If you owned a restaurant or managed a take-out service over the past few years, and survived, chances are that you rose to the challenge by turning obstacles into opportunities. One recipe for success was creating a niche menu that appeals to your most frequent diners, giving them many flavorful and favor-filled reasons to come back for more.
Niche Restaurant Marketing
The niche concept is not new. Targeting a specific market has a proven success record of increasing business visibility, promoting brand recognition, and generating profit. Niche marketing has gone up a notch, giving restaurant owners a unique opportunity to take this formula to new heights and add icing to the proverbial cake.
If you follow foodservice news, you are already familiar with industry buzz words that have been proliferating in the past few years. These include terms like ‘budget-friendly,’ ‘family friendly,’ ‘back to basics,’ ‘cost-effective,’ and ‘keeping it simple.’ Not only do industry experts warn against trying to “do it all” by appealing to the broad masses with an extensive menu, but they advise focusing on one target audience with select offerings that allow a restaurant to stand out from the pack. Moreover, many leading chefs maintain that establishing a niche is not only important but fundamental to modern-day foodservice success.
Is Niche the New Golden Standard in Foodservice?
If you want to know what’s hot in the latest restaurant trends, think niche! Gone are the days of being everything to everyone. Today, savvy restaurateurs are opting to select a target audience, product, or promotional concept and take it to the next level via social media. The goal is to create a buzz that keeps their ‘biz alive and thriving.
Was it only a couple of years ago that gold-star menus featured new-fangled and far-out selections such as epic burgers, activated charcoal drinks (charcoal cappuccino, anyone?), spaghettieis ice cream, and fancy French toast? Fast-forward to the new age, where the latest developments have ushered in an attraction to comforting, familiar, back-to-basics foods and beverages. In a milieu of heightened financial and health concerns, global chain supply issues and with the bulk of consumers seeking immune-boosting foods that can feed entire families, successful 2022 niche offerings can be as simple as promoting the best chicken casserole to-go, do-it-yourself family meal kits, tuna a-la-everything, or soup and sandwiches.
Turn Your Foodservice ‘Biz into a Food Bonanza
In an age of global supply chain issues, smaller workforces and fierce foodservice competition, you can turn these crisis’ to your advantage with a few simple steps – and a dollop of creativity.
The good news is that you don’t have to reinvent the wheel! To cash in on and boost your restaurant’s revenue, follow these guidelines:
- Identify your primary customer demographics
- Use market research to determine your customers favorite foods and dining-out preferences
- Look around to check out what the competition is offering
- Put on your creative chef’s hat
- Create an appealing menu that meets consumer interest and demand
- Come up with a killer tagline that grabs attention and practically drives traffic your way
Thinking Inside and Outside of the Box
To create a niche menu for your restaurant, the sky’s the limit. You can either stay inside the box and offer a premium product that sells like hotcakes, such as: Craft beers and cocktails to-go. Or go with a revenue stream that is still booming with plenty of opportunity to grow by concocting a signature drink that becomes associated with your brand. Another idea is to offer kits of premeasured mixers that come with a recipe, allowing customers to craft their own spirits at home. Best of all, industry experts note that relaxed alcohol rules have become all but permanent post-corona in many locations.
Niche Menu Ideas to Boost Business
By pinpointing a restaurant concept and choosing the right niche, you can anticipate long-term growth and sustainability. To help stir your creative juices, here are some niche menu recommendations to consider.
- Kid-Friendly Menus: Think finger foods; classic macaroni & cheese; pancakes topped with fresh fruit and whipped cream faces; whole wheat grilled cheese sandwiches with cut fresh vegetables; French fries; garlic bread served with spaghetti & meatballs; corn dogs; ice cream sundaes; fresh fruit and yogurt; trail mix snacks
- Crazy for Chicken: Pineapple Chicken; Chicken Stir Fry; Grilled Chicken Breast; BBQ Chicken; Chicken Fajitas; Avocado Chicken Salad; Chicken-Stuffed Zucchini; Chicken Noodle Soup; Mexican Chicken Pasta; Chicken Curry, Chicken Fricassee, and more
- Tuna Temptations: Tuna-Stuffed Tomatoes; Tuna Patties/Fish Cakes; Tuna Deviled Eggs; Tuna Pasta Bake; Tuna Salad With Dijon Mustard Vinaigrette; Tuna Rigatoni with Sun-Dried Tomatoes; Mushroom-Tuna Quiche; BBQ Hummus Tuna Sandwich; Tuna Stuffed Romano Peppers
- One-Stop Sandwich Station: Create a niche menu with sandwiches made with a variety of specialty breads, including: Baguettes, Burritos, Pitas, Multi-Grain and Whole Wheat; Brioche; Pumpernickel; Focaccia; Kaiser Bread; French Bread; Sourdough. Likewise, create a sensation with a wide range of sandwich types, such as: Submarines, Open-Faced, Club, Grilled, Double-Deckers, Party Sandwiches, Tea Sandwiches, Pinwheel Sandwiches, Canapes, and more
- Mmmmmm Muffins: Carve a niche for your ‘biz and pamper your customers with the likes of: Peanut Butter Banana Chocolate Chip Muffins; Cranberry Orange Muffins; Cheddar Cheese Cornbread Muffins; French Toast Muffins; Peaches & Cream Muffins; Banana Oat Muffins; Pumpkin Pie Muffins; Mixed Berry Muffins, and more
- Healthy Fast Food: If you’re looking for a winning concept, consider combining quick service with healthy fast foods that are gluten-free, vegan/vegetarian, and plant-based. This allows you to tap into the growing number of customers seeking healthy meals, as well appeal to a higher-income customer demographic
Tips for Effective Niche Menu Marketing
Finally, with countless customers visiting Facebook and Instagram daily, be sure to maximize all online tools and social media platforms to communicate and market your unique offerings. True-tried-and-tested tactics include promotions via email blasts, new menu offerings posted on your website, mid-week and weekend specials, gift cards, and special curbside or to-go offerings.
If you believe you have a niche business idea with potential, go ahead and take the plunge! Your entrepreneur spirit can reap rich rewards.
Good Luck!