1 / 18

Concept, Market, and Design

Concept, Market, and Design. Chef Scribner Food and Beverage Operations The Art Institute of Seattle. The Trinity of Design:. Concept. Target Market. Location. Restaurant Concept. Getting your concept down :. The focal point Relates to image you want to project

stuart
Download Presentation

Concept, Market, and Design

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Concept, Market, and Design Chef Scribner Food and Beverage Operations The Art Institute of Seattle

  2. The Trinity of Design: Concept Target Market Location

  3. Restaurant Concept

  4. Getting your concept down: • The focal point • Relates to image you want to project • Designed to interest a certain group of people • Brief: 2 bust stops; 30 second phone call • Think of how a guest would describe a restaurant

  5. Thinking about concept • What does dining room look/feel like? • Formal vs. café service? • What types of people will come? • Is it quick casual? Midscale casual? Fine dining?

  6. Examples • Taco del Mar: Mission Style Burritos • El Gaucho: All Prime Steakhouse • Ponte Seafood Grill: Fresh Seafood by the Bridge • Tilth: Organic and Wild New American Cuisine • Tamarind Tree: Provincial Vietnamese Cuisine

  7. Restaurant Market

  8. Market: • Different from location or neighborhood • It is your niche: filling a vacuum • What’s being done, what’s not being done?

  9. Market: • Non-destination • No one outside of that neighborhood is going to go there • Neighborhood pretty much defines it N

  10. Market: N Music • Murphy’s Irish Bar • You’ll get the neighborhood people, plus since it’s a little upscale, it will bring in a few outsiders Irish

  11. Market: Irish N • What if it’s the ONLY Irish bar in the region? M

  12. Market: Desti-nation N • Destination restaurants: I.E. Rover’s • Their only competition is Café Juanita, Campagne, the Herb Farm…even though those places aren’t even in the neighborhood! M

  13. Examining Target Markets: • Who does El Gaucho attract? • Who does Pyramid Ale House attract? • Who does Tamarind Tree attract? • Who does Monsoon attract?

  14. Tying together concept, target market, and food: • Theme must carry all the way through. • Casual restaurant=casual chairs and casual food

  15. Tying together concept, target market, and food: • Must be a compelling reason for them to visit Great wine list Great beverage list Great décor Great view Amazing service

  16. Restaurant Mission Statement

  17. Purpose: • Focuses the energy of management • Provides direction for employees • Defines relationships with vendors • May describe values that management will endear

  18. Offers more detail than the concept statement. For instance: • Kinds of food offered • Atmosphere in which the food will be served • The target market served • Sustainability/organics/etc

More Related