1. 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

2. 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

3. 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.

5. Concept

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

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

12. Symbols

13. Symbols

14. 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.

15. Ambiguous concept

17. 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.

18. 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.

19. 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.

22. 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.

26. 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.

28. 중간고사 및 다음주 수업 다음주 수업은 중간고사 준비기간(13일 수업없음)
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29. 공지사항 대학생활과 진로설계1 5월 17일 면담자(김경훈&최주현)_김경훈 4월 12일 변경 학습검사해석날짜
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