From off- to online: Brath butcher's shop expands its digital offering

The coronavirus pandemic has also left its mark on Heiko Brath and his company. Unlike many of his colleagues in the industry, he had correctly assessed the situation from the outset and had already taken precautionary measures before most people even began to realize the far-reaching consequences of the virus. Distinctive distance markings and mounted dividers on the counters initially caused considerable astonishment among customers. Even contactless disinfectant dispensers were installed proactively to protect customers and the butchery team. - And far earlier than some pharmacies had taken appropriate measures. Although Heiko Brath was absolutely right in his assessment, the safety and hygiene measures meant that waiting times in the small store area of around 50 square meters were getting longer and longer, peaking at up to 90 minutes. The location of the store in a narrow one-way street did not make this situation any easier - solutions had to be found urgently.

Together with his team, Heiko Brath has managed to keep the business running despite the pandemic: The lunch counter was quickly relocated to the courtyard entrance, known as "Tor 2". Sales now take place outside the small store, which is very popular with customers - since then, it is not unusual for up to 300 portions to be sold over the counter on weekdays from 11 a.m. to 1 p.m. This is probably due in no small part to the adapted menu, which is always happy to take customers' wishes into account: From mac and cheese and burgers to suckling pig, hardly anything is left to be desired.

Pre-ordered purchases can now also be picked up outside the store. The highlight: the neighbor's driveway, which is separated by a wall, is used for this purpose, which he has kindly made available. A small, specially constructed platform is used to get over the wall and hand over the goods to the customers. A complete success: almost 40 percent of turnover is now generated by "wall sales". By now it should be clear that our truffle hunter Heiko is definitely not lacking in creativity.

With his digital skills, he manages to pull another ace out of his sleeve. In addition to daily Instagram posts that inform customers about the current lunch menu and other offers, he has been running his own YouTube channel for some time now. In the videos published on this platform, he constantly presents new ideas for preparing his products. As a result, the products presented in this context are also in greater demand in the butcher's shop.

Due to the coronavirus crisis, Heiko Brath began to intensify his social media activities and expanded them even further. Whether tastings, cooking courses or barbecue evenings: if such events were an important part of the business even before Corona, they should remain so during the pandemic! The only thing that is different now is the "how". As the events can no longer take place live at the moment, Heiko is allowing his customers to take part digitally - but still in a convivial atmosphere - via Zoom video conference. Participants receive all the meat products they need in advance, as well as a small shopping list for the other products required. Some events were even supplemented by a winemaker cooperation, so that small anecdotes about the history and development of various wines could be listened to during the meal.

Heiko Brath stands out as the influencer among butchers and is fully committed to promoting the idea of a modern butcher's trade. This is exactly how he symbolizes in an exemplary way what makes the Trüffeljagd community so unique!