Franchising’s Unsung Heroes of COVID-19

The coronavirus pandemic has resulted in a great deal of uncertainty across the globe. In addition to the unspeakable loss that many are dealing with, communities all over the world are struggling through record-high unemployment rates, economic downturns and mass closures. For thousands of businesses and companies, the uncertainty that comes with this crisis is proving to be an unprecedented struggle. 

With so much negativity surrounding businesses during these times, it can be difficult for entrepreneurs and business owners to stay positive. Now more than ever, it is crucial to remember that everyone is facing this issue together. In addition to healthcare professionals and essential workers saving lives every day, there are unsung heroes taking initiative and showing compassion in every industry, including food service. 1851 Franchise spoke with Renee Israel, Chief Franchise Officer at Modern Restaurant Concepts and co-founder of Doc Popcorn, to discuss some of the examples of these unsung heroes that she’s seen.

“There are so many heroes that come to mind when I think of the restaurant industry and all of the people working together to make it through this crisis,” said Israel. “To begin with, there are countless restaurant support and hourly employees who are adjusting to take out and delivery-only services, working shifts with skeleton teams and risking their own health to go to work each day and serve as a critical resource in their communities.”

When it comes to franchisees, Israel notes that it is important to remember that most are independently owned and operated small businesses. “Even for those who aren't making money or are having to close, business owners are finding ways to serve their communities either with their products, services or actions,” said Israel. “One of Doc Popcorn’s franchisees in the Chicago area freshly popped over 750 bags of popcorn and has been delivering them to local hospitals for the brave women and men who are showing up every day to help save lives.”

Israel also pointed to several CEOs and founders who have been giving up their salaries to pay their staff as long as they can. In addition, many leaders have had to make extremely tough decisions to furlough employees because they know it's the right thing to do in order to come out strong on the other side of this crisis. 

“Modern Market Eatery, one of the brands owned by Modern Restaurant Concepts, feels strongly that restaurants are an essential resource to their local communities,” said Israel. “So, the leadership team took an industry-wide perspective while staying positive. We started a campaign called #saverestaurants that went viral with franchisors large and small, as well as with the Independent Restaurant Coalition. We had a several-pronged approach to educate and inspire people to continue to spend money in their favorite local restaurants.” 

According to a new survey from The James Beard Foundation, 4 out of 5 restaurant owners remain uncertain they can reopen once the pandemic passes, putting at risk 11 million workers and a $1 trillion industry. As Israel explains, it is important to educate people and lawmakers on the point that restaurants are an essential resource to their respective local communities during this time of crisis, especially considering not everyone can cook or wait in line with many others at a grocery store. In the same vein, it is important to educate guests that eating take-out and delivery is a sanitary option. This was the case prior to COVID-19, but now, restaurants are enhancing their precautions to ensure the safe preparation and contactless delivery of food.

“Guests are also stepping up to become everyday heroes by simply supporting their local restaurants,” said Israel. “Even if the commitment is just to order from a local restaurant at least once a week, purchase gift cards for later, buy food to give to those struggling or to tip well, every little bit helps.”  

Modern Market Eatery, for example, has been providing deeper discounts to those purchasing for groups of people on the front lines fighting the virus. “We also have had high engagement on social media during this time as we go the extra mile to help guests get what they need,” said Israel. “We even added grocery boxes in order to provide the same delicious whole food ingredients we use to cook in our restaurants as we hear more and more that it's difficult to find high quality produce and meats like we have at Modern Market.”

Regardless of the industry, the challenges brought on by COVID-19 are universal. Now, it is essential that we all work together and show appreciation for those unsung heroes who are continuing to serve their communities.