New Year, New Business
Last year put us through the wringer. We were faced with challenges that none of us could’ve seen coming. We had to shut down, re-evaluate our business models, regroup, adapt, and we were still expected to do all of this with a smile on our faces. If we didn’t, we could lose the few customers we were fighting for in the middle of a f*(%!#@ Pandemic!
2020 was a bitch and restaurants needed to have an honest talk with themselves about their future — if they even had one.
Over 110,000 restaurants in the U.S. alone didn’t.
But for the rest of us, it was a matter of figuring out what to do to stay in the game. How could we make the changes necessary to hold on to our loyal customers, while attracting a new audience and staying true to ourselves and our vision? Oh, and don’t forget, keep everyone safe!
We adapted to this bizarre new world, but the need for changes didn’t go away the minute the clock struck midnight on Jan 1. We’ve had to not only carry these changes into the new year but also think about how we can expand on these new ideas in 2021. It was one thing when we were moving quickly for a temporary fix. It is now obvious, these changes are here to stay and we need to think long term.
For some, that means a new year, new business.
Here are some guidelines for the new year to help your restaurant transition into 2021.
Think of new ways to reach your audience.
Your business is probably attracting new people. Do a little research, find out who these people are, where they hang out, what their interests are, and then think of creative ways to reach them. While their support may have come from convenience or their need for change, keep them coming back by forming connections and fostering relationships both online and off.
Change your message to reflect the new you.
In most cases, when developing your message, you create a buyer persona and your message is created to attract them, your ideal client. In this case, however, you’ve had to change your business model and therefore the client you ACTUALLY attract may not be the one you intended. Perhaps you appealed to a late-night after-dinner crowd and now find yourself attracting a happy hour patio crowd that embraces your social-distancing measures. You don’t have to change who you are, but adapt your message to embrace this new audience as well. Create clear and targeted messaging to specific groups that will help cut through the noise. You are no longer in survival mode; instead of casting your net to bring in the most customers, go for a small group that identifies with your message, loves who you are and what you have to offer. Authentic and consistent messaging will help build brand trust and loyalty.
Ask your audience for their help then listen to what they have to say.
How do you make sure your people — I’m talking about your ride or dies — are loving what you’re doing now? ASK! Everyone handles change differently and it can be uncomfortable at times. Especially now when so much has been thrown at us at once, you want that sense of comfort. So it can be hard when you walk into a place that was once a safe space and see new faces, new staff, changed menus, or closed dining rooms. While some of these changes may have been made out of necessity, some may be up for discussion. Allow yourself to be open to hearing what changes are working and what aren’t.
The guest experience is key in 2021, so it may be worth it to see how you can improve it for everyone. By asking your guests who already know you and love you, you make them feel included in your growth and development. Thinking about changing a menu item? Implementing a new take-out/delivery system? Revamping your indoor/outdoor space? Ask them how they feel and listen to understand, not necessarily to respond. However, they may have some great ideas that will work for both of you, and if they feel like they’ve had a say in a decision, they are more likely to go to you over the new bar that moved in down the street.
Be aware of environmental changes.
While many anticipate this year being a revival of the roaring ’20s, you can’t assume that everyone is going to want to go out and have a good time. People will still be concerned about safety even after the vaccine. Some people are still out of jobs and may not have the same spending habits. Not everyone will be able to support you the same as they did BC (before covid). So be aware of your environment and adapt accordingly.
Continue to think of ways to expand your brand.
While it was probably a little uncomfortable scrounging for new ideas just to stay afloat, it doesn’t mean you should abandon them now that things are starting to stabilize. Talk to your local grocer about getting frozen to-go meals in their freezer section. Keep your family-style dinner menu option. Continue to make great YouTube tutorials on creating cocktails at home. Don’t be afraid to get creative. After last year, nothing is too far-fetched or crazy!
Rewrite your story to include covid.
Don’t be afraid of being honest about what you went through. It helped shape your restaurant into what it is today and is part of who you are, but not all of who you are. Let your customers know that 2020 wasn’t the easiest year. Let them know what you did to survive and make sure they know that THEY are the reason you are still fighting. When you show that you recognize and can relate to your customers’ struggles and needs and let humanity guide your messaging, you are not only helping them but your business as well.
Continue to support your community.
The brands that will remain relevant are the ones who show what measures they are taking to continue to have a positive impact on their community, their employees, and their customers. Start a fundraiser where a percentage of sales goes to buy computers for underprivileged kids for distance learning. Collect canned goods for your local food bank or clothes for a clothing drive. Offer diners a free drink or dessert as a thank you for their contribution. Last year really brought people together to not only save small businesses but help each other in their community. It would be a shame to see that support go away once the storm has passed.
Create processes to drive people not sales.
It’s no longer about surviving day to day, time to think in terms of sustainable year to year. A quick customer win may have been great when your future was uncertain, but now it is time to thrive, and offering up whatever you can to get a sale is not going to hold up. Instead, you want to focus on your guests and their experience. It’s not about what you can do to get them in the door — Time to focus on making them feel welcome, safe, and comfortable before they even walk through it. How do you do that? Communicate!
Communicate through your website, be transparent, and show them what makes you great. Show them the measures you have in place to keep them safe. Be transparent about food handling and service. Use social media to show your personality and engage with them so they get to know you and are attracted to your restaurant. You want to instill confidence in your brand, provide comfort, give accurate information, and go above and beyond to help your guests and exceed expectations. By communicating and creating an amazing experience at every stage of the customer journey your brand stands out, you’ll create customer loyalty, and build brand trust.
MARKET!
You cannot let your marketing slide this year. Here’s why: For every restaurant that closed, another will open in its place. And that new restaurant may just be the one to take you out. Stay fresh with your marketing, get creative, stay in front of your audience, and stay at the top of their minds. Remind them every day of who you are and why they love you.
Don’t get upset if things don’t go to plan.
If 2020 taught us anything, it’s that things happen that are not always in our control. Be flexible!
Most importantly, embrace the change and be proud of what you have done.
You made it! You survived! You could’ve given up, but you didn’t. BE PROUD and stay positive!
