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For many, work is just a paycheck. For Orly Gottesman, it’s a purpose.

That purpose was sparked when her husband, Josh, was diagnosed with celiac disease. Determined to recreate his favorite cuisine without gluten, Orly immersed herself in the world of food.

When the couple moved to Paris, France, after college, she completed an apprenticeship at a local pastry shop where she developed a deep love for baking. Later, when they lived in Sydney, Australia, she studied gluten-free patisserie. Then, following years of independent research, she took her first leap into business, creating Blends by Orly, a line of gluten-free flour blends and baking mixes that she sold to bakeries.

When the couple returned to New York, Orly’s baking business took on a new life. “We were out walking one day and spotted a bagel shop for rent,” Orlay recalls. “Josh turned to me and said, ‘We have to stop selling your flour to all these other people. You make the best gluten-free bagels. We have to show the world what you can do with Blends.’”

That was the start of Modern Bread & Bagel, a restaurant serving 100% gluten-free food inspired by the flavors of cities where the couple has lived. Today, the business operates eight stores, with four more in the works, and a team of around 300 staff offering dine-in, takeout and catering services.

Purpose, determination, grit and a strong restaurant website helped Orly and Josh get there.

Ready to take your restaurant business online? Learn how to build a website that serves up success.

Pivoting a restaurant business

According to the National Restaurant Association, around 30% of new restaurants fail in their first year. For Orly and Josh, who had no previous restaurant experience, it took extra effort not to become another stat.

“The biggest challenge starting out was that my husband and I had never operated restaurants before,” says Orly. “We thought we knew what we were doing, but we didn't. And we lost a lot of money the first year we were open.”

In 2020, just as they were finding their footing with their first New York branch, the COVID-19 pandemic struck, forcing Orly and Josh to rethink their entire business model.

“We had to pivot,” says Orly. “We could have gone out of business if we didn't.” The couple quickly shifted from a dine-in establishment to a fast-casual takeout and delivery model, and expanded their product shipment nationwide.

The pivot worked, and the new fast-casual approach resonated with customers living in a new reality. And their business would prove to be much more lasting, as the couple saw demand for their food—and branches—move beyond state borders.

At the time, there was also a shift towards healthier eating among American consumers, which aligned perfectly with the couple’s niche. “We definitely saw much more interest in the kind of food we produce,” says Orly. “Not just celiac customers, but more people eating gluten-free for different health reasons.”

Building a restaurant website meant for scale

IA key part of Modern Bread & Bagel’s successful pivot was having a dynamic and highly functional restaurant website. 

Orly had no experience of creating a website but still, she wanted to build it herself from scratch. After looking for the best restaurant website builder for those in her position, she chose Wix for its intuitiveness, flexibility and ease of use.

She started with the basics, getting to know her way around the platform before creating more advanced assets, like landing pages and lightboxes. She recruited the help of Wix Support and a professional designer for the finer design details at the end.

Hire an expert for your restaurant website on Wix Marketplace.

To manage their different order types, Orly and Josh introduced a combination of tools. For same-day local orders, they use Toast, their go-to restaurant point of sale and management system, which was easily embedded into their Wix website.

For pre-orders, they lean on Wix Restaurants for a secure and seamless checkout service. “We've done a tremendous amount of sales from our pre-ordering feature, which a lot of other restaurants don't have,” says Orly.

Finally, the couple uses Wix Stores to power the nationwide shipping of their baking mixes. “At first, our shipping process was manual, but the demand quickly became overwhelming,” says Orly. “There was such high demand that we added Wix Stores to our website.”

This built-in eCommerce functionality enabled Modern Bread & Bagel to seriously scale their online sales. “We had people who left Manhattan, and they still wanted our product,” says Orly. “So then that business just grew and grew, and now it's a huge part of what we offer.”

Key ingredients of a fully baked restaurant website, according to Orly

With earthy tones, a contemporary logo and eye-catching imagery, the Modern Bread & Bagel website makes it clear it’s in the business of wholesome foods. Despite having lots of content, the site’s layout remains clean, organized and easy to navigate.

Taking the site to where it is today, Orly has learned some valuable lessons on how to create a restaurant website. 

First, she says, usability should be front of mind. “Being user-friendly is critical. Design the layout so that you avoid spending countless hours helping customers over the phone to place their orders when what they need is right there.”

Orly also stresses the power of visuals. “Having strong, appetizing-looking images is really important,” she states. “And having images match with what the actual food looks like so that customers aren’t surprised when they get it.”

She sees great potential in automation and AI to improve the customer experience on restaurant websites. She says features like a comprehensive FAQ section and AI-powered chat can help resolve queries instantly.

One of Modern Bread & Bagel’s most effective uses of Wix automations is tied to their popular pretzel bagel. Since the salt can’t be shipped directly on the bagel without dissolving, they package it separately. Each customer then receives an automated email with clear instructions on how to add the salt once the order arrives.

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Start a restaurant business, expect a rollercoaster ride

Orly and Josh’s journey with Modern Bread & Bagel has been a rollercoaster of highs and lows, but it’s one Orly wouldn’t trade. “It's been very fulfilling,” she says. “For every day that I've wanted to burn down the business, there's been another day that's been, ‘Wow, we're making such a difference in people's lives.’ It's very rewarding to know that I was put on this earth for a purpose.”

And that purpose continues to grow. The company’s newly opened branch in Englewood, New Jersey, includes a commercial kitchen that also supports their New York locations, which outgrew their production capacity. Orly describes it as a testing ground for dine-in branches in suburban areas and a way to scale their catering services even more.

“One of the things that we want to start doing soon is more catering and using Wix to do that,” she says. “We have a robust pre-order business now that we drive through Wix, but that's mostly used for holiday orders. We want to start catering more for special events, like bar mitzvahs, circumcisions, rehearsal dinners, whatever it is, because we have the capacity at this store to do that.”

For those who are not yet thinking about scale and are just starting a business, Orly advises perseverance and a readiness to adapt. “I think we're still on a journey, but we've gotten over a lot of bumps, and we've persevered,” she shares. “You’ve just gotta keep going and get creative when things don't go right. 

“It's very easy to quit, but you can start small and stay small if that's what works best for you...But, there's always the potential to get to the next level. Anything's possible.”

Orly’s top tips on how to build a restaurant business

Orly’s entrepreneurship journey shows how starting a restaurant business is no walk in the park, but with grit and determination, you can take it far. Here, she shares five things to consider when starting out.

Pro tip	What Orly says	Real-life example
Be prepared to lose money in the beginning	“Starting a business, especially a restaurant, is very expensive, and you're going to lose money before you make money."	Set aside a cash cushion to cover at least a year of rent, payroll and food costs before expecting your restaurant to break even.
Understand the cultural nuances of different markets	“There's big cultural differences. When people ask us about expanding internationally, we'd say, 'yes, we want to come everywhere,' but now we understand that we really have to learn about the laws and culture."	If you're considering opening a restaurant in a new city, spend time learning local dining habits—like whether prefer late-night meals or early dinners—so your hours and menu match demand.
Have a tough backbone	"In the restaurant business, you're dealing with a lot of personalities, so managing people is hard. You have to have a tough backbone."	When a staff member challenges your decisions or complains loudly, stay calm, firm and professional rather than letting emotions run the show.
Find your niche	“I feel grateful that we've a niche. We really fill a void for people. But for the pizza store on the corner? How many pizza stores are there in New York? So you have to have a real niche."	Instead of opening another generic burger joint, design your menu around something unique—like plant-based comfort food or regional specialities that no one else in town offers.
Be hands-on	“When you're starting a new business, you can't be hands-off. You can't rely on other people. You have to do the hard work until you get to a place where you have good systems in place."	In the early months, work the line, greet guests and handle supplier calls yourself so you can understand every part of the business before delegating.

Starting a restaurant business FAQ

What are the first steps to start a restaurant business?

There’s a lot to consider when starting a restaurant business. Here are some of the first steps:

Research: Define your restaurant concept, the target customer and your unique selling proposition.

Create a business plan: Outline your vision, menu, costs, marketing strategy and financial projections in your business plan.

Secure financing: Explore your funding options like personal savings, loans or investors.

Choose a location: Select a space that matches your concept, budget and customer flow.

Handle legal requirements: Register your business, get the necessary licenses and make sure you meet the relevant health and safety regulations.

Build your team: Hire skilled chefs, servers and support staff.

Design and set up: Plan your restaurant layout, kitchen equipment and interior design.

Build an online presence: Learn how to build a restaurant website that converts and get building on Wix.

Market your restaurant before opening: Create a buzz through social media, local PR or soft launches.

How much does it cost to open a restaurant?

The cost of opening a restaurant can vary widely depending on factors like location, size, concept and design. In the U.S., for example, you can expect to spend anywhere from $175,000 to $750,000. A small café or fast-casual joint may fall on the lower end, while a full-service or fine dining restaurant in a prime location can easily exceed $1 million. 

Major expenses include leasing or purchasing space, renovations, kitchen equipment, furniture, licenses, permits and initial inventory. To get a clearer picture, it’s best to create a detailed business plan and budget based on your specific concept and market.

Related: How much does a restaurant website cost?

What's the hardest part of owning a restaurant?

The biggest challenge of owning a restaurant is balancing all the moving parts at once. 

Remember, you’re not just serving food—you’re managing staff, keeping customers happy, controlling costs, dealing with supply chain issues and staying on top of ever-changing trends. 

Margins are thin, so even small mistakes can have a big impact. On top of that, the long hours and constant pressure can be tough. 

The key is building a reliable team, keeping a close eye on finances and creating a restaurant experience that keeps people coming back.

Which type of restaurant is most profitable?

Fast-food restaurants tend to be the most profitable due to their lower overhead costs, high customer turnover and consistent demand. However, profitability also depends on factors like location, menu pricing and efficient operations. Specialty or niche restaurants with strong branding can also be highly profitable if managed well.

How do I choose the best location for my restaurant?

Choosing the right spot for your restaurant is all about being where your customers are. Look for places with good visibility, steady foot traffic and easy parking. Check out the neighborhood, see who your neighbors are and imagine your ideal customers walking by—it’ll give you a sense of whether you’re in the right place.