'Understand the problems' restaurant customers face

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As a former restaurant owner, Sheila Dalton knows firsthand how challenging it is to run a successful establishment. Now a business consultant with the Small Business and Technology Development Center at the University of North Carolina Wilmington. In her role, Dalton helps small businesses access sources of capital and financing, evaluate and improve financial performance, explore new market opportunities and improve employee performance. We asked her to share some insights for restaurant owners on how they can tighten up business processes. -Margot Lester

What's the most common business mistake you see restaurant owners make, and how can they avoid it?

The most common mistake is not taking time to understand financial statements. It took me about four years into owning my restaurant before I fully grasped the numbers. To avoid this, work with a trusted advisor like your bookkeeper, a SCORE mentor or a general business counselor at the SBTDC. They can help you break down your income and expenses so you can adjust operations proactively.

What's one thing you wish restaurant owners understood better and why? 

Know your target customer. Understand the problems and obstacles they face that you could solve. Doing this will inform your marketing plan, help you spend your resources wisely and guide you in refining your offerings to resonate with customers, ultimately boosting sales.

What's one restaurant trend you'd like to see continue and one you'd like to see end?

I'd like to see loyalty programs continue because they create long-term customer value and show appreciation for repeat business. On the other hand, I think gamified promotions are gimmicky and unsustainable—often focusing more on short-term excitement than genuine customer engagement.

What's your favorite comfort food? 

Chicken and rice with broth. It’s light yet soothing. White rice is key here. Add a pat of butter to up the umami!

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