Over Labor Day Weekend my family and I evacuated our home in southern Louisiana for a safer place farther north some 200 miles inland. We thought we would be out of hurricane Gustav's immediate danger zone and would have little to worry about other than some strong winds and heavy rain. What we found was something different. Clearly, many others were surprised as well.
The town where we stayed was packed with evacuees. Many more had passed through as they traveled north as well. The morning of the storm we decided to get breakfast at a local fast-food chain. As we perused the menu, the girl behind the counter politely mentioned they were out of everything except biscuits, salad, coffee, and water.
Naturally, I had to wonder if they considered how the coming storm would impact them. Obviously, the news had been talking about Gustav for days, the restaurant was located on a major evacuation route, and they could have made a significant jump in revenue had they planned ahead. Instead, they sat idle for most of that day, the next, and possibly a third day while they waited for the storm to pass and new shipments to reach them.
I'm sure this particular restaurant was not alone. Many failed to plan ahead. As a result, they lost revenue not only after the storm, but before it ever struck.
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