Operations

Want to survive in the restaurant business? Be impressive

Photo: iStock

November 4, 2020

By Mike Bausch/Owner - Andolini's Pizzeria

Mike Bausch (Photo provided).

We've all eaten at bad restaurants before. Chances are, unless it's the only restaurant in town, we won't go back. But we've also all gone to restaurants where the food is just okay and we probably won't go back there, either. In fact, I'll let you in on a little secret: There is no middle ground when it comes to restaurants. It's that simple.

It is the truly impressive restaurants that we tell our friends about — the ones we frequent time and again. But, what makes them "impressive"? What is it that pulls us back for more?
The truth is that if you want to survive in one of the toughest markets in business, you can't aim to be average. You must aim for more and here are some tips on how to do just that.

Do more than the minimum

No matter what types of food you serve, you want people to notice the positive aspects of your restaurant. That's how you stay relevant.

Doing what's expected is just that: expected. It means you fulfilled the minimum requirement and that's not exciting. It's hard to hear, but customers don't personally care about you or your business. Whether you make it or not is of little concern to them.

They care about the experience. Did you serve a meal they could not have made themselves? Did you make their day brighter? Take every opportunity to elevate their experience above what's expected, what's routine, and what every average restaurant is doing.

Check your ego at the door

This leads me to the next point: in the restaurant business, if you aren't the best, you don't matter. So, unless you're the best, you must be willing to change everything that is holding you back from that distinction, whatever it may be. You must also be prepared to be better every day through the daily grind of learning, growing and training yourself and your staff.

I meet a lot of pizzeria owners and they tend to fall into one of two categories that I believe are indicative of all restaurant owners: humble or arrogant. The arrogant ones are usually in debt and may have to close soon, but they still think they have the best pizza in the state.

Let's set one thing straight: Your food is good but not great, and not everyone loves your restaurant. If you believe you are the best you will ever be already, then there's no hope for you. Your ego has closed the doors to your brain. Don't ever fall in love with yourself.

Check every box

Think about what you can change right now to create an impact with the customer on the simplest of levels — the moment they walk in the door. What does the door handle look like? Are the windows clean? Does the waiting area have a cool feel to it that matches your brand?

Every aspect of this experience has to catch their eye in some way. These are opportunities to create an atmosphere that resonates with customers and leads to return visits.

The chances of customers coming back after everything was perfect the first time is about 40%. If you create a perfect experience three times in a row, the return rate improves to 70%, and your restaurant will become a part of their routine.

What can you change right now that would affect the customer? Think simple things you could buy on Etsy or make yourself, and then go make it happen.

Bring yourself into your business

You own your own business, so act like it. Go and have fun. Go and be you, and put your personality and all the things you like into your restaurant. It means playing the songs you like, serving the food you like, and treating people the way you've always wanted to be treated.

Doing this will not only give your restaurant some personality, but you'll also enjoy coming to work every day when you see and hear things you like.

Normal is failure

In this business, being average is tantamount to failure. You must do more than the average restaurant owner does and go that extra mile to offer an impressive experience. After all, impressing means, "Evoking admiration through size, quality or skill."

As a restaurant owner, you want admiration and that doesn't come with average. Always ask yourself what you could be doing better, whether it's folding the napkins differently or adding a new menu item. You need to set yourself apart from the competition.

You're either impressive or unimpressive. There is no in-between. So if your restaurant is not impressive right now, you know where that leaves you. And now you also know what it takes to close the gap.

About the author: Mike Bausch's restaurant chain, Andolini's Pizzeria, is based in Tulsa, Oklahoma. He is author of the book, "Unsliced," from which this blog was adapted.