Ahh…the mission statement. Every marketer insists that a company have a clear mission statement that is designed to give direction to a company and clearly articulate to the customer and employee, what the company stands for. Like so many strategic plans – this sounds good, but too often once developed, the statement only succeeds in collecting dust on a shelf. Yes, a mission is not only important – it is essential, yet it only finds relevance if it does drive decisions and reflect what the business believes in and practices.

The mission statement should not be a long, wordy, non-specific, piece of flowery prose or bullet outline of some lofty goals that are too far out of reach. The statement should be succinct, focused, inspiring, challenging, and most importantly something that everyone buys into and intends to live. When properly developed and integrated into your operation, the mission statement will impact who you hire, how you train, the products you develop and sell, the way you lead and manage, how employees interact, the way that guests are approached, and how the world perceives you (the business) to be. Now, that’s a tall order, but unless a mission can do this than the process of developing it is an exercise in futility.

“A good mission statement is effective in acting as a guiding light for the way in which a company conducts itself. This means that the statement should become a key part of your company and corporate culture to make sure everyone is aiming for the same goals. It will help employees understand the value of what they do.”

• Cecilia Lazzaro Blasbalg – Business Strategies – July 2023

When a business has a clear mission and it is practiced consistently, you can experience it instantly as a guest or employee. It is evident in everything that employees do and how they interact with others. In a restaurant, it is evident in the atmosphere of the operation, how well everything is maintained, the presentation of food on the plate, the aromas and flavors of the dining experience, the commitment of staff members, and the reputation of the operation in the community.

Restaurants with a clear, “bought into” mission statement are successful. Their reservation book is full, their staff members have no need to look elsewhere for employment, the best potential staff members are lined up seeking positions, vendors are committed to providing the best ingredients, kitchens run smoothly, service staff are on their game, guests tell their friends about the “must visit” restaurant in town, and the operation is on a path to profitability. These are the restaurants we hear about, the ones that the media writes about, the ones that develop the next generation of focused entrepreneurs, and the operations that others hope to emulate. The mission statement is THAT IMPORTANT!

WHAT ARE THE KEY ELEMENTS TO A MISSION STATEMENT:

[]       What do you believe in?

Whatever your stakes in the ground, make sure the mission statement defines them or infers that they are critical to your existence (the type of ingredients you use, their source, the way you approach cooking, your level of commitment to service, how you treat your staff, your responsibility to the planet, etc.)

[]       Why does your restaurant even exist?

Is it strictly a transactional business (product or service for money) or/and are there important altruistic reasons for the restaurant to exist (bring the community together, teach and train, represent local growers and producers, etc.)

[]       What do you want to accomplish?

Measurable goals may not be part of the mission statement, but the mission should position the operation to do so.

[]       How are you different or special?

Promote your differentiated product or service without making it a competitive statement but note that you intend to own a position. It was AVIS Rent-A-Car that stated: “We don’t want to be the biggest, just the best.” Ford Motor Company proclaimed: “Quality is Job #1.” In both cases they were positioning themselves as “different” than the bigger competitors.

[]       Keep it succinct and focused – make it easy to remember.

The shorter, the better. If you can get your inspired mission across with very few words, then it is more likely that staff and customers will remember it and “buy-in”. TED Talks did it very well with their mission: “Spread Ideas,” and Chipotle with: “Food with Integrity. Real Ingredients, real purpose, real flavor.”

[]       Show it everywhere – make it critical to your culture.

Make your mission statement “live” everywhere in the business: your website, social media, newsletters, emails, business cards, on the wall of your employee dining area, in your employee manual, on your business checks, prominent on your menu, and in your advertising. When it is ever-present, the mission will become an essential part of your business culture. It will be who you are.

[]       It must be the reference for your decision making.

Make sure that when decisions are made, especially those of any real consequence, you reference your mission statement. “Is this decision in line with our mission?”

The mission can, if done correctly, inspire others to join your cause and represent you well. When you live up to it, it will become the essence of your business.

MICROSOFT:

“To empower every person and every organization on the planet to achieve more.”

CULVER:

“That every guest who chooses Culvers – leaves happy.”

THE FRENCH LAUNDRY:

“Create lasting memories for every guest through the finest ingredients, the best service, and an unparalleled experience.”

APPLE:

“To bring the best user experience to its customers through its innovative hardware, software, and services.”

HARLEY DAVIDSON:

“More than building machines, we stand for the timeless pursuit of adventure. Freedom for the soul.”

RITZ CARLTON:

“We are ladies and gentlemen, serving ladies and gentlemen.”

UNION SQUARE HOSPITALITY (Danny Meyer’s Restaurant Group):

“To enrich lives through Enlightened Hospitality.”

DINEX GROUP (Daniel Boulud’s Restaurant Group):

“Provide amazing experiences for its guests and team members.”

PEET’S COFFEE:

“To help people fall in love with great coffee.”

The right mission statement can help to drive raving fans, dedicated employees, and profitable businesses. Choose wisely.

PLAN BETTER – TRAIN HARDER

Harvest America Ventures, LLC

Restaurant Consulting

www.harvestamericacues.com  BLOG

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