Know Your WHY: Your First Step in Opening a Restaurant or Bar

Many people ask me how to start a restaurant or bar business. While this is always a non-trivial question, I often suggest starting somewhere unexpected. Before thinking about menus, concepts, or decor, start with answering one essential question: Why do you want to open a restaurant?

Why Is Your “Why” So Important?

The restaurant business is notorious for being unforgiving. Statistics show that over 75% of new restaurants do not survive their first year. This daunting reality underscores the importance of having a powerful and clear motivation. Let’s explore why understanding your “why” is a cornerstone of success:

1. Resilience in Tough Times: The restaurant industry is filled with challenges, from unpredictable cash flow to long hours and high-pressure situations. On top of that, you’ll often work with a team that may include inexperienced staff like students, part-time workers, or newly trained cooks. It takes extraordinary patience and organizational skills to keep everything running smoothly. When things go wrong—and they will—your “why” will be your anchor. It’ll remind you of your purpose and keep you from throwing in the towel when the drama feels overwhelming.
2. Handling Feedback with Grace: Unpleasant feedback is part of the job. Guests may provide constructive criticism that helps you grow, but sometimes, the remarks can feel downright insulting. Knowing your “why” allows you to maintain your composure and address feedback with dignity, whether it’s actionable or purely emotional. It helps you focus on improving rather than reacting.
3. Guiding Decision-Making: From menu planning to hiring and even crisis management, your “why” becomes a guiding principle. It helps you navigate hard decisions, whether it’s closing your restaurant, changing locations, or reimagining your concept.

An Example from My Journey

Over five years ago, I started a restaurant project that combined two things I was deeply passionate about: plant-based eating and natural wines made without added sulphites. These weren’t just trends; they were a reflection of my personal values and lifestyle.

I believed — and still believe — that promoting plant-based food and artisanal wines is not only better for guests but also beneficial for society and the planet. This conviction became my “why,” and it fueled me through every challenge.

• Adapting Through Challenges: My team and I navigated the COVID-19 pandemic, moving the venue four times to better accommodate our guests.
• Impact: We served hundreds of thousands of vegan meals and supported dozens of small, artisanal winemakers.
• A Tough Goodbye: Despite making the difficult decision to close due to macroeconomic realities, I take immense pride in the journey. Those years were filled with purpose and left a positive mark on our community.

This powerful “why” didn’t just inspire me—it created a shared vision for my team and my guests, building a legacy I’m proud of.

How to Find Your “Why”

Here are some tips and questions to help you uncover your “why”:

1. Reflect on Your Passion:
   • What excites you about food, drinks, or hospitality?
   • Do you have a personal connection to a specific cuisine or dining experience?
2. Consider Your Values:
   • Are there ethical or social principles you want to reflect in your business?
   • Examples: sustainability, supporting local farmers, or creating inclusive dining spaces.
3. Identify Your Goals:
   • Is your goal to share your culture, introduce a unique concept, or simply bring joy to people through food?
4. Think About Legacy:
   • How do you want your restaurant or bar to be remembered?
   • What impact do you hope to make on your community, industry, or team?

Practical Examples of Powerful “Why” Statements

• “To bring the vibrant flavors of Oaxaca to my local community while supporting sustainable farming.”
• “To create a bar where people can relax and connect, inspired by my travels in Spain.”
• “To redefine fast food by offering healthy, plant-based options that are both accessible and delicious.”
• “To honor my grandmother’s recipes and keep our family’s culinary traditions alive.”

These “why” statements go beyond profit—they’re rooted in purpose, which will sustain you when challenges arise.

Tips for Staying Motivated

1. Document Your Why: Write it down and place it somewhere visible. Whether it’s a framed statement in your office or a journal entry, seeing it often will keep you grounded.
2. Share It with Your Team: Communicate your “why” to your staff. When everyone understands the purpose behind the business, they’re more likely to align with your vision.
3. Celebrate Small Wins: Running a restaurant can be overwhelming, but celebrating milestones—like a glowing review or a successful event—can reinforce your “why.”
4. Revisit and Refine: As your business grows, your “why” may evolve. Take time to reflect and adjust as needed.

Final Thoughts: Why Do You Want to Open a Restaurant?

A powerful “why” is the foundation of a successful restaurant or bar. It provides motivation, resilience, and clarity, guiding you through the ups and downs of the industry.

If you’ve identified your “why” and are ready to take the next steps, I’d love to help. Whether it’s sharing advice, discussing ideas, or simply being here to listen, feel free to contact me.

Your dream of opening a restaurant or bar is possible — start with your “why,” and let the journey begin.