by Richard Moriarty

Everyone has heard a story about an entrepreneur who started a restaurant on a shoestring budget, no business experience, and a "sure-fire" concept that was bound to be successful. One day this larger-than-life visionary walked by an empty building and said, "That's where my 'Gobblers and Giblets' is gonna be, all right." And, sure enough, the place opened and was an overnight success. Our hero is now rolling in dough, drives two BMWs and owns three mansions. Has lots of fun, too… just like that.

Well, maybe a few of those stories are true. I call such people "naturals." They really do have a knack for knowing what will work and what won't. Unfortunately, there are very few naturals around. Chances are good that you're not one of them; I know I'm not.

What makes our country great is that everyone gets to try doing things his or her own way. After all, this is the land of the free. It's also the home of the brave, and just starting a restaurant takes courage. In today's marketplace, only the smartest survive. Competition is fierce and many restaurants close during their first year of business. It makes sense, therefore, to do everything possible to ensure that your efforts will be rewarded.

If you are thinking of opening your own restaurant, here are four tips that will improve your chances of success.

First, learn all you can about your potential customers. A demographic study of the area where you plan to build your restaurant will tell you everything about the people who might patronize your establishment except their names. A feasibility study will give you even more information, including whether or not your concept is a good one for the location. These business tools cost money, but they are worth it. Once you know who your potential customers are, then you can see if their income, lifestyle, tastes and culture are a match for the menu you have in mind. If you want to serve lobster dinners and most of your potential customers prefer hamburgers, you will have a tough go of it.

Second, plan the menu that you envision best fits your concept and your future clientele. Now that you know all there is to know about your customers, you are in a position to create a menu that will please them. Customer satisfaction is your best guarantee of success.

Third, study everything you can about planning and outfitting a restaurant. If you don't understand this part of the business, hire a consultant who does. To be successful, you will need to build a restaurant that has the right equipment to produce your menu and the right appearance to attract the customers that you now know everything about.

Fourth, build an employee team that is dedicated to service. Whether you have two people or 100 people working for you, they must be customer-oriented. I am convinced that the most successful restaurants in the 21st century will be those that win customer loyalty. Many establishments serve good food; few of them treat their customers the way they want to be treated.

Sure, there are a few overnight triumphs, but an even greater number of first year failures. There is no sure way to guarantee that your restaurant will be successful. There are many parts of the puzzle and I have only given an outline for a beginning look at the process. But planning for success is the surest way I know of to succeed.

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About the author: Richard Moriarty is a graduate of the Culinary Institute of America and teaches professional chef training classes at the Center for Culinary Arts in Cromwell, CT. He is a food columnist and a restaurant consultant specializing in kitchen design. Chef Moriarty also offers personalized cooking classes in the privacy of clients' homes. Chef Moriarty can be reached online at remoriarty@snet.net.

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