Franchising and Coronavirus: This is not a joke, it’s time to brace for impact, react and recover

This past Saturday, March 14, hundreds of thousands of people hit bars and restaurants in celebration of St. Patrick’s Day. This past Sunday, the same numbers crowded grocery stores. Today, people still hit the streets. 

Some, perhaps underestimating the severity of the coronavirus spread. Some, perhaps not caring – choosing to live their best lives. But, ladies and gentlemen, this is no longer a joke. This is the real life, this is not fantasy.

Symptoms range. Donovan Mitchell, one of three NBA players who contracted the novel coronavirus, had no symptoms.

"I have no symptoms which is a unique -- when people ask me I would say if you were to tell me I could play in a seven-game series tomorrow, I would be ready to lace up," Mitchell told Robin Roberts during an exclusive interview on "Good Morning America." "I'm just blessed to be able to be okay."

"I'm asymptomatic -- I could walk down the street if it wasn't public knowledge that I was sick, you wouldn't know it," Mitchell continued. "I think that's the scariest part about this virus, is that you may seem fine, be fine and you never know who you may be talking to who they're going home to."

As the confirmed cases in Italy reached nearly 28,000 as of 7:13 p.m. CST on March 16 (according to this tracker), the United States inched closer to 5,000. Death totals continued to climb, too, with the US a far cry less than Italy (2,158) at 85. Local and state governments have scrambled to figure out the best course of action for preventing additional spread.

The franchise industry, as a whole, hasn’t seemed nervous about the virus itself, but rather the economic impact the country and world would face after the virus gets under control – a timeframe unknown, as President Donald Trump declares that virus measures could push into August.

New York restaurant and bar owners could be arrested if they refuse to abide by Mayor Bill de Blasio's executive order to restrict them to delivery and take-out only, reported CNN. The measures come as the City That Never Sleeps takes drastic steps to stop the spread of coronavirus.

While unknowns continue to surmount, two realities do exist. One, this is real. Two, eventually, just like every other crisis, there will be an end.

Franchise brands must begin to thing in three stages. Now, the coming weeks and the future. Each part will carry weight in regards to the results of the decisions. With an ending in sight, no matter when, it is important for brands to think long-term, listen to local and state governments, and figure out the best pathway forward for their brands. And, to remember, that you are not alone in the pains of this challenge – every person and brand is facing the same thing.

1851 will continue to cover the coronavirus and the impact to franchising. This week, 1851 will be co-hosting a special Franchise Community Webinar on the Coronavirus and Franchise. Register here: https://mbf6e734.clickfunnels.com/webinar-registration1584137477175