In this unprecedented time, at Flipdish we want to provide hospitality businesses with practical advice on how to survive and thrive through the Covid-19 pandemic.

This webinar is open to all hospitality businesses, not just those who traditionally offered online, takeout or delivery services.

You do not need to be a Flipdish customer to attend – everyone who feels they can benefit are welcome to join.

Topics

  • Introduction
  • What is a pivot? Examples of famous pivots
  • Data and trends
  • How to pivot your business
  • Customer case studies
  • Marketing tactics
  • Creative content ideas
  • Q&A
  • Quiz time

Claire Sweeney

Product Marketing, Communications and Brand Manager

Grace Coughlan

B2C Marketing Manager

Heather Thompson

Global Head of Customer Success

Aaron Clay

Marketing Director, Amy's Ice Creams

John DiLoreto

President, Flipdish USA

Debbie Reilly

Owner, McMonagles

Recording – April 15th, 2020


Download slides (PDF)

Q: With moving your catering department staff over to delivery drivers, did you have to work with industry health and safety to ensure the safety of the drivers and safety of the food by using specialized delivery bags?

Aaron Clay: “That’s a really great question, so the one thing that we did, once the virus starting to really take hold in America we started really stringent sanitation processes. So we were already in every single one of our locations and in our production facility. We started really crazy, and a very high level of sanitation practices and then the drivers themselves were already licensed already insured so they were already practicing special delivery protocols as it was happening. The thing is, instead of delivering 5000 ice creams we’re delivering 5. So the only thing that changed was the quantity and the rate in which we went out. But other than that as soon as a new regulation or new practice or suggestion comes out either from the CDC or WHO or from our local government, we immediately put those into practice, and we didn’t waste any time so we can keep everyone safe.”

“I will say the hardest part of this process or one of the hard parts of this process is delivery bags. All of a sudden everyone in the entire market needed delivery bags so we had a stock and in one week it was gone and we had to replenish. We were going through different types of bags constantly because you know nobody predicted that an entire city or state or nation would go to delivery and curbside like this. So one of the things we actually had to do was go to our suppliers and try to formalize and standardize some of our stuff more than we had to do with safety and health regulations.”

Q: Have customers communicated any concerns about how food is prepared in store and how closely your business is following COVID-19 protocols?

Aaron Clay: “Absolutely we get those questions all the time, so the moment the lockdown happened on March 17th, we published a webpage on our main website,that you see on the main navigation that goes over our COVID-19 protocols, social distancing and all things of that nature. So like I said as soon as we get recommendations we implement them almost in less than 24 hours, including things like masks and cleaning.”

“We wanted to tell people that we’re already what we call a “culture of clean” so one of the things that really makes our organization standout is that we have a great service, amazing flavors and clean stores. So there was cleaning duties that were done every hour to keep the place spotless. Now they’re done every 10 minutes so it’s make an order, clean clean clean, make an order, clean clean clean make an order clean clean clean! In fact we only need really one person on shift at this particular point because we’re not making hundreds of ice creams an hour but we have two or three people on to keep things clean and sanitized.”

Q: What have you found to be the strongest online marketing channel that you’ve seen for delivery businesses?

Grace Coughlan: “At the moment we’re finding both Google Ads and Instagram to be very strong. For conversions, definitely Instagram at the moment it can be a bit more expensive but I’d recommend using it and using your hashtags as well. The problem with Instagram though is if you don’t have 10,000 followers and you want to put up an organic post, you have to be careful because it doesn’t let you put in a link. You would have to just reference your “link in the bio” or else use a promoter, but pretty strong for Instagram. Screen use time during COVID-19 is up. It’s up around 70%-80% at the moment so people are scrolling non-stop. They need something to do with their phones, then they get that idea in their head, which is where most of our orders come. People get the idea and then they’re like okay well I want order on Friday, that’s there so that’s what we’ll do. We find this is happening a lot.”

Q: Other than promoting the business on social media were there any other measures you all were able to put in place to cope with being very busy, while maintaining social distancing?

Heather Thompson: “Some people with very small premises, they have made the decision to not offer takeout, you heard Debbie earlier talk about, only letting three people in at a time and then having a car park area to maintain the “two meters” or “six feet distance”. If that’s just not suitable given your premises or your location, some people are choosing to do delivery only and if you are trying to maintain being busy while also practicing social distancing.

We’ve had some customers really trying to promote off-peak ordering. So trying to get people to order before six and after eight, and some of our customers have even used the promo code tools in the Flipdish system to encourage that as well. I suppose flattening your order demand, so you’re not having a big busy peak. Another option is that again as Aaron was mentioning just all of the safety procedures in stores – whether that’s markings on the floor, or the screen protectors it’s really important to keep all your staff and your customers safe right now.”

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