Over the last few months, tremendous challenges have hit foodservice establishments — hard. But, it’s not uneasy customers or limited seating and safety measures that are causing the latest hurdles (as in the last two years before). No, the demand for grabbing a bite to eat at a local restaurant, diner or cafeteria is quickly racing past pre-pandemic levels. The truth is, people want a sense of normalcy and sitting down with friends or family to share a meal gives the ultimate sense of “business as usual.” Instead, the problem lies in the desperate need for dishwashers, servers, chefs and line cooks to balance the demand and supply scale.
A skewed balance
Realistically, the demand and supply balance has been tilted for some time. The effects of the pandemic rippled across almost every industry but weighed particularly heavily on foodservice. Shutdowns, limited capacity and upended operational processes caused one in ten establishments to shutter their doors permanently. Other operations were forced to reduce staff or incorporate new models such as adding curbside pickup or delivery — swimming for anything that would help keep their heads above water.
But now, the tide has shifted and what should be a foodservice financial boom is instead a bottlenecked staffing crisis. In fact, a survey from the National Restaurant Association found that 75% of all operations said their top challenge was recruiting and retaining staff. And in September 2021 alone, restaurants saw 6.6% of their workforce quit. But that’s not all. A recent Jobslist report showed that 38% of foodservice workers aren’t planning on coming back. They’ve found other positions in sectors that expanded during the pandemic or decided to stay home with kiddos due to remote learning or childcare needs. That’s quite the pill for already overworked establishments to swallow. Now, if you’ve been in sales for any time, you know part of the gig is supporting your customers wherever they need it most, and staff shortages are where it’s at. Let’s take some time and explore how to help guide your customers through an incredibly difficult season.
Meet the primary need
There’s no question that it’s been a rocky couple of years for foodservice professionals as they’ve pivoted and pivoted through uncharted territory. All of the challenges and unknowns have taken their toll, and honestly, your customers have been through a lot. While getting down to business is necessary, recognizing the human impact of the last couple of years is primary. Let’s be real for a second, the daily lives, families and mental health of people have suffered tremendously, and your customers first need to know that you genuinely care.
One way to be mindful of it all is by orienting your actions to support your customers. And it’s not enough to just say you care (although you may). Instead, provide tangible ways to encourage things to show you do. Incorporate measures that promote safety, security and convenience. For example, look to minimize in-person interactions for safety and convenience, but stay reachable and attentive by checking in often with your customers. But however you choose to best support your customers, genuine empathy and understanding don’t disappoint.
Educate yourself
Want to know what else never disappoints? Gaining more knowledge, understanding and insight to help your customers. Consider taking time to research available resources that can help foodservice operations get their feet planted a little sturdier during this labor shortage. Federal programs such as the Employee Retention Credit, Restaurant Revitalization Fund or the Restaurant Employee Relief Fund could ease some financial burdens. Additionally, state, local and community programs have popped up all over different areas to provide a helping hand to those struggling. One example is the Giving Kitchen; it provides small grants to restaurant staff diagnosed with COVID-19 (sometimes even little financial support makes huge impacts).
But not to worry, you don’t have to be a subject matter expert. Just a few minutes reading up a little on the general qualifications and pointing your customers in the right direction is a great start. Provide customers with some basic knowledge and a list of resources and funds. The truth is, operations that gain useful funds could use it to increase starting wages (and therefore attracting a wider labor pool). Or, it could be just the ticket to purchase smart equipment or technology to ease the labor crunch.
Innovate your product for today’s market
As a sales expert, you're well aware that a fundamental principle of the trade is to fully understand the problem and find a solid answer to the issue — and the best in the business don’t oversell or undersell their customers. Think about the features of your products. What equipment provides innovative and labor-saving features, creating real solutions to the foodservice labor shortage? One excellent example is automated heated lockers. These lockers create a temperature-regulated compartment where staff can easily and safely place food for pickup orders. Diners or delivery drivers simply walk in and enter a code that opens the locker with their hot, to-go items. And here's where these units help out with labor issues. Staff can completely sidestep interaction with pickup customers, allowing them to focus on other pressing tasks within the kitchen or service areas.
Another godsend for kitchens skating by on a skeleton crew is automated equipment with features such as programmable presets. This technology allows operators to input multiple recipes that control temperature and cook time. With a quick push of a button, staff can turn their attention to prepping veggies or plating dishes while food consistently cooks to perfection. There is a whole host of other automated equipment to ease the labor burden. Consider updating your portfolio and specifically call out features that aid with staffing shortages.
Create a means for financial concerns
Although there are loads of quality equipment to help out a limited workforce, many businesses are suffering. Scraping together the capital to purchase a pricey piece of equipment might not be in the cards. Give your customers a break and offer lease-to-own or flexible payment options when possible. Check with the powers-that-be and see if it’s an available option for your most cash-strapped customers.
Improve the sales experience
Unlike limited cash supplies, there’s no shortage of time being spent these days on Zoom, Google Meet or other video conferencing tools. But, what if instead of making it an option to just simply sustain us through this time, it became a tool to improve the overall sales experience for already overworked management. Consider updating your portfolio to a digital one with the products you sell that specifically help with staffing shortages (this resource could help). Additionally, offer more flexible times with an understanding that management might be doing the purchasing — and all the dishes on any given day. But whatever you choose to do, make it enjoyable by involving subject matter experts, leveraging manufacturer’s resources, creating videos or other materials that show your product in real-world situations.
Be an invaluable resource.
Being a consistent and helpful resource is invaluable during trying foodservice times. Interested in learning more or passing tips to customers wading through low labor pools? Take a look at our blog post, How To Address Foodservice Staffing Shortages.
