Step #1 ~ Stay Connected with your Community and Customers

The best approach during this difficult time is to show that you and your customers are all in this together, and let’s support and help each other.  With most of North America on lockdown and more of the population facing home confinement, a message of caring and honesty makes a genuine and lasting impact.

Some marketing and messaging suggestions include:

• Post personal messages from your leadership team, and from team members connected to the community.
• Be honest and transparent in your messages, keep your customers informed
• Ask guests to post a review on Google or Yelp that describes the amazing experience they had in the past or currently with delivery, or take-out.
• On social media, post photos of your team members wearing gloves or sanitizing the kitchen to emphasize cleanliness. If you are donating food to local charities, make sure to spread the social word.
• Sell and offer Gift Certificates and/or bounceback coupons. You can include personalized messages to your customers when they purchase and offer a special.

No one knows what the next few days and weeks will look like for the hospitality industry, but being prepared will help minimize the impact to your team, customers and business.

Step #2 ~ Streamline your menu

A smaller and more focused takeout and delivery menu helps reduce waste and expenses.  It streamlines your offerings and avoids being too complex in this critical time.  Make it easy to be a customer as well by only offering your top dishes, drinks and menu items to customers who may be overwhelmed with everything.  In some cities they are allowing alcohol to be offered as well – ensure you team and customers are aware of this new updated menu.  Find a good balance on what to offer by looking at your product mix to identify top sellers as well as the most profitable items.  Also, think about minimizing inventory and orders – streamline products to avoid waste and carrying obsolete items should you be forced to close.  Try to cross-utilize a number of ingredients to keep inventory low.

Most important, select menu items that will look and taste great out of a to-go box.  Some items do not hold up well in to-go containers and after sitting for a while.

Step #3 ~ Offer meal and family kits

Beyond your standard menu items, consider adding family meals and meal kits to your to-go menu for a value-driven price for families on limited budgets.  If a café offer a special on multiple drink orders and family style orders to cater to children and parents.  Include re-heating instructions and label all sauces.  In today’s competitive prepared meal category be that restaurant or café that bundles items well and offers premium product offerings to meet any dietary need.  To encourage extra sales you may want to offer a special on multiple days worth of meals.  Ensure you have the right containers to serve all items as well.  Meeting your customers where they are at and supporting them during this difficult time can increase your brand image and show your commitment to adapting to meet their needs.

Step #4 ~ Pay Attention to Packaging

Your to-go packaging is just as important as the food inside, so make sure that team members who package to-go meals understand what packaging to use for each item.  Creating a checklist and step-by-step process for all to-go and delivery orders can help standardize and create a routine for order accuracy and efficiency.  To address customer concerns about food safety, sanitation and proper handling, use a special seal or sticker to alleviate any worries.  Ensure you have another team member check over the order before being sent, validating all items, sauces, napkins and utensils have been included for customer satisfaction.  When creating routines ensure you include detailed handling instructions for specific cleaning and sanitizing procedures, you’re following in the kitchen to reassure customers about your commitment to safe practices.

Continue to our next article for more steps to uncover more ways to adjust your Hospitality Business to Meet the Needs of Customers During the CoronaVirus/Covid-19 Crisis