Reopening of outdoor catering

The corona situation in Germany is currently calming down again. The falling case numbers and stable incidence rates in some federal states, districts and cities make it possible to take a step back to the “normal” life long awaited by many. In addition to the general easing of corona measures for German citizens, these also affect, or in particular, the catering and hotel industry. For around two weeks now, restaurateurs have been allowed to reopen outdoor restaurants. Under strict conditions, they are now able to receive guests again after more than half a year.

In this blog post, we explain how the opening of outdoor restaurants can be mastered to give guests and hosts a nice start to the season.

Compliance with legal regulations

Since May 10, it has now been clear that the majority of restaurants will be able to resume operations - at least outdoors. For many restaurateurs — but also guests — this is a long-awaited easing during the ongoing corona pandemic. Despite the anticipation, the existing hygiene regulations and safety measures that apply to the industry must not be ignored. In principle, existing, sometimes extended rules apply in the catering sector.

This includes, among other things, the urgent maintenance of the minimum distances of 1.50 meters and the sufficient distance between the tables of at least one meter. In addition, it is still mandatory to wear a mouth and nose covering. FFP2 masks are mandatory in some parts of Germany. Since the closure last year, further measures have now been imposed. These concern reservations in advance, for example. For the time being, these are absolutely necessary for a visit to a restaurant. Guests must now register before visiting. The name, address and/or a telephone number/e-mail address are usually required. There must also be a negative corona test on a daily basis. Vaccinated and recovered persons are excluded from this, but must be able to prove this to the restaurant operator. It is important that this is done against the background of sufficient contact data collection. Restaurateurs are required to be able to submit this in full to the health department in the event of corona disease.

The general restriction of opening hours until 22:00, sometimes 23:00, depending on incidence value and federal state, is also part of the easing measures in Germany. As are the continuing contact restrictions. You can read all other current corona related measures here Read up.

Sufficient preparation for outdoor catering

It is crucial that restaurateurs and employees are adequately prepared for the reopening. Particularly when it comes to questions about current rules and regulations, it is important that the staff can provide the guest with a sufficient and correct answer. Hygiene concepts and protective measures must be clearly and comprehensibly communicated to restaurant visitors. In addition, the way we treat guests has changed. Personal and direct contact, which is particularly appreciated in the catering sector, is only possible to a limited extent. Nevertheless, the guest should always be given the feeling of a cozy and friendly get-together.

In addition to personnel preparation, the restaurant operator should also maintain an imputed and financial overview. Before the actual restaurant opens, the inventory and the current menu should be coordinated. The suppliers must be contacted and the availability of goods checked. Once all organizational factors have been considered, nothing stands in the way of a successful opening.

Open communication and customer-oriented action

The current situation is not always easy for guests and hosts. A visit to a restaurant should therefore be made as uncomplicated and pleasant as possible. Maintaining open and direct communication with the customer is crucial, especially with the sometimes confusing requirements and rules. It is important to communicate the existing hygiene measures that are taken in the restaurant directly to the guest. In addition to pure information, this also serves to ensure that customers trust the restaurant. All other necessary rules relating to visiting a restaurant should also be made simple and obvious for guests. References to current corona related measures can, for example, be communicated in advance on the website or directly on site using flyers or notices. In addition, restaurateurs should give their guests a sense of security. Despite the joy, many people still regard the current situation as very critical and would therefore like a safe atmosphere. It is therefore crucial to get guests in the best mood for the reopening and their first restaurant visits.

The first step is now to reach the guest directly and inform them about the opening and all other relevant details about a restaurant visit. There are two basic options for restaurateurs. On the one hand, direct contact with the existing customer base and, on the other hand, the contact of new customers. Guests who regularly visit or have visited the restaurant usually have contact details of any form. The e-mail address and/or names of the guests are often known, which they used, for example, when logging in to a WLAN network. It is important to use this data now. With personalized newsletters, customers can not only be informed about the reopening of the restaurant, but also maintain existing customer loyalty. In particular, addressing the guest directly by name is decisive.

In order to get new customers, the marketing strategy usually has to be changed. There are no contact details of these yet, which is why you cannot yet be reached digitally via e-mail or direct message. However, the classic route to start with is through advertisements in regional newspapers or magazines. In addition, the digital route via social media is also an option. Restaurateurs can advertise their restaurant on Facebook or Instagram, for example, in order to reach new guests. Positive customer reviews from existing guests also have an enormous effect on visibility on the Internet. Depending on your preferences, paid ads can also be placed. As a result, numerous potential new customers can be reached and invited to the restaurant within a considerable period of time.

Customer loyalty and marketing

As already mentioned, the focus is now increasingly on inviting and resulting long-term loyalty of guests to and with the restaurant. In order to be able to successfully communicate the start of the season and the long-awaited reopening to customers, various short and long-term marketing measures are required.

The offer of discount and/or voucher campaigns proves useful, especially in the first phase after opening. As a restaurateur, you can, for example, offer your guests a free “welcome drink” or a discount on the entire visit, a drink of choice or a dessert at the house when they first visit a restaurant after reopening. The restaurateur can individually adapt which marketing strategy is to be used to the existing guest base. Regular customers and new customers are often differentiated, who receive correspondingly different offers.

In particular, offering or issuing vouchers is a proven and successful tool for maintaining long-term customer loyalty. Vouchers of various types are available, particularly in the catering sector. Guests can not only be surprised with a voucher at the time of reopening, but can also be tied to the restaurant in the long term for events and celebrations such as birthdays with a voucher and an associated discount campaign. The only decisive factor is to select and individualize the value of the voucher appropriately. Guests can receive this, for example, by email or directly on site when they log on to the existing WLAN. Detailed information about using vouchers as a marketing tool can be found here.

Looking to the future

The temptation to now look euphorically into the future after the current easing is obvious. However, restaurateurs should also be realistic. It is not yet certain how the situation in Germany will continue to develop and a further closure of the restaurants cannot therefore be ruled out. Therefore, this option should not be ignored either. But even here, restaurateurs can already prepare themselves using individual marketing strategies. First, it is important to communicate current events and the associated information relevant to a restaurant visit. Guests are therefore always kept up to date on their own website or social media channels. If there is actually a closure, the guests have already been informed. At the same time, alternative options for visiting a restaurant must be offered. Take-away and a delivery service are possible options. The same applies here - the right marketing is everything!

conclusion

The current situation is certainly still a long way off from the “normal” everyday life that most people would like. But opening outdoor restaurants gives both guests and hosts back a bit of normality. A daring, positive look into the future cannot therefore be ruled out. With sufficient consideration for the existing corona related requirements and measures, nothing stands in the way of a successful opening of restaurants! With our WLAN marketing package, your customers/patients/guests advertise for you, are happy and recommend you to others.