ADAPT & MOVE FORWARD

A quick 10 strategy (and ideas) to support our friends in F&B.

Cheers from @fellexandro and @bismaadiputra
____

(1) Priority: Over-communicate on hygiene, cleanliness, and how your resto are
doing it in the kitchen to fight Covid-19 and ensure safety. Second, over-
communicate on your delivery plan + package.

This is no 1 for a reason. Customers are taking precautionary actions, if you can help
ease their worry. You’ll have a better chance of being top of mind.

Be adaptive, especially on your communication channels (WA, Social Media, Ads)

Quickly revisit & adapt editorial content plan more frequently. I know some F&B do their
content every 2 week, now every 1 week or even better twice a week. Quickly learn
from the social media insights, and data, and readjust your next move based on that.

Sample:
(2) Collect as many database as possible

● People who have ordered before

● People who are new, coming from IG Ads

To do: Actively put on relevant IG Ads

Result from one of our client, that we helped with IG Ads:

This is using a 100-150K budget / day. That 300+ clicks are directed to Whatsapp, and
voila you have your leads. Make the most of it.

(3) Connect with customers in database

● Update new menu, new product, new offers

● Ask what else they need? Or how can you help?
● Would really help if you chat as your treat a friend, and build your relationship
long term. You need the repeat orders.

Resources, read this article:

https://www.wired.com/story/restaurants-struggling-pandemic-eric-rivera-addo/

Also check the chef in the article's Instagram:

https://www.instagram.com/EricRiveraCooks/

You'll get insight on how they operate & communicate & adapt to the needs of their
customers. Right into how they deliver the product, arrange pick up, and payment
system.

(4) If you have the budget, create a campaign to combine:

● People's urge / drive to help / donate

 ● Making the most of your idle kitchen capacity
● Campaign with relatable customer’s activity
● Address & empathize with covid-19, but don’t dwell on the despair side of it.
Drive your message to the brighter positive side.

That being said, aim not to make the most of margin, but how to make it cashflow
positive first.

Sample A

#SaldoHarapan untuk para #PejuangJalanan

.
Bersatu ketika Susah, Bersama dalam Bahagia
.
Kami dari Bhumi Coffee & Express menginisiasi Gerakan berupa #SaldoHarapan untuk
para Bapak Ibu Driver Ojol, sebagai salah satu profesi yang sedang mengalami tekanan
yang paling berat dan masih memiliki harapan karena kita semua bersatu melawan
pandemi ini
.
Lewat gerakan ini, kami akan memberikan Bapak/ Ibu driver ojol, Rp 5000,- per cup
(berlaku kelipatan, bukan per transaksi) berupa saldo #GoPay atau #OVO atau Cash
.
Ilustrasi
1 cup = 5000
2 cup = 10.000
3 cup = 15.000
Dan seterusnya...
.
Kami akan langsung mentransfer via e-wallet kepada Bapak Ibu driver ojol sebelum
mereka meninggalkan outlet kami dan mengantarkan minuman favoritmu ke rumah

Sample B

Dear Puyo
People,
-
Kami sangat sedih karena kami harus menutup kebanyakan dari outlet kami dan kami
tidak bisa melayani #PuyoPeople dengan maksimal di masa-masa pandemi Covid-19 ini
untuk mendukung gerakan #SocialDistancing & #DiRumahAja.
-
Namun jangan khawatir, #PuyoPeopletetap bisa #BeliPuyoDuluan dengan melalui e-
voucher Puyo dengan harga spesial mulai dari Rp 99k untuk 10 pcs Puyo!* (Link ada di
bio ya)
-
Selain itu, 10% dari penjualan e-voucher ini juga akan langsung disalurkan dalam bentuk
sabun dan peralatan sanitasi lainnya untuk memerangi Covid-19 di Flores, NTT melalui
@1000_hari 🙏🏼
-
Terima kasih banyak atas dukungan Puyo People dan tentunya setiap pembelian e-
voucher ini akan sangat berarti untuk seluruh pekerja kami serta teman-teman di Flores
yang membutuhkan di masa sulit seperti ini. We can get through this and we will get
back stronger than ever ❤️
-
We hope to see you sooner than later. Be safe and stay healthy, Puyo People! 🙏🏼✨
-
#SupportLocalBrandsID
*Syarat dan Ketentuan berlaku
Sample C

“because too much free time due to Corona.

who is your fav cast in @lacasadepapel ?rio @miguel.g.herran

tokio @ursulolita
denver @jaimelorentelo
nairobi @albafloresoficial
professor @alvaromorte
lisbon @itziarituno
helsinki @darkoperich

Slide terakhir sampe bosen nungguin customer gak dateng dateng”

#kirakirakopi
(5) Pivot. Look at customer changing behavior and adapt
Ideas:

● Some brands are already selling 'frozen ready to eat' meals.

Customer’s changing behavior: Customer buy in bulk, and can simply reheat with
micromave.

● Sell "lauk pauk" in bulk.

Customer’s changing behavior : Reduce going out of home as much as possible.

That means, they also prefer not accepting daily deliveries. I personally buy
"lauk" in bulk for 2-3 days. So I only need to get out of the house every 2-3 days.
Understand the different behavior of those who live in apartment and landed
house.

● If you go to Indomaret / Alfamart, the item that's quickly flying off the shelf is
YOUC1000 and Vitacimin or XonCe. People stock up Vitamins C, D like they
never before. You can create a product offer that 'BOOST IMMUNE" and tap in
that market's needs . Some have created JAMU that helps immunity. Some
created “FLU SHOTS”.

Sample

(6) Pivot. There are still opportunities.

Ideas: Eventhough business are slowing down, market are crashing, doesn’t mean
there are no opportunity. MANAGING CASH DOESN’T MEAN NOT SPENDING
CASH. Keep advertise budget floating, keep moving by promoting your new menu /
item / package / program, this time you only spend what sell and what works.

When you keep MOVING, your business is NOT dead.

Sample:
 (7)
Re-

Calculate Your Expenses (Defensive Mode)

When revenue is high, some expenses are ignored. When revenue are low, any
expenses are magnified greatly. Some option for you to cut down expenses if you go
defensive mode :

1. Cut Staff Salaries Bertahap (eg; April cut 25% , Mei cut 50% , June cut 50%),
this will give your staff time to adjust their lifestyle and prepare some Part-Time
Job (yes they are allowed to do this, they have the right make a proper living too)
2. Unpaid Leave + Rolling Shift, all staff got 2 weeks unpaid leave, this will cut
down your monthly allowances, also do rolling shift to make sure all outlets have
staff standby and keep the active
3. Cut-Off Employment with benefits, when the company doesn’t sustain, you
have to make the call. Please remember to give them at least some basic needs
like rice, eggs, cooking oil, instant noodle, etc. To cut them doesn’t mean you
can’t try to provide their daily needs for a few days. Be Thoughful :)
4. Turn Off Electricity, no ones coming anyway. Its fine to stay dark for a few
hours. Use fan instead of AC. Be considerated with your business situation.
5. Eliminate Un-Popular Items, no need to stock too many ingredients,the risk of
waste is high. Keep ingredients only for Best Seller Items.
 6. Ask for Rental Waive, this is going to be difficult, either ask for special Grace
Periode for 3-4 months or delayed payment. Worth to try :)

(8) Be Liquid (Attacking Mode)

Liquid will always adjust to its container. Be flexible, don’t give up and do something
with whatever you have left. Some option for you to consider if you go attacking mode :

1. Shift ALL Staff to Sales Mode, re-check your customer journey and see where
your staff can help to sell something from your business. Not everyone is a
salesperson,its true, but anyone at least can share e-poster or posting on social
media right?
2. Focus on Best Selling Items, forget any menu which are difficult to sell.
Anything the market responded positively, keep selling them hard! Don’t bother
thinking about your branding, its zero if the ship shinking.
3. Be Part of Online Platform, its not the time to be picky. If anyone says they can
help you to earn more dime, do it! Be it selling your product through WA Group,
Instagram, Tokopedia, Shopee, have it go.

(9) Ask the audiences (Community)

NONE of us can survive this situation alone. Keep talking and sharing with your friends,
with your community on a weekly or daily basis. Keep your brains running. You never
know when you will find great ideas amidst the situation.

(10) Last one, join a movement

Right now, there are a few running. And I think the one that make sense in terms of
getting in enough revenue to survive is this one.
- Website: supportlocalbrands.id
- Instagram: @goodsforgood.id

(BONUS) Ask for help from Influencers & please don’t take them for granted
I personally know a few influencers, IG personalities that are open to help F&B by not
charging their usual rate. In some cases, they’re okay with food barter. Eat your ego,
and DM them. Use your personal account if you can as business owners. Your goal is
to make friends with them. If they are moved to help, please don’t take them for granted.
These are valuable relationships. If you face rejection, worry not. Stay in touch, it might
not be now, might be next week or next month. Reach out to 10, 50, 100, you’ll find
those helping hands eventually.
I (@fellexandro) have helped 6-7 brands in the four week we are working from home.
And Me (@bismaadiputra) have ordered from several brands in the last couple weeks.

Last but not least, we believe that:

YOUR BUSINESS MIGHT BE DYING,

YOUR BRAND MUST SURVIVE

For those who are not familiar with us yet, we both have been in F&B for more than a
decade. We are sharing this not to say that we are the expert, but we felt that many
F&B owners are still finding it hard to adapt. Hopefully this 10 strategy / ideas helps.

A bit about us:

Ruby (@fellexandro & @captainruby on

Instagram)
- Running a digital agency for 5 years now, with
focus on social media for F&B
- Formerly food photographer (2011-2017) for
brands like Chitato, Indomie, Kartika Sari,
Amanda Brownies, Common Grounds Coffee,
Sariwangi & many more
- Investing in a few F&B business in Jakarta
- Consulted for 60+ SMEs with their digital marketing strategy and 20+ Individuals in
building personal brands.

Bisma (@bismaadiputra on Instagram)

- Consulting +160 outlets in Jabodetabek (from
Street Vendor with few millions rupiah revenue
to Multiple Chain with billions rupiah revenue)
- Serial Foodpreneurs (Managing and Investing
several F&B business in Jabodetabek)
- Co
Founder

Foodpreneurs Community with

MauBelajarApa since 2018
- Mentoring selected F&B business and
trainer F&B for several corporate

If you’d like to learn more insight on F&B,

we share frequently & in more details on our podcast too:
Link to podcast:

https://bit.ly/thefandbshow