Fully half of all the businesses that are sold are retail food storefronts. This includes franchise, non-franchise, sandwich shops, bagel shops, coffee shops, as well as good old fashioned sit-down restaurants. Half!
I've done due diligence and investigated countless food-related restaurant businesses for sale for the potential buyers of these businesses. What I have found is a commonality among the ones that are doing poorly they always have very low budgets for advertising.
On the other hand, just because there is a high advertising budget does not automatically mean success but it sure does help.
Here's a true-life example from back when I was a young entrepreneur, starry eyed and fresh faced, looking to make my first million. I was madly in love with a girl who shall remain nameless. I remember this girl very well, even though I haven't seen her in the 36 years since.
I also remember her parents, who I adored. They owned two McDonalds franchises, both located in the south central part of Los Angeles. Not quite Watts, but not Torrance or Manhattan Beach, either. I was told that these two franchises were the most profitable ones in all of Los Angeles County. Back in 1972 a dollar bought you a heck of a lot more, and these two franchises combined were pulling $750,000 net taxable profit. That is equivalent to making 2 million dollars profit in today's world. McDonalds was doing very well for most of its franchises at the time, but why were these two locations doing so remarkably well?
Well, they were a standout because they did everything that a particularly good marketing man suggested, and they did it first class. So, if you are going to own a food place here it is "I am handing you the key to getting very, very rich at it."
First, these parents of hers joined every church in the area, of every denomination. The fact that they were Jewish did not stop them any! Whenever there was a church function, they donated the use of a fountain drink machine. They met with all their customers personally. They went around the locations and talked to each and every customer. They introduced themselves, socialized, and made friends.
Their relationships were so strong that when everyone came to their McDonalds after Sunday church services, the littlest kids would come to the counter and ask for Dave.¯ They felt that Dave¯ was a personal friend of theirs. And so Dave¯ would give them cookies or other goodies.
These savvy business owners donated money, time, drinks (not food), and otherwise gave of themselves to every community activity. They did this for the first location, and then did it again for the second location.
They really knew how to Schmooze.
The secret of a successful fast food restaurant is to keep putting your business name in front of your prospects over and over and over until none of them could even consider going anywhere else.
About The Author: Willard Michlin, CPA offers business buyers Due Diligence Services (Second Opinion, Offer Assistance, Final Due Diligence) when they are thinking of making an offer on a business or in the process of investigating a business purchase. Serving all of Southern California. He can be reached direct at 805-428-2063 for more information and an appointment.
|Helpful Resources To Assist In Selling And Buying California Businesses|
|Mike Brewer: Liquor License Brokers, ABC Consulting Services
Liquor license brokerage and consulting services. We provide: Alcohol License Transfers Application Consulting & Processing, Liquor License Purchases & Sales, City Zoning Permits & Land Use Entitlements, Public Convenience or Necessity Findings and Letters. Phone Mike Brewer direct at 800-437-1100.
|George Lanza, Business Broker, At Plethora Business Sales
Plethora Businesses, a division of A Premier In Services, Inc., is a Business Intermediary Consulting Firm headquartered in Orange, California. Plethora specializes in the listing and sale of small and medium sized private businesses.
|Rick Carlson, Business Broker - Southern California
You Will Never Feel Lost In The Shuffle. Many Brokers Simply Send Out An NDA And That's The End Of Communication. All Buyers Receive A Personal Meeting With An Ace Acquisition Specialist So They Can Recommend The Perfect Business For You. Phone Rick direct at 800-985-4939.
|Steve Zimmerman: Restaurant Broker Specialist
Steve founded Restaurant Realty in 1996. He has personally sold/leased over 900 restaurants, bars & clubs, & completed over 3000 valuations. The author of "Restaurant Dealmaker - An Insider's Trade Secrets For Buying a Restaurant, Bar or Club" available on Amazon. Reach Steve direct at 415-945-9701.
|Bob Baumgarten, Business Broker: Orange, LA Counties
National Business Brokerage is a full service brokerage company that has been serving buyers and sellers of Southern California businesses since 1994. We are dedicated to providing the highest standards of professional service for our clients. Phone Bob direct at 949-588-8727.
|Chris Seaman, Business Broker - San Diego County Area
Founded in 1994, First Choice Business Brokers has accelerated to become one of the most successful Business Sales Organizations in the world. Our team of agents have gone through extensive training to become experts in the field of business brokerage. Call Chris at 858-578-4111 for more info.
|Joe Ranieri, Business Broker, Orange & LA County Areas
Having owned retail/restaurant businesses for over 20 years, my interest turned to listing and selling businesses rather than owning them. I specialize tend to specialize in Orange County high volume restaurants, fast food independents and chains, bars and liquor stores. Call 714-292-5448.
|Jack Oh, Business Broker - LA, Orange Counties
Business broker and real estate services in the Los Angeles and Orange County areas. 10 years experience with great negotiating skills. To sell a business or buy a business in the LA or Orange County Areas phone Jack and his team at 562-787-4989.
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