Have you ever watched the Friends episode featuring Ross buying a new couch and then attempting to maneuver it up his apartment stairs with Chandler and Rachel’s assistance? Squeezing that couch around the twists and turns of a New York City staircase certainly proved to be a daunting challenge, culminating in Ross’s iconic shout to his friends: “PIVOT! PIVOT! PIVOT!”
That particular moment encapsulates the tumultuous year we navigated during the COVID pandemic. Following the initial upheaval in mid-March 2020, there was a frantic nationwide adjustment. Schools hastily transitioned to virtual learning. Talk show personalities began streaming live from their bedrooms. Among all the pivots observed, none has been as remarkable as that of the restaurants in our local New York City area.
Here’s a brief overview: On March 16, all dining venues across the city were mandated to close. Shortly thereafter, a groundbreaking policy was introduced: establishments with a liquor license were permitted to deliver both food and alcoholic beverages. By the summer months, thousands of restaurants had the green light to arrange outdoor tables, allowing patrons to enjoy a social-distancing compliant dining experience. It was truly impressive to witness how these restaurants adapted to circumstances, with those that endured demonstrating a profound expertise in reimagining their services.
Below are three key insights I gained while residing in and dining throughout NYC during the pandemic.
Lesson 1: Embrace creativity.
An ice cream parlor located on the Upper East Side had a reputation for its eclectic flavors, playful décor, and (thanks to its liquor license) turning cocktails and other adult beverages into desserts. When they began delivering drinks in quirky collectible cups—imagine cocktails and alcoholic ice creams served in a plastic Eiffel Tower or a massive Lego block—fans went wild! Instead of the usual visits for a cone, they eagerly placed delivery orders just to stock up on these quirky containers.
It’s easy to play it conservatively during times of significant change. With all the pressure and tension, tapping into creativity can prove difficult. Yet, even a small dose of inventiveness can significantly aid in navigating and thriving through a pivot.
Lesson 2: Be present.
On a breezy September evening, my husband Michael and I decided to have a date night. The streets were bustling, and the warm autumn air provided a unique, comforting ambiance, reminiscent of a long, tender embrace before winter arrived.
We began our adventure at our beloved local haunt, Eighteen, where we greeted the owner, Sydney. Over time, we’ve formed a friendship with Sydney, as he always has a new story to share whenever we visit. Afterward, we strolled up the street to a cozy Italian restaurant we were eager to try, hoping to enjoy a glass of wine and dessert. Upon our arrival, a man welcomed us. “I don’t have space available tonight… we’re entirely booked! Come back tomorrow at 6 p.m., and I’ll have a table ready!” Michael asked if this was his establishment, to which the man beamed behind his mask, his aged eyes crinkling as he gazed out at the crowded sidewalk filled with admirers of his culinary craft. “Yes,” he confirmed, “this is mine.”
Still in search of something sweet, we continued our walk until we discovered a quaint Mexican eatery. The owner warmly greeted us and guided us to his last two available seats.
As we walked back home that night, I reflected on how, in every venue we visited, the owner was present—not hidden away in the back, but actively engaging and welcoming guests out front. If you’re ever unsure of what to do during uncertain times, heed the example set by these restaurant owners: Be there, front and center, every day. People take note.
Lesson 3: Show vulnerability.
I will always remember the first summer night we dined at a table outside of our kitchen after months of confinement. We sat down, feeling a bit awkward at first, and despite our lack of appetite, we ordered a meal. Engaging in long discussions with fellow diners seated nearby, we were all simply thrilled to be outside, surrounded by others. The server encouraged us to take our time and enjoy ourselves.
At the conclusion of the evening, the owner came over to express his gratitude (which you’ve likely come to expect). However, he didn’t just offer thanks but opened up emotionally. “It brings me joy to prepare a meal for you and have you dine here instead of taking it home. The streets have been eerily silent. My only visitors have been delivery drivers, and the only sounds I hear are those of sirens. I’ve felt incredibly lonely.”
In challenging situations, it’s common to keep hardships to ourselves. However, being open, vulnerable, and sharing the full spectrum of our experiences can lead to connection, support, camaraderie, and loyalty—qualities necessary to weather the storm of reinvention.
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In September that year, the city declared that outdoor dining would become a permanent feature. With winter approaching, restaurateurs faced yet another obstacle—a fresh pivot point.
When it comes to their remarkable reinvention, these resilient entrepreneurs discovered a path forward and taught us valuable lessons along the way that, even nearly four years later, shines a light for entrepreneurial resilience we can take into the future.
