Summarising Our Restaurant Business Plan Template
This restaurant business plan template provides a comprehensive guide for those wanting to establish a restaurant business. It outlines ten crucial aspects – from executive summary, restaurant concept, business history and model, industry analysis, PR and marketing strategy, operations, and financial plan to appendices, offering a well-rounded view of your venture.
Each section comes with clear explanations and examples for clarity and easy understanding. The template assists you in presenting a concise and detailed blueprint that can impress investors, direct your team’s efforts, and fuel the steady growth of your restaurant.
1. Executive Summary
Introduction
This section should introduce your restaurant. Details like your restaurant’s name, its theme or type, and cuisine should be included.
Example: Delicious Delights is a fine-dining restaurant specialising in contemporary American cuisine with a Southern twist.
Overview of the Business
Provide a summary of your restaurant. Discuss your speciality dishes, ambience, and dining experience. Also, share why your restaurant’s offerings are unique.
Example: Delicious Delights offers gastronomic delights derived from classic Southern dishes, revamped for the modern palette. Our customers enjoy these specialities in a chic and sophisticated setting for an ultimate dining experience.
Mission and Vision Statement
Write your restaurant’s mission and vision statements. These should communicate what you wish to achieve and where you plan to go in the future.
Example: Our mission is to provide our guests with a memorable dining experience through exceptional service, exquisite cuisine and a charming setting. Our vision is to become the city’s go-to destination for food lovers, known for its innovative and delectable American cuisine.
Location and Accessibility
Discuss where your restaurant is located. Talk about its accessibility and any prominent landmarks that could make it easier for customers to find you.
Example: Delicious Delights is conveniently located in the heart of downtown, just a few blocks from the popular city plaza.
Type of Service
Discuss in detail the type of service your restaurant provides, whether it offers sit-down, fine dining, fast-casual, take-out, or delivery service.
Example: Delicious Delights offers fine dining service while stressing each guest’s personal attention and comfort. We also provide customised catering services for special events and occasions.
Key Goals and Objectives
State your short and long-term goals. These should be SMART goals (Specific, Measurable, Achievable, Realistic and Time-bound).
Example: Our short-term goal is to establish ourselves as a popular food destination in town within a year, building a strong, loyal customer base. In the long run, we plan to open two more branches across the state and start franchise opportunities.
2. Restaurant Concept and Brand
Restaurant Concept
This section should describe, in detail, the type of restaurant you plan to establish and the theme that it will carry. Moreover, explain why this specific restaurant’s concept was chosen.
Example: Delicious Delights is a fine-dining restaurant that revolves around contemporary American cuisine with a Southern twist. We chose this concept because of the rising admiration for American foods and the unique, rich flavours of Southern cuisine, which we believe can create exciting culinary experiences.
Brand Identity
Discuss how you plan to brand your restaurant here. This can include your restaurant’s logo, colour scheme, tone of voice used in advertising, and, in general, what you desire your restaurant to be recognised for.
Example: Our brand identity is about sophistication, warmth, and exceptional culinary experiences. Our logo features a fusion of a chef’s hat and a fork, symbolising our commitment to culinary excellence. We’ve used rustic colours to represent Southern inspiration; our tone is always warm, inviting, and passionate about food. We strive to be recognised for innovative American cuisine, impeccable customer service policies, and lively ambience.
3. Business History & Ownership
Legal Status & Structure
Specify your restaurant’s legal status, such as whether it’s a sole proprietorship, a partnership, or a Limited Liability Company (LLC).
Example: Delicious Delights operates as an LLC, providing business partners with the flexibility of a partnership while offering legal protection by limiting personal liability.
Business Ownership
Describe who owns the restaurant, what their roles are, and what their share percentages are if there are multiple owners.
Example: Delicious Delights is co-owned by John Roe and Jane Doe. John, who has extensive culinary experience, holds the executive chef position, and Jane, who has a background in hospitality and other company management, oversees the daily operations and management of the restaurant. They both have equal ownership in the business.
Key Milestones
Describe significant achievements or key moments in your restaurant’s history that illustrate its initial success, growth, or impact.
Example: Since its opening in 2019, Delicious Delights has grown steadily, doubling our dinner service within six months. In 2020, despite the challenges, we introduced a successful take-out menu and catering services, adding a revenue boost. Recently, our city’s lifestyle magazine nominated us under the ‘Best New Restaurants’ category.
4. Business Model
Main Revenue Sources
Discuss your restaurant’s main revenue sources. These could include food and beverage sales, merchandise, special events, or catering services.
Example: Delicious Delights primarily generates revenue through food and beverage sales. We also host private parties and events and offer catering services to restaurant businesses, contributing significantly to our income. Additionally, we sell merchandise like branded mugs, t-shirts, and our signature spice blends.
Supply Chain
Discuss your supply chain, including where you source your ingredients from, your relationship with suppliers, and any unique or local products you use.
Example: We pride ourselves on using high-quality, fresh ingredients sourced locally wherever possible. Our meat and poultry come from sustainable, free-range farms within the state. Our vegetables are sourced from local organic farms. We have a good relationship with our suppliers, ensuring we get the best prices and priority delivery.
Special Events
If your restaurant plans to host special events or themed nights that could impact revenue, detail them here.
Example: We plan to host various special events and themed nights, including ‘Southern Nights,’ where we explore and celebrate different Southern cuisines on our menu once a month. We also host wine-tasting events featuring local vineyards and ‘Live Music Fridays,’ which draw a large crowd, boosting our revenue.
5. Industry Analysis
Current Market Trends
Explore the prominent trends within the restaurant industry, noting how these trends may influence your restaurant.
Example: Current trends show an increasing demand for farm-to-table dining experiences and an appreciation for local cuisine. At Delicious Delights, we aim to tap into these trends, offering our guests meals prepared with locally sourced, fresh ingredients and serving dishes that are influenced by regional flavours.
Direct and Indirect Competition
Analyse the competitive landscape around your restaurant. Look at both direct competitors (other restaurants) and indirect competitors (like grocery stores or home meal kit delivery services).
Example: Our direct competitors include other fine dining establishments in the city. Indirect competitors include food delivery services and upscale supermarkets promoting ready-to-eat meals. Despite the competition, our unique blend of contemporary and Southern cuisine and our commitment to local sourcing give us a competitive edge.
Competitive Advantage
Discuss what sets your restaurant apart from the competition.
Example: What sets Delicious Delights apart is our menu, which offers a unique fusion of contemporary and Southern flavours, our commitment to local sourcing and fresh ingredients, and our ambience, which seamlessly blends sophistication and homeliness. We also offer a personalised dining experience, where our chefs interact with diners, explaining the story behind each dish.
Positioning and Strategy
Clarify your restaurant’s positioning and the strategy it will adopt to succeed.
Example: Delicious Delights is positioned as a leader in culinary innovation, presenting a modern take on Southern cuisine with high-quality, locally sourced ingredients. Our strategy is to constantly deliver delightful culinary experiences by experimenting with diverse South American flavours, maintaining superior service, and offering a pleasing environment for our patrons.
6. Public Relations and Marketing Strategy
PR Strategy
Outline your public relations strategy, including how you plan to gain positive media attention and build a strong reputation within the community.
Example: Our PR strategy involves hosting media tasting events during new menu launches and sending out press releases around key milestones and special events. We plan to engage with bloggers and influencers to highlight our culinary adventures and invite them for exclusive tasting sessions.
Marketing Plan
Discuss your plan to attract and retain customers, whether it’s through social media advertising, a referral program, a loyalty program, or other marketing efforts.
Example: Our marketing plan revolves around digital marketing, primarily utilising social media platforms to engage potential and existing customers. We also plan to launch a loyalty program to provide returning customers exclusive perks. Traditional marketing methods like distributing flyers and local press ads will also be leveraged.
Website and Social Media
Describe plans for your organisation’s online presence, including your website and social media platforms.
Example: Our website features our complete menu, information about our chef, and upcoming events, and it allows direct reservations. We are active on several social media platforms where we showcase behind-the-scenes content, daily specials, food photos, and customer testimonials. It’s a great tool to engage with our audience and keep them updated with what’s new at Delicious Delights.
7. Operations
Staff Hiring and Roles
Talk about your restaurant’s hiring practices, the roles needed, including front-of-house and kitchen staff, and any training you provide. Also, forecast future recruitment needs.
Example: We employ a full complement of restaurant staff, including chefs, line cooks, servers, bartenders, hosts, and managers. To ensure the highest level of service, all employees undergo rigorous training upon hiring, with ongoing training provided for customer service and safety standards. As we plan to extend our operating hours, we envisage hiring additional staff.
Daily Operations
Describe your daily operations, from the restaurant’s opening, the general seating procedure, and how orders are taken to closing tasks.
Example: Daily operations at Delicious Delights include pre-opening procedures such as cooking preparation, cleaning, and setup. Once we open, hosts greet and seat customers, servers take orders, and the kitchen staff prepare the meals. Post-service, staff clean the restaurant and prep for the next day. At the same time, the manager runs a daily sales report and restocks inventory as necessary.
Facility Needs (If Applicable)
Discuss the physical needs of your restaurant, such as your kitchen requirements, dining area layout, and any future needs for space expansion.
Example: Our facility includes a spacious kitchen equipped with state-of-the-art appliances, a comfortable dining area, a private dining room for special events, and a small outdoor patio. With our long-term plan of menu expansion, we anticipate requiring additional storage and potentially expanding our kitchen space.
8. Marketing and Communications Strategy
Marketing & Outreach
Describe how you plan to get the word out about your restaurant to the community and potential customers.
Example: We aim to promote Delicious Delights through a combination of digital marketing efforts, including managing an informative website, regular social media updates, and targeted email marketing. Additionally, we will use outdoor advertising, such as billboards in key locations and PR initiatives like food tasting events for local influencers and food critics.
Website and Social Media
Discuss your restaurant’s online presence, specifically your website and the social media platforms you’ll utilise.
Example: Our website provides detailed information about Delicious Delights including our menu, specials, location, operating hours, and the ability to make a reservation. We will also keep our audience engaged through regular posts and pictures on various social media platforms, including Instagram, Facebook, and Twitter.
Community Engagement
Explain how you plan to build relationships with the local community beyond the immediate services you offer.
Example: Delicious Delights plans to actively participate in local events and festivals by hosting food stalls or sponsorships. We also contemplate organising free monthly cooking workshops where our chefs and patrons can meet, discuss, and bond over their love for food.
9. Financial Plan
Startup Budget/ Current Annual Budget
List your restaurant’s current or projected financial status. Include information about present/anticipated income and expenses.
Example: Our projected annual budget for this year is $1.5 million, with income anticipated from food and beverage sales, event hosting, and merchandise sales. Major expenses include food costs, labour, rent, utilities, and marketing.
Proposed Financing
Review your financial strategy, including how to manage any income shortfalls. Discuss your plans for potential investments or loans, if any.
Example: We plan to finance our restaurant through a blend of owner’s equity and bank loans. In the case of revenue shortfalls, we have planned for a revolving credit facility, which we can access as needed.
Key Financial Assumptions and Justifications
Mention any assumptions you have made while planning your finances, with suitable justifications for each assumption.
Example: Based on our market survey and the growing food culture in our locality, we have an estimated revenue growth of 10% per annum. Food costs are anticipated to remain at about 30% of total revenue, as we plan to manage these costs diligently by carefully selecting vendors and regularly reviewing our food waste.
10. Appendices
Organisational Chart
Include a visual hierarchy of staff and management positions within your restaurant.
Example: Our organisational chart outlines our management structure, starting with the restaurant owner and followed by the restaurant manager, chef, kitchen staff, front-of-house manager, and servers, providing clarity on role responsibilities and interactions.
Resumes of Key Staff
A brief bio or resume of your key team members can help you better understand their expertise, skills, and experience.
Example: Attached are the resumes of our Head Chef and Restaurant Manager. Both have significant industry experience and a track record of success in their respective fields.
Detailed Budget
Have a detailed budget breakdown, including income and expenses, if you’ve referred to it in your financial plan.
Example: Enclosed is a detailed version of our annual budget, indicating how resources are allocated between food costs, labour, rent, utilities, and marketing, and how we have planned for our income.
Evidence of Market Demand
Include any results from market research or demand surveys that support the viability of your restaurant in the location where you plan to operate.
Example: Find attached excerpts from a local market survey we conducted, which shows substantial demand for restaurants offering local cuisine with a modern twist in our city, underlining the potential for success of Delicious Delights.
