I remember when I first started building Crafted Kitchen. Like every entrepreneur out there, my inbox was bursting with these “amazing opportunities” that would supposedly put us on the map. Vendor fairs came knocking, wanting big booth fees. Marketing partners pushed for huge investments. Service platforms tried grabbing massive commissions. Ring a bell? Trust me – you’ve got to learn when to say no to those wrong “opportunities.”
saying no feels terrifying.
Believe me, I get it. There’s that nagging voice in your head asking: But what if this is the opportunity that changes everything? What if I’m making a huge mistake by passing this up?
Over eight years running Crafted Kitchen, I’ve watched hundreds of food businesses grow inside these walls. The ones that really thrive aren’t the ones chasing every single opportunity. They’re the ones who’ve learned to say no – and they do it often and with purpose.
Every yes carries a hidden cost.
When you commit to that massive catering gig that barely breaks even, you’re not just risking profit – you’re tying up your team, your equipment, and all of your mental energy. And you know what happens? Three perfect-fit opportunities will undoubtedly slip right through your fingers because you’re stretched way too thin.
Here’s how I evaluate opportunities: I get brutally honest about the numbers. What will this really cost me in dollars and resources? I’ve sat with so many new members wrestling with this same challenge. Here’s what I always tell them: grab your calculator, run those numbers again and again until they sink in, and trust what they’re showing you.
Before I say yes to anything, I ask myself two crucial questions I’ve learned from watching our wins and flops: Can I maintain the quality my members count on? Does this really match what my business excels at? I’ve seen far too many talented food entrepreneurs lose their way, chasing shiny opportunities that look great on paper but pull them away from their true strengths.
Saying no doesn’t have to burn bridges.
That’s something else I’ve learned. When you can’t make those numbers work for a catering gig, connect them with another business that might be a better fit. Is the food festival fee too steep? Is there another way to participate that makes more sense for your budget.
The most successful businesses I see aren’t trying to be everything to everyone. They’ve found their sweet spot, know exactly what they’re worth, and stick to their guns. Sometimes, that means watching others chase opportunities you’ve passed on. And you know what? That’s okay. Trust me – I’ve never once regretted saying no to something that didn’t feel right. But I have regretted saying yes when my gut (and my calculator) told me otherwise.
The truth is, there will always be another opportunity around the corner.
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Crafted Kitchen operates as an incubator-style shared-use kitchen in the Arts District of Los Angeles. We help small food businesses launch, grow, and scale their operations. We help them Prepare for Greatness tm.
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