In the ever-evolving restaurant industry, few things are more valuable than resilience, innovation, and a profound dedication to guest experience. Victor Chan, owner of Suteishi Japanese Restaurant in New York City, embodies all three. His path to becoming a successful restaurateur wasn't straightforward—starting as an aircraft mechanic, then running cigar shops before founding his celebrated sushi restaurant. His journey and insights are a goldmine for restaurateurs navigating today’s competitive market.
In this post, we’ll explore Victor’s unique approach to leadership, creating memorable dining experiences, and building a restaurant that can stand the test of time.
1. The Road Less Traveled: Victor’s Unique Path into the Restaurant World
Victor’s journey to opening Suteishi wasn’t what you might expect. Beginning as an aircraft mechanic, he ventured into the business world through a series of cigar shops, eventually opening a sushi restaurant in the heart of NYC’s bustling South Street Seaport. His eclectic background brings an invaluable outsider’s perspective, setting him apart in a city brimming with competition.
Key Lessons for Restaurant Owners:
- Leverage diverse experiences to bring fresh perspectives to your restaurant. Every job teaches you something valuable; use these lessons to strengthen your business.
- Follow your passion but keep an open mind—Victor’s success stemmed from his willingness to explore new avenues even when the path seemed unclear.
2. Crafting an Immersive Dining Experience
Victor sees dining as an opportunity to captivate guests fully. From the moment patrons step through Suteishi’s doors, every element—the ambiance, the smells, the lighting, and even the music—is meticulously crafted to create an engaging, memorable experience. For him, dining isn’t just about food; it’s about taking guests on a journey.
How to Create a Multi-Sensory Experience in Your Restaurant:
- Smell: Use distinct aromas in your dining area that evoke your cuisine’s essence—like the subtle aroma of sushi rice for a Japanese restaurant.
- Sound: Tailor your music to suit different times and moods. Victor uses jazz during lunch to attract business clients and livelier music for the dinner crowd.
- Sight: Consider the visual appeal of your restaurant, from decor to plating. Make your restaurant and dishes “Instagrammable” to engage guests and promote online sharing.
This holistic approach elevates dining, ensuring guests leave with an experience worth remembering—and sharing.
3. Building a Strong Team Culture Through Systemization and Empowerment
Victor’s journey changed when he read The E-Myth by Michael Gerber. The book emphasized systematizing business operations to avoid burnout and create efficiency. This approach empowered Victor to delegate and focus on growth without micromanaging.
Systematization Tips for Restaurant Owners:
- Create an Operations Manual: Break down each role’s tasks to streamline training and ensure consistency.
- Hire for Personality, Train for Skills: Victor’s mantra is to hire people who fit the culture and teach them the necessary skills. A smile and genuine warmth go a long way in hospitality.
- Empower Employees with Autonomy: Give team members the freedom to make small decisions. It builds a culture of accountability and fosters loyalty, as evidenced by Victor’s long-standing staff members.
4. Navigating Economic Downturns and Natural Disasters
In Victor’s 18-year journey with Suteishi, he’s faced many challenges: the 2008 financial crisis, Hurricane Sandy, and the COVID-19 pandemic. Each one brought its share of adversity, forcing him to adapt and evolve. In particular, Hurricane Sandy destroyed his restaurant, but instead of giving up, Victor worked with local business organizations to fundraise and rebuild.
Key Takeaways on Resilience in Tough Times:
- Diversify Revenue Streams: Victor focused on takeout, delivery, and catering during economic downturns, which helped Suteishi stay afloat.
- Seek Community Support: Whether through business organizations or personal networks, connecting with others provides new ideas and sometimes essential financial aid.
- Stay Flexible and Proactive: Don’t wait for challenges to resolve themselves. Victor’s proactive response to each crisis, from marketing takeout to selling pre-paid meals, allowed his business to survive and thrive.
5. Harnessing the Power of Community and Industry Networks
One of Victor’s most valuable lessons came from his involvement with the Entrepreneurs’ Organization (EO). EO provided him with a support network and a wealth of business insights from other successful entrepreneurs, particularly during tough times like Hurricane Sandy.
Why Community Matters in the Restaurant Business:
- Access to Expertise: Being part of an industry group gives you access to leaders who’ve been through similar challenges and can offer guidance.
- Emotional Support: Entrepreneurship is often isolating; community provides a vital emotional lifeline, especially during challenging times.
- Business Innovation: Many of Victor’s recovery strategies stemmed from discussions with peers who had faced similar setbacks.
6. Staying Relevant: Innovate, Adapt, and Engage Guests
In a city like New York, staying relevant means constant innovation. Victor’s tactics include embracing trends like Instagrammable dishes and developing exclusive menu items, such as his famed tuna ravioli with a roasted garlic chip. His team also crafts unique experiences like omakase for small groups, meeting the demand for personalized dining.
Actionable Tips for Keeping Your Restaurant Fresh and Exciting:
- Create Instagrammable Moments: Visuals matter! Invest in dishes that photograph well and encourage guests to share.
- Adapt to Customer Trends: Monitor what’s popular in the food scene and see if it aligns with your brand. Victor added dry ice to dishes to create smoky, photogenic presentations.
- Regularly Update Your Menu: Introduce limited-time specials to generate excitement and urgency.
7. Marketing & Customer Retention: Building Lasting Guest Relationships
Victor uses a mix of digital marketing, SMS, and targeted mailers to keep Suteishi top-of-mind for customers. Collecting guest data has been particularly valuable, allowing for personalized marketing that encourages repeat visits.
Top Marketing Strategies for Restaurants:
- Leverage Data Collection: Gather customer emails and phone numbers to communicate directly with your audience, especially for promotions or events.
- Invest in Local Marketing: Victor uses Moving Targets to reach new residents, offering a discount or complimentary dish to encourage visits.
- Focus on Text and Email Marketing: Regular, personalized messages keep your brand relevant and remind guests of their positive experiences.
8. Looking to the Future: Building a Legacy and What’s Next for Suteishi
As Victor considers the next steps, he’s focused on meaningful growth rather than expanding for expansion’s sake. Rather than simply opening another restaurant, he envisions creating something grander—a larger space that reflects his refined approach to dining.
Advice for Restaurant Owners on Scaling Thoughtfully:
- Ensure New Ventures Align with Your Vision: Don’t expand just for the sake of growth. Look for opportunities that allow you to maintain quality and consistency.
- Be Patient: Victor’s vision has taken time to develop. Waiting for the right opportunity ensures that each expansion is a sustainable success.
- Prioritize Your Existing Brand Reputation: A strong reputation is essential for long-term success. As Victor notes, it’s better to have one great location than multiple mediocre ones.
9. Conclusion: Reflections on Leadership and Longevity in the Restaurant Industry
Victor’s approach to leadership is rooted in humility, resilience, and a deep commitment to both his staff and his guests. His story serves as a powerful reminder that success in the restaurant business is about more than just good food—it’s about creating an experience, building a community, and staying adaptable in the face of adversity.
For restaurant owners, Victor’s journey is a masterclass in:
- Embracing Change: Success is about constantly evolving to meet market demands.
- Empowering Your Team: Cultivating a strong, autonomous team allows for growth without burnout.
- Creating Memorable Experiences: Dining is a sensory journey; control each element to keep guests coming back.
- Building Resilience: Tough times will come, but resilience and creativity will get you through.
Whether you're just starting in the restaurant industry or looking to take your business to the next level, Victor Chan’s story is proof that with the right mindset and community, anything is possible. Embrace the journey, and remember—each challenge is simply another opportunity to grow.
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