The New Normal

Up and Under Pub closed during the COVID-19 pandemic

“It looked like a white flag of surrender to the announcement of restaurants closing their dining rooms, while still maintaining their resilience to stay afloat during an unpredictable period.”
            -Abith Lopez, March 19, 2020

As the pandemic spread across the nation, people began to panic – images of empty grocery store shelves, and a multitude of businesses with ‘closed’ signs adorned across their windows and doors, became the visual representation of the virus's impact on American life. People were buying what supplies they could and holing up for the duration. Going to support their favorite local eateries and watering holes seemed not to be a priority.  

Businesses lost customers in their droves. Changes had to be made, and bars & restaurants needed to adapt in order to survive and embrace the “new normal” that came with COVID-19. However, while many establishments closed their doors many other restaurants and bars rose to the challenge to ensure their customer that they were still open and ready to support the community’s needs.  

Those establishments that were able to capitalize on community goodwill and adjust accordingly had a chance to not only endure the pandemic but offer much-needed comfort to clientele craving a taste of what Milwaukee had to offer.