“We used a lot of programmatic digital communications,” says Tracy McInnes, Applejack CMO. This required a layered, modern marketing approach. Instead, we had more of an organic opening that let people know we where here and that they could come in.” “There’s no such thing as a grand opening in the middle of a pandemic,” Shpall says. Predicting even the near-term future was practically impossible. Let up on the gas? After all, uncertainty ran high in these early days of the crisis. Months later, Covid arrived.Īpplejack faced a difficult decision. Applejack started construction on its new Thornton site in late 2019. Opening a New StoreĬomplicating matters, the pandemic struck while Applejack was expanding.Ĭhange in Colorado law allowed beverage alcohol retailers a second license in 2017. “To those whom much is given, much is required.” When the pandemic first hit in March, Applejack management made the decision to close the store for two weeks - despite being deemed essential - and pivot to pickup and delivery only. “We feel a real obligation to look out for the physical, emotional and economic wellbeing of our employees and the community,” he adds.
We actually lowered our margins, because we’re sensitive to what’s going on in our economic community.”
“We felt that we had to protect our employees and our community,” Shpall says. When the crisis first hit in March, Applejack management made the decision to close the store for two weeks - despite being deemed essential - and pivot to pickup and delivery only. Gregg estimates that the store has had to change 90% of its procedures due to the pandemic. We went from being a business where people walked in and bought, to one with curbside and delivery and other options where you don’t walk in.” But this is “somewhat of a false narrative,” Shpall says, “because we’re also seen a significant rise in costs. Like other retailers, Applejack has experienced increased sales during the pandemic. “Even part-time employees we had who told us they were going to lose their full-time jobs, we made them full-time,” explains Elizabeth Gregg, general manager. Many new hires included bar and restaurant employees laid off by on-premise closures, as well as caterers and ex-brewery staff. After Covid-19 reached Colorado, the business increased their workforce by 40%. “There’s a real obligation beyond yourself to succeed for everybody.” “I said, ‘These are the people whose lives we touch, along with their families,” Shpall recalls. In this packed room, Shpall asked everyone to look around at one another. Pandemic Responseīefore the Covid-19 outbreak, Applejack held a holiday party attended by nearly 100 employees. At just under 30,000 sq feet, it contains 15,000 SKUs. I really felt this through the pandemic.” A change in Colorado law in 2016 allowed Applejack to open a new, second location, in Thornton, CO. “And it’s given me the chance to create a lot of opportunities for a lot of people. “I’ve enjoyed having the ability to work with great people, and it’s stayed exciting because it’s ever-changing,” Shpall says.
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