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Coping With COVID-19 Crisis: Craig’s Owner On Keeping Hollywood Hot Spot Going, Staff Employed & Some Ice Cream Smiles


Editors’ Word: With full acknowledgment of the big-picture implications of a pandemic that already has claimed hundreds of lives, cratered world economies and closed worldwide borders, Deadline’s Coping With COVID-19 Disaster sequence is a discussion board for these within the leisure house grappling with myriad penalties of seeing an excellent trade screech to a halt. The hope is for an trade of concepts and experiences, and strategies on how companies and people can finest journey out a disaster that doesn’t appear to be it should abate any time quickly. When you’ve got a narrative, electronic mail mike@deadline.com.

“What’s been fascinating and gratifying is the regulars who we take into account household are reaching out at an exponential price they usually’re simply making an attempt to determine a method to assist us,” Craig’s proprietor Craig Susser says of his Melrose Avenue restaurant, which is pivoting to maintain the lights on on this interval of the coronavirus pandemic. “They’re serving to us and we’re serving to them.”

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COPYRIGHT_BP: Published on https://bingepost.com/coping-with-covid-19-crisis-craigs-owner-on-keeping-hollywood-hot-spot-going-staff-employed-some-ice-cream-smiles/75336/ by Cecilia Jones on 2020-03-26T20:43:54.000Z



Even earlier than Craig’s opened its doorways in 2011, the comfy restaurant was a Hollywood scorching spot and has remained so to at the present time. Nevertheless, with stay-at-home orders throughout Los Angeles County to assist push down development in confirmed instances of COVID-19, few industries have been hit as laborious because the eating enterprise. Many once-packed joints have needed to shutter, lay off employees and stop ordering from suppliers with indoor gatherings severely restricted in cities and cities.


But, with a pick-up and supply menu nonetheless on provide (check it out here), Craig’s retains going.

On one other day of juggling this new actuality, Susser discusses how they’re holding the lights on, the significance of loyalty to your folks and your prospects, and a few surprises which have emerged out of all this.

DEADLINE: So, how did you first begin coping with this, because the seriousness and societal implications of the coronavirus grew to become clear?

SUSSER: The very first thing we needed to take care of was how critical is that this, and it simply bought extremely extra critical by the day. So that you’re involved about two issues. You’re involved about your staff and also you’re additionally involved about clearly all of the purchasers.

You’ll be able to really feel the concern, it’s palpable.

The fascinating factor about that is that it actually ranges the taking part in area. It doesn’t matter who you’re, and it doesn’t matter what you do. It’s being felt throughout each trade and each particular person. So immediately it went from social distancing to perhaps limiting the variety of reservations, to hastily on Sunday the mayor popping out saying all eating places are closed. So that you do meals to go.

DEADLINE: Now, you guys have been within the meals to go enterprise for some time. Was {that a} built-in security web as soon as the lockdown began?

SUSSER: Sure, numerous eating places, sadly, weren’t arrange for meals to go and supply. For that’s at all times been form of an enormous a part of our enterprise in that we’re consolation meals. That’s consolation meals no matter whether or not it’s in your own home or in our eating room. So we’re somewhat distinctive in that method, so we immediately made the choice to go in that path.

DEADLINE: What was subsequent?

SUSSER: Then I needed to make an enormous choice, as a enterprise proprietor, it’s straightforward to say that we’re all one huge household when the whole lot’s rolling, proper. It’s actually laborious to say that when the underside drops out.

DEADLINE: How did you reconcile the potential two extremes?

SUSSER: I stated to all of my staff, look, we’re going to see this by means of collectively, we’ll discover a approach to do it. We’re fortunate that we now have an earnings stream, nonetheless restricted it’s.

I mainly went to your complete crew and I stated right here’s the underside line, if for us to remain collectively and for no one to go on unemployment, we’re going to must ration again hours. I stated I’ll complement your tricks to a sure extent. The salaried staff will take a minimize and I gained’t be taking something out of the restaurant.

DEADLINE: What was their response?

SUSSER: They bought, it, they understood that’s about the one method that it really works for us to go ahead. It’s actually about budgeting and seeing if you can also make it. The laborious half just isn’t having a deal with on when it ends. You’ve bought to know, we had been first budgeting for 2 weeks, then we’re budgeting for 4 weeks, now we’re budgeting for six, eight, 10, 12, you inform me.

DEADLINE: We’re seeing layoffs and cutbacks all around the trade now, and I do know within the restaurant, bar and café enterprise it’s much more brutal with the restrictions on gatherings by the town and state in addition to the laborious drop in revenues. So, I get it as an individual wanting to maintain your employees, however because the proprietor of the joint, how do you make it work with the uncertainty?

SUSSER: So, I needed to ask myself, how do I, as a enterprise proprietor, at this cut-off date, flip my again on them? How do I say, look, the those that have helped make this place, this place, sorry however I bought to allow you to go? Wasn’t going to do this, simply wasn’t.

So I needed to discover a approach to make it good for all of us.

I believe what we’re doing is the correct approach to do it. I believe it’s good karma. I believe it’s additionally one of many causes we’re being supported by everyone within the trade and so many individuals are ordering meals to go from us. So I wish to honor that and respect that. That additionally makes us who we’re.

DEADLINE: How has it been these first few weeks with all the mandatory restrictions for well being and security coming in tighter and tighter from the town and state?

SUSSER: Properly, let’s simply say that meals supply has elevated significantly for us prior to now few weeks from what it was earlier than …

DEADLINE: Sounds sturdy …

SUSSER: Sure, you have got to bear in mind meals margins will be limiting when stacked in opposition to all the opposite enterprise prices.

What’s been fascinating and gratifying is the regulars who we take into account household are reaching out at an exponential price they usually’re simply making an attempt to determine a method to assist us. They wish to purchase meals. They wish to purchase present certificates. Additionally, I believe once they get a bag of meals from Craig’s, it’s one thing of their day that’s regular. They’re serving to us and we’re serving to them.

DEADLINE: Regular appears so summary proper now, with the whole lot, even the underside line, in flux …

SUSSER: Completely. Everyone’s making an attempt to determine how this impacts their enterprise and when is it going to open up once more. I imply, it’s not only a matter of each particular person for themselves. It’s actually the place is the top of the street? That’s what everyone’s grappling with.

So from an individual perspective what’s superb is the outreach of our clientele to help the restaurant. The quantity of meals to undergo our supply service is superb but additionally, we’ve opened up the restaurant so folks can name straight and place an order. Then since our servers are on the payroll, they’re delivering to folks’s homes. So not solely do you get the meals that you just’re trying and makes you’re feeling comfy. You really get to see a well-known face that you just’re used to seeing from the restaurant.

DEADLINE: Is that an strategy you’d suggest to others who’re making an attempt to maintain their eating places and cafes going proper now?

SUSSER: Look, we’re one in a thousand. We’re actually fortunate. There’s numerous eating places that aren’t that lucky to have the meals to go enterprise. My coronary heart breaks for eating places which can be newer that don’t have that buyer relationship. It’s an extremely troublesome enterprise on a great day. Throughout these instances it’s nearly unbearably troublesome, and also you’re simply making an attempt to determine how to verify to maintain you crew collectively, as a result of we’ve all been collectively for 9 years. You’ve bought to recollect, I’ve little or no turnover, little or no.

DEADLINE: I do know, which such as you stated about acquainted faces, is one thing that I believe folks love about coming to Craig’s. To that finish, one other concern that I do know a lot of folks have is about how meals that they ordered is ready. What are you guys doing in that regard?

SUSSER: To start with, what we’re doing is we’re clearly following all security precautions, all Well being Division procedures, and all CDC procedures. So everyone’s carrying gloves, the whole lot’s being packed accordingly, handles are being wiped down. We’re doing contact-free deliveries. So we’re doing all of the steps that we are able to to be sure that it’s a totally protected transaction.

By the way in which, folks ought to know, that meals to go from eating places is taken into account one of many most secure methods to get meals. That’s been well-publicized by lots of people as a result of we’re used to coping with meals and we’re used to following well being and security restrictions – lengthy earlier than coronavirus grew to become the brand new actuality.

DEADLINE: Italy and Spain, and more and more New York Metropolis, are going into complete lockdown. What occurs right here to you if that turns into the case in L.A. County to come up with the unfold of the virus?

SUSSER: Then you definitely’re mainly placing the economic system in a coma after which we’re all in the identical boat. So it’s a worst-case situation, however it treats everyone equally. So no one comes out of it nicely, it’s like the sport of freeze.

In order that’s just like the worst-case situation and I actually hope that we don’t get there. I hope that the Italy mannequin just isn’t our mannequin. I hope that there’s a mannequin in between what’s occurred in China and Singapore and South Korea and between Italy and Spain. I hope there’s a grey space that we’re fortunate sufficient to hit.

DEADLINE: The mayor has talked about this lasting as much as two months not less than in L.A. Now I do know Craig’s is in West Hollywood, however I believe the identical estimations exist. Nonetheless, how do you see the place opening up as soon as issues are protected?

SUSSER: Oh, gosh. I haven’t even actually thought that far forward. All I’m making an attempt to do is play it day-to-day.

We’re simply actually hitting singles up the center. I’m hoping that persons are ordering meals to go. I’m hoping that I could make the subsequent payroll, and I hope that I can preserve my group collectively. My hope, having some folks in my household within the medical trade, is you’ve bought your complete world and each single useful resource obtainable engaged on one virus. I can’t think about that we gained’t get a deal with or not less than be capable of mitigate the signs in six months’ time.

That being stated, if we are able to simply climate this and see this by means of then once they do resolve to let eating places re-open, I believe it’ll in all probability be a gradual opening. Which means limiting the variety of diners, limiting the house between folks, limiting the variety of folks which can be really working, not less than for a short while.

DEADLINE: With the whole lot that has occurred over the previous few weeks, the place the as soon as unimaginable has develop into the conventional, and all of the shifts and adjustments you’ve needed to make to maintain the lights on, what has shocked you out of the enterprise?

SUSSER: [Laughs] It’s fascinating you requested that. We’ve bought this Craig’s vegan ice cream, and we provided it on-line. What’s fascinating is we’re seeing an enormous ramp-up in on-line ice cream gross sales as a result of I believe persons are simply searching for one thing regular and candy and enjoyable and one thing that’ll carry folks’s spirits.

Attention-grabbing to see within the economic system the place persons are going.

I simply bought a telephone name from Goldbelly the place we provide our chocolate pizza. The chocolate pizza gross sales are doing actually, very well. They’re additionally seeking to see if there’s different menu objects that we’d take into account placing into R&D and creating that individuals like to eat within the restaurant that perhaps folks can get in different cities.

I get it, as we’re form of all locked into our locations, we wish consolation meals. We wish issues that make us really feel higher. So it’s simply we’re doing the whole lot we are able to and we’re really experimenting with just a few issues proper now to see if we are able to’t broaden our relationship with Goldbelly. And, in truth, we’re simply joyful to see that the ice cream is placing a smile on folks’s faces.

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About The Authors

Cecilia Jones

Cecilia Jones - Cecilia Jones loves to write about movies, music, and the most popular and exciting news.

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