Chapter 3 Concept, Location, and Design Restaurant Concepts Concepts: Clear Cut or Ambiguous? Protecting a Restaurant’s Name Defining the Concept & Market Successful Restaurant Concepts Concept Adaptation Changing/Modifying a Concept Restaurant Symbology

Chapter 3 Concept, Location, and Design When a Concept Fails The Multiple-Concept Chain Sequence of Restaurant Development Common Denominators Planning Decisions Profitability The Mission Statement Location & Design

What is a concept? The matrix of ideas that constitute what will be perceived as the restaurant’s image. It provides the framework on which to hang the image. Applies to any foodservice operation. Should fit a definite target market. Distinguishes the establishment as D&B, different & better, than the competition. May be necessary to modify as competition arises.

Concept

Concepts include… Public relations Advertising Promotions Building Décor Menu Staff Music Style of operation

Symbols Aspects of the concept seen in the: Sign Logo Colors Food Food presentation

Symbols

Symbols

Concepts: Clear Cut or Ambiguous? Many restaurants lack clear cut concepts because there is no integration of the atmospherics. Everything should fit together: Signs Uniforms Menus Décor A concept is strengthened if it establishes an identity.

Ambiguous concept

Don’t open a restaurant UNLESS you Have experience in the restaurant business, especially in the segment in which you plan to operate. Don’t mind giving up your evenings and long weekends- not to mention mornings and afternoons. Are able to accept personal risk. Have money to lose---oops! We mean capital to start a high-risk business. Have a concept in mind and menus developed. Have completed a detailed business plan. Have personal and family goals established for the next several years.

Don’t open a restaurant UNLESS you 7. Have identified a quantifiable need in the market for the type of restaurant you are considering opening. 8. Have an exit plan---- the restaurant business is easy to enter but potentially costly to exit. 9. Can afford a lawyer and an accountant experienced in the restaurant business.

The Name is Part of the Image THE SPAGHETTI FACTORY Suggests quick service, low costs & a fun place for Italian food. THE SEVEN GRAINS Suggests a healthy-food restaurant. LONG JOHN SILVER’S Suggests seafood. GRANDMA’S KITCHEN Suggests a homey, friendly place.

Protecting a Restaurant’s Name Lawsuits happen! Trademark regulations protect the use of a name. If another party uses your name you should take action. Loss of the right to a name means changing signs, menus, promotional material, etc. It also means the loss of power that has been built into the name by the superior operator.

Defining the concept & market In selecting a concept for a restaurant, define it precisely in the context of which markets will find it appealing. The market may constitute only a small percentage of the total population in an area. i.e., a coffee shop with counter service would appeal to interstate travelers. Must be a market gap or need for the idea.

중간고사 및 다음주 수업 다음주 수업은 중간고사 준비기간(13일 수업없음) 중간고사 예상문제는 교수 블로그에 4월 12일까지 올릴 예정 중간고사 날짜 및 장소는 향후 학과에서 공지예정 및 교수 블로그에도 공지 예정

공지사항 대학생활과 진로설계1 5월 17일 면담자(김경훈&최주현)_김경훈 4월 12일 변경 학습검사해석날짜 4월 19일(수) 6교시_A1501