The recent Covid-19 pandemic have raised many questions on how to face the current crisis especially for the restaurant industry. Companies have adopted different strategies to minimise losses and contain the economic impact on the labour market. Some best practices and common trends have arisen for the QSR market:
1. Safety: many brands have proactively engaged and communicated the importance of safety (e.g. enhanced cleaning, plexiglass barriers, outdoor hand-washing stations)
2. Refocus marketing based on current society situation (e.g. offers targeted to customers staying at home/families or special occasions, sales focus on delivery/take away and pickup vs. dine-in)
3. “Show the example”: many companies have promoted initiatives to support the community and take extra care of their own team.
Examples of such best practices can be found on McDonalds early introduction of masks and thermometer at its US outlets, Wendy’s, 7Eleven RedLobster and many other providing free delivery, HopDoddy’s “At Home Kit” special product, Costa Coffee free drink offer to new app member as well as more than 250,000 free coffees to NHS workers.
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