July 18, 2017
Social media is a more disruptive influence on restaurants than meat prices, according to William "Willie" Degel, the founder and CEO of Uncle Jack's Steakhouse chain and Jack's Shack all-natural eatery. The former host of "Restaurant Stakeout" on the Food Network says, "Social media has changed the way people eat today."
Identifying food gimmicks like "unicorn, the rainbow colors" and "ooey-gooey, cheesy comfort food" as changing consumer preferences at restaurants, Willie Degel knows social media videos and posts about them will be more likely to go viral.
He credits social media as leading the shift in consumer trends and behaviors, making restaurant owners shift priorities and adapt their business tactics, in turn. His shift includes Free WiFi and bathroom "selfie mirrors".
Discussing a $150 - $200 steak he's sure no one would buy, Willie's happy just because "It went viral," on the internet.
This is not to say that neon milkshakes and "break the internet" creations are the restaurant industry's only challenges. As a successful restaurant operator, he knows that beef prices always go up in the summer months, regardless of what global “authorities” have to say about meat prices.
People buy more meat for barbecuing and cooking out; cows and every other farm animal lose weight in summer heat (lamb is a great example; up 30% in the first six months of 2017). Less pounds per animal = more $ per pound. That's just economics.
Restaurants also have to contend with rising costs of real estate, labor, and ingredients, even in places other than New York, which The New York Times claims is more expensive than in almost any other American city.
Higher costs of doing business = higher prices per plate. Higher prices = less sales. Unless you can increase value.
Again, just economics. That's where strategy and tactics come in.
Victory is the goal in any war. Clearly, that includes "restaurant wars".
General Degel uses a proven, if new, strategy: he grasps the power of social proof, displayed through social media. And he understands that Free WiFi is the best tactic to keep that strategy working.
Of course, he could mount that Mother Of All Strategies to a more effective Social WiFi delivery system.
Follow The Data - April 11, 2017 Gather The Data - April 18, 2017 The_Right_WiFi_=_REVENUE$ - April 25, 2017 DATA Makes Business Blossom - May 2, 2017 A New Age In Free WiFi - May 9, 2017 WiFi Reported Dead - May 16, 2017 WiFi: Growing By Leaps & Bounds - May 23, 2017 WiFi: Analytics Offer Opportunities - May 30, 2017 Killing the Mall - June 6, 2017 Bringing A Knife To A Gunfight - June 13, 2017 MONETIZE YOUR WIFI - June 20, 2017 Poking The Hornet's Nest - June 27, 2017 The Age of Big Data - July 4, 2017 Stroking Out - July 11, 2017
"We made use of the email list building tool... to get our brand in front of our customers... retargeting them in an unobtrusive way." - Mike P., Marketing Director, Restaurant Chain
"Location information, data usage and guest insights help deliver a memorable experience along with hotel information and available offers." - Hotel Chain E-commerce Director
"Sponsored Free WiFi helped us exchange a prize code by integrating a mobile app." - Major Product Brand ManagerWiFi that drives loyalty and revenue.
Mobile websites. SEO. Video & Social Media Marketing.
One App, Lots of Discounts, Lots of Reward Programs!
© 2017 LMX Communications, LP. All Rights Reserved