Maximising Sales Opportunities - What the Food & Hospitality Industry Learned from the Pandemic

FEATURE MAXIMISING SALES OPPORTUNITIES

WHAT THE FOOD AND HOSPITALITY INDUSTRY HAS LEARNED FROM THE PANDEMIC

Whilst the devastating effects of Covid-19 on the foodservice and hospitality industry are not over yet, there are many lessons to be learned and shared from those food and beverage operators who have had to think positively, be agile and at all times remain hopeful that their food businesses will take on whatever changes necessary to survive and thrive. Hospitality is about serving people and making them feel welcome – this will never change; if anything, the post-Covid diner is looking for great service more than ever before, coupled with a welcoming, vibrant, safe, hygienic, contactless, technology-enabled environment. People are not travelling overseas they have money to spend on eating out – and local restaurants and cafés are the benefactors of local spending.

What Consumers Want Today

According to Morning Consult, consumers are craving connection and want to come back to outdoor and indoor dining ‘66% of Americans feel

comfortable dining out at restaurants.’ (Source: https://morningconsult.com/returntodining/ June 16, 2021)

Food operators all over the world know the downside of the pandemic, but it is now clear that in order to weather the storm of on-going lockdowns and new government regulations, operators must address the following three key factors – (1) social distancing, (2) hygiene and (3) technology. By understanding these critical factors, food businesses have developed a set of positives that allows them to maximise sale opportunities.

Maximising The Post-Pandemic Positives

Many food operators have emerged from the pandemic with new revenue streams. Take outdoor dining – for many operators they will be permitted to keep their al fresco dining as a permanent fixture – an option that would never have been considered prior to the pandemic. In the US, 91% of limitedservice operators and 90% of full-service operators say they will continue offering customers expanded outdoor seating, if their jurisdiction continues to allow it after the coronavirus crisis is over. This trend is widespread globally; not only creates a safer dining environment for restaurants and cafés, but increases seating numbers in a controlled and socially distanced way.

Café and restaurants in high streets, shopping malls and throughout cities large and small are benefiting from the following revenue-generating activities, that are here to stay:

1. A comprehensive delivery service and paying competitive 3rd party provider rates 2. Contactless kerbside and pick-up service within malls – no customer delivery fees 3. Ghost kitchens reduce rent location and ease of access

Francis Loughran

Founder & Managing Director

4. Alfresco dining terraces added to shopping mall restaurants, cafes and business parks 5. Many countries are offering indoor dining for fully vaccinated patrons 6. Offering express menus – 60-minute 2-course lunch and dinner menus at a set price to encourage volume sales and more table turns 7. Extended restaurant trading hours in cities not known for early and late-night dining 8. Dining at home meal packages from reputable chefs and restaurants 9. Open-air venues e.g. pop-up food stalls in malls, business parks, restaurants and bars 10. Waterfront restaurants adding pontoon for additional seating numbers 11. Digital technology is one crucial half of reopening – the other is the staff and their wellbeing 12. Restaurants need to have design-driven solutions and be more adaptable with seating plans that expand and contract easily and quickly 13. Covid-19 has increased better hygiene and safe food handing in many food businesses

Many larger hospitality groups and multisite franchise companies have developed disaster plans and are revising their financial modeling and cash reserves to weather any further pandemic storms. Food retailers are looking at regulatory protection regarding rent increases, predatory foreclosures and evictions.

The health experts say Covid-19 will not be our only pandemic; so, food service businesses need to be better prepared for future disruptions and be faster to act on staff, operational reductions and more adaptable with seating plans in the future. Many of the lessons learned have been shared worldwide and will continue to develop and evolve as they innovative new ways of maximum sales and customer satisfaction within the hospitality industry.