How to Talk to Your Customers About Coronavirus

Restaurants across the country are reaching out to their customers directly to keep them updated and let them know what they’re doing amid this difficult situation. Some are sharing closing announcements on social media. Others are telling their loyal customers that they’re still offering takeout and delivery, and that they need their support now more than ever. 

No matter what the scenario is, patience and understanding are crucial when grappling to survive COVID-19, and your restaurant communications shouldn’t be treated any differently. 

Your restaurant should be using social media as a channel to keep the lines of communication open between you and your guests. Here are some tips to help you craft posts about your business operations and promotions:

Ramp Up Customer Communications on Social Media

1. Speak from the heart and address that this isn’t business as usual, and ask for support and empathy in this difficult time.

2. If you’ve remained open for just takeout and delivery, reassure your customers and explain that restaurants already must adhere to high-frequency handwashing and other health and safety measures. Then, you can communicate how you've increased these safety precautions by having your staff wear gloves or masks.

3. Promote your online ordering channels. Recently, off-premise dining sales have increased to around 75% of restaurant revenue. Guests are looking at your social channels for updates on if you're still operating and, if so, how to order from you. Let your customers know whether to order from your website or an app, what pickup and delivery options you offer, and what your hours are.

4. Give your customers a way to support your business without necessarily coming to the restaurant, like waiving minimum order sizes for online orders, offering curbside takeout, or suggesting that guests buy gift cards to use when the virus has died down. Some restaurants that have closed until further notice have provided their guests with a “digital tip jar,” a Venmo or Cashapp account where guests can send money to support the restaurant’s staff. 

5. Show appreciation for the support you’ve received so far.

Here are a few social media posts from restaurants for inspiration. Remember that being transparent and leading with your values will help these messages land and provide a little bit of comfort amidst all this uncertainty.

Art of the Table (Seattle). This fine dining restaurant has pivoted to doing prix fixe takeout menus with comfort food that can feed a family.

Barcito (Los Angeles). Swipe through the pages of this Instagram post to read owner Andrea Borgen's statement on how they're moving forward with reduced hours and waived delivery fees.

North (Providence, RI). North's message shows that they're doing whatever they can to keep their staff safe and healthy, including paying for their health insurance as long as they're able to even though they've closed their doors.

Call Your Mother Deli (Washington, DC). Click below to watch the video message where co-owner Andrew Dana explains the restaurant group's choice to close for two weeks while still paying staff full time plus benefits. 

Gene and Georgetti (Chicago, IL). In response to everything going on, long-running steakhouse Gene and Georgetti have closed for dine-in service, but have expanded their delivery radius and started delivering family-style meals.

Oisa Ramen (Boston). This restaurant has never offered any kind of off-premise orders, but they're rolling with the situation and explaining to their customers how to order takeout. 

Big's Chicken (Portland, OR). Big Chicken shared that they're operating on reduced hours with off-premise dining only, and they thanked their guests for their support so far. 

The Quiet Few (Boston). This neighborhood bar shared a few days ago that they decided to close to protect the public from any COVID-19 risks, and got an outpouring of support from their community. Then, they shared this post full of different ways that guests can contribute to The Quiet Few's staff and business by buying merch, gift cards, or drinks for when they reopen, and donating money. 

Communicate Restaurant Changes Through Email

Email newsletters are a great way to reinforce your communications on social and ensure that your loyal guests who might not follow you get updates as well. Many of the restaurants listed above have sent the same information to their customers via an email newsletter. In fact, we’ve put together a few email templates in case you need some more support in reaching out to your guests.

Update Your Website to Reflect the New Normal

If you're announcing your business changes through social media and email, you'll need a place to link back to in order to drive business. 

Your website should reflect the same information you've provided through these customer communication channels to in order to limit confusion. Optimizing your website will also ensure that your guests are purchasing directly from you. 

Take Care of Your Community and Your Customers

To say customer communications is difficult during a time of crisis is a given - that's why larger franchises and corporations have entire teams dedicated to crafting the perfect message. However, staying true to your restaurant and acting with empathy and humility will help ensure that your guests know you're making the right decisions for your people.