tailieunhanh - Lecture The restaurant: From concept to operation (7th edition): Chapter 3 - Walker

Chapter 3 - Concept, location, and design. After reading and studying this chapter, you should be able to: Recognize benefits of a good restaurant name, explain the relationship between concept and market, explain why a restaurant concept might fail, discuss some qualities of successful restaurant concepts. | Chapter 3 Concept, Location, and Design Courtesy of Columbia Restaurant The Restaurant: From Concept to Operation, 7th Edition Objectives After reading and studying this chapter, you should be able to: Recognize benefits of a good restaurant name Explain the relationship between concept and market Explain why a restaurant concept might fail Discuss some qualities of successful restaurant concepts Objectives (cont’d.) Identify factors to consider when choosing a restaurant’s location Identify factors to consider when developing a restaurant concept List restaurant knockout criteria Restaurant Concepts Matrix of ideas Constitute what will be perceived as the restaurant’s image Should fit a definite target market Distinguishes the establishment as D&B (different and better than the competition) May be necessary to modify as competition arises Best concepts are often the result of learning from mistakes Restaurant Concepts (cont’d.) Tips: Make it different enough from . | Chapter 3 Concept, Location, and Design Courtesy of Columbia Restaurant The Restaurant: From Concept to Operation, 7th Edition Objectives After reading and studying this chapter, you should be able to: Recognize benefits of a good restaurant name Explain the relationship between concept and market Explain why a restaurant concept might fail Discuss some qualities of successful restaurant concepts Objectives (cont’d.) Identify factors to consider when choosing a restaurant’s location Identify factors to consider when developing a restaurant concept List restaurant knockout criteria Restaurant Concepts Matrix of ideas Constitute what will be perceived as the restaurant’s image Should fit a definite target market Distinguishes the establishment as D&B (different and better than the competition) May be necessary to modify as competition arises Best concepts are often the result of learning from mistakes Restaurant Concepts (cont’d.) Tips: Make it different enough from the competition Do not let it be too far ahead of current times Do not price your menu out of the market Pay attention to food costs Make your concept profitable Good concepts are on-trend Make your concept easily identifiable Take inspiration from others and love your concept Make sure the concept and location fit Concepts: Clear Cut or Ambiguous? Many restaurants lack clear cut concepts No integration of the atmospherics Everything should fit together Concept is strengthened if it establishes an identity The name of the restaurant is part of the image. The restaurant name can tell the customer what to anticipate Courtesy of the San Diego Convention & Visitors Bureau Everything should fit together: Signs Uniforms Menus Décor Protecting a Restaurant’s Name Lawsuits over names happen If another party uses your name, you should take action Loss of the right to a name means changing signs, menus, promo material, many costs Courtesy of Eat Here Changing signs, menus, .