In today’s fast-paced digital world, it’s easy to get lost in the sea of analytics, metrics, and algorithms. As a result, marketing strategies have become increasingly data-driven, with businesses relying heavily on key performance indicators (KPIs) to make decisions. And while data undoubtedly can positively shape the impact of your organization (from measuring throughput to effectiveness of marketing campaigns to employee retention), one ingredient can truly unlock the potential of a successful marketing strategy: connecting with humans.
In the quest for marketing excellence, it’s crucial not to overlook the very thing we’re talking about when we look at the numbers—every data point is, in fact, a human element.
By shifting our focus from numbers to people, we can create marketing strategies that resonate on a deeper level, forge genuine connections, and ultimately drive lasting results. Behind every data point lies a human with complex emotions, desires, and needs
Wondering how your restaurant can strike the right balance between data and human insights? Here’s what you need to know.
Understand human behavior and emotions
Gone are the days when the customer journey involved one to two steps. In the past decade, we’ve shifted away from mediums such as billboards and flyers and said hello to Reddit threads and Facebook groups. Once you recognize the complexity of today’s buyer’s journey and the typical decision-making process, you can tailor your efforts to adequately reach your audience.
As the data rolls in providing a feedback loop of information, operators and marketers must run that information through the lens of the brand and its connection to humans not solely use it as output to optimize and analyze. If you skip the middle filter of human connection, you are missing the underlying element of the data—humans.
For example, a restaurant sees an uptick in sales on a random Wednesday and marketers all look at each other wondering what social post went semi-viral to drive an uptick. The reality is, the restaurant next door was closed and people were trickling over to the nearest neighboring establishment for the week. A “successful” marketing campaign, everyone congratulates each other on a well-executed campaign, modifies to replicate success, asks even more of supply chain and staffing because of the success, only to find their second run fall flat.
What happened? The data told us it would be successful again.
In this example, the overlooked element is the humans who wanted a quick bite to eat and were making emotional, quick decisions in the moment.
When looking at the numbers and metrics, try fostering engagement and brand loyalty by understanding your restaurantgoers’ emotions. Once you know what makes them tick, you can reach them in a way that allows genuine relationships to develop and, if you’re collecting the right data via systems like loyalty programs, you can even tap into the customer feedback to understand the emotional triggers. Treating someone like a point on a graph isn’t a great way to lean into authenticity and build trust. Instead, you can use what you know about real people to create personalized experiences.
This is where balance between data and connection is a must.
Balance data and connection
One of the best ways to succeed in marketing is by balancing data and connection. This means using your numbers to inform decisions—but not solely relying on them to get you from point A to point B. For example, your data might tell you where and when you need to show up online, while your emotion-based market research tells you what language to use to tap into storytelling and connection.
Employ your data to optimize each of your marketing campaigns. This way, you can combine your numbers with your story to fully embrace new trends and stay relevant. For example, consider conducting market research each quarter with a new survey or investing in your social listening efforts. You’ll have a much easier time crafting a winning campaign when you can approach it from an analytical and emotional perspective.
Measure success beyond the numbers
Once you combine your data and storytelling capabilities, you’ll want to find new ways to measure success. Look beyond the numbers and emphasize long-term relationships. Customer satisfaction should also top your list, as you’ll want to listen to your audience and hear what they say about your restaurant.
Incorporate qualitative feedback into your efforts through surveys and focus groups. Instead of sitting behind a spreadsheet, make it a goal to talk to members of your audience and hear them out. Chances are, their feedback will serve as the foundation for your next campaign.
Shift your efforts
In a world where data reigns supreme, it’s easy to get caught up in pursuing numbers and metrics while the true secret to developing a successful marketing strategy lies in connecting with humans. By recognizing the limitations of data-driven decision-making and embracing the power of human connection, marketers can create strategies that resonate on a profound level.
Data still plays a vital role in informing decisions, it should be complemented by human insights. Striking the right balance between data and human connection allows your restaurant to optimize campaigns, identify trends, and create personalized experiences that resonate with its target audience.
Avoid over-relying on data
Though humans should be at the center of your marketing efforts, I’m not here to tell you that data isn’t essential and that you should throw your spreadsheets out the window. Instead, find ways to avoid relying solely on the numbers and avoid the risk of failing to understand your target audience.
Balancing data and connection means your restaurant decreases its potential for bias and misleading conclusions. You’ll have an easier time capturing qualitative insights and won’t miss the mark on your campaigns—something no restaurant should risk, regardless of their budget.
Instead, focus on the power of human connection and how you can use the emotions of your customers to make a greater impact.
This year, try incorporating qualitative feedback, measuring long-term relationships, and prioritizing customer satisfaction to truly gauge the impact of your marketing efforts. Success lies not only in numbers but in the minds of our customers.
So, as you embark on your marketing journey, remember the secret: connect with humans, not just data points. Put people at the center of your strategy so you can forge lasting connections, build brand loyalty, and reach marketing success far beyond what data alone can achieve.
Meg Prejzner is the CEO and Founder of Hackett Brand Consulting, a brand marketing consultancy where her team helps build and grow purpose-driven brands. Meg has led marketing for Fortune 50 enterprises, international organizations, national franchise brands, and small businesses. Her work has resulted in multi-million-dollar, revenue-driving marketing campaigns, nationally-recognized social programs, and award-winning brand redesigns. She has worked with more than 60 brands across more than a dozen industries.
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When it comes to working at specific establishments and in certain industries, it’s not unusual for managers to ask prospective employees to have qualifications or experience that relate directly to their business.
But one restaurant in Palm Springs, California is going viral for having an extensive list of expected dos and don’ts for servers looking to join the team — and it’s not for the faint of heart.
The ad, which was originally posted by the Tonga Hut in Palm Springs on Craigslist, started garnering attention after one TikToker posted a video upon finding the ad in a clip that’s been viewed thousands of times.
“This is the most insane ad for a server in a restaurant that I’ve ever seen and it just made my day,” the TikToker named Abbey says.
@.desertrat DONT GET LOCKED IN YOUR OWN HOUSE OR YOU WILL BE FIRED!!! #craigslist #craigslistspecial #serverlife #nobodywantstowork ♬ original sound – abbbbbey
The advertisement starts off relatively normal, requiring that those looking to apply be sober on the job, be comfortable in a fast-paced environment, have experience in the restaurant industry, be willing to work late hours, and have a reliable means of transportation as public transportation options end at 9:40 p.m.
Seems fair, right?
That’s until the TikToker breezes on to the second part of the ad where the hiring manager (who names herself as Claudia) goes into just about every possible worst-case scenario before listing her extraneous bullet points as to why someone should not apply for the position.
A screenshot of the job listing that was posted via Craigslist.
Standout reasons to skip this job application include: having a cell phone that is constantly dying without being charged, having to call out sick constantly because your grandma has poisoned you with her ham, taking weekends off if your roller derby team makes it to the finals, getting headaches from going to too many garage sales, having a house without windows to crawl out of in case you accidentally lock yourself inside, and being prone to accidentally booking flights to Las Vegas.
The job posting then closes out by maintaining that the restaurant is a “team-oriented environment” and that those with big egos, introversion, and bad attitudes shouldn’t apply.
Viewers had a field day in the comment section, noting that whoever wrote the posting clearly has seen it all when it comes to the restaurant industry.
“It sounds like that employer has heard every single one of those excuses and has a bit of trauma,” one user joked.
Others added that since the listing says that people who “have no sense of humor or can’t handle skillful sarcasm” shouldn’t apply, it’s clear the post was meant to be sarcastic in nature.
Tonga Hut did not immediately respond to Entrepreneur‘s request for comment to clarify.
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Saturday, March 4, 2023
David Collins, WBAL-TV 11
Maryland state lawmakers are considering a bill to put more money into the pockets of restaurant workers.
House Bill 803 would give restaurant servers a base hourly wage of $15, plus tips.
“We will make sure that people will always get a wage where they can at least pay their rent,” said the bill’s sponsor, Senate Assistant Deputy Majority Leader Arthur Carr Ellis, D-District 28.
It’s volume that determines a good payday for servers at Chick & Ruth’s Delly in Annapolis, who earn $3.63 an hour plus tips.
“I would like that. Absolutely, that would be a good change for us,” said Aneesah Pack, a server.
“That would make my life very, very easy. If I knew I was going to make that much,” said Jeanette Doffernyre, a server.
Under the bill, businesses must also complete equity training and certify that it does not include the current tip credit amount as part of employee wages. The tip credit is the difference between the current minimum wage and the hourly base of $3.63, which the employer is obligated to pay.
Business owners oppose the bill and not all servers are in favor of it either out of fear over making less money and losing their jobs. Some servers said they are concerned people will tip less if their base pay increases.
“If that happens, I’m going back to serving,” said Shelly McFaddyen, a restaurant manager.
Some economists consider the proposal a job killer that will limit tips and force restaurants to close. A University of California-Irvine study found that every dollar increase in the tipped minimum wage will cut jobs by 6%. The research indicates worker earnings will drop by 5.6%, and tipped employee households will lose $8,000 a year.
STUDIES:
– A Survey of US Economists on a $15 Federal Minimum Wage (Carnegie Mellon)
– The Case for the Tip Credit (Employment Policies Institute)
– State Impacts of a $15 Tipped Minimum Wage (Miami and Trinity universities)
“If that bill would pass, I think it would have a massive impact on prices, on everything we have to sell to our consumers,” said Rusty Romo, owner and general manager of Harry Browne’s Restaurant in Annapolis. “Our tipped employees here, at least at our restaurant, make really good money, and I don’t think — other than what it would do to pricing on the table, what our customers would experience — it’s a bad bill.”
According to a bill analysis, it will initially cost taxpayers more than $264,000 to create an office to monitor compliance, staff it and develop regulations.
There’s also talk of rolling the bill into the governor’s minimum wage legislation. But legislative leaders said that’s unlikely because there is still much work to do on the governor’s proposal.
I WATCH: Maryland Gov. Wes Moore testifies for faster minimum wage boost
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