As several restaurants start to plan their reopening strategies during COVID-19, many restaurateurs may be interested in signing up for a restaurant reservation platform to plan out and control dining crowds, as well as to help with other priorities such as take-out.
I looked into a few platforms and found some useful information about what platforms are doing to help and how owners can take advantage of this as they manage Coronavirus.
OpenTable: Arguably one of the most popular online reservation platforms is OpenTable. For years they have dominated the space, but also have been quite expensive for restaurateurs to use – which has led to their clientele being mostly high-end restaurants and diners. OpenTable is waiving subscription fees through the end of 2020 and cover fees through September 30th, 2020 as well as a 50% cover fee discount through the end of 2020 for restaurants who sign up for their “Open Door” pricing program. Standard subscription and cover fee pricing will be reintroduced in 2021. The large customer base that OpenTable has could be a draw for restaurateurs. Make sure to read the fine print though as always.
Resy: One of OpenTable’s big competitors, Resy, is also offering no fees through the rest of 2020 for restaurants. It applies to both existing and new restaurant partners. They have added new features like a Mobile Waitlist, Automated Capacity Monitor, and Takeout and Contactless pickup are also in the works.
Tock: Tock is a reservation and takeout/delivery platform that is ran by Nick Kokonas of Alinea Group. Several of the people running and advising the platform are hospitality industry affiliated names. Many of the members of Tock seem to be smaller, local restaurants. Fees start at $199 a month, Tock has waived fees through the end of May for restaurants.
Yelp Reservations: One of the more expensive options has a flat rate of $249 a month, but is integrated with Yelp which is one of the busiest websites online for restaurants. There are no cover fees, setup fees, or web access fees added on for monthly service. Yelp offers table management and waitlist management. Yelp is offering 3 months of free access to Yelp Reservations and Yelp Waitlist through the end of May 2020 as part of their COVID-19 relief. Call (844) 889-1617 to sign up.
Eat App: This platform has some features in place to help restaurants navigating COVID-19 including switching to reservations only, the ability to change floor plans, configure shifts to automatically restrict covers, manage capacity minute by minute, and waitlists. They also offer phone integrations, custom tags and notes, SMS capabilities, and contact list information as well as other features. Pricing starts at $129 a month which is one of the lowest in the pack.
These are just a few of the tools out there for restaurants looking to get back on their feet during COVID-19. You will also look into your POS system and see if there is features on there for reservations or if it is compatible with these services.
As always, be sure to read the contract terms before proceeding with any deal.
News has spread that Cafe Ponte in Clearwater is now permanently closed due to COVID-19 and leasing problems. This is the beginning of many stories that will soon be told about failing restaurants in Tampa Bay. Personally I did not dine there, but was constantly told about the place from those who love to eat in Tampa.
The owner told the Tampa Bay Times: “He wanted to increase the rent and we couldn’t come to a fair agreement.” Other projects are in the works, but this spot was running for 18 years and is now closed.
Unfortunately, this is going to be really common as the virus continues to persist.
One of the big reasons is because most restaurants in Tampa Bay are due for leasing renewals or may have recently signed one.
Many of the restaurants in Tampa Bay appeared during the last financial crisis or Great Recession in the early 2010s. Those leases expired in a market where Tampa real estate has swelled and become quite expensive as more people moved to Florida and companies began relocating to the region. It wasn’t as much of a problem until Coronavirus showed up and put ice on tourism in Florida.
This also begs the question, why are landlords still increasing rent in the middle of a pandemic? Who exactly is going to move into these empty units during one of the worst times of uncertainty? It is a problem that is plaguing both businesses and working class people already being squeezed.
Even Starbucks is asking for rent relief after their sales fell by 85% from their landlords. How can small businesses survive like that?
Restaurants have experienced a huge disruption with states closing their businesses for over a month and putting them into minimized operating capacity to help stop the spread of COVID-19. While this is important for public health and needs to be done, the same government who mandates closures should also be working to protect restaurants from rent increases, evictions, and other forces.
There’s a number of tools that can be used to help restaurants that still aren’t being used in Florida or Tampa Bay even get a little bit of help.
Cities around the country are putting caps on delivery fees to help restaurants that have lost much of their dine-in business and are seeing increases in delivery and take-out. Even with restaurants re-opening, studies show that most customers will not be dining in again until a vaccine is hopefully created for COVID-19.
OpenTable data shows that for the most part, dining has yet to recover and has hung stubbornly around -80% or higher for most cities that already opened their doors.
A viral photograph shows how Grubhub and the various delivery platforms actually take in a huge amount of profits from restaurants even during the pandemic as they struggle to survive. Uber Eats takes up to 30% of a delivery commission. Rumor has it that Uber is about to buy Grubhub for $6 billion, which will lower the bargaining power that restaurants will have on fees.
Although PPP (Payroll Protection Program) loans are being heavily floated as a way for restaurants to stay afloat, many owners cried foul after they realized that PPP loans are mostly for payrolls (as the name implied) and most of the money cannot be used towards rent or other costs. This is mostly good for workers which is important, but it will not fundamentally save the restaurants who now have the funds but still have numerous costs to figure out.
If cities and states really want to protect their small businesses and restaurants as they say they do, they need to come up with more tools to help those places stay in business. It’s unfair to ask restaurants simply to shoulder the burden of staying closed during this health emergency and to not offer them tools to survive the pandemic as well.
California has come up with a few interesting things like paying restaurants to help feed the elderly and more things like that might be needed nationwide.
Policymakers need to find ways to provide rent relief for restaurants and to help ease other issues plaguing restaurants now like supply disruptions, spiking food costs, the cost of acquiring PPE, and other issues at play. At the very least, landlords should not be raising rent on restaurants in the middle of a pandemic.
The first major restaurant industry casualty is Souplantation/Sweet Tomatoes, many more are expected in the future as the restaurant industry is impacted by COVID-19. The Los Angeles Times posted a full story this evening about the closure. The chain has been plagued with troubled finances for years.
Governor Ron DeSantis will allow restaurants in Florida to re-open dining rooms on Monday, May 4th, 2020 at 25% their usual capacity and unlimited capacity on patios as long as “social distancing” is maintained.
Over 20 Tampa Bay restaurants have decided not to re-open their dining rooms on May 4th. Most have said that they want to protect the health and safety of their employees and customers and will continue takeout or delivery if currently operational. Some are still working on a plan on how exactly to proceed.
Florida currently has 36,078 Coronavirus cases and 1,379 Floridians have died so far. Over 600 cases were added in the last 24 hours and several experts have said that Florida does not have proper testing in place to stop a new outbreak of the virus in the state.
Here are statements from some of the restaurants who will not be opening their dining rooms on May 4th:
Siam Thai Garden: The St. Petersburg restaurant located at 3125 Dr. M.L.K. Jr. Street North posted on Facebook: “We believe things are too unpredictable right now to safely open for everyone, and people should come before profit. As a Thai saying goes, “To maintain your health is a fortune in itself.” They will continue to offer takeout and delivery. Find them at siamgardenthai.com.
Bento Restaurant Group: This large restaurant group shared to their fans “As you may know, the mandatory closure of all dining rooms will be lifted in several counties across Florida as of this Monday, May 4th. The health and well-being of our team, guests, and community are still our top priority, so we have made the decision to keep our dining rooms temporarily closed. We will continue to offer takeout and delivery until we feel it’s safe to reopen our dining rooms.” eatatbento.com
Columbia Restaurant Group: Ulele and Columbia restaurants have remained closed during the pandemic although Goody Goody Burger re-opened for takeout recently in South Tampa. Their owners shared, “While we’re now allowed to reopen, we will decide what that means for each of our restaurants. It might mean takeout or outside seating at some of our locations, but it’s too soon to know what or when (except for Goody Goody, which began takeout only on May 1). Whatever happens will be gradual, and safe for our guests and staff. We’re also watching other states very carefully to see what happens with restaurants there.” ulele.comcolumbiarestaurant.com goodygoodyburgers.com
Cassis: The popular Downtown St. Pete restaurant and bakery posted that they will remain closed for now. Cassis posted “As of now, we are currently keeping the doors to our restaurant and bakery closed. We miss all of you so much and want our next evening together to be one that is safe and celebratory.” cassisstpete.com
Pia’s Trattoria: “After much pondering we decided NOT to open this coming week for sit down service. As much as we would like to open our doors again, we don’t feel ready yet to welcome you. To make it a really safe operation for everyone involved and still provide an enjoyable experience we have to take many steps and think ahead. Employee training and repositioning, facility set up, special sanitary stations and -tools, strict guidelines, are just some of them. To bring our employees out of unemployment and you into our dining areas we need to get it all right, NO mistakes can be made. We are working hard on it, please be patient and stay tuned! ❤️. We will keep going with curbside service while we working on these necessary upgrades. Thank you all for your understanding!” piastrattoria.com.
Jesse’s Steak and Seafood: This Brandon eatery shares “Although restaurants have been cleared to open at twenty-five percent capacity beginning May 4th, our dining room will remain closed until Governor DeSantis clears businesses for Phase 2. We have made this decision based upon both economical and safety concerns. We will however continue our curbside pickup and delivery, which is available through MobileMeals. We are also taking this opportunity to do some remodeling and necessary maintenance. We appreciate all of the continued support we have received from our community of loyal customers and look forward to seeing all of you in our dining room again soon!” jessessteakandseafood.com
Soho Sushi + Yoko’s Classic Japanese Cuisine: The two popular South Tampa eateries posted similar messages: “While we are excited the Governor has initiated Phase One (which includes the ability of restaurants to operate at 25% capacity), we have made the very difficult and cautious decision to keep our dining room closed for now. In the meantime, we can continue to offer 20% off your curbside carry out. To place your order you can call, order online or use new SoHo Sushi mobile app. In addition, we’ll continue our delivery services through Uber Eats. You health and safety are our priority. We are completely overwhelmed by your support during this extraordinary time. Our hearts are full. We look forward to having you join us in our dining room soon.” sohosushi.comyokostampa.com
Red Mesa Restaurant: I Love The Burg reports this statement “Red Mesa Restaurant Group will remain take out and carry out only until we feel it is safe to resume normal business operations,” said Tony Pullaro, Marketing Director. redmesarestaurant.com.
Ichicoro Ramen: “In consideration of our team and safety, our Seminole Heights dining room will temporarily remain closed as we continue to monitor the situation. We are reviewing the changing restrictions and guidelines to inform all our decisions, making sure we serve you the absolute best way possible. We truly appreciate all the support and love we have received and will continue to do our best to support you back. We love you all #ramenarmy. Be safe. Be well. Above all remember, #weramenthistogether“. ichicoro.com
Japanese Kitchen Dosunco: “For your safety and ours, we will not be open for dine-in. However, we will continue making takeout orders! Stay Safe Tampa Bay!” facebook.com/DOSUNCOTAMPA
Sushi Ninja Tampa: This Korean and Japanese concept shared: “Both locations’ dining rooms will continue to remain closed until we are comfortable and confident that our staff, their families, and our community will be safe and healthy. We will continue to operate curb-side pick up for our customers.” Visit them online at sushininjafl.com.
Cuenelli’s Peruvian Rotisserie and Grill: “Dear customers are a business, Cuenelli’s has decided to maintain our current operations and we are limiting ourselves to carry outs & to-go’s only until further notice. We value your business and we are eagerly working on a plan to return to our full operations soon.”
Shuffle Tampa: “We are on this call and will be letting everyone know soon what our plan will be. We will NOT be opening to the public this week. Our takeout for next week will be Tuesday and Friday for now. Please maintain social distancing and stop hugging us. ❤️💙💛💚💜”. shuffletampa.com
Bake’n Babes: This bakery from Tampa Heights will not be opening to the public at this time according to Owner Julie Curry. They will be doing delivery with Uber Eats and contactless pickup on Saturdays. bakenbabes.com
King State: “As we head into this week, our dining room will remain closed for the time being. Lots of unknowns, lots of differing opinions, so we are going to take a little more time and make sure when we come back, it makes sense for our guests and everyone involved. We’re still crushing online & call ahead orders! As always, thanks for your support & we’re stoked to see you all inside whenever that may be! We’ll keep you posted! ONE LUV. YUH.” king-state.com
Hawker’s St. Pete: “While we would absolutely love to break bread (er, Roti) with you guys while sitting around a Hawkers table catching up on great conversation, we have to make sure we are putting the safety of our team members and our guests first and foremost. We are already taking incredibly extensive measures to ensure the safety of all takeout, curbside pickup, and delivery orders, but we also recognize that there are numerous additional steps that must be taken, beyond what has been outlined by elected officials, to ensure the safest possible dine-in atmosphere for our team and our guests. We simply need more time to implement these dine-in safety measures, while also giving our team enough notice to make the necessary arrangements for their families as they prepare for a safe and steady reopening.” eathawkers.com
Russo’s NY Pizzeria – Clearwater: “We’re hopeful and excited that Florida is slowly reopening. Restrictions for restaurants have begun to loosen but we have decided we will not open our dining room at this point for the new 25% capacity limit. We have been extremely fortunate to safely serve you through takeout, curbside pickup, free delivery and delivery via third party. We’ll continue to focus on operating safely in this fashion while we take some steps to get ready to open our patio and dining room. Click the link to see all our current specials and call us at 727-648-4304 to order this weekend. Thank you so much for your support.” nypizzeria.com/clearwater/
Casita Taqueria: “While we’re beyond excited we’re also cautious. We have decided to keep our inside dining closed until we reach Phase 2. Casita will continue with curbside pick-up and online ordering. Our locations will proceed with outside patio dining and have spaced those tables accordingly per the CDC guidelines. We want to make sure your family is protected as well as our employees.” casitatacos.com
Casa Tina: The popular Mexican eatery will not be open for Cinco de Mayo, but is doing a virtual Cinco de Mayo that is currently sold out. “We need to slowly work our way back to serving in the safest most responsible way that we can..I don’t like the uncertainty, I’d rather be cautious and safe. We’ve been so blessed to have our staff that we have had for many years…We want to see how it goes. We want to be cautious. We need to tread very carefully. It is our life. 28 years. We live for our business.”. casatinas.com
Pacific Counter: “We have decided to stay the course with Takeout and Delivery for the time being, but will be setting up outdoor tables for guests to dine at if they’d like to remain on premise” from I Love The Burg. pacificcounter.com
Coppertail Brewing Co.: “We are very eager to open these doors back up but at this time we are going to take it slow. While we could operate at a limited capacity, we will not be opening up for onsite food or beer consumption. Take out and to-go sales will continue until we feel like we can responsibly have groups in our establishment. All of this is to keep our staff and guests safe in a still uncertain time. We will keep everyone updated as we learn more and feel we are making the right decision. We miss you all, appreciate your continued support and truly can’t wait to have everyone back.” coppertailbrewing.com
Ella’s: “The future is uncertain, and although we can’t wait to be able to see and serve you again, we feel that the today’s opening of Florida restaurants is a bit too soon for us here at Ella’s. We will continue to be here for all your take out needs and are working on a safe and sustainable plan to ensure the safety of our guests and our staff. Please stay tuned!”ellasfolkartcafe.com
Rooster & The Till: “As the state works to open up slowly, we are not opening up our dining room just yet. We’ll continue to offer Rooster Re-Dux togo options either by calling in, or Uber Eats until we announce otherwise. Please continue to support and order togo food, and our Sunday Supper Club meals – We appreciate your support, and thank you for ordering with us. This is a fluid situation and we’re going to do what is the best and safest option for our guests and employees.” roosterandthetill.com
In recent weeks the CDC has updated their protocols to recommend that Americans wear masks or face coverings in public. N95 masks are reserved for healthcare workers, but all other masks are encouraged.
The main idea behind this push is to prevent people from spreading droplets of Coronavirus (COVID-19) to other people when they are out shopping and in public.
City of Tampa Mayor Jane Castor today announced an initiative with major businesses to get masks for employees and encourage customers to wear masks within Tampa for the health and safety of us all. Stores on the list include Publix, Home Depot, Walgreens, Target, Walmart, and others.
Here are some places where you can get masks:
Nextdoor: Several people have started making masks at home for others and have them for sale on the Nextdoor app. This app keeps you updated on what is happening in your specific neighborhood. Prices seem to be reasonable. Make sure you wash or disinfect masks that you buy to avoid any contamination.
Etsy: A number of home designers have taken to their sewing machines and are selling masks on Etsy. You will want to aim for 100% cotton masks or those made with quilt material. Prices are all over the place and be sure to clean your mask after your receive it in the mail.
Walmart: The most unrealiable of the bunch is Walmart. The megastore has a number of 3rd party sellers on their website selling masks. I bought some a few weeks ago, but they still haven’t shown up. It might require some patience, but it is a resource for getting masks.
VIDA: A fashion start-up based in San Francisco is selling $10 protective masks for the public. The price goes down the more masks you order. 10% of the proceeds are donated to SF-Marin Food Bank and Food Bank NYC to support COVID-19 relief efforts.
StringKing: This is a big supplier based in Los Angeles that can handle large orders for masks. They make individual re-usable masks for $6 and 50 disposable 3 ply masks for $39.99. There is a wait period for shipments so expect to wait a few weeks before your masks will arrive.
A number of CEOs and advocates for industry players spent time talking about their recommendations for Florida to re-open for business. One thing most of them left out was the vital importance of widespread testing and how Florida still is not at a stage where opening is safe for the public.
Most speakers on the call brought up the fact that Florida’s small businesses in the restaurant industry may not survive if they do not re-open in the next month or so.
There was plenty of commonalities between speakers with most of them stressing consumer sentiment and employee safety. The executives seemed divided on how exactly that could be achieved, but they all agreed if they cannot achieve those basic tenets that it will be dangerous for them to re-open.
Things mentioned included masks, temperature checks, phases of social distancing, bacterial cleanings of hotel rooms, PPE, paid sick leave, among other things. Stakeholders mentioned that without these things employees would not feel a desire to return to their jobs and that the public would be uneasy to come back.Subscribe
Notably, these materials are barely available at the moment for our healthcare workers who are currently in hospitals being forced to re-wear and limit masks and there is a nationwide PPE shortage. Different hospitals seem to have different supply access, although doctors and nurses continue to protest a lack of supplies as recently as today.
These materials also seem to be missing in our nursing homes which are experiencing spikes of coronavirus outbreaks across the state with over 300 ALF facilities currently dealing with positive coronavirus cases impacting patients and employees.
Jose Cil, CEO of Restaurant Brands International, discussed how his company had dealt with outbreaks of COVID-19 at other locations around the country and world with shutdowns and cleanings to try and raise consumer sentiment and that his company has spent a heavy amount of marketing capital to reassure customers that takeout and delivery are safe. One thing I noticed was that the steps he mentioned his company takes are recommended to franchisees, but not necessarily required or forced on them.
One of the main issues with choosing to re-open restaurants is that COVID-19 can be spread through droplets and even through breathing from those infected with the virus, a study from Iceland says an estimated 50% of carriers are asymptomatic, therefore it would be hard to know who actually has the virus without more intensive testing. Another study recently reports that 9 people became infected when sitting next to a COVID-19 carrier in a restaurant.
It would be very difficult to ensure that COVID-19 could not be spread in a dining room to employees and other guests. One of the solutions that was proposed was to slowly lift social distancing in phases as Florida monitors the virus.
The amount of oversight to enforce any of these things sounds like it would be quite a burden for the state to actually implement and would most likely leave the burden on businesses themselves.
The task force lacks any doctors to recommend how to proceed, which is remarkable considering that Florida continues to have hundreds of hospitalizations and dozens of deaths nearly every day so far. Without any doctors on the task force, it seems we are forced to trust business professionals whose first priority seems to be sagging profits and a dire need to restart.
During the phone call, bed tax and sales tax revenue were brought up over and over again as hotel owners and restaurant groups reminded listeners that the state funds rely on taxes from their industry to function.
Hotel CEOs called for beaches to be opened again as amenities so that “guests can have something to do” and announced advanced talks with local officials around the state to have beaches open as soon as May 15th or earlier, according to Cody Kahn, Holiday Inn Resort Owner. The frustration with the current social distancing efforts was noticeable in the tone that Kahn displayed on the phone call.
Kahn brazenly attacked “fake news” and “CNN” media for their role in the current crisis and commended President Trump for doing a great job, despite over 45,000 Americans deaths in the last two months and climbing. The comments did not seem constructive to the goals of the task force and were aired on live television and throughout Facebook and social media websites.
One of the most bizarre parts of the phone call was when Visit Florida President and CEO, Dana Young, called for a marketing plan that would pitch Floridians to take a vacation within the state and support local businesses since the state cannot currently rely on international travelers to fuel Florida’s tourism industry as COVID-19 continues to spread.
This plan seemed tone-deaf and completely disconnected from a world where hundreds of thousands of Floridians are waiting for their unemployment checks to be processed after weeks of issues online and can barely eat at the moment. Will those jobs that were lost magically come back when Florida re-opens as the rest of the nation battles COVID-19? That remains to be seen.
Perhaps a more prudent plan would be to defund Visit Florida and to hand the taxpayer money back to citizens who desperately need money to survive right now? That’s my thought anyway.
Walter Carpenter, NFIB Florida Leadership Council Chairman, brought up the federal Payment Protection Program (PPP) loans and said they will not be a panacea for small businesses and that ultimately re-opening is the only choice for small businesses.
PPP loans recently made headlines when they were discovered to be misused this past week and brought into the hands of 71 publicly traded corporations including Ruth’s Chris Steak House and Shake Shack, who returned the loan after fierce criticism that continues for Ruth. The so-called small business fund was quickly exhausted and although Congress has passed an additional package, they did not close the loophole that will allow corporations to swallow the funds. Most experts say the new funds will only last 72 hours when they are released to banks.
Ultimately, there is no perfect solution to the current crisis Florida faces and coronavirus continues to spread across the state as businesses feel continued pressure to pay rent and employees without aid.
Opening too soon could have dire consequences. If the deaths rise too fast and become a public health emergency as many epidemiologists are currently warning, Florida could be forced to close again and that may tarnish consumer sentiment in the long-term for these businesses that are already struggling to survive.
Several restaurants in Georgia announced today that they will not re-open despite Governor Kemp declaring that all restaurants will begin to re-open on Monday, as he lifts the stay-at-home order in his state. Many restaurants voiced concern for their employees health and their customers, customers also rallied to punish businesses who put their employees health in danger.
This balance will be very important for Florida to consider as Governor DeSantis pushes for the state to re-open and President Trump calls for an end to stay-at-home orders. We could have a bigger crisis on our hands with a false start and most businesses seem to be leery of that potential that could be on the horizon soon.
Public safety needs to be the top priority. I believe the working group should seek more input from doctors and ground their approach in science or they may lose consumer sentiment and employees in the long-term as well as tarnish their brands and put Florida into a major crisis. The state should seek more relief for more businesses as soon as possible, they will need it.
People don’t need to “seem comfortable” they need to actually be safe.
Looking to support local businesses during the COVID-19 pandemic.
This is a list of restaurants that are open for takeout and/or delivery in Tampa Bay. The list is constantly changing as restaurants are opening and closing so please call to make sure or check their websites and social media that are linked.
The Coronavirus or COVID-19 is drastically changing the restaurant industry like never before. Numerous restaurant chains and corporations are changing their entire business models to try and survive in this quickly moving economic scenario. Many will not survive.
Dine-in traffic is imploding as more Americans wake up to the fact that COVID-19 is very contagious and that social norms of dining out just won’t work for the forseeable future. A vaccine could be at least 14-18 months away according to some experts.
How can you prepare your restaurant for this new reality? Here are a few tips:
Pivot to delivery and take-out
Delivery was already rapidly growing before COVID-19 entered the mix. The number of people ordering on Uber EATS, DoorDash, and the like has been growing rapidly over the last few years even though those business models have yet to become profitable.
You should explore each delivery platform to see which one works best and think about how you can make the numbers add-up to make your business succeed on the platform. If you can provide your own delivery, consider that as well.
Consumers will be spending more time at home and no doubt many will not want to cook 24-7, which is an opportunity for your business to sell to customers directly in their homes.
To be successful you will need to make your list of products available to be as competitive as every chain on earth and local businesses trying to stick around all go online. You may need to simplify your menu to more profitable items and adjust with to online habits.
Most delivery services will claim anything from 10%-30% on delivery fees. Consider offering a discount for take-out service to convince customers to pick-up their own orders.
This won’t be easy in the least and your business will no doubt still suffer from the lack of dine-in traffic, but if you want to survive this may be the only path forward.
Prioritize safety and cleanliness
During a pandemic virus, people are going to be very nervous about cleanliness and whether their food is being handled with care, whether it is for delivery or pick-up. Safety and cleanliness for both customers and employees will be key.
The last thing you want is for an investigation to be done into your restaurant for making people work sick and for negative press to accumulate.
At the high stress levels people are experiencing right now, the chances of this happening may actually be quite high. Consider paid sick leave and absolutely do not allow sick workers to come to work and find a way to compensate them.
Institute plans for how you will verify that your workers are healthy and able to serve and be transparent with your customers about how you are protecting their safety.
It goes far beyond just an e-mail and will need to be done regularly as cases come up in the news about outbreaks in restaurants.
Consumer confidence is the key during this time. Any indication that customers should not eat at your business may lead them running to another one or instead to the grocery stores.
Marketing + Social Media could give an advantage
Social Media will be an important way to maintain your brand and still reach customers who will be either working from home, going to school at home, or just home – depending on how economic forces change in the next few months.
Don’t forget that many platforms like Facebook and Instagram offer targeted advertising so you can reach your ideal customers. While it’s true that your budget is certainly strained, if you use it wisely it will pay off.
Remember to think about what people want to click and not just what you want to say.
Consider other ways to reach customers like e-mails and text message outreach. Most customers will have be spending more time online and you need to reach them there.
Brainstorm daily deals or packages that customers can draw on like family deals, couple deals, or themed deals.
Even if your business does end up closing during this economic time, maintaining your online presence may keep your brand alive for the future when everyone eventually gets back on their feet and outside. Come up with a marketing plan that reflects this.
If you’re a known chef or restaurant consider making videos at home with cooking tips, advice for people on grocery shopping decisions, use Facebook LIVE and Instagram LIVE, there are tools out there that you can use to try and keep your brand going in this time of uncertainty. Stay in front of the face of your customers.
Reach out to influencers and media
Influencers have already-built channels as does the media that may be locally tied to your business. Many influencer events, cross-promotions, and advertisements have been canceled as the COVID-19 virus makes its mark.
If your restaurant is going to continue fighting to stay in business, consider reaching out to influencers and to the media. Consider how you can position your business in a way that is relevant to their audience during this difficult time.
Influencers have an interest in maintaining their outreach during this time and no doubt probably have some extra time on their hands. Consider how you can reach out to them in a way that is beneficial for your business…after all you want people to reach out to your business for takeout and delivery right?
As for the media, this may become more tricky as many media companies are experiencing an exodus of advertisers due to COVID-19 which is straining their staff. As with any other time period, the key is relevance for the media. Subscribe to all media sites and channels and watch what they are talking about. Follow journalists on Twitter.
When you see something relevant to your business, reach out. There is a public interest in helping both local businesses and restaurants during this time, but first you have to reach out to get your story out there. How are you coping? What are your plans for your staff? How can they help you? Messaging is the key.
Support other businesses and organizations
COVID-19 is having a devastating impact on a wide range of businesses including many local ones and organizations that are involved in helping our communities. Consider how your business can help those other groups out.
Your business will be stronger by working with others and supporting each other. Restaurants have always played a big role in the communities around them, but during COVID-19 you may need some out of the box ideas to help your fellow community partners out. They will be sure to return the favor if you do.
The “social distancing” required during COVID-19 will make people feel isolated, but if your business is proactive and tries to bring people together for a group or cause it could make a difference. Share posts from other partners in related community fields on your feed or important government updates. We are all in this together!