Last updated on June 15th, 2023
Residential living communities are becoming more popular for seniors, with many seniors choosing them as their permanent place for retirement or assisted living care. The increased demand means that your community will more than likely be inundated with requests for tours or general information. You’ll have to put your best foot forward to potential residents and their loved ones, while still portraying a realistic picture of daily life.
The emerging generation of seniors is focused on more than just the amenities; they want to know about the experience of current residents, the culture, and the overall operation of the community they’ll be living in. Prospect-centered selling, a technique that addresses the more nuanced needs of Baby Boomers and other seniors, allows you to become familiar with potential residents through more creative ways like building lasting relationships through meaningful conversation and thoughtful engagement. Showcasing your dining program is one effective way to do that. But what is the best way to show potential residents what makes your food program different?
Sell to the Customer’s Stomach, Not Just Their Wallet
Everyone loves a good deal. Pricing and a person’s budget are often one of the first topics brought up in a sales-focused conversation. However, while it’s important to let potential residents know if your facility fits into their budget, giving them a taste of what life is like in your community is equally as likely to draw them in.
Although the dining program probably isn’t the first thing to come to mind among the many amenities that make your community stand out, it’s actually one of the most essential parts of a senior’s daily life. Building community through food is a way to engage both older and younger potential residents. After they finish a tour, sit down with them for a meal. When associated with a positive culinary experience, memories are stronger and last longer in the brain. With a partner like Culinary Services Group, visitors won’t forget how tasty and flavorful their meal was. Other ideas to spice up a visitors’ dining experience are:
- Have guests on a themed dining night. Whether it’s an Italian night, Mardi Gras celebration, or holiday dinner, themed meals are a great way to engage both current residents and new guests. When you partner with CSG, we offer a monthly calendar full of ideas for your community to follow!
- Incorporate foods from residents’ cultures. Residents will undoubtedly feel more at home when they can eat their favorite meals. By adding a touch of nostalgia to every meal, you will help them keep their happy memories alive in their new environment.
- Feature the story behind the meal. With the help of our dietitians, your community will have access to nutritional education for every meal. Let your visitors know what’s special about the food they’re consuming and how it benefits their health.
Promoting your dining program is also a large part of incorporating it into your sales platform. Networking in your community and developing partnerships through food creates meaningful ties with people and a potential new revenue source for your facility.
Catering to Diverse Preferences
As the population of Baby Boomers in residential communities grows, so does the amount of diversity. Regardless of age, ethnicity, or socioeconomic background, these seniors value different things in a living space than the generations before them. Whether it’s a more upscale dining experience or a more diverse array of meal choices, today’s seniors do have higher expectations.
According to data from the New York Public Library’s collection of restaurant menus dating back over 120 years, the food preferences of the general population have also changed. While the Silent Generation valued eating at home more, people in the Baby Boomer generation tend to eat out more. Because of this, they are more accustomed to foods fine-tuned to their needs with unique flavor palettes. Baby Boomers are also used to larger portions, meaning they may expect larger quantities of food on their plates.
With a better understanding of physical and mental health, it’s common knowledge that the more nutritious a diet, the better. Based on this, seniors will anticipate a higher food quality than in the past. More older adults are also turning to vegetarian or vegan diets for health reasons, like reducing the risk of chronic diseases, and for preference. Farm-to-table options are common and readily available, making it essential that senior living staff partner with farms and organizations to include locally grown foods in their menus.
Keeping up with these expectations is important to not only potential residents but also their families. Because children are more involved with their parents’ care now than ever, taking their opinion into consideration is also a key part of the selling process.
Changing the Narrative Around Residential Communities and Food
Creating a comfortable residential community life is all about making residents feel at home. The days of eating plain, small meals are long gone. Instead, seniors are looking for environments that can provide them with a schedule of nutritious, fulfilling foods. At Culinary Services Group, this is a major part of our philosophy; we want to change the narrative of the traditional dinner in a senior living facility. By creating a comprehensive dining program and nutritional strategy, we help older adults and the staff that take care of them thrive. From on-staff dietitians to carefully-selected and nutritious meals, our dining programs are a major selling point for many potential residents. Contact us here to learn more about partnering with us and upgrading your community’s meal plan.
