The Pivotal Role of Brand Identity and Personal Branding in Canada's Dining World

Canada's Restaurant Guy & Coach, Jay Ashton

As Canada marches into 2024, its restaurant landscape grapples with a post-pandemic aftermath and evolving consumer dynamics. Drawing from Ipsos' insights, this article offers a roadmap for Canadian restaurants, emphasizing the role of branding and enhanced customer experiences.

A Landscape Reimagined: Key Insights from Ipsos

Emerging Challenges: The staffing dilemma is at the forefront, with 52% of restaurants citing it. Burnout follows closely at 50%, then compensation concerns (45%), and supply chain disruptions (40%). Concerningly, 42% of food service workers are pondering leaving their roles.

Consumer Appetite for Dining: Against this backdrop, the Canadian passion for dining out remains. 31% of consumers wish to dine out more than they did pre-pandemic, driven by a desire for new culinary experiences and sheer convenience.

Rising Expectations

Dining out in Canada isn’t just about the food; it's the experience. As consumers make their return, their leniency has diminished. They expect restaurants to have surmounted their pandemic-related challenges, be it staffing or supply chain. Offering 2019-level service now could potentially erode brand loyalty, especially for establishments that consistently miss the mark.

Seamless Communication & Speed is Key

Technology’s rapid integration has made pickup and delivery integral to the modern restaurant experience. However, speed has brought its own set of challenges:

The Communication Gap: 24% of restaurants do not confirm orders or provide a clear pickup time. Another 19% fail in providing distinct pickup instructions, and a staggering 70% leave customers in the dark about order readiness.

The Curbside Pickup Puzzle: Despite its rising popularity, many restaurants are yet to perfect the curbside pickup experience, leading to avoidable customer dissatisfaction. This is an opportunity to reinvent this space in Canada or create an disruption.

The Third-Party Conundrum: Third-party delivery services, while external, bear the weight of the restaurant's reputation. If there's an issue, nearly half of the consumers might point fingers at the restaurant, regardless of where the blame actually lies.

Branding in 2024: The Canadian Way

Given these challenges and shifting expectations, branding's role has never been more crucial. For Canadian restaurants, the brand must symbolize reliability, resilience, and the promise of an unmatched dining experience. Good or Great isn't acceptable, it needs to be Unbelievable!

Branding Action Points:

• Heartfelt Customer Engagement, whether it's a warm greeting or an attentive ear to feedback, every interaction counts. Shake hands again if possible!
• Harnessing Technology, technology isn't just a tool but a partner. Ensuring timely communication, accurate order statuses, and efficient operations is the new normal.
• Continuous Assessment, regularly gauging customer experiences and feedback ensures that restaurants remain attuned to their patrons' evolving needs. Check out Foodback here: https://www.foodback.com/

The Canadian Restaurant Resilience

For a thriving future, Canadian restaurants must consider:

Push the Envelope: Good is no longer good enough. Exceptional service, diligent staffing, and consistency are the benchmarks.

Maximize Tech Synergy: Leverage technology for seamless operations and communication. An informed customer is a happy customer.

WHERE DID MYSTERY SHOPPING GO?

Embrace Feedback: Regularly monitoring customer experiences ensures that restaurants are in line with their patrons' desires and expectations.

For Canadian restaurants, the future holds both promise and challenges. By addressing these hurdles, understanding the pulse of the Canadian diner, and focusing on robust branding, restaurants can curate unforgettable dining experiences that resonate deeply.

To the vibrant future of Canada’s restaurant industry: resilient, innovative, and deeply connected to its patrons.

Want more listen here: https://podcasts.apple.com/us/podcast/the-restaurant-show-with-jay-ashton/id1684868836

And Here: https://podcasts.apple.com/us/podcast/menu-unplugged/id1713817470

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