Pizza Today - November 2017 - 56

then any decision must consider
the impact on the other units. The
available capital - or lack thereof
- may also help tip the scales in
one direction or another, he says.
"Is there an insurance claim that
can be submitted for the loss of
the business? If it's a governmentcaused relocation (as in the case of
eminent domain) then sometimes
there's a fee associated with that,"
Spinelli says. "Also, in several
scenarios when a tenant is asked
to relocate, the landlord will pay a
relocation fee."
IN SOME CASES, THE DECISION IS A
NO-BRAINER. If the restaurant has

been struggling, committing to
reopening may not be wise, unless
you're willing and able to modify
the concept, says Lombardi. But if
the restaurant has been performing
well, and if the circumstances of the
closure are not such that the brand
would be negatively impacted (think
serious, well-publicized health
code infractions for example), then
reopening in another location might
work.
But, he cautions, much will
depend upon where you go and how
"iconic" your restaurant is. "If it's
iconic, when you relocate, a lot of
your customers will relocate with
you," he explains. "However, they'll
expect to have pretty much the
same experience, so you'll need to
consider if you can replicate this in
the new location."
If you're not a singular
standout and you're just filling a
neighborhood need, then depending
on how far away you move, you had
better count on losing customers,
Lombardi says, adding that if the
distance is over five miles from the
old site, you'll be starting over.
It's also important to consider
staffing - which is a big problem
for the industry - and whether the
proposed new location will work
5 6 / P I Z Z AT O D AY. C O M / N O V E M B E R 2 0 1 7

for your current employees, says
Spinelli. If not, how challenging will
it be to find new ones? (One way
around this might be incentivizing
employees to make the move with
you, says Lombardi.)
IF THE DECISION IS TO REOPEN, a
marketing/PR plan is essential when
protecting your brand, keeping old
customers and attracting new ones,
says Spinelli. And this depends on
the reason behind the relocation.
"A health violation is perceived
differently than the case of a large
landlord kicking out a small tenant,"
he says. "Every situation needs to
be handled differently. The brand
is key, but having customer loyalty
is a strong support system that can
rally around your efforts, especially if
you're the underdog."
Linda Lipsky, president of Linda
Lipsky Restaurant Consultants, Inc.,
a Broomall, Pennsylvania, hospitality
consulting firm, advises putting a
positive spin on the situation when
realistically possible.
"For example, you can say you
needed a larger kitchen or more
storage space; even if this isn't
actually the case," she says. "Avoid
citing capacity because if customers
come to your new place and see
the same amount of seating or less,
they'll know there was some other
reason."
Lipsky says to keep customers
involved, she suggests having a
countdown to the closing and
then to the reopening, using social
media to provide regular updates.
While still in your old location,
put a note in with every check that
you're moving, she says. Make sure
customers know your Web site
address (hand out pizza cutters or
chip clips with this on them, says
Lipsky). Offer incentives to visit.
Stay on top of the story, says
Spinelli. "Make sure your customers
hear about the move from you and

not from your competitors," he says.
"The customer concerns are very
common - why did this happen,
how did this happen, where are they
relocating? The messaging needs to
be very clear and simple. You need
to reinforce your band promise and
strengthen customer loyalty. The
new customers will come later." n
PAMELA MILLS-SENN is a freelancer
specializing in writing on topics of
interest to all manner of businesses. She
is based in Long Beach, California.

SHUTTING
IT DOWN
The decision not to reopen
poses a new set of questions,
chief among them, what
should you tell customers and
employees? When it comes to
customers, that's easy, says
Dennis Lombardi, president
of restaurant consulting firm,
Insight Dynamics, LLC in
Columbus, Ohio.
"You don't need to tell them
much of anything," he says. "If
you do, they may stop coming
long before you close." Linda
Lipsky, president of Linda
Lipsky Restaurant Consultants,
Inc., a Broomall, Pennsylvaniabased hospitality consulting
firm, agrees with this tactic.
This situation isn't so
clear-cut with employees, say
both. Tell them too soon, says
Lombardi, and like the customers, they may leave well before
the door closes - although
you could offer incentives to
stay. Lipsky agrees this is a
risk, although not telling them
seems unfair. But once they've
been told, she says, customers
are going to find out, potentially
sparking a too-soon exodus.


http://www.PIZZATODAY.COM

Pizza Today - November 2017

Table of Contents for the Digital Edition of Pizza Today - November 2017

Pizza Today - November 2017
Commentary
Contents
Contributors
Expo Spotlight
Interact
Conversation
Man on the Street
Respecting the Craft
At Your Service
Destinations
Knead to Know
Menu Boards
Sauce & Cheese Pairings
Open-Faced Sandwiches
Mac & Cheese Main Dishes
Customer Demographics
Immigration Enforcement
Forced Closure
Road to Pizza Expo
Top 100 Pizza Chains
On the Road: Fire!, Spokane, Wa
On the Road: The Boiler Room, Spokane, Wa
Pizza Today Yellow Pages
The Marketplace
Reader’s Resource
Mike’s Monthy Tip
Pizza Today - November 2017 - CT1
Pizza Today - November 2017 - CT2
Pizza Today - November 2017 - Pizza Today - November 2017
Pizza Today - November 2017 - Cover2
Pizza Today - November 2017 - Commentary
Pizza Today - November 2017 - 4
Pizza Today - November 2017 - 5
Pizza Today - November 2017 - Contents
Pizza Today - November 2017 - 7
Pizza Today - November 2017 - 8
Pizza Today - November 2017 - 9
Pizza Today - November 2017 - Contributors
Pizza Today - November 2017 - 11
Pizza Today - November 2017 - Expo Spotlight
Pizza Today - November 2017 - 13
Pizza Today - November 2017 - Interact
Pizza Today - November 2017 - 15
Pizza Today - November 2017 - Conversation
Pizza Today - November 2017 - 17
Pizza Today - November 2017 - Man on the Street
Pizza Today - November 2017 - 19
Pizza Today - November 2017 - Respecting the Craft
Pizza Today - November 2017 - 21
Pizza Today - November 2017 - At Your Service
Pizza Today - November 2017 - 23
Pizza Today - November 2017 - Destinations
Pizza Today - November 2017 - 25
Pizza Today - November 2017 - Knead to Know
Pizza Today - November 2017 - 27
Pizza Today - November 2017 - 28
Pizza Today - November 2017 - 29
Pizza Today - November 2017 - Menu Boards
Pizza Today - November 2017 - 31
Pizza Today - November 2017 - 32
Pizza Today - November 2017 - 33
Pizza Today - November 2017 - Sauce & Cheese Pairings
Pizza Today - November 2017 - 35
Pizza Today - November 2017 - 36
Pizza Today - November 2017 - 37
Pizza Today - November 2017 - Open-Faced Sandwiches
Pizza Today - November 2017 - 39
Pizza Today - November 2017 - 40
Pizza Today - November 2017 - 41
Pizza Today - November 2017 - Mac & Cheese Main Dishes
Pizza Today - November 2017 - 43
Pizza Today - November 2017 - 44
Pizza Today - November 2017 - 45
Pizza Today - November 2017 - Customer Demographics
Pizza Today - November 2017 - 47
Pizza Today - November 2017 - 48
Pizza Today - November 2017 - 49
Pizza Today - November 2017 - Immigration Enforcement
Pizza Today - November 2017 - 51
Pizza Today - November 2017 - 52
Pizza Today - November 2017 - 53
Pizza Today - November 2017 - Forced Closure
Pizza Today - November 2017 - 55
Pizza Today - November 2017 - 56
Pizza Today - November 2017 - 57
Pizza Today - November 2017 - Road to Pizza Expo
Pizza Today - November 2017 - 59
Pizza Today - November 2017 - 60
Pizza Today - November 2017 - 61
Pizza Today - November 2017 - Top 100 Pizza Chains
Pizza Today - November 2017 - 63
Pizza Today - November 2017 - 64
Pizza Today - November 2017 - 65
Pizza Today - November 2017 - On the Road: Fire!, Spokane, Wa
Pizza Today - November 2017 - 67
Pizza Today - November 2017 - 68
Pizza Today - November 2017 - 69
Pizza Today - November 2017 - On the Road: The Boiler Room, Spokane, Wa
Pizza Today - November 2017 - 71
Pizza Today - November 2017 - 72
Pizza Today - November 2017 - 73
Pizza Today - November 2017 - 74
Pizza Today - November 2017 - 75
Pizza Today - November 2017 - 76
Pizza Today - November 2017 - 77
Pizza Today - November 2017 - Pizza Today Yellow Pages
Pizza Today - November 2017 - 79
Pizza Today - November 2017 - 80
Pizza Today - November 2017 - 81
Pizza Today - November 2017 - 82
Pizza Today - November 2017 - 83
Pizza Today - November 2017 - 84
Pizza Today - November 2017 - 85
Pizza Today - November 2017 - The Marketplace
Pizza Today - November 2017 - 87
Pizza Today - November 2017 - 88
Pizza Today - November 2017 - 89
Pizza Today - November 2017 - 90
Pizza Today - November 2017 - 91
Pizza Today - November 2017 - 92
Pizza Today - November 2017 - 93
Pizza Today - November 2017 - 94
Pizza Today - November 2017 - 95
Pizza Today - November 2017 - 96
Pizza Today - November 2017 - Reader’s Resource
Pizza Today - November 2017 - Mike’s Monthy Tip
Pizza Today - November 2017 - Cover3
Pizza Today - November 2017 - Cover4
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