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Introduction
Business continuity refers to an organizations capacity to maintain its essential functions in the midst of as well as after a disaster. Coronavirus disease 2019 (COVID-19) is the latest derailment of the business environment. In the restaurant industry, for instance, at least 16,000 establishments have closed on a permanent basis (Guillén, 2020). Their management and employees are unable to work as they did before, and the customers current needs and expectations are difficult to meet (Dunn et al., 2020). Companies like Dog Haus have survived due to their exploitation of information technology (IT), while others, such as Cameron Mitchell Restaurants have struggled due to their ignorance of the value of IT systems.
IT Systems as the Lifeline for Companies During and After COVID-19
Because of the challenges associated with the present situation, off-premise sales are the only way that companies can thrive. The outbreak of the disease has caused a drop of 80% in dine-in sales (Giragossian, 2020). Guillén (2020) argues that while only 2 in 5 clients dined in restaurants in July and August, 7 in 10 organized pickups and 3 in 5 ordered delivery through platforms such as Uber Eats and DoorDash. Additionally, a third of the customers have indicated their unwillingness to sit at eateries before a vaccine is developed (Guillén, 2020). Digital interactions between the companies and their clients can help these organizations to thrive in spite of the COVID-19 pandemic.
Dog Haus was founded in 2010 by three partners who have always been committed to quality and creativity. Following the outbreak of the COVID-19 pandemic, the organization analyzed, prioritized, and reinvented its marketing approach to accommodate the changes in the market. There was an online ordering system as early as 2018, but the company has enhanced its endeavors to increase services offered through its web-based application (Giragossian, 2020). The strategy has worked, and there has been a 70% increase in sales as a result. Dog Haus has exhibited business acuity by using its IT system to facilitate business continuity.
Unlike Dog Haus, Cameron Mitchell Restaurants has barely survived the COVID-19 pandemic. During the first three months of 2020, sales figures rose by 7% over the previous year, and it was the most profitable period in the companys 27-year history (CNBC Television, 2020). When the disease broke out, however, the management erred in sticking with the traditional dine-in business model, and it has led to catastrophic consequences. In the latter part of March 2020, it became impossible to operate, and all restaurants were closed down by the end of that month (Dunn et al., 2020). Cameron Mitchell Restaurants will continue struggling even after reopening unless the management embraces the benefits of technology.
Conclusion
The availability of IT has facilitated new options for ensuring business continuity in the wake of a disaster. As an example, restaurants that have harnessed the power of technology have managed to remain resilient amidst the COVID-19 pandemic, and those that did not embrace web-based applications are failing. Dog Haus is one of the successful organizations, while Cameron Mitchell Restaurants are among the companies which have struggled to survive. Clients prefer contactless interactions, and Dog Haus has been keen on satisfying that need. The bottom line is that organizations must always improve their business strategies to match the expectations of their customers, and IT is a proven enabler of such progress.
References
CNBC Television (2020). Coronavirus impact on the food industry: Cameron Mitchell Restaurants CEO. YouTube. Web.
Dunn, T., Muldowney, K., & Yamada, H. (2020). Businesses embrace technology to evolve in a post-pandemic world. ABCNews. Web.
Giragossian, H. (2020). Why Dog Haus hearts virtual kitchens (and why you should, too). Fast Casual. Web.
Guillén, M. F. (2020). How businesses have successfully pivoted during the pandemic. Harvard Business Review. Web.
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