A Restaurant is not a Field of Dreams

In 1989, I was captivated by the movie, “Field of Dreams.” It was the heart-warming, tear-jerking story of Iowa corn farmer Ray Kinsella (played by Kevin Costner), who ardently followed that voice that seemed to flow from within telling him that, “If you build it, he will come.”
 
Since the movie’s release, those words have taken on a life of their own, as businesses have adopted that phrase and transformed it into their mantra, “If you build it, they will come.” The thought is that if you simply open your restaurant, people will immediately flock through your open doors. However, the truth is that unless you are opening an established brand like Chick-Fil-A or Shake Shack, that is not likely to happen.
 
 “They will come” if you build and execute a marketing strategy before you even open your doors. When it comes to restaurants, building a customer base takes time. It takes strategy. It’s the “business” part of the business. And while the quality of your food is certainly of the utmost importance, the quality of your service needs to resonate with your customers. Quality food, friendly service, effective operational procedures, and enticing marketing—these are the building materials that will make your restaurant dreams come true.

As you go forward with planning or reviving your restaurants, I want you to consider a few concepts.

1. How do you envision your restaurant? You have to see it before you “build it.”
2. People. Are you looking to staff your restaurant with your friends and family? Congratulations, you may have set up your restaurant for stunted growth.
3. Set and reinforce customer service expectations. You don’t get what you expect, you get what you inspect.
4. Have a real marketing plan to open your restaurant.

 
Are you a new restaurant owner who needs guidance? Are you an existing restaurant looking to relaunch your brand? Nisa Consulting Group is here to help. Click here to schedule a free consultation.

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