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Chain Restaurants

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

The Decision Making Process

Each chain differs in exactly how equipment decisions are made and the distribution chain used.

Chain restaurants often specify equipment at the corporate level, and local franchisees may have some latitude regarding when to replace equipment and a small number of options among chain-approved equipment. Some chains purchase direct from manufacturers whereas others may have one or more distributors they partner with to support equipment procurement. Many chains work closely with manufacturers to develop custom equipment designed specifically for their operations. At the corporate level, chains employ in-house foodservice designers and scientists who focus on testing and improving equipment. They may also employ a corporate energy manager, who works with utilities and franchisees on all energy-related concerns. Regardless of exactly how equipment decisions get made, there are usually multiple layers of influencers and decision makers.

Messaging

Chains are built on the promise of consistency of product and service across multiple locations, and management actively tracks a variety of metrics for performance. Messages need to focus on the dimensions most important to specific chains. Different chains will be driven by different things, but in addition to utility costs some typical points of focus are: food consistency, food quality, table turnover, speed, labor costs, and public image. It is helpful to identify a chain’s “choke point,” which is the dimension of the operation that is limits the performance of the whole operation. For example, a chain may have excessive wait times because they are constantly waiting for fried foods to finish cooking. Messaging that speaks to both efficiency and resolving performance concerns is an effective strategy for this market segment.

Industry Stakeholders

Engaging the same group of stakeholders as for independent restaurants may reach some franchisees, however, many programs have found direct involvement necessary to effectively work with chain restaurants.

Marketing Activities and Events

Chains often hold regional and national franchisee meetings. Work with your local chain contacts to obtain information about and invitations to these events.

Multiunit Foodservice Equipment Symposium. Biennial event organized by Foodservice Equipment Reports. Learn more on the Foodservice Equipment Reports website.

Edison Electric Institute National Key Accounts Workshops. Semi-annual workshops focused on multi-site customers’ energy needs. Learn more on the EEI website.

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