10 Lessons for Opening a Restaurant From Tacolicious's Sara Deseran | Bon Appétit
"Founded in 2009 by a San Francisco–based food writer and her restaurateur husband, this taco-focused group now operates five Bay Area locations, including a Chestnut Street outpost, and embodies both the exhilaration and grind of running restaurants. Openings are likened to childbirth—full of permits, costly liquor licenses (around $300,000 in San Francisco), contractors and NIMBY fights—and are often subject to harsh early reviews because there’s little money or time for full practice service. Online reputation matters greatly (a single Yelp star can boost sales 5–9 percent), while influencers and delivery platforms can bring exposure and headaches alike (delivery fees often start near 30 percent). With national profit margins hovering around 3–5 percent, success depends on relentless attention to staffing, inventory, overhead and vendor negotiations, yet owners remain exposed to forces beyond their control—weather (about 28 percent of seating is on patios), local events and a tight labor market where many younger workers prioritize work–life balance. Kitchens face human inconsistency, after-hours alcohol can complicate operations, and large delivery orders can disrupt front-of-house service, but on nights when everything hums—lively music, full tables and a smooth kitchen—the joy of hosting makes it feel utterly worthwhile." - BySara Deseran
