What is a mission statement?
A mission statement is a formalized statement of your restaurant’s story, goals and purpose. This creates a unique brand identity for your restaurant and tells customers and employees why your restaurant exists and how you stand out from the competition.
Mission statements are often supported by vision statements and core values. Although the terms are sometimes used interchangeably, they serve different functions and should be differentiated. Before crafting a mission statement , make sure you understand the differences between these terms.
Mission statement
A mission statement explains why your business exists. It’s your restaurant’s primary brand identity and clarifies its goals, story and focus.
Vision statement
While vision statements are similar to mission statements, they focus on the future, rather than the present. Vision statements convey your restaurant’s unique future goals and focus. Restaurant vision statements can focus on small or more ambitious goals, such as ensuring that every meal served is delicious or championing global sustainable restaurant practices.
Values statement
The values statement identifies your restaurant’s core values that support its mission and vision statements. Your core values should tell employees and customers what’s important to you in your business decisions, direction and goals. Some common values include equity, sustainability, quality and teamwork.
Read more: How to Write (And Live) Your Company’s Core Values
Why your restaurant needs a mission statement
Many restaurants don’t bother with a mission statement, but taking the time to create a one that reflects your values and goals can give you an advantage. Simply having a mission statement sets you apart from competitors without one.
A meaningful and powerful restaurant mission statement further differentiates you from competitors and tells employees and customers what’s important to you. Publicizing your mission statement can help you attract employees who are aligned with your restaurant’s vision and values.
Employees are also more likely to want to work for a business that matches their own personal vision. This helps to maintain the restaurant’s culture and provide better hiring direction. You can share your values with your employees to create high-quality engagement with the restaurant’s mission and vision, inspiring interest and excitement in the restaurant’s success among employees.
Read more: Writing a Mission Statement for Your Team or Business
Tips on crafting your restaurant’s mission statement
There’s no single method to crafting a strong mission statement for your restaurant, but certain elements can help make your statement more effective.
Tell your restaurant’s story and goals
Employees connect more with your restaurant when it has an identity. That means telling the story about how it started, how it got to where it is today and what its future looks like. Your restaurant’s story is a way of exemplifying your values and showing how they influence the restaurant’s journey.
Your mission statement should briefly tell employees and customers why and how your restaurant began, what influenced you, how you engage with the community and the values you’re carrying forward from your beginnings. You can include an expanded restaurant story on your website and social media.
Example: “Founded by Phil Jaber in San Francisco’s vibrant Mission District, Philz always had one goal in mind: to better the days of everyone who walks in.” – Philz Coffee
Reflect on core values
Give direction to your mission statement by identifying its core values. This tells your customers and employees how you plan to operate your restaurant. Some examples of core values include integrity, sustainability, community and equality. Spend some time thinking of values that most match your restaurant’s culture.
Example: “To inspire healthier communities by connecting people to real food.” – Sweetgreen
Define your role and value in the community
Your mission statement should explain how you’re benefiting the community you belong to. Authenticity is an important quality that helps attract and build trust with community members, including employees and customers. When they trust your brand and vision, they’re more likely to build loyal relationships with your restaurant.
Example: “To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.” – Starbucks
Connect with employees
Part of the value that you bring to your community is how you benefit the people you employ. Crafting an authentic and accurate mission statement helps attract employees who identify with your restaurant’s brand and culture.
Your mission statement can provide employees with a guide to workplace behavior and values, promoting a consistent culture and well-aligned and engaged employees. If you adhere to your publicized values, employees can see that you’re accountable and build more trust with you as an employer.
Example: “To leverage the power of good food and an open heart to lovingly serve our clients, employees, society and the earth.” – P.S. Kitchen
Be concise but meaningful
Your mission statement shouldn’t be an essay. A brief and concise mission statement is easily digestible and simple, often leaving a stronger impression with more selective and meaningful words. Aim for no more than a few sentences and about 100 words.
Example: “To make the most awesome doughnuts on the planet every single day.” – Krispy Kreme
Read more: 7 Company Mission Statement Examples
Restaurant mission statements and values FAQs
How can you use a mission statement to interview and hire candidates?
A mission statement that includes your core values and vision can help screen candidates and shape your interview questions. Include details about your mission, vision and values in job descriptions to attract candidates that are aligned with your restaurant’s culture. You can also use your mission and values to inform your interview questions. If your mission focuses on sustainability, you can ask candidates to discuss how sustainability is important to them.
Are mission statements outdated?
Mission statements are only outdated if they don’t accurately represent your restaurant and its purpose. They originally focused more on the goals of the business, but mission statements now integrate goals and purpose. This demonstrates the meaning and value of the business in the greater community context.
Who should be involved in developing a mission statement?
As a business owner, you’re primarily responsible for developing a mission statement. You can also compose a team of people to collaborate on writing a mission statement with. If you have a marketing team, you may ask them to strategize and help write the statement. If you’re an existing business, you may also collect input on values and culture from employees.
