Restaurant concept development (part 1)
Developing the concept of a restaurant institution When developing a restaurant concept, you should clearly understand which restaurant the owner wants to have and for whom he wants to open it. These two key positions will determine the future of the restaurant.
You can focus on the original kitchen by inviting a high-class chef to work, you can create a unique atmosphere using the project of a fashion designer. Just do not forget that any idea should be well thought out, and most importantly calculated.
The concept of the restaurant includes all components of the enterprise:
choice of type of institution;
location of the institution;
PR and institution promotion;
choice of cuisine;
quality and level of products and dishes;
type of service;
customer acquisition program;
production process technology;
personnel policy of the enterprise.
All positions should be worked out and calculated, nothing can be missed. It should be remembered that the concept of an institution is a single whole, all sections are interconnected. You cannot choose a location without taking into account potential customers, determining the type of restaurant will depend on its location, etc. The main thing that should be guided in choosing this or that solution is the successful functioning of a restaurant establishment, which should bring constant profit.
Type of institution. Analysis of the restaurant market will help determine the choice of institution. And he shows that at the peak of popularity there are now small establishments offering a variety of inexpensive, but delicious dishes and desserts. These are coffee shops, pizzerias, pastry shops, cafes, fast-food restaurants, etc.
The customer base is one of the most important components of the successful work of the future institution.
Consumers should be evaluated in three main areas:
socio-economic (education, income level, percentage of employees);
geographical (traditions of a particular area, “sleeping” areas, areas with a large concentration of office buildings, prestigious residential complexes);
demographic (gender, age, number of family members, presence of children).
The location of the institution is directly related to the category of potential customers and the type of institution.
Fast food restaurants are the most “place-dependent”. It is advisable to place bistro, fast-food, pizzerias closer to train stations, shopping centers, metro stations, offices, i.e. to crowded places.
Elite restaurants are less dependent on location. For example, an institution with exclusive or national cuisine may not be in the center, wealthy customers will get there by their cars. Nevertheless, the city center was and remains the best place for a restaurant of any class and format.
Advertising and promotion. To open a new restaurant, and even more so to attract visitors without well-organized advertising is impossible. Now there are many tools for promotional events: radio, press, Internet, television. Information should go in all directions. Close interaction with various radio stations has unconditionally cemented success. A good option for attracting customers is live contests. Prize to the winner – a discount in a restaurant or cafe, a free dessert, a discount card, etc.
For an elite restaurant, the rule of good taste is to have a website on the Internet that contains information about new menu developments, possible discounts, upcoming holidays, etc.
When posting this or that information about your institution, you should remember that it must be addressable. For example, if you want to attract middle and high income customers, it makes sense to place an advertisement in a specialized publication intended for businessmen.
The choice of cuisine. The thematic focus of the restaurant directly depends on the cuisine. When solving this issue, it is worth familiarizing yourself with the research of professionals. The term “fashionable kitchen” exists not only on paper, it is a reality and cannot be ignored. In addition, it should be borne in mind that the binding to the strict orientation of dishes will affect the name of the institution. Especially carefully you need to approach the development of the concept of national cuisine. There is simply no way to do without monitoring clientele.
A time has passed when seafood dishes were rare and were present on the menu of only expensive restaurants. Japanese cuisine has also ceased to be inaccessible. Everything suggests that the fashion for culinary delights is very changeable, and it is unlikely that national cuisine, even the most exotic, will provide a constant flow of customers. A more successful step would be the choice of a democratic menu with the inclusion of both well-known popular dishes and exotic ones.