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How to Write Restaurant Mission and Vision Statements in 2021

On the surface, restaurant mission and vision statements are just a sentence or two about why a business exists. They can seem insignificant compared to the daily grind of attracting customers , serving delicious food, and growing your restaurant.

However, these mission statements are important. Defining your restaurant’s mission, vision and values will help guide strategic decisions and can add significant value to your business.

A restaurant mission statement shouldn’t be something you create on a whim. Instead, dedicate some time to thinking about why you are starting—or have already started—your restaurant.

In this article, we’ll explain everything you need to know to create a mission and a vision statement for your restaurant, as well as show you 21 examples of them in action.

Table of Contents

• 1 What Is a Good Restaurant Mission Statement?
• 2 Don’t Forget Your Vision Statement
• 3 How Do You Write a Mission and Vision for a Restaurant?
• 4 What Are Some Mission Statement Examples?
• 5 What Are the Core Vision and Values of a Restaurant?
• 6 Why You Need a Mission and a Vision Statement
• 7 General Tips on Crafting a Statement for Your Restaurant
• 8 21 Restaurant Mission Statement Examples 

Let’s get started on your restaurant’s mission statement and outline your vision and goals.

What Is a Good Restaurant Mission Statement?

A good restaurant mission statement clearly defines your restaurant’s goals. It also explains why your restaurant exists, and what makes it different.

This will typically relate to the dining experience, how you will ensure absolute guest satisfaction or broader issues like the environment, for example. If you choose to make your mission statement about a broader problem, it works best when it is something that appeals to your target customer.

Here are three mission statement examples:

• Dining experience: Create the best donuts in the world—Krispy Kreme
• Guest satisfaction: Create memorable experiences for everyone—Nando’s
• Broader issues: We believe it’s our responsibility to protect and preserve our oceans and marine life for generations to come—Red Lobster

Don’t Forget Your Vision Statement

Your restaurant vision is similar to your mission statement. It defines where you want your restaurant to be in the future.

When creating your vision, think about what the ultimate goal of your restaurant is. It could be something small like consistently providing exceptional fine dining experiences to guests or something more ambitious like global restaurant expansion.

To write a restaurant mission and vision statement, be specific and unique to your restaurant. They will strike the balance between being optimistic and matching the reality of your restaurant.

How Do You Write a Mission and Vision for a Restaurant?

All restaurateurs have a reason why they opened their restaurant and choose to serve a specific type of cuisine. They should also know what success means to them.

Creating a mission and a vision statement is simply a case of communicating this information clearly and concisely to your restaurant customers.

If your reasons aren’t clear, you’ll have to focus on gathering your thoughts first. To help, The Balance SMB recommends answering these three questions:

• What does your restaurant do?
• How does your restaurant do it?
• Why does your restaurant do it?

These questions will help you clarify why you are in the restaurant business and ultimately, help you write your mission and vision statement.

Creating a vision statement for your restaurant is a similar process to creating a mission statement. Use the content of your mission to consider what success looks like to you. For example, how will your restaurant look in three or five years once you have achieved your goals?

Your mission and vision statements should be linked.

If your mission statement is: “Bring authentic deep-dish pizza to the local area,” your vision statement should be something like: “Be a recognized brand in the local area and the number one place people choose to fill their pizza cravings.”

The final step is to take this information and write it in a way that is likely to resonate with those that read it. Instead of just stating the answers to the questions, spend some time crafting a sentence or paragraph that you are happy with. Ensure you avoid buzzwords in your writing.

You could even consider hiring a professional copywriter to help you with the task. This is especially important if you plan to publish your statements online.

What Are Some Mission Statement Examples?

Here is how the above steps could work in practice. Imagine we’re creating a restaurant mission statement for the owner of the fictional deep-dish pizza restaurant mentioned above.

• What does your restaurant do? We sell the best deep-dish pizza in the area and provide a fun experience for families.
• How does your restaurant do it? Our food tastes great because we use a special tomato sauce recipe that has been passed down over generations and we always buy fresh ingredients. We provide a great experience by focusing on the needs of each customer.
• Why does your restaurant do it? We hope to provide a new and unique dining experience for locals.

This could become the following restaurant mission statement:

At [restaurant name], we create good memories by serving original-style deep-dish pizza using a recipe that has been passed down over generations. Our restaurant provides an authentic dining experience that is unique to the area.

What Are the Core Vision and Values of a Restaurant?

The core values of your restaurant are the beliefs that dictate how you and your team behave. They are beliefs that your business won’t compromise, even if it means a boost in short-term (or long-term) profits.

Core values typically relate to how you interact with restaurant customers, employees, and suppliers. They are different from your mission statement, although they will influence it.

Some typical values include teamwork, service, quality, measurable customer satisfaction , and sourcing sustainable ingredients.

While these are all positive beliefs to have, they sound very generic. When writing your core values, think about how you can make each one unique to your restaurant.

Here are examples:

• Customer satisfaction becomes: Our restaurant strives to become our customers’ favorite place to eat and drink.
• Teamwork and trust become: We provide support for our employees and encourage them to make their own decisions. 
• Sustainability becomes: We always source ingredients from sustainable, local suppliers. 

Be careful not to confuse core values with aspirational values. These are values you would like to have at your company but don’t currently exist there.

For example, you might value sustainability but if your restaurant doesn’t already source its ingredients from sustainable producers, it is an aspirational value rather than a core one.

You shouldn’t necessarily give up on aspirational values. If you take steps to implement them throughout your business, they can become part of its core vision and values.

Why You Need a Mission and a Vision Statement

Mission and vision statements have different uses depending on who reads them. However, they mainly affect owners, employees, and customers.

The owner and other decision-makers benefit from a mission statement as it helps guide their strategic thinking. When they need to make a choice, they can consider the mission statement and make the choice that fits best. Likewise, they can look at the vision and ensure that any decisions are pushing them towards it.

A mission and a vision statement can help team members find meaning in their work. According to the Harvard Business Review this can result in staff feeling a sense of ownership for their work, which can make them more motivated, engaged, and ultimately perform better.

It also gives customers a reason to eat at your restaurant beyond just delicious food. Consider the Shake Shack mission statement below and its focus on “carefully sourced premium ingredients.” This could be a powerful motivator for people who are conscientious about where the food they eat comes from.

Ultimately, having clearly defined values can affect whether a consumer eats at your restaurant. An Edelman report found that one in two people are belief-driven buyers and that 67% of people have made a first-time purchase due to a company’s position on an issue.

General Tips on Crafting a Statement for Your Restaurant

When crafting your restaurant’s mission statement there are several things you should do. The first step is to read the 21 example mission statements in the next section. This will provide you with a better idea of the type of mission statements you should be aiming for.

Beyond that, try these tips:

• Keep it short. Most mission statements range from a single sentence to a short paragraph.
• Be specific. Don’t waffle about vague goals. Keep your mission statement specific to your restaurant and to the point.
• Keep it grounded in reality. Your mission statement should reflect the service you plan to offer. A fast-food restaurant that offers burgers and pizza shouldn’t talk about trying to help customers lead healthier lives, for example.
• Consider customer expectations. If you are already open, thinking about why guests come to your restaurant could help guide your statement.
• Don’t limit yourself. If your statement talks about providing the best tacos in the area, be sure you aren’t planning to expand to new locations or serve different types of food.
• Consult employees. When creating your statement, get a second opinion from employees or business partners. Ask if the statement resonates with them.
• Don’t be afraid to change. If your company goals do change, you can always adjust your statement.

21 Restaurant Mission Statement Examples 

This next section includes 21 restaurant mission statement examples, as well as some value and vision statements.

Many of the restaurant mission statements are part of a larger ‘About Us’ or story page that delves deeper into the company’s background.

Click the link on each restaurant to find out more about each restaurant mission statement example.

Panda Express

Mission: To deliver exceptional Asian dining experiences by building an organization where people are inspired to better their lives.

Values: Proactive, Respect/Win-Win, Growth, Great Operations, Giving (the company goes into more detail about each of these on its website).

Shake Shack

Mission: We Stand For Something Good in everything we do: This means carefully sourced premium ingredients from like-minded purveyors we admire and love; thoughtful, well-crafted and responsible design for its place; and deep community support through donations, events and volunteering.

Mission: Our aim is to provide a fun and safe environment where our customers can enjoy good food made with quality ingredients at affordable prices.

Mission: We create food we’re proud to serve and deliver it fast, with a smile.

TGI Fridays

Mission: In Here, It’s Always Friday. Each of us bases every decision on what is best for our Guest. We operate as One brand with uncompromising Standards of Excellence around our Credo, our guiding principles, and our Culture of Fun. We deliver on our financial commitments, but never at the expense of the safety and security of our Guest, Team Members, and the brand.

Whatever you do, do with Integrity.

Wherever you go, go as a Leader.

Whomever you serve, serve with Caring.

Whenever you dream, dream with your All.

And never, ever give up.

Mission: Domino’s is a company of exceptional people on a mission to be the best pizza delivery company in the world.

Pret a Manger

Mission: To serve freshly made food and good organic coffee, while also trying to do the right thing.

Pizza Express

Mission: Ever since 1965 when our founder, Peter Boizot, opened our first restaurant in Soho, the same Pizza Express values of great food, evocative music, and distinctive design have remained in our DNA. This is one recipe we’ve never changed, and today we take the same pride in offering great hospitality and unforgettable experiences.

Cheesecake Factory

Mission: To create an environment where absolute guest satisfaction is our highest priority.

Vision: Through a shared commitment to excellence, we are dedicated to the uncompromising quality of our food, service, people and profit, while taking exceptional care of our guests and staff. We will continuously strive to surpass our own accomplishments and be recognized as a leader in our industry.

In-N-Out Burger

Mission: Serve only the highest quality product, prepare it in a clean and sparkling environment, and serve it in a warm and friendly manner.

Krispy Kreme

Mission: To make the most awesome doughnuts on the planet every single day.

Mission: Inspiring Smiles Through Delicious Experiences.

Mission: Our goal is to showcase the quality and diversity of the ingredients and the wonderful people who raise, grow and produce them.

Logan’s Roadhouse

Mission: We deliver the best guest service experience with a sense of warmth, friendliness and individual pride so that each guest leaves highly satisfied with our great value, convinced that we are the best choice for their everyday authentic Roadhouse, serving quality steaks, a kickin’ bar and upbeat dining experience.

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

Values: With our partners, our coffee and our customers at our core, we live these values:

• Creating a culture of warmth and belonging, where everyone is welcome.
• Acting with courage, challenging the status quo and finding new ways to grow our company and each other.
• Being present, connecting with transparency, dignity and respect.
• Delivering our very best in all we do, holding ourselves accountable for results.

We are performance-driven, through the lens of humanity.

Dairy Queen

Mission: To create positive memories for all who touch Dairy Queen.

Vision: To be the world’s favorite quick-service restaurant.

Papa John’s

Mission: Better ingredients. Better pizza.

Mission: To serve the best cup of coffee, make the best donuts, give the best service, offer the best value and stay open 24 hours a day.

Red Lobster

Values: Traceable. Sustainable. Responsible. These are more than just words on our menu—it’s our promise that all of the seafood we serve is sourced to the highest standards. Because, as one of the world’s largest seafood purchasers, we believe it’s our responsibility to protect and preserve our oceans and marine life for generations to come.

Waffle House

Mission: To deliver a unique experience to our customers through delivering great food, friendly, attentive service, excellent price and a welcoming presence.

These restaurant mission statement examples should give you a better idea of how to write an inspired restaurant mission statement, and outline your vision for your business.

If you’re interested in restaurant marketing check out our article Restaurant Marketing Ideas: The Top 31 Ideas to Grow in 2020 . Want to get your own online ordering system? Click here .

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Best Mission Statements Examples [for Food & Beverage Industry]

By Status.net Editorial Team on March 16, 2023 — 14 minutes to read

A mission statement is vital for any business as it serves as a compass which guides the company’s operations and decisions. In this article you will find vision and mission statements examples for companies that fall into the following industries:

Food and Beverage

A food and beverage company is an organization that produces, distributes, and sells food and beverages. These companies are responsible for the production, packaging, marketing, distribution and sale of all products related to food and beverage. They are often involved in research and development to create new recipes as well as explore new markets for their products. Food and beverage companies provide a wide range of services from catering to manufacturing of processed foods. They may provide a wide range of products, from grocery items to restaurant-style meals. Some food and beverage companies provide catering services for large events or special occasions. The goal of a food and beverage company is to offer their customers the best quality products at competitive prices. In order to do this, they must have access to the highest quality ingredients and the latest technology. They also often have a team of managers, chefs, and servers who can ensure that their customers receive an enjoyable experience with every meal. Food and beverage companies are responsible for ensuring that their products meet all safety standards and regulations set by the government. To ensure that their customers are satisfied with their experience, these businesses must be focused on customers and stay up-to-date with the latest trends in the industry.

Having a clear mission statement is essential for any food and beverage company. It outlines the company’s purpose and provides the team with a sense of direction. For example, if a food and beverage company’s mission is to provide high-quality, affordable products to its customers, this helps employees understand that their focus should be on customer satisfaction. A mission statement is also an excellent way to communicate your company’s values to customers and stakeholders. It can also help suppliers and other partners understand why the company has chosen them to partner with. It can also help the company stand out from competitors by providing customers with a unique sense of identity and purpose.

A good mission statement for a food and beverage company is inspiring and focused on the customer. A strong mission statement should be meaningful to the company’s employees, customers, and shareholders; it should reflect the company’s core values, such as quality products, customer service, sustainability, innovation, community involvement.

Learn more: How to Create a Perfect Company Mission, Vision, Values Statement? (Awesome Template) See also: 30+ Best Core Values: Examples for Food and Beverage Companies

Samples of Vision and Mission Statements: Finance and Investment Companies

To provide an exceptional dining experience that satisfies our guests’ grown-up tastes by being a “ Cut-Above ” in everything we do.

Archer Daniels Midland Co.

Our mission is to unlock the potential of nature to improve the quality of life. It’s something we do with every new product we develop, and we couldn’t do it if we weren’t Resourceful By Nature™ .

B&G Foods Inc.

To manufacture, sell and distribute a diversified portfolio of high-quality, shelf-stable foods across the United States, Canada and Puerto Rico .

Brannigans Restaurant

To ensure that each guest receives prompt, professional, friendly and courteous service . To maintain a clean, comfortable and well maintained premises for our guests and staff. To provide at a fair price – nutritional, well-prepared meals – using only quality ingredients. To ensure that all guests and staff are treated with the respect and dignity they deserve. To thank each guest for the opportunity to serve them. By maintaining these objectives we shall be assured of a fair profit that will allow us to contribute to the community we serve.

BRF-Brazil Foods S/A

BRF cultivates ties. The culture of our company is committed to the long-term relationships and the entire chain around us: producers, consumers, employees, investors, customers and partners .

Campbell Soup Co.

Our mission is to nourish people’s lives by offering a wide variety of convenient, delicious, and affordable food choices that can help everyone enjoy a balanced, healthful diet.

Chiquita Brands International Inc.

Our mission at Chiquita is to improve world nutrition .

Coca-Cola Enterprises Inc.

Our commitment is to provide products and services that meet the beverage and business needs of our customers and consumers. In doing so, we provide sound and rewarding business opportunities and benefits for customers, suppliers, distributors and communities.

Coca-Cola Femsa S.A.B. de C.V.

Our goal is to continue to build on our compelling track record of growth , focusing on the disciplined execution of the pillars of our strategic framework to improve our position in the global beverage industry.

Coca-Cola Hellenic Bottling Co. S.A.

Our mission is to : refresh our consumers partner with our customers reward our stakeholders and enrich the lives of our local communities.

ConAgra Foods Inc.

We are a company committed to making everyday foods in extraordinary ways .

Providing more clean, renewable energy to improve quality of life is Cosan’s mission and reason for existence .

To be the lowest cost, preferred supplier of a broad range of attractive and innovative private label soft drinks to aligned retailer partners.T

Every guest who chooses Culver ’s leaves happy.

Dean Foods Co.

The Company’s primary objective is to maximize long-term stockholder value, while adhering to the laws of the jurisdictions in which it operates and at all times observing the highest ethical standards.

Delhaize Group

Delhaize Group will achieve leading positions in food retailing in key mature and emerging markets. We accomplish our goal by developing strong regional companies benefiting from and contributing to the Group’s strength, expertise and successful practices . Delhaize Group goes to market with a variety of food store formats. The Group is committed to offer a locally differentiated shopping experience to its customers in each of its markets, to deliver superior value and to maintain high social, environmental and ethical standards.

Our Mission at Denny’s is to establish beneficial business relationships with diverse suppliers who share our commitment to customer service, quality and competitive pricing .

Dole Food Co. Inc.

Dole Food Company, Inc. is committed to supplying the consumer and our customers with the finest, high-quality products and to leading the industry in nutrition research and education. Dole supports these goals with a corporate philosophy of adhering to the highest ethical conduct in all its business dealings, treatment of its employees, and social and environmental policies.

Dr Pepper Snapple Group Inc.

At Dr Pepper Snapple Group , it is our vision to be the best beverage business in the Americas. Our brands have been synonymous with refreshment, fun and flavor for generations, and our sales are poised to keep growing in the future.

Flowers Foods Inc.

As a team, our mission is to drive sustainable growth that enhances value for our shareholders, associates, distributors, customers, consumers, and communities .

Fresh Del Monte Produce Inc.

We are dedicated to meeting the current and future needs of consumers worldwide . Our long-range vision is to become the leading global supplier of healthful, wholesome, and nutritious fresh and prepared foods, and beverages to consumers of all ages.

General Mills Inc.

Our mission is to make lives healthier, easier and richer . General Mills is Nourishing Lives.

GNC Holdings Inc. Cl ASupervalu Inc.

To continue to be the leading provider of products, services and information in the self-care and personal health enhancement market.

To provide a shopping experience that exceeds our customers’ expectations .

Gruma S.A.B. de C.V.

To contribute to the quality of life of our customers and consumers in all of the operations in which we participate, offering high-quality products and services suited to their different needs, lifestyles, and cultures, and generating dynamic and profitable long-term growth to create the greatest possible value for our shareholders. Through a primary focus on our key business areas: corn flour, tortillas, wheat flour, and flatbreads .

H.J. Heinz Co.

Our mission is simple: As the trusted leader in nutrition and wellness, Heinz – the original Pure Food Company – is dedicated to the sustainable health of people, the planet and our Company .

Heart and Soul

Our aim is to provide happiness and joy through, food, music and art.

Herbalife Ltd.

Herbalife’s mission is to change people’s lives . We provide the best nutrition and weight-management products in the world to help people pursue a healthy, active life.

Hershey Co.

Bringing sweet moments of Hershey happiness to the world everyday.

To create and promote great-tasting, truly healthy, organic beverages .

Hormel Foods Corp.

At Hormel Foods, we are committed to providing consumers with high-quality, high-value branded products that are flavorful, nutritious and convenient. Guided by Our Way – our internal principles platform – we strive to set industry standards for product quality, work environment and community engagement.

J.M. Smucker Co.

Bringing Beyond Ordinary™ snacking to consumers’ daily lives.

Kellogg Co.

To drive sustainable growth through the power of our people and brands by better serving the needs of our consumers, customers and communitie.

Kellogg Company

To enrich and delight the world through foods and brands that matter.

Kraft Foods, Inc.

Our mission is to be THE best investment in the industry .

Our mission is to be a leader in the distribution and merchandising of food, pharmacy, health and personal care items, seasonal merchandise, and related products and services. We place considerable importance on forging strong supplier partnerships. Our suppliers, large or small, local or global, are essential components in accomplishing our mission.

Les Fougères Restaurant

1. To achieve and maintain such distinction in food and wine, service, atmosphere and setting that the restaurant gains a first class reputation for gastronomy, gracious and informed hospitality, comfort and beauty which draws new and repeat customers year after year.

2. To achieve the above whilst upholding staff policies and practices which promote a fair and positive working environment.

3. To be aware of and act on our responsibilities as a good corporate citizen to:

* provide a safe, clean and attractive place for guests to enjoy and for employees to work in; * ensure ecologically sound management practices at the restaurant and in our surrounding gardens and woods; * undertake meaningful involvement of Restaurant Les Fougères in selected charitable activities in our community and region.

Maxie’s Supper Club and Oyster Bar

To sell delicious and remarkable food and drinks . That the food and drink we sell meets the highest standards of quality, freshness and seasonality and combines both modern-creative and traditional southern styles of cooking. To consistently provide our customers with impeccable service by demonstrating warmth, graciousness, efficiency, knowledge, professionalism and integrity in our work. To have every customer who comes through our doors leave impressed by Maxie’s and excited to come back again. To create and maintain a restaurant that is comprehensive and exceptional in its attention to every detail of operation. To provide all who work with us a friendly, cooperative and rewarding environment which encourages long-term, satisfying, growth employment. To keep our concept fresh, exciting and on the cutting edge of the hospitality and entertainment industry. To be a giving member of the Ithaca community and to use our restaurant to improve the quality of life in the Finger Lakes region.

McCormick & Co. Inc.

The primary mission of McCormick & Company, Incorporated is to profitably expand its worldwide leadership position in the spice, seasoning and flavoring markets.

Mead Johnson Nutrition Co.

To nourish the world’s children for the best start in life.

Medifast Inc.

Medifast is on a mission to enrich lives by providing innovative choices for lasting health.

When you choose Medifast, you get a powerful product along with the support of an unusually committed company. We are passionate about offering hope to those who want freedom from obesity .

Naked Juice

Making the whole planet feel better. One bottle at a time .

Nash Finch Company

We are a performance driven culture that uses metrics to ensure continuous improvement. Through our distribution and marketing competencies, we provide creative, customized, solutions for our customers . As a result, we achieve superior profit growth as the grocery distribution company of choice .

Ninety Nine Restaurant

A Passion to Serve.

PepsiCo Inc.

Our mission is to be the world’s premier consumer products company focused on convenient foods and beverages. We seek to produce financial rewards to investors as we provide opportunities for growth and enrichment to our employees, our business partners and the communities in which we operate. And in everything we do, we strive for honesty, fairness and integrity .

Pilgrim’s Pride Corp.

To be the best in what we set out to do , totally focused on our business, ensuring the best products and services to our customers, solidity to suppliers, satisfactory profitability for shareholders and the certainty of a better future for all employees.

Post Holdings Inc.

Enriching the lives of our customers by bringing quality food to the kitchen table .

Helping pets live longer, happier and healthier lives through proper nutrition and care .

Ralcorp Holdings Inc.

One company. One goal. Making the food you love .

Roundy’s Inc.

Roundy’s understands the lifestyle needs of consumers better than anyone. We deliver products and services in neighborhood stores that offer an engaging, interactive shopping experience on all levels, especially sight, smell and taste . We are an innovative company that: Takes care of the customer, whatever it takes. Values our employees’ talents and skills. Is known for integrity in all of our work. Wins the hearts and minds of customers, employees, suppliers and partners . Involves and inspires all stakeholders to do their very best.

Safeway Inc.

We earn the loyalty of the people we serve by first anticipating, then fulfilling their needs with our superior-quality products, a unique shopping experience, customer-focused service and continuous innovation, while generating long-term profitable growth for our shareholders.

Smithfield Foods Inc.

Smithfield Foods is determined to be an ethical food industry leader that excels every day at bringing delicious and nutritious meat products to millions of people around the world in a manner that sets industry benchmarks for sustainability.

Supervalu Inc.

SVI’s mission is to deliver quality products at affordable prices to our independent retailers, wholesalers and food service partners around the world by providing international procurement, distribution, marketing and supply chain management.

Sysco Corp.

To market and deliver great products to our customers with exceptional service.

The Hershey Company

Undisputed Marketplace Leadership

Tomasso’s Pizza & Subs

We are Committed to using the finest ingredients in our recipes. No food leaves our kitchen that we ourselves would not eat .

TreeHouse Foods Inc.

In order to optimize THS shareholder value, we will:

Become the recognized industry leader in private label, customer brands and custom products Grow tall via product innovation, consumer insight, customer partnerships and strategic acquisitions Grow strong through strategic vision, operational excellence, structural consolidation and collaborative teamwork Build competitive advantage through the relentless pursuit of our customers’ needs, lowest cost operations and shareholder returns Live by our values, true to our beliefs, respecting our legacy heritages and uniting them under one roof and culture, while building the TreeHouse of the future Exceed the expectations of our customers, suppliers, employees and shareholders alike.

Tyson Foods Inc. Cl A

Making great Food. Making a Difference.

Unilever N.V.

Unilever’s corporate vision – helping people to look good, feel good and get more out of life – shows how clearly the business understands 21st century-consumers and their lives. But the spirit of this mission forms a thread that runs throughout our history.

Usana Health Sciences Inc.

To develop and provide the highest quality, science-based health products , distributed internationally through network marketing, creating a rewarding financial opportunity for our independent Associates, shareholders, and employees.

Vitamin Shoppe Inc.

Our mission has been to help people achieve their health and wellness goals . though we’ve changed over the years, our values have remained the same.

Weis Markets Inc.

To deliver an exceptional shopping experience by offering the best service, value, quality, and freshest products while being good stewards of our environment and giving back to the communities we serve.

Yoshinoya is in business to create the structure and systems needed to allow our customers access to the majority of their away-from-home daily meal requirements on a one-stop-shop basis . All our products shall be of the highest quality and value, be healthy, nutritious and provided with outstanding personal services at the lowest possible prices consistent with a fair return on investment for our shareholders, job enhancement/security for our employees and a level of community involvement by everyone connected with our business. All of our products and services shall be delivered consistently and measured one satisfied customer at a time, whether by company-owned or franchised operations, in superior, clean, convenient, fun and friendly neighborhood environments. We pledge to make Yoshinoya the best place to eat and the best place to work.

See also: 1500+ Best Company Vision and Mission Statements by Industry 250+ Best Inspirational Company Core Values See also: 30+ Best Core Values: Examples for Food and Beverage Companies

• Best Mission Statements Examples [Energy and Chemicals]
• Best Mission Statements Examples [for Travel & Accommodation]
• 30+ Best Core Values: Examples for Food and Beverage Companies
• Best Mission Statements Examples [Construction & Production]
• Best Mission Statements Examples [for Real Estate Companies]
• Are Mission and Vision Statements Still Relevant?

Mission, Vision, and Values of a Restaurant: How to Write Them?

How to write your restaurant's mission statement, vision, and values..

You don’t know how to write the mission and vision of a restaurant?

The mission and vision of a restaurant are crucial aspects of the identity of your business.

They will inform your employees, your customers, and the whole world of the goals that drive your restaurant, and how you plan to achieve them.

In this article, I'll talk to you about:

• The importance of a restaurant's mission and vision
• How to write the best
• About some examples of restaurant mission and vision
• And more considerations

It is vital that you define these aspects of your restaurant and distribute them in strategic places — social networks, web pages , in your restaurant, in your job offers, and more.

Let's get started!

Importance of a Restaurant’s Mission

The importance of a restaurant's mission is simple: it's about the goal you want to achieve with your restaurant.

A restaurant can have many objectives, however, the objectives mentioned in your restaurant's mission have another connotation.

These are your restaurant's goals in relation to your employees , your customers , the local community , and more.

A restaurant's mission is how you make your intentions known.

You can't just say that you've created a restaurant to make money for yourself and your family — that would be your downfall, even if it were true.

Some common objectives may be:

• Create a valuable restaurant in the local culinary scene
• Create a source of jobs for as many people as possible
• Help the growth of tourism in your locality

Another thing to consider is that the mission of your restaurant has to be genuine so that it can make a real impact on its readers.

With a good and authentic mission statement, your restaurant can attract investors, partners, customers with the same ideals, and much more.

That makes your business mission a method or tool to create connections with the people around your business.

Importance of the Vision of a Restaurant

The vision of a restaurant is the way in which you project the future change in the locality that surrounds your restaurant thanks to the fact that it exists and you have achieved all your objectives.

If your mission is, for example, to create a restaurant where all people can be together without any type of discrimination, then the vision is the way in which you project a profound change in society because you achieve that goal.

Not only your business goals can attract a following — a restaurant vision can do so just as well.

The correct vision will help your diners, customers, employees, and more to visualize the future and the impact that your restaurant will have on it, while keeping them motivated to support your business.

How to Write the Mission of a Restaurant?

Writing a restaurant mission is actually a bit difficult.

This is a piece of text that should contain less than 100 words and a max of three powerful lines.

The real problem arises when you realize that such a small text must answer several questions , it must be persuasive , memorable , and impactful .

Here are a couple of steps you can use to write your restaurant mission statement.

1. Create and Answer Questions

Your restaurant's mission must answer certain questions about your business. You should ask yourself:

• What type of restaurant do you have?
• Who is your target audience?
• What are their needs?
• How do you plan to help your target audience?
• How can your restaurant improve their situation?
• What is your locality like?
• How does your restaurant improve your locality?

You can try to answer as many questions as you want, but these will get you started.

It's a good idea to answer each question briefly.

2. Choose the Feeling You Want to Convey

The emotion conveyed by your mission is very important because it is what can empower the customer to support your restaurant.

You can choose any feeling you want, such as writing a text that denotes your hunger to innovate and change the world or create awareness of social problems with a feeling of obligation .

Keep in mind that this will be the sentiment that you will use to connect with your target audience, so studying it in depth in advance is a good idea.

3. Put Everything Together

In this third step, you simply write everything together in one text — it does not matter the total length at the beginning.

You must write:

• The answer to each question
• Write using the feeling you chose to convey
• And then rewrite it as if it were a short speech in front of your guests

After this, it will be almost ready.

4. Summarize

In the final step, you must summarize, cut, skip, and shorten the mission to three lines that add up to less than 100 words in total.

This is the hardest part, because unless you can summarize everything you have written in this many words — preferably less — you will have to think hard about what is the most important thing you have to say.

How to Write a Restaurant Vision?

The vision of a restaurant is a little easier to write. This is a text that describes a future in which you have fulfilled your restaurant's mission — so it is somewhat hypothetical.

Remember that this future must start from the mission of your restaurant, so you must first define a mission that is unique, realistic, achievable, and has a positive impact.

Then simply imagine a world where you have already achieved those goals, and think about how that hypothetical future is better for the community, for your guests, and more.

Restaurant Mission and Vision Examples

Now I will give you some restaurant mission and vision examples. They are all imaginary restaurants, so I will give you a brief explanation of the restaurant in question so that you understand the context better.

Example of a Restaurant’s Mission

The first example is the mission of the first healthy food restaurant located in a city in the interior of a country, far from the spotlight of the capital.

Our mission is to bring healthy food to the city, to offer affordable alternatives that improve people's quality of life, and at the same time, teach our guests the importance of good nutrition.

In this mission you will be able to find several objectives:

• The first is to bring healthy food to a place where the option did not exist.
• The second is that it is an accessible restaurant, with low prices for the general public.
• And the third is that the restaurant will serve to educate diners on nutrition in some way.

The second example is the mission of a fusion food restaurant located in a border city in Mexico, with the United States a few kilometers away.

We want to offer fusion food that denotes the cultural exchange between Mexico and our neighbors in the United States, to unite our people with good food — we will serve everyone equally!

This mission also provides information about the restaurant:

• First, it reinforces the fact that it is a fusion food restaurant.
• It is implied that it is a restaurant that is in favor of cultural exchange between these neighboring countries.
• Also, that you’ll find fusion food between American and Mexican gastronomy in it.
• It is a restaurant that seeks to unite two peoples with the good food resulting from the mix of its cuisines.
• And finally, it is a restaurant that will not have a preference among customers from both countries, since they will all be treated the same way.

The third example is the mission of an haute cuisine restaurant located in a very touristy area of Brazil.

We want to create a restaurant that introduces gourmet food to new generations, without the high prices, the pretentiousness, and the prejudices. Only good vibes!

This mission refers to the barriers of entry that some fine dining restaurants may have for young people.

This mission is written directly for restaurant diners, who can perceive these barriers in fine dining restaurants that have been in the market for years and are frequented by older people who might, in turn, perceive younger people as unworthy of entering such restaurants.

Restaurant Vision Example

For these examples, I am going to use the same fictitious restaurants, in the same order.

The first example is:

Our vision for the future is to help create a healthier, more nutrition-conscious locality, and that our city has a reliable and low-cost option to eat well, without sacrificing the pleasure of eating.

The second example is:

We want to help eliminate the perceived differences between the cultures of our countries and create a more unified city, without prejudice or xenophobia. Let's share our humanity!

The third example is:

We dream of a world where haute cuisine is shared and accessible to all people, regardless of gender, gender identity, origin, age, social position, and privileges.

What all these examples share is that they create an image of hope for change, generally positive, and beneficial to society and their customers.

Other Considerations

Some companies also decide to add the values that drive their actions. This is rare, however, it has become increasingly important.

Why? Because today's companies seek to separate themselves from the lack of humanity and from being perceived as large corporations with a negative impact on society.

That's why talking about the values that drive your business can help you connect with your target audience more easily, while attracting people with similar values to be part of your team.

Another thing you should consider is that the mission, vision, or values are not only for the people who will visit your restaurant.

Instead, these ideas will help you build support, like-minded investors, high-quality employees, and more.

In addition, it is vital that everything you write is a real part of your business decisions — it cannot be just pretty words without actions that prove your position.

You can even dedicate your mission, vision, and values to actively help society, be it with actions in your restaurant, supporting social causes, important organizations, and even taking actions outside your restaurant.

This can also become donations to important causes or social works for the community that surrounds your restaurant.

What do you achieve with this? Differentiate your restaurant from a corporation that only seeks to make money! Even if it's what you want, it's not a good idea for this to be your only motivation — especially since the world is turning away from companies with selfish motives.

Make Your Mission, Vision, and Values Stand Out for Your Business

Your business’ mission, vision, and values can set your restaurant apart from the competition. Either because the motivations of your restaurant are in line with those of your guests, or because you support causes of social value .

These aspects of your business are not just another branding strategy, but they must be authentic, achievable, and visible through your actions.

Have you created your mission, vision, and values?

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17 Truly Inspiring Restaurant Mission Statement Examples

Jan Lundvik

April 28, 2021

In this article, we’ll see how you can write your restaurant’s mission statement, and you’ll learn from other restaurants with examples of their mission statements.

Here are some essential points to keep in mind as we go through this article:

• How did you decide to start your restaurant business?
• What was your vision of success?
• How did you know that you were ready for the challenges of the restaurant industry?
• What kept you going through lack of growth and challenging times?
• What are your long-term goals?

All successful restaurant owners have a shared vision and mission: They know what they want, understand that they need to work hard for it, and learn how to achieve their goals.

Now, let’s get into it.

What Is a Restaurant Mission Statement?

A mission statement is a statement of purpose that explains why a restaurant exists and what it hopes to accomplish. Restaurant mission statements are usually paired with company values, vision, and goals. Together, they serve as a guidepost for the restaurant’s purpose of being and how it hopes to accomplish this mission.

These values are what inspire customers to visit your restaurant and employees to work hard for it. Crafting a mission or vision statement is an essential tool for brands to use when strategically planning their business.

A great mission statement states all of the essential characteristics, core values or features that stand out in your restaurant.

Why Your Restaurant Needs a Mission Statement

When you’re a restaurant owner of a busy establishment, it can be easy to let other tasks get in the way of your mission statement.

But taking the time to develop a mission statement that describes how you want to run your business can save time in your daily tasks and guide business decisions.

A mission statement is a critical part of creating an effective business.

1. When your restaurant has a clear mission, every decision you make should support your more significant purpose.

When faced with a business challenge, it’s essential to know how and why you’re making decisions. A mission statement helps everyone at your restaurant – staff, management, and guests alike – understand your business’s fundamental values and objectives.

2. A mission statement is a crucial component of restaurant marketing.

It tells customers why they should choose your restaurant over any other in the area. Your mission statement gives customers something to stand behind and makes them want to come back.

3. A restaurant’s mission statement sends an essential message to the employees that work there.

It’s a public statement of what your restaurant stands for and what it hopes to be in the future. A restaurant’s mission statement is more than just a few words strung together. It’s a way to articulate what the employee is supposed to do and how they should treat their customers. Having a clear mission statement will help your employees work together to achieve their goals and fulfill your restaurant’s mission.

4. Public mission statements help brands attract the best employees.

A restaurant mission statement is an excellent place to start when hiring employees. When your mission statement is public, you can attract the type of people who will thrive at a unique and special home like your restaurant. However, having an internal strong mission statement can help you hire employees that share your business philosophy. Your mission statement can help you hire employees that are already committed to your mission.

How to write a powerful restaurant mission statement

On your mission statement, you want to make sure that customers can easily understand what you want to achieve in a sentence or a couple of paragraphs.

Let us explain how you can do that.

1. What kind of restaurant are we? Please keep it simple in this section and avoid business cliches and the temptation to embellish with too many words.

2. What are our goals? Some examples:

• We want to work with the most outstanding chefs to provide the best food.
• We want to be the most customer-service-oriented restaurant possible.
• We want to be the most environmentally friendly restaurant.
• We want to give a healthy, affordable meal and promote healthier communities.

Now freely brainstorm your own goals; you can always edit them down later.

3. What are our values? Every restaurant has its collection of values that help to differentiate it from competitors and a mission statement that represents a common purpose for everyone who works there. Some restaurants live by the mantra that good food, good service, and good value are enough to keep customers returning. Still, lately, there’s been a trend towards restaurants sharing their passion and delivering an experience that goes beyond just quality food.

4. Who are our customers? Your target audience should be clear to you. After all, you’re in the business of serving your customers. What kind of person do you want to attract? Who do you like to welcome into your restaurant? The answer will help you define your restaurant’s brand.

5. How do we serve them? Good restaurants go way beyond the simple process of taking an order and delivering it. They know that people don’t eat only with their stomachs. The more senses you can engage – whether it’s through visually appealing dishes, scents, sounds, or even textures – the more involved your customers.

Now let’s get into some restaurant mission examples that you can get inspired by and perhaps combine with your ideas.

17 Examples of Restaurant Mission & Vision Statements

This next section includes real examples of restaurant mission statements as well as value and vision statements. Most of these are found in the About Us pages which have become increasingly popular as a way to detail the history and value of a business.

If you click the name of each restaurant, you’ll find more information about each one.

Ristorante Il Buco

The ingredients are ready on the counter, waiting for expert hands to shape them. It is not just a matter of raw materials, timing and ability. The real marvel is instilling one’s soul, to give character. Including the guests in the creative process which is an art form, like the colours of a palette, the plasticity of a sculpture, the harmony of a song, and the taste of passion. And so begins the journey to the discovery of flavours that convey the knowledge of a precious culture and population.

Restaurant Jordnaer

A former gang enforcer found the right path in life through unconditional love toward his wife and gastronomy and created a two Michelin-starred restaurant within 2 1/2 years. This at a humble 3-starred hotel with 6 kids to look after. It’s pure talent and dedication. It’s a drama and a fairytale. It’s a love story.

The young avant-gardes at KOKS use Faroese produce, both coarse and fine, ancient and modern, always keeping an eye on sustainability, leaving the hills that bring forth the good fruit to flourish. Rather than chasing the novel for its own sake, every effort is put into exploring the ancient practices – drying, fermenting, salting and smoking. KOKS follows the seasons and what they bring forth, transforming ancient culinary tradition into modern delicacies.

The Lasai Restaurant

Lasai, the cosmopolitan restaurant of chef Rafa Costa e Silva and his wife Malena Cardiel, has a footprint: its gastronomy is at the same time unprecedented, vibrant, light, mature and sensual. Using modern techniques and Brazilian inputs grown in his own gardens and that of small farmers in Rio de Janeiro, Rafa creates dishes with an emphasis on vegetables without sacrificing the use of the freshest products from the sea and the best meats.

Meet the Greek

The Greeks have mastered the art of enjoying life, better perhaps than any other people on earth… even at their own demise. To be Greek is to love and understand song and dance – and food and drink. Greece has given the world many great things: the Olympic Games, democracy, timeless myths and legends, fabulous food and wine, a sense of humour and, of course, this wonderful restaurant. Wherever you are in the world, you will… Meet The Greek.

Flippin’ Burgers

At Flippin’ we like simple burgers made from scratch without fuss. For real. That’s why we only work with small meat producers who care about animal husbandry and farm animals that are kept outdoors in summer and graze, since this is simply what’s good for them. This makes the meat nice and tasty. We of course only use fresh, dry aged meat.

Mellow Mushroom

Mellow is a State of mind, a culture, a way of being. Our mission is to provide delicious food in a fun and creative environment. We are the originators of hand tossed, stone baked classic southern pizza. Our spring water crust is unique and flavorful, and all our pies are made with high quality, fresh ingredients. Our philosophy is to elevate the dining experience with a higher order of pizza. Mellow out.

From the outside, Diner might have been mistaken a modest endeavor. But Diner, open summer, spring, or snowstorm, has become, with the help of the all the people, staff as well as guests, who continue to return to it, a room that glows from within. Twenty years later Diner has carried on the traditions of its early days. A place of occasion. A touchstone for a neighborhood.

Through a longstanding commitment to sustainability, Roman’s has forged lasting partnerships with local farmers. We strive to serve reverent Italian-influenced food highlighting these connections and ingredients. Above all, we are committed to making our industry a more equitable and sustainable home for all who work in it.

At Credo you will experience food cooked from the raw goods grown in the Trøndelag region, fished from the waters surrounding it, and dairy and local speciality products cultivated with a focus on flavors and sustainability. Credo’s great wish is to take you through a multi-faceted experience of tastes, textures and experiences when you dine with us. We want to show you our gardens, our animals and all that we get from land and sea. We dedicate our time to finding raw ingredients that exemplify the best qualities of the time and place we are in.

Restaurant Domestic

We have a deep love for nature, hence we let the seasons direct our choice of produce. In other words it’s the changing cycle of the seasons that dictates our menu. In our kitchen we use 100 % locally sourced produce from small suppliers working and cultivating the land of our region. This gives us the freshest and most seasonal produce – which in turn creates the best ‘farm to table’ experience as possible.

Restaurant Rest

In Norwegian, “Rest.” is not only an abbreviation for Restaurant or referring to a nice break. “Rest.”means what is left. Food waste is recognized as a major challenge in western food industry and consumerism. It raises grave moral and environmental issues. It insults common sense. And it robbes us of potentially brilliant tastes and experiences. Our ambition is to bring such experiences to you in our restaurant.

The Neolokal team aims to serve its guests genuine food that is inspired by mother earth and modelled and designed from traditions. and while doing so, they are examining traditional recipes to the finest details, blending in endangered heritage foods. chef maksut aşkar, who is heading the young and curious team says “if we do not protect our food, next generations to come will not have anything left in their hands”. by combining modern techniques and innovative perspective with local cuisine they are presenting a new and refined perception.

JL Studio is a platform curated by Singaporean Chef Jimmy Lim Tyan Yaw, with a deep desire and mission to elevate, innovate and share the culture, traditions, flavors and cuisine of Singapore to the world.

Agrikultur is a place that reaches beyond the boundaries of culinary tradition, while honoring food, flavour, sustainability and community. We welcome our guests to enjoy the seasonal swedish produce in a warm, social, open-kitchen atmosphere.

Our philosophy at LYST is about local raw materials, the ever changing nature and the overall artwork of Fjordenhus, and aims to create one magical, inclusive and sustainable dining experience. To achieve this we strive to source everything we serve from within a 100 mile radius and utilise everything to the fullest. Without being dogmatic, this is one of our efforts to create a more sustainable restaurant.

In collaboration with Snøhetta and several experienced local partners, we have developed a restaurant with an equal focus on marine research, architecture, and gastronomy. By focusing on the coexistence of life on land and in the sea, Under proposes a new way of understanding our relationship to our surroundings – above the surface, under the water, and alongside the life of the sea. With this as a backdrop, you will gain a better understanding of the food you eat.

Your restaurant’s mission statement is your guiding star.

It’s the reason you work so hard for a living, why you’re opening one of the most unique restaurants in the country, and why you’re proud to call yourself a restaurateur.

Your mission statement sets a defining course for your business, so make sure it’s something that inspires everyone on your team to roll up their sleeves and get to work every day.

For more information about restaurant slogans and the difference between a mission statement and a slogan check out this post: 250+ Catchy Restaurant Slogans & Taglines (2021)

Finally, if you liked this article you might also be interested in the following:

• 5 Best Restaurant POS Systems
• How to Find Restaurant Staff During the Worker Shortage and Beyond

Related Posts:

• How to Open a Coffee Shop: The Complete Guide
• How to Open a Pizza Shop: A Step-by-Step Guide
• Types of Restaurants: 21 Popular Concepts You Can Start

Jan is a writer and content creator at KitchenBusiness.com with a focus on the restaurant and food service industry. Drawing from his background in tech and UX design, Jan breaks down complex systems into digestible, actionable insights.

We Help Restaurants Build A Thriving Business .  Our free online education guides restaurants through practical technology upgrades, marketing strategies, and business operations fine-tuned for 2024 and beyond.

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How To Write a Winning Food Business Plan + Template

Creating a business plan is essential for any business. Still, it can be beneficial for food businesses that want to improve their strategy or raise funding.

A well-crafted business plan not only outlines the vision for your company but also documents a step-by-step roadmap of how you will accomplish it. To create an effective business plan, you must first understand the components essential to its success.

This article provides an overview of the key elements that every food business owner should include in their business plan.

Download the Ultimate Business Plan Template

What is a Food Business Plan?

A food business plan is a formal written document describing your company’s business strategy and feasibility. It documents the reasons you will be successful, your areas of competitive advantage, and it includes information about your team members. Your business plan is a key document that will convince investors and lenders (if needed) that you are positioned to become a successful venture.

Why Write a Food Business Plan?

A food business plan is required for banks and investors. The document is a clear and concise guide to your business idea and the steps you will take to make it profitable.

Entrepreneurs can also use this as a roadmap when starting their new company or venture, especially if they are inexperienced in starting a business.

Writing an Effective Food Business Plan

The following are the key components of a successful food business plan:

Executive Summary

The executive summary of a food business plan is a one- to two-page overview of your entire business plan. It should summarize the main points, which you will present in full in the rest of your business plan.

• Start with a one-line description of your food company
• Provide a short summary of the key points in each section of your business plan, which includes information about your company’s management team, industry analysis, competitive analysis, and financial forecast among others.

Company Description

This section should include a brief history of your company. Include a short description of how your company started, and provide a timeline of milestones your company has achieved.

If you are just starting your food business, you may not have a long company history. Instead, you can include information about your professional experience in this industry and how and why you conceived your new venture. If you have worked for a similar company before or have been involved in an entrepreneurial venture before starting your food firm, mention this.

Industry Analysis

The industry or market analysis is an important component of a food business plan. Conduct thorough market research to determine industry trends and document the size of your market. 

Questions to answer include:

• What part of the food industry are you targeting?
• How big is the market?
• What trends are happening in the industry right now (and if applicable, how do these trends support your company’s success)?

You should also include sources for the information you provide, such as published research reports and expert opinions.

Customer Analysis

This section should include a list of your target audience(s) with demographic and psychographic profiles (e.g., age, gender, income level, profession, job titles, interests). You will need to provide a profile of each customer segment separately, including their needs and wants.

For example, a food business’ customers may include restaurants, grocery stores, caterers, and food trucks.

You can include information about how your customers make the decision to buy from you as well as what keeps them buying from you.

Develop a strategy for targeting those customers who are most likely to buy from you, as well as those that might be influenced to buy your products or food services with the right marketing.

Competitive Analysis

The competitive analysis helps you determine how your product or service will be different from competitors, and what your unique selling proposition (USP) might be that will set you apart in this industry.

For each competitor, list their strengths and weaknesses. Next, determine your areas of competitive differentiation and/or advantage; that is, in what ways are you different from and ideally better than your competitors.

Below are sample competitive advantages your food business may have:

• Unique menu items
• Strong industry reputation
• Proven track record of success
• Low-cost production
• Local sourcing

Marketing Plan

This part of the business plan is where you determine and document your marketing plan. . Your plan should be clearly laid out, including the following 4 Ps.

• Product/Service : Detail your product/service offerings here. Document their features and benefits.
• Price : Document your pricing strategy here. In addition to stating the prices for your products/services, mention how your pricing compares to your competition.
• Place : Where will your customers find you? What channels of distribution (e.g., partnerships) will you use to reach them if applicable?
• Promotion : How will you reach your target customers? For example, you may use social media, write blog posts, create an email marketing campaign, use pay-per-click advertising, launch a direct mail campaign. Or you may promote your food business via word-of-mouth marketing or by exhibiting at food trade shows.

Operations Plan

This part of your food business plan should include the following information:

• How will you deliver your product/service to customers? For example, will you do it in person or over the phone only?
• What infrastructure, equipment, and resources are needed to operate successfully? How can you meet those requirements within budget constraints?

The operations plan is where you also need to include your company’s business policies. You will want to establish policies related to everything from customer service to pricing, to the overall brand image you are trying to present.

Finally, and most importantly, in your Operations Plan, you will lay out the milestones your company hopes to achieve within the next five years. Create a chart that shows the key milestone(s) you hope to achieve each quarter for the next four quarters, and then each year for the following four years. Examples of milestones for a food business include reaching $X in sales. Other examples include expanding to a second location or launching a new product line.

Management Team

List your team members here including their names and titles, as well as their expertise and experience relevant to your specific food industry. Include brief biography sketches for each team member.

Particularly if you are seeking funding, the goal of this section is to convince investors and lenders that your team has the expertise and experience to execute on your plan. If you are missing key team members, document the roles and responsibilities you plan to hire for in the future.

Financial Plan

Here you will include a summary of your complete and detailed financial plan (your full financial projections go in the Appendix). 

This includes the following three financial statements:

Income Statement

Your income statement should include:

• Revenue : how much revenue you generate.
• Cost of Goods Sold : These are your direct costs associated with generating revenue. This includes labor costs, as well as the cost of any equipment and supplies used to deliver the product/service offering.
• Net Income (or loss) : Once expenses and revenue are totaled and deducted from each other, this is the net income or loss.

Sample Income Statement for a Startup Food Business

Balance sheet.

Include a balance sheet that shows your assets, liabilities, and equity. Your balance sheet should include:

• Assets : All of the things you own (including cash).
• Liabilities : This is what you owe against your company’s assets, such as accounts payable or loans.
• Equity : The worth of your business after all liabilities and assets are totaled and deducted from each other.

Sample Balance Sheet for a Startup Food Business

Cash flow statement.

Include a cash flow statement showing how much cash comes in, how much cash goes out and a net cash flow for each year. The cash flow statement should include:

• Cash Flow From Operations
• Cash Flow From Investments
• Cash Flow From Financing

Below is a sample of a projected cash flow statement for a startup food business.

Sample Cash Flow Statement for a Startup Food Business

You will also want to include an appendix section which will include:

• Your complete financial projections
• A complete list of your company’s business policies and procedures related to the rest of the business plan (marketing, operations, etc.)
• Any other documentation which supports what you included in the body of your business plan.

A well-written food business plan is a critical tool for any entrepreneur looking to start or grow their food company. It not only outlines your business vision but also provides a step-by-step process of how you are going to accomplish it.  

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How to Write a Restaurant Mission Statement (Tips and Examples)

Your restaurant’s mission statement is a pillar of your identity. It tells the world who you are and what you stand for while helping to guide your decisions, marketing strategy, food, and well basically everything, as a company.

That’s why writing a restaurant mission statement is a personal affair. To make it meaningful , you’ll need to dig into some pressing questions about your values, vision, and goals. What makes you stand out from the rest? Why should your customers, employees, investors, the media, and other entities favor you?

How to write your restaurant’s mission statement

Mission statements come in all shapes and sizes. Yours can be as short as a sentence or two, or you can use it as an opportunity to tell a story about your brand and the impact it strives to have in the local, national, or global community.

Regardless of the format, it’s critical that you deep-dive into what really makes you tick, and how your internal aspirations and values translate into your interactions with others.

It’s shockingly easy to create a bland, generic, and downright boring mission statement that fails to differentiate you from your competitors. To avoid doing so, dig deep into a few important points in the process:

Your values

It’s important to define what your restaurant’s core values and beliefs are in order to write a mission statement that represents your restaurant personally. 

Your Vision Statement

A vision statement gives an insight into your restaurant’s future aspirations and goals. It gives direction to your team, helps them stay focused, and provides clarity about your long-term vision.

Your Culture

A company’s culture determines how people communicate within the company, what values they hold, and how the overall internal organization works. It’s important to take it into account so that the final mission statement reflects the true spirit of your team.

What is the main purpose of your restaurant? Is it to create a sense of community, or to spread awareness about your local cuisine? Taking a look back at your goals can help you in crafting your mission statement.

Now that you have a general checklist for writing your restaurant mission statement, let’s look at some examples from other restaurants.

Once you’ve gathered these important insights, answer the following questions to get a full picture of your restaurant operations before you write the final mission statement

What does your restaurant do for its customers? Do you provide fresh and organic food, or serve family-style meals? Your mission statement should reflect what makes you different from all the other restaurants. 

Why do you do what you do? Here, you’re defining the purpose behind your restaurant’s “what”. For instance, a restaurant may provide fresh and healthy meals made with organic produce to promote a healthy lifestyle in society - this is the reason behind what they do. Take a look back at your goals to determine your restaurant’s “why”

Your customers are the most important part of your business, make sure to reflect on who you want to serve at your restaurant so that you can create a mission statement that is catered especially to them. If your customers are the younger generation, for instance, the mission statement will be much different from one that focuses on creating a family-friendly atmosphere.

How do you make your mission successful? Think about your restaurant’s culture and beliefs, the values your team holds, and how they bring your restaurant’s goals to life.  

Tips on how to write a restaurant mission statement

Keep it short and sweet so that it’s easy to remember and recall. Remember, it’s not an investment pitch, you just want to give customers a brief overview of your restaurant. Make sure it’s never more than three or four sentences.

Keep it clear and concise, don’t use technical industry jargon. People should be able to understand it in one read.

Be humble, don’t go overboard in praise of your restaurant by using big words like ‘fantastic food’, ‘unmatched service’ etc. Keep it simple and straightforward.

Keep your audience’s choice and preferences in mind so that you can create a mission statement that is attractive to them.

Take a look at your competition and what’s working for them. Looking at examples can be helpful, but make sure to only take it as inspiration and add your own personal touch to it.

Ask yourself -  can any of my competitors use this exact same mission statement? If the answer is yes, it’s time to dig a bit deeper into why your company exists.

Examples of restaurant mission statements

Upscale and fine dining examples

Union Square Cafe

Union Square Cafe is committed to extending hospitality beyond the walls of our restaurant and into the community.

  Lincoln Ristorante

Our philosophy is simple: to source the best local ingredients and prepare them with authentic Italian methods and spirit. A focus and commitment to freshness and respect for every ingredient is paramount in our daily life.

  ABC Cocina

  We are passionately committed to offering the freshest, safest ingredients, presenting a seasonal menu that is locally focused and globally artistic, and cultivating a healthy relationship on our tables and for the planet. 

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.

No presumptions. No pretensions. Ask questions. Feel comfortable.

Never bending to industry trends, the dishes and service at Oriole give guests a thought-provoking and interactive experience, where the diner is the true focus of the meal.

Corporate and chain restaurant examples

McDonald's brand mission is to be our customers' favorite place and way to eat and drink. Our worldwide operations are aligned around a global strategy called the Plan to Win, which center on an exceptional customer experience – People, Products, Place, Price and Promotion. We are committed to continuously improving our operations and enhancing our customers' experience.

Delight every customer, so they want to tell their friends – with great value through fresh, delicious, made-to-order sandwiches, and an exceptional experience.

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

Krispy Kreme

To make the most awesome doughnuts on the planet every single day.

Tim Horton’s  

Our guiding mission is to deliver superior quality products and services for our guests and communities through leadership, innovation and partnerships.

The Cheesecake Factory  

To create an environment where absolute guest satisfaction is our highest priority.

We take pride in making the best Mexican style fast food providing fast, friendly, & accurate service.

Apple Bee’s

To contribute to the growth, joy and enrichment of all the lives we touch.

Moe’s Southwest Grill

To provide a one-of-a-kind experience that energizes everyone with an enthusiastic welcome, exceptional service, awesome food, killer tunes, and an unforgettable time.

Dunkin Donuts

To be the leading provider of the wide range delicious beverages & baked product around the kingdom in a convenient, relaxed, friendly environment, that insures the highest level of quality product and best value for money.

 Whether you’re building a restaurant business plan from scratch or revamping your restaurant’s branding and direction, a mission statement can help to paint a better picture of your company.

It can help to establish and build trust for your brand in the eyes of key people and entities like customers, employees, stakeholders, and the media.

 When writing your restaurant mission statement, make sure that you’re clear about your values, vision, and purpose, and how your company creates this impact. Ultimately, your mission should set you apart in a unique way that showcases what you’re all about.

Ready to write your mission statement? Download our free template to get started now.

Read more about restaurant marketing on the Eat App blog

• How to do a restaurant SWOT analysis
• Instagram post ideas for your restaurant
• Email marketing for restaurants
• KPI's every restaurant should measure
• The best digital marketing strategies for restaurants
• Restaurant event ideas
• Restaurant advertising examples
• Grand opening ideas for restaurants
• Top restaurant influencers for inspiration
• Supercharge your marketing with automation 
• How to get more reservations from Instagram
• SEO for restaurants: the complete guide

Director of Marketing at Eat App

For the past 7+ years Ryan has been focused on helping restaurants succeed with digital marketing and front-of-house operations. He is Director Marketing at Eat App.

Reviewed by

Nezar Kadhem

Co-founder and CEO of Eat App

He is a regular speaker and panelist at industry events, contributing on topics such as digital transformation in the hospitality industry, revenue channel optimization and dine-in experience.

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50+ Restaurant Mission Statement Examples To Inspire Your Restaurant Mission

Table of contents.

A restaurant mission statement is a crucial component of a restaurant’s brand identity. A mission statement is a reflection of you and the values you instill in your work, which are then communicated to both customers and employees. 

Whether you’re working on starting up a new restaurant or you’re looking to update your current branding and promotional materials, it helps to have inspiration for mission creation. Many restaurants have a mission statement, but not many restaurants have an excellent mission statement. We’ve compiled an extensive list of mission statements from across the country so you can get the inspiration you need to build something better. Once you have your mission, you can build it into your restaurant products with custom printed disposables from Budget Branders. Budget Branders can help you create custom plastic cups , custom paper cups , custom paper bowls , custom coffee sleeves , and more with designs that reflect your restaurant’s mission. 

What is a Restaurant Mission Statement? 

A restaurant mission statement conveys your raison d’être (reason for being). In other words, a mission statement identifies the purpose your restaurant will serve; the reason why your restaurant exists. 

Mission statements are usually paired with company values and/or a vision. Together, these components collectively serve as a guide post for what you hope to achieve for your restaurant and how you hope to achieve it. 

Why Your Restaurant Needs a Mission Statement

Unfortunately, not all restaurateurs recognize the benefits associated with a well-written mission statement. Just pull up the websites of some of your favorite local restaurants and you’ll likely be hard-pressed to find an articulated mission statement. While the development of a mission statement may seem like a trivial task, mission statements are an invaluable component of your brand and business strategy. 

By taking the time to develop a mission statement, you can better guide decision making for your restaurant and save time on daily tasks to focus on what really matters for your core business. Mission statements also:

• Serve as a constant reminder for why you started your restaurant in the first place; 
• Align the many moving parts of your restaurant with one overarching message; 
• Communicate who you are and what differentiates you from your competitors; 
• Help attract great talent to the business;

Simply having a mission statement is not enough. Many mission statements are littered with buzzwords, clichés, and business jargon. If you fail to put time and effort into developing your mission, then it will not be very effective at helping to accomplish much of anything. Your mission statement needs to mean something to you. 

The Difference Between Restaurant Missions, Visions, & Values

As previously mentioned, mission statements are often paired with a vision and/or values. For this reason, the three terms often get mixed up and are sometimes used interchangeably. Mission, vision, and values are three distinct components and should be treated as such.  

Restaurant Mission Statement

A mission statement describes the why of your business. For example: 

“We exist to connect local Bostonians to each other through great tasting pizza while also supporting local farmers and utilizing the freshest ingredients.” 

Restaurant Vision Statement

Your restaurant mission and vision can work together synergistically. Your restaurant’s mission statement explains the why while a restaurant vision is what you want the future to look like when you accomplish your mission. For example: 

“We imagine a world where there are no barriers between Boston residents, sloppily produced pizza doesn’t exist, and local farmers are able to live prosperously.” 

Restaurant Value Statement

Finally, a restaurant’s values outline what you believe in and what your restaurant will stand for. For example: 

“We value teamwork, honesty, community involvement, dedication to the culinary arts, and transparency.” 

Some restaurants will go the extra mile and develop all three message components (mission, vision, and values). While defining all of these components for your restaurant is helpful, you can get by without developing all three. Even having just one statement will provide more clarity and purpose for your work. 

How to Write a Powerful Restaurant Mission Statement

Now that you understand what a mission statement is and why it matters, it’s time to start thinking about how you can develop your own mission statement that will effectively guide your restaurant to success. The creation of your mission statement will take some soul searching and reflection. Your mission should be unique to you and isn’t something we can develop for you. Nevertheless, there are some important principles and tactics you can use to help write an effective statement. 

Components of a Strong Mission Statement

 While there is no one correct way to write a mission statement, there are characteristics that every strong mission statement embodies. As you work to write your mission statement, you should reflect on the following six characteristics. 

• Accurate: Your mission statement should be an honest reflection of what your restaurant will do. If your mission statement doesn’t accurately reflect your restaurant, it may be time to either revise your statement or revise some of your operations policies. 
• Achievable: It’s good to set lofty goals, but your goals should be measurable and achievable. Many restaurants seek to provide the world’s most delicious food or the best service, but those goals aren’t easy to measure and not every restaurant can be “the best”.  
• Actionable: The strongest mission statements both define goals and articulate how those goals will be achieved. 
• Concise: Your mission statement shouldn’t be three pages long. You want a concise statement that is easily digestible and understood. As a general guide, you should try to keep your mission statement under five sentences. 
• Transparent: The best mission statements avoid business jargon and clichés that sound impersonal. Your mission statement should be an accurate, honest reflection of what you want the restaurant to be.  
• Unique: Your mission statement should help differentiate you from your competition. If your mission sounds like that of your competitors, then the statement doesn’t effectively accomplish that goal. 

As you review the mission statement examples further down in this post, you’ll find that not every mission statement encompasses every one of the characteristics above. It is a testament to just how difficult it is to write a compelling mission statement. 

Questions to Consider

During the brainstorming stage of mission statement development, it can help to frame your mission within the context of questions. Answering key business questions can help you extract the root reason for your restaurant’s existence. Below are some important questions you should ask yourself while developing your mission: 

• Why are you in business?
• What is the image you want your restaurant to convey?
• Who is your target market? 
• What are the needs of your target market and how will you fill those needs? 
• What does/will your restaurant do for employees? 
• How is your restaurant differentiated from your competitors? 
• What underlying philosophies or values contributed to the founding of your restaurant? 

Restaurant Mission Statement Examples

To get the development process kicked off for your mission statement, it can help to review what other restaurants have communicated as their mission. We’ve compiled over 50 mission statements from restaurants across the country and the world. We’ve included mission statements from large, well-known chains, as well as, smaller local restaurants to provide you with a well-balanced mix of inspiration. 

It’s important to remember that your mission statement should be unique to your restaurant. It’s valuable to study how others have approached mission development, but it’s important to draw upon your own goals when developing your unique statement. 

Family Style Restaurant Mission Statement Examples

Avanti’s italian restaurant.

“We prepare and serve high quality, simple food, at a great value, in a home-like environment.”

P.F. Chang’s

“To HONOR Life. Family. Food.”

Ruby Tuesday

“Quality. Passion. Pride.”

Bamboo Sushi 

“To change the way people eat, inspiring a shift within the restaurant industry and beyond.”

The Cheesecake Factory

“To create an environment where absolute guest satisfaction is our highest priority.”

Darden Restaurants

“To be financially successful through great people consistently delivering outstanding food, drinks and service in an inviting atmosphere, making every guest loyal.”

“Going back to basics. Connecting flavors of Asia with the community through culinary traditions and culture.”

Pachamanka Restaurant

“To exceed each and every one of our customer’s expectations.”

Plaza Tapatia

“To serve exquisite and authentic Mexican Cuisine representing our cultures and legendary culinary gastronomy with typical dishes with a creative and talented touch, delivering a distinctly unique dining experience to fulfill our guest expectations.”

Provision Community Restaurant

“To foster creative, community-based solutions to overcome food insecurity, isolation and hardships in the lives of our neighbors.” 

Smoke BBQ Restaurant & Catering

“To share our love of authentic BBQ, inspired by regional classics throughout the US, prepared and smoked daily in our smokers.”

Applebee’s

“To make sure you’re eatin’ good whenever you step into an Applebee’s.”

Studio Movie Grill

“To open hearts and minds, one story at a time.”

The Table Cafe

“To provide a restaurant that serves locally grown food with amazing taste, at an affordable price, where all can enjoy the flavor of community.”

Bar, Brewery, & Pub Mission Statement Examples

Buffalo wild wings.

“ Our mission is to WOW people every day!”

Celebrations Restaurant & Bar

“To capture the character of our community, boiling down its stocks, foraging its plants, and showcasing its produce; all in an attempt to capture a time and a space in the confines of a plate, but more often in a series of plates.”

Iron Hill Brewery & Restaurant

“Inspire Loyalty in both our guests and in our staff.”

Ninety Nine Restaurant & Pub

“A passion to serve”

Founders Brewing Company

“make uncompromising craft beer that we love”, fine dining restaurant mission statement examples, mccormick & schmicks.

“Absolute guest satisfaction” 

“To provide our guests with the most authentic Italian experience outside of Italy.”

Little Fish Grill

“To provide the community with fresh, locally sourced, top quality food and service in a friendly casual environment to remind you the little fish eats like a shark too!”

Cadre Restaurant

“To provide our guests with a comfortable, quality, and satisfying dining experience using local, seasonal ingredients in classic dishes paired with select wine.”

Novo Restaurant & Lounge

“To delight every guest with remarkable dining & hospitality experiences that keep them returning.”

Del Frisco’s Restaurant Group

“Do right and far exceed expectations daily.”

Gracie’s 

“Enhance and educate the palate with the freshest ingredients and flavors, while surprising and exciting each guest with personal care and service.”

P.S. Kitchen

“To leverage the power of good food and an open heart to lovingly serve our clients, employees, society and the earth.”

Hearth Restaurant 

“Serve REAL food that tastes, looks, and smells delicious.” 

Fast Food Restaurant Mission Statement Examples

“To become America’s most loved restaurant brand.”

Panda Restaurant Group 

“To deliver exceptional Asian dining experiences by building an organization where people are inspired to better their lives.” 

“Serve only the highest quality product, prepare it in a clean and sparkling environment, and serve it in a warm and friendly manner.”

Domino’s 

“To break down the barriers between our customers, and the food they love to share.”

Culver’s 

“That every guest who chooses Culver’s leaves happy.”

McDonald’s 

“To provide a fun and safe environment where our customers can enjoy good food made with quality ingredients at affordable prices.”

Krispy Kreme

“To make the most awesome doughnuts on the planet every single day.”

Frugals 

“To provide the highest quality product at the lowest possible price, the best consumer experience in the industry, and respect for our employees, business partners, and community.”

Tasty Burger

“To serve a fresh, flavorful, flat patty burger made from the finest American beef, while becoming a real part of every neighborhood in which we open.”

Fast Casual Restaurant Mission Statement Examples

“Some want to make superior sandwiches. Some want to make the world a better place. We want to do both!”

Zaxby’s 

“Consistently create encore experiences that enrich lives, one person at a time.”

Panera Bread

“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.”

Firehouse Subs

“To carry on our commitment to and passion for hearty and flavorful food, heartfelt service, and public safety.”

“To help citizens of the world live better by making healthy food convenient & affordable.”

Boloco 

“To better the lives and futures of our people. We use ridiculously delicious burritos to do it.”

“To serve the world flavor.”

“From sprout to plate, we obsess over the details to bring better eating to everyone.”

Flour Bakery

“Make amazing food – offer warm welcoming service – give back to the neighborhood – run an efficient, profitable business – make flour a better place for both our customers and ourselves”

Hannah’s Bretzel

“Make insanely tasty food, provide healthier nutrition on the go, and do it with the smallest environmental footprint possible.”

“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.”

Cafe & Coffee Shop Mission Statement Examples

Starbucks .

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

CC’s Coffee House

“To serve everyone better than anyone else .”

Philz Coffee 

“To better the days of everyone who walks in.”

Dunkin’ Donuts

“ We prioritize what you need to get you on your way. We strive to keep you at your best, and we remain loyal to you, your tastes and your time.”

Again, there’s no right or wrong way to develop a mission statement. Take your time and piece together a message that you can stand behind and others can believe in. 

Further Developing Your Restaurant Brand

Developing a restaurant mission statement is a component in further developing your restaurant’s brand. As you refine your brand you’ll also want to consider where it’s being placed. Some of the biggest brands in food service put their logo on everything and you may want to as well. You might even want to print your restaurant mission on your disposable promotional items.

Budget Branders is a market leader in affordable custom disposable restaurant products. Our branding consultants can help you design and develop custom printed cups and bags that will allow your brand to really stand out at an affordable rate. Print your restaurant logo or restaurant mission on our custom stadium cups , custom coffee cups , custom dessert bowls , custom deli bowls , custom napkins , custom sandwich bags , custom paper bags , and more. Call (888) 373-4880 or fill out a contact form to speak to a brand consultant today.

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Food and Beverage Business Plans

Bakery business plans.

• Delicatessen and Bakery Business Plan
• Dessert Bakery Business Plan
• Specialty Baker Business Plan
• Bakery Business Plan

Bar & Brewery Business Plans

• Bar and Tavern Business Plan
• Brewery Business Plan
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• Karaoke Bar - Bowling Alley Business Plan
• Microbrew Bar Business Plan
• Nightclub Business Plan
• Nightclub Saloon Business Plan
• Nightclub, Dance Classes Business Plan
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• Wine Store Business Plan

Catering & Food Truck Business Plans

• Catering and Ballroom Rental Business Plan
• Catering Company Business Plan
• Food Preparation Business Plan
• Food Truck Business Plan

Coffee Shop & Cafe Business Plans

• Cafe Bistro Coffeehouse Business Plan
• Coffee Kiosk Business Plan
• Coffee Roaster Business Plan
• Coffee Shop Business Plan
• Coffeehouse Business Plan
• Convenience Store Cafe Business Plan
• Internet Cafe Business Plan
• Religious Coffeeshop Business Plan
• Sports Equipment Cafe Business Plan
• Tea Room Business Plan
• Coffee Distribution Business Plan
• Coffee Export Business Plan

Restaurant Business Plans

• Bed and Breakfast - Caribbean - Business Plan
• Bed And Breakfast Business Plan
• Bed and Breakfast Inn Business Plan
• Bowling Entertainment Center Business Plan
• Deli Restaurant Business Plan
• Ethnic Food Restaurant Business Plan
• Fast Food Restaurant Business Plan
• Fine Dining Restaurant Business Plan
• Franchise Sandwich Shop Business Plan
• Healthy Restaurant Business Plan
• Italian Restaurant Business Plan
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• Mexican Restaurant Business Plan
• Movie Theater Restaurant Business Plan
• Organic Restaurant Business Plan
• Pasta Italian Restaurant Business Plan
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• Pizzeria Business Plan
• Pizzeria Franchise Business Plan
• Sandwich Restaurant Business Plan
• Steak Buffet Restaurant Business Plan
• Steak Restaurant Business Plan
• Themed Restaurant Business Plan
• Fast Food Service Business Plan
• Small Restaurant Business Plan

Specialty Food & Beverage Shop Business Plans

• Butcher Shop Business Plan
• Dinner Theater Business Plan
• Ethnic Food Import Business Plan
• Frozen Custard Shop Business Plan
• Convenience Store Soda Fountain Business Plan
• Gourmet Food Store Business Plan
• Organic Food Store Business Plan
• Pizza Delivery Business Plan
• Shaved Ice Beverage Business Plan
• Ice Cream Shop Business Plan

Wholesale Food & Beverage Business Plans

• Agriculture Fruit Farm Business Plan
• Hydroponics Farm Business Plan
• Nonprofit Food Bank Business Plan
• Pasta Manufacturer Business Plan
• Produce Farm Business Plan
• Salsa Manufacturer Business Plan
• Wholesale Food Business Plan
• Wholesale Food Manufacturer Business Plan
• Wholesale Juice Business Plan

Food and beverage industry overview

The food and beverage industry includes all businesses involved in the production, distribution, and sale of food and drinks.

The global food and drink market is expected to grow at an annual rate of 11.9%, reaching a market volume of $3.8 billion by 2027. This increase sharply contrasts the declining industry performance over the last three years.

Contributing factors to this performance are:

• Expected ease of inflation over the next year.
• Continued innovation in beverage and grab-and-go options.
• Increased interest in health-conscious options.
• Lifestyle changes as consumers increase travel and return to the office.

Additionally, the increased adoption of app-based and eCommerce purchasing options will continue to fuel discretionary spending in this category. Portable eating, tech-based purchasing, and alternative health and wellness products or services all show great promise for new entrants.

How to start a food and beverage business

To start a food and beverage business, you need to focus on the following:

1. Identify an idea that meets current demand

Identify your target market and potential competitors. Then, develop a unique product or service that serves a specific need—such as a particular cuisine, dietary need, or a unique dining experience.

2. Write a business plan

Create a business plan that thoroughly explains your business model, operations, pricing strategy, and financial projections.

3. Handle health, safety, hygiene and legal compliance

Food and beverage is a highly regulated industry with additional legal, health, and safety requirements. You must develop strict health and safety standards, prepare a staff training plan, and apply for permits or licenses relevant to your food or beverage offering.

4. Operations and relationships with suppliers

Establish relationships with reliable suppliers to acquire consistent quality ingredients. Focus on implementing an effective inventory management system that helps minimize waste and unnecessary expenses.

5. Location, layout, and staffing

Purchasing behavior and workflows are rooted in your business location and how your business is presented. Carefully choose a location and layout that fits your customers’ expectations and provides a healthy working environment for your employees.

Then, focus on training to ensure quality service, adherence to safety protocols, and the representation of your brand values.

6. Startup costs and financial management

Hefty upfront investments can be needed to start a food and beverage business. Kitchen equipment, menus, signage, POS systems, and mobile ordering technology scratches the surface.

You’ll likely be operating on thin margins, making effective financial planning necessary early on. Take direct inventory of what it will cost to start and run your business for the first year. Consider if you need funding and put a system in place to forecast and review your performance regularly.

7. Marketing and branding

You will have plenty of competition as a food and beverage business. Every restaurant, big brand, delivery service, grocery store, and mini-mart is a potential alternative.

So, don’t sleep on your branding and marketing efforts. Remember your target market, choose the proper channels, and develop a memorable visual identity that fits your mission.

For more on starting a business, check out our full selection of startup resources.

How to write a business plan for a food and beverage business

Here are some specific sections and information to focus on when writing a business plan for a food, beverage, or restaurant business.

Market analysis

The food and beverage industry is a highly competitive market with established competition and a steady influx of new entrants. Thoroughly document who you will be competing with, how you are different, and your ideal customers. This information will influence everything else about your business.

Business model

You’ll notice a trend through the rest of these, but you need a detailed description of how you will make money. As mentioned before, food and beverage businesses often operate on incredibly thin margins.

You need to be sure that your revenue streams make sense for the market, can consistently bring in cash, and will be sustainable long-term.

Menu and product offerings

Specific to this industry, you must cover what you offer and provide a sample menu or product list. It should directly relate to the interest of your clientele and showcase what you offer.

Describe your location, including a layout of your store or restaurant and details for how your business will operate—how you will work with suppliers, specific workflows, equipment needs, and staffing.

Focus on demonstrating quality and efficiency when outlining your operations, and don’t forget to revisit it as you run your business.

Financial projections

Provide detailed financial projections to map out your revenue and expenses. At a minimum, cover startup costs, break-even analysis, profit and loss forecasts, and cash flow statements.

Include any assumptions behind your projections and map out funding needs if you intend to pursue a loan or other investment.

You can use any of our food, beverage, or restaurant sample plans to ensure you cover the right information in your plan. For a detailed overview, check out our complete business plan outline.

What is an example of a food and beverage business?

Food, beverage, and restaurant businesses include:

• Agriculture and food production
• Food processing and packaging
• Alcoholic and non-alcoholic beverage production
• Restaurants
• Food transportation services

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22 vision statem ...

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22 vision statement examples to help you write your own.

When launching a startup, founders typically have an idea of what they want to achieve — a vision of what success will look like. During the strategic planning process, it’s important to put this vision into concrete terms. Not only does a vision statement clarify your thoughts, but it helps employees and stakeholders understand what the business has set out to accomplish. No matter what the business, a good mission and vision statement can inspire and motivate employees to make that vision a reality.

Whether it’s your first or fifth business, writing a compelling vision statement can be challenging. Below, we'll share how to write a vision statement — one that inspires your employees and positively impacts your business — and we'll look at a few vision statement examples to help you get started. 

What is a vision statement? 

A personal mission statement and personal vision statement can be used to guide our decision-making and help us stay focused to meet our long-term goals. Company statements are no different. A company vision statement is one of your most important business documents, along with your mission statement and core values. Although it’s easy to confuse the three, each one is unique and serves its own purpose. 

Core values are the organization’s long-term beliefs and principles that guide employee behavior. A mission statement deals with “why” an organization exists, while a vision statement outlines “what” that existence will eventually look like. A mission statement has to do with what the organization is doing in the present, while a vision statement focuses on the future. Mission statement examples include L’Oreal’s “Offering all women and men worldwide the best of cosmetics innovation in terms of quality, efficacy, and safety.” Conversely, Disney’s vision for itself is “to be one of the world’s leading producers and providers of entertainment and information.”

Primarily intended for internal employees and shareholders, a vision statement describes what an organization aspires to be. It helps to think of a vision statement as part roadmap, part inspiration. By outlining a long-term vision, rather than just short-term goals, a vision statement helps give the organization shape and purpose. 

Why it’s important to have a vision statement.

Despite the importance of a vision statement, many companies choose to operate without one. Some simply combine their mission and vision into one general document. Others do away with the idea altogether, thinking that corporate visions are vague statements that serve no actual purpose. 

Furthermore, studies show that highly aligned organizations grow revenue 58% faster, and are 72% more profitable than ones that are unaligned. If an organization doesn’t have a vision or a clear idea of what it wants, it will greatly limit its opportunities and have a difficult time inspiring employees to stay committed.  

How to write a vision statement.

Writing a vision statement may seem like a daunting task. It’s read by every employee and shareholder, and greatly impacts the success of the organization. And a vision statement takes time and thought. When done well, a vision statement can provide the encouragement your company needs to achieve its goals. To streamline the process, keep the following steps in mind while crafting your vision statement:

1. Determine who will help write your vision statement.

When starting out, it’s likely you and your partners will be responsible for writing your company’s vision statement. Once you start hiring, you can ask managers and employees to contribute additional insights. Interviewing a range of individuals will help create a vision statement that integrates and speaks directly to the entire organization. 

2. Project your goals for the future.

Imagine your company five or ten years down the line. The outcome you envision — your dream for the future, your success as a company — should be captured in the vision statement. Keep in mind that the statement should only include the vision, not an actual step-by-step plan for implementing solutions. 

The following questions can help you clarify your vision: 

• Where do we want the organization to go? 
• What can we realistically achieve?
• What problem does the organization intend to solve?
• What are the changes we believe the organization can make for individuals? For the industry? 
• How will things be different if the vision is realized?
• What phrases or keywords describe the type of organization and outcome we want?

3. Stick to the specifics.

A generic vision statement — one that sounds like it could apply to any company — will not be enough to motivate your team. Vision works best when it’s specific and describes an end goal only your organization can provide. Don’t be afraid to dream big. A lukewarm vision will only yield lukewarm results. So it’s important to be bold, and even risky, when writing your vision statement. 

4. Keep it short and simple.

While it should be specific, a vision statement shouldn’t be overly detailed. It should be concise. Start by jotting down all of your ideas, and then pare those down to the essentials. Keeping just one or two key points helps create a clear vision that’s easy for everyone to focus on and fulfill. Stay away from technical terms and jargon, and use the present tense. Rather than trying to write something catchy, aim for clarity. A great vision statement works best when it’s simple, memorable, and inspirational. 

Revisit your vision often as your company evolves.

A vision statement sets an organization’s sights on the future. However, once that future is reached, the vision needs to continue moving forward. Your vision statement is a living document, not a set of static sentences. It plays an important part in your overall strategic plan for a certain time frame. It should therefore be regularly updated to reflect your organization’s current purpose. 

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Constantly communicate your vision.

Once you have a vision statement that articulates your end goal, make sure it’s clearly communicated. A vision is more effective when your entire organization takes it to heart. Commit the proper resources and time toward realizing the vision you’ve set. This can mean investing in seminars and training or launching a new product. It can also include offering the lowest possible prices, entering new markets, or exploring other areas of opportunity. A good way to help everyone align with a company's vision statement is by inviting them into the process. Ask for employees’ input, and suggest ways to incorporate the vision into their work. Then, make sure to recognize or reward individuals for their standout contributions.

Vision statement examples.

Sometimes, seeing what works for notable companies is just the inspiration you need to create your own vision statement. Below are some inspiring vision statements from today’s top companies:

Concept-based vision statements.

Some vision statements are based on concepts of what the company hopes to be or achieve in the future. This can be a general statement focused on customers, or a position the company wants to hold within the industry. Below are a few examples of concept-based vision statements:

• BBC: “To be the most creative organization in the world”
• Disney: “To make people happy.”
• Google: “To provide access to the world’s information in one click”
• IKEA: “To create a better everyday life for the many people”
• Instagram: “Capture and share the world’s moments”
• LinkedIn: "Create economic opportunity for every member of the global workforce”
• Microsoft: “To help people throughout the world realize their full potential”
• Nike: “To bring inspiration and innovation to every athlete in the world”
• Oxfam: “A just world without poverty”
• Shopify: “To make commerce better for everyone”
• Sony: "To be a company that inspires and fulfills your curiosity.”
• TED: “Spread ideas”
• Tesla: “To accelerate the world’s transition to sustainable energy”
• Uber: “We ignite opportunity by setting the world in motion”
• Whole Foods : “To nourish people and the planet.”

Quality-based vision statements.

Other common vision statements are focused on internal goals. These include the type of products and services the company hopes to provide as they grow. Quality-based vision statements can also relate to company culture and operations. The following are some examples from actual United States companies in different industries:

• Amazon: “Our vision is to be earth’s most customer-centric company, where customers can find and discover anything they might want to buy online.”
• Avon: “ To be the company that best understands and satisfies the product, service, and self-fulfillment needs of women—globally.”
• Ben & Jerry’s: “Making the best ice cream in the nicest possible way”
• Ford: “People working together as a lean, global enterprise to make people’s lives better through automotive and mobility leadership.” 
• IBM: “To be the world’s most successful and important information technology company. Successful in helping our customers apply technology to solve their problems. Successful in introducing this extraordinary technology to new customers. Important because we will continue to be the basic resource of much of what is invested in this industry.”
• McDonald’s: “To move with velocity to drive profitable growth and become an even better McDonald’s serving more customers delicious food each day around the world.”
• Nordstrom: “To serve our customers better, to always be relevant in their lives, and to form lifelong relationships”
• Starbucks: “To establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow.” 
• Warby Parker: “We believe that buying glasses should be easy and fun. It should leave you happy and good-looking, with money in your pocket. We also believe that everyone has the right to see.”
• Zappos: “To provide the best customer service possible. Deliver 'WOW' through service”

Keep a clear vision.

Even if it’s just a few sentences, a vision statement provides a lot of value. Not only does it outline the company’s desired outcome, but it can communicate intentions and hopes for the future. The best part is that a vision statement changes with your organization. When a vision is reached or updated, it’s time to create a new vision statement. This encourages everyone toward greater goals, and opens your company to more possibilities.

Ready to bring your vision to life? Brex can help.

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Restaurant Business Plan: What To Include, Plus 8 Examples

• Business Growth & Management , Templates & Guides

Do you want to ensure the success of your new foodservice endeavor? Write a restaurant business plan.

In this article, the experts at Sling tell you why a business plan is vital for both new and existing businesses and give you tips on what to include.

Table Of Contents

What Is A Restaurant Business Plan?

Why is a restaurant business plan important, questions to ask first, what to include in an effective restaurant business plan, how to format a restaurant business plan, efficient workforce management is essential for success.

At its most basic, a restaurant business plan is a written document that describes your restaurant’s goals and the steps you will take to make those goals a reality.

This business plan also describes the nature of the business itself, financial projections, background information, and organizational strategies  that govern the day-to-day activity of your restaurant.

A restaurant business plan is vital for the success of your endeavor because, without one, it is very difficult — sometimes even impossible — to obtain funding from an investor or a bank.

Without that all-important starting or operational capital, you may not be able to keep your doors open for long, if at all.

Even if funding isn’t a primary concern, a business plan provides you — the business owner or manager — with clear direction on how to translate general strategies into actionable plans  for reaching your goals.

The plan can help solidify everything from the boots-on-the-ground functional strategy  to the mid-level business strategy  all the way up to the driving-force corporate strategy .

Think of this plan as a roadmap that guides your way when things are going smoothly and, more importantly, when they aren’t.

If you want to give your restaurant the best chance for success, start by writing a business plan.

Sitting down to write a restaurant business plan can be a daunting task.

As you’ll see in the What To Include In An Effective Restaurant Business Plan section below, you’ll need a lot of information and detail to ensure that the final document is both complete and effective.

Instead of starting with word one, it is hugely beneficial to answer a number of general questions first.

These questions will help you narrow down the information to include in your plan so the composition process feels less difficult.

The questions are:

• What problem does the business’s product or service solve?
• What niche will the business fill?
• What is the business’s solution to the problem?
• Who are the business’s customers?
• How will the business market and sell its products to them?
• What is the size of the market for this solution?
• What is the business model for the business?
• How will the business make money?
• Who are the competitors?
• How will the business maintain a competitive advantage?
• How does the business plan to manage growth?
• Who will run the business?
• What makes those individuals qualified to do so?
• What are the risks and threats confronting the business?
• What can you do to mitigate those risks and threats?
• What are the business’s capital and resource requirements?
• What are the business’s historical and projected financial statements?

Depending on your business, some of these questions may not apply or you may not have applicable answers.

Nevertheless, it helps to think about, and try to provide details for, the whole list so your finished restaurant business plan is as complete as possible.

Once you’ve answered the questions for your business, you can transfer a large portion of that information to the business plan itself.

We’ll discuss exactly what to include in the next section.

In this section, we’ll show you what to include in an effective restaurant business plan and provide a brief example of each component.

1) Executive Summary

You should always start any business plan with an executive summary. This gives the reader a brief introduction into common elements, such as:

• Mission statement
• Overhead costs
• Labor costs
• Return on investment (ROI)

This portion of your plan should pique the reader’s interest and make them want to read more.

Fanty & Mingo’s is a 50-seat fine-dining restaurant that will focus on Sweruvian (Swedish/Peruvian) fusion fare.

We will keep overhead and labor costs low thanks to simple but elegant decor , highly skilled food-prep staff, and well-trained servers.

Because of the location and surrounding booming economy, we estimate ROI at 20 percent per annum.

2) Mission Statement

A mission statement is a short description of what your business does for its customers, employees, and owners.

This is in contrast to your business’s vision statement which is a declaration of objectives that guide internal decision-making.

While the two are closely related and can be hard to distinguish, it often helps to think in terms of who, what, why, and where.

The vision statement is the where of your business — where you want your business to be and where you want your customers and community to be as a result.

The mission statement is the who , what , and why of your business — it’s an action plan that makes the vision statement a reality

Here’s an example of a mission statement for our fictional company:

Fanty and Mingo’s takes pride in making the best Sweruvian food, providing fast, friendly, and accurate service. It is our goal to be the employer of choice and offer team members opportunities for growth, advancement, and a rewarding career in a fun and safe working environment.

3) Company Description

In this section of your restaurant business plan, you fully introduce your company to the reader. Every business’s company description will be different and include its own pertinent information.

Useful details to include are:

• Owner’s details
• Brief description of their experience
• Legal standing
• Short-term goals
• Long-term goals
• Brief market study
• An understanding of the trends in your niche
• Why your business will succeed in these market conditions

Again, you don’t have to include all of this information in your company description. Choose the ones that are most relevant to your business and make the most sense to communicate to your readers.

Fanty & Mingo’s will start out as an LLC, owned and operated by founders Malcolm Reynolds and Zoe Washburne. Mr. Reynolds will serve as managing partner and Ms. Washburne as general manager.

We will combine atmosphere, friendly and knowledgeable staff, and menu variety to create a unique experience for our diners and to reach our goal of high value in the fusion food niche.

Our gross margin is higher than industry average, but we plan to spend more on payroll to attract the best team.

We estimate moderate growth for the first two years while word-of-mouth about our restaurant spreads through the area.

4) Market Analysis

A market analysis is a combination of three different views of the niche you want to enter:

• The industry  as a whole
• The competition your restaurant will face
• The marketing  you’ll execute to bring in customers

This section should be a brief introduction to these concepts. You can expand on them in other sections of your restaurant business plan.

The restaurant industry in our chosen location is wide open thanks in large part to the revitalization of the city’s center.

A few restaurants have already staked their claim there, but most are bars and non-family-friendly offerings.

Fanty & Mingo’s will focus on both tourist and local restaurant clientele. We want to bring in people that have a desire for delicious food and an exotic atmosphere.

We break down our market into five distinct categories:

• High-end singles
• Businessmen and businesswomen

We will target those markets to grow our restaurant  by up to 17 percent per year.

Every restaurant needs a good menu, and this is the section within your restaurant business plan that you describe the food you’ll serve in as much detail as possible.

You may not have your menu design complete, but you’ll likely have at least a handful of dishes that serve as the foundation of your offerings.

It’s also essential to discuss pricing and how it reflects your overall goals and operating model. This will give potential investors and partners a better understanding of your business’s target price point and profit strategy.

We don’t have room to describe a sample menu in this article, but for more information on menu engineering, menu pricing, and even a menu template, check out these helpful articles from the Sling blog:

• Menu Engineering: What It Is And How It Can Increase Profits
• Restaurant Menu Pricing: 7 Tips To Maximize Profitability
• How To Design Your Menu | Free Restaurant Menu Template

6) Location

In this section, describe your potential location (or locations) so that you and your investors have a clear image of what the restaurant will look like.

Include plenty of information about the location — square footage, floor plan , design , demographics of the area, parking, etc. — to make it feel as real as possible.

We will locate Fanty & Mingo’s in the booming and rapidly expanding downtown sector of Fort Wayne, Indiana.

Ideally, we will secure at least 2,000 square feet of space with a large, open-plan dining room and rich color scheme near the newly built baseball stadium to capitalize on the pre- and post-game traffic and to appeal to the young urban professionals that live in the area.

Parking will be available along side streets and in the 1,000-vehicle parking garage two blocks away.

7) Marketing

The marketing section of your restaurant business plan is where you should elaborate on the information you introduced in the Market Analysis section.

Go into detail about the plans you have to introduce your restaurant to the public and keep it at the top of their mind.

Fanty & Mingo’s will employ three distinct marketing tactics to increase and maintain customer awareness:

• Word-of-mouth/in-restaurant marketing
• Partnering with other local businesses
• Media exposure

We will direct each tactic at a different segment of our potential clientele in order to maximize coverage.

In the process of marketing to our target audience, we will endeavor to harness the reach of direct mail and broadcast media, the exclusivity of the VIP party, and the elegance of a highly trained sommelier and wait staff.

8) Financials

Even though the Financials section is further down in your restaurant business plan, it is one of the most important components for securing investors and bank funding.

We recommend hiring a trained accountant  to help you prepare this section so that it will be as accurate and informative as possible.

Fanty & Mingo’s needs $250,000 of capital investment over the next year and a half for the following:

• Renovations to leased space
• Dining room furniture
• Kitchen and food-prep equipment
• Liquor license

Projected profit and loss won’t jump drastically in the first year, but, over time, Fanty & Mingo’s will develop its reputation and client base. This will lead to more rapid growth toward the third and fourth years of business.

Most entrepreneurs starting a new business find it valuable to have multiple formats of their business plan.

The information, data, and details remain the same, but the length and how you present them will change to fit a specific set of circumstances.

Below we discuss the four most common business plan formats to cover a multitude of potential situations.

Elevator Pitch

An elevator pitch is a short summary of your restaurant business plan’s executive summary.

Rather than being packed full of details, the elevator pitch is a quick teaser of sorts that you use on a short elevator ride (hence the name) to stimulate interest in potential customers, partners, and investors

As such, an effective elevator pitch is between 30 and 60 seconds and hits the high points of your restaurant business plan.

A pitch deck is a slide show and oral presentation that is designed to stimulate discussion and motivate interested parties to investigate deeper into your stakeholder plan (more on that below).

Most pitch decks are designed to cover the executive summary and include key graphs that illustrate market trends and benchmarks you used (and will use) to make decisions about your business.

Some entrepreneurs even include time and space in their pitch deck to demonstrate new products coming down the pipeline.

This won’t necessarily apply to a restaurant business plan, but, if logistics permit, you could distribute small samples of your current fare or tasting portions of new dishes you’re developing.

Stakeholder Plan (External)

A stakeholder plan is the standard written presentation that business owners use to describe the details of their business model to customers, partners, and potential investors.

The stakeholder plan can be as long as is necessary to communicate the current and future state of your business, but it must be well-written, well-formatted, and targeted at those looking at your business from the outside in.

Think of your stakeholder plan as a tool to convince others that they should get involved in making your business a reality. Write it in such a way that readers will want to partner with you to help your business grow.

Management Plan (Internal)

A management plan is a form of your restaurant business plan that describes the details that the owners and managers need to make the business run smoothly.

While the stakeholder plan is an external document, the management plan is an internal document.

Most of the details in the management plan will be of little or no interest to external stakeholders so you can write it with a higher degree of candor and informality.

After you’ve created your restaurant business plan, it’s time to take steps to make it a reality.

One of the biggest challenges in ensuring that your business runs smoothly and successfully is managing  and optimizing  your team. The Sling  app can help.

Sling not only includes powerful and intuitive artificial-intelligence-based scheduling tools but also many other features to help make your workforce management more efficient, including:

• Time and attendance tracking
• Built-in time clock
• Labor cost  optimization
• Data analysis and reporting
• Messaging and communication
• And much more…

With Sling, you can schedule faster, communicate better, and organize and manage your work from a single, integrated platform. And when you use Sling for all of your scheduling  needs, you’ll have more time to focus on bringing your restaurant business plan to life.

For more free resources to help you manage your business better, organize and schedule your team, and track and calculate labor costs, visit GetSling.com  today.

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This content is for informational purposes and is not intended as legal, tax, HR, or any other professional advice. Please contact an attorney or other professional for specific advice.

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How to Write a Business Plan Mission and Vision Statement [Sample Template]

Are you currently writing a business plan? If YES, here’s an in-depth guide and sample template on how to write a workable mission & vision statement for a business. A vision and mission statement are some of the most important requisite for business success and sustainability, but unfortunately, most entrepreneurs and small business owners run their business without these two thing out of ignorance.

What is a Mission and Vision Statement?

A mission and vision statement ( more commonly called a mission statement or a vision statement ) is a brief sentence that declares the goals that a business plans to achieve in the future. Like a compass guides a ship, it guides a business to success by providing continuously inspiring its stakeholders in their daily operations and strategic moves.

A mission statement helps you plan your business effectively. It provides the destination for your journey to business success. Of course, without a destination, you can’t plan a route. Before we discuss the steps involved in developing a mission statement for your business, let’s look at the components of a mission statement and why you really need a mission statement for your business.

Today, I will be sharing with you an underground secret to building a business from scratch. This secret is one of the contributing factors to the success of any business; yet, it’s often ignored. This secret is nothing more than a “ Business Mission Statement. ”

“The thing I really care about is the mission; making the world open.” – Mark Zuckerberg

The importance of a mission statement can never be over emphasized. I have seen so many startups without a mission; even some established firms also make the mistake of operating without a mission.

“Being an entrepreneur, I have come to realize that all successful businesses are driven by three fundamentals. One is the cash flow, two is the team and three is the mission. Of these three, the mission is the most important.” – Ajaero Tony Martins

Now what has a mission statement got to do with building a business? What’s the impact of a mission statement on an entrepreneur undergoing the entrepreneurial process? Is a mission statement a source of ? While I am not going to answer these questions directly, the following points will help you further understand why you need to develop a mission statement for your business?

Why Your Business needs a Mission Statement

1. The mission is the foundation on which your business will be built. It’s the true purpose of your business and that purpose is reflected in the mission statement. Without a strong mission statement, you don’t have a true business. All you have is just a profit making venture that will soon be wiped out with time.

“To turn really interesting ideas and fledging ideas into a company that can continue to innovate for years, it requires a lot of disciplines.” – Steve Jobs

2. The entrepreneurial spirit is found in the mission statement. When I look at the mission statement of any business, I get a peep into the life of the entrepreneur that founded that business. The entrepreneurial spirit is what drives the entrepreneur forward. If the mission is strong, your spirit will be strong towards the pursuit of your goal.

“The IKEA spirit is strong and living reality. Simplicity in our behavior gives us strength. Simplicity and humbleness characterize us in our relations with each others, our suppliers and our customers.” – Ingvar Kamprad

3. Your mission statement is the bond binding you, your team, employees and your customers to the business. Take away the mission and other key elements will fall apart. Your mission also has the power to attract other like-minded individuals and entities to your cause. The reason is that people with the same mission align together; more like birds of the same feather flocking together.

4. With a strong mission, your business will weather any storm. Take a look at businesses that has been around for over 100 years and you will see businesses with a strong mission. As an example:

• General Electric has stood the test of time because the spirit of its founder “ Thomas Edison ” continues to guide the company through its mission.
• Henry Ford’s mission statement was: “ To democratize the automobile ” and that mission has kept the Ford Motor Company going.
• Aliko Dangote’s mission statement goes: “ Providing your basic need ” and this mission drives the Dangote Group to dominate the commodities market of
• The Rich Dad Company; founded by Robert Kiyosaki keeps waxing strong because of its mission, which is “ To elevate the financial well being of humanity .”

By contrast; I have come to observe that when a company forgets its mission, its starts to lose its relevance. The bond holding the business will be broken and good customers will leave, employees will resign and the business will dwindle. Just as the case of the Dot com burst, many profitable Dot com companies went under because they forgot their mission.

3 Components of a Mission and Vision Statement

1.  a vision.

This, simply put, states the impact you envision your business having on the world in years to come. You can have more than a single statement in here, but don’t go beyond three. Gloss it over to make sure anyone who reads it feels at least one of inspiration, hope, commitment, and awe.

In addition, your vision statement must be compelling, detailed, and reflective of the intended end outcome. Avoid one that is bland, generic, uninspiring, or unreasonable. An example of a good vision statement is that of Amazon:

“Our vision is to be earth’s most customer centric company; to build a place where people can come to find and discover anything they might want to buy online.”

2.  A mission statement

This is a brief statement that states the important goal or purpose that your business is poised to achieve. In other words, it’s a single sentence stating why your business exists in a convincing manner. Keep your mission statement specific and concise ( the shorter it is, the better ), make it connect with both employees and stakeholders, and make it highlight your value proposition. Don’t make it too long, generic, or confusing. An example of a good mission statement is that of Nike:

“To bring inspiration and innovation to every athlete in the world.”

Here’s another example of a mission statement:

“To contribute to development of value-added agricultural businesses . ”

3. Core values

These outline the principles and values that the stakeholders in a business will follow in their bid to achieve their vision. They also specify the bounds or limits that the stakeholders must watch while trying to actualize the mission. The following are examples of core values:

• Respect and protect the environment
• Offer high quality products that are safe for consumers
• Meet the ever-changing needs of consumers
• Practice highly ethical business standards

If your business is going to stand the test of time, then you will have to build it upon a strong mission. With the above in mind, let’s now look at the steps involved in developing a mission and visions statement.

How to Write a Mission and Vision Statement for a Business Plan

Please bear in mind that you are learning as much of yourself each day as you are about your customer. So, don’t feel that anything you state here is etched in stone and cannot be changed. The more you understand your customer and the market, the more necessary it would become for you to shift grounds accordingly. But you need to state here what you have to offer at the moment. This will be a starting point for any changes you may need to effect later ( as your business grows ).

1.  Sit down in a quiet spot and reflect upon your thoughts

Ask yourself what drives you forward? What keeps you motivated? When you have figured out the answer to these questions, put it down in writing.

2.  Ask yourself how best you can serve your customers

What will your business stand for in the heart of your customers? What will be the ultimate benefit your customers can derive from your business? When you figure the answer to these questions out, put it down in writing.

3. Brainstorm for your vision statement

The vision is the most important component of your mission statement. Simply put, this is a picture or idea of what you plan to achieve in future . A vision statement is always concise and easy to remember, and for this reason, every stakeholder in a business can easily focus on it; and their decisions and activities are directed towards achieving the vision. Here is a good example of a vision statement:

“ Creating a vibrant rural economy driven by value-added agriculture. “

Once you get one down, then getting other components becomes very easy. To find the best vision statement for your business, simply ask yourself the question, “Why does this business exist?” Present answers from various angles, and you will find your mission statement among them.

4.  Get down your mission statement

As stated earlier, your mission statement is that action sentence that describes how you will achieve your vision. Finding this is much easier once you have found your vision statement. If you are stuck, just do it this way: If your vision is “A diabetes-free society” , then simply add the word “ To ” and another suitable verb to convert it to an action sentence. And there you will have your mission statement.

Using the same vision, you will get “To bring about a diabetes-free society .” You can go further by tweaking it, so that you will have something like: “To manufacture products that can cure diabetes effectively and permanently.” You get it now?

5.  List your core values

First off, you need to clarify your values. This means taking into account all the various stakeholders that your business is ( or will be ) accountable to—including investors, customers, employees, and suppliers. Now, consider how you would like to ideally conduct business with each of these stakeholders. Start making a list and your core values should start to emerge.

These are the various steps you will follow in your quest to achieve your vision. Brainstorm for as many as possible, list them down, and the prune your list down to as few as possible without leaving out any important ones. Now, let’s look at some additional tips that you will need to keep in mind when preparing your mission and vision statement.

4 Extra Success Tips for Developing a Business Plan Mission and Vision Statement

• Your mission statement must be brief and simple. Being succinct as demanded by a mission statement isn’t easy. And you may need to go through several hours of tweaking and editing before arriving at the perfect sentence. Though short, your mission statement must capture the very essence of what your business plans to achieve. The fewer words the better. Use just only the few words needed to pass the message without leaving out any vital details.
• Your mission statement must be in tune with your vision, and both sentences must blend to form a single thought.
• There’s no rule that says you must get it perfectly at once. You can keep review your mission statement later, if necessary.
• Your mission and vision statements must give the reader an insight, a covert one, at least into what you offer. This is more important if the name of your business doesn’t suggest what products or services you’re offering.

If you follow the guidelines I shared in this post, you will prepare a perfect vision and mission statement that will drive your business to success. Now I want you to know that no one can help you develop a mission statement. You alone can develop your mission and as a final note, it’s worthwhile you know that of the entire business system, the mission is the most important.

• Go to Chapter 8 Part C: Writing your Business Plans Goals and Objectives
• Go Back to Chapter 7 : H ow to Write a Business Plan Executive Summary
• Go Back to Introduction and Table of Content

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How to Write a Restaurant Business Plan

An overview of how to write a restaurant business plan for foodservice entrepreneurs, from concept and menu planning to kitchen design and marketing.

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Here’s the truth about starting a restaurant. According to a study by Cornell University , over 26% of independent restaurants don’t survive their first year and nearly 60% fail by their third year. That’s why creating a solid restaurant business plan is so important. It may give you an opportunity to put concrete structure around your thinking and assess your ideas from a higher viewpoint, before spending a single dollar.

Although there are no guarantees in life (and especially in business) with a little preparation, education, and mentorship, you can avoid many of the pitfalls that upend others. In this article, you’ll discover how to begin writing a restaurant business plan—and how you can get an education that may help you start your own foodservice business .

Define Your Business Concept

A business plan should start with a basic conceptual overview. Where did the idea for your restaurant or food business come from? And how is your idea unique compared to what else is currently in the market? Who is your target market, and what (in general) will you be serving them?

Think of the concept as the bird’s eye view of your business.

You may also wish to include a mission statement in this section. This will be a short sentence or two that outlines the value the business provides to customers and employees, and may set an inspirational objective. A good example is The Kitchen American Bistro in Boulder, Colorado, which has the following mission:

“We believe in the power of good food and good drink to connect people as family, friends and a community. The Kitchen remains committed to our mission of creating community through food.”*

Verbalizing the bigger picture as a stated mission gives your business depth beyond just making money. When you use it as a guiding principle, it will be reflected in your marketing, operations, and the attitudes of those who join your team.

Do a Market Analysis

Where will your proposed restaurant fit into the overall foodservice market? Is there a niche in your area that’s not being served? Or will you be competing with established businesses? And if so, how will your concept stand out?

Everything from local factors like lack of competition to nationwide factors like a booming economy can contribute to your restaurant’s success or failure. A market analysis can help you to assess both the challenges and opportunities that you’ll face when you open your doors.

Food Entrepreneurship at Escoffier

Dive into greater detail on many of the topics covered in this article in Escoffier’s Food Entrepreneurship programs . The Culinary Entrepreneurship course specifically explores topics like business planning and begin writing a business plan.

Describe Your Service Style

Will your restaurant be fine dining? Counter service? An all-day café with servers? A buffet? A beer garden?

Make sure it’s clearly defined. If your service style is simple, you may include this in your concept section. But if it’s more complex, it may warrant its own section in your business plan. For example, perhaps you plan to offer elevated table service with a number of thoughtful touchpoints. You’ll want to be very clear about what that will look like.

Your service style will directly impact your staffing levels, which will affect your labor costs. That’s why it’s vital to include this information and the associated cost estimates in your business plan.

A full-service waitstaff like this will be more costly than a lean counter-service staff.

Build Your Sample Menu

A great restaurant menu is specifically designed to appeal to your target market, while staying true to your concept. Even if you’re not 100% sure what your final restaurant menu will include, create a sample version for your business plan.

The menu is your product, and it will impact everything about your restaurant from food costs (typically between 25% and 35% of the menu price) to the number of cooks you’ll need to the layout of your kitchen.

You should also calculate pricing for this menu to verify if it can be served at a price point that fits with your target demographic. A family-friendly spot with $20 burgers, for example, is creating a disconnect between its target market and its menu price.

The Science Behind Menu Design

Creating and designing a menu can be complex. You have to balance the art of making great food with the practicalities of food and labor costs. In Escoffier’s Food Entrepreneurship programs, students may explore topics like visual design and price analysis.

Determine Your Facility Design and Location

Once you have a sense of your concept and menu, you can begin to plan what your restaurant should look like and where it will be.

The kitchen is the most expensive part of a restaurant’s total cost. And every square foot taken up by cooking space is a square foot that can’t hold customers. Industry wisdom states that a kitchen should be between 25% and 30% of the total restaurant space—including storage. So you have to plan your kitchen as efficiently as possible.

In the dining room, you’ll need tables and chairs, possibly a host stand, and maybe a bar. You may have plans for art and custom light fixtures, or a high-end tap system for draft beer. Renderings from your architect and/or interior designer can help to show what you’re envisioning.

Include all of the equipment, furnishings , and supplies that you plan to purchase for both the back of house and front of house, so you can estimate the cost of building out your restaurant.

You will also need to decide where your restaurant will be. This will impact rent, guest parking, foot traffic, and even your operating hours. If you’re in a business district, for example, you may choose to only be open for lunch.

Choose Your Management Team and Determine Staff Needs

A great plan without a great team is likely to fail. An important part of your business plan is determining the various roles and responsibilities for your managers and employees.

Depending on the size of your business, your plan may include an organizational chart that explains which position is reporting to whom, how many people you will be hiring, the main skill sets of the management team, and the unique things that each employee brings to the table.

You can also call out any special achievements or accolades for the managers you plan to bring on board, like a general manager with a great deal of experience or a chef with impressive certifications .

If you attend culinary school or enroll in a food entrepreneurship program, some of those team members could even be former classmates. Business is ultimately about the relationships between people, and culinary school is a ripe environment to build those critical connections that may serve you down the road.

Forecast Your Costs, Revenue, and Potential Profit

Anyone looking to launch a foodservice business probably wonders how much the whole endeavor is going to cost, and what the return on investment might be. If you’ve gone through all of these steps, you’ll be well on your way to better awareness of the fundamental costs of business and what you can do to help guide it toward being a profitable venture.

Your business plan should detail the financing that will be required to get your business up and running, the associated costs of marketing and staff, and variable costs such as ingredients. Your business plan should be sufficiently detailed to estimate the profits and expenses for the first few years of your business, in order to help ensure that your plan is economically feasible.

Keeping An Eye On Restaurant Profits

Restaurant profit margins are relatively low compared to other businesses. A key course in Escoffier’s curriculum for the Food Entrepreneurship Associate Degree explores managerial accounting concepts, culinary math, and an overview of basic business accounting transactions such as how to read financial statements. It may explain the practical application of these concepts to the hospitality industry and how to manage costs for long-term profitability.

Create a Marketing Plan

The first step in restaurant or food truck marketing is to identify who your ideal customer will be. Are they looking for date spots, family-friendly restaurants, or group dining? What do they like to eat? What are their wants and needs? Will you be targeting specific dietary profiles, like vegan , paleo, or gluten-free?

Once you know who your customers are, how will you reach them? You will probably need to start a website, including your location, hours, and menu. You may also choose to promote your restaurant on social media , sharing photos and videos on platforms like Twitter, Instagram, TikTok, and Facebook. You can also work with local food influencers , leveraging their larger platforms to spread the word about your new restaurant.

Share photos taken by your customers to connect with your audience.

While your marketing plan is sure to change and evolve over time, it’s wise to have a general strategy in place before you open your doors so you can have a successful grand opening.

Marketing 101

Escoffier’s Food Entrepreneurship programs include coursework in food styling and photography , social media, and hospitality marketing. Graduates could be prepared to identify their ideal customers and reach them for better visibility and higher sales.

An Entrepreneurial Education Can Mean Being Prepared

While it is obvious that you need a passion for the world of food and drink before launching a food service business, starting any venture is difficult without mentorship from professionals who have real-world experience.

In Escoffier’s Food Entrepreneurship programs , students can work with skilled experts from the culinary world who may help them avoid the pitfalls common to new business owners. A blend of culinary theory and practical, hands-on business operations experience can prepare students for the intricacies of foodservice, with a steady eye on profitability.

To learn more about what students can expect in our Food Entrepreneurship programs, get in touch with our Admissions Department . They can answer your questions and help you develop a plan to get closer to your dreams of business ownership.

Enjoyed this article? Here are a few more you may like.

• How to Start a Restaurant with Little to No Money
• Ghost Kitchens & Ghost Restaurants: What Are They and How Do You Start One ?
• The Complete Guide to Starting a Home-Based Catering Business

*Information may not reflect every student’s experience. Results and outcomes may be based on several factors, such as geographical region or previous experience.

This article was originally published on June 29, 2020, and has since been updated.

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How to write a vision statement: Steps and examples

The vision statement is designed to inspire employees, compel investors, and engage the imaginations of your customers. It paints a picture of your company's future and the impact you want your business to have on the world.

It takes work and creativity to write an inspiring vision statement. Here, we'll break down the elements of a great vision statement, guide you through the process, and walk through a few examples of excellent vision statements and explain what makes them great.

What is a vision statement?

A vision statement is your company’s guiding beacon. It zooms out to give perspective on the overarching reasons for your company's mission. Rather than articulating the specifics of your business operations, the vision statement describes how your company seeks to impact and improve the world around it.

Vision statement vs. mission statement

While both statements help define your company's character and personality, there are some key differences between a vision statement and a mission statement.

The mission statement describes what your company does in the present. It's comprised of three parts: what you do, how you do it, and why you do it. 

A vision statement outlines the company's long-term goals and aspirations for the future in terms of its long-term growth and impact on the world. Your mission defines what your organization does and what you stand for, while your vision statement speaks to your goals and ideals for the future. 

Characteristics of a great vision statement

Vision statements are like snowflakes—each one is unique to its company in length, form, structure, and scope. Your vision statement should reflect your company's personality. However, there are a few traits that all great vision statements share. No matter how unique a statement is in terms of size, shape, or structure, a good vision statement should be:

The purpose of a vision statement is to inspire employees, investors, and customers to believe in your company's mission. Great vision statements are aspirational and ambitious. They convey a sense of passion for the ideal future toward which the company is working.

Though your vision needs to be ambitious in order to be inspiring, it shouldn't be so far out of reach that it feels impossible. You want to choose something that your company will have to strive for, but a completely unattainable goal isn't a vision—it's a fantasy.

A vision statement connects your company mission to your goals, but it isn’t a goal in and of itself. If your vision statement feels too finite or specifically achievable, try to zoom out and broaden the scope of your vision.

Don’t try to cram every detail of your vision into your vision statement—be strategic in selecting the ideas that feel the most relevant and compelling to your stakeholders . You might dream of someday having offices in every major city in the world, but your vision statement should focus on aspirations that speak to your company's mission and purpose.

Vision statement writing tips

Here are a few best practices to keep in mind as you start writing your vision statement:

Collaborate. The vision statement should reflect the character of your entire company, and there's no better way to accomplish this than to write the statement alongside key members of your team. Gather leaders from across the organization to participate in vision statement brainstorms, and run drafts by these same people to get buy-in on your final vision statement.

Write first, edit later. Don't try to write a succinct, well-crafted vision statement right out of the gate. Put everything you think of down on paper, no matter how small. You may not see the value in a particular idea when it crosses your mind, but if you write it down anyway, it may spark better ideas later on.

Keep your own vision statement separate. Many people have personal vision statements that reflect their individual goals, and if you're a business owner, our own vision statement may overlap strongly with the vision of your company. It's important to keep your personal aspirations and your company's vision separate, so that your company's vision statement is something that your entire company can relate to and feel represented by. 

Avoid buzzwords and jargon. Using "industry-speak" makes a brand feel aloof and inaccessible, even to people within the industry. Plain language is always more powerful than jargon, so if you find yourself falling back on buzzwords, isolate the phrase in question and picture a friend or family member asking, "What does this actually mean?" Write or record the explanation you would give to that person and use that language to replace the buzzwords in your vision statement.

Avoid ambiguity. Vision statements don't have to be concrete the way a mission statement should be, but you want to avoid using words that could potentially be interpreted in a way that changes the entire vision statement's meaning. You won't be there to clarify or offer context to everyone who reads your statement, so it needs to be able to stand on its own.

7 steps to write your company's vision statement

There's a lot more to crafting a great vision statement than just writing a few sentences. In order to create a statement that's truly aspirational and inspiring, you're going to need to do a little bit of work. Here's our seven-step process to write a great vision statement:

1. Identify important stakeholders

Your vision statement speaks on behalf of your entire company, so make a list of co-founders, fellow executives, and high-level employees who can help you craft and refine your statement so that it represents your organization as a whole. Getting buy-in from company leaders is also a smart strategic move—the more they believe in the vision statement, the better they'll model it in their daily work and communicate it to their own departments and teams.

Make a second list of stakeholders that represent your vision statement's audience. This list may consist of personas rather than actual people, and should include:

Board members

Partner organizations

Different customer personas

Shareholders

Depending on your industry, this list may be longer or shorter; the main point is to write down a basic overview of the group of people you're writing for. If you're only thinking about your customers, your vision statement may not feel as relatable to employees or might not inspire potential funders to invest. Check your drafts against this list to make sure it feels applicable to all of your key stakeholders.

2. Start with a list of keywords

Ultimately, you're aiming to craft a few concise sentences—and the process of crafting those sentences will be a lot easier if you have a "word bank" of sorts to draw from as you write. Hold an open brainstorming session with your internal stakeholders to come up with a keyword list. 

Make sure your keyword list is comprehensive by subdividing it into smaller categories and making sure you have a good list of keywords for each. At a minimum, you should collect keywords related to:

Your product or service

Your mission and values

Your company's goals and initiatives

Your company's long-term strategic plan

Adjectives that describe your company, product, teams, community, and ideal future (e.g. expert, innovative, affordable, inspiring)

Adverbs that describe the way in which your company operates (e.g. flexibly, sustainably, cooperatively, fearlessly)

Just like your list of stakeholders, the number and type of keyword lists you should generate will vary depending on your industry and company. The important thing is to create a document filled with keywords that you can draw from as your writing, if you get stuck trying to communicate an idea, or if you need to replace some jargon-y text.

3. Answer foundational company questions

In addition to your keywords document, take time during your brainstorm to answer the following questions:

What is our organization’s main purpose?

What are our company’s main strengths?

What are our company values?

Why does what we’re building matter?

How do we want to make a difference as a company?

What is our vision for our company culture ?

What are our most ambitious goals?

What impact do we want our company to have on the world?

What are our company wants? What about company needs?

If our company succeeded in everything it set out to do, how would the world be different?

4. Sort your answers by importance

By the time you're finished brainstorming, you should have a lot of stuff written down.Put all of this content aside for a few days, so that your mind is clear when you return for the next step: deciding what goes in your vision statement and what gets left on the cutting room floor.

Sit down with your vision statement tiger team and a highlighter and review everything you have written down. Highlight ideas and phrases that your group feels are the most important to your company, and cross out items that you're ready to eliminate from consideration (however, don't throw this content out entirely—everything you brainstormed can be helpful in creating other important documents, like your core values, roadmap, or business plan). 

5. Write your company's vision out longform

At the end of step four, you'll have a smaller "word bank" of your most important phrases, ideas, keywords, and answers to foundational company questions. Your next step will be to organize these ideas into sentences that flow logically and are ordered according to your company's priorities.

Right now, don't worry about length—focus instead on communicating your vision in a way that makes sense, touches all of the key points you want to include, and feels relatable to your stakeholders and your audience. It's much easier to edit a long but comprehensive statement than it is to bulk up a statement that's missing pieces.

6. Step back and evaluate

Before you go through the work of editing your vision down to size, take a step back and look at your vision paragraph from afar. This is another point where you may benefit from setting it aside for a few days and returning with fresh eyes.

As you review your vision paragraph, check for the following things:

Is it ambitious enough? Your paragraph should feel aspirational, not like a finite goal to be accomplished.

Is it too ambitious? Make sure you strike a balance between idealistic and unrealistic.

Does it accurately reflect your organization? Run your paragraph by internal stakeholders who weren’t involved in creating it, and as for their feedback on what may be missing, what parts may be unnecessary, or how certain ideas may be phrased more effectively.

Does it make sense? Have friends and family members read your paragraph to confirm that it makes sense to the average reader.

7. Write your final vision statement

Once you've adjusted your vision paragraph and made the changes you wanted to make, it's time to edit your vision paragraph down to a vision statement. In many cases, your paragraph may naturally shrink as you solicit and implement feedback from others, and you may even want to specifically ask for opinions on how your paragraph could be more concise.

Here are a few ways to shorten your vision paragraph:

Eliminate what's unnecessary. Now that you've stepped away from your paragraph a few times and gotten a few rounds of feedback, are there any phrases or ideas that don't feel as necessary as they did when you wrote it? Cut any parts that feel lackluster or less impactful than the rest of the paragraph.

Look for synonyms. Are there any areas where you used several words to say something that there's already a word for? For example, you might replace the phrase "give people the ability to," with "provide access."

Edit each concept individually. Chop your paragraph into sentences and chop your sentences into phrases. Pick up each small segment on its own and see if you can come up with a shorter way to phrase it. It helps if you evaluate the smaller segments out of order—hopping around or going backwards piece by piece will help you notice things that your brain smooths over when you're reading a full sentence.

When your vision statement is finished, bring it back around to your stakeholders to get final feedback and make any finishing tweaks. 

Vision statement examples

There's no way around it—writing a vision statement is hard, especially if it's your first time doing so. Before you get started, or if you get stuck and need to spark some new ideas, take a look at some of these example vision statements for inspiration. 

Note that not all companies have both a mission and a vision statement. Some companies combine the two into a single small paragraph that touches on tangible objectives (mission) as well as more long-reaching aspirations (vision). In some cases, companies won't label either statement, encasing them in a broader page dedicated to "purpose," "who we are," or another similar title.

Here, we've gathered mission and vision statements for a few companies that have publicly set both. 

Mission: To act in the public interest, BBC serves all audiences through the provision of impartial, high-quality and distinctive output and services which inform, educate and entertain.

Vision: To be the most creative company in the world.

Mission: IKEA offers a wide range of well-designed, functional home furnishing products at low and accessible prices.

Vision: To create a better everyday life for the many people.

Southwest Airlines

Mission: Southwest connects people to what’s important in their lives through friendly, reliable, and low-cost air travel.

Vision: To become the world’s most loved, most flown, and most profitable airline.

Mission: Hasbro creates the world's best play and entertainment experiences.

Vision: To make the world a better place for all children, fans and families.

Mission: To make things universally accessible and useful, Google organizes the world's information.

Vision: To significantly improve the lives of as many people as possible.

Mission: To harness the next wave of innovation and solve customers’ toughest challenges, VMware uses disruptive technologies like edge computing, AI, blockchain, machine learning, Kubernetes, and more.

Vision: To build a sustainable, equitable and more secure future for all.

Use your vision statement to help you grow

A company's vision statement is a living document—it should adapt and change as your company achieves its business goals and sets new ones, grows in size, expands its offerings, and updates its mission. Revisit your vision statement once every year or so to make sure it still accurately reflects your company's ideal future; if not, adjust it! 

But for now, enjoy the fact that your vision statement is written. Share it with your team, announce it to your customers, and use it to proudly guide your company forward.

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Food Delivery Business Plan

Are you planning to venture into a food delivery business? Well, there is no better time than now. In today’s world, where people order food in a few clicks, it outgrows the number of people who prefer wine-and-dine.

According to Forbes , the food industry market will be $200 billion strong by 2025. In the wake of the current pandemic, the online food delivery market has seen exponential growth and insane potential revenue capture across the globe.

Need a food delivery business plan? We’re here to help!

To start a food delivery business , the first thing you will need is a business plan.

A business plan bridges the gap between your thoughts, assumptions, expectations, and actual market, competition, and customer expectations. Determining financial needs, documenting them alongside a marketing plan, and building your revenue model, all of this become easier with a winning business plan.

Before you start writing your business plan for your new food delivery business, spend as much time as you can reading through some examples of services-related business plans .

Reading sample business plans will give you a good idea of what you’re aiming for and also it will show you the different sections that different entrepreneurs include and the language they use to write about themselves and their business plans.

We have created this sample food delivery business plan for you to get a good idea about how perfect a food delivery business plan should look and what details you will need to include in your stunning business plan.

Food Delivery Business Plan Outline

This is the standard food delivery business plan outline, which will cover all important sections that you should include in your business plan.

• Business Overview
• Our vision and mission statement
• 3 Year profit forecast
• Registered name and corporate structure
• Company Location
• Company Resources
• The Financing
• Startup cost
• Funding Required
• Products and services
• The Order Process For Both Sides
• Regulatory Requirements
• On-Demand Delivery Market
• The United States Market
• SWOT Analysis
• Threats Mitigation
• Post-Launch
• Average Salary of Employees
• Important Assumptions
• Brake-even Analysis
• Profit Yearly
• Gross Margin Yearly
• Projected Cash Flow
• Projected Balance Sheet
• Business Ratios

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After  getting started with upmetrics , you can copy this food delivery business plan example into your business plan and modify the required information and download your food delivery business plan pdf and doc file. It’s the fastest and easiest way to start writing your business plan.

How to write a food delivery business plan?

With so many things on the plate, the start point of the business plan may look blurry. You may want to hire a business plan writer, but remember that no person knows better about your business than yourself!

Using this food delivery business plan template, you don’t have to rely on an outsourced writer to write YOUR business plan. Also, you don’t have to put in immense effort in drafting the ideal outline.

What to include in a food delivery business plan?

Writing a business often seems overwhelming. However, here are a few tips that will help you outline your business plan.

• A business plan should typically have an executive summary – With this, you can have a primary understanding of your target group, business outline, and other administrative summaries.
• You can include a market analysis section that updates you with the latest statistics and trends in the on-demand delivery market.
• SWOT analysis is perhaps the most important section you can include to mitigate threats in the market, grab potential opportunities and outline the marketing and sales plan.
• Since the food-delivery business revolves around a delivery personnel network, make sure you have this section included in your plan. You could also add the restaurant partners and their set commission/fees.
• It all boils down to what and how are you going to invest. Thus, documenting your financial strategies, having a break-even analysis, and projecting cash flow is highly crucial.

The Quickest Way to turn a Business Idea into a Business Plan

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Download a sample food delivery business plan

Need help writing your business plan from scratch? Here you go;  download our free food delivery business plan pdf  to start.

It’s a modern business plan template specifically designed for your food delivery business. Use the example business plan as a guide for writing your own.

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7 Examples of Goals For Any Food Business

Starting a food business requires more than just a passion for delicious food. Successful entrepreneurs in the food industry understand the importance of setting clear goals to guide their business decisions and marketing plans. 

Whether you’re running a bustling restaurant, a local food truck, or providing conveniently packaged foods, you want to set goals to make sure your business stays on track and continues to grow and prosper. In this article, we’ll look at 7 goals a food business should consider setting.

Different Types of Food Businesses

When people think of a food business, the first thing that usually comes to mind is restaurants. However, there are several types of food businesses in existence. Below are just a few of the common types out there to give you an idea of the variety that exists in the marketplace.

• Restaurants-  These can vary from fast food joints to fine dining establishments. They primarily focus on providing meals to customers in a dining environment. 
• Food Trucks- These are mobile restaurants. They are often known for specific dishes and provide flexibility in choosing locations. Food truck business goals can be very different than some other types of food businesses. 
• Catering – These businesses specialize in providing food for events, parties, weddings, corporate meetings, etc. They handle food preparation, presentation, and sometimes service for a large number of people. We have an article for specific goals for a catering business .
• Meal Kit Delivery Services-  This is a business that delivers pre-portioned ingredients for specific recipes directly to customers’ doors. 
• Bakeries and Pastries- These businesses focus on making baked goods like bread, cakes, pastries, cookies, and more. They can be physical locations or they can ship their goodies to customers and stores. We also have an article for some great goals for a bakery business.
• Specialty Food Shops- These are businesses that sell specific products like gourmet cheeses, artisanal chocolates, organic produce, or imported goods. They often cater to a niche market or food enthusiasts.

There is no shortage of people looking for different ways to consume their favorite foods. The food industry will continue to evolve and change to meet that demand. Whichever type of food business you run, you will need clear goals to shoot for. Let’s take a look at a few goals that will make a difference in your business.

1. Perfect Your Recipe or Menu

At the heart of the food industry is of course the food itself. As a food business owner, you’ll want to be very intentional with what you are serving your customers. You don’t often see a successful food business serving up top-tier enchiladas, sushi, fettuccine, and burgers all together (unless maybe it’s a buffet). 

Most thriving food businesses are known for a signature dish or the type of food that is on their menu. For example, Cane’s Chicken Fingers serves just that, chicken fingers. They perfected their chicken finger recipe and paired it with a signature sauce. So whether you’re serving up pies, bread, pasta, or soups, specialize in whatever it is and make sure it tastes as good as it can.

2. Establish a Brand

A brand is essentially how people perceive your business. What people think of when they think of your company. Establishing a brand is how a business stands out from the crowd. Wendy’s, McDonald’s, Burger King, Five Guys, and Whataburger all serve burgers, however, people’s perception of each brand is completely different. 

Figure out what you want people to associate your food business with and incorporate it into your brand colors, voice, and overall marketing. If you want to be sophisticated, use more muted colors and a formal tone in messaging. If you want to highlight cultural heritage use specific symbolism that brings that out. Develop a brand that resonates with your target audience, reflecting your values and the unique essence of your food product.

3. Keep Customer Review Ratings High

Think about it: before we try something new, we’re checking reviews online to see what others are saying. In the digital age, your reputation hinges on the reviews of your customers. Positive reviews can build trust, while bad reviews can be quite detrimental. In general, 86% of customers will avoid doing business with a company if it has too many negative ratings.

Customer experiences matter, so don’t be afraid to go the extra mile to make customers have a great experience. Seek feedback regularly and see what your business can improve upon and address any issues customers may be having. Incentivize happy customers to provide reviews on sites like Yelp to help get those ratings up.

4. Minimize Food Waste

According to the USDA, it’s estimated about  30-40% of the US food supply is wasted . As a food entrepreneur, consider the impact of food waste on both the environment and your bottom line. 

Some ways to reduce waste are to implement efficient inventory management to prevent over-purchasing and get creative with ingredient use to minimize waste. Partner with local humanitarian organizations and donate any excess food they can use to feed those in need. By reducing your business’s food waste, you’re not just contributing to a healthier planet but also optimizing your business’s resources.

5. Find the Ideal Location 

If you have a brick-and-mortar food business, deciding on where to set up shop is a major decision. Location can determine foot traffic, set the tone for your establishment, and can be conducive to whether you succeed or not. You’ll want to do thorough market research to make sure you are setting up in an area where your target market will be able to find you. You’ll also want to consider where the competition is, what other businesses will be nearby yours, as well as what your overall business needs are such as receiving shipments or customer parking. 

To find the right location, you should conduct a location analysis. This is when you identify a location that may work and then analyze it to see if it is the right location for your physical food business. A location analysis should involve the following:

• Visibility and Accessibility -How visible is your location and can people access it easily
• Labor costs- What are the labor costs in the county or state you plan to open your location
• Proximity to suppliers- Delivery fees can increase depending on location. Finding a location close to suppliers will allow for faster and cheaper shipping.
• Competition- Who are you competing against in the area? Are they larger and more established or are they smaller businesses like yourself?
• Zoning and other regulations- Make sure to check all zoning and other regulations. Also, stay up to date with them as they often change.
• Demographics- Is your target audience in the area where you intend to open this location?

6. Create a Loyalty Strategy

A business’s regulars are a valuable asset. By crafting a loyalty strategy, you can create loyal customers who not only continue to come back but also become advocates and recommend your business to others. Reward repeat customers with incentives like points that can be traded for small rewards such as a BOGO deal. Provide personalized experiences or exclusive events, and don’t forget a heartfelt thank you goes a long way. Making your customers feel special will build that relationship and convert one-time clients to lifetime supporters. 

Loyalty programs can be as simple as a card you can punch each time a customer buys from you. Or, you can develop an app where users earn points with each purchase. Whichever route you choose, be sure to utilize email and SMS marketing to help encourage customers to participate in the program, and the benefits of doing so..

7. Increase Online Presence

Nowadays, being online isn’t an option – it’s a must. It can be frustrating for potential customers if they can’t find more information about a business online. By not having a strong online presence, you’re likely missing out on more customers. 

Make it easy for your target audience to find your business and food products online. Establish a user-friendly website or even consider developing an app that showcases your menu, story, and contact information. A well-designed website serves as a virtual storefront. Engage with your audience on social media platforms as well. Your online presence isn’t just about visibility; it’s about creating a connection with your audience and building trust.

Goals are not static; they should evolve as your business grows and the culinary landscape changes. Whether you’re just starting your food business journey or you’ve been serving up delicacies since ‘99, these seven food business goals will help to ensure you’re focused on the long-term success of your business. 

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7 Business Goals for a Coffee Shop

5 Business Goals for a Restaurant

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Team Writer: Courtney Kovacs is a Texas based writer who enjoys writing about various topics such as entrepreneurship, travel, health and wellness, and faith.

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