Top Challenges in Restaurant Recovery—and How to Address Them

Restaurant operators are likely feeling some whiplash. After the abrupt shutdown in 2020, the foodservice industry has been through a rollercoaster ride of recovery. As the foodservice industry is starting to come back, operators are still dealing with supply chain issues, labor strains and inflation. Industry research shows that the number of restaurants in the U.S. may not return to pre-COVID-19 levels even by 2026.

Yet if any industry deserves to be heralded with the term “resilience,” it’s restaurants. Fortunately, there are ways to address the top three challenges they face.

Restaurant Recovery Challenge #1: Staffing Shortages

While staffing has often been a struggle in the restaurant industry, the problem has never been as acute as it is today. 62% of operators say they don’t have staff to keep up with demand, and 80% say they struggle to fill open positions.¹

One oft-embraced solution is implementing technology, including self-serve kiosks and payment digitization, which allows consumers to complete time-consuming processes themselves, freeing up staff to focus on more labor-intensive tasks such as ensuring optimal food quality, safety and freshness.

Streamlining the menu and food prep is another way restaurants can cope, according to Dan Finkelstein, senior business development manager for Mars Foodservice. “Ingredients can be bulk prepped ahead of time for quick assembly, and then diners can customize them to their liking with almost limitless flavor options,” he said.

Restaurant Recovery Challenge #2: New Ways of Service

As dining rooms closed, restaurants relied on delivery, takeout and drive-thru to bolster their bottom line, and their relevance prevails. However, using these as the predominant format presents challenges for any kitchen, let alone one that is short-staffed, pointed out Mike Buononato, chef and senior vice president for Creative Food Solutions. He suggested menu solutions as a key asset. “One great example would be utilizing a rice bowl or wrap, as they are an all-in-one item that requires less labor and packaging.”

In addition, these portable products deliver unmatched hold time. “Food that travels doesn’t always travel well,” Buononato noted. “While a bowl or wrap can be assembled faster at the operator level, it also is less susceptible than most menu offerings to flavor and texture degradation over time, which delivers better quality to the consumer.”

While these menu items check all the boxes for today’s service needs, they’re also on-trend with Gen Z and Millennials. In fact, menuing database Datassential’s SNAP! predicts that rice bowls will grow 18% on menus over the next four years and states that more than half of consumers love or like rice bowls.²

Restaurant Recovery Challenge #3: Profitability

As operators grapple with profits squeezed by inflation, higher labor costs and fluctuating demand, they are seeking menu items that please diners’ palates (and wallets) while allowing them to retain margin.

After months of food pricing increases and inflationary pressures, wholesale food prices remain elevated, according to the National Restaurant Association, despite slowing growth.³ In addition, restaurants are coping with ingredient shortages spurred by ongoing supply chain constraints, a situation that often forces them to replace menu items.⁴

That’s leading restaurant operators to depend on affordable staples such as rice, which provides a hearty base and allows them to potentially pare back on other costly ingredients. It also is incredibly adaptable as restaurants scale their menus up and down to accommodate necessary substitutions and contend with unknown demand.

“Superstar ingredients are those that can be customized with different flavors to meet a wider variety of customer taste preferences, and from global-forward to plant-forward, rice and grains hit the mark,” Finkelstein said. “They require no special storage or handling yet can make a significant impact across the menu from today’s hottest offerings like bowls and wraps to salads, soups, veggie burgers, parfaits and even pancakes.” In addition, excess rice and grains can be frozen and reconstituted the next day, leading to less food waste.

Mars’ Finkelstein said he believed some of the best menu innovation in the industry was based on necessity. One solid approach he recommended for overcoming supply chain issues is a rotating menu that leverages what’s available to keep costs down, which also keeps your menu fresh and exciting for loyal customers.

For greater profit potential, he recommends adding nutritional callouts on the menu where applicable, as customers will pay a premium for many, including whole grain offerings.

A Menu Staple That Delivers 

With all these benefits, it’s easy to see why bowls and wraps appeal to restaurant operators, but above all, they deliver what diners crave in terms of satisfying, healthful options. 

Buononato said he depends on BEN’S ORIGINAL™ as a versatile blank canvas that can be paired with a never-ending array of ingredients and flavors, which allows him to create menu offerings that address labor, convenience and supply chain issues without sacrificing the integrity of the dish.

“Continuing to keep customer needs first is the hallmark of great restaurants, and given the popularity of bowls and wraps, it makes good business sense to have them on your menu,” he said. “Have fun experimenting within these formats, and trust that BEN’S ORIGINAL™ will help you deliver the eating experience that will keep them coming back for more.”

1 Open Table, “The restaurant labor shortage: how we got here and a 2023 update”
2 Datassential, SNAP™, May 2023
3 National Restaurant Association, Food Costs
4 CNN, “These restaurants are facing ingredient shortages. Here’s how they’re coping,” August 2021