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In response to recent trends in Internet usage among adults, a growing number of restaurants are trying to establish their presence on the Web. This has resulted in a versatile and evolving relationship between the restaurants and their customers that is slowly, but surely changing the restaurant and food services industry. Restaurant owners looking to maintain their niche or expand operations cannot overlook the importance of having a web-based marketing plan.

There are many benefits and factors involved in web based marketing, the following are a few things to consider:

• A web page puts you on the map. Consumers today are using the Internet as they would the Yellow Pages. A quick online search will reveal which restaurants exist in a particular location. This is particularly important for small restaurants rely on a local customer base. A web presence will reach out those in community that are not familiar with what you offer well as business travelers and other people from out of town.
• Use the personality of your restaurant to draw customers. Consumers consider several things when they go to a restaurant’s website. Not only are they looking for basic information, such as menu options, price, and location, but they are also checking the restaurant’s unique feel and style.
• Create a medium to interact with customers. A web presence allows you to put up and change your menu options, announce specials and special events, and your customers can order online or reserve a table.
• Establish personal contact with your customers. You can take the relationship with your customers a step further by having a email list and even sending personalized messages, such as sending an email on their birthday with a discount coupon.
• You can monitor the response to your marketing. You can keep track of how many people click on to your site versus the increase in sales activity. You can also monitor the customer response to special online coupons.

In short, web-based marketing is fast becoming a necessity among restaurant owners wanting to keep in stride with the current consumer trends and to take their businesses to the next level.

In October 2007, the National Restaurant Association conducted a survey involving over 1,200 chefs in the American Culinary Federation. Participants in the survey were asked to rate 194 food items, beverages, cuisines and preparation methods.

The survey picked up on several trends within the restaurant industry. Consumers prefer smaller portions, with bite-sized desserts and small plates/tapas/mezze being rated by chefs as the first and forth hottest food items. “Green” options, such as organic or locally grown produce and sustainable seafood, also rated well among the survey’s participants. Finally, the survey revealed that consumers are looking for unique tastes and mixtures.

The following is a list of top 20 hottest items on the menu:

1. Bite-size desserts

2. Locally grown produce

3. Organic produce

4. Small plates/tapas/mezze

5. Specialty sandwiches

6. Craft/artisan/microbew beer

7. Sustainable seafood

8. Grass-fed items

9. Energy drink cocktails

10. Salts (e.g., sea, smoked, colored, kosher)

11. Ethnic fusion Cuisine

12. Flatbreads

13. Martinis/flavored martinis

14. Mojito

15. Asian Entrée Salad

16. Pomegranates

17. Asian Appetizers

18. Microdistilled/artisanal liquors

19. Organic wine

20. Specialty Beer (e.g., seasonal, fruit, spice/herb, beer cocktails)

The National Restaurant Association recently released its 2008 Restaurant Industry Forecast revealing several key trends within the restaurant industry. According to its findings, American consumers are seeking unique flavors, specialized foods, and convenience. The restaurant industry is expected to respond to consumer demand by offering more variety and ordering options.

The following is a brief summary of the major trends predicted for the coming year.

Consumers are more health conscious. Americans are more focused on health and nutrition then they were two years ago with 76% of adults and 73% of teenagers responding that they are choosing more healthy options when dining out. In response, restaurants are providing healthy meal options and smaller portions.

Going green is going strong. Green consciousness is effecting the restaurant industry in two major ways. Restaurants are operating in a more environmentally- friendly way by having equipment that saves water or energy, or by offering supplies and packaging made of eco-friendly materials. A small percentage of restaurants are also offering organic or locally grown food, sustainable seafood and meats.

According to the Restaurant Industry Forecast, 62% of consumers say they are likely to choose a restaurant based on how environmentally friendly it is.

Look for food on the go. With tight or hectic schedules, most consumers are looking for ways to take the food they love with them. Popular takeout options among restaurants include: curbside pickup, drive-thru, catering, and delivery. Approximately half of the consumers surveyed said that they would use curbside pickup or delivery if offered by their favorite table service restaurant.

People want more ordering options. Consumers are looking for convenience and control when it comes to placing orders. Restaurants are allowing consumers to place orders via the Internet, fax or cell phone. Consumers are also seeking ways to customize menu items, initiate self-activated ordering and make prepayments.

In general, the restaurant industry in 2008 is expected to out perform the previous year. It is also predicted that approximately two million new career and employment opportunities will open up in the next decade. Since the average American adult buys a meal or a snack from a restaurant or foodservice outlet about 6 times a week, it is no surprise why this industry is going strong.