Keep Up Remaining Relevant

by Natalie Balaban

It is no secret that local and small restaurants work diligently to keep their food consistently delicious. They provide for their communities in numerous ways, and account for 44% of the economic activity in the country. Most local businesses attract their steady base of customers without worrying about expanding or keeping up with ever-changing trends. However, keeping up in a fast-paced city like New York is key to staying afloat. But how do you do it? We figured there was nobody better to ask than Richard Ho, owner of Ho Foods.This small Taiwanese shop has been open for around five years and has survived through the COVID era of the city - when quarantine made things tough working in the food industry. So, how was this possible? Richard credits his friends in the industry, “we really got a lot of help from restaurants when not all restaurants did… so I think it was having the right community and having some aid in one way or another.”

Micro-businesses face so many challenges, even when they’re able to access aid in times of emergency. For Richard, “the challenges change all the time… and they change for everyone from year one through year five, or from week one to week 100; for every restaurant, it might be a little bit different. There are some things that are consistent in terms of what an opening might feel like, what after the one-year mark might be like, or after five years in. Nothing’s guaranteed, the problems change all the time.” Some of these challenges may look like “having so many customers, and you don’t know what to do with them” or, as richard explains, conversely, “sometimes you don’t have anyone coming in, and you have to figure out how to get people in here.” Yet more challenges can arise from the breakdown of equipment or changes in the neighborhood.

Restaurants still find ways to keep their business alive and booming. According to Richard, the ability to problemsolve is a key way to keep your business afloat. No matter how long your business has been around, new and different challenges will always come, so problem-solving is essential. Particularly in three areas: external decisions like marketing, your service within the business, and what goes on behind the scenes.

First, you have to have a marketing strategy. From Richard’s standpoint, when you start your own business, you have to be willing to try things outside your comfort zone (though still within your values) because “who knows what might work or might not work?” This might look like a willingness to collaborate with others, including brand ambassadors, influences, or other businesses.

Then, when you prioritize serving good food and employing “nice, responsible people who are happy to be here,” customers will return, and will be happy to spread the word to others. During service, it’s important to stay true to your priorities. “Is the food good?” Richard says business owners have to ask themselves. “Do people resonate with what you’re trying to do in terms of flavors and ingredients? Do people wanna come here and spend their money on it? Do people get treated with respect while they’re here? Are people responsible...and of course, are they going to get what they ordered?”

Some of these things are obvious to the public eye, but so much happens behind the scenes as well. The work that no one sees matters just as much. “You have to be honest,” says Richard, “and you have to have some kind of integrity in what it is you’re doing,” to build and maintain trust. “Having integrity... is major.” He explains that even though some things will be out of your hands, it’s important it is to try as hard as you can, and maintain consistency in what you say and do.

Running a tiny shop is no easy task. “In New York City especially,” Richard reflects, “you get the pressure to expand, to have a little bit more...it’s very difficult to have a small shop and make it work.” Remember to support your local businesses, your mom-and-pop shops, because those take a lot of work to maintain their status. And if you own a local small business, or plan to start one, don’t freak out when you face a challenge. Instead, find a solution. Test out different marketing strategies, be open to new tactics, always keep your priorities in mind even when service becomes difficult, and remember to be honest and try your best. As we know, society is constantly changing. It takes a lot to keep up!