The Concept of Restaurant - Assignment Example

Restaurant Concept Theme Starting a restaurant business involves a lot more than just knowing how to prepare meals. Restaurants that are successful depend on the creation of a space where their customers are willing to linger, and a menu that conveys appealing and unique identity. However, it is very crucial to build a restaurant concept on a business model that is viable since the restaurant can’t avail high-end meals for prices of fast foods and expect to be in the restaurant business for long. A concept statement, by definition, is a document that avails information about the method to be used by the restaurant in creation of brand, attraction of the clientele and making adequate money to survive. In the preparation of a concept theme of a restaurant involves several considerations (Ignacio 54). This paper will attempt to prepare a concept theme for a restaurant that does not avail quick service to its customers. This restaurant, however, avails all the other types of services. When establishing a restaurant business, it is essential to make a decision regarding the operational strategy. The owner should have a clear idea about the restaurant even before moving forward. The plans for the new restaurant will automatically be composed of the established type of service. The restaurant will possibly be within the fundamental categories of services such as fine dining, full-service restaurants, fat-casual restaurant, and casual restaurant. Unlike other restaurants, this restaurant will not include the quick service option. First, this restaurant will have the characteristics of full-service restaurants. These are the type of restaurants where there is an encapsulation of the idea of moving out to have a meal though that is old-fashioned. These types of restaurants will invite their guests to be seated around the tables while the attendants or servers take the full order of the guests and serve them the foods and the drinks (Huiskamp 489). This restaurant will typically have the establishments of fine dining and partly casual eateries. The employees will include hosts and hostesses, bartenders and servers. It is aimed that the restaurant gains the perceived value with beautiful and unique décor, special dishes, and renowned chefs. Being a full-service restaurant, it will also encompass casual dining. This will imply that the restaurant will be typically affordable and mostly meant to satisfy the needs of families. It will be offering a full-service table, but the food, service and décor will be less remarkable than the fine dining establishment. The management will find the best way to curb the competition from the rivals since the restaurants that offer this kind of service are very prone to competition (Khan 78). The competition may arise from the other fine dining restaurants or fast-casual places. The competition will depend on the subtleties of the atmosphere and menu pricing. The features of the restaurant will also be partly that of fast-casual restaurants, it will have the characters of a quick-service and a full-service restaurant. Fast-Casual Restaurants, also referred to as limited-casual and quick-casual, they are normally viewed to be differentiated by the food quality and the service type. Often, fast-casual restaurants seem to have better quality food on offer and to have a dining area that is more upscale than the quick-service restaurants, but their menu items are less expensive compared to full-service restaurants. In this restaurant, the frequency of changing the management will be restricted since it is probable that if the frequency is high, the success of the restaurant will be limited. This characteristic will help the restaurant to make high profits since it will cater for the needs of all guests (Walker 89). The wiggle room that will be available will also be an added advantage. The aspect of having liquor licenses will be part of the restaurant’s part of increasing its revenues through liquor and attract more adult clientele while still catering for families and students. The first step is the description of the type of food to be prepared in the restaurant. The choice of culinary theme is wider enough to assist in innovation though it is adequately narrow for the customers to understand easily. This restaurant will avail southern comfort food. This culinary theme avails both wiggle room and identity. This restaurant will have the limitations that it does not meet the needs of the customers who prefer fast foods. There also exist the possibilities that it will attract most of the customers who have the passion for hearty meals. The southern comfort food that this restaurant will prepare will be having several varieties of foods that will be served to the customers and at reasonable prices.The décor of the restaurant will rhyme with the synergy with the theme of the menu. Since this restaurant will be a fine dining restaurant, there will be the use of attractive plate and fine linen (Lynn 98). Vintage produce signs with inspiration of local agriculture will also be included in the décor. With the consideration of the exterior, awnings and signage, there will be flashlights outside the restaurant to ensure that the customers attention is attracted.A successful restaurant needs to have a concept theme that will have a clear identification of the target market and give detailed information on how the idea will become appealing to this main group of customers. In this restaurant, the demographic information that will be available includes the ethnicity, race, gender, and income level. This restaurant will fulfill the needs of the customers from every race or ethnic group regardless of the geographic location (Lundberg 234). The only difference will arise in the level of income of the customers. The restaurant will be serving the high class and the middle-class customers from all geographic locations. In a concept theme of a restaurant, it is important to outline the model that will be used by the restaurant business to make profits and earn revenues. Most of the restaurant’s revenue should be achieved through the main dishes, lunch dinner, and supper. The high profits will be achieved by hiring adequate employees and maximum utilization of resources like fuel. The ingredients for preparing meals will be bought from the wholesale shops so that the price is somehow reasonable to avoid incurring high costs of production. Due to the concerns of social responsibility, the fuel that will be used should be environmentally friendly such that it does not pollute the environment, and mostly it should be from the renewable sources of energy. The waste from the restaurant should be buried to avoid polluting the environment (Zhi 45). The atmosphere of the restaurant is one of the very crucial methods useful in achieving the concept of the restaurant. It is important to consider the experience that is aimed to be felt by the customers whenever they walk into the restaurant doors. The consideration of human senses will be very helpful to make the restaurant business successful. First, the sense of taste is the most obvious and an essential factor for every dinner. It is usually rare to find a customer taking food from a restaurant if the food does not taste great ((Khan 80). This restaurant will hire chefs who are very talented, highly skilled and very devoted to the work. This aspect will make the guests have their food from the restaurant every time since the cook staff will prepare fascinating dishes. Also, the manager will use all means to ensure that the dishes are consistently great since this will be very useful in the creation of loyalty in customers and hence brand definition. There is the second aspect of sight. This entails what the customers will be able to see. The visual effect of the concept entails more than simply what is hung on the walls. The visual effects will be first defined by the lighting. The colors that are in the atmosphere of the restaurant are for the purpose of evoking particular feelings, and they have a great impact on the general atmosphere. The colors that will be found in the restaurant will be the best in encouraging the appetite of the guests. The cooking process is yet another crucial factor to think about concerning the sight of the kitchen. This will be determined by if the customers will be able to see into the kitchen. In the kitchen of this restaurant, few flames will be seen as they fly up from the grill, and this will establish an atmosphere that is quite unique and engaging (Huiskamp 491). Since lighting is an important aspect in the restaurant, the lights should vary in light so that it helps in achieving a certain tone or mood and also influence how the people to see the inside of the restaurant. The second human sense to consider is the sound. The atmosphere is as well affected by the noise in a restaurant so it will be necessary to be aware of what would be good for the customers to hear in the restaurant. It will be very helpful to play a particular kind of music for the purpose of influencing the concept. In this restaurant, the music that will be played will be the light-hearted Hawaiian music in each location, and it will give an exotic and energetic feel towards the atmosphere. The sounds from the kitchen that includes the sound of pans and pots clattering, plates breaking and food sizzling will be heard in the dining area. These sounds will be important in adding anticipation and energy to the dining experience (Lynn 100). This restaurant will, however, attempt to avoid any dining room sounds that may make the customers perceive that the restaurant is noisy. The third aspect of human sense is the smell. In some restaurants, there is a very particular intent when it turns to the creation of an atmosphere that has smells. This restaurant will have a combination of two smells, that is, aromatic scents and specific food smells. The aromatic scents will fill the air such that the guests can smell them immediately they enter the building. The aromas will include sweet flowers, freshly-squeezed citrus or fresh-baked muffins (Zhi 48). Works Cited Huiskamp, Ronald, and Ronald Bartelsman.Great Restaurant Concepts: An In-Depth Analysis of Five Noteworthy European Success Stories. Wervershoof, the Netherlands: Food & Beverage Publications, 2001. Print. Khan, Mahmood A. Restaurant Franchising: Concepts, Regulations, and Practices. , 2015 Lundberg, Donald E. The Restaurant: From Concept to Operation. New York: Wiley, 1985. Print. Walker, John R. The Restaurant: From Concept to Operation. Hoboken, NJ: Wiley, 2010. Print. Lynn, Jacquelyn, and Jacquelyn Lynn.Start Your Own Restaurant and More: Pizzeria, Coffeehouse, Deli, Bakery, Catering Business. Irvine, Calif.: Entrepreneur Press, 2009. Print. Zhi, Wang. Restaurant & Cafe. , 2013. Print. Walker, John R. Study Guide to Accompany the Restaurant: From Concept to Operation. Hoboken, N.J: John Wiley, 2011. Print. Innovative Restaurant Concepts. Ignacio, CA: Ecklein Communications, 1999. Read More