Recently, a new restaurant that opened abruptly closed. They were open all of 4 months; had built out
a historic building, ordered new furnishings, new kitchen equipment, dishware,
flatware, glassware, changed executive chefs 2 times and changed hours of
operation, in only 4 months of operation!
The
restaurant was in a historic building where everything was taken down to the studs
and rebuilt up. The before
and after pictures are amazing—they look real sharp. Architects, builders, other individuals were
all involved in this new enterprise, which took over 3 years to transpire from
concept to reality.
Discounts
were offered to every type of individual—public safety workers, health care
professionals, and spiritual leaders each day of the week.
The
web page was superb, the Facebook, Twitter, Social media presentation was
outstanding—as was the food—so, what happened?
Well, we’ll never know for sure.
However, let’s explore some probable possibilities which, we suspect probably
occurred.
A. Lack of understanding of the restaurant business. Just because one is a good cook does not mean
that he/she can run a successful, profitable restaurant.
B. Lack
of adequate cash flow and business planning.
Optimistic sales forecasts not grounded in reality were probably also a
causal factor.
C. Great
advertising, discounted meals, involvement in the community and charity events,
giving the food away as an advertising approach.
D. Staff
not fully trained and managers not careful to pay strict attention to portion
size or drink pour size.
The
failure to use a good business consultant to review and test all of the
underlying assumptions that the business owner postulated! Was there a good business plan developed,
showing how cash flow would run for 12-18 months? Was there an advertising budget developed to
show how to increase overall brand awareness of the firm.
Whenever
a restaurant offers discounts to the meal price that is normally a sure sign of
business stress. The idea is to decrease
price of the offering, generate higher sales and make up the difference. This normally never happens! This is the first sign of failure and the
beginning of a downward spiral to overall enterprise failure.
A
business consultant’s fee is never better earned than when you are thinking
about going into business. Our job is to
test all of the assumptions and make sure that you have not forgotten or
overlooked some assumptions that could create business failure. This may mean suggesting that your ideas are
not robust enough or financially strong to sustain a business. May not be the words that you wish to hear,
but the money spent on our advice is well worth it if we find that you can save
all of the hard earned money that you were going to use to start the
business. Of course, the decision is
yours. If after we analyze the data that
you have developed, we may suggest that “go for it”. However, we may also identify weaknesses that
may cause you to strongly consider rethinking your business enterprise.
If
you are thinking about an entrepreneurial activity, a consultation today may
save a large amount of money in the near future. Give us a call and let’s have conversation
about the possibilities.