Restaurant Fails! Answer May Be in Question
I found the quote below on a restaurant “consultant’s” website when Googling for another topic. Beside the fact that I am always saddened by a restaurant closure, it was curious that the owner was apparently going to some “guru” for advice. Based on the comment below he had been listening to this “expert”.
“We find your website informative… we have just closed our restaurant after 1 1/2 years… we have been told that we are much to ’safisticated’ for the area that we are in. we are told that the area is a ;meat and potato area and we should accomadate what the people in the area want. not sure what we are going to do… we would like perhaps re organize and re open to what the people want… or maybe we are just ‘grabbing for straws’… we are out of finance’s… so to reorganize..we need cash flow… tough times…..do we listen to the public? maybe we should move on?…. confused and frustrated. Joe”
My curiosity lead me to find out who was writing the restaurant consulting site the owner was asking the questions too. Here is what I found out with a little research:
- The young man writing the site claimed to have 15 years experience. The only problem is the experience wasn’t in the restaurant business! In fact, I could not find where the writer ever worked in or around food. He did have web design experience.
- The only reference to the restaurant business was a coupon program that makes no economic sense at all!
- The author had a few other monetized websites in totally unrelated fields.
Restaurant owners, WAKE UP! If you need business help, seek qualified help from true restaurant professionals. If they have never owned a restaurant, don’t rely on their advice! That is a good way to spend a lot of money for nothing or expensive programs that may be your last cash reserve.
Everyone may need a little mind bending help, but there are no secrets in this business. There are no overnight cures. Stay away from fancy formulas for success that carry cute little names like WOW, WHAM, FRM Formulas and seminars that will cost thousands of dollars to tell you what you already know.
In the quote above from the closed restaurant owner, he fails to understand basic marketing. His demographic and food may not have matched, but to ask a question like “do we listen to the public” shows he is not in touch with his customers.
As a multiple restaurant owner and author, I have helped many other owners (not for a fee) and I have sought advice from other owners. The insight is real working information as opposed to copy-cat guess work from someone who can be whatever they claim to be on the Internet. Credentials on the web are like a fantasy movie for Disney. Create a fantasy and live the fantasy to see who buys into it.
Read, learn and study your business. If you need help, seek qualified help. Ask other restaurant owners for advice. Many have faced the exact problems you are facing and these operators may have found solutions that will work for you.
Larry Edger, Author
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