How to Create a Restaurant Concept: Cuisine & Market

When an author sets out to pen a new novel, they must first think of a plot. Much like an author, when an entrepreneur decides to open a new restaurant, they must first think of a concept. This is the most common term that describes what your establishment will be like in terms of service style, cuisine and atmosphere, to name a few. Whether you are taking over an existing building or starting from scratch, you need to think about what your restaurant concept will be once contained within four walls. Your concept frames the way the public perceives your entire establishment, giving patrons an idea of what to expect when dining there. Your concept choice will act as a stepping stone to future decisions and investments, such as location, equipment purchases, number of employees and the kind of marketing strategy you will need. As you think about opening a new restaurant, take time to examine the following major processes to help define your concept and bolster a foundation for your start-up restaurant. 

Decide on Cuisine 
At its most basic level, a restaurant is usually recognized for the food served there. Guests will want to know what to expect from your menu, including how your food is prepared, the types of ingredients used and the cooking methods involved. Decide whether you will serve a certain cuisine, such as ethnic food, fast food or comfort food, for example. For a unique concept, restaurant owners often take a well-known concept and put their own spin on it. A strong example of this is P.F. Chang’s China Bistro. P.F. Chang’s has redefined the idea of going out for Chinese food. Now a well-known chain, P.F. Chang’s locations offer appetizing Asian-fusion cuisine and trendy drinks and cocktails. The menu items also set this restaurant apart from others. P.F. Chang’s restaurants offer variations of traditional Chinese fare, making each entrée seem like something new and special. The menu items and atmosphere help to create a high perceived value for the customer, differentiating P.F. Chang’s from what people often picture when they think of a typical Chinese restaurant. When thinking about a concept, consider how the cuisine you offer will drive your business. 

Determine Your Target Market 
When you have a basic idea of your concept, figure out what types of customers you want to target. Your basic idea for your restaurant should guide that decision. It is important to figure out if there is a substantial market for your concept in the area, as well as to set appropriate price points on your menu items. For example, if you want to open a restaurant with an upscale atmosphere, fancy appetizers and a lounge-like environment, you may want to market to young professionals with high disposable income. This will help direct your efforts in choosing a location. Decide on an Operational Strategy The prospective owner must have an idea for the restaurant before moving forward. Plans for a new restaurant usually include an established service type. Your restaurant will probably fall into basic service categories like the following:

Fine dining. Fine dining restaurants provide a high perceived value for their guests, defined by beautiful décor, pleasant atmosphere, renowned chefs, exceptional service and special, pricy dishes. Casual dining.

Casual dining establishments offer full table service that is more upscale than fast-casual restaurants, but also more affordable than fine dining restaurants. They appeal to a wide customer base and are usually family-friendly.

Fast-casual. Also known as quick-casual and limited-service, fast-casual restaurants are typically perceived to offer better food quality and improved service over quick-service places. Their menus tend to be less extensive but also less expensive than casual dining restaurants.

Quick-service. Quick-service restaurants make a business of convenience and speed of service. These restaurants typically have simple décor, inexpensive food items and fast counter-service. Most fast-food places fall into this category.

These types of decisions affect the layout of your restaurant, the employees you hire, the food you serve, and so on. Other decisions that are significant to your overall concept are the liquor license and take-out, delivery and catering services. 

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