By: Angela Bell, chef owner
Location may be the most important criteria when purchasing just the right piece of real estate, but it is no longer the key to the success or failure of an independent restaurant. As the number of people who eat meals away from home increases, and diners become more sophisticated due to the popularity of food shows and celebrity chefs, they are more apt to search out the hole-in- the-wall eatery lurking down an alleyway or try the café with a single sign on the door, a hand written name with hours of operation.
So, when it was my turn to launch the first “eat smart” kitchen in the upstate of South Carolina, I chose a location that was both affordable and manageable for a staff of two, threw out all the pipe dreams, the currently most popular concepts, the fancy plating techniques, local sourcing and stereotypes, and chose instead to practice what I preach—to my students, that is.
Be different
Beyond the Bull is an “eat smart” kitchen, a designation I give to food establishments that serve real food cooked from scratch and without the use of refined grains and added sugar. It further differentiates itself by serving alternative proteins such as rabbit, bison and wild boar from a steam table, the focal point that separates the dining room from the open service and kitchen areas. The Bull is small (26 seats) and serves what is considered to be fine dining quality food, including signature dishes such a duck cakes caramel, on disposable plates, single serve wine and in-house made sangria in plastic cups. The difference is not just on the inside, a bright yellow coat of paint, red door and tabletop fire pit exterior say something unique waits inside.
Be consistent
There is something to be said for a small venue. As the chef owner, I am able to prepare and plate all menu items which means quality and portion size are consistent. It is as important to meet the expectations of the returning customer as it is the first time diner. Always remember this simple equation: customer retention plus new customer equals growth.
Market
Location, location, location has been replaced with market, market, market. The Bull appeals most to professionals 25 to 30 and active retirees. Out of sight, out of mind is likely to become true if your audience isn’t constantly reminded of your presence. Social networking, community service (benefits), professional competition (cook offs), special events appearances, press releases all contribute to the “buzz” surrounding The Bull. This is NOT a “build it and they will come” business.
Although The Bull is located off the beaten track in Central, SC, a city with a population of approximately three thousand, as of today, Beyond the Bull has been in operation for nine months. Are we profitable? Not yet. Have we reached the break-even point? Not yet. But, as a coworker who has had a lifetime in the restaurant industry, recently asked me, “Are customers returning regularly?” “Yes”, I answered. “Are you continually getting new customers?” Again, I answered, “yes”. “That is success!” he exclaimed.
EAT SMART, America!
Buon Appetito e Buona Salute, Chef Angela Bell
www.facebook.com/beyondthebull
www.antiaginggastronomy.blogspot.com
GOOD FOOD BAD FOOD by Chef Angela Bell
is available on Amazon and Barnes and Noble
