First Look at the Trials & Tribulations Facing Orlando’s Local Independent Restaurants During the Covid-19 Pandemic. #orlando

Covid-19 is the greatest health emergency of the last 100 years, our generation, our parents, and perhaps our children will experience. And it’s not only health care workers who are at the forefront of this historic battle. Every one in our food industry – chefs, cooks, business owners, bars, breweries, wineries, farmers, servers, busboy, to dining patrons, all have been impacted.

As Florida gradually eases out of quarantine, restaurants are opening up to a ‘new normal’ of strict safety and health protocols. In this multi-part series of candid conversations we explore the struggles, fears, and hopes of six chefs and business owners, all – chef/family owned and operated, local independent restaurants, that continue to shape Central Florida’s culinary landscape.

Florida Restaurants came to an abrupt halt just after St. Patricks Day (March 17th), when the Governor announced shut down of all in-house dining. Leaving them with a punishing choice – switch to Take-Out Model or a complete shut down?

Soco Thornton Park, a Southern Contemporary Restaurant, iconic German restaurant Hollerbach’s Willow Tree Cafe, Winter Park’s gourmand watering hole The Park View, and globally inspired cuisine in the heart of downtown Deland – Cress remained opened for curbside-pick up and/or takeout.

Legendary steakhouse Christner’s Prime Steak & Lobster decided to temporarily close right after the stay at home order announcement end of March. And Chefs/co-owners Brian and Jonathan made the onerous decision of closing two of their restaurants – RusTeak in College Park and Menagarie Eatery & Cafe, while continuing take out and home delivery at RusTeak, Stubborn Mule, and Feather & Quill.

• 

• 

• 

• 

Let’s take a look at how these restaurants had to adapt in day to day affairs during the lock-down? Both personally and at the restaurant?

With so many of our family’s forced to work from home, maintaining balance between work and personal life became a daily challenge. Yet they prevailed. Christina Hollerbach, CEO of Willow Tree Cafe during these six erratic weeks channeled her inner zen and dedicated her efficacious energy on safety, sanitation, and most importantly keeping her staff employed during this “new normal”.

From rewriting operating playbooks, changing business model practically over night, juggling daily employee schedules, rotating menus including family value meals, virtual wine tastings, batch cocktails to go, pop-up pantry supplies, to outreach activities (meals to the Orlando Hospitality community and cooking for our front line Health Workers in the ICU with Orlando Health), Executive Chef/Owner of Soco Thorton Park Greg Richie found myself with not enough hours in the day to juggle his upended lifestyle.

Ms. Alice Christner of family owned/operated Christner’s Prime & Lobster Steakhouse despite being closed temporarily, filled her days with making masks, catching up on bills and restaurant renovations, donating groceries to her entire staff, including ensuring they didn’t miss one pay check. Bravo!!

With take out representing about 5% of The Parkview’s food sales, Matt Coltrin had to endure many heart wrenching moments – notifying his chef the inability to afford keeping the kitchen running, and eventually laying off the entire management team.

Chef Brian of RusTeak Group found himself in a lightening race against time and loosing sales to develop online platforms, delivery services, and POS (point of sale) systems.

• 

• 

Million dollar question: According to National Restaurant Association, 8 million restaurant industry employees have been laid off or furloughed. With Paycheck protection loans becoming a sore subject for many, the federal stimulus of $600 per week through July 31st combined with unemployment benefits, is your staff better off not returning to work?

With the staff’s best interest at heart, Hollerbach’s Willow Tree Cafe had to furlough roughly 50% of their staff (pre-pandemic 100 staff employed). Followed by a 25% reduction in pay for salaried employees to keep as many people as possible working so they didn’t loose benefits, especially health care. Fortunately with the Deli remaining unaffected, Christina was able to transfer some staff. While part time employees were better off applying for unemployment benefits.

Chef Brian/Jonathan dipped in to their savings to keep 72 employees on payroll from all their 5 restaurants. While 25% chose unemployment without any long term risks.

Fortunately Christner’s Prime & Lobster Steakhouse applied and received PPL funds in the nick of time, sparing staff members from another insecurity.

• 

• 

• 

• 

What has been your biggest challenge since the outbreak?

Not allowing fear of financial loss to consume him, Chef Greg Richie battled his fear every waking moment to uplift staff’s spirits during these bleak times.

Similar to Soco, Willow’s Tree Cafe suffered agonizing moments. Christina Hollerbach’s cash flow concerns – generating only 10% sales, while continuing 100% fixed operating costs, especially during the middle of an expansion project. Combined with having to make tough decisions in these unprecedented times for people they care about – hellish.

For Christner’s literally a pain in the butt – PPL application. Tom Brandt, Co-Owner and General Manager of Cress Restaurant’s anxiety – “Will we have a business to come back to? How do we keep costs in line with the dramatic loss of revenue”. Likewise The Parkview.

RusTeak’s source of perturbation: the uncertainty and safeguarding staff’s mental health.

Despite the looming threat of Covid-19, restaurants are getting ready to reopen their doors to the public. When do you plan on opening up your dining room?

Hollerbach’s Willow Tree Cafe, RusTeak Group, The Parkview joined the mad dash once again to work literally over night to reopen their dining doors starting May 4th. While some restaurants continued to reevaluate their needs to open at a later date with trepidation. Soco Thornton Park opened after Mother’s day – May 12th, while Cress resumes table service this coming Friday, May 15th.

Christner’s looks forward to welcoming guests beginning Tuesday, May 26. According to Alice Christner – “Rest assured all state, local and industry safety guidelines are in place to enjoy the legendary Christner’s experience”.

• 

• 

• 

Starting May 4th, mandatory sanctions are partially lifted – strict protocols, social distancing, 25% indoor seating and 6” physical separation for patio dining. Is this financially feasible and sustainable for your restaurant?

To Matt Coltrin at The Parkview – “25% capacity is not sustainable in the long term. However, its a step in the right direction. The affects of Covid-19 on our business (and probably most restaurants) can’t be over-stated, it’s been a disaster. So no, it’s also not sustainable, but it’s at least a light at the end of the tunnel. It’s an indication that this too will pass.”

RusTeak Group, Chef/Co-owner Brian exemplifies an altruistic view – “it’s not about making the dollar right now. Our jobs are to keep people employed so they can provide for their families. We have been operating local restaurants in Orlando for the past 10 years. We have employees that have been with us since day one. It’s our responsibility to keep as many people as possible employed. So is it financially responsible, no…is it our responsibility, yes.”

From big meat processing plants to local Florida farmers, Covid-19 has upended the entire food supply chain. How does it affect your restaurant?

For Christina Hollerbach, the Hospitality industry is a giant Eco system, where everyone is going to be affected. In the meanwhile she (and all of these locally owned independent restaurants) are working closely with their local partners and vendors, at best of their abilities.

The Parkview has been on a buying freeze. Christner’s is concerned about meat prices rocketing. Cress has yet to be impacted by this disruption. While Soco and RusTeak are skillfully navigating these uncharted waters with rotating menus and daily specials.

• 

• 

The obvious danger of allowing restaurants to reopen or work at full capacity is that Covid-19 infections may rebound. What measures are you specifically taking to gain customer confidence? How do you convince people that it’s safe to return to restaurants?

All the restaurants echoed the same sentiment – “Above and Beyond“. Reduced seating, changing floor plans, not taking parties over 6, following strict sanitation protocols, eliminating cross contamination, staff education & training, transitioning to touch less pay options, temperature checks for staff members, Eco-friendly cups and silverware, and more.

Christina Hollerbach – “Take personal responsibility and if you feel confident that you are not compromised, support the industry, put your lives back on track, safely and gradually move head”.

These restaurants are diligently working to ensure the public’s, staff, and their families safety, while continuing to provide CFL residents with delicious and diverse meal options.

• 

• 

• 

• 

• 

One last question. What would you like to share with our Orlando community?

Orlando has a fantastic dining community. To keep yourself safe and us, do what you feel most comfortable with. We are all struggling to survive in these challenging times. Be patient. Be kind. And support your locally owned small business, as and when you can.

And I whole-heartedly endorse their shared sentiments.

As Florida transitions into Phase II shortly. Bar and nightclubs will be allowed to open and operate under 50% capacity while restaurants can operate under 75% capacity. Stay tuned for in-depth industry insights, as we continue to follow the arduous and uncharted journey of Central Florida’s hospitality sector.

Until then, here’s a poignant B-roll of our beloved German digs – Hollerbach Willow Tree Cafe with CEO Christina Hollerbach.

About Author