Initial Concept Statement Assignment Due Friday January 22nd 5 PM 1. Concept Statement: In one or two strong sentences describe your concept. Here are some things to consider when creating your concept. You will need some initial thoughts on this for the expanded concept statement assignment. 1. 2. Restaurant Name: Atmosphere/Decor: Give a brief description of the atmosphere and dcor as you initially envision it. 3. Menu (sample appetizers/soups, entrees and desserts): Describe some of the food that you will expect to serve/sell. 4. Signature Items on Menu: Describe the signature items that you will feature. This can be food or food and drinks. 5. Alcoholic Beverage Service: Briefly describe what your beverage service will be. 6. Service: Describe how the service will work (Table service, counter service, etc.) 7. Banquets/Catering: Will you do any private dining or banquets? 8. Entertainment: Will you offer some sort of entertainment? 9. Price Range: What do you expect the Average Cover to be? o Breakfast o Lunch o Dinner 10. Number of Seats: 11. Hours of Operation: 12. Location. Where do you think that this concept will work? 13. Overall, the concept is different and unique because: How to Make a Restaurant Concept Statement by Devra Gartenstein, Demand Media 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. Step 1 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. Step 2 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. Step 3 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. Step 4 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