On my recent flight to Seattle, I had the most plain Jane lunch plate presentation ever in first class. It was literally a sandwich on the plate. Seriously?!!? No chips, cut up fruit, piece of parsley, a piece of lettuce with a tomato – nothing! The stark whiteness of the plate surprised me. Then I started thinking, why didn’t they at least put a nice red strawberry on the plate like they used to – what happened? Is Alaska Airlines cutting costs? How much could twelve strawberries cost? My impression of food in first class was not a “Wow” experience.
Has your senior living community cut too many operational costs too? Could it be affecting the first impressions of your community and keeping the occupancy down? Are you serving guests refreshments in real glasses or china? Or have you cut refreshments out all together or serve them in cheap syrofoam? Are there fresh flowers in the lobby? As you walk down the halls, are the walls streaked black from walkers and electric carts? Have the corner edges and doorways of apartments been banged and dented from electric carts? When was the last time you refurbished the lobby? Is the furniture getting old and tattered?
Marketing directors and sales people cannot work miracles! If your occupancy is down, invest in some “Wow Strawberries” to make a great first impression! It keeps your current residents and family members thinking positively about the retirement community. Happy residents can mean lots of referrals.
A chef in one of my Continuing Care Retirement Communities said, “The very first bite is always with the eyes.” When lunch or dinner plates are served in your senior living community dining room, what do they look like? Are they a “wow?”
The details make the difference…can you afford 12 strawberries?
Diane Twohy Masson is the author of “Senior Housing Marketing – How to Increase Your Occupancy and Stay Full,” available for sale at Amazon.com. If your curiosity is piqued to inquire on Diane’s availability to speak at a senior housing conference (CCRC, independent living, assisted living, skilled nursing or memory care) – please call: 206-853-6655 or email diane@marketing2seniors.net. Diane is currently consulting in Southern California for Freedom Management Company, the proud debt-free owners of Freedom Village in Lake Forest and The Village in Hemet, California. For more information: Twitter: @market2seniors Web: www.marketing2seniors.net Blog: http://marketing2seniors.net/blog/
The dining exerience is the focal point of the day for residents and well, most of us! Fresh, seasonal ingredients coupled with herbs, marinades and preparation techniques bring the experience to life. Many communities feel the rising cost of food means cutting quality and services. There is so much more that can be done to bring quality to an new level, reduce costs and create a dining service and hospitality environment that sets the community apart in their marketplace. Bring the dining, sales and marketing teams together to plan and create a WOW-Factor for your residents and guests…it’s the little things that make a difference!
The dining experience should be the strongest tool in the sales and marketing arsenal. Also, we need to give the same commitment to fresh, seasonal ingredients and quality to ALL levels of care…let’s change the paradigm in our industry.
Group: Senior Living Executives
Discussion: Is There A Strawberry On Your Plate – In Senior Living?
I agree very much with this. Little touches go a long way in making people feel special. And often they can be inexpensive but seem special, such as a plate garnish.
Posted by Charlene
Group: Senior Housing Forum
Discussion: Is There A Strawberry On Your Plate – In Senior Living?
ErvinRoy Barker • Great points and analogy Diane…thanks for sharing!
Group: Senior Housing Forum
Discussion: Is There A Strawberry On Your Plate – In Senior Living?
William Dobbs • Your blog post points to one interesting fact. Many senior living professionals don’t watch customers, residents, or ponder the user experience. Our entry into social media is starting to teach us a great deal about senior living operations!
Group: Senior Housing Forum
Discussion: Is There A Strawberry On Your Plate – In Senior Living?
Kim Prayfrock • Love this!
Group: Mature Market Experts
Discussion: Is There A Strawberry On Your Plate – In Senior Living?
Great Point! We only have one opportunity to put our best foot forward!~
Posted by Gina Rookstool
Group: The Go! Healthcare Marketing Insider
Discussion: Is There A Strawberry On Your Plate – In Senior Living?
It is always in the details that we find satisfaction. I knew a chef who would always say ‘People eat with their eyes’ I think we do that with most things!
Posted by Cheri McKee
Group: Senior Assisted Living Sales, Marketing & Operations
Discussion: Is There A Strawberry On Your Plate – In Senior Living?
Excellent point to keep in mind…thanks for reminding….
Posted by Andy Wojdula
The quality varies widely from facility to facility. A great deal involves the ED and the corporate leaders. If the ED is is very greedy and only cares about his/her bonus check for coming in on budget and with high profits, without regard to quality, the results will be disappointing.
The quality that has sunk the lowest is in the nursing homes, due to federal and state cutbacks. The people who need the most care are getting the least in every department. It is very sad.
The folks are living in with substandard care on daily basis for the rest of their lives. They do not have the opportunity to travel first class and fret over a strawberry. Your point is well taken.
The upscale independent senior living facilities are faring much better.