The restaurant business faces constant change. Employee turnover and new competition are just a few of the challenges restaurateurs face in this ever growing industry.
I had an opportunity to learn more about these challenges from Laurence Edelman of Left Bank in New York City. Here’s what he had to say:
What compelled you to found Left Bank?
I had been working as a professional chef for 15 years and in the last five of those years I had opened two restaurants. It became apparent to me that I was ready to pursue my own vision because, well owning my own restaurant had always been my goal.
What changes are you seeing in the restaurant industry that are forcing leaders to adapt?
The obvious answer that every industry is dealing with right now is the emergence of social media, and what that means for marketing and promotion. On the one hand, it’s totally democratic, so that’s great. On the other hand, it’s not at all democratic and demands an entirely new set of skills not previously required for restaurants. How to use it well? How to keep up? We have people on staff that spend a ton of energy on it. Personally I like the brave new world.
Increasing rents, increasing minimum wages, and increasing food prices are a challenge to deal with as well. That could largely be a New York thing (joke).
A recent study published by restaurant.org shared how storytelling helps customers become more aware of current or future changes and generate excitement. How do you use storytelling as a leader?
We buy food and wine from people who are passionate about what they produce. There’s always a story to be told about how they came to their professions as oyster growers or farmers or wine makers. We go the source, sometimes having them come in and talk to our wait staff about their experiences. We use these stories on social media as well. It’s a great medium for demonstrating real life relationships to a large audience.
What have you learned along your leadership journey to help Left Bank thrive amidst a sea of restaurant competitors?
Set long term and short term goals, then fully commit. I’d say, commitment to the goal and the desire to achieve it is the single most important thing in determining success.
Part of a strong brand is standing for something. What would you say Left Bank stands for?
We’re a champion of uncomplicated elegance, an opportunity to live well by impacting the world in a positive way.
Turnover is typically high in the restaurant industry. How have you managed to keep Left Bank thriving amidst not just the churn of hires, but the competitive nature of restaurants in such a foodie city of New York?
Only by holding fast to our core values have we been able to do well in this market. We keep people here for long periods of time become we hire people that we respect. Your ability to sell and to endear yourself to customers is important, of course, but also you have to work well with others, be authentically generous with helping out, etc. Only people we respect.
Last question, what's your favorite dish?
The last thing that I ate always becomes my new favorite dish. Yesterday I had a piece of Wild Striped Bass with salmoriglio, so simple, so delicious, that’s my favorite right now.
Jeff Boss is Co-Founder of Chaos Advantage, a coaching and consulting firm that works with leaders and their teams to navigate uncertainty and win as one by leveraging the unique experiences in leadership and teamwork of special operations. He is author of Navigating Chaos: How To Find Certainty In Uncertain Situations and Managing The Mental Game: How To Think More Effectively, Navigate Uncertainty, And Build Mental Fortitude, host of The ChaosCast podcast, and former Navy SEAL of 13 years.