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Independent Restaurants

Independent restaurants are single-unit establishments primarily engaged in the retail sale of prepared food and drinks for on-premise or immediate consumption.

The Decision Making Process

Independent restaurant purchasing decisions can be made and influenced by a number of people, including owners, chefs, managers, and partners such as dealer sales representatives and consultants and service technicians. The most common barrier to improving energy efficiency for this group is upfront (first) cost. Many independent restaurant owners prefer to repair equipment until the useful life is expended rather than replace it.

Messaging

Messages that resonate with independent restaurants address their main concern with upfront costs by showing good return on their investment in the form of reduced utility bills. Secondary benefits to high efficiency equipment, such as improved food quality and reduced labor costs, are also important to mention, though these messages are typically deal sweeteners as opposed to deal makers. In cases where programs have partnered together to offer programs, highlighting all of the organizations participating in the program can increase the credibility of the program and the program’s claims with end users.

It is important to note that in many cases dealer sales representatives and consultants will be the ones actually delivering efficiency messages to restaurant owners and decision makers. For this reason, teaching dealer staff how to use lifecycle cost as a selling tool and make the case for energy efficiency is equally important as developing messaging for the end user. Additional materials, such as point of sale materials highlighting efficient equipment and program offerings, can help dealer staff begin this conversation and deliver appropriate messages. Examples of program messages in point of sale materials are shown in Figure 1.

In addition to program promotional materials, cooperative advertising with local dealers and distributors, including publications in which these organizations advertise and their direct advertising to customers, is another avenue to reach end users and support dealers that promote programs.

Industry Stakeholders

There are a number of industry stakeholders that can help to promote programs to independent restaurants. These include:

National Restaurant Association local chapter. Local chapters of the National Restaurant Association often organize educational seminars, networking events, and distribute local newsletters. Find state and local chapters through the National Restaurant Association.

Equipment Dealers and Distributors. Local dealers and distributors are a key source of information about equipment options and equipment availability for independent restaurants. Find local dealers and distributors in the local telephone directory or through the Foodservice Equipment Distributors Association.

Food purveyors. In addition to food supplies, many food purveyors, such as Sysco and US Foodservice, provide educational opportunities for their customers and sell commercial kitchen equipment. These organizations are often also known as “broadliners,” and may sell equipment directly or as a third party vendor of national equipment distributors. Food purveyors may be willing to help organize educational seminars and promote programs in newsletters as well as stock and sell energy efficient equipment.

Foodservice consultants and designers. Consultants and designers are often responsible for large new construction and renovation projects. This group is often difficult to reach and may work on projects across geographic regions; however, they represent a significant opportunity as they often make equipment decisions for projects long before a program or other partners learn about the project. As more organizations have become interested in LEED certification, this group has become more interested in finding solutions to help achieve LEED certification. Referencing the benefits of energy efficiency as a core LEED element can be an effective way to spark the interest of consultants and designers. Find local consultants through the Foodservice Consultants Society International.

Manufacturers. Manufacturers hold regular training meetings for maintenance and service technicians, which provides an opportunity to reach a large number of service providers. Service providers often pass along rebate information to their customers when equipment reaches a point where it can no longer be serviced. Manufacturers also exhibit at major trade shows. Find manufacturers through their representatives or through the North American Association of Food Equipment Manufacturers.

Chambers of Commerce. New restaurants often join the local Chambers of Commerce. Supplying these organizations with program information is another way to reach end customers. Find local Chambers of Commerce through the U.S. Chamber of Commerce or in the local telephone directory. Local Chambers of Commerce often offer higher levels of assistance to members, so leveraging a program administrator’s membership can be more effective.

Small Business Association. Much like the Chambers of Commerce, Small Business Associations are a common stop for new restaurants. Find local associations through the U.S. Small Business Administration.

Downtown or Main Street Associations, Business Improvement Districts, and similar organizations. Many cities and towns have organizations dedicated to improving the downtown or main street area. This is another common organization type for restaurants to belong to, and these organizations have a strong, vested interest in helping their community members become aware of any programs, incentives, services, and offerings that reduce the cost of doing business.

Other Related Organizations Promoting “Green” or “Sustainability.” There are a variety of state and local sustainability initiatives to tap into to create more visibility for programs in the market. These organizations are often very happy to promote efficiency programs as part of their efforts.

Health Department. All foodservice establishments are required to meet both construction and renovation health requirements as well as requirements for ongoing operations. Providing local health departments with promotional materials is another way to reach end customers.

Department of Alcoholic Beverage Control. Permits are typically required to serve alcohol at foodservice establishments. Stocking permitting departments with program promotional materials is another way to reach end customers.

Marketing Activities and Events

National Restaurant Association Show. Annual show each spring in Chicago. Exhibitors include equipment and food companies, and there is also a section dedicated to chains looking for franchisees. Attendees include manufacturers, dealers, distributors, manufacturer representatives, owners, operators, chefs, and students.

Wisconsin Restaurant Association (WRA) and Focus on Energy Launch Go Green! Pavilion Every March the WRA hosts the annual WRA Expo and Trade Show in downtown Milwaukee. Wisconsin Focus on Energy has been a WRA member for the last six years and typically purchases a trade show booth on the show floor. Focus on Energy worked with the WRA to create the first ever Go Green! Restaurant Pavilion at the expo. A number of associations were invited to present in conjunction with Focus on Energy to provide educational information and training seminars to restaurateurs who wanted to learn more about energy and environmental aspects of their businesses. The EPA ENERGY STAR program was one of the educational presenters and held a booth within the Go Green! Pavilion.

State Restaurant Association Shows. Most State Restaurant Associations hold annual trade shows. Exhibitors include equipment and food companies. Attendees include manufacturers, dealers, distributors, manufacturer representatives, owners, operators, chefs, and students.

International Hotel, Motel, and Restaurant Show. Annual show each winter in New York City. Exhibitors include equipment and food companies, and there is also a section dedicated to chains looking for franchisees. Attendees include manufacturers, dealers, distributors, manufacturer representatives, owners, operators, chefs, and students.

Western Food Service and Hospitality Expo. Annual show every August in California. Exhibitors include equipment and food companies. Attendees include manufacturers, dealers, distributors, manufacturer representatives, owners, operators, chefs, and students.

Training classes. Offering training classes for dieticians, chefs, and other foodservice related professions can provide early awareness of the role of energy and energy efficiency in running commercial foodservice facilities. Training classes can be offered in partnership with local education programs and associations.

“Taste of” Events. “Taste of” events are usually local events featuring “tastes” of food from local restaurants. Exhibitors are local restaurants, attendees are from the general population.

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