So many business owners I talk with tell me they don't have time for social media. They have to run their business, which I understand. But what if you could have a discussion with your customers to hear their feedback? Does that interest you? Most would say 'Yes' of course, and then the irony is they don't see the correlation between the two.
I participate in several Facebook groups to stay involved in our local community, but this blog isn't about that. Specifically this is about an article I read last month that mentioned how some restaurants in New York are charging a Covid fee to help offset some of their increased costs of extra sanitary procedures and supplies, as well as operating at a mandated reduced capacity.
A link to that article can be found here.
I was surprised with the results. With restaurants trying to be 'up front' and 'transparent' about the charge, you would think those terms are associated with honesty and integrity. From the comments of restaurant patrons, those terms now meant "poor business practice."
An overwhelming majority, close to 92% of respondents, said that restaurants should simply raise their prices.
Adding extra charges is just something people were clear they do not want. "We’d most likely stop dining at establishments that had a covid surcharge. We tip for service, and pay for our food. What’s next having to pay for your WiFi bill." said one member. There was one suggestion of making such a charge optional, like a tip, but most people were not having that at all.
"I think having a Covid fee will have a negative impact on some people. I equate it to businesses that surcharge for using a credit card because it’s also a negative vibe to me."
Only 7% of the comments indicated they were ok with paying a Covid surcharge, as long as it was posted up front and disclosed before you sit down, but it was clearly the outnumbered opinion.
Restaurant owners and managers pay attention to what your customers are talking about. Today's consumers are savvy customers. They are more informed, smarter, and willing to share their opinion on many social media platforms. Your patrons understand the crisis, are willing to tolerate a price increase in the menu, but they want you to do your part by knowing what your operating costs are, and adjusting accordingly. One last comment from the Facebook group..."We are already paying for all your other overhead charges. Why single this one out? If you need to, adjust your menu prices - do not be adding fees. What would be next? A napkin charge? Do not be like the airlines and nickle and dime us, stay with the flat menu charge plus our discretion for tips."
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