Risks

• Failure to stay on top of consumer dining trends risks appearing stale, mired in the past, riding on a fading reputation.
• If you have the same menu today as you had 10 years ago, you're probably losing a new type of customer while your current customer base is aging out of the market.
• Don't get complacent just because the critics love you in the moment. I recently assessed dishes at a restaurant that's getting tremendous publicity. Three out of five dishes were great. The other two were a D. You have to find those problems before your customers and food media catch on.
• Change too much at once and you'll risk losing your loyal, repeat customers. Seek and listen to customer feedback about changes. Keep what works. Take baby steps.

Opportunities

• Making smart, strategic changes can lead to increased sales. I'm working with a bakery to redesign the look of their cakes to update the style of presentation. We haven't changed one ingredient but changing the look means they're now selling out of the cakes. That happened immediately.
  
• New and well-designed menus and recipes can attract new customers.
• Menu and recipe changes can energize staff with new challenges and creative opportunities.
• Better recipes and menus generate good media reviews and exposure.