Wisdom from Our Members: What We Wish We’d Known Earlier

If there’s one thing every hospitality business owner has in common, it’s that there are things you only learn by doing.

No business plan can prepare you for every challenge. No amount of research can fully explain what it’s like to run your own hospitality business day after day, season after season. That’s exactly why we’ve taken the opportunity to look back through the NCASS Member Spotlight archive and asked a simple question: If our members could go back and speak to themselves on day one, what would they wish they’d known?

Their answers reveal some valuable lessons; not just for new businesses, but for anyone navigating the realities of hospitality.

“You don’t need to have everything figured out”

One of the biggest misconceptions about starting a business is that you need all the answers before you begin. The founder of Raving Ices entered the industry without previous experience running an ice cream van, learning much of the business through experience, experimentation and customer feedback. Looking back, it’s a reminder that confidence often comes after action, not before it.

Many successful operators now realise they spent far too much time worrying about whether they were ready, but in reality, very few people ever feel completely ready.

What we’d wish we’d known: “You can learn a lot faster on the road than you can standing still.”

Read the full spotlight: Raving Ices

“Getting the first opportunity is often the hardest part”

When we spoke to Tom from Kiernan’s Coffee, he was refreshingly honest about the effort it took to get the business off the ground: “I sent hundreds of emails.”

Many business owners assume that once the unit is built and the branding is finished, customers will appear, but the reality is often very different. The early days can involve a huge amount of outreach, networking and persistence before momentum begins to build. Looking back, many operators wish they’d worried less about immediate results and focused more on consistency.

What we’d wish we’d known: “Keep going. The opportunities usually arrive later than you expect.”

Read the full spotlight: Kiernan’s Coffee

“Simple is usually better”

When Truly Torta founder Andy launched his business, he quickly discovered that sourcing authentic ingredients wasn’t always straightforward. Like many operators, he learned that ambitious ideas sometimes create operational headaches.

Over time, the focus became delivering a smaller number of dishes exceptionally well rather than trying to offer everything and it’s a lesson that appears throughout the Member Spotlight archive. Many experienced operators eventually realise that customers value quality and consistency far more than endless choice.

What we’d wish we’d known: “A focused menu is often a stronger menu.”

Read the full spotlight: Truly Torta

“Busy seasons don’t last forever”

One lesson that comes up regularly among experienced traders is the importance of planning for seasonality. Lee from Your Plaice or Mine explained: “Spring and summer for us is our really busy season. We’re just flat out for this period.”

Like many hospitality businesses, the team understands that strong trading periods help support quieter ones. Looking back, many operators wish they’d paid more attention to long-term planning and cash flow earlier in their journey. A great summer feels fantastic, a well-planned winter feels even better.

What we’d wish we’d known: “Think about the whole year, not just the next event.”

Read the full spotlight: Your Plaice or Mine

“Building a brand takes longer than you think”

In an age of overnight success stories, it’s easy to underestimate how long it takes to build a recognisable business. The founder of Raving Ices spoke about steadily growing a following through social media and events, while Packed founder Will discussed the importance of creating memorable customer experiences.

Neither story is about instant success; both are about showing up consistently and allowing trust to build over time. Many experienced operators wish they’d understood earlier that reputation compounds.

What we’d wish we’d known: “Keep showing up. Customers remember consistency.”

Read the full spotlights: Raving Ices and Packed 

“You need to look after yourself too”

Hospitality attracts hardworking people. One of the most interesting reflections came from Biffen’s Kitchen, who spoke about using quieter periods to recharge before another busy season begins. It’s a lesson many business owners learn later than they’d like. The business depends on your energy, judgement and enthusiasm and protecting those things isn’t selfish, it’s essential.

What we’d wish we’d known: “Rest isn’t the opposite of productivity. It’s part of it.”

Read the full spotlight: Biffen’s Kitchen

“Problems happen to everyone”

One of the most reassuring discoveries from revisiting the Member Spotlight archive is how many successful businesses have experienced setbacks.

Tom from Kiernan’s Coffee talked about frozen equipment and being forced to rebrand shortly after launch. Coffee Brigade discussed equipment failures, vehicle issues and operational challenges.

Countless other members have shared stories of things going wrong at exactly the wrong moment. Looking back, many operators say the same thing: The problems that felt enormous at the time often became the experiences that taught them the most.

What we’d wish we’d known: Every successful business has a collection of disaster stories.

Read the full spotlights: Kiernan’s Coffee and Coffee Brigade

After reading through years of Member Spotlights, one message stands out above all others. Most experienced operators wouldn’t tell their younger selves to work harder, they’d advise themselves to worry less, stay patient, get organised earlier, to keep things simple and trust the process.

Every business owner is figuring things out as they go, because the truth is, nobody starts with all the answers – the good ones just keep learning, and that’s exactly what our members have been doing all along.

Want more stories from hospitality businesses across the UK? Explore the full NCASS Member Spotlight archive and hear their experiences in their own words

Want to find out more about NCASS can help you get your business off the ground? Visit our Membership page to learn more about how we can help.