Article

Successfully executing a cost-effective restaurant refresh

Cooking up a pizzeria environment refresh can be a tall order for some brands.

May 25, 2016

By Mike Wagner, senior vice president, InnerWorkings

Cooking up a pizzeria environment refresh can be a tall order for some brands, especially large franchises. Whether a chain is trying to overcome the stigma of sticky vinyl seats and worn menus, or just looking to stay ahead of competitors, they all struggle with implementing cost-effective changes that are consistent and impactful.

Ultimately, franchisors need the right marketing materials at the right time. Lack of visibility in the marketing supply chain can hinder that, creating expensive setbacks and unnecessary friction between franchisor and franchisee. Fortunately there are strategies to deploy that can enhance the execution of your refresh.

Collaborate to control costs

Getting buy-in from key franchisees helps franchisors have a better understanding of what's working on the front lines, which helps save money in the long run. A national pizza chain we work with, for example, created a board of franchisors and corporate representatives who advise on marketing initiatives. They work in concert with other franchisees to ensure everyone has a voice.

Franchisors can take the knowledge they've gained and approach a franchise-wide décor and material refresh that better supports the needs of its franchisees, fostering greater adoption and consistency across the brand.

Technology also can help further collaboration between franchisor and franchisee. Solutions that facilitate marketing execution, for example, can encourage broader sharing of ideas and successes. These types of tools also can accelerate your sourcing strategy and expedite go-to market time.

When looking to incorporate technology into your design and marketing procurement processes, select a solution that improves multiple areas for both parties — from ideation to ordering, delivery to fulfillment. The right suppliers produce materials across all markets, controlling costs and maximizing efficiency.

Prototyping makes perfect

Prototyping materials or designs before introducing them franchise-wide is another way to stretch your dollars. Franchises often lose money during the installation phase because the concepts they've dreamed up for things like menu boards, displays and signage aren't conducive to scalability. This leads to re-orders or total abandonment by franchisees.

By integrating field-based feedback with the right technology, franchisors can build programs that test and deploy real-time campaigns, and ensure the supply chain is optimized so that every franchise receives exactly what's right for its footprint. Working together, they confirm everything from correct substrates and typography to ease of display assembly is in check. This legwork drives cost efficiencies, guarantees consistency across all branded materials and streamlines delivery and distribution processes.

Efficiency breeds savings

Ultimately, efficiency breeds savings. Incremental changes to your processes like these can make a huge impact on consumer's perception of your brand and your bottom line.