Crafting a well-read mission statement for your restaurant is more important than ever. In this article, we explain what mission statements are, why they are important, how to get started, and provide examples for inspiration.
What Is a Mission Statement?
A mission statement articulates the core reason the restaurant exists, beyond simply serving food. It encapsulates the values, beliefs, and principles that guide their decisions and operation.
Shouldn’t the Food Speak for Itself?
Yes and no. A clear mission statement helps build a distinct brand identity for a restaurant, while differentiating itself from competitors. Providing a consistent message across all marketing channels — including its website, social media, and traditional advertisements — reinforces what makes the restaurant unique or special. Mission statements communicate a restaurant’s priorities and values, in a way that gracefully elucidates its fundamental purpose.
Furthermore, a clear mission statement helps internal operations. When staff members understand and connect with the establishment’s mission and values, they become more invested in their work. Understanding the restaurant’s mission statement clarifies a sense of purpose which enhances morale, improves communication, and guides employee behavior. Mission statements help executive decision-making within the restaurant as well. In the face of competing interests, having a clear mission aids in prioritizing decisions, enabling the restaurant to stay focused on what truly matters.
Does Authenticity Matter in Mission Statements?
Consumers are increasingly conscious of the ethics and impact of their choices and the food you serve must be able to speak for itself while harmonizing with its mission statement. Likewise, if mission statements aren’t authentically received and acted upon by upper management, other employees will follow suit. Without management leading by example, a mission statement becomes nothing more than lip service and creates brand disharmony.
Consumers, especially Millennials and Gen Z, seek genuine connections with the brands they choose to engage with. A mission statement serves as a platform to showcase a restaurant’s values, beliefs, and passion, fostering trust in the eyes of discerning consumers.
Need Help Getting Started on a Mission Statement?
If you are experiencing writer’s block, head to a mission statement generator to get those ideas rolling, such as Ramp or Elevation. Mission statements are a great way to express your restaurant’s atmosphere, cuisine, traditions, innovations, philosophy, and values to prospective customers. Does your restaurant have a mission statement? Let us know in the comment section!
