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5 ways QSRs can build a bridge to the 'other side' of COVID-19

Amidst the COVID-19 pandemic, the name of the game is sustaining business for many, if not most, QSR operators. Here are five ways to build your bridge to the other side of this virus-spawned industry crisis.

When you're building your business's bridge to a post-pandemic world, these five QSR operational areas can be your biggest sources of support (photo: iStock).

March 31, 2020 by Jimmy Oliva — CEO, Ordereze

COVID-19 has had a huge impact on our society and the restaurant industry. With business survival on the line, restaurant operators have a choice: Either transition exclusively to delivery and takeout orders, or close shop. The transition is even tougher for smaller restaurants which have not previously implemented takeout or delivery.

But, now more than ever, your customers want the comfort of what they know. Sequestered in their homes, they're counting on their favorite local eateries to give them a break from cooking, a break from the monotony and a small slice of normalcy in an otherwise very uncertain time. They want to support your business, to help you survive and continue serving them and their families for years to come. 

That's why it's imperative that restaurants focus their efforts on retaining loyal customers. How you perform now, during this challenging time, will have a lasting impact on your customers that can help bring back the crowd once the dust settles and your dining room is opened once again.

But unlike this crisis — which, despite how it feels right now — is temporary, the changes you make today to keep your business afloat don't have to be just passing measures that will soon be shelved. Additionally, by implementing some proven strategies now, your business can not only survive, but thrive in a post-pandemic environment. 

Here's what you can do today to help grow in the wake of this crisis:

• Turn on your website's super-powers 

Even before social distancing, over 75% of diners visited a restaurant's website before going in or ordering takeout. Use the surge in traffic today to cater to customers' needs now and in the future. 

Modify your site by adding a pop-up message emphasizing your takeout, drive-thru and delivery capabilities so customersl know you're open and ready to serve                 their needs. Make sure your phone number is front and center, so customers don't have to search for that method of reaching you or any others you are making         available. Once the crisis is over, that pop-up can help promote weekly features and other special events or promotions.

• Maximize online ordering potential

Online ordering is becoming a must for restaurants both in and outside of the pandemic. Customers increasingly want self-service options that don't require them to pick up the phone and talk to a human. Plus, this option allows customers to pay for orders with credit cards, minimizing contact and that most precious commodity of time. 

Once we're back to business as usual, not only does adding this capability mean fewer phone calls for staff and a more convenient option for customers, but it's also a powerful way to gather more information about patrons to help you build loyalty. For example, once you know when and what they typically order, you can then send promotions for complimentary items, time-based offers or special online-only bonuses. 

• Minimize your menu 

Rather than offering your full menu for takeout or delivery, stick to high-profit, easy-to-fulfill items. It's easier now, and once we're back to a more normal state of business, this measure will help to maintain kitchen efficiency when dine-in business is booming again.

Focus on a few popular items that are fast to produce and travel well. You can always expand later once you've established an internal process for handling carry-out and delivery.

• Amp up email marketing

Email marketing is a powerful engagement tool that can deliver as much as 3800% ROI, by some estimates. Email is also a great way to stay in touch with customers now and in the future. 

Use your current email list to send those customers carry-out offers and daily specials. Once the crisis has passed, continue to use this channel to send promotions, weekly specials and coupons to maintain engagement and stay top of mind when full operations are restored. 

• Be even more 'socially' minded 

Put all those email promos you're sending out now directly on your social media pages. Now that customers have more time on their hands, they're spending more time on social, so make sure your brand is prominently featured there. 

Down the road, continue to use these channels to maintain connections with your loyal customers. Offer social specials that reward customers for check-ins, shares and hashtag usage that help promote your business.  

The point of all this is to shout out to your customers that your brand is still up and running, with the meals they've always loved. Online ordering tools make it easy for your loyal customers to continue supporting your business even when they can't physically leave their homes to do so. 

Staying connected with customers through all the virtual channels you have available will maintain the kind of strong customer connections that will act as a bridge to the other side of this pandemic.

About Jimmy Oliva

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Jim Oliva is a co-founder and CEO of Ordereze, a leading website and marketing platform for restaurants. As a former restaurant owner himself, he is dedicated to using his personal experiences and extensive industry knowledge to help others succeed.

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