The New Normal for Restaurants

We’re in an unprecedented time for restaurants, one when failure is not an option and change is required. Fortunately, restaurants in most cities and states are being allowed to offer take-out and delivery during the COVID-19 outbreak, even while most are required to stop providing dine-in service for the next few weeks at least. Certainly that’s better the better option than simply shuttering for the foreseeable future.

Essentially, most restaurants will become ghost kitchens. Even if operators have already offered take-out and delivery, it will be a challenge for them to shift their model entirely to what was previously just a small percentage of their business.

Well, take-out and delivery are the new normal now, and the only chance restaurants have to survive is by viewing this paradigm shift as an opportunity, not only to survive but also to build an additional profit center for the future.

A shift toward take-out and delivery requires a full commitment to deliver top-quality food and service. It may even require more focus on delivering a positive and memorable experience than ever before. It is imperative for restaurants to pay attention to detail, act with a sense of urgency and follow up and follow through.

Below are 25 recommendations for restaurants to successfully shift to the new normal.

1. Reevaluate your menu. Look to highlight items that travel and heat up well and those that look and taste as good upon delivery as they do when served in-store.
2. Include reheating instructions with all orders.
3. Create value-added specials for families, like a dinner for four special with an appetizer, salad, entrée and dessert.
4. Add bottled soda to your drink offerings.
5. Stock your restaurant with proper take-out and delivery packaging, including utensils, napkins and condiments. Don’t skimp on bags and boxes.
6. Create a Thank You item (or items) for customers who support you during the slowest weeks, such as a low-amount gift card for a future take-out/delivery order, a higher-amount gift card for when full dining becomes available, a hand-written note expressing thanks for their business, or small freebies. Be creative, but remember, a little goes a long way!
7. Include a business card from the owner or general manager with a note outlining steps customers can take if they are not satisfied. If, and when contacted, act promptly and courteously.
8. Pay special attention to order taking and checking to ensure accuracy.
9. Ask about special food preparation requirements.
10. Add a personal touch by letting customers know the name of the person taking their order.
11. Phone calls must be answered as promptly as possible and in a professional manner.
12. Pay attention to how menu items are placed in containers to ensure they look attractive when customers receive them.
13. Include extra containers of sauces and dressings. When reheated, many menu items tend to dry out, and customers appreciate the extra items.
14. Be sure to track all orders and hold delivery drivers accountable.
15. Follow up with customers after they receive their order — later that day or at the latest, the next morning.
16. A good rule of thumb for managing expectations is to under-promise and overdeliver.
17. Include with each delivery a list of future specials and of course, the take-out and delivery menu.
18. Utilize the restaurant’s loyalty program to communicate with and market to your database of loyal customers.
19. Create a simple frequent diner program. For example, every fourth order receives a $10 or 10-percent off discount.
20. Build order tickets by offering a multi-meal discount. For example, place a second or third order at the same time and receive 5 percent or 10 percent off, respectively.
21. Offer an additional entrée with orders over a certain amount. For example, spend $50 and receive an order of spaghetti & meatballs at no additional charge.
22. Market on social media with pictures of menu items and specials.
23. Market on social media with videos of the owner showing cleanliness of the kitchen, food preparation or just offering a personal message of care and thanks.
24. Document all processes and methods regarding take-out and delivery to incorporate into restaurant operations to enhance business when restaurant is open for dine-in customers.
25. Communicate, communicate, communicate with staff on changes and progress. Celebrate small wins!