“The green reed which bends in the wind is stronger than the mighty oak which breaks in a storm.”― Confucius
A storm has come, and taken with it all those that couldn’t, wouldn’t, or refused to bend. The restaurant industry will most likely be the same as it was, the question is when. The other question, is who will be left? Upon receiving this assignment, I began to research the “who” of this dilemma. Surely, there are those who by luck, ingenuity, and flexibility have come out on top. Won’t it be them that redefines success in the future?
A quick google search revealed one such flexible fellow Eric Rivera of Addo in Seattle. Wired author Joe Ray had this to say “The food service industry is facing pandemic-related layoffs and closings, but tech-savvy chef Eric Rivera is using online platforms to keep his business in the black”. Rivera used technology, mainly several social media platforms to push his take out service. Not only did he push, but he redesigned his offerings to meet the demand. Rivera began to offer bowls in three packs which could be easily reheated for subsequent meals. Not only is he surviving, he’s thriving.
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| Eric Rivera of Addo |
Rivera recommends doing away with typical point of sale tactics and switch to online ordering systems. He uses Tock which allows people to order online, and then pick up at specific times. Rivera says “"It allows chefs to treat their offerings like retail items, it also eliminates cash and on-site point of sale transactions (with touchscreens and pens), and also facilitates contact-free handoffs, critical in the age of pandemics”. This tactic has also cut down on his food waste by taking the guess work out of how many diners there will be on any given night. This allows Rivera to better manage his costs.
Rivera has embraced this crisis as a challenge, his advice to others is "Focus less on what you're used to doing and more on what people need. Think of the things that would be nice if you are sitting on the couch or need a little pick-me-up. Don't get too wordy or descriptive," he says. If ever there was a good time to branch out or go off brand, this would be it. "Plan on underselling and overdelivering, and people will be really happy with that."
I would enjoy writing more and discussing this topic of the future of the industry. But for now, the point or lesson of this crisis, and all future crisis is to be flexible. The tree that wont bend, is the first to go with the wind. American ingenuity and adaptability will prove far more stubborn than any virus nature can throw at us.
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