Casual, professional, current, traditional, innovative, fun, carefree, or sophisticated; what is your restaurant’s focus? Restaurant concept means conjuring up a personality for your food and beverage establishment that is uniquely all your own. That personality should be consistent throughout your entire place of business. That personality should be instantly recognizable. Your concept should not change from day to day depending upon what manager or crew members are working the shift or to satisfy a particular manager’s whim nor because someone has read or just been told about the newest fad in the industry.

Decide on the image you wish to portray as you and your company pursue your common purpose of conducting business. What is the message you want to drive home? What do you want to stick in your customers’ minds most about their dining experience days, months and years after they have finish eating? What should they remember? How will they describe their outing to others? What would you like to be known as the expert at? What are your specialties? What is the tone of your place of business? What is the atmosphere?


Your restaurant’s concept is its identity. It lets your customers know instantly what you are passionate about. Your concept should create a sense of individuality and “separateness” in the marketplace so that your clients are able to easily differentiate your company from your competitors. The goal of a great concept is to clearly lay bare who you are and what you stand for. A strong concept should reflect your opinions, values and beliefs. It should be visibly expressed by what you say, do and how you do it. Your concept is the perception others have about you and the services you offer not some perception you are striving to achieve. Your concept represents your companies character and its abilities.

The right restaurant concept will enable you to effortlessly attract specific clients and opportunities of commerce. You will position yourself in the mind of your marketplace as the service provider of choice dominating your niche market and commanding higher fees! Creating a specific unique concept allows you to establish yourself as an expert and become a celebrity in your field of specialty. You gain name recognition in your area of expertise. You make a lasting impression in your customers’ minds and are super-rewarded for your individuality. Trust, respect, admiration and word of mouth promotion will follow when your name conveys a strong specific message that is embedded repeatedly into the consciousness of your special target market. You will be perceived as the authority at the top. Once you create a strong concept half of your selling is already done for you.

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