Driving Business Transformation in Challenging Times

THE CHALLENGE / BRIEF

The Covid-19 pandemic has negatively impacted many businesses, big and small, and across many sectors, though none more so than small businesses. As federal and local guidelines have suggested (or simply because it’s the right thing to do), many Atlanta small businesses have had to rethink their business models in order to survive. For those businesses able to keep a storefront open, they have had to change their offering and way they interact with the public. For those who are not able to remain open in any capacity, they are struggling to shift their businesses online or find other routes to market.  

Sun In My Belly, a popular local restaurant and catering service lost all catering business and could no longer seat people in their restaurant. As business came to a near halt, it had to be reimagined or it would not survive the pandemic. 

THE RESPONSE

As Plato so famously said, “necessity is the mother of invention.” To address Sun In My Belly’s challenge, we had to respond and pivot quickly. The first and simplest step was to shift more business online, offering family style meals for delivery and pickup. 

Second, and more importantly, incremental revenue streams had to be developed to close the gap lost to the catering business. I established a new concept and platform, “Support Small ATL,” that would not only address this, but support and promote other local Atlanta businesses in the process, especially those who did not have a storefront to sell their goods. I developed the concept and business strategy, marketing plan (PR and social strategy), and oversaw any content and graphic requirements. 

As a result, the space previously designated for dine-in service was transformed into a general store named Sundries In My Belly. Local Atlanta goods – foods, spirits, décor, etc – were then stocked in store and online, as well as promoted via Sun In My Belly’s social media channels and amplified through social channels of participating brands. Further, a PR plan was executed to gain further attention from media. 

In the next phase of the project, as we believe that “a rising tide lifts all boats,” we are inviting and encouraging more local small business to join the Support Small ATL movement by posting the bespoke logomark in their own storefronts and carrying more and more Atlanta brands. Together, we can save Atlanta small businesses and ensure they are here when COVID-19 is gone.