Editorial Board   Guest Author

Mr. Clark

Jeff Clark

Manager, Sustainability & Nutrition, Member Engagement, National Restaurant Association

Jeff Clark manages the sustainability and nutrition restaurant education and engagement programs at the National Restaurant Association. He is a passionate advocate for helping the restaurant industry shift towards more environmentally friendly behaviors through minimizing energy and water use, sourcing food with the environment in mind, and minimizing food waste.

Mr. Clark has performed energy and water audits in restaurants and is actively working to reduce food waste both as part of the Association efforts and via the Food Waste Reduction Alliance. He is also relaunching and revitalizing the Association's Kids LiveWell voluntary initiative, where participating restaurants provide healthier-for-you kids meals with reduced calories, fat, and sugar.

Mr. Clark speaks regularly to the public and restaurateur audiences about environmental issues, helped create more than 80 online educational videos, and crafts sustainability reports like The State of Restaurant Sustainability, 2018 Edition and the Fats, Oils, Greases Toolkit.

When he is not working, Mr. Clark is experimenting with food waste recycling in his Bethesda, MD backyard via regular composting and vermicomposting. He uses this compost in a family garden with his wife and two young children. He is also an avid photographer, foodie, and traveler.

Like many individuals, Mr. Clark's first job was in the restaurant industry. He scooped ice cream for three years while in high school (favorite flavor: chocolate peanut butter). Mr. Clark worked at seven different restaurants as a server and bartender, while earning two degrees: a Bachelor of Science in physics from the University of California, Santa Cruz and a Master of Public Policy from Duke University.

Please visit http://www.restaurant.org for more information.

Mr. Clark can be contacted at +1 202-973-5389 or jclark@restaurant.org

Coming up in February 2020...

Social Media: Social Listening Tools

The reach and influence of social media is staggering. Nearly 3 billion people use social media daily, posting a range of messages, selfies, images, and everything in-between. According to HubSpot, almost 4 million posts are uploaded to the major social networks every single minute! That's an astounding amount of content and it is crucial for hotels to skillfully use social media in order to effectively compete. From establishing a suitable brand identity and voice to creating content across all the major networks (Facebook, Twitter, Instagram, Pinterest, etc.), the goal is to actively engage consumers and to eventually convert them to customers. Some hotels are initiating online contests as a way to attract new customers, while others are rewarding customers with discounts who subscribe to the their email lists or follow their social media pages. Another recent strategy is to employ social media listening tools that track what people are posting online about their businesses. These tools allow hotels to monitor - or listen to - what's being said about a brand across the entire social web, and this can prove to be very valuable, unfiltered information. Social listening permits hotels to be aware of people's opinions about their business, industry or competitors, and some of these tools even listen beyond social media platforms. They also monitor publicly available information on blogs, forums, news outlets and websites. Some listening tools are more focused on gathering and analyzing data, while others offer more engagement-oriented features, which allow hotels to interact with people right from the platform. Often the information that is gleaned from these listening tools ends up being the most authentic, unbiased insights a business can get. The February Hotel Business Review will document what some hotels are doing to successfully integrate social media strategies into their operations.