Restaurants are an ESSENTIAL service and may remain open. However, restaurants and their employees are feeling the catastrophic effect of the COVID-19 pandemic. According to the National Restaurant Association, more than 3 million jobs and $25 billion in sales as been lost across the industry in the US since March 1.
It is more important than ever for brands to engage and communicate with their customers effectively. Many restaurants have turned to delivery services as a temporary solution to keep revenue flowing, avoid furloughs for staff, and as a means to stay engaged with loyal customers. These are unprecedented times, with local restaurants all facing similar challenges. Employing an authentic way to remind guests that you’re open is critical for building brand loyalty in our current environment.
We’ve outlined 7 best practices that restaurants can implement now:
Offer meal kits and pantry staples along with cooked menu items. Nothing says we’re in this together like making hard-to-get pantry items available to your customers. Package milk, eggs, fresh produce, and ready-to-cook meal kits for sales to help your community.
California Pizza Kitchen announced it’s CPK Market on April 1. Through an online order form, visitors can order milk, dry pasta, pizza kits, flour, beer, and more. Fans can forgo the grocery store and order from their local CPK. Brilliant!
Create cook-with-me videos. If there were ever a time the world needed how-to videos, it’s now. Mandatory stay-at-home bans require us to cook at home without know-how or experience. Flex your expert skills and teach fans how to make some simple dishes like the ones offered in your restaurant, at home.
Joanna Gaines from HGTV’s Fixer Upper and owner of Magnolia Farms stared a cooking series on YouTube. In the last two weeks, the cookbook author has released a handful of videos featuring recipes from her latest book, Magnolia Table.
Share fan-favorite recipes. It’s without a doubt that your regulars are missing their favorite dishes from your kitchen but maybe can’t afford to splurge on takeout or under stricter quarantine restrictions. For those that must cook at home, some recipes and tips would be much appreciated.
The Cheesecake Factory shares fan favorites on its Pinterest boards. Find recipes for hot items like Chicken Taquitos, Crispy Brussel Sprouts, or Cajun Jambalaya Pasta.
Record and share 101 tutorials. You’d be surprised at how helpful simple lessons can be for your community. Basic knife skills or how to prepare some basics items like hard-boiled eggs would be priceless to someone new to cooking at home.
Host virtual dining events and happy hours. Boost morale and stay engaged with your customers through virtual happy hours. Fans are not only craving the food, but the sense of community felt at your establishment. In these times, having a reason to get dressed and get social may be the temporary relief from grief and worry we all need.
The Whisky Bar in Boise turned to Facebook and Instagram for the lived bartender hosted event. From 5 PM to 6 PM, Monday through Friday, five different bartenders will give drink-mixing tips from their respective homes. During the virtual party, attendees are encouraged to create cocktails and will have a chance to win prizes. The Boise bar tags the bartenders Venmo account for tipping during the happy hour session.
Apply for relief grants and loans. There are many relief offerings available for restaurants. These grants and loans are designed to help revenue loss for you, and some offer income loss for your laid-off employees.
The Restaurant Employee Relief Fund was created to help restaurant industry employees experiencing extraordinary hardship in the wake of the coronavirus disease (COVID-19) outbreak. Through this Fund, grants will be made to restaurant industry employees who have been impacted by COVID-19, including a decrease in wages or loss of employment. Visit their site, https://rerf.us/apply-for-aid/ for more information.
The Federal government has empowered the SBA to issue low interest (3.75%) Economic Injury Disaster Loans to small businesses impacted by COVID-19 for up to $2 million (depending on circumstances). See the following link: https://www.sba.gov/funding-programs/disaster-assistance for more information.
The Paycheck Protection Program will provide small businesses with loans that may be partially or fully forgiven and are 100% federally guaranteed (SBA PPP Loans)
This program leverages the existing (SBA) 7(a) lending program and current 7(a) lenders, while vastly increasing the available amount, improving loan terms, streamlining borrower requirements, and providing for the expansion of eligible lenders for SBA PPP Loans.
Please note, PPP Loans are available on a first-come, first-served basis. Visit https://www.sba.gov/funding-programs/loans/coronavirus-relief-options/paycheck-protection-program-ppp to apply.
Participate in industry marketing events. Gain awareness and join The Great American Takeout movement. This marketing campaign encourages communities to support local restaurants and their employees by joining #TheGreatAmericanTakeout and eating at least one delivery or pick-up meal on a specific day of the week. For more information, visit https://thegreatamericantakeout.com/.
Now we’re extending our help beyond our clients with a free service to any and all who have communications questions in the wake of COVID-19. Email your questions to info@mahoganybluepr.com.
