The opening of a restaurant, today takes passion, capital investment and a great location.
So why are you, as restaurant owners, Killing Your Restaurant Business?
There was a seafood restaurant that opened seven or eight months ago in the town that I live.
The location had some failed businesses over the years.
They were mostly sports bars and not very desirable. The restaurant has a four-year college and large high school across the street, a strip mall as well as other restaurants that have been in operation for many years.
Walmart just opened up next to it and less than 10 minutes away from the only mall in town there are apartment complexes and private residences.
So you have to ask what went wrong?
Have you ever had the experience of watching a restaurant open only to see it starves itself to death?
You ask the question why? Or maybe you know what they are doing wrong.
I watched this one from the start and on the only visit I made, I offered some constructive feedback to the manager only to get a nasty look.
Matter of fact, she asked that I don’t return.
Wow, why would you have a closed mind and won’t even hear what your paying customer had to say?
They are self-destructing, and they are completely oblivious to it all.
Why is this? Why wouldn’t listen to your customers?
Owners and managers are so caught up in their emotional world. They think, “I worked my butt off to put this place together and have my blood, sweat and tears invested”, that they will cut the nose off to spite their face. I understand that they are personal invested in the concept and the menu and the decor and hoping it will be well received, but that’s not always the case.
In prior blogs about all the preliminary work that’s needed to get ready for the grand opening of your business. Whether it’s geographical studies or surveying the competition, but even then you can still miss something.
We all understand that there is a personal investment in a concept, along with their menu and decor. Then they think that it will be well received. But that’s not always the case.
What I mean by this, is the total experience that your customers are looking for goes way beyond the food.
Another big mistake that restaurant owners make is thinking that they are in the food business. It is true they are in the food business, but their real business is in the experience that the customers receive. The experience will vary depending on the type of concept you have. Fast food, casual, fine dining, they all create different experiences. The fact is that most restaurants that fail is not because of the food, it’s in the experience!
The seafood restaurant that I addressed earlier had a good reputation for having good food, but from the street the place looked no different from the restaurant that was in there before. They painted the building, and the signage was very difficult to read. They made very few changes inside. Thinking you can slap on some tablecloths and raise the menu prices to justify their decision.
They did very little marketing, which created a little interest in their restaurant, and it wasn’t enough to keep the business going.
The business closed down, and the building is once again for rent.
The location was good; the economy was not that bad, and they still failed.
A restaurant business will fail in right or bad economies.
The only thing that’s different is the excuses. I can’t help but feel for their loss and ours, we need good places.