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Franchise 25 Jul 2017

“Redesigning is New Tenor to Boost Sales”

Redesigning plays predominant role to boost the chart up again and many known global restaurant chains i.e., KFC, McDonald’s and Subway are using the same method to bring customers back to their place.

By Charu Sharma Feature Writer

Restaurant industry is few of the universal industries growing at a rapid pace but there are times for even a restaurant when the sales chart get down. At this crucial stage, restaurateur struggles with different ideas to keep their hand in the market. Building potential customer relationship, marketing the brand right and specially word of mouth could help re gaining the customers. But one of the foremost factors and also the fresh one is redesigning. It plays predominant role to boost the chart up again and many known global restaurant chains i.e., KFC, McDonald’s and Subway are using the same method to bring customers back to their place. Welcome a new innovation to the industry.

Bring Something New On the Table

If we talk about McDonald’s, it began its journey by introducing the concept of burgers in India has rolled out a new store experience as it has marked its 21st year of operations in the country. This restaurant chain is quite famous and benchmarked its name in the series of quick service restaurant industry with the launch of its first ‘Experience of the Future’ restaurant (EOTF) in Mumbai. Located at CR2 Mall at Nariman Point, the store features customizable menu options, new technology and a best-in-class customer experience. As part of its brand transformation, the company has evolved its menu, ordering processes and staff roles to bring greater control, convenience and personalization to its customer. “With the EOTF restaurant, we are kicking off a bold and progressive plan to transform the customer experience. We want our customers to walk in and be wowed by the experience that’s modern and personalized, but still the McDonald’s they know and love. Over the past 20 years, we have constantly strived to bring more innovation and convenience to our customers. With the launch of EOTF, we want to provide customers with utmost convenience and brand new menu choices,” shares Amit Jatia, Vice-Chairman, Westlife Development Limited, adding that the brand has always listened to customers, and this ambitious plan is exactly what they’ve asked them to do.

Switch to Refurbish

The Sandwich chain, Subway also refurbished its look of the stores in US to manage the sales decline. Subway introduced the redesign, which includes a brighter atmosphere, displays of vegetables behind the counter and ordering tablets, is the first major revamp since the early 2000s. The reason behind the step according to Subway is their sales have fallen for four straight years amid competition from places including Jimmy John’s and Firehouse Subs. Since 2012, the average annual sales per store are down 13 percent at $420,000. According to Don Fertman, Chief development officer, Subway, franchisee agreements require them to remodel stores every seven to 10 years. The company said franchisees will have a variety of design options to pick from, and that it is looking for ways to help those lower costs. In the U.S. and Canada, new stores will be built using the redesign. About 150 stores will get the new look in the coming months. By the end of next year, 3000 to 5000 stores globally should have it, with most of those being in the United States and Canada. Subway says the stores with new designs will include new menu items, such as bread made without gluten.

Starting up a restaurant and then running it is no less than a herculean task. It demands innovation time to time.

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