COVID 21

COVID 21 isn't a new disease, but let's be honest, COVID 19 took over '20 and will do the same in '21. This virus isn't going away, and even once a vaccine is available, it will not immediately obviate the need for cautious interaction. We've become used to, and for too many of us, bored and disinterested in, the basic things we can do to minimize risk to ourselves and our families (you know--masks, social distancing, handwashing).

But we humans are adaptive. And as restaurateurs we must tap into our super-power and use it to change our business models and thrive for these next few years. Yes, years--the virus isn't going away, the vaccine won't change the reality, and the longer this goes on, the more ingrained new habits become.

What do we need to do to be successful?

1. Demonstrate that we care, to our staff members and customers. By this I mean do the obviously necessary and intelligent things and don't let your guard down. Show that you support your staff with appropriate resources (masks, gloves, sanitizer, understanding of their need for extra time off if someone close to them becomes ill, or if a childcare problem crops up). For customers, provide for your staff so they trust that they are in safe hands, clean, clean,clean and tell them you have done so. Make sure there is PLENTY of sanitizer around. Make sure they see how you sanitize commonly touched surfaces frequently. Do not let your guard down.

2. Think creatively about how you can modify your business to provide service in the face of the pandemic. Read and obverse what other operators (in our industry or others) are doing. Rather than allow yourself to feel defeated because "we can't do that" think about how you might adapt what you see elsewhere to your operation.

Two quick examples: Domino's Pizza is thriving, not because their pizza is the best, but because they have invested in connecting with their customers in every conceivable way, to make it easier to order from them than the competitors. Eliminating friction, is what the sages call it. How can you create the tools they spent hundreds of thousands of dollars to build and promote? You can't, but you certainly can find ways to make connecting to your customers more seamless. It is relatively cheap and easy to refine your website to allow for online ordering, to connect with a service that allows your customers to chat or text you. You could event create and promote a hashtag for Twitter that could be monitored and provide an immediate connection. Some of what Domino's did with expensive technology investment, you can do with time and attention. It won't be as efficient, but l you don't have 17,000 locations!

My second example is New England Lobster Market and Eatery. These folks have supplied top quality lobster (and other seafood) to the Bay Area restaurant community for many years. They have a facility near San Francisco Airport for easy access to the air cargo they rely on. Some years ago they opened a casual restaurant as an offshoot of their wholesale operation. Their location is what almost anyone would describe as sub-optimal--on a small cross street off a busier street that mainly serves off-airport long term parking lots and those hotels that market themselves based on proximity to the airport. They built a thriving business the old fashioned way, by serving a great product at a fair price with a warm smile. But when COVID hit, they fought back. As soon as the lock-downs hit, they sent out marketing materials, direct mail, email and advertising on local websites (like Nextdoor) to remind people they were there. They thought through the ordering process carefully, and created a curbside pickup that makes grabbing dinner with minimal contact easy. They added an ordering app and you can call or order through their website. They tell you exactly when dinner will be ready and have their process well planned and organized.

So when you get frustrated and feel gloomy, think about what you can do to make it easier for your customers, and what you can do to communicate to them that you have their health, safety and loyalty top of mind.

If there is anything you think I can do to help, or if you just want to bounce an idea off someone, call, text or email.