If I am hungry for coffee and a doughnut at 5 am tomorrow, I look up the closest Dunkin Donuts. Not because I think they’re the best or I have a coupon there, but because I know they will be open for business, with fresh donuts and hot coffee, at 5 am every day, guaranteed. That’s what they represent, more than anything. They are always open and ready to take your business.
If I get there and no one is working the drive-thru or the front door is locked, they’ve lost their position in my mind.
Your business has to be open for you to get the business. It’s out there looking for you. But if you’re closed, the money will still get spent — elsewhere.