Brooklyn's Progress
April/May 2008

BY JILL D’AMICO
AND ZAINAB ASLAM

Opening a restaurant is daunting, to say the least. The failure rates are high (although often inflated), costs are tremendous, and licensing is full of red tape – and that’s before you even serve the first dish.

So why do people continue to open them?

The desire to facilitate people eating and having a good time is a natural one, an extension of our hospitable nature. With such a rich history of food and some of the city’s best restaurants, Brooklyn’s restaurateurs are brave, to be sure, but also wizened from their experiences. They share some of their insights here.

Prep Work
Opening a restaurant requires plenty of effort before opening day. After deciding on your legal structure, getting started on the time-consuming permit process and scouting real estate is advised.

Location is vital to any restaurant, according to restaurateurs. Before you leap, you have to look.

“Try get an idea of the foot traffic of the neighborhood,” said Aricka Westbrooks, founder and owner of Jive Turkey in Fort Greene.

Some recommend delving even deeper, and studying the neighborhood.

Jim Bitzonis, owner of Buffalo Wild Wings Grill & Bar in the Atlantic Center Mall, advises doing demographic research to see who your customers will be and what they want in a restaurant.

As anyone who lives or owns a business in Brooklyn knows, finding the right piece of real estate can be difficult.

“Use a lawyer when you negotiate your lease,” said Mr. Bitzonis. Those looking for space, or to review a lease can also come to the Brooklyn Business Solutions Center and take advantage of the free real estate and pro bono legal services they offer with lease and contractual agreements.

Depending if your space comes built out or will need a gut renovation, Anthony Rinaldi, owner and executive chef at the Pearl Room in Bay Ridge, advises taking a long hard look at cost estimates for how much it will take to get things up and running.

“Make sure you get at least three bids for all construction work and that the bids compare apples to apples,” said Mr. Bitzonis. "Make sure that the bids are all inclusive of the scope of work, because you don’t want to have a bunch of change orders.”

The cost just to outfit a space can run upwards of $300,000, according to Forbes magazine. This includes cooking, ventilation, refrigeration and freezer units, tables, chairs, and a point-of-sale system.

“I would do some research on equipment,” said Ms. Westbrooks. “The best prices might be available at equipment auctions.”

“I would definitely get information and advice on where to get supplies from,” agreed Mr. Rinaldi.

There is also the question of who will supply your food. In a large market like New York City, you can have the pick of the litter, including access to local greenmarkets and farmers.

“Good quality is so important,” said Nelson Nacipucha, owner of Maria’s Mexican Bistro in Park Slope. “We use good quality products, meat, and margaritas.”

Smaller restaurants (less than 90 seats) are probably better off to loyally use smaller suppliers who will clue you in to what’s fresh and what deals are to be had. Bigger operations, on the other hand, will be able to pit suppliers against each other to get the best deals.

Quality Control
Once you’re up and running, however, you have to keep going! The first year is notoriously a hard one in the restaurant business, as staff learns their way, clientele develops, and recipes are perfected.

“Don’t run out of whatever your product is,” said Bridget Edkin, owner of Cold Stone Creamery in Sheepshead Bay. “If you’re selling ice cream, don’t run out of ice cream. If you’re selling pizza, don’t run out of pizza. If you’re going to have a special, don’t run out of it.”

A lot of success is measured by the flow between the front and back of the house. Warm customer service in the dining room must be followed up by precise execution in the kitchen.

“There are so many things,” said Mr. Nacipucha. “You have to have a really good chef and good service in the dining room. You have to be nice to people.”

Hiring smart is vital in the restaurant industry. With staff having so much contact with customers, it can make or break the experience.

“Do spend time hiring good people,” advised Ms. Edkin. “Be selective.”

“You need to have very good internal controls,” agreed Mr. Bitzonis.

With the U.S. economy moving more towards service industries, there is still a demand that slightly outpaces supply in restaurant work, according to Forbes. This is made only more difficult by soaring health care costs, the threat of minimum-wage hikes and stricter immigration regulations.

With that in mind, Mr. Rinaldi advises being able to adapt with a moment’s notice.

“You need to know all aspects of the business,” he said. “You have to be able to work in a kitchen and have some knowledge of everything.”

“When someone doesn’t show up, you have to figure out how they do what they do,” he maintained. “They are not your partners and they don’t care.”

A chef who has worked with New York’s most celebrated chefs like Jean-Georges Vongerichten and Danny Meyer, Mr. Rinaldi offers a restaurant maxim: nothing replaces firsthand experience – especially if you have never worked in the restaurant business before.

“If you don’t have restaurant experience, I’d recommend working in one – or managing one – for possibly six months,” agreed Ms. Westbrook.

Crafting an Image
Experts advise looking to successful ventures like Starbucks for inspiration. Sure, it’s lambasted as nothing more than pricey coffee dressed up in a lifestyle brand, but the chain goes out of its way to present its brand to the public. In addition to offering health insurance, they often participate in local and community events, which expands their reach and helps with marketing.

Ms. Edkin, whose franchise is among the country’s fastest-growing, works to raise Cold Stone Creamery’s profile within the community.

“Partner with local business and charities,” she advised. “Don’t underestimate what’s going on.”

“Know who your competition is, and be sure to stand out,” said Mr. Bitzonis. “And above all else, make sure your customers are satisfied.”

With the right combination of good food, service, and smart business decisions like those given here, your restaurant could be commanding headlines at Brooklyn Eats™ next year. But perhaps the best advice is also the simplest:

“Keep a clean bathroom,” said Ms. Edkin. “Women love that.”