How Sri Lankan Restaurants can survive the Pandemic

I have always believed that the success of a restaurant or hotel is not defined by just a beautiful setting or an architectural splendor. Rather, it is defined by the experience and service we as hospitality professionals are willing to give our guests.

And after 5 years of running one of the busiest restaurants in Colombo and Galle, I find myself in a predicament. What I always suspected has come true. Our beautiful restaurants have no significance, because now people will not come to them, our expensive plates and cutlery

We have all seen the grim news; cut backs of more than 40% staff in many businesses. Salary and allowances slashed across the board. But now more than ever, it is essential to keep your workforce together. As employers you will need your staff more than ever to get through the most turbulent times to come. Have an open conversation with your team. Tell them the reality of where the business is financially, give what you can, and…ask them for help. They will love you for it and you will find your staff double down with a renewed sense of purpose, because you established that they don’t matter, because now we can only serve our food in takeaway boxes. This is the background we find ourselves in, as more and more hotels and restaurants go under each day, and people with years of experience in the hospitality industry are suddenly out of work.

So what is the way forward? I do believe there is light at the end of the tunnel, and for better or for worse our industry will be forever changed at the end of it. Here are a few strategies I recommend for any restaurant business to adopt during these troubled times.

At the point of writing this article, there are real signs that the curfew will be relaxed in the next few days. Don’t let that give you a false sense of hope. We are not out of the woods yet, not by a long short. All indications point to severe restrictions to the hospitality industry at least for the rest of the year. Dine-in will not be possible for a while. And there will be a general apprehension to dine out.

But that does not mean your business must continue to be shut down. Get to work. Get your marketing and social media running again. Implement proper safety measures for your staff and guests. Talk to your health department assigned PHI officer for advice on running a safe operation. Set new short term and long term goals for your business. Partner with one of the many delivery services currently in operation. Yes, they do take a big chunk of your revenue but you will get a cashflow going again. Or better yet,start your own delivery operation to complement your business.

Above all develop your own style of delivery; to bring as close as possible, the experience you give at your outlet, to your customers at home. It could be any number of things, from delivering your signature dish, a certain type of takeaway box that reflects your brand (sustainable packaging is now more popular than ever), or even a simple note that says “Thank You” in your own way.

Do not fall into the trap of “Just delivering food”, instill what is unique about your restaurant into your delivery service. At Taphouse by RnR we send a small note with each of our orders, thanking our customer for their patronage and including the name of a song they are used to hearing at our outlet. It is a simple gesture that goes a long way. Sometimes we send a small potted plant encouraging them to start their own garden! Extend the culture of your brand to your delivery experience.

Marketing 101. It is ALWAYS better to retain your existing customers whom you already have a relationship with, than to invest in new ones. Go the extra mile with your existing customers, for they will be your ambassadors. Make it an occasion when you get a repeat order for delivery, work on developing these relationships. I have found that a simple delivery operation can build stronger bonds with your customers that blossom into real personal relationships.

Loyal customers can also be your lifeline during troubled times,If you ask. The current situation is less about making a profit and more about surviving and makingends meet. Do not be afraid to ask for help. Send out a personal SMS, a Whatsapp message or an email toyour loyal customers. They will understand and you will be surprised by the love and support you get.

“Expand your business” is not advice you expect during a Pandemic! But it is possible. The current economic environment, despite all its gloom and doom, provides an amazing opportunity to maximize your resources and diversify your business.

This is particularly true for the restaurant and hospitality sector, there is no better time for some real out of the box thinking! Front office staff have no guests to serve? No problem! Encourage them to start their own delivery service for extra revenue for them, and a workingdelivery channel for the restaurant. Not enough orders coming to the kitchen? No problem! The concept of cloud kitchens was already gaining traction even before the pandemic. Instead on one brand running from your kitchen why not two or more? Each specializing in its own unique range of food. Start your own youtube channel and make your chefs and barmen internet sensations! People will want to know how to make their favorite food and beverages at home. Start selling your own range of signature sauces and syrups for people to recreate your recipes. The possibilities are endless!

I hope I have injected some positivity to your business. Take heart that the Sri Lankan Hospitality Industry is a robust, battle hardened community. We have survived wars, terrorist attacks, and countless economic slumps. We will survive this too. With the right frame of mind and a little will power, we may even thrive.

Sampath Perara Head of Operations- Taphouse by RnR