HOBOKEN, NJ — The Instagram post, from the CEO of the Ani Ramen group of restaurants in North Jersey, earned many reposts and comments when restaurant owner Luck Sarabhayavanija posted it on Dec. 7: "We are severely underestimating the number of restaurants that are on the brink of closing. The majority are in grave and imminent danger. If you can afford to, get takeout, buy gift cards...."
Sarabhayavanija said he wasn't the original author of the meme that he posted, but he recirculated it because he's worried about the restaurants who may not survive the pandemic.
He added to his post by suggesting that if people purchased a gift card from their favorite local restaurant, he would match it with a gift card from Ani Ramen.
He's not alone in his concerns, or in his effort to find creative ways to get people to support local businesses.
With New Jersey gripped by the second wave of coronavirus, and the temperatures for outdoor dining dropping — not to mention an expected business slowdown after the holidays — restaurants are gearing up to brave January through March and hoping they'll get help.
"We are preparing for a very grim 16 weeks ahead," said Jason O'Brien of Hudson Hound, a bar in Jersey City that has participated in local charity events. "I have been in the business for 20 years … I know a lot of people in the business and we are all on our knees at this point."
The toll on businesses has moved Gov. Phil Murphy to admonish Congress for coming up somewhat empty on the federal stimulus bill. He said the lack of federal funds is one of the big reasons why he's not planning on additional shutdown measures in the near future.
The New Jersey Restaurant And Hospitality Association recently asked the federal government for help. A representative of the group told congressional members that approximately a third of hospitality businesses in the state do not expect to survive next year without federal help.
"Please do not let perfect stand in the way of getting something done before the new year," said Marilou Halvorsen, the New Jersey Restaurant and Hospitality Association's president and chief executive officer.
In the meantime, restaurants say that customers can help in a number of ways:
- Buy restaurant gift certificates for themselves or others
- Order delivery directly from the eatery rather than a service that takes a fee,
- Write positive reviews on websites and in Facebook groups, and
- Keep local establishments in mind rather than ordering products from out of town.
"The best thing for guests to do right now is to order takeout and deliver from their favorites during these next winter months to support them," said Sarabhayavanija, "and add gift cards to their cart before checking out. If anyone is unable to support financially they should write reviews, repost stories and posts, and share as much as possible to spread awareness and love to a dying industry who is fighting with everything they have."
Creative ideas: Virtual tastings, movie nights
Restaurants have tried to find creative ways to survive, such as offering virtual classes and takeout meal kits.
Jeannine Feyen of South Orange recently started a service called YourHolidayConcierge.net to bring products from local restaurants and mom-and-pop shops to local residents, rather than have them rely on Amazon. She assists with gift-buying and delivery and has thought of ways local stores can adapt to a slowdown.
Freyen, who works with UnWined, a wine shop in Millburn, along with other food and drink-related businesses, said some establishments are planning unique ideas to sustain customer interest.
"Past the holidays," she said, "I am planning on partnering with merchants and vendors to create experiences and events that can be executed, turnkey. The virtual wine tastings that UnWined Boutique is offering are a great example of how they recreated their unique experience."
The store has sent wines to customers so they can participate in virtual tastings.
"I'd love to layer in a local chocolatier or bakery," she said, "and offer an interactive wine-and chocolate or -cookie tasting; that way kids could participate too. These kinds of experiences can be executed virtually or as hybrid in-person and virtual. And they elevate the expertise of our local business owners."
Restaurants and microbreweries have offered clubs, themed takeout kits, and lessons for kids and adults.
Some, like Summit House, offer extensive lists of cocktails or cocktail kits for takeout or delivery.
Movie nights, beer clubs and more
In Aberdeen, Alexis Castellano, who does publicity for the new Alternative Ending Beer Co., said they were about to start movie nights a few times a month with limited seating. But their first movie, "Die Hard," had to be postponed from its Dec. 16 date because of the nor'easter that day.
The brewpub was built on the site of the former Strathmore Cinemas, and movie nights were always in the plan.
"During the winter months, we will continue to operate at 25 percent capacity [indoors] as long as the state allows us to do so," Castellano said, "and continue implementing our house rules which include temperature checks, social distancing, mask-wearing when not seated, collecting customer contact info for potential contact tracing, and sanitizing between seatings. We also sanitize common areas (such as door handles) every 30 minutes."
Because the business is mostly indoors, "We have added a takeout model to our business and will offer food, beer, cocktails and cold brew coffee to go," she said, as well as contactless curbside pickup. "We'll be expanding our menu, and we'll have more can releases, aiming at two per month."
Some businesses can offer subscriptions to their wares. "Coffee subscriptions work in our favor because we get to show our customers Zoom home brewing classes," said Kevin Leal of BattleCat Espresso Bar, a popup that's appeared at restaurants around Hudson County.
But not every business is equipped to offer movie nights, classes, or beer clubs.
And even the most popular establishments have had to close in the past year, from a James Beard-winning restaurant near a hospital to a coffee shop that was revitalizing an underserved neighborhood.
In July, Hoboken restaurateur posted a long goodbye note — months after again being nominated for the prestigious James Beard award.
"It is with the deepest sadness that I am announcing the permanent closing of our beloved restaurant Cucharamama (mother spoon) after more than 16 years of continuous service to the people of Hoboken, a vibrant square mile community by the Hudson River in NJ," wrote Maricel Presilla on Facebook.
Presilla won a James Beard award for Best Chef in 2012 for her work at the restaurant — which features South American cuisine — and was recently nominated again.
"Pandemics have the insidious ability to disrupt much more than people's health," she wrote. "Just as thousands of lives have been taken, people's dreams and their hard work of years have been shattered forever too. And that's exactly what happened to me and my business partner Clara Chaumont."
In June, a business that was helping to revive Jersey City's West Side Avenue said it was going to close its doors for good.
"It has been such a pleasure serving this community premium coffee," wrote the owners of JC Coffee Factory in an Instagram post. "We want to thank all of our loyal customers that have kept us moving forward since the beginning. We planted this shop with hopes of expanding, however, we are saddened to announce that we will officially close our doors Friday June 19th. We will miss you all greatly! All our love always, Jose & Sen."
The shop opened on the western edge of the the McGinley Square neighborhood, which also includes St. Peter's University, just a little over a year ago, in February of 2019. The historic area is south of the Journal Square PATH station.
Within half a year, the coffee house was hosting open mic nights in conjunction with Crystal Letters and Growing in Jersey City.
But even as the state of New Jersey announced it would allow outdoor dining that week (with coronavirus safety restrictions), the shop planned to close.
"Thank you for bringing happiness, love & your passion for wonderful coffee to the community," wrote one commenter. "Thank you for all of your support as one of our wholesalers. I wish you all the best in future endeavors!"
Halvorsen, the New Jersey Restaurant and Hospitality Association's president and chief executive officer, said those businesses likely won't be the last.
With Congress now back at an impasse on federal assistance, Halvorsen said 36 percent of hospitality businesses do not expect to survive next year without federal help. She said 78 percent of business owners expect to lay off more employees.
Halvorsen implored members of Congress during the event to get a deal done with the Trump administration even if it means settling for less money than they wanted.
Various municipalities, meanwhile, have passed regulations to help restaurants extend outdoor dining into the coldest months by making it easier to heat the outdoor area. Restaurants from the shore to Bridgewater have taken advantage of the prospect.
The state of New Jersey released its guidance for outdoor winter dining in late November.
Since New Jersey restaurants can only serve indoors at 25 percent capacity, municipalities have given them room to expand their outdoor seating areas into "streateries."
"The winter months are not going to make it easy, but we're seeing a lot of creativity from local restaurant owners," said Greg Dell'Aquila, president of the Hoboken Business Alliance, "such as offering cozy blankets for purchase while outdoor dining under heaters, going above-and-beyond to offer safe ways to dine indoors, and crafting delicious takeout specials and theme nights."
He added, "Whether it's curbside pick up, ordering delivery, dining in or getting a gift card to use at a later date, we are encouraging the community to do what they can to support local and help keep our community thriving."
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