It has been an unprecedented two and a half months in the history of our industry. Unfortunately, some restaurants will not be able to reopen as they struggle with insufficient cash flow and insurmountable debt. For the rest of the industry, it will be anything but “business as usual”.
Consumer routines have been disrupted and, in many cases, permanently changed by the new work from home lifestyle. For many working parents, priorities have shifted towards things like juggling child-care needs. Our routines around food have changed dramatically with many consumers rediscovering cooking from home while others are utilizing food delivery apps to order take-out. Considering these challenges, hitting reset won’t be easy. Here are some key areas of focus that will help businesses transition successfully:
Building Brand Trust
Brand trust will be more important than ever to our industry. While building customer loyalty is still critical, right now you need to start by allaying fear among your customers as restrictions start to ease.
The post-COVID customer will expect that operators have done their due diligence and worked out the kinks. It’s important that restaurants ensure a smooth flow to make customers feel safe throughout their experience. Operators need to think through every step in the customer path to identify high touch areas that will need to be frequently cleaned and to consider how many people can realistically be in your restaurant while still maintaining social distancing.
Small is In
Indications are that our industry won’t see a return to large group gatherings and outings. Restaurant occasions are likely to be much more intimate with smaller groups of family and, eventually, friends and co-workers as restrictions ease. This trend will need to guide your marketing efforts going forward.
Take–Out is Here to Stay
For many operators, take-out has been a lifeline in an otherwise devasting period of restaurant closure. The new consumer habits around take-out are likely to stay and this part of the business should no longer be considered just supplemental. Operators need to think about how systems and facilities, as well as the menu and packaging, can all change to enhance this important business segment.
Tech Accelerator
One thing this crisis has proven is how invaluable technology can be to efficiently meet customer needs. If there’s any silver lining in this crisis, it’s that our industry is being forced to leap ahead with technology adoption much quicker than we might have otherwise. Going forward, technology is going to play an even bigger part in the dine-in experience as operators look for new ways to reduce points of contact between customers and serving staff. Even smaller operators can benefit from ‘white label’ platforms that do things like automate the customer experience and provide meaningful data insights. Both are great tools to help you manage your business.
While the full impact on consumer behaviour is yet to unfold, early clues paint a picture of cautious consumption. Emerging from this crisis is going to take the full creative spirit, resiliency, operational ingenuity and relentless focus on the customer that have been the hallmarks of our industry in weathering past periods of crisis and change.
For assistance with your re-opening plans, please visit www.osborne-group.com or contact me directly at pkeating@localhost.
