By Thejus Shivarama, Founder of Juliet, Minx, & 2Moons
In the restaurant business, we often romanticize the idea of success — thinking it lies in a great menu, a passionate team, standout service, or captivating aesthetics. And while all these elements do matter, I’ve come to believe that one factor outweighs them all: location.
Long before we think about plating the perfect dish or designing the interiors, the conversation must begin with where we’re placing ourselves on the map. Everything else — food, service, team, and experience — can be built and fine-tuned. But if the location is wrong, even the most well-conceived restaurant can struggle to find its footing.
- Location Isn’t Just Important — It’s Foundational
Many restaurants with exceptional food and design don’t survive, simply because they are in the wrong place. Guests can’t find them easily, or worse, don’t feel motivated to make the trip. A well-located restaurant doesn’t need to shout for attention — it becomes part of the city’s rhythm.
- Accessibility and Parking: Often Overlooked, Always Essential
One of the biggest deal-breakers for guests is inconvenient access. A restaurant must feel easy to reach, safe to linger at, and effortless to navigate. And parking — while not glamorous — plays a massive role in that. If guests are circling the block or walking uneasy distances, you’ve lost half the battle before they’ve even seen your menu.
- Visibility is a Cost Saver
There’s a misconception that a prime location is just about prestige. In reality, it’s about efficiency. A well-situated restaurant cuts down dramatically on marketing costs. If you’re in a landmark area or on a popular stretch, people find you organically. You’re not spending to be seen — you already are.
- Know Your Catchment, Know Your Customer
A great restaurant also serves the lifestyle of its audience. With urban traffic and packed schedules, most people don’t want to travel far for a meal — especially post-dinner. A strong 5 km catchment ensures consistent footfall, repeat guests, and relevance within the community. The closer you are to their lives, the more likely you are to become a part of it.
- Your Location Defines Your Brand
Where you set up speaks volumes about who you are and who you’re speaking to. It naturally filters your target audience and begins to shape your identity in the market. Are you a destination? A neighborhood go-to? A premium dining experience? Your address often answers that before your branding does.
- But the Challenges are Real
Every location comes with its own quirks. Noise complaints, uncooperative neighbors, zoning regulations, and limited parking can easily become operational hurdles. These are rarely discussed in glamorous brand pitches — but on the ground, they’re among the most critical things to solve early.
- Competition Isn’t a Threat — It’s a Magnet
Some of the most successful dining neighborhoods thrive because they offer choice. Guests today love trying two or three places in one evening — a drink here, dinner there, dessert somewhere else. When you’re located alongside strong brands, you’re not competing for attention — you’re sharing it. The collective energy lifts everyone.
From Restaurant to Brand — The Power of Place
A great location doesn’t just help build a restaurant — it helps create a brand. It amplifies visibility, aligns you with your ideal audience, and becomes an integral part of your story. The most iconic restaurants in the world are known not just for what they serve, but where they are.
In this business, you can fix service, reinvent the menu, and rework the interiors — but you can’t relocate easily. That’s why location is not just the first decision — it’s the most important one you’ll ever make.
