Blog
Making local tech hubs make money for your QSR
March 11, 2019 by Ray Reddy — CEO and Co-Founder, Ritual
Startups aren't confined to Silicon Valley anymore, nor have they been for more than a decade. In fact, according to Startup USA, the number of tech companies grew in 2018 in Boston, Los Angeles, Seattle, Chicago, Austin, San Diego, and Washington D.C. And while an influx of tech companies brings tens of thousands of tech workers to major cities, this hasn't always meant big business for that area's QSRs.
Likewise, 2018 also saw the beginning of a movement against onsite cafeterias on tech campuses. For instance, according to The Guardian, San Francisco proposed a ban of on-premise cafeterias and as a result, tech companies have since become more creative with how they provide meal options to employees.
They may, for instance, offer employee vouchers to local QSRs or find other ways to weave the company and its employees more into the fabric of local communities. In Seattle, for instance, Amazon has partnered with local restaurants and food trucks to boost the local economy and connect with its surrounding neighborhood.
So, the question then is, how can QSRs move in on this opportunity when and where it exists?
Dining out: Tech companies' QSRs' route to stronger community engagement?
Many urban residents have negative associations with the influx of tech companies and workers. After all, quite often the introduction of these concerns into a neighborhood brings higher rent rates and heavier traffic.
But, according to the U.S. Bureau of Labor Statistics, Gen X and the millennial generation lead consumer spending. And, when it comes to dining out, it's been found that many in these groups are also looking to spend their dollars at restaurants that support local food providers, offer unique foods in social settings and support their neighboring communities. So, for tech companies looking to connect with their local economies, food might well be an ideal way to their hearts.
What's more, there's actually a correlation between employee engagement and leaving your desk at work on your lunch break. According to a report from Tork/Essity Professional Hygiene, 90 percent of employees reported feeling refreshed and more productive after they had lunch out, so there's evidence that eating out is beneficial to employer, employee and consumer alike.
Connecting the dots from tech company to QSRs
Thankfully, there's a lot QSRs can do to connect with local tech companies and make menu items more appealing to tech workers. As I mentioned in a previous blog, there are lots of ways to tap into office-based networks, but here are three more specific way to connect with tech companies.
- Check out how many tech companies are within walking distance of your QSR. Most employees take 30-minute breaks and frequent spots within a half-mile of their offices. Target companies in this area with either promotions or email marketing.
- Rethink your menu. Like most of us, tech workers seek good portions, pricing and value. Menu variety and customization is key, as well as menu items that fit many different diets and lifestyles.
- Partner with online ordering systems and services that offer order-ahead convenience. When office workers can order directly from their desks, they save time that can instead be used to enjoy their meals or a few extra minutes outside.
- Remember these customers value efficiency, but won't sacrifice experience. This means the smart QSR operator in these areas will make customer experience a priority. It's essential that orders prepared correctly and quickly, while being delivered in a way that provides a great customer experience. It might seem counterintuitive when many delivery and pickup apps were created to avoid lines and interaction, but customers still value having someone know their names when they pick up their orders, as well as being greeted in a friendly manner.
At the intersection of food and technology, community connection between tech workers and QSRs is more important than ever. So instead of taking an "us versus them" mentality, find ways to help your QSR reach new audiences, foster relationships and become a tool for community engagement.
Photo: iStock
About Ray Reddy
Ray Reddy is a repeat entrepreneur and now the CEO & Co-Founder of Ritual- an order ahead app connecting local restaurants with customers and data analytics to help them compete in the digital restaurant age.On the platform, restaurants have seen 3-4x growth in repeat customer visits & size orders due to speed, convenience, social features and a clear pricing structure.
