Whether it’s a tiny family-owned deli or multiple restaurant locations, mission statements have the power to elevate your establishment to the next level.
Here are three helpful strategies for writing a restaurant mission statement that garners attention and drives sales.
What Makes A Good Restaurant Mission Statement?
If you’re new to the industry, you might be wondering: what makes a good mission statement? The definition of success varies by industry, and the statement for a dive bar can vary greatly from that of a fine-dining establishment.
One of the best places to start is by looking at examples of good restaurant mission statements. This can help you determine what you like, and don’t like, about other restaurant statements in order to guide your own vision.
After you have an idea about what you like, here are three strategies that set the best and worst restaurant mission statements apart.
Restaurant Mission Statements Should Be Relatable
All marketers know that mission statements have to be relatable. When it comes to restaurants, that rule is no different. After all, why would people walk into your bar if they don’t feel a connection to what you’re doing?
For examples of restaurant mission statements that follow this rule, consider the Starbucks mission. Starbucks’ statement is “To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.” Now, who can’t relate to a coffee company that wants to nurture customer spirits? This is one essential rule that the best restaurant mission statements all follow.
Awesome Restaurant Mission Statements Are Goal-Oriented
Most restaurants have at least one goal they’re trying to reach. Making this goal clear is a powerful way to show customers why they should get on board. One of the most famous restaurant mission statements that follow this strategy is from Panera. It reads “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.”
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While this also follows this relatable rule, it sets a goal-oriented tone. Of course, food should be good in these ways, but we all know that this isn’t always the case – so Panera is changing things.
When your customer base understands what your goals are, dining with you makes them feel like they’re part of something bigger than themselves.
Restaurant Mission And Vision Statements Should Take A Stand
Some restaurants might exist solely to cook and serve food. But chances are, you have a deep belief about how food should taste or what purpose it should serve. Your mission statement is an opportunity to take a stand for this mission and show what it means to you.
Sweetgreen boasts one of our favorite restaurant mission statement examples. It reads, “We believe the choices we make about what we eat, where it comes from and how it’s prepared to have a direct and powerful impact on the health of individuals, communities and the environment.”
This shows consumers that Sweetgreen isn’t about food that harms the environment or makes people unhealthy. In fact, it’s taking a direct stand against that by changing the way we prepare and consume food. Now isn’t that powerful?