Bouncing back

As life continues to change around us one thing is for certain: if you haven’t already adapted your business to meet changing demands, then now is the time

It may seem like it’s all doom and gloom at the moment, but there are definitely pockets of opportunity out there for operators, it’s just about identifying them and tweaking them to fit your business and your customer base.

Those operators working in fast-food outlets, cafes and coffee shops in particular can maximise on the current customer need for speed, convenience, value and as little contact as possible.

Here’s a selection of ways to pivot your business and succeed.

DELIVERY IS THE WAY FORWARD

Delivery is the one area that grew during lockdown and is predicted to continue on an upward curve as people increasingly choose it to remove the need to leave the house. The times when people ordered food for delivery as a treat at the weekend are gone; now they are demanding food delivery at any time and any day of the week.

For those who remain working from home, you could provide contactless breakfast and lunch deliveries. A box containing a pastry, savoury breakfast muffin or granola pot with a fresh juice or smoothie and snack bar for elevenses could now be a hit. For lunch options, perhaps a fresh soup pot, sandwich, panini or jacket potato with cake or fruit and a drink is just the ticket. Providing all they need without them having to leave the house is a winner, plus brekkie or lunch from their favourite place helps customers feel a sense of normality.

Recreating popular items from your menu for people to enjoy at home is guaranteed to impress. There’s still a significant number of people reluctant to venture out but are missing their favourite foods. Giving them what they want delivered straight to their door is a sure-fire way to keep their custom, no matter what lies ahead.

Top tip

CLEARLY COMMUNICATE ALL THE MEASURES YOU HAVE IN PLACE TO REASSURE CUSTOMERS THAT YOUR VENUE AND OPERATIONS ARE COVID-SAFE

GET CREATIVE AND APPEAL TO THE NEW NORM

With 86% of consumers saying they missed eating out * there remains an opportunity for operators to encourage and welcome customers into their venue. Consider any seasonal opportunities coming up, however big or small, and how you can shape your offer to excite your customers. Heaters and covers mean you can offer seating outside whatever the weather. Add candles or fairy lights to your outdoor space to make it atmospheric and share your venue on social media.

MADE FOR SPECIAL OCCASIONS

So many will have spent birthdays and special occasions in lockdown, but now you can create occasions for customers to relish. Offer treat boxes or a birthday freebie, which has the added benefit of raising your profile and reputation. Be inventive and business-savvy by pulling occasions out of thin air such as ‘Banish the Blues Mondays’, offering a selection of sweet treats to lift people’s spirits, lunches delivered to work or afternoon teas.

HITTING THE ROAD

Got a van? Then you go to them. Rather than staying in just one site, move around. Park up in residential areas and outside businesses that need workers on-site. For the risk averse this is perfect: tasty food and drink on their doorstep. Add value and increase sales by introducing items you didn’t sell before lockdown, even if it’s simply a range of soft drinks, snacks or chocolate bars. Advertise your changes on social media and encourage people to contact you if they would like you to visit them where they live or work.

WHO CAN RESIST A GREAT OFFER?

As consumers tighten their purse strings, what offers can you promote? A free hot drink with any hot food order, buy one sandwich get one half price, or a free cake with a hot drink is bound to grab attention. Could you offer an adaptation of the Eat Out to Help Out scheme on your quietest days of the week?

THE POWER OF GIFTING

Offering gift vouchers is an effective way to get people through your door, whether in reality or virtually. The money stays in your business and the recipient has an occasion to look forward to – it’s a win-win.