The best way to establish goals Restaurant

When it comes to owning a restaurantEvery detail is important to guarantee the success of your business. On any day, the owners and staff of the restaurant They work on a wide variety of tasks, from making delicious meals and providing impeccable service to update your inventory regularly and work with an accountant. To juggle these moving parts, it may be helpful to have goals for restaurants to guide their daily activities. Below is a compilation of tips to help you achieve and achieve your business goals. restaurant.

Identify the objectives of the restaurant through 4 central elements

Whether you are starting a restaurant or looking for ways to improve your restaurant existing, review the core elements of your restaurant it is a good place to start. Below are 4 common pillars of a restaurant that can help you identify goals for your food service business.

1. Personal and customer service

Male waiter serving water to two women

“If the staff is top-notch, then the service will be, and customers will have a great dining experience and will come back,” says Courtney Rozsas of Lotus Farm to Table in Media, PA.

  • To maintain a high level of service, high-quality, ongoing training ensures that your employees know how to do their job and feel safe.
  • Both Rozsas de Lotus and Gil Jinorio de Emerson's Coffee & Tea in Hickory, North Carolina, They point out that the difficulty of finding employees committed to your business can be an obstacle to achieving the restaurant's business goals. Therefore, it is important develop strategies for employee retention and to hire dedicated staff members.
  • Furthermore, the internal harmony and satisfaction of its staff is also essential for the success of your restaurant. Michelle Zimmerman, co-owner of The Bugambilias in Philadelphia, He says holding positive and optimistic team meetings, emphasizing teamwork, and easing tensions among employees is crucial to the continued operation of a restaurant.

2 Food

The type of food, the quality of the ingredients and the food presentation they are key to a flourishing restaurant.

  • Adopting consistent, quality food preparation standards and finding a consistent, quality food provider, Zimmerman says, should be established in the early stages of opening your restaurant.
  • According to Jinorio, one of the most important objectives of Emerson's Coffee & Tea is to always try to improve the product. Similarly, Zimmerman adds that updating the menu ensures that restaurants remain competitive and modern.
  • Rozsas cultivates a farm-to-table approach at his restaurant, attracting a demographic looking for local, seasonal and sustainable food.

3 Commercialization

Phone taking photo of shiny plate of food below

Marketing refers to promoting and selling your restaurant's offerings, encompassing both branding and advertising. The identity, personality and mission of your restaurant comprise your brand. Advertising, on the other hand, includes how information about your restaurant is communicated to attract customers.

  • The brand and concept of your restaurant must be palpable when entering your dining room. Decor, service style, and music playlist must emanate the desired ambience and communicate who you are, creating a meaningful experience for returning guests.
  • Email lists, loyalty programs, ads in the local newspaper, an attractive website, and a Yelp account are all forms of popular advertising.
  • "Highlight the objective of social media in the restaurant industry It can't be overstated, and advertising is always a goal, ”says Zimmerman. Creating Facebook, Twitter, and Instagram accounts to share news, photos, and news about your restaurant is a great way to attract guests and inform customers of your restaurant news.

4 Finance

From restaurant startup loans Up to annual sales, understanding your restaurant's finances ensures you can continue to function, remain profitable, and prosper.

  • “Always try to maintain a steady stream of income during all hours of operation,” advises Zimmerman, “Understand when your restaurant makes money and when it doesn't. Then work to increase slow times through specials, discounts, and deals. "
  • At Lotus, Rozsas works with Lotus chef Ryan Sulikowski to maintain the costs low food but high quality. In addition to setting quarterly sales versus food cost targets, Rozsas works to establish new sources of income. For example, he opened a small market in the restaurant and partnered with Ubereats.
  • Jinorio states that each year Emerson's Coffee & Tea analyzes the previous year's sales and tries to beat it through various tactics, including the additional sale.
  • Consider various ways to improve earnings.
    • 1. Try to reduce the cost of goods sold (COGS) by improving your inventory system.
    • 2. Zimmerman suggests that homeowners try to reduce costs Variables reducing staff when slow, keeping hours down or buying less food and liquor during slow periods.
    • 3. Rozsas stresses the importance of trying to reduce overall costs . This includes evaluating the cost of used lights or the price of the dishwasher and changing equipment if necessary. Lotus also reevaluates the contracts it has with different services.

The restaurant's goals change over time

“The goals for the owners of restaurants they change over time, ”says Zimmerman. For new entrants, he says, the most important thing is to inform potential customers about your new restaurant. On the other hand, a restaurant that is more than ten years old might be considering opening additional locations or branching out into different locations, such as farmers markets or retail stores to offer the restaurant's brand-name food products.

A group of smiling friends cheers at a table in a rustic bar

The objectives of the restaurant must be holistic

Rozsas explains that a combination of food, staff and atmosphere is essential for her restaurant. “Without these three things, a restaurant cannot be successful. If you served the best quality, best tasting food, and had a dirty bathroom or a server that was mediocre at best, it wouldn't matter. The customer would not return "I treat my restaurant as a destination, not just as a food establishment."

SMART restaurant goal setting

Now that you have thought of some areas where your restaurant could improve, it's time to develop actionable business goals. Whether you are a restaurant owner or manager, creating SMART goals (specific, measurable, achievable, relevant and timely) enables you to better achieve your goals. Below, we review the SMART acronym, originally created by George T. Doran to help individuals and groups develop goals.


Your goal should identify an exact desired result. It must be clear and well defined. This helps clarify the steps necessary to achieve your goal. Below are examples of specific objectives.

  • Increased restaurant sales for the past year it is always a goal for Emerson's Coffee & Tea. To make this specific, try to hit an exact weekly or monthly sales target.
  • Improving engagement on social media, as suggested by Zimmerman, should be an ongoing goal. Set a specific goal, such as a 50% increase in your Instagram and Twitter following.
  • Reducing food waste it is an important environmental objective. Choose the maximum amount of wasted food that you will tolerate and keep food waste at or below the amount.


A restaurant owner behind the counter on the laptop sets business goals with an employee who works alongside her

If you have established criteria, you can easily assess your progress. You must propose a quantitative or qualitative measurement for each objective. Below are examples of goals that are measurable.

  • This year, a $ 80,000 increase in sales, a 50% increase on social media, and a 20% decrease in food waste are quantitative ways to measure your progress.
  • An example of a qualitative goal could be promoting a more hospitable service. You can include several quantifiable and qualitative factors to measure this goal: each server has to say an initial phrase that emanates a hospitable energy, the servers must know the menu well, and the search engines follow a certain label when leaving the food and cleaning the tables.


Your goal should be one that pushes you and your staff, but is realistic and achievable. Below are tips for creating achievable goals.

  • If you currently generate $ 15,000 in sales per week, a goal of $ 30,000 in the first week of the year may be unrealistic.
  • In general, try to start with goals of small incremental increments to avoid getting overwhelmed.
  • Achievable goals are also those that can be done regarding your restaurant's current financial situation. For example, if one of your goals is to do major repairs or renovations, Zimmerman suggests waiting until revenue at your restaurant is higher than it is low.


The hands of a waitress hold a restaurant tablet with an orange box with the customer sitting in the background.

This quality refers to how relevant and appropriate the objective is. Do you address the current needs of your restaurant and stick to your brand? Does it apply to the current socioeconomic situation? Is it relevant to your demographic goal?

  • For example, if your goal is to increase engagement on social media, but your restaurant's demographic uses Instagram more than Twitter, it's a good idea to focus more of your energy on Instagram.
  • Or if you are aiming to redecorate your restaurant, make sure it still adheres to your current brand.
  • If recent competition has just entered the neighborhood, it's a good idea to spend much of your time on efforts to continue attracting customers and staying relevant: incorporate the latest technology, Like a more efficient POS system, working diet trends on your menu (gluten free, dairy free), offer special offers or organize events to keep attracting guests to your restaurant.

Limited in time

Your goals should have a timeline to avoid procrastination and create a sense of urgency. However, these deadlines should be feasible. Setting milestones or steps to achieve your goal makes the process more manageable.

Maintain your business from restaurants prosperous is no easy task. "I find that if I am not constantly present or practical in most situations, my goals are not achieved," says Rozsas. Owners of restaurants that they stay in the moment, are attentive to the needs of their restaurants and take a constant and active stance to improve their business. "[Achieving goals] is always challenging, but your restaurant will have a much harder time succeeding without goals set," recalls Zimmerman.

I am a dreamer and in my dreams I believe that a better world is possible, that no one knows more than anyone, we all learn from everyone. I love gastronomy, numbers, teaching and sharing all the little I know, because by sharing I also learn. "Let's all go together from foundation to success"
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