Establishing a Mission Statement for your Restaurant

 In 1. David Scott Peters, Leadership, Marketing, Operations, Training

By David Scott Peters

Want your restaurant to be successful? Establish a mission statement and set goals for yourself. Having a vision for your restaurant is essential to running your business well.

Where do you start? Ask yourself what were your dreams when you opened your restaurant? Did you have a clear vision? Do you know where your company is headed? What drives you to offer the kind of food and service that you do? These are imporant questions to ponder as you create your restaurant’s mission, vision and core values.

For me, I have always had a mission for my company but it has been something that has lived inside my head. I knew what I envisioned for my company and what values directed my decision making, but I didn’t have it backed up in writing.

You see, a company’s mission is the statement of how you operate your business. It’s the who, what, when, where and why of your business. Who you serve, what you do and what principles you operate by, when it’s all done, where it’s all done and why you do it. It’s a great statement to refer to on a daily basis to remind yourself of why you opened your restaurant and what your dream was.

Your vision is what you aspire to achieve. Maybe you own one unit now, but you aspire to operate many units. Or maybe you seat 25 in your dining room now and one day you hope to offer banquet service. Where do you want to take your business in the future? How do you want to be known? This is your vision.

Your core values are the principles that direct you in every decision you make, from glassware choices to employee pay and in every interaction with your customers. These are what you live by, the reputation you want for your business.

When developing your mission, it’s important that you capture what’s in your head and share it with the people who help you succeed each day including your employees, your customers and your vendors. Doing this will help assure you are living your dream while growing and planning for your restaurant’s future.

For more specifics on developing mission and vision statements, as well as your core values, listen to the coaching call on the Member site from October 2009. The call features Linda Peters-Getchell, as she takes you through the process of developing your business’ directional statements.

David Scott Peters is a restaurant expert, speaker and founder of He specializes in teaching independent restaurant owners how to use systems for increased sales and increased profits. He is the nationally acclaimed restaurant coach whose unique “SMART Systems” approach to boosting profits has earned him the title of, “The man who can walk into any restaurant in America and find $10,000 in undiscovered cash before he hits the back door – Guaranteed!” Learn more tips, tricks and secrets in David’s free weekly e-newsletter, “Instant Action Systems.” Simply sign up to receive the e-newsletter at

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