Example Restaurant Concept/Marketing Plan
X Concept: A Mediterranean Restaurant Concept
Prepared for Professor of Restaurant Management
HMT 410
DeVry University – Online
Prepared by Student:
Prepared on xx xx xxxx
TABLE OF CONTENTS
Introduction
Concept Development
Site Selection
Market Analysis
Competition Analysis
Financial Analysis
License & Approvals
Design, Furnishings & Equipment
Menu Development
Employment of Key Personnel
Selection & Training of Key Personnel
References
Introduction
My name is XXXXX and I would like to present to you the idea of starting a distinguished restaurant concept called XXXXX cuisine. XXXXX will bring the taste of true Lebanese food into the core of the Phoenix metro area.
XXXXX is designed to create a new cultural atmosphere. A true fashionable Lebanese restaurant, XXXX will be serving fresh Lebanese items all made on the premises from scratch. In addition, this true Lebanese ethnic restaurant will present a healthful fare with a menu that will be creative, carefully designed, and attractive. The ingredients will be interchangeable and foods will come from local and regional suppliers. The emphasis on healthy eating and the preference for organically grown produce will be clearly displayed to the customers and to stakeholders. The menu will revolve around true Lebanese cuisine intertwined with a fine selection of wine, soft and alcoholic beverages. XXXXX will set the mood of a genuine Lebanese culture with its Phoenician décor and refined interior architecture, in addition to its lighting and comfortable seating. The emphasis on the Lebanese culture will be clearly displayed inside the restaurant and it will show the uniqueness of XXXX.
Concept Development
What makes the name XXXX Mediterranean restaurant so attractive? The restaurant will offer a style of service mixed between French style and American style (Walker 303-304). In the French style the food is
Prepared for Professor of Restaurant Management
HMT 410
DeVry University – Online
Prepared by Student:
Prepared on xx xx xxxx
TABLE OF CONTENTS
Introduction
Concept Development
Site Selection
Market Analysis
Competition Analysis
Financial Analysis
License & Approvals
Design, Furnishings & Equipment
Menu Development
Employment of Key Personnel
Selection & Training of Key Personnel
References
Introduction
My name is XXXXX and I would like to present to you the idea of starting a distinguished restaurant concept called XXXXX cuisine. XXXXX will bring the taste of true Lebanese food into the core of the Phoenix metro area.
XXXXX is designed to create a new cultural atmosphere. A true fashionable Lebanese restaurant, XXXX will be serving fresh Lebanese items all made on the premises from scratch. In addition, this true Lebanese ethnic restaurant will present a healthful fare with a menu that will be creative, carefully designed, and attractive. The ingredients will be interchangeable and foods will come from local and regional suppliers. The emphasis on healthy eating and the preference for organically grown produce will be clearly displayed to the customers and to stakeholders. The menu will revolve around true Lebanese cuisine intertwined with a fine selection of wine, soft and alcoholic beverages. XXXXX will set the mood of a genuine Lebanese culture with its Phoenician décor and refined interior architecture, in addition to its lighting and comfortable seating. The emphasis on the Lebanese culture will be clearly displayed inside the restaurant and it will show the uniqueness of XXXX.
Concept Development
What makes the name XXXX Mediterranean restaurant so attractive? The restaurant will offer a style of service mixed between French style and American style (Walker 303-304). In the French style the food is
References: Allfoodbusiness.com: Restaurant Design and Layout. Retrieved June 6, 2006 from <http://www.allfoodbusiness.com/restaurant_layout.php> Allfoodbusiness.com: Restaurant Job Descriptions AZ DHS. Retrieved June 7, 2006 from <http://www.azdhs.gov/> Boone, Luis E., and Kurtz, David L Chandler Community Profile. Arizona Department of Commerce (May 2005). Retrieved May 16, 2006 from <http://www.commerce.state.az.us/doclib/commune/chandler.pdf> Chandler Police Department City of Chandler AZ. Economic Development Division. Retrieved May 16, 2006 from <http://www.visitchandler.com/> City of Chandler Profile Liberty Hospitality: Sample Plans. Retrieved June 7, 2006 from <http://www.libertyhospitality.com/sampleplan/index.html> Lipsky, Linda (2006) Marketing Plans. Definition of Target Market. Retrieved May 18, 2006 from <http://www.mplans.com/gm/index.cfm?a=s1&sterm=Market> Mc Donald, Malcolm H National Restaurant Association. 2006 Restaurant Industry Fact Sheet. Retrieved May 4, 2006 from <http://www.restaurant.org/pdfs/research/2006factsheet.pdf> Nessel, John (n.d.) Reilly, Michael D. & Millikin, Norman L. (1996). Starting a Small Business: The Feasibility Analysis. Retrieved May 29, 2006 from <http://www.montana.edu/wwwpb/pubs/mt9510.pdf> Seaberg, Albin G Schmidgall, Raymond S., Hayes, David K. & Ninemeier, Jack D. (2002) Restaurant Financial Basics. Hoboken, NJ: John Wiley & Sons Tripoli, Chris & Merwin, Peter (2005) Walker, John R. (2004). Introduction to Hospitality Management (1st Ed.). Upper Saddle River, NJ: Pearson Education Inc. Walker, John R. & Lundberg, Donald E. (2005). The Restaurant from Concept to Operation (4th Ed.). Hoboken, NJ: John Wiley & Sons. Yahoo! Travel