Boston’s restaurant scene is growing by the day. Last year, the hub welcomed well over 200 new eateries to our dining landscape. But while some of these restaurants proved successful, seemingly overnight, some have not. So how, exactly, do you create a successful restaurant in Boston’s competitive dining environment?
In less than a year, Ruta Laukien, owner of Liquid Art House, has managed to do just that. The former Wall Street investment banker turned Boston restaurateur tells us that “there is no ‘build it and they will come’ in the restaurant industry.” But Laukien’s efforts and vision have indeed drawn folks from all over to her art gallery-restaurant concept, which opened last May.
Here, Laukien shares her five tips on how to open a successful restaurant in the Boston-area.
1. Keep Calm And Stay Focused
Think of a teacher that’s trying to get the attention of 30 students. Now flip it and think of what it’s like to have 30 kids vying for your attention every day. Temper your stress by keeping your eye on the ball and keeping it rolling. Recognize mistakes early and don’t be afraid to make changes – fast! Also, try more matcha tea and less double espresso.
2. Location, Location, Location
As cliché as it sounds – location is huge. We landed a world-class address in a landmark building that can also serve as a neighborhood hang for Bay Village, South End and Back Bay. Regardless of scale, try to find a dramatic space that can help tell your story and create a dialogue.
3. Find Good People
Not always easy, but finding the right team is paramount. Bring together people who are not only passionate about what they do, but are also passionate about your idea and concept. Otherwise, you’ve got to move on. If your team doesn’t drink your Kool-Aid, you can’t expect that your customers will. Each employee from GM to runners, dishwashers, etc. is a brand ambassador capable of translating your vision to the public. The team also includes your outside partners like architect, financial advisors and lawyers.
4. Build An Engaging Brand
Unless you’re Shake Shack, there is no ‘build it and they will come’ in the restaurant industry. Think beyond traditional PR. We wanted to build a strong brand and engage our community whenever and wherever possible, especially in social media. That’s why I chose to work with Diane Mantouvalos (AndoniaPR). Besides doing conventional PR, she created a brand narrative that went from conversational bar napkins to LAH’s highly Instagramed restrooms, which she curated when she spotted celebrity photographer Dale May on Twitter. Diane converts people from strangers to stakeholders by connecting the digital dots and keeping us in a constant mode of engagement.
5. Work Hard and Smile
As a startup founder, it has to be ‘all in’ or nothing. Opening mode extends way before and way after opening day. Be prepared to work ridiculously long hours in the beginning and be prepared to do anything that is needed, from polishing a door handle to taking out the garbage to putting on a warm smile and a party dress to host a gala event all in the same day. That actually happened.
