COVID-19 Message from Gelato Class Instructor Maria Coassin
A message from Maria Coassin, owner/operator of Gelatiamo in Seattle, WA.
Maria is a master instructor of gelato and artisanal ice cream production. Classes are held exclusively at Equipment & Concepts Inc. in San Clemente, CA.
These are difficult times for everyone.
In my 24-year career in the gelato business, I thought I had seen it all. I opened up Gelatiamo in October 1996, in Seattle, WA not a city blessed by sunshine and light. The address which I nicknamed Third and Hell (in reality Third and Union😉) was a building that was undergoing major exterior re-facing. Construction that was supposed to be over by late summer went on until the following summer, making my grand opening pretty much inexistent.
Needless to say, it was hard to start that way.
It was an uphill battle from day one. The cultural challenges of presenting a product that was so different from what most Americans were used to, because of its quality and settings, and a location that had great future potential, but no value at that time, made it very difficult. However, we made it through the cultural challenge.
In 1999 the Seattle WTO protests hit Seattle. Not many remember it, but Gelatiamo was there in the thick of it. The business was only a few years old and we were shut down because of riots. Seattle police were cordoning the outside of my gelateria to protect my business from protesters that were trashing businesses in the area. We were lucky, escaping with only graffiti on the windows and spray paint all over the exterior walls. We experienced little compared to what other downtown businesses went through. This went on for a week and every day I was afraid I would have no business to get back to. But I got back to it, stronger and more determined.
In the early 2000’s Gelatiamo battled the dot-com recession and post September 11th. It didn’t last long, but the country as a whole was in limbo. The ’90s brought huge economic growths (to others,) but now the new millennium was bringing the speculation of the dotcom bubble and the tragedy of 9/11. We made it through.
Then came the biggest recession. 2007-2009. We made it through that too.
And now COVID-19 in 2020.
One would think after making it through the cultural challenges, recessions, and protests, that not much would shake me. I really did think I had seen it all. But nothing prepared me for what we are all witnessing today.
How can anyone be prepared to deal with this worldwide crisis?
It is difficult. But I am POSITIVE. I know Gelatiamo will survive and thrive through this too. Once again, we will open up and do what we do best: offer the best product we are capable of, in the best setting we can maintain sharing the best experience that we set out to provide from that opening day in October of 1996.
Why all this optimism? Because over the years I have learned that this amazing business I am in is recession-proof. It is time and trends proof. It is a business that offers a product that brings joy to anyone and everyone. It is a product for kids and adults alike. It is a product that is good for most people with dietary needs. And most of all it is an inexpensive treat at a time when people need a smile and an affordable luxury.
But, before we can all open again, how can we invest the time we have now to work on our businesses?
Take care of your business even if the doors are closed.
There is so much you can do that will help you now and set you up to re-open ready to hit the ground running.
- First and foremost, keep an open dialog with your suppliers and landlord. Cash flow is the death of all businesses. We are all in this together. Your situation is not different than so many others. Please, do not ignore you bills. Pick up the phone and contact your suppliers, they know what you are going through because they are experiencing the same. By having an honest and open communication you can make sure that when the time comes you can count on them for supplies. The same goes for rent. Hopefully your landlord does not expect full payment during this difficult time but be open and stay on the ball. It is important. You can recognize serious businesses by how they act when times are difficult.
- Keep up on your social media. Even if the business is closed, maintain your daily routine of posting about your business and products. You must maintain the engagement with your customers.
- Great time for deep cleaning. We should all have a daily, weekly and monthly list of to-dos. Most people don’t know that if you have a classic gelato display case, it should be deep cleaned at least once a month. That means taking it apart, lift the bottom panels, clean the drains and let it air dry. Of course, this is in addition to your daily cleaning! Clean the condenser units on all your freezers and refrigerators. This simple maintenance will prevent costly repairs down the road.
- Check your inventory level and your storage. When you are dealing with day to day operation it is easy to push tasks aside. This is a great time to evaluate your inventory. Is your inventory rotated correctly? Are you using the FIFO method? Are you sitting on items that you have purchased and never used? You will be amazed on how much “stuff” you will find when you really look around.
- This is a good time to reevaluate your ordering system. If you are the one placing orders or if you delegate it to one of your staff members, take this opportunity to set up schedules and checks and balances. Luckily, this business is about math, you should easily know how much inventory you should carry based on sales or, if you are about to open, based on your forecast. You should never carry more than 1-2 month supplies of nonperishable ingredients and not more than a week or two of perishable (milk, cream, egg yolk). Due exceptions are for items such as branded cups or pints that might require bigger inventory. Just remember not to tie too much money up on inventory. Salespeople would love you to buy everything, but stick to buying only what you need.
- Ask yourself what you are selling the most of? What is not moving? As small business owners, we tend to think that everything we make is absolutely amazing. Well, step back and take a better look at it. You might be wrong. Be honest with yourself. If something doesn’t sell or if it costs too much to make, take it out of your offerings. Don’t be afraid. I am doing the exact same thing! This is a great time to review your menu. Because we are all in the same boat, we all have an opportunity to start new again.
- Every space needs some TLC. Projects you have pushed aside? This is the time! That fresh coat of paint is coming up now. Want to change the pictures on the wall? This is the time.
- Think about being more communicative with your customers. This is not about social media but rather internal communication. Use some wall space in your retail location for visual communication. Pictures of ingredients you use, the methodology you implemented in the making of your products. Your history. Too many places I visit say nothing about who they are and why they are doing what they are doing. Tell your story!
- If you have a little extra set aside, consider adding some marketing items for resale. T-shirts, bags, ice cream scoopers. Your customers want to support you. Make these items available for sale via your website or your POS system. If you don’t have online capability, consider selling gift certificates. Most POS, Clover, Square, allow you to sell EGift cards, a great addition if your business is currently closed.
- Work on that business plan. Whether you are already open or in the process, think planning. A business plan is a great tool even if your business has been in operation for a while. You should always plan your path, year by year. This is a great exercise to make sure you stick to your goals.
In the end, I know we will survive and thrive! It might be hard to see the light at the end of the tunnel right now, but we will wake up and all the darkness will have lifted, and the sun will shine again. We need to stay positive. The government is doing its part to help financially. You do yours by staying positive and work on your business while you can’t be IN your business.
Maria Coassin – Owner/Operator Gelatiamo www.gelatiamo.com
For information about attending a gelato class with instructor Maria Coassin, please click here: https://www.equipmentandconcepts.com/gelato-courses/
