Food has become almost as divisive as religion or politics when talking with today’s socially conscious consumers, according to Mike Donahue, founding partner and chief brand officer at the LYFE Kitchen fast-casual restaurant chain. As he explained to 120 noncommercial foodservice operators attending MenuDirections 2015, the public is so keyed into green issues that the slightest comment about organics or GMOs can set off an argument. That poses a challenge for operations like his own, which strives to foster sustainability in its selection of menu items and ingredients.
So how do foodservice professionals highlight what they’re doing for the sake of sustainability without stirring controversy? Or how, for that matter, do they handle any media storm? Donahue drew on his years as chief communications officer at McDonald’s to provide four key ways to calm the discussion.
Be a leader, not a victim
Donahue said an operator’s philosophical purity and vision are the roots of a foodservice business today. Still, it’s necessary to stay ahead of any potential controversy, justified or not, by having a crisis-management plan in place. As he put it, the fan is always on and it’s just a matter of time until the ketchup hits it.
Look toward your communications and PR team, he advised. They will be keyed into the issues and know how to discuss touchy situations with consumers and reporters.
Use an AIM mindset
Anticipatory Issues Management (AIM) works in an operation’s favor, Donahue said. He echoed a quote from President John F. Kennedy: “The time to repair the roof is when the sun is shining.”
What are the fundamentals of AIM for restauratuers? Communicate with your consumers and regulators to eliminate hassles and surprises, Donahue advised. This could be anyone from the general public to management, school boards, legislators and the media.
Try to predict crisis issues, he continued. They will generally fall under the following categories: budget, sourcing, recalls, staffing, storage and contaminates.
Be consumer-centric
Keep an eye on consumer trends. Consumers are always ahead of the marketplace, and offering something fresh will draw them in.
Speed is key. How fast can your operation move? Especially with millennials, quicker is usually better.
Don’t limit consumers’ choices. Just because a McDonald’s falls short of hospital’s nutrition guidelines doesn’t mean consumers won’t eat there. They may even become offended when their choices are taken away.
Also, don’t take trends for granted. Gluten free may feel like a fad, but operators are seeing demand continue to grow. Let consumers be the ones to decide when they are done with a particular food trend.
Other trends to keep an eye on are multicultural needs, designing warm and inviting dining spaces and embracing sustainability trends.
Stay relevant. Innovate. Embrace technology, so the consumer knows the operation is moving forward. Or, offer a technology-free zone. Either way, make your operation stand out and cater to the consumer.
Tell your story
Embrace part of your operation’s culture and make it a symbol or a mantra. Tell your story first and tell it last, Donahue advised.
Build the model yourself, knowing the trends. Don’t try to grow too fast.
And don’t be afraid of getting picked up by the bloggers of the world. Movements start small and grow, the same way operations can.
MenuDirections 2015 conference was presented by FoodService Director magazine in Memphis, Tenn.