Tracking a business: the struggles of a new restaurant

From staff wages to opening hours, the first few months are often the hardest for a new business finding its feet. Small Business Secrets is following entrepreneurs right from the beginning, and caught up with chef Ashraf Saleh to see how his new restaurant, Coya, is progressing.

Starting a restaurant from scratch was never going to be easy.

Coya opened late last year and on the surface it appears Ashraf Saleh's dream restaurant is going to plan.

He's still happy with the location, on a suburban strip in Cromer on Sydney's northern beaches.

"We try to produce good food, better service and get the locals to come back again," Mr Saleh said.

Chef Ashraf Saleh preparing food in the kitchens of Coya. Source: SBS news

But, like any new business there have been teething problems.

Ash and his business partner and wife, Kit, have lost about $4000 in the first few months, and have had to cut down on staff and rearrange the menu.

Coya no longer serves breakfast or lunch.

"Breakfast and lunch, they don't work [for us] because nobody is around," Ash said.

"So we started losing some of the money and then we figured, there's no point opening it so we just do what we're good at - dinner."

There have been some aesthetic changes as well. The tables have been rearranged, there's no longer any outdoor seating and the lights  have been dimmed to create a more intimate feel.

On some public holidays, Coya offers degustation menus which has proved a favourite with the locals.

Ash has also applied for a liquor license so he can serve wine that complements his food.

He admits he's had some sleepless nights over the venture.

"It's been really hard, dealing with the staff, the suppliers and the customers," he said.

They haven't spent any money on advertising, relying wholly on word of mouth and social media.

The restaurant has proved a favourite with some high-profile locals, including former Prime Minister Tony Abbott.

Ash said he's on track to break-even before the middle of the year, although every financial movement counts.

"Losing one customer, losing 50 bucks well that could pay on person's wage.

"The money we make sometimes it doesn't cover my rent money, but still I"m happy because maybe in the long run we'll succeed," Ash said.

A positive outlook for a chef navigating business ownership for the first time.