improvements
by many operators, and, if you’ve not upgraded your
offerings for children, now is the time to do it. Bottom line
is that by offering higher quality food items for kids, it
makes the parents happier resulting in more frequent visits.
POINTS OF PAIN OR POINTS OF PROFIT – IT’S YOUR
CHOICE
Your guest just ordered one of your most popular menu
items. Do you as the owner know exactly how much
money you just made off that one item? Did you just
experience pain or pleasure? Don’t know? We might
suggest that it’s time to get a grip on your most
important selling tool – your menu. Revenues don’t keep
you open, profit and cash flow do. They're the fuel that
your business needs to continue in operation. We’ve all
seen busy restaurants close for no apparent reason, but
the reason that EVERY business closes is a lack of cash
flow/profit. Don’t become a casualty in 2010. Act today
and engage some professional assistance. As noted by
Smart Money® Magazine, obtaining an Operations
Analysis™ of your operation should be #1 on your list of
things to accomplish as soon as possible. The costs will be
offset in no time, and you’ll feel better knowing that your
restaurant is operating at peak efficiency and profitability.
That’s our story for 2010, and we wish everyone the very
best for the upcoming year. It’s going to be interesting!
********
National Restaurant Consultants, Inc. is a busy food
service consulting company that assists restaurant clients
worldwide. Experts in new restaurant startup ventures and
troubleshooting projects, the firm works with clients of all
sizes in a wide variety of applications including; Family-style
restaurants, Taverns and Pubs, Deli and Coffee Shop, Full
and Limited Service Restaurants, Quick Service
Restaurants, Hotels and Resorts, Unique and Theme
Concepts, and custom projects of all types.
Your confidential inquiry is invited.
www.nationalrestaurantconsultants.com
Contact:
Kevin Moll, Chief Executive Officer
kevin@nationalrestaurantconsultants.com
National Restaurant Consultants
4340 E. Kentucky Avenue, Suite 134, Denver, CO 80246
(303) 757-3663 (800) 961-6005
Copyright 2009 National Restaurant Consultants, Inc. You
are free to copy, print, distribute or post this article to the
web or other printed materials as long as the entire article
remains intact and authorship credit is given.
Top Trends for 2010 from National Restaurant
Consultants, Inc. Download a copy here
Top Trends for 2009 from National Restaurant
Consultants, Inc. Download a copy here
Top Trends from 2007 & 2008 Download a copy here
PROFILE
Today’s consumer has new habits and needs. As we all
know, 2008 and 2009 proved to be financially difficult for
all of us. As a result, we’ve changed our habits and have
resorted to living within our means. Our spending habits
have changed as well. Consumers are now seeking value
propositions in every aspect of their life. The new mentality
is, “Give me more but don’t charge me for it.”
Understanding that your guests have new needs and
desires are the keys to profiting from this new guest
profile. Innovation is the key word for 2010, and we’re
predicting a growth of serving size options and service
formats. Offering a wide variety of options makes a lot of
financial sense for you as the owner and also for your
guests. In 2010 and beyond, it’s not going to be business
as usual.
KEEP AN EYE OUT FOR NEW FINANCIAL PRODUCTS
AND SERVICES
Unbelievably, the U.S. Government and the banking
industry continue to serve themselves and ignore the
needs of small businesses. As such, large and small loans
have for most, been difficult if not impossible to obtain.
This has led to a pent-up demand for capital that simply
must be made available, and we think that 2010 will be the
breakthrough year. Expect to see a wide variety of new
funding options become available from unexpected sources.
OLD STANDBYS MAY PROVIDE A PROFITABLE NEW
BUSINESS OPPORTUNITY
Due to the low cost of ownership, greater mobility, and a
focused niche orientation, food carts and food trucks are
expected to enjoy greater popularity in most major metro
areas. These venues provide more guest orientated
interaction when compared to a conventional restaurant,
and patrons can enjoy a low cost meal in a format that
provides high value orientation for today’s consumers.
Easily cutting across all social economic lines, expect to see
gourmet versions as well.
PROTECT YOUR PROFIT BY BEING PREPARED FOR
THE H1N1 VIRUS
In a recent study, the Harvard School of Public Health
found that most small businesses are unprepared for an
outbreak of the H1N1 virus. Restaurant operators
nationwide will be challenged by having to run their
business with fewer employees resulting in overtime pay
for many. The National Restaurant Association has an
information packed web site that every business owner
should check out. www.restaurant.org/fluinfo/
MAKE MORE MONEY BY TAKING CARE OF THE KIDS
In 2006, we said that forward looking operators should
address the generally poor quality of offerings for kids. It’s
taken the recession for many to understand that families
are a good source of revenues. We’ve seen improvements
by many operators, and, if you’ve not upgraded your
offerings for children, now is the time to do it. Bottom line
is that by offering higher quality food items for kids, it
makes the parents happier resulting in more frequent visits.
POINTS OF PAIN OR POINTS OF PROFIT – IT’S YOUR
CHOICE
Your guest just ordered one of your most popular menu
items. Do you as the owner know exactly how much
money you just made off that one item? Did you just
experience pain or pleasure? Don’t know? We might
suggest that it’s time to get a grip on your most
important selling tool – your menu. Revenues don’t keep
you open, profit and cash flow do. They're the fuel that
your business needs to continue in operation. We’ve all
seen busy restaurants close for no apparent reason, but
the reason that EVERY business closes is a lack of cash
flow/profit. Don’t become a casualty in 2010. Act today
and engage some professional assistance. As noted by
Smart Money® Magazine, obtaining an Operations
Analysis™ of your operation should be #1 on your list of
things to accomplish as soon as possible. The costs will be
offset in no time, and you’ll feel better knowing that your
restaurant is operating at peak efficiency and profitability.
That’s our story for 2010, and we wish everyone the very
best for the upcoming year. It’s going to be interesting!
********
National Restaurant Consultants, Inc. is a busy food
service consulting company that assists restaurant clients
worldwide. Experts in new restaurant startup ventures and
troubleshooting projects, the firm works with clients of all
sizes in a wide variety of applications including; Family-style
restaurants, Taverns and Pubs, Deli and Coffee Shop, Full
and Limited Service Restaurants, Quick Service
Restaurants, Hotels and Resorts, Unique and Theme
Concepts, and custom projects of all types.
Your confidential inquiry is invited.
www.nationalrestaurantconsultants.com
Contact:
Kevin Moll, Chief Executive Officer
kevin@nationalrestaurantconsultants.com
National Restaurant Consultants
4340 E. Kentucky Avenue, Suite 134, Denver, CO 80246
(303) 757-3663 (800) 961-6005
Copyright 2009 National Restaurant Consultants, Inc. You
are free to copy, print, distribute or post this article to the
web or other printed materials as long as the entire article
remains intact and authorship credit is given.
Top Trends for 2010 from National Restaurant
Consultants, Inc. Download a copy here
Top Trends for 2009 from National Restaurant
Consultants, Inc. Download a copy here
Top Trends from 2007 & 2008 Download a copy here
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