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Food Quiz
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The Social Media Wave
By: Christopher Wolf
The Social Media Wave
If there’s one thing foodservice executives can agree on these days, it’s that marketing is not for the faint at heart. Just ask Domino’s, KFC, Subway, Quiznos, Taco Bell, Burger King, or any number of quick-serves that recently found themselves riding—sometimes successfully, sometimes not—the crest of a social-media wave.
The fact is technology-based, consumer-driven social inventions like Twitter, Facebook, and YouTube are transferring more power to consumers to make or break brand reputations and creating unexpected challenges that keep communications professionals working overtime to navigate.
Despite the long hours, though, social media has its perks. It’s undoubtedly a potentially very powerful means to create one-on-one connections with consumers who build positive buzz and loyalty in ways no traditional media vehicle can.
Anyone who is curious about his competitors’ Twittering can go to twitterholic.com and type in the company’s name. For brands wondering whether they’re missing out, here are some things to consider before hitting the surf.
Attracting a Following
Social-media sites use followers (or friends) as a metric for reach, a practice that makes it possible for any restaurant—or individual such as Ashton Kutcher—to gain a following without shelling out a penny on advertising.
In the traditional media world, for example, McDonald’s buys or generates more impressions than any other restaurant. But @Starbucks rules on Twitter (and on Facebook, too), with 172,366 individual followers of its text messages. The next highest restaurant following is @DunkinDonuts, with 19,543. Both companies have an employee who reads and responds to a constant stream of comments and queries (sometimes complaints), in addition to sending out menu news, promotional offers, and other insider information.
You don’t have to be a big restaurant chain to attract a relatively big following. @ChefTony of Visions Restaurant in Bethesda, Maryland, has 2,766 followers, @Krystalist (Krystal burgers) has 1,639, and @WaffleTruck, a mobile food cart business in Manhattan, has 1,198.
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Security is mostly a superstition. It does not exist in nature, nor do the children of men as a whole experience it. Avoiding danger is no safer in the long run than outright exposure. Life is either a daring adventure, or nothing.
- Helen Keller
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View updated pricing and information each week on the website for the following food-commodity markets:
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Beef, Veal & Lamb |
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Beef prices, as a whole, continue to trade at fairly engaging levels. Various buyer interests for middle meats have picked up this week which may signal that some retail feature activity could be pending for the cuts. Buyers are reported, for the most part, to be limiting purchases for immediate needs anticipating that the upside risk in the beef markets is nominal. Five of the last six years the USDA choice boxed beef cutout market has been steady to lower during the last 3 weeks of July. The percentage of cattle grading prime is trending downward which could be bullish for prime beef prices. Price USDA, FOB per pound.
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Dairy |
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Dairy cow slaughter has remained strong due in a large part to the most recent CWT subsidized herd retirement issue which should culminate by the end of the month. With milk prices roughly 30% below farmer breakeven levels, strong dairy cow slaughter should continue with perhaps another CWT sponsored herd retirement issue. A record milk production decline is forecasted in 2010 which is expected to be bullish for the dairy markets. The existing CME cheese markets are steady but cheese prices are likely to move upward this summer. The butter market is weak. Prices per pound, except Class I Cream (hundred weight), from USDA.
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Poultry |
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Despite improved profitability, broiler egg set data suggests that chicken production cutbacks will persist. The 6 week moving average for broiler egg sets is trending 5% below a year ago and is the smallest for the week in at least the last 7 years. An ongoing chicken output slowdown is bullish for all of the chicken markets. The wing markets are fairly steady. Charts indicate that some modest chicken wing price increases may be forthcoming. In 2007, when chicken production cutbacks were in place and wing prices were historically inflated, the jumbo cut chicken wing market appreciated roughly $.10 during the next 7 weeks. The boneless skinless chicken breast market is trending upward but could steady soon. Prices USDA, FOB per pound except eggs (dozen).
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Seafood |
View Detail |
The Western Gulf of Mexico brown shrimp harvest this year is forecasted by the NOAA to rise 40% from 2008. Lower fuel prices compared to a year ago should encourage US Gulf of Mexico shrimp fishing this summer. The shrimp markets are mixed but are anticipated to remain mostly below prior year levels in the coming months. The Chilean salmon industry, a major import source for the US, continues to struggle. Prices for fresh product, unless noted, per pound from Fisheries Market News.
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Pork |
View Detail |
Russia announced this week that they will resume pork imports from most US states. Trade with Russia has been irregular since the H1N1 flu outbreak this spring. Overall US pork exports could remain challenged. Domestic pork demand could continue to benefit from a struggling US economy as more consumers dine at home. Most of the pork markets are relatively depressed but hog producers appear to be curbing future output levels. Sow slaughter, as of late, has been trending at its highest levels since January. Prices USDA, FOB per pound.
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Produce |
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The tomato markets are mostly trending downward due to a surging harvest in the West. Although the Eastern tomato harvest may remain short of a year ago, overall lackluster demand could cause tomato prices to trade at fairly appealing levels for buyers this summer. Onion supplies are beginning to improve as the Northwestern US harvest gets underway. In 2007, the shipping point yellow onion market was cut in half during the next 4 weeks. The shipping point iceberg lettuce market is moving upward but further notable price increases are not anticipated at this time. Prices USDA FOB shipping point unless noted (terminal).
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Oil and Grains |
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The grain markets are lower than a week ago due to favorable crop conditions, adequate acreage and declining energy prices. The soybean oil market could bottom soon. Prices USDA, FOB.
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Canned and Frozen Food |
View Detail |
Tomato Products, Canned - The California tomato harvest is underway with record output forecasted this year. Firm canned tomato prices should endure. Prices per case (6/10) FOB, unless noted from ARA.
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Processed Fruits and Vegetables - Canners received a notable increase in can costs this year. Still, lower raw product expenses may cause steady canned vegetable prices to persist. Prices FOB per case from ARA.
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Drawer Warmers
Community member Boogie writes...
I'm thinking about a drawer warmer( and them things are higher than giraffe booty).
Mainly to hold a breaded chx or tenderloin (not our main items but picking up quite a bit). We drop everything to order of course, but sometimes as y'all know we get in a jam and just "aint got four minutes." Can I get away with it reasonably well...
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What do YOU pay/get paid for Lead Expo?
Community member ServerFoodRunner writes...
Just trying to get a feeling for what this position should earn.
The title at my restaurant is "Lead Expo".
This person works at the line and ensures all food orders come out correctly and timely, and ensure that they get run out to tables immediately...
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Travel Plaza with Restaurant
Community member Alex writes...
I have 15 years of experience owning/running gas station & C-stores, but I have never dealt with deli or restaurants before. I have a gas station which has a Wendy’s Franchise inside. They pay me the rent and that’s the end of it.
5 months ago I opened up a travel plaza (Truck Stop) with restaurant. Last month in June 2009 the...
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I have no heart
I am the strongest member of the cabbage family being able to withstand frost and snow. For this reason I am a staple winter vegetable, especially in rural areas where I am used in colcannon. Originally cultivated in the Mediterranean region, I was an important crop in Roman times and a staple food of the peasants during the middle ages. I am a sprouting plant and like broccoli or spring greens I have no heart. My leaves do not form a head, they grow freely in a wavy, curled, or toothed form. We bloom in a rainbow of colors ranging from reddish brown to bluish green, pink, white, and purple. As an adult I must be cooked to be digested so our Peacock and Nagoya varieties are often picked young and used as a salad components or in mesclun’s. Sometimes I am so pretty I’m simply left alone to add beauty to the landscape. With a flavor reminiscent of cauliflower and broccoli I can be braised, steamed, grilled, boiled, or stir-fried. I am great with bacon, garlic, and cheese. Vinegar or lemon juice will help keep my color during cooking
What am I?
The Food Quiz has is brought to you by Culinary Specialty Produce, a specialty produce broker that scours the world for the very best in specialty produce. Contact them at 908-789-4700 or by sending an email to info@culinaryproduce.com.
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