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Concept, Location, and Design of Restaurants, Lecture notes of Food Science and Technology

Northern Arizona University (NAU)Food Science and Technology

The best restaurant concepts are created from past mistakes.

Typology: Lecture notes

2015/2016

Available from 08/06/2023

paige-welden 🇺🇸

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Chapter 3 Notes: Concept, Location, and Design

Concepts

Constitute what will be perceived as the restaurant’s image

Could fit a definite target market

Best concepts are a result of learning from mistakes

Tips

Make it different enough from the competition

Do not let it be too fat 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 identifiable

Task inspiration from others and love your concept

Make sure the concept and location fit

Protecting a Restaurant’s Name

Lawsuits over names happen

Loss to the right of a name means changing signs, menus, promo material, many costs

McDonald’s

Concept: all-American family restaurant

Clean, wholesome, inexpensive, and fun

Simple, straightforward menu

oKey to effective advertising

Selecting a Concept

Markets must find it appealing

Needs appealing factors

Successful Concepts

Applebee’s

Spago

Panera Bread

Lettuce Entertain You Enterprises

Corner Bakery Café

Hard Rock Café

Union Square Hospitality Group

When a Concept Fails

Concept can be changed to fit the market

Name, décor, and menu can be changed

New concept may better appeal to the same market

Symbology

Logo, line drawings, linen napkins, and service uniforms

Creates atmosphere

Yum Brands

Largest of all restaurant companies

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Chapter 3 Notes: Concept, Location, and Design Concepts  Constitute what will be perceived as the restaurant’s image  Could fit a definite target market  Best concepts are a result of learning from mistakes Tips  Make it different enough from the competition  Do not let it be too fat 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 identifiable  Task inspiration from others and love your concept  Make sure the concept and location fit Protecting a Restaurant’s Name  Lawsuits over names happen  Loss to the right of a name means changing signs, menus, promo material, many costs McDonald’s  Concept: all-American family restaurant  Clean, wholesome, inexpensive, and fun  Simple, straightforward menu o Key to effective advertising Selecting a Concept  Markets must find it appealing  Needs appealing factors Successful Concepts  Applebee’s  Spago  Panera Bread  Lettuce Entertain You Enterprises  Corner Bakery Café  Hard Rock Café  Union Square Hospitality Group When a Concept Fails  Concept can be changed to fit the market  Name, décor, and menu can be changed  New concept may better appeal to the same market Symbology  Logo, line drawings, linen napkins, and service uniforms  Creates atmosphere Yum Brands  Largest of all restaurant companies

 Concepts: KFC, Taco Bell, and Pizza Hut Common Factors  Human needs met by the restaurant  Menu prices and cost per seat  Degree of service offered  Space provided for each customer  Rate of seat turnover  Advertising and promotions expenditures  Productivity per employee  Labor and food costs Knockout Criteria  Proper zoning  Drainage, sewage, utilities  Minimal size  Short lease  Excessive traffic speed  Access from a highway or street  Visibility from both sides of the street Location Criteria  Market population  Family income  Growth or decline of the area  Competition  Restaurant concept  Downtown vs suburban  Average travel time to reach restaurants Specifications  Metropolitan area with 50,000 population  20,000 cars per 24-hour period  Residential backup, plus hotels, shopping centers, or office parks  Minimum 200-foot frontage  Area demonstrating growth and stability  Easy access and visibility  Availability of all utilities to the property, including sewer

Concept, Location, and Design of Restaurants, Lecture notes of Food Science and Technology

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