Off The Menu: Cleanliness key to customers return Updated 6:01 AM; Jim Sullivan, a well-known consultant and service industry guru, has recently been talking and writing about still another pandemic threat to the restaurant industry, one he’s dubbed “COVID-coma.” As vaccination programs continue to expand and many consumers consequently venture out again, Sullivan warns independent restaurant operators not to be complacent about the experience of fully reopening. The competition, mostly in the form of the major restaurant brands, have turned the disruption COVID-19 caused into a creative force. They’ve upgraded their menus, sharpened their service game, developed slick digital ordering platforms, and generally positioned themselves to more effectively compete for consumer dining-away-from-home dollars.