Setting Practical Goals for Restaurants and Cafés that Last All Year

The new year is often when most of us step back and think about what we want the next 12 months to look like. Perhaps it's more profit, fewer late nights finishing paperwork after service, smoother systems, or just a business that feels less like a constant struggle.


The real challenge, however, isn't usually a shortage of ideas. It's that many goals are structured in a way that makes them difficult to sustain when the everyday demands of work return. That's why we wanted to share our five-step approach to setting business goals, one that emphasises follow-through as much as it does the initial spark of ambition.


Step 1: Pick one goal that genuinely moves the business forward


Trying to fix everything at once usually leads to fixing nothing. We often see our clients commit to growth, cost control, new software, marketing and hiring all at the same time.


Instead, choose the one outcome that would make the biggest difference this year. That might be improving cash flow stability, increasing margins, or reducing the number of hours you personally spend covering gaps in the rota.


This becomes the priority that decisions are tested against. Other improvements can sit behind it, but they do not compete for attention.


Step 2: Set a goal that stretches you, but still fits reality


A goal needs enough ambition to hold your focus beyond January. If it is too easy, it will be deprioritised. If it is unrealistic, it will be abandoned.


The best goals sit in the middle. Challenging, but grounded in the reality of your current numbers, staffing levels and trading patterns. This is precisely where a sound understanding of financial data proves its worth, as opposed to simply going with your gut.


Step 3: Convert the goal into specific, scheduled actions


High-level goals only work when they are translated into what actually happens week to week.


Be clear on the actions that drive the outcome. For a restaurant or café, this might mean reviewing menu pricing, analysing gross profit by dish, tightening portion control, reworking supplier arrangements, or identifying opening hours or services that are no longer pulling their weight.


These tasks require scheduling, not just a fleeting note jotted down on New Year's Day. Block out time in your calendar and treat it with the same seriousness as a supplier meeting or staff review. Progress often grinds to a halt when you simply wait for free time to appear.


Step 4: Use focus tools that work in real life


Motivation is not constant. The most productive business owners design their environment to support focus rather than relying on willpower.


A few tools that genuinely help:


  • Visual reminders can help, but only if they change. A note stuck on the mirror or desk might catch your attention for a few days, then it quickly becomes part of the background. If you use prompts, refresh them regularly and move them around. The aim is to create a nudge you actually notice, not something you automatically ignore.

  • When you're working, keep your phone out of reach or switch it to aeroplane mode. Both task-switching and procrastination can seriously cut into your productivity. Task-switching happens when you check your phone during work sessions, and procrastination is when you get distracted by your phone just before you begin a task.

  • Work in defined time blocks, then deliberately switch off afterwards. This helps maintain energy across the week. Tip: Relax your gaze and look off to the horizon when you finish working. This “turns off” the release of chemicals associated with alertness and will aid in relaxation.

  • If motivation dips, briefly remind yourself what not achieving the goal would mean for the business. Avoiding a negative outcome is often a stronger driver than chasing a positive one.


Step 5: Plan for the middle, not just the start and finish


Most goals fail in the middle phase. The initial excitement has passed, and the finish line feels distant. This is normal. The solution is to break the overall timeframe into smaller segments and acknowledge progress along the way. We find that random, occasional rewards often work better than constant ones. They keep the energy up without making things feel stale.


Equally, do not feel the need to broadcast goals too early. Early praise can replace the sense of achievement that should come from actual results.


How we can help


At MSF Associates, we specialise in supporting restaurants, cafés and food businesses. As accountants, we are naturally focused on numbers, but those numbers tell a story about where a hospitality business is being held back and where effort will have the biggest impact.


If you want a second opinion on your goals, help working out what is realistic financially, or just a chance to talk things through with someone who understands the pressures of running a food business, we’re always happy to help. Feel free to give us a call on 0113 240 4100 or book a call with our team.


Restaurants, cafes, and takeaways can benefit greatly from working with a specialist accountant. If you hadn’t noticed already, we are specialist accountants in Leeds for food service businesses, so unlike most accountants, we have years of experience working with businesses just like you. If you're interested in finding out more about how we can help your restaurant become more profitable, book a call with one of our accounting experts.