It’s already early September and the pandemic is far from over. We’ve seen quite a number of businesses close their doors and the numbers are still rising. It is, however, a logical move to close your doors today if it’s causing you too much stress and corners you into incurring more losses in the process.

So now you’re here, reading this blog and you’re one of those restaurateurs who closed their business but you still have that passion in you and that hope to be able to come back in the scene someday. I have news for you. YES YOU CAN.

If you’ve just moved your operations somewhere else like your apartment or your garage, you’re not in such a bad situation. But, for those who completely shut their doors and didn’t continue cooking even at a scaled-down business model, it’s a lot tougher. Regardless which one you are, you’re not exempted from having a second chance at the restaurant life. The toughest thing about getting a good comeback though relies so much on KEEPING YOUR BRAND ALIVE even with your doors closed and your services suspended. If done right, you’ll be able to keep your fans connected to you. And that is such an important relationship to foster because their connection to you may increase the chances of them falling inline on your first day back.

One big factor that used to link you and your brand to your patrons was the experience you offered them. And the reality is, the avenue for you to deliver the same experience they associated with you and loved is gone. So what exactly can you do? 2 words. CREATE CONTENT.

Back in the days when you ran the kitchen line or the service line, the big challenge was for you to create food or moments that made people fall in love with you. Now, you’re challenged to create something you might have never done before for a better shot at that second chance in case you decide to come back.

What exactly are you supposed to create now?

The answer is simple, entertaining and engaging social media content. Depending on what platform your market is concentrated in, you have to create content that keeps on communicating with your audience. It let’s them know you’re still there and it gives them the opportunity to interact with you in a new way. And, No, It shouldn’t be the usual food photos that you used to post to announce what’s new or to attract new customers. No. It’s content that tells more about your story. It’s content that entertains them. It’s content that gets into their emotions and moves them. It should be less aimed at making them crave your food but rather aimed to getting to know you better beyond the food that they knew you first for.

It’s a challenging thing to come up with these kinds of content to be honest. It’s like turning your restaurant operations into a whole new entity close to a variety show that provides constant entertainment and engagement. For example if you’re a French restaurant, you could publish videos or photos that teach people simple and practical french translations. It engages them and it shows the authenticity or your Frenchness”. If you’re into making desserts, shoot some sessions that you teach people your favorite recipes. You would have provided them an outlet for their boredom at home and a fancy dessert they made themselves to top off their dinner at home.

It’s not an easy feat. Not everyone has the ability to produce a video or shoot some photos. But our creativity surely has been challenge many times and in many ways before. This is something you can work around with. I know it. You know it.

Again, it’s content that’s engaging and entertaining. But most importantly, inspiring and moving. Imagine how much your audience will be able to remember you even without having to eat something from your store. This connection that grows overtime in this manner will definitely increase the chances that they patronize you again when you announce your return. For the mean time, this is how you can exist with your doors closed.

As you’ve remembered all those people who did you good in your troubled times, they’ll remember you for giving them something joyful to think about in a point in the whole world’s existence when everything was falling apart and uncertain.