Donald Burns explains why restaurants need both a mission and a brand promise. Your mission is why you exist; your brand promise is what you tell guests. If staff don't understand your mission, you'll hire people who don't belong there.
Your mission is your reason for being. It's the driving force for your brand. It's the reason your guests come to your restaurant. Your mission is not the same as your brand promise. Your brand promise tells your guest about your restaurant. It's the promise you make to your guest. Your mission is the promise you make to yourself. Your mission is who you are. Your mission is the promise you make to the world. Now, if you want to avoid hiring people who don't share your mission, you got to make sure that your team understands what your mission is in the first place.
If your restaurant only works because you work 80 hours a week, it doesn't work.
