How to Write Your Restaurant Mission Statement

Jessica Elliott

Jessica couples her 24 years of restaurant and hospitality industry experience with meticulous research to deliver insight into technology, operations, and marketing topics. Her optimized copy helps companies engage their audience while strengthening their communication with clients, employees, and management.

You want to reach your goals, develop a capable and hospitable workforce, and delight customers. A business strategy supports these objectives. However, an actionable plan depends on your restaurant’s mission statement.  

Although it sounds like marketing jargon, your core beliefs impact your culture and form a foundation for strategic decision making and action. Moreover, a uniform approach provides an “average revenue increase of 33%,” according to Lucidpress

With some reflection, you can transform your vision, values, and a promise to your guests and staff into a guiding philosophy. Use these tips to create a restaurant mission statement that helps fuel growth and engaging dining experiences. 

Female restaurant owner writing a restaurant mission statement on her laptop.

Establish your restaurant brand’s foundation 

Successful restaurant branding delivers a consistent message across all mediums. It affects staff communications, in-house promotions, and your digital marketing efforts. A strong strategy is your framework, and it explains your:

  • Promise to customers, employees, and vendors
  • Values, purpose, and image
  • Target market
  • Brand positioning, voice, and perception

Together, these elements ensure a memorable brand image. It’s important to spend just as much time on your restaurant mission statement as your logo or other creative details. 

Why create a food and beverage mission statement? 

Your values, vision, and mission statement define your business. It shows who you are and where you’re going. Everything you do aligns with your purpose and promise. Together, these declarations influence your: 

  • Business strategy
  • Corporate culture
  • Hiring practices
  • Staff training program
  • Marketing and sales goals
  • Restaurant main objectives

Furthermore, your restaurant mission statement serves as a motivational tool that empowers your team to deliver incredible guest experiences. You’ll display your purpose at your restaurant and on your website. It’ll also guide your marketing campaigns and promotions.  

Review supporting statements for your restaurant

Although the terms mission and vision are often used interchangeably by restaurant owners, there are distinct differences. For instance, your vision looks at long term possibilities, whereas your purpose explains why your restaurant exists. Go through the following types of supporting statements and think about how they work together as your brand’s pillars. Common messages include: 

  • Value statement. Examine the standards that represent your brand. Summarize your core beliefs in roughly four to six bullet points. 
  • Summary of your vision. Think about your dream for the future. Ask where you’re going, where you see your business in five or ten years, then sum it up in about 20 words.
  • Positioning statement. Review your market research and discuss where your restaurant stands compared to the competition.
  • Description of your purpose. Ask why you’re opening your restaurant, and why it’s important to others. 
  • Culture statement. Like your value statement, a culture statement lists the characteristics and values that drive your work environment and teams. List four to six bullet points.
  • Mission statement. Explain in around 50 words how you’ll meet your goals and realize your vision through everyday actions.

Questions to ask before writing your restaurant mission statement 

You may already have answered these questions in your business plan or branding documents. If so, pull them out for reference. For best results, get other stakeholders, like your business partner, involved. You may also run ideas past your management team or restaurant crew. Ask questions like: 

  • Why did you open a restaurant, and what keeps you going? 
  • What core beliefs or philosophies underline your brand identity? 
  • Do you want to convey a certain image to staff and the public? 
  • What makes your restaurant stand out from the competition? 
  • Who are your target market and ideal guests, and what do they need? 
  • What are your restaurant’s strengths? 
  • How do you treat your employees?
  • What does great service look like to you? 
  • What does success look like to you? 

You may want to type or write answers to these questions in a document. That way, you can brainstorm along the way or share the information with others. Don’t worry about grammar or clarity yet. Instead, get your ideas down so you can edit and revise them later. 

How to write a mission statement for your restaurant 

With your answers fresh in your mind, it’s time to draft your message. Look over your responses and underline anything that sticks out to you. You may have used similar words to answer questions, or your replies may overlap. The idea is to narrow this paragraph down into a precise one-to-three sentence message. 

Edit your thoughts by removing any phrases that sound grandiose. You want to connect with teams and guests, not confuse them. But, don’t use a series of boring words either. Simple, yet powerful terms are both interesting and compelling. Use this list from SmartBlogger to make your restaurant mission statement pop.

The result should clearly define the who, why, how, and what of your business. And don’t worry about creating a “forever” message. You’ll adapt your message as your restaurant grows and changes. 

What is a good mission statement for a restaurant?

A good statement is one that you can look at every day, before every decision, and feel like you have a guidepost. It’s unique and different from your competitors yet clear enough to drive actions. For instance, a concise message directs your hiring and training processes, including interview questions and scenario role-playing during training. If your statement doesn’t help you make the right decisions, then adjust it for clarity. 

Your restaurant mission statement needs to be concise and tangible. A fluffy, dreamy vision may sound great on paper, but an unattainable promise doesn’t help with decision making. When in doubt, get a second or third opinion. Ask another person to explain your mission in their own words. If their explanation doesn’t match your thoughts, then try again. 

Fortunately, many restaurant brands have excellent examples to refer to. Search for and evaluate direct and indirect competitors’ mission statements. 

Examples of restaurant mission statements

While you want to craft a unique message, it helps to see what others have already done well. Look at the format of different examples from top brands. Plus, review your competitor’s mission statements. Some companies may get their point across in a single line, whereas others use two or three. Find your inspiration in the following restaurant mission statement examples. 

Fine dining restaurant mission statements

With upscale clientele, high-quality food, and sit-down seating, a fine dining concept reflects the brand and its target market. You’ll notice that these statements are often longer than ones provided by quick service establishments.

  • Del Frisco’s Restaurant Group. “From extraordinary events to those everyday moments with friends and family, our guests Celebrate Life in Restaurants. Our team Celebrates Life in Restaurants. It’s our vision to support our team members’ journeys and join them in their celebration of life.”
  • R.E.E.G. Fine Dining Restaurant. “Our mission is to impress our customers by giving them the highest degree of service possible and by providing them with the freshest, finest, and good quality food at reasonable prices and comfortable environment.” 

Restaurant mission statements for fast casual concepts

Fast casual concepts provide convenient, quality food options with an inviting sit-down space. These simple messages reflect each brand’s unique offering.

  • Panera Bread. “Food should taste good. It should feel good. It should do good things for you and the world around you.” 
  • Sweetgreen. “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.” 

Quick service restaurant mission statements

QSR or fast food restaurants deliver speedy experiences and may include food trucks or variations of fast casual concepts. Some only offer taglines, whereas others provide mission statements on their websites. 

  • Subway. “Delight every customer, so they want to tell their friends – with great value through fresh, delicious, made-to-order sandwiches, and an exceptional experience.”
  • Arby’s. “Inspiring smiles through delicious experiences.”

Restaurant mission statement best practices 

When a food blogger or local newspaper wants to write about your restaurant, they head to your website. An “About Us” page may share a bit of history or showcase your tagline. However, adding a mission statement gives the press or potential investors immediate insights. Create a compelling message by: 

  • Using simple, precise language relatable to your guests, staff, and management
  • Editing and adapting your message as your business or target market grows or changes
  • Staying true to your purpose and vision with an honest and genuine statement

Use your restaurant mission statement to drive success 

When it’s time to plan your next in-house promotion or Facebook campaign, look for exciting ways to build upon your restaurant mission statement. By connecting each activity to your vision, promise, and values, you’ll create an unforgettable brand experience.

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