1. Presented by: Greg McNally + Michael Santos
Creating a Concept
Presented by:
Greg McNally + Michael Santos

2. What goes into creating a successful restaurant concept?
What is your theme or concept going to be?
Identify factors to consider when developing a restaurant’s concept
Location
Location is EVERYTHING!
Identify factors when choosing a restaurant location
What will be the guest experience?
Design, layout, menu
What is the menu theme + flow?
Does the price point match the location and target markets?

3. What style of cuisine will you be serving?
What types of cuisine will you offer?
Mexican
Japanese
French
German
American
BBQ
Seafood
Sandwiches
Vegetarian/Vegan
Bakery
Steakhouse

4. Market Research
Definition: the organized effort to gather information about markets or customers to gain insight and support decision making for success.
How Market Research will help you find:
Demographics – social stats on the population
Geographic – where people are
Product usage – what people like
Lifestyle – attitudes and tastes on the population

5. How are you going to market your restaurant?
Effectively communicate to your target market so they’ll respond
Create differentiation
Product
Physical appearance
Service
Location
Image
What are some examples of marketing that you’ve seen?

6. SWOT is Key to Success! What is a SWOT Analysis?
Strengths
Weaknesses
Opportunities
Threats
Strengths and weaknesses are often internal to your organization, while opportunities and threats generally relate to external factors.

7. Strengths What advantages does your organization have?
What do you do better than anyone else?
What unique or lowest-cost resources can you draw upon that others can't?
What do people in your market see as your strengths?
What factors mean that you "get the sale"?

8. Weaknesses What could you improve? What should you avoid?
What are people in your market likely to see as weaknesses?
What factors lose you sales?

9. Opportunities What good opportunities can you spot?
What interesting trends are you aware of?

10. Threats What obstacles do you face? What are your competitors doing?
Are quality standards or specifications for your job, products or services changing?
Is changing technology threatening your position?
Could any of your weaknesses seriously threaten your business?

11. Now it’s your turn! Break into groups of 5 people
Based on the restaurant concept your team draws out of a hat, determine:
A restaurant name
A mission statement
2 signature menu items
2 marketing tactics
Create a SWOT analysis
Strengths
Weakness
Opportunities
Threats

12. Questions?