Most of us started in this industry young. We were trained from the floor up, learning the ropes with hands-on experience. The guidance we received was simple: run your business with excellence, deliver five-star service standards, train your staff to do the same, open the doors, and stay one step ahead of your neighbouring competition. That was the formula for success, and for a while, it seemed enough.
I’ve been in the industry for over 30 years, and for 25 of those, I’ve been setting up and running my own multi-award-winning, five-star venues—from fine dining restaurants to local pubs. Even back when I started, this maxim wasn’t enough. The industry has always been challenging, but today, it’s harder than ever.
The Challenges We Face Today
The world has shifted. Recent high inflation has caused our costs to skyrocket. Meanwhile, our market is shrinking. We’ve hit a price ceiling where customers simply cannot—or will not—pay more. The rise of massive casual dining chains on the high street has created formidable competition. On top of that, the high street itself has diversified from retail into event spaces and socialising hubs.
We’re no longer just competing with other hospitality businesses. Our customers’ time and money are being pulled in new directions: online entertainment, supermarkets selling “restaurant-quality” meal deals, and subscription meal services. The competition is relentless, and it feels like our market has shrunk overnight.
So what do you do? Do you keep doing things the way they’ve always been done? Do you pour more energy into staying one step ahead of the competition? Do you immerse yourself in the latest social media trend, invent new events, and introduce offers to keep your customers engaged?
Or do you stop, step back, and look at things differently?
There is an Easier Way
It is simple.
It will transform how you run your business.
It will simplify all your systems, create a high-performing team, and cut through the noise to connect with your ideal customers.
It will build a tribe of extremely loyal customers who will do your marketing for you through word of mouth.
Here’s how:
1. Ignore Your Competition
This might sound counterintuitive, but as a small business, you have an advantage: freedom. You are not bound by the same rules, systems, or processes that chain your larger competitors. Use that freedom to focus on what truly matters—your own business. Stop looking over your shoulder and start looking inward.
When you fixate on the competition, you dilute your own identity. Instead, trust in your unique offering and your ability to deliver it exceptionally well.
2. Discover Your Purpose
Why did you want to run your own hospitality business in the first place? What was your vision? What did you want your business to provide for the people who came to you?
Your purpose is your foundation. It’s the reason you get up every day and put the work in. When you reconnect with that purpose, everything changes. You’ll remember why you loved this industry to begin with and what makes your business unique.
Take the time to rediscover this purpose. Write it down. Be clear about what drives you, what you stand for, and who you are here to serve.
3. Align Everything to Your Purpose
Every decision you make from now on must serve your purpose.
Menus: Do your food and drink offerings reflect what you stand for?
Staff: Do the people working with you share your vision? Are they delivering on your purpose? If not, it’s time to reassess.
Customers: Are you targeting the right audience—people who want and need what your business delivers? If not, start speaking directly to those people.
Operations: From training and systems to marketing and promotions, does everything align with your purpose?
When you align your business with your purpose, everything becomes easier. Your communication will have clarity and consistency. Staff training becomes simpler because everyone understands the bigger picture. Your marketing—whether through social media, your website, or word of mouth—will resonate deeply with the right customers.
It’s about cutting through the noise and standing out not by shouting louder, but by speaking with clarity and authenticity.
4. Share Your Purpose and Build Your Tribe
Once you’re clear on your purpose, share it. Talk about it openly—with your staff, your customers, and your wider community. Invite others to join your mission.
When you communicate your ideas, vision, and values, you’ll attract people who believe in what you’re doing. Your staff will feel emotionally engaged, your customers will become loyal advocates, and you’ll build a supportive network of people who “get it.”
This tribe—your staff, your customers, your suppliers, and even your peers—will all be pulling in the same direction. They’ll become emotionally connected to your business and invested in its success.
The Result: Work Becomes Your Joy
Running a hospitality business will always come with its challenges. We can’t prevent a power outage that shuts off your tills, or the next time a staff member calls in sick at the last minute. But what we can do is build resilience.
When your business is aligned with its purpose:
You’ll no longer feel burnt out trying to please everyone.
You’ll stop worrying about revenue, costs, and profits every single day.
You’ll love your business again.
The systems you put in place will simplify your work, empower your team, and free up your time to plan for the future. You’ll feel energised, motivated, and excited about what’s ahead.
As Albert Einstein said, “Be a voice, not an echo.”
Stop following the crowd. Follow your purpose instead.
Final Thoughts
The hospitality industry is hard—but it doesn’t have to feel impossible. By ignoring the competition, discovering your purpose, aligning everything in your business to that purpose, and sharing it with others, you will create a business that stands out.
Your work will feel less like a burden and more like a joy. Your team will perform better, your customers will become advocates, and your business will grow naturally, without constantly chasing the next trend.
Purpose makes hospitality easy.
If you would like help discovering your purpose, join our waiting list for the Hospitality Made Easy Masterclass.
Together, we’ll unlock the next breakthrough for you and your business.
