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INSIDE DISH: Monon restaurant gets lesson in shifting gears

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Inside Dish

Welcome back to IBJ’s video feature “Inside Dish: The Business of Running Restaurants.”

Our subject this week is Monon Food Company, which celebrated its first year of operation on April 27. After those tumultuous 12 months, fledgling restaurateur Tim Williams is finally satisfied with the eatery’s service strategy and menu offerings, but it took several on-the-fly strategic shifts to find the right mix.



Williams, 40, practically grew up in a kitchen. A native of Carmel, his family owned the 10-location Jeanne Marie bakery chain based in the Indianapolis area. “I started using the stove when I was in kindergarten; I made my own meals,” Williams said. “I think that is where my love of food and food production started, just from being in the bakery.”

The family left the business in the early 1980s when the economy took a turn downward and grocery stores began branching into baked goods. Although he continued to feel the pull of the food industry, Williams at first took a more traditional career route. After graduating from Indiana University in 1995, he went into sales, and then helped found a web-development firm. Another professional turn took him to California from 2001 to 2002, where he began enjoying casual West Coast street vittles like gourmet burritos and fish tacos.

Returning to Indiana, Williams worked as a massage therapist and began crafting a business plan for his first restaurant. In the video at top, Williams details his original concept–based on mobile food trucks that had become popular in California–and how it eventually morphed into the Monon Food Co.

Williams also discusses his willingness to make quick changes in the first year of business when it appeared an element of the eatery wasn’t working. After three months of asking patrons to order at a counter, the restaurant hired 12 waiters for more traditional table service. When patrons balked at the lack of conventional entrees, Williams and executive chef Jeff Kleindorfer scrapped half of the menu and added hearty items like sirloin steak, meatloaf, a thick pork chop and blackened mahi-mahi.

“My original concept was to have the price point be a little bit lower, but we decided why not have some really good entrees that are a little more pricey, but people just want them,” Williams said. “Everything that I have read has supported the idea that you should be analyzing your menu on a regular basis, and if something isn’t selling, then get it off. Try something else.”

Other additions and refinements include adding brunch service on Saturdays and Sundays and hosting occasional beer dinners in which a fixed four-course meal is accompanied by six small pours of beer from a microbrewery. And early this month, the restaurant began opening on Mondays, giving it a seven-day-a-week schedule.

“I’ve had a number of people tell me, ‘We stopped in on Monday, and you were closed that day. What a bummer.’ I had mixed emotions, because it’s really great to have that day off,” he said. “But if more and more people are saying they’re stopping by and we’re not open, I really feel we should be open.”

The extra day likely will drive sales even higher. In its first 12 months, Monon Food Company recorded gross sales of $611,000, with a net loss of $12,000. Williams plans to cut labor costs as much as 25 percent in the next year to help push the bottom line into positive territory.

“Where you really have the ability to control your expenses is in your labor,” he said. “You cut people earlier. You schedule less. We paid way too much in labor costs in the first year [$240,000], but I was willing to do that because I wanted to make sure the service was there. My biggest fear was under-servicing people, and I overcompensated for it. This year is going to be a lot different, because we’re going to scale that way back.”

In the video below, Williams goes into more detail about lessons learned over the first year of operation, including the boom-and-bust cycle of business in Broad Ripple, and what commonplace element in Indianapolis restaurants he would add to the mix in a new location.


 

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Monon Food Co.
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6420 Cornell Ave.
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(317) 722-0176
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www.mononfood.com
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Concept: A casual Broad Ripple eatery just off the Monon Trail with a menu split between Midwestern comfort-food options and West Coast-inspired vittles like gourmet tacos and burritos.
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Founded: April 27, 2010
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Owner: Tim Williams
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Startup costs: $50,000 ($20,000 in personal savings and a $30,000 loan from family)
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Gross sales/net income for the first 12 months: $611,000 / $12,000 (loss)
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Seating: 120 (60 inside, and 60 on the outside deck)
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Employees: 35
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Goals: To add  beer-tap lines; to be more aggressive in offering catering services; to trim labor costs over the next year; and to eventually open a new location that hems closer to a sports-bar concept, in order to take advantage of high traffic during sporting events with strong local interest.
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Good to know: Williams' family owned the locally based Jeanne Marie bakery chain.
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  • YUM!
    Tim is a great guy and his tacos are among the best!
  • Rond
    My wife and I love what Tim has done. Yes it is hard being located right in the middle of BR/Sports Bar City, but your concept is different (Zionsville?), it is so refreshing to have a nice place to go to for a casual breakfast,lunch or dinner and have good, fresh products in healthy dishes at a reasonable price. More Culinary than Sports Bar, we have plenty of those (and love them too), but the public, especially in your location and knowing you experienced the NCAA games just after our NFL season, (go Colts & Dawgs!) too bad there cannot be a "culinary season" You Would be in the Final Four! Cannot wait to stop back in!
  • Great Place
    Also wish them all the best. The food, drink, and atmosphere are all top notch. One of the best of B. Ripple.
  • Love the table service
    Adding a wait staff made it much easier for me to bring my toddlers to eat at Monon Food Co. It's one of our favorite places! Delicious, simple, fresh, reasonably priced food that's not the average burger-and-fries. Congrats on your first year!
  • Counter Service
    I miss the old counter service and think bringing it back would be a good way of cutting costs and being unique. The food is great and the price is right. I love this place I hope it does great!

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  1. So much for Eric Holder's conversation about race. If white people have got something to say, they get sued over it. Bottom line: white people have un-freer speech than others as a consequence of the misnamed "Civil rights laws."

  2. I agree, having seen three shows, that I was less than wowed. Disappointing!!

  3. Start drilling, start fracking, and start using our own energy. Other states have enriched their citizens and nearly elminated unemployment by using these resources that are on private land. If you are against the 'low prices' of discount stores, the best way to allow shoppers more choice is to empower them with better earnings. NOT through manipulated gov mandated min wage hikes, but better jobs and higher competitive pay. This would be direct result of using our own energy resources, yet Obama knows that Americans who arent dependent of gov welfare are much less likely to vote Dem, so he looks for ways to ensure America's decline and keep its citizens dependent of gov.

  4. Say It Loud, I'm Black and Ashamed: It's too bad that with certain "black" entertainment events, it seems violence and thuggery follows and the collateral damage that it leaves behinds continues to be a strain on the city in terms of people getting hurt, killed or becoming victims of crimes and/or stretching city resources. I remember shopping in the Meadows area years ago until violence and crime ended make most of the business pack you and leave as did with Lafayette Square and Washington Square. Over the past 10 to 12 years, I remember going to the Indiana Black Expo Soul Picnic in Washington Park. Violence, gang fights and homicides ended that. My great grandmother still bears the scares on her leg from when she was trampled by a group of thugs running from gun fire from a rival gang. With hundreds of police offices downtown still multiple shootings, people getting shot downtown during Black Expo. A number of people getting shots or murdered at black clubs around the city like Club Six on the west side, The Industry downtown, Jamal Tinsley's shot out in front of the Conrad, multiple fights and shootings at the skating rinks, shootings at Circle Center Mall and shooting and robberies and car jackings at Lafayette Mall. Shootings and gang violence and the State Fair. I can go on and on and on. Now Broad Ripple. (Shaking head side to side) Say It Loud, I'm Black and I'm Ashamed.

  5. Ballard Administration. Too funny. This is the least fiscally responsive administration I have ever seen. One thing this article failed to mention, is that the Hoosier State line delivers rail cars to the Amtrak Beech Grove maintenance facility for refurbishment. That's an economic development issue. And the jobs there are high-paying. That alone is worth the City's investment.

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