Interview with Martin Akamine: Strategy, Expansion and Consulting in the Restaurant Industry
Martin Akamine is an expert in the restaurant industry with an outstanding track record in the expansion and optimization of major brands such as Starbucks and Burger King in Latin America. In his role as a consultant, he has worked with several companies helping them to professionalize their operations and grow in a sustainable way. In this interview, he shares his vision on the challenges and opportunities in the restaurant sector, as well as key tips for those looking to scale their business.
1. Intelligent expansion and optimization in restoration
Common mistakes in restaurant expansion
"The focus should not be on growing, but first on professionalizing."
One of the most frequent mistakes in gastronomic companies is to prioritize expansion without first consolidating three fundamental pillars: Concept, Numbers and Management.
Many ventures achieve a good concept and customer experience, including a strong engagement in social networks. However, in this context they get excited and focus on growing, when they should first professionalize. Without a clear business in terms of model and numbers, and without the right people, in the medium and long term they fall down, or in the best case, the owners end up being slaves of their own business.
Keys to expand without compromising profitability
"It's not just about growing, it's about understanding what to replicate and what to adapt."
Before expanding into new geographies, it is essential to understand the market and define which core brand values should be maintained and which aspects should be adapted to each environment. In addition, a good operation depends not only on customer experience, but also on efficient management, especially in challenging economic contexts. Controlling finances, purchasing and logistics is what makes the difference between a successful business and one that barely survives.
The role of organizational culture in expansion
"The key is always people."
A common mistake is to focus too much on product and brand image, leaving aside selection, nurturing and team building. High staff turnover is a recurring problem in the industry, and the solution lies in strengthening the corporate culture. The work environment and the style of the leaders should be as inspiring as the brand and the product. Going from a good idea to a good company and a good business is primarily a cultural change.
2. Operations and profitability: keys to scalability
Operational issues affecting profitability
"Not losing focus is critical."
Catering is a demanding industry with low profit margins. Selecting the right location first, and controlling sales, food and labor costs are critical elements for profitability. Having a plan with metrics is vital for continuous improvement, and to focus on what is important to the business and not be distracted by the myriad of operational issues that arise on a day-to-day basis.
Strategies to reduce waste and improve margins
"Know when to be creative and when to be disciplined."
In gastronomy, there is an artistic component of the product and the experience, which makes it more "romantic", often focused on the figure of the Chef and the kitchen environment. This is great for the identity and storytelling of the brand, although sometimes this artistic side is a threat to efficiency and profitability, because it is not clear where and when to be creative, and when to have a clear, disciplined process, with hard indicators that guarantee the planned results.
3. Technology and digitization in the restaurant industry
The challenge of integrating technology in restaurants
"Technology must reinforce the objectives of each stage of the business."
Faced with so many technology offerings in the market, it is important to first identify what the company needs, based on its current situation and the moment of maturity it is going through. There are many tools and very good ones, but not all of them are for everyone, nor for every moment. Each part of the growth plan should be accompanied by the right technology to reinforce the objectives of each stage.
First steps towards digitization
"Digital technology with analog staff, it doesn't work."
Before any technology implementation, it is important to have the company's basic data flow processes in place and with "clean" and reliable data. An excellent technology with bad sources generates bad decisions. And in this sense, the training of all personnel and the inclusion of the "digital chip" in the culture is fundamental. The final efficiency is not given by the high digitalization, but by the degree of integration between people and the implemented technology.
4. Leadership and strategic vision in gastronomy
Qualities of a successful gastronomy entrepreneur
"Business growth requires personal growth."
An expanding company requires more professional and mature teams. Although sometimes, in practice, the initial influence of the owner or entrepreneur has a flip side, sometimes generating a very personalized company, which undermines the empowerment and autonomy of the organization's work teams. And consequently, in their commitment and motivation. Putting aside the ego and surrounding oneself with competent and diverse people is a priority in order to be able to think about creating a scalable company.
Advice for transforming a restaurant into a sustainable brand
"Gastronomy requires as much professionalization as any other industry."
The restaurant sector is accessible to many entrepreneurs, although sometimes the industry is underestimated, and this generates many frustrations and early failures in the ventures.
Focusing on understanding the business model and not just looking at the product, identifying the right time and context to expand, choosing the right people and making sure you have an inspiring Culture are key to building a profitable and sustainable brand.
Conclusion: Professionalization as a key to success
From theRest, we believe that this interview reaffirms the importance of professionalization in the gastronomic sector. It is not only about offering a good customer experience, but also about building a solid business from the ground up: strategy, operation, technology and leadership. The balance between creativity and discipline, coupled with a trained team aligned with the company's culture, is what allows a restaurant to grow in a sustainable manner.
Let's talk about your restaurant!
If you are looking to optimize your operation, improve your profitability or expand your business with strategy, at theRest we can help you. Contact us and let's take your restaurant to the next level.
