A Mission Statement Can Bring Your Values to Life

What Is a Restaurant Mission Statement?

A mission statement is used to convey your restaurant’s raison d'être — its whole reason for being — to potential customers, the media, investors, or anyone who hasn't come in contact with your brand before. Sometimes it’ll be your first impression with a guest, while other times it can be a way to remind people why your restaurant exists and what you believe in.

Your mission statement is an integral part of your restaurant’s brand identity, along with your vision and values. But it’s important to distinguish between the three, so let’s do just that.

Restaurant mission statement

A restaurant’s mission statement drives the business. It’s what you do, the heart of your business. From the mission statement come your objectives and what it takes to reach those objectives. It should be short and memorable, but also specific enough that people will easily understand what you do and what makes you different from your competitors.

Restaurant vision statement

A restaurant’s vision statement looks to the future and helps give the business direction. It communicates your goals and what you hope to become. A strong vision statement helps you and your team stay focused on what matters most, and invites innovation to help you realize the vision you’ve created.

Restaurant core values

Your restaurant’s core values are what you care about, what you believe in, and what you stand for. They define how your actions will positively impact your staff, your customers, and your community. They should also act as your business' compass, guiding all business decisions including hiring, menu adjustments, marketing, and management style.

When going through the steps of how to open a restaurant, developing a mission, vision, and core values should be high on your list. Your mission, vision, and core values should play a part in every decision you make for your restaurant business, from what products you purchase, to who you hire, to the community initiatives you support.