Independent Operators

How to launch a restaurant: 11-step guide (part 2)

Many food truck operators are taking the big step of launching a brick-and-mortar restaurant. Here is the second part of an 11-step guide to help food truck operators get started on the best footing possible.

December 6, 2021 by Richard Traylor — Writer, WebstaurantStore

An increasing number of food truck operators are taking the big step of launching a brick-and-mortar restaurant.

But success depends more on strategy and business approach than a popular menu. An 11-step guide can help food truck operators avoid pitfalls and get needed insight on what to do before making the big step. For the first five steps click here. Here are the second set of steps to help make the venture a success.

6. Restaurant permits and licenses

To start a new restaurant, you'll need to obtain several federal, state, and local permits and licenses. It's helpful to enlist legal counsel when filing for restaurant permits and licenses to make sure you don't miss a step. These are some of the most important licenses required:

Business license: All restaurants require a business license to operate in the US. The type of business license you'll need, the cost of the license, and how often you need to renew varies by state.
Employee identification number: Start the application for an Employee Identification Number (EIN) early in your process, because it can take some time to get approved. You'll need an EIN to officially hire employees and set up your payroll.
Foodservice license: To get a foodservice license for your new restaurant, you'll have to pass an inspection that shows your business meets all food safety regulations.
Liquor License: If you plan to serve alcohol at your restaurant, you'll need a liquor license. Alcohol can boost your sales immensely, but the process of obtaining a liquor license can be lengthy and costly.

7. Design layout and space

There are two components to designing the layout of your new restaurant: your front-of-house space and your back-of-house space. Each space has its own unique requirements. If you need assistance, consider working with an industry expert to create a custom design layout that meets your needs.
Keep these factors in mind when designing your dining room layout:

Seating capacity: Local regulations determine the seating capacity of your dining room. You must meet requirements for square footage per customer based on the size of your space and the number of exits.
Dining room furniture: Choose restaurant seating that aligns with your concept. Consider seating capacity and comfort level when choosing the style and shape of your restaurant furniture.
Ambiance and decor: You can enhance your restaurant's ambiance through the use of decor and lighting.
Cleanability: Flooring and wall fixtures should be made of materials that are easy to clean and disinfect. Carpeting is not the best choice for a dining room because it absorbs odors and spills. Fabric window treatments and drapes also absorb smells and are costly to clean regularly.
When designing your kitchen layout, consider the flow of service and allocate sufficient space for the following tasks:
Warewashing: The warewashing area should be easily accessible for servers entering the kitchen with dirty dishes. This area will house dish machines, compartment sinks, and drying racks.
Dry and cold storage: Dry and cold storage areas should be close to the receiving area so that shipments can be put away quickly. These spaces will require shelving and organization.
Food preparation: This is the space where the kitchen staff will perform all food prepping tasks. You'll need space for work surfaces and food prepping tools.
Meal cooking: The majority of cooking tasks are performed in this space. You'll need room for heavy equipment like range tops, deep fryers, and flat top grills.
Service: The service area should be right next to the cooking area so that prepared meals can be passed to servers quickly. A staging area with heat lamps keeps meals hot until they can be picked up.

8. Find an equipment and food supplier

Before you can open your new restaurant, your kitchen must be outfitted with the right equipment. There are some types of equipment that every restaurant needs, like refrigeration units and cooking equipment. Depending on your menu, you might also need specialized equipment like pizza deck ovens or pasta cookers. The size and layout of your kitchen will affect some of your choices, like whether to choose narrow-depth equipment or to double stack units to save space.

Buying your restaurant equipment online provides many benefits. While you're juggling the other steps of opening your new restaurant, the ability to shop online, research features, and compare prices on your own time alleviates some of the stress. Look for an online supplier that specializes in commercial restaurant equipment with wholesale prices and fast shipping.

Leasing equipment is an option that can save you money and free up capital for other items in your budget.

You'll also need to find a supplier for food, disposables, and all the items you'll reorder on a regular basis. Working with a supplier that offers membership discounts and free shipping saves you money when you order bulk supplies.

9. Hire the right staff

The hiring stage of opening your new restaurant provides the opportunity to build a great work culture from the very start. Putting thought into your employee benefits, training program, and incentives is important when considering the work/life balance of your future staff. Your employee retention will be more successful if you make these factors a priority. Start by hiring your management team so they can help carry out your mission and hiring goals.

Make a list of all the restaurant positions you'll need to fill in order to operate your restaurant on a daily basis. Consider how many days you'll be open during the week and how many shifts you'll run each day for the front- and back-of-house.

Your staff requirements will vary based on the unique needs of your new restaurant, but these are some of the most common positions:

Management team: General manager, kitchen manager, front-of-house manager.
Kitchen staff: Head chef, sous chefs, prep cooks, line cooks, dishwashers.
Front-of-house staff: Servers, hosts, food runners, bussers.
Bar staff: Bartenders, barbacks, cocktail servers.

You may also need to hire employees like marketing experts, PR specialists, and accountants.

10. Advertise your restaurant

You have to get the word out and attract your future customers. Advertising provides basic information about your restaurant so that prospective customers know where you're located and what type of cuisine you're serving. Successful advertising should also build excitement around your brand. Below are some tips to market your restaurant:

Build a website: Your restaurant website should be easy to navigate, and the design should represent your brand. Include basic information about your restaurant, including your address, phone number, hours, and menu. Though you can hire a professional to create your website, you can make one with user-friendly website hosting platforms, like Wix, Squarespace, or Wordpress.
Create a Yelp, TripAdvisor, Google My Business, and OpenTable account: Registering with these sites makes it easy for potential guests to find your restaurant information. Guests can also leave reviews after visiting, which increases your authority and appeal, especially if you have a high rating and positive feedback.
Use social media: Today, a social media presence is an absolute must for restaurants. Create Facebook, Twitter, and Instagram accounts to share news, photos, and tidbits about your restaurant. TikTok might be an appropriate social media option for your restaurant if your target demographic uses the platform regularly.
Offer promotions to new guests: Offer a promotion for first-time guests. A free beverage, dessert, or discount on their first bill is an enticing way to attract customers.
Host a grand opening: Create buzz around your new restaurant by hosting a grand opening. Other special events like wine tastings, live music, or cooking classes are another great way to attract attention.

11. Host a soft opening

You've heard the old saying, "Practice makes perfect." The same goes for restaurant openings. A soft opening is a practice run to help you prepare for the real grand opening of your new restaurant. Invite a limited number of guests to attend your soft opening, usually the friends and family of your staff. This strategy allows you to work out any kinks in your service. Here are a few popular soft opening ideas:

Trial menu: Offer a sample menu with a limited number of options. It reduces stress on new staff and encourages customers to come back to see the full menu reveal.
Limited schedule: Consider operating under a limited schedule for the first few days you are open.
Sneak peek event: Host a "sneak peek" happy hour with select menu items and signature drinks.
Friends and family night: Invite friends and family to your soft opening for a fun, stress-free way to prepare for grand opening.
Neighboring homes and businesses: Gain local fans and build community pride by offering a soft opening invite to neighboring homes and businesses.

Despite the challenges of the last year, the restaurant industry will always be an important part of the economy and culture. As foodservice trends continue to diversify, space opens up for extraordinary new eateries to step in and take advantage of new consumer interests.

About Richard Traylor

Richard Traylor graduated from Temple University in the winter of 2014 with a degree in Strategic Communications. After graduating, he taught English in South Korea for two years, during which he was fortunate enough to travel and see the world. In October 2016, he returned home and started to work in SEO Content at Webstaurant Store. This blog previously ran on Webstaurant Store.

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