Communicating to Your Customers About the Coronavirus

Communicating to Your Customers About the Coronavirus

Across the United States, restrictions are being put in place to prevent the spread of COVID-19. Some states are mandating temporary closures of non-essential businesses, and restaurants often make that list. So many that have tried to weather the pandemic have ended up shuttering their doors due to lack of business, as people are self-quarantining and isolating to avoid contact with others. It cannot be said enough: these are unprecedented times.

You may have noticed that what seems like every company you’ve ever given your email address to is suddenly peppering your inbox with communications on how they are handling the coronavirus. It’s common, but it’s not entirely necessary. For instance, does it really seem genuine to send a COVID-19 email blast out to a customer who hasn’t dined with you in 5 years? Don’t jump on the bandwagon if there’s no reason to. There are, however, legitimate business cases for emailing your patrons in the midst of this crisis. Here a few cases when communicating to your customers about the coronavirus is essential.

Case #1: How Your Restaurant is Preparing

One use case? Let’s say your restaurant is considered an “essential business” in your area. You’ve opted to keep your doors open because even minimal foot traffic is better than none at all. Alerting your guests via email about the steps you’re taking to mitigate the spread of the coronavirus and keep your customers and employees safe is probably a good bet. Have you upped your sanitation game? Maybe you’ve put hand sanitizer at every table, or moved your tables so they’re farther apart from each other. Perhaps you’ve opened additional seating areas to spread patrons out more. Customers will want to know what you’re actively doing to keep health and safety at the forefront as they weigh their decision whether or not to dine out.

Case #2: Updates to Your Business Model

What has become more prevalent is the pivot of restaurants from sit-down establishments to take-out and delivery only. Notify your customers of this change in operations so they don’t assume you’ve just shuttered your doors. A lot of restaurants are offering the option for patrons to order online or via phone, and once they arrive at the restaurant, someone will come out and put their order in their trunk. Still others are offering delivery and simply leaving it on the doorstep. And then there are those waiving minimum order fees. Regardless of what your business is doing, make sure to prepare your customers for what to expect when ordering from you now.

Case #3: Heartfelt Requests

 A lot of small businesses are hurting. What many are doing is pushing gift card sales for when times are back to normal. This brings in revenue but doesn’t require immediate use, and it’s a great way for customers to show their loyalty. Offering special discounts on gift card purchases is a way to sweeten the deal a bit. Don’t feel too proud to reinforce how much customer loyalty matters at a time like this. A simple heartfelt email reaching out for support can never hurt.

These communications don’t just stop at email, either. Post to your blog, update your social channels, and advertise in your storefront. The one thing to remember about this pandemic is that you never know how people are reacting to it, so it’s important to take it seriously. Be sensitive to those who may be personally affected by the disease. Don’t make light of a situation that is becoming increasingly more dire by the day. And remember that above everything, safety comes first.

From all of us here at ARF Financial, stay safe.