The promising news of the UK Government's vaccine deal has offered a beacon of hope during this challenging time, but life is far from returning to 'normal' anytime soon. Now entering the recently announced enhanced restrictions of the 'tier system', and with the potential for further lockdowns in 2021, people are approaching Christmas with greater caution and uncertainty, and the hospitality industry is having to adapt during what is traditionally its most lucrative period.

Particularly in those areas of the country which fall into stricter tier systems, hospitality businesses desperately need all available support to make it through the coming months. Cashflow is critical, and operators are having to maximise revenues. Operators are finding that being increasingly innovative with their offerings is key to survival through the festive period and into the new year.

Despite the gradual re-opening of hospitality businesses, the present restrictions and varied rules throughout the country mean that takeaway, delivery and other operations are still of vital importance for those for whom it is viable. Firstly, operators need to stick to the basics of clear, simple, profitable menus, whilst also using promotions, package deals and loyalty rewards to encourage new and sustained custom.

Crucially, however, innovation is just as important on menus. Suggested wine, beer or cider pairings have been successful, adding a creative flair whilst also providing high margin drinks sales to takeaway orders. Heat-and-eat dishes and recipe packs with speciality ingredients and online cooking tutorial sessions have also worked particularly well, especially for group events.

At the current time, seasonal offerings are vital. Over-indulgence is as common as ever at this time of year, with people treating themselves to Christmas desserts, cocktails and aperitifs; three course dinners, as well as recipe kits for virtual social events or gifts can work very well. Boasting impressive socially-distanced queues, one particularly impressive example of festive innovation I have seen was in a local restaurant, who introduced a 'Christmas market' takeaway menu, providing traditional seasonal delicacies such as Brätwurst, crepes and mulled wine.

For those unfortunately unable to reopen under the tier system, operators must make the most of empty real estate. This includes physically advertising ongoing offerings for takeaway and delivery, ensuring passers-by are aware of the services they are currently providing. Making sure all sites are promoted on their local community social media recommendation platforms and publicising the most flattering reviews online has also been effective. In terms of re-opening strategies, restaurant websites are clearly a key tool for the industry.

Lockdown and ongoing restrictions also provide businesses with the chance to get innovative digitally, spending time to ensure delivery ordering or click-and-collect platforms work seamlessly, provided their takeaway sales channel is working. For many these new sales channels are likely to remain in place going forward and this is the opportunity to get it right.

Importantly however, innovation should always be applied to personnel as well as product and ensuring connections with staff remain strong will be vital during this difficult period. When we do eventually return to normal, operators who have stood by their employees and treated them well will reap the greatest rewards, as engaged and motivated staff hit the ground running and help return the business to its previously smooth, efficient excellence.

Operators who can't reopen yet will do well to use this time for enhanced training and team-building. In addition, providing mental and physical well-being support to encourage the feeling of loyalty and community has been important for many. Open forum Q&A sessions with management, staff competitions and online yoga sessions are examples of what has worked well.

For all parties, this is an incredibly difficult time. However, recent developments are clearly encouraging and things will get better. Right now, the hospitality industry has an opportunity to take a step back and confront issues that have been growing for some time. This year, operators have had to adapt like never before in order to weather the current storm. Now they must continue in this spirit of innovation, allowing them to see through the festive season and beyond into a more prosperous 2021.

Isabella Pistor
haysmacintyre