The DSSC Wordsmiths Series brings to you the thoughts of some of our amazing members as they share their opinion, sentiment, perspective on food, tipples, the city and life.
“…so what do you do?”
“Well I’m working on a restaurant concept. It’ll be a one of a kind (insert #multicuisine, #molecular, etc) dining experience”
I have a deep attachment towards Delhi’s entrepreneurial landscape and I’ve seen it evolve over the last few years, especially F&B which is going through one of its most exciting phases. Delhi’s F&B space has been heating up and how! Boundaries are being pushed in terms of food, concepts and across dining experiences.
This boom means that you get to see a lot of great but also a lot of not-so-great concepts take form as everyone tries to cash in on the great Indian eating-out phenomenon. With the not-so-great concepts, I feel, restaurateurs-to-be haven’t explored beyond the superficial or given enough thought to their concept. With the rest, how they make themselves heard in this crowded market is vital.
As I elaborate on these two points, I’m going to focus on Delhi’s stand-alone casual dining scene since that is where I see things most heated right now (with a bonus life tip thrown in) and hopefully leave you with some food for thought.
Create not follow trends
Most great restaurateurs who have stood the test of time start first with their concept. Concept here includes not only the basic idea, but also the very fabric of how that trickles down to interiors, ambiance and food. That doesn’t necessarily mean glitz and fireworks but to simply be truthful about your offering. Think of your favourite restaurants across the city and you will see that though greatly different from one another, the essence of who they are is seamlessly integrated across all aspects of their communication and your experience. This holds true irrespective of whether you’re looking at a bar concept, a live events’ venue, or even a unique gastronomical concept.
Great concepts are not only at the core of scalability but almost always slightly ahead of the market (but not by too much – that’s the trick). Read, research, debate and discuss, but make it your own.
But I’m a foodie (Side note: I really do hate that term)
Yes, having eaten all over the world at the trendiest places is great but the business of ‘restaurateuring’ (Yes, I know it’s not a word) is a whole other ball game. Apart from bandwidth issues, you can’t possibly be a chef, investor, marketing manager all rolled into one if you don’t have relevant experience. I strongly recommend that you get some experience, no matter how limited, behind the scenes before you venture out on your own. There is a lot that goes in! (Not only is it great insight, but it is also an extremely humbling experience)
Be very clear about what you bring to the table and accordingly hire consultants and a core team who share an aligned vision for the restaurant.
seriouseats.com
The nature of the beast
This point does extend from the previous but is equally important. The nature of communication is in a constant state of evolution with a lot of it now shifting to online mediums and influencers. What was relevant yesterday might not be so much today. For e.g. Traditional mediums like print publications while still relevant and credible cater to a much older audience, while online platforms and mediums to a younger audience. Thus, Bloggers have become an important stakeholder and platforms like Snapchat have great potential in the times to come. Think of where your TG consumes their information and adapt accordingly. At the same time, many get consumed by the number of followers, and going ‘viral’ without focussing on content which should always be paramount. Remember, it is the stories you tell that help build a brand. It is better to have an intimate community of 1000 followers that ‘get’ you and appreciates your concept, than a million disconnected followers who are of no relevance apart from brag value.
It is tricky business having your ear to the ground constantly and keeping everyone happy but it is nonetheless an important exercise. I suggest professional help if it isn’t your area of expertise as that greatly helps align your communication dynamically across platforms and mediums.
Equally important is location++
Most people will emphasize location, location, location. While your catchment area is important, and definitely a factor that has made/broken many a concept, it needs to be accompanied with a broader understanding of markets and business. Location is not only a factor of your concept and TG, but also has repercussion on cash flows and working capital. On an average, you’ll have a fair idea of where you stand within the first three months but in an ideal scenario, try and ensure that you have saved up at least 6 months of operational expenses as customer acquisitions cost is a factor of multiple variables, and you will spend a lot of time tweaking and trying out various hypotheses as you go along. (As you should! – never be stagnant or comfortable with where you are.)
blouinartinfo.com
I own this city bitch
Just a parting thought. Some of greatest people that I’ve met from the industry have also been most humble about their work and their individual identities. The restaurant business sees long hours, constant iterations, and irritable customers, which requires consistency, passion and loads of luck and patience. But more importantly, at least in my opinion, is a sense of honesty and humility about your work. Beyond the glamour, hospitality is one of the most challenging businesses where you’re on call almost 24/7 which requires a well-oiled machinery and a passionate team at the heart of it.
Remember that every person you meet is a potential stakeholder in your success and be aware and grateful of their contribution to the same (great advice for life too!)
N.B. A caveat to this conversation. This article is only meant to give you something to think about and something to start with. For greater insight, depth and prolific writing, I strongly recommend Sourish Bhattacharya and Anoothi Vishal for your reading lists to start with. And of course, just as there is no Holy Grail or manual for life, there is no ONE recipe for going about things, even in the food business.
Having worked with a number of young brands starting up in the food industry, Arjun knows a thing or three about what works & what doesn’t in the space of brand building & communication. A lover of all things food, Japanese game shows and a relaxing swim, he’s one of the initial DSSC homeboys. Arjun is a partner at Beam & Words, a brand communication & strategy agency.
Cover image courtesy: savvymgt.com
