Restaurant operators have to monitor dozens of details on a day-to-day basis to keep their locations running smoothly. The COVID-19 pandemic has thrown even more elements into the mix, from coordinating off-premise dining options to ensuring the safety of staff and guests. It can be difficult to take a break to think about anything else but the daily mandatory tasks. 

But staying updated on larger trends within the restaurant industry can help you anticipate and adapt for what’s next in dining during the pandemic. The American Express Insights Team looked at curated data from external sources to compile a list of trends and insights to help you make decisions for your restaurant in the coming months.

Husband and wife sommelier team Chris Gaither and Rebecca Fineman first linked up at the Advanced Sommelier exam in 2012. Their early dates included sharing their dreams of one day opening a space together. They both went on to achieve individual success with Fineman becoming the 25th female Master Sommelier in the United States, and Gaither being named a Best New Sommelier by Wine and Spirits magazine. 

Six years, marriage, and one baby later, the pair opened their dream restaurant and bottle shop, Ungrafted in San Francisco’s Dogpatch neighborhood, with a focus on wine education, community involvement, and a family-friendly environment. They began offering weekly wine classes at the shop in April 2019, bringing in anywhere from a handful to a dozen people for blind tastings and regional surveys every Sunday. With class names like “Level Up!: Central Italy” and “Power Hour: Think Pink!”, Ungrafted aims to inject celebration and inclusivity into their class offerings. 

When the pandemic first hit San Francisco in mid-March, Ungrafted was allowed to stay open due to its status as a wine retailer, and thus its classification as an essential business. While they drastically reduced their hours, Gaither wanted to ensure his staff was still able to earn an income. “We are dedicated to taking care of our staff, especially those that couldn’t receive unemployment,” says Gaither. “So we offered a very limited menu for takeout and had them come back to work to keep them getting paid and keep them busy.” 

But the amount of revenue from takeout wasn’t going to be enough to sustain the business alone. At the end of March, the team moved their signature weekly wine classes to an online virtual format through Resy At Home. “People were very excited about it, and it was easy to set up on Resy because I was already dealing with table inventories at the restaurant,” says Gaither. The team quickly saw attendance skyrocket, starting with 19 attendees at the first virtual event to a peak of 75 attendees just a few weeks later. 

Nearly every virtual event they’ve held since the pandemic began has had 2 to 3 times more attendees than any of their previous in-person events. From April through July of this year, Ungrafted generated 580% more in event ticket sales than they did during the same period last year. “Our classes are more successful virtually than they’ve ever been before,” says Gaither. “While the classes weren’t necessarily our main business focus before COVID-19, they’ve become one of the staples of our business and account for a significant portion of our revenue.”

Named the #1 Best Restaurant in Atlanta by Atlanta Magazine in 2019, Southern spot Miller Union was flying high going into 2020. James Beard Award-winning executive chef Steven Satterfield and co-owner, general manager, and sommelier Neal McCarthy became well known for a brand of warm hospitality that catered to both everyday meals and major celebrations. 

So when COVID-19 hit and they closed their dining room on March 15th, Satterfield and McCarthy scrambled to adapt and survive. They were grateful to be tapped by the Atlanta Hawks Foundation and State Farm to cook meals for frontline workers at Emory Healthcare’s hospital system for seven weeks, allowing them to keep their staff employed. But they knew that was only a short term fix while they planned for what was next. 

“We targeted June 1st for our relaunch and spent the whole month of May in planning mode,” says Satterfield. “We were figuring out how to build more outdoor areas and create socially distanced spaces inside.” Cautiously optimistic that diners would return, the team was thrilled to see a good response when they reopened. “We were doing pretty well for June,” says Satterfield. “We did some takeout, but we were really focused on driving dine-in business.”

But the dine-in boom was short-lived when many southern states saw a spike in COVID-19 cases. “We started looking at more ways that we could push takeout because we felt like this is where we had to go in order to stay relevant,” says Satterfield.

As the dining landscape continues to evolve with the pandemic, telling the unique story of your restaurant is more important than ever. Public relations principles can help keep your guests informed, use the right tone, reach new markets, and get creative with new revenue streams. We spoke with three hospitality PR experts for their best advice for navigating the current landscape and keeping your business top of mind for guests.

Everyone’s a critic. While in some markets it can still take a local food writer up to a month after your grand opening to publish a well-researched review in the newspaper, that’s no longer the case in many places. Today, guests have multiple avenues to provide feedback from the moment you open your doors.

As the Social Content Manager for Resy, I spend a lot of my time thinking about how I can best communicate who we are to diners all over the world through our social media posts. Before landing here, I spent several years working for public relations and social media agencies, finding the best copy, images, and videos to represent my restaurant clients. Although it can feel like the social platform landscape gets more crowded every day (I’m still learning TikTok), Instagram is still the best app to showcase the look and feel of your restaurant to potential diners. Because of Instagram’s visual-forward layout, it provides the most opportunity to open the curtain for local eaters to see the atmosphere and food in your restaurant.