MBMWeek2Flipcharts

Concept Statement: A combination of ideas that forms the foundation for a particular restaurant operation.: 

Concept Statement: A combination of ideas that forms the foundation for a particular restaurant operation. Name of restaurant Style of service Market niche(s) Atmosphere Décor Seating plan Food style Price Structure Hours of operation Customer Demographics

The Elements of Atmosphere and Décor Everything that is perceived:: 

The Elements of Atmosphere and Décor Everything that is perceived: Seen Interior Exterior Heard Smelled Tasted Touched Motion Customers Lighting Noise level Temperature Mood Formality

The Atmosphere: 

The Atmosphere The way the restaurant “feels” to the customer. This is determined by the market niche chosen as well as by the preferences of the population group you have targeted.

When describing the atmosphere, consider if you want it to be:: 

When describing the atmosphere, consider if you want it to be: Bright or dim Quiet or loud Busy or subdued Warm or stark Cozy or functional Romantic Formal or informal For singles or families

The Ten New Segments of the Commercial Restaurant Business: 

The Ten New Segments of the Commercial Restaurant Business New Designations that more accurately describe or define different types of restaurants.

What type of restaurant are you thinking of doing?: 

What type of restaurant are you thinking of doing? Show of hands?

Value 27.6% Market Share: 

Value 27.6% Market Share Nourishment provided at any given cost Value = quantity / price Value is the largest selling point in the industry by far Value is an issue at all socio-economic levels 60% of households are losing income and buying power Older Americans on fixed income Examples: McDonald’s Wendy’s Burger King James Coney Island Taco Bell Kentucky Fried Chicken Cici’s Pizza Subway

Family Friendly 21.7% Market Share: 

Family Friendly 21.7% Market Share Food Establishments that plan their environment and foods to promote togetherness A place where parents and kids can find common ground History: Traditional family-style restaurants Examples: Lupe Tortilla Goode Company Black-eyed Pea Ragin’ Cajun Spaghetti Warehouse TGI Friday’s Joe’s Crab Shack Olive Garden Red Lobster Romano’s Marco’s

Ultra Convenience 12.1% Market Share: 

Ultra Convenience 12.1% Market Share Nourishment in as quick and trouble-free a manner as possible: doesn’t even require an extra stop. Outgrowth of convenience stores Driven by customers with less time on their hands Examples: Subway 7 Eleven McDonald’s Express Checkers Gas Stations Turnpikes

Virtual Dining 9.0% Market Share: 

Virtual Dining 9.0% Market Share Food prepared away from home, but not necessarily consumed away from home. “Home meal replacement.” Outgrowth of our busy lifestyle Began with catering and contract meals and moved to satisfying needs of individuals Examples: Eatzi’s Whole Foods Domino’s Rice Epicurean Central Market Diet Gourmet Takeout Taxi

Everyday Chic 7.6% Market Share: 

Everyday Chic 7.6% Market Share Blends value and convenience of fast food with hip environment of casual or event dining Evolved with increased level of customer sophistication. Customers want upscale environment with more than “cookie cutter” food. Fastest growing market segment. Examples: Café Express La Madeleine Taco Milagro Berryhill Tacos Au Bon Pain Spago Chipotle

Health Centers 6.9% Market Share: 

Health Centers 6.9% Market Share Cater to specific dietary needs and wants. Outgrowth of the awareness of the benefits of eating more healthful foods. Our aging society has more special dietary needs Examples: Whole Foods Markets Diet Gourmet A Moveable Feast

Hang-Outs 5.2% Market Share: 

Hang-Outs 5.2% Market Share Centers for customers to relax, conduct business, or socialize, as well as eat. Light foods and snacks Comfortable seating Unobtrusive service Amenities: books, magazines, newspapers, the “bottomless cup”, internet services, Cyber-cafés Examples: Starbucks Barnes & Noble Borders La Madeleine “Friends” coffee bar and “Cheers”

Event Dining 4.2% Market Share: 

Event Dining 4.2% Market Share These operations serve food, but their primary appeal is something else. Pioneered by restaurants and clubs like Hard Rock Café where customers want to “see and be seen.” Examples: Aquarium Planet Hollywood Magic Island Dave & Busters’ Jillian’s Chuck E. Cheese Benihana The Great Caruso “Dinner Theater”

Experience Dining 4.1% Market Share: 

Experience Dining 4.1% Market Share Restaurants that present themselves as special places with special food and environments. “Destination restaurants.” Often independent operators or small chains with a career chef. Ethnic or specialty menus. Customers who want an experience they cannot produce at home. Outgrowth of fine dining Examples: Café Annie Tony’s Brennan’s Mark’s The Palm Rainbow Lodge Capital Grille Quattro Morton’s Pappas Rotisserie for Beef and Bird

Fresh-Baked 2.7% Market Share: 

Fresh-Baked 2.7% Market Share Feature freshly baked breads and pastries Outgrowth of neighborhood bakeries Examples: Panera Empire Baking Company La Madeleine Stone Mill Bakers City Bagels Eatzi’s

Homework: 

Homework Develop a typed rough draft of your concept Review project outline