The restaurant industry has been one of the hardest hit by the pandemic; a Bloomberg report states that more than 110,000 restaurants – or 1 in 6 eateries – have closed permanently or long-term across the U.S.
With people staying at home and dining restrictions in place, restaurants have struggled to keep up sales and stay afloat. Charlotte, North Carolina restaurant chain Showmars felt it had to evolve, and do it quickly, to survive.
“We learned quickly that we needed to be a source of comfort, not only by making sure that our facilities were healthy but also by providing for our staff financially,” says Dean Peroulas, CEO of Showmars.
Charlotte, NC PR firm McKeeman Communications asks Dean how restaurants could remain relevant and bounce back during these unprecedented times.
Q: How did Showmars adapt to meet evolving customer needs amidst the pandemic?
A: Listening to their feedback was very important. During the early days of COVID-19 customers were very apprehensive about dining indoors, so we worked with suppliers to offer al fresco dining.
We gave our customers more ordering options for their safety and convenience. Aside from the mobile app and take-out, we also added curbside pickup into the mix.
Our team also focused on strengthening our relationship with the community. To show our solidarity with healthcare workers, we provided food for those on the frontlines and raised funds for crisis assistance organizations supporting individuals during this difficult time.
Q: Were you able to explore new revenue streams?
A: Yes! Our team developed Grocery Essentials at Showmars, an online platform where customers can purchase groceries and other essentials and have these delivered right at their doorstep. Not only was it a new business opportunity, but it was also a thoughtful move as immunocompromised customers did not have to go out and shop.
Q: What would be your advice to restaurants planning to resume operations shortly?
A: First and foremost, take it slow. Get the buy-in of all stakeholders before deciding to re-open. Don’t feel pressured to do so if you feel that your current restaurant setup has yet to adapt to the new normal. Do a cost-benefit analysis: do the advantages of reopening outweigh the effort and expenses it entails?
When you do decide to re-open, make sure your supply chain is stable; procurement issues will have an impact on your operations.
Assure your staff and customers that your dining area is safe by investing in deep cleaning services. Set up sanitation stations, keep tables apart according to social distancing guidelines, provide employees with personal protective equipment and remind everyone to practice frequent handwashing. While this is a given in this line of business, reiterating its importance is crucial now more than ever.
Keep your service warm and personal. In a world where physical interactions are considered health risks, a handwritten note added to a takeout order humanizes the dining experience and can make a big difference.
Above all, embrace change. No one knows for certain when the industry will completely get back on its feet again. Adapt, take setbacks in stride and stay committed to your goals.
A top PR firm in Charlotte NC, McKeeman Communications works with companies that are experiencing rapid growth or change. We help localize and share messaging that builds awareness and trust for their brand. Call (866) 341-2650 or email info@mckeemanpr.com to learn more.