Being a restaurateur has its ups and downs. Many would definitely say this year has been a “down” in their business career as the COVID-19 pandemic, civil unrest and a tumultuous election have taken place in 2020. As businesses across the country have been dealing with mandated closures, reopenings and closures once again this fall, operators have been rethinking every facet of their operations to survive.
Thankfully, many BURGER KING® franchisees have had their drive-thru operations to fall back on while dining rooms were closed. But other facets of business such as scheduling, marketing and safety standards are also important for franchise owners to consider. Read on for some ways you and your teams can keep calm and finish the year strong.
Emphasize Your Safety Efforts
Explicitly stating what measures are in place in your restaurant is important to both customers and your team members. Team members can see that their safety is a priority when they are at work, keeping them motivated.
Maintain consistent communications with your team so they can remain up to speed and are not left with unanswered questions. A recent report from Edelman concluded that during COVID-19, employees craved frequent updates from their employers. In Edelman’s report, 63% of respondents asked for daily updates and 20% wanted communications multiple times a day.
If customers are aware of what precautions you are taking, they will feel more comfortable choosing your restaurant. Bennett Management Corp., a franchise with 25 locations in Indiana, Ohio and Michigan, credits the company’s record-setting sales to its loyalty in certain markets. Customers were already confident that the team would be running a safe restaurant. “Then, when they visited, they saw that we were operating safely, and we quickly gained momentum,” explained Mark Peterson, vice president of operations for Bennett Management Corp.
Bennett Management Corp.’s teams have installed timers in their kitchens that go off every half hour and signify that it’s time for employees to wash their hands. This is a simple technique that customers can catch a glimpse of that will help ease safety concerns.
Encourage Customers to Take Advantage of Loyalty Programs
Increasing sales is always a goal for restaurant operators, but during a time where restaurant capacity is limited – or, in some locations, nonexistent – it is even more important to encourage customers to go the extra mile when ordering.
Consider reiterating to your team members to upsell when they are working drive-thru, asking them if they would like to add a drink or dessert to their meal.
Through the BK® app, customers can order quickly and conveniently, use mobile coupons and more. Make sure your guests are aware of how easy it is for them to get delicious food by clicking a few buttons.
Don’t Shy Away From Change
As news and regulations change swiftly, it is important to remain open-minded and flexible. Efficiency is a top priority for business owners, and as new technology and procedures come out of the woodwork, don’t be afraid to try something new if it might benefit your business in the long run.
Many franchisees have embraced changes to focus on improving their drive-thru operations. Bill Keller, franchisee with BMT Kentucky, is among them. “We are focusing on staying healthy and serving the guest through drive-thru-only sales,” he said.
The company used a simple innovation that helps keep operations running smoothly: a remote doorbell. “Knowing that the delivery drivers get caught in the drive-thru lane, we installed the doorbells on our front doors,” Keller said. “It’s a simple $20 item that made it easier for delivery drivers or any other person that needed assistance to ring.”
Whether it’s a basic change or a something more complex, restaurants are having to roll with the punches in 2020. Keep these ideas in mind while finishing out this year and head into 2021 ready for your restaurants to thrive.
Savannah Daly is the NFA Communications Coordinator. You may reach Savannah at 678-439-2288.