DAY 5 – FOLLOW UP
An industry experts view on the top 5 things you need to be thinking about, when looking to re-start your food sales in your pub.
You may recall my top 5 recommended actions (below), that you can do now, to ensure you give yourself and your pub the best possible re-start to your pub food business?
- Review and tweak your kitchen and stores set up whilst closed (or just doing take away) ready for re-opening
- Revise the layout of your pub’s inside and outside space, to ensure social distancing when customers are allowed back.
- Adapt your service practices, to minimise any contamination concerns, and train staff accordingly to ensure you build customer confidence.
- Review and tweak your menu content to a) avoid wastage if trade is slow at the start and b) ensure you can cope with demand if you have trade peaks
- Get all your customer communications published and printed, so customers are 100% clear about your plans and tactics to serve great food in a safe way
As promised, here is the checklist for point 5 – Get all your customer communications published and printed, so customers are 100% clear about your plans and tactics to serve great food in a safe way
- Work out what your key messages are that you wish to communicate:
- New Covid 19 compliant processes in the pub such as 2m distancing, hand washing, hand sanitising etc.
- When you are serving food, what the opening menu looks like / promote your top selling / known for dishes / why customers chose you v your competitors in the past
- How to order and pay for food
- Any initial promotions or incentives
- Agree the best way to communicate the various key messages- and how often you will re-issue / update the messages via your marketing channels such as Facebook / Website / leaflet drop / external and internal posters / chalkboards etc.
- Think about how best (appropriate tone of message) you can convey your message – to let your customers know that you care greatly about their individual safety. Let them know all you are doing to minimise risk, thereby creating confidence and trust for them to choose to return, knowing that you will look after them in your pub
- Set up some form of customer feedback / suggestion box – to capture positive customer comments that will help to reassure other customers, but also capture customer concerns so you can take appropriate action if needed
As previously mentioned, I would strongly recommend you view the re-start of your food offer as an opportunity to relaunch your food offer to both previous regular customers and potential new customers. Trust me the big brands will have well thought out strategies in place to get customers into their pubs, make sure you give yourself the best chance to get your fair share of the market! BUILDING CUSTOMER CONFIDENCE IS CRUCIAL – You have one chance to get this right.
Tony Aram (Pub Food Consultant)
For more see the Food Profits landing page here