Competition between quick-service and fast-casual restaurants heats up more and more as each year passes. There are countless chains, each offering not only different food genres, but different customer experiences. How can a restaurant chain stay relevant in such an ever-changing, fast paced industry? With 2011 over and done, Mintel released its predicted five trends for 2012 Menu Insights to help QSRs gauge what’s in store for future menus.

“Our trends are designed to give both restaurant operators and food suppliers a thorough understanding of what’s coming in the foodservice industry,” notes Eric Giandelone, Foodservice Director at Mintel.

What does 2012 have in store for both restaurants and customers?

1.  American Regionalism: While global cuisines certainly hold consumers’ interest, there’s a newfound intrigue with what our home base, America, has to offer. Kansas City barbecue, Low Country grits, and New England Clam Chowder represent regions and cities that Americans expect top notch foods.

2.  Double – Sided Menus: Consumer customization is more popular than ever and only growing. Offering different menus to customers, such as a healthier alternative menu or lower priced menu, allows more options and a happier customer.

3.  Consumer Control:  Similar to the double – sided menu, customization is key to the consumer. They expect the food “their way.” Listen to what customers have to say and take their needs into the restaurant, because personalized ordering systems and more flexible menu design will continue to grow.

4.  Slow It Down:  Fast food restaurants are slowing down to more “time-intensive preparation methods” to focus on quality of food. “Handmade” and “homestyle” are among popular words showing up on menus, hinting that customers want more than just a fast meal.

5.  Importing Ideas:  As chains head across seas, different markets spark ideas for new concepts and products. These ideas make their way back to the states, where consumers excitedly await for something out of the norm.

Whatever the style and menu, each restaurant must carve out their section of the market place and maintain a strong presence in the life of both customers and non-customers. Staying up to date on the latest trends is an important aspect of the restaurant chain industry.

QSR Magazine released the list of “100 Ways to Improve Your Drive Thru,” with categories in Customer Service, Management, Look and Feel, Technology, Operations and Design. With speed and accuracy as the top drive-thru characteristics a consumer demands, quick-service restaurants should stay on top of their drive-thru experience not only to ensure satisfaction, but also to offer a point of differentiation.

I pulled my 13 favorite tips, but click here to see the full list.

• Who wants to eat a salad by hand or use his dry-cleaning receipt as a napkin? Provide the appropriate amount of napkins, utensils, and condiments.
• Offer breakfast. According to Technomic’s 2009 Breakfast Consumer Trend Report, 22 percent of consumers named the availability of drive-thru service as one of the top three reasons they visit their preferred breakfast restaurant.
•  Drive-thru staff should start the ordering process rather than relying on guests to initiate the order.
• Clean the windshields of waiting cars. No one does this, which is precisely why you should.
• Hire for personality. Engaging, articulate, and naturally pleasant personalities are specifically effective in the drive thru.
•  Appoint a troubleshooting staff member who is capable of stepping in wherever necessary to fix drive-thru issues.
• From litter on the ground to hazy windows, dirty and ill-maintained drive thrus negatively impact consumer confidence.
• Install a trashcan with an extended chute next to the lane, a simple product customers universally value.
• Use an order-confirmation screen. Providing the customer a visual rundown of the items ordered and the final total helps certify accuracy. Better yet, an order-confirmation screen is routinely cited as one of the top drive-thru improvements consumers want to see.
• Installing noise-reduction technology at the order post minimizes customer angst while improving speed and order accuracy.
• Grant customers the ability to place an order ahead of time, by phone or online, and pick it up in the drive-thru lane.
• On-the-go, multitasking drive-thru consumers want packaging that keeps food safe and contained. Identify packaging that protects the product and the customer’s lap.
• Institute a special drive-thru value meal complete with drive-thru-friendly items easy to eat while driving.

More than 60% of revenue comes from the drive-thru in the quick-service restaurant business, so implementing these improvements can help keep  drive-thru lanes full and help increase revenue. What improvements would you most like to see?

Trying to capture the attention of Millennials is like trying to swat a fly blind-folded with your hands tied behind your back. “A swing and a miss!” This group, ages 16 through 34, is vital to the restaurant industry, but how in the world are restaurants supposed to catch Millennials’ attention in their crazy, fast-paced, jam-packed day, especially when there are countless ads from other restaurants to break through?

A report completed by advertising agency Barkley, consumer researcher Service Management Group and The Boston Consulting Group digs into Millennials’ lives and how restaurants can cater to their jumbled lifestyles.

One interesting trend the research found was that Millennials tend to snack more throughout the day than non-Millennials (ages 35 to 74). Thirteen percent of Millennials eat at restaurants during off-peak hours, compared to six percent of non-Millennials. Their busy schedule often disrupts the normal timing of meals, also playing a part in the odd eating hours. To cater to this trend, quick service restaurants could offer specials or promotions during mid-mornings or afternoons. A “snack break” marketing idea could draw in those who just need a pick-me-up to get through the next stretch of their day, and offering a deal or promotion would add a sweet incentive. Also, restaurants could offer smaller portion sizes to encourage a “snack,” instead of a meal.

The study also found that Millennials eat out more often than non-Millennials and spend an average of $173.95 a month on eating out. While most of that money is spent at quick service restaurants, Millennials were more likely to eat at fast casual restaurants.

Convenience, healthful meal selections, exotic food choices and the experience draw Millennials to specific brands. But, as assumed, there is also definitely a “me” factor involved. While non-Millennials tend to dine out more often with family, Millennials see eating out as an opportunity to treat themselves. Special occasions (33 percent) and the desire to socialize with friends and co-workers (22 percent) are among the top reasons Millennials eat out. And according to Jeff Fromm, senior vice president of sales, marketing and innovation at Barkley, Millennials think, “Do I feel special or unique?  Would I want my friends to see me at this place?”

All restaurant types can capitalize on elevating customer experience. Making the Millennial feel like the center of the restaurant’s world and giving them an adventure is sure to keep them coming back for more.

When I look back to my most memorable moments at restaurants, one of the first things that comes to my mind is celebrating birthdays and special occasions with loved ones.  But everyone has their restaurant horror stories. My mind wanders down the ‘birthday path’ to one particular incident where I was surrounded by a half dozen “singing” (more like cult-ish chanting) waiters instructing me to sit on a bucking bronco with a ten pound sombrero on my head. It didn’t end pretty, but at least there was a free brownie and ice cream when it was over. On the other end of the spectrum is the incident with the rude, crabby waiter who seemed to be taking some terrible fight with his girlfriend out on me. A celebratory event quickly shifted to “Should I ask him for a refill on water or just let it go?”

While bad restaurant experiences shouldn’t get under our skin, people don’t forget how they’re treated. Even if it’s just one bad dinner, it can be enough to resonate with a customer forever.

A study by the American Customer Satisfaction Index found that the quick service industry increased its customer satisfaction by 5.3 percent between 2010 and 2011, landing them a score of 79 out of 100, their highest score in ACSI’s 17 year history. In comparison, the full service industry only improved by 1.2 percent, leaving them with a score of 82 out of 100. Despite only having a few moments of face time with the customer, quick service restaurants are closing in on full service restaurants.

Consumers are finding more and more reasons to avoid full service restaurants and opt for quick service, everything from looking to spend less due to the recession to enjoying quick service’s continually improving quality of food. Between limited-time offers, a wider menu variety, improved atmosphere and healthier options, quick service restaurants have a growing advantage.

“It’ll really be more of a focus on the quality and the experience versus the price,” predicts David VanAmburg, managing director of ACSI. “So customer service, the quality of food itself, the variety of the food that’s offered- that’s going to play the biggest role if they’re going to keep up the trend.”

Even if face time between customers and employees is short, it’s vital to give the customer a pleasant experience each and every time. And I’m not talking belting “Happy Birthday” or investing in a riding bull. Simple sincerity, friendliness and a smile can go a long way, which is all quick service has time to offer.

Also, with more customers eating at quick service restaurants, customer-employee interaction is accumulating over time.  This could mean more opportunities for bad customer service, but if quick service restaurants can keep their smiles and charm on high, in addition to quality food at a low price, the gap will continue to narrow.

As digital media and highly defined metrics become a larger part of delivering marketing messages, advertisers are looking for ways to relate the metrics of digital media to traditional media.

There are digital ways to track traditional media, but the over-arching metric among all media is still  impressions. This leads to the question, if digital metrics are more detailed, is digital better than the traditional? Not at all! They are meant to work together to target consumers throughout the purchase cycle. This makes knowing when and how to reach your audience essential.

Tara Payne Mueller, digital & media strategist, and Laura Mitchell, digital strategist, discussed how goals and messaging are important in evaluating your campaign metrics in May’s L&S Boot Camp Webinar – Message Delivery: Metrics Across Digital and Traditional Media.

The Internet and social media have fundamentally changed the pace of business, compressing time and rewarding speed. News breaks over minutes, not days. Companies can develop or refine products and services instantly based on customer feedback or events in the marketplace.

As a result, public relations has changed forever. Traditional media outlets are no longer the inpenetrable gatekeepers. Citizen journalists (whether they think of themselves that way or not) are reporting more updates from more locations than professional journalists could ever hope to cover. And businesses have an unprecented freedom to share their stories directly with key audiences – customers and potential clients.

This shifting landscape provides business with an opportunity never before seen. It’s called Real-Time PR… the mindset of finding and engaging with emerging story lines before they become old news.

Real-time PR was the topic of April’s L&S Boot Camp Webinar. Lawrence & Schiller’s Dave Haan, Director of Public Relations, and Lindsey Philips, PR Coordinator, presented the three “D”s at the foundation of real-time PR:

• Detect conversations about your brand
• Deliver the right messages to the right audiences
• Decrease your response time

A few weeks ago, Advertising Age’s 2008 Agency of the Year Crispin Porter & Bogusky lost client Burger King. In the same week CP&B was publically called out by Groupon CEO Andrew Mason for Superbowl work that he says “fell short.” Mason is quoted by Advertising Age as saying, “We learned that you can’t rely on anyone else to control and maintain your own brand.”

While I appreciate the sentiments noted by Mason, I disagree. I would submit that an agency, whose priority is to maintain the brand of their clients before their own brand, is fully capable of successfully maintaining said client brand. The problem for Crispin is that at some point, their desire for agency creative recognition trumped their responsibility to do effective work. Whopper Virgins and Subservient Chickens may be creative but when agency awards, as a goal, usurp client profitability, agencies have a problem. Burger King reported negative same-store sales from second-quarter 2009 through third-quarter 2010. No wonder the relationship soured.

At the end of the day, our job is pretty simple. Our priority first and foremost is to move the needle for the client. If the work is done to achieve any other goal, it is sorely misled. While not as decorated as CP&B, Lawrence & Schiller could teach a lot of agencies a thing or two about responsible creative. We humbly pride ourselves on creative that stands out while still producing positive ROI and thus, happy clients.

Let the CP&B losses provide a lesson for us all. Our role as an agency is to be the kingmaker, not the king.

*image courtesy BK.com

With the Super Bowl in hindsight, the number one thing on many consumers’ minds is the ads.  But, their recall only lasts for so long.  How can brands continue to spread their message in the world of sports that will impact recall longer?  One word – sponsorships.

Sponsorships bring the brand and the consumer face-to-face and create relationships. General Motors Co’s director of global social media, Christopher Barger, referenced to the impact sponsorships have on consumers:

“You start with ‘them’ rather than ‘us.’ The value you provide to them will determine the message they receive. If I lead with a commercial, people may remember that Chevy was there, but they will dismiss it. But if I enter into a relationship knowing what they want to do, people will remember that Chevy was there.”

In the last two years, the world of sponsorships has taken a bit of a dive.  According to IEG, “less money was spent on corporate partnerships in 2009 than in the previous year, a never-before-seen circumstance.”   In 2010, there was a 3.9% increase in total North American sponsorship spending.  And for 2011, IEG suspects significant increases at 5.9%.  Growth in sponsorships compared to advertising and sales promotion will be ahead of the traditional mediums.

Where do all these sponsorship dollars go to?  IEG reports that 68% of sponsorship dollars go to sports.  The hot trends of who are buying sponsorships include Fast Food Restaurants, Telecommunications, Health Care, and Consumer Electronics – just to name a few.

In the world of Fast Food, McDonalds has just renewed its partnership with the NHL and YUM! Brands extended its contract with the Kentucky Derby for an additional five years as a presenting sponsor. And I can’t forget to mention Papa John’s three-year agreement with the NFL.

Sponsorships allow Fast Food Restaurants to step up business ideas, add credibility, and stand out through the clutter of competitors. It isn’t just about brand awareness but simply having a memorable conversation with the consumer.

True Grit, Country Strong, and Cowboys & Aliens are just three movies in 2011 that have taken Hollywood back to its western roots. Line dancing and Alan Jackson’s 2008 hit song, “Good Time” are being used in a new GE TV commercial. Even Wyoming Tourism is embracing its cowboy heritage by sponsoring a professional rodeo team. Is it just me or is country cool again?

These 2011 cowboy trends have people buzzing in all areas. Marian Salzman, a self-titled “trend-spotter” for CNN Opinion, thinks the “cowboy up” trend will be where employees and students are taught to be more “emotionally resilient”. The Geeky Hostess predicts that consumers will love the “chance to leave their tech toys behind and dream of simpler, dirtier days.” M.M. Cloutier predicts that restaurant culinary trends for 2011 will include simplicity/back to basics ideals.

Perhaps the reason for the trend is that Americans need that strong, resilient hero to ride in on his horse and bring back the heart and soul of the true American spirit. Bill O’Reilly said it best in his Jan. 4 column, “America could use another John Wayne today”.

In 1969, when the original version of “True Grit” was playing in the movie theaters, Americans were looking for heroes such as Wayne to show them nobility. Today there are far fewer heroes, and we don’t expect much nobility, even in the movies.

I liked both versions of “True Grit.” But for me, it was Wayne who still deserves most of the cheers. The man was larger than life, a symbol of the insurmountable American spirit.

Boy, do we need that today.

Catering to the cowboy lifestyle and western culture enthusiasts will garner success for retailers who take on this solid trend in 2011. It doesn’t have to be a huge sale on ten-gallon hats and gun holsters. But, going a step further and embracing the cowboy mentality. It is a prime market to get back the roots of true American values and culture. After all, there is a little cowboy in us all.

Happy trails!

Of the top 10 most common New Year’s Resolutions, five deal with either losing weight or quitting bad habits to live a healthier, happier life.  

In 2011, people will not only look to be “well-thy,” many are also starting to view good health as a status symbol. For them, maintaining good health is as important to some consumers as having the biggest, newest or most expensive “It” item.

We see this trend growing through the addition of healthier food items at fast food restaurants and the increasing popularity of fitness-focused products such as Sketchers Shape-Ups. Vending machines with healthy options in schools, walking routes laid out in office buildings for employees, and organic grocery stores are just the beginning of people’s desires to lead “well-thier” lives.

Whether it is a New Year’s resolution or an adoption of the changing 2011 consumer environment – losing weight and living a healthier lifestyle will be the “It” thing on many people’s To Do list. A study by The Hartman Group found 73% of US consumers consider being physically fit important to being ‘well.’ The study also cited that 74% of consumers believe that being physically fit is equally important in ‘feeling good about themselves’. 

Healthcare service providers can take advantage of this trend by understanding that “healthy” is the new “happy” and that consumers are now viewing good health as ‘status’ and are assigning that extra value to it. So let’s raise our glasses on New Year’s Eve and give three cheers to a “well-thier” us!

‘Tis the season. Snow and cold are blanketing much of the United States. In fact, three feet of snow fell recently near the Lawrence & Schiller office in Deadwood, SD.  It’s the kind of scene that fits perfectly with upcoming holidays.

Four Months Ago, It Was a Different Story

Four months ago, when Taco John’s was producing its Nachos Navidad Christmas commercial, the temperature was pushing 100 degrees, literally making it one of the hottest days of the year. Four months ago, we needed to find a way to turn summer heat into a winter wonderland.

Watch the final spot and then scroll down for a behind-the-scenes look at how it was made.

Studio Shots, Inside Taco John’s and the Chromakey

Some of the shots were easier because they were produced indoors. But even these scenes required careful execution to produce a realistic winter look.

• The shot of the girl looking at Christmas lights through the van window was completely staged inside the studio.
• Blackout shades and snowflake window clings gave a real Taco John’s restaurant the necessary dinner-after-dark-in-the-winter look.
• A green screen chromakey was used for the final shot. (Notice how the boy was wearing shorts AND a stocking cap while they set the shot.)



Shooting Winter Scenes Outdoors… That’s When It Really Got Interesting

Working from detailed storyboards, production plans were made and set design specialists hired. Their mission was to turn a quiet cul de sac north of Omaha into the kind of snow-covered  street that could be found anywhere in Taco John’s 25 state territory.

• Christmas decorations were added to three homes. Lights and wreaths were hung, light-up reindeer and toy soldiers were placed on lawns and a fake snowman was even built.
• Lights were set to illuminate the scene but not overpower it. A crane held high a huge reflector measuring more than 50 feet square and that provided soft, diffused light. Even two evergreen trees in the background were specially lit – you can see them between the houses during the opening shot.
• The most critical element was the fake snow. While neighbors gathered to watch, crewmen sprayed a water-based concoction on grass, shrubs, flowers, anything that needed a blanket of white.



Block Parties, Snowball Fights and Christmas Charities

The success of the Nachos Navidad commercial shoot can been measured on many levels.

• Curious neighbors were drawn to the production site, creating an impromptu block party. One young entrepreneur opened a lemonade stand. Some, wearing summertime attire, took Christmas card photos in front of the fake snow. And when the shooting, wrapped the kids enjoyed playing in, and throwing, the fake white stuff.
• Snow on the ground during 90+ degree heat is a rare combination. A few phones calls to the local stations led to a television interview and some earned media for  Taco John’s.
• The ultimate test of the Nachos Navidad commercial will be how many sales it drives. Those numbers aren’t in yet, but in the spirit of the holidays, more than 30 Taco John’s franchisees are pledging a portion of the proceeds to local charities. And unlike snow in August, this is a generosity that can’t be faked.

It seems that every time I order via the drive-thru from certain fast food restaurants, I never get what I order.  I also have had rude attendants, incorrect change, and worst of all – they forget to include ketchup packets!  But, my biggest pet peeve is that fast food restaurants have forgotten what the drive-thru is all about – speed and convenience.

The good news is that drive-thrus are hearing the roar of it customer’s complaints.  QSR reports that brands are getting back to the basics of what their customers desire – faster service, more accurate order fulfillment, better technology, and more personable employees.  Order conformation boards as well as quality headsets for the attendants have increased ordering accuracy.   According to QSR’s Drive-Thru Experience Study, price confirmation and order verification stand as the most popular improvements often tied to POS-connected digital signage.

74 respondents to the study also say that the reason for choosing a drive-thru is because they are in a hurry.  The majority of respondents stated the reason for making a drive-thru experience the best is the speed-wait-time of drive-thru service.  84 respondents stated that accuracy of order is very important.

While I have had some bad experiences, I have also had some great experiences with drive-thrus.  I enjoy when an attendant asks how I am doing today or smiles.  I love when they take a quick second to double check the order before they hand it out the window.  While speed and convenience is one of my desires when I go to a drive-thru, the real key to my heart is not forgetting ketchup packets!

It’s been a very exciting week for Taco John’s digital loyalty program, My Town Mania! On Tuesday, QSR Magazine named our program one of the top stories that has shaped the industry this past year, and today, the 2010 Top Reward was achieved by one of our Maniacs!  After completing 25 My Town Mania missions and a multitude of Minute Missions on Facebook, this Maniac reached 3,000 points and earned the rank of Mega Maniac! Within an hour of releasing the December Missions, he had completed and submitted them, proving he truly is a Mega Maniac! As the first My Town Mania participant to reach 3,000 points, he will be able to indulge at Taco John’s as much as he would like with free Potato Olés® for a year and a $1,000 gift card to Taco John’s.

If you haven’t quite reached 3,000 points or haven’t even started submitting missions, don’t worry! My Town Mania will continue in 2011 with the addition of new missions, media platforms and even more Maniacs. It’s been so great to see such loyal and passionate fans of Taco John’s participating in My Town Mania!


Taco John’s has a lot of options when it comes to measuring the effectiveness of its new “My Town Mania” marketing program.

Since launching the interactive loyalty program on www.MyTacoJohns.com and Facebook in July 2010, the fast food Mexican restaurant chain has:

• Nearly 10 times as many mobile subscribers in its marketing database
• Seen a 65% increase in its number of Facebook friends
• Achieved a 68% increase in the number of people following on Twitter

Now Taco John’s can add another accomplishment to the list. My Town Mania has been named one of QSR Magazine’s top 73 stories that shaped 2010.

Here’s how QSR reporter Lori Zanteson describes it: “My Town Mania not only gets customers craving Taco John’s West-Mex food, it also gets them revved to win challenges that promise worthy rewards. Accessible from its website and on Facebook, My Town Mania rewards customers for posting online photos and videos of themselves, family, and friends eating Taco John’s food and interacting with the brand. Each mission, which features local neighborhood landmarks and settings, has a value of free food, coupons, or points toward Taco John’s merchandise.”

Congratulations, Taco John’s! You’ve not only captured the love of your loyal, Potato Olés loving customers, you’ve earned the respect of the QSR industry. Can’t wait to see what you serve up in 2011.

Some things, like porn and public relations, are notoriously difficult to define.

In 1964, Supreme court Justice Potter Stewart famously opined on the definition of obscenity when he wrote, “…I’ll know it when I see it…”.

I think the same can be said for PR. You may not be able to recite a textbook definition, but you’ll know it when you see it.

If something gets you talking about a company, its products, people or services, then in my opinion it’s PR. Sometimes a carefully crafted campaign sparks the conversation. Other times PR springs from an unexpected part of your business… like customer service.

Recently, while driving across South Dakota with my boss, we decided to refuel and grab some lunch in Oacoma. As I pulled off the interstate he specifically directed me to the Shell station which was located across the highway from the convenience store and fast food place we were planning to visit.

“Why not fill up where we’re going to eat?” I asked.

“Because the owners are great people and I like to give them business,” was his answer.

Sure enough, as soon as we walked in the owner gave my boss a warm greeting and even asked about his elderly parents who had stopped with him only once before! They talked about business, the weather and the upcoming election like old friends. I was amazed not only how the owner remembered a customer she only sees periodically but how many details she retained.

Great customer service? Absolutely. Good public relations? You bet.

It got a customer talking, starting a positive buzz that continues even now as their story spreads on this blog, Facebook and Twitter. And the next time I’m in Oacoma, you know I’m stopping at Dakota Shell.

That looks like the definition of good PR to me.

I grew up in the town famous for free ice water and five cent coffee.  You guessed it – Wall, South Dakota, home of Hustead’s Wall Drug Store.  Wall Drug offers a mechanical T-Rex and a singing Cowboy Band but those are secondary.  Wall Drug engages its consumers by giving them that at-home feel.  Families can dine in the store’s restaurant and talk without technological distractions such as televisions on the wall or computers in their laps.  The owners mingle around, chatting with their customers about their experiences in the store.  Wall Drug maintains consumer engagement by using each customer as their inspiration.

Like Wall Drug, others in the restaurant industry are discovering new ways to engage customers and enhance their in store experience.  Starbucks has recently launched a new digital network offering books, movies, news, and more for use on laptops, tablets or smart phones.  The network was inspired by the consumer.

Another great example is Einstein Bros Bagels.  In January of 2010, the bagel franchise launched a Facebook campaign.  If a consumer became a fan of their Facebook page, they automatically received a free bagel.  Their fan base went from 4,700 to more than 378,000, according to Zak Stambor of Internet Retailer magazine.  The brand wanted to utilize social media to connect with their consumers and gain inspiration through dialogue.

Taco Johns has also jumped on the idea of utilizing consumer inspiration.  The quick-service Mexican restaurant recently launched it’s My Town, My Taco John’s campaign.  The idea was developed from the fact that Taco Johns feels like a part of the consumer’s hometown communities.  My Town Mania, a digital loyalty program, incorporates hometown personalities while consumers have the chance to earn free food and other rewards.  The program currently has over 30,420 maniacs and has given out more than 5,300 rewards.

I still find it shocking that coffee costs more than just five cents and water is not free everywhere.  But, it’s more than just five cent coffee.  Consumers want to have a relationship with the brands and products in their lives.  They want to feel valued.  Building brand loyalty and engaging in the consumer’s needs will keep them refilling that coffee cup.

A few weeks ago, I was visiting St. Paul with some friends, and we were looking for a new dining experience. I had recently downloaded the Yelp application on my BlackBerry and thought we should give it a try. After going through the broad list of restaurants and reviews, we came across the perfect place with around 30 reviews – a trendy, Asian fusion eatery called Señor Wongs.

The food and overall experience was rather incredible, and I believe that can largely be attributed to Yelp. But, this accolade leads to a larger discussion – is there value in consumer review sites and applications, such as Yelp and Urbanspoon?

These utilities are undoubtedly valuable to restaurants for a number of reasons. First, it gives restaurant operators a way to gauge the popularity and overall quality of a restaurant experience for patrons. If a restaurant is doing a satisfactory job, it will be reflected in their ratings.

Second, restaurant owners and managers receive feedback they might not otherwise get. And with that feedback, they have the ability to respond to both positive and negative reviews, publically or privately.

The majority of the reviews and ratings are favorable towards the restaurant, but pleasing everyone all the time is virtually impossible. Negative reviews happen, but following up on the business end can truly turn a reviewer’s poor experience into a modified rating or even a second chance. And if a restaurant falls short, there is an opportunity to remedy the flaw and improve operations.

If I had I not utilized the Yelp application, we probably would have eaten at a predictable, standard chain restaurant. Restaurant review sites allow smaller, hidden treasures to be discovered.

For the individual chain or franchise restaurants, Yelp and Urbanspoon help them to stand out and differentiate themselves from the overall chain image by highlighting their exceptional service, atmosphere or local specialties.

I strongly urge consumers and restaurants to start searching, reviewing and responding on these sites and applications. Using these tools can transform an average dinner from mediocre to amazing in minutes.

As I look at my “mom schedule” this week and see two more nights of baseball practice and practice every single night next week, I am going to have to get creative with dinner plans. In the on-the-go world that we live in, racing from work to pick up the kids and then on to the ball fields and trying to fit dinner in along the way, it seems natural for us to try to order up takeout from our mobile phones.

We’re not talking about the old-school method of finding the phone number in the mobile yellow pages and calling them up. We want simple – we want online ordering. Until now, we’ve been able to access restaurant reviews and view menus from mobile apps like Yelp or Urbanspoon.

Today, I read about a new mobile app called Snapfinger. This application allows for advanced ordering, so your meal will be ready for you when you arrive at the restaurant for pick up. Snapfinger is currently tied into chains like California Pizza Kitchen, Outback Steakhouse and Subway, offering menus from 28,000 restaurants in 1,600 cities nationwide. Snapfinger is tied directly into the restaurant’s point of sale system to ensure accurate pricing, daily specials and restaurant hours.

Pretty cool, check it out. Read more in the original article on the NY Times blog post, On the Go and Hungry? Dinner Is an App Away.

Starbucks (SBUX) is everywhere, right?  You can barely get around without running into one – at strip malls, hotels and even in grocery stores. And if you’re like me, the day just doesn’t start right without the treat in a green and white cup. .  But despite a sometimes-negative reputation for over-exposure, in today’s adage.com article, Starbucks loyalists “drink only 3 of every 10 cups at the chain,” which in turn points to a even more surprising fact, Starbucks holds only about 5% market share.

These stats, while interesting, point to the larger strategy of marketing in today’s world. Even though the creative marketing “brand” is alive and well, Starbucks is also honing in on sales metrics, using research and data to drive towards the future.  In addition to ensuring a consistent product and a high-quality customer “experience,” the next SBUX move to gain market share and increase sales is based upon the numbers.

As a marketer, do you know how often your most loyal patrons utilize your products or services over competitors? Where is the forecasted growth in your market? How does the latest consumer spending uptick in luxury goods impact your strategy?  Do you have a strategy to increase those numbers?

Expanding product lines and reformatting grocery offerings are a large part of Starbucks’ plan to obtain its goals. By understanding that four of every five cups of coffee are consumed at home, the company knows that they need to go beyond its retail stores to gain a larger customer base.  Taking a lesson from one of today’s best brands, leveraging quality analytics, measurements and return-on-investment analysis is fundamental in guiding strategies and tactics for effective marketing to grow and expand customer base.

Sidenote: If you’re a true Starbucks customer (or loyalist), check out this site to find out your true Starbucks personality.