T
he Unseen Ingredient in Restaurant Success
Behind every successful restaurant lies a crucial ingredient often overlooked: the right location. While chefs and marketers get the spotlight, site selection is where the real magic happens – or breaks. I've seen it time and again: a great menu can't compensate for a poorly chosen site.
Women's Perspective on Site Selection
Despite driving 70% of household purchasing decisions, women remain underrepresented in restaurant development and commercial real estate. This disparity is a missed opportunity. Women bring a unique consumer-centric approach to site selection, considering factors like accessibility, convenience, and the realities of daily life. A busy mom picking up dinner isn't just looking for a great meal – she's seeking an easy experience.
Breaking into Restaurant Real Estate
My journey began in commercial real estate, where I spent over 20 years helping businesses find their perfect fit. I was introduced to Hot Head Burritos when the founders opened their first location in one of my shopping centers. Years later, I became co-owner and vice president – a move that led me to my current role.
The Deal Cycle: A Woman's Reality
Restaurant real estate isn't for the faint of heart. The deal cycle can take six to twelve months, making financial stability a challenge. For women entering this field, be prepared for the realities of the business. Corporate positions offer steady income, but often require prior experience. If you're going solo, expect long hours and weekends spent negotiating deals.
The Power of Data in Negotiations
In a traditionally male-dominated industry, navigating real estate negotiations requires confidence in your data. I let numbers speak for themselves – emotion has no place at the table. When you know your business inside out, you command respect.
Avoiding Expansion Pitfalls
Restaurant brands often misjudge expansion strategies. They assume the opening honeymoon period will last forever, but most new restaurants experience a drop in sales after the initial excitement fades. Without a plan to sustain momentum, even a great location can struggle. Brands also misjudge how close locations can be to each other – some concepts thrive with stores five miles apart, while others need a 30-mile buffer.
Mentorship: The Key to Growth
The best way to bring more women into restaurant development is through mentorship. I've been fortunate to have strong mentors throughout my career and believe in paying it forward. There's room for everyone at the table – helping others succeed only strengthens the industry.
