Restaurant Concept
• The objective in planning a restaurant is to assemble, on paper, the ideas for a restaurant that will be profitable and satisfying to the guest and owner/operator • The formulation of these ideas is called the restaurant concept – the matrix of ideas that constitutes what will be perceived as the restaurant’s image. • The concept is devised to interest a certain group of people (or groups of people), called a target market )
• The challenge is to create a restaurant concept that fits a definite target market • A concept better suited to its market than that presented by competing restaurants, and to bring it into being. • This is known as being DRIB -different and better. • If a restaurant concept is too similar to the competition, there is a good chance of being sued. • The restaurant business is intensely competitive. • There is always a better concept coming on
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