SCORE

By Roger Robinson, Ph.D., SCORE Mentor

Any new business needs a plan. Here are the key elements of a strong Restaurant Startup Business Plan. This is part 2 of the series for Restaurants Startups. 

Concept:

Portraying an unambiguous clear-cut concept lets the customer know what to expect. Examples are Mexican, Seafood, Asian, Cowboy, Diner, etc. Items that are influenced by the concept:

  • Image
  • Name
  • Exterior Design
  • Interior Design
  • Employee Uniforms
  • Menu Design
  • Menu Choices
  • Menu Changes
  • Type of Entertainment
  • Production
  • Consistency
  • Service
  • Future Opportunities

Category

  • Quick-service
  • Midscale
  • Upscale

Market Customers

  • Colleges and Universities
  • Local Population
  • Tourism
  • Local Businesses
  • Market trends

Market Locations

  • Access
  • Visibility
  • Parking

Market Competition

  • Competition
  • Competitor’s Profile
  • Competitive Strategy
  • Competing categories of food providers.
  • Distinct Competitive Advantage

Marketing Strategy

  • Unique Selling Proposal
  • Digital Media – website, social media, videos, search engines
  • Print Media- local newspapers, magazines and student publications
  • Broadcast Media- local programming and special interest shows
  • Hotel Guides- concierge relations, Chamber of Commerce brochures
  • Direct Mail – subscriber lists, offices for delivery
  • – yellow pages, charity events, community involvement
  • Public Relations – special events – print and broadcast coverage, especially at the start up
  • Point of Sale
  • Advertising – online and offline
  • Mobile Marketing – SMS text messaging, mobile app, mobile listing, Google Maps
  • Promotion
  • Customer lists
  • Target Market Location
  • E-Mail

Operations

  • Facilities & Offices
  • Hours of Operation
  • Employee Training & Education
  • Systems & Controls
  • Food Production
  • Delivery & Catering

Management & Organization

  • Key employees & Principals
  • Compensation & Incentives
  • Staffing
  • Job responsibilities
  • Selection
  • Training
  • Perks incl. meals
  • Compensation
  • Motivation
  • Board of Directors (if warranted)
  • Consultants & Professional Support Resources
  • Management Structure & Style
  • Ownership

Management

  • Controls
  • Shrinkage
  • Waste issues
  • Delivery issues
  • Bar costs
  • Start-up costs
  • Operating costs
  • Food costs
  • How to grow business
  • How to raise capital
  • Seasonality
  • Franchise
  • Independent
  • Resources (NRA ARA ASBA Local Colleges etc)
  • Service standards
  • Hours of operation
  • Distinct Competitive Advantage
  • Leases / rents
  • Licenses / permits
  • Health dept. issues

Legal Structure

  • Sole Proprietorship
  • Partnership (General or Limited)
  • Corporation (C or S)
  • Limited Liability Company

If you need help with your Restaurant Startup Business Plan – a SCORE mentor can help you for free! Click here to schedule an appointment.

About the Author(s)

Roger S. Robinson (1927-2019)

Over a period of 50 years, following the Navy, Roger created and successfully operated a multi-unit entertainment, recreation enterprise in Michigan. During this time frame he was responsible for the entire organization including such activities as strategic planning, marketing, finances, personnel, etc. 

Certified SCORE Mentor, Instructor, Greater Phoenix SCORE
restaurant business plan