$2

Restaurants that take the industry seriously view it as a sport, that is, a highly competitive field in places like LA, Miami, Chicago and NYC because the rent is high and competition is stiff. Only the strong survive, you are competing for staff, guests and bragging rights. For a top few, prime locations and premiere partnerships are the prize. At this level, service standards, hiring/training practice, development and culture is priority. Labor capital is viewed equally as financial capital. Price of entry is reputation, Management talent, Managing Partner, and the ability to attract the top crew for front and back-of-house.

Others, view the industry as a hobby. Nothing wrong with that if you are looking to be a flash-in-the-pan, food truck or a pop-up. Hobbyists do not open in the above mentioned cities, they cannot afford the price of admission. Hobbyists open in burgeoning markets, who strive to be in those mentioned cities, looking to make a fair living.

Make no mistake about it, the hobbyist and the athlete/competitive restaurateur are distinctly two different species.

More and more owners/operators realize that fighting for the disposal/discerning dollar is increasingly more challenging, and the goal for longevity is by providing remarkable service starting from day one. To be clear, day one is when your doors open for the general public to enter and you accept money for the transaction. Day one includes having a contingency for being fully booked and turning away guests at the door. Fundamental philosophy of any business, no customers ever want to hear NO!, especially at the door. If your business model is to provide no service than make it a self-service restaurant, we are happy to know this upfront.

Here is something worth remembering at your restaurant, a customer who spends $2 on coffee could turn into a $20 lunch that could turn into a $200 dinner that could turn into a $2000 party. But it all starts with a remarkable experience at $2.

A wise lady told me that once, it has worked out tremendously for her...wink wink!