With 39 million aperitifs eaten per week in France, this is a moment in which restaurants and food service must especially rely, while those at lunch and dinner are still uncertain. It has more than ever a real social function with a search for products that combine pleasure, enhancement, practicality and differentiation, allowing any modern restaurateur to stand out and benefit from it, relying in particular on digital technology. How to do it and take advantage of the return of the beautiful season and the return of tourists and vacationers? explanations.
#one. Leverage your food and beverage signatures and card convergence
The power and depth of the health crisis have highlighted the need to refocus on what restaurateurs have mastered best and what their firms are obviously a part of. A small piece of themselves, that extra soul that, through the quality of the products offered and the originality of the compositions, seduce and attract their consumers both through online ordering and the gold of consumption on the spot. To respond to an increasingly hybrid business model, the offers have been redesigned, shortened and multiplied, operations optimized, products miniaturized: in side versions, tapas and appetizer dinners and even meal kits to make at home from raw materials. ingredients. Thanks to its operational efficiency and social media exposure, this new offering is specifically designed for an omnichannel experience. Signs and independents have known how to display creativity and originality in order to win stomach rations at this key moment of the day to seduce meetings with family, colleagues and friends to discover the increasingly frequent video appetizers…
With its virtual brand OutFry, Taster challenges the codes of sharing with fried chicken and unbridled communication around sharing with all the codes of freedom and the art of living a moment together… and even in the bathroom! of the room…!
#two. Commitment to packaging: a means of communication “to promote” that also favors sharing and “wow! »
To seduce a young and impulsive public in search of sensations, it is essential to enhance your offer of appetizers to share with suitable packaging and, to top it off, even organic, or even try your luck at the deposit. If the nomadic packaging refers to the main dishes of the day with lunch and dinner, that of the aperitif, given its strong growth for several consecutive years, also deserves real efforts. The containers suitable for sharing will attract all generations and, in addition, will enhance your products and your establishment around this privileged moment. What will change us from aluminum-coated plastic trays under the pretext of wanting to keep products warm… This festive moment should arouse surprise and amazement, and the packaging is part of the “gift package” expected by consumers and influencers who will practice “unboxing”. ” on your favorite social networks…
2020 and 2021 have seen the rise of the QR code and not only to maintain the link with the consumer even in the delivery. Access to your playlist through Spotify, video recipe, chef’s speech to present the dish… Pizza Hut, in collaboration with Pac-Man, innovates and offers access to a game to share with friends through augmented reality and a code QR present on the packaging that becomes a real playground for the consumer. And it plunges him back into a vintage universe with a character from the code that has now become a legend.
#3. Play the Food + Drink pairing game to increase the average basket and volumes
Optimizing what already exists has become a priority in this day and age where non-alcoholic and non-alcoholic energy drink sales are all the rage. Offering the perfect pairing in a happy hour spirit with occasional combos at attractive prices captures the attention of consumers looking for good deals with an “inclusive” offer, thus allowing you to reach higher volumes and increase the average basket at the same time (and also the margin of your establishment…).
2022 marks the video boom (+85%) of created media: so much for creating quirky and fun videos that focus on food and drink pairings. The example of Season Paris.
#4. Become a true e-merchant by relying on the marketing and digital calendar
Between calendar, sporting and environmental events, the year gives way to many moments of consumption in which the tendency to share gains strength. By activating your offers through the delivery, click and collect and also face-to-face consumption platforms, and above all by planning in advance which will be the priorities for your establishment, you anticipate peak times that will be decisive in your business… and it may well be that at balance time, the sharing offer is in a good position in your final result… So, which of these moments will be the favorite: back to school, the magic of Christmas, Valentine’s Day ? Day or again the resumption of league 1 soccer matches Uber Eats?
During the Covid-19 crisis, restaurant chain Fresh Burritos launched its “Fresh Box” where consumers can make their burritos at home meal kit style. It is reiterated during Euro with an associated drink offer that is offered only at home during Euro 2020, and the offer still exists today.
#5. Bet on personalization and upselling
To please the algorithms of the aggregators and increase their profitability, the restaurateur must play the game of upselling to boost the average basket but also of promotions to boost volumes… Based on the effort made in his sharing formula, he can catch up with by offering you many extras that are now legion in our universe. Free choice of products to put in your box, BIG effect to double an item, XXL drink to share, dessert to share as an extra… there are many opportunities to once again increase your average shopping basket, especially at snack time . where you take the release is popular!
Your fried chicken, how do you like it? with bones or without bones? with the bones, it will be extra and from an offer at an attractive base price, the customer can complete his offer to share with great effect by doubling the quantities, adding sauces, condiments and even an alcoholic or non-alcoholic drink on his preferred platform (here the Deliveroo example).
#6. Play the exclusivity card
A drink, a dessert, a condiment, an ingredient… offered exclusively by your restaurant will allow you to appear as an innovator in the eyes of your consumers. So you can be at the top of the aggregators and communicate your new products with an ephemeral side by marketing the share offer of the month established in collaboration with a great Chef or a local influencer at a price higher than your traditional formulas.
Argentine Empanadas Clasico Argentino has everything to please at aperitif time: a proposal based on escape with a selection of Argentine drinks, made like a slipper that stays warm for a long time in miniature format, presented in branded packaging, practical and easy to live with in all circumstances. Add to that homemade ice cream in individual format or in a jar to share and that’s it…
#7. Create festive appointments to facilitate the sale
To particularly perform in this period, you need to know how to pull out all the stops and create the event. Artists, musicians, monologues… millennials are looking for experiential places that allow them to share the good times spent in your establishment and that promote entertainment. So many moments of consumption that they can publish on social networks and that promote free advertising (UGC: User Generated Content). Enjoy too!
In July 2021, the annex of the Goku -Bruce- Asian Cantina, run by Vincent Boccara, is reviewing its business model when it comes to reopening the terraces. From now on, the place becomes the Goku Comedy Club and hosts stand-ups performed by emerging artists 4 days a week. In exchange for a free ticket, consumers consume cocktails and Asian tapas…
The tendency to share in 8 key figures >
+ 30% during the summer : the aperitif appeals to all generations (1)
+ 25% average ticket thanks to upselling and drinks (1)
More than 30% of visits to restaurants are made by people under the age of 34 between 4:00 and 9:00 p.m. (one)
+ 92.9% of the French believe that the aperitif is a moment of relaxation where you allow yourself more freedom and the discovery of flavors (2)
71% of 25-34 year olds and 66% of 35-49 year olds make it their favorite meal time. (3)
+ 433% growth in tapas and appetizers offersin 2020 (4)
+ 42% of home orders are made by families (one)
+ 31% of food delivery orders are made (and influenced!) by more than 16 people in particular on the sharing offer (1)
- The Npd Group – Panel Crest 2020 + 2021 – The Snacking Congress
- 2017 NelliRodi Digest Study for the Finger Food Syndicate
- Study conducted by CSA Research for Les Jardins d’Orante in 2018
- Just Eat DATAlicious Rapport 2021
In conclusion, the success of your offer to share is based on the perfect mix between operations (implementation, card convergence, team training, adapted packaging), digital (control of purchase costs and operating costs, performance on delivery platforms, click and collect and drive and online order terminals) and marketing (adjustment of the offer, adapted packaging, practice of upselling and optimization of the marketing calendar) that require them to become true e-merchants if they are not already. A true business project that you will have to share as a team (precisely!), such as the results obtained following the essential performance indicators for your business.success and your ROI. But we will talk about the topic of an increasingly hybrid restoration during the Snacking Congress on June 7 in Paris…
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