FSR January 2023

NEX TGEN TRENDSE T TERS

JULIA THORN DIREC TOR OF MARKET ING Thirsty Lion Gastropub

payments in fall 2018 to streamline ordering and increase effi ciency, which allowed serv ers to focus on improving the guest expe rience. As CEG integrates technology with its operations and payment processes, “the tech nological advance does not replace human ser vice—it complements it,” Thorn says. “It’s

FOOD FOR THOUGHT: USE TECHNOLOGY TO PERSONALIZE OUTREACH AND PERFECT OPERATIONS.

not to think of in-house dining and takeout as being at odds with each other. “You can find a way to satisfy both catego ries of customers by perfecting your takeout systems without com promising the in-house experiential aspect of the business,” she says. From Thorn’s point of view, crafting creative content and relevant messaging directed to target demograph ics is the biggest trend in the restaurant indus try for 2023. The goal is to leverage the power of digital so operators gain visibility through past transactions, and can then create more per sonalized experiences. “People are pay ing more for their din ing experiences, and as a result, expectations have risen,” Thorn says. “Maintaining a seamless experience with relevant communication will play a critical role in purchas ing decisions today and building long-term loy alty in the future.”

important to unify the guest experi ence across the physical and digital

S cratch-made, multi cultural menu items help differentiate Thirsty Lion Gastropub from competitors in the space, says Julia Thorn, director of marketing for the restaurant’s parent, Concept Entertainment Group ( ceg ). Thirsty Lion has grown to nine locations across Oregon, Arizona, Texas, and Colorado and plans to expand in existing markets, such as Arizona and Texas. CEG also owns Grand Central Bowling in Port land, Oregon. While Thirsty Lion highlights its “anti-chain” approach to growth, the modern pub con cept benefits from being part of a larger platform, especially when it comes to inno vation and advancing technology. For exam ple, Thirsty Lion imple mented Toast hand helds for contactless

channels.”

Since the pandemic forced full-service oper ators to invest in their takeout and off-prem ises business, Thorn advises restaurants

THIRSTY LION(3) / EXTERIOR: KATHY TRAN

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JANUARY 2023