FACS Tech First Step THE CONCEPT The concept frames the way the public perceives your entire establishment It gives patrons an idea of what to expect when dining in your restaurant ID: 496435
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Slide1
Mrs. LingscheitFACS TechSlide2
First Step: THE CONCEPTThe concept frames the way the public perceives
your
entire
establishment.
It gives patrons an idea of what to expect when dining
in your restaurant.
It will shape future
decisions,
such as
the target market, interior design, restaurant name and logo, menu, number
of employees and the kind of marketing strategy needed.
When thinking about a concept, consider how the cuisine will drive your business. Slide3
CuisineCuisine is a style of cooking or way of preparing foods. Examples; ethnic foods, fast food, and comfort foods.Slide4
CuisineThink of all the areas/countries and the foods they are known for.What cuisine is interesting to you? Inspiring? Flavorful?
Where do you enjoy eating
?Slide5
Determine Your Target MarketIt is important for a business to determine if there is a substantial market
for their restaurant.
Are there customers that would come and eat at the restaurant.
Are there customers that would pay the prices of the menu items at the restaurant.
Slide6
Decide on an Operational StrategyPlans for a restaurant usually include an established service type. The restaurant will probably fall into basic service categories like the following:
Fine Dining
Casual Dining
Quick ServiceSlide7
Fine DiningFine dining restaurants provide a high perceived value for their guests.D
efined by beautiful décor
P
leasant atmosphere
R
enowned chefs
Exceptional service
Special, pricy dishes Slide8
Casual DiningCasual dining establishments offer full table service that is more upscale than fast-casual restaurants.
M
ore affordable than fine dining restaurants.
They appeal to a wide customer base and are usually family-friendly. Slide9
Quick-ServeMake a business of convenience and speed of service. These restaurants typically have simple décor, inexpensive food items and fast counter-service.
Most fast-food places fall into this category.Slide10
Additional ConsiderationsInterior designT
he employees
T
he
food
Take-out
D
elivery Catering servicesSlide11
Interior Design/AtmosphereLighting- Dark and cozy? Bright and cheerful?
Lots
of windows?
Seating
- Booths? Intimate tables? Picnic Tables? Bar? Benches?
Flooring
- Wood? Tile? Carpet?
Walls- Paint? Wallpaper? Memorabilia?
Music- Yes/No? Genre?Décor-
Plants? Paintings? Advertisements? Slide12
EmployeesUniforms?Training
Formality
Quantity
Shifts
Leadership Opportunities
Floor Captain/Head Waitress
FOH Manager
BOH ManagerSlide13
Name & Logo
What is the name of the restaurant?
Ex: Jack’s Oyster House (what if establishment changed owners?)
Ex: Chuck E. Cheese (Serves cheesy pizza with a Mouse Mascot)
Name must match theme
Ex: Taco Bell (Serves tacos, burritos, nachos, etc)
Ex: Panera Bread (Serves homemade bread, café sandwiches, soups, salads)
What is the logo? Slide14
RestaurantsExamine the following slides What is the restaurant theme?
What kind of atmosphere does it have?
What kind of food do they serve?
Who is their target market?
How much would you expect to pay for a meal?
Would you eat there? Have you eaten there?Slide15
The Barking Crab, Boston MA
Picnic Tables- Outdoor seating
Buckets of Silverware, Straws and a Paper towel roll on TableSlide16
Outback SteakhouseSlide17
SonicSlide18
Jack’s Oyster House, Albany NYSlide19
Chuck E. CheeseSlide20
The Melting PotSlide21
Panera BreadSlide22
The Brown Derby, Albany NYSlide23
Designing a RestaurantCongratulations! On your decision to take on the mission of designing a new restaurant for Sioux City!
What
decisions have you already made?
What decisions do you still have to make?
Will your restaurant be ready by opening day
?