RE-OPENING CAFÉS:
DRIVING SALES AFTER COVID-19 While the collective focus of our industry is quite rightly on the safe and successful re-opening of our cafes and restaurants, we’re taking another step forward to look at ways operators can drive sales once their new normal is in place. What can those of us in the business of beverages do to start driving footfall in a safe and profitable way? Reassure customers that you’re putting their safety first, and taking the correct procedures to ensure their protection — and yours. Signpost social distancing requirements for waiting or queuing, keep numbers manageable in-outlet, and offer hand sanitiser where possible. If customers know they’ll be safe in your café, they’re more likely to visit.* Give them the reassurance they’ll need to visit your café again, and prepare your team for their new normal so that you can become a source of confidence for every customer’s return.
Create clear reasons for customers to visit. Shout about your re-opening menu, and display your POS prominently to communicate your offers, rewards and your safety procedures to keep building that trust and confidence. Customers will need clear directions on what is and isn’t available in your range alongside memorable and comforting customer service. Develop a well-defined marketing plan. If you haven’t already, start putting your marketing plan together for your café and use your promotions, offers and updates to foster trust and loyalty with your customers. Ensuring that tasks are defined within the plan, and that the correct POS and marketing materials are in place are simple ways to keep customers updated, and reassures them that you’re re-opened and ready to go.
Make customer service a priority — now more than ever. Your customers will be excited to be able to order their favourite drink again, so why not celebrate? Put your friendly, knowledgeable team front and centre, ensure they’ve had all the relevant training for any new offers or drinks, and create an atmosphere that encourages traffic and repeat business. With the introduction of plastic safety screens to separate customers from team members, it’s never been more important to focus on the expression of positive body language so that your customers can continue to receive the fantastic service they’re used to, and feel welcomed and safe in your café.
If you have any questions, or want to talk about how any of our brands or solutions could work for your COVID-safe business, get in touch — we’d love to chat: StarbucksSupportEMENA@nestle.com
*Source: Brits keen to visit their local hospitality businesses ‘as soon as possible:’ The Caterer, 21st May 2020.