How Can Your Business Survive Future Disruptions?

Business Changed Overnight, Were You Prepared?

Current events have thrown the entire business world into disarray, with restaurants, bars and others forced to change the way they do business on the fly. No longer allowed to have customers in the restaurant, businesses have been forced to adapt, with drive through (for those who have it), curbside takeout and delivery being the only options. It’s a been a shock to the system and I’ve been busy the last few weeks, helping some of you adapt to this new reality. As I’ve watched both friend’s and client’s businesses scramble and helped them with new ideas and ways to get through it, I’ve given a lot of thought as to how to “future proof” your businesses in case another pandemic strikes. I wanted to find ways that you could modify your business now so that you could be better prepared next time. Here are my thoughts on how to prepare your business to survive future disruptions:

Four Steps to Help Your Business Survive Future Disruptions

Start an Email List – This one is a no brainer and is the foundation of any plan going forward. I know we all have social media, but in the case of Facebook, only approximately 1% of your fans can see what you post, if you want wider distribution of your post you have to pay to boost or put out ads. On the other hand an email list is a direct line to your entire customer base. If another of these health emergencies comes around, you could instantly notify your customer base of any changes in service or hours. Even in normal times, an email list can be a powerful marketing tool. Imagine having an email list of thousands that you could send your weekly or nightly specials. How much would that boost business? The potential is endless to market to your faithful customers and build brand loyalty.
Social Media – What I said above is true, Facebook in particular throttles who can see your post in an attempt to get you to buy ads, but Facebook, Instagram, Twitter and other social networks are still an excellent way to build customer loyalty and engagement. Rather than just using these avenues as a place to randomly post your logo, or a random food pic, use them to build a relationship with your customers. Post specials, food pics, information about the restaurant, things you are doing in the community and more importantly, when someone responds or comments on your post, respond to them, build dialogues with customers. Loyal customers share posts, comment and react and when they do, your organic reach (the number of people who see your post) skyrockets. Once again it’s all about building a relationship with your customers, which will help build customer confidence and loyalty, making them more likely to stick with you through thick and thin.
Online Ordering – I’ve already seen some clients go this route and I’ve been helping a few others with it. Why not make it super easy for your customers to order online and pick it up at the restaurant. Most popular POS systems have ways to create online ordering platforms and most are really affordable, with a few even being free, except for the normal card processing fees. Of course, you need a website to setup online ordering, but if your reading this, I’m assuming you already do. If you don’t, you know where to find me. 🙂 Otherwise, there’s no reason why the big chains should be the only ones offering online ordering. Make it easy for your customers to order food, stop in and pick it up.
Delivery – This one isn’t for everyone, as there are other logistics with delivery, but once again, if you’re not equipped to handle delivery, hook up with one of the many food delivery services. Services such as Ubereats, Grubhub, My Town to Go and various other food delivery services can do the work for you. Of course, most come with service fees so it’s definitely not one size fits all, but with some research you can find one that works for your business.

Being Flexible and Building Customer Loyalty

I think the main thing to take away from this situation is that being flexible will help sustain your business through slow times. Use the tools you have available to you to build customer engagement and brand loyalty so they will stick with you. Use an email list to keep them informed on your specials. Use online ordering to keep things simple, easy, and quick for them. Improve your engagement, keep continuous lines of communication with your clients and provide the easiest, best experience for them and your business will be prepared in the event that another public health crisis threatens the status quo. If any of you have any questions about how to get started on any of these steps, be sure to reach out to me, I’m always here to help. Take care, be safe, and we’ll talk soon!