Great NH Restaurants: Rethinking, reinventing and innovating on the fly

ADVERTORIAL

When nearly every New Hampshire business closed its doors during the stay-at-home order one year ago, the restaurant sector was hit particularly hard.

Those that were able to keep the lights on were forced to rethink how they’d stay afloat. It was a challenge Great NH Restaurants – T-BONES, CJ’s and the Copper Door – met head-on. Operations turned to a takeout model overnight as the group’s leaders formulated new meal packages, online ordering systems and gift card specials. Still, almost immediately, 750 of the restaurant group’s 850 employees were laid off. The challenge, then: to remain relevant, at the forefront of guests’ minds, survive the first few months and get workers back on the job.

Spoiler alert: Thanks to quick thinking, a company-wide resilience and determination to meet unexpected challenges, Great NH Restaurants did just that.

When restrictions were loosened and outdoor dining was allowed, the group hired back its full-time staff and worked to expand its outdoor footprint. This included erecting party tents at each location, purchasing chairs, tables, speakers and flowers – anything that would make the alfresco experience comfortable and uniquely memorable.

Internally, the team got to work, crafting a Commitment to Health and Safety Pledge for employees to follow, expanded participation in ServSafe Certification programs and kept cleanliness top-ofmind when serving guests.

Then, the group’s leaders showed resilience by reinventing its core business. In July, CEO Tom Boucher announced the launch of DingDongDeliver.com – a first-of-its-kind plan designed to deliver quality food to area homes and businesses from a ghost kitchen dedicated solely to the innovative pivot. Using the online tool, customers in Manchester and Bedford order ready-to-cook and readyto-heat meals that can be delivered. Fans of the group’s menus who live outside the delivery area can also pick orders up at the restaurant.

As the summer wore on and new practices took hold throughout Great NH Restaurants, all of its workers were rehired, and against conventional thought, the newest restaurant – T-BONES, in Concord – opened its doors. The 404 South Main Street spot, the group’s sixth T-BONES Great American Eatery, featured barriers, sanitizer sections and spaced-out tables to align with state requirements, but also to continue a culture of safety present throughout all of its restaurants.

To further bolster its safety measures, Great NH Restaurants reached out to St. Anselm College to conduct a survey that would help provide insight into what it would take for guests to feel safe dining in restaurants. As a result of the learning, listening and adjusting effort, state-of-the-art air purification systems by Tyngsborough, Mass.-based Aqualite US were installed – a system proven to safely remove 99.97% of airborne viruses, including COVID-19, as small as 0.1 micron.

During the holiday season, a plan to secure gift card sales was put into place. This approach would help ensure the restaurants would remain busy throughout the winter months. Holiday sheds were created, where guests could purchase gift cards while maintaining social distancing. Additionally, a flash sale of eGift cards was offered online from Black Friday to Cyber Monday, where guests were gifted an additional $50 for every $100 purchased.

The pandemic isn’t over, and Great NH Restaurants continues to work to provide a sense of comfort and safety for its guests. And as outdoor dining remains limited during the colder months, the group continues to evolve, change and innovate.

The message, then: With multiple safety efforts implemented, air purification systems in place, social distancing observed and a staff committed to keeping customers comfortable, indoor dining is secure and can provide a much-needed return to normalcy.

“We want guests to know that responsible restaurants are safe and now, more than ever, is the time to support local and community businesses,” says Tom Boucher, CEO of Great NH Restaurants.