Restaurant Industry Communications in a Coronavirus World
By: Cecilia Fay
“Would you mind posting our new hours? "Now the mayor is saying we can stay open till 8.":
On April 27th, 2020, servers, hosts, bartenders and floor managers in Memphis and the Midsouth returned to their respective restaurants eager to get back to work after a month of shutdowns. Now, however, everything looked different. QR codes were seen on almost every table. The thin blue surgical mask was now a part of the uniform. Bags and boxes of food flew out of the kitchen and hand sanitizer was the new lotion for most.
One month prior, Covid-19 swept through Shelby County and inevitably caused thousands of businesses to close. Service Industry workers were out of a paycheck and many relied on unemployment in order to live. While returning to work was a relief for most, the service industry had drastically changed. Frustrating mandates came and went for the rest of the year, and throughout 2021, the Shelby County Health Department left industry workers to enforce the mandates.
Restaurant marketing and communications were drastically affected during the Covid-19 outbreak. Before the pandemic, these tools were utilized to enhance the experience of a restaurant, bar, or other local establishments. The main focus of communications was to look better than the place down the street and keep everything running smoothly. Here are some ways the industry changed due to the pandemic.
Social Media and Internet
Events, promotions, and advertising
Artistic and colorful images
Photos of guests eating, drinking and among others
Print and Graphics
Lengthy and detailed menus
Minimal signage
Consistent operating hours
Internal Communications
Coordinated scheduling within staff and management
Consistent list of duties/responsibilities for staff
Level of expectations set for staff and customers
During the pandemic, marketing and communications became more important than ever. For restaurants, the priority was no longer about the best looking dish, colorful cocktails, or events. No one was posting to compete with other restaurants in the area. Marketing and communications was now about doing what was necessary to survive.
Social Media and Internet
No promotions or events
Minimal advertising
Operating hours and menu changes
People were not regularly included in visuals,and if they were masks and social distancing had to be evident in the photo.
QR codes used for menus and websites
Print and Graphics
Shortened menus, often paper or not printed at all
Many signs mainly giving covid information
Signs regarding new delivery apps
Medical and health language often posted in storefronts
Internal Communications
Staff and management schedules were inconsistent and extended
Employee to supervisor communications were difficult to understand
Within a short timeframe, new rules, mandates, and expectations became public
Flash forward to April 2022, almost 2 years after COVID-19 first hit Memphis, TN. Most restaurants are still in a recovery period. Some still require their staff to wear masks. Others are fighting legislation for vaccine requirements. As for being online, food is making its way back to Instagram pages. New initiatives like bar contests and mental health support are here to support the local industry. Menus will never be the same. Most places have stuck to the QR code concept and have found ways for customers to pay online. Some places are still without their popular items but have found ways to update their options for the better.
“We survived a worldwide pandemic, we can survive your crappy yelp review, Karen”- Some Facebook post.
