The holidays are coming – though they are likely going to look a little different this year, with fewer work gatherings and indoor celebrations filling your dining room every night. But can you still make it a season of goodwill? If you’re looking at a likely downturn in business this year because of capacity restrictions and virus infection upticks, how can you use this time to ensure that you’re still taking care of the customers who can help you come back stronger in 2021? A recent Business Insider report shared the out-of-the-box ideas that Geoff Tracy, the chef owner of several Washington, D.C. area restaurants, has implemented in recent months. He and his teams took on a number of goodwill projects in the early weeks of the pandemic, including offering free car washes for customers and even calling their top-500 loyalty point members and offering to pick up prescriptions, drop off dry cleaning and give rides to doctor’s appointments. To be sure, these aren’t the kinds of tasks his staff signed up for when they started working with him. But the next time Tracy’s customers are looking for a takeout meal – or their first indoor sit-down meal after the pandemic – how could they consider ordering from anyone else? At a time when celebrating looks different, tap into your service mindset. How can you help brighten the day of your best customers? Maybe it’s with a custom meal package created for a loyal guest isolating at home. Maybe it’s something your restaurant has never done before that could supercharge guest loyalty like never before.
In 2020, even Daniel Boulud has needed to be creative about finding new sources of financial support. Bloomberg reports that Boulud, who just opened a temporary restaurant in New York City, accepted luxury-product sponsors ranging from a coffee company to a vineyard to help fund the renovation of his new Mediterranean-style dining room and staff uniforms. Granted, Boulud has strong name recognition and a high-end clientele to his benefit. But his story is an example of how a community – whether that be neighborhood patrons, businesses serving a similar demographic, or large corporations that rely on a strong local economy – can come together to support restaurant businesses in recovery. This year has forced restaurant operators to think beyond conventional boundaries. As businesses look to find a sustainable path to recovery, there may be opportunities to partner with others to help pave the way. Could you solicit sponsorships from local companies to help make needed improvements at your business – and look for ways to credit them (and promote their products) both within your restaurant and on your online platforms? Could you contact organizations your restaurant has donated to in the past to encourage them to place orders with you? Are there any opportunities to partner with other restaurants who lack suitable outdoor space and open a winter-time outdoor dining area offsite? Communities need local businesses to thrive. What people and organizations can help you stay the course?
While the news headlines may be gloomy, don’t lose hope – there actually are foodservice operators who are managing to make lemonade from a whole lot of lemons right now. The ones forging a way through these stressful times are getting creative: Wingstop, which is experiencing an uptick in sales right now, is tapping into an oversupply of chicken and offering a free delivery promotion that is driving sales. Farmers Restaurant Group has shifted to a bodega concept that sells meal kits customers can schedule for pickup using OpenTable. Another operation that has nimbly shifted its approach is Front Burner Restaurants, which operates eight restaurant brands in six cities in the southern U.S. At the start of the pandemic, Front Burner had to furlough 4,000 employees, but it quickly shifted gears to create Furlough Kitchen, a non-profit concept that offers one free meal kit a day from its restaurants to hospitality workers who have been furloughed as a result of COVID-19. Through the support of community donations and anticipated federal stimulus funding, the company rehired employees working in its catering operation, as well as some of its hourly employees who take orders, post on social media and carry food out to customers for curbside pickup. Regular customers, suppliers, vendors and others in the community have been generous with donations and other support, and tips are collected into a pool that is distributed on the pay cards of furloughed employees. Furlough Kitchens currently has two locations and expects to open five additional locations from its existing restaurants soon. In a recent Restaurant Business podcast, Front Burner CEO Randy Dewitt said they are currently funded through the next 60 to 90 days. He thinks that finding a way to keep his restaurants open – even if they’re not profiting right now – should help with their eventual recovery. The community goodwill he is building in the meantime won’t hurt.
Your restaurant’s values play an increasingly important role in engaging guests these days, and as the holidays approach, your charitable giving efforts can help you demonstrate your values to consumers. Fortunately, technology can make the process seamless for you. Consider using a platform like GroupRaise, which allows local non-profit organizations to request fundraising events online, which you can then respond to. During a given time frame, you can donate a portion of each check’s proceeds to a charity your guests value. It can help you bring in business on a slow day and also show that you’re a business the community should support.