Asheville restaurants after Helene: lessons for owners everywhere

When Hurricane Helene reached western North Carolina in September 2024, it did something no one in the Asheville restaurant business had planned for: it took away the roads, the water, the power and the fall season all at once. Since then, many restaurants have reopened, some have moved, some have closed for good and all have learned something. Here is what the experience means for restaurant owners anywhere in North Carolina, whether your risk is a hurricane on the coast, a flood in a river town, an ice storm in the Piedmont or a closed road.

What did Helene do to Asheville's restaurant economy?

The storm devastated the fall tourism economy in western North Carolina, and the fall season is when many mountain restaurants earn most of their annual revenue. Most hospitality businesses and roads reopened within about a year, but lodging sales stayed below their earlier level, and tourism officials noted that the effect of a disaster on visitors' confidence can last. Some restaurants went through a slow winter, and some had lost their original locations and moved.

What did successful recoveries have in common?

A few things stand out. Owners who had business interruption insurance, or who obtained a Small Business Administration disaster loan, could reopen sooner. Owners who communicated openly with guests kept their loyalty. Owners who found temporary space, a food truck or a pop-up kept staff employed and kept their name alive. Neighbors, suppliers and community groups helped.

What should you check in your insurance?

Read your policy now, not after a storm. Many commercial property policies do not cover flood damage, which requires separate flood insurance, and wind and hurricane deductibles can be a percentage of the property value. Business interruption coverage pays lost income while you are closed for a covered loss, but it may require direct damage to your property and may not cover a closed road or a loss of power elsewhere. Ask your agent specific questions: what is covered, what is the waiting period, what is excluded, and how long will you be paid. Keep a copy of the policy off-site.

How much cash should you keep?

More than you think. A restaurant has fixed costs that continue when the doors are shut: rent, loan payments, insurance and some staff. A reserve of several weeks of fixed costs gives you time to apply for help and to rebuild. Build it slowly, from the strong months, and keep it separate from your operating account. Set up lines of credit while the business is healthy; lenders are harder to find after a disaster.

How do you protect your records and equipment?

Keep digital copies of your insurance, lease, licenses, payroll, vendor lists and recipes in the cloud. Photograph or video your equipment and inventory each year. Know where your shutoff valves are, and raise valuable equipment and dry goods off the floor when flooding is possible. Keep a list of the staff contact numbers off your premises. After a storm, photograph all damage before you clean up, and keep receipts.

How do you communicate during a disaster?

Choose one place that guests check, such as your Google listing, and update it first. Post status on your website and social pages. Send a message to your email list. When you are closed, say so and give a date or a plan. When you reopen, say what is available. If you cannot reach guests, ask a neighbor or a trade group to share your news. Staff need regular updates too, with clear information on pay and return dates.

What help is available?

Federal disaster declarations open access to Small Business Administration disaster loans, which are low-interest loans for repairs and working capital, and sometimes to other relief. State and local agencies, community foundations and industry groups often set up relief funds for hospitality workers. Programs and deadlines change, so ask your county emergency management office, the Small Business Administration and your chamber of commerce about what is open now. Apply early, because funds and deadlines are limited.

Do you want guests to find you again when you reopen?

Mosey is a food-first app where diners search by dish and mood, rate what they ate and keep lists of places to try. After a disruption, being easy to find for a dish matters, and a page that shows your menu and your regular guests helps the people who love your food find you at your new address or hours. Nobody can pay to outrank you there, because Mosey Gold is earned from ratings alone. Mosey is built so that your customers stay yours, wherever your kitchen is open.

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