and Effect

A PUBLICATION OF THE OREGON RESTAURANT & Lodging ASSOCIATION | SEPTEMBER 2014
CAUSE
and Effect
Hospitality Industry Making
an Impact with
Cause-based Marketing
also in this issue
Social Media Marketing
Shows No Signs of Fading
Ryan Snyder, president, Martin Hospitality,
The Lumberyard Grill & Rotisserie, Cannon Beach
Schrader Pushes to
Simplify Key Area of
Healthcare Law.
Turn Your Restaurant into a
Tourist Destination.
How the New Foursquare
Factors into Your Reputation
Management Strategy
OregonRLA.org - 1
2 - Main Ingredient - September 2014
IS YOUR FOOD HANDLER
TRAINING SLIPPING AWAY?
24/7 ONLINE
FOOD HANDLER
CERTIFICATION
Fast, easy and
valid statewide!
Sure your employees
can get food handler
certification, but how
do you know if they’ve
learned it, better yet did
they retain anything?
Unlike other training
programs, ORLA
developed the FIRST
online training that
includes quizzes and
videos to help retention.
ORLA’s online food
handler training helps
your staff serve the public
safely and minimize risk
to your business.
Get the state-mandated
food handler training
your staff needs, on
their schedule.
TRAINING THAT STAYS WITH YOU
VISIT OREGONRLA.ORG/TRAINING
OregonRLA.org - 3
WELCOME New Members from July 2014
Main Ingredient is published twelve times a year
Art of Catering, Beaverton
Mangia Buff, Gold Beach
The Astro Lounge, Bend
Maxwells Pub & Grill, Beaverton
Wilsonville, Oregon, 97070, 503.682.4422,
Brannon's Pub & Brewery, Beaverton
Ona Restaurant & Lounge, Yachats
800.462.0619.
Bud Elgin Concessions, Salem
Oregon Electric Station, Eugene
Cafe Ruch, Jacksonville
The Original Taco House, Portland
Clatskanie River Inn, Clatskanie
Papa Murphy's Pizza, Clackamas
lodging industry. To learn more about the
Cloud Engage, Portland
Papa Murphy's Pizza, Ontario
Oregon Restaurant & Lodging Association,
Corporate Image Solutions, Oregon City
Papa's Cafe & BBQ, Grants Pass
visit OregonRLA.org.
Cozzie's NY Deli, Salem
Pine State Biscuits, Portland
Dea's In & Out, Gresham
Pint Shack, Hood River
Frank N Stene's Monster Growlers, Grants Pass
Portland Golf Club, Portland
Frau Kemmling Schoolhaus Brewhaus, Jacksonville
Portside RV Park, Harbor
Gloria'z Pub & Grill, Happy Valley
Portside Suites, Harbor
Grandma's Kitchen, Lincoln City
Radar Restaurant, Portland
SUBMISSIONS
Hawthorne Hophouse, Portland
Rainier Deli & Mart, Scappoose
For submission guidelines or other editorial
Iris Vineyards, Cottage Grove
Riccardo's Ristorante, Lake Oswego
input, please contact John Hamilton,
Izzy's Pizza Restaurant, Albany
Stumptown Coffee Roasters, Portland
Jackson's Corner, Bend
Toast, Portland
ADVERTISING
JR's Family Restaurant, Newberg
Untapped, Portland
Please support the advertisers herein; they have
Laurelhurst Café, Portland
Wendy's Old Fashioned Hamburgers, McMinnville
by the Oregon Restaurant & Lodging Association
(ORLA), 8565 SW Salish Lane, Suite 120,
Articles address issues, programs, news and
trends important to Oregon’s foodservice and
MEMBERSHIP
To become a member of the Oregon Restaurant
& Lodging Association, please contact Jennifer
Starr, [email protected] or 503.682.4422.
[email protected].
made this publication possible. For information
on advertising opportunities, please contact Lea
Ennis, [email protected], 503.682.4422.
PUBLISHER
Steve McCoid, President & CEO, ORLA
EDITOR & CREATIVE DIRECTOR
John Hamilton, ORLA
ASSOCIATE EDITOR Lori Little, ORLA
DESIGN
Heidi Janke, ORLA
ADVERTISING SALES
HOW CAN WE SERVE YOU?
Call your regional representative today!
Oregon Restaurant & Lodging Association staff are located across the state supporting membership
activities, training programs and government affairs in your local area.
Lea Ennis, ORLA
ORLA BOARD OF DIRECTORS
PORTLAND METRO WEST,
NORTH COAST
Clackamas (West), Clatsop, Columbia,
Multnomah (West) Tillamook,
Washington, and Yamhill counties
Ryan Snyder, Chair, Martin Hospitality
Ralph Matt, Vice Chair, Best Little Roadhouse
Jeff Morton, Secretary, InnCline Hotel Management
Jerry Scott, Treasurer, Elmer’s Restaurants
Kevin Bechtel, Shari’s Restaurants
Joe Benetti, Benetti’s Italian Restaurant
LORRI GEORGESON
503.341.4810
[email protected]
Michael Carbiener, Oswego Lake Country Club
Tom Drumheller, Escape Lodging Company
WILLAMETTE VALLEY,
CENTRAL & SOUTH COAST
Benton, Coos, Curry, Lane, Lincoln,
Linn, Marion and Polk counties
JOEL POMERANTZ
Regional Program Manager
541.517.3791
[email protected]
Steve Faulstick, Westmont Hospitaltiy Group,
DoubleTree by Hilton Portland
Chuck Hinman, Best Western Plus Hood River Inn
PORTLAND METRO EAST,
HOOD RIVER
Clackamas (East), Multnomah (East),
and Hood counties
Gary Hoagland, Hoagland Properties
Bob Jensen, Big Green Events & Wild Duck Cafe
Becky Johnson, OSU Cascades
Fred Jubitz, Jubitz Corporation
STEVEN SCARDINA
503.718.1495
[email protected]
John Lenz, Jaspers Café
Patrick McShane, InnSight Hotel Management Group
Chris Otto, Hospitality Consultant
Buggsi Patel, BHG Hotels
Vijay Patel, A-1 Hospitality
Peter Roscoe, Fulio’s Pastaria
Todd Stromme, Food Services of America
Brett Wilkerson, North Pacific Management Co.
OREGON RESTAURANT & LODGING ASSOCIATION
503.682.4422 | 800.462.0619
[email protected] | OregonRLA.org
4 - Main Ingredient - September 2014
CENTRAL, SOUTHERN
& EASTERN
Baker, Crook, Deschutes, Douglas,
Gilliam, Grant, Harney, Jackson,
Jefferson, Josephine, Klamath, Lake
Malheur, Morrow, Sherman, Umatilla,
Union, Wallowa, Wasco, and Wheeler
counties
TIM CASWELL
541.499.2168
[email protected]
PHOTO BY HEIDI JANKE
SEPTEMBER2014
Features
14 |CAUSE
AND EFFECT
Hospitality Industry Making an Impact with Cause-based Marketing
12
|SOCIAL MEDIA MARKETING SHOWS NO SIGNS OF FADING
Capturing Your Customer 25 Hours A Week
Government Affairs
8 | ORLA Advocacy Update
Schrader Pushes to Simplify Key Area of Healthcare Law.
11 | ORLA Advocacy Update
A CALL TO ACTION
Lottery Retailers:
The Time is Now to Make a Difference in 2015.
Membership
4 | New Members
6 | President’s Letter
Annual Convention is Upon Us
24 |
Workplace Emergencies
and Security Programs
Are You and Your
Employees Prepared?
27 | Manage My Restaurant
Turn Your Restaurant into a Tourist Destination.
14
30 |
Manage My Restaurant
How the New Foursquare Factors into Your Reputation Management Strategy
THE LUMBERYARD ROTISSERIE & GRILL
Section 107; NO PITY Burger (Tillamook cheddar,
pepper bacon, fried egg and grilled onion)
OregonRLA.org - 5
Jobs for the Food and Drink
Industry Staffing Solutions
for Owners & Managers
10Untitled-5
- Main1 Ingredient - September 2014
4/26/12 5:38 PM
ORLA ADVOCACY UPDATE
A CALL TO ACTION
Lottery Retailers: The time is now to make a difference in 2015.
T
he time is now to contact your Lottery Commissioners
and attend the September retailer forums. Video Lottery
in Oregon is at a critical juncture; it can continue to lose
retailers and market share, or in can keep pace with the market.
The rates need to be far less punitive and encourage growth and
investment. Give the Lottery Commission specific examples
about costs associated with being a retailer at one of the upcoming
forums, and also let them know what you would do to increase
sales in your establishment, if the rates were not so punitive.
Please attend one of these retailer forums! Mark your calendar
for the forum closest to your operation, and remember to be
respectful. The current Commissioners have not been through this
process before; they are all new to the contract process. They are not
your enemy, they are your partner, and we need to get back to the
partnership that was so successful in years past. You can influence
a positive outcome by informing them on the costs associated with
being a retailer, and what you need to do to grow your business. It
is critical that retailers attend these important meetings.| bill Perry
Attend a Video Lottery Retailer Forum in September
BEND
CLACKAMAS
ALBANY
MEDFORD
TUESDAY, SEPTEMBER 16TH, 2014
1:30 pm - 3:00 pm
Deschutes Services Building Barnes/Sawyer Room
1300 NW Wall Street
Bend, OR 97701
WEDNESDAY, SEPTEMBER 17TH, 2014
10:00 am-11:30am
Linn County Expo CenterWillamette Conference Center
3700 Knox Butte Rd
Albany, OR 97322
THURSDAY, SEPTEMBER 18TH, 2014
10:00 am - 11:30 am
Monarch Hotel & Conference CenterColumbia Room
12566 SE 93rd Ave,
Clackamas OR 97015
TIGARD
WEDNESDAY, SEPTEMBER 24TH, 2014
10:00 am - 11:30 am
Embassy Suites PortlandWashington Square
9000 SW Washington Square Rd
Tigard, OR 97223
TUESDAY, SEPTEMBER 23RD, 2014
1:00 pm - 2:30 pm
Rogue Regency InnRogue Valley Banquet Room
2300 Biddle Rd
Medford, OR 97504
OregonRLA.org - 11
MORE WAYS
TO CONNECT...
This monthly electronic newsletter has the latest news headlines,
legislative and political updates along with upcoming event information.
SUBSCRIBE TODAY!
Visit OregonRLA.org for links to our social sites.
Find us on LinkedIn
Like us on Facebook
Follow our Blog
Follow us on Twitter
OregonRLA.blogspot.com
@OregonRLA
See our Videos
See our photos on Flickr
YouTube.com/ORLAvideos
26 - Main Ingredient - September 2014
/OregonRLA
Log on to OregonRLA.org
Oregon Restaurant & Lodging Association’s photostream
for the latest on industry information
MANAGE MY RESTAURANT
Turn Your Restaurant into a Tourist Destination.
B
oost your sales this summer by attracting more tourists to
your restaurant. Travelers spend more than $200 billion
annually on food service in the United States, according
to the U.S. Travel Association. On average, tourism accounted
for nearly a third of fine-dining sales and almost a fourth of
casual-dining sales in 2012, according to National Restaurant
Association research.
Buying local produce isn’t an all-or-nothing proposition.
At Duke’s Alehouse and Kitchen in Crystal Lake, Illinois, local
heirloom tomatoes top the burgers in August, and locally grown
beets are featured when in season. During the rest of the year,
the restaurant sources those items elsewhere. Duke’s features
other seasonal items, like asparagus and strawberries, only when
available locally.
1. Connect with concierges. “The concierge is the first person
that hotel guests ask for a dining recommendation,” says Julie
Zucker, director of marketing and promotions for Branded
Restaurants USA in New York City. “We invite concierges
for a meal so they can recommend us with confidence.” The
company owns and operates three restaurant concepts, Big
Daddy’s, Duke’s and City Crab.
Supervisors from San Antonio’s Mi Tierra Cafe & Bakery
visit area concierges weekly, greeting them with baked goods and
a stack of “Amigo cards” to give hotel guests. The cards, which
feature the concierge’s name and hotel, entitle customers to free
desserts. Mi Tierra tracks the referrals, rewarding a concierge for
every 20 customers.
2. Plug into social media. As soon as tourists head into Las Vegas
and “check in” to a location with Facebook, the ads for local
attractions start. Among them is Blondies Sports Bar & Grill
on the Strip. “That’s been a great tool,” says manager Catherine
Pavesich. “We find it works better than the old-fashioned
visitors’ guides.”
Branded Restaurants USA uses Twitter to get the word
out. “We look for the Twitter handles that tourists follow and
post there,” says Zucker. For example, she might tweet at #nycgo
that Big Daddy’s is offering free milkshakes with a purchase.
OregonRLA.org - 27
MEMBERSHIP DOESN’T COST, IT PAYS.
The Oregon Restaurant & Lodging Association is dedicated to helping members operate with greater
ease, efficiency and savings. Member participants save millions of dollars each year by using ORLA’s
Endorsed Service Providers.
ORLA GROUP INSURANCE PLANS
CREDIT CARD PROCESSING
OFFICE PRODUCTS & SERVICES
EMAIL MARKETING
NUTRITION INFORMATION
• Workers’ Compensation
• Property & Liability
ORLA HEALTH INSURANCE
PROGRAM
POINT-OF-SALE (POS)
SYSTEMS
MUSIC LICENSING
FOR MORE INFORMATION, CALL JENNIFER STARR AT 1.800.462.0619.
28 - Main Ingredient - September 2014
OregonRLA.org
3. Act as area ambassadors. Build your reputation as a
restaurant that welcomes visitors. “We train our servers to talk
knowledgeably about the area and the local culture,” says David
Cortez, co-owner of Mi Tierra. Some team members are certified
city ambassadors through a program a San Antonio Convention
& Visitors Bureau program that develops customer service and
area expertise. Similar Certified Tourism Ambassador programs
are available throughout the country.
7. Manage your online reputation. Monitor what tourists say about
your restaurant on review sites such as TripAdvisor. Respond to
reviews, especially negative ones, so you control your reputation.
For example, if a tourist tries oysters and dislikes them, restaurant
staff thank him or her for dining at the restaurant. “Then we
might say: ‘While we think oysters are great, they’re not for
everyone. Next time you’re in town, let us know if you want
something you don’t see on our menu,’” Zucker says.
4. Team up for cross-promotions. Work with local theaters,
museums and other area attractions to piggyback promotions.
For example, Havana Central in New York City’s Times
Square, which specializes in Cuban cuisine, found a natural
partner in Broadway’s “In the Heights,” which is set in a Latino
neighborhood. The restaurant promoted a 20 percent discount
code for “In the Heights” and offered a dining discount to
guests presenting their ticket stubs. “We also catered their cast
party,” says founder Jeremy Merrin. “That was tremendous
exposure for us.”
8. Become a site to see. Tourists flock to Mi Tierra for its
festive décor and strolling musicians, to Mai Kai for a tropical
waterfall view and to Polynesian revue and to Big Daddy’s for
pop culture memorabilia, such as an autographed photo of the
“Bay Watch” cast.
5. Become a “bus stop.” Havana Central brings in the tourists by
the busload, usually at off-peak times. “We offer a prix-fixé meal
at a discount,” says Merrin. “It’s a win-win for everyone.”
Building up the tour clientele took time, says Merrin.
“Originally we would spot bus drivers on the street and ask them
what tour groups they were with.” After some cold calls to tour
agencies, the restaurant began to land tour groups. “One you get
on their schedule they come back again and again,” he says.
9. Work with your local convention and visitors bureau. These
organizations can help promote your restaurant through their
websites, visitor centers and more.
10. Find out how the tourists found you. On their comment
cards, Mai Kai asks guests how they heard about the restaurant.
The responses help guide future marketing decisions. | National
Restaurant Association
For more Manage My Restaurant Articles visit Restaurant.org/Manage-MyRestaurant.
6. Make time for timeshares. Mai Kai, a Ft. Lauderdale, Fla.,
restaurant that runs a Polynesian revue show, offers a bulk
discount to a local timeshare. The timeshare company purchases
vouchers for a fixed-price dinner and show, using them as tour
incentives.
OregonRLA.org - 29
MANAGE MY RESTAURANT
How the New Foursquare Factors into Your
Reputation Management Strategy
M
aking sure the price is right for each menu item is no
game — it takes lots of work. Before adjusting your
prices, consider the following eight factors:
If you haven’t “checked in” on Foursquare lately, now is the time.
The app gets loyal brand advocates to compete over becoming a
location’s “mayor” while attracting new guests with its built in
“tips,” or mini-reviews. But Foursquare is making big changes to
challenge Yelp as the go-to restaurant review app. Are you ready?
What’s Changing About Foursquare?
Foursquare is rebranding in a major way, and yes, it will affect your
restaurant. The traditional Foursquare experience where guests
“check-in” to locations and alert their friends is now located in a
totally new app, called Swarm. Guests will be able to post status
updates about their location and see who is nearby from that
application.
The Foursquare app, on the other hand, is now focused on
creating a customized experience for guests to find new venues in
their local areas. The “tips” section will take greater prominence –
which means Foursquare should become an important part of your
reputation management strategy. But if you are just starting out
and don’t have many tips, good news — the new Foursquare also
allows business owners to write their own tips. It’ll show up in its
own dedicated section separate from guest reviews. You can also
post specials, like Happy Hours, in this area. Incidentally, if you
use Fishbowl’s Local Email solution, you can post your mailings
directly to Foursquare’s tips section now.
The new Foursquare app also introduces guest “tastes” to the
equation. For example, if a guest tells Foursquare it loves locations
with outdoor seating, every time he logs in Foursquare will flag
nearby restaurants with patios. This information is pulled from the
tips, both ones you write yourself and ones guests leave – the more
guests rave about your fabulous patio, the more likely Foursquare
will automatically identify your restaurant as a hotspot for those
that love eating al fresco, and the more likely Foursquare users will
have your restaurant pointed out to them. From there guests can
30 - Main Ingredient - September 2014
make reservations through OpenTable, order takeout, or simply
review a restaurant’s information.
What Does That Mean for My Place?
When it comes to check-ins, you don’t have to do anything. Swarm
and Foursquare will interact seamlessly, meaning guests can still
“check in” through Foursquare and receive any offers you have
available through Swarm. However, if you have any specials or
benefits for location “mayors,” you should know that Swarm only
lets friends compete among themselves for mayorship. That means
there are now multiple mayors among different groups of people,
making it a far less unique title. Adjust your marketing accordingly.
The number of “mayors” could be quite high now.
It’s also important to make sure, as the new Foursquare app takes
over, that your restaurant has a vibrant list of “tastes.” If a guest is
specifically looking for lunch on a patio, you’ll want to make sure
they can find you by the “outdoor seating” taste! Follow these steps
for maximum impact on Foursquare:
• Make sure your restaurant is listed under all relevant categories —
this includes very general goals like finding a great lunch, coffee,
or nightlife hotspot.
• Write tips filled with descriptive keywords, such as popular menu
items, your bottomless brunch, or signature cocktails. Look at tips
your guests have already left to see what they focus on; Foursquare
will pay more attention to keywords they see repeatedly.
• Update your tips section periodically with news, events, new
menu items, etc: they will feature prominently on your page
every time a guest looks at your restaurant in Foursquare. If you
haven’t already, add a special. It’ll be the first thing guests see, and
a great deal will be far more likely to drive guests into your place!
For more information and articles visit Fishbowl.com |
Thought Leadership
Fishbowl
IS YOUR ALCOHOL SERVER
TRAINING SLIPPING AWAY?
24/7 ONLINE
ALCOHOL
SERVER
CERTIFICATION
Fast, easy and
valid statewide!
Sure your employees
can get alcohol server
certification, but how do
you know if they’ve learned
it, better yet did they retain
anything? Unlike other
training programs, ORLA
developed the FIRST online
training that includes
quizzes and videos to help
retention.
ORLA’s online alcohol
server training helps your
staff serve the public safely
and minimize risk to your
business.
Get the state-mandated
alcohol server training
your staff needs, on their
schedule.
TRAINING THAT STAYS WITH YOU
VISIT OREGONRLA.ORG/TRAINING
OregonRLA.org - 31
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Steve McCoid
President & CEO, Oregon Restaurant & Lodging Association
“Throughout our long-standing partnership with Liberty Mutual, I have seen
them bring real value to our members and drastically improve workplace safety.
These group programs are more than just an insurance policy.”
32 - Main Ingredient - September 2014
© 2014 Liberty Mutual Insurance. Insurance underwritten
by Liberty Mutual Insurance Co., Boston, MA, or its affiliates or subsidiaries.