The terms “Shop Local” and “Small Business Saturday” have gained popularity as people acknowledge the benefits of choosing their independent, locally owned shop instead of a large nationally-business Supporting small businesses helps stimulate your local economy. The money you spend is often being put back into your community. Locally owned shops and restaurants make your city and town unique, chains can be anywhere, but many independent businesses are one of a kind. Choosing a local coffee shop or bakery over Starbucks and Dunkin’ Donuts helps gives business to a small business owner, helping them stay in business and not run out of business by a large corporation or chain.
Why Restaurants Choose Local Businesses
Fresher Foods
Fresh foods taste better. Restaurants can choose to get their meats, seafood, cheeses, and produce from local farmers and suppliers rather than purchase from nationally owned suppliers that have to ship the goods over thousands of miles. It may not be possible for every ingredient and requires seasonal menu offerings, but the taste and local support cannot be beaten. Meals in the US take around 1,500 miles to get from the farm to the customer’s table (https://cuesa.org/learn/how-far-does-your-food-travel-get-your-plate).
Premium price
Customers are willing to pay a premium price for locally sourced and sustainable goods (https://lib.dr.iastate.edu/cgi/viewcontent.cgi?article=2347&context=etd). Foods labeled as organic and local are seen as tasting better by consumers (https://www.theguardian.com/lifeandstyle/wordofmouth/2014/apr/22/local-seasonal-produce-taste-better). Local produce can travel at peak ripeness, as they are traveling shorter distances. Local farms and butchers may charge higher prices, but customers are willing to pay more too. Local farms are more likely to offer organic produce, meats, and cheeses, which customers enjoy.
Marketing
Restaurants can use local sourcing as a marketing tool. Customers enjoy businesses that support other local businesses. Farm-to-Table is a newly coined term for restaurants that use local farmers and butchers to supply their ingredients. Local food can feel more authentic and give customers a unique experience, especially to out-of-towners.
Eco-Friendly
Customers are able to get altruistic fulfillment through choosing a menu item or restaurant that supports local businesses; they feel like their dining choice has rippling positive benefits. Current food trends lean towards health and sustainability. Organic menu offerings are seen as healthier and more environmentally friendly. The National Restaurant associate found that 34 percent of customers felt organic or environmentally friendly food was an important factor for restaurants (http://www.restaurant.org/Manage-My-Restaurant/Food-Nutrition/Trends/6-strategies-to-integrate-locally-sourced-food).
New Meal Ideas
Local foods are often seasonal, which can lead to new ideas for specials or menu items. Starbucks created a new trend with their Pumpkin Spice offerings that are only available in fall, which is pumpkin season. Seasonal menus can drive sales for certain customer favorites that they know will only be available for a limited amount of time. Seasonal menus also present a marketing opportunity to push new items and specials based on special seasonal ingredients.
Support Other Small Businesses and Build Relationships
You may be surprised to find better deals and discounts when doing business with other small businesses. Free food, leads, and positive word-of-mouth goes a long way with local business. Needing a new website? Try using a local graphic designer and web builder. They may be willing to lower their price if they can advertise on your website and if you spread the word to other restaurant and businesses that could use their services. Instead of choosing a large corporate point of sale company, customer loyalty, online ordering, or digital signage, use a local business. Local businesses can usually offer better prices, customer service, and reliability. When you need customer or tech support, you can connect with a real, local employee (who probably knows you by name) and be given top priority.
You are never just a “number” to a local business, you are part of the family. They value your business and will to go the extra mile to make sure you are happy. Large national companies are not able to give customers the one-on-one attention that small, local businesses can. You can cultivate relationships within your community, giving mutual support, spreading positive word of mouth, and referring leads. Local independent businesses provide an experience and customer service that national businesses often cannot compete with.