Cap Guard goes out to eat
Restaurants around the country are adapting to the changing market conditions as a result of COVID-19. There needs to be a safe environment for customers and also for those working behind the counter. Of particular concern is establishing immediate clear and effective communication while staying on point with brand image and messaging through the barrier of protective face coverings. Cap Guard offers a solution that provides the best of both worlds - a 100% recyclable and easily sanitized reusable face shield that clips to any baseball cap or visor. The Cap Guard shield protects both parties engaged in communication while permitting full visibility of facial expressions of lip movement. Of note, the Infectious Diseases Society of America (IDSA) has also included the use of face shields as an option in its Policy and Public Health Recommendations for Easing COVID – 19 Distancing Restrictions.
Cap Guard face shield protects employees and customers
A face shield is an acceptable form of face covering and can assist in reducing transmission of the COVID-19 virus in the community setting. Eli N. Perencevich, M.D., M.S., Professor of Internal Medicine and Epidemiology at the University of Iowa Carver College of Medicine, recently gave an interview in which he said, “…face shields are both source control and protecting yourself from the droplets (respiratory) landing anywhere on your face.” Perencevich recently wrote additional commentary on the efficacy of face shields, “They are comfortable to wear, protect the portals of viral entry, and reduce the potential for autoinoculation by preventing the wearer from touching their face.” The moniker face-covering includes both face masks and face shields and the State of New York, the hardest hit at present by the COVID-19 virus, recognizes face shields as an effective option. William Schaffner, M.D., an infectious disease specialist and Professor at Vanderbilt University School of Medicine, states, “A face shield provides a barrier for anything going out, but also for things going in.” Another supportive observation comes from Amesh A. Adalja, M.D., an infectious disease expert and senior scholar at the John Hopkins Center for Health Security. Dr. Adalja feels face shields have the potential to be more effective than face masks alone because “…people are much less likely to touch their face when wearing a face shield. They can also be taken off and cleaned. In many ways, they’re a much more attractive option."
Cap Guard facilitates immediate and effective communication
A clear face shield provides a face-covering alternative that facilitates interpersonal communication skills by permitting visibility of one’s face and all the information that can be conveyed with facial expressions and lip movement. When asking questions about meal selection and ordering food, more than likely the two parties are not known to each other. For a positive experience, communication must be efficient and clear. Susan Krauss Whitbourne Ph.D., a professor emerita of psychological and brain sciences at the University of Massachusetts Amherst wrote in a Psychology Today blog post, “In a time when nearly everyone is wearing some type of lower facial covering, you’re left with the need to determine how the people around you are feeling with very limited cues.” The ability to see another’s face is significant in the first stages of communication between two people unfamiliar to each other. A study published in the Journal of Natural Science, Biology, and Medicine, Vol. 3, 2012 focused on the concept of mirror neurons – which facilitate communication between two people. The phenomenon of mirror neurons is when you see a person take an action or express an emotion, and as a result, your brain fires the same neurons associated with that action or emotion. In other words, when a conversation partner imparts feelings of warmth and trust through facial expressions and lip movement, a part of your brain sends a message for you to do the same. This is how immediate trust can be built between two strangers. This is also conveyed by Albert Mehrabian Ph.D., a major figure in the study of non-verbal communication, in his book Silent Messages in which he proffered that a total feeling between two people equaled 7% verbal feeling + 38% vocal feeling + 55% facial feeling. Simply put, one’s facial expression will always dominate and determine the impact of the total message between two parties. In an environment where face coverings are required, a face shield is the clear choice for the most effective communication.
Cap Guard facilitates brand messaging
The front-line employee represents the tip of the spear in the conveyance of brand image and brand messaging. The most effective weapon in the employee’s arsenal is their smile. The smile appeal has been largely responsible for the success of Coca Cola’s happiness campaigns over the years. Coca Cola’s brand image is identified with ear to ear chuckles and complimented by the many symbols that are subtly shaped as smiles from the scroll of the letters to the opening of a can of soda. A study in the Journal of Consumer Marketing, September 2015 by Soderlund, Lindstrom, and Berg emphasized the role of emotional transferability of a smile by a brand and the use of a positive facial expression as the dominant factor in visual marketing and brand messaging. It is well documented that a smile relieves stress and releases endorphins. Catherine Paddock Ph. D. furthered this theory in Medical News Today in the article titled “Smiling Reduces Stress and Helps the Heart”. Thus, the ability to convey a smile between two parties is essential in brand conveyance, creating a relaxed atmosphere, and establishing trust. Brand strategist Jay Danzie summarizes the cumulative effect of a smile between employee and customer, “Your smile is your logo, your personality is your business card, how you leave others feeling after having an experience with you becomes your trademark.” Thus, the ability for a customer to see an employee’s facial expressions is paramount. A face shield facilitates full visibility. It’s the micro-behaviors that bring about the macro results.
Cap Guard is being considered by restaurants nationwide. It is new to the market at a time when the restaurant industry is dealing with the challenges of COVID-19 and having to comply with new regulations and restrictions. Cap Guard is an innovative patent-pending product that is 100% recyclable. It is manufactured in the United States and can be washed and sanitized daily with antibacterial soap and mounts with live hinge clips to caps or visors that can convey brand logo or imagery.