The stories are far too common – the slick new restaurant that is firing on all cylinders, great reviews, lines of customers, the coveted reservation when they are hard to come by the places that revitalize a community that was once in decline. These are the restaurants that make the headlines. Everyone seems to want to be part of the excitement and even the strongest critics are hoping to find themselves sharing the moment with a dynamic chef or a sexy operation. Then one day, it ends. The lines have disappeared, the once star quality chef has left, the menu seems stale, and the reviews turn from positive to dreadful. Then one morning you walk past a building void of excitement, chairs turned over on tabletops, dusty windows, and a for sale sign on the front door. Oh, how often this occurs.

And then on occasion, in nearly every city and town, there sits an exception to the rule. A restaurant that defies the rule of decay; a restaurant that lives on from generation to generation. The lines are always there; in fact, those lines might be second or third generation followers. Ironically, contrary to business logic, they might never change the menu or the décor, they are comfortable with what works and never leery of predictability. Why do these restaurants carry on even though they ignore what all the experts believe?

The flash in the pan, hottest new concept, most interesting and daring new trend almost always plays second fiddle to the forever operation that defies gravity. As much as I love trying out what is new, admiring the creativity of the rising star chef, and relish the excitement of beautifully designed concepts, I almost always add a forever restaurant to my dining list. Whether on a trip or simply making a reservation at home, I am always intrigued by what works and my interest in finding out WHY.

Consumers known as INNOVATORS make up a very small percentage of diners. Less than 3% of diners are driven by the next exciting thing. They quickly jump at a new concept, an up-and-coming chef, a cool looking operation. They thrive on being among the first. They are also very quick to jump ship when the next NEW THING enters the race.  Most LATE ADOPTERS and EARLY MAJORITY diners are willing to wait until a concept is proven and consistent. Once proven and they become customers, they find their comfort zone as loyalists.  THIS IS THE MARKET THAN EVERY RESTAURATEUR SEEKS OR AT LEAST SHOULD SEEK. This is well over 50% of the marketplace.

So, what are these diners looking for? What sets the stage for a FOREVER RESTAURANT? This is what I have observed:

[]       PERSONALITY

Every great, forever restaurant that I have patronized has defined and maintains its personality. Typically, this involves a person or a few persons who represent what the operation is all about. These are the conductors of the EXPERIENCE ORCHESTRA. You have seen it; you have felt it – that feeling that you have just entered someone’s home and are as welcome as if you were family. In decades past, it was the restaurateur or host who defined the story of the restaurant. You make a reservation so that you can shake their hand and feel the warmth of their smile. They are absolutely thrilled that you are there. If they can’t be there, then there are certain, well-established staff members who are not only trained but also brought into the family fold as representatives. A restaurant without a personality will find it difficult to maintain a level of success that seems timeless.

[]       TRUST

Loyal customers for life are convinced that no matter the day or night, time of year, level of busyness, or operational challenges, a forever restaurant will always deliver at the same level of excellence that brought them back the first time. They trust that their favorite menu item will never disappoint, trust that the friendly service will always be present, and trust that if they are bringing a new guest to the operation, they will be made to feel like a hero. Nothing contrived, always honest delivery, because it is in the restaurant’s DNA.

[]       FLAVOR

What the new “flash in the pan” restaurant markets are new exciting flavors. From the forever restaurant, a guest knows that the flavor profile delivered, will always be delivered. They understand, in their bones, that FLAVOR is all about TASTE, SMELL, TEXTURE, SOUND, FRESH LOOKING PLATES OF FOOD, and an environment where CONTEXT (an experience focused operation) are the prices of admission.

[]       HOSPITALITY

Simply put, the forever restaurant believes that the only answer to a guest request is YES. They know that being WELCOMING is the reason they are in business, and that treating every customer as if they were the most important person in that moment is ESSENTIAL.

[]       VALUE

Finally, the forever restaurant has a deep understanding that no matter what they charge, no matter how much they invest in ambience, no matter what the menu, the dining guest must walk away feeling that the experience was worth it. Before they ever entertain any change, the IS IT WORTH IT question is brought into the conversation.

These are not difficult things to understand, but they do require commitment, training, and understanding to reach a level of consistent implementation that allows a restaurant to live on.

Food for thought.

PLAN BETTER – TRAIN HARDER

www.harvestamericacues.com – BLOG

Check out my author page at: https://paulsorgulebooks.com