Restaurant accessibility: How to run an inclusive restaurant
As a restaurant owner, you strive to make your restaurant welcoming to all customers. Yet without proper accessibility modifications, it can be difficult for those with disabilities to enjoy your delicious food. 61 million adults in the US have a disability. Prioritizing restaurant accessibility allows your business to be inclusive of all.
Designing an accessible restaurant can be daunting, but by following ADA standards you can provide a barrier-free dining experience for customers with disabilities. Not sure where to start? Take a look at our tips on how to make your restaurant accessible.
What is an ADA restaurant?
The Americans with Disabilities Act (or ADA) is a law that prohibits discrimination against individuals with disabilities in all areas of public life, including restaurants. The purpose of this law is to make sure public spaces are accessible for everyone, regardless of physical ability. This law also requires equal employment opportunities for individuals with disabilities.
Title III of the ADA directs businesses to make “reasonable modifications” to their operations when serving people with disabilities. As a business owner, you have a responsibility to make sure that your restaurant is ADA compliant. If you need to make alterations to your restaurant to improve accessibility, your business may be eligible for two federal tax incentives in order to fund the adjustments. There may also be state or local accessibility regulations for your restaurant as well.
6 tips to promote restaurant accessibility
Title III of the ADA states that restaurants must make sure their business facilities are accessible and meet federal standards. So what does accessibility look like? Take a look at these six tips on how to make your restaurant accessible.
1. Update entrances, exits and parking
Your customers’ restaurant experience begins before they even step foot inside. Patrons can’t enjoy your cuisine if they can’t get to your front door. Make sure that there is at least one route from your property’s arrival point to your restaurant that does not require the use of stairs. You may need to add an accessible ramp (less than a 2% slope), handrails or a lift.
If your business has parking, you must provide accessible parking spaces – including van accessible spots. You should have one accessible parking spot for every 25 spots in your lot. Check out ADA’s checklist to learn more about how many accessible parking spaces your restaurant needs.
The entrances and exits of your restaurant must accommodate different abilities. Your door should be able to open 90 degrees, and your entrances and hallways must have at least a 36 inch width. Check to see if your door handles and entrance ways can be navigated by people in wheelchairs. Not all buildings are the same, and the ADA outlines what policy your business should follow to meet the requirements.
2. Design an inclusive dining room
Once customers get through your door, you want to make sure they can navigate your restaurant freely. This means creating a 36-inch aisle to separate fixed seating. To meet the ADA requirements for wheelchair seating, 5% of your tables should be accessible.
Your goal is to make your dining room a comfortable space for everyone. You may consider reserving special hours for different groups like an early bird special for elders, a family-friendly dining hour or sensory-friendly events. Restaurants across the country are finding creative ways to make their business accommodate different needs, such as dedicating quiet dining areas for those with hearing or sensory challenges.
Accessible restrooms offer ample room for wheelchair users to steer around toilets and sinks. You may need to install an accessible stall with safety bars or add braille to your signage. The ADA further outlines how to design an accessible restroom.
3. Check service mobility
The way your restaurant is designed should allow people with disabilities to order and obtain food without assistance. If your restaurant offers self-service, it needs to be accessible. This means wide service spaces, reachable counters, accessible signs and an easy-to-navigate service route. If your menu is posted on the wall, have paper and online versions of your menu to accommodate those with vision impairments.
Customers of all ability levels should be able to get their food easily. Walkways should be at least 36 inches wide, and accessible check out counters must have a maximum height of 38 inches. Check that all your hallways, service routes, checkout stations and elevators comply with the ADA requirements.
4. Provide employee training
Thorough employee training is a must for any restaurant. Onboarding processes ensure that the employees clearly understand expectations and give them the confidence to perform their job successfully.
The ADA mandates accessibility in the workplace. Your onboarding process and materials should accommodate the various needs of employees with different ability levels. These training programs should be accessible for workers with disabilities, foreign language speakers and other demographics within your organization.
Your employee training should also give your staff the tools to accommodate all customers. This includes knowing where accessible tables are, asking diners about their allergies and any other accessibility procedures at your business. If a customer asks about accessible features, your staff should be ready to provide this information.
5. Create an accessible website
While the ADA does not address digital accessibility, reviewing the convenience of your website is good practice to ensure it can be navigated by all your customers. Following the Web Content Accessibility Guidelines (WCAG) international standards will allow people of all abilities to digest your content.
To start, your website should:
- Add proper alt text to images so it can be interpreted by screen readers or Braille devices
- Include headings, readable fonts, color contrast and white space
- Use descriptive URLs, photo captions and text
Don’t have a restaurant website? When you partner with Grubhub you get access to Direct, a commission-free online ordering site for your restaurant. Direct uses integrated management and branded customer experiences to make your operations run smoothly. It’s also easy to customize to reflect your brand while prioritizing an easy customer experience.
6. Design accessible menus
Designing accessible menus can help ensure that every customer can use your offerings. Accessible menus use design techniques and organization so that customers can read menus comfortably and efficiently, regardless of their abilities. Start by using a legible font on your paper menus, and make sure the menu pages are not too overstuffed. Following basic menu engineering tips will make your menus readable, logical and enticing.
Organizing your menu based on different classifications will make it easier for diners to navigate. Adding semantic markups to these classifications will also help those who use assistive technology to read your menu.
Technology has made it easier for those with disabilities to navigate digital menus. Creating a digital menu for your restaurant in plain text format (not PDF) will help those with assistive devices interpret your offerings. If you offer a QR code menu, keep some paper copies on hand.
Expand your reach with Grubhub
Prioritizing accessibility makes it possible for your restaurant to serve more customers. Offering takeout and delivery services can help expand your reach – allowing customers to enjoy your cuisine from the comfort of their home. When you partner with Grubhub you get instant access to 33+ million customers who are eager to order their next meal. Our technology can seamlessly integrate your POS system and simplify your menu management, increasing efficiency and reducing errors.
Ready to expand your restaurant’s reach? Partner with Grubhub today.
The best restaurant summer menu ideas for 2023
Summer is peak tourist season in the US, which means restaurants experience more foot traffic and higher order volumes. If you’ve been wanting to experiment with fresh dishes, now’s the perfect time — new restaurant summer menu ideas can keep locals and visitors coming back all season long.
Menu tips: 4 easy ways to make your summer menu stand out
A tantalizing summer menu appeals to loyal diners and new customers alike. To make it a success, try these tips:
- Go with lighter fare. When it’s hot outside, many customers prefer meals that aren’t too heavy. Look for ingredients that feel refreshing and healthy, including fresh vegetables, fruits, herbs and lean meats.
- Offer more kid-friendly options. Summer is a big time for family travel; to bring in larger, high-value groups, make sure your menu has a few kid-approved meals. Grilled cheese, cookies, corn dogs and chicken strips are always crowd pleasers for younger diners.
- Tempt your diners with summer menu promotions. Combo meals, buy-one-get-one offers and afternoon happy hour promotions encourage customers to choose your restaurant over a competitor. For people who are deciding between ordering delivery and cooking at home in the heat, a great promo can be the deciding factor.
- Showcase your most refreshing summer drinks. Complement your light, fresh food items with a special summer drink menu.
8 summer menu ideas to inspire your restaurant
Ready to get started? Use these menu ideas to refresh your restaurant’s menu for the warmer months.
1. Use fresh, local ingredients
Have you ever noticed that locally grown, seasonal food tends to taste better? That’s because it doesn’t have to travel far to reach you. Short transit times mean farmers can harvest at peak ripeness, when flavors are at their best. Use this to your advantage by incorporating fresh fruits, vegetables and herbs into your summer menu. Sourcing local ingredients can both cut costs and highlight local flavors.
The foods you choose will depend on your location and climate, but some summer favorites include:
- Fruits like watermelon, mangoes, peaches and berries
- Vegetables like cherry tomatoes, avocados, bell peppers, arugula, sugar snap peas, cabbage and zucchini
- Herbs like basil, dill, mint, rosemary, oregano and cilantro
2. Grill meat and vegetables
For many Americans, summer is the most popular grilling season. Tap into that traditional experience by adding grilled, charbroiled or smoked foods to your menu. After all, what says summer is better than a freshly charred hamburger with lettuce, cheddar cheese, pickles, red onions and crispy bacon?
Start with classics such as grilled burgers, pork chops and barbecued chicken and add in a few vegan-friendly options such as mushroom caps, sweet potatoes, vegetables and corn on the cob. If your location allows, set up a grill outside so the delicious aromas can tempt diners in from the street.
3. Cook up cold sides to refresh your guests
Too many hot foods can feel overwhelming when the temperature is high. To help your guests cool off, pair your entrees with a choice of cold sides. Options to consider include:
- Salad pasta
- Fresh fruit
- Coleslaw
- Side salads with mixed greens
- Cold potato salad
The best part? You can prepare the most cold sides in advance, which streamlines food preparation during the lunch or dinner rush. Just make sure to keep them refrigerated to reduce the risk of foodborne illness.
4. Offer seafood delights
Light and flavourful, seafood is a popular summer food — especially when you pair it with fresh herbs or citrus sauces or marinades. To appeal to health-conscious diners, add a few menu items that feature seafood options such as grilled fish, shrimp, crab cakes or scallops. If your business is located near water, use locally caught products for maximum flavor and freshness.
5. Serve chilled soup
Cold soup is the perfect starter for summer. Gazpacho, cucumber soup and vichyssoise satisfy customers without making them sweat. For extra appeal, choose soup recipes that include fresh herbs, colorful vegetable garnishes, goat cheese or a dollop of sour cream.
6. Sweeten your guests with fresh dessert
Dessert is one of the trickiest parts of a warm-weather menu; your goal is to offer sweet treats that won’t feel heavy or loaded with sugar. The solution? Select desserts that feature fruit as a main ingredient. Consider dishes such as strawberry shortcake, cherry pie, and parfaits, or keep it cool with sorbets, granitas and ice cream. Frozen lemonade pie, gourmet ice cream sandwiches, flaky pastries and lemon tarts also feel fresh and summery.
7. Take the edge off with cool beverages
Help guests start and end their meals on a refreshing note with a lineup of cold beverages. Cater to the cocktail crowd with seasonal beverages including margaritas, strawberry daiquiris, mojitos and Palomas. Don’t forget to add a few mocktails and iced refreshers — sweet, frozen drinks made with fruit, sparkling soda, and fresh herbs to make any meal feel special.
Add a lime wedge or fruit garnish to make the drink more appealing; colorful cocktails photograph beautifully, so you can promote them on social media during the summer holidays.
8. Highlight your seasonal specials
Some ingredients, such as ramps, are only available during certain times of the year. Make things more interesting this summer by incorporating these delicious foods into a seasonal menu. It’s a fun way to get creative while keeping your menu more dynamic and engaging for new and repeat customers.
Spice up your summer with Grubhub
A seasonal menu is an effective way to bring in more customers during the busy summer season. To get the most from your new food items, make sure to add them to your delivery menu — after all, summer is one of the most high-demand ordering times.
Grubhub makes it easy to promote your summer menu items and reach hungry diners. When you join the Grubhub Marketplace, your restaurant is available to both locals and tourists. The platform also comes with promotional tools to help you offer deals and appeal to budget-conscious customers. If local laws and regulations allow, you can even add beverage delivery to your Grubhub menu to increase the average order value by up to $15.
To prepare your restaurant for the summer season, join Grubhub today.
How to sell on Grubhub
Technology is no longer optional for food-service businesses — it’s an industry standard. Diners expect their favorite restaurants to offer convenient tech solutions, such as mobile ordering, contactless payments and QR-code menus.
If you’re planning to sell on Grubhub to meet these demands, you’re not alone. Restaurants often partner with food delivery apps to streamline the technology integration process. With Grubhub’s industry-leading platform, it’s easy to add mobile ordering, reach new customers, increase revenue, create loyalty programs, and market your business.
The importance of delivery
Food delivery is an essential part of your restaurant’s operations, especially post-pandemic. The delivery market has doubled in 2020, and although growth has slowed, it is still expected to increase dramatically in the coming years. By 2027, experts expect the US online food delivery market to reach a value of $95.68 billion — $33.25 billion more than the market was worth in 2022.
It’s important to note that as delivery service becomes more popular, customers have developed high expectations. At a minimum, they want seamless online ordering, easy payments and real-time order tracking. They also want the flexibility to opt for pickup on days when they prefer to eat takeaway meals.
What does that mean for your restaurant? It’s not enough to simply offer delivery — you also need to offer a fast, convenient experience. That starts with a high-functioning online ordering system.
At a minimum, your system should:
- Securely store customer payment information
- Create a fast, easy checkout experience
- Come with built-in marketing and promotional tools
- Offer on-platform branding for your restaurant
- Provide access to customer data
A comprehensive ordering platform benefits your customers and your restaurant. Customers can order and pay quickly, so it’s easy to satisfy a craving without unnecessary roadblocks. Each order goes right to your kitchen, reducing labor requirements and streamlining order management. And because you have access to customer data, you can encourage repeat business with targeted promotions right inside the platform.
Ordering systems such as Grubhub also help protect your reputation by connecting you to professional delivery drivers. They know exactly how to pack and transport each meal so it arrives hot and on time.
Boost your restaurant marketing
When you’re learning how to sell on Grubhub, marketing is a key part of the process. Done well, it helps you reach new diners, increase order revenue, and build customer loyalty. With Grubhub, you’re not on your own — your restaurant account comes with marketing tools and resources to help promote your business, both online and offline.
It all starts with the Grubhub Marketplace, which automatically boosts your visibility among local customers. Grubhub is more than a food delivery company; the platform also doubles as a discovery engine. In fact, more than 70% of Grubhub’s 33+ million users have used Marketplace to find new restaurants.
Once you’ve set up a restaurant account, you have access to Grubhub’s resources and built-in marketing tools. The restaurant marketing guide helps you set goals, establish a budget and design a promotional strategy that’s targeted to your audience. You’ll also discover the key elements of restaurant marketing, including an optimized website, a social media presence, email marketing, professional photography and a loyalty program.
Grubhub also offers additional marketing resources.
- Marketing toolkit. Let your dine-in and takeout customers know that you’re on Grubhub by downloading free, professionally designed window signs, order inserts, social media graphics, and email marketing templates in the marketing tool kit.
- Free menu photo shoot. Grubhub accounts include a free professional menu photo shoot to showcase your restaurant.
- Free branded ordering website. As soon as you’re on the Grubhub Marketplace, you get free access to Grubhub Direct. This service enables you to build a custom ordering website with ownership of customer data and no commission fees.
- Promotion and loyalty tools. Some account types come with access to Grubhub’s promotion and loyalty tools. With a few clicks, you can create special deals to bring in new customers or establish a loyalty program to keep past diners coming back for more.
Each account comes with different resources; check out Grubhub pricing and fees to find the option that’s right for your restaurant.
Why Grubhub?
Running a restaurant can be challenging; that’s why Grubhub goes to great lengths to create an easy, seamless food delivery experience. You can sign up for free and try the platform with no commitment.
After that, there are a few simple steps to get started with Grubhub:
- Set up and manage your menus. Add each of your restaurant’s dishes to your menu, write descriptions and upload photos. You can also assign categories, create different size options, add modifiers and schedule items when they are available. You can edit or manage the menu at any time. Grubhub also enables you to sell alcohol for delivery as state and local laws allow.
- Add a payment account. With Grubhub, you can choose to be paid by a monthly check or direct deposit on a weekly, semiweekly or overnight basis.
- Integrated Grubhub technology. Your Grubhub welcome box comes with a tablet you can use to accept and manage orders. You’ll also need to connect a compatible printer to print orders. Alternatively, you can integrate Grubhub with your POS system to ensure each delivery order flows right into your system.
That’s it — your restaurant is ready to start accepting delivery orders on Grubhub. Once you’re up and running, it’s important to monitor and respond to reviews. Professional, helpful responses improve your reputation and build rapport with customers. The reviews themselves can help you tweak and optimize your system for the best possible customer experience.
In addition to the easy setup and built-in marketing tools, Grubhub offers a variety of benefits that make it the ideal strategic partner for your restaurant:
- Established trust and name recognition
- Easy menu management
- Professional, streamlined food delivery
- Flexible account options
- Convenient ordering via app or website
- Dedicated account advisor
- Restaurant data insights
- Options for customers who want to order delivery or eat takeaway
Get started today
If you want to expand your restaurant’s food delivery service, Grubhub makes the process easier. You can join for free, with no platform or maintenance fees. The Grubhub service fee varies based on the type of account you choose but can be as low as 5%.
Ready to get started? Signing up is quick and easy — just enter a few details about your restaurant. As soon as you create an account, you can add users, set business hours, and create separate hours for customers who want to order delivery or eat takeaway. To try Grubhub for free for 30 days, get started today.
An all-inclusive guide to restaurant branding
The food-service industry is both competitive and crowded; new establishments enter the market every day. In this environment, strong restaurant branding is a must. Well done, it can help your business stand out from the crowd and build customer loyalty.
What is restaurant branding?
Restaurant branding is the process of creating a recognizable identity for your restaurant. A great brand is both visual and experiential; it encompasses the different ways customers interact with the company. This includes visual components, such as your logo design, menu layout and signature colors, as well as big-picture elements, such as the brand voice and core values.
Branding helps you carve out a place for your restaurant in a challenging industry. It communicates how your establishment is different from competitors so customers can make an informed choice.
Think about the most popular restaurants you know — chances are, they have strong brand identities. That’s because successful restaurant branding comes with a few key benefits:
- Easier customer acquisition. A strong identity builds brand awareness and recognition, ensuring potential customers know about your restaurant and understand your unique selling proposition (USP). This familiarity increases the chances that diners will choose your establishment for their next meal.
- Higher customer retention rates. After a customer dines at your restaurant, your branding reminds them of the experience and encourages them to come back for more. Because it’s cheaper to retain existing customers than to find new ones, this perk can boost your bottom line.
- Better brand loyalty. When your brand messaging resonates deeply with customers who share the same values or preferences, it can build long-lasting brand loyalty. Loyal customers are more likely to try new foods, attend events and spend more money at your business.
- Consistent customer experience. When your branding is clear across all touchpoints, guests know they can rely on you to deliver a consistent experience. This can give your restaurant a competitive advantage when customers are in the mood for something specific.
- Increased order volume and revenue. If a customer loves your brand, they’re more likely to share it with friends and family. In many cases, a personal referral is all it takes to convince a new customer to try your restaurant.
- Easier hiring. A recognizable brand helps attract job seekers who fit your restaurant’s personality and values — a big advantage when it comes to hiring and retaining employees.
How to build a brand in the restaurant industry
Next to creating the menu, building a strong brand identity is one of the most impactful things you can do as a restaurant owner. Take your time with each step — an intentional, thoughtful process helps you get it right on the first try.
1. Research your target audience
Restaurants get nearly all of their business from dine-in customers and delivery orders. To succeed, your brand must meet the needs of the local market.
To start, determine how many of your customers are:
- Local residents
- Just passing through
- Tourists in the city or region
Then, break down each group into different demographics. How old are they? Why are they dining out? What are their dietary preferences? What are their priorities? What food do they like?
The more you know about your target audience, the easier it is to identify what they look for in a restaurant brand. Local health-conscious diners might want fresh ingredients, while college students are likely to prioritize price. People who are just passing through probably want a convenient location and fast service.
2. Define your restaurant brand
This is the most important step in the restaurant branding process: defining your brand. Your goal is to distill your business ideas into a clear, concise concept. Start by identifying key elements:
- Mission. This statement describes what your restaurant does. For example, the mission of sweetgreen is “building healthier communities by connecting people to real food.”
- Vision. A vision statement explains what you want your restaurant to achieve in the future. It gives your brand something to strive for.
- Brand values. These are the core beliefs that inform all your business decisions. For example, Chipotle’s brand values include “making food fresh every day,” “fighting for our planet” and “treating our people right.”
- Unique selling proposition. Your USP is the element that distinguishes you from competing restaurants in your area. It should be something that benefits customers, such as a unique atmosphere, new cuisine or fast service. Think about what sets your restaurant apart.
- brand positioning. This concept refers to how you position your brand to affect customer perception; it’s directly connected to your USP. You might position yourself as the go-to spot for healthy lunchtime takeout or the most romantic date-night restaurant in town. Think of how your restaurant will serve customers.
- Concept. A restaurant concept defines the overall theme, atmosphere and service type. This will help you when you start physically planning your restaurant.
- Signature dishes or ingredients. Identify the foods that will be the stars of your menu. This might include the chef’s specialty dishes, a unique local ingredient or seasonal ingredients.
- Aesthetic. Describe how you want the restaurant branding to look. It might be clean and modern, bold and colorful, or cozy and earthy.
It’s not uncommon to discover areas of overlap between different restaurant branding ideas. If you’re opening the only counter-service spot in town, for example, your restaurant concept might also be its USP.
3. Develop your brand identity
Now that you have a clear understanding of your restaurant brand, it’s time to create a brand identity — the elements that help customers recognize your company.
First, develop a strong foundation:
- Brand name. This is the name of your restaurant. It often conveys something specific about your location, personality, style or cuisine.
- Brand personalities. List the characteristics of your restaurant to explain the vibe and diner experience. You might use words such as fun, sophisticated, youthful, innovative or healthy.
- Brand voice. Your brand voice is the way you use words to express the restaurant’s personality in marketing materials, menu descriptions and customer communications. Consider your tone, vocabulary choices and style. A trendy bistro might use slang terms, and if you run a cozy local coffee shop, you could write as though you’re speaking to a friend.
- Brand stories. Write a short narrative that explains your restaurant’s origins, mission, vision and values. Keep this handy so you can add an “about us” section to your restaurant’s website further down the line.
Finally, it’s time to create the most recognizable part of a brand: the visual elements. These are the things that create the look and feel of your brand. At a minimum, you should:
As you develop these visual brand elements, ensure each one reflects the intangible elements of your restaurant — namely, its personality and style. If you’re building a fun, family-friendly restaurant, you can use playful fonts, bold colors and saturated food photos on the menu. A fine-dining establishment might opt for script fonts, a sparse menu design and black-and-white photos.
For a restaurant, interior design is an extension of the brand’s visual identity. It should match the overall aesthetic of your logo, fonts and colors to create a cohesive brand image and a consistent experience.
4. Create a restaurant branding strategy
The last step in restaurant branding is getting your new brand in front of your target audience. Use a variety of marketing tactics to build name recognition and awareness.
- social media Build profiles on popular social media apps like Facebook, Instagram and TikTok. This is one of the best ways to directly connect with customers and introduce them to your brand. Use your visual identity elements wherever possible to help customers recognize your brand. Individual posts are a great place to showcase and refine your brand voice.
- Email marketing. Collect email addresses from your guests and/or buy access to local mailing lists. Send marketing emails to promote specials, new menu items and events.
- Influencer marketing. Pay local micro food influencers to promote your restaurant to their blog readers and social media followers. Social media influencers can have a direct impact on growing your brand’s reach.
- Online ordering. Build visibility among local diners by putting your restaurant on an online ordering platform such as Grubhub. This will give your restaurant instant access to a large cohort of customers.
Branding best practices
Restaurant branding is different for every company; your brand strategy should be tailored to your business, food and guests. To build a successful restaurant brand, use these best practices:
- Create brand guidelines to maintain consistency for visual elements and food photos.
- Make sure your messaging is clear and consistent from channel to channel.
- Build brand integrity with friendly, helpful customer service.
- Respond to customer comments and reviews using your brand voice.
- Share your brand story on social media accounts.
- Post regularly on your blog and social media to increase brand awareness.
- Hone in on your company’s unique qualities to develop a one-of-a-kind brand.
- Add branding elements to your to-go and delivery packaging.
By following these tips you can design a restaurant brand that will strongly resonate with customers and grow your ROI.
Grow your brand with a trusted partner
The more exposure customers have to your restaurant branding elements, the more familiar they become. Your delivery partner can be a valuable asset — a reputable platform like Grubhub gets your restaurant and menu in front of customers who are actively looking for new places to eat. Sign up today to start increasing order volume and building brand awareness.
Your guide to creating a restaurant membership program
As a restaurant owner or operator, you know customer retention and loyalty can help your business thrive over the long term. If you’re looking for a new way to encourage repeat business and build a community, consider one of the newest trends in the food-service industry: restaurant membership programs.
What’s a restaurant membership program?
In a restaurant membership program, your customers pay a one-time or recurring fee to gain instant access to exclusive perks or discounts. The benefits vary by restaurant but might include free delivery, food discount codes or invitations to special tasting sessions.
Think of a membership program as a paid version of a traditional loyalty program. Because you collect membership fees, you can afford to provide more valuable perks.
Your restaurant benefits, too. The program creates an additional revenue stream that’s both steady and predictable. Assuming membership stays high, this extra cash flow can create a financial cushion that protects your business against volatility in the industry. And when diners are paying for memberships, they’re more likely to visit frequently to maximize the benefits. This builds loyalty and boosts order volume.
Are restaurant memberships here to stay?
Although membership in a restaurant might seem like a novel idea, the concept isn’t new. Businesses, including Costco, Peloton and Amazon Prime, have been using the subscriptions model successfully for years.
Dining memberships are still an emerging trend. In 2022, PF Chang’s introduced Platinum Rewards. In return for a $6.99 monthly fee, members enjoy benefits such as VIP concierge access, free delivery and extra reward points. Panera Bread’s $11.99-monthly Unlimited Sip Club comes with free delivery and a selection of free drinks.
It remains to be seen whether restaurant subscriptions are sustainable. After all, the perks come at a cost, and there’s always the risk that customers will cancel the membership unexpectedly. Taco Bell manages this uncertainty by offering its Taco Lover’s Pass sporadically and only for limited periods of time.
Memberships and subscriptions may become an industry staple, but only if restaurants see an adequate return on investment. Independent establishments experimenting with the model have expressed optimism, but they also emphasize the need to control labor and ingredient costs.
How to build a membership program into your customer retention strategy
With a sustainable price point and the right benefits, a membership program can be an effective way to increase your revenue and customer retention rates. Successful memberships are strategically designed to suit your restaurant’s margins, clientele and menu.
1. Choose member benefits
Restaurant membership programs are all about the benefits. To start, figure out what you can offer customers that’s worth the monthly or yearly fee. Consider common perks:
- Free delivery
- Free drinks, sides or dessert
- Priority reservations
- event invitations
- Members-only tasting events
- Dedicated support channel
- Input on new menu items
- Meal kits
- Special monthly takeout meals
If you already have a loyalty program, you might consider adding a premium tier with extra points for each purchase or more valuable reward options.
When choosing benefits, don’t be afraid to get creative. For inspiration, look to the take-care-of-me club at the El Lopo bar in California. When a member arrives, employees automatically bring drinks and dishes that are hand-picked based on the customer’s unique preferences. Members also get free event entrance and the option to try any wine by the glass instead of buying a full bottle.
It’s important to choose perks that are cost-effective for you and valuable to customers. For example, El Lopo gives its members discounted cases of wine — in essence, passing on the restaurant’s wholesale discount. It doesn’t cost the business extra, and customers get access to a perk that’s hard to find elsewhere.
2. Set membership pricing
Once you have a list of potential perks, decide how much you’ll need to charge to make the program worthwhile. The goal is to set a price that’s attractive to customers and beneficial for the restaurant.
Keep in mind that while it’s nice to make a profit on a membership fee, that’s not the only goal; you’re also trying to increase order volume and encourage repeat business.
Say you charge a membership fee of $85 per month and give customers a $100 dining credit plus other benefits that are free for your restaurant, such as priority access to reservations or VIP seating. You lose out on $15, but you also gain a guaranteed $85 in revenue that you might not have gotten otherwise.
Your overall revenue will probably rise as well. McKinsey found that when members pay to join this type of program, they’re 60% more likely to increase their spending at the business.
3. Issue membership cards
Remind guests of their special status by issuing a membership card to everyone who signs up. You can opt for a physical card, a digital card or both. Digital cards are convenient; a physical card is a clever way to keep your restaurant at the top of customers’ minds. When a member glimpses the card in their wallet, it reminds them of their benefits. This small nudge can motivate customers to choose your restaurant instead of a competitor.
The importance of customer experience
The customer experience is a big factor in the success of a restaurant — especially when you cater to locals rather than tourists. A positive, rewarding experience keeps diners coming back. The more you can do to improve guests’ interactions and visits, the easier it is to boost loyalty and retention.
Done well, a restaurant membership program enhances the customer experience. It makes members feel like part of a community, and the perks provide value diners can’t get anywhere else. You can enhance these positive feelings by:
- Greeting members by name
- Remembering members’ preferences and providing personalized food and drink recommendations
- Hosting members-only discounts and customer appreciation events
- Introducing members to chefs and managers
To ensure members have a great experience whether they’re dining in or ordering out, extend the program benefits to your delivery platform. With Grubhub’s promotions and loyalty tools, it’s easy to set up a rewards system that operates automatically.
How to encourage diners to sign up for your loyalty program
When your membership program is ready to launch, it’s time to start marketing it to customers. Promote the membership incentives on your:
Each time you mention the program, let customers know how they can sign up. Consider adding a small sign to each table with a QR code; diners can join before they place their orders and start using their benefits right away.
Want to build a buzz? Offer the first memberships to a select group of regulars. This strategy creates a sense of exclusivity — and as word gets out, it’s likely to inspire curiosity and desire among other customers. Ask your first group for feedback about the program; you’ll give them a sense of ownership and encourage long-term participation. After you open the program to the public, you might offer special “founders” benefits to your original members as a thank you and an incentive to stay.
You can also use the customer data your restaurant collects to promote the program to past diners. Simply send out an email or text with a link to the sign-up page. If you use Grubhub for Restaurants or Grubhub Direct, your customer data is always available in the Customer Insights dashboard. Whether you run a national chain or an independent restaurant, Grubhub can help you promote your membership program to more customers. Ready to grow your business? Sign up for Grubhub today.
Menu engineering: creating a more profitable food and drink list
When a customer encounters your restaurant in person or online, the menu is the first thing they look for. This simple tool is one of your biggest assets — the design and dish selection affects everything from the average order value to the sales volume for each item. Menu engineering is a data-driven way to create a menu that makes the most of your resources and boosts your bottom line.
What is engineering menu?
Menu engineering is the process of designing and optimizing your restaurant menu in a way that maximizes profitability. The process starts by collecting data for each menu item:
- Calculate food costs
- Identify contribution margin
- Analyze sales data to determine popularity
This data enables you to categorize items based on how popular and profitable they are. With that information, you can create a menu that strategically increases the profit for every diner.
In some cases, the process is as simple as writing a more compelling description or altering the menu design to promote profitable items. For others, you might need to take more drastic steps to increase profits, such as switching to lower-cost ingredients, increasing the price, reducing the portion size or altering the side dishes.
How to calculate your food costs
The first step in menu engineering is calculating food costs for everything in your restaurant menu. To start, write down all the ingredients, including garnishes, condiments and seasonings. Then, assign a quantity to each ingredient and calculate its cost based on the price.
For example, imagine a recipe calls for a 15-ounce can of tomato paste. Your restaurant pays $45 for a case of six cans, which means each can costs $7.50. The recipe makes 25 servings, which means each serving uses $0.30 in tomato paste.
Add up the individual ingredient costs to get the food cost for each dish. Use this data to calculate your contribution margin, or the amount of money you make by selling each dish. To do so, subtract the food cost from the menu price. If you sell a serving of lasagna for $15 and the food costs are $6.50, the contribution margin is $8.50.
You may already have key menu engineering data on hand; many restaurants use food cost percentage and profit margins when setting menu pricing.
Creating a menu to maximize profits
Once you have the food cost and profit margin for each restaurant menu item, it’s time to bring in the sales data. For each item, note the number of sales over a given period. The higher the sales volume, the more popular the item.
Next, use your contribution margin and sales volume to plot each item on a menu engineering matrix. The x-axis should show profitability (contribution margin) from low to high; the y-axis should show popularity (sales volume) from low to high. Based on the placement of items in the matrix, you’ll be able to visualize how they fall into four categories:
- High profitability, high popularity
- Low profitability, high popularity
- High profitability, low popularity
- Low profitability, low popularity
Reworking your menu based on profitability and popularity
Now, it’s time for true restaurant menu engineering: identifying concrete ways to maximize profits in each of your four categories.
1. High profitability, high popularity
The items in this category are the most important — they have high profits, and customers love them. There’s usually no need to make changes to the dishes themselves. Instead, find ways to increase sales by altering the menu design:
- Place items near the top or center of the page or section
- Create a special section defined by a colored box or frame
- Highlight popular dishes with a “customer favorite” icon
- Showcase dishes with food photography
A powerful, visibility-focused menu design can boost profits, even when the price and ingredients stay the same.
2. Low profitability, high popularity
These dishes are popular with customers, but they use high-cost ingredients. To increase the profits, you have a few options; each one comes with benefits and risks.
- Raise menu prices. This strategy maintains the existing quality and taste of the dish and increases profitability. It can be effective if your customers aren’t price-conscious; if diners are on tight budgets, you risk a drop in sales.
- Adjust ingredients. Ask your kitchen staff to swap in cheaper ingredients. If you can do this without changing the flavor and texture of the dish, you can increase your profit while keeping prices the same.
- Change portion sizes. When portions are too big to finish comfortably but not so big that they produce left overs, consider reducing the size. Your customers will still be satisfied, you’ll make more money and you’ll reduce food waste.
- Create more profitable specials. Take your popular dish and add high-profit items to create a special. If customers love a low-profit appetizer, for example, you could create a happy-hour special that includes an appetizer and a cocktail with a high contribution margin.
3. High profitability, low popularity
When you have dishes that are profitable but largely ignored by customers, it’s time to do some digging. To start, offer the item as a freebie to select customers and ask them about their experience. Is the dish too expensive? Is the flavor unappealing? Are they turned off by the ingredients? If so, you can adjust accordingly.
If you find that customers like the food and the price, it’s time to change the menu design. It could be an awareness issue — a problem that’s easily solved by putting the dish in a more prominent position on the page. You can also consider writing an appealing menu description that whets customers’ appetites and explaining why the dish is special. This strategy uses the psychology of menu design to create curiosity and appeal to the senses.
4. Low profitability, low popularity
It might seem alarming to find menu items that have high food costs and low sales volume, but it’s actually a valuable opportunity. After all, this category tells you a great deal about what your customers do and don’t want.
In most cases, your best bet is to remove these items completely. You’ll free up space on the menu and create an opening for new, more popular dishes.
As a restaurant owner, it can be difficult to give up menu items. If you’re passionate about the dish, you can try to salvage it by improving the flavor or using ingredients with higher profit margins.
Get your menu in front of customers
You’ve analyzed menu items and invested in the menu engineering process — now, it’s time to get your new, profit-focused restaurant menu out to customers. For in-house diners, all you need to do is replace old menus with the updated versions. To avoid the costs of printing new menus, you can replace physical copies with a QR code menu. Print the QR code on table tents, stickers and signs so customers can find it easily. Make sure to keep a few paper copies on hand for tech-averse diners.
Keep in mind that many customers check out your menu online before making a reservation or ordering for delivery. To ensure they’re seeing the newest menu, follow these steps:
Do you use a food delivery platform? You’ll also need to update the menu in your profile. Grubhub for Restaurants streamlines the process with a simple update system — edit the menu after closing and it will be visible to customers during the next shift. Any changes you make automatically flow through to your Grubhub Direct branded ordering websites, saving time and ensuring every menu is consistent.
When you’re a restaurant owner, the menu is your most important marketing tool. Menu engineering is an effective way to streamline and refine the menu to ensure every item is pulling its weight. Ready to get your menu in front of more customers? Partner with Grubhub today to gain access to 33+ million hungry diners.
What does a NSF certification mean for your restaurant?
When you operate a commercial kitchen, hygiene and safety are top priorities. You’ve probably implemented strict food safety practices, but when was the last time you evaluated your kitchen equipment? The design, materials and functionality of your refrigerators, water heaters and beverage dispensers can have a big impact on overall sanitation.
That’s where National Sanitation Foundation (NSF) certification comes in. Buying NSF-certified food equipment is one way to ensure your restaurant kitchen meets the highest safety standards.
What is NSF International?
NSF International, previously known as the National Sanitation Foundation, is an independent certification organization. It develops strict standards for public health and safety. NSF officials use the organization’s safety standards to test and certify a wide range of food, water, and consumer products.
Why does that matter to restaurant owners? When you buy a piece of equipment with an NSF International certification, you can rest assured that it’s free of contaminants, banned substances and hazardous materials. Choosing NSF-certified gear is one way to increase food safety and stay compliant with the local health code.
Currently, NSF has 140 different standards and testing protocols. The organization certifies products ranging from supplements to water filters and commercial food equipment.
Other NSF-certified product examples include:
- Water heaters and water treatment units
- Commercial refrigerators
- Storage freezers
- Manual food and beverage dispensing equipment
- Oven mitts
- Disposable gloves
- Automatic ice maker
- Knives and other utensils used for food preparation in commercial kitchens
- Detergent for commercial dishwashers
NSF International is based in Ann Arbor, Michigan. The organization works in more than 170 countries to improve public health standards across the globe.
What does NSF certification mean?
NSF International offers an accredited third-party certification process that’s widely respected around the world. When your restaurant purchases NSF-certified consumer products, it indicates to diners and health inspectors that you’re serious about food safety and customer health.
The NSF is an American National Standards Institute (ANSI) accredited standards developer. In other words, it’s one of the select organizations that are permitted to develop American National Standards (ANS) — scientifically developed, thoroughly tested, and expert-approved criteria that ensure consumer safety.
An NSF certification is like an official vote of confidence in a product, so you can purchase it with peace of mind. Because NSF standards are developed to meet or exceed health codes and federal and state regulations, buying certified products is one way to maintain a high restaurant health score.
Before the NSF creates a certification, the standards are subject to a rigorous development process that includes:
- Input from industry experts, public health officials, regulatory officials, testing labs, consumers and other certification bodies
- Joint committee-based revision and review
- Public review and comment period
The goal of this intensive, time-consuming procedure is to create consensus and build confidence in every standard and testing protocol.
NSF certification process
The NSF certification comes with a high level of trust, in part because of the stringent development and certification process. Every certified product must pass the same series of steps.
- Manufacturer applies and submits detailed information about the product.
- NSF officials evaluate the product thoroughly.
- NSF officials test the product in a lab using approved protocols to make sure it meets NSF standards.
- Inspectors from the NSF inspect the manufacturing facility, confirm consistent production, and sample products randomly to ensure compliance with NSF standards.
- The NSF team reviews the product testing and facility inspection results and determines whether to certify the product.
- The manufacturer signs the NSF contract and NSF International lists the product in its certification database.
The fun doesn’t stop there — every year, an NSF inspector visits the manufacturing facility and retests the products. If the manufacturer maintains consistent practices and meets NSF International standards, the product maintains its certification. If not, the NSF can revoke the certification. When a product threatens public health, the NSF is allowed to recall the product.
NSF certification contracts also control how and when manufacturers can use the NSF certification mark. These strict standards help prevent brands from using the mark to mislead customers; they’re necessary to maintain the integrity of the NSF mark.
How does the NSF mark benefit your restaurant?
As you might guess, the NSF mark carries a great deal of weight. In the restaurant industry, this certification is considered the gold standard of food safety and public health — when a product carries the NSF seal, you know it’s been tested and approved by experts.
Other ways restaurant operators benefit from NSF-certified products:
- Buyer confidence. NSF-certified equipment is designed to be compliant with food safety laws. That way, you can invest in expensive kitchen products with peace of mind.
- Communicates a commitment to food safety. When a health inspector sees the NSF International certification, it validates your restaurant’s commitment to health-code compliance, overall safety and lasting quality.
- Builds trust. If your customers are interested in food safety standards, the presence of NSF-certified products creates trust and lends credibility to your brand. It also improves your reputation among food-industry professionals, including chefs, food reviewers and vendors.
- Improve your restaurant brand. The presence of an NSF International seal reflects well on your business. Given the volatility of the restaurant industry, this extra boost of positivity can strengthen your brand and help carry you through tough times.
The NSF International certification also benefits the food-service industry as a whole. When every business is held to the same high standards, it tends to improve quality across the board. Restaurants will experience fewer health code violations, which gives consumers more confidence when dining out.
If you’re a restaurant operator, food safety is a top concern. Using NSF-certified products in your commercial kitchen is one way to improve operations, protect your diners and stay compliant with health-department rules.
What you need to know about restaurant accounting
Restaurant accounting is a uniquely complex process. Financial transactions pass through a variety of employees, including hosts, servers and bartenders. With all these inputs, a comprehensive accounting process is a must for restaurant owners — it helps you maintain accuracy, stay legally compliant and maximize profits.
Importance of efficient restaurant accounting
Restaurant accounting is the process of recording, monitoring and analyzing a food-service company’s financial transactions. A solid accounting system tracks the restaurant’s finances, providing a clear picture of the health of the business.
Efficiency is critical, especially in the restaurant industry — restaurants often operate on tight profit margins, so every dollar counts. Accurate records help you manage cash flow and calculate the cost of goods sold. That way, it’s easier to make smart decisions about vendor selection, inventory management, menu development and menu pricing.
The transactions at your restaurant involve a variety of unique factors, including tips, sales taxes and sales of non-food items such as gift cards. As you track your finances, you’ll also need to monitor information such as:
- Daily sales
- Payroll costs
- Inventory costs
- Food costs
- Money owed to suppliers
Historically, restaurants used pen and paper to manage their books. Today, most businesses use accounting software to save time and increase accuracy. Some programs even integrate with your point-of-sale (POS) system.
Restaurant accounting methods
Whether you handle your own bookkeeping or work with a restaurant accounting services provider, it’s important to select and stick to a specific method. Most restaurant owners use one of two accounting methods:
- cash accounting. With this restaurant accounting method, you record income as soon as you receive the cash. Similarly, you record expenses as soon as you pay for them.
- Accrual accounting. This strategy requires you to record income when the transaction happens, regardless of when you receive the funds. When you order goods or services, you record them right away — even if the money hasn’t left your account.
Because diners typically pay for their food costs immediately, cash accounting is a popular method of accounting for restaurants. It’s well-suited to smaller businesses; this method tracks money as it flows in and out, making it easier to monitor cash flow.
As your restaurant grows, accrual accounting is a better option. It’s more complicated, but it provides a more accurate picture of your finances. The IRS requires you to use this method if you carry inventory or if your gross receipts for the previous three tax years were more than $26 million.
How to do bookkeeping for your restaurant
An efficient and accurate restaurant accounting system creates a foundation for long-term success. Whether you’re opening a new restaurant or revamping existing bookkeeping procedures, use these steps as a guide.
- Select the right POS system and restaurant accounting software. The best accounting software for restaurants includes programs that connect directly to your POS system. Your daily transactions will flow into your financial records in real time, so you don’t have to spend time transferring data manually. This strategy also reduces the risk of human error. You might choose restaurant-specific programs such as Restaurant365 and MarginEdge or stick with familiar platforms such as QuickBooks or Xero.
- Track sales. Set up your restaurant accounting software and POS system to record sales each day. Every evening, run a sales report that breaks down food and beverage figures. You can also track other KPIs, such as top-selling items, high-performing services and sales trends for each day of the week. This process helps you identify problems, manage sales tax compliance and discover opportunities to increase profits.
- Record accounts payable. Record the money that your restaurant leaves for things such as food costs, inventory management, delivery fees, grease-hauling services, and advertising. Before you pay each bill, review the invoice for accuracy. To make sure you don’t miss due dates and incur late fees, it’s helpful to set aside time every week to settle accounts.
- Pay your employees. Record and disburse to payroll, paying close attention to tips and required state and federal taxes. Most restaurant owners must manage employment taxes for income, Social Security, unemployment and Medicare. You can handle the process yourself or outsource it to a payroll company to ensure you hold the correct amount and deposit the funds on time.
- Create a chart of accounts. This tool provides a top-level view of your restaurant’s assets, debts, revenue, equity, and expenses. You can customize it to include the cost of goods sold (COGS), or the amount of money it costs to make the dishes on your menu. This information helps you plan inventory and adjust the menu.
- Run and review financial reports. Reports help you understand how your restaurant is doing financially. While the specific reports can vary, most restaurants benefit from analyzing the sales report, profit and loss statement, cash flow statement, balance sheet, and inventory management report. Review your reports on a quarterly basis, and make sure to provide them to your tax services company when you pay income, employment, and sales tax.
- Set up a reconciliation process. About once per month, compare your financial reports to the records your business produces: POS sales data, bank statements, loan documents, payroll records and credit card statements. Make sure the two sets of data match; if they don’t, it’s important to find and correct the problem. Your restaurant accounting software is likely to have built-in reconciliation tools to speed up the process.
A partner that understands your business
Accounting for restaurants takes time, but it’s an essential part of a stable and successful operation. To make sure your delivery orders are flowing directly into your POS system and accounting software, partner with Grubhub — it integrates with top POS brands and offers convenient payment options to streamline your financial processes.