Why Restaurants Need to be More than Food to be Successful in Growing Markets

As a restaurant owner, I know success hinges on creating a full, memorable experience that goes beyond the menu In a city like Charlotte, which is seeing its food and beverage scene grow rapidly. Of course, the food has to be consistent and craveable, but it's really about building connections with guests and creating intentional moments that keep them coming back. It comes down to the details: creating a thoughtful ambiance that reflects your mission, and service that feels genuine and goes beyond good rapport. 

We designed El Puro Modern Cuban Restaurant to transport guests to pre-revolutionary Havana, and the best way to do that was through the decor, lighting, and overall ambience, so the experience begins the moment you walk in. 

When guests enter a space, they need to see more than just a beautiful, “Instagrammable” space. They need to feel something that invites them to stay, come back, and understand your mission. For us, El Puro was created as a way for my brother and I to share our culture with the Carolinas and every design choice reflects that intention, showcasing the look, feel, and spirit of the place we call home.

More than “what can I get you?” The experience that your waiter or waitress provides can really make or break a meal. You should train staff to always go above and beyond, always doing more than anticipated. As a business owner, you need to set this expectation during training.
In practice, that means building real relationships with guests, remembering their names, knowing their go-to orders, and recognizing life’s moments. Whether it’s surprising someone with their favorite drink, celebrating a birthday, or adding a thoughtful touch to a special occasion, those small, consistent efforts create lasting impressions. 

All meals should be considered special occasions. One of the things we’ve done to create ambience is to have live music every night and during brunch. On weekends, we also have performers who dance to traditional Cuban music throughout the tables, which ultimately draws many guests onto the stage. Not only does this advance our mission of sharing our culture, but it also goes beyond relying on the menu to get guests to come back.

Going above and beyond is essential to stand out, but restaurants also need a clear sense of identity and purpose. Knowing who you are and why you’re different, and leaning into that, is what is going to make sure that extra mile is seen. Your distinct mission, matched with creating an experience that cannot be mirrored anywhere else, will solidify your place as a go-to destination in a growing city.