You are right. I have open a restaurant back in 2004, almost a year I didn't make any money, why? Because business was new, hardly any one want to be the first to try my foods in a new restaurant and know nothing about what I was serving until one customer came, then tell friends, then friends tell friends and so on; some a words of mouth and advertisement, then I was in business with good profits.
Why I told you this, because SFIO is in the same stage when I was, right now.
Enjoy your holiday- next week will be exciting!
TomS