Company culture can make or break a restaurant. Having a clear vision and a well-crafted set of core values is essential for ensuring the longevity of your business. On the latest episode of Restaurant Masters, restaurant coach and former restaurant owner Donald Burns shares his best tips for creating a brand that keeps your restaurant thriving. He has written the acclaimed books 2017 Your Restaurant Sucks! and the 2019 Your Restaurant STILL Sucks! and was featured in restaurant software company Toast’s Top Restaurant Experts to Follow in 2016, 2017, and 2018. “All business problems are really people problems in disguise,” says Burns. “Leadership makes all the difference. Culture flows down.” When Burns opened his first restaurant, he made the same three mistakes he often sees with business owners today: (1) failing to understand what makes a brand a brand, (2) not identifying and pursuing your market, and (3) being inconsistent. Fully cultivating a brand is a “three ingredient recipe” according to Burns: foundation, framework, and functionality. Your employees and your company culture form the foundation. The framework is your menu and particular restaurant processes, while functionality is rooted in your drive to innovate, market your product, and increase your profit. “People are loyal to the brands they trust and like,” notes Burns. “You don’t have to be the best.” You just have to be consistent with your niche market. Check out the episode above to learn about avoiding these brand blunders and recognizing and addressing your restaurant’s blind spots!