Opening a restaurant
involves much more than simply knowing how to cook. Successful restaurants
depend on creating a space where customers want to linger, and a menu that
communicates a unique and appealing identity. In addition, a restaurant's
concept must be built on a viable business model; you can't offer high end
meals for fast food prices and stay in business for long. A concept statement
is a document that provides information about how a restaurant will create a
brand, attract clientele and make enough money to survive.
Describe the type
of food you'll be preparing in your
restaurant. Choose a culinary theme that's broad enough to allow you to
innovate but narrow enough for customers to easily understand. For example,
"American food" is too broad, "my grandmother's recipes" is
too narrow, while "southern comfort food" provides both identity and
wiggle room. Explain the possibilities and limitations associated with your
concept, as well as your unique qualifications for creating a menu based on the
type of food you describe.
Describe the ways that your restaurant's decor will work in synergy with
your menu's theme. For example, if you plan to open a fine dining restaurant,
you should use fine linen and attractive plates. If you're opening a local
foods restaurant, select decor inspired by local agriculture, such as vintage
produce signs. Include information about how you'll decorate the outside of
your restaurant as well, with details about signage, awnings and an exterior
scheme.
Identify the
target market for your restaurant's
concept and explain how your idea will appeal to this core group of customers.
Include applicable demographic information such as gender, income level, race,
ethnicity and geographic location. For example, if you plan to open a fast food
restaurant with a menu based on traditional Thai street food, you might focus
on attracting your local Thai community as well as people who work in close
proximity to your restaurant, who may need something quick for lunch.
Describe the way
your restaurant's business model will earn revenue and make a profit. Provide specifics about particular menu items as well as
general information about margins for different types of expenses such as
ingredients and labor. Use this part of your restaurant concept statement to
demonstrate that you have a clear idea of whether your operation will channel
most its resources into food, staffing or atmosphere.
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