25 Inspiring Restaurant Mission Statement Examples

Your restaurant's mission statement explains the values you have for both your internal and external customers (employees, stakeholders and diners). It is a crucial element of your brand identity and will have a direct and powerful impact on how you implement it into your management.

Most restaurant mission statements are basic and do the job, but not many are impressive. If you are starting a new restaurant or refreshing an existing business, knowing why and how to write an outstanding mission statement is beneficial.

In this article, we will cover:

1. What Is a Restaurant Mission Statement?
2. When to Write Your Restaurant Mission Statement
3. Why do you need a Mission Statement for your Restaurant?
4. What's the Difference Between Your Mission, Vision, and Values?
5. How to Write a Restaurant Mission Statement
6. Where to publish your Restaurant Mission Statement
7. 25 Restaurant Mission Statement Examples to Inspire you
8. What to do after you have completed your Restaurant Mission Statement

What Is a Restaurant Mission Statement?

To put it simply, a restaurant mission statement is a short description that defines the reason your restaurant exists. It communicates, to both employees and customers, your whole purpose for being and it can identify why you are different from the competition.

Mission statements are paired with a restaurant value statement and/or vision statement. Combined, they promote your brand's identity and establishes how you will run your business to achieve them.

When to Write a Restaurant Mission Statement

If you are starting a new restaurant business then the mission statement draft should be completed after the SWOT analysis. The analysis of the 4 categories - strengths, weaknesses, opportunities and threats, will inform the purpose you have for your restaurant and what will need to go in your mission statement. After your mission statement is written, you can complete your business plan.

With an existing restaurant, a SWOT analysis should be done for any brand refresh, new location or new processes. Always revisit your mission statement for your restaurant after any changes to ensure it is still aligned with your purpose.

Why Do You Need a Mission Statement for Your Restaurant?

Restaurant mission statements make you think of your business beyond just serving delicious food. Diners are looking for a full experience and employees like to get behind a business with a purpose. A mission statement shows the public you have ambition and your business exists for a reason.

Developing a mission statement early will set you up with a mindset that is intentional, motivational and determined. It will influence how you approach your business strategy and guide you in your management.

It is the core of your brand and will:

1. Differentiate you from the high competition in the restaurant industry - Nearly every restaurant is delivering great food, but not everyone has a unique purpose. Customers are looking to get behind a goal and like to spend their money consciously.
2. Hire excellent talent - Being specific about your mission, values and culture will attract candidates that align with you and will support your purpose beyond looking for "any" job.
3. Align all departments and processes - Every element of your business will come back to one overarching goal. Writing a mission statement will make your business plan, decisions and motivating everyone simple and straightforward.

What's the Difference Between Your Mission, Vision, and Values?

Mission, vision and values are often used interchangeably and sometimes combined but there are some key differences:

1. A mission statement is about today. Your current reason for being and the impact you want to have.
2. A vision statement is about the future. Your reason for existing going forward and the future you envision.
3. Your values tie both the mission and vision statements together. How do you create your reason for being and achieve your future goals through your business decisions, behaviours and actions?

How to Write a Striking Restaurant Mission Statement

To write a strong mission statement, you will need to dig deep and find the reason why you exist, beyond just delicious food. A good mission statement should add value to both customers and employees, and be specific to your business.

On the other hand, a bad mission statement will describe objectives at a very basic level and can be rebranded for any business. For example:

"We want to provide the best service" and

"We want to be leaders in the restaurant industry"

Since these are the goals of just about any restaurant, they do little to identify any unique purpose or value the public can get behind.

Now that you are ready to write, there are some key elements you can focus on in order to give your restaurant the best mission and chance of success.

Key Elements of a Mission Statement

In order to write a successful mission statement, you should be able to answer the following 6 questions:

1. Why do we exist? - What is the purpose of the restaurant today, in the here and now?
2. What is our value? – What is the value of the restaurant to both customers and employees?
3. How do we inspire? – Why should people want to work for the company?
4. Can we achieve it? – Is it plausible? Make it sound reasonable.
5. How is it specific to our business? – Make it unique to you.
6. What will our legacy be? - Even though a mission statement is about the present, it should imply what you want to be remembered for.

Once you have your answers, it will be easier to summarise them into a succinct and powerful statement. Avoid jargon or specialist terms, if you are adding value to everyday people then ensure it is readable and relatable to them.

How Long Should a Mission Statement Be?

The majority of mission statements are between one and three sentences and never exceed 100 words. Some of the most inspirational and striking mission statements are a single sentence, so the more you can revise and polish your draft statement, the better it will be.

 "To inspire and nurture the human spirit – one person, one cup and one neighbourhood at a time."

- Starbucks, Worldwide.

This is a great example of communicating a mission within one, simple sentence. It hints at the future society they want and their purpose, it communicates directly with the public and it ties back into their business of serving coffee. 

Should a Mission Statement Be in First or Third Person?

A lot of standard mission statements are written in the first person, using "We" and "our". However, a mission statement is not about you, it is about what you do for others. A powerful mission statement is written in the third person and speaks directly to your customers or employees.

"To purchase and serve responsibly sourced seafood without compromising the future of our oceans."

- Le Bernardin, New York.

This statement, written in the third person, lets everyone know what they will do for the planet and gives customers and employees a mission to get behind. 

Where to Publish Your Restaurant Mission Statement

Some businesses may decide to keep their mission statement internal only. However, it can be an incredible marketing tool to attract the right talent for your restaurant and encourage diners to spend with you.

Consider keeping your Mission Statement in the following places:

1. Include Your Mission Statement in Your Business Plan

Your restaurant business plan is a roadmap of where you are going and how you will get there. A mission statement is your whole reason for being so should be an important part of your plan. It will inform you and your business partners of the vision you have, the values you want and how to achieve them.

2. Publish Your Statement on Your Restaurant Website

You should publish your mission statement on your restaurant website for visibility, marketing and brand awareness. The best page to place it would be either on the "About Us" section or as a sub-section under this page. You could combine your mission and vision under the same page to give visitors a full overview of what your restaurant is about.

3. Insert Your Mission Statement Into Staff Handbooks

Your mission statement is your restaurant's purpose and should empower your employees. Putting it in a staff handbook promotes a culture to think about the business as more than just serving good food, drinks and making money.

25 Restaurant Mission Statements to Inspire You

Casual Restaurant Mission Statement Examples

1. Riceboi Sunshine Coast, Australia. "Always fresh, always local, Rice Boi is your go-to Japanese Izakaya feel dive bar."
2. Chipotle, Worldwide. "Real ingredients, real purpose, real flavor."
3. Nando’s, Worldwide. "Our main aim is to simply create memorable experiences for everyone who has a bit (or a lot) of Nando’s in their life – our customers, communities, founders and suppliers."
4. Honest Burger, London. "‘Honest’ stands for a way of doing things; no tricks, no frills, no hidden costs, just quality dry aged meat, homemade chips with every burger as standard, friendly service, and open kitchens. We aim to deliver on one promise, to do one thing, and do it well."
5. Dishoom, London. "Be authentic, not clichéd, modern but connected to Indian roots, and honest but not wedded to the usual conventions."
6. Hard Rock Cafe, Worldwide. "To spread the spirit of Rock 'n Roll by delivering an exceptional entertainment and dining experience."

Fine Dining Restaurant Mission Statement Examples

1. Le Bernardin, New York. "To purchase and serve responsibly sourced seafood without compromising the future of our oceans."
2. The Fat Duck, Berkshire. "The Fat Duck is a restaurant unlike any other, a place where food is not what it seems. We focus on providing a high quality gastronomical and multi sensory experience focused on innovation and consistency."
3. Bennelong, Sydney Opera House. "Bennelong serves to celebrate the Sydney Opera House and its extraordinary architecture by offering a culturally significant and inspiring menu showcasing a most magnificent production of Australian food and wine."
4. Saint Peter, Sydney. "Our mission is to showcase Australian sustainably sourced seafood, prepare it expertly and serve it simply."

Fast Food Restaurant Mission Statement Examples

1. Pizza Hut, Worldwide. “We take pride in making a perfect pizza and providing courteous and helpful service on time all the time. Every customer says, “I’ll be back!”
2. KFC, Worldwide. “To serve finger lickin’ good food to all our customers!”
3. Five Guys, Worldwide. “Is to sell the best quality burgers possible. To sell the best burger possible, we focus on Quality, Service, and Cleanliness.”
4. In-N-Out Burger, USA. “Providing the freshest, highest quality foods and services for a profit, and a spotless, sparkling environment whereby the customer is our most important asset.”
5. Krispy Kreme, Worldwide. “To make the most awesome doughnuts on the planet every single day.”

Vegan Restaurant Mission Statement Examples

1. Eden, Sydney. "At Eden Foods, we deliver a whole world of freshness—no matter who, or where you are."
2. Daigo, Tokyo. "Nomura's mission is to pass Shojinryori Daigo on to the next generation, protecting the creation of his ancestors and seeing it through to one hundred years."
3. Lotus Seed, Vancouver. "To be a catalyst for positive action by serving healthy meals . Offering high quality vegetarian food without compromising the taste & reasonable pricing is the perfect answer to our healthy & conscious customers."
4. Smith & Daughters, Melbourne. "Smith and Daughters' mission is to never cater only to hardcore vegans but to give everyone the occasional meat circuit-breaker through clever sleights of hand."

Cafe Mission Statement Examples

1. Starbucks, Worldwide. "To inspire and nurture the human spirit – one person, one cup and one neighbourhood at a time."
2. Milligram, NSW. "To nurture body, mind and soul by retreating customers with freshly brewed organic coffee and organic meals."
3. Blackstar Coffee Roasters, Brisbane. "Blackstar’s Vision is to stimulate the transition to sustainability. To caffeinate the movement towards a sustainable economy."

Pub Mission Statement Examples

1. Stalwart Brewery, Sunshine Coast. "The Stalwart Brewing Company dream is to provide a consistent, high quality range of ales to the community using great tasting Sunshine Coast hinterland water, fresh grain, hops and yeast in every batch. No preservatives or additives. Just love and dedication in every hand crafted brew."
2. The Half Moon, Herne Hill UK. "We take pride in offering some of the finest food in Herne Hill. Our superb dishes throughout the week are prepared using the finest seasonal ingredients, which we source locally wherever possible."
3. The Fat Duck Gastropub, Te Anau NZ. "We strive to be Te Anau’s favourite restaurant by creating a workplace where our team is committed to providing the best guest experience in Southland. We believe everyday is an opportunity to improve and to give back."

What to Do After You Have Completed Your Restaurant Mission Statement?

Now you have crafted a well written mission statement, it is time to plan how you will achieve it. Formulate your vision statement, get clear on your values and bring it all together in your business plan. Whether you are starting a new restaurant or revamping your existing business, your business plan should always be updated to match your overarching purpose.