Restaurant Landscape — Post-Pandemic

Employing digital marketing techniques is a step closer to ensuring a safe dining experience post-Covid

Driving on the deserted roads of once a busy Burnet Road in Austin has not been an easy picture to forget and move on. Covid-19 has turned 2020 into one of the worst years both in terms of economic and people loss. According to Reuters, workers in the leisure and hospitality industry have fared worse than most during the pandemic. With countries stopping travel (domestic and international) and issuing stay-home orders resulting in things as they are, the restaurant industry suffered the most. 

 It’s too late to revive some restaurants and food trucks forced to shut down as soon as the lockdowns were announced. Their inability to swiftly move online and reach out to customers in a contact-free world was the primary reason for this debacle. Survived are those that adapted the relevant technology and made their digital presence prominent. Some companies such as Dominos and Starbucks have posted a marginal profit even in this scenario. 

As can be seen from Figure 1, a survey showed that cooking at home was on a high during the initial days of Covid-19, with goods being delivered at the door or with curbside pickups made easier. After a couple of months, when the fun of trying new recipes and home cooking became tedious, restaurants started doing pick-up or take-out and delivery services. This tedious chore of cooking every single day made people realize what they have been missing. Slowly when restaurants started the dining-in facility with social distancing and extra sanitization in place, customers sighed a relief of normality. 

Figure 1: Eating habits that were observed pre and post-Covid 19 [1] 

With vaccinations in place, these numbers look optimistic. But, unequivocally, the two things that people missed this past year: travel and restaurants

So, are our restaurants better equipped to handle the demand while still following safety measures? CDC has issued guidelines on the no mask policy this week. Does that mean restaurants can go back to complete normality? Considering the phobias and uncertainty around, we can’t conclude the answer may be a complete yes.

 Online interactions have penetrated way deeper into our lives over the past year; consumers prefer virtual interactions, “touchless” contacts– paperless menus, QR codes, online order & payment options, and not to undermine people’s dependence on online reviews! On top of that, retaining customers has become possible only with sales promotion techniques such as coupons, discounts, join-our-app promotions, etc., alongside pampering on their special days and holidays in place. Finding online customers also means tracking and profiling them; personalize and customize their needs with a good user experience (UX) and customer experience (CX), which will embellish a restaurant’s online performance and its CX of the whole process. The bottom line is the businesses that survived the pandemic moved digitally or have been digital.

For a restaurateur, it’s not an easy task to be digital. To manage the digital traffic, feedback and reviews, and to oversee the heavily overcrowded competitive online presence on top of updating menus and maintaining hygiene standards is a tough grind. That’s where the marketing software companies come into the picture, which has been a blessing to the restaurant industry post the Covid-19 pandemic.

 With millennials and Gen Z’s preference to working remotely and dining out becoming prominent, restaurants have to move their menus online. Meal kits and dinner box deliveries have proven that people want daily, healthy meals to be delivered home. Online reviews by authentic users and social media influencers available at no cost are the critical decision-making parameters that sway a prospect to a customer. So, with all the backend engineering and the employment it generates, the restaurant industry can now be considered a primary sector. A successful online presence warrants the need for digital marketing: announcing your presence to the digital world.

Digital marketing is a complicated process of targeting and managing prospects, customers, & advocates. Software companies that manage these restaurant profiles ought to have dedicated professionals working 24×7. As customers’ every move and every silence is tracked by the search engines, more so with ever-evolving digital platforms and new algorithms. This tracking provides the data that feeds a restaurant’s digital process. Reaching customers is a good starting point and could be done via email marketing, content management, presence on relevant social media platforms, and website optimization. With consistency in these initial steps, to be on the top pages of search engines is an arduous ultimate step for the success of any online business. 

As shown in Table 1, customer adoption of digital technologies to order food is rising. Besides these, generating QR codes helps reach customers without being lost in transit.

I did not do this before the pandemic and have not done it since its onset (%)I do this somewhat or much less now than I did before the pandemic’s onset (%)I do this about the same as I did before the pandemic’s onset (%)I do this some or much more than I did before the pandemic’s onset. (%)
Using the phone to call in an order for pickup18.515.724.141.7
Buying food from a restaurant’s website27.814.319.338.6
Using mobile order-ahead to order food from restaurants to eat at home30.313.717.938.1
Ordering food delivery using aggregators such as Grubhub or UberEats49.211.413.126.2

  Table1: Altered activities related to eating food from restaurants [2] 

Digital marketing also incorporates AI (Artificial Intelligence) techniques to gauge customer preferences and trends. This automation helps businesses identify any short-comings in their services and address the pain points of their customers and the restaurants, too, improving the dining experience.  

Profiling and targeting prospects require great attention to detail. Is our customer a fitness freak or a vegan or seafood lover? What demographics do they fit? Social media platform statistics show the demographics of their audience: age, gender, location, ethnicity, etc. So, a restaurant’s existence on social media yields dividends in ways that never existed before. Its analytics give precise information about target customers. A digital marketing software company and restaurant business complement each other to be digitally successful and exist in the future. 

With software marketing tools in place, digital marketing bridges the gap between the customers and restaurants. 

Customer Segmentation involves:

  • Demographic Segmentation
  • Psychographic Segmentation
  • Geographic Segmentation
  • Behavioral Segmentation


Digital Marketing targets these customers by:

  • Email Marketing
  • PPC Marketing
  • Social Media Marketing
  • Content Marketing
  • QR Code Generation
  • Feedback Management
  • App Marketing
  • Personalized Marketing
  • SEO Marketing

With the changes in people’s lifestyles, the restaurant industry must embrace digital technologies more so post-pandemic. Consequently, accessibility to design and procure food by the touch of a finger should be ubiquitous. The recent AI trends enabling this digital marketing revolution should help pave the way for the future of any restaurant business, thus making it immune to any future pandemics.

References:

[1] QSR Magazine

https://www.qsrmagazine.com/consumer-trends/restaurants-greatest-competition-post-covid-19-home-cooked-meals 

[2] PYMNTS.com                                                                                                   https://www.pymnts.com/news/retail/2021/restaurant-habits-in-the-post-covid-future-by-the-numbers/

Happy Women’s Day

Feminism isn’t a threat; it’s a need! Feminism doesn’t mean women being more equal; it represents true equality! Because of many such powerful, thoughtful women, now women can vote and are able to fight to prove their existence. ‘Equality and respect’ is the agenda.


The concept of surname/last name suggests we all are part of patriarchal societies, and in certain cultures, it’s still a struggle for a girl child to enjoy life. And in certain others, it’s a struggle for a female foetus to push her way out of a mother’s womb. It’s also strange that many support female prosperity and empowerment within their families, but not as societies! Me too is just another example of the same global scenario.


I should also remind fellow women to be bold and confident as they are! We don’t need plastic surgeries to be endowed or put makeup on to please others. Every human being looks beautiful with a smile on their face and empathy and love for others.


Anyway, I met a good friend after a gap. She looked brave and beautiful after a double mastectomy in early Jan. Not sure why three out of five I meet in the US have had or been diagnosed with cancer. Thanks to advanced medical research and technology, lives are saved. I’m even prouder of the women who are part of science, technology, self-defense, et al., and role models of exemplary nurture-building progressive societies. Such strong women are an inspiration. We want women to be bold mentally and strong physically. Happy women’s day! 

#womenpower #womensday

Fortune Favours the Brave!

When you cannot go to the pool for a swim, please bring it to your bathroom for a shower.

What a crazy time it has been for Texans!

Lucky we survived it all and be glad that we all learnt more survival skills and exciting tales to reminisce and share. We stuck to our house the entire time. Our house went to as low as -2C, and thanks to Texas Gas service for keeping us alive. Not to underestimate the power of prayers by friends and family that spread the ‘warm’th! In my neighbourgood, at one point only three households had people in them, the rest made it safely (❤) to safe zones! Frozen pool, the possibility of leaking pipes, and having our own shelter above us made us stick here and made it. For about one week with freezing temperatures, we had electricity for about 10 hours until it was restored when the energy company felt we deserve some despite having any ‘critical’ units around us! We are grateful for all your messages, care, and concern that made us feel that we have our backs covered. Have to thank some extraordinary people who shared some boiled water, water cartons, and firewood with us despite being in the same boat. (Sam, Ida, and Aroona ❤) And, to Michael for his guidance wrt our frozen pool. To my CEO for referring hotels to us, Bala’s company and HR are even willing to get us a truck to put us at safety. God’s grace, we didn’t need it all. We struggled and suffered but in a much better position than those who couldn’t relocate and did not have gas service! 

Overall, ‘survival of the fittest and ‘struggle for existence” put to the test and proven!

Here’s our story covered by Decibel, Austin’s Locally Produced Resource for News and Events Presented by Austin PBS, KLRU-TV:

https://decibelatx.org/science-and-technology/a-year-round-problem-winter-storm-outages-underscore-power-issues-for-one/

The Sunrise!

Smashing the obscure thoughts,

Solacing the bustling hearts,

Through the quietude of the Full Moon,

There appeared this glimmer of Hope.

The Sun beamed down, waking the long awake yet forgotten dreams.

Reposed reveries bounce back- Nothing more invigorating than this sunshine that’s flashing through this window!

A happy 2021!

Nature and Nurture

“I would have loved to join you all over this weekend, but I teach English to immigrants” – One of our ‘white’ friends in the UK during my initial days there. Just getting into my sales sector and being a married, teetotaler, new to the country employee, I found my husband Bala’s university colleagues more open to getting into groups. They were diverse too. It included Brits, Jamaicans, an Arabic, an Indian, a German, and a Barbadian. Their discussions varied from accents to dialects to baking and cooking to cultures to racism. To me, who grew up with ‘Fair & Lovely,’ a face cream to enhance fair skin by the Hindustan Unilever company, racism is totally an ambiguous concept. Racism to Indians is a concept we compromise and get used to daily. It could happen within the families to inter-state. Many of us wake up to the word racism only when we step out of the country! To non-Indians, we are all brown-skinned, and this Indian concept of fairness doesn’t matter. So this Indian fairness, a myopic concept of what is fair on which the fairness and skin-bleaching industry is built, is a made-to-believe concept. This is both nature and a nurture problem. But why?

Every country has its own internal differences and issues that are unavoidable or inevitable. India, too has them. Wounded by innumerable invasions, cultural disparities, and religious persecutions, India has been evolving every day for 3700 years. Now, the fight is between the powerful vs. the normal citizens. With politicians giving every struggle a political touch, it has become the responsibility of India’s mature citizens to truly demonstrate ‘unity in diversity’ with all these ongoing issues. There are about 50+public holidays in India, and children have always been growing in a multi-cultural society for as long as anyone can remember- the amalgamation of nature and nurture. But we still believe that white is good, black is bad; with an instilled Indian belief that southerners are dark /black in complexion, this is also a North vs. South problem. Yet, applying those fairness creams, we join the BLM (Black lives matter) movements that happen abroad. Rather ironically, the same film stars who are brand ambassadors of these creams are the first to tweet support for BLM.

It has always been the case of the stronger oppress weaker, be it under the pretense of colonialism, nepotism, capitalism, or racism; across the countries, across the cultures! So, is this a nature vs. nurture problem or a question of mind over matter? Maybe both, or to put it in simpler words, it’s the mindset. But with societies evolving, can we generalise opinions and facts? The answer is “NO”!
Unquestionably black lives matter; human lives matter; women matter; lives matter. We are all one human race. Who are we to decide if one race is more equal or less? And why do we even have to fight for what is ours? Even after decades of abolishing slavery and untouchability, after the win in the women’s suffrage movements, why are we on the streets fighting for equality? What can we do to be the change? Definitely not by sharing what’s already been published in the newspapers, not by taking political sides to stay disguised and play the game of equality. As literate souls, we need to look inwards and educate ourselves and those dependent on us for their formation.

I have observed that not all families or parents discuss these issues with children. These future citizens are raised being totally blinded to the efforts put in by some reformists and achievements that happen slowly but steadily. Until children reach their individuation process, their thoughts and deeds are either taught and practised at home or hereditary.

“Can you decline a service offered by a doctor that doesn’t belong to your caste/religion/faith? If a certain head of a district/state/country who hails from another faith invites you to dinner, would you reject it? Some were treated inhumanly by others in the casteist society, and our forefathers might have done it too. Would you be okay if your own friend harbours such an opinion against you and humiliates you? It’s time we bear the brunt to bring in the desired change. One cannot be prejudiced, judged, discriminated or hated based on the physical appearances or the nature of the birth.” This was my dad’s response to my sister’s query about casteism in India.
With head held high and hand on my heart, I can proudly say he showed us the path of humanity and led us the right way. In this whole process of uplifting the downtrodden masses, my dad was a victim too. He was denied prestigious professor posts in reputed universities twice -once by a powerful sect and another time because of a ‘generalised’ view by the decision-maker, whose forefathers might have been oppressed in the name of casteism. He never complained about those nor developed hatred against any one particular community. All he did and does is to encourage anyone interested in pursuing education and support them however he could, including feeding those aspirants at home- irrespective of what caste or religion they belong to. These life lessons have been helping me navigate professionally and personally and not be judgemental based on people’s appearances and origin. Be it my dad in his own country or my kids in a different country or me or you -every one of us is always generalised and judged. Yet, the beauty of this journey is meeting similar people with the same values; a majority of them don’t share my nationality, skin colour, or faith. People aren’t all good or bad based on their physical appearances.

Next time, before any of us try to generalise, remember, that’s not fair!

Yes, people are being oppressed, and movements must be justified. I exercised my first right to vote at the age of 18 with pride without totally appreciating the women’s suffrage movements that went behind. I also enjoyed living in the West without being humiliated every day because of my skin colour. There were lots of sacrifices made by our pioneer,, and the BLMs help us survive too. I would also appreciate white people who fought for our human rights then and participating now in the BLM movements like many social reformers from the Hindu upper castes who fought against untouchability and men who fought against Sati (cruel system to kill wives of those lost their husbands). I believe that to bring equality, we don’t have to pull others down. Equality cannot be a wheel in which someone has to be oppressed all the time. We need a change in the mindset. One cannot bring in their preexisting opinions while dealing with people of any colour or country. Yes, we do carry a herd mentality that represents us and separates one sect of people from the other. But, every interaction must be started afresh. It has to be beyond the method in madness. All we need is to remind ourselves that we are humans first.

On innumerable counts, I have seen people vehemently spreading hatred, and I wonder what they teach their children? The golden rule for parenting is to not say ‘don’t‘ to a child; instead, it’s advised we offer them a safer alternative and encourage them to try that. So, that principle doesn’t apply to these adults? Judging everyone based on their appearances, culture, and likes/dislikes is utter nonsense. Instead, to express what one prefers and why is much more a better approach than announcing what one hates! This latter approach doesn’t serve any purpose.

Be the change doesn’t mean preach hatred. Be the change is to do something valuable that really could help those who need it. Be the change includes educating our own children about how they deal with others, including being empathetic towards everyone’s needs, being socially responsible, being part of community events- not just our dedicated group that only caters to our individual needs; using our language/professional skills not to support our children get those ‘voluntary hours’ but truly dedicate time and efforts to those communities that are in desperate need for them just like our English friend I mentioned in the beginning.

Any movement aimed at bringing equality or treating everyone and thing with respect should be an ongoing process, not triggered by one event that creates the troughs and crests momentarily. “Go with an open mind when you meet anyone. Let not their colour, creed, and faith provoke you into assumptions. Have an open dialogue, offer a true hand of friendship. Not everyone can be friends, but that shouldn’t be b(i)ased on physical appearances. Everyone is equally equal”- is what I teach my kids. What do you teach them?