THE GREAT REOPENING

A GUIDE TO REOPENING, RECOVERING & ADAPTING With 2020 behind us, restaurateurs need to look to the future, stay ahead of trends and adopt the strategies that kept retailers selling through last year’s unprecedented challenges.

We’ve put together this playbook to show you how you can incorporate various tactics to future- proof your business for short and long-term success. WHAT'S INSIDE 03

COVID BUSINESS PRACTICES 04

OUTDOOR DINING TIPS 06

TABLE TURNOVER TIPS 07

USING QR CODES 08

TAKEOUT & DELIVERY SPECIALS 10

DINE-IN SPECIALS 11

GHOST 12

SOCIAL MEDIA MARKETING TIPS THE GREAT REOPENING

As your doors begin to fully reopen & seats begin to fill, it's imperative that you take the steps to narrow the spread of the virus and show your guests safety comes first.

Make the most out of takeout and delivery No-contact takeout and delivery have become the new norm. Guests are going to start adapting to this new lifestyle, and after this is all over some habits will still Create a store flow remain. Don’t ditch the new takeout and/or delivery system you’ve put in place the second you’re allowed to To make sure customers and staff are following social- fully reopen – people may still be looking for it. distancing guidelines, outline distances when necessary, like pick-up lines or table wait lines. You can place strips of tape on the floor or print out Check your city and state guides signage to maintain 6ft separation. Things change quickly, but city and state governments have put together resources to help you prepare for a Keep promoting gift cards reopening date. You should also consider the To sell more gift cards, look to a past promotion you’ve thresholds of reopening and ensure you meet the run (maybe Black Friday?) and offer the same or a requirements. Click here to view State reopening similar deal via email or social. Studies show gift card resources from the National Restaurant Association. redemption is about 80% on average , so the rest of those sales are pure profit. Consult with your vendors

It is important to be open to alternatives in the case your Include hand sanitizer for guests supply chain may be adversely affected. Consult with Offer a bottle of hand sanitizer on each table, if possible, your vendors and have a plan in place so you'll be able or near doorways. to continue your operations without compromising your service. Have a protocol in place if an employee gets ill Put customer safety first If your employee comes down with COVID-19, ensure Your guests may have initial concerns about out you have a plan in place on how to mitigate the even after limitations have been lifted. Ensure your situation. Make sure your other staff members are is spread out far enough that guests feel healthy, ask for testing as necessary, and prepare to safe and are not sitting too close together. This will pause service again, if required. also help relieve your staff of any concerns. Higher hygiene standards Follow the CDC guidelines for reopening Don’t get a fine! Make sure you’re following the CDC Increase your hand washing policy and encourage guidelines for reopening. Click here to visit the CDC staff to wipe down surfaces more often. This is a good website. practice to implement regardless of COVID, and will help prevent the spread of illness.

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If you're designating an area for outdoor seating, don’t just throw down some tables and call it a day. Bring the elements of your indoor space outside and create the atmosphere your guests love.

CHOOSE LAYOUTS AND FURNITURE THAT CREATE PRIVACY

Try to keep the patio dining area away from noisy areas. Make use of fences, dividers, and planters to keep dining tables separate from one another. Use colorful décor to attract customers. Add string lighting and illuminated signage to bring more customers to your doorstep. For after-dark dining, make sure that the ground is level and well-lit. BRING MUSIC OUTSIDE Music plays a vital role in creating a restaurant’s atmosphere. It can also distract from noises like car engines if your restaurant is in a busy urban area. Set up a CREATE A PLAN FOR POOR WEATHER speaker system that reaches customers Unfortunately, when dining outdoors, outside so that everyone can hear the your customers will be susceptible to the music. You may also consider hiring live elements. In the case of rain, determine music to attract passing customers and whether it would be possible, safe, and increase revenue on slower nights. legal for you to move customers inside. If that’s not an option, create a plan to PROVIDE SUFFICIENT SHADE & quickly wrap up customers’ to go.

WEATHER PROTECTION If you’re in an area that is susceptible to Some form of awning, such as an intense heat, think twice before setting umbrella, is highly recommended for your fans up outside. While a natural breeze outdoor dining space to not only keep isn’t concerning, fans cause air turbulence your guests comfortable but also shield that can propel coronavirus droplets from them from the sun glare and other one table to another. Consider closing inevitable weather changes. patio service if temperatures get too high. 4 OUTDOOR PATIO

If you have the room for it, bring equipment onto your patio including grills, pizza ovens, and outdoor smokehouses. The intoxicating smell of on the grill or margarita pizza fresh from the oven will entice customers walking by and encourage patrons to spend more on food.

Cooking in front of guests also encourages food transparency, an ongoing trend designed to bridge the gap between food sourcing, preparing, marketing, and serving. Guests can see their entrees prepared right Create higher margin specials in front of them, providing visual around the portable equipment confirmation that what they’re getting is you have. fresh and contains wholesome ingredients.

BRING THE BAR OUTSIDE You may wish to create an outdoor bar station to offer full bar service to patrons dining on your patio. While this may also take away from seating, cocktails can be a high profit item perfect for enjoying on a warm summer night. If you don’t have the staffing or space for a full bar, create a station to pour and serve several beers, ciders, or wines on tap.

WHAT ARE DOING? separated by edible crops make way for the pups Greg Baxtrom, Bar Siena, in Chicago, -owner of has a small side patio but Olmsted in set up additional tables Brooklyn, grows on the sidewalk and in vegetables and the street, offering a herbs in the tiny Puppy Ciao menu to backyard of his customers with dogs. restaurant. Last Included is diced grilled summer, he chicken, burger, steak, arranged benches and a doggy and small tables called "woof cream". around the raised Their owners can choose beds. The crops from pizza, pasta and form leafy barriers apps, along with between guests. cocktails, wine and beer.

5 6 WAYS TO INCREASE YOUR TABLE TURNOVER RATE

Table turnover rate is one of the most important, controllable metrics in your restaurant. Luckily, there are several ways to optimize your restaurant's table turnover rate and increase profits.

Set time limits: For busy restaurants, allocating two-hour sitting times at is one of the easiest strategies to maximize table turnover. There’s usually no need to put a limit on lunchtime dining as most guests have their own restrictions.

Experiment with your playlist: Studies show something as simple as playing faster (and louder) music, makes guests eat significantly faster. Choosing a few upbeat tracks might get them in and out faster (without turning your restaurant into a rave). Use Pay-at-the-Table technology: Eliminate guest wait time with a wireless payment solution carried by your servers or one that stays at the table.

Reset dining room: People tend to linger when seated on furniture anchored to the ground, like booths. If you are in the position to purchase new furniture, consider eliminating anchored pieces altogether and fill your restaurant with more free-standing tables. If you already have booths and don’t want to replace them, place groups there instead of couples to maximize spending and restaurant table utilization.

Allow customers to order online at the table: If you accept orders online, you can use that same app as a dine-in feature to take orders faster. This is particularly useful now in the COVID era to limit the interaction between your staff and guests.

Don't serve incomplete parties: Serving an incomplete party can throw off your entire evening and more restaurants are refusing to do it. If you're still doing it, consider phasing it out as this can help you increase table turnover.

6 7 WAYS RESTAURANTS CAN USE QR CODES

QR CODES ARE ADVANCED BARCODES THAT CAN BE EASILY SCANNED VIA A SMARTPHONE. THEY ARE EASY TO CREATE, AND OCCUPY VERY LIMITED SPACE.

Help customers order & pay for Provide detailed information their bills about the Create QR codes which, when scanned, You can add details of the food being eaten bring up the menu for customers. As they including possible allergies, precautions to finish their , scanning the QR code be taken, the best season to consume a brings up their bill to allow them to pay particular meal. You can also provide digitally. information about the ingredients being used. Link fun activities Show an engaging video You can use a QR code to ask quizzes, run contests and keep competitions. Just by The video could be anything that makes scanning the code, guests will be your restaurant unique. For example—your redirected to a contest or a lucky-draw special dish. You can educate guests about webpage. Similarly, you can link fun facts its preparation via a YouTube video. Guests about your restaurants or share your who scan the code will be able to view the story. video on their smartphones.

Share coupons Increase social engagement Include QR codes linking to your deals on Simply create a Social Media QR Code receipts or packaged products or offer new and lead your guests to like your customers a deal by including a QR code on restaurant’s page on Facebook or your takeout , posters, or flyers. Instagram.

COVID-19 information Allow them to access the A QR code can take them to your digital restaurant's free wifi pandemic safety plan and help them feel secure in choosing to dine at your restaurant. 7 TAKEOUT & DELIVERY SPECIALS

TAKEOUT

Offer specials and reduced prices on takeout orders when business is typically slow between and dinner service, and when happy hour usually takes place.

DATE NIGHT

Offer to-go prix fixe for love birds. Add special touches to add value and make it different from regular takeout, like a themed playlist, candles, and the option to add in a bottle of wine.

KIDS EAT FREE

Create a package deal for parents who are working from home and kids who are learning remotely. Offer a free meal for kids when parents order an entree to go.

8 DESSERT TO-GO

Offer individually portioned dessert options in high traffic areas such as the register where guests tend to make impulse buys when waiting to check out. You can also provide more customizable versions, including ingredients to finish at home like crumbles, meringue, and sauces. Don't forget to add instructions so your guests know exactly what to do.

HEAT & EAT DISHES

Not all dishes work well for takeout. Some meals can’t be easily packaged, and certain will lose their heat or texture in transit. Restaurants have adapted to the problem by creating heat-and-eat dishes. These dishes can be frozen or refrigerated, prepared en- masse ahead of time, and sold via delivery or carryout. They’re a great workaround for restaurants who never considered takeout when planning their menu.

FAMILY MEALS

Include a few family platters, combos, and deals that serve about 8 – 10 people each. This idea makes mealtime convenient for your guests and makes your restaurant one of their most likely options for family orders while also driving higher sales.

Depending on your budget and business status, you can offer a 10 - 20% discount to large-family orders to allure additional customers.

ADD CUSTOMIZATION OPTIONS FOR CUTLERY Ask your guests to opt-in or out of receiving plastic dining ware in their takeout and delivery orders. You may find it surprising to know the number of people who dislike it and drop it, saving you money. 9 9 DINE-IN SPECIALS

WHY SHOULD RESTAURANTS RUN LIMITED TIME OFFERS? Limited time offers are powe rful marketing promotions for restaurants for a few reasons:

Play into the fear of missing out (FOMO) Add urgency that drives customers to a restaurant Bring in new customers Encourage existing customers to return Generate media attention Allow brands to try out potential new menu items

10 10 GHOST KITCHENS The explosion of the delivery business has created a completely new type of business trying to capitalize on the boom, called “ghost kitchens.”

What is a ? How can a ghost kitchen be structured? Ghost kitchens are restaurants without a dining space built to focus solely on fulfilling online orders for delivery. Launching Virtual Brands Some dine-in restaurants are launching Who should start a ghost kitchen? virtual, delivery-only restaurants using their current kitchens. As an example: Chicago-based Frato’s Pizza has always made and served pizza to dine-in Aspiring Chefs & Established customers. But recently, the owner has launched four “spin-off” restaurants Entreprenuers Chains from the same kitchen, including a milkshake concept and a grilled-cheese concept. While Frato’s continues The low cost of a ghost kitchen offers Ghost kitchens can be a great way to business as usual, the four virtual the opportunity to test concepts and scale your brand. Whether you're trying to restaurants operate as delivery-only. build brand awareness without initial dominate a food category (like pizza) or startup costs and less risks, trying to be the best in your own niche. Using a shared commissary Small Restaurants Several independent brands may use a Truck Eager to Expand shared kitchen facility simultaneously, Owners or there may be multiple in-house brands developed and operated by a Having a ghost kitchen that can still be Instead of building a second or third single management team. creating orders while the truck is in expensive location, a ghost kitchen can transit, at events, etc. can greatly serve as a one-dimensional location for optimize your business model. you to expand your customer base at a Renting out restaurant lower cost. kitchens Benefits of a ghost kitchen Some restaurants are renting out their own kitchens to accommodate ghost Reduced rent kitchen brands that need space and Lower overhead costs equipment, creating an additional revenue Maximized workflows stream for establishments that may be Ability to meet modern delivery demands experiencing lower volume due to Covid. Increases speed to market Frees up resources to implement digital branding and marketing campaigns Flexibility 11 SOCIAL MEDIA MARKETING TIPS Devising a content strategy that keeps followers engaged can be a challenge. Fortunately, as a restaurant owner, you are in a great position when it comes to social media posts - from menus to behind-the-scenes footage, you have lots of material. CREATE CONTENT THAT WORKS FOR YOUR BRAND Restaurant Menus 1. Current Menu 2. Favorite menu items 3. Gluten-free menu options 4. Vegetarian menu options 5. Low-calorie/low-fat menu options 6. New menu items 7. Poll: ask for menu item suggestions 8. Seasonal menu items 9. Limited time menu items 10. Specialty 11. Fun food photos - get creative! 12. Source local ingredients 13. Share recipes 14. Share staff recommendations 15. Unique food and pairings 16. Kid- friendly menu items 17. Pet- friendly menu items

Specials & Promotions 1. Current specials 2. Specials only available on social- encourages visits 3. Promote loyalty programs

Restaurant Features 1. Patio dining 2. Take out 3. Catering 4. Dining experience- Show a full dining area 5. Features unique to your restaurant

Operations 1. Behind the scenes 2. COVID-19 safety measures- short time lapse of cleaning practices 3. Video of food prep 4. Video of restaurant operations

Social Love 1. Subscribe to your email list 2. Give a review 3. Link back to your website's full menu 4. Link to other social platforms

Giving Back 1. Sustainable business practices 2. Recycling & repurposing programs 3. Community involvement

Let Your Followers Know If You Are Looking to Hire New Employees

Share Entertaining Memes and Quotes 12 BASIC FUNCTIONS

Enhance Color, Exposure & Detail EDITING YOUR The Tune Image tool allows you to get perfect color and exposure in your photos. This is the tool you’ll use most often in Snapseed editing because it greatly improves PHOTOS USING any photo. (Only the Tune Image tool was used to edit the photo to the left) Here’s how the Tune Image tools affect color and exposure in your photo: Brightness: Darken or brighten the entire image. Contrast: Increase or decrease the difference between the dark and bright A SMARTPHONE areas. Saturation: Make the colors more or less vibrant. We will take you through the editing process of a single image shot with a Ambiance: Adjust color saturation and contrast at the same time. smartphone using Snapseed, one of the most popular and versatile free Shadows: Darken or lighten only the shadows (dark areas) in your image. photo editing apps available. Highlights: Darken or lighten only the highlights (bright areas) in your photo. Warmth: Add a warm orange or cool blue color cast to your image. We won’t cover all options available in Snapseed. Instead, these image When you’ve chosen a tool, swipe left or right over your photo to make the editing tips and tricks are meant to get you started with the basics, upon adjustment. You’ll see the setting value at the top of the screen. which you can improve as you learn more.

DOWNLOAD THE SNAPSEED APP FOR FREE! AVAILABLE THROUGH THE APPLE STORE & GOOGLE PLAY!

BEFORE AFTER

MORE FUNCTIONS

Selective edits using the brush tool Crop, Rotate, and Perspective The brush tool will give you the option to locally edit exposure, The perspective parameter can make a photo straight if you notice you shot temperature, saturation, and more. For example, if you want to saturate it a bit crooked. Cropping can also be convenient for fixing composition or only the fries in this image, select Saturation and bring the parameter cutting off unwanted elements. up to 10. After doing this, you can simply drag a finger over the areas that need change. It’s perfect for photos where different parts of the *The optimal size for an Instagram post is a vertical photo with a 4:5 ratio scene need brightening or darkening. (1080×1350).

Add Text

Get rid of unwanted objects Using the healing tool makes it possible to highlight objects or elements you want gone. Snapseed's smart fill then takes information from the object's surroundings and cleans the picture. Keep in mind it’s not always perfect, especially if you want to remove elements that 13 take a large part of the frame. SHARE THE WORD IS YOUR WHOLE STAFF VACCINATED? LET YOUR GUESTS KNOW!

Create signage to display around your restaurant Post on social media Create promotions rewarding guests who have gotten vaccinated.

See below for examples of how other restaurants are encouraging vaccination!

Krispy WHAT OTHER Kreme offers free RESTAURANTS ARE donuts all year to customers DOING.. who get vaccinated!

Chicago bar gives away $10 gift cards with proof of COVID-19 vaccination

Detroit Restaurant offers 50% discounts for those who show proof of vaccine.

14 NOTES NOTES www.driscollfoods.com