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不等後疫情時代,迎接防疫生活新常態
台北晶華酒店與時俱進,防疫工作接軌世界!

   疫情改變了世界,面對全然不同的生活習慣、工作方式與消費需求,飯店與餐飲業者也需要隨之調整,防疫工作將會是人們基本的「生活態度」,對於業者來說,也會是一定需要的「服務標配」。台北晶華酒店在研究了美國衛生福利部疾病管制署(CDC)的指導報告、富比世雜誌與麥肯錫顧問公司對於未來飯店和服務業的狀況分析、以及集團內各事業體一年多來的親身經歷與觀察後,整理出一套部署「防疫新生活」的防疫服務策略,今日正式對外宣布啟動《防疫2.0計畫》

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   疫情改變了世界,面對全然不同的生活習慣、工作方式與消費需求,飯店與餐飲業者也需要隨之調整,防疫工作將會是人們基本的「生活態度」,對於業者來說,也會是一定需要的「服務標配」。台北晶華酒店在研究了美國衛生福利部疾病管制署(CDC)的指導報告、富比世雜誌與麥肯錫顧問公司對於未來飯店和服務業的狀況分析、以及集團內各事業體一年多來的親身經歷與觀察後,整理出一套部署「防疫新生活」的防疫服務策略,今日正式對外宣布啟動《防疫2.0計畫》

    新冠肺炎疫情延燒全球已將近一年半,防疫工作絲毫不能鬆懈。身為市場領導品牌的台北晶華酒店持續嚴格的為消費者的健康把關,以“Reassurance”概念出發,再次確認並逐項檢視防疫作法,提升防疫層級,藉由全面部署、全面戒備、全面提升、全面把關、全面認證與全面溯源,展現對於清潔衛生管理與食品安全的重視。除了比照防疫旅館的SOP,增加客房、餐廳與公共區域的消毒清潔頻率,並全面執行消費「實聯制」與餐點「實名制」,外帶餐點皆附有「安心小卡」,詳實記錄餐點製作時間與食用建議,烹調廚師與打包人員皆簽名以示負責,為消費者的飲食安全層層把關。今年初更斥資高額經費採購國防軍事等級的「紅外線熱像測溫儀」,在酒店出入口更加嚴格地管控消費者的健康狀態,務必提供顧客安心無虞的消費環境、守護全體員工的健康安全。

        而面對防疫工作成為生活常態的日子,晶華酒店也根據國際趨勢報告歸納了5項餐飲消費習慣,並分別提出因應的服務策略,正式推出《防疫2.0計畫》。趨勢分析包括:(1)顧客將更關注外出消費的衛生與安全性,(2)依賴並且傾向使用更多的數位服務,(3)要求更具招牌以及創意的菜單,(4)持續對於美食的外帶外送有一定的需求,而(5)餐廳也必須改變實體的空間設計去迎合消費模式的改變。

(1)    顧客將更關注外出消費的衛生與安全性

美國Zegat指南調查報告指出,75%的消費者會把衛生和安全問題當成他們是否要外出用餐時最大的考量,甚至100%的消費者都希望眼見為憑、看見餐廳在執行清潔以及消毒程序,並且會注意是否有專屬餐具、放置在經過消毒的桌子上的標誌、手部消毒站和戴口罩的服務人員之類的事物。50%的用餐者更喜歡單獨或預先包裝好的餐點。

晶華酒店目前的SOP包括量測體溫、酒精消毒站、實聯制登記、梅花座、隔板、個人化餐點設計與餐點「實名制」等措施,都是以最嚴格清消標準讓顧客放心。  

(2)    依賴並且傾向使用更多的數位服務

數位化是趨勢,但疫情加速了它的成形。疫情期間,具有強大數位影響力的餐廳,例如輕鬆的線上訂購或是擁有數位忠誠度計劃的業者,營收都展現出持續不墜的實力。普遍認為疫情後客戶仍會與餐廳保持數位互動,而餐廳在既有的基礎上也會不斷進行數位的發展,繼續轉向無接觸的訂購服務和支付方式。即使在餐廳內,也會在平板電腦或APP上點餐,以免除他們接觸員工和支付設備。

晶華酒店的點餐平台「晶華美食到你家」以及晶華會APP會員制在過去兩個月來發揮了極大的加乘效應,共有5萬多組的訂餐,其中無論舊雨新知,都認為線上訂餐以及付款等流程非常的便利,無接觸的點餐與支付方式更是讓人放心,累積了數位平台的經營Know How,晶華也會持續地深耕這一個區塊,並試著在館內導入APP點餐系統,讓顧客用自己覺得最安心的方式互動。

(3)    要求更具招牌和創意性的菜單

除了實際的用餐體驗,Covid-19 疫情還影響了餐廳供應鏈,並使一些餐廳難以採購正常食材。疫情期間,許多餐廳將菜單縮減為最暢銷的項目,或是轉向使用更多的本地食材和相同食材的創新用途。Zagat 調查發現,38% 的消費者曾從餐廳訂購非傳統外賣商品,包括食材、料理包、雜貨和飲料等,而在疫情之後,59%的消費者將繼續這樣做。餐廳在其典型菜單之外推出創新的產品,可以吸引希望以獨特方式獲得餐廳體驗的新客戶群。

晶華酒店在疫情期間除了推出Ready to eat 的經典料理熟食之外,也嘗試了Ready to cook的半成品料理包、蔬菜箱、冷藏牛排與壽喜燒…等可低溫宅配的即時生鮮食材的銷售,並成功地吸引到全新的客群,這樣的產品選項與經營模式,也會持續的發展下去。

(4)    持續對於美食的外帶和外送有一定的需求

疫情期間,美食外帶外送的訂單急劇增加。在 Covid-19 疫情爆發之前,69%的消費者使用過餐廳平台的美食外帶外送服務,疫情嚴峻時,這個數字已增長到 88%。在疫情尚未趨緩前,消費者還沒有準備好前往餐廳內用,82% 的人仍然會從餐廳訂購外帶或外送。即便外出用餐是安全的,這樣便利的用餐習慣還是會存在。

「晶華美食到你家」近三個月來培養出不少忠誠客戶,購買3到5次的客人就佔了45%,這些支持晶華、願意持續訂購外帶美食的客群,也是值得深耕並持續給予回饋的。將來晶華更將採取外帶與內用雙軌並進的方式,同時積極拓展零售產品線,以擴大消費商機。

(5)    餐廳也必須改變實體的空間設計去迎合消費模式的改變

隨著越來越多的消費者選擇點用外帶和外送餐點,餐廳將不得不改變其內部配置,以騰出更多空間用於烹飪和準備訂單。社交距離準則可能會持續很長一段時間,導致許多餐館對可以同時容納的人數進行永久性更改。我們會看到更少的桌子、吧台區和開放式座位分佈在餐廳內部。許多餐廳正在改用“幽靈廚房”模式,即是在沒有實體餐廳的情況下,使用廚房準備取餐和外送的食物。

迎接餐廳開放內用,桌距與隔板是第一個實體調整的部分,在同時接受外帶外訂單的狀況下,廚房配置、取餐動線也都進行調整。此外,晶華酒店更以符合防疫安心標準的模式活用宴會廳場地以容納各餐廳的人流,「免下車取餐」服務也會持續提供,給消費者帶來更大的便利性。

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