Your restaurant brand is the sum of all you do. It’s the culmination of your actions, the product you deliver, the service you provide and the experience you create. An important part of this experience is derived from the restaurant’s environment and the décor elements that are chosen to best reflect the brand’s story.
As I travel around the world and visit restaurants I’m always impressed when restaurateurs use their creativity from floor to ceiling to express their brand.
Interesting materials and attention-grabbing design treatments on the ceiling and floors not only can help you stand out; they can become memorable brand assets that stick in the minds of your customers to further differentiate you from other restaurants.
If you’ve not seen the indie movie The Chef written, directed and staring Jon Faveau, add it to your must-do list today. It’s fun, entertaining, makes you feel good and shares some momentous lessons for entrepreneurs and especially those in the restaurant business. The cast of characters is impressive and includes: Robert Downey Jr., Scarlett Johansson, Sofía Vergara, John Leguizamo, and Bobby Cannavale. The art direction is beautiful, the music motley and hip and there was no shortage of good food porn (delectable images of ingredients and culinary masterpieces). The story’s premise is around an L.A. chef who experiences a career dip when a cranky food critic pans his food while his business partner and employer fails to support his need to evolve the menu from the tried, and still popular fare. How the story happened is a lesson to all businesses. Social media is a living channel for modern [...]
In the previous post, I wrote about how to do start your business planning process with some big picture visioning. In case you missed it, you can read part 1 here.
In this post, you’ll learn what you need to include in your business plan and you’ll get some helpful resources, too.
First, let’s start with why you need a business plan. Your business plan is the roadmap for your restaurant. During the process of writing your business plan, you’ll develop your restaurant concept, how you’ll run your restaurant, who your customers will be, how much money you will need to get started and to stay in business and what the competitive landscape looks like and how you’ll stand out from the crowd.
Writing a business plan for your restaurant will also help you anticipate any roadblocks and have a way to deal with obstacles before you reach them. Being prepared before you open the doors of your restaurant will help position you for success.
Business plans can range from a simple outline to a 50-page document. Consider who will be reading your business plan and for what purpose to determine how much detail you should include. If it is for you and a partner who will be self-funding, a shorter plan may do. If you will be looking for capital, you should plan to include more detail so that investors can see that you have a solid understanding of what you need to achieve your restaurant’s financial goals and to provide them with a return.
You asked, we answered.
We received a question from a reader who asked:
I am in the beginning phases of starting a restaurant. I’ve got the concept and the food nailed down, but I am not sure about the business plan. I have looked at different business plan outlines, but I haven’t found one that’s easy to follow. Do you have any advice as to where I might start? –Tom B.
Great question, Tom. As regular readers of this blog know, we talk about how your brand is the sum of all that you do. Your brand is bigger than your logo, tagline or your marketing efforts. Having a strong restaurant brand means you’ve got a winning concept, you serve really good food and you deliver an awesome experience. On top of that, these things all need to be aligned with your business goals.
With your concept and the food part nailed down, you can focus on your business plan. Here’s a time efficient approach we recommend.
OOOPS for some reason you may have gotten this blog twice. Technology has its ways of mysteriously making us wonder, “What just happened?”. Sorry! If you didn’t get this blog post last week, it’s a good one on ways to leverage small budgets and get big ideas. Read on.
Operating a start up or even small restaurant can be lonely. There’s so much to do. Identify the right location, find funding, decide on a concept, create a menu, hire the best people and design and plan for your brand.
And then you need to accomplish a lot of this, fast on one half of a shoestring. YIKES!
Not too worry. There are millions of talented people who are drinking coffee while wearing flurry slippers and PJs that are willing, ready and able to help you get your branding going. And the cool news, they are just a click away.
Publicity can be a low-cost, high-exposure home run for any brand.
Here are three simple ideas that scored a lot of ink and broadcast eyes. Remember staying top of mind is important for your brand and often can be the deciding element that gets a consumer to select your place for their next meal out.
Check out these examples, and then ask yourself and your team, how you can take advantage of this brand-building tactic with your restaurant in the very near future.