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How to connect with diners during a pandemic: Your guide to personalized email marketing

The world is changing fast and restaurants are trying to adapt just as quickly. Now is the time to get creative, stay flexible, and build stronger authentic connections—so we worked with the experts in email marketing at Emma on a guide to personalized email marketing that resonates with today’s diners.

When we connected with diners in our July COVID-19 Survey, many talked about feelings toward eating out again, how they are more comfortable with dining outdoors, and the importance of safety precautions to dine out.

With these insights and our ever-changing environment in mind, email is an incredibly effective channel to communicate and reassure your diners. Remember to share your most up-to-date menu and offerings, as well as highlight changes to the on-premises experience that are keeping diners safe. Also consider reaching out to your regulars with a special offer or menu-specific promotion.

We put tips like these and more in the full guide, where we also go through email marketing that resonates with diners during the pandemic, including:

How to strategically plan messaging that can adapt to unexpected changes
New campaigns to deploy today for more personalized engagement
Easy email marketing tactics to freshen up your existing content and increase impact

Download the guide here:

It’s now more important than ever to continue to build relationships with your guests to maintain their attention and loyalty.

Ready to get started with OpenTable and Emma? Our email marketing integration with Emma is available with our Core and Pro plans. Through our Open Door program, we are waiving subscription and cover fees through 2020 for any restaurant that signs up for a new plan—learn more here.

10 tips to start and expand your outdoor dining experience

Dining rooms are opening and closing across the country, but sitting outside is among the safest ways to eat out during the pandemic, experts say. With long days and warm temperatures, the demand for outdoor dining is at a new high.

We asked restaurateurs from coast to coast how they have adapted their operations to the new al fresco normal – try these tips for success.

1. Take advantage of relaxed permitting.

From New York to Chicago to Los Angeles, U.S. cities have relaxed and streamlined processes for obtaining outdoor dining permits. Johan Botma of Sfoglia applied for New York City’s Open Streets program, which allows restaurants to apply online and self-certify to temporarily expand their outdoor seating. He applied on a Friday, was quickly approved, and started serving tables outside the following Monday.

In other cities, like San Francisco, restaurants are moving to close streets for outdoor dining, shutting down car traffic for more table service. Even if your sidewalk space is limited, check your local regulations to see what’s possible.

2. Start slow, then grow.

Before New York reached Phase 2 of reopening, Sfoglia was open only for takeout and delivery, and the team placed a few tables outside the restaurant for people to enjoy their to-go meals. On June 22, they were allowed to begin table service outside and grew to eight tables. After an overwhelmingly positive response from guests, Botma hired his cousin, a contractor, to build a deck. Today, they serve 17 tables outside.

“People were excited to come out and appreciative that we had opened, and we just grew – we are making adjustments by the moment,” Botma said.

3. Embrace your surroundings.

At 50% capacity or less, Houston’s B.B. Lemon could only seat about 12 inside the restaurant, but outside is a 1,500 square-foot yard lined with trees and a fence. To utilize the space, the team purchased cabanas to fill with private tables and lights, creating a luxurious, resort-like atmosphere.

“It’s almost like a garden party every night, with spacing for tables,” said founder Benjamin Berg. “If they are all full, we can seat more than 80 people, and everybody is still 10 feet away from each other. You don’t feel like you’re in a restaurant in the middle of a city.”

Similarly, Ryan Cole is a partner at San Francisco’s The Vault, which sits in a building that occupies a whole city block – including a massive plaza. With The Vault closed, his team built an entirely new restaurant in a section of the plaza, utilizing the space’s bamboo garden: The Vault Garden.

“We didn’t have to physically pivot the space to accommodate the guidelines,” said Cole. “Our partnership with the building allows it, because it’s a great use of the space.”

4. Heed safety and distancing guidelines.

Whether indoor, outdoor, or to-go, safety regulations are top priority for any dining experience now. Distancing and sanitation protocols should guide any decisions you make about table layouts and steps of service.

Cole enlisted a designer’s help from the start to map out a floor plan for The Vault Garden, making sure the materials and layout complied with safety codes. Botma’s construction team did the same for Sfoglia’s deck. Each restaurant insists on a “bubble” between tables to avoid any unwanted or unnecessary contact between guests and staff.

5. Set expectations with guests up front.

“We designed our restaurant to make it as safe as humanly possible,” said Cole. “You should come and expect rules for your own benefit.”

In outdoor spaces, guests may not know when to wear a mask, how to move around, or what to expect generally. Hosts at The Vault Garden give each guest who enters a menu and the card above, which details exactly how the process will work and what everyone needs to do to remain safe. Consider the protocols a two-way street, and don’t be shy about over-communicating with guests.

6. Invest wisely in outdoor décor.

A financial crisis is hardly the time to buy new décor, as Botma noted – his outdoor space was built on a “nonexistent budget,” he said. But any investments you make in additional seating will pay off in additional sales.

Out of desperation, Botma initially pulled his vintage wood dining room tables outside. Those aren’t weather-proof, so eventually he landed at Home Depot, where he shopped early morning for lights, extension cords, and tables. After digging at multiple locations, he found enough gorgeous matching mosaic tables to build a cohesive seating area without breaking the bank.

Berg used a simple ROI calculator when planning B.B. Lemon’s outdoor spaces. Though the cabanas, tables, and solar-powered lights required a significant initial purchase, he said, “we could pay for it in one day” of outdoor service.

7. Create an atmosphere that reflects your brand.

Of course, not just any tables and chairs will do – a successful outdoor experience should feel like an extension of your typical restaurant vibe. “Think about the whole package,” Berg advised. “Make it something that’s desirable, where people really want to be – not just where they’re forced to be because they feel it’s safer.” Two guests have proposed marriage at B.B. Lemon since they installed the cabanas, which is unprecedented for the restaurant.

Botma bought blue umbrellas to match his outdoor tables, creating a “colorful oasis at night,” he said. San Francisco summers rival winters in the rest of the country, so The Vault Garden offers single-use blankets and disposable heat packs to make people more comfortable outside. Think about the whole experience and what you can do to make it feel not just safe, but cozy and special.

8. Extend your floor plan outside.

With dining rooms closed, more restaurants offer reservations for outdoor tables. In OpenTable, you can categorize existing tables as outdoor, add new outdoor tables to your existing floor plan, or create an entirely new plan for your outdoor seating. Here’s how.

By carefully managing your tables outdoors, you can more accurately adjust your reservation availability. Making outdoor tables reservable allows you to set expectations with guests, so they know they’ll get the royal treatment that they’re used to inside your restaurant.

Plus, outdoor reservations provide more predictability around how many guests you’ll seat, so you can order accurately and avoid both waste and unexpected crowds. You can even do more turns in a service by keeping every table status up to date.

9. Adjust your food and drink menu.

Especially when first starting outdoor dining, consider scaling down your food menu to house favorites and adding items over time. For Botma, a limited menu allowed Sfoglia to be conservative in waste and monitor business. Weather is a factor, too – dishes like panzanella salads and semifreddo desserts are easy to execute with a limited staff and taste perfect al fresco.

The Vault Garden built an entirely new menu designed for outdoors. The restaurant’s kitchen sits on the other side of the block, so runners have to carry plates and trays up and down stairs, making travel a challenge. They designed cocktails to be pre-batched and poured into high-end plastic glasses to avoid breakage.

10. Get the word out.

Many guests are eager to dine at restaurants again, but they don’t always know that their favorites are open for business. Post photos of your new spaces and menus on your social media channels and other online profiles (including your OpenTable photo gallery) to show people what they can expect from the experience.

Lean on other neighborhood resources, too. Botma contacted local forums, businesses, and radio programs in his area to build buzz about Sfoglia’s setup, which was just listed among the city’s best outdoor dining options in the New York Post – “phenomenal exposure,” he said.

When The Vault Garden opened, Cole hired a PR firm and invested in paid marketing. “In the long run, we need to fill hundreds of seats a day,” he said. “We have to figure out how to work within this. We’re treating it like a regular restaurant, not five tables on the sidewalk that can’t sustain a business.”

Images courtesy of The Vault Garden.

Visit our preparedness resource center for additional COVID-19 information.

In it Together: taking care of the industry with Edward Lee & Jessica Koslow

OpenTable’s new weekly webinar series, In it Together, tackles key topics facing the industry during the COVID-19 crisis. What does hospitality look like in a time of emergency? How can we support our communities today, both financially and emotionally? Hosted by our COO Andrea Johnston, the platform brings together restaurant leaders and experts to foster conversation and share advice during uncertain times. Register for free for upcoming webinars featuring Kwame Onwuachi, Kevin Boehm, Elizabeth Blau, and many more.

The coronavirus pandemic has forged a new reality for the restaurant industry. Storefronts across the country are shuttered, leaving dining rooms empty and hospitality professionals unemployed. The same people who have long served their communities now find themselves in need of assistance – and the industry is stepping up to help.

In this week’s In it Together discussion, chefs Edward Lee and Jessica Koslow shared their experiences supporting the restaurant employee community during the crisis. Lee, the chef/owner of Louisville’s 610 Magnolia, MilkWood, and Whiskey Dry, closed his restaurants in mid-March, furloughing 90 members of his staff and laying off thousands. He saw the food in his walk-ins and received donations from a local hotel chain, and a picture came together. In partnership with the LEE Initiative, an organization that aims to bring equality to the restaurant industry, the Restaurant Workers Relief Program was born.

“I thought we should do something to help,” Lee said. “We could use our restaurant as a relief kitchen to feed not only our staff, but everyone in the restaurant business.”

Over on the west coast, Nancy Silverton had recently launched the Los Angeles branch of the program at Mozza when she tested positive for COVID-19. The initiative needed to move. Koslow had closed her two restaurants, Sqirl and Onda, and was working on relief efforts of her own, so she quickly offered to host.

“I took what I had started and applied it to the LEE Initiative because they had a bigger foundation,” said Koslow. “Open-source information in how to do this in your own city – through the LEE Initiative or not – will help empower restaurants to be there for the community.”

Enlist partners for help

For Lee, the program gained momentum when Makers Mark signed on as a corporate partner, offering financial resources for him to partner with chefs across the country to feed people. Similarly, Koslow reached out to companies like Imperfect Produce, which reduces food waste by selling ingredients that don’t make it into grocery stores at reduced prices.

“We tell people, whatever city you’re in, there’s a food bank,” said Lee. “There’s a company with money willing to give locally. Reach out and find ways you can get food donations. When you start something and put it out there, kindness is rewarded – people come out of the woodworks and start to give”

Let chefs be experts in their own communities

Although the Restaurant Workers Relief Program now operates nationwide, Lee is quick to say that the initiative has 20 partners, not 20 relief kitchens. That’s because there’s no one-size-fits-all solution – chefs are best suited to navigate the unique needs of their local communities.

Practice new safety protocols

Running a relief kitchen has given Koslow the opportunity to consider how a restaurant reopening might look, because she has to follow similar safety measures now. Her cooks exist in their own “hub and bubble,” never engaging with anyone who comes to pick up food. Volunteers wear masks and gloves at all times. “The safeguards we’ll come back with will be stronger and stranger,” she said.

Find inspiration in others

Koslow has been “overwhelmed” by the warmth and generosity of her L.A. community during the pandemic. For example, one of her sous chefs moved from New York to work at a hotel restaurant and lived in the hotel. When he was furloughed, his housing benefits disappeared, and now he’s living out of his car. He still volunteered his time to come every Sunday and help the LEE Initiative.

Others bring masks and homemade cookies to the restaurant. “The ways people are giving back are really emotional to me,” she said.

Stay in touch with staff and guests

Koslow sends out regular updates on the world of Sqirl, which go out to her entire team. “I try to keep people updated and also be honest about what the future holds,” she said. Because she runs the social media accounts for Onda and Sqirl, she also receives messages from diners who write to say how much they miss the restaurants. “This time has really given us appreciation for our other family – the restaurant community and people who fill our dining rooms.”

Lee recently found a bittersweet way to mark one of Louisville’s biggest celebrations with guests. He offered a Kentucky Derby meal to go, and when regulars came to pick up their orders, he handed them out in a hat and Derby outfit. “I got to talk to regulars I hadn’t seen in months,” he said.

Consider the whole restaurant supply chain

Lee and Koslow are currently working on phase two of the program, which aims to help small farmers who are hurting due to slow (or nonexistent) restaurant sales. Over the next year, the LEE Initiative will raise funds and spend more than $1 million on farmers across America.

“It’s important to support farmers who have grown produce for the season based on what they could sell to restaurants,” said Koslow. “The LEE Initiative has helped to get produce from farmers in our doors and out to the community. It’s rewarding to be able to pay them.”

Be patient and prepare for the future

“The harsh reality is that no matter how much we help restaurant workers, if owners go out of business, there are no jobs,” said Lee. “It’s really about trying to stabilize the whole industry right now so we have a foundation to land on when we reopen.”

Without clear guidelines for reopening, and without governmental support for essential equipment and processes, consumers have little confidence in restaurants’ ability to operate safely. Lee advised waiting a few months to reopen until the public feels at ease and businesses can truly make a splash. “If there is one misstep, if there’s an outbreak, that’s going to reflect on our entire industry. I urge restaurants that open now to do so carefully and think about the community at large.”

Also, talk to others in the industry to learn how they are shifting practices and products. “It’s thinking about how our industry is maneuvering and what that means to you,” said Koslow. “A conversation can help broaden your perspective about what you’re doing in your own ecosystem.”

Advocate on restaurants’ behalf

What else can people do to support the industry? Drive to a restaurant you love and pick up takeout. Donate or volunteer with food banks and charities. Call local politicians and tell them what restaurants mean to you. “If the general public says we need to save independent restaurants because they mean so much to us as a culture and community, it shows that this stuff matters,” said Lee. Ask your staff, guests, friends, and family to get involved now – everyone has the power to help.

Marketing through COVID-19 recovery

Times have changed for the restaurant industry. But while COVID-19 has shuttered countless businesses, made gathering off-limits, and put our beloved dining world at risk, we believe restaurants will recover, reopen, and rebuild.

When they do, there are a number of simple, practical and budget-friendly ways you can begin marketing again—here’s a guide to getting the word out and welcoming guests, new and old, through your doors again.

Tell your story

Like with any marketing plan, a compelling story makes all the difference when it comes to creating an emotional connection and relationships with guests. Before COVID-19 hit, guests wanted to get the inside scoop on restaurants. Now, they’re even hungrier to hear restaurants’ stories.

Let guests in on where you’ve been as a business and how you’re preparing to deliver great hospitality again. For better or worse, there’s an even richer story to tell as you reopen and adjust to the new normal of dine-in service. By sharing your unique story, whether it’s on your website or social media channels, you’re likely to inspire and build relationships with guests before they experience your restaurant in person.

Communicate your safety measures

Now, it’s more important than ever to help people feel confident about dining out. Share how you’re going above and beyond to keep employees and guests safe. Capture behind-the-scenes photos and video that show your safety measures, such as social distancing practices, employee protective gear, new floor plans, or where you’ll conduct guest temperature checks, if required to do so.

Keep in mind that guests will likely ask your host or servers questions, so you’ll want to arm them with talking points. You can also reinforce your safety measures on interior or exterior signs or on your website.

It’s also important to let people know all of the ways that they can continue to engage with you. While some may be quick to dine out again, others may ease into it slowly, so give them options. Remind them of your takeout, delivery, groceries, gift card, or fundraising options.

Get the word out that you’re reopening

Once you have a sense of when you’ll be ready to reopen for dine in service, you’ll need to get the word out. Post “coming soon” signs and new hours of operations in your windows. You’ll also want to update your voicemail to reflect your new hours and remind guests they can reserve a table on your website and OpenTable.

Send “coming soon” emails and create social posts with teasers about your dine-in experience. On your website, post “coming soon” messages and make sure your availability is appearing on your reservation widget and reservation links on your website, as well as Facebook and Google business listings. Also, update your online business profiles, including Google, Facebook, and Yelp, to reflect your new hours, capabilities, and offerings.

Go the extra mile on your OpenTable profile to increase guests’ likelihood to book. Select all applicable cuisine types, keep menus up to date, and upload photos of new menu items and interior shots. Highlight all of the occasions you do best, so guests can find you when they’re ready to celebrate a missed birthday, anniversary, or graduation, including private dining options.

Bring back your regulars

Reach out to loyal guests who love you and are likely yearning to see you again. Prioritize reaching out to your big spenders and VIPs with special offers to make them feel extra special when they return. Give loyal guests on OpenTable an incentive to dine in by offering up to 10X their normal Dining Rewards points. Send a targeted “We miss you” campaign to reconnect with regulars and follow up with thank you emails and post-dining surveys to deepen relationships and keep them coming back.

Welcome neighbors and locals

Build excitement for dining out again among those who live and work in your community. Create special discounts and bounce backs for neighbors. Collaborate with neighboring businesses on a cross-promotion that incentivizes people to dine and shop at your businesses. Target locals who are searching for a table in your area by starting an OpenTable targeted digital marketing campaign.

With people cooped up over the past few weeks, they’re likely itching for a reason to get back out. Consider hosting a reopening celebration party at your restaurant and invite your neighbors. Or, think about partnering up with other restaurants nearby to hold a neighborhood block party.

Boost your visibility in search results

If you’re already on OpenTable, one of the best things you can do is get your restaurant seen in search results by guests eager to book. Add all of your availability so guests can discover your restaurant when they’re searching for a specific date, time, and party size. Respond to guest reviews to maintain a high average rating, which factors into your search results, and kick-start guest demand by giving your restaurant a boost in OpenTable search results.

How restaurants can make Mother’s Day special, no matter where people are

Mother’s Day will be different this year for lots of us, but all the things that make it celebratory—family time, good food, and thoughtful gifts—remain the same. While filling every seat in the house and prepping for all the ways to surprise and delight moms in your dining room might not be possible, you can still do what you do best: create a memorable dining experience.

Make it easy for people to bring your restaurant experience home to the mothers in their lives, even those who may be gathering virtually this year. Get creative with ways to execute and leave a lasting impact on people celebrating on May 10—read on for a few ideas.

If you’re open for delivery and/or takeout…

Continue offering your takeout and delivery menus if that’s been working for you and consider adding special items for Mother’s Day. Food bundles or meal kits designed for at-home assembly add an extra layer of excitement for families, especially those with young kids. Try a brunch kit, cookie-decorating kit, or DIY pizzas with dough, toppings, and cooking instructions.
Make the meal memorable for Mom by including optional add-ons in your to-go packages, such as flowers, a mini bottle of champagne, or a free dessert. Strengthen those ideas by partnering with local businesses in your area: reach out to local florists or wine shops to sell their flowers and champagne with your meals.
Restaurants with the space and resources may also want to consider a virtual cooking or cocktail class and include a package with all the ingredients, such as a Bloody Mary kit or all the ingredients for your restaurant’s signature cocktail.
Because many moms and families may be facing hard times right now, consider offering affordable options or Mother’s Day specials.
Whatever you decide, you can add any Mother’s Day information or takeout details as a ‘special’ in your OpenTable profile to generate visibility and help streamline operations.

To help people create a great experience with your food at home…

Home dining rooms are the restaurant spaces for most people this Mother’s Day, so offer up expertise only a restaurateur can. Curate a playlist you would typically use in the dining room, and share it via streaming services for people to play at home.
Share a video on Instagram instructing guests how to plate the perfect spread from your to-go appetizers, entrees, and desserts. You can also share your floral arrangement and table-setting tips to enable an elevated dining experience.
Put any sommelier knowledge to work by sharing wine pairing recommendations, too—even better if you can sell your wine bottles to-go.
Get extra brownie points with moms with little ones at home by getting the kids involved: offer a craft or card that can be printed (by someone other than Mom, of course) and colored at home.
Keep in mind that many won’t be able to spend Mother’s Day in person with their moms, so consider sharing a beautiful photo of your dining room people can use as a Zoom background to enable a virtual “reservation” with their families, no matter how many miles apart.

If you want to spread awareness about your Mother’s Day offerings…

Even in the absence of reservations and a typical holiday in the dining room, develop a plan to promote your Mother’s Day offerings and encourage people to pre-order if possible. A week or two in advance, update your website, social media, and OpenTable profile with Mother’s Day themes and messaging.
If you’ve added any new online features or delivery technology just for Mother’s Day, test any new ways of ordering to make sure guests have a smooth experience with all the correct information.
Utilize previous Mother’s Day data by downloading your reservation sheet from Mother’s Day last year. Send a “thinking of you” email to those guests and let them know what you’re doing this year to celebrate Mom.
Finally, while fundraising and raising as much money as possible is still top of mind for many restaurants, offer guests a way to celebrate their moms later at your restaurant by promoting your gift cards. Include space for a personalized note, add a special Mother’s Day design for e-gift cards if you can, and consider offering a one-day-only discount on gift cards, such as 25% off. Your loyal fans can give their moms an excellent meal to look forward to.

For more advice from restaurateurs, tune in to our weekly webinar series, In it Together. See a list of upcoming events here, and register for free.

If you’re open for delivery and/or takeout…

To help people create a great experience with your food at home…

If you want to spread awareness about your Mother’s Day offerings…

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