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It will prove the viability of your concept to potential investors and provide them with a clear and engaging answer to the question: “Why does the world need this restaurant?” “The point of a business plan is to show that you’ve done your homework,” says Charles Bililies, owner of Souvla, a fine casual Greek restaurant in San Francisco that has received national acclaim since opening in the spring of 2014.
Your sample menu should also include prices that are based on a detailed cost analysis.
This will give investors a clear understanding of your targeted price point, provide the first building block to figuring out average check estimations needed to create financial projections, and show investors that you’ve done the homework needed to be confident that you’ll be able to sell these items at these prices and operate within your budget.
This section is most relevant for fine-dining concepts, concepts that have a unique service style, or if you have particularly strong feelings about what role service will play in your restaurant.
It can be a powerful way of conveying your approach to hospitality to investors by explaining the details of the guest’s service experience.
Go into detail about the food you’ll be serving, inspiration behind your concept, and an overview of service style.
Define clearly what will be unique about your restaurant.You want readers to be confident that your restaurant’s “ideal” diner intersects with the neighborhood(s) you’re proposing as often as possible.If you don’t have a site, this is a good place to discuss what you’re looking for in terms of square footage, foot traffic, parking, freeway accessibility, and other important details.Last week marked the launch of How to Open a Restaurant, Open Table’s complete digital guide to starting and growing a restaurant business.We partnered with hospitality consultant Alison Arth to share tips, stories, and best practices from the best in the business (think the groups of Daniel Boulud and Danny Meyer, plus restaurateurs Gavin Kaysen and Aaron London).The menu is the most important touchpoint of any restaurant’s brand, so this should be more than just a simple list of items.Incorporate your logo and mock up a formatted menu design (tap a designer for help if needed).Will your restaurant have counter service designed to get guests on their way as quickly as possible, or will it look more like theater, with captains putting plates in front of guests simultaneously?If an extensive wine program is an integral part of what you’re doing, will you have a sommelier?Most independent restaurant investors are in this for more than just money, so giving some indication of what you value and who you are outside of work may also be helpful. Create a mood board that shows images related to the design and feeling of your restaurant. Once you’ve described them in detail, reiterate why your specific concept will be appealing to them.There should be a natural and very clear connection between the information you present in the “Target Market” section and this one.