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How the hospitality industry will make a comeback from coronavirus

When the doors open again in XX weeks (insert number depending on your current optimism level), the market will be a completely different place than it was at the beginning of 2020.

If you haven’t opted to stay open you need to assume that your business may still have to rely on a different model when you do. Some of your competitors won’t reopen. The ones who do will be fighting to up their game and become more affordable. Customers will be changed people. They will have new priorities, lighter pockets and be digitally dependent. You will have to learn how to fulfil their greatest desires all over again.

Here are my predictions for what the future of hospitality looks like and what the clientele will be craving when the lockdown is lifted.

Contrary to our dreams that this summer every pub in Britain will resemble the Croydon Boxpark when England reached the World Cup semis, some sort of social distancing measures are likely to be in place until we have a vaccine (latest predictions for this are some time in 2021). For a long time, the nation will still be uber-sensitive to the idea of being in close proximity to others.

Do this:

While we’ve adapted excellently to remote working and online ordering, there are some things that were just never meant to happen over Zoom.

Weddings have been postponed, big birthdays have passed without parties, grandparents haven’t met their grandchildren and saddest of all, we have lost loved ones and been unable to come together to honour and celebrate their lives and mourn their deaths.

We’ll look to the hospitality industry to help us make up for the lost time and create new memories.

Do this:

Leaving the house and spending money is going to be way more of a big deal. We need to know for sure, are you open or aren’t you? We need reasons to visit/eat/drink/stay/spend more than ever, to coax us out of our caves and shake us out of our ‘staying in Stockholm Syndrome’. What social channel can we definitely rely on to find out all your latest news?

Do this:

Be human. Show your personality. Talk to your customers like you’d text a friend.

Would you text…?

Why not join me for a glass of wine tonight? #wine #winewednesday #malbec #tonight

No, you’d write…

Decided I’m going to open that Malbec ce soir. Fancy helping me polish it off? I’ll even make us a seriously stinky cheese board to go with it.

As soon as you’re open make sure your local forums, directories, Facebook groups, other businesses and the key people in your community know about it.

If you’re not currently open, don’t wait to make connections, it’s the perfect time to grow your network and your database. Read other success stories and get inspired.

You are on the cusp of doing something really cool. Yes, you!

Your success on the other side and avoidance of getting involved in a race to the bottom will depend on your ability to get close to your customer and respond quickly to what they want.

Do this:

It’s not just about communicating with your customers, support your staff and the wider community too. Create a culture of making people happy.

Do this:

We are all about community involvement right now and taking care of the most vulnerable. We are quite literally going out of our way to be nice to each other. You need to be part of it.

Do this:

Gen Z’s were already leading the way with wellness and are now the biggest spenders in the economy but everyone will be more health-conscious than ever. We want to continue with the fitness streak we made in lockdown or lose the extra pounds we put on. And we want nutritious food that gives us great immune systems.

A high standard of hygiene is non-negotiable. Gone are the days where we felt too embarrassed to ask for a clean fork or a non-lipstick stained glass. We don’t even like touching our own faces now.

Do you remember when you saw the barman scratch his nose and then pick up the celery for your Bloody Mary? Or the lady that handled your money then picked up your ice cream cone? That just can’t happen anymore. Ever.

Do this:

We pretty much know that work will no longer be so centred around the office so there’ll be fewer take out coffees, grab-and-go lunches and after-work wines in the city.

This will only add to the ever-increasing appetite for home delivery but restaurants will need to compete with dark kitchens who are purely focused on delivering superb kitchen-to-couch dishes at a competitive cost.

Do this:

The hospitality industry has been known to lag in the technological stakes. And while there’s been a rapid acceleration in digitalisation around the world, most of the sector has been closed for business.

If you are shut, it’s a good time to learn about what tools you could and should put in place to make business easier and more efficient. A lot of technology is free or cheap and easy to use if you just decide you’re definitely going to commit to using it.

People now know exactly what can be replaced by technology and what can’t. Face-to-face service is not scalable but it is special and will increase spend-per-head if it’s done properly. So decide if you want to offer it (well done) or rely on tech.

What technology should you consider?

The big winner from COVID-19 has been the environment. We’ve learnt the hard way that living in a society that produces and consumes as much as it can is not good for our planet. And we’ve learnt that we can live while producing and consuming a lot less. The last thing we want to do is reverse all of the progress that’s been made.

Show and prove you care:

We’ve been broken and had to build ourselves back up again. We’ve had the time to reclaim our roots, rekindle our passions and reconnect with long lost loves. We’re cooking, we’re learning new skills and discovering things about ourselves. We want you to come on this journey with us. We want you to care, bring us comfort and serve up some soul.

Photo by Brooke Lark on Unsplash

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