Foodservice operators are always looking for ways to stand out from the pack. From smarter promotions to more innovative menu items, better technologies and more — there’s no shortage of strategies operators adopt to get ahead of the competition. But what if the secret to success is right in your own backyard? Partnering with others in the community such as local farmers, breweries, volunteer groups, nonprofits, and even (gasp!) competitors can come with a slew of benefits. Let’s dive into five of the biggest perks.
1. Increased visibility
Establishing community partnerships is a free (or low cost) way to make a name for yourself within your community. By partnering with local businesses, you can increase your visibility within the community — and reap the benefits of reaching a new audience that wouldn’t normally frequent your establishment. Whether it’s working with a local farm, brewery, food coop or hosting events for nonprofits or other businesses, these efforts will get you in front of more people.
Furthermore, many partnerships (particularly those that give back to the community) are a great way to establish goodwill among your neighbors. This, of course, results in good karma (and who doesn’t want that?). But it’s also an effective way to attract customers that are eager to spend their hard-earned money at your good-doin’ organization.
When you’re brainstorming possible partnerships, don’t be afraid to think outside the box. For example, if you’re a healthcare foodservice operation, consider partnering with a local nutritionist or well-known professional in the field for an expert spotlight. Not only will this be mutually beneficial, since you can both promote the event and partnership on your website and social channels, but it may even garner media attention.
2. New business
As we all know, there’s no shortage of marketing tactics available to businesses. Despite the array of options, one tried-and-true tactic is arguably more influential than the others — word-of-mouth (WOM) marketing. Through WOM, you can encourage conversation about your business and at the same time, generate new business. How does that work, you ask?
According to a recent survey, 92% of consumers trust their friends over traditional marketing. Partnering with others in the community naturally increases your exposure, and if you make a good impression, people will spread the word. And since the majority of consumers are more influenced by personal referrals, you’ll likely attract new business (and save some of those precious marketing dollars to boot).
Whether you host events for local charities, offer apprenticeships to local high school students, or cross-promote with a local vendor, there are endless opportunities to show up in your community. Get those creative juices flowing, find ways to get in front of new audiences and in turn, get people talking. The increased conversation can lead to new business and ultimately, a bigger customer base.
3. Customer loyalty
Partnering with local businesses strengthens ties to your community. Not only that, but it creates an emotional connection with your customers (whether they realize it or not). If customers see you as civic-minded and connected, research shows they’re more likely to do business with you. Whether you donate food to local charities or host events within your community, these efforts won’t go unnoticed, and customers will likely feel more connected to your brand.
However, the options for building customer loyalty don’t end there. In addition to giving back to your community, take a look at your offerings and see if you can source your ingredients locally. Now more than ever, customers care about where their ingredients are coming from, and they appreciate knowing they’re locally sourced. In fact, a recent survey showed that 68% of global consumers prefer locally branded vegetables. Those numbers don’t lie. If you partner with local farms (or any business, for that matter), don’t miss the opportunity to advertise it. Highlight it through call-outs on the menu, or other signage throughout your establishment. Your partners will thank you, and your customers may be even more compelled to come back.
4. Reduced costs
Community partnerships aren’t only beneficial to you, but they’re also valuable to the folks you partner with. As a result, they might be more compelled to sweeten the deal (read: reduced costs). We all know the operating costs in foodservice are no joke, so any opportunity for cost savings is worth a second look.
If you’re hosting a charity event or partaking in a community festival, reach out to local vendors or farmers to see if they’d be interested in partnering for the event. They just might be excited about the extra exposure. On top of that, chances are you can offer them opportunities they wouldn’t normally have access to, and in turn, they may be willing to supply products and services at more affordable rates. As another benefit, customers could be drawn in by offerings they can’t usually get at your establishment.
Look into long-term partnerships too. Have a well-established craft brewer in the community? See if they’d be interested in establishing an ongoing partnership. Teaming up long term with an organization that offers something you don’t can help you capture another segment of the market. Beyond that, it can be more cost-effective and realistic than going through the rigamarole of recreating or trying to beat out the competition in an area they are already dominating.
5. New employees
Community partnerships increase your visibility across the board. While new customers might be the most obvious audience you’re hoping to attract, potential employees may also take note of your efforts. And if you’re like many others in the foodservice industry, attracting new employees amid the current labor shortages is a top priority. In fact, 75% of restaurants recently said hiring and retaining staff is their biggest challenge.
At a time like this when the labor market is competitive, employees are increasingly selective about their employers. If your company is engaged with the community, it conveys you care about more than just turning a profit. For potential employees, this may speak to your company’s values, which play a role in defining your overall culture. And as we all know, employees care about culture. They want to work for an employer they feel good about, so if you’re catering community events or donating to local charities, potential employees might be all the more enticed to apply.
On the lookout for other business-boosting strategies?
Community partnerships can undoubtedly be valuable for your business, but don’t stop there. If you’re searching for another not-so-traditional strategy to get consumers’ attention and boost revenue, check out our blog Four Hidden Revenue Opportunities Foodservice Operators Should Explore.
