Here are the words I read on the page of the ChesDel Restaurant: "To All of our Customers over the past 38 years, Thank You for all of your support. It has been a great pleasure serving our community. With tremendous emotion & anguish, we announce our closure.
Ouch. A little piece of my heart curled up and faded as I read the comments, replies, memories and words. I sat back and thought, as the questions swirled in my brain; who or what was to blame? How did this happen? Was it poor management, horrible staff or just a decision made following someone's passing? Had almost four decades of meals and memories come to an end because of a real estate transaction or desire to move on? Surely there had to be an explanation of some kind, because generally speaking, a lot of thought and consideration goes in to such a decision. I mulled it over in my that whole week, saddened by what I learned and read; feeling a little guilty that this place was gone and I'd never been; analyzing what may have taken place to cause the doors to close forever.
It was after much contemplation that I came up with several thoughts that I'd like to share with you here. They aren't definite, concrete reasons for the closure, but rather things which I feel may point to the demise of this establishment. I think all of us who care and value our local businesses would want to see what may have contributed to the fateful announcement on February 26th, but it's more than that; there are certain things which my heart sank at noticing, because in this world we live in now, it is more essential than ever that a small business stay relevant, visible and up to date. This closure wasn't due to one particular event or situation it seemed, but instead a slow progression of occurrences over time. There are five particular points which jumped out at me as potential topics - ones that we may wish to consider in our own communities, regarding our day to day spending choices - as well as things to learn consider with the health of our own businesses.
Point #1) There is history here. (Local residents, this means you). I know, I know, times change and some buildings and places are just bound to fade away. However, it's not as if we can ever get them back once they are gone, and for the soul and flavor and layers that they bring to our towns and cities, I think that is an important reason to maintain the places that matter. Do they, in fact, matter? I guess that's up to you to decide and for each person to learn what they value in the area that they live in - for me, the past and the stories of how a place came to be are worth knowing. As far as original diner cars of the past, I'm guessing their numbers are probably shrinking rapidly, so if there an opportunity to preserve something iconic and memorable I'm all in favor of it.
Point #2) We can't wait until there is "a reason to support local". (Customers, this is you). If we live as if independently-owned establishments are a luxury, or just "a nice thing to have", we aren't viewing them as a priority. This is the same concept of shopping local stores on Small Business Saturday - and then not the rest of the year - it's not really making a commitment to them or their owners, and it doesn't provide a lasting economic benefit. If you are willing to wait until times are tough for your beloved diner or small business, then you may be willing to let them go too. Decide what matters.
Point #3) Mom and pop have to be willing and ready to fight for themselves. (Proprietors and small business owners, this is you). No longer is it enough to place a sign out front and wait for customers to find you, or advertise the same small ad in a paper or local publication. That's no longer where your customers come from, or why they would seek you out over the competition; there are new platforms and means of reaching audiences which can take your business to an entirely different market! But one must be willing to grow and evolve with the times and technologies which our current generations are growing up with and utilizing. Standing still is the kiss of death for an independent, and while one unclaimed site on Yelp did not make or break this restaurant, had it been claimed there would have perhaps been the opportunities to respond to the not-so-nice reviews, learn from them, implement a process of encouraging pleased customers to leave their positive feedback, and so on. Being visible on such sites has a domino effect in how your business can be viewed and perceived, and lack of such steps sadly can cast a negative light over such an establishment.
Point #4) Find a way. There's a saying "If something is important, you'll find a way; if not you'll find an excuse" (everyone, this is about YOU). If you are committed to that mom and pop diner or your awesome mechanic or the great shop that always orders what you need, then you need to show it. Making excuses for why you didn't care to stop in or give them your business isn't building a strong and healthy economy or forming relationships of value. It's pretty much an attitude which to me seems to say "Eh, we can live with or without you" - and it's the part that cuts deeply about this entire situation. It's seeing that people are willing to overlook something that was an integral part of their area. In the many comments following the announcement of their closure, a number of people referenced the new roads which had been built, apparently ones which cut off a once-easy access to the diner and routed traffic instead away from it. Locals would know something like that, and once again, if it matters you will find a way. When I was working 135 days straight during the tourist season and still buying the specialty dog food from the place across town, with the limited hours, I recruited friends to stop over and pick up my order just so we could continue buying from them.
Point #5) They are gone. Nothing we say can change that or bring back what the ChesDel Restaurant must have once been. After all, they must have at some point, been pretty good for so many years to pass by, as a lousy place doesn't normally stick around more than 3-5 years. Judging from the comments on the Facebook page I'd say almost everyone's parents and grandparents must have dined there over in the last several decades, but then came multiple turning points. A new roadway which cuts off a convenient turn into a parking lot? Well, that can be a real killer for drivers and travelers, but for the places that have built a thriving army of supporters, they fans will adapt to the extra stoplight or U-turn, if the place is worth it.
Worth noting is the fact that it's no longer enough to be "okay" or "suitable"; the businesses of today are "exceptional" and "review-worthy", and to cover all audiences, also "visible online". I'm not judging or being critical by any means. I'm just pointing out a new reality for the marketplace; the younger generation is tuned into brewpubs and Applebees, farm-to-fork and more healthy dining options. They are Googling "what's nearby" on their phones rather than noticing a fading building that's been there since before they were born, and they are looking on social sites for reviews with which to make their decisions. They are bombarded at every turn by national advertising campaigns for Olive Garden, Texas Roadhouse and specials and bargain pricing, and that deluge of advertising doesn't offer a level playing field to the independents. Those who remain and stand out, stay open and in business are steered by those who diversify and grow and build for the future on an outstanding platform of service and quality.
I ask you to stop and think for a moment, which establishments where you live would meet such criteria, and consider how they achieved their success. Now remember what they offered you and your family or guests, how the food, menu choices, service and overall experience made you feel. Is that worth it to you? Apparently to some of the folks in my examples above, it may not have been enough for them to make the effort to stop in, return and remain loyal fans, but we can learn from this and be willing to take a good hard look at our own choices. After all, what we stand to lose in some cases could never be replaced with a Denny's or Panera Bread; they are their own unique, dedicated and treasured destinations. We just have to remember what matters.
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