But that is easier said than done. This is evident from the fact that nearly half of the newly opened catering companies have to close their doors within three years. Fortunately, a number of companies survive these crucial years. Like the restaurant ‘The Tilted Kilt Pub & Eatery’ by Samir Changela, it took this hospitality entrepreneur almost three years to find the perfect location for his restaurant, but the result is good, despite the competition running his Florida restaurant very well. Samir gives five tips here to help you find the perfect place for your new catering business.
1. Focus on psychology instead of demography
Demographic factors obviously play an important role in choosing the right location for your company. Factors such as average income, age, family size, etc., tell you a lot about the environment. The only point is that this information is based on counting data that is often old and dated.
Furthermore, by focusing too much on demographic data, you run the risk of missing people who do not fit your demographic criteria, but who can be potential customers. “At this point psychological factors become important,” Samir says. ,, You have to know how your guests think. Demographic factors give you information about your target group, but psychological factors tell you more about the ‘why’.
For example, Samir’s restaurant has men as a demographic target group. He therefore primarily focuses his marketing activities on men. Yet he notices that, especially during happy hour, a lot of women come to his business. Samir therefore advises to talk a lot with the people around you and live in the neighborhood. Who will be your guests? Find out what people think about your brand and concept. You will never find that information in demographic data.
2. Go for perfection
A good price often depends on a good location. Yet it is important not to cut down on your location. “Cheap is almost never good,” Samir says. “If a location is very cheap, that has a reason. And that is almost never positive. If you can afford it I say: go for that top location. Do not think that you can create a location where people will come especially for you. That almost never works. Moreover, you spend more on advertising costs, and it takes a lot more time to build a customer base. ”
3. Focus on accessibility and visibility
Some people do not go to a restaurant because they have to turn around at the traffic light. Others stop because they have to cross a busy road, and there are also people who only want to go somewhere in the direction they already had to go.
In other words: people quickly stop. In your search, keep in mind that people do not want to accept inconveniences and other irritations. Look for a location that is easy to reach from the largest roads in the area, with an accessible entrance, and … enough parking spaces.
Also make sure that your location is clearly visible. ,, You can be as accessible as you want, but if you are not visible you will not attract guests ”, says Samir. ,, You have to show yourself well, and you need clear signposting. A natural way to show your brand. “
4. Think carefully about buying or renting
When you are looking for something for a long term, it is more convenient to buy. If you are looking for something for the short term, it is more convenient to opt for rent.
When you rent you do not turn up for any defects in space: this is the responsibility of the landlord. Often you have to pay a deposit before you rent, usually this deposit is about a month’s rent.
Buying requires a significantly larger investment. But, real estate has risen considerably in value lately. So if you decide to sell your restaurant, you can not only sell your business, but also your property. That can yield a decent profit.
5. Think about the design
Every location is different. Therefore choose a collaboration with an experienced architect. This can help you design an attractive but also efficient design for your specific restaurant. A well-designed bar, for example, ensures that the service never has to stand with the back to the guests. A well-designed kitchen ensures that work can be as productive as possible. And a good dining area ensures that your guests do not feel as if they have landed in a maze, and can easily find their way to the bathroom and to the bar.