How do you measure the success of your Food Hero dish or drink and the impact of the campaign?
Any campaign worth its salt needs to have an indication of whether it’s hitting the right note with consumers and, more importantly, is working for the businesses involved. With that in mind, we’ve identified three key areas for measuring the success of Plate up for Glasgow.
1. Customer engagement
Two easiest ways of measuring customer engagement with the campaign are in-house and online engagement.
When diners are looking to order, encourage staff to point out or promote your Food Hero dish/drink and highlight the Plate up for Glasgow campaign. Gauging responses to the dish and the campaign message both verbally and by the number of dishes sold will give you a sure-fire indication of how well it’s going down.
Similarly, looking at the number of likes, comments, and number of post shares from any social media content relating to the campaign is a great indicator for whether (and how) diners are engaging with the dishes.
2. Food waste ‘weigh in’
Measuring amount of food diverted from landfill
One of the key campaign aims is to reduce food waste in Glasgow’s hospitality sector, so we’re looking to measure the amount of food that has been rescued from the bin and put into use. While this might sound complicated or time consuming, we also don’t expect you to go into the fine details.
Many waste management companies measure waste on collection and can provide you with the breakdown directly. If you don’t already receive this, why not speak to your waste company and see if it’s something they could do for you. That way, you’ll be able to compare the amount of food waste generated at the beginning and the end of the campaign.
If this isn’t possible, we’ve also provided a user-friendly resource and cheat sheet to simplify the process of weighing and documenting your food waste.
Download the Guardians of Grub 7 Day Food Waste Tracking Sheet here.
3. Revenue gained from rerouting produce back into dishes
Measuring the business benefit of reducing waste
As well as its environmental impact, food waste costs hospitality businesses a fortune. As part of the post-lockdown recovery, we’re looking to measure the financial gains that can be made by reducing food waste.
Based on the number of Food Hero dishes or drinks sold, businesses can measure their equivalent cost savings as a result of the campaign. We know profit margins are something businesses are already pretty hot on, but for those who’d like an extra hand, we’ve included a food waste calculator from Zero Waste Scotland that can also do the maths for you.
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The application deadline is Friday 22 October 2021.