Food & Beverage

by David Klemt David Klemt No Comments

Dial In Your Brunch Before Mother’s Day

Dial In Your Brunch Before Mother’s Day

by David Klemt

Warming weather, pent-up demand, and less-restrictive Covid rules—at least in the United States—make brunch viable in many markets.

Plus, we’re just a month away from Mother’s Day. If everything goes right, dining restrictions won’t keep operators from capitalizing on this big brunch holiday.

Considering your brunch menu now—including your Champagne and sparkling drinks—will help you dial it in before Mother’s Day.

To help you perfect your brunch operations, let’s look at a casual chain, a taco shack, a fine-dining restaurant, and a casual independent restaurant that focuses on comfort foods.

Las Vegas

Things are looking up for Las Vegas. Nevada’s current Covid-19 status is Mitigation.

Restaurants, bars, pubs, breweries, distilleries and wineries may operate at 50-percent indoor capacity. There’s no occupancy limit for outdoor dining, but operators must follow social distancing guidelines.

The city is known for its buffets, of course. Some are open again, thanks to the easing of restrictions. However, Las Vegas buffets are known globally—let’s focus on a more traditional restaurant for this list. I also want to venture off the Strip—but not too far.

Lazy Dog is a casual dining chain with a focus on craft beer and dog-friendly operations. Canine buddies are welcome on their patios.

You may be wondering why, given all the incredible restaurants in Las Vegas, I’m looking at a casual chain. The answer, quite simply, is that I want to offer an array of suggestions to get you thinking about your own brunch offerings.

First, there’s the $20 DIY Mimosa. For $20, guests get a 750mL of Freixenet Cava with either orange juice of Kern’s Peach Nectar.

Then there are the brunch menu food items. There’s a generous portion of avocado toast that comes with cheesy scrambled eggs; a Breakfast Burger; a Breakfast Club Sandwich; a couple of breakfast quiches; and Bacon Candy, which is bacon with brown sugar, crushed red pepper chili flakes and black pepper.

Lazy Dog’s brunch is a good example of how to make bottle service fun and accessible, and elevating brunch menus in a way that’s familiar and appealing to guests.

Nashville

It’s still standard operating procedure for guests in restaurants and bars to wear face coverings unless eating or drinking. Capacity is 175 people maximum per floor. There’s a limit of 10 guests per table inside, 25 outside.

However, restaurants and bars are open in Nashville for indoor dining. Venues that serve alcohol must cease service at 1:00 AM and close at 2:00 AM. If there is no alcohol service, a restaurant may remain open for 24 hours.

Redheaded Stranger takes brunch in a deceptively simple direction: breakfast tacos. Brunch doesn’t have to be standard breakfast foods, after all.

Flour tortillas are made in house and pair well with mouthwatering brunch fillings. There are tacos with bacon, tater tots, egg and cheddar cheese; chorizo, egg, sour cream and cheddar; and tater tots, jalapeño crema, red hatch chiles, and American cheese. Oh, and don’t forget their inventive sauces, like Dr. Pepper Hot Sauce.

Of course, no brunch is complete without cool, refreshing drinks. The taco hot spot offers Bloody Marys, Mimosas, Margaritas, and frozen cocktails.

Orlando

Florida is in Phase 3 of their reopening plan. That means restaurants, bars and nightlife venues are open for business.

There’s an executive order in place in Orange County, Florida, mandating face masks in public settings. Orlando is in Orange County.

Otherwise, it’s business as usual.

Chef’s Table at the Edgewater is an award-winning fine dining restaurant. People travel from all over the world for the food and experience.

The Chef’s Table brunch menu features upscale but accessible fare. There are Duck Fat Fries to share (or keep to yourself); Lobster Mac & Cheese; a trio of Mini Beef Wellingtons; Chicken and Waffles made with sweet-tea-brined chicken and bourbon maple syrup; Vegan Chilaquiles Verdes to which one can add a sunny-side-up egg.

Philadelphia

As of April 4, restaurants and bars are able to enjoy relaxed Covid restrictions. One of the biggest reasons for restaurants and bars to rejoice is the return of bar services. Barriers are required promote social distancing.

As far as indoor capacity restrictions, restaurants and bars that self-certify may operate at 75 percent. Venues that don’t self-certify may open at 50 percent indoor capacity.

Establishments can serve alcohol without the purchase of food, and there’s no longer a curfew for removing alcohol from tables.

One Philly restaurant that got our attention with their brunch menu is the Twisted Tail. The Headhouse Square eatery offered a $39/person prix fixe menu for Easter, taking full advantage of Pennsylvania’s new Covid regulations.

Their “standard” brunch menu features creative items such as Crawfish Mac & Cheese, Beer-Battered Cheese Curds, and Buttermilk Chicken Sandwich.

Image: Natasha Kapur on Unsplash 

by David Klemt David Klemt No Comments

Grilled Cheese Day: Mastering the Melt

Grilled Cheese Day: Mastering the Melt

by David Klemt

Person pulling apart melty grilled cheese sandwich

There are few comfort foods more popular than a well-made, melty grilled cheese sandwich.

It’s such a perfect comfort food that it has its own national holiday in the United States.

National Grilled Cheese Sandwich Day is April 12 in the US. From what I’ve read, Canada also gets in on the fun.

Melt Mastery

If you want to make the best grilled cheese sandwiches, not just any cheese will do.

The saying goes that you can’t squeeze blood from a stone. Well, you also can’t squeeze a melt out of a hard cheese cheese.

So, you want to make one of the comfiest of comfort foods. Cheese selection matters. Here’s what to consider:

  • Moisture content. Hard cheeses have very little water content and therefore don’t fully liquify.
  • Fat content. Cheeses with a high fat content melt very well.
  • Acidity. Cheeses that are highly acidic get stringy when melted. Acid-curded cheeses (vegan, many goat cheeses) don’t melt much, if at all.
  • Age. If you want melty cheese that results in that visually appealing cheese pull, look for fresh and unaged cheeses.

Melt Mates

It’s tempting to throw the cheese drawer at a sandwich. If one cheese is great, more cheeses are even better, right?

Wrong. Certain cheeses melt together better than others. Consider this:

There are restaurants that have grilled cheese eating challenges. Complete such a challenge, bask in glory forever. The reason this particular challenge must be completed quickly is melting points. As the sandwich cools, the cheeses congeal. The harder, lower-fat cheeses make it much more difficult to finish the admittedly ridiculous challenge sandwich.

So, which challenges melt the best and tend to play well together? Check out the list below:

  • American
  • Blue Cheese
  • Brie (works particularly well with fruit slices, jam and aged Cheddar)
  • Cheddar (look for younger versions for the best melt)
  • Colby
  • Comté
  • Fontina
  • Gruyère (again, younger versions tend to be better for grilled cheese sandwiches)
  • Monterey Jack
  • Mozzarella
  • Muenster
  • Pepper Jack
  • Provolone
  • Raclette
  • Taleggio

Become Legend

Comfort foods have become big-time revenue generators during the pandemic in America and Canada. There’s no reason to believe that’s going to change any time soon.

Master your melt and your sandwiches will become legend. Master the sides, dips and other accoutrements that enhance your legendary sandwich(es) and you’ll become a grilled cheese god.

Image: Nathan Dumlao on Unsplash

by David Klemt David Klemt No Comments

This Would Be a Good Time for a Beer

This Would Be a Good Time for a Beer

by David Klemt

Draft beer on bar

New Beer’s Eve and National Beer Day are relatively new American holidays closely related to prohibition and Repeal Day.

I’m sure you’re thinking, “Wait a second—Repeal Day takes place in December. What’s wrong with you?”

First, you’re right. Second, we don’t have time to get into all of that.

However, beer became legal again well before the Eighteenth Amendment was repealed.

The Cullen–Harrison Act

It’s 1933 and a United States Senator and a Congressman sponsor a bill changing the definition of “intoxicating beverage.”

The bill is aptly known as the Cullen-Harrison Act. It doesn’t legalize all beer but it makes it legal to sell beer with alcohol content no greater than 3.2 percent.

Such alcohol content, it’s thought, is so low as to not be intoxicating.

Congress enacts the so-called Beer Permit Act on March 21, 1933. President Franklin D. Roosevelt signs the act into law the next day, and it goes into effect April 7, 1933.

President Roosevelt, signing the Cullen-Harrison Act, famously says, “I think this would be a good time for a beer.”

National Impact

Beer drinkers—and very likely people just looking for a legal drink—rejoice, obviously.

Across the United States, people gather in droves outside breweries. According to reports, people will consume 1.5 million barrels of beer the day the Cullen-Harrison Act becomes the law of the land.

Fast forward to 2009. Justin Smith, who lives in Richmond, Virginia, at the time celebrates the first National Beer Day. Smith sets off a chain of events involving social media and Untappd. In 2017, Virginia officially recognizes National Beer Day.

Let’s Celebrate!

National Beer Day is accompanied by New Beer’s Eve.

The latter celebrates those brave and thirsty souls that lined up outside our nation’s breweries the day before the Cullen-Harrison Act went into effect.

We get to celebrate two beer holidays this week: New Beer’s Eve on Tuesday and National Beer Day on Wednesday.

New Beer’s Eve is an excellent day for operators to showcase their newest beers.

Both days are ideal for highlighting 0.0 and 0.5 beers, along with what we now refer to as “session” beers (5.0 percent and lower).

Oh, and don’t forget to use President Roosevelt’s famous quote when promoting these two holidays: “I think this would be a good time for a beer.”

Image: cottonbro from Pexels

by David Klemt David Klemt No Comments

Meet Customers Where They Are, Part 2

Meet Customers Where They Are, Part 2

by David Klemt

Preparing a cocktail at home for living room tasting event

We seem to approaching a semblance of normalcy but some consumer behaviors—drinking at home among them—are likely here to stay.

Per Distill Ventures, the living room is the new tasting room.

Consumers are drinking at home, drinking during the day, and prioritizing convenience.

So, will you get creative and meet your customers where they are—their living rooms?

The New Tasting Room

Fresh off their third whisky summit, Distill Ventures believes consumers will seek out more at-home experiences.

This is partly due to some regions around the world locking down. Additionally, consumers know they can partake in experiential guests at home.

Consider what some brands are putting together to engage with people at their homes:

  • Cynar: CynArts & Crafts, Paint by Numbers Virtual Party, complete with brushes and paints sent to participants.
  • Campari: Decoding the Science of Bitter, including a PTC strip sent to participants to gauge their bitter response.
  • Espolòn Tequila: Virtual Espolotería, an online bingo-style game.

Distill Ventures and the panelists of their third summit see people’s living rooms as a viable place to engage consumers.

While the latest summit focuses specifically on whisky distillers, brand marketers and retailers, the findings are transferrable.

Don’t Be Left Out

If consumers are going to engage more with brands at home, operators must meet them in their living rooms. That means going beyond offering standard delivery.

Obviously, operators need to attract guests to their brick-and-mortar locations. And pent-up demand for in-person experiences is set to explode.

However, that initial explosion in traffic will eventually taper off, and more quickly than we think. That gradual slow-down will make digital engagement crucial.

This industry requires adaptability and agility to survive and thrive. Operators and their teams will need to focus on social, YouTube and webinar-style engagement to engage with current and new customers.

Bar team members who want to participate can share recipes and techniques via live videos. Of course, kitchen team members can do the same.

Scheduling digital events—guided tastings and cooking classes—can also draw customers. Operators should just make sure they don’t give too much away to their audience so they’ll feel compelled to visit in person as often as they can.

Succeeding with these events opens the door to potentially lucrative collaborations. Operators should reach out to brand partners for branded, themed events.

With enough lead time, packages can be put together and delivered with partner help. Of course, in “help” in this context means “dollars and/or product.”

You’ll never know what support your partners are willing to provide if you don’t ask.

Image: Boozy Events on Unsplash 

by David Klemt David Klemt No Comments

Container Kitchens: The New Footprint

Container Kitchens: The New Footprint

by David Klemt

Make My Ghost Kitchen container exterior

Would it be a surprise to anyone after the past twelve months that shipping containers may be the new commercial kitchens?

According to two 2021 Restaurants Canada Show panelists, custom containers are the future.

A partnership between a builder and designer is providing restaurateurs with an intriguing solution.

Meet the Problem Solvers

Jonathan Auger is the president of Juiceworks Exhibits. The company operates out of Mississauga, Ontario, Canada.

Juiceworks designs, engineers, and fabricates memorable exhibits and installations. Click here to view projects for clients such as Genesis, Infiniti and Volvo.

Nicholas Goddard is the founder of Portage Design Group, located in Toronto.

Portage specializes in interior design and offers a full suite of services, including research, sophisticated design, and construction management. The company’s restaurant design work can be seen here.

Together with a small but skilled team, Auger and Goddard have formed Make My Ghost Kitchen.

Custom Container Flexibility

In some cases, a smaller restaurant footprint is attractive to operators. This is due in part to guest behavior we’ve seen since 2020. That is, guests haven’t been able to or felt comfortable with dining indoors at restaurants.

Then, of course, there’s the cost factor. A smaller footprint, generally speaking, equals lower initial investment and rent. An operator with a new concept can use a container before investing in a brick-and-mortar location.

Other benefits relate to market testing; expansion; virtual and ghost kitchen operations; and delivery and pickup.

Operators looking to expand or add retail, along with QSRs, are showing interest in Make My Ghost Kitchen’s containers. One explanation for the interest is simple: containers are highly mobile.

An operator sends their kitted out container to a potential market. They open up shop and test the viability of their concept. If the reaction is less than desirable, they move the container to another market.

For example, one client set up a container complete with a delivery window. In just six hours they sold 3,600 burgers.

Custom Container Costs

Make My Ghost Kitchen’s custom containers come with the necessary equipment. They also feature a delivery window and fabricated with a small pickup vestibule.

Obviously, prices go up with the quality of equipment. Other customizations, it stands to reason, can also push container costs up.

On average, however, Auger says an eight-foot by 20-foot container can be had for as low as $20 per square foot. Prices can climb north of $50 to $75 per square foot, however.

Whether functioning as a ghost kitchen or marketing showpiece, operators can choose from ventilation solutions. The containers can vent to interior (which heats them up quickly) or exterior. Another cost to consider is water. If a municipality doesn’t grant access to their water it will need to be trucked in.

Finally, a custom-kitted kitchen can be an asset. If an operator decides it’s time to move on, they have the potential to sell their container.

Image: Make My Ghost Kitchen

by David Klemt David Klemt No Comments

AAPI-Owned Restaurants in Canada

AAPI-Owned Restaurants in Canada

by David Klemt

Stop Asian hate signs

KRG Hospitality stands in solidarity with the Asian American and Pacific Islanders (AAPI) community in Canada.

The hate and violence directed toward AAPI communities is unacceptable and reprehensible—it has no place in this country.

Below, we’ve listed AAPI-owned restaurants people can support in the three main Canadian markets in which we operate. Of course, we encourage people to find additional AAPI-owned businesses they can support.

We must come together and support one another. The hospitality industry is about diversity and inclusion.

We’re a family that looks out for each other and the communities we serve. The divisiveness and hate must stop.

Calgary

Silver Dragon (Cantonese and Szechuan cuisine). Located in Chinatown.

Foreign Concept (Modern Pan-Asian cuisine). Located in Beltline.

U & Me (Chinese cuisine). Located in Chinatown.

Pho Dau Bo (Vietnamese cuisine). Located in Forest Lawn.

Pad Thai Restaurant (Thai cuisine). Located in North Mount Pleasant.

Lola’s Filipino Kitchen (Filipino cuisine). Located in Meridian.

Ke Charcoal Kitchen (Yakitori and sushi). Located in Beltline.

Toronto

R&D (Modern Asian cuisine). Located in Chinatown.

Nami (Japanese cuisine). Located in Moss Park.

Tinuno (Filipino cuisine). Located in St. Jamestown.

Phở Hưng (Vietnamese cuisine). Located in Chinatown.

Dumpling House (Chinese cuisine). Located in Chinatown.

Hong Kong Bistro Cafe (Hong Kong-style comfort and fast food). Located in Chinatown.

House of Gourmet (Chinese cuisine). Located in Chinatown.

Vancouver

Chinatown BBQ (Modern Cantonese-style cuisine). Located in Chinatown.

Bao Bei (Chinese cuisine). Located in Chinatown.

Kulinarya Filipino Eatery (Filipino cuisine). Located in Grandview-Woodland.

Viet House (Vietnamese cuisine). Located in the Lower Mainland.

Yuwa (Japanese cuisine). Located on the West Side.

Maenam (Thai cuisine). Located in Kitsilano.

Torafuku (Pan-Asian cuisine). Located in Strathcona.

Image: Jason Leung on Unsplash 

by David Klemt David Klemt No Comments

AAPI-Owned Restaurants to Support

AAPI-Owned Restaurants to Support

by David Klemt

Stop Asian Hate protest sign in San Francisco, CA

We at KRG Hospitality stand in solidarity with the Asian American and Pacific Islanders (AAPI) community across the United States.

The hate and violence directed toward AAPI communities has no place in this country—enough is enough.

We want to bring attention to Stop AAPI Hate, a nonprofit organization with multiple resources, including incident reporting.

Below, we’ve listed AAPI-owned restaurants people can support in the four main American markets in which we operate. Of course, we encourage people to do their own research and find additional AAPI-owned businesses they can support.

The hospitality industry is multi-cultural and all about diversity and inclusion. We’re a family that looks out for each other and the communities we serve.

We need to come together and support one another. The divisiveness and hate needs to stop.

Las Vegas

Oming’s Kitchen (Filipino cuisine). Located southwest of Silverton Casino Hotel.

Lotus of Siam (Northern Thai cuisine). Located in University District or Southridge.

Soho Japanese Restaurant (Japanese cuisine). Located in Concorde Plaza.

Soho SushiBurrito (Sushi burritos, rice bowls, salads and nachos). Located in Rancho Sereno, northwest of Silverton Casino Hotel, and at the UNLV campus.

Momfuku (Contemporary Japanese, Korean and Asian-American cuisine). Located inside the Cosmopolitan.

Nashville

Steamboys (Chinese comfort food). Located in Germantown, Hermitage and Nolensville.

Soy Bistro (Korean-inspired cuisine). Located in Brentwood, TN.

Miss Saigon (Vietnamese cuisine). Located in Charlotte Park.

The Smiling Elephant (Thai cuisine). Located in Historic Waverly.

Tànsuo (Chinese cuisine). Located in North Gulch.

Orlando

Sticky Rice Lao Street Food (Laotian cuisine). Located in Colonialtown South.

Kadence (Sushi and sake bar). Located in Audubon Park.

BBB Tofu House (Korean cuisine). Located in Westside Crossings.

Taglish (Filipino cuisine). Located in Lotte Market.

Kai Asian Street Fare (Asian cuisine). Located in Winter Park, FL.

Philadelphia

Chubby Cattle (Chinese cuisine). Located in Chinatown.

Mi ‘n Tea (Vietnamese bánh mì and Taiwanese bubble tea). Located in Manayunk.

Perla (Filipino cuisine). Located in East Passyunk.

Philly Poké (Hawaiian poke bowls, sushi, Japanese and Chinese cuisines). Located in Chinatown Square.

Seorabol Center City (Korean cuisine, Korean barbecue and sushi). Located in

Image: Jason Leung on Unsplash 

by David Klemt David Klemt No Comments

Just Add Champagne: Spring Cocktails

Just Add Champagne: Spring Cocktails

by David Klemt

We love it when our friends do cool stuff.

Two of our friends teamed up recently for what is certainly something very cool.

Both of these awesome women have been on our Bar Hacks podcast and we’re eager to share their collaboration with you.

Even better, this collaboration can help you elevate your beverage program.

Susie O.

You can hear from our friend Susie on episode 19 of the Bar Hacks podcast.

Susie is a dynamic and engaging social media influencer, photographer, and marketer. She also happens to be one of the most prolific travelers we know.

In fact, she’s traveling right now and enjoying the cocktail life. Follow her on Instagram at SusieDrinks to connect, get photography and social media tips, and follow along with her on adventures.

And while you’re on Instagram, make to follow us as well: KRG Hospitality and Bar Hacks.

Elise Cordell

Looking to learn about all things Champagne and luxury? Give episode 23 of Bar Hacks a listen to hear from Elise Cordell.

Elise is the National Manager of Trade Engagement and Events for Champagne at Pernod-Ricard. That means that outside of the Perrier-Jouët and G.H. Mumm houses, nobody knows more about Champagne than Elise.

Click this link to subscribe to the Just Add Champagne YouTube channel and scroll through the videos. You’ll find guests like sommeliers, winemakers, cocktailians, influencers, and more. Make sure to follow Elise on Instagram to stay up to date on upcoming Just Add Champagne events.

Just Add Champagne

Elise invites special guests to join her on the Just Add Champagne webcast. Together, she and her guest dive into an element of Champagne and hospitality.

In the above video, Elise and Susie team up to discuss Champagne cocktails perfect for springtime.

Like we said, we love it when our friends do cool things. All the better if there cool stuff can help you do great things too.

Cheers!

Image: Pexels from Pixabay

by krghospitality krghospitality No Comments

NRN Shares Inclusion Insights Report

NRN Shares Inclusion Insights Report

by David Klemt

Light bulb idea concept on wood background

Featuring insights from their 2021 Power List, an inclusion report from American trade publication Nation’s Restaurant News is now available.

Overall, NRN’s 2021 Power List consists of C-suite and executive heavy hitters from some of the most influential restaurant groups.

For example, Domino’s, Yum Brands, &pizza, and Momofuku Restaurant Group, are on this year’s list.

To compile their 2021 Power List: Leadership & Inclusion Insights report, NRN asked their power players to identify a team member who embody inclusivity.

Lessons Learned from 2020

NRN’s report is broken down into five sections; this is the first.

Reading through the insights in this section, you’ll find that agility and adaptability are crucial to navigating crises. That will come as no surprise to many.

However, what really strikes me are the words of Donnie Upshaw, SVP for people at Wingstop. Upshaw cites the importance of culture and core values:

“Our core values, known as ‘The Wingstop Way’—service-minded, authentic, entrepreneurial and fun—have been and will continue to be our guiding light through all seasons of our business.”

Those core values, along with Wingstop culture and a focus on retaining top talent, are keys to their successful navigating of the pandemic.

Accomplishments During a Pandemic

The pandemic has torn apart the hospitality industry and continues to do so. In America, we’re just now seeing specific relief targeting foodservice businesses.

Given the situation, just surviving the pandemic is an accomplishment.

Still, chain and independent operators are forging paths forward and inspiring others inside and outside of the industry.

Erika Palomar, COO of the Independent Restaurant Coalition, says the group “faced the darkest hours, together.”

Palomar continues: “They held fast to their commitment to change the most lives possible. This group has the remarkable ability to look beyond their door and inspire others to take action and make bold changes that will serve this industry and our society for the better.”

Importance of Leadership & Impact

The job of owners, operators, managers, and mentors is to lead. Doing so is one of the most effective tools for growing a business and retaining talent.

Adversity, of course, is one of the—if not the—greatest challenges to leadership.

Beth Scott, president of Fleming’s, says building trust is the first step in realizing the core of what it means to be a leader: inspiring and influencing, not commanding.

Jason Crain, CRO of Slutty Vegan, says, “Leading is dynamic and solution oriented.” Crain points to knowing when to implement different forms of leadership as a crucial element.

Further Insights

NRN’s report has two more categories, “Fostering Diversity & Inclusion” and “The Future of Foodservice.” There are insights from several more power players who drive the missions of inclusivity, diversity and equity.

We encourage you to follow this link and review the report for invaluable motivation and inspiration for your own business.

Image: Free-Photos from Pixabay

by David Klemt David Klemt No Comments

Rediscovering Your Guests in 2021

Rediscovering Your Guests in 2021

by David Klemt

Guests in a restaurant and bar

Labatt Breweries of Canada wants operators to get to know their guests all over again in 2021.

Luckily, this isn’t a massive undertaking. However, it requires commitment and an understanding of altered consumer behavior.

During the 2021 Restaurants Canada Show, Labatt presented “Rediscover Your Guest: The 2021 Consumer.”

Christina Veira, bar and beverage curator for the RC Show, hosted the digital session. Labatt panelists included Michelle Tham, head of education and certified Cicerone, and Megan Harris, director of insights and strategy. Casey Ferrell, vice president of US and Canada Monitors for Kantar Consulting rounded out the panel.

Who’s Your 2021 Guest?

The good news is that Canadians are still consuming beverage alcohol. The less-good news is that they’ve gotten used to drinking mainly at home.

In fact, per Megan Harris, 95 percent of beverage alcohol occasions now happen at home. Harris also says there’s excitement about a return to in-person restaurant and bar service. However, several pandemic-driven behaviors will persist, including:

  • Takeout
  • Delivery
  • Daytime drinking
  • Working from home

Guests are set to unleash a torrent of pent-up demand when they can safely return to restaurants and bars. They want to indulge themselves, have fun and new experiences, but also feel safe.

Generally speaking, younger guests are more tolerant of risk. Conversely, guests over 50 years old are more cautious.

Vaccine Influence

Per Ferrell, there are four distinct vaccine groups in Canada and the United States:

  • People have gotten a Covid-19 vaccine.
  • People who can’t wait to get a Covid-19 vaccine.
  • People who are unsure about Covid-19 vaccines.
  • People who refuse to get a Covid-19 vaccine.

Ferrell says to remove the final group on that list. Doing so shows that about two-thirds of Canadians (and Americans) are in the process of getting the vaccine. Therefore, operators need consider how to address vaccination safety along with vaccination requirements for guests and employees. For Ferrell, the best lever to pull is the one that addresses Covid-19 and vaccine risks.

Additionally, just because the calendar ticked over to 2021 doesn’t mean everything is different. Accordingly, Ferrell feels that Q1 is the “More of 2021” stage of this year. He expects people to open up their bubbles during possibly Q2 or Q3, the “Less Covid-19” stage. Parties that include multiple households will return in force in Q4.

How to Meet 2021 Guest Expectations

First, we must be cautious when people return to restaurants, bars and other venues en masse. That initial boost in traffic driven by pent-up demand will ebb quicker than one would expect.

To get people through the doors, operators will need to focus on:

  1. health and safety;
  2. staff expectations and training;
  3. social interactions and the joy deficit; and
  4. guest experience and journey.

Harris sums up the first point succinctly: Anything that can be touchless, should be touchless. Operators should expect contactless features to remain moving forward. The expectation for hygiene will also remain. Guests will want to see employees cleaning and sanitizing, for instance.

Speaking of employees, operators must address the role they’ll plan in crowd management. Unfortunately, management and employees will have to be ready to enforce health and safety protocols strongly.

As Ferrell notes, long-term lockdown means large swaths of the population need to re-learn how to interact with others. One way to drive guests through restaurant or bar doors is promoting the role they play in socializing. Hospitality businesses facilitate social interaction—it’s one of the industry’s greatest strengths. Equally, restaurants and bars fill people’s joy deficits.

Operators, says Harris, need to consider:

  • every way they can offer an experience guests can’t have at home;
  • how they can capitalize on the daytime drinking experience;
  • how to extend the guest experience—pre-visit and post-visit;
  • how to attract older guests to their venues;
  • leveraging patio spaces; and
  • focusing on messaging that promotes escapism and excitement.

Another interesting consideration concerns table distances. Every operator needs to weigh square feet per guest and distancing tables. Social distance will likely remain important to guests for at least a little while post-pandemic.

Bonus

Ferrell answered a question I asked about Las Vegas specifically. Dayclubs, which largely focus on elevating pool parties, are an integral part of Vegas hospitality.

So, how can they signal their commitment to health and safety as relates to infections?

Ferrell’s answer is that evidence appears to indicate that pools are Covid-19 infection spreaders. Therefore, dayclub operators should focus more on the crowd control aspect of health and safety. Additionally, messaging should focus on indulgence.

After all, says Ferrell, not much is more indulgent than saying, “I’m going to take the day for myself and go to a daylife venue.”

Image: Nick Hillier on Unsplash

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