Keeping safe without losing your sparkle
The hospitality industry has been particularly hard hit by the Covid pandemic. Without the huge cash reserves of the airline industry or the muscle power of the energy giants, we need to be particularly clever and creative when it comes to taking these first few tentative steps towards reopening and, fingers crossed, recovery.
I’ve been encouraged by the number of clients, old and new, who have approached me as lockdown has eased. But among the menu reimaginations and ambition renovation projects are many businesses who are losing themselves in the quagmire of legislation and restrictions. Too often have I walked into a previously cosy coffee shop and thought ”What the hell has happened to this place?”. So, here are my top five tips of how to ensure you don’t lose your identity under the weight of masks, gloves, hand sanitisers and one-way systems:
1. Be positive
It's crucial to communicate the right messages to the right people, but rather than using phrases such as ‘Prevention Plan’ use terms like "Protection Plan" instead. Much more positive and reassuring while saying the same thing.
2. Stay on brand
I’ve witnessed some truly scary posters – overly officious with red, bold typography. Information signs or instructions should be on-brand and a reflection of your business as well as an effective way to communicate. Use funky picture frames or stands which blend in with your décor, making them much more likely to be read.
3. Train staff, then train them some more
Ensure all staff are well-versed on all aspects of Covid protocol and trained in how to deal with no-compliant customers. This knowledge and confidence will allow them to carry out their jobs to the best of their ability and offer their normal level of customer service with a smile and good cheer. And we could all use some of that right now…
4. Take care with presentation
If you’re currently using single-use packaging and/or If takeaway is or has become a part of your offering, use eye-catching, on-brand packaging and pop in a colourful "thank you" postcard. Make as much effort with presentation as you did pre-Covid.
5. Don’t be afraid to use humour
I’m a strong believer that humour can be used in any situation. Even during global pandemics. Independent coffee shops may be able to push boundaries and use tongue-in-cheek colloquialisms more than multi-international chains, but if you know your customer you’ll know where to draw the line.
Never feel so overwhelmed by protocol that you lose sight of what you're all about. Do everything you can to ensure your business personality keeps shining through so that remain instantly recognisable to your customers.
This advice was supplied by Victus Catering Consultancy.
