Restaurant Responses to COVID-19
In-Market Examples FROM WEEK OF 4.12.20
Classified - Confidential Intro & Core Themes With the foodservice industry shifting to off-premise, we are seeing tremendous creativity and innovation in the market, as restaurants find new ways to continue to drive their off-premise business. We have collected examples of these great ideas across different channels and the country, in order to share with our partners. Our hope is that these best practices also spark new ideas to help you during these uncertain times. They are divided into 5 Main Themes.
2 Classified - Confidential After some employees tested positive – Safety/Operations launched even tighter safety protocols & communication of these new protocols
Who is doing it: Dominos
What it is: After some employees tested positive, Dominos developed even tighter safety protocols & transparent communication on the work they are doing
Customer Rationale: Build/maintain credibility with consumers
Guest Rationale: Feel safe ordering take-out/delivery from Domino’s
https://www.nbclosangeles.com/news/local/la-dominos-shuts-down-after- workers-reportedly-test-positive-for-coronavirus/2344650/
3 Classified - Confidential Enhancing the safety elements for staff Safety/Operations
Who is doing it: McDonald’s, CFA, Dunkin, Taco Bell, etc.
What it is: Expanding masks, gloves, etc.
Customer Rationale: Protect employees and consumers in the food preparation, food hand-off and payment exchange
Guest Rationale: Enhanced safety measures makes me feel safer
4 Classified - Confidential Safety Precaution Communication Safety/Operations
Who is doing it: Zao Asian Cafe
What it is Social Channel post to communicate to guests that employees are masked for your protection
Customer Rationale: • Remind guests that we are still here for them, are using safety precautions, and they can order via curbside, drive- thru, and online
Guest Rationale: • Peace-of-mind that the restaurant is taking the necessary precautions to ensure that both customers and employees are safe
5 Classified - Confidential Communicating Levity Thru Packaging Communications
Who is doing it: Lazy Dog Restaurants
What it is: Tamper-resistant cup packaging with playful copy
Customer Rationale: • Creates sense of ‘longing’ to finally indulge in your beverage purchase (‘The Moment You’ve Been Waiting For’)
Guest Rationale: • Tamper evident seal instills consumer confidence
6 Classified - Confidential
Engaging the brand in a unique way with Communications consumers in their “new normal”
Who is doing it: TGIFridays
What it is: The TGIFridays bartending finalist developed a specialty cocktail “The Very Berry Quarantini” & showcased how to make this from his home
Customer Rationale: Engage in memorable ways with the TGIFriday consumer
Guest Rationale: Fun, unique way to bring a little TGIFriday home
7 Classified - Confidential Finding ways to take Fine Dining Off Premise “curbside” Promotions
Who is doing it: The Winery Restaurant & Wine Bar
What it is: Find a way to deliver a fine “dining” experience in this “new” normal through order ahead & curbside delivery – this concept has also launched a “Winery Grocery” store to help consumers stock their fridge with high quality food/ingredients which they can pick up with their dinner
Customer Rationale: Find a way to deliver revenue in a unique way – this customer has stated publicly they will continue take-out/curbside after this crisis is over but they will try to find the “Nordstrom” packaging approach – right now they are using what is quickly available.
Guest Rationale: Still get to have the great food from the fine dining establishment I love!
8 Classified - Confidential Kids solve the challenge & eat free! Off Premise Promotions
Who is doing it: Burger King
What it is: Every day, Burger King will release a new question on its Facebook and Instagram accounts. The challenges will cover various school subjects, including math, biology, chemistry and literature. Solve the challenge and get a code for a free whopper!
Customer Rationale: Capture attention with a “free” offer
Guest Rationale: Reduce price/person by getting a valuable “free” offer
9 Classified - Confidential Daily family meal pre-order supported by Off Premise live music during pick up window Promotions
Who is doing it: Restore Public House
What it is: This FSR is developing a family meal per night with a requirement for pre-order. During the pick up window, they are greeting customers with live music to help “lift their spirits”.
Customer Rationale: Finding new ways to deliver revenue, engage with consumers in memorable ways (live music) – they have sold out every night!
Guest Rationale: Support my local restaurant, have an uplifting experience (music) while picking up food for my family
10 Classified - Confidential Unique delivery of off-premise Off Premise margaritas Promotions
Who is doing it: Taco Cabana
What it is: Deliver margaritas by the gallon and identifying how to mix at home
Customer Rationale: Finding new ways to deliver revenue generating beverages
Guest Rationale: Get my favorite margaritas at home
11 Classified - Confidential A little something “extra – special” Off Premise Promotions
Who is doing it: Taco Cabana
What it is: Add a special dessert at a value price point
Customer Rationale: Deliver unique item at a value price to make the holiday a bit more special
Guest Rationale: Add something special to the order for the family/me
12 Classified - Confidential Virtual Experiences – ‘Couchella’ Off-Premise Promotions Who is doing it: Shake Shack & Pieology
What it is: Shake Shack – Free Shack Burger with $20 Postmates Purchase PLUS “Couchella” Tie-In
Pieology – Drive awareness of multi-eater offerings and added Spotify component to differentiate
Customer Rationale: • Drive average check with multi-eater offerings
Guest Rationale: • Opportunity to improve virtual Coachella experience with great food
13 Classified - Confidential $1.99 Kids Meals Off-Premise Promotions Who is doing it: Red Robin
What it is: $1.99 Kids Meal with purchase of entrée. From 3/31 - 4/13
Customer Rationale: • Drive guests to Red Robin for takeout or pick up. Encourages guests to take a break and treat the family at a great price point
Guest Rationale: • Provides a financial incentive and gives guests a reason to order from Red Robin
14 Classified - Confidential $0.99 Fountain Beverages Off-Premise Promotions Who is doing it: Red Robin
What it is: $0.99 Fountain Beverages
Customer Rationale: • Offer competitive fountain beverage discount to increase average check and encourage add-on behavior
Guest Rationale: • Discount is deep enough that a guest can easily add a beverage to their order
15 Classified - Confidential Family Meal Experiences Off Premise Promotion And Experience
Who is doing it: Rubio’s
What it is: Encouraging and supporting family eating occasions with new Burrito Box and experiential elements to drive engagement
Customer Rationale: • Drive traffic and check with a higher priced multi-eater offering while providing an at-home experience with the brand
Guest Rationale: • Give consumers more than food, as they chart the unknown waters of “Stay at home,” holidays, and meal experiences
16 Classified - Confidential DIY Taco Kit at Home with Ralph Rubio Evolving Business Formats
Who is doing it: Rubio’s
What it is: Creating personal brand connection with founder Ralph Rubio in his home via a live digital experience
Customer Rationale: • Drive traffic, brand awareness & connection
Guest Rationale: • Provides confidence in the brand and a connection to leadership
17 Classified - Confidential Celebration Dessert Kit Evolving Business Format
Who is doing it: CPK
What it is New for Birthdays & Graduation: Celebrate-at-Home Dessert Kits
Customer Rationale: • Surprise and delight. Make it easy and fun to celebrate these milestones while at home. 4 kit offerings, single and double. Easy to add Prosecco
Guest Rationale: • Make a loved one feel special, and a fun way to celebrate at home with pickup or delivery
18 Classified - Confidential Emphasizing Take & Bake Options Evolving Business Format
Who is doing it: CPK
What it is Take and Bake Pizza for guests who prefer the quality of pizza cooked at home
Customer Rationale: • Alternative pick-up format for guests who are particularly concerned about product heat retention
Guest Rationale: • An easy, already prepared option that can be made and even customized further at home
19 Classified - Confidential All Day Taco Night Evolving Business Formats
Who is doing it: Del Taco
What it is Discounted Taco Deal all day on Tuesday (New Dayparts)
Customer Rationale: • Drive traffic all day with core craveable item and reinforce value messaging
Guest Rationale: • Craveable Del Taco item at a great value any time of day (no longer limited to dinner)
20 Classified - Confidential New Approach to DT Ordering Evolving Business Formats
Who is doing it: Chick-fil-A
What it is New method of dt ordering to support social distancing
Customer Rationale: • Utilizing a ‘selfie-stick’ promotes a safe, healthy distance for DT employees to stand
Guest Rationale: • Emphasizes Chick-fil-A cares about creating a safe environment to order product
21 Classified - Confidential DIY Fine Dining Evolving Business Formats
Who is doing it: STK Steakhouse
What it is: Offering meal options where steaks come with recipe card and spice rub, to be cooked at home
Customer Rationale: DIY is popular right now, it provides a fun experience, and ensures a fresh steak
Guest Rationale: Great quality meat with instructions to cook should make for a fun and great tasting experience
22 Classified - Confidential Bar/Restaurant taking to the parking lot Evolving Business Formats
Who is doing it: Winking Lizard Tavern
What it is: A couple days/week in a defined time period, this restaurant is building family dinners through pre-orders and taking cash only (to optimize “contactless” exchange with the tools they have available
Customer Rationale: Finding new revenue streams to drive business in a way they can execute low tech/with existing tools they have available
Guest Rationale: Support the local tavern I like while getting great food for my family in a contactless exchange
23 Classified - Confidential Developing new revenue streams for the Evolving Business restaurant & giving back Formats & Community Who is doing it: Texas Roadhouse
What it is: Opening up their kitchen inventory as a “farmer’s market” and with the proceeds feeding local out of work hospitality employees
Customer Rationale: Drive new revenue stream while supporting hospitality employees
Guest Rationale: Get great quality butcher and produce while doing good & supporting hospitality employees
24 Classified - Confidential Free meal for financially impacted Community Support
Who is doing it: Wayback Burgers (Lawrenceville, GA)
What it is: April 20-24, offering free burger and fries to a different group each day that has been financially impacted by COVID-19. Customer Rationale: Help those in need in the community, and recognize their hardship. Also encourages others to donate to the cause.
Guest Rationale: A free meal may be well received by those impacted. For other guests it may call attention to the need to support those who have been impacted.
https://www.facebook.com/WaybackBurgersLawrencevilleGA/ 25 Classified - Confidential Enabling consumers to give back in a Community Support quick and easy to understand way
Who is doing it: Toppers Pizza
What it is: With every pizza ordered during a specific time, Toppers donated a large pizza to local police, fire, hospitals and other front line employees
Customer Rationale: Give back to the community
Guest Rationale: Get dinner while supporting the front line workers
26 Classified - Confidential Enabling consumers to give back in a Community Support quick and easy to understand way
Who is doing it: Cousins Subs
What it is: As part of Cousins Cares, guests can place an order for a 20 piece party box for delivery to an essential business in their community. Through April 30th, participants will receive $15 off their order of a 20-Piece Party Box and will not be charged a delivery fee.
Customer Rationale: Give back to the community
Guest Rationale: Easily support essential businesses in the community
https://www.cousinssubs.com/newsroom/cousins-subs-introduces-cousins-cares/
27 Classified - Confidential Costa Vida & Four Foods Group Community Support
Who is doing it: Costa Vida & Four Foods Group
What it is New partnership between two different restaurant brands to send relief packs to the local community
Customer Rationale: • Drive traffic while also helping the local community
Guest Rationale: • Opportunity to provide a meal from a group of restaurants to local community members in need
28 Classified - Confidential Sponsor a Meal Program Community Support
Who is doing it: Lazy Dog
What it is: Creation of sponsorship program for guests to donate meals to frontline workers
Customer Rationale: • Show support for local community and allow others to contribute
Guest Rationale: • Easy way to contribute to relief efforts
29 Classified - Confidential Costa Coffee Re-opens in Wuhan Future Considerations
Who is doing it: Costa Coffee
What it is: Locations in Wuhan offered free coffee via contactless experience. For purchased products, payments made via mobile platforms like WeChat.
Customer Rationale: • Incentive to get guests back into restaurant, build back the coffee routine in a gradual, safe way
Guest Rationale: • A return to a coveted part of the ‘old’ daily routine, done in a new, contactless way
30 Classified - Confidential