Cape Cod Institution Leans Into Off-Premises

Today, the restaurant has expanded to five locations that offer both casual seafood eats and elevated cuisine. The company has more than 80 full-time employees and usually employs 400 seasonal workers during its summer "high season."

Embracing Change

This year the large crowds are gone, but you can still hear the crash of the Atlantic Ocean mixed with the smells of fresh crab and lobster tail.

“The early days of the lock down were a test of our resolve,” said Newman. “We knew we had built a strong company, and had the team around us to persevere, but so much was unknown and Mac instituted a one-day-at-a-time approach. We took it as an opportunity to fight — and that was the best way to be proactive in the face of uncertainty.”

The fight meant innovating, and innovate they did, from new systems for online ordering, curbside service, native delivery, heat-and-eat meal kits (Mac’s Meals), Grab n Go platters, contactless payment, a loyalty program, a new website, beer & wine and cocktails to go at its location in Eastham. Paired with an already-existing shipping program, the transition was just another opportunity to kick things up a notch — and that ultimately benefited second-home residents who arrived to the region earlier than usual.

“I remember talking with customers in Eastham during what is typically a quite slow time, four months ago now unbelievably, who said, ‘We’re here for the duration,’” said Newman. “When we combined what we were doing with an already strong heritage of customer service, you have the makings of providing a sense of safety and comfort for the customer. That is what everyone needed.”

Employee Experience

At Mac’s Shack, the employee experience has always been of the utmost importance. Leadership rolled out new training procedures, including safety and health for 500 employees, all while staying abreast to local, state and national guidelines. Employees now start their shift by logging their personal wellness.

“We check in frequently with our employees at all locations to provide whatever support is needed, whether operational or personal,” said Newman.

Embracing Contactless

Technology has also played a critical part in business success at Mac’s. It is among the growing number of restaurants that have embraced contactless solutions, specifically QR codes and touchless payments.

“We were seeking an integrated system that would allow us to leverage as many different aspects of the business seamlessly,” says Newman. “Integral to this, was being sure any new technologies would interface with our Oracle Micros Point of Sale technology. We selected another platform for loyalty, gift cards, and customer retention, and another system for online ordering and data capture.”