Restaurant Mission Statement

Whether you’re opening a new restaurant, updating your website, or giving your promotional materials a facelift, it’s important to include a restaurant mission statement. Your restaurant is an extension of yourself and the values that you live by, and communicating that to your guests can help them understand your restaurant and turn them into loyal, repeat customers which you can then input into in your restaurant point of sale

How to master your restaurant mission and vision statements

Before you get started, take time to brainstorm what your restaurant means to you. Why did you open it? What beliefs impact your decision making?

Next, research how other restaurants communicate their mission and vision. You’ll see that some restaurants have long stories, while some are short and concise sentences. As you write yours, write a statement that reflects you and stays true to your restaurant’s branding.

For restaurants, having strong value, vision, mission and culture statements is essential for ensuring strong business integrity. But first, do you understand what it truly means to have a restaurant mission statement? 

Read on to learn the difference between these four core statements, plus how you can master the art of restaurant mission statements that stand out.

Here are the 4 types of statements you should create before opening your restaurant

1. Value Statement

Your values define the decisions you make and the people whom you work with. For that reason, your value statement should be defined before moving onto any other statement or idea.

When getting started on your value statement, it might help to list out a few of your competitive traits. What sets you apart? Why should people buy from you?

Try not to explain what your restaurant does or what you’re planning for the future in this statement, as that will be explored in your vision and mission. Instead, your value statement should be a succinct, powerful explanation of what your company believes in.

2. Vision Statement

Once you’ve defined your value statement, you can move onto your vision statement. Your vision is all about why your restaurant concept matters, and how it can influence people and the larger community around it.

One way to hone in on your vision statement is to think about it as the “what” portion of your restaurant’s goals. What are you aspiring to do? How does this vision set you apart from your competitors? It might help to think back to your original motivations for opening the restaurant. Think about what you imagined for your concept, and what that might mean to other people.

Restaurant Mission Statement

3. Mission Statement

If your vision statement is the how behind your restaurant, then your mission is the what. Essentially, your mission details how you’re going to make your goals and dreams a reality.

Perhaps your vision is to bring authentic French food to rural Ohio – but your mission details how you’ll achieve that vision through affordable prices and a traveling food truck.

Mission statements for a restaurant can span a few sentences, but they are usually short and sweet. In fact, some of the most famous restaurant mission statements are just a few words.

The best restaurant mission statements cater to the desires of the audience, yet are honest about what the restaurant is trying to accomplish.

4. Culture Statement

It might seem challenging to differentiate a culture statement from a mission statement. However, it’s easy to think about if you consider your mission statement as an external force and your culture statement as an internal force.

After all, your culture is something that’s purely internal, and it determines how people interact with customers, what employees value, and what your workforce stands for. That being said, your culture statement should reflect all of these things.

Think about it this way: sushi restaurant mission statements might actually look similar to mission statements for Mexican restaurants. However, chances are these restaurants have highly different cultures if you were to look behind the scenes.

Get started with our Restaurant Mission Statement Generator.

Now that you know what you are creating, you have to get inspired. 

From an upscale cocktail lounge to a burger and fries dive, there are many different personalities your new restaurant or bar can assume. Defining your mission statement is an important way that you can attract the right customers and reinforce your goals, which can set you up for long-term success.

How to write a restaurant mission statement you’re proud to share with the world.

restaurant server doing sidework

1. Get Inspired by Competition

When looking for examples of good restaurant mission statements, keep your eye out for companies that share a mission close to yours.

Next, you might also draw inspiration from famous restaurant mission statements. Since famous restaurants are clearly successful, there might be something special hiding in their mission statement that supports and drives the company forward.

2. Look to Your Idols

To find a successful example of mission and vision statements of a restaurant or bar, you might start by looking at establishments you admire. These can be either local or global restaurants, and it doesn’t matter what type of drinks or food they serve.

The most important thing is that when you start looking into other restaurant and bar mission statement examples, you take note of the things you like. Perhaps its the length you’re a fan of, or maybe you wish to emulate the same language. Being specific in this research will help you create a mission that’s both inspired and intentional.

3. Consider Your Customers

Your guests’ needs are another important aspect to keep in mind when crafting your bar mission statement. What sub-populations exist within your community? What local bars already serve those groups – and where is there an opportunity for growth? For example, let’s say you live near a military base. To attract these customers and serve them well, you might look at examples of restaurant mission statements for catering to military communities. What do people value in their lives and in the establishments they spend money on? How can a mission statement connect to those values to create an emotional response?

Whether it’s military families, college students or retired seniors, your bar mission statement should reflect the desires of the people you’re trying to attract.

mission statement generator

Your restaurant mission statement is how you express yourself to the world. But creating the best mission statement is easier said than done. Until now. Use this template to build your mission statement easily.

Get The Mission Statement Generator

4. Keep it Fresh and Unique

When you’re tempted to copy a restaurant mission statement sample from the internet, try to resist. You don’t want to give an impression that your restaurant is just like everyone else as soon as it opens, do you? Because if you do give off this vibe, people won’t really have any incentive to come to your bar.

Plus, the best restaurant mission statements take a stand on something fresh and unique. They get people thinking beyond food to consider culture, ideas and people. So instead of following in someone else’s footsteps, craft your mission around what it is you’re trying to do, and why that’s something customers should buy into.


Here are 10 restaurant mission and vision statements to get the wheels turning.

Restaurant server tips tipping Coffee in a tall glass


1. Root Down • Denver, CO

Root Down aims to connect the neighborhood to a dining experience in the same way ingredients are connected to food.

2. Gracie’s  • Providence, RI

At Gracie’s, our mission is simple: enhance and educate the palate with the freshest ingredients and flavors, while surprising and exciting each guest with personal care and service.

3. Founding Farmers •  DC, MD, VA, PA

For us, sustainability is not a lofty idea but a fundamental, and necessary, endeavor. Our concept is about the food and drink of course, but it’s also about our team, our facilities, our practices, and the hundreds of decisions we make each day that affect the world around us. We believe it’s about finding a balance, which allows us to sustain our quest of making quality, accessible food, while also giving back to our community and the environment.

4. The Perennial • San Francisco, CA

Eating is an agricultural act and The Perennial is part of a larger movement to make delicious food part of the climate solution. At the restaurant, we are creating a market for climate beneficial ingredients and our non-profits are working to make restaurants part of the climate solution.

5. Matunuck Oyster Bar • South Kingstown, RI

We are committed to uniting fresh, locally grown produce with farm-raised and wild-caught seafood to make the freshest dishes you’ll find anywhere. Our signature raw bar offers a variety of Rhode Island oysters, crisp cherrystones, littleneck clams, and jumbo shrimp. Our Matunuck Oysters are grown in Potter Pond right off our waterfront patio and many of our herbs and vegetables are grown in our vegetable farm on the north end of the pond.

fresh oysters in a restaurant

6. Mixt • Multiple locations in San Francisco + LA, CA

From sprout to plate, we’re all about offering smart, healthy, on-the-go people, smart, healthy, on-the-go food.

7. Sweetgreen • Multiple locations nationwide

We believe the choices we make about what we eat, where it comes from and how it’s prepared have a direct and powerful impact on the health of individuals, communities and the environment.

8. McCormick’s and Schmick’s • Multiple locations

Absolute Guest Satisfaction.

9. Starbucks • Multiple locations nationwide

To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.

10. Panera Bread • Multiple locations nationwide

Food as it should be. Food should taste good. It should feel good. It should do good things for you and the world around you.

Need help? Try our free Restaurant Mission Statement Generator.

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Written by   |  
Stephanie is a Providence, RI native and eight-year food industry veteran. As Upserve's Content Marketing Coordinator she creates materials that help restaurateurs, managers, and service professionals succeed. When she's not writing, Stephanie is most likely traveling, cooking, or trying new restaurants.
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