Clarion Group Releases Recommendations for Improving Corporate Food Service Operations Amid Economic Recession
Kingston, NH, August 29, 2009 --(PR.com)-- “The most important thing to keep a company dining service profitable,” Tom Mac Dermott, president of the food service consulting firm Clarion Group said, “is to keep demonstrating real value. That doesn’t mean lower prices, but offering meals that are fresh, food quality that is high, quick, efficient and friendly service, and a welcoming environment.”
Although the recession may have reached bottom and may be starting to recover, it’s time to face some new realities in employee dining services, according to Mac Dermott.
“The downturn in customers that corporate food service operators have experienced isn’t going to reverse soon, and may never return to pre-recession levels,” Mac Dermott said. He cited two primary reasons:
· More people are working from home, at least a few days a week.
· More people are “brown bagging” – bringing meals from home.
At one large company not seriously impacted by the recession, a recent Clarion Group customer survey found 21% of respondents said they buy a meal in the in-house café two or fewer times a week, increased from 18% in a year-earlier survey.
“There’s nothing that can be done by the first trend,” Mac Dermott said. “Companies find it’s more efficient to let employees work away from the office, but a variety of tactics may lure some customers back to the café.”
Customers who do use the company café are spending less. At four of five companies where Clarion consultants examined July 2009 staff café sales records, average spending per customer declined by more than 6% compared to July last year. At the fifth, the “check average” increased by 2% after a 5% price increase.
Most employees cite cost as the primary reason they bring meals from home. Many also believe their own food is healthier than the fare in the café. In three recent Clarion employee surveys, 53%, 40% and 38% respondents, respectively, said the meal they received wasn’t worth the price charged.
Clarion consultants recommend several strategies for combating the downward trend.
· Offer daily low price “specials.” Five dollars (or $4.99) seems to be the magic number for a hot meal and beverage.
· Feature healthy (fresh, made on-site) foods, including meals vegetarians will like.
· Expand and promote “grab-and-go” prepackaged selections for those who habitually eat at their desks or worksites.
· Offer on-line ordering, so the customer’s meal will be ready when he or she arrives at the café, and maybe offer delivery for a small surcharge.
· Food-centered or holiday-based special event promotions help attract infrequent diners. If they like what they find, they may become more regular customers.
About Clarion Group
Clarion Group is a food service consulting firm that works with companies, professional firms and educational institutions nationwide to improve the operation and reduce costs of their in-house food service operations.
For more information, visit www.ClarionGP.com.
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Although the recession may have reached bottom and may be starting to recover, it’s time to face some new realities in employee dining services, according to Mac Dermott.
“The downturn in customers that corporate food service operators have experienced isn’t going to reverse soon, and may never return to pre-recession levels,” Mac Dermott said. He cited two primary reasons:
· More people are working from home, at least a few days a week.
· More people are “brown bagging” – bringing meals from home.
At one large company not seriously impacted by the recession, a recent Clarion Group customer survey found 21% of respondents said they buy a meal in the in-house café two or fewer times a week, increased from 18% in a year-earlier survey.
“There’s nothing that can be done by the first trend,” Mac Dermott said. “Companies find it’s more efficient to let employees work away from the office, but a variety of tactics may lure some customers back to the café.”
Customers who do use the company café are spending less. At four of five companies where Clarion consultants examined July 2009 staff café sales records, average spending per customer declined by more than 6% compared to July last year. At the fifth, the “check average” increased by 2% after a 5% price increase.
Most employees cite cost as the primary reason they bring meals from home. Many also believe their own food is healthier than the fare in the café. In three recent Clarion employee surveys, 53%, 40% and 38% respondents, respectively, said the meal they received wasn’t worth the price charged.
Clarion consultants recommend several strategies for combating the downward trend.
· Offer daily low price “specials.” Five dollars (or $4.99) seems to be the magic number for a hot meal and beverage.
· Feature healthy (fresh, made on-site) foods, including meals vegetarians will like.
· Expand and promote “grab-and-go” prepackaged selections for those who habitually eat at their desks or worksites.
· Offer on-line ordering, so the customer’s meal will be ready when he or she arrives at the café, and maybe offer delivery for a small surcharge.
· Food-centered or holiday-based special event promotions help attract infrequent diners. If they like what they find, they may become more regular customers.
About Clarion Group
Clarion Group is a food service consulting firm that works with companies, professional firms and educational institutions nationwide to improve the operation and reduce costs of their in-house food service operations.
For more information, visit www.ClarionGP.com.
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Clarion Group
Tom Mac Dermott
603-642-8011
www.ClarionGP.com
Tom Mac Dermott
603-642-8011
www.ClarionGP.com
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