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Advice on Opening New Asian Restaurant

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Started 3 years ago by colummmbus
Latest reply from shmack

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colummmbus

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Long time reader first time poster... Just seeking some business advice from the CUer's... Good idea or bad idea =P Everyone here seems to have a "grasp" of life in and around the city especially Short North area.

Unfortunately, I don't get out enough, but have been hanging out around the previous/former Zen/Asian 168 location to get a feel of how much traffic gets by there. From what I can tell through random day's and night's of hanging out around there, and there isn't as many people walking in that general area as there is deeper into the Short North. Makes sense, I suppose, but is possible for restaurant to be successful there? Even Deepwood (good restaurant by most standards) doesn't seem to be bringing the crowd either.

I liked Zen concept, but not the execution. Asian 168, I never got a chance to get out there before they shut down. Incidentally, the Asian 168 owner had signed for the space a few days before I was scheduled to take a look at it.

Cliff Notes:
-Seeking advice of all the wise CUer's =D
-Is former Zen/Asian space a place where a restaurant can succeed?

In case you're wondering, yes, I'm looking to open a Asian-theme restaurant in the space. 3rd time's a charm?

Posted 3 years ago #
lifeontwowheels
Highland West
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I think the better question is why the other 2 "failed". If you can figure out that piece and work to make the corrections you might have a chance.

Being near the convention center, and now with new infill going in, there is some potential for better foot traffic.

Posted 3 years ago #
Walker
The KLD / Downtown
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I don't know if the problem has so much to do with foot traffic as it does with competition. An Asian concept in that space looking for foot traffic customers is going to be competing with Kooma, Typhoon, The Japanese Steakhouse, Lemongrass and three places in the North Market (Lac Viet, Nida's, and China Market). Past places also had to compete with the Paul Liu Asian concepts on the Cap, and as far as I know, Sushi Rock is still planned to be opening in their old space sometime soon.

The other thing to keep in mind is that people in Columbus will drive to a good restaurant. Which could work either for you or against you.

If your concept is too generic or too average (Chinese Stir Fry and Mediocre Sushi?) then people who could be considered foot traffic customers are likely to not only walk to neighboring restaurants who do it better... they'll also drive elsewhere to get something better.

Inversely, if you offer a unique concept with better-than-average food then your net can be cast a little wider and you can expect people outside of the neighborhood to drive to get to your restaurant.

I think that was the problem with both Zen and Asian 168. They offered average food in a neighborhood full of quality options. The conveyor belt at Zen was fun, but it wasn't enough.

I'm no in industry expert, so take all of this with a grain of salt, but if I were in your situation and wanted to open a restaurant there, I might consider something other than Asian. And if your heart is set on an Asian concept, I'd go with something specialized and unique. It seems like standard Chinese, Japanese, and Thai foods are somewhat covered in the area. Where's the nearest authentic Korean restaurant? Does Columbus even have a Filipino restaurant? Personally, I'd love to see an Izakaya in Columbus, but I don't know if anyone else would. ;)

Posted 3 years ago #
drew

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I have no doubt that something *could* be successful in that space... the two questions I'd put some effort into figuring out are these:

1) Can you offer something unique in the context of the SN, or barring that offer something that is exceptional enough to gain customers from other existing restaurants serving similar offerings?

2) Can you not be invisible? This seems very significant to me - there's plenty of traffic circulating between the Martini/Char Bar/Barley's cluster and the rest of the short north, but I feel certain that Zen/168 did (and Deepwood does) suffer from their almost total lack of street presence/visibility. So... is this because none of those businesses chose to invest in exterior elements? Is it because the hotel limits what it's tenants are allowed to do? Does the city have restrictions?

Worth getting to the bottom of, I think - there are places where simply providing good food is all that's needed to generate success, but the Short North isn't one of them. Due to the SN's density of restaurants, anything new needs to visibly announce itself emphatically. The current (solely) awning-based exterior treatments on the lease spaces in the Hampton Inn building do not provide the vehicle necessary to do that. Will they allow you to do more than that?

Posted 3 years ago #
Tigertree
771 N. High St.
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I actually thing if the concept were generic chinese food but done well it would be great. China Dynasty is, in my opinion, the only worthwhile chinese restaurant in town. I would rather eat at Panda Express than any of the others.

Posted 3 years ago #
Walker
The KLD / Downtown
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Tigertree wrote >>
I actually thing if the concept were generic chinese food but done well it would be great.

Sounds like that's what most people thought of Asian 168:

http://www.columbusunderground.com/forums/topic/asian-168

But it didn't last very long...

Posted 3 years ago #
jkostelac
University District
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If understand correctly, Asian 168 shut down because the owner had health issues and returned to Taiwan. I talked to him a few days before he left and it seemed to be more about the health issues which were very mysterious in nature, in that even the doctors did not knew what was wrong.

Posted 3 years ago #
Core_Models
Columbus
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I'll add to Drew's list...

3. If you can DELIVER, you win.

Posted 3 years ago #
lizless
Columbus/Hocking Hills
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Hey Colummmbus...the Central Ohio Restaurant Association http://www.centralohiorestaurants.org is full of industry experts that might be able to offer insight and advice, many of whom are very familiar with the space and former owners. Call me anytime if I can help, you have lots of industry peers who would love see that great space thrive. Best of luck to you and any other aspiring or current restaurateurs looking at that great spot.

Elizabeth Lessner
Central Ohio Restaurant Association
elizabeth@bettyscolumbus.com
614.291.8073

Posted 3 years ago #
JonMyers
HCMC ✈
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Put a good Indian restaurant with the food quality and design sensibility of Nida's in that location and you'll smoke it.

Posted 3 years ago #
lizless
Columbus/Hocking Hills
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JonMyers wrote >>
Put a good Indian restaurant with the food quality and design sensibility of Nida's in that location and you'll smoke it.

Oh my gosh! YES!

Posted 3 years ago #
lifeontwowheels
Highland West
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Walker makes a good point with the amount of competition. I forgot how much is there.

Make it unique, as others have said, and worthy of going too. You could probably find some interesting concepts buried amongst the discussions here on CU. Plenty of "Columbus needs a _____" threads for fodder.

I don't know if you are doing a bar and mixed drinks for the concept, but that could also be a good draw if unique enough from the other establishments.

Posted 3 years ago #
Tigertree
771 N. High St.
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Chinese crepes?

Posted 3 years ago #
michaelcoyote
!seabus
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I'd be happy with a Ramen-ya in the Japanese style.. just hand made Ramen with a variety of broths and toppings.. the old Zen/186 space is about 3x too big for something like that though.. Also late hours would be very useful for a ramen shop (great after drinking food)..

Posted 3 years ago #
lifeontwowheels
Highland West
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Yeah, a Ramen Shop would be cool.

I'm trying to think of something in the Asian cuisine area that is lacking or would see success here.

Posted 3 years ago #
Rockmastermike
CORNspiracy HQ
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you wanna open a store? open a hardware store in the grandview area. I just had to drive way the hell out of my way just to buy a *#%@$* bolt, washer, and matching nut. There used to be one very near here and it's gone now that walgreens took their space.

Posted 3 years ago #
lizless
Columbus/Hocking Hills
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michaelcoyote wrote >>
I'd be happy with a Ramen-ya in the Japanese style.. just hand made Ramen with a variety of broths and toppings.. the old Zen/186 space is about 3x too big for something like that though.. Also late hours would be very useful for a ramen shop (great after drinking food)..

+ 1

Posted 3 years ago #
lifeontwowheels
Highland West
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Dim Sum?

Posted 3 years ago #
michaelcoyote
!seabus
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colummmbus wrote >>
-Is former Zen/Asian space a place where a restaurant can succeed?

Maybe.. other posters ave asked a lot of good questions about what you're allowed to do with signage and setup in that space..

I was wondering if anyone knows what the rent is on that place. That's going to be an important number when you figure out your month to month costs..

Another question I have is "why there".. is there some reason it has to be in that space? It's a bit far for downtown office workers but you could probably pull convention traffic and ppl in the short north...

colummmbus wrote >>
In case you're wondering, yes, I'm looking to open a Asian-theme restaurant in the space. 3rd time's a charm?

"Asian" themed? It seems like a pretty broad scope.. What specific cuisine are you most comfortable with? e.g. Thai, Korean, Japanese, Chinese Do you have dishes that knock people's socks off?

I guess what I'm getting at is I've seen plenty of "Asian themed" restaurants in Columbus and elsewhere and they just don't seem to stand out. That's going to be important when you're trying to pull in convention goers and locals on their lunch break...

Posted 3 years ago #
Columbusite
Minneapolis
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I 2nd the Izakaya, Filipino, Korean and Indian restaurant suggestions. Doesn't have to be a huge menu, just offer what you can do best.

Posted 3 years ago #