THE MAGAZINE OF THE ARIZONA RESTAURANT ASSOCIATION
BUSTED: MILLENNIAL MYTHS The connected class – every day, every hour, every minute – brands must evolve and innovate to keep up and to stay relevant with this tech-savvy generation. A crash course on who this “new consumer” really is – how they think, behave, and feel – so you can stay relevant beyond “real-time marketing.”
CARPE VINUM “SEIZE THE WINE” Generation Y doesn’t need an occasion or excuse to pop a cork. They drink more than anyone in history — and, by far, their choice is wine. Millennials thirst for wine is giving the industry a much needed boost and providing the push wineries need to shake things up.
Arizona Restaurant News is talkin’ ‘bout mY generation; taking an in-depth look at Millennial customers and why they are soon to be the most important customer your business has ever seen. Our annual marketing issue uncovers top insights to teach you how to turn Millennials into not only loyal diners but also advocates of your brand.
SHARE . LIKE . BUY. Glued to their smartphones, millennials have curated a new force in commerce: where word of mouth is outpacing advertising and recommendations from online networks directly influence buying decisions. Estimated to have more spending power than any other generation, learn how millennials make the journey from tweeting, pinning and liking an item, to actually purchasing it.
Five Action Items in This Issue take the millennial quiz page 12 give them a break page 10 level up and be a power player page 56 change your mindset page 08 reward relationships page 72
Get to know Arizona’s food scene through stories, interviews and conversations with industry insiders.
Explore this global hub of industry news and commentary on food, drink, design and more.
1 2 3 4 5
FRICTIONLESS DINING dine and dash
MOBILE PAYMENTS inside the millennial wallet
4 4 what
MESSAGE FROM CHAIRMAN
INFOGRAPHIC talkin’ ‘bout mY generation
Learn from the best with this business know-how guide filled with ideas, tips and resources.
FOODSERVICE WAREHOUSE new Shamrock resource
GAMIFICATION game on
DIGITAL PERSONAS get a life
6 8 MENUS customization is king
LOYALTY PROGRAMS #bff
TOP TV ADS love at first bite
President & CEO Steve Chucri Membership, Vice-President Jana Shelton Editor Marketing & Events, Director Tiffanie Hawkins ProStart & Education Foundation, Manager Tracie Head Public Affairs & Communications, Manager Chianne Hewer Partnerships & Industry Programs, Manager Brynn Johnson Magazine Design VE Marketing Photography Grace Stufkosky Photography Upward Projects
4250 N. Drinkwater Blvd., Suite 350 Scottsdale, AZ 85251 P 602.307.9134 F 602.307.9139 465 W. St. Mary’s Rd., Suite 300 Tucson, AZ 85701 P 520.791.9106 F 520.623.6603 azrestaurant.org
B E S E E N . B E H E A R D . B E R E COG N I Z E D . Submit you nominations now through March 11. H AV E A S E AT AT OU R TA B L E . Purchase tickets now | foodistawards.com
industry is asking how exactly they can capture the hearts and stomachs of this food-obsessed generation.
With the industry abuzz with millennial news daily, and marketing research firms unveiling new statics seemingly every week, it’s hard to know what will resonate but one thing remains the same – connecting and catering to the millennial mindset can pay big dividends, so it’s best you understand them. In this issue of Arizona Restaurant News , we’re looking at millennials as “friends” and the misconceptions around them in order to help you develop dining experiences built for the “me-centric” generation. From mobile payment products that aim to offer frictionless dining, to
Millennials, our most powerful and influential generation, are not only into food, they’re obsessed with it. In fact, nearly 50% of millennials are self-described “foodies.” They talk about food and restaurants constantly and their social lives are organized around them. For Gen Y, food is viewed as a legitimate hobby, a playground for one-upmanship, and a measuring stick of cool.
loyalty programs and gamification apps that increase user engagement, we’ve crack the code of this generation.
Remember, a strong millennial customer base presents not just a challenge, but an exciting opportunity to reverse the no-growth trend. The key is to examine your tactics now, and change them if necessary to get ahead of the curve.
…connecting and catering to the millennial mindset can pay big dividends, so it’s best you understand them.
In the year ending June 2014, this food-obsessed generation made over 14 billion visits to foodservice establishments, which translated to $95 billion spent on foodservice meals and snacks. Food clearly co-exists as a part of the millennial lifestyle. Given the ever-increasing purchase power of this young foodie culture, the restaurant
Steve Chucri President & CEO, Arizona Restaurant Association
busted: millennial myths
Millennials: Enemies? Frienomies? r Just Like Me?
HOW MILLENNIAL ARE YOU Age isn’t the only thing that makes you millennial – habits do too. Find out truly how millennial you are here. TAKE THE QUIZ
wrong. Those aren’t just unfounded negative stereotypes
Millennials may be many
about the 80 million Americans born between 1980 and 2000.
things, but they may not be
They’re backed up by a decade of sociological research.
what you expect. Characterized
Simply Google “millennial” there are over 700,000 results.
as the social generation,
Check out Amazon and nearly 5,500 books are available all
they’re the founders of the
offering evidence-based insights about this generation: their
social media movement –
expectations, behaviors, impact on the marketplace and most
constantly connected to their
importantly how to connect with them.
social circles via smartphones
and tablets. Known for gossiping
But that’s merely one way of looking at the largest and most
on Facebook and Twitter
influential generation since the Baby Boomers. Having a few
about their daily adventures,
millennial traits ourselves – we’re examining the overwhelming
gaming, sharing selfies on
negative data about this generation, dispelling two mammoth
Instagram or liking the latest
myths to uncover what makes millennials unique and maybe
YouTube craze has even
even just like us.
earned them a Time cover
describing them as the
Me Me Me Generation .
Millennials are narcissistic.
You might think millennials
are narcissistic, overconfident,
Millennials value self-expression, but they are not completely
entitled and lazy. You’d be
self-absorbed. While they want to express themselves,
right – but you’d also be
celebrate their uniqueness and be as Dr. Pepper coins
“be one of a kind,” this focus may be more about life-stage than
Millennials are frivolous spenders – and broke.
Corporate social responsibility is the new religion of millennials.
Most consider themselves social activists caring strongly about
More likely to live paycheck-to-paycheck, millennials have had
education, poverty and the environment. And when they care
a harder time getting firm financial grounding in this feeble
about a case, they evangelize it – taking to their social networks
economy. Given their smaller paychecks balanced with their
to spread the word. According to Nielson’s recent “Millennial
desire for the latest and greatest, millennials are savvy and
Impact Report” nearly three-quarters of this generation has
thrifty when they shop. Deals account for 31 percent of their
shared information on events from non-profits on Facebook and
69 percent have shared stats on their favorite causes.
This generation is not clipping coupons from the Sunday paper
When millennials buy, they care about a brand’s
the way their Boomer parents do, instead they’re tethered to
social impact, making cause-related marketing
their smartphones scrolling for discounts. Many of the top retail
appealing to this generation. Tell millennials why they
should care and they’ll spread the word.
Giving is a socially monitored activity and this can be good
peer pressure. More likely to than their older counterparts,
millennials also noted their willingness to spend more for goods
and services from companies that invest in social betterment.
apps used by millennials are deal focused with Amazon Mobile
and Groupon topping the charts.
Price promotions, coupons and loyalty programs –
commiserate with millennials financial condition and
bring them deals in a way that is easily obtainable
(online, mobile, social) and they’ll pay you back.
What millennials may lack in buying power they make up in
influence, quick to spread the word when they’re expectations
are and aren’t met.
message from chairman
hospitality industry to shine, and do what we do best – serve great food with fantastic service.
Feature The ARA is here to support and advocate for restaurants in every segment of our industry – and this year I am looking to stretch our efforts and expand our growth to ensure that we are assisting our industry as you need. Restaurants in Arizona have plenty to be pleased about, and as business owners we have the responsibility and opportunity to pave the way and continue this path. I anticipate the rocking head start Arizona is privileged to have will make a statement to the rest of the country, for the rest of the year, that the Arizona restaurant industry is open This year will hopefully be the best year our industry has ever seen – in Arizona and even across the county. The national industry forecast has been released , naming Arizona one of the top five states for restaurant sales growth and job creation. That is something we are very proud of.
A new year has begun and it is already off to a rocking start in Arizona. As the new 2015 Board of Directors Chairman for the Arizona Restaurant Association (ARA), I’m thrilled to represent and lead this organization during a year of great potential, opportunity and action for our industry. In the first quarter of this year alone, our state will be spotlighted and open for business to millions of people visiting for many major
events. From the Barrett Jackson Auction and Arabian Horse show, the Fiesta Bowl and Waste Management Open, baseball Spring Training, and to the ProBowl and Superbowl – I’d say we have plenty on our plate. It is time for our restaurants and
I’d say we have plenty on our plate. It is time for our restaurants and hospitality industry to shine, and do what we do best – serve great food with fantastic service.
Sincerely, Bobby Fitzgerald Bobby Fitzgerald
make peace with millennials by giving them a voice
Digital Window Shoppers 23% of the population
Technology is part of millennials’ DNA. They sleep with their mobile phones and post updates from the bathroom – “TMI” is not a part of the millennial vocabulary, nearly 32 percent of younger millennials (18-24) use social networking while in the bathroom. Not surprising. After all, when asked who they believe defines their generation , Mark Zuckerberg , founder of Facebook, topped the charts. As sharers, Facebook is a platform of choice for 72 percent of millennials. Empowered by technology, driven by community, millennials are open books, sharing their thoughts, pictures and videos instantly with online world. Figure out the psyche and what motivates them to buy by understanding their digital personas and they will become your best customers, better yet, become your brand ambassador. The Millennial Consumer – Introducing 5 Emerging Digital Personas
get a life
Less engaged online than many of their peers. Less likely to influence peer opinion but their consumer habits can be strongly influenced by what they see online.
Average age is slightly older
Gender is mainly female (58%)
(Only 26% under 22)
Digital Socialites 26% of the population
Highly sociable; actively participate in online communities & social networks with their friends. Use the internet extensively for socializing & networking.
Average age is slightly younger (46% under 22)
Most popular online activities: 1 Facebook 2 Work related 3 YouTube 4 Online film 5 Music
Dynamic Media Junkies
Casually Engaged 17% of the population
23% of the population Immersed in a culture of dynamic media – video clips, animation & streamed film/TV Highly technically literate & technology focused.
Less engaged with the digital world than any of their peers. More likely to be unemployed or in low paid jobs with less access to technology.
Average age is slightly younger (39% under 22)
81% spend more than
56% spend more than
Gender is mainly male (64%)
21 hours per week
21 hours per week
The Emerging Technocracy 15% of the population “Born Leaders”, strongly engaged with the digital world. Extremely influential. Highest earning & twice as likely to own a business or hold a senior management position.
Meet the five types of personalities thriving in the new millennial world.
Type of social connectivity (50+ connections)
Gender is mainly male (57%)
Source: The Millennial Index
love at first bite
millennial’s heart: seven of the top 10 ads among millennials in 2014 advertised restaurants or food products. Wendy’s topped the chart with its “To Be With You” spot promoting its Pretzel Bacon Cheeseburger. Intent on luring the new generation of consumers, Wendy’s spent the year harmonizing its marketing strategy; being “extremely mindful of the importance of gaining traction with millennials,” chief executive Emil Brolick said on the company’s 2014 Q1 earnings conference call. Compared to the average ad, the Wendy’s spot was 3.4 times more likely to be remembered and associated with the correct brand among millennials, defined by Nielsen Brand Effect as viewers between 18 and 33-years-olds. Nielsen ranks the top ads among the demographic, asking a sample of viewers whether they remember ads, the brand of the ad, whether they liked the spot and whether it impacted their intent to purchase the product. Wendy’s took viewers’ pretzel passion to new musical heights bringing in pop icons from the ‘90s like R&B Group Boyz II Men and Jon Secada to promote the reintroduction of the brand’s acclaimed cheeseburger. The TV spot also stars Wendy’s recurring “red” character (played by actress Morgan Smith Goodwin who herself is a millennial) singing a soulful rendition
When it comes to marketing to millennials, lots of businesses are scratching their heads trying to figure out what to do to capture their attention. Turns out, the answer might be simpler than you think because it appears food really is the key to a Restaurant ads feed millennials love affair with food in 2014
of Mr. Big’s “To Be With You” while thinking of the Pretzel Bacon Cheeseburger. Truly love at first bite.
Falling in love with the burger all over again the ad has millennials taking to social media to sing its praises. For the past two years, Wendy’s has been connecting all of the elements of their marketing campaign around music and social, giving them “an opportunity to engage consumers’ and use their posts to celebrate their love and passion for the pretzel bun,” said Craig Bahner, Wendy’s chief marketing officer. Elsewhere in the category, IHOP came in second its “National Pancake Day” spot; Papa John’s ranks No. 5 with “Fritos on a Pizza;” Little Caesars is No. 7 with “Pretzel Crust Pizza;” KFC is No. 8 with “Pot Pies,” and Subway is No.10 with “$3 Spicy Italian.”
It’s debatable whether millennials are special, but one thing is certain: Their love affair with food is.
Millennials are becoming
In recent decades, the consumption timeline for most social drinkers has followed a more or less predictable path.
A new Rabobank report on premium wine reveals that in 2013, Millennials accounted for more than half (55%) of “high-end” wine drinkers in the US. Around 20% of Generation X’ers, people born between 1965 and 1980, fall into this category and the same proportion of Baby Boomers. In this respect, “high-end” is classified as wine costing $10 or more. The report suggests that Millennials have a “higher level of awareness of wine and wine quality than any generation before them”. It adds: “This fact, mixed with increased warnings and regulations designed to curb excessive and irresponsible alcohol consumption, has many younger consumers choosing to drink less, but higher-quality wine
The college years could be distilled into a series of Solo cups,
each brimming with an off-brand discount beer or unholy hard
liquor concoction of dubious palatability. The post-grad years
moved into name-brand beers, higher-shelf liquor selections
(often mixed with Red Bull). And, As personal incomes increased,
so too did alcoholic tastes, with overpriced, candy-colored
martinis (think Sex in the City) and other higher-end cocktails
coming into vogue as the 30s loomed. In general, wine was
mature, sophisticated, and less generously, stuffy. But this well-
worn trajectory may be changing.
than their parents’ generation”.
Additionally, in developed markets higher education and income levels, combined with a desire to break from tradition mean younger consumers are “engaging more deeply” with the category, the Rabobank authors suggest. In some respects, this is mirroring the situation in beer, where younger drinkers are driving demand for craft as they reject more traditional beers drunk by older generations.
“The degree of confidence and freedom with which consumers choose the wines they imbibe is as high as ever,” the report notes.
So what does this mean for brands?
In essence, Rabobank believes, it is “fresh and vibrant wine brands with a distinct point of difference” that will benefit. The labels that appeal to the “less formal” attitudes of today’s consumers could emerge winners. Splitting away from the masses is an innovative wine company, “social by design,” Public House . Crafted by a millennial himself, 25-year-old Steffan Bankier built his brand on a notion about his generation: wine isn’t just a snobbish pastime based on price and rarity; on the contrary, it’s a reason for social gathering, bringing together new people and experiences. With its clean, yet colorful section of varietal – Sauvignon Blanc and Cabernet Sauvignon –
the brand empowers young adults to match their wines based on the occasion, instead of their foods.
Knowing the digital prowess of this connected-class, Public House is taking to social media to connect and educate new wine lovers through engaging events, contests, and humorous infographics. Millennials love to learn, but want to do it in a relaxed fashion. For Public House that translates into “fine wine without the bullsh*t” conveniently served in box that that stays fresh for 6 weeks, packed with 10 cups to make it easy to share. Wine geek and director of communications at Public House, Leora Kalikow distills why boxed wine is the way of the future as long as millennials continue to consume wine:
We’re mobile. We’ve grown up unfettered by any physical or virtual constraints. We have the ability to do everything and go everywhere, and we’re always on the move. A box allows for mobile drinking. In fact, it encourages it.
We’re spontaneous and social. Our virtual connectedness has created a generation that strives to be social, online and off. While a bottle can serve 1-3 people, the average box holds 4 bottles-worth of wine, making it better equipped for an impromptu gathering of twenty of your closest friends. We don’t make as much money as our parents did. This point has been belabored enough, but the consequences continue to be felt. Since cardboard is a cheaper and lighter alternative to glass, boxes can be shipped and sold for less...allowing boxed wine companies can sell quality wines at wallet-friendly prices. We’re new school. We’ve chosen Brooklyn over the Upper East Side, freelance over finance, and plaid as the unofficial uniform of the 20-something. To our generation, the mystique of French Bordeaux is perceived as pretension. We like what’s kitschy,
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eco-friendly, nostalgic and retro. And boxed wine fits the bill. 36
dine and dash
According to last July’s figures from Nielsen , 55 percent
of mobile payments are made by smartphone users in the
18 to 34 age bracket. Payment apps, which link to a user’s
checking and credit accounts, can be downloaded for
iOS and Android phones and accessed with Wi-Fi at
restaurants and bars. In addition,to frictionless check
paying, the latest edition of these apps include even more
convenience features like bill split, car service and even
giving the vibe or “gauge of a restaurant’s atmosphere that
changes with the ebb and flow of its guests.”
Life’s to short
Here’s a look at the latest apps willing millennials are letting
pick up the check.
to wait for the check
Dash is the easiest way to pay restaurants and bars without
needing to take out your wallet. The mobile app allows you to
check-in at a Dash venue, view your mobile, split the bill with
The future is upon us: the millennial generation. Millennials
friends and pay with one touch.
come armed with mobile devices of every size, and the
Reserve is your personal dining concierge. With just a few taps,
corresponding mindset that immediate access is a necessity.
Reserve enables a more seamless experience, from getting the
Always plugged-in and on-the-go, it’s no wonder this
table you want to paying effortlessly at the end of the meal.
generation has a huge appetite for mobile payment apps.
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mobile payments: millennial must
Inside the Millennial Wallet
The Arizona Restaurant Association is proud that one of our
very own restaurateurs and partners will lead our state as
governor. Governor Doug Ducey’s experience and success with
Cold Stone Creamery speaks volumes about his understanding
and dedication to our industry. We are thankful that the ARA
was such a big part of his Inauguration and Taste of Arizona
Luncheon. We congratulate Governor Ducey and look forward
to many years of continued success in his new role.
ry day, the business of Washington happens at our tables. A policy deal. A new business. The next big idea… Serving 130 million people every day. Let the conversation begin. AmericA Works Here ® See how at Restaurant.org/AmericaWorksHere Legislative Update Special Edition: Governor Doug Ducey’s Inauguration Day and Taste of Arizona Luncheon
A huge thank you to the restaurants who participated in the
Taste of Arizona luncheon for the Governor’s Inauguration Day
- it will forever be remembered not only as a day of history, but
Thank you very much to our members who helped make this day possible, for representing our industry, and being a part of Governor Doug Ducey’s Inauguration Day.
one of great taste! The Good Egg sponsored two
breakfast receptions prior to the ceremony for the Governor’s
family, friends and the Arizona Statewide Elected Officials.
Immediately following the ceremony, the three thousand
attendees were invited to enjoy lunch on the lawn sponsored
by fourteen restaurants and partners.
The Arrogant Butcher Bertha’s Cafe Chase’s Diner Coca-Cola Cold Stone Creamery
Firehouse Subs The Good Egg Kincaid’s Macayo’s The Mission Paradise Melts Postino
Highlights of the inauguration of Arizona’s 23rd Governor, Doug Ducey, Jan. 5, 2015.
The White Chocolate Grill Wildflower Bread Company
share. like. buy.
How millennials are buying into social commerce turning Likes, Follows and Pins into sales
MOTIVATION FOR LIKING, FOLLOWING AND PINNING
The rules of commerce have changed. The rise of the millennial generation is creating a cultural shift:
To support the brand
brands are now pressured to extend the brand experience
To receive regular updates from brands
to social networks. Millennials trust social media more than
religion and government and use their social networks for
To get a coupon or discount
content discovery more than search engines. That means that if
To research brands when looking for specific products/services Seeing my friends are already a fan follower or have a board
you’re not actively posting and engaging with this $2.3 trillion
purchasing power audience on social, you’re missing out.
How does this increasingly mobile, visual, social and
collaborative generation make the journey from tweeting,
To share my interests/ lifestyle with others
pinning or liking an item, to actually purchasing it? A recent
study “Millennials Drive Social Commerce: Turning Their Likes,
To participate in contests
Follows or Pins Into a Sale” by University of Massachusetts
A brand advertisement on TV, online or in print led me to like the brand
Dartmouth uncovers the triggers behind why the “Generation
Y” is buying into brands’ social commerce .
Someone recommended me to like, follow or pin the brand
To share my personal good experiences
SOCIAL PURCHASING BY NETWORK
After viewing something on a social media platform, where do you make your purchases?
online and in-store
SOCIAL MEDIA INFLUENCED SPENDING
Less than $20
r n r
Millennials – it’s tough to get their attention and even harder to
keep it. Although the oldest Millennials are now in their
thirties, members of this “always on” generation are still
kids at heart. They rely on multiple devices to get them
through their day, and many of these devices play video
games. According to a study conducted by the Harvard
Business Review , nearly 6 out of 10 millennials said
“#winning is the slogan of my generation” and certainly
“#epic_fail” seems to have become their anti-slogan both
implications of a “meta-game-mentality.”
It’s no wonder for a generation that grew up playing video
games, that “gamifying” the business industry has become
such a popular practice. The application of game design
principles to business practices, gamification increases
engagement, productivity and overall profitability for
How to use gamification to play with millennials
businesses and their customers. Thus, allowing brands to
become more helpful, memorable and lovable. And when
designed correctly gamification has even proven to be very
successful in engaging people and motivating them to change
behaviors, develop skills or even solve problems.
Whether your brand is playing along or not, millennials are
already playing with you. We put together this playbook to
further the conversation on how to create a gamified brand
experience. TIP #1: PLAY FAIR OR YOU ARE “FAIR GAME”
Not surprisingly, McDonald’s recent “Our Food, Your
Questions.,” which eliminates myths of what’s really in their
food, is a #winning transparency and engagement strategy.
Millennials fully expect marketers to be upfront when it comes
to answering questions, to practice what they preach and build
trusting relationships with them.
Transparency and authenticity have always gotten lip service
TIP #2: LEVERAGE THE LEADERBOARD
from marketers, but because millennials are so digitally
connected they notice when brands don’t follow through –
Obsessed about their social following millennials are addicted
their B.S. filter is always on. They see everything the instant it’s
to the constant feedback from their networks, as they love to
visible and are trained to make a snap judgment about its
know where they stand on the figurative leaderboard of life.
value. And that’s a big deal for companies, because these
A generation accustom to public recognition in Facebook
hyper-connected consumers are quick to take to their social
posts and video games, craves that same attention consumers.
networks when they feel wronged.
For 84% of Millennials loyalty programs that give them more
than the average consumer makes them feel like they’ve “won.”
TIP #3: HAND OVER THE CONTROLLER
Starbucks, a millennial favorite, continues to top the charts for
with their successful gamification app called My Starbucks
The millennial generation – 1 in 2 to be exact – wants to be
Rewards . Upon registration, users are automatically at the
part of the larger conversation, making their own individual
“welcome” level and depending on their loyalty and frequency,
contributions and providing ideas to brand for ways to enhance
users can be promoted to higher levels and earn stars and
products. Recent research from marketing start-up Crowdtap
“status.” The app also lets millennials pay for their Frappuccinos
and Ipsos found that millennials trust consumer-generated
with their iPhones, manage their rewards, and features free
content more than any other media. We’ve seen brands give
game and music downloads each week, appealing to their
consumers the controls through crowdsource TV ads, logo
techie side and love of a good deal.
designs and product flavors, but it’s all about consumer
empowerment on unprecedented levels today.
At a time when consumers are looking for authentic, quirky
or unvarnished brand messages Dorito’s gets it – the brand
won the hearts of millennials (and consumers of all ages) last
year with their “Crash the Super Bowl” contest, giving fans a
chance to produce their own Super Bowl ad and win a $1M.
For restaurants who have seen the new rules of millennial
marketing, there’s a world of opportunity to take your game to
a whole new level.
and CEO Kent McClelland – addressed the crowd and reinforced Shamrock Foods commitment to being more than just a supplier, but a trusted food service resource and partner dedicated to helping its customers’ businesses grow. The warehouse concept complements Shamrock Foods’ broadline business to fully meet a variety of operator needs. It offers the commercial foodservice products professional chefs use, such as restaurant quality and sized food products as well as restaurant equipment and supplies. The store provides a convenient way for not only restaurants to shop, but also small businesses, caterers, non-profit organizations and others. It’s a great option for current customers to fill orders in between truck deliveries and for operators already shopping with a cash and carry concept. Current customers with credit terms also have the option of simply adding Shamrock Foodservice Warehouse items on their Shamrock account. “Foodservice trends are evolving and restaurants in particular are seeking cash and carry options in addition to traditional full service foodservice distribution,” said Ann Ocana, chief marketing officer for Shamrock Foods Company. “Our new warehouse concept meets this need by providing easy access
Shamrock Foods, one of the Top 10 foodservice distributors nationwide and the leading foodservice distributor in Arizona, is expanding its business model to become the complete foodservice industry resource by introducing the Shamrock Foodservice Warehouse to Phoenix. Hundreds gathered to help dedicate the store prior to its Jan. 15 public opening. Members of the company’s founding family – Shamrock Foods Chairman Norman McClelland, and President Foodservice operators have new Phoenix resource: The Shamrock Foodservice Warehouse
to the products customers want, where they want them and exactly when they need them.”
The 30,000-square-foot warehouse provides the consistent variety and restaurant quality products customers rely on Shamrock Foods for, including approximately 7,000 professional food and foodservice items specializing in center of plate (meats, fish, poultry), fresh produce, high quality dairy, oil and shortening, and so much more, including party, janitorial and business supplies to name a few. Plus, hundreds of items are Arizona grown or made. These products are available for the first time for direct purchase from the Shamrock Foodservice Warehouse, making Shamrock Foods quality items available to smaller restaurant operators. It also provides Chefs the opportunity to see, touch and feel products before they buy them, particularly appealing for center of plate items and fresh produce. “Our unique product mix combined with Shamrock’s renown service and a convenient shopping model sets us apart from anything else in the marketplace,” said Ocana. “Customers will find our shopping experience and our selection perfectly caters to their foodservice needs.”
Now open and fully stocked to meet your foodservice needs.
Visit Shamrock Foodservice Warehouse for quality, variety and excellent customer service. We’re dedicated to meeting your foodservice needs, from center-of-plate, dairy, produce and oil to equipment and supplies— all with no membership fee.
2430 West Indian School Road Phoenix, AZ 85015 SHAMROCK FOODSERVICE WAREHOUSE PHOENIX
Learn more at shamrockfsw.com
The Shamrock Foodservice Warehouse at a glance:
In addition to product selection, key attributes of the Shamrock Foodservice Warehouse include easy to navigate shopping with signage to assist customers, simple and efficient checkout – which can be linked to a customer’s existing account, and friendly and knowledgeable associates to assist customers. What’s more, it’s all available at competitive warehouse prices, without a membership fee and at a convenient location. The Shamrock Foods Foodservice Warehouse concept was first introduced in Albuquerque, New Mexico and recently expanded into El Paso, Texas. The Arizona location is 2430 W. Indian School Rd., Phoenix, AZ 85015. To learn more, visit www.shamrockFSW.com .
• 7,000+ items in stock
• Consistent variety and quality
• Center of plate (meats, fish and poultry)
• Fresh produce
• High-quality dairy
• Oil and shortening
• Competitive warehouse prices
• No membership fee
• Convenient location at I-17 and Indian School Road
r n r
customization is king
“I want what I want when I want it” will be one of the main
themes to consider for menu concepts in 2015 and beyond.
Customized-minded millennials (the demand generation),
seeking pleasure from their dining experience, are looking for
instant gratification, education and participation in their
The build your own concept has picked up momentum in the
last two to three years according to David Kincheloe, president
of Denver based National Restaurant Consultants .
Build your own, successful in restaurant operations such as
Subway and Chipotle, has expanded to other quick service
Build Your Own: Meeting consumer demand in 2015
restaurants as well. Chains such as El Pollo Loco, Kentucky
Fried Chicken and even McDonalds have joined this trend.
McDonalds recently announced plans to offer a build your own
burger in 2000 of their restaurants in the U.S. in an effort to
Now, consumer demand for choice has become the latest
trend to consider when revising menus in full service restaurants
as well. The restaurant consumer of today is accustomed to
designing their own burritos, burgers and other favorites.
Author| Richard Panasen Business Review Specialist, Sysco Arizona
Here we grow again... NOW IN STOCK AT SYSCO!
The savvy restaurant owner and/or chef have taken note of this and are creating menu options that allow some of this build your own freedom. For example, while many full service restaurants are enjoying increased sales from their build your own burger options, this concept is now expanding to the appetizer, salad and even the entrée sections of a menu. There are many factors to think about when you are considering adding and implementing a build your own concept to your menu. Ease and speed of preparation would be at the top of that list as well as considering the latest trends and needs of the consumer. Offering healthy menu options in a build your own section of the many menus would be a consideration in todays’ marketplace.
Is a build your own option the correct choice for your operation? Adapting current trends to your own needs can be
Please join us in welcoming Fresh Point, North America’s largest fresh produce distributor and European Imports, Inc. a distributor of specialty items ranging from perishable to shelf stable products. We are proud to offer these products through direct ordering with your Sysco Marketing Associate right from our very own warehouse. Be sure to ask your Marketing Associate to take a tour of our newly expanded warehouse making way for all the products you need.
one of the hardest jobs for independent restaurant owners
Sysco Arizona • 611 South 80th Ave • Tolleson, AZ 85353 • 623-936-9920
Quickly becoming the most
Try something new
influential group of buyers,
millennials account for nearly
$1.3 trillion in consumer spending,
so it’s no wonder they’ve
become the bull’s eye of many
of today’s brands. Rejecting
friends with benefits: Loyalty. Rewarded.
traditional advertising, how do
you take your relationship to
the next level with a generation
that’s playing hard to get?
Is it marketing or friendship?
We think it’s the latter.
Millennials won’t answer your
call to action, but they will
take a call from a friend.
100+ drinks, one machine.
They don’t want to be seen
as consumers and definitely
not targets in a military-style
Visit us www.coca-colafreestyle.com
Check us out at www.facebook.com/cocacolafreestyle
that have done their homework to connect with them across
multiple touch points – to “friend” them, so to speak. Show the
For 33 percent of millennials , being recognized by their peers
same interests, make them laugh, make them think, and back
and social groups positivity impacts how satisfied they are with
them up when they need it. That’s the way to true brand loyalty.
brands. All MCR friends start off at the Bronze level, but they
“In many ways, millennials are the most loyal customers –
can quickly move up to the Silver and Gold status and receive
provided the brand knows how to connect with them in ways
exclusive rewards like VIP tickets to concerts, premier seats to
they care about,” notes The Loyalty Report 2014 from Bond
sporting events and exciting vacations in exchange for their
Brand Loyalty. Think about it, we trust friends who listen to us,
superior loyalty. All this is refreshingly rewarding for the 44
are open and honest, remember our name, and are consistent
percent of millennials that like to show off their purchases. Help
and true to themselves.
them look cool and become more than their regular selves and
millennials will return the favor with their recommendations
So how do you get your brand into the friend zone? By building
(and purchasing power).
relationships through loyalty programs that, “make me look
good, make me feel good and entertain me.” And nobody does
it better than Coca-Cola’s My Coke Rewards (MCR) .
Consistently named one of the top brands among millennials,
the MCR experience is designed around millennial soda lovers
and their interests. With a variety of ways to participate in the
program, the reward opportunities are endless. Points can be
used to redeem swag, enter sweepstakes, donate to charity or
even unlock exclusive activities.
ENTERTAIN ME BECAUSE IT’S MORE FUN TO PLAY WITH FRIENDS
Being ‘liked’ just isn’t good enough;
80 percent of millennials want brands
to entertain them . As trusted friends
brands are expected to be engaging
and building a deeper connection in
environments where millennials live,
work and play. Think the festivalization
of event sponsorship. When you
hangout with millennials on their turf
(like music or sporting events) you’re
MAKE ME FEEL GOOD, AFTER ALL, DOING GOOD IS REWARDING
able to craft brand experiences that
forge emotional connections, fuel
Equally as important as recognition millennials care about the
loyalty and build a community of
world around them - what’s happening on their street, in their
brand ambassadors. MCR encourages
neighborhood and beyond – and so should. Through the MCR
members to participate in activities or
program, members can donate points to make a difference .
sponsored events to unlock expanded
Coke converts those points into cash, allowing worthy causes
rewards and gifts.
to spend it their areas of most need be it physical education,
new technology or art supplies. And that’s something that
everyone can feel good about.
WHAT’S LOYALTY GOT TO DO WITH IT?
Most inclined to modify how they shop, 60 percent of
millennials are willing to switch the brands they buy if it means
getting more benefits while a third even confessed that they’ve
purchased something that they didn’t need or want simply
to earn points or maintain status – and these are the kinds of
friends you want to make.
76% - Dirty Utensils and/or Tables 73 % - Dirty and/or Ill-Equipped Restrooms Dirty tables, utensils, or restrooms at restaurants are among the top gripes of people when they are dining out, according to our exclusive national survey, even more so than complaints about food. Men and women pretty much agree on that, although women complained about dirty or ill-equipped TOP 2 CUSTOMER COMPLAINTS: www.swsh.com
On Wednesday, March 25, 2015 , we will co-host a Scottsdale, AZ conference with USLI . We would like to announce that Ed Hochuli from Jones, Skelton & Hochuli will be speaking about topics relative to bar and restaurant owners as well as influential members of bar and restaurant associations. Mr. Hochuli has tried more than 150 civil jury trials and has vast knowledge in dram shop and social host liability defense, professional liability defense, products defense, retail defense and transportation defense.
Location will be announced Sunday, February, 15 2015
Mr. Hochuli’s talking points will include:
• How claims are fought from an insurance carrier’s perspective • What an establishment might not see behind the scenes of their lawsuit • How unique Arizona liquor laws are and how much risk is on the establishments • The best way to protect an establishment from lawsuits
restrooms a little more than men. Consumer Reports National Research Center in March 2014 Call us today and ask to speak with one of our trained associates to receive your free Hygiene and Chemical survey! 800-454-5544
August 2014 issue of Consumer Reports magazine
RSVP by February 15, 2015 Contact: Dave DeLorenzo
Please contact us with any questions or concerns regarding the event. We look forward to seeing you there! Sincerely,
Your team at Ambassador Insurance Email: email@example.com Phone: 480.776.6981