Even before COVID became part of our daily vocabulary, the foodservice and beverage industry had high rates of mental health challenges and substance use issues. It can be a stressful job at the best of times and the long, variable hours and fast pace make it difficult to always take care of ourselves. Burnout can take hold.

Running a restaurant in the midst of a global pandemic has ratcheted up the pressure, increased anxiety levels and created even more strain on our mental health. “The pandemic has made things worse in so many ways,” says Hassel Aviles, co-founder of Not 9 to 5, which she launched with executive chef and restaurateur Ariel Coplan in 2017. “This is everyone’s first global pandemic so we are all figuring it out as we go, but this has severe consequences.”

Through this challenging time, we’re all feeling extra anxiety, frustration, trauma and grief, she notes. Increased isolation due to physical distancing, job loss and business closures, financial insecurity, and a lack of sufficient support and resources are only piling on the pressure.

Aviles, who has worked as a bartender and server, knows firsthand the pressures and perils of the job. “Back then, no one was having conversations about mental health or addiction with staff.”

When Aviles and Coplan asked their hospitality community, 90 per cent said “yes” to experiencing mental health and/or substance use challenges. Their research and surveys over the last two years have revealed depression, anxiety, substance use, burnout and disordered eating as some of the top concerns.

When Aviles and Coplan asked their hospitality community, 90% said “yes” to experiencing mental health and/or substance use challenges.

There are some signs to watch for that can indicate someone you work with, or someone who works for you, might be struggling with their mental health:

• Change in personality. You may notice sudden or gradual changes in the way that someone typically behaves or the person may just seem different.
• Agitated. They seem uncharacteristically angry, anxious, agitated, or moody.
• Withdrawn. They withdraw or isolate themselves from others.
• Poor self-care. They stop taking care of themselves and may engage in risky behaviour.
• Hopelessness. They seem overcome with hopelessness and overwhelmed by their circumstances.

Adapted from changedirection.org

“The best way for employers to ensure they’re paying attention is to create a working environment built on psychological safety,” Aviles says. “It means you feel you can be vulnerable with one another without experiencing any negative consequences. For too long, workers have been told to ‘check their emotions at the door,’ and this intolerance of vulnerability has created an environment of suppression.”

Five tips for fostering psychological safety

• Demonstrate engagement. Be present and focus on the conversation, and ask questions because you truly want to know the answer.
• Role model. Practise active listening, and recap to show that you’re understanding and validating the thoughts and input of others. If something goes wrong, don’t place blame, instead focus on solutions.
• Be approachable. Be available and build rapport by talking about life outside of work.
• Involve your team. Seek the input, opinions and feedback from your coworkers, and acknowledge their input when you do make your decision.
• Mistakes are okay. Encourage teammates to take risks, and demonstrate that making mistakes are part of the process, and they provide opportunities to learn.

Tips for improving workplace health

• TIP: Acknowledge verbally and openly that no one is unaffected by this pandemic and its consequences, there is a lot of healing that comes from validation and feeling heard.
• TIP: Practise active listening skills.
• TIP: Rest, rest and rest. We are all exhausted, this experience is incredibly taxing on our bodies and minds.
• TIP: Be extra gentle to yourself and others.
• TIP: Triple down on a self-care routine, including nourishing yourself with a healthy balanced diet, exercise, sufficient sleep and social connection.
• TIP: Make a list of activities that spark joy for you. Refer to it weekly.
• TIP: Find safe ways to channel your intense emotions. These may or may not include anger, rage, sadness, frustration. Examples include rigorous exercise like boxing, art, singing, dancing, screaming, punching a pillow.
• TIP: Avoid toxic positivity for yourself and others. An excessive and ineffective overgeneralization of a happy, optimistic state across all situations isn’t healthy.

Aviles suggests creating a working environment where all team members are encouraged to seek help when needed, and have easy access to resources for mental health and substance use challenges. “It’s important to have an understanding of what supports are available including workplace accommodations, employee benefits and other means of support.”

Aviles and Coplan have created an online course to educate and train hospitality industry workers to better identify, understand, and respond to mental health and substance abuse challenges. They call it CNECTing, which stands for Change Needs Everyone Coming Together. “We chose this name because connection is essential to make a positive impact and change in our industry,” Aviles says.

• Important Resource: Digital assets for the CNECTing course are available here.

Learn more:

• Mind the Bar Foundation provides information and support resources for those in the hospitality industry who are struggling with depression, anxiety, thoughts of suicide, substance abuse, addiction, or workplace harassment.
• The Full Plate offers free resources and services designed for all hospitality workers.
• Wellness Together Canada was funded by the Government of Canada in response to the unprecedented rise in mental distress due to the COVID-19 pandemic.
• United States-based #Fair Kitchens is working to create a healthy kitchen culture based on open communication, passion, support and teamwork. More than 50 Canadian foodservice and beverage operators have already signed on as friends.

Thinking like a retailer is not something most foodservice operators consider. Embracing retail can and will assist restaurants bridge the revenue gap until customers come back to the dining room. Adopt one or two, or more of these top tips to jump-start the retail side of your business. 

Chef John Placko is an independent culinary consultant and educator who specializes in modern (molecular) cuisine. Combining his specialty with 45 years in the hospitality industry from restaurants, hotels, airlines and food manufacturing, Chef John has shared his expert advice:

Create mouth-watering meal kits

You are doing it anyway. So, why not jump into the meal kit game? Meal kits are a retail version of your mise en place. Pack it up before you cook for the customer to prepare instead. Ingredients you have on hand become value-added when you provide the prep and portioning before packing.

Offering meal kits in line with your brand but different from your current menu offerings adds variety — for you and your customer. Planning meal kits within your current ingredient inventory is smart management and can encourage creativity.

Most meal kit services are offered as a subscription. Yes, that is an option, but also consider offering meal kits by preorder only and/or have them available as a grab ‘n go when customers are picking up their takeout.

Package to perfection

We aren’t talking about take-out packaging. We mean pre-packaging: scheduling and planning to properly package products and ingredients for the sole purpose of selling retail. Ready for your customers to grab from the cooler or shelf or your staff to quickly add to orders.

“Vacuum packaging, or sealing, is an excellent choice for operators adding retail offerings to their business,” says Placko. “Whether you vacuum pack for the purpose of sous vide cooking or just for storage, there are numerous benefits for the operator.”

“With vacuum packed bags, both you and the customer can easily see the contents. Simply add a sticker with all of the pertinent information.”

Keep it fresh part 1 — for operators

Change is hard. But it can be good. It provides new opportunities, new experiences and a fresh perspective on what’s important.

By adding retail options or even embracing a new cooking technique you can keep it fresh for you and your staff. Involving staff — who know your business and your customers as well as you do — can invigorate your team with a new sense of energy and excitement.

And bonus? Your customers reap the benefits, too.

“The sous vide technique is a perfect solution for operators wanting to increase their retail offering,” says Chef John. “You can portion, pack, cook and sell in the same bag, minimizing handling, reducing cleanup and providing your customers with a perfectly cooked product. Sous vide cooking in essence is a pasteurization method and can give your cooked products a shelf life of a week or two or more.”

Keep it fresh part 2 — for customers with social media

“It’s imperative to continually engage with your customers. Everyone has been thrown the same curveball. There is so much noise out there. How are you going to break through?” says Placko.

“Social media is an inexpensive way to regularly connect with customers. Keep them engaged and checking back to see what’s new.”

Chef John Placko, independent culinary consultant and educator

“Social media is an inexpensive way to regularly connect with customers. Keep them engaged and checking back to see what’s new.”

How can you do that? Daily updates on what’s been added to your retail offering. Presentation tips. Photographs. Build up to weekend specials by talking throughout the week. It doesn’t need to be complicated to be effective.

Mind your price points

No matter how your business has pivoted to manage through the ups and downs of the last year and to prepare for the coming months, you always want to be targeting your key margins… even when thinking like a retailer.

“Prepackaging keeps you in charge of your time and labour. Most operators have moved to takeout and delivery. Maybe that wasn’t a normal business channel for your operation. Remember to revisit your costs as it takes more time and labour to package takeout and delivery. Offering a retail version (prepackaged) dessert menu might allow your selling price to drop slightly and possibly be more enticing to your customers.”

Consider a niche customer focus

Your customers are looking for foods that meet their needs — nutritional, allergen free, plant-based, keto-friendly. Why not use your retail offering to address at least one of these needs? Build yourself a niche. It can be as simple as offering portion-controlled nutritious breakfast options. Or as complex as a mix and match for a full keto-friendly meal.

Ensure you are working within your operation’s strengths (and expertise).

Don’t forget your front of house

Create a convenient location right inside the door but allowing for social distancing within that space. Customers are more likely to increase their cheque size if items are conveniently placed for grab and go.

If you have a good takeout area or can expand your takeout area into your dining room space, you could show short video loops while your customers are waiting/social distancing. The short videos might show the preparation of dishes — include two to five dishes, some current and some dishes being planned for the future to build anticipation.

Remember the next meal

Offering retail add-ons to your current menu offering is a good start.

Your customers may be ordering for what they want to eat right away but entice them with the next meal, much the way they might shop at a food retailer: “Buy dinner and get lunch (breakfast)” or buy lunch and get something (not necessarily the whole meal) to go with dinner. With an adequate selection of retail items — with no need to order in advance — your customers could end up picking up their entire next meal.

Build a community

Social distancing for our physical health is also affecting our mental health. With limited options for gatherings/hanging out/clubs/meetings, why not embrace some online options? Invite customers (virtually) into your kitchen or dining room. Offer a cooking lesson on a recipe you don’t offer on your menu or instructions on putting together a meal kit. Show off your knife skills. Have your mixologist (virtually) put together some cocktail kits and recipes.

Linking your retail options to online sessions is a great way to build relationships and interest while increasing revenues. Making them invitation only — buy this kit for exclusive access — builds excitement.

Retail selling offers operators another revenue stream while remaining true to their brand and current menu offering. Pack it up with creativity and soon you will think like a retailer.

Does your restaurant celebrate National Meatball Day (March 9)? Or National Margarita Day (February 22)? Add let’s not forget Eat All Your Veggies Day on June 17. There’s been a proliferation of national food days (not to mention weeks and months) in recent years, with one for just about anything (National Eat What You Want Day, anyone?).

National food days aren’t officially decreed by governments. Rather, they’re set by the individuals or organizations — many of them marketing agencies — behind the numerous online calendars. These include The Complete List of Annual Food Holidays for Restaurants by Flanagan Foodservice in Canada, and National Today and Foodimentary from the U.S.

There are many differences and overlaps among the various calendars. The calendars above all celebrate National Cheesecake Day on April 30, while listing other food days on different dates or excluding some altogether.

What’s common to all national food days calendars is that they’re designed to complement your restaurant’s marketing plan. Jackie Oakes, senior marketing manager at Flanagan Foodservice, says it was important to compile their listing because “celebrating food holidays helps your story and menu stay fresh.” 

“Celebrating food holidays helps your story and menu stay fresh.”

Jackie Oakes, senior marketing manager at Flanagan Foodservice

Wondering how to leverage national food days to entice patrons to visit or order takeout and delivery? Our 10 tips will help you craft a strategy that not only generates sales but enhances your reputation at the same time.

Start with a strategy

Plan ahead to make national food days part of your marketing strategy. Map out the days you want to profile to create your own calendar. Build in ample time to develop each campaign, including promotional materials and testing any new menu items. Plan according to your resources to ensure each campaign is successful.

Limit the number of food days you celebrate

There are hundreds of national food days, so it’s smart to be selective about how many you promote. After all, if every day is special, are any truly special? And focus on days that will be special to your community.

Consider timing

Do you need to celebrate National Champagne Day on New Year’s Eve? If business is slower early in the year, you could do worse than using National Cheese Lovers Day (January 20) to promote your awesome grilled cheese or macaroni.

Stay on brand

Breakfast and brunch restaurants might not want to let National Egg Day on June 3 slip by. And National Greasy Foods Day (October 25) could be just the ticket for some burgers and wings joints. But either day might be off-brand for other restaurants.

“We love to align with celebrations that highlight our brand’s values and offerings.”

Cindy Perri, brand guardian for Charcoal Group restaurants

“We love to align with celebrations that highlight our brand’s values and offerings,” says Cindy Perri, brand guardian for Charcoal Group restaurants. “When we align a celebration, promotion or event in that way, it speaks to the overall brand experience that our guests have come to enjoy, so in turn we create a buzz with our guests and ultimately build brand value.”

Think Canadian

Canucks love to celebrate our iconic foods like Nanaimo bars, tourtière, and the donair. Consider tapping into that passion by including a few of these on your own food days calendar.

Beertown Public House, a craft beer dining establishment, has tweeted about National Poutine Day on April 11, showcasing a photo of their poutine and using the hashtag #ProudlyCanadian.

1,500 Canadians were asked what their favourite iconic Canadian food is. The clear winner? POUTINE! Happy #NationalPoutineDay! 🇨🇦 #Beertown #BeertownBites #ProudlyCanadian pic.twitter.com/RARa4XNQbH

— Beertown (@BeertownPublic) April 11, 2018

Promote and engage on your socials

“Social strategies have never been more important than they are right now,” says Flanagan’s Jackie Oakes. “If you want to be where your customers are, this is the place to be.”

Use social media not just to promote, but also to drive engagement. For National Butter Tart Day (June 1), why not join the fierce debate: raisins or nuts? Run a poll on Facebook, Instagram or Twitter. The number of passionate responses may surprise you! Provide eye-catching signage and hashtags on your premises, and watch patrons handle promotion for you.

Use special offers and contests

“Celebrating food holidays and highlighting a current menu item or introducing an LTO can be a great way to generate interest in your brand,” Oakes says.

Earls Restaurant has celebrated Canada’s iconic cocktail on National Caesar Day with LTOs. In 2019 they offered Caesars at a special price on their Twitter account, and in 2020 they ran a giveaway for their Caesar kit on Instagram.

CAESAR THE DAY — It’s never too early to enjoy a Caesar when they’re featured all day! Celebrate #NationalCaesarDay with us for $5 Caesars today only, all day long.â €
⁣⠀#Caesars #CanadasCocktail pic.twitter.com/Wo7x9EjefV

— Earls Restaurants (@earlsrestaurant) May 16, 2019

Acknowledge special food needs

Use occasions such as National Gluten Free Day (January 13) and National Vegan Day (November 1) to showcase offerings for your community with allergies and special diets. They’ll appreciate feeling included and safe at your establishment.

Don’t forget the ingredients

National food days celebrate ingredients as well as dishes. National Maple Syrup Day (December 17) is a springboard to promote food and beverage items sweetened with it.

Give back

Consider combining a national food day with a donation program for a cause important to you or your community. Donating a portion of sales not only supports charities, but enhances your restaurant’s reputation.