Discover what can't be missing from your plan — from pricing to the digital menu
The idea of opening a restaurant usually arises from a love of cooking or the desire to take advantage of a business opportunity following the public's appetites. It's a good start, but entrepreneurs also need a dose of preparation for the new business to be successful.
The biggest challenges for those who open a restaurant are knowing how to calculate costs, price dishes correctly and learn how to sell well, say the experts who participated in the live “How to undertake and manage a business successfully” at iFood Entrepreneurship Week.
In this conversation, four food entrepreneurs talked about how to prepare to open a business in the area: Daniela Rodrigues, from Old Man Sandwich, Pedro Valsassina, from the Pão com Carne burger restaurant, Marcelo Marani, from the A Francesinha pizzeria and sales coach, and Renata Cruz, from Rê Cruz To Go.
Check out the tips they gave below for those who want to open a restaurant – with a dining room or for delivery or with both operating models.
Learn the basics of finance
Anyone who likes cooking is generally not a big fan of spreadsheets and numbers. Even so, you need to learn the basics of finance to be able to plan the new business well. “If you don’t have skills with numbers, look for someone who understands this area. But it is also important to know the principles to be able to coordinate the financial part”, points out Renata.
Don't pull the price down
Even those who start a business at home need to include, in their pricing product, rent, gas and labor expenses. After all, when the time comes to have a physical location, it will be difficult to convince consumers to pay more for the same food. “Many people arrive at an illusory cost. Even opening at home, it is important to charge the correct amount”, says Pedro.
Use the competition as a model
To get an idea of what makes a restaurant successful, research your best competitors to understand what they do well – and evaluate how you can compete. “Understanding what others do well helps entrepreneurs shape their business”, explains Marcelo.
Find the balance point
Do you know how many meals you need to sell for the company's costs to pay for themselves? Keeping this number in mind is essential to devise sales strategies to reach this goal and earn enough to keep the business running and save a surplus. “If you need to sell a thousand hamburgers in a city of seven thousand inhabitants, the business is unviable”, warns Pedro.
Don't rely on personal expenses
At the business plan, do not set the goal of covering your personal expenses. “It’s wrong to try to fit your expenses into the business. In the first year of my pizzeria, I didn’t take out money, I just put it in”, says Marcelo. “I always took my payment only as pro-labore”, adds Daniela. “Even when there is surplus, you need to save it for equipment maintenance and other expenses.”
Take care of the digital menu
O digital menu It is the biggest reference for those who do not have a physical location. Therefore, choose a dish to be the flagship dish for delivery and invest in good photos and descriptions to leave the public’s mouth watering. “Social networks are an important showcase for those just starting out,” says Daniela.
Rate whether you like people
A hospitality business is powered by people, so you have to like people. “If you don’t take care of the team, the team won’t take care of the customer either,” says Renata. Pedro points out the importance of enjoying developing people. “Whoever works for you also has dreams. Value those who are on your side and help employees grow not only financially, but also personally.”
Make friends in the middle
Changing the spirit of competition for collaboration is the channel for making friends among entrepreneurs in the area. This is important, for example, to share problem resolutions or form a purchasing group to negotiate better prices. “These friendships improve the ecosystem as a whole”, says Marcelo.
