Operations
Dining during the pandemic: 4 Do's and don'ts for restaurant operators
September 25, 2020 by Dirk Izzo
Restaurants are well-accustomed to following strict public health guidelines from all forms of government, local to federal. Health inspections and regulatory oversight are central to keeping their business operating and maintaining public trust. After all, one bad review or experience has the power to not only harm a restaurant's reputation but can also draw additional scrutiny from health authorities.
In the age of COVID-19, such attention is magnified tenfold. Restaurants have weathered the pandemic so far by adopting new models for reaching and engaging guests off-premise. And, this summer, restaurants have had the opportunity to leverage outdoor seating to keep guests socially distant and in an open-air environment. Can sidewalk tables, back patios and the use of off-premise ordering and delivery provide enough revenue to keep restaurants afloat in the long-run? The stark reality is that restaurants rely on dine-in service to create meaningful relationships with guests that drive revenue, referrals and repeat service. Not to mention guests are itching for a return to some semblance of normalcy.
As we return to our decidedly abnormal new normal, restaurants will need to create exceptional in-person dining experiences if they want to see guests coming in and out of their doors (socially distant, of course).
Use these tips to get a head start:
1. Do: layout space to maximize social distancing
The first step to bringing guests back into the restaurant is to provide a socially distant space for them to enjoy. Space out tables to provide ample room between each and strategize with your staff on new seating arrangements that comply with social distancing.
Keep in mind the restaurant's directional flow as well. Are guests standing in line next to seated patrons? How will a guest know where to move the moment they walk in? Signs and visual communications quickly demonstrate new safety protocols to guests and employees alike, which gives them additional confidence to return. Operators can also train staff to reinforce the message and help customers feel safer in their new socially distant environment.
2. Don't: Stick to your old script
There is no simple or easy path to reopening for dine-in service. And while guests may expect the same experience as before, most understand the challenges restaurants face in the wake of COVID-19.
Restaurant operators cannot reopen and expect their old way of doing business to work the same today. Operators must adjust their mindset and consider how they can modify their business model to accommodate today's 'new normal'. Right now, this is primarily being accomplished by adopting a digital-first mindset. Restaurants are revisiting their websites and social media presence to better engage and communicate with customers. Likewise, many restaurants have adopted digital platforms that enable some form of off-premise ordering, takeout and delivery.
It does not stop there. Even after adopting a digital approach, operators must keep their eyes on how to evolve with consumer needs. From creating their own unique drive-thrus to offering wine pairings and subscriptions, restaurants must keep their focus on how they can innovate to solve today's challenges.
3. Do: Minimize contact
"Contactless" or "touchless" creates a safer environment and eliminates the need for physical inputs, either through technology, a change in layout or operational adjustment. For example, one low-tech contactless solution is to create disposable paper menus that are discarded after each use.
On the flip side, digital solutions like contactless payments and online ordering allow guests to use their own mobile device as a one-stop-shop for downloading menus, ordering and paying for their meal. This eliminates the need for print menus and can even help staff better maintain social distancing as guests review and place orders at their leisure.
Likewise, contactless payments allow customers to pay without handing their card over — this could mean simply waving their phone or NFC-enabled card over the payment device. Taking this extra precaution help guests feel more comfortable, as they do not need to come into contact with the card reader and there is no need for staff to handle their card or cash.
4. Don't: Ditch off-premise ordering and delivery
Even as restaurants adopt new strategies that limit the spread of COVID-19, it is important for operators to bear in mind this is a marathon, not a sprint. There are bound to be challenges when opening restaurants for in-person dining. The more options and flexibility a restaurant can offer, the better equipped they are for any scenario.
For example, owners and operators must be prepared for the possibility of a spike in COVID-19 cases. Rather than disengage from off-premise ordering, delivery or pick-up, keeping these systems intact and up to date will enable a seamless shift if operators need to close their dine-in service.
This approach also has the added benefit of demonstrating the restaurant's commitment to public health and the safety of its guests and staff. And, if the operator has invested in its omnichannel experience, guests can rest assured they will receive the same great service they are accustomed to.
The primary focus for all owners and operators is how to keep their guests and staff safe, while also running their business. This has been an incredibly challenging year for the restaurant and hospitality industry, but there are hopeful signs on the horizon. As today's environment continues to evolve, keep these strategies in mind to stay ahead of potential issues, rather than playing catch up later.
About Dirk Izzo
