Several US states are already above the 70% COVID-19 vaccination threshold. That means more of your locals are going to feel a little more comfortable going out in public and eating at restaurants. And after a year of being cooped up inside, distanced from loved ones, people are going to be primed to celebrate.
Think of it as having the potential of being a cross between the Roaring ‘20s and Hot Girl Summer.
So, with the situation rapidly improving and the outlook bright, how can your restaurant make the most of Summer 2021? We have a few ideas.
Play it Up… Big
The Long Year in Solitude is evaporating – thank god. Everyone’s excited to find some semblance of normalcy and celebrate. It’s important for your restaurant’s marketing and staff to tap into this energy.
Play up the fact that more people getting vaccinated means local regulations will let your capacity rise. Show off your outdoor patio where guests can enjoy their favorite drinks and make new memories with old friends. Folks have a year of fun and partying to make up for, so push for the fact that your bar or restaurant should be the location where that happens.
And, of course, be sure to still communicate your health, safety & sanitation procedures.
You can promote your location as the Summer ’21 hot spot with the usual variety of marketing tools at your disposal – such as email and social media. Be sure to get high quality photos and video of your guests having a blast at your location; FOMO is a helluva motivator.
You may even want to consider hosting a “re-opening” party if your doors have been shut to in-door dining the past year – or, at least, host a handful of summer parties to help enjoy things. Go all out with thematic décor and music.
We know the past year was super rough for our industry, but playing things up big and giving your guests the experience they’ve yearned for the past year will go a long way to getting them to coming back again the future.
Level Up Your Beverage Game
Summer and parties mean drinks. Now’s the time to assess your beverage program – both alcohol and non-alcoholic. How does it look? Do you have a good mix of ol’ faithfuls, trendy brands, and unique cocktail inventions? If not, you may want to brainstorm with your team to find ways of making your beverage program a point of differential from the competition.
One way to hit the middle of the beverage Venn diagram this summer are frozen drinks. They’re cold, they’re tasty, and they set a party mood. They’re also easy to price so they bring your restaurant in some serious profit. Restaurants should have a mix of alcoholic and alcohol-free versions to cast the widest net with guests.
Bars & restaurants should also consider hard seltzer. Pre-pandemic, hard seltzer was primarily an off-premise hit for it’s wide range of flavors and low calories. Post-pandemic, there’s no reason not to see this shift to on-premise sales as guests want to enjoy their favorite drinks in a more energetic atmosphere.
And, of course, classic cocktails were also starting to see a comeback before COVID ruined things. Playing up your bar staff’s ability to make the classics as well as get inventive with flavors can elevate your business from the average bar.
Have the Right Staff
No one’s going to visit your restaurant if the experience is terrible because you’re understaffed. Usually, historical sales data can help you plan for the peaks and valleys of traffic, but we’re still in a bit of unchartered waters. While your historical data for the summer can give you some insight, expect it to 2021 traffic to be a bit different and a bit erratic at times.
This means that you need to have enough staff to handle your base-level traffic but also be prepped for a busier shift on the fly.
Having the right staff comes down to three important aspects:
Sufficient compensation & benefits
A fair, flexible & enticing shift schedule
An eye for passion & talent
It’s also important for the leaders of your restaurant to check in with staff and keep an eye on their mental well-being & self-care levels. Overworked, stressed staff aren’t going to do your business any good, not to mention that it’s just plain important to look after your fellow humans. Life is extra chaotic and even a small amount of compassion can go a long way.
