The Digital Buying Journey
Michael Craig, co-founder of the digital menu platform Nutrislice, on the five stages of the digital food buying journey - and where onsite and campus operators tend to lose people along the way.
Featuring 
Format Recorded webinarTopics Operator Insights, Onsite Foodservice
Format Recorded webinarTopics Operator Insights, Onsite FoodserviceAbout this session
Guests arrive at a dining hall or cafe already carrying expectations set somewhere else entirely - by Amazon, by delivery apps, by every frictionless digital experience they had that week. By the time they are deciding where to eat, most of the decision has already happened on a phone.
Michael Craig walks through the five stages of the digital food buying journey, from awareness through the moment someone is standing in line, using examples from campus dining: mapping what is open and how long the wait is, letting a guest filter a menu down to what they can actually eat, and treating convenience as a design goal rather than an afterthought.
Key takeaways
- Why guest expectations are set by the Amazon experience long before anyone reaches your servery.
- The five stages of the digital food buying journey, and where operators typically go quiet.
- Why this is ultimately storytelling: the menu is the story most operators under-tell.
- What campus dining teams are asking for - a map of what is open, and how long the line is.
- Serving dietary needs properly, so a vegan or allergen-aware guest can filter to what they can eat.
- Line management and the modern consumer's patience for waiting.
- Convenience and efficiency as the stages most operations already do well - and what is left.
- Why it all starts with the operator's own experience of the system.
Transcript
Full transcript
auto-generated from the recording · click to expand0:05All right. Well, I got two minutes past the hour. I see some people getting comfortable, so I figure let's get this show on the road on time. Mike has brought us a very cool set of slides to help converse. Yeah. I want to first start by introducing my guest host. For those of you that I don't know, this is Jason Gunn heading up marketing at Galley Solutions.
0:29Been badgering you with emails and invites and newsletters and things. If if you're getting those, you're welcome. and my friend here, Michael Craig, co-founder marketing extraordinaire, podcast hero. Tell us about Nut Nutri Slice and your journey. What are, what are you guys focused on? Yeah, so Nut Nutri Slice, we're about 12, 13 years old. We're like the teenager stage of a company where we're still awkward, but maybe a little more mature than a five-year-old.
1:02But we are the digital menu platform, and our goal is to improve the way operators work as it relates to sharing information with their customers. And it's an important critical thing. you gotta get those menus out. If it's a menu board, if it's online, if it's print signage, you gotta make sure your customers understand what goodness and what you got going on today.
1:28But it's a hard thing to do. you've got so many other things to take care of. Updating a menu board doesn't always seem like the most exciting thing, and sometimes, very often it can be tedious. And so Nutri Slice says, Hey, we want to make the life of an operator, infinitely better by just taking away the complexity of customer facing menus.
1:52And so we have built our platform, our, our flag is firmly entrenched in that camp, and we love systems like Galley, because if you're, a galley customer, you're thinking data management is so critical. I want to get it all right. It's gonna help me, my back of the house, all my operations in the kitchen. And so we're saying, Hey, you've got that great data in galley, let's connect dots.
2:16So we've got a great partnership with you. Let's integrate and be able to take that rich information and do some awesome storytelling to your customers, hopefully in a meaningful way so that everyone wants to, participate, purchase, and be a regular customer in your dining location. Yeah. And I think that's why it works so well between us, because what you're mentioning is this concept of a culinary operating system Yeah.
2:41That we've been promoting at Galley. Because it turns out if you don't have the data, and if it's not organized and easy to get to and easy to share, your system doesn't really pull off all the things it needs to pull off, right? Yeah. Hands flat. We can still, we can do a lot of things, but the modern consumer today is incredibly focused on, getting answers to questions like, where is this food sourced?
3:08How is it prepared? What are the nutrition information? Does it have, allergies and special diets? And what, they get to making purchases and choices around where they're going to eat those questions. And the answers to those questions absolutely matter. And if they don't feel like they're confident in getting that information, then they just check it off their list and they move on to another place where they can maybe get a better experience and they'll, they'll take their business elsewhere.
3:35Well, right. it's that Amazon experience we've all been spoiled with. And I always would position it to people like, you have to focus on this stuff because you never, you don't know the sale. You didn't know you lost. Like, there's, there's no way to know that somebody looked at a product or looked at a menu item and went, oh, I don't see nutrients, so I'm just not gonna buy that.
3:55Right. And maybe today we've got a little bit more information about how that works, and I thought your whole approach to this buying journey related so well, because it helps paint that narrative, I think, of why the data's important. If you can understand how people are making these decisions, Is that correct? And how to influence those decisions, right? Like, at the end of the day, we want to be storytelling and messaging in a way that attracts customers, that retains them, keeps 'em happy, keeps 'em coming back time and time again.
4:28Yeah, for sure. Okay, so you've got a couple of slides here. Tell me kind of when you wanna move on to the next one, but please enlighten us, share with us this fic journey that you guys have crafted, to everyone out there. I think this is the chance to, we've got these operator hats. We've got everything that we're responsible for to deliver hospitality at its finest in your, in your dining, your cafes everywhere you're at.
4:54But for the next few minutes, just take off that hat and let's just pretend that we are a modern consumer and we're gonna go through a decision making process from start to finish. We're gonna try and be scientific about it and let's just see what we can learn as we kind of think about what a consumer is. And so, if you're marketing that way, marketing 1 0 1 is, it's the right message at the right time, at the right place to the right person.
5:26And, that is critical. And what you see in traditional food service today is at best, people are doing amazing things on premise. So once customers are kind of getting to you, there's really great communication. But in our day and age with technology and just the way people think, we need to be incredibly focused on everything that happens offsite. And we need to be impacting that experience as much as we can.
5:53So we're gonna talk through some of the stages and the process for making food decisions and what we can do to kind of impact those at those stages and those decisions. Alright, so without further ado, So in marketing professionals have been studying this purchase process for decades, and they've tried to scientifically kind of put together these stages. And if you've spent any time in a marketing class, chances are you've seen this buyer's journey.
6:24And what we try to do is say, let's just take the buyer's journey, but then let's put a layer of food on top of it and see how people, the food buyer's journey. So the traditional process, it can be, simplified from here, it can be expanded, but essentially if you're purchasing food, you're gonna have a stage where it kicks off and you are made aware that you're hungry, then you're going to analyze and search for options.
6:53Like, what's my constraints? What is possible? Once you've selected a location, then you're, you get to that place, and now you gotta consider, I'm here, but what do I actually want to eat? And then you have to actually go through the purchase process. And then based on those four stages, you kind of evaluate everything. Was it worth it? Does the return on investment measure up and would I come back again?
7:18So those five stages are what we'd like to talk about today. So in the end, as marketers, it comes back to storytelling, right? And you had made a comment to me as we were getting ready to go about how much of the story can be told in the earlier stages of that journey. And at each stage, I think everyone listening should just analyze and we'll go through this in evaluation towards the end, but how good of a job are you doing at each of these stages?
7:47And my personal bias is that I think, I think you're probably doing amazing things on site, but thinking through how do you impact people when they're off premise? How do you message and persuade is something to consider. So hopefully we can do that today with the idea. I love this slide. Do you know whoever tells the best story wins? And that's certainly the case. So we want everyone to be winners.
8:10And I'll just ask you, when was the last time you were out and about and you realized you're hungry, and like, what was that, what were you thinking as you were there? And I'm putting you on the spot here. Yeah. I mean I think the last time I had this experience, I was running errands. So I'm in the thick of the burbs in Phoenix, and now I'm like, what am I in the mood for where I'm at?
8:31Almost anything's an option. And spoilers, I landed on raising canes, which is just a guilty pleasure For me. It's, yeah. So the thing that you can't control is people are out and about living their lives. They're in class, they're working, they're in meetings, they're sleeping, and they wake up wherever they're at. People just get this instinctual cue that they need to eat something. Yeah. And some people, they're driving and they feel like that personal feeling, the hunger, their tummy grumbles a little bit, and they're like, dang, I'm hungry.
9:04Other people are like, you know what? I'm not hungry now, but I will be in two hours. Those type A individuals, but, they're all about living their lives and they have this notion that like, they need to eat. And you cannot impact that. It happens. The nice thing is it happens, regularly, consistently throughout the day, millions and billions of people all have this like stimulus that hits them that says it's time to eat.
9:32And there are things though that you can do to kind of impact that. So, this stage definitely happens outside your dining location. they're there. And what can you do to kind of influence that? if you're in marketing, here's just some ideas that I was just writing down. What are we doing? You're not doing anything in your day to day to kind of stimulate hunger.
9:57It just happens naturally. I will say that for a lot of people that are, that are listening to this, you've always had a built in advantage of, if you're a college and university people are on campus they're part of a dining program and you're responsible for feeding them, if you're a corporate location and you're listening in chances are people are just a floor above you or below you, and they're working and you have proximity, and it has worked so well to your advantage.
10:27The trick is it's becoming less of an advantage because these third party apps delivery being able to order in advance having the world literally at your fingertips is so much there. So, you're not doing a whole lot to create awareness, but you are impacted by what's going on, and the world is becoming increasingly more connected.
10:54So yeah, I ask you a little bit about that because I've been spending a lot of time going to college and university shows. We were just at the University of Michigan, and it's interesting your point about the third party apps and stuff, because you would think you've got a captive audience, right? So this should be like shooting fish in a barrel. But I feel like it's made it even more competitive for people to start thinking about this stage because you you gotta sell it, man.
11:20Yeah. Right? Like, you gotta get people to come into those food halls. Yeah. Because they're not, they're not writing the checks, right. they're gonna figure out how to get what they want when they want it. And it turns out in a digital world, everything's available to me all the time. Exactly. So essentially the requirements in a digital requirements is that you actually need to think through and play baseball play ball outside of your facility.
11:44So here's some ideas, things that I've just seen. I actually bumped into a group. They do a weekly podcast with their culinary team. They take five minutes and they just talk about some of the new items this week that they're working on, that they're optimizing, that they're excited to bring to market. They can talk about farm to table, they can student favorites and feedback. They can, do food fusion and mashups.
12:07Like they've run the gamut, but they just regularly create content that can be digested outside of of their cafe and in a meaningful way. So persons walking to class and they're listening to a podcast and they're listening about this, spaghetti taco or whatever it is that's being worked on in the place. Those things, consistently, regularly, and well done can stimulate awareness that when, hey, I'm actually hungry.
12:36And lo and behold, there you are telling a story that is ready to be heard. So, content marketing, being able to own the story. I think social media all of you probably have dabbled somewhat, but just easy, consistently talking, where the people are, you gotta go fishing with them. Influencer marketing, I've seen some really great stories use cases of influencer marketing personally just, because of what we do at Nut Nutri Slice, I think online menus are critical and so important in telling that story.
13:08I've also seen sampling and events just kind of that Costco, the Costco strategy. Stick someone out there and let 'em sample and try it out. And you know what? That can help. Like, I know I'm gonna be hungry tomorrow for lunch and I just tried this, so maybe I can make a purchase and I got something planned. So a few ideas, but just know people get hungry, and the more you can help impact that and be present when those things happen, the better.
13:36So that doesn't even necessarily consider, like the menu itself, but you're advocating, if you're just top of mind at the moment, hunger strikes, there's a meaningful impact to that. Right? So maybe get the guy, I'll throw an idea at you, get the guy that does the sign flipping, you know? Yeah. Have an outside student unit. The hard part about all of this is like, it is so hard to measure, like, okay, if we do this, what is the actual ROI if I produce this five minute podcast, or if I post this thing on social media, are you actually impacting?
14:10And it is just a tossup. it's gonna be always nearly impossible to say, because we do these things. We're actually, we can, we can define, how much incremental sales we're getting, but in today's day and age, you need to have that digital presence online. You need to be where your customers are, even when they're not in your cafe. You need to figure out how you can be there because hunger strikes and when hunger strikes, there's needs that need to get met.
14:36And you wanna be in that in this next stage, these next few stages. You wanna be present? Yeah. I'm driving, I'm having this conversation with myself. Now I gotta figure out where do I want to eat? What's happening to me, Michael? Well, Yeah, like, yeah, just talk to me. So what decisions did you, usually when people are like, I'm hungry, the first thing they need to do is be a little self-aware.
14:58And so you said, well, where am I? How much time do I have? Yep. And based on that, like, am I sitting down for a five course meal? Am I doing some grab and go, like, what's their, and walk through that experience when you noticed you were driving and you were hungry? Yeah, I think for me it's proximity and convenience and like what's on my way to the direction that I'm going.
15:20Yeah. Unless I'm really craving something, right. Yeah. Then, we'll all go out of the way for our favorite thing. but a lot of times, especially during the day, it's food is fuel, right? I want to enjoy whatever I'm having, but lunch is just something that I gotta sort out usually, and that it tends to be a snap decision for me. So raising canes was on the way home, but, I also had, I also drove past a Jimmy John's and a Cheddar's Cafe and a this and a that, I just, I landed on raising cave. I don't Know. So you said proximity? Yes.
15:52I would say like, the amount of time you had and the convenience you mentioned. So what kind of an experience am I looking for? And the fourth thing that you added into, which I think is important is what, maybe not specific thing, some people probably are there, but like, what kind of a meal am I looking for? Do I want a sandwich? Do I want, chicken attendees?
16:15You're, you're kind of high level thinking like, what am I doing and what is available to me? Yeah. Well, and I'll also offer this as I get older. if I carve up at lunch, man, I'm gonna have to take a nap. So I usually try and stay away from the sandwiches. Yeah. And even though I went to raising canes, I only have the chicken tenders.
16:35Like, I didn't eat the French fries. You would be surprised if you, if everyone listening just thinks like, okay, my customer base, this happens all throughout the day where people are thinking through these things and making these decisions. And the question you should be asking yourself is, what do I do to impact at this stage? How can I, how can I be present? And, I think it's important if you've got a cafe that it's really easy.
17:03If it's a built-in advantage, you've got a cafe on a campus it should be simple to know when you're open, what types of foods are there. I've seen things where it's like, is it if I'm in the middle of the day at noon and I'm on a campus, maybe I have some reservations if there's hundreds of people there and I know I need to go fast.
17:28So like, being able to communicate quickly so that your customers understand some of those criteria that you just outlined so they can check, make a decision, and move past this next phase appropriately. It's important to do. And way too many way too many just kind of bypass, like trying to impact this phase of the customer's purchase journey. Well, and as I think about this question, where can I get a bite to eat?
17:53I think before we turned on the microphones, I was describing my sister-in-Law, who's vegan comes up on these things quite a bit because, that's a lifestyle and a diet that I don't necessarily practice. But that's such a big deal for folks that do. And being at the University of Michigan, I thought it was incredibly eye-opening how much energy they put into vegan stations, gluten-free stations kosher and halal stations, right?
18:21And, maybe that means you've got a more captive audience, but I feel like that means you have to work extra hard, right? Yeah. Yeah. Because they probably already have their go-to moves and they're not thinking about the student union or whatever, special diets that is part of the location search. You gotta think through like, okay, this is my allergy, or this is my special diet.
18:42What do I have in my brain in my index of like, my go-to spots right now? Mm-Hmm. And because if it is a special diet or an allergy, you're naturally gonna be a little more protective and less it less, I guess, creative and exploratory. You just wanna go where you can trust something. And so breaking into the stage in a meaningful way is important. And so, just think through, like, these decisions happen pretty quick.
19:10It's not like people deliberate on these things for 10 minutes. They're, they're in a matter of seconds thinking through in their brains what's going, what's gonna happen and how can you impact that? So offsite, onsite promotional materials just always be working to capture the attention and clear, simple messages that let them know, Hey, here's what's happening. a fun task is to take one of your potential customers, or even, a family member or someone and say, all right, you are, a quarter mile away from my cafe, and you're hungry for Italian food.
19:48We have Italian food, but all right, can you find me online if you know nothing about me and how many taps, how many clicks? Like what does it take to let you know that I've got something for you? And that, like, you just want to nail that so that it's less than, 30 seconds if it's multiple taps and clicks to get to your menu information or your availability, your contact information, your hours of operation.
20:18It's an opportunity to to work it and to be better. So everything you're describing though, demands that you have a digital presence somewhere, because, right, it's not like you're gonna be sending flyers in the mail. Who does that anymore? Or, like what are ways that you do this if you don't have a digital footprint? you're just kinda guessing and fishing in the dark.
20:44I, we had mentioned that there's maybe some offsite like promotional materials, maybe there's some banners and things that you can hang out and those can be effective not to take away, but, those are, those are like ad impressions and billboards and hopefully that hopefully it, can be the right message, right place, right time. But it's, it's more than likely people trust the digital devices that are on their person.
21:11And so they're gonna whip out their phone, they're going to open up their a web browser, and they go to places where they know they can get the most accurate information possible. It's something that the University of Colorado Boulder here gotta give a shout out to cu they have a large campus, lots of different dining locations across the, a pretty large geographic area.
21:34And so it was important to them that it was like, Hey, we've got a map. We want to map out the campus and we wanna show what we have to offer quickly. Show what's open show, like how long are the wait times in these places? And then just high level, what are the types of options before we get into the nuts and bolts of the menu, but like, just theoretically, what are we looking at?
21:57So these are just some of the examples that we've seen and built in as you look at like the digital experience and how you can help people at this stage of the, of the journey. So, onto which of my options, so usually they make the decision, they go right there, and that doesn't always mean that they know what they're gonna get. They still are looking for kind of help and guides to make an actual purchase decision.
22:26So this is happening, right when they kind of walk into your dining facility, they take a deep breath, they look around and they're taking in information, they're looking at lines, they're looking at general concepts. they do gravitate towards digital. And they're hoping that they can trend in a direction. Maybe a lot of times if they're on a, like a university campus, they're with a group of people.
22:51And so maybe they move in Pax but they move to a place and they need help considering now and evaluating, I'm here and now I'd like some help finding exactly what I'm gonna purchase today. So there's lots of stuff going on in our research and kind of our belief at Nut nutri slice here is that you gotta have different menu boards, different technologies that are kind of guiding and shaping and pointing people to make decisions.
23:23There's a consumer that wants a lot of information like special diets and icons, just people that just wanna see what it looks like. There's others that wanna know about food waste and how things are procured. And they will ask those questions, hopefully not at the point of service, but they want that information. And then there's other people that, what did my friend eat and what did I get last week?
23:49And I'll see if I can get that again. So there's a whole spectrum of information and decision making that happens at this stage on premise. And gotta help 'em, gotta help 'em through it. Yeah. Well, you're seeing more of that where did my food come from? Question get answered. I think five guys started posting like, where your french fry potatoes came from today, but how do you do that for every item on the menu?
24:14Again, you have to do it digitally or else it's not gonna work. And my good friend probably has Chipotle for lunch every day because he can order on the app, or if he orders for both of us, he can invite me in, we can choose our own journey. And then it, like all the nutritional detail is available and it fits the macros in the dietary program that his workout plan, like Chipotle just made it easy, was kind of the decision making there. So, I think historically the, once you get a customer inside your property or your dining location, I don't, I wanna shortchange it, but you just kind of think like, okay, I got 'em.
24:55And so now that I've got 'em here and they're gonna purchase something, I just want to give them basic menu information. And that has been kind of the standard of excellence for far too long. Yeah. Well, here's a list of all the foods. Here's a list and you can visually see, but here's what we got and this is should be enough to kind of get you through this stage.
25:21And the modern consumer is a little different. And line management can sometimes be an issue. If you've ever worked in a kitchen and you're serving up guests when they come through, you're probably not super excited when that person steps up to the point of service and just has a boatload of questions around food waste and procurement methodologies. Right? And you're like, good information, but can we move quickly?
25:45'cause it's a big line. And so really like once they step up to the point of service, you're trying to get 'em through that line. But they still may be in this consideration stage with information that they want answered to. And the more we talk through this, the more I realize how influenced I am because of the apps that I have on my phone. Yeah. like how many times Postmates or DoorDash is like, aren't you hungry right now?
26:06And I'm like, I am hungry right now. They're like, aren't it? Doesn't a burger sound good to you? And I'm like, A burger does sound good to me. That's what's fun is these are some examples of just ways that you can communicate information from like digital food labels to the menu boards, QR codes definitely picked up in a pandemic world, post pandemic world. giving people information at their, at their leisure in a way that helps, persuade and motivate towards a purchase.
26:37Yeah. With your, with your menu board. And yeah, lots of information to simple information. I agree with you. I think people are easily influenced. Oh, absolutely. You can use technology to coach people to the entrees or to the meals that you'd like them to do. So the way it's displayed, I think visually can have a huge impact with a menu board. Even the order, the rank and file of how those menu items display on a menu board, I could tell you like what I think would be your higher, sales items and being able to back that out against margins and profitability and, what you're trying to accomplish is important.
27:23So yes, you can definitely persuade once you get them there to move in a specific direction. And with digital too, the concept of menu engineering hasn't necessarily broken any revolutionary barriers. That's always been there, but what you can do with the real estate, right? So now I'm away from a printed menu and now I've got so many different ways that I can present something to you.
27:46Yeah. you can really inform and customize that journey for somebody even if they are standing in your store. Absolutely. And I've kind of hinted at this, I think there's, there's, there's the menu board and usually menu boards are approximate to the point of service. but I'd actually suggest like being creative and thinking through it. Like when people walk into your cafe, maybe there's a chance to put the menu board in a place that will help them make decisions, but not slow down your line service.
28:14And then maybe once they get to the line service, if they've made decisions, then you can, you can coach them up on how to navigate through so that they can be efficient. 'cause we do live in a world of customization where, people want two strands of lettuce and beans sprouts, but hold the mayo and, it can be customized. We live in a customized world.
28:35So you've successfully helped me get through the awareness phase. Maybe you got me there through a push then I've kind of gotten through this next decision making phase, and now I've, I've, I've made a decision, right? This is like, now I'm gonna spend my money In a service. So you're just trying for accuracy. you're trying to do the best job that you can and move quickly.
28:59'cause usually convenience matters. and so you focus a lot on efficiency and I think that's an important stage. A I'd say in the majority of operations that we visit are doing really well here. Some of the things is using technology to kind of coach them through. So if you do have customization, putting, this is an example of an earth bowl and it's step one, pick your proteins, step two, your sides, your vegetables, if it's dressing right.
29:28And you see this in all the restaurants, but I think the takeaway is that you can, you can improve the experience and we will get to the post-purchase evaluation, but you improve this part of the experience by just keeping, keep educating, keep coaching, keep telling them what they need to do to successfully get what they want. People don't always hear it or recognize it the first time.
29:52I think in my early marketing education, it was your brand or your idea has to come across like three to five times before it lands. That number has to be bigger. Now you're, you actually went to school for this, so you probably have a better sense of it. Like what is that now? How many times, how many impressions before somebody actually In the twenties, it feels like it's, it's yeah, maybe that's just me.
30:13I've had experiences where I'll go, I'll step into a facility, a dining location, I'm excited, I've made my choice, and then I'm ready to go through the purchase process, but I'll actually end up starting where I should be finishing because that's where the register is or the point of sale. And so that, and they're like, oh, no, you gotta actually go out and around and you start over there.
30:36And I'm always chagrined because five people jumped ahead of me. It's important to just think through the experience and help kind of educate so that at the point of service, as they're making the decisions, they're doing a good job there. Okay, so good job, Mike. You got my money, Got your money. And now I'm sitting around going, was it worth it? You sit down and you eat and that probably wins the day.
31:01So I don't know what technology robots can help you. You can't do that. But they sit down and the biggest criteria is, what they're gonna do is say, okay, here was the expected experience and here was the actual experience. Does this measure up in a meaningful way? And today's day and age is so much more than the actual food that you eat. it is speed and convenience.
31:30Was it easy to understand the information? Was the experience at the point of service was that meaningful and helpful? And all those things kind of add up and then you analyze like, was this worth it? When I go back again, now food wins the day. So good food can eliminate a lot of problems, but good food with appropriate messaging along this decision making process is how you get returned customers.
31:57So you can ask people about it, divide up those experiences and figure out like, how good were we doing when you found out you were hungry? Is information about, where we're at, what we have to offer at the point of service is that give us a, give us your feedback. So everyone does a really good job here, but maybe they focus just solely on customer service and then the quality of the food.
32:21And you could be a little more thoughtful around the different stages of the food buying journey. Yeah, that makes sense. So kind of bring it all home for me, you know? Yeah. I think a lot of what you've discussed, like you said, are some marketing tenants that have been around for a while, but you put that food layer on it, and these are things that I don't know as operators and, people that are working in these kitchens and putting these programs together might not be thinking in these terms.
32:46So it's, it's pretty fun to unpack. Yeah. so this would be, I woke up this morning, I'm like, this would be an awesome goal if someone out there was listening, we got to this slide. And they're like, okay, there's these five stages. I just want to have a conversation with our teams around these five stages where we can evaluate what are we doing, how are we doing?
33:10Is there anywhere we can improve? Which of these five stages do we feel like we're maybe not up to snuff? Where do we feel like there's the biggest opportunity gains? And just put on that, that critical thinking cap with the team and just have a good conversation. And usually from there you can come up with great ideas on what can be changed. And that would be awesome if someone out there was like, you know what?
33:35We need to do a better job off premise. We do a great job once we get 'em into our cafe. But I'm really curious if we're doing everything we could be doing when they're in that searching phase, and are we impacting that searching phase in a meaningful way? Or are, 25% of our potential customers just so clueless about what we have to offer that they just skip us and they go down the street somewhere else?
34:01And if you can kind of think through that rigorously and make some changes, hopefully there's some good things you can do and some good results that follow. And for the folks that want to learn more, there's a guidebook put together by yours truly, I imagine, is this some proprietary knowledge coming from nut nutri slice. Absolutely. So we'd offer this for free to anybody who wants it.
34:28I think there's a link that we can share and maybe in a follow up. But yeah, this is a free download and this just expands on what we discussed today. And maybe give some tangible examples of how you can leverage technology, if it's marketing campaigns, how you can critically think about the stages to put it all together and complete the food buying journey. I love it. And I would be remiss if I didn't advertise a little bit of the galley solution, our culinary operating system.
34:59I I really hope everybody feels like they learned something today. I certainly enjoyed having the conversation. You know Gallian Nut Nutri Slice have been partners for some time now. We have some shared customers and getting this digital information presented to customers only works if you've got it. kind of organized and easy to get to and easy to share.
35:22So if you're not already working with us folks, I'd encourage you to at least explore it a little bit. And I'd encourage you to spend more time with Nut Nutri Slice. 'cause it sounds like they're bringing a lot more to the table than just mobile or digital menus, which I was really glad to learn more about what you guys are doing and how you're thinking about that journey.
35:42Yeah, obviously everything starts with the operator, your experience as an operation. I think there's, in the, in today's day and age, there's so much to get done to provide hospitality that it's easy to just be consumed with everything that happens in your sphere of influence. And technology advancement is such that I think we need to become experts on how to influence things in this digital landscape off premise, where people are legitimately, wanting information and help to be a loyal customer for you.
36:18I love that. Okay. Well I think that wraps up this webinar slash podcast. And for the, those that don't know, Mike is hosting his own podcast called, Yeah, we have a podcast called Pass the Talks. Anyone out there who wants to join? this is just a chance to talk about best practices, what you're experiencing, what you do really well. we pull in from healthcare hospitality, corporate, dining colleges, university.
36:47Yesterday I had a, an incredible conversation with a chef who's now dedicated the past 20 years of his career to serving as many kids in a, just a, just outside of Philadelphia in school. So K 12 education. We just talk about all sorts of things. That's really fun, engaging just a few minutes. Once a week we drop a new episode and we have a good time.
37:09Check it out. Pass the Tots, Pass the Tots. Michael Craig of Nutri Slice. Thank you very much my friend. Congratulations on all the cool things you've built and the journey that you guys have been on and I appreciate the partnership. So for those of you that have some questions, we'll keep the lines open for a hot minute, but of, in that you are free to go and we appreciate everybody spending time with us on Zoom with Mike today.
37:32Thank you, Jason. Take care. Alright, cheers.