The global food and beverage industry is under an increasing amount of pressure, which means operations have changed dramatically. As one of the only industries to continue trading amid the coronavirus outbreak, it’s easy to assume that food and drink companies are experiencing record highs and lucrative profitability.

For many companies, however, the challenge of dealing with increased demand, modified in-house processes and disrupted supply chains has resulted in increasing expenditure and sporadic cash flows.

While some food and beverage firms have been able to remain functional, other arms of the industry have been forced to shut down altogether. Companies with restaurants and eateries, for example, have had to close their venues and absorb the lost revenue. Although other types of businesses are expected to be able to reopen in upcoming weeks, early indications suggest that entertainment venues, restaurants and sporting facilities will remain closed for the foreseeable future.

Business Diversification Amid Lockdown

In a bid to survive despite these trading restrictions, many food and beverage companies are diversifying and exploring new routes to the market. Some restaurants that previously only offered an eat-in service are now introducing food deliveries, for example.

Although this flexible approach could be a lifeline for many companies, businesses will only benefit from diversification is customers are aware of the availability of new services. To ensure your target audience can access your services, it’s essential to use effective food marketing strategies. Only once your customer base is familiar with your new services and delivery methods, will your income begin to trickle back in. With an effective marketing campaign, it won’t be long until your turnover returns to its pre-lockdown level – or even exceeds it.

Increased Engagement

Food and beverage companies that are able to overcome the economic uncertainly until lockdown restrictions are eased need to maintain regular contact with their existing customer base. Even if you have temporarily suspended your operations, it’s essential to continue engaging with your customers.

Prior marketing activities should have fostered brand loyalty, so you won’t want to waste the hard work you’ve put in thus far. Cultivating an established customer base doesn’t happen overnight, so don’t let these temporary operational difficulties sever the relationship you’ve nurtured with your loyal customers.

As well as keeping your target audience up to date with how your business is changing to adapt to a ‘new normal’, you can use industry news to release regular content to your followers, fans and subscribers.

In addition to this, you may want to explore the possibility of tapping into the changing demand that has occurred while millions of people experience lockdown restrictions. With more people scouring the internet for at-home entertainment, you could release quizzes, recipes or even video demonstrations to keep your target audience engaged.

Critical Service Updates

Food and beverage companies that are still operational are responding to exceptionally high demand for their services. As well as engaging in profit-making activities, food producers, retailers and suppliers are part of the critical infrastructure that’s providing the population with access to essential items.

Inevitably, there may be some unexpected hurdles to overcome as you attempt to satisfy the overwhelming demand and implement your own safety protocols. With companies still required to adhere to social distancing measures, for example, you may be increasing your production using a reduced number of staff.

Although customers are, on the whole, understanding of the challengers you’re facing, they will expect to be kept informed. The global nature of the crisis means consumers are more willing to accept unavoidable disruptions to services than they usually would be. While you may not be able to offer your usual level of service, you can still deliver exceptional customer service.

Regardless of what operational challenges your firm is facing, dedicated food marketing campaigns can be used to inform, educate and update your customer base. By sharing information and telling your audience how you’re overcoming obstacles to deliver a superior level of service, you’ll gain loyalty and goodwill that will last long after lockdown ends.

Introducing New Marketing Strategies

The unexpected spread of COVID-19 has meant that companies have had to alter their operations suddenly and previously planned marketing activity may have abandoned or postponed. Fortunately, digital marketing campaigns can be executed quickly, so you can minimise any potential losses by taking swift action.

As always, successfully marketing your business requires careful planning, creative innovation and a strategic approach. By devising authentic and inventive ways to connect with your audience, you can successfully maintain their interest, incite engagement, retain their loyalty and ensure your business continues to thrive.