I attended the Restaurant Leadership Conference in Scottsdale, Arizona last month and was inspired by the topics raised. Much of the discussion went back to the unique issues that QSR and fast casual restaurants are dealing with in this economic environment.  For example, while today’s customer seeks value, that doesn’t translate to “cheapest.” Customers have plenty of options and want the best quality for the price. Consumers also expect restaurants to connect with them in a way they will remember, whether it’s greeting them at the door, offering to carry their tray to the table if their arms are full or having an exceptionally clean store. In a nutshell, they want a pleasant experience.

Another theme discussed was the need to increasingly funnel more marketing dollars into local campaigns, but in a way that compliments the national marketing strategy. This ensures brand standards are maintained and messaging is consistent  – yet can speak to the uniqueness of the local market.

With social media so prevalent today, the conference spoke about how important it is to stay connected to your customers. It’s not enough to market your company; you have to engage in a dialogue by speaking with your customer, not to them. Whatever the platform is — blogs, social media sites or microsites — the conversation must go both ways.  And it’s imperative that we monitor the social media sites to collect valuable insights on what our customers are saying.

One final note is that community remains a strong force. Restaurants must be engaged in their community.  There are countless ways to be engaged in and support your community, which could include supporting local schools, participating in charitable events or just volunteering time.  When you invest in your community, you will see a return on that involvement.

RLC was well attended this year, and I look forward to another motivating event next year. If you attended this year’s conference, tell me what you thought.