Over the past year Burger King has attempted to change its menu not by creating new items that require new ingredients, but rather by creating new items that use ingredients that already exist on hand in the kitchen. Burger King has said that this approach to menu innovation is working in their favor; Daniel Schwartz, Burger King Chief Executive Officer has stated that the third consecutive quarter of growth was “driven by our strategy of launching fewer, more impactful products and by the continued popularity of our core offerings.”

In the last quarter Burger King launched five new items, less than it has in past quarters, which were all essentially versions of existing burgers with small adjustments. For instance, the new Chicken Big King is a Big King with a chicken patty that replace the beef patty. Similarly, the new BBQ Bacon Whopper is essentially a Whopper that has bacon and sauce added to it, and the Extra Long BBQ Cheeseburger utilizes the same hoagie bun that is currently used for the chicken sandwich and inserts two beef patties, cheese, BBQ sauce and onion rings.

In the past Burger King has launched seasonal new items which caused complications in the kitchen, which led to this more modest menu innovation strategy. McDonald’s is also attempting to simplify the menu in order to increase speed and efficiency at its restaurant locations. The ordering and execution will be more streamlined with simpler menu items that do not require too many ingredients or a complicated time-consuming assembly process. Burger King’s President for North America, Alexandre Macedo, has stated that this new menu strategy that tweaks original menu items without adding new products or ingredients will enable the company to focus spending in certain high-impact areas and will also allow Burger King to be more consistent across the board in its marketing efforts.

To read more about Burger King’s menu strategy, click here

Erle Dardick has been in the catering business for fifteen years and is known as the expert when it comes to helping multi-unit restaurants create successful catering revenue channels. Erle also founded a software, MonkeyMedia Software, that provides catering solutions to multi-unit restaurant operators.  The use of online and mobile ordering technology is the strongest sales and marketing tool to grow a business. Research shows that the average ticket is 30% higher on online ordering platforms than it is in-stores. In order to have a successful online ordering platform that is quick, easy and efficient in order to meet customers’ demands, a solid strategy must be put in place to promote the platform. Below are Erle Dardicks’s five marketing methods to promote an online catering platform:

1. Make your platform user friendly. The online and mobile ordering platforms should be very customer friendly and intuitive. It should be set up in a way that satisfies the needs of the customer in a user-friendly manner.

2. Determine the best way to drive frequency. Promotional offers and/or discounts on group orders over are a good way to increase ordering frequency. Rewards and loyalty programs are also a great tool to promote the online platform.

3. Drive in-store traffic to your online and mobile ordering platforms. Good signage in-stores that promote the catering program and online/mobile ordering platforms will increase awareness. Staff should also be trained to redirect callers who call in to place an order from the store to the online/mobile ordering platform (they could also offer a promotional code for a first time use of the service).

4. Reward first-time users.  Incentivizing first-time users of the online/mobile ordering platforms is of utmost importance. Research shows that consumers find it easier to redeem coupons and promotions online or through mobile devices, and will do so when prompted. This means that restaurant operators have an increased opportunity to promote their off-premise program through promotional offers that will drive online and mobile ordering, increasing sales as a result. The follow-up with these first-time users will prove useful as it is an opportunity to gather important information about their experience.

5. Follow-up about the customer experience. Feedback about the online and mobile ordering process and experience is important because it allows you to discover what customers like and what they believe has some room for improvement. It is as important to really ask the correct questions; ie. Were there any concerns after placing an order? Was everything to their satisfaction?

To read more about the way the proper technology tools can grow off-premise profitability, click here

Tom Jednorowicz, Founder and CEO of Meatheads in Chicago, has had 20-plus years experience with fast casual early-stage high-growth restaurant concepts. While launching his own startup concept he learned a few lessons and is sharing these along with a few tips for any startup concept.

1. Any startup business plan needs to be flexible.The startup business plan should prepare for short term financial viability; it should not be interpreted too literally as it can create tension in the decision-making process which can stifle growth because it does not allow for adaptations to changes in the marketplace. Growth should not be defined solely by the business plan.

2. Execution: Create an atmosphere of winning for both employees and customers.It is crucial to implement training programs for employees in both front and back of house positions to make sure the guests are enjoying their experience. It is important to make sure this experience is consistent in order to ensure repeat clientele. Employees who excel at providing opportunities for growth within the company should be rewarded as it will result in a high employee retention rate.

3. Take care of every customer.
A guest experience is not solely based on the food but on the service in general and how it all ties in together as a whole. This is why it is important to ensure each customer is having an enjoyable experience by anticipating guests’ needs and going above and beyond to rectify minor mistakes when handling customer complaints.

4. Branding: It’s okay to modify your brand and target audience.
Embrace the changes that can be observed after opening whether it means having a different clientele than anticipated or different brand priorities. Make changes to further adapt with the updated business plan by for example, changing the logo, adding new menu items, changing the ambiance and/or physical decor, and generally finding methods to gain customer loyalty as it will drive success.

5. Community: Hyperlocal connections will help your business establish roots.
“Connect with customers in your restaurant’s backyard first, then expand your reach.” Give the community an opportunity to learn about your brand and what it represents by having a soft opening. The importance of being accepted in the local community should not be understated.

To read more advice from Tom Jednorowicz on opening a restaurant startup, click here