3 Do's and Don'ts of Foodservice Advertising During a Pandemic

Updated: Apr 9

Nobody said foodservice advertising during a pandemic would be easy- and that’s because it’s not. Potential customers are more sensitive to ads than ever; and getting your message across- without coming off as inconsiderate to the current situation can be a real challenge, to say the least. Read on as we cover our 3 do’s and don’ts to keep in mind during this time:


1. Address the Current Situation

Let’s make no mistake- acting as if everything is fine in the world, and that your customers should carry on as usual in booking an event will have the adverse effect. To many customers- this could seem that all you care about is money. Be sure to tailor your ads to include compassion for this whole situation.

2. At Least Say Something

Piggybacking off of our last point- in addressing the current situation- we should at least say something, to say the least. Your competition will surely say something, if you do not. Which will only result in lost past, current, and potential customers alike.

3. Use Benefit-Based Messaging

While “saying something” will go a long way, it’s important to remember the whole reason we’re advertising in the first place- which is to solve a problem in exchange for someone’s business. People have more problems than ever before… Just make sure your messaging solves a problem that exists now- not 2 months ago.

Do Not:

1. Carelessly Deploy Humor

As mentioned in our opening statement, people truly are more sensitive to messaging than ever before. While it may seem like a good idea to “break the ice with some humor”, we would advise taking a good, hard look at who may be offended by say- downplaying this whole situation with a witty one-liner.

2. Declare You Have the Cure

This may seem like an obvious one, but given we’re in the foodservice industry, we’re sure at least few people will market their meal delivery service as “the next best thing to Vitamin C” (although we certainly hope not). This goes without saying- you should always highlight benefits. Just don’t overdo it given the current climate.

3. “Give Advertising a Shot”

Many business owners have been forced to wear more hats than usual during this time of crisis. Nevertheless- if you’ve never ran large-scale ads yourself, it’s not a bad idea to get at least an expert opinion on the effectiveness / appropriateness of your advertisement. Better safe than sorry, as they say.

Staying “above water”, and keeping revenue flowing during this time may seem like a daunting task- but we can assure you; the entire team here at ChefDirect is here to help. For more information on our free advertising campaign audits, be sure to visit our website, and books yours today. (https://www.chefdirect.net/)

Be safe, and be well.

  • Cory Utecht

  • Owner, ChefDirect


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