Restaurant concept development

Are you thinking of starting your own restaurant? You must first develop a restaurant concept. Much like an author penning a new novel has to create a plot; a restaurant owner should put together a workable concept. The concept is what gives you an overall feel to the business. What will your menu be like, the service and atmosphere. How you create your concept will ultimately decide how the public view your restaurant.

Design the Menu
Any restaurant is known for the food it serves. It is the food that offers a mark of recognition. This is the first step to developing a concept, which will incorporate the style of cuisine, types of ingredients, how it will be prepared and cooking methods.

Target market and location
Once you have a basic idea of what kind of restaurant concept will work for you, you have to figure what type of customers you want. Based on the location, will it target your niche group? For example, will it be a lounge like environment or fancy upscale setting? Once you determine what kind of people you would like visiting your restaurant, you can move onto the step of location scouting.

Your restaurant will fall under 4 basic categories.

• Quick service – fast food restaurants fall into quick service which equals quick food and fast service. These restaurants have inexpensive food, simple décor and over the counter service.
• Fast casual – this type of restaurant offers better quality food and improved service. The menu has more range but it is not as extensive as casual dining.
• Casual dining – casual dining is a full table service and an affordable menu. This type of restaurant has a family friendly atmosphere and brings in a wider range of customers.
• Fine dining – fine dining is a fancy upscale kind of atmosphere with pricey dishes, superior exterior and exceptional customer service.

Atmosphere
You need to create an atmosphere for your restaurant. This is what customers experience the minute they walk in through your door. The visual concept of the restaurant matters greatly. What will the seating arrangement be like? Will there be any stuff hanging on the walls? The lighting is important as it helps lighten the tone or make it dark? Colours have an impact from mood to appetite. What is your colour choice?

Another significant element restaurateurs need to consider is the cooking process? Will the kitchen be visible to customers? For example, if it’s an exhibition kitchen flying flames may create an engaging atmosphere.  

When devising a restaurant concept adequate time must be spent putting together the development plan on paper. What will your restaurant be known for? What makes it unique and what drives customers through your door step? These are some questions you need to answer as you consider cuisine, atmosphere and location to reflect the overall restaurant concept you plan to deliver to your customers.