INTRODUCTION
The novel coronavirus has had a drastic impact on restaurants over the past several months, with many establishments closing their doors in response to local stay-at-home orders. In fact, the National Restaurant Association estimates that the industry lost more than $80 billion in sales by the end of April.
Now that it’s time to start reopening, many restaurateurs are left wondering how to move forward and what they should communicate to their customers.
Following are some tips on what restaurants should post on their social media channels when they reopen.
SHARE YOUR REOPENING TIMELINE
As stay-at-home orders begin to expire, some restaurants are opting to reopen right away while others are choosing to delay reopening until they feel more comfortable with the “new normal.” While there is no “correct” decision, it is important to communicate your plans to your customers.
Chances are, they are looking to you for guidance on how to move forward. Post updates about your reopening strategy on your social media channels as soon as possible, including the date you plan to reopen, your proposed hours of operation and whether your planning a phased approach.
For instance, your patrons will want to know when your patio opens (if you have one), when they can dine-in and when you’ll start accepting large group reservations. Just make sure your timeline matches any local health and safety orders.
COMMUNICATE CHANGES TO OPERATIONS
Like many restaurant owners, you will probably need to make some changes to help protect your staff and guests when you reopen. Compile a list of your efforts and share it on social media–your followers will want to see that you’re putting safety first and removing any ambiguity on the dining experience.
For example, a VIPinsiders poll revealed that 24 percent of diners want to see staff wearing masks, and close to 60 percent said they’d feel more comfortable at establishments that use disposable, single-use menus.
Your list also should include what you’re doing to preserve social distancing, whether you’re operating at a reduced capacity and how you plan to minimize transmission from surfaces (e.g. no self-serve items, enhanced sanitation efforts). Consider offering a behind-the-scenes look at what’s being done to help your guests see that you’re taking action.
In addition to safety measures, you should post logistical changes to operations so guests know what to expect. These could include shortened hours, a limited menu, new takeout/curbside procedures, revamped seating areas or a note about slower service due to enhanced safety precautions.
REMIND CUSTOMERS WHY THEY LOVE YOU
Don’t forget to showcase your restaurant’s personality in your posts. Guests will want to see how you’re planning to reopen, but they should also be reminded about what makes your restaurant unique.
Post fun staff photos (complete with PPE) and videos of your chef preparing signature dishes in the new, safer way. You also could highlight features of your restaurant, like outdoor seating, that also align with coronavirus safety precautions.
When possible, involve your customers in the decision-making process. For instance, you could create a Facebook poll asking for feedback about new carryout menu items.