Covid-19 Resources | Marketing
25 Survival Strategies for Breakfast Spots and Diners
Mar 27, 2020
As we head into the second (or for some operators third) week of stay-at-home guidelines from state and federal governments, operators are reporting plummeting sales and empty dining rooms. Here Simplot Corporate Executive Chefs Roberto Roman and Michael Zeller offer timely advice for breakfast- and lunch-focused operators new to takeout, delivery and grab-and-go service.
We are seeing some incredible, entrepreneurial ideas pop up from operators around the world and we've created a list of the 23 things you can do right now—today—to protect your business through this crisis. But we also know that operators that focus on high turnover dining services - especially breakfast and lunch diners, that did little takeout and delivery business before the crisis–are especially hard-pressed.
Many of you are in heavy foot-traffic areas that are deserted or part of a customer's work routine that is now disrupted. But there are still things you can - and must - do right now to stay open and reduce losses.
Get your employees on board
New ideas work better when they get buy-in from people involved in the process, so gather ideas from your staff and give them an opportunity to shine, contribute, and pull in much-needed tips by taking on new challenges or roles.
- Get a commitment from business associates that are willing to change work mode, this will give proper staff to keep workload safe and evenly.
- You're likely going to need someone who can navigate social media, someone who is good with logistics and scheduling, and someone who is adaptable to change. Look for these helpers, and ask them to join the common cause.
- Ask employees who in their own personal communities might need food, and give them agency to market your products through their personal networks.
Make a lot of noise
Normally your business is more low-key, relying on location, regulars, and amazing offerings to keep things humming. Now that model won’t work, so you need to SHOUT out into the digital and physical space, and let folks know you’re still here to serve. If you have social media accounts or email lists, start communicating - and soon. Look to your neighboring businesses to see what is working for them, and start marketing. Check your online orders and credit cards for any sources of customer contact information, and send them a text or email or postcard to let them know you’re open.
Join a bunch of existing communities
- Facebook Groups: As an operator, you personally have a story to share and a community (or 10) to join. Search for Facebook Groups in the geographic locations where you work and live and join those groups. You can promote offerings, specials, your charitable work, and find inspiration from what others are doing.
- NextDoor App: Register an account for the physical address with the highest population density that is connected to you - it could be your business or your home - and start promoting to real people in real time.
- Chambers of Commerce: You might not be a member of your chamber community, but their mailing list could be your savior right now. Reach out to your local business or retail association and pitch special offers to member businesses - some employers might be looking to send “meals on wheels” to employees stuck at home. It’s worth it to ask.
- School and Faith Communities: If you are an operator with school-age children or attend religious services, reach out to the congregation and the PTA, ASAP. Families need to feed their children, and they may welcome a message from a friendly, local business delivering comfort food.
Clear the shelves and sell everything
- Create an inventory list of everything you can quickly and easily restock.
- Distribute that list far and wide, noting that you’re clearing the shelves to meet immediate expense needs and planning to reopen with delivery and/or pickup orders with a new, fresh “stay-at-home” focused menu.
- Track every single inbound request you get - that’s your new email list for future takeout and delivery.
- Coordinate a pick-up and purchase system that adheres to CDC guidelines for safe interactions.
- If you don’t already have a “gift card” offer available online, set one up right away.
- Some operators have even asked their staff members for their Paypal, Venmo, or CashApp accounts and spread that information far and wide, encouraging regular customers to still “tip the staff,” even from afar. Helping your staff stay afloat can allow you to focus on keeping the operation going.
- Using your new digital outlets, create a “meal in a box” for two, four, and six persons at a catering-level menu price point.
- Consider full-day specials, i.e. include breakfast and/or lunch for tomorrow receive 10% off dinner when all picked up at the same time.
- Package items as family-style meals in foil half-pans.
- Add “free” beverages, desserts, sides or pantry items (like toilet paper!) will add to the deal value.
- Provide safe “freeze and reheat” or “bake at home” instructions to encourage the ordering of multiple items at one pickup/delivery time.
- Mirroring the “Groupon” model, be sure to message that “this will only work if we get a minimum of (10? 20? 50?) orders to help encourage the spreading of the offer.
- Coordinate a pick-up and purchase system that adheres to CDC guidelines for safe interactions.
- When possible, offer a delivery “route” that adheres to CDC guidelines for safe interactions.
- Circle back and offer a “subscription” service for a weekly delivery of 3+ meals that customers can incorporate into their new routines.
Focus on your best-selling menu offerings
- Identify your superstar menu item.
- Determine a catering-style price point for producing that item, packaging it for pickup or delivery.
- Using signage, posters, flyers, and digital tools, create messaging around the item itself to remind people how much their taste buds miss your food. For example, “Our two-egg breakfast is so lonely without you. Grab a to-go order today,” or “We are up to our aprons in pepperoni calzone, consider helping us out and adopting one today,” or “Remember breakfast for dinner? We do. We’re here for your comfort food with eggs all day.”