Please note this is an updated version of our COVID-19 FAQ previously posted here, reflecting the latest information and guidelines for restaurants. We will continue to keep this version updated, pending any major updates.
Last updated: May 18, 2020 – NEW QUESTIONS IN GREEN
As the situation with COVID-19 evolves moment by moment across the US and each city begins to look at reopening plans, we’re fielding questions and providing responses as quickly as possible. We know how difficult it is right now, and we are here for you as a resource and sounding board.
Similar to the FAQs we initially drafted as restaurant businesses were mandated to close due to COVID-19, we’re rounding up a list of the top queries we’ve received about restaurants reopening and are openly sharing the counsel from our Crisis Comms team. We’ll continue to update the list as new questions [and answers] flow in.
Want to ask us something directly? Email it to us at TheHotline@bullfrogandbaum.com, and we’ll work to get you a response ASAP.
Q: As we reopen, we want to keep our communication and messaging consistent with media and guests. What can we do to ensure we’re sharing cohesive and timely responses to those who are emailing or calling with questions?
Once you connect with your PR team and draft designated statements and FAQ answers, create a clear and fluid communications tree for fielding any challenging questions.
Once this has been established, share the statements/FAQs with your staff, along with the comms tree. Emphasize that these are extremely sensitive times, and while it’s our instinct not to come off as robotic, everyone should reference these documents for all communication.
If staff is asked questions beyond what is provided on these documents, make sure they do not respond with a “decline to comment” answer. If they are fielding the question via email– they do not need to respond to the email right away. Instead, they can forward it to the appropriate comms tree member so they can advise on the next steps.
If they receive a phone call, encourage staff to respond with, “I do not have that answer at the moment, but will pass it along to my team to get you a response as quickly as possible.” From there, they should write down the first + last name of the caller, where they are calling from, and their phone number, and pass up the communications tree for next steps.
Q: Our local government just started lifting “stay-at-home” restrictions, and restaurants will soon open at a reduced capacity. The profit margins at reduced capacity are not enough to sustain my business. How do I adapt my business model to stay afloat as we slowly navigate getting back to a “new normal”?
This decision is deeply personal for every business. We recommend first speaking with your financial advisors to review what operating models (dine-in, take-out/delivery, grocer) make the most sense for your restaurant in the coming months.
It would also be in your best interest to connect with your legal team. They can advise you on whether or not there are loans/grants you are able to apply for if there are strategic ways to cut overhead costs or negotiate expenses (like rent) as the economy recovers.
Exploring every avenue or option will help you make a logical decision on how a reopening will look for you.
Q: Our local government just started lifting “stay-at-home” restrictions, and restaurants will soon open at reduced capacity. The way in which we operate will look very different from when we were mandated to close (new sanitary measures, rules for those who dine in, etc.). How do we communicate this to our guests?
Transparency and authenticity are key. People understand there is no exact “playbook” as restaurants adapt to the new government mandates, and they will be eager to learn how to safely dine at and support their local restaurants.
Be extremely clear about the new health and safety guidelines you are following as recommended by the CDC and government. Communicate this to your staff and your guests through all means of communication (staff meeting, social media, website, etc.), and where appropriate, display messaging in your restaurant.
Continue to communicate constantly as operations adapt, so you set proper expectations for guests. For example, if you’re at limited capacity in the restaurant, let people know wait times will increase, and reservations will be harder to secure due to social distancing rules + tables being removed.
Q: Our local government just lifted the “stay-at-home” order allowing restaurants to open at reduced capacity; however, we still do not feel this is safe for our staff/guests. Therefore, we will continue to operate as a take-out only or delivery restaurant. How should we message this to our guests without diminishing those in the industry who are welcoming guests into their restaurants?
First and foremost, it will speak volumes that your decision was made because you want to put the well-being of your staff and guests first.
Everyone has different reactions and comfort levels to this pandemic, and if you truly believe remaining closed is the safest decision you can make at this time, communicate that.
Ensure staff, guests, and media are aware that you will be extending your take-out only or delivery business model, and let them know you plan to reopen as soon as you feel it is safe.
Q: Events are a large revenue stream for our restaurant, but with the current government restrictions in place, we are unable to host parties. How can we plan for the future while still abiding by the mandated social distance orders?
If your venue relies heavily on private events, consider an advance booking promotion; call your repeat clients first to drum up future bookings.
While lifted restriction dates are difficult to predict as they are based on a state-by-state government basis, review your government’s phased-out reopening plan, and open your events books for the projected dates accordingly.
Work with your legal team to establish a clause for each booking that transparently states the event date might need to be rescheduled due to government large gathering restrictions and mandates.
While in-restaurant events are on hold, consider virtual events. The restaurant can pivot to focus on creating custom catering packages for people to order at home and curate restaurant-specific Spotify playlists, so guests get the complete experience at home.
Q: With many restaurants reopening at once, and competing for the same business, how do we appropriately set ourselves apart without looking like we are trying to get an upper hand on our industry friends who are also struggling?
Connect with your PR + marketing team to strategically outline ways you can partner with other restaurants to offer “specials” or collaborate to host a one-time-only joint virtual event.
Identify what hospitality touches guests are yearning for that you might be able to work into your everyday programming. Can you set up a program that “connects” people to one another while still keeping a social distance? Are there social media contests you can put into place that also raise money for a hospitality relief fund or frontline workers?
Each plan will look different for every restaurant, but implementing creative ways to engage with guests will be a crucial part of successfully reopening your restaurant.
Q: While much of our business is local, a healthy majority of our guests are tourists. What are some ways we can further engage our neighbors to visit us, offsetting any lost business as a result of tourism decline due to the pandemic?
This is a time when people are banding together and are itching to get out of their homes to safely visit some of their favorite gathering places. Trusting this “in this together” spirit that has swept the country will be key to attracting those who already reside close by.
Encourage people to: rediscover their neighborhood, try a menu item they never got to order before the pandemic, or reconnect with the restaurant’s friendly faces. These are all examples of narratives you can explore to bring people safely together and into your restaurant.
Determining ways to incorporate donations to local or neighborhood relief funds will also give guests a deeper purpose in visiting your restaurant. They will see the bigger picture and impact your team is making and be more inclined to support. COVID Restaurants
Q: Is there anything I can do while I’m closed to ensure consumers don’t forget about our restaurant/bar? How can we sustain interest or even generate a bit of revenue?
A: Yes! If you have the ability to support the community in any other way (e.g. donating meals, etc.) consider launching a program that addresses a need in your neighborhood.
In addition, social media campaigns that hold true to your brand but don’t necessarily push products or visits to your establishment can be created. This is a chance to shine a light on interesting content and borrow communities by spurring conversation beyond COVID-19.
If you sell gift cards online, consider promotions with various incentives to encourage guests to plan future visits.
If your venue relies heavily on private events, consider an advance booking promotion; call your repeat clients first to drum up future bookings.
Be a voice for your team and the industry as a whole. Offer to share your story with the press, including lessons learned, business pivots, and innovative tactics you might be considering for your recovery program.
Q: We are going to have to close our doors permanently due to the government mandated shut down. What do we do?
A: Be transparent in all communications (both internal and external). Begin by sharing the news with your entire staff, sharing as many details as you are comfortable with releasing. Please note: any information shared with your staff runs the risk of being leaked to the press. Once all internal communications have been completed, share the news on your social media channels and with the press. If there is lead time and you will run another service, invite guests to order delivery (or come in) one last time.
In all communications, no matter how detailed, we recommend being genuine, writing as a “human,” and expressing emotions. Share how difficult of a decision it was. Express gratitude for your guests and staff. Thank those in the industry who have collaborated with you along the way. Communications that clearly come from an authentic place are always best received. COVID Restaurants
Q: An employee has tested positive. We’ve worked with all government agencies and the health department to ensure our restaurant is able to remain open. How can we communicate this without scaring away future customers?
A: Honest, clear communication is key. You should first alert all staff of the situation, provide them with an FAQ regarding the plan for moving forward, and train each as to how to deliver the information to guests they are interacting with at your restaurants.
For external communication, we recommend creating as detailed an email as possible to your database, explaining the situation and very clearly outlining how you are protecting from spreading the virus further. If possible, secure a quote from the Department of Health advising you have been cleared to stay open.
The above should be syndicated to your social media channels and shared with all local press. Your PR team should field all follow-up questions from the press, providing access to a single spokesperson when the situation is warranted.
Also, there may be legalities involved with this situation, and so you should always include your legal team in approving any communication before it is distributed. COVID Restaurants
Q: We want to support the community, but right now, we don’t have the ability to really help financially. What else can we do?
A: Speak to your local leaders. Find out what really needs to be addressed in your immediate neighborhood and enlist your PR team to get creative in a supportive response. If there are community causes you deem worthy but cannot support with financial backing, put what’s “free,” yet valuable, to work. Provide visibility to these causes via your social media channels or through distribution to your email database. Or, if you’re able to, donate your time. There are a lot of services being offered, such as dropping off food deliveries personally or shopping for an elderly guest who cannot do so themselves. COVID Restaurants
Q: I need to extend the restaurant closure, and it is unlikely we will reopen. I’m not ready to share that exact news, though. How do you recommend I communicate this?
A: If you aren’t 100% positive that you will close, we recommend you do not to communicate a decision. Instead, all communication should be strategically left open-ended.
Messaging to employees, media, and consumers can express that you’ve made the decision to extend your closure for the safety and general well-being of your staff and the public and that you will be in touch with any updates as the situation evolves.
This gives you the flexibility to completely close or reopen when you are ready to make a concrete decision. COVID Restaurants
Q: I need to close my restaurant, and we will not be reopening. How do you recommend I communicate this?
A: Be transparent in all communications (both internal and external). Begin by sharing the news with your entire staff, sharing as many details as you are comfortable with releasing. Please note: any information shared with your staff runs the risk of being leaked to the press.
Once all internal communications have been completed, share the news on your social media channels and with the press. If there is lead time and you will run another service, invite guests to order delivery (or come in) one last time.
In all communications, no matter how detailed, we recommend being genuine, writing as a “human,” and expressing emotions. Share how difficult of a decision it was. Express gratitude for your guests and staff. Thank those in the industry who have collaborated with you along the way. Communications that clearly come from an authentic place are always best received. COVID Restaurants
Q: I need to close a few restaurants within our group, but some will remain open. Will this reflect poorly on me? Do you anticipate reopening the restaurants we closed will be hard?
A: The key here is to be transparent and factual, both internally and externally. Have a clear plan for the staff of the restaurants you will be closing before communicating to mitigate any fear. Explain the difficult decision and be clear on the next steps.
Externally, provide the overarching reason focused on employee and guest safety and health, and provide any other details you feel comfortable sharing. Ensure the message is consistent across email newsletters, social media, and press statements.
Reopening plans can begin to be put in place. Your PR team can brainstorm community initiatives that will help rally your neighborhood to support you once again once your doors are open. COVID Restaurants
Q: Is it selfish/in bad taste to promote ourselves right now?
A: No, but you must be sensitive and aware of the current climate. Encouraging gift card sales for a visit at a later date demonstrates a clued-in brand. If you are open to delivery/takeout or offering any other service, you should feel comfortable promoting yourselves. Sensitivity is always paramount in difficult times such as these. B+B can create messaging that spreads the word in an appropriate manner. COVID Restaurants
Q: We have other big announcements on the horizon, such as openings, chef moves, etc. Is there still an opportunity to communicate this?
A: Critically assess your timeline. If you have something taking place or opening in the next 30 days, it might be prudent to discuss an adjustment. Beyond this, your PR team will be able to advise whether an announcement at this time is 100% necessary or if there can be shifts in the plan.
While we have seen press cover topics beyond COVID-19, short-lead outlets are currently dominated by the topic.
However, long-lead outlets that work about six months out still may present opportunities to place stories. Once it is appropriate, we recommend your PR teams individually speak with key contacts at target publications to get a sense of where their focus is lying. Everything should be communicated with care, and you should not be blasting any press releases or pitches out at this time. COVID Restaurants