Secrets to successful Petaluma restaurants
Spoiler alert: There is no one “secret to success” in the restaurant business, although there are some fundamental principles that will certainly help a restaurant’s chances of success. These tried and true practices tend to hold fast regardless of locality or cuisine, but there are unique cities and towns that require a bit more. Petaluma is one such place.
Having spent my adult life traveling and eating, I have visited few places that require from its restaurants what Petalumans do from ours. Although there are exceptions, and not everyone will agree with my assessment, having committed as much time to writing about and tracking local restaurant changes as I have, there are certain behaviors that seem to be almost prophetic regarding a restaurant’s chance of success.
However, unlike the illusive “secret to success,” it is a bit easier to figure out what does not work, especially with a bit of local experience. Because running restaurants is hard work, I hope this insight help restaurants avoid what most locals may think are obvious pitfalls, but may not be so conspicuous, especially for those that are new to Petaluma.
Service, food, ambiance, price
In general, there are four main factors which, when balanced with and against each other, help guide each of our individual opinions about a particular restaurant. There are clear truths to the adage, “location, location, location,” but many a restaurant has succeeded even when their location is not prime.
Most important is the level of service, followed closely by food quality, ambiance and, last but not least, price. We will return to a restaurant with mediocre food, if the service is great, but rarely will do the inverse.
For most, so long as the combination of service, food and ambiance rate well, price tends to be less of an issue, because in recent years dining out has become more of an adventure, and just like with travel, we are willing to pay a bit more if it means a better experience.
Owner oversight
When it comes to service and quality, the most glaring pitfall for unsuccessful Petaluma restaurants is the lack of an owner presence. This is not to say they need to be there every day, or that a manager with a vested financial interest will not suffice, but nobody will run the shop quite like someone whose livelihood is on the line. Above and beyond that, an owner takes a sense of pride in their product that a mere employee rarely does.
An excellent example of this is Sugo Trattoria. Although co-owner Annette White is a travel writer and both her and her husband Peter are often abroad, they never spend too much time away from Sugo, and the quality and consistency of their menu reflects this. If there is one restaurant in town that I know will always be great, and is always reasonably priced, it is Sugo Trattoria.
I have seen first-hand what happens when an owner is on-site to handle customer service complaints. While dining at the Shuckery, I witnessed owner Jaz respond quickly to a late order by comping that meal. After she left the table, I overhead the guest comment on how well their server had been training, not knowing they were actually dealing with the owner, in part because of Jaz’s youthful appearance.
The moral of the story is that due to an owner being on site, those guests are going to tell others what a great experience they had.
Along with a lack of menu consistency, restaurants with absentee owners have a hard time keeping their finger on the pulse of our town. Petalumans are an opinionated bunch, so being in a position to change menu items, personnel, hours, etc., at a moment’s notice, is important.
Although still in its infancy, Crocodile does a great job of changing up its menu based on the whims of its guests, something it could not do without both the owners present on a regular bases.
However, an owner needs to know where to draw the line. When Round Table Pizza’s Petaluma Boulevard North location dropped the franchise to become Terra Vino, they mistakenly allowed their very limited customer base to drive their decision to not fully close down during their remodel.
I was informed that instead of closing down and then having a grand opening, their customers wanted them to remain open during the transition, so they did. What that meant was that there was no proper introduction for Petaluma to learn that they had in fact changed their menu and were moving away from the franchise model, and towards sourcing locally.
They had a great menu, but nobody really knew who they were or what they were doing. I even contacted them to help promote their new business by writing a feature article, but they informed me they were not ready for press, and I never heard from them again.
UPDATED: Please read and follow our commenting policy: