Adapting is the name of the game
Businesses seize opportunity to shift focus
For many businesses 2020 got off to a pretty good start — the region was experiencing low unemployment numbers and clients and customers had expendable income. Some business owners were projecting that 2020 would be among their best years.
The first case of COVID-19 in the U.S. was confirmed in January. By March, the coronavirus pandemic brought the world, nation and local economies to a screeching halt — especially for small business owners.
While grocery stores and some of the larger “big-box” stores remained open, smaller businesses, retailers and restaurants were forced to close under Pennsylvania Gov. Tom Wolf’s order March 19 that all non-life sustaining businesses needed to close to reduce the spread of the virus.
An initial two-week closure order turned to four weeks, then two months, then almost three months before the greater Philadelphia region in southeastern Pennsylvania began to reopen.
Some businesses remained closed for the entire time, while others shifted or pivoted their business models to find a way to operate — albeit in limited fashion. They exhibited resilience in the face of a health crisis.
Over the past few months, some businesses have seized on the opportunity the pandemic brought to shift their focus — adding technology and/or more robust e-commerce options, offering same-day delivery and finding new ways to engage their customers.
Restaurants, for example, focused on curbside pickup and delivery when dine-in options were eliminated. When outdoor dining was allowed — communities expanded options for restaurants without outdoor dining to be able to offer it. Parking lots and onstreet parking spaces were converted into a place to dine.
Restaurants, already struggling, donated food to front line workers or their own displaced employees.
Retailers beefed up their online presences, or created an online presence, to continue sales. Some launched curbside and delivery options.
Going outdoors
As restaurants in Berks County and across the U.S. scrambled to create makeshift outdoor dining areas, many undoubtedly turned to Grosfillex, a leading manufacturer of outdoor seating and furniture for the hospitality industry.
But with COVID restrictions likely to persist, the real opportunity may lie ahead for Grosfillex — its North American operations based in South Heidelberg Township — as restaurants move to make outdoor installations safer and more permanent.
“Everybody went into emergency mode, which was, ‘We have to find a way to increase our capacity,’” said Christophe Quenee, vice president of marketing communication for Grosfillex North America. “People tried to find a quick solution for the short term, not necessarily the most high end.”
With restaurants continuing to run at reduced capacity though — and no end in sight to the virus — the hospitality industry may need to consider outdoor seating the new standard, requiring the decor to match.
“If the situation lasts into the future, we foresee restaurants starting to think about a more durable outdoor space, something less temporary,” Quenee said. “People will gravitate to
ward something a little nicer, fancier.”
Making it easier
There’s already evidence changes to the business model could be here to stay.
In Reading, City Council voted unanimously to relax restrictions on sidewalk cafes and outdoor dining through the end of the year.
The decision was celebrated by local business owners, prompting speculation the new rules could remain in place even after the ongoing health crisis subsides.
“Now that we as guests and business owners can take advantage of this new option it will only enhance our downtown,” Chris Flowers, owner of Reading Distilling Guild, said in June.
Within one week of council’s action, Flowers built a barrier out front, assembled the furniture and had his distiller’s license amended, giving Reading Distilling the ability to serve customers outside.
“Hopefully, this will be a permanent addition to our wonderful city,” he said.
There’s a sense that outdoor dining could do more than help struggling small businesses survive the pandemic, but could aid downtown revitalization efforts.
“I’m excited to see tables and colorful umbrellas,” said Councilwoman Johanny Capeda-Freyitz, also the owner of Mi Casa Su Casa. “It’s going to give life to downtown, to see colors and tables and activity downtown.”
Seeking solutions
Those tables and umbrellas come from somewhere, as do products like fencing intended to keep guests in seating areas — and potential hazards out.
In addition to furniture, Grosfillex is working to find new verticals, said Quenee. While safety fencing was already among the company’s offerings, and has seen a nice surge in sales recently, an alternative model painted in safety yellow might be a practical solution for roadside eateries, for example.
Grosfillex, similar to everybody else, is just seeking solutions.
Quenee stressed theirs is not a story of triumph over the coronavirus — at least not yet — as business was impacted negatively by shutdowns in the hospitality industry. Yet, Grosfillex, like so many restaurants, is trying to persevere under incredible circumstances.
“The most important thing is to learn from anything you go through in life,” said Quenee. “As a company we need to learn from what happened, adapt and reinvent ourselves.”