BUILDING A PLAN:
RECOMMENDATIONS FROM TRIPADVISOR By Martin Verdon-Roe, General Manager of Hospitality Solutions, TripAdvisor
O
ur restaurant clients tell us they remain concerned about the costs of reopening, the lingering impact that COVID-19 will have on diner perception and how they will win those diners back, as a result. Here are some recommendations to help restaurateurs build their plans: 1. Focus on marketing Approach your reopening or return to normal operations as you would the launch of a new restaurant. This requires a marketing plan. Because cash flow — and time — is short right now, focus on high-impact places diners see when they search for your business or food in your local market, including your website, social media channels and planning platforms like Tripadvisor. Essential messages for these channels include your approach to safety and diner experience, what they can expect from your restaurant right now and a warm welcome back! 2. Stay ahead of business updates For many restaurants, reopening may also happen in phases to help manage costs. If that’s the case, your menu, hours of operation and levels of service may change over a few weeks. Diners are likely to look online to find restaurants and confirm what’s available before venturing out. So it’s important that you do your best to update the various places where they may seek out information about your business. This way you properly set their expectations and avoid miscommunication. *Note: Menu Connect helps owners do just this! 3. Consider ways to continue diversifying your business Many restaurateurs have already adopted different models like takeout and delivery to help bolster their businesses during the pandemic. In the Emerge phase, market restrictions may ease, but there still may be rules in place, like social distancing between guests, that limit the amount of business you can do. As a result, takeout and delivery, as well as catering and gift cards, should remain an important part of your strategy moving forward. Be sure you’re promoting those services on both your website and social channels to ensure you’re appealing to diners who may want to experience your business in these new ways — or to those who may not be comfortable returning for dine-in service just yet. 4. Ask diners to tell your story Don’t overlook the importance of new reviews. Fresh review content helps other diners confirm what the experience is like at your property now — and that "wisdom of the crowds" information is vital as diners build up the confidence to eat out again. Of course the best way to get more reviews is to train your staff to just ask, though that may not be possible in a non-contact delivery situation, so think about other ways you can encourage that feedback too, such as a written message left with each delivery. Be sure to tell diners how much their feedback means to your business and how they can help during this tough time.
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