When times are tough, we must unite and offer support

This storm, like many before it, can be weathered if operators take a pragmatic and sensible approach towards business and marketing. Right now, external marketing should switch direction, from the generation of new business, to the retention of existing customers. This should be achieved through transparent action and clear communication.

If you’re not sure what to do, then some of the following actions are those we know have been undertaken by other restaurants and caterers in the market:

• Staff participating in COVID-19 training to ensure health, safety, and hygiene procedures are followed
• Increased frequency of cleaning in public areas and the kitchen
• Only accepting card or online payments in order to minimise direct person-to-person contact and the handling of contaminated monies
• Restaurants offering delivery and click and collect services instead of eating in – or when they’ve closed their doors to guests
• Posters/signage requesting guests and staff to maintain the highest hygiene standards (not just in the bathrooms)
• Social distancing within venues, at least 2m between each individual in a queue – or rearranging operations to remove queues completely where possible
• Extra hand sanitisers and soap made available, plus paper towels for hand drying
• Reduce the number of in-venue tables so that there is extra space between guests
• In terms of marketing, at this time, we recommend reaching out to customers with a care statement, whether it’s via social channels, email, a note on the front door or a combination of all of these. As we said above, this is the time to be transparent about the processes you’re putting in place.

Be clear with them about how seriously you are taking the COVID-19 situation and reassure them that if they do want to visit – or order food for collection/delivery – that you’re working to ensure their safety. The most important thing is to keep the lines of communication open, if business hours change, let them know, if you’re only taking card payments, tell them, and if you launch new services (i.e. delivery) make customers aware of how to use them.

As for what we can do, you will know that Preoday offers digital ordering options to restaurants and caterers. Our intention is to go all out in order to streamline the process for any business needing to get online and take digital orders ASAP. We can now get new clients online, taking orders for collection and delivery in a matter of days – our hope is that by doing so the platform can provide a revenue stream for restaurants forced to shut their doors.

The long-term effect of COVID-19 is not yet known, we cannot say how long the recommended restrictions of movement/socialising will be in place. What we do know is that we’re all in this together, and as a global community, we all want to help our communities and businesses get through this. If you’ve got advice and experience you want to share with other restaurants, get in touch, we’ll put it onto our social channels and support you in supporting others.

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