ORLANDO, FL — Operating a business is a risk on its own, but one never anticipates experiencing multiple natural disasters. In Christine Nordstrom’s case, she’s navigated her retail bakeries through seven of them.
During a presentation on the BAKE Talk stage at the American Society of Baking’s BakingTECH conference, held Feb. 15-19 in Orlando, FL, the Five-O Donut Co. owner offered guidance on contingency plans to help bakeries when disaster strikes.
It all starts with relationships
In the before and after of a natural disaster, there are many factors for bakery owners to consider. Once word of a storm in her area hits the airwaves, Christine looks into it to determine if it could directly impact her business.
“Starting about a week out, I look at the reports, projections and timeline,” she said, focused on how it might impact deliveries of essential ingredients.
As a safeguard, she has relationships with several suppliers so in the instance that one is impacted by a storm, Five-O is able to shift gears and receive what they need to keep the business open.
Along with having a close working relationship with suppliers, Christine has found that relationships of all kinds are vital to get through disasters, natural or otherwise. Successfully reviving a business following those setbacks relies on establishing a network with a range of individuals, from landlord and insurance representatives to roofers and electricians.
“You want to think one step ahead and have relationships with those people,” she said. “They’re going to help you move quickly through a disaster.”
Christine’s top consideration is her more than 30 staff members spread out across the gourmet donut brand’s five locations.
Ahead of the most recent hurricane that hit Florida, she used the communication app used by staff to get insight on who planned to stay and who intended to leave.
“As we get closer to a natural or impending disaster, I start taking polls and then locate each staff member that’s near each store,” Christine said.
Forecasting a bakery’s needs
Managing ingredients is also a major consideration for a bakery, especially with rising costs and the perishable nature of essentials such as eggs and dairy products.
Christine shared that she delays orders of perishable products and starts selling down the menu. She also ensures she communicates with her customer base through social media so that they know what is and is not available ahead of the storm.
“We let everyone know, ‘Hey guys, were selling down, come in and sell us out,’ and the community shows up,” she said.
In the most recent hurricane, the Sarasota, FL, community sold out products at every store, allowing Christine and her staff to evacuate with minimum losses.
Bouncing back
Once the storm passes, the Five-O team assesses any damage the stores may have incurred and creates a reopening plan. At times, that requires rebuilding and creative problem-solving.
“We had three stores with no internet for three weeks, so I was buying hot spots with T-Mobile and activating them,” she shared.
This is also where those service-specific relationships can come into play. Having a reliable network to help with heavy lifts such as repairing roofs can help businesses return to normal operations quickly.
In times of crisis, community members often seek support and a way to help out their neighbors. Small businesses such as Five-O Donuts are poised to provide resources during difficult times, serving as a lighthouse for communities.
“People are looking towards brands that they love for stability in times of chaos,” Christine shared. “I always look at natural disasters as an opportunity to connect with our community.”
In previous instances where a storm ravaged a nearby city and Five-O Donuts was unaffected, Christine has started up Operation Donation at each of her five shops. In offering free donuts in exchange for supplies, the donut shops become hubs for supporting the community.
“We open all of our doors for ice, Wi-Fi and free coffee, even if we don’t have donuts,” she said.
Overall, Christine recommends bakery owners that live in areas that are hot spots for natural disasters build losses into their bottom lines.
“Everybody should have a contingency plan in place and overcommunicate with everyone,” she concluded. “Lastly, tell a story through it and add value to your community.”
