Plaza Donuts’ Spencer: Empathize, Eat More Donuts
Amy Spencer, co-owner of Plaza Donuts, is coming back strong. You can read more about her iconic donut shop and place an online order here.
What are some ways your business is rebounding from the effects of COVID-19?
We didn’t do any sort of grand reopening; we reopened in small steps. At first, it was just the drive-thru at Liberty, and eventually, the inside lobby. I wanted our team to have time to get used to simply being out, interacting with people again, and the new guidelines. We’ve all been under so much stress the last few months, and I wanted to alleviate their anxiety, not add to it.
We also had a chance to finish some projects that we’ve been wanting to do. We painted the lobby, installed a new bakery case up front, and decorated with some antiques I found in storage. When I reorganized the lobby to be six feet apart, I also added four tables outside for the summer. We also invested in an espresso machine and added a bunch of new drinks to the menu.
It’s too early to say that we’ve rebounded. Our sales are 50 percent lower than this time last year, and summer is already the slowest time of year for us. We’re going to do our best to run lean and make it to the fall.
What’s been the reaction from customers so far?
Customers have been absolutely fantastic and have supported us even when we were closed with messages and texts. They know we are operating under stricter guidelines and have been very patient with us while we adapt and do our best to serve them. We’ve missed them so much! We have been open a couple weeks now, and we’re still catching up with what they have been up to the last few months.
What impact has the outbreak had on you personally?
I’ll just say this: after two months of working toward being able to reopen and then, ten really long days of remodeling, scheduling, ordering supplies, etc., when the bakers finally showed up for their very first shift, and the first donuts started rolling out, I cried. I’m not much of a crier, so I swore that I just had something in my eyes, (yeah that’s right, both eyes at the same time – it’s a thing that can happen!) but I definitely cried that day.
Don’t tell anybody.
What advice are you sharing with the people you love?
I try not to give advice, but three things come to mind:
1. Amor fati: Don’t waste any energy wishing things were different. Embrace what has happened and invest your energy into what happens next.
2. Spend some time every day practicing empathy. Treat it like a verb, instead of a noun, and you’ll be amazed at the response.
3. Eat more donuts.