How Essential and Non-Essential Franchise Brands Are Pivoting Their Businesses in Response To COVID-19

As most of the world heads into the third week of our “new normal” ’ surrounding COVID-19, businesses have had to quickly shift their current operations to accommodate and create new strategies to retain current customers and attract new prospective customers.

In response to the CDC deeming gyms, spas and other recreational businesses as "non-essential” during the COVID-19 outbreak, Workout Anytime, a 24-hour, seven-day-a-week fitness concept with 160+ units across the U.S., has had to pivot its business operations to focus on its mobile app. 

During this unknown time in our lives, gym-goers have been left without access to their local gyms, which means they are left without the necessary workout equipment and routines they are accustomed to. In response to help customers out during this time, Workout Anytime has implemented virtual workouts on its mobile app and YouTube channel. On the mobile app, customers have the option to tune into the Workout of the Day and take virtual classes from certified master trainers from the comfort of their home.

“When it became clear that the impact of this virus was going to be long-reaching for an indefinite amount of time, we knew that we needed to take the communities formed in our clubs and put them online. Exercise is a way for people to relieve stress and maintain their health, so it’s more important than ever before for our members to feel connected right now. That’s why we decided to speed up the launch of our app and create daily workouts — our goal is always to be a source of support for our members,” said Mark de Gorter, COO of Workout Anytime.

On the other hand, businesses such as Footprints Floors*, which has over 35+ units across the U.S., specializes in installing hardwood floors, carpet, tile floors, backsplashes and laminates, has also had to shift its business operations as a result of COVID-19. Even though Footprints Floors is open for business, as construction is considered an essential business that maximizes customers’ ability to use their property, Footprints Floors has to take every precaution possible to keep its customers and service professionals safe.

According to the CISA.gov website, “the advisory list identifies workers who conduct a range of operations and services that are typically essential to continued critical infrastructure viability, including staffing operations centers, maintaining and repairing critical infrastructure, operating call centers, working construction, and performing operational functions, among others.”

Since Footprints Floors services most of its customers in their homes, there are specific guidelines that have to be followed in order to comply with the CDC guidelines. 

For example, improved cleaning and sanitizing procedures, maintain teams of two to three people and never more than 10, keeping with social distancing recommendations, and mandating that employees who report an illness seek testing and self-quarantine.

Footprints Floors also implemented free virtual estimates on new projects in order to respect customers’ personal space during this time and limit unnecessary human interaction. All the customer has to do is submit a request online or over the phone, schedule a time, and prepare for the virtual estimate by ensuring they have a compatible smart device connected to FaceTime, Google Duo or Skype along with a measuring tape. The Footprints Floors consultant then leads the estimate and helps advise the customer on how to properly measure their floors and will send an estimate once completed.

Overall, Footprints Floors’ main concern is to help its local community members make the most of their time at home with their families and finally tackle home improvement projects that have been on the to-do list forever all while respecting their homes, their wishes, and of course their health.

“Having strangers in the home to remodel adds another layer of anxiety and unknowns. That is why we wish to convey to all of our employees, and our subcontractors, the degree of importance of proper precautions, and being overly cautious in our efforts to maintain as safe a work environment as possible. We hope to still be able to help people transform their homes into new and  beautiful versions of themselves, but want to do it respectfully and with as much care as possible,” said Bryan Park, CEO and founder of Footprints Floors.

Every brand, essential or not, has the potential to create and implement new advances that will overall increase the business model and set the tone for limitless possibilities. Having to pivot rapidly and unexpectedly under uncertain conditions will ultimately strengthen the value of each business for future longevity.