Location, Location, Location

I didn't think I'd be able to sleep last night, but the two cocktails I had right before I went to bed helped to put me out.

Dessert Noir Cafe & Bar is closed for business.

Wow! Did I just really say that? Dessert Noir Cafe & Bar is closed for business.

I've been writing in this blog for a few years now about how critical it is to support local businesses, particularly now as many are succumbing to this historic economic downturn. Ultimately, Dessert Noir Cafe & Bar could not survive because of three primary factors working against it: location, location, location.

The "first" location, Beaverton, Oregon. I had an ambitious concept that was ahead of its time. In a surburban restaurant market that's dominated by the Cheescake Factories and Olive Gardens of the world, it's incredibly tough to compete. We as consumers and members of a local community can't say on the one hand that we want our local businesses to create a vibrant, diverse landscape and then don't get out enough to these business to ensure they're successful. (And it still blows my mind that people will spend two hours waiting in a ridiculous line at a chain restaurant and get upset if they have to wait 10 minutes for a table in a small, locally-owned place.) Businesses are not displays or props for people to just simply admire. They need patronage in order to make money and be profitable to remain open.

Also, I had taken on the enormous task of changing consumers' mindset about dining and entertainment in the suburbs, where I promoted that it's OK for people to get off their cul de sacs at other times during the week than Friday and Saturday night. Even the biggest brands with the deepest pockets can't easily motivate people to do something different. I don't know why I thought I could.

The "second" location, Cedar Hills Crossing. My spot in the newest extension of this recently redeveloped shopping center was always problematic. While being located next to a 16-screen multiplex had its advantages, it became very obvious very quickly that unless the movies were jumping, the restaurant would suffer from lack of visibility and a steady flow of foot traffic. Even when times were good, it was tough to get butts in the seats because the restaurant was off the beaten path.

The "final" location, place in history. When I wrote my business plan for Dessert Noir Cafe & Bar in early 2004, the economy was growing and the business outlook was positive and encouraging. Fast forward to the summer of 2009 and I did not have any idea that I'd have to manage a business through the worst economic downturn since the Great Depression. Mounting job losses, a financial crisis that's severely tightened credit, and predictions that we're in for a painfully slow recovery have all weakened consumer confidence, which is critical to a restaurant's survival.

I held on as long as I could. However, even with local and national publicity and recognition, a new approach to the menu, and a renewed commitment to be Beaverton's premier dessert destination, none of it was enough to keep the business alive, much less to thrive. Unfortunately, the business had to close. There really was no other choice.