As Melbourne emerges out of one of the world’s longest COVID-19 lockdowns, Australia’s cultural capital breathes a sigh of relief. The city has been temporarily incapacitated for a long time. While the eased restrictions are very much welcomed, marketers need to know that now is not the right time to pitch to Melbourne’s hospitality industry.
The slow road to recovery: the battle is not over for hospitality
Melbourne finally joins the rest of Australia in the road to COVID-normal recovery, however the healing process is not going to be an easy one. Victoria’s capital city has been through a traumatic time. An unpleasant stretch that is somewhat unfamiliar to the rest of the country. The start of the pandemic saw the country unite against the plight, but border-closed Victoria stood alone in the battle for many months, long after the rest of the country moved towards a COVID-normal.
The hospitality industry has had to adapt very quickly or die. Adhering to pandemic protocols such as juggling reduced capacity numbers whilst funds are tight is a gruelling exercise. Not forgetting the emotional toll of retrenching good staff due to financial cutbacks.
Melburnians are naturally excited nay thrilled by the news that cafes and restaurants are moving towards a COVID-normal opening schedule. It has been a long time between lattes and smashed avo toasts. But now is not the right time to pitch to venues. Finances are low, confidence is crushed, and exhaustion levels are at their peak for our hospo friends. Restaurant, cafe and bar owners have been in flight or fight mode for the most part of 2020 and reopening for business during a pandemic comes with many stresses.
Naturally, all businesses need to move forward in this new landscape, but if you are out to pitch your exciting new service to hospitality managers, might we suggest you leave Melbourne off your hit list for now. Yes, you might have an amazing new service platform that you want to pitch to the Aussie market, but it’s best to set your sights on other Australian cities first. Melbourne venue managers need to find their feet after a chaotic time. Let the Victorian capital recoup a little and seriously, let them breathe for a minute.
Also if you come in hitting hard with your sales pitches right now, we guarantee you’re going to make an enemy for life. The hospitality sector speak and you betcha if you piss someone off you’ll be as our boss Chrissy likes to say “be dead to them for life” lol. Better to plan your communication accordingly to ensure maximum impact right?
Melbourne lockdown timeline
March 2020. The world fell into a COVID-coma, leaving restaurants, cafes and bars closed for six weeks. Some shut their doors completely, others offered a takeaway-only service.
May 2020. As the rise in coronavirus cases started to ease, so did restrictions. This gave the hospitality sector a fighting chance to recover, with restaurants and cafes permitted to reopen.
June 2020. Melbourne’s sees a second spike in COVID case numbers and the city is rumoured to be headed back towards stricter restrictions.
July 2020. Stage 3 lockdown is reinstated for Melbourne and the hospitality sector is ordered to close once more. Takeaway-only services are permitted.
August 2020. Coronavirus cases climb and a state of disaster is declared for Victoria. Metropolitan Melbourne moves into stage 4 lockdown. People are not permitted to leave their homes unless it is for essential work, for one hour exercise or to buy food and necessities within their 5km radius. This puts a further strain on Melbourne’s already bruised and battered hospitality sector.
October 2020. Melbourne’s new COVID cases are reduced to the stage where some restrictions are lifted, although hospitality venues remain takeaway-only.
Late October 2020. Melbourne records 0 new cases. The state premier gives the green light for restaurants, cafes and bars to reopen, albeit with a reduced seating capacity.
Not sure how to market your business in this strange new landscape?
Are you a venue manager or owner reopening after lockdown? Or perhaps you’re ready to tell the world about your exciting new service product but you’re not sure how to pitch to your target market. If you are looking for advice to market your business during these challenging times, get in touch with Creative Little Soul team. We can help and save you from burning some bridges too 🙂