Using your food service department as a marketing tool.

Dietary managers across the country are implementing creative food service marketing concepts to better satisfy residents. Since satisfying current clients is undoubtedly the first step in attracting new ones, one of the best ways to market your facility is through your food service.

When I visit nursing homes, I am always struck by the fact that residents line up near the dining room long before mealtimes. Also, when family or friends call, conversation invariably turns to food. "They served turkey and stuffing yesterday," or "We had warm cookies and cold milk as an afternoon snack following craft class." It's evident that, for many residents, meals are a high point in their day.

Increasing Its Marketability

When an individual is evaluating a nursing home or retirement community, the tour isn't complete without a visit to the dining room. Put yourself in the prospective client's position. If you tour two homes and give them equal marks for quality of care, accommodations, price, etc., but one facility's food service sets itself apart from the other, the obvious selection will be the facility with an excellent food service program. In particular, if your facility has not yet followed the trend towards restaurant-quality dining, it may be a wise business decision. Carefully chosen window treatments, wall coverings, and lighting can transform your institutional dining room to an eating room with ambience and pizazz.

Even if budget constraints preclude you from remodeling the dining room or investing in new furnishings, there are dozens of simple and inexpensive things that can be done to add a touch of class to mealtimes. Begin by making sure meals are aesthetically pleasing. Ask your dietary manager to develop guides for plate arrangements.

For residents on special diets - such as puree or full liquid - attractive presentation is even more critical. Interesting serving dishes, appropriate spices and colorful garnishes are easy tricks that make a positive impression on the client.

Re-evaluate your tableware. Many facilities have moved from plastic plates and paper napkins to china and linen napkins in an effort to upgrade. At some facilities, music is piped in for residents to enjoy while dining. And make sure printed menus are attractive, and that they describe meals in appetizing, descriptive terms. "Seasoned rotisserie chicken" certainly sounds more enticing than "chicken."

Service - Another Important Ingredient

Although aesthetics are very important, service is also of paramount importance. Residents expect - and deserve - to receive prompt and courteous service from waitstaff. As an administrator, it would be a good idea to periodically eat in the facility dining room. Discuss your impressions with the dietary manager. Waitstaff should be friendly and helpful - the same qualities you expect when dining at a restaurant. Some facilities have taken the helpful staffing issue another step and have a "hostess" who assists wheelchair-bound residents and others to their tables.

Freedom of Choice

Along with the concept of restaurant-style dining comes more food choices. At some facilities, residents choose among several meal options. Offering reasonable choices and some flexibility in serving times helps residents feel like they have some control over their surroundings. Occasional buffets are a great way to offer residents' varied food choices.

Theme Meals

For some added fun in the dining room, dietary managers should prepare special "theme meals." Meals might include a "Mexican Fiesta," featuring tacos or other south-of-the-border fare; a "Taste of the Orient," meal with egg rolls, chop suey, and fortune cookies; a "Hawaiian Luau," featuring festive pineapple coolers and island fare. Decorations can help make the meal even more colorful and special. Encourage your dietary manager to be creative and involve residents in planning special events. Send press releases and photos to local newspapers to inform them of your activities.

Serving the Community

Nursing homes can market their food service to the community in a variety of ways. Some provide meals for the homebound elderly or cater community events.

Many nursing homes invite residents' families to dine at the facility on predetermined days for a small fee. Holidays, birthdays, Mother's Day, Grandparents Day, and other special occasions offer a great opportunity to bring the family or community members to the resident to share a meal.

Closing Thoughts

It's important to make the food service a very visible part of your facility's promotional brochure. Everyone likes to eat - and they like it even better when it's something extra special.

Your bottom line will like it, too.

William St. John is executive director of Dietary Managers Association, a professional organization representing nearly 14,000 dietary managers employed in long-term care, hospitals and other non-commercial settings.