The U.S. National Restaurant Association or NRA has launched a new multimedia campaign, “Restaurant Revival,” aiming to give a fillip to the struggling industry hit hard by the coronavirus pandemic. With the campaign, the association hopes to bring back people to restaurants.
The first national consumer ad campaign from the NRA highlights the sights and sounds associated with dining out and asks diners, “Doesn’t dining out sound good?”
The new ad also focuses on new visual safety cues, including servers wearing masks and the ServSafe Dining Commitment door decal.
According to NRA President & CEO Tom Bené, while diners were able to enjoy some restaurant meals through take-out and delivery during this difficult period, all have been missing the unique experiences of dining out.
For the initiative, the association, which comprises 1 million restaurant and foodservice outlets and a workforce of 15.6 million employees, has partnered with Coca-Cola, DoorDash, Ecolab, Cargill, Tyson, Hormel Foods, International Foodservice Distributors Association, and GP Pro, among others.
Tia Mattson, Executive Vice President of Marketing and Communications, said, “From well-known, trusted brands to the suppliers and distributors restaurants rely on, every part of the foodservice community is coming together to help restaurants recover. As the nation’s second-largest, private sector employer, a strong restaurant revival can help fuel our nation’s economic recovery.”
As part of the Restaurant Revival campaign, the association and its food and beverage safety training and certificate program ServSafe have already launched the ServSafe Dining Commitment.
With the ServSafe certificate, the participating restaurants can show its returning guests that the operation is following recommended reopening guidance and is ready for business.
In late July, the association, in a letter to the National Governors Association and the U.S. Conference of Mayors, cautioned against closing restaurants a second time due to the pandemic, saying that it will put a dangerous strain on an industry that is struggling to stay afloat.
The NRA noted then that the restaurant industry shed two-thirds of all jobs during the peak of the coronavirus-induced shutdowns and lost more than $145 billion in revenue from March to June.
The association in early August sent a letter to House and Senate leadership seeking lower qualifying threshold for the Paycheck Protection Program.
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