| So you want to open a restaurant? Many people | | | | in turn, help define appropriate staffing levels. The |
| come to me with their plans, and ideas after they | | | | budgeting process can now begin. Analysis of menu |
| have decided to build or open a restaurant. It is my | | | | content, image and pricing will tell prospective |
| responsibility to assist them in their planning process | | | | restaurant operators whether their concept is |
| and determine how clearly they have thought their | | | | appropriate for a certain market area. |
| concept through. I ask them to show me a menu, | | | | With a preliminary menu in hand, a prospective |
| and if their initial response is "I haven't gotten that | | | | operator can target a location that will be convenient |
| far in my planning process yet," my response is "You | | | | and appropriate for their desired clientele. Once a site |
| haven't started the planning process yet". | | | | or facility is selected, sales volumes can be projected |
| A menu is the foundation of any restaurant; Guests | | | | based on number of seats, menu pricing and the |
| will support or avoid a restaurant for its food. | | | | competitive business analysis. With projected sales |
| Starting with a preliminary menu is a simple and basic | | | | volumes, how much an operator can spend to |
| approach to restaurant development. Begin with a | | | | acquire, remodel or build a facility is determined. |
| menu, and you are light years ahead in the restaurant | | | | Leases and/or purchase agreements can now be |
| development process. A menu will tell you and your | | | | negotiated. |
| Guest what you are trying to be as a business, and | | | | With a clear menu, competitive analysis, sales |
| greatly enhance your chances for success. | | | | forecast and development budget, financing can |
| I view a menu for content, image and pricing. | | | | realistically be sought. A business plan can be derived |
| Content (the actual items on the menu) will dictate | | | | which, if taken to potential investors will demonstrate |
| service staffing needs, level of culinary experience | | | | what type of return they can anticipate on their |
| and type of management required. Who will be doing | | | | investment. |
| the cooking, do they have experience in this type of | | | | Any restaurant business plan must begin with a menu. |
| food, and how much are you paying them? | | | | A proposed menu provides the basics for many |
| Image is how the Guest will perceive the menu. Menu | | | | questions that must be answered during the |
| image helps define the targeted clientele and which | | | | restaurant development process. It creates an image |
| other restaurants this operation would be competing | | | | of the restaurant, identifies targeted clientele, and |
| with. Are the content and image of the menu | | | | defines the proposed restaurant's competition. A |
| appealing to your desired clientele? Pricing helps | | | | preliminary menu allows a sound basis for business |
| determine a potential restaurant's competitive | | | | budgeting, tests potential profitability, and dictates |
| placement. Is the pricing for the type of food | | | | the development dollars required for a facility. Most |
| offered competitive with other's in the market area, | | | | importantly, beginning the business planning process |
| and does it permit the ability to manage a profitable | | | | with a menu maintains the focus of ownership on the |
| food cost? Pricing sets the Guest's expectations in | | | | importance of food and the impact it has on the |
| terms of food and service quality. This perception will, | | | | success of the restaurant. |