In January 2020, I took over management of a small burger joint near Haifa Beach. This self-service restaurant had been struggling for nearly 10 months with low customer traffic and an unqualified staff. With only two cashiers and three cooks per shift, the place lacked efficiency and energy.
The Situation Before
To turn things around, we initiated a three-month intensive improvement plan that involved hiring new staff, improving training, and elevating overall service standards. By early March, the business was showing signs of recovery, and we were on track to double our revenue. But then, COVID-19 struck.
Finding the Opportunity in the Crisis
The pandemic imposed strict regulations on public spaces, making our business plan nearly impossible to execute. Overnight, we had to rethink everything. We cut the workforce by two-thirds and slashed expenses, but that alone would not be enough. It was a time to get creative.
That is when we noticed an opportunity. Public transportation was limited, and soldiers stationed nearby were being picked up and dropped off by their parents at a bus stop right in front of the restaurant on Sundays and Thursdays. Sunday mornings, soldiers were leaving for their bases. Thursday afternoons, they were returning home — tired and hungry after a week of training.
A juicy, well-made burger is exactly what a soldier's parents want to hand them after a week away. We just had to make sure they knew we were there.
The Soldier Drop Campaign
We started small with what we called the 'Soldier Drop' campaign. On the first Sunday morning, we had just two orders. By that Thursday afternoon, a modest 10 orders. But we didn't stop there. We quickly capitalized on this growing trend by offering special deals targeted specifically at soldiers and their families.
Soon, word spread through military bases, and the numbers grew steadily each week. In just two months, we were serving 42 orders on Sunday mornings and 75 on Thursday afternoons. The soldiers became regulars — and they brought their friends and families.
The Results
We came into March 2021 having increased our sales by a staggering 550% compared to the previous year. The campaign had not only saved the business during the pandemic, but transformed the burger joint into a local favorite for the military community.
Key Takeaway
In the restaurant business, it is not enough to wait for customers to find you. You have to actively create experiences that make your product an essential part of their lives. By thinking outside the box and establishing a new routine for your customers, you can transform a simple purchase into a cherished part of their lifestyle. This not only builds a loyal customer base — it builds a business that survives when conditions change.