It’s a simple question, isn’t it? It’s also a core question that determines every aspect of how you operate, who you hire, how you train, what you offer, when you offer it, and where you locate. Everything from the vendors you choose to the look and feel of your dining room; from the selection of wines on your list to the dress code for your staff (front and back of the house). How you market, who your target market is, and how you will assess your success is determined by this simple question: “Why do you own or operate a restaurant?”
If your quick response is to make a living or profit, then you are missing the point. These outcomes are a result of your “why”, not the answer to the question that will yield true success. Take a moment and think it through – what pulled you into this business, what was your vision when the thought of ownership or management first came to mind? What drives you to jump out of bed in the morning and approach the day with passion and vigor? Is it a desire to pad your bank account; is that what excites you? If that is the case, then your day will likely be filled with maximized outputs, customer counts, check averages, saving on labor cost, and watching your employees to ensure that standards are met, and processes followed. Many will think: “well, what’s wrong with that? Isn’t this the role of management in any business?” Yes, of course, all these processes need to be in place but is this WHY you chose to work obscene hours that are physically, emotionally, and mentally exhausting and deal with the plethora of uncertainties the restaurant business brings to the table?
There must have been something both tangible and intangible about the business of serving food and beverages that sent a charge of enthusiasm through your system, something special that helped you determine this is what you wanted to do with your life. So, what was (is) it? Companies spend considerable time and money creating all-encompassing mission and values statements designed to breathe life into their operations. Some live what they commit to on paper and these companies are quite often enormously successful because of this WHY ARE WE IN BUSINESS statement.
They build their companies around the employment of like-minded individuals who truly believe what the business believes creating a dynamic eco-system that moves to the beat of a common drum. Likewise, they tend to attract guests who feel the same way – it is their answer to WHY DO I SUPPORT THIS BUSINESS? As a result – loyalty and profitability become an expected outcome. Look at a few examples:
The Ritz Carlton Hotel Company has lived its credo for decades. A mission and values statement that is the heart and soul of the company resulting in a workforce that practices what they preach. They state:
“To create an environment of genuine care, personal service, and a sense of well-being, one must believe in what they do.”
This understanding drives the “WHY” for the company which is to fulfill the unexpressed wishes of guests. This, in turn, leads to great opportunities for employees to wow the guest, time and again, through inspired empowerment to do the right thing.
Apple Computers is involved in a highly competitive business of building machines that have become commonplace in businesses and homes, yet Apple stands out as a nearly three trillion-dollar business offering a full eco-system of products and services. Their employees and guests are loyal enthusiasts as dedicated as they come. The Apple mission is simple and inspiring:
“To create technology that empowers people and enriches their lives. To make great, simple, easy-to-use products that are accessible to everyone. To connect with those who THINK DIFFERENT.”
This is what excites employees, investors, and customers who have made Apple one of the most profitable companies on the planet.
Thomas Keller, one of the most noteworthy chef/restaurateurs in the world with ground-breaking restaurants such as The French Laundry, Per Se, and Bouchon, wraps his company around a common mission of:
“Making fond memories for our guests and ourselves, elevating the standards and expectations of the restaurant industry, and developing a secure and ideal work environment.”
Why would you not want to work for these restaurants and why wouldn’t guests go out of their way to support them? Profit becomes a natural outcome of a dedication to being exceptional, something felt and practiced by all who choose to be part of the team.
Danny Meyer of the Union Square Hospitality Group is one of the country’s most prolific restaurateurs. He leads from a “WHY” statement that is the foundation of each operation within the company:
“We exist to enrich lives through the power of Enlightened Hospitality and by taking care of each other first, we shape the way we do business.”
A powerful commitment to the employee resulted in incredible restaurant experiences through operations like Gramercy Tavern, Union Square Cafe, and The Modern – the Museum of Modern Art restaurant.
Eataly, with high-end Italian grocery stores and clusters of exceptional restaurants within, operates in major cities from New York, Boston, and Chicago, to Dallas, Los Angeles, and Las Vegas. Their operations are an experience in food shopping and dining and work from the “WHY” defined as a ten-point manifesto beginning with “We’re in Love with Food”, and ending with the goal:
“To have you as our customer for a lifetime. The easiest means to that end is offering the best food and drink as well as the best environment in which to discover and expand your tastes.”
In all cases, these companies have clearly defined the reason they are in business. It is this reason that pulls in the most excited, dynamic, ready-to-jump-out-of-bed employees and customers who are constantly wowed by the resulting quality of products and service. Success is not only measured in profit (although each example excels in that regard), it is measured in the achievement of inspired and sometimes lofty goals that unite a team.
So, what is your WHY?
PLAN BETTER – TRAIN HARDER – KNOW YOUR WHY
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