Delivery has become a must for many restaurants, particularly in the past several months, but offering the service is just the beginning. According to a new survey of 2,000 consumers from First Orion, there are a wide range of delivery problems that still need to be worked out. Operators who can find a way to address even some of those problems effectively stand to benefit. The survey found that the vast majority of people have had problems when ordering restaurant delivery: More than 70 percent of people had experienced a problem that required customer service and 50 percent had a problem with late delivery. Incorrect orders, improper food temperature, driver directions and behavior, and the non-delivery of food altogether also posed problems for large percentages of respondents. Fine-tuning your performance in any or all of these areas can help. First, perfect your menu. It should be clear, simple, easy to understand and provide a space for a customer to customize or modify an order. Make your menu easy to find (an Order Here button helps) and read with minimal clicks and scrolling. Use technology to accept orders, confirm customer address and contact information, inform customer of wait time, track an order’s preparation and delivery, and direct a driver to the customer’s location. Take care with not only the quality of your packaging but also with the storage of those packages – your delivery driver shouldn’t be storing cold and hot foods side by side in the same container. Finally, set guidelines about how to best respond to customer complaints online – but if you have a solid handle on the other aspects of delivery, those (hopefully) shouldn’t happen too often.
COVID-19 has turned the employee training rulebook on its head – and it’s a major area of investment among restaurant operators right now. A June survey of senior executives in retail and hospitality found that for 75 percent of respondents, employee training was their highest priority – well above even contactless payment (48 percent). At a time when fluctuations in COVID-19 cases are causing mandates to change at the state and local levels, it’s critical to be able to contact your team (and have them take appropriate precautions) before they even walk through your doors. Can you connect with your staff at a moment’s notice? Before flu season adds to the strains of the past several months, now is the time to assess weaknesses in your communication protocols and ensure everyone on your staff receives alerts about important operational changes promptly – and understands how to adjust to new mandates as needed.
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.
Do you have a thorough crisis management plan? How much confidence do you have in it? At a time when a single bad experience at a restaurant can spread online overnight, having a step-by-step guide in place can help you respond better in the moment, keep the issue out of the public eye and get back on track more quickly whether you face a severe crisis like a hurricane causing flood damage or a small one like a scathing review on TripAdvisor. To help, first gather input from your team at all levels so you have a handle on the range of scenarios you might face, what actions would be required to resolve them and which stakeholders are likely to be impacted. Draft some simple, clear talking points that can be adapted to each scenario and present you as both in control of the situation and interested in doing all you can to improve it and keep stakeholders informed. Develop a communication grid that includes those key points, the person responsible for delivering the message, and the ideal communication channel for the message. For larger crises that are likely going to end up gathering momentum online, consider proactively reaching out to someone you trust in the media and providing an interview. After the fact, assess what went well with your crisis management effort and what could have been improved so you can update your plan with new risks, stakeholders or talking points to keep in mind. View some additional crisis management plan guidelines and find sample templates here.