After their honeymoon to Paris was canceled during the pandemic, Vanessa Vu and Kevin Yu decided to channel their disappointment into motivation. 

Drawing inspiration from their passion for comics and Asian culture, the couple envisioned a unique café that would engage guests in a hand-drawn world, inspired by the Paris trip they never took.

Their journey led them to create 2D Restaurant, a fully immersive café in Chicago’s Lakeview neighborhood. 

Read on to learn their ten tips on how to start a retail business.

1. Start with an Authentic Concept  

Vanessa and Kevin started with a deeply personal narrative that couldn’t be replicated. At 2D Restaurant, every room represents a “scene” from a fictionalized version of their dream honeymoon. The walls are covered with strong Paris visuals, like an Airbnb suite with a view of the Eiffel Tower and a vintage library filled with books inspired by their life.

If you’re figuring out how to start a retail business, begin with a story that only you can tell. It doesn’t have to be literal, but it should be meaningful and memorable. A well-crafted brand concept will be a strong guide for every product, space, and social post that follows. 

Not sure where to start? Think about experiences you’ve had that have shaped who you are. Trips, hobbies, and even relationships could be the catalyst for your next great business idea. 

2. Build a Business Around Your Strengths

Kevin and Vanessa didn’t try to do it all. Instead, they decided to lean into what they were best at, combining their strengths to succeed. 

As a former retail store manager with over 12 years of experience, Kevin handled kitchen operations and staffing. Vanessa, a professional interior designer, took on the space’s visual storytelling, branding, and customer experience. Their combined skill sets made 2D Restaurant what it is today.

Having retail success doesn’t mean you have to do it alone. First, try figuring out what skills you’re best at and use that to your advantage. Then, look for partners or additional employees who can help with the rest. With adequate support, you can turn your business idea into a reality!  

3. Pay Attention to the Details 

When you step into 2D Restaurant, you feel like you’re stepping into a graphic novel. The walls, tables, and chairs are painted in black-and-white linework, mimicking the comic book illustrations that Kevin and Vanessa love.

“Everything in 2D Restaurant was designed to give you that illusion, that happiness of escape… everything here is hand drawn from the wall, floor, tables and chairs to perfectly human scale,” Kevin explains. 

Creating that illusion took work. Over the course of 18 months, Vanessa developed the design, using iPad mockups, 3D models, and laser-guided freehand sketches. She partnered with a local muralist to hand-paint every inch of the restaurant, bringing their vision to life.

When starting your retail business, pay attention to these details: 

• Product Quality and Consistency: When your products consistently meet or exceed customer expectations, it builds brand trust and loyalty.
• Brand Consistency: Keeping your brand’s look and message uniform across all platforms improves recognition and customer connection.
• Attention to Environment: Designing a space that reflects your brand helps set the tone for your desired experience.

Focusing on these details can set your business apart, build lasting customer relationships, and ultimately lead to growth in your retail business.

4. Know Your Target Audience Before You Open

From the beginning, Vanessa and Kevin were clear that 2D Restaurant wasn’t meant to be a traditional café. It was designed to be an experience. They paid close attention to how customers moved through the space, what they photographed, how long they stayed, and what sparked the most excitement. 

That awareness helped Vanessa and Kevin gain a clear understanding of who their customers were and how to serve them better. This allowed them to shape an experience that matched how people actually engaged with their restaurant, not just how it originally was imagined.

For aspiring owners, understanding your audience is one of the most important steps in starting a retail business. Spend time researching your customers before you open and continue listening once you do. Knowing who you serve will shape your pricing, product mix, marketing, and long-term growth decisions.

5. Plan for the Long Haul 

Most business owners focus on the launch, but what happens after opening day can make or break your brand. At 2D Restaurant, their goal is to make sure that every guest has a one-of-a-kind experience. To maintain this, Kevin and Vanessa repaint one quarter of the restaurant every month. It’s time-consuming, but rewarding.

Beyond upkeep, the team continues to introduce seasonal exhibits, interactive photo opportunities, and rotating menu items to surprise returning customers and to stay relevant on social media.

When starting a retail store, remember that consistency builds trust. Your store should look and feel the same as when you first opened, but keeping up with maintenance, refreshing your atmosphere, and updating your inventory will help your business last for years to come.

6. Navigate the Logistics with Help

Navigating Chicago’s business licensing, permitting, and inspection processes wasn’t easy. Kevin’s prior work in retail management gave him a head start, but he needed support. The couple leaned on mentors, including Vanessa’s mother, a seasoned businesswoman in Vietnam, and tapped into city resources to navigate the red tape.

Their advice for others? Be prepared to learn on the job and don’t hesitate to ask for help. Every part of your journey will be a lesson in entrepreneurship.

Understanding licenses and compliance is key to success. If you’re unsure how to start a retail business, explore your city’s small business development centers. Having local guidance can save you time and money!

7. Build a Brand That Tells a Clear Story

At 2D Restaurant, the brand is impossible to separate from the experience. Every hand-painted wall, carefully styled vignette, and visual detail reinforces the story Vanessa and Kevin set out to tell. Guests visit for more than just the food; they visit to be a part of a space that tells a story. 

This level of branding was intentional. Vanessa’s background in interior design helped the couple think holistically about how their brand would live in physical spaces, online, and through customer interactions. Consistency was key. The look, tone, and feel all work together to create something recognizable and shareable.

If you’re figuring out how to start a retail store, think beyond logos and colors. Ask yourself what story your business is telling and whether customers can immediately feel it when they walk through the door. A strong brand creates an emotional connection, which is often what turns first-time visitors into loyal customers.

8. Create a Financial Plan You Can Grow With

Opening a retail business comes with more expenses than many new owners expect. With build-outs, equipment, staffing, and ongoing maintenance, Vanessa and Kevin quickly realized how important it was to stay on top of their numbers. Monthly updates to the restaurant meant budgeting for launch and for continued reinvestment in the space.

For anyone learning how to start a retail business, a clear financial roadmap is essential. Rather than viewing finances as a one-time hurdle, it’s important to track costs, plan for slower periods, and set aside funds for updates, allowing you to stay flexible and make informed decisions.

Additionally, make sure you understand cash flow, expense forecasts, and plan for both growth and unexpected challenges. This allows your business to remain sustainable long after opening day.

9. Test, Learn, and Refine as You Go

Not everything at 2D Restaurant was perfect on day one. Vanessa and Kevin treated the early months as a learning period, paying close attention to customer feedback and behavior.

This mindset allowed them to experiment safely. Instead of locking themselves into rigid decisions, they adapted, refining everything from menu offerings to seating layouts to seasonal refreshes. Instead of guessing what customers wanted, they observed real behavior and adjusted accordingly. 

If you’re exploring how to start a retail store, remember that your first version doesn’t have to be your final one. Testing ideas, making small adjustments, and changing your approach over time can lead to a stronger, more resilient business.

10. Use Digital Channels to Extend the Experience

Social media became a natural extension of 2D Restaurant’s physical space. Guests frequently shared photos and videos of the immersive interiors, helping the brand extend its reach outside of the neighborhood. Vanessa and Kevin leaned into this organic momentum by showcasing updates, food, and behind-the-scenes moments online.

Instead of treating digital platforms as separate from the in-store experience, they used them to amplify it. Online engagement drove foot traffic, encouraged repeat visits, and helped build anticipation around new changes.

For modern retailers, digital visibility is no longer optional. If you’re learning how to start a retail business, consider how social media, email, and online ordering can support your brick-and-mortar presence. A thoughtful digital strategy helps your story travel further and keeps your brand top of mind.

Conclusion

Kevin and Vanessa started a business that brought together their love for design, flavor, and each other. Their story proves that retail doesn’t have to be transactional. It can be emotional, experiential, and even joyful.

If you’re considering starting a retail business, we hope these tips will give you the information you need to succeed. 

Want to learn about more retailers and their journey to retail success? Read more inspiring stories from retail leaders across Illinois who are making a difference.

If you loved learning about the 2D Restaurant story and know a retailer who deserves recognition, Nominate A Retailer to submit your nomination!