For those of us in the restaurant industry, times of uncertainty can force us to do business as we’ve never done before. However, even when business seems to be upended, there are ways to navigate it. The greatest detail lies in knowing your customers, understanding their anxiety (as well as your own) and compassionately fulfilling their needs.
As a global business, we began navigating these changes before COVID-19 hit the U.S. From international brands turning to us to launch new delivery options (including contactless) to enabling curbside and government-approved pickup to providing immediate messaging to customers on topics that are, in some cases, changing daily, we’ve been helping brands around the globe navigate this crisis.
Below are some tips for navigating times of uncertainty by connecting with your customers in meaningful ways.
Be clear in your communication to ease anxiety.
Your customers may be looking for information anywhere they can find it during a crisis. And that includes clear and concise communication from their favorite restaurants. Our restaurant partners have told us that customers are actually reading every bit of communication sent, especially as it relates to safety, cleaning measures, contactless delivery and other methods being used to protect customers and workers.
So, communicate often as new mandates are released or new operational methods are rolled out. Also, remember that communication doesn’t always have to be done through email — utilize in-app messaging and your social channels to keep customers as up to date as possible, and allow them to interact with your brand to create a level of trust and understanding and to ease anxiety.
Understand customers’ shifting habits.
With stay-at-home orders in place during the COVID-19 crisis, restaurant patronage, no matter how a customer gets the food, has seen a significant shift. Gone are the days of sitting and enjoying a coffee with friends or breakfast with co-workers; the new normal is a shift in dinner times that accommodate the whole family, including early pickup for later consumption.
Understanding this, we’ve recommended that our restaurant partners open up more delivery and pick-up windows that are outside of traditional times to encourage their guests to order when they can. Many are offering up menu items and packages that allow guests to reheat the food later or order multiple meals at once, so it fits their schedule.
Utilize the data you’re gaining from your digital ordering and delivery platforms or loyalty programs to understand how and when your customers are ordering. If you don’t have these programs in place, go straight to the source. There’s no better way to find out exactly what your customers need than to ask them directly, such as through your social media platforms.
Shifting habits also offer restaurants a unique way to engage and retain staff during uncertain times. Tap into your staff to become delivery drivers or develop efficient takeout services that allow customers to remain in their cars while servers deliver food curbside.
Show understanding through your offerings.
While it’s essential to communicate health and safety measures, it’s also just as important to communicate what you are doing for your customers to make their lives easier during difficult times.
We know that many Americans will need a break from cooking every meal at home during the COVID-19 crisis. Families are managing so much during the day, including at-home learning schedules, a full day of work for the adults and all the other things that come with keeping up a home. It’s crucial to offer your customers solutions, not just meals.
During a crisis, show your customers that you understand the challenges they are facing by offering various convenience features, from family meal deals, a free kid’s meal with the purchase of an adult meal, a drive-thru or pick-up option that fits their busy schedules, or even providing hard-to-find grocery items like meat, dairy or produce.
Just because we’re all experiencing the crisis together doesn’t mean we can’t or shouldn’t find time to celebrate each other. Find ways to tailor your menu to fit life’s celebrations. Offer dessert with each meal, or sell a complete pie or cake that can be delivered for birthdays or other milestones that are being celebrated at home. Urge your customers to indulge in the big and small occasions and help lift their spirits.
The most important thing restaurant brands should remember during a crisis is to lean into the opportunities that are presented. Think differently than you ever have, and treat your offerings in ways you never considered.
