Senior living operators are transforming their approach to sales and marketing by utilizing dining as a key selling point. In 2024, culinary teams are going above and beyond to showcase health-focused, organic options and innovative food programming during community tours. This shift is in response to changing expectations from prospective residents, who are well-versed in senior living options and seek a high level of service, programming, and lifestyle choices.
Operators like Mather Communities and Experience Senior Living are redefining their dining experiences to resemble upscale restaurants, with diverse menus and special events to cater to modern tastes. Marketing menus has become crucial for staying competitive, with an emphasis on organic and healthy options. Personalization is key, with operators like Health Dimensions Group focusing on building relationships with prospects through memorable dining experiences and resident ambassador programs.
Effective communication between leadership and frontline teams is essential for delivering a cohesive marketing message. Culinary teams are utilizing social media and cooking competitions to showcase their talent and change outdated perceptions of senior living dining. By highlighting their culinary programs, operators are setting themselves apart in a competitive market and appealing to the preferences of today’s discerning seniors.
