“No one really had this in their playbook.” That’s what one conference planner said in a recent New York Times report about how the pandemic has forced changes to conferences and business meetings – and the hospitality surrounding them. Restaurant operators who hosted events before the pandemic have faced an equally steep learning curve. Now, as guests begin returning to dining rooms and we all look forward to being able to safely gather in larger groups for parties, weddings and less formal celebrations that have been put off in recent months, how can you plan accordingly? If you’re feeling ready to take bookings for events later this year and into 2021, your event management protocol will naturally need an update – and it’s something you can promote to your guests now to encourage their business and demonstrate your commitment to keeping them safe when they gather. As you think about replacing buffets and self-service stations, how can your menu, service model and staffing plan flex to accommodate it? Can you cover or wrap food items, plates and utensils to minimize cross-contamination? Serve individual plates to guests either at the table or in a buffet line? Transition to fixed menus that minimize waste and are easier to prepare and serve? Adapt your indoor and outdoor spaces to ease traffic flow and allow for better ventilation? Your service agreements – both with guests and any vendors you use – may need an update as well to help protect safety and ensure you are protected legally in case lockdown measures force cancellations down the line.
The reopening of restaurant dining rooms across the United States has been a study of extremes, whether in terms of guests’ responses to restaurant reopenings, operators’ willingness to enforce new health and safety guidelines, or even the guidelines themselves. As we enter the summer months and jurisdictions look to accommodate outdoor dining in previously unseen ways, we’re likely to see an even broader range of approaches to kick-starting restaurant sales. While your state and local authorities detail the precautions your business must take to protect against the spread of COVID-19, there is also room for some imagination within the rules you must follow. Hearing from operators who have deftly maneuvered through their own reopenings may help you sidestep some challenges (or even just plain awkwardness, like how to go about confirming the accuracy of orders when everyone in your establishment must wear a face mask, or determining how guests can best store their masks while they eat). A new website launched by Team Four Foodservice, www.foodserviceceo.com, can serve as a guide to the many guidelines restaurants are following right now. The site includes information from health and safety authorities but also recommendations from industry consultants. It may offer you some ideas that make sense to implement in your business. In any case, leaning on your network of restaurant operators as you reopen can help you tackle existing challenges and anticipate potential ones.
Does your menu look different right now? Scrutinizing it will help you make sure you’re not only staying on trend but are also providing value, minimizing waste, spending money wisely, considering the production capacity of your staff, and offering foods that are best suited to where customers are most likely consuming them – whether that’s in your dining room or off-premise. New research from MicKinsey entitled “How Restaurants Can Thrive in the Next Normal” advises operators to start out by offering their usual menu, emphasizing core dishes and comfort foods. Then attract customers to your value items and upsell from there. It will likely be necessary to reprice some items to compensate for current market fluctuations. A separate report from Johnson & Wales advises operators to identify ways to reduce the work needed to prepare menu items, particularly if they’re working with a scaled-down team. Consider keeping a mix of proteins, pasta and vegetarian items on hand, then rotating in a new category on a two-week rotation to keep things interesting. Even if you have a loyal following looking to come in and dine with you, your current seating capacity guidelines limit how many in-house meals you’re able to serve. When in doubt, err on the side of bolstering your takeout menu and offering items that travel and reheat well.
The experience of sitting down at a restaurant, ordering a favorite meal and enjoying the service is something so many people are craving right now. But for a lot of operators looking to reopen, the math doesn’t look workable – at least right now. The need to create extra space between tables, significantly reduce overall capacity and limit the kinds of in-person interactions that once helped define service will lead to a further reduction in previously slim margins. So what are operators – particularly those relying on full-service business – to do? Take the creativity you used to develop your business, menu, brand and service and channel it into reinvention. With so many small businesses trying to keep sales flowing, it’s a time when experimentation is needed and missteps are more easily forgiven. Depending on the flexibility of your space, whether you own or lease your property, what extent you can adjust your restaurant’s layout and hours, and the limits of your imagination, you may be able to make sweeping changes. Do you serve a popular seasoning, sauce, wine or other item that can be packaged and sold in a corner of the space you once used for seating? Can you open a small greenhouse in your parking lot and grow foods for sale – or even for your business use at a time when staples like lettuce can be difficult to source? If off-premise dining becomes the norm in the long term, can you restructure your space to accommodate a deli case full of sandwiches and salads to go or expanded catering options? At a minimum, take a close look at your menu to ensure you are maximizing your revenue while seating capacity is limited. People who enter the restaurant industry tend to have vision, learn on their feet, and carry on in the face of risk. It’s time to use all of those traits to your advantage.
With weeks of lockdown still ahead for most of the U.S., we’re all yearning to return to “normal.” But until there is a COVID-19 vaccine or some kind of medical treatment available that helps people manage the worst effects of the virus, we are likely looking at continued social distancing in some form. Even if restrictions ease and people are no longer quarantined in their homes, it’s unlikely they will be gathering in large groups to do the kinds of socializing and celebrating that restaurants have, until recently, been able to accommodate. But can you envision a halfway point for your business? In order for businesses to participate in the gradual reopening of the economy, they will have to adopt new practices to help ensure the safety of their employees, suppliers and customers. Will you be able to create adequate space between tables in your dining room, between servers and customers, and between employees? If so, how might this affect the number of tables you turn and staff you employ during a shift? How can you adapt your usual methods of serving food and pouring wine to allow for distance? Can your employees safely get to and from work while maintaining social distancing? Can you adopt no-contact practices for accepting and inspecting deliveries? Is it possible for you to adopt all of these measures while continuing to employ any business-model shifts you are using now to help bring in business, such as selling meal kits and specialty ingredients or providing curbside pickup? Thinking through the possible scenarios now and developing a plan can prepare you to quickly ramp up business – and avoid having to make major decisions on the fly – in the months ahead.
The restaurant industry is a community – and those community connections are providing a lifeline for businesses that need support right now. Beyond government stimulus programs, there are new resources coming about on an almost daily basis in an effort to help restaurants manage through the volatility of these months. One new resource to look to for information and basic moral support is the Coronavirus Facebook group, Coronavirus in the Food and Beverage Industry, for people working in the foodservice industry. The food and beverage market intelligence company Winsight formed the group, which had nearly 4,000 members as of this writing. At a time when it can be hard to keep track of quickly changing news and the formation of new groups aiming to provide industry support, the group is a good one-stop shop for information about topics ranging from COVID-19 news, to restaurant technology, to sources of aid for foodservice businesses. Recent posts included information on new restaurant relief funds, sources of interim employment and discussion on how businesses can maximize the Paycheck Protection Program in the Coronavirus Aid, Relief and Economic Security (CARES) Act.
On March 26, President Trump signed the CARES Act stimulus legislation into law. The law provides support for restaurant and foodservice owners and workers in the form of payroll incentives, employee benefits, emergency grants and tax relief. (The National Restaurant Association provided a summary of the CARES Act’s benefits to the industry. https://restaurant.org/Articles/News/CARES-Act-provisions-whats-in-it-for-restaurants ) But will the benefits go far enough? Chef Tom Colicchio says no – particularly in the case of independent restaurants. Colicchio is founder of Crafted Hospitality and a visible member of the Independent Restaurant Coalition (IRC), a newly formed group that is aiming to help save local restaurants impacted by COVID-19. The CARES Act’s Paycheck Protection Program, a key part of the new law, lets owners of restaurants with fewer than 500 employees apply for a loan of up to $10 million or two and a half months of payroll, whichever is less – and Colicchio said in an interview with Forbes that he thinks it is unlikely the industry will be back on track in that time frame. He is now working with the IRC to advocate for a six-month income replacement program worth $440 billion. Restaurants of any size could benefit on the condition that they continue to fully employ all restaurant staff, as well as pay rent and suppliers to keep money moving through the supply chain. The coalition is aiming to build a strong, united voice that can address lawmakers about what support the restaurant industry needs right now. In addition to providing daily legislative updates, it provides people on its mailing list with a social media toolkit, calls to action that can help operators mobilize their communities and networks, and key messages to use when speaking to the media to help get the word out about what independent restaurants need right now.
Goodwill is going an extra-long way right now. To be sure, the restaurant industry is hurting and crucially needs its own support, but the efforts that operators are taking to show appreciation for healthcare workers and other first responders are earning an extra dose of gratitude from their communities. Social media is packed with images of items ranging from donuts to salads to ice cream that are being donated to healthcare workers. Other brands are making headlines for offering free delivery or discounts to people working on the front lines – and even to many other workers who have been laid off in recent weeks. If your restaurant is among those offering generous promotions right now, tap into your local media and regional neighborhood groups to help spread the word: They are likely assembling lists of operators who are showing some goodwill to their communities. You can also show some extra care to customers who are already part of your loyalty program by making it easier for them to earn points on their favorite dishes and pushing redemption dates ahead on the calendar to when times improve. Even if you’re not operating near capacity right now, you can look at this time as an opportunity to pay it forward somehow and build a rock-solid base of loyal customers – because you’d better believe that the people you go out of your way to help at difficult times like this will be supporters for life.
In restaurants just a couple of weeks ago, having a solid plan for off-premise business was highly recommended but perhaps not essential. Well here we are – and for restaurants across the nation, takeout has suddenly become the only option to allow business operations to continue for the time being. Whether you offer off-premise menu items such as takeout meals that customers can pick up outside your door, or you have food delivered, restaurants can play an important role in providing a sense of normalcy and community in these unsettling times. Try to think of your menu and marketing in a new way. What items available through your regular suppliers can be included in care packages to be sent home with people who are house-bound right now? Can you create meal bundles complete with appetizers and comfort food that may appeal to families looking for relief after a day of managing remote learning? Do you have a popular house-made beer that people may crave to relieve some stress at the end of the day? (Note that state regulators have begun to allow delivery of cocktails.) Can you create partnerships with other restaurant operators to pool resources on a temporary basis? How can you think outside of the box and provide food and some much-needed positivity to your customers through the weeks ahead? When spreading the word about your takeout options, think beyond the usual channels – on your social media and email list, encourage people to help promote you to friends at their schools, houses of worship and other local organizations that are eager to help people in your community the weeks ahead.
For many restaurant operators around the U.S., recent weeks have been a stressful blur of trying to keep business open, keeping themselves and their staff safe and healthy, and easing the fears of customers who have been receiving mixed messages about whether or not they should visit restaurants. It’s a time when restaurants need support in many forms – and an important time to lean on your network, at both national and local levels. Consider supporting the National Restaurant Association’s efforts, as well as grassroots efforts underway through Change.org to urge Congress to pass a plan that helps restaurants recover. Food + Tech Connect is assembling a growing list of resources that restaurants can turn to, and Food & Wine has assembled resources too. Also look within your community and join forces with other foodservice organizations to collectively benefit from scale. For example, the Restaurant Response Program in New York is bringing together 30 restaurants in the city, giving them a sum of $40,000 to use their existing food supply and operate as a pick-up/delivery-only food distribution center for a short term. In San Francisco, Instagram cofounder Mike Krieger launched SaveOurFaves, a directory of local restaurants selling gift certificates to help them offset lost income due to COVID-19. In other cities, restaurant operators are forming online groups where they can share each other’s business needs and collaboratively approach the community and legislators for support from a single point of contact. At Team Four/Value Four, we have created a working group to develop customer-centric strategies and services to help your business recover and build sales momentum. We are committed to helping our customers weather the current challenges and continue to support you as life begins to return to normal – and it will.
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