Restaurants have been hit hard by the COVID-19 pandemic. They have faced numerous challenges, from dining restrictions and protocols for in-person dining to staff shortages, from the disruption of the supply chain to a lack of cash flow. Every week, a list of Montgomery County restaurants announce their closure, either temporarily or permanently, many others are struggling to survive.
The pandemic has prompted restaurants to find creative solutions to stay afloat. Some restaurants have not only remained open but have also become stronger by navigating changes and staying resilient.
For Jad Malaed, the managing partner of Fontina Grille—an Italian restaurant in Rockville that opened in 2001—the pandemic was a storm of unpredictability and uncertainty. “What we once thought we knew about the [restaurant] industry and what we have excelled at over the past years were all wiped away after the virus hit because everything shifted to a new way of doing things—the COVID way,” he said.
To explore “the COVID way,” restaurants must experiment with strategies to keep costs down while keeping customers.
One of the most pivotal ways for restaurants to survive and even thrive is expanding takeout and delivery services by partnering with food delivery apps such as DoorDash, UberEats and Postmates. These methods not only reduce virus spread but also solve the problem of limited inside seating.
“We are catering to the needs of our customers in terms of convenience and making a point to capitalize on to-go and being consistent with delivering food,” Bethesda restaurant Gregorio’s manager TJ Jurith said. Likewise, Potomac restaurant Brooklyn Deli’s manager Charles Slaughter emphasized online ordering and curbside pick-ups as main strategies to facilitate sales.
Kiin Imm, a Thai restaurant in Rockville, is considered a particularly successful model during the pandemic. Since the start of the lockdown, they have had a surge in orders, despite limited in-person dining. “More people turned to takeout, so it was hard to try to keep up with the demand,” Guy Noiwan, who works at the restaurant, said. “We pretty much all turned to takeout or delivery.”
To keep up with the orders, Kiin Imm has made several innovative adaptations. They have increased their orders of plastic food containers and set up a table in front of the restaurant for pick-up. In addition, using data from their monthly sales, they have allocated more time to preparing high-demand dishes to streamline operations.
Many restaurants have found that actively reaching out to their community to attract customers helps them keep a competitive edge. Kiin Imm regularly posts announcements on food-ordering platforms. They also maintain a customer list from people ordering through their website and send updates. “We let the customers know that we are still open and still going to try our best to serve the community,” Noiwan said. “I think customer outreach is what makes the difference.”
On the other hand, Quincy’s Bar and Grille, an American restaurant in Potomac that serves burgers and sandwiches, has made an effort to create a more family-friendly environment. When dining in person is allowed, they have game nights, happy hours and other specials to draw people in.
Other strategies include lowering food prices and offering deals. “We were doing a lot of discounts,” North Bethesda coffee shop Java Nation’s manager Oscar Rodriguez said, “basically losing money in order to keep up with the restaurant.”
Potomac restaurant King Street Oyster Bar’s manager Anthony Zicidomini mentioned a similar approach. “We offer cheap food to get the people in here. And then once they liked it, they kept coming back,” he said.
Restaurants have been working tirelessly to overcome the seemingly endless hardships of the pandemic and to continue to serve quality food. “During the pandemic, we work 24/7. My partners and I just stay here non-stop, filling in the gaps to make sure we’re here and available for the community when they need us,” Malaed said.
At Don Pollo in Bethesda, manager Jessica Vasquez noted that her team helped their restaurant stay open. “We had a shortage of staff,” she said. “But we have good co-workers that understand the situation and schedule.”
Although each restaurant has had different experiences surviving the pandemic, they have all embraced resilience and adaptivity. Quincy’s Bar and Grille’s Potomac restaurant general manager Eric Rose, who opened his restaurant in January 2020, said, “When you have an issue like the pandemic and you’re given restrictions, you can’t look at them as a deterrent. Whatever you’re dealing with, you have to adjust to it.”
Article by Allison Xu of Walter Johnson High School
Photo courtesy of Unsplash