A senior executive at Bloomin’ Brands, which operates Bonefish Grill, Outback Steakhouse, and other top restaurant brands, begs to differ with some experts’ analysis that “seafood doesn’t travel well,” and therefore won’t work well for takeout and delivery orders.
“We have proven during the crisis that seafood travels,” Michael Healy, senior vice president and global supply chain and brand strategy officer at Bloomin' Brands, said during National Fisheries Institute’s 2021 virtual Global Seafood Market Conference (GSMC) this week.
Before the pandemic, Bonefish Grill had “the most fledgling” delivery business of all of the company’s brands, which also include Carrabba’s Italian Grill and Fleming's Prime Steakhouse & Wine Bar. But it realized the most delivery business last year, Healy said.
“Bonefish created Family Meal Bundles – including salmon and shrimp – to create affordability and value. They became some of the best sellers during COVID and continue today,” Healy said. The Bundles – designed for customers to enjoy at home – include seafood entrees, sides, and desserts.
“One great thing is that seafood is going to be a great part of delivery going forward,” he added.
Bloomin’ Brands developed its own delivery program in 2017 and then partnered with third-party delivery companies. It quickly stepped up its delivery capacity and third-party delivery partnerships last year.
As dining room restrictions began to ease in certain areas and some of the takeout/delivery orders shifted to consumers dining inside the restaurant, the company “scrambled” to have enough food supply on hand, according to Healy.
The strategic partnerships the restaurant company has built with its suppliers – including seafood vendors – allowed it to continue operating and work through those rapid changes, according to Healy.
“As we worked through COVID, we tested our strategic partnerships and came through with flying colors. All of our businesses had to adjust and do things differently,” Healy said.
Going forward, it will be vital for restaurants – with the help of suppliers – to maintain a quality, consistent experience for customers.
The high rate of off-premise meals and delivery will continue in 2021, along with the adoption of digital platforms such as third-party delivery ordering and QR codes for menus, according to Healy.
And simplified, streamlined menus will continue be a trend among restaurant operators this year. But menus should be executed at a “much higher level” this year, Healy said.
Photo courtesy of Jon Kraft/Shutterstock
