More and more Americans are patronizing restaurants differently these days, opting to make a meal of shareable appetizers, small plates, inventive bar food or coffee and a snack. According to Chicago-based market research company Technomic, only 5 percent of consumers are now eating three square meals a day.
No longer are restaurant mission statements all about the menu. Today, they’re more likely to focus on the overall experience an operation is hoping to provide, conveyed in a short, compact statement rather than a lengthy, clunky paragraph. Experts say the modern mission statement should be just broad enough to allow for expansion and fundamental changes to a concept without any growth-hindering contradictions.