Category: Restaurant

As restaurants continue to open their dining rooms, one staple of the sit-down experience may never look the same—the menu. Traditionally a high-touch surface for guests, menus of the handheld variety are being rethought to reduce the spread of germs and contact points at the table. Consider these ways to evolve your menu to make ordering safer and maybe even optimize the process altogether. 

GO DIGITAL WITH QR CODES 

Digital menus look to be the future of contactless ordering, and one of the easiest, lowest-lift ways to implement this in your restaurant is likely through the use of a QR code. Guests can scan a QR code with the camera on their phone, which delivers a digital version of the menu right to the palm of their hand. Ruth’s Chris Steak House has done just that in its reopened dining rooms with QR codes that point to both their full dinner menu and wine list. From there, guests could order in-person or from a simple form triggered by the code. 

Digital menus also have some great added benefits. As restaurants get more comfortable with the technology, they could start to play with customization and optimization. As Hospitality Technology points out, digital menus could be constantly reorganized by most popular dishes, allergens, dietary restrictions, price point and more. The publication also notes that QR codes can eliminate the exchange of money or cards during the payment process as a second QR code could allow the diner to pay via their phone.

BRING THE BOARD

If QR codes are a bit too cumbersome at the moment, restaurants could go old school with a large menu board servers could bring to the table. This keeps the ordering process contactless and would better accommodate guests without a smartphone or those not as comfortable with technology. Another similar option would be to invest in a large digital board that all diners could view before sitting down or from their seat. 

KEEP IT SIMPLE

A solution like a menu board might require pairing down your menu for the time being, which also could have its benefits. As he told Food & Wine, Tony Gemiginani, chef and owner of two restaurants in San Francisco, expects to offer a simplified menu with small plates, aimed at creating a more approachable, affordable and fast dining—and serving—experience. 

PRINT IT OUT THEN THROW IT OUT

Printed, single-use, disposable menus may also be an easy option for restaurants to implement in the interim before developing a longer-term contactless solution. Just keep in mind—this method still involves the waitstaff placing menus at the table, so it’s not entirely contactless, it could require some design and printing setup to get things started, and it contributes to the amount of waste produced each day. 

No matter how you evolve your menu ordering process, what’s most important is that you choose a direction that’s safest for your guests and best for your bottom line as everyone adjusts to a new way of dining out. 

Moving forward, the dine-in experience will look very different for your team and your guests. So anticipating everyone’s concerns, needs and demands now will help your restaurant return to profitability sooner. If you’re ready to reopen, we’re ready to help you navigate the new normal with checklists and strategies that will prepare your operations for the next phase of dining. 

REEVALUATE BEFORE REOPENING

Work with your team to start mapping your new operations. Start with any guidance state and local governments have already provided. Beyond that, here a few best practices to keep in mind: 

• Remove tables and bar stools from your dining room in accordance with social distancing and seating capacity guidelines
• Close any self-serve areas like buffets or beverage dispensers
• Install any new protective equipment like plexiglass at check out or spacing indicators on the floor, as well as dedicated entrance and exits to reduce face-to-face exposure
• Stock up on gloves, face masks, soap, sanitizer, disinfectants and protective equipment for your staff
• Reevaluate your menu for crucial ingredients that may or may not be available
• Reconsider dining hours and think about how much staffing and labor you will need and how you can adjust based on demand
• Evaluate your training materials and create new ones focused on new sanitization, capacity or any new safety measures you’re taking
• Consider designating a team member for every shift to manage the new safety standards

COMMUNICATE WHAT’S CHANGED FOR GUESTS

The more restaurants can do to put guests at ease, the better. Transparency is key in managing expectations for a dine-in experience. Utilize email, social your website and even video for communicating your reopening timeline, dine-in hours and the steps your restaurant is taking to keep everyone safe.

• From the parking lot to the bill, get some perspective on what guests can expect by walking through their journey through your restaurant
• Communicate anything that’s changed that a guest can see like a waitlist, employee protective gear and limited seating, as well things they can’t like new food prep procedures
• If you’re still thinking about how to schedule and staff your dine-in operations, consider sending a survey to your guests to gauge interest

GET INTO A NEW DINE-IN ROUTINE 

With your checklist and communication in place, you’ll be well equipped to reopen your doors. Start by getting your team and guests adjusted to a new, safe routine that should include many of the following:

• Conduct temperature and wellness checks before your team begins work and encourage anyone feeling ill to stay home (some restaurants like O’Charleys are even checking temperatures of guests, too)
• Sanitize all high-touch surfaces between guests
• Provide hand sanitizer for guests at each table, in the restrooms, at the bar, and on the host stand.
• Limit tables to 10 guests and separate parties by at least 6 feet including the waiting area
• Consider having guests wait outside and text them when their table is ready to avoid a crowded lobby
• Offer disposable utensils, condiments and menus or sanitize items after every use
• Be sure your team is washing their hands after every guest interaction like swiping credit cards, handling money, serving tables or every time they return to the dining room 
• Limit contact wherever possible by keeping front door propped open and offering contactless payment

MAINTAIN OFF-PREMISE OPTIONS

A Restaurant Business survey found that only 31% of consumers as of May 2020 are comfortable dining in within the next three months—making online ordering and off-premise solutions a must during this transition. But what are some ways they would be more open to the idea of dining in?

• The same survey found that 64% would consider an earlier visit if a restaurant installed automatic doors
• 56% would like restaurants to provide personal sanitation kits at each table
• 39% will avoid ordering beverages that are not served in the original can or bottle

While nothing can replace the in-restaurant experience, establishing an efficient and memorable curbside pickup program can keep customers coming back for more. With the right approach, restaurants can build trust and even help customers have a little fun, too. So show your customers you’re thinking about their needs in entertaining, helpful and useful ways with these curbside pickup experiences.

ARE YOU NOT ENTERTAINED?

Whether it’s rolling up to your customer’s window in a T-Rex costume or offering a free roll of toilet paper with every order, we could all use a little more joy right now. Give your curbside customers a reason to smile that aligns with your brand. It could be something as simple as a surprise appetizer in their order or even singing to them while they wait.

GO FOR GROCERIES

Grocery stores are crowded, and shelves are empty. This is a restaurant’s chance to step in. Save your customers a trip by offering hard-to-find staples like eggs, milk, bread or even highly coveted TP and face masks. It’s as easy as selling inventory not being used in-store, ordering and offering more choices from your suppliers or even partnering with a local farmer’s market to offer fresh produce for pickup.

HAP-PY BIRTH-DAY TO-GO

Singing to customers tableside will have to wait. Instead, help them celebrate at home by handing off a dessert, candles and a signed gift card from the staff. Or offer a unique kit for upcoming holidays like Easter or Mother’s Day that doubles as a family activity, such as a DIY cookie decorating kit or an all-in-one holiday feast to-go.  

SAFETY ON DISPLAY

One coffee shop in Rochester, NY went so far as to set up a mobile coffee bar with only two employees at a time and an acrylic window to keep contact to a minimum. While this may sound extreme, safety cues—like designated curbside pickup spots, staggered pickup times and a limited menu of best sellers to keep food handling (and prep costs) down—put customers at ease.. 

FOOD IS THE BEST MEDICINE

Offer curbside customers a feel-good reason to order by creating a buy-one-give-one program to support medical staff and first responders working long hours. Extending your own restaurant’s hours once a week to align with a nearby hospital’s shifts is also a great way to cater to an underserved audience while showing support. Or go a step further and, immediately after closing, donate anything that didn’t sell for the day to those on the frontlines.

THINK OF THE CHILDREN

Like the rest of us, parents could use a break. So catering to them with family-oriented offers can help keep them coming back. Try a deal for kids to eat for free with the purchase of a regular entrée. Or a recurring order-ahead family dinner on a designated day of the week at a special value. You could implement DIY meal packages that get everyone in the family involved in preparing food at home, or create kids’ activity sheets that come with kids orders. You could even offer a family dinner-and-a-movie night bundle that includes a digital movie download.

…AND THE FURRY CHILDREN, TOO

Curbside pickup is the perfect opportunity to show what your restaurant thinks about everyone in the car. Four-legged friends included. Whether it’s a doggie bag with treats or a dog-friendly dessert, a little thoughtfulness goes a long way.