Hot Takes on Hospitality: Ghost Kitchens, QR Codes, and More

In our latest episode of The Hospitality Hangout, Bold Ideas, Breakout Brands, and Big Apple Moves Inside FB Society, we had the pleasure of hosting Jack Gibbons, CEO of FB Society. Jack shared invaluable insights into building successful restaurant brands focused on guest experience and innovation. But things really got exciting when we dove into some rapid-fire takes on trending topics! This blog post will delve into Jack's opinions on some of the hottest topics in hospitality, specifically ghost kitchens, QR code menus, late-night dining, and craft cocktail programs. We’ll summarize his takes from the "Hot or Not," "Branded Quickfire," and "Food Service Feud" segments, providing you with a deeper understanding of his perspective and the future of the industry.

Introduction: Jack Gibbons' Hot Takes on Hospitality Trends

Jack Gibbons isn't just leading FB Society; he's actively shaping the future of hospitality. His focus on creating unforgettable guest experiences, as highlighted in our recent podcast episode, underscores a commitment to excellence that extends beyond just the food. In the episode, we challenged Jack with some of the industry's most talked-about trends, putting him in the hot seat with our signature segments: "Hot or Not," "Branded Quickfire," and "Food Service Feud." His responses were insightful, often surprising, and always thought-provoking. From the practical considerations of ghost kitchens to the nuanced arguments surrounding QR code menus, and even heated debates about late-night dining and craft cocktail programs, Jack's perspectives offer a valuable roadmap for anyone navigating the evolving landscape of the restaurant industry.

Ghost Kitchens: Hot or Not?

The rise of ghost kitchens, also known as virtual kitchens or cloud kitchens, has been a significant development in recent years. These delivery-only food preparation facilities have promised to revolutionize how restaurants operate and reach customers. But are they truly a game-changer, or just a passing fad? Jack weighed in with his "Hot or Not" take on ghost kitchens, and his answer was surprisingly nuanced.

Jack acknowledged the appeal of ghost kitchens, particularly their potential for cost savings and expanded reach. Eliminating the need for a traditional brick-and-mortar location significantly reduces overhead expenses like rent, utilities, and front-of-house staff. This can be especially attractive for startups or restaurants looking to test new markets without making a substantial investment. The ability to focus solely on food production also allows for greater efficiency and consistency, potentially leading to higher quality meals for delivery.

However, Jack also raised concerns about the potential drawbacks of ghost kitchens, particularly regarding the guest experience and brand building. Without a physical presence, it can be challenging to create a strong brand identity and cultivate a loyal customer base. The lack of face-to-face interaction can also make it difficult to gather feedback and address customer concerns, potentially leading to dissatisfaction and negative reviews. Furthermore, relying solely on third-party delivery services can be problematic, as restaurants have limited control over the delivery process and the quality of service provided by drivers. The brand is left in the hands of the delivery service, which may or may not reflect well on the establishment.

Ultimately, Jack’s take on ghost kitchens leaned towards "Not" – at least in their current form. He emphasized the importance of the in-person dining experience in building brand loyalty and creating memorable moments for guests. While he recognized the potential benefits of ghost kitchens for certain types of businesses, he cautioned against abandoning the traditional restaurant model altogether. He suggested that the future of ghost kitchens may lie in hybrid models that combine delivery-only operations with traditional dining experiences, or in using ghost kitchens as a tool to support and expand existing brick-and-mortar restaurants. FB Society continues to be focused on providing the best guest experience possible, and as of now, they do not believe that can be achieved via ghost kitchens.

QR Code Menus: A Branded Quickfire Take

The pandemic accelerated the adoption of QR code menus, which allow customers to access menus on their smartphones by scanning a QR code. While initially implemented as a safety measure to reduce physical contact, QR code menus have become increasingly common, with many restaurants opting to keep them even as restrictions have eased. We challenged Jack with a "Branded Quickfire" take, asking for his immediate, gut reaction to this technology.

Jack acknowledged the efficiency and cost-effectiveness of QR code menus. They eliminate the need to print and update physical menus, saving restaurants time and money. They also allow for easy menu modifications, such as adding daily specials or adjusting prices in real-time. Furthermore, QR code menus can be more environmentally friendly, reducing paper waste and promoting sustainability.

However, Jack also expressed reservations about the impact of QR code menus on the overall dining experience. He argued that physical menus are an important part of the restaurant's brand identity, reflecting its style, personality, and attention to detail. A well-designed physical menu can enhance the dining experience, creating a sense of anticipation and excitement. It also provides an opportunity for restaurants to showcase their dishes with enticing descriptions and mouth-watering photographs.

In contrast, QR code menus can feel impersonal and sterile, lacking the warmth and charm of a physical menu. They can also be less accessible for some customers, particularly those who are not tech-savvy or who have difficulty using smartphones. Furthermore, relying solely on QR code menus can create a barrier between the restaurant and its customers, reducing opportunities for interaction and personal connection.

Ultimately, Jack's take on QR code menus was lukewarm. While he recognized their practicality and efficiency, he emphasized the importance of maintaining a human touch and creating a memorable dining experience. He suggested that restaurants consider offering both physical and QR code menus, allowing customers to choose their preferred option. He also emphasized the importance of designing QR code menus that are visually appealing, easy to navigate, and consistent with the restaurant's brand identity. He encouraged restaurants to think of their menus as an important part of the dining experience, and to treat them with the same care and attention as they would any other aspect of their service. He feels that the physical menu is something that cannot be overlooked, as it plays an important role in a customer's experience.

Late-Night Dining: Food Service Feud

Late-night dining has always been a unique niche within the restaurant industry, catering to those seeking sustenance after traditional dinner hours. But is it a profitable venture, or a logistical nightmare? We tackled this topic with a "Food Service Feud" segment, pitting Jack's opinions against the prevailing trends and conventional wisdom.

Jack acknowledged the potential benefits of late-night dining, particularly in urban areas with a vibrant nightlife scene. Late-night dining can attract a different demographic than traditional dinner service, including students, service industry workers, and those seeking a late-night snack or meal after attending a concert or event. It can also generate additional revenue during off-peak hours, helping restaurants to maximize their profitability.

However, Jack also raised concerns about the challenges of operating a late-night dining service. Labor costs can be significantly higher, as restaurants may need to pay overtime or hire additional staff to cover late-night shifts. Security can also be a concern, particularly in areas with high crime rates. Furthermore, late-night dining can be disruptive to neighboring residents and businesses, potentially leading to complaints and negative publicity.

In the end, Jack's take on late-night dining was cautiously optimistic. He argued that it can be a profitable venture for certain types of restaurants, particularly those located in areas with a strong demand for late-night food and beverages. However, he emphasized the importance of carefully considering the potential challenges and developing a comprehensive plan to address them. This includes staffing, security, marketing, and menu planning. Restaurants that successfully navigate these challenges can reap the rewards of late-night dining, expanding their customer base and increasing their revenue.

Craft Cocktail Programs: Food Service Feud

Craft cocktail programs have become increasingly popular in recent years, with many restaurants and bars investing heavily in developing unique and innovative cocktail menus. But are they worth the investment? Or are they just an expensive and time-consuming distraction? We continued the "Food Service Feud" with a discussion on the merits of craft cocktail programs.

Jack recognized the appeal of craft cocktail programs, particularly their ability to attract a discerning clientele and create a premium brand image. Craft cocktails, with their high-quality ingredients, skilled bartenders, and unique flavor profiles, can command higher prices and generate significant revenue for restaurants and bars. They can also serve as a point of differentiation, setting a restaurant apart from its competitors and attracting customers who are willing to pay for a unique and memorable experience.

However, Jack also raised concerns about the complexity and cost of operating a craft cocktail program. Craft cocktails require specialized ingredients, equipment, and training, which can be expensive and time-consuming to acquire. They also require skilled bartenders who are knowledgeable about mixology and able to create consistent and high-quality drinks. Furthermore, craft cocktail programs can be labor-intensive, requiring bartenders to spend significant time preparing and garnishing each drink.

Jack’s stance on craft cocktail programs was positive, but with a caveat. He argued that they can be a valuable asset for restaurants and bars that are committed to providing a premium dining experience and attracting a discerning clientele. However, he emphasized the importance of carefully considering the costs and challenges involved, and developing a comprehensive plan to address them. This includes investing in high-quality ingredients and equipment, training bartenders in mixology, and developing a menu of well-crafted and consistently executed cocktails. He emphasized the importance of delivering on the promise of a craft cocktail program, ensuring that each drink is prepared with care and attention to detail. He expressed that, if you are going to launch a program, it must be done at the highest level and executed flawlessly.

FB Society's Focus on Guest Experience

Throughout our conversation, Jack consistently emphasized the importance of the guest experience. This focus is evident in FB Society's approach to developing and operating its various restaurant concepts. From Velvet Taco to Sixty Vines, each brand is carefully designed to create a unique and memorable experience for guests. FB Society goes the extra mile to create loyalty by remembering and valuing regular guests, creating a real connection beyond merely transactional interactions.

FB Society's commitment to guest experience extends beyond just the food and drinks. It also encompasses the ambiance, service, and overall atmosphere of the restaurant. FB Society invests heavily in creating visually appealing spaces that are both comfortable and inviting. They also prioritize hiring and training friendly and attentive staff who are passionate about providing excellent service.

Ultimately, FB Society's success is a testament to the power of focusing on the guest experience. By creating memorable and enjoyable experiences, FB Society has built a loyal customer base and established itself as a leader in the hospitality industry. They are able to create brands that guests love and remember, all while providing a world-class experience.

The Importance of Off-Premise Dining

One of the key takeaways from our conversation with Jack was the growing importance of off-premise dining. With the rise of delivery services and takeout options, more and more customers are choosing to enjoy restaurant meals in the comfort of their own homes. This trend has significant implications for the restaurant industry, requiring restaurants to adapt their operations and strategies to meet the changing needs of their customers.

Jack emphasized the importance of investing in high-quality packaging and ensuring that food travels well. He also stressed the need to maintain the same level of quality and consistency for off-premise orders as for dine-in customers. This requires careful attention to detail and a commitment to providing an excellent experience, regardless of where the customer chooses to enjoy their meal.

FB Society recognizes the importance of off-premise dining and has made significant investments in this area. They have developed specialized packaging to ensure that their food arrives fresh and in good condition. They have also streamlined their ordering and delivery processes to make it as easy as possible for customers to order and receive their meals. By prioritizing off-premise dining, FB Society has been able to expand its reach and serve a wider range of customers.

Conclusion: Gibbons' Vision for the Future of Hospitality

Jack Gibbons' insights into ghost kitchens, QR code menus, late-night dining, and craft cocktail programs offer a glimpse into the future of hospitality. His emphasis on the guest experience, coupled with his willingness to embrace innovation and adapt to changing trends, positions FB Society as a leader in the industry. He continues to stay at the forefront of the hospitality industry. His focus on experiential dining and intentionality keeps guests engaged and loyal. If you're looking to stay ahead of the curve and create a successful restaurant brand, be sure to check out the full episode, Bold Ideas, Breakout Brands, and Big Apple Moves Inside FB Society. Jack shares how FB Society develops unique identities for concepts like Velvet Taco and Sixty Vines while thriving under a unified vision. Whether you're a seasoned restaurateur or just starting out, Jack's insights are sure to inspire and inform. As Jack continues to lead FB Society into new and exciting ventures, we can expect to see even more innovation and a continued commitment to providing unforgettable guest experiences.