Think Small and Look Inward to Expand and Grow Your Business

Not yet 40 years’ old, Alex Smith is CEO of Maryland-based Atlas Restaurant Group, with 30 restaurant properties located in Maryland, Florida, and Texas. After 16 years of concept development and expansion, and armed with a team of 1,800 staff members, Alex believes that "being big still means thinking small to me," he says. He shared these and other valuable insights as a guest on RestaurantOwner.com’s Corner Booth podcast, hosted by Barry Shuster and Chris Tripoli.

"The closer I stay to the market and the more engaged I remain with the staff, the better I become," says Alex. He shares several pillars of his success:

Assure continual product integrity. Owners who set their sights on unit growth often focus on big-picture finance and marketing issues, while letting their staff manage unit-level operations. Certainly, you cannot grow your concept unless you work “on” the business and are able to turn over day-to-day management to your team. That said, as an owner with one unit or 30 properties, you need to taste menu items and touch tables. Make time to ensure your food and service at each location do not slip as you expand your brand.

Think small and act small, and we’ll get bigger. Think big and act big, and we’ll get smaller.”
- Herb Kelleher

Create a guest experience that is right for the location and market. Restaurant industry thought leaders today seem to be bullish on quick-service concepts that require fewer staff, have smaller footprints, and emphasize off-premises dining. Despite the pandemic, Alex remained bullish on full-service dining. Nevertheless, he understands that the food alone is not enough to drive repeat patronage. He also knows that even multi-unit restaurant enterprises win and lose at the unit level. Alex hires popular local entertainment at his locations to enhance the guest experience. As a full-service operator, you need to take a hard look at the ambience, décor, and vibe of your restaurant. And you need to ask yourself – and, more importantly, your guests and staff -- if they are right for your market.

Foster team loyalty. As you grow your business, you need to find ways to reward staff who helped you on your journey when you were smaller. Very likely, they understand your culture and believe in your concept. In many cases, they have developed strong relationships with guests and vendors. It might take some additional training to bring certain team members up to speed on new responsibilities, but it is worth the investment. It sends a message that you appreciate and reward talent. Among the return on investment is reduced turnover and team trust.

Have a profitable week!

The RestaurantOwner.com Team