Tip ‘o the hat to Rick Abraham who organized another informative FSMA top2top Broker summit.
A compelling presentation was this Technomic Study on The Future of the Independent Operator, which he has kindly allowed me to share.
Among the key recommendations:
“Independents are under real pressure. They are willing to listen, so bring them solutions and best practices: menu pricing strategies, cost reduction, margin optimization, waste and yield management.”
Discussions at the conference highlighted how tricky that is to do when you’re relying on the traditional method of telling your Regional to tell his Broker Principal to tell his BSR’s to tell the Sales Manager at the house to tell his MA’s to tell their customers. If you’ve ever played Chinese whispers, you know what we mean.
Interestingly, Todd Hauser, a leading Martin Brothers DSR and panel member, spoke about how he prefers to receive .PDF files describing products so he can e-mail them on to his clients. In fact, there were audible gasps in my row as he referred to a traditional printed marketing materials as “trunk trash.”
If you want to see a best-in-class example of how to capitalize on the operator need for information and the BSR’s and DSR’s desire to deliver it efficiently, take a look at the superb job Leslie Chase and Sara Lee have done with:
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