Since my new television show 24 Hour Restaurant Battle premiered about three weeks ago, I have quite a few people on Twitter and Facebook, as well as some customers and friends asking me the same thing:
"Is this really possible?"
It's on the Food Network if you haven't see it (or would like to). If you don't know about it, the basic gist of the show is pretty straight-forward: two teams each open a restaurant from scratch in just 24 hours, competing against each other to realize their dream -- opening their very own restaurant.
These contestants, or aspiring chefs and restaurateurs, are charged with developing a concept, executing it and everything that goes along with that: interior design, menu, budget, and of course, food. Each team is provided with help that they have to manage -- just like a real restaurateur.
Admittedly, it's pretty difficult.
The contestants don't stop for a moment, not even to sleep. It taps into every fiber of their creativity, tests their endurance, strains their relationships, and ultimately, teaches them a little bit about themselves.
In essence, the 24-hour development period is the race to the starting line -- when time is up, in come the customers, about 60-100 people having a full dinner in what was an empty hall only a day ago.
When it's all over, the winner gets ten grand in seed money for their own place, and somewhat more importantly, they get the bragging rights to say they did it. They opened their own restaurant.
So, now you know why I get the question... is it even possible??
I have to say that I have seen and experienced some amazing ideas and some failures during the filming. There was one constant: if you don't have a plan -- you fail.
When my team and I jump into opening mode for one of my restaurants, there are a few commandments we always keep in mind -- granted, I've never done it in 24 hours.
1) Know Who You Are...
Sounds easy enough, but I think it is one of the most difficult things for an aspiring restaurateur to stay cognizant of. First, you have to figure out who you are. Next, you have to figure out what your specialty is, and then ask yourself if it's worthy of being called a specialty. It requires truth with yourself and with your dreams. Those chocolate chip cookies you bake may be a hit around Christmas time -- are they special enough to sustain a business?
2) Your personal story is wonderful, but ask yourself: Does it make for a good business model?
Everyone thinks that they have a great story and that the story can bring people in the door. But, a business needs to function on its own and be self-reliant. The story is the starting point. The execution of the story should be the goal.
3) If you think it's easy... it's not!
Opening a restaurant is a wildly stressful experience... you don't sleep much, you are overwhelmed with work and it takes a huge emotional toll. If you're doing this for an ego boost or a glamour job, invest in a restaurant... don't run one.
4) Be a Coach
With the challenges and the strain, you must act as a coach and mentor to your staff during and after the opening. Between the contractors, designers, building the inventory, and all the other money flying out the window, you as the owner have to be the face of the restaurant. During the opening, you have to be the stable factor in the chaotic environment. You keep the team motivated, help streamline their ideas. Let them offer their know-how, it will make things easier for everyone.
And just maybe, the hard work pays off and the stars align just a little bit. You develop some original and delicious items for the menu. You come up with a great name that speaks to who you are. You pick out the right chairs, steak knives, candle holders. You figure out just how you're going to fold the napkin. You find a staff that shares a sense of hospitality not unlike your own. You open the doors.
Unfortunately there is nothing one can do to ensure success. But... you can help ensure the customer's experience. After all, its really ultimately all about them. If the customer is happy, it doesn't matter if you opened in 24 hours or 24 months... you'll be on the right path.