Pandemic Outbreak
Introduction
The current coronavirus pandemic has placed the world at a bad state due to the lockdowns and travel bans. The measures taken to prevent the spread have made businesses record numerous losses. The government officials rush to get ahead of the spreading virus and calling for public alarm. Restaurateurs are getting themselves on the wrong end of a worldwide lockdown. As a restaurateur, the safety of the employees and guests is the highest priority during this period. Although, even after safeguarding the working environment, there is a need to be creative and proactive to stay afloat during the present period of the lower dine-in business. This paper raises some measures and tips to assist in mitigating the challenges brought by the spreading pandemic to create the potential for a positive outcome in the restaurant businesses.
The restaurant needs to take precautionary measures needed to accept dine-in guests. The management can also look at how it can streamline its operations temporarily and promotional initiatives to gain revenue during this tough time of low business operations. These surreal times should be an opportunity to leverage and widen relationships with loyal customers. Loyal customers are the ones who will support the business through the uncertain times ahead and guide the business back to normal after the outbreak. The restaurant can take preventative measures to minimize the revenue hit, and also it can take the option of proactive initiatives that can assist in increasing the business’s revenue currently.
Preventative measures
Restaurant businesses have been primarily affected by this pandemic because of social distancing and lockdowns the government imposed to be adhered to by everyone. During this period, people won’t be willing to be in overcrowded restaurants neither restaurants that do not offer proper sanitation in terms of hand sanitizers or any other form of sanitization such as soap and clean water to wash hands (Jain 1). The restaurants should make their outlets to feel like a haven to lure customers back. They can pay keen attention to surfaces that are common to human contact with customers such as doorknobs or tables where customers sit. The management can also provide antibacterial gloves to employees if they have to handle cash, but it is advisable to go cashless. Restaurants can carry out daily cleaning routines to keep them disinfected. The management can make staff members maintain wiping of tables and chairs any time a guest leaves. This immense type of caution can be used as a brand to maintain customer loyalty to the restaurant (Lenny).
The staff can also be trained on how to deal with sick customers. Thorough public sanitization is important if the restaurant wants to remain open during social distancing. However, it is also essential to sensitize working staff on how they should deal with sick patients. The employer should take into account the staff safety during this time of the pandemic. The management could take customers’ temperatures at the entrance points and denying entry to individuals who refuse and those who show symptoms. The employees can also be trained on how to deal with sick patients. They can be asked to appear swiftly on the spot with tissues or napkins to offer to the ill customer. They can also provide the guest sanitizers or any form of disinfectant. Staffs have to be ready to keep guests in contact with the medical resources in case of any emergency. Thorough disinfection of the tables and chairs the suspect has occupied should be done. Management should plan prior in case of a circumstance where a patient has to be exited out of the restaurant without causing panic and chaos to the other visiting customers.
Proactive measures
For the restaurant to reduce the impacts of the pandemic, it can also look at proactive measures which might include at opportunities relevant for saving costs. Restaurants can scrutinize the point on sale data for food cost savings. For a situation where the restaurant gets to a point where it orders less food or supplies, they can update their purchasing by referring to recent purchasing histories from the point on sale system. Management can consider temporarily removing menu items, mostly the ones that are ordered less frequently and consider the meals loyal customers prefer to remain on offer.
A partnership with other restaurant operators can also be considered. During this time, it is important to stick together and work collectively to achieve the same goal, which in our situation, is to offer quality services while observing the safety of customers. The restaurant can seek and take any opportunity they can get to partner with any local restaurant. The partnership can include sharing of kitchen spaces, staff, resources, supplies, among other things. Currently, there are no restaurant competitors; rather, the spirit of a partnership should be embraced to get through this storm.
The management can also look at staying on top of stimulus options given by the government during this pandemic. The government’s plan on a financial stimulus to assist businesses to survive should not be left to go to the drain; instead the restaurant should avail itself for the assistance being given by the government to help it reduce on some costs. A reduction of costs will bring some relief to the business operations and ensure the smooth running of activities.
Marketing procedures
The business can also invest more in marketing procedures, starting with putting inventory on booking channels. Marketing will enable maintaining traffic of customers during the pandemic. They can make use of special events, email outreach and social media platforms to market themselves. Promotion of food holiday events can prove to be efficient in this situation. Even though people are advised to keep social distancing, they might still come together for notable calendar events. This idea can act as an opportunity for restaurants to prove themselves as the best to offer a safe place for a meeting.
Social media is also a key player in marketing strategies in this contemporary world. During the coronavirus, restaurants can also use social media campaigns to enable them to remain top-of-mind for their followers (Michel, Norbert & David 7). Ensure that loyal customers can know that the joint is open, and it is taking necessary precautionary measures to keep customers safe. Social media can also act as a way to advertise the events and offers the restaurant is offering during the pandemic.
Emails can also be another method of marketing in cases where the information data of customers is available. Email campaigns will be able to pull email addresses of customers and send them messages to inform them of the restaurant’s status and promotions. The emails can be personalized to bring efficiency and the sense of VIP status to customers. It is an excellent way to reach people, and it will be easy for them to consider the invitations to come out of the house to have a safe experience.
Creativity in delivery and promotions
During this moment the restaurant should be creative in service delivery, they can opt to offer special offers such as a work-from-home special lunch. The restaurant can consider locals residing within its location, and since most people are currently working from home, they can make accessing lunch easy for them. They can reduce food prices and provide special offers such as buying two meals for the price of one. This measure will increase the traffic of people willing to order for meals at the comforts of their houses and get fast delivery for what they order.
Since people are locked in their homes, they should dig into catering for their needs. Because it would be hard for people to go out and enjoy a meal they like, the restaurant can come up with bare-shelf cooking classes for their customers. These classes can offer a variety of dishes customers enjoy. The chef can be used to inspire the viewers into focusing on creativity in making their dishes. These meals can be based on canned staples, pasta or any other type of meal. There should be room for customers to suggest which meals they would want to feature in the next classes to at least bring diversity to serve everyone.
Employee management
When it comes to employees, they have to maintain hygiene to prevent the spread of the coronavirus. Some of the measures to the employees could be no handshakes and hugs to avoid contact. Ensuring cleaning of hands at entry points and advocate for regular hand washing. Employees should also take the habit of not touching their faces and covering their mouths while coughing and sneezing and ensuring they increase ventilation by opening doors and windows or using air conditioners. Technology can be incorporated to ensure these strategies are successful. For example, they can use texts or email reminders for the staff to ensure regular handwashing at given intervals (John).
Conclusion
This pandemic has hit the hospitality industry immensely. The virus will result in massive losses by businesses, but with sufficient precautionary and proactive measures, this problem can be dealt with to sustain the business through these hardship moments. Restaurants have to be creative and aggressive to ensure their future after the pandemic. It is time for people to join hands in fighting the coronavirus so that things can resort to normal soon.
References
Jain, Dr. “Effect of COVID-19 on Restaurant Industry–How to Cope With Changing Demand.” Effect of COVID-19 on Restaurant Industry–How to Cope With Changing Demand (April 16, 2020) (2020).1-3
John, M. “Preventing Coronavirus Contamination in Restaurant Equipment.” Modern RestaurantManagement,23 Mar. 2020,modernrestaurantmanagement.com/preventing-coronavirus-contamination-in-restaurant-equipment/.
Lenny, D. “How Restaurants Can Minimize the Impact of COVID-19.” SevenRooms, March 13. 2020, sevenrooms.com/en/blog/restaurants-minimize-covid-19/.
Michel, Norbert, and David Burton. “The Cost of Coronavirus Shutdown Orders.” 1-14