Although cooking as a profession may seem like a simple task, the science behind the gastronomic industry is a little more complex. In the gastronomic world, success is not achieved only with exquisite recipes, but with a precise combination of strategy, passion and vision. In this blog I will share the secrets behind a winning business plan for a gastronomic project, compiled in my professional career and in the experiences developed as Food and Beverage Manager for EM HOTELS.
1. The concept is (almost) everything
In the gastronomic industry, as in almost any other, the story a brand tells is everything. In Colombia alone there are around 200,000 registered restaurants, of all types and for all audiences. It is not surprising then to hear that only 40% of restaurants make it through their first year in operation. How can you compete in a panorama like this?
The strategy starts from finding a concept that helps you define your identity, that is, what makes you unique in the market and allows you to stand out from your competition.
Having a clear concept and being faithful to it is key to maintaining co-management and consistency in all aspects of your business, from the menu and decoration to the customer experience.
A concept also facilitates the development of effective marketing strategies by allowing you to define and know your target audience in depth. Even if a concept is strong and even though it sounds contradictory, it will allow you to be flexible and innovate to adapt to market changes.
2. The client always has the key
When we talk about the target audience (the people to whom you direct your product or service), we must understand it as if it were a love story that goes from the moment in which, based on your concept, you find that person who has everything that you are looking for and you must marry her, whatever the cost. But you don't get to marriage without knowing the person and building customer loyalty either.
Spend time researching the preferences, needs and expectations of your ideal client. Who is it? What worries you? What moves you? What are you looking for in a culinary experience?
Use these insights to personalize your offer and create genuine connections. Little by little you will understand what you perceive as quality and how to generate value from that.
It is important to mention that the perceived value does not only have to do with exclusivity, recognition or awards, there are other aspects - not always considered, I must say - such as the empathy of the staff, the guarantee of optimal working conditions or the sustainable origin of inputs.
3. Tell your story
You are clear about what you are looking for (concept), you found a person who has it all (ideal client), the time has come to ask them out on a date and eventually the questions arise: What am I going to wear? What am I going to talk to him about? That's the menu. This is where you tell your story.
You must work hand in hand with talented chefs to design a selection of dishes that is coherent with your concept, speaks of who you are and has the ability to awaken emotions and delight palates. It is very important to consider aspects such as sustainability and various dietary preferences and restrictions at the time of design, all of which feel economically viable and commercially valid.
Strategically design an offering that the kitchen team can consistently execute well so that quality standards in preparation and presentation are maintained.
Avoid options that are too complex, that require techniques that your team does not handle or temporary ingredients that will disappear several months of the year, instead create dishes that share ingredients, preparations or cooking techniques.
Finally, the menu is your most important marketing tool, use it to add value to your proposal and tell diners about artisanal or special research, to help them easily identify a vegan preparation or to highlight "favorites".
4. Good things repeat themselves
Gastronomic excellence goes beyond food; It's about creating a complete experience for your customers. From the service to the atmosphere of the place, every detail counts. Invite your guests to immerse themselves in a world of flavors and sanctions, where each visit becomes an unforgettable memory.
We will all agree that exceptional service is key in this industry, so much so that it currently does not constitute a competitive or differential advantage. Good service is a market requirement.
To go the extra mile, invest in the training and development of your team from the beginning. A well-trained and motivated staff is crucial to ensuring an excellent customer experience. Genuine and attentive interactions help build a relationship of trust and allow the server to identify opportunities to offer a more personalized service and anticipate requests in a natural and non-intrusive way, achieving cross-selling and up-selling, and consequently increasing sales. .
5. What is not measured is not controlled
A solid business plan is based on clear and achievable goals. Define specific and relevant objectives for your gastronomic project that guide growth and ensure long-term success. Whether it is increasing revenue, expanding to new locations or receiving industry recognition, you must monitor the progress of the plan to make informed decisions and improve performance in any aspect.
As part of this process, it is helpful to foster a culture of continuous feedback within your team. Listen to your collaborators, since they are the ones who can provide valuable insights about the client and their consumption trends, which will help you adjust strategies effectively.
Once your collaborators understand how long a service lasts on average, the importance of average tickets, or what a point of contact in the service is, they will be key to maximizing sales and contributing to growth from the operation.
Always keep in mind that a business plan should not be static; It must evolve along with the environment and circumstances of your project or business.
6. Become obsessed with the budget!
Success in the culinary world requires careful financial management. Create a detailed budget that reflects your operating costs, from ingredients to staff. Look for creative ways to maximize your resources and minimize waste, without compromising the quality of your products.
Using standardized recipes to ensure that each dish is prepared the same way, for example, is a key to cost control, but I often see colleagues fail to implement the use of scales and other measuring equipment to ensure that the process is correct. do fully.
Vacuum packaging also helps with the longevity and order of much of the food inventory, however we do not add vacuum packaging or the man hours required for this process into the cost structure.
The adoption of modern technologies and efficient management practices can provide the necessary tools to maintain constant supervision and make strategic adjustments in real time, thus guaranteeing the financial health of the business, so it is a good idea to consider investing in means of control (technological or physical of all resources such as inventory systems). Implementing sustainable practices in the selection of ingredients, enriching economic relationships with suppliers, waste management and energy consumption can be seen as an expense for many, but a well-thought-out plan also optimizes these elements that in the long run can be a drag on the company's profit. local if they are not taken into account.
7. He who does not show does not sell
Use social networks, local events and strategic collaborations to publicize your project and attract new clients. Cultivate strong relationships with media and food influencers to amplify your reach and generate buzz around your culinary offering.
In the world of gastronomy, success is not only a matter of culinary skill, but also of business strategy and emotional connection with customers. Every detail, from the unique concept to the financial management of a gastronomic project.
At EM HOTELS, we are committed to excellence in every bite and every experience. I hope these tips are of great help and inspire you to successfully carry out that project you have in mind.
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