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APR. MAG. 2020 XI “Those who already have employees on lay-off,” said D’Alessandro, “using this new instrument, can suspend the previous lay-off fund by supplementing it with the one provided for in the Decree and, at the end of the 9 weeks, can restart the other one.” In addition to the redundancy fund, there is also the issue of leasing, as many companies have this formula for machinery and equipment supplied to bars and restaurants. On the subject, Nicolino D’Alessandro clarifies some details: “The requests have been adopted by all the leasing agencies and have been guaranteed by the State with the suspension of the instalments from April; in practice, those who submitted the request at the turn of 17 March 2020, have already been able to take advantage of this interruption. In the same way, the loans have been blocked for 9 months and revoked loans have also been suspended, i.e. the bank cannot request to reactivate the loan for another 9 months and, when they do, there will be no sanctions or interest.” SANITISATION AND TRUST Returning to Phase Two and the gradual reopening of the premises, the first necessary thing to do is to sanitise. In addition, it must be checked and ascertained whether there have been cases of contagion among the employees (if the contagion occurred within the premises, it is possible to resort to Occupational Disease with the possibility, on the part of the employee, to have financial support from the State). “Hygienic-sanitary certifications will be the basis,” explains D’Alessandro, “because if you manage to certify your restaurant as safe, even starting with the supply of ingredients, and then continuing with the temperature control at the entrance, the distance between the tables, the restaurant or bar will be a place to visit with peace of mind.” Complete trust that will turn into loyalty on which to continue to work. In brief, the steps that a catering entrepreneur will have to take are: sanitising the environment, activating a monitoring system (hccp, registering incoming goods, the origin of food, etc.) and, in addition, it will also be necessary to regulate prices based on the purchase costs of the ingredients. “To think that on the Safety Law n.81 of 2008, we Italians,” he specifies, “are in first place in Europe!” Every company must have the RSPP, i.e. the Head of the Prevention and Protection, a figure who is there both at the organizational level and at employee level and about 90% of small or large companies have one within them.” In practice, everything that largely already exists within our catering industry must be enhanced, disseminated and applied: this applies not only to large groups but also to small companies which, in order to better face the restart, must learn to team up, perhaps with purchasing groups to get advantageous prices on supplies. “The desire to create synergies could also be an effective way to certify the supply chain,” adds D’Alessandro. THE CONSULTANT AND MANAGEMENT CONTROL Among the suggestions is also the consultant, a very useful figure for a business activity, certainly a bit obscured by the inclusion of electronic invoicing but vital to have at hand and see clearly the fluctuation of the economic trend of a local, a bar or a restaurant. “It’s useful to meet the consultant every month,” says the Tax Advisor, “it’s he who has the information from the various invoices. Management control is a tool that must be reassessed with the restart: if the actual cost of what is produced is not known, the consequences could be heavy, especially in a delicate phase like the current one. In reality, what remains in the pockets of the restaurateur is on average 25-27% of total revenue”. Therefore, in addition to liquidity, the “Way” must also include certain data on the return, through an average daily collection check of which only 25% is of the catering entrepreneur. “In order to express a value of positivity, apart from the mere economic question, we must also rediscover the glo-localisation,” concludes Nicolino D’Alessandro, that is, restore local entities within an international system. This too is part of the broad concept of loyalty and the ability to guarantee the best from a high-quality territorial base or from a culinary or oenological tradition that has always distinguished a restaurant or a wine bar.” ______________________________ BOX CLARITY IN EIGHT MEASURES The wine and food business has drawn up the eight essential measures by leveraging a specific factor: tourism, the excellence of food & beverage and the craftsmanship on which our country is based are the substance and the fulcrum of Made in Italy. Here’s what they were asked: 1) The cancellation of relevant national and local taxes (TARI, IMU, billposting, occupation of public land, etc.), credit for utilities related to commercial activities and the instalment of IRES, IRAP payments on account expected in June and without interest. 2) The fundamental extension of the extraordinary redundancy fund for staff until 31.12.2020. 3) The suspension of operating leases, loans and rentals until 31 December 2020, in addition to the recovery of monthly payments. 4) The harmonisation by the State of the rules for access to credit. 5) The 60% tax credit recognised to the owner until 31.12.2020 with 40% of the amount to be paid by the lessee and simplified measure (payable coupon). 6) Tax relief (extraordinary) on human resources, tax relief on social security contributions and benefits until 30 June 2021. 7) The possibility extended to the entire catering sector to carry out take-away. 8) Non-repayable support measures, refreshments and compensation, for the period of compulsory closure imposed by law by the Covid-19 emergency (equal to 10% of turnover in relation to the same reference period). ______________________________ AT PAGE 36 IN THE KITCHEN From marketing to “societing” Catering 3.0 following the Covid-19. Crisis or opportunity? by Luca Vivanti 1997. Bocconi University of Milan, a famous lecturer begins his first lesson of a Master’s degree in Marketing with the following statement: “today we no longer sell the product, but we sell the marketing.” 2018. Milan Polytechnic, Neuromarketing course for Design, the author allows himself to add: “today correct communication makes the difference for the success of an activity.” 2020. February. The Covid-19 pandemic breaks out, the world slows down until it almost stops. The Coronavirus overwhelms us, upsets our deep-rooted habits and puts us all under “house arrest”.