executive summary for restaurant business plan example

Restaurant Business Plan Template

Written by Dave Lavinsky

Restaurant Business Plan

You’ve come to the right place to create your restaurant business plan.

We have helped over 100,000 entrepreneurs and business owners with how to write a restaurant business plan to help them start or grow their restaurants.

Below is a restaurant business plan template to help you create each section of your business plan.

Restaurant Business Plan Example

Executive summary, business overview.

Bluehorn Restaurant & Steakhouse is a new restaurant and steakhouse located in Oklahoma City, Oklahoma. The menu of Bluehorn Restaurant & Steakhouse will include bistro-type dishes that are authentically created and crafted by acclaimed Chef Peter Logan. It will be located in the trendy part of town, known as the Plaza District. The restaurant will be surrounded by classy art galleries, live theater, high-end restaurants and bars, and expensive shopping.

Owned by emerging restaurant operators Chef Peter Logan and Anastasia Gillette, Bluehorn Restaurant & Steakhouse’s mission is to become Oklahoma City’s best, new restaurant for patrons to celebrate their next big event, have a nice date night, or gather with friends or family for a fun evening while dining over finely crafted entrees, desserts, and cocktails.

Products Served

The following are the menu items to be offered by Bluehorn Restaurant & Steakhouse:

• Soups & Salads
• Gourmet sides
• Wine, Beer & Spirits

Customer Focus

Bluehorn Restaurant & Steakhouse will target adult men and women between the ages of 21 – 65 with disposable income in Oklahoma City, Oklahoma. Within this demographic are millennials, young professionals, newlyweds, young families, more established families, and retirees. Because of the pricing structure of the menu, the patrons will likely be upper middle class to the wealthy population of Oklahoma City.

Management Team

Bluehorn Restaurant & Steakhouse is owned and operated by fellow Oklahoma City natives and culinary enthusiasts, Chef Peter Logan and Anastasia Gillette. Both come with a unique skill set and complement each other perfectly. They formerly worked together at another OKC fine dining establishment and made a great team for serving guests delectable food and wine while ensuring the highest level of customer service.

Chef Peter will manage the kitchen operations of Bluehorn Restaurant & Steakhouse, while Anastasia will oversee front of the house operations, maintain and ensure customer service, and manage all reservations.

Financial Highlights

Bluehorn Restaurant & Steakhouse is seeking $300,000 in debt financing to open its start-up restaurant. The funding will be dedicated for the build-out and design of the restaurant, kitchen, bar and lounge, as well as cooking supplies and equipment, working capital, three months worth of payroll expenses and opening inventory. The breakout of the funding is below:

• Restaurant Build-Out and Design – $100,000
• Kitchen supplies and equipment – $100,000
• Opening inventory – $25,000
• Working capital (to include 3 months of overhead expenses) – $25,000
• Marketing (advertising agency) – $25,000
• Accounting firm (3 months worth and establishment/permitting of business) – $25,000

Company Overview

Bluehorn Restaurant & Steakhouse is a new restaurant and steakhouse located in Oklahoma City, Oklahoma. Bluehorn Restaurant & Steakhouse will serve a wide variety of dishes and beverages and will cater to the upper middle class to wealthier population of Oklahoma City. The menu of Bluehorn Restaurant & Steakhouse will include bistro-type dishes that are authentically created and crafted by acclaimed Chef Peter Logan. It will be located in the trendy part of town, known as the Plaza District. The Plaza District is one of Oklahoma’s trendy neighborhoods and is considered the “it” area for newlyweds, millennials, professionals, and young singles. The restaurant will be surrounded by classy art galleries, live theater, high-end restaurants and bars, and expensive shopping.

Owned by emerging restaurant operators Chef Peter Logan and Anastasia Gillette, the restaurant’s mission statement is to become the best new steak restaurant in OKC. The following are the types of menu items Bluehorn Restaurant & Steakhouse will serve- shareables, steaks, soups, gourmet sides and salads.

Bluehorn Restaurant & Steakhouse History

Bluehorn Restaurant & Steakhouse is owned by two Oklahoma City natives, Chef Peter Logan and Anastasia Gillette. They have both worked around the country in fine dining establishments and have a combined twenty years in the restaurant industry. Upon working alongside each other at another fine dining establishment in Oklahoma City, the two of them became good friends and decided to venture into owning their own restaurant.

Chef Peter is the kitchen guru and critically acclaimed chef, while Anastasia manages the front of the house and is a certified Sommelier. Together, with both of their expertise and knowledge, Bluehorn Restaurant & Steakhouse is destined to become Oklahoma City’s next big restaurant.

Industry Analysis

The Restaurant industry is expected to grow to over $220 billion in the next five years.

Consumer spending is projected to grow. The Consumer Confidence Index, a leading indicator of spending patterns, is expected to also grow strongly, which will boost restaurant industry growth over the next five years. The growth in consumer confidence also suggests that more consumers may opt to segment their disposable income to eating outside the home.

Additionally, an increase in the number of households earning more than $100,000 annually further contributes to the industry growth, supporting industry operators that offer more niche, higher-end products.  This group is expected to continue to grow in size over the next five years.

The urban population represents a large market for the industry. Specifically, time-strapped individuals living in urban areas will likely frequent industry establishments to save time on cooking. The urban population is expected to increase, representing a potential opportunity for the industry.

Customer Analysis

Demographic profile of target market, customer segmentation.

Bluehorn Restaurant & Steakhouse will primarily target the following customer profile:

• Upper middle class to wealthier population
• Millennials
• Young professionals
• Households with an average income of at least $75k
• Foodies and culture enthusiasts

Competitive Analysis

Direct and indirect competitors.

Bluehorn Restaurant & Steakhouse will be competing with other restaurants in Oklahoma City. A profile of each competitor is below. The Press Located in the trendy area known as the Plaza District, The Press has reimagined our favorite foods of the surrounding regions through the lens of home.

The menu consists of appetizers, soups, burgers and sandwiches, bowls, main dishes, sides, desserts, and a large selection of alcoholic beverages. The Press serves craft beer, domestic beer, wine spritzers, house cocktails, wine, and mimosas. They also offer brunch. The menu of The Press is affordable with the most expensive dish being $16. The wine menu is also not pretentious as the wine is sold either by the glass or bottle, with the most expensive bottle being $52 for the Gruet Sparkling Brut Rose. Oak & Ore Oak & Ore is a craft beer and restaurant in OKC’s Plaza District. They have a 36-tap beer selection and offer vegetarian, vegan, and gluten free dining options. Oak & Ore offers a rotating, 36-tap selection of their favorite brews from Oklahoma and around the world. Each beer is thoughtfully paired with a craft beer-inspired dining experience.

The food menu of Oak & Ore offers starters, salads, wings, fried chicken, sandwiches, tacos, banh mi, and sides. They also have a selection of kids dishes so the whole family can enjoy comfort food while sampling one of their delectable beers.

The Mule OKC The Mule is a casual, hip restaurant offering a large beer and cocktail menu plus sandwiches and more. Located in the constantly growing and buzzing hub that is the Plaza District, The Mule takes the timeless favorite and contorts it into a whole menu of wild offerings.

There is also a fantastic assortment of soups offered and The Mule shakes up a seasonal list of cocktails designed by their bar staff. During the winter months, patrons can stave off the cold with their versions of hot toddies and buttered rum. For the beer drinkers, they always have a reliable line-up of fresh cold brews on draft, as well as a wide selection of can.

Competitive Advantage

Bluehorn Restaurant & Steakhouse offers several advantages over its competition. Those advantages are:

• Gourmet dishes elegantly prepared to the finest standard.
• Selection of steaks sourced from local Oklahoma farms.
• An exclusive and unique wine menu that includes a wine selection of all price points.
• Highly sought after location: Bluehorn Restaurant & Steakhouse will be located in the trendy and attractive neighborhood known as The Plaza District.
• Trendy, welcoming, and energetic ambiance that will be perfect for a night out or a celebration.

Marketing Plan

Promotions strategy.

The marketing strategy for Bluehorn Restaurant & Steakhouse is as follows: Location Bluehorn Restaurant & Steakhouse’s location is a promotions strategy in itself. The Plaza District is a destination spot for locals, tourists, and anyone looking for the trendiest food fare in Oklahoma City. The Plaza District is home to OKC’s most popular bars and restaurants, art galleries, theaters, and boutique shopping. The millennials, young professionals, and foodies will frequent Bluehorn Restaurant & Steakhouse for the location itself.

Social Media Bluehorn Restaurant & Steakhouse will use social media to cater to the millennials and Oklahoma City residents. Chef Peter and Anastasia plan to hire an advertising agency to take professional photographs of the menu items and location to create appealing posts to reach a greater audience. The posts will include pictures of the menu items, as well as upcoming featured options. SEO Website Marketing Bluehorn Restaurant & Steakhouse plans to invest funds into maintaining a strong SEO presence on search engines like Google and Bing. When a person types in “local fine dining restaurant” or “Oklahoma City restaurant”, Bluehorn Restaurant & Steakhouse will appear in the top three choices. The website will include the full menu, location, hours, and lots of pictures of the food, drinks, and steaks. Third Party Delivery Sites Bluehorn Restaurant & Steakhouse will maintain a presence on sites like GrubHub, Uber Eats, Doordash, and Postmates so that people looking for local food to be delivered will see Bluehorn Restaurant & Steakhouse listed near the top.

Operations Plan

Operation functions:.

The company will hire the following:

• 4 sous chefs
• 2 bartenders
• 2 hostesses
• The company will hire an advertising agency and an accounting firm

Milestones:

Bluehorn Restaurant & Steakhouse aims to open in the next 6 months. The following are the milestones needed in order to obtain this goal.

7/1/202X – Execute lease for prime location in the Plaza District.

7/2/202X – Begin construction of restaurant build-out.

7/10/202X – Finalize menu.

7/17/202X – Hire advertising company to begin developing marketing efforts.

8/15/202X – Start of marketing campaign

8/22/202X – Final walk-thru of completed restaurant build-out.

8/25/202X – Hire team of sous chefs, servers, and bussers.

9/1/202X – Decoration and set up of restaurant.

9/15/202X – Grand Opening of Bluehorn Restaurant & Steakhouse

Bluehorn Restaurant & Steakhouse will be owned and operated by Chef Peter Logan and Anastasia Gillette. Each will have a 50% ownership stake in the restaurant.

Chef Peter Logan, Co-Owner

Chef Peter Logan is an Oklahoma City native and has been in the restaurant industry for over ten years. He was trained in a prestigious Le Cordon Bleu Culinary Academy in San Francisco and has worked in some of the nation’s most prestigious fine dining restaurants. His tenure has took him from the west coast to the east coast, and now he’s back doing what he loves in his hometown of Oklahoma City.

Chef Peter will manage the kitchen operations of Bluehorn Restaurant & Steakhouse. He will train and oversee the sous chefs, manage inventory, place food inventory orders, deal with the local food vendors, and ensure the highest customer satisfaction with the food.

Anastasia Gillette, Co-Owner

Anastasia Gillette was born and raised in Oklahoma City and has garnered over ten years in the restaurant industry as well. While in college, Anastasia worked as a hostess at one of the area’s most prestigious restaurant establishments. While there, she was eventually promoted to Front of the House Manager where she oversaw the hostesses, servers, bussers, bartenders, and reservations. Her passion always led to the beverage portion of the restaurant so she obtained her Sommelier certificate in 2019. With her wine education, Anastasia is able to cultivate an interesting and elegant wine selection for the restaurant.

Anastasia will oversee front of the house operations, maintain and ensure customer service, and manage all reservations. She will also be in charge of the bar and wine ordering, training of front of the house staff, and will manage the restaurant’s social media accounts once they are set up.

Financial Plan

Key revenue & costs.

The revenue drivers for Bluehorn Restaurant & Steakhouse will come from the food and drink menu items being offered daily.

The cost drivers will be the ingredients and products needed to make the menu items as well as the cooking materials. A significant cost driver is the fine dining equipment, serving dishes, and beer and wine glasses. Other cost drivers will be the overhead expenses of payroll for the employees, accounting firm, and cost of the advertising agency.

Funding Requirements and Use of Funds

Bluehorn Restaurant & Steakhouse is seeking $300,000 in debt financing to open its start-up restaurant. The breakout of the funding is below:

Financial Projections

Income Statement

  Balance Sheet

  Cash Flow Statement

Restaurant Business Plan FAQs

What is a restaurant business plan.

A restaurant business plan is a plan to start and/or grow your restaurant business. Among other things, it outlines your business concept, identifies your target customers, presents your marketing plan and details your financial projections.

You can  easily complete your restaurant business plan using our Restaurant Business Plan Template here .

What Are the Main Types of Restaurants?

There are many types of restaurant businesses. Restaurants can range in type from fast food, fast casual, moderate casual, fine dining, and bar and restaurant types. Restaurants also come in a variety of different ethnic or themed categories, such as Mexican restaurants, Asian restaurants, American, etc.  Some restaurants also go mobile and have food trucks.

How Do You Get Funding for Your Restaurant Business Plan?

Restaurant businesses are most likely to receive funding from banks. Typically you will find a local bank and present your business plan to them. Another option for a restaurant business is to obtain a small business loan. SBA loans are a popular option as they offer longer loan terms with lower interest rates.

What are the Steps To Start a Restaurant Business?

1. Develop A Restaurant Business Plan - The first step in starting a business is to create a detailed restaurant business plan that outlines all aspects of the venture. This should include potential market size and target customers, the services or products you will offer, pricing strategies and a detailed financial forecast.  

2. Choose Your Legal Structure - It's important to select an appropriate legal entity for your restaurant business. This could be a limited liability company (LLC), corporation, partnership, or sole proprietorship. Each type has its own benefits and drawbacks so it’s important to do research and choose wisely so that your restaurant business is in compliance with local laws.

3. Register Your Restaurant Business - Once you have chosen a legal structure, the next step is to register your restaurant business with the government or state where you’re operating from. This includes obtaining licenses and permits as required by federal, state, and local laws. 

4. Identify Financing Options - It’s likely that you’ll need some capital to start your restaurant business, so take some time to identify what financing options are available such as bank loans, investor funding, grants, or crowdfunding platforms. 

5. Choose a Location - Whether you plan on operating out of a physical location or not, you should always have an idea of where you’ll be based should it become necessary in the future as well as what kind of space would be suitable for your operations. 

6. Hire Employees - There are several ways to find qualified employees including job boards like LinkedIn or Indeed as well as hiring agencies if needed – depending on what type of employees you need it might also be more effective to reach out directly through networking events. 

7. Acquire Necessary Restaurant Equipment & Supplies - In order to start your restaurant business, you'll need to purchase all of the necessary equipment and supplies to run a successful operation. 

8. Market & Promote Your Business - Once you have all the necessary pieces in place, it’s time to start promoting and marketing your restaurant business. This includes creating a website, utilizing social media platforms like Facebook or Twitter, and having an effective Search Engine Optimization (SEO) strategy. You should also consider traditional marketing techniques such as radio or print advertising. 

Learn more about how to start a successful restaurant business:

• How to Start a Restaurant Business

Where Can I Get a Restaurant Business Plan PDF?

You can download our free restaurant business plan template PDF here . This is a sample restaurant business plan template you can use in PDF format.

Eat App for

How it works.

How to Write a Restaurant Business Plan in 2024 (Step by Step Guide with Templates)

A restaurant business plan is a framework that guides you to plan and forecast every element of restaurant management and operations.

This includes anything from your restaurant's menu design , location, financials, employee training , and a lot more.

Creating a solid business plan is important, as it helps:

• Transform your restaurant ideas into reality.
• Boosts entrepreneurial success by 16% (Harvard Business Study) .
• It equips you to navigate challenges before they arise.
• Attracts potential investors.

Planning is key to restaurant success. Without a plan, you're more likely to join the 26% of restaurants that fail within a year.

Create a business plan to set yourself up for success.

Here's how to get started. 

What is a restaurant business plan? 

Before writing a business plan, it is important to understand its fundamentals.

It serves as a roadmap for starting and running your restaurant , making it easy for outside parties, such as investors, to understand your objectives, vision, and plan of action for your restaurant.

The length and level of detail of business plans vary, ranging from brief synopses to large papers. Investors can benefit from clear insights and additional information provided by beginning with a concise plan and working their way up to a detailed one.

In short, a thorough description of the resources allocated to the success of your restaurant should be included in your business plan.

Steps to include in your business plan 

Your restaurant and mission statement needs to reflect your brand and goals, but you don't have to start from scratch.

The Eat App Restaurant Business Plan template , created by industry professionals and packed with insider information, is your go-to manual for creating a profitable business plan.

Your finalized business plan should have 11 essential elements, no matter how you write it. Continue reading below. 

1. Executive summary

A restaurant business plan should always begin with an executive summary. Why?

• 80% of venture capitalists say they read the executive summary first.
• 62% of investors say they would not continue reading a business plan if the executive summary did not capture their interest.
• A strong executive summary can increase the likelihood of securing funding by up to 40%.

An executive summary not only acts as the introduction to your restaurant business plan samples but also as a summary of the entire idea.

The main aim of an executive summary is to draw the reader (oftentimes an investor) into the rest of your business plan.

The executive summary also helps you envision the identity of your restaurant which essentially shapes the customer experience and sets you apart from competitors.

To establish a distinct identity, you need to focus on c ommon elements of an executive summary, including:

• A mission statement  
• Proposed concept development
• Cuisine selection
• The overall execution
• The potential costs
• Expected return on investments (ROI)

Let's take a more in-depth look at the concept development, cuisine selection, and mission statement.

Further reading

• How to write a restaurant executive summary

Concept Development

Selecting the type of restaurant, service style, and atmosphere is the first step towards creating a unique dining experience. Whether you envision a sample menu for a:

• cozy, intimate bistro
• bustling quick-service deli
• fast-casual restaurant
• fine dining establishment

Your concept should reflect your passion and expertise in the industry.

Cuisine Selection

The cuisine you select for your restaurant can significantly influence its success.

Choosing the appropriate cuisine is vital for distinguishing your establishment from competitors and attracting your target market.

To make an informed decision, consider factors such as:

• Market demand
• Expertise and passion
• Ingredient availability
• Competition
• Profitability
• Cultural fit
• Seasonality
• Dietary restrictions and trends

In the highly competitive restaurant industry, keeping track of current and emerging cuisine trends can be a significant advantage.

Creating a mission statement

A well-constructed mission statement communicates the purpose, values, and goals of your restaurant to potential investors and customers alike.

A mission statement serves as a guiding light for decision-makers and employees, fueling their efforts to achieve your restaurant’s objectives.

To create an impactful mission statement, consider the following steps:

• Identify the purpose of the restaurant.
• Contemplate the brand’s image.
• Account for the target audience.
• Incorporate company values.
• Ensure brevity and comprehensiveness.

Related content:  How to Write a Restaurant Mission Statement  

Remember, your mission statement should not only differentiate your restaurant from competitors but also resonate with your target market .

2. Company description

This is where you carefully introduce the company in the restaurant business plan. Include the name of the restaurant you are launching in this field along with its address, phone number, and other important information. Then, also include the owner's information as well as a synopsis or explanation of their background. The restaurant's legal position and its short- and long-term objectives should be outlined in the second section of the company description. To demonstrate your understanding of the changes in the local food business and the reasons why the most independent restaurant investors will be successful in this market, please submit a brief market research.

Here's an example of the page layout:  

Company Description

Restaurant Name: [Restaurant Name]

Location: [Restaurant Address]

Contact: [Restaurant Phone Number] | [Restaurant Email Address]

Owner: [Owner Name]

Experience: [Owner Name] has over [Number] years of experience in the restaurant industry. They have worked in various roles, including [List of Roles]. They are passionate about food and creating a memorable dining experience for their guests.

Legal Standing: [Restaurant Name] is a [Type of Legal Entity] registered in [State/Province].

3. Market analysis

The market analysis portion of the restaurant business plan is typically divided into three parts.

3.1 Industry analysis

What is your target market? What demographics will your restaurant cater to?

This section aims to explain your target market to investors and why you believe guests will choose your restaurant over others.

Comprehending your target market is key to customizing your restaurant offerings to their preferences and needs.

By diving into demographics, preferences, dining habits, and trends, you can fine-tune your concept and marketing strategy to reach and appeal to your target audience effectively.

An example of analyzing your target market

  Comprehending your target market is key to customizing your restaurant offerings to their preferences and needs.

Demographics and preferences

Identifying your primary target market involves considering factors such as:

For example, a neighborhood with a high concentration of families might prefer a family-friendly restaurant with a diverse menu catering to various age groups and dietary preferences.

Conversely, a trendy urban area with a predominantly young and affluent population may gravitate towards upscale dining experiences and innovative cuisine.

Cultural and ethnic backgrounds also have a significant impact on restaurant preferences, with people from different backgrounds having distinctive tastes and customs that influence their dining choices.

By thoroughly understanding the demographics and preferences of your target market, you’ll be better equipped to create a restaurant concept that resonates with them and ultimately drives success.

Dining habits and trends

As the restaurant industry continues to evolve, staying informed about dining habits and trends is crucial for adapting your offerings and attracting customers.

For example, the rise of online ordering and delivery services has significantly influenced dining habits, with many consumers seeking the convenience of having their meals delivered to their doorstep.

Health trends have also had an impact on dining habits, with an increasing number of individuals seeking healthier options when dining out.

• How to find your restaurant's target market

3.2 Competition analysis

It's easy to assume that everyone will visit your new restaurant first, so it is important to research your competition to make this a reality.

What restaurants have already established a customer base in the area?

Take note of everything from their prices, hours, and service style to menu design to the restaurant interior.

Then explain to your investors how your restaurant will be different.

3.3 Marketing analysis

Your investors are going to want to know how you plan to market your restaurant. How will your marketing campaigns differ from what is already being done by others in the restaurant industry?

How do you plan on securing your target market? What kind of offers will you provide your guests? Make sure to list everything.

The menu is the most important part of a restaurant's debut. Your restaurant wouldn't be able to operate without it.

You most likely don't have a final draft at this time, but you should aim to create a mock-up for your restaurant business plan. You can choose a design that you can envision yourself using and add your logo to the mock-up.

• Top Free Restaurant Menu Makers

There are several resources available online if you need assistance with menu design or don't want to hire a designer.

But the price should be the most important component of your sample menu. The cost research you've completed for investors ought to be reflected in your prices. They will have a clearer idea of your restaurant's intended price range as a result.  You'll quickly see how important menu engineering can be, even early on.

5. Employees

The company description section of the restaurant business plan briefly introduces the owners of the restaurant with some information about each. This section should fully flesh out the restaurant's business plan and management team.

The investors don’t expect you to have your entire team selected at this point, but you should at least have a couple of people on board. Use the talent you have chosen thus far to highlight the combined work experience everyone is bringing to the table.

6. Restaurant design

The design portion of your restaurant business plan is where you can really show off your thoughts and ideas to the investors. If you don’t have professional mock-ups of your restaurant rendered, that’s fine.

Instead, put together a mood board to get your vision across. Find pictures of a similar aesthetic to what you are looking for in your restaurant.

The restaurant design extends beyond aesthetics alone and should include everything from restaurant software to kitchen equipment. 

7. Location

The location you settle on for your restaurant should be well aligned with your target market (making it easier to cater to your ideal customer) and with your business plans.

At this stage in the process, it's not uncommon to not have a specific location in mind - but you should at the very least have a few options to narrow down.

Pro Tip: When you approach your investors about potential locations, make sure to include as much information as possible about each venue and why it would be ideal for your brand. 

Example for choosing an ideal location

Choosing the ideal location for your restaurant is a pivotal decision that can greatly influence your success. 

To make the best choice, consider factors such as foot traffic, accessibility, and neighborhood demographics.

By carefully evaluating these factors, you’ll be better equipped to maximize visibility and attract your target market.

Foot traffic and accessibility

Foot traffic and accessibility are important factors in selecting a location that will attract customers and ensure convenience.

A high-traffic area with ample parking and public transportation options can greatly increase the likelihood of drawing in potential customers.

Additionally, making your restaurant accessible to individuals with disabilities can further broaden your customer base and promote inclusivity.

Neighborhood demographics

Analyzing neighborhood demographics can help you determine if your restaurant’s concept and cuisine will appeal to the local population.

Factors such as income levels, family structures, and cultural diversity can all influence dining preferences and habits.

By understanding the unique characteristics of the neighborhood, you can tailor your offerings and marketing efforts to resonate with the local community.

Conducting a market analysis can be a valuable step in this process.

To gather demographic data for a particular neighborhood, you can utilize resources such as the U.S. Census Bureau’s American Community Survey and reference maps.

Armed with this information, you can make informed decisions about your restaurant’s concept, menu, and pricing, ensuring that your establishment is well-positioned for success within the community.

Conducting market research will further strengthen your understanding of the local demographic.

8. Market overview

The market overview section is heavily related to the market research and analysis portion of the restaurant business plan. In this section, go into detail about both the micro and macro conditions in the area you want to set up your restaurant.

Discuss the current economic conditions that could make opening a restaurant difficult, and how you aim to counteract that. Mention all the other restaurants that could prove to be competition and what your strategy is to set yourself apart.

9. Marketing

With restaurants opening left and ride nowadays, investors are going to want to know how you will get word of your restaurant to the world.

The next marketing strategy and publicity section should go into detail on how you plan to market your restaurant before and after opening. As well as any plans you may have to bring a PR company on board to help spread the word.

Read more: How to write a restaurant marketing plan from scratch

10. External help

To make your restaurant a reality, you are going to need a lot of help. List any external companies or software you plan on hiring to get your restaurant up and running.

This includes everything from accountants and designers to suppliers that help your restaurant perform better, like POS systems and restaurant reservation systems .

Explain to your other potential investors about the importance of each and what they will be doing for your restaurant.

11. Financial analysis

The most important part of your restaurant business plan is the financial section . We would recommend hiring professional help for this given its importance.

Hiring a trained accountant will not only help you get your own financial projections and estimates in order but also give you a realistic insight into owning a restaurant.

You should have some information prepared to make this step easier for the accountant.

He/she will want to know how many seats your restaurant has, what the check average per table will be, and how many guests you plan on seating per day.

In addition to this, doing rough food cost calculations for various menu items can help estimate your profit margin per dish. This can be achieved easily with a free food cost calculator. 

• Important restaurant metrics to track

A well-crafted restaurant business plan serves as a roadmap to success, guiding every aspect of the venture from menu design to employee training.

By carefully considering each component of the plan, aspiring restaurateurs can increase their chances of securing funding, attracting customers, and achieving their long-term goals.

Remember, a restaurant business plan is not just a document to satisfy investors; it is a living tool that should be revisited and updated regularly as the business grows and evolves.

By staying committed to the plan and adapting it as needed, restaurateurs can ensure that their culinary dreams have a solid foundation for success.

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Saif Alnasur used to work in his family restaurant, but now he is a food influencer and writes about the restaurant industry for Eat App.

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Restaurant Business Plan Example Executive Summary Template

• Great for beginners
• Ready-to-use, fully customizable Doc
• Get started in seconds

Looking to open a restaurant? The key to success is a well-crafted business plan that showcases your concept, target market, and financial projections. But where do you start? ClickUp's Restaurant Business Plan Example Executive Summary Template is here to help!

With this template, you can:

• Clearly outline your restaurant concept and unique selling proposition
• Identify your target market and develop marketing strategies to reach them effectively
• Provide a snapshot of your financial projections and potential profitability

Whether you're seeking investment or simply need a roadmap for your restaurant's success, this template has you covered. Start planning your dream restaurant today!

Benefits of Restaurant Business Plan Example Executive Summary Template

When it comes to presenting your restaurant business plan, the executive summary is your chance to make a killer first impression. By using our Restaurant Business Plan Example Executive Summary Template, you'll enjoy the following benefits:

• Clearly communicate your restaurant concept, target market, and competitive advantage
• Impress potential investors and lenders with a professional and well-structured summary
• Showcase your marketing strategies to attract and retain customers
• Provide accurate and compelling financial projections to demonstrate the profitability of your venture

Main Elements of Restaurant Business Plan Example Executive Summary Template

Create a comprehensive and professional restaurant business plan with ClickUp’s Restaurant Business Plan Example Executive Summary template.

• Custom Statuses: Track the progress of your business plan with custom statuses such as In Progress, Final Review, and Approved.
• Custom Fields: Input essential information about your restaurant, including target market, competitive analysis, financial projections, and marketing strategies, using custom fields to ensure all necessary details are included in your business plan.
• Different Views: Utilize different views such as Document Outline View, Table of Contents View, and Full-Screen View to easily navigate, organize, and present your executive summary template.

How to Use Executive Summary for Restaurant Business Plan Example

If you're starting a new restaurant and need help writing your business plan, follow these steps to effectively use the Restaurant Business Plan Example Executive Summary Template:

1. Understand the purpose

The executive summary is a crucial part of your restaurant business plan as it provides an overview of your entire plan and captures the attention of potential investors or lenders. It should be concise, yet compelling, highlighting the key points of your business plan and enticing readers to learn more.

Use the Docs feature in ClickUp to access the Restaurant Business Plan Example Executive Summary Template and familiarize yourself with its purpose and structure.

2. Gather relevant information

Before you start writing your executive summary, gather all the necessary information about your restaurant business. This includes details about your concept, target market, competitive analysis, marketing strategies, financial projections, and any unique selling points that set your restaurant apart.

Utilize the Table View in ClickUp to organize and track all the information you need for your executive summary.

3. Write a captivating introduction

The introduction of your executive summary should grab the reader's attention and provide a clear and compelling overview of your restaurant concept. Highlight what makes your restaurant unique, such as its cuisine, atmosphere, location, or innovative business model. This section should captivate the reader and make them want to continue reading.

Use the Whiteboards feature in ClickUp to brainstorm and outline your introduction, ensuring it effectively communicates the essence of your restaurant.

4. Summarize key sections of your business plan

In this section, provide a concise summary of the key sections of your business plan. Highlight important information such as your target market analysis, competitive analysis, marketing strategies, operational plan, and financial projections. Be sure to include key metrics and highlight the potential for success.

Utilize the Milestones feature in ClickUp to break down each section of your business plan and summarize the key points in your executive summary.

By following these steps and utilizing ClickUp's features, you can effectively use the Restaurant Business Plan Example Executive Summary Template to create a compelling and comprehensive executive summary for your restaurant business plan.

Get Started with ClickUp’s Restaurant Business Plan Example Executive Summary Template

Potential restaurant owners and entrepreneurs can use this Restaurant Business Plan Example Executive Summary Template to create a compelling executive summary that highlights the key aspects of their restaurant concept.

First, hit “Add Template” to sign up for ClickUp and add the template to your Workspace. Make sure you designate which Space or location in your Workspace you’d like this template applied.

Next, invite relevant members or guests to your Workspace to start collaborating.

Now you can take advantage of the full potential of this template to create an impactful executive summary:

• Use the Introduction section to provide a concise overview of your restaurant concept and its unique selling points
• In the Target Market section, describe your ideal customer demographics and explain how your restaurant meets their needs
• Detail your competitive advantage in the Competitive Analysis section, highlighting what sets your restaurant apart from the competition
• Lay out your marketing strategies in the Marketing Plan section, including online and offline tactics to attract customers
• Present your financial projections in the Financial Plan section, including sales forecasts, expenses, and profitability analysis
• Customize the template to fit your specific business model and goals
• Review and revise the executive summary to ensure it is clear, concise, and compelling

Related Templates

• Inventory Management Project Executive Summary Template
• Pharmacists Executive Summary Template
• Board Of Trustees Executive Summary Template
• Social Media Strategy Executive Summary Template
• Film Critics Executive Summary Template

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Restaurant Business Plan: What To Include, Plus 8 Examples

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Do you want to ensure the success of your new foodservice endeavor? Write a restaurant business plan.

In this article, the experts at Sling tell you why a business plan is vital for both new and existing businesses and give you tips on what to include.

Table Of Contents

What Is A Restaurant Business Plan?

Why is a restaurant business plan important, questions to ask first, what to include in an effective restaurant business plan, how to format a restaurant business plan, efficient workforce management is essential for success.

At its most basic, a restaurant business plan is a written document that describes your restaurant’s goals and the steps you will take to make those goals a reality.

This business plan also describes the nature of the business itself, financial projections, background information, and organizational strategies  that govern the day-to-day activity of your restaurant.

A restaurant business plan is vital for the success of your endeavor because, without one, it is very difficult — sometimes even impossible — to obtain funding from an investor or a bank.

Without that all-important starting or operational capital, you may not be able to keep your doors open for long, if at all.

Even if funding isn’t a primary concern, a business plan provides you — the business owner or manager — with clear direction on how to translate general strategies into actionable plans  for reaching your goals.

The plan can help solidify everything from the boots-on-the-ground functional strategy  to the mid-level business strategy  all the way up to the driving-force corporate strategy .

Think of this plan as a roadmap that guides your way when things are going smoothly and, more importantly, when they aren’t.

If you want to give your restaurant the best chance for success, start by writing a business plan.

Sitting down to write a restaurant business plan can be a daunting task.

As you’ll see in the What To Include In An Effective Restaurant Business Plan section below, you’ll need a lot of information and detail to ensure that the final document is both complete and effective.

Instead of starting with word one, it is hugely beneficial to answer a number of general questions first.

These questions will help you narrow down the information to include in your plan so the composition process feels less difficult.

The questions are:

• What problem does the business’s product or service solve?
• What niche will the business fill?
• What is the business’s solution to the problem?
• Who are the business’s customers?
• How will the business market and sell its products to them?
• What is the size of the market for this solution?
• What is the business model for the business?
• How will the business make money?
• Who are the competitors?
• How will the business maintain a competitive advantage?
• How does the business plan to manage growth?
• Who will run the business?
• What makes those individuals qualified to do so?
• What are the risks and threats confronting the business?
• What can you do to mitigate those risks and threats?
• What are the business’s capital and resource requirements?
• What are the business’s historical and projected financial statements?

Depending on your business, some of these questions may not apply or you may not have applicable answers.

Nevertheless, it helps to think about, and try to provide details for, the whole list so your finished restaurant business plan is as complete as possible.

Once you’ve answered the questions for your business, you can transfer a large portion of that information to the business plan itself.

We’ll discuss exactly what to include in the next section.

In this section, we’ll show you what to include in an effective restaurant business plan and provide a brief example of each component.

1) Executive Summary

You should always start any business plan with an executive summary. This gives the reader a brief introduction into common elements, such as:

• Mission statement
• Overhead costs
• Labor costs
• Return on investment (ROI)

This portion of your plan should pique the reader’s interest and make them want to read more.

Fanty & Mingo’s is a 50-seat fine-dining restaurant that will focus on Sweruvian (Swedish/Peruvian) fusion fare.

We will keep overhead and labor costs low thanks to simple but elegant decor , highly skilled food-prep staff, and well-trained servers.

Because of the location and surrounding booming economy, we estimate ROI at 20 percent per annum.

2) Mission Statement

A mission statement is a short description of what your business does for its customers, employees, and owners.

This is in contrast to your business’s vision statement which is a declaration of objectives that guide internal decision-making.

While the two are closely related and can be hard to distinguish, it often helps to think in terms of who, what, why, and where.

The vision statement is the where of your business — where you want your business to be and where you want your customers and community to be as a result.

The mission statement is the who , what , and why of your business — it’s an action plan that makes the vision statement a reality

Here’s an example of a mission statement for our fictional company:

Fanty and Mingo’s takes pride in making the best Sweruvian food, providing fast, friendly, and accurate service. It is our goal to be the employer of choice and offer team members opportunities for growth, advancement, and a rewarding career in a fun and safe working environment.

3) Company Description

In this section of your restaurant business plan, you fully introduce your company to the reader. Every business’s company description will be different and include its own pertinent information.

Useful details to include are:

• Owner’s details
• Brief description of their experience
• Legal standing
• Short-term goals
• Long-term goals
• Brief market study
• An understanding of the trends in your niche
• Why your business will succeed in these market conditions

Again, you don’t have to include all of this information in your company description. Choose the ones that are most relevant to your business and make the most sense to communicate to your readers.

Fanty & Mingo’s will start out as an LLC, owned and operated by founders Malcolm Reynolds and Zoe Washburne. Mr. Reynolds will serve as managing partner and Ms. Washburne as general manager.

We will combine atmosphere, friendly and knowledgeable staff, and menu variety to create a unique experience for our diners and to reach our goal of high value in the fusion food niche.

Our gross margin is higher than industry average, but we plan to spend more on payroll to attract the best team.

We estimate moderate growth for the first two years while word-of-mouth about our restaurant spreads through the area.

4) Market Analysis

A market analysis is a combination of three different views of the niche you want to enter:

• The industry  as a whole
• The competition your restaurant will face
• The marketing  you’ll execute to bring in customers

This section should be a brief introduction to these concepts. You can expand on them in other sections of your restaurant business plan.

The restaurant industry in our chosen location is wide open thanks in large part to the revitalization of the city’s center.

A few restaurants have already staked their claim there, but most are bars and non-family-friendly offerings.

Fanty & Mingo’s will focus on both tourist and local restaurant clientele. We want to bring in people that have a desire for delicious food and an exotic atmosphere.

We break down our market into five distinct categories:

• High-end singles
• Businessmen and businesswomen

We will target those markets to grow our restaurant  by up to 17 percent per year.

Every restaurant needs a good menu, and this is the section within your restaurant business plan that you describe the food you’ll serve in as much detail as possible.

You may not have your menu design complete, but you’ll likely have at least a handful of dishes that serve as the foundation of your offerings.

It’s also essential to discuss pricing and how it reflects your overall goals and operating model. This will give potential investors and partners a better understanding of your business’s target price point and profit strategy.

We don’t have room to describe a sample menu in this article, but for more information on menu engineering, menu pricing, and even a menu template, check out these helpful articles from the Sling blog:

• Menu Engineering: What It Is And How It Can Increase Profits
• Restaurant Menu Pricing: 7 Tips To Maximize Profitability
• How To Design Your Menu | Free Restaurant Menu Template

6) Location

In this section, describe your potential location (or locations) so that you and your investors have a clear image of what the restaurant will look like.

Include plenty of information about the location — square footage, floor plan , design , demographics of the area, parking, etc. — to make it feel as real as possible.

We will locate Fanty & Mingo’s in the booming and rapidly expanding downtown sector of Fort Wayne, Indiana.

Ideally, we will secure at least 2,000 square feet of space with a large, open-plan dining room and rich color scheme near the newly built baseball stadium to capitalize on the pre- and post-game traffic and to appeal to the young urban professionals that live in the area.

Parking will be available along side streets and in the 1,000-vehicle parking garage two blocks away.

7) Marketing

The marketing section of your restaurant business plan is where you should elaborate on the information you introduced in the Market Analysis section.

Go into detail about the plans you have to introduce your restaurant to the public and keep it at the top of their mind.

Fanty & Mingo’s will employ three distinct marketing tactics to increase and maintain customer awareness:

• Word-of-mouth/in-restaurant marketing
• Partnering with other local businesses
• Media exposure

We will direct each tactic at a different segment of our potential clientele in order to maximize coverage.

In the process of marketing to our target audience, we will endeavor to harness the reach of direct mail and broadcast media, the exclusivity of the VIP party, and the elegance of a highly trained sommelier and wait staff.

8) Financials

Even though the Financials section is further down in your restaurant business plan, it is one of the most important components for securing investors and bank funding.

We recommend hiring a trained accountant  to help you prepare this section so that it will be as accurate and informative as possible.

Fanty & Mingo’s needs $250,000 of capital investment over the next year and a half for the following:

• Renovations to leased space
• Dining room furniture
• Kitchen and food-prep equipment
• Liquor license

Projected profit and loss won’t jump drastically in the first year, but, over time, Fanty & Mingo’s will develop its reputation and client base. This will lead to more rapid growth toward the third and fourth years of business.

Most entrepreneurs starting a new business find it valuable to have multiple formats of their business plan.

The information, data, and details remain the same, but the length and how you present them will change to fit a specific set of circumstances.

Below we discuss the four most common business plan formats to cover a multitude of potential situations.

Elevator Pitch

An elevator pitch is a short summary of your restaurant business plan’s executive summary.

Rather than being packed full of details, the elevator pitch is a quick teaser of sorts that you use on a short elevator ride (hence the name) to stimulate interest in potential customers, partners, and investors

As such, an effective elevator pitch is between 30 and 60 seconds and hits the high points of your restaurant business plan.

A pitch deck is a slide show and oral presentation that is designed to stimulate discussion and motivate interested parties to investigate deeper into your stakeholder plan (more on that below).

Most pitch decks are designed to cover the executive summary and include key graphs that illustrate market trends and benchmarks you used (and will use) to make decisions about your business.

Some entrepreneurs even include time and space in their pitch deck to demonstrate new products coming down the pipeline.

This won’t necessarily apply to a restaurant business plan, but, if logistics permit, you could distribute small samples of your current fare or tasting portions of new dishes you’re developing.

Stakeholder Plan (External)

A stakeholder plan is the standard written presentation that business owners use to describe the details of their business model to customers, partners, and potential investors.

The stakeholder plan can be as long as is necessary to communicate the current and future state of your business, but it must be well-written, well-formatted, and targeted at those looking at your business from the outside in.

Think of your stakeholder plan as a tool to convince others that they should get involved in making your business a reality. Write it in such a way that readers will want to partner with you to help your business grow.

Management Plan (Internal)

A management plan is a form of your restaurant business plan that describes the details that the owners and managers need to make the business run smoothly.

While the stakeholder plan is an external document, the management plan is an internal document.

Most of the details in the management plan will be of little or no interest to external stakeholders so you can write it with a higher degree of candor and informality.

After you’ve created your restaurant business plan, it’s time to take steps to make it a reality.

One of the biggest challenges in ensuring that your business runs smoothly and successfully is managing  and optimizing  your team. The Sling  app can help.

Sling not only includes powerful and intuitive artificial-intelligence-based scheduling tools but also many other features to help make your workforce management more efficient, including:

• Time and attendance tracking
• Built-in time clock
• Labor cost  optimization
• Data analysis and reporting
• Messaging and communication
• And much more…

With Sling, you can schedule faster, communicate better, and organize and manage your work from a single, integrated platform. And when you use Sling for all of your scheduling  needs, you’ll have more time to focus on bringing your restaurant business plan to life.

For more free resources to help you manage your business better, organize and schedule your team, and track and calculate labor costs, visit GetSling.com  today.

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This content is for informational purposes and is not intended as legal, tax, HR, or any other professional advice. Please contact an attorney or other professional for specific advice.

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Restaurant Business Plan: Step-by-Step Guide + examples

Dreaming of opening a 🍴 restaurant? Passion, creativity, and delicious food are key. But for long-term success, a business plan is essential too.

Maja Jankowska

Are you dreaming of owning your own restaurant? Picture the sizzle of a hot skillet, the laughter of satisfied guests, and the fulfillment of sharing your culinary creations with the world. But before you dive into this flavorful adventure, there’s a crucial ingredient you can’t overlook: a winning restaurant business plan.

What is a business plan for?

A business plan is a vital document for every restaurant owner. It provides a roadmap for success, helps secure funding, guides financial and operational decisions, mitigates risks, and facilitates effective communication. 

Just like any other business, a restaurant needs a well-crafted business plan to ensure its success and sustainability. Without a business plan, you risk operating in the dark, making decisions on a whim, and facing unexpected challenges that could have been avoided. 

Investing time and effort into creating a solid business plan sets your restaurant on the path to achieving your culinary dreams and exceeding customer expectations.

Create Restaurant’s Business Plan in these 9 steps:

✔️ 1. Start with an executive summary ✔️ 2. Describe your concept ✔️ 3. Conduct Market analysis ✔️ 4. Define your management and organization ✔️ 5. Give a sample “yummy”  Menu ✔️ 6. Create design and branding ✔️ 7. Provide a Location ✔️ 8. Establish Marketing plan ✔️ 9. Define Financial plan

1. Executive summary

The executive summary is like the appetizer of your restaurant business plan – it’s the first bite that leaves a lasting impression. Its purpose is to capture the essence of your entire plan and entice time-crunched reviewers, such as potential investors and lenders, to delve deeper into your vision. It’s worth noting that the executive summary should be the final section you write.

To craft a concise and captivating summary, it’s crucial to highlight key points, including your unique concept, target market, and financial projections. Additionally, bear in mind that the executive summary sets the tone for the rest of your plan, so it’s essential to make it irresistible and leave readers yearning for more.

When it comes to the executive summary of your restaurant business plan, brevity is key . You have only one page to capture the attention of readers, but don’t worry, it’s definitely doable. Here’s what your executive summary should include:

• Restaurant concept : What does your business do?
• Goals and vision : What does your business want to achieve?
• Restaurant differentiation : What makes your menu/concept different, and what sets you apart?
• Projected financial state : What revenue do you anticipate?
• The team : Who is involved in the business?

2. Describe your concept

In the world of restaurant business plans, there’s a section that holds immense importance. It’s the one that answers two fundamental questions: Who are you, and what do you plan to do?

This is the section where you fully introduce your company, and it deserves special attention. Share all the important details that paint a vivid picture of your unique business. Include the restaurant’s name, location, and contact information. Additionally, provide relevant details such as the chef’s background and what makes your restaurant stand out in the market.

Curious about concept creation? Watch our short video featuring a summary of an example restaurant concept below! 👇

Now is your opportunity to showcase your vision and establish a unique identity for your restaurant. Utilize this section to highlight what sets you apart and capture the reader’s imagination.

3. Market analysis

Market analysis helps you understand your potential customers, competition, and overall restaurant market trends. It’s like having a crystal ball to shape your restaurant’s success.

Target audience 

When it comes to your potential market, you want to know how many people are hungry for what you’re serving. Sounds exciting, right? To estimate this, you’ll gather data on your target customers, like their age group or preferences, and combine it with industry trends. It’s like finding the perfect recipe to satisfy their cravings.

Competition

Now, let’s tackle the competition. Every restaurant has rivals, even if they’re serving a unique dish. It’s crucial to identify direct or indirect competitors and understand what makes you stand out. Are you offering affordable prices, a one-of-a-kind experience, or catering to a specific niche? Highlight your “secret sauce” that sets you apart from the rest.

Market analysis for restaurant’s business plan

Market analysis also involves a SWOT analysis. Don’t let the jargon scare you. It simply means evaluating your strengths, weaknesses, opportunities, and threats. Think of it as a superhero assessment for your restaurant. Identify what you excel at, areas for improvement, potential market opportunities, and external factors that could impact your success.

Example of SWOT analysis for a restaurant

Remember, market analysis is like a compass guiding your restaurant’s journey. It helps you make informed decisions, attract investors, and stay ahead of the game. So, embrace the power of market analysis, and let it shape the destiny of your delicious dining destination.

4. Management and organization

Effective management and organization are critical for success in the restaurant sector. This section of your business plan introduces the talented individuals who will lead your restaurant to new heights.

Outline your legal structure, whether it’s an S corporation, limited partnership, or sole proprietorship, providing key information for stakeholders.

Showcase your management team using an organizational chart to highlight their roles, responsibilities, and contributions. Their expertise and guidance are crucial for seamless operations and exceptional customer experiences.

With a strong management team in place, your restaurant is poised for success. They are the driving force behind your journey to greatness. Let’s meet the key players who will make it happen!

Streamline your operations and optimize your financial performance With resOs , you can efficiently manage reservations, track inventory, analyze sales data, and streamline your overall workflow. Get your FREE plan

5. Sample “yummy” Menu 

In the restaurant industry, your menu plays a main role as the core product. Include a section in your business plan that highlights key details about your menu offerings to engage readers.

If you offer a diverse range of dishes, provide a brief overview of each category. Alternatively, if your menu focuses on specific specialties or signature dishes, provide more detailed descriptions for each item.

You can also mention any upcoming menu additions or unique culinary creations that will enhance profitability and attract customers.

6. Design and branding 

When it comes to starting a restaurant, don’t underestimate the power of design and branding. They’re the secret ingredients that can make your establishment truly stand out. Think about it – when customers walk through your front door, what do they see? The right design and branding can instantly captivate their attention and make them feel right at home.

So, take some time to envision the overall aesthetic and mood you want to create.

Do you imagine a cozy and rustic setting or a sleek and modern vibe?

Let your creativity shine through! Include captivating photos of similar restaurants that inspire you and give potential investors a glimpse of your vision.

And don’t forget about your logo! If you’ve already designed one, proudly showcase it in your business plan. It’s the visual representation of your restaurant’s personality and will help establish brand recognition.

resOS’ customizable interface for your booking system

Stand out in the competitive restaurant industry with resOS’ customizable booking management system . Personalize every aspect of the interface to reflect your restaurant’s unique brand identity. Seamlessly integrate your logo, colors, and visual elements, creating a cohesive and immersive experience for your guests. With resOS, you have the power to revolutionize your restaurant’s image and leave a lasting impression.

Details matter too! Share your plans for specific design elements , from the choice of furniture to the color palette that will adorn your space. The more you paint a vivid picture, the more investors and customers will be enticed by your unique ambiance.

7. Location

For a restaurant, location can make or break the business. Occasionally, a restaurant concept is so good that people go out of their way to find it. But, more realistically, your location needs to be convenient for your target market. If it’s hard for your customers to get to you, hard for them to park, and not something they notice as they drive by, they’re unlikely to check your restaurant out.

In your business plan, make sure to discuss the potential locations that you hope to occupy, assuming you haven’t already secured the location. Explain why the location is ideal for your target market and how the location will help attract customers.

Unlock the potential of your restaurant’s location and streamline reservations with resOS. Our platform offers seamless integration with Reserve With Google , allowing customers to easily discover and book tables directly from Google search results and maps. By enabling this feature, you’ll maximize your restaurant’s visibility and attract more diners with just a few clicks. Experience the power of location-based reservations with resOS .

Be sure to explain the complete costs of your location and what kinds of renovations will be necessary to open your restaurant.

8. Marketing plan

In today’s competitive restaurant industry, it’s important to showcase your marketing strategy to investors. They want to know how you’ll create buzz and keep it going before and after your grand opening.

Create a winning business plan with a strong marketing focus. Our Restaurant Business Plan Steps Graphic (👆 see above) is your visual guide, including key marketing strategies. Download or save for later and plan your path to success.

Whether you’ve enlisted a top-notch Marketing company or have a solid ready-to-go marketing plan, highlight your chosen path. Discuss the unique strengths of your selected agency and why they stand out, including their notable clients. Alternatively, showcase your in-house plan, leveraging social media, your website, and valuable media connections.

A well-crafted marketing plan holds the key to differentiating your restaurant and attracting customers. Prepare to tantalize taste buds and offer an exceptional dining experience. Stay in tune with the latest restaurant industry trends, leverage effective marketing tools, and optimize your online presence. 

Lastly, integrate a robust restaurant booking system to streamline reservations and enhance the overall customer experience. With these strategic elements in place, success is within your reach.

9. Financial Plan

Financial analysis is a crucial part of your restaurant’s business plan. It helps investors assess the profitability of your concept and whether it’s a worthwhile investment. In this section, you’ll outline how you plan to allocate your funds in the first year and provide projections for costs and revenues.

Here are the 🔑 key components to include:

Investment Plan: Explain the initial investment costs, such as kitchen equipment, furniture, employee wages, legal fees, marketing expenses, and working capital. This shows how you’ll use your funds effectively.

Profit and Loss Projection: Estimate your restaurant’s costs and sales figures in the profit and loss statement. Consider factors like the size of your establishment, your target market, and the existing competition in your chosen location.

Break-Even Analysis: Show investors the monthly revenue you need to achieve to cover all your expenses and reach profitability. This analysis considers overhead costs, operational expenses, and factors that may affect revenue fluctuations throughout the year.

Claim your FREE plan on resOS today! Ready to revolutionize your business management? Join resos.com for FREE and take control of your operations. ✅ Seamless calendar integration ✅ Customizable booking forms ✅ Automated reminders ✅ Real-time availability updates Don’t miss out! Sign up now at resos.com and experience stress-free scheduling. Your time is valuable, so claim your FREE plan today!

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When starting a business—no matter what type of business that may be—a business plan is essential to map out your intentions and direction. That’s the same for a restaurant business plan, which will help you figure out where you fit in the landscape, how you’re going to differ from other establishments around you, how you’ll market your business, and even what you’re going to serve. A business plan for your restaurant can also help you later if you choose to apply for a business loan .

While opening a restaurant isn’t as risky as you’ve likely heard, you still want to ensure that you’re putting thought and research into your business venture to set it up for success. And that’s where a restaurant business plan comes in.

We’ll go through how to create a business plan for a restaurant and a few reasons why it’s so important. After you review the categories and the restaurant business plan examples, you can use the categories to make a restaurant business plan template and start your journey.

Why you shouldn’t skip a restaurant business plan

First-time restaurateurs and industry veterans alike all need to create a business plan when opening a new restaurant . That’s because, even if you deeply understand your business and its nuances (say, seasonal menu planning or how to order correct quantities), a restaurant is more than its operations. There’s marketing, financing, the competitive landscape, and more—and each of these things is unique to each door you open.

That’s why it’s so crucial to understand how to create a business plan for a restaurant. All of these things and more will be addressed in the document—which should run about 20 or 30 pages—so you’ll not only have a go-to-market strategy, but you’ll also likely figure out some things about your business that you haven’t even thought of yet.

Additionally, if you’re planning to apply for business funding down the line, some loans—including the highly desirable SBA loan —actually require you to submit your business plan to gain approval. In other words: Don’t skip this step!

How much do you need?

with Fundera by NerdWallet

We’ll start with a brief questionnaire to better understand the unique needs of your business.

Once we uncover your personalized matches, our team will consult you on the process moving forward.

How to write a restaurant business plan: Step by step

There’s no absolute format for a restaurant business plan that you can’t stray from—some of these sections might be more important than others, for example, or you might find that there’s a logical order that makes more sense than the one in the restaurant business plan example below. However, this business plan outline will serve as a good foundation, and you can use it as a restaurant business plan template for when you write your own.

Executive summary

Your executive summary is one to two pages that kick off your business plan and explain your vision. Even though this might seem like an introduction that no one will read, that isn’t the case. In fact, some investors only ask for the executive summary. So, you’ll want to spend a lot of time perfecting it.

Your restaurant business plan executive summary should include information on:

Mission statement: Your goals and objectives

General company information: Include your founding date, team roles (i.e. executive chef, sous chefs, sommeliers), and locations

Category and offerings: What category your restaurant fits into, what you’re planning to serve (i.e. farm-to-table or Korean), and why

Context for success: Any past success you’ve had, or any current financial data that’ll support that you are on the path to success

Financial requests: If you’re searching for investment or financing, include your plans and goals here and any financing you’ve raised or borrowed thus far

Future plans: Your vision for where you’re going in the next year, three years, and five years

When you’re done with your executive summary, you should feel like you’ve provided a bird’s eye view of your entire business plan. In fact, even though this section is first, you will likely write it last so you can take the highlights from each of the subsequent sections.

And once you’re done, read it on its own: Does it give a comprehensive, high-level overview of your restaurant, its current state, and your vision for the future? Remember, this may be the only part of your business plan potential investors or partners will read, so it should be able to stand on its own and be interesting enough to make them want to read the rest of your plan.

Company overview

This is where you’ll dive into the specifics of your company, detailing the kind of restaurant you’re looking to create, who’s helping you do it, and how you’re prepared to accomplish it.

Your restaurant business plan company overview should include:

Purpose: The type of restaurant you’re opening (fine dining, fast-casual, pop-up, etc.), type of food you’re serving, goals you have, and the niche you hope to fill in the market

Area: Information on the area in which you’re opening

Customers: Whom you’re hoping to target, their demographic information

Legal structure: Your business entity (i.e. LLC, LLP, etc.) and how many owners you have

Similar to your executive summary, you won’t be going into major detail here as the sections below will get into the nitty-gritty. You’ll want to look at this as an extended tear sheet that gives someone a good grip on your restaurant or concept, where it fits into the market, and why you’re starting it.

Team and management

Barely anything is as important for a restaurant as the team that runs it. You’ll want to create a section dedicated to the members of your staff—even the ones that aren’t yet hired. This will provide a sense of who is taking care of what, and how you need to structure and build out the team to get your restaurant operating at full steam.

Your restaurant business plan team and management section should have:

Management overview: Who is running the restaurant, what their experience and qualifications are, and what duties they’ll be responsible for

Staff: Other employees you’ve brought on and their bios, as well as other spots you anticipate needing to hire for

Ownership percentage: Which individuals own what percentage of the restaurant, or if you are an employee-owned establishment

Be sure to update this section with more information as your business changes and you continue to share this business plan—especially because who is on your team will change both your business and the way people look at it.

Sample menu

You’ll also want to include a sample menu in your restaurant business plan so readers have a sense of what they can expect from your operations, as well as what your diners can expect from you when they sit down. This will also force you to consider exactly what you want to serve your diners and how your menu will stand out from similar restaurants in the area. Although a sample menu is in some ways self-explanatory, consider the following:

Service : If your brunch is as important as your dinner, provide both menus; you also might want to consider including both a-la-carte and prix fixe menus if you plan to offer them.

Beverage/wine service: If you’ll have an emphasis on specialty beverages or wine, a separate drinks list could be important.

Seasonality: If you’re a highly seasonal restaurant, you might want to consider providing menus for multiple seasons to demonstrate how your dishes (and subsequent purchasing) will change.

Market analysis

This is where you’ll begin to dive deeper. Although you’ve likely mentioned your market and the whitespace you hope to address, the market analysis section will enable you to prove your hypotheses.

Your restaurant business plan market analysis should include:

Industry information: Include a description of the restaurant industry, its size, growth trends, and other trends regarding things such as tastes, trends, demographics, structures, etc.

Target market: Zoom in on the area and neighborhood in which you’re opening your restaurant as well as the type of cuisine you’re serving.

Target market characteristics: Describe your customers and their needs, how/if their needs are currently being served, other important pieces about your specific location and customers.

Target market size and growth: Include a data-driven section on the size of your market, trends in its growth, how your target market fits into the industry as a whole, projected growth of your market, etc.

Market share potential: Share how much potential there is in the market, how much your presence will change the market, and how much your specific restaurant or restaurant locations can own of the open market; also touch on any barriers to growth or entry you might see.

Market pricing: Explain how you’ll be pricing your menu and where you’ll fall relative to your competitors or other restaurants in the market.

Competitive research: Include research on your closest competitors, how they are both succeeding and failing, how customers view them, etc.

If this section seems like it might be long, it should—it’s going to outline one of the most important parts of your strategy, and should feel comprehensive. Lack of demand is the number one reason why new businesses fail, so the goal of this section should be to prove that there is demand for your restaurant and show how you’ll capitalize on it.

Additionally, if market research isn’t your forte, don’t be shy to reach out to market research experts to help you compile the data, or at least read deeply on how to conduct effective research.

Marketing and sales

Your marketing and sales section should feel like a logical extension of your market analysis section, since all of the decisions you’ll make in this section should follow the data of the prior section.

The marketing and sales sections of your restaurant business plan should include:

Positioning: How you’ll describe your restaurant to potential customers, the brand identity and visuals you’ll use to do it, and how you’ll stand out in the market based on the brand you’re building

Promotion: The tools, tactics, and platforms you’ll use to market your business

Sales: How you’ll convert on certain items, and who/how you will facilitate any additional revenue streams (i.e. catering)

It’s likely that you’ll only have concepts for some of these elements, especially if you’re not yet open. Still, get to paper all of the ideas you have, and you can (and should) always update them later as your restaurant business becomes more fully formed.

Business operations

The business operations section should get to the heart of how you plan to run your business. It will highlight both internal factors as well as external forces that will dictate how you run the ship.

The business operations section should include:

Management team: Your management structure and hierarchy, and who is responsible for what

Hours: Your hours and days of operation

Location: What’s special about your location that will get people through the door

Relationships: Any advantageous relationships you have with fellow restaurateurs, places for sourcing and buying, business organizations, or consultants on your team

Add here anything you think could be helpful for illustrating how you’re going to do business and what will affect it.

Here, you’ll detail the current state of your business finances and project where you hope to be in a year, three years, and five years. You’ll want to detail what you’ve spent, what you will spend, where you’ll get the money, costs you might incur, and returns you’ll hope to see—including when you can expect to break even and turn a profit.

Financial statements: If you’ve been in business for any amount of time, include existing financial statements (i.e. profit and loss, balance sheet, cash flow, etc.)

Budget: Your current budget or a general startup budget

Projections: Include revenue, cash flow, projected profit and loss, and other costs

Debt: Include liabilities if the business has any outstanding debt or loans

Funding request: If you’re requesting a loan or an investment, lay out how much capital you’re looking for, your company’s valuation (if applicable), and the purpose of the funding

Above all, as you’re putting your financials together, be realistic—even conservative. You want to give any potential investors a realistic picture of your business.

Feel like there are other important components but they don't quite fit in any of the other categories (or make them run too long)? That’s what the restaurant business plan appendix section is for. And although in, say, a book, an appendix can feel like an afterthought, don’t ignore it—this is another opportunity for you to include crucial information that can give anyone reading your plan some context. You may include additional data, graphs, marketing collateral (like logo mockups), and more.

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The bottom line

Whether you’re writing a restaurant business plan for investors, lenders, or simply for yourself and your team, the most important thing to do is make sure your document is comprehensive. A good business plan for a restaurant will take time—and maybe a little sweat—to complete fully and correctly.

One other crucial thing to remember: a business plan is not a document set in stone. You should often look to it to make sure you’re keeping your vision and mission on track, but you should also feel prepared to update its components as you learn more about your business and individual restaurant.

This article originally appeared on JustBusiness, a subsidiary of NerdWallet.

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Key Writing Tips for a Restaurant Executive Summary

Table of Contents

Creating a successful restaurant business requires a lot of planning and careful thought. Aside from a business plan, you’ll also need an executive summary. Regardless of the kind of business, you plan on putting up; this document is crucial in getting the attention of investors. If you’re unfamiliar with putting together a summary, it’s best to look at an  executive summary for a restaurant example .

This article will share a great executive summary example that can serve as your guide. We will also cover the key sections of an executive summary and provide some actionable tips to write an effective one.

What is an Executive Summary?

An executive summary for a restaurant business plan is a brief, one or two-page overview of your business . It highlights the most important points of your plan and the strategies you’ll need to employ for success.

The summary should also include information on who you are as a business, what you can offer customers, and how you will be profitable. This can convince more people to invest in your concept.

Things to Include in Your Executive Summary for Restaurant

Business overview.

A business overview is a snapshot of your company that introduces your business, what you do, and why customers should care. It can be used to introduce your company to potential investors or partners or as part of a broader marketing strategy.

To better understand the business overview, here’s a brief example of a burger business:

At our burger restaurant, we serve fresh, made-to-order burgers and fries. We use only the freshest ingredients, and our food is prepared in-house. Our menu offers a variety of burger options. And we have something for everyone – including vegetarian options and a kids’ menu.

Products Served

When writing a business executive summary for a restaurant, it is important to include information about the products served. It allows investors or other interested parties to get a sense of your culinary offerings. You can add unique names to your menu items too. For example, try writing “The Burgers of the Universe” and “The Ultimate Veggie Burger” to appeal to different customer segments.

Target Customers

Who are your target customers? What are their needs? What is your unique selling point? Which steps will you take to ensure that your customers are satisfied with your service? These are some of the questions that your executive summary should be able to answer.

Management Team

This part of your restaurant executive summary is about your new business’s ownership structure. You must include what type of business ownership you are creating and how you will set up your management team.

Staffing and Employment

When you have outlined your restaurant’s ownership and management structures, you can begin to give details on your staffing requirements. You can describe what your staffing needs are, such as:

• How many servers do you need
• Kitchen staff requirements
• Any employees you already have on staff, such as a manager or chef.

Success Factors

When writing a business executive summary for a restaurant, it is important to include your success factors. This will help potential investors or partners understand what makes your restaurant profitable and why they should invest in it.

Some key success factors could be your unique menu, excellent customer service, or strong branding. Whatever the case, highlight what sets your restaurant apart from the competition and why it is poised for success.

Financial Highlights

Regardless of how you organize your restaurant finances, your executive restaurant summary should include the following:

• How much capital do you have
• Breakdown of your startup costs, such as new kitchen equipment, lease payments, renovations, or licensing fees.
• A projection on how long it will take for your restaurant to become profitable
• How much money your business expects to spend every day and every week?
• Forecasts based on existing data or competitor data.
• A list of recurring expenses, such as overhead, labor, and food costs.
•  Start with a well-crafted executive summary that will impress potential investors and partners from the get-go. This overview should introduce your business, its goals and objectives, and a snapshot of the current market landscape. 
• Ensure your writing is clear, concise, and easy to understand – even for those unfamiliar with the restaurant industry. 
• Supply concrete data and evidence to support your assertions whenever possible (elevating investor confidence in your venture). 
• Don’t go into too much detail. Focus on highlighting key points most relevant to showcasing why opening this restaurant is a lucrative investment opportunity. 
• Finally, proofread/edit your work before submission – nothing turns off potential investors more than sloppy grammar or typographical errors!

Executive Summary for a Restaurant Example

A new Italian restaurant named “Cucina” is set to open in the downtown area of New York City. The cuisine will focus on classic dishes from regions throughout Italy, emphasizing fresh ingredients and simple preparations. The owner/chef has spent years traveling throughout Italy, developing relationships with local farmers and purveyors. Guests can be assured they’re getting the most authentic experience possible. In addition to regular dinner service, Cucina will also offer a weekend brunch featuring popular Italian breakfast items. This includes espresso and pastries and heartier fare like frittatas and Eggs Benedict.

We have chosen an excellent location in the city’s heart, close to other popular restaurants and tourist attractions. Our modern decor with touches of traditional Italian style will set us apart from the competition. We anticipate a busy opening period as word spreads about our delicious food. Financial data shows that there is potential for profitability within the first year of operation if key marketing strategies are put into place .

Final Words

A business plan is never complete without an executive summary. This is a beneficial tool for you to convince investors to invest in and support your business.

Refer to the  executive summary for a restaurant example  and tips in this article to help you get started. By writing a clear, compelling executive summary, you will position yourself and your business for success!

Abir Ghenaiet

Abir is a data analyst and researcher. Among her interests are artificial intelligence, machine learning, and natural language processing. As a humanitarian and educator, she actively supports women in tech and promotes diversity.

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Executive Summary of a Hotel Restaurant (Example)

• December 29, 2023
• Business Plan , Executive Summary

The executive summary is perhaps the most important section for a hotel restaurant business plan. This summary should highlight the hotel restaurant’s unique amenities, dining excellence, and strategic location, underscoring its appeal in a market that favors personalized guest experiences.

In crafting this summary, a 2-slide PowerPoint format is recommended. The first slide should outline the hotel’s diverse accommodations, on-site restaurant offerings, wellness facilities, and event hosting capabilities. The second slide focuses on the expertise of the management team and the financial goals of the hotel restaurant, presenting a comprehensive picture of the business’s potential in the competitive hospitality market.

Hotel Restaurant Business Plan

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Hotel Restaurant Executive Summary: Page 1

Business Overview

The business overview should clearly define the key aspects of your hotel restaurant, including its unique room designs, high-quality dining experience, wellness facilities, and event hosting services. Emphasizing what sets your establishment apart in a competitive hotel market is crucial for attracting interest and investment.

Example: “EliteStay Hotel Restaurant” in Downtown Metropolis offers a luxurious and intimate setting with 50 uniquely designed rooms. The on-site restaurant focuses on gourmet cuisine made with locally sourced ingredients, creating a unique dining journey for guests. Additional amenities include a full-service spa, a modern fitness center, and versatile event spaces tailored for weddings and conferences, making it an all-encompassing destination for discerning travelers.

Market Overview

This section should analyze the hotel market’s size, growth trends, consumer preferences, and competitive landscape . It positions your hotel restaurant within the industry and highlights its potential to meet the evolving demands for sustainable, culturally immersive lodging experiences.

Example: EliteStay Hotel Restaurant enters a US hotel market worth $243 billion. While the area features several established hotels, there’s a notable gap for boutique establishments offering unique experiences like EliteStay. With consumer trends shifting towards sustainable and immersive lodging, the hotel is well-positioned to attract eco-conscious and culturally inclined guests, particularly millennials.

Hotel Restaurant Executive Summary: Page 2

Management Team

Detailing the management team’s background and roles is vital. This part of the summary should emphasize their experience in luxury hospitality and restaurant management, underscoring their ability to ensure the hotel’s operational excellence and high-quality guest services.

Example: The CEO of EliteStay Hotel Restaurant, with over 20 years in the luxury hospitality sector, leads the hotel’s strategic direction and ensures exceptional guest experiences. The COO, with extensive operational experience in hotel openings, oversees the day-to-day management, ensuring smooth operations and maintaining the highest standards of service.

Financial Plan

Clearly outlining the financial goals and projections is key. This section should include revenue targets and EBITDA margins, providing insight into the hotel’s financial health and growth prospects.

Example: EliteStay Hotel Restaurant aims to achieve $1.8 million in annual revenue by 2028. This financial target is supported by a strategic approach to marketing, focusing on high-end guest services and creating unique, memorable experiences that align with current market trends , positioning the hotel for success in the luxury hospitality market.

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Steak Restaurant Business Plan

Start your own steak restaurant business plan

Fire Fountain Grille

Executive summary executive summary is a brief introduction to your business plan. it describes your business, the problem that it solves, your target market, and financial highlights.">.

The following plan is based on years of experience, is highly focused and promises to follow a path of prosperity for its investors, owners, managers and staff. It is based on conservative sales figures, and actual sales may be higher. The projections contained herein are authentic and will be used as the budget for the business. The Fire Fountain Grille ® will show a profit immediately, and will increase sales and profits each year thereafter.

The Fire Fountain Grille is a comfortable, inviting restaurant designed to make our customers feel as if they are enjoying VIP services in a world all to themselves. The decor and theme is based on an exterior fountain located at the main entrance that has a cascading water fountain combined with flame throwing torches. The show kitchen will also feature a custom made “Fire Fountain”, a unique show kitchen grill that also has a cascading water fountain combined with flame throwing torches. This spectacular marvel will be visible from the dining room side, and will be a functioning 48″ gas powered steak grill on the kitchen side. The energy and atmosphere of the restaurant is high, and draws some of its power from the dazzling “Fire Fountain”. By offering an exciting, tantalizing and rewarding experience for its customers, the Fire Fountain Grille and its service oriented approach will be immediately embraced by those that love dining out!

1.1 Objectives

• Sales for the first full calendar year will be $2.3 million, with Net Profit/Sales in excess of 19%.
• A second unit will be opened in the first quarter of year three.
• A third unit will be opened in the first quarter of year four.

1.2 Mission

• Fire Fountain Grille is a commercial enterprise, and as such, exists for the purpose of generating sales and profits for its investors, owners, managers and staff.  Because Fire Fountain Grille is a service business, it also exists to serve its customers. These two reasons for its existence are inextricable.  If one aspect does not exist, the other will cease to exist.
• Fire Fountain Grille will offer mouth-watering meals and beverages in a soothing environment.
• Our staff will be cheerful, courteous, and focused on pleasing our customers.
• Our customers will always be treated with importance and warmth. When it comes time for our customers to decide where to spend their entertainment dollars, we will strive to become their first destination of choice.
• Our staff will be offered a workplace where they can prosper and grow in a dignified, fun and rewarding manner.
• Our investors will see a lucrative return on their dollars, and will have opportunity for future growth and prosperity with our company.
• Our vendors will be treated with loyalty, and they will find their future with us to be fruitful.
• We will be a good neighbor to the businesses in our area, and we will be a contributing and supportive member of our community

1.3 Keys to Success

• Our policy of having a manager pass by every table in the dining room every night to greet, visit with, or at least make eye contact with (with a smile) our customers.
• Our policy of having a manager visit any and every table that has a question, or if the customer has positive or negative feedback. The manager is required to use every means possible to satisfy our customers.
• Our commitment to the success and happiness of our staff.
• Our commitment to providing excellent quality food and beverages at all times.

Company Summary company overview ) is an overview of the most important points about your company—your history, management team, location, mission statement and legal structure.">

The Fire Fountain Grille is a steakhouse concept. It offers a comfortable, upscale ambience, replete with its signature fountains of flames and water. The menu features original variations of American favorites with a tantalizing array of seasoned steaks, prime rib, roasted caramel chicken, hot gourmet sandwiches and hearty salads. Beverages include an impressive wine list, microbrew beers, and festive cocktails. Fire Fountain Grille, Unit One, will be located in a newer free standing building. This location is an extremely high visibility spot on one of the most popular commercial corridors in the region. It has excellent parking, excellent ingress and egress from an eight lane thoroughfare.

2.1 Company Ownership

Fire Fountain Grille – Unit One LP, is projected as a Limited Partnership, but may switch the preferred structure to a stock “C” Corporation or Limited Liability Corporation “LLC”, for purposes of investment structuring (see section 6.1.1 “Investment Summary”). The number of investors could vary, based on various interpretations under SEC “Regulation D”.

OPERATING PARTNERS

• General Managing Partner, with 31% ownership.
• Vice Managing Partner for Dining Room and Human Resource Operations, with 9% ownership.
• Vice Managing Partner for Beverage and Entertainment, with 9% ownership.
• Vice Managing Partner for Kitchen and Catering Operations, with 9% ownership.

INVESTMENT PARTNERS

• Limited Partner Group One, with 14% ownership.
• Limited  Partner Group Two, with 14% ownership.
• Limited Partner Group Three, with 14% ownership.

2.2 Start-up Summary

Fire Fountain Grille, Unit One, is a project that will take advantage of a newer, existing structure. Start-up costs will cover a number of details to convert the structure to suit our concept both visually, and functionally. Included in start-up costs are all necessary expenditures to cover the pre-opening hiring and training of our staff, adding and revising equipment needs, supplying smallwares and servicewares, inventory and other essentials.

2.3 Company Locations and Facilities

The Fire Fountain Grille is locate in a large stand-alone building with plenty of parking next to the Acres & Acres Mall, in Electrumburg, a fast growing suburb of Starburstville.

Products and Services

The Fire Fountain Grille is a comfortable, inviting restaurant designed to make our customers feel as if they are enjoying VIP services in a world all to themselves. The decor and theme is centered around the custom made “Fire Fountain”, a unique show kitchen grill that has a cascading water fountain combined with flame throwing torches on the dining room side, and is a sizzling 48″ gas powered steak grill on the kitchen side. The energy and atmosphere of the restaurant is high, and draws some of its power from the dazzling “Fire Fountain”.

The real power and energy of the restaurant comes from the attentive and courteous service provided by our floor staff, and the indescribably delicious steaks and other entrees caringly prepared by our motivated kitchen team. Each night that we are open, two managers are on duty. One manager carefully orchestrates the proper execution of the kitchen, so that all food comes out prepared perfectly, and on time. The other manager attends to the flow of the dining room, there to facilitate outstanding customer service and satisfaction. Our floor managers are extremely high profile, taking the time to greet every customer at some point in their stay. Our customer service policy is simple: All customers must leave happy about our service and food!

We are a dinner-house, but we do offer lunch on Friday, Saturday and Sunday. We have a “late-night seating” 10:00 pm-1:00 am Friday and Saturday. The lights come way down, and customers enjoy light jazz music, and a discount on certain food and beverage items. Gift Certificates always available. We have private dining facilities for group events, and we offer full catering services for events at any location! We offer “take-out” food for those on the run! Visitors to our website will find upcoming events, specials, and catering and gift certificate information.

The restaurant hours are: Monday-Thursday 3:00 pm-10:00 pm; Friday and Saturday 11:00 am-1:00 am; Sunday 11:00 am-9:00 pm.

3.1 Competitive Comparison

PF Chang’s®, Houston’s® and TGI Friday’s® are chains that offer fun atmospheres for comparison purposes. Our most competitive edge is our managers, and their ability and willingness to create goodwill among our customers, and to overcome any perceived difficulty, and indeed, turn it around into a positive experience.

The Fire Fountain Grille offers steaks and other foods that are prepared with an irresistible combination of flavors and spices. No one else in the industry serves steaks as delicious as ours.

3.2 Product and Service Description

Our menu consists of juicy, thick steaks that are coated with a secret combination of  flavorings and zesty spices. These steaks are grilled to perfection. We offer mouth watering prime rib, available “Fire Fountain Style”, in four portion sizes. The menu also consists of butter-roasted and seasoned chicken dishes, fresh grilled seafoods, imaginative salads, cold melon chowders, a variety of huge burgers and grilled sandwiches, tender pork chops, soups, appetizers with berry barbecue sauces, refreshing fountain drinks, and flaming desserts.

From the bar patrons can order a wide range of American wines, as well as dozens of beers including the most popular microbrews. The bar also offers festive martinis, margaritas, specialty frozen drinks, and hundreds of cocktails.

Fire Fountain Grille Menu

We have a “late-night seating” 10:00 pm-1:00 am Friday and Saturday, with a discount on food items printed in red…

Fire Fountain Specialties… These meals come with your choice of baked tater or sweet tater or red beans n’ rice or veggies or fries. Also, you get fresh baked rolls, butter, and a salad! All steaks are seasoned USDA Prime Cuts! You can also order anything on this menu without seasonings!

RIBEYE – Perhaps the tastiest of all steaks! Hand cut daily, choose from big (16 ounce) $16.95 or huge (22 ounces) $22.95!!

FIRE FOUNTAIN FILET –  Tender 9 ounce filet, lightly seasoned and sizzle-grilled $14.95

METROPOLITAN STRIP STEAK – 14 ounce Strip steak, with Bay Shrimp and Citrus-Bearnaise Sauce $17.95

NEW YORK STRIP – Classic Strip Cut, seasoned and grilled $13.95

TOP SIRLOIN – Prime delicate cut, seasoned and grilled to order. America’s#1 steak! $11.95

PRIME RIB – Hand carved cuts, slow roasted, and served with au jus and whipped horseradish sauce: 20 ounce – $19.95; 16 ounce – $16.95; 12 ounce – $13.95; 8 ounce – $10.95

Also, try our Fire Fountain Style of Prime Rib! Ask your server!

Seafood…

HONEY/CHILI GLAZED SALMON – Fire-Grilled Salmon, brushed with honey-chili glaze and topped with black bean salsa $13.95

GRILLED SALMON –  With your choice of side dish $12.95

JAMAICAN SNAPPER – Pan charred, topped with a sweet coconut-tomato glaze $11.95

ROASTED PRAWNS – 12 Grilled Jumbo Shrimp over rice $13.95

CHICKEN ASTORIA – Breast of chicken, topped with Bay Shrimp and asparagus spears, finished with Citrus-Bearnaise sauce $11.95

FIRE-SMOKE CHICKEN – Robust, entirely dark meat, quarter of a chicken, smoke-roasted, served with Three Berry Barbecue Sauce $12.95

CARAMEL FLAMED CHICKEN – Tender Chicken breast, buttered and basted with sweet caramel glaze, then charred over an open flame $10.95

Burgers ‘n such……they come with fries..

THE BACON SPECTACULAR – Broiled 1/3 pound burger with bacon, Cheddar cheese, lettuce, dill pickle and tomato. $5.95

BURGER BURGER – Juicy ½ pounder served on a toasted onion bun with pickle, onion, lettuce and tomato $4.95… add cheese $.50

THE HIGHWAYMAN – Colossal. Char-broiled. One entire pound of juicy ground beef with Canadian bacon, Swiss cheese, lettuce, grilled onions, barbecue sauce and tomato on a giant bun $7.95

SLOPPY JOE – Sweet ‘n zesty, a mouth-watering favorite! $4.95

SHAVED PRIME RIB SANDWICH – With smoked bacon-horseradish sauce and smothered with melted Monterey Jack cheese $4.95

BARBECUE-BEEF – Huge pile of beef, slathered with barbecue sauce and melted Cheddar cheese- served open-faced $4.95

CHICKEN RANCH SANDWICH – Golden deep-fried chicken, served on a kaiser roll with Ranch sauce, lettuce and tomato $4.95

Appetizers…

GRILLED CHICKEN STRIPS – Served with Three Berry Barbecue Sauce $4.95

GRILLED STEAK SKEWERS with Ginger Red Sauce $4.95

FIRE STICKS – Fried Pepper-Jack cheese with cool Ranch Dip $3.95

CHILLED MELON CHOWDER – Bowl $2.95 Cup $1.95

BEER BATTERED SHRIMP with Pineapple Salsa $5.95

CHICKEN STRIPS with Honey-Dijon Sauce $4.95

From The Fountain…

Coffee $1.25, Decaf $1.25; Coke, Root Beer, 7-UP, Diet Coke, Iced Tea $1.50; Milk, Large$1.50 Small $1.25;

Draft Beers…Pint $2.75, Glass $1.50; Microbrews…Pint $3.00, Glass $1.95

Wines…House Glass $3.95, House Carafe $12.00. Please ask your server for a wine list.

Desserts…

Flaming Fruit Kebabs with ice cream $5.95; Cherries Jubilee $5.95; Key Lime Pie $3.95

Milk Shakes $2.95; Banana Split $5.25; Ice Cream Sundae $2.50; Carrot Cake $3.95

Completely Fat-Free Dessert: Chewy Brownies with Frozen Yogurt $2.95

JUST FOR KIDS…Yaaay!!

Kids meals come with fries..

Little Burger $3.95; Chicken Toes $3.95; Little Steak $5.95; Cheesaroni $2.95; Corny Dog $3.95; Hot Doggy $3.95…kids soda pop is free!!!

Salads…

SMOKED CHICKEN SALAD – with caramelized Hazel nuts and Ginger-Orange dressing $7.95

Grilled Sirloin Caesar $7.95; Grilled Chicken Caesar $7.95; Grilled Shrimp Caesar $7.95; Traditional Caesar $2.95; Fresh Garden Salad $2.95; – with these dressing choices: Ranch, Bleu Cheese, Catalina, Honey-Mustard, Low-Fat Italian

Chilled Melon Chowder – Bowl $2.95, Cup $1.95; Side of Fries $1.95; Sides of Red Beans ‘n’ Rice or Baked Tater, Sweet Taters, Mashed Taters, or Veggies are $1.95; Grilled Onions $1.95; Daily Soup -Bowl $2.95, Cup $1.95

Remember! We offer “to-go” food for those on the run! 

Please visit our Website!

Market Analysis Summary how to do a market analysis for your business plan.">

Electrumburg is a dynamic city located in the rapidly growing Southeast part of the Starburstville metropolitan area. The city is known for its excellent medical and educational institutions, beautiful neighborhoods, easy access to freeways and a diversified economic base. From a residential perspective, Electrumburg features master-planned communities, luxury executive homes, older residences in tree-lined neighborhoods and affordable starter housing. A robust economy, attractive residential developments, exciting commercial and business growth, dynamic neighborhoods and abundant civic pride combined with outstanding city services – Electrumburg has all of the amenities necessary for ensuring a quality lifestyle.

Electrumburg has been one of the fastest-growing cities in one of the fastest-growing metropolitan areas in the United States over the past three decades. The city’s population grew 48 percent during the 1990s. Today, Electrumburg has a population of more than 225,000. Electrumburg is adjacent to Starburstville (pop. 500,000), within the Valley with 1.6 million residents.

The median age of “Electrumburgians” is 39 years, and more than 59 percent of its residents are college-educated. Of the five largest cities in the Valley, Electrumburg has the most homes with married couples (53 percent) and the largest percentage of households with children under 18 years old living at home (32 percent). The demographics of Electrumburg’s workforce are almost identical to that of the region, providing an excellent labor pool for businesses of all sizes. The fact that Electrumburg is part of a vibrant metropolitan area makes it a very attractive place to live and establish a business.

4.1 Market Segmentation

Fire Fountain Grille, Unit One, is located in Electrumburg. According to the Electrumburg Chamber of Commerce and the US Census Bureau, the population within a five mile radius of this address is nearly 125,000, with over 59,000 households, and over 400 businesses. Income within one mile is over $81,000, $72,000 within three miles and $60,000 within five miles. Per capita retail spending in this area exceeds $13,000, with total retail spending exceeding $2.8 billion!

The first tier target segment for Fire Fountain Grille concentrates on the 30-44 year old age range, with income in the $40,000 – $80,000 range, located within a five mile radius. Second tier is the 45-59 year old range, with income in the $55,000 – $90,000 range, located within a five mile radius. Third tier is the 21-29 group, with income at $36,000 – $60,000, located within a five mile radius. Fourth tier is a combination of the age and income ranges mentioned in tiers 1-3, but extends the geographic radius to seven miles. Fifth tier is age ranges 60+, within five miles, and income of $65,000+. Sixth, and final tier is a composite of age ranges 60+, 10-20, and under 10, with a radius of five – seven miles, and a mixture of incomes.

4.2 Target Market Segment Strategy

Strategically, targeting the 30-44 year old age range in upper middle class areas close to our restaurant helps serve the needs and requirements of our customers, and ties in logically with our marketing plan (see Marketing Plan) and style of restaurant. Typically, the upper middle class in the 30-44 range are raising families whose children range from toddlers to teens, yet tend to continue to have “disposable” dollars available for a quality diversion (such as Fire Fountain Grille) to get them away from home and work. These customers have regimented schedules in their lives, and find value in exceptional service, timely service, and mouth watering, delightful food. If a couple chooses to leave the kids home, they’ll find value in the form of satisfaction and fun together, in their diversionary time. If they bring the kids, they will appreciate a value based kids menu. This first tier of our market segment, is also the primary focus of our marketing plan (see Marketing Plan), which has a deep commitment to focusing on kids, at their schools and in their community. These kids are primarily the children of our 30-44 tier-one group. Industry research (Nation’s Restaurant News®) has shown that the 30-44 age group appreciates steaks, chops, chicken and seafood dishes prepared with lightly seasoned recipes, which is a perfect fit for Fire Fountain Grille.

Our SECOND-TIER market group (45-59 / $55,000 – $ 80,000), will also find value in great service, and delicious food, and will appreciate a restaurant with a much better wine list than what is normally available in the upscale casual dining niche. Fire Fountain Grille will also be considered a refreshing escape from restaurants that sing and clap for birthdays.

Our THIRD-TIER group, the 21-29 year olds will find that the menu contains many favorites available to them that are considered essential: tantalizing appetizers, spicy steaks, and hundreds of cocktails and specialty beers. The Fire Fountain turns down the lights for late hour business on the weekends, and offers jazz and food and beverage specials, offering our customers a chance for some socializing and conversation.

FOURTH-TIER simply extends the market radius out to a five mile area, with the same demographics included in tiers 1-3.

FIFTH-TIER (60+ / $65,000+), represents a market that has abundant disposable income, and truly reveres attentive, efficient service. Fire Fountain Grille serves all of its meals with the option of cooking with little or no spices. This customization is much more appreciated by this group, who often prefer meals prepared to their own specifications. Because Fire Fountain Grille has only one purpose in mind when it comes to our customers – All Customers Must Leave Happy, customizing a meal to our treasured customers will always be a pleasure!

The SIXTH-TIER group will benefit from all of the quality approaches that are marketed to the previous five tiers, and will gain exposure to us primarily through our community involvement and word-of-mouth.

4.2.1 Market Trends

The trends in the Starburstville Metro market rely heavily on visual appeal, and locations. Most restaurants overlook targeting kids as a way to market to the parents. The Fire Fountain Grille does not seek to market to kids to get them to eat at our restaurant, but rather as a way to get their parents to eat there.

4.2.2 Market Growth

Steak restaurants comprise less than 5% of the total restaurant market. Service oriented steak houses have room to grow. Meat and potatoes is still what Americans want, and they want it with good service.

4.2.3 Market Needs

The market suffers from a lack of service oriented restaurants. The market needs a restaurant that values the customer as its number one priority.

4.3 Service Business Analysis

All restaurants combined, from fast food to fine dining, show an average bottom line profit of 3-10%. Margins are much better in full service restaurants with good management, good staff, good concepts, good menus and wine lists, good location and good financial controls. A full service steakhouse with all of these factors should show a bottom line profit of 13% – 25%.

4.3.1 Competition and Buying Patterns

The general nature of competition in this business, and how the customers seem to choose one provider over another can be measured by customer loyalty and positive word of mouth. Customer loyalty and brand preference come from developing a trust between the customer and the business. To be successful in the hospitality business, one must truly believe in, and always apply, the fundamental meaning of hospitality, which simply stated is, one must always be hospitable, and the customer must truly be made to feel welcome and cared for. The trust that a customer feels, is based upon the business’ ability to recognize what it takes to please a customer, and then is built upon by continuously delivering to that customer at, or above, the level of expectation that the customer expects. Fire Fountain Grille has carefully selected a management team that has been specially trained in the high art of exceptional customer service. The screening, hiring and training standards for front-of-the house staff are the highest in the industry.

The level of attention and care that our staff bestows upon our customers sets us far above our competition. Fire Fountain Grille also has extremely high standards for professionalism in the kitchen. Cleanliness, freshness of ingredients, adherence to recipe and cooking standards, and efficiency are constantly applied. Prices are reasonable, and are perceived as being an exceptional value. Fire Fountain Grille offers extremely delicious steaks, tantalizing chicken dishes, savory grilled seafoods, tender prime rib, fresh salads, sensational appetizers, tempting desserts and refreshing beverages. All of this can be found in an environment with an ambience that is unusual, and very comfortable. Our signature “Fire Fountain” fills the restaurant with an exciting glow, and the soothing sounds of falling water. The seating is almost all private booths, creating an atmosphere of relaxation and comfort.

The Fire Fountain Grille is conveniently located on a highly visible ingress near a successful mall. The restaurant has a huge, secure parking lot, excellent ingress and egress, and a beautiful and highly noticeable exterior. This area has other restaurants, which is a definite plus for us. This allows us to capitalize on a positive “clustering” effect, and works well with our marketing strategy.

4.3.2 Main Competitors

Competition comes from major chains and from various independents.

4.3.3 Business Participants

The general category is eating and drinking places. Typically, this can be broken down as follows:

• Fine dining  (white tablecloths, expensive wines).
• Private Clubs and Country Clubs
• Upscale casual  (good prices, fun) 
• Boiler plate casual
• Neighborhood  places
• Breakfast/lunch/dinner chains

The Fire Fountain Grille will participate in the upscale casual category.

Strategy and Implementation Summary

Build a relationship-oriented business Build long-term relationships with customers, not single-visit deals. Become their restaurant and destination of choice. Make them understand the value of the relationship.

Focus on target markets We need to focus our offerings on specific population groups as the key market segment we should own. We do not want to compete for the buyers who go to fast food or “microwave frozen foods” types of “restaurants. We definitely want to be able to sell to smart, quality conscious customers.

5.1 Competitive Edge

Clearly, our competitive edge is the customer service experience and approach that our management team will bring to the table. Our smiling, unassuming and good natured approach to all of our customers is evident, and highly appreciated. Our recipes are delicious, and the portions are large. The foods are fresh and satisfying, and the drinks are fulfilling and refreshing.

5.2 Marketing Strategy

An overview of the marketing plan includes:

• Kids Tours • Gift Certificate Program • In-store comp cards • Direct mail • Free surprise dinners for radio station DJ’s. • Charity events for senior citizens, high schools, grade schools, churches and community centers. • Trade shows • Vintner and Chef Dinners • Eye-catching exterior and interior neons, fountains and torches. • High profile interaction between our managers, and the customers. • Excellent service and high food quality every single day in the restaurant.

5.2.1 Positioning Statement

The Fire Fountain Grille. Sizzling, Refreshing, Exciting!  For A Dinner To Remember…

5.2.2 Pricing Strategy

Prices are fit to attract the consumer who prefers a quality steak for a reasonable price. The prices are above those of operators such as Sizzler®, El Paso BBQ® and Black Angus®, are below Ruth’s Chris® and Morton’s®.

5.2.3 Promotion Strategy

The Fire Fountain Grille uses a mix of various promotions and media to spread news about ourselves. This includes:

• Direct mail, generated from in-store “Event Cards” and customer’s business cards. Event cards are forms that the customers fill out so as to receive notices of our upcoming events.
• Young people’s tours, to generate enthusiasm among the kids in our area, who in turn spread it to their folks.
• Eye-catching exterior neons and torches.
• In-store comp cards for appetizers and desserts.
• Free surprise dinners for radio station DJ’s.
• Charity events for senior citizens, high schools, grade schools, churches and community centers.
• Trade shows, to promote private dining, banquets and catering.
• “Vintner and Chef Dinners” bringing together the wine making and culinary fields at showcase events, to be held at the Fire Fountain Grille.
• High profile interaction between our managers, and the customers.
• Excellent service and high food quality every single day in the restaurant.

5.2.4 Marketing Programs

Children’s tours will be an ongoing program that has proven to work over and over again. The kids are brought to the restaurant by teachers or parents, in groups of no more than 25, and are greeted at the door by our manager. They all go inside and are seated near the Fire Fountain where they are told a cool short story. They then are taken on a tour of the store and kitchen and get to go inside of a giant refrigerator, and see some cool cooks doing their thing. Then everyone is seated for a free lunch of  “Chicken Toes” or “Hot Doggies” and soda pop. Everybody talks a little about restaurants and other neat stuff. When its time to say goodbye, we take pictures and everybody gets an appetizer or dessert card, and some promotional menus. When the kids come back with their parents, we address the kids by their first names and treat them special.

5.3 Sales Strategy

We require our servers to have a thorough and comprehensive understanding of the menus, ingredients and methods of preparation of all of our foods and beverages. We train our staff to always describe and recommend items, even to regular customers, and to always upsell. The key to a server’s success in upselling is the realization that it almost always brings in better tips because the checks are higher.

GIFT CERTIFICATES The Fire Fountain Grille will aggressively sell gift certificates. The strategy behind gift certificate sales is simple and proven. Most GC sales occur during the holidays. Most GC’s are then redeemed in the post holiday months of January and February, helping drive sales in those traditionally slower months.

5.3.1 Sales Forecast

The first month sales will open strongly, because of the advance buzz created by our pre-opening marketing, and our Grand Opening Festivities. Sales will drop off slightly as we begin to sort out our operational patterns. September is a slower month for restaurants. October and November see sales begin to build as we continue with our marketing, and relentless quality. December sees a sharp spike upward as the Holidays are in full swing. A typical week for the first six months will look like this ( conservative estimate ):

Years 2005 – 2008 will see an 8% annual increase. Costs will be higher during the start-up months.

5.4 Strategic Alliances

The Fire Fountain Grille will align with hotels, movie theatres, live theatres, cab companies, banks and retail stores in an informational brochure exchange. Each business will have a chance to promote the other businesses at their place of business. Additionally, our respective businesses will barter with each other, using gift certificates and comps.

5.5 Milestones

The milestone table is set up as a flow-chart. We opted to exclude budgeted dollars in the milestone category because we detailed these dollars in the start-up table. The milestone table is specific in detail, allowing for the smooth flow of functions that are necessary to set up the restaurant on schedule for the Grand Opening. Each function is timed to coincide with the proper execution and time needed to complete each task. Each Managing Partner has specific duties assigned specifically to his area of expertise. The end of the milestone table also shows the beginning of the 2004 marketing plan.

Web Plan Summary

Our website, is an opportunity to offer current information on special events, menu offerings, public service announcements and comp specials.

6.1 Website Marketing Strategy

Our website will be promoted on all of our menus, and promo pieces. We will link to CitySearch.com® and many other hospitality oriented websites and portals.

6.2 Development Requirements

The Fire Fountain Grille website will be initially developed with few technical resources. VeriSign® will host the site and provide the technical back end. We will maintain a simple, classy, yet Internet focused site. The website logos, and graphics will be the same artwork found on our hard-copy menus, and in various spots in the business plan. Our managers will maintain the website. As the website rolls out future development such as restaurant delivery options, newsletters and downloadable market research reports, a technical resource may need to be contracted to build the trackable download and the newsletter capabilities. We will also look into pre-packaged solutions through VeriSign® and other Web hosting resources.

Management Summary management summary will include information about who's on your team and why they're the right people for the job, as well as your future hiring plans.">

We will open with a team of four manager/owners, one bookkeeper, and fifty-three staff members. Each member of the management team has specific industry experience that will apply to their assignment. Each Vice Managing Partner will also cross train for one year in preparation for their promotions to their own Fire Fountain Grille units. This is an extremely experienced and well balanced team. There are no gaps in its structure.

7.1 Personnel Plan

The personnel table (labor pro-forma) shows the number, and structure of the “back-of-the-house” (BOH),  “front-of-the-house” (FOH), and management staffs. June 2004 has a higher labor cost, as is usual in a restaurant start-up. Labor costs come down as the operation begins to flow more smoothly. The service staff is large, and is necessary to provide the level of service that the Fire Fountain Grille needs to set it apart from the competition.

Financial Plan investor-ready personnel plan .">

Our main concerns will be aggressive time management, so that our labor costs stay under control, and proper purchasing, prep and food handling to keep food costs down, as well as managing the higher costs of meats and seafoods. Secondarily, hiring the best grill and broiler cooks, training them properly and retaining them will be a critical component to good meat and seafood costs. A good grill cook does not waste steaks by burning them, nor does he anger customers by undercooking them. He must also be accurate time after time in how he carves his prime rib.

Growth will be sustained through a contribution to an expansion fund, and potential investment from current investors in a “roll-over” plan, and from potential future investors or bank capital.

8.1 Start-up Funding

We are seeking $900,000 (see section 2.2 “Start-up Summary”), and will seek it from one, two, or three investment groups, or under an SEC “Regulation D” equity offering (where the company sells partial ownership in the company – via the sale of stock or a membership unit, to raise capital). We prefer this approach as an early stage company because there is no set repayment schedule or debt service payments – the investors profit when the company profits. Initially, the company is projected as a Limited Partnership, but may switch the preferred structure to a stock “C” Corporation or Limited Liability Corporation “LLC”. The preparation of the investment documents will be handled in a cooperative effort by the legal firms representing each party individually. These documents will include, but are not limited to:

Private Placement Memorandum The Private Placement Memorandum, or “PPM”, is the document that discloses all pertinent information to the investors about the company, proposed company operations, the transaction structure (whether we are selling equity ownership or raising debt financing from the investors), the terms of the investment (share price, note amounts, maturity dates, etc.), risks the investors may face, etc.

Form D SEC Filing It notifies the SEC that we are using the Regulation D program and provides them basic information on the company and the offering. It is not an approval document or registration – it is merely a filing that notifies the SEC that we have a Regulation D Offering in place. Raising capital from investors without filing this document with the Federal government could place a company in violation of securities laws.

Subscription Agreement The Subscription Agreement sets forth the terms and conditions of the investment. It is the “sales contract” for purchasing the securities.

Promissory Note For a debt offering (if necessary), outlining the terms of any loan arrangement with the investors. The note is the actual “loan document” between the company and the investor.

8.2 Break-even Analysis

Break-even based on fixed costs including rent, insurance, maintenance, investor note, and pre-opening amortization. Additionally, controllables such as service labor, kitchen labor, management labor, payroll taxes, property taxes, excess rent, advertising and legal/professional fees are included.

8.3 Projected Profit and Loss

2004 is not a full year on the yearly P&L. Highlights include a bottom line of better than 18% for every year. The numbers reflect realism in the start up and continuing operations of the restaurant. We begin contributing aggressively to an expansion fund in 2005. We begin accruing for vacations immediately, and we are budgeting money from the insurance line for health benefits, all as an early commitment to the future prosperity of our staff. These numbers are an excellent indication that our investors, owners, partners and staff will all prosper and grow with the Fire Fountain Grille!

8.4 Projected Cash Flow

The cash flow depends on assumptions for good daily operational management, good traffic counts in the restaurant, inventory turnover, payment days, and accounts receivable management. We will need no new financing until we open our second unit.

Initial projections are a sales-to-investment ratio in excess of 2-to-1, return on investment in excess of 30 percent and return on equity of 20 percent-plus.

8.5 Projected Balance Sheet

The balance sheet is quite solid. We do not project any real trouble meeting our debt obligations–as long as we can achieve our specific objectives.

8.6 Business Ratios

The table follows with our main business ratios. We do intend to improve gross margin, collection days, sales and labor controls.  Our ratios are compared to industry ratios for Steak Restaurants – SIC code 5812.0802.

8.7 Long-term Plan

Our long term plan is to continue to maintain a cash flow of 19-20% while increasing sales annually, thereby increasing actual dollars earned by our investors, principals and staff.

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BUSINESS STRATEGIES

How to create a restaurant business plan

• Nirit Braun

A restaurant business plan is a detailed and strategic document that outlines the fundamental aspects of establishing and operating a restaurant. It encompasses a comprehensive overview of the restaurant's concept, business website , target market, menu offerings, marketing strategies, operational procedures, financial projections and more. Essentially, it serves as a roadmap that guides entrepreneurs through the process of starting a business as well as managing and growing a successful restaurant venture.

When starting a food business , creating a clear business plan is of paramount importance. By meticulously detailing each aspect of your plan, entrepreneurs gain a deeper understanding of their business idea and the steps required to turn it into a reality.

Ready to start making a website for your restaurant venture? Give Wix’s website builder a try.

How to create a successful restaurant business plan in 6 steps

By following these six basic steps, you’ll produce a strategic plan that attracts investors, secures funding and guides your new restaurant venture to success. With a well-thought-out document that aligns with your goals, you’ll be set up for success in starting a business .

Executive summary

Company and domain name

Market analysis and research

Operations plan

Marketing and advertising plan

Financial plan

01. Executive summary

An executive summary is a concise overview of your entire restaurant business plan. It encapsulates the essence of the venture, highlighting key aspects such as the restaurant's concept, target market, competitive advantage and financial projections. This section serves as a hook to capture the reader's interest and provide a snapshot of what the business plan entails.

When writing an executive summary for a restaurant business, clarity and brevity are paramount. Begin by introducing the restaurant concept, its unique selling points and the specific cuisine or dining experience it offers. Outline the market opportunity, demonstrating a clear understanding of the target audience's preferences and needs. Address the competitive landscape by highlighting how the restaurant stands out in terms of menu, ambiance, location or other distinguishing factors.

Example of an executive summary

"Sumptuous Bites Café is a new upscale dining establishment poised to bring an innovative culinary experience to the heart of the city. With a focus on farm-to-table cuisine crafted from locally sourced ingredients, we aim to redefine gastronomy by blending tradition with modernity. Our contemporary ambiance and eclectic menu of fusion dishes, prepared by award-winning chefs, promise a memorable dining journey for both food enthusiasts and connoisseurs.

In a competitive market, Sumptuous Bites Café sets itself apart by offering a diverse menu that caters to various dietary preferences and a commitment to sustainability. Our prime downtown location and collaboration with local farmers create an authentic connection with the community, ensuring a loyal customer base.

With a proven business model and a projected 20% growth in revenue within the first year, Sumptuous Bites Café seeks an initial investment of $220,000 to cover startup costs and marketing initiatives. Our goal is to become the go-to destination for discerning diners seeking an exceptional culinary experience that celebrates flavor, innovation and community."

02. Company and domain name

Knowing how to name a business is crucial, as it forms the foundation of your brand identity and is a key first step as you make plans to register your business . It should reflect the restaurant's essence, be memorable and resonate with your target audience. Consider using a business name generator or restaurant name generator to brainstorm ideas and ensure the name aligns with your concept and values.

Similarly, selecting a domain name is essential for your online presence. The domain name should ideally match your restaurant's name and be easy to remember. Check its availability and secure it early to avoid complications.

Check out these restaurant name ideas for inspiration.

03. Market analysis and research

The restaurant industry is a saturated albeit successful market, with the 2023 sales forecast coming in at $997 billion in the U.S. alone. This is why it’s vital to do market and competitor research before you dive in.

Including a comprehensive market analysis and research section in your business plan helps you understand the competitive landscape and market trends. Identify your target audience, their preferences and spending habits. Analyze your competitors' strengths and weaknesses, learning from their successes and shortcomings to develop a better business strategy.

04. Operations plan

The operations plan outlines the practical aspects of running your restaurant. Detail the proposed location, explaining how it aligns with your target market and why it's strategically advantageous. Discuss the layout, interior design and ambiance, highlighting how they contribute to the overall dining experience.

Include equipment requirements too, from kitchen appliances to POS systems, ensuring they support efficient operations. You’ll also want to address staffing needs, outlining roles and responsibilities and emphasizing the importance of well-trained and customer-focused employees.

05. Marketing and advertising plan

A well-structured marketing and advertising plan is essential to attract customers to your restaurant. Outline a mix of online and offline strategies, including social media marketing, influencer partnerships, local events and promotions.

It’s critical that your business website acts as a hub for showcasing your menu, enabling online reservations and engaging with customers. This is where you’ll provide essential information such as your location, hours of operation and contact details. In today's digital landscape, an online presence is indispensable for all types of business , including restaurants.

As part of your marketing plan, you’ll want to make sure your branding is up to par as well. Ensure your business has a clean, professional logo to use on your website and all marketing materials. Use a logo maker to generate some ideas, or narrow down your options with a dedicated restaurant logo maker instead.

06. Financial plan

Opening a restaurant can be an expensive endeavor, with some estimates putting the cost between $175,000 and $750,000 . A financial plan is a critical component of your business plan. It encompasses startup costs, revenue projections and financial milestones. Detail how you will fund the initial investment and estimate the timeframe to achieve profitability. Include a comprehensive budget that covers all expenses, from lease payments to marketing campaigns, ensuring financial transparency and feasibility.

Restaurant business plan examples

These examples provide a framework for structuring a restaurant business plan, incorporating all the essential elements discussed earlier. Remember that each business plan should be tailored to the specific concept, target market and goals of your restaurant venture.

Restaurant business plan template 1: Taste of Tuscany Bistro

Taste of Tuscany Bistro is a sophisticated Italian eatery dedicated to providing an authentic culinary journey through the flavors of Tuscany. Located in the heart of the city, our bistro combines rustic charm with modern elegance, offering a menu that celebrates the region's traditional dishes using locally sourced ingredients. With a strong commitment to sustainability and community engagement, Taste of Tuscany Bistro is poised to become a culinary destination for food enthusiasts seeking an exceptional dining experience.

Company name: Taste of Tuscany Bistro

Domain name: www.tasteoftuscanybistro.com

Marketing analysis and research

Target audience: Discerning diners aged 25 to 45 seeking authentic Italian cuisine and a refined dining ambiance.

Competitive landscape: Analyzing local Italian restaurants reveals a gap in upscale, region-specific offerings.

Market trends: Growing demand for locally sourced, sustainable and organic ingredients.

Location: Prime downtown area, near cultural attractions and high foot traffic.

Premises: Rustic yet elegant interior design, reminiscent of Tuscan countryside.

Equipment: State-of-the-art kitchen appliances, traditional wood-fired oven for pizzas.

Staffing: Experienced chefs, skilled waitstaff and knowledgeable sommelier.

Online presence: Engaging social media platforms, regular blog posts on Italian cuisine and interaction with food influencers.

Local engagement: Partnerships with nearby cultural centers, participation in food festivals and collaboration with local farmers.

Website: The business website is a hub for the menu, online reservations and engaging content about Tuscan culinary traditions.

Initial funding: Seeking an investment of $300,000 to cover startup costs, interior design, equipment and initial marketing campaigns.

Projected revenue: Anticipate revenue growth of 15% in the first year, reaching profitability within 18 months.

Budget: Detailed budget covering all expenses, from lease payments to food costs and marketing initiatives.

Restaurant business plan template 2: FusionEats Café

FusionEats Café is a dynamic culinary haven that brings together diverse flavors from around the world. Our contemporary fusion concept aims to delight urban food enthusiasts with a menu that combines global ingredients and techniques in innovative ways. Nestled in a vibrant neighborhood, our café offers a relaxed and artistic atmosphere, creating an inviting space for people to explore culinary creativity.

Company name: FusionEats Café

Domain name: www.fusioneatscafe.com

Target audience: Millennials and Gen Z, seeking unique and Instagram-worthy food experiences.

Competitive landscape: Identifying a gap in the market for a café specializing in global fusion cuisine.

Market trends: Increased interest in diverse and fusion flavors, driven by adventurous palates.

Location: Eclectic neighborhood known for its artistic community and diverse population.

Premises: Modern interior with an open kitchen, allowing customers to observe food preparation.

Equipment: Versatile kitchen equipment for experimenting with fusion cooking techniques.

Staffing: Creative chefs and friendly service staff with a passion for engaging customers.

Social media engagement: Active presence on Instagram, TikTok and Pinterest, sharing visually appealing fusion creations.

Event collaborations: Collaborating with local art galleries and cultural centers for themed food and art events.

Website: The café's website showcases the ever-changing fusion menu and allows online orders and reservations.

Initial funding: Seeking $150,000 for startup costs, interior design, equipment and initial marketing efforts.

Projected revenue: Aiming for 20% revenue growth within the first year, with profitability expected in 12 months.

Budget: Comprehensive budget covering operational costs, creative ingredients and digital marketing campaigns.

Top benefits of creating a restaurant business plan

Crafting a business plan is essential when starting a restaurant business, as it offers a comprehensive roadmap to success. This detailed document holds a multitude of benefits that are vital for steering a restaurant venture toward prosperity.

Attracts investors and funding: A thoroughly outlined plan demonstrates a deep understanding of the industry, market trends and potential returns on investment. This instills confidence in potential backers and increases the likelihood of securing funding to raise money for your business .

Assists in resource management: A comprehensive restaurant business plan compels entrepreneurs to evaluate the resources, supplies and staffing needs required to initiate the restaurant business. This evaluation ensures that all necessary equipment, ingredients and skilled personnel are in place, facilitating a smooth launch and efficient operation.

Provides operational clarity: Starting a restaurant business involves a plethora of moving parts, from kitchen operations to customer service. A well-crafted business plan outlines these operational processes, enhancing efficiency, minimizing confusion and contributing to a seamless customer experience.

Allows for risk mitigation and contingency planning: Anticipating challenges and developing contingency plans are integral to any restaurant business. A well-structured business plan encourages entrepreneurs to identify potential obstacles and devise strategies to mitigate these risks, ensuring smoother operations and long-term sustainability.

Facilitates long-term profitability: Beyond the initial launch, a business plan provides a strategic foundation for the restaurant's long-term success. It outlines goals, growth strategies and measures to maintain the business's competitive edge in the dynamic restaurant industry.

By embracing these benefits, entrepreneurs can navigate the complexities of the restaurant industry and increase their chances of establishing a thriving and sustainable dining establishment.

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Restaurant Executive Summary Example

A restaurant executive summary example is the solution to business plan problems this template is perfect whether you are trying to attract investors, sell your business, or produce financial reports..

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Planning to open your own restaurant or eatery? This restaurant executive summary template will give you all the details you need to know before embarking on this exciting journey. Use it as a reference sheet while looking for investors, communicating with a potential partner, or writing up an effective business plan. This template is for a coffee shop executive summary that can be used for writing about any restaurant or eatery. It provides a great foundation for your restaurant, including important aspects like location, opening hours, and special features. A coffee shop executive summary is written in an investor-friendly tone. It includes information such as the restaurant's description, financial performance, marketing, and future plans. The template can be customized to fit any type of restaurant and can play an important role in investment decisions. The restaurant executive summary is a great place for a business plan writer to start, as it provides a template that can be referenced and then greatly expanded by including the history of the eatery and its unique qualities. At the same time, this table quickly summarizes financial information

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• Business Plans Handbook
• Business Plans - Volume 07
• Restaurant Business Plan

BUSINESS PLAN     BUTCHER HOLLOW BAR BQ

1020 Allen Ave. St. Louis, Missouri 63104

The proprietors of this new restaurant plan to take advantage of their market research, which indicates there is a great interest and very little competition in a specific area of St. Louis for a barbecue restaurant.

EXECUTIVE SUMMARY

• THE COMPANY—PRESENT SITUATION

PRODUCT DESCRIPTION

Market analysis—customers, competition, marketing strategy—advertising, promotion & public relations.

• PRICING & PROFITABILITY

SUMMARY & USE OF FUNDING

Financial projections.

Butcher Hollow Bar BQ will be an eat-in, carry-out restaurant, specializing in evening and weekend leisure dining. St. Louis is recognized as one of the prime barbecue markets in the country. The Soulard neighborhood, future home of Butcher Hollow, is known as one of our area's most popular and successful nightlife hubs.

What makes Butcher Hollow Bar BQ special as a business proposition? New restaurant openings are known to be risky. What have we done to neutralize these risks and assure success?

First, we have identified an unfulfilled market for our exceptional product. Careful research has demonstrated a 66% positive response by a representative sampling of our primary and secondary geographical markets. We have learned that people living in Soulard and Lafayette Square, or within reasonable driving distance, would patronize a good eat-in or carry-out Bar BQ restaurant in Soulard if one were available. Further research of the population demographics of this area reveals a lifestyle most conducive to eating out often, as frequently as three times per week.

Management has also identified a very viable commuting market that frequents the Soulard area, availing themselves of the many attractive restaurants, bars, and bistros. These customers travel there from downtown employment, stadium events, and other entertainment centers such as Union Station, Laclede's Landing, and Kiel Auditorium. Many look forward to a stop in historic Soulard. Butcher Hollow Bar BQ will be a welcome addition to this ambiance, offering to the area a delectable barbecue fare not currently available.

Many thousands of people also work in an near the Soulard area and often unwind after work at one of the many bistros. Butcher Hollow intends to be part and parcel of this scene, offering superb Bar BQ, frosted steins of beer, along with convenient carry-out. Relaxed patio dining is also planned for use during pleasant weather.

Tom and Helen Carter bring both experience and formal training to the food service field. Tom operated the successful Tom's Cafeteria in the garment district for some eight years. Both he and Helen have a wealth of experience in food service and hospitality management.

Butcher Hollow Bar BQ also has a sound marketing plan directed at our three identified markets. Viable market, good promotion, and an excellent product, backed up by sound and experienced management will go a long way to assuring success of the business venture.

Our anticipated capitalization consists of a budget of $45,000, including $15,000 owner's equity along with $30,000 borrowed capital. Owner's equity derives from joint savings of Mr. and Mrs. Carter.

The operating plan provides for proprietor withdrawals of $1,000 per month for the first 12 months of operation. Mrs. Carter will continue her employment as Assistant Front Desk Manager at the Crest Downtown Hotel.

Careful and conservative projections anticipate a first year net of $12,000 on sales of $113,000. It should be noted that the first year P/L reflects certain initial sales promotional activities that, while burdensome during that period, are expected to yield long-term results.

Our second year projected profit is $30,500 on sales of $146,000 yielding a 38.1% return on investment.

THE COMPANY— PRESENT SITUATION

Butcher Hollow Bar BQ, a proprietorship, will be a husband and wife operated business. Both Tom and Helen Carter will bring with them experience in food service and related hospitality fields. The concept of Butcher Hollow Bar BQ is to offer a limited but highly popular menu, aimed at a clearly defined market. It is expected that at least 50% of the business will be carryout. An outside beer garden facility is also planned for nice weather. Barbecue will, of course, be prominent, but other dishes known to have great appeal in the area will also be featured.

The business will be situated in the Soulard neighborhood. This is a high profile rehabbed community with a high concentration of residential units occupied by young professionals as well as established neighborhood blue-collar workers. The Soulard neighborhood is well known for its social scene consisting of many small bars, restaurants, and bistros. The focal point is Soulard Market, an open-air produce market some 200 years old and a national historic landmark. Many people are attracted to the area for its ambiance, and its establishments cater not only to neighborhood people but to customers commuting to suburbia from downtown employment and stadium events.

Mr. and Mrs. Carter's start-up capital consists of $15,000 derived from savings. Mrs. Carter will continue her present employment as assistant front desk manager at the Crest Downtown Hotel, and will work weekends at Butcher Hollow. Mr. Carter will be employed full-time from start-up and has resigned his job as food and beverage manager of Holiday Inn Southtown.

Butcher Hollow Bar BQ will originally target the leisure and recreational dining market. This will heavily emphasize Friday, Saturday, and Sunday business. For the first 12-month period, it is expected that the business will remain closed on Monday, opening from 4:00 PM to 11:00 PM Tuesday through Thursday, 11:00 AM to 11:00 PM Friday and Saturday, and 11:00 AM to 9:00 PM on Sunday. In addition to the local trade, these hours allow us to capture the afterwork commuter as well as those stopping off after the ballgame for barbecue and a beer.

Fridays present a special market. In addition to the normal influx of Friday evening business, Butcher Hollow will be catering to the known habit of working people to treat themselves special for lunch on Friday. Featured dishes will be the soon-to-be-famous Butcher Hollow Bar BQ or the special Jack salmon and spaghetti platter available only on Friday. The latter is known to be very popular for lunch or dinner in South St. Louis, and along with the Butcher Hollow special sauces, can attract a great deal of business.

Saturdays and Sundays, both afternoons and evenings, present great opportunities for the leisure dining trade, and our menu and carry-out promotions will be designed to maximize these opportunities.

The Soulard area also is known as a great business lunch community. While barbecue is not a good lead item for business lunch, other speciality items can be added at a future time when the lunch trade is targeted. Initially, we do not intend to compete for lunch business except on Friday when most Soulard restaurants are hopelessly overloaded. A special luncheon menu is presently being refined for possible inclusion with an expansion of hours during our second year.

Tom Carter will head the husband and wife team of Tom and Helen Carter, as he devotes fulltime to the planning, installation, and start-up of Butcher Hollow Bar BQ. Tom, 43, holds an Associate Degree in Food Service Management from Forest Park Junior College. Upon graduation, he entered his chosen field as assistant chef at Bevo Mill under the original management of Chef Ulrich. He stayed at Bevo for 8 years, gaining experience in all phases of experience in food preparation and kitchen management. When Bevo Mill closed in 1975, Mr. Carter, using a small inheritance coupled with an SBA loan, acquired an existing cafeteria in the St. Louis garment district. He renamed the operation Tom's Cafeteria and operated it for 8 years until 1983. Tom's Cafeteria specialized in breakfast and lunch for workers in the garment and shoe trade along Washington Avenue just west of downtown St. Louis. Mr. Carter was hands-on in all phases of the business management. This business prospered and he was able to retire the SBA loan in the allotted five-year period. However, due to a decline in the garment and shoe business in the immediate area, the building in which Tom's Cafeteria was located closed down, and Tom lost his lease. Because of the decline in the area, he did not seek to relocate but obtained employment as assistant food and beverage manager at the Holiday Inn Southtown. The close-down of Tom's Cafeteria was orderly and all debt was retired as agreed.

After eighteen months at Holiday Inn Southtown, Tom was promoted to manager of food and beverage, a position he held until he recently resigned to devote full-time to Butcher Hollow Bar BQ.

Helen Carter, 38, also has extensive experience in food service and hospitality fields. As a young person, she started working in fast-food operations, and while attending the University of Denver, School of Hotel and Restaurant Management, she worked in a variety of food and beverage service capacities, usually as waitress or hostess, and on one occasion for about a year in food preparation. Circumstances did not permit her to obtain her degree, and she returned to St. Louis. She obtained employment at the Crest Downtown Hotel and is presently assistant front desk manager.

Tom and Helen Carter have been married for 14 years. Tom is working full-time to start up Butcher Hollow Bar BQ. Helen is assisting in her off-duty hours and will work Friday, Saturday, and Sunday upon opening. This will not conflict with her present employment, and she intends to continue on at Crest Downtown until Butcher Hollow Bar BQ has reached the point of requiring and being able to support her full-time services.

Barbecue is, of course, the lead item at Butcher Hollow Bar BQ. The Butcher Hollow Bar BQ comes as the result of many years of experimenting and refining different recipes and techniques. The sauce is a special recipe that has been lovingly developed by the proprietors and tested hundreds of times on willing guests, both at home and at food establishments where the Carters have presided. The technique itself is also special, calling for extra effort, but yielding terrific results. The Butcher Hollow Bar BQ people know how to put out production volume without losing any of the delightful, delectable texture and tastes that will bring the customers back time and again.

Our plan calls for opening with a fairly limited menu, featuring barbecue ribs, barbecue pork steaks and barbecue chicken halves. Also offered will be Jack Salmon (Whiting) with spaghetti. These will be available as plates, which will include entree and two side dishes, or as sandwiches. The Jack Salmon will be offered with our delicious barbecue sauce on the side.

Another speciality of wide appeal will be our meatball and spaghetti platter, served with a knockout garlic cheese bread. All of our sauces are homemade—the spaghetti sauce a private Old World recipe, and the meat balls, our own sensational mix of meat and spices.

Another offering will be a side dish of golden parmesan potatoes, a delicious accompaniment to barbecue that has received many raves. Some people like to make a meal of them by themselves. We also have special recipes for potato salad and slaw. Our intent is to bring as much effort and expertise to our side dishes and sauces as we do our entrees. This will make the food at Butcher Hollow Bar BQ extra special and keep the customers coming back for more. Nothing mundane or ordinary will be served.

We also have a nice array of entrees that we are holding in reserve, or that we may feature as weekly specials, one at a time. These recipes come from a special private collection that have been refined over many years by the Carters.

The Setting

Butcher Hollow Bar BQ will not be served in an ostentatious setting. The Soulard neighborhood lends itself to nice, storefront cafes, and in this type of setting, barbecue can be best enjoyed. Checkered tablecloths and pitchers of beer set the scene for good times, good food, and enjoyable surroundings. A bricked patio with picnic tables and yellow lights permit a beer garden annex in pleasant weather and, of course, carry-out customers are made especially welcome in a comfortable alcove. We expect a significant part of our business to be carry-out because barbecue is traditionally eaten at home.

Soft drinks, wine coolers, and draft beer are the beverages of choice at Butcher Hollow. We anticipate eight tables for four, four tables for two, four booths accommodating four to six, and two tables for six, for total seating of eighty-four.

The name Butcher Hollow is intended to conjure up a relaxed, rustic mood, nothing fancy, and not associated with a specific theme. Our decor will generally be mixed and matched chairs and furnishings with a goodly amount of Americana thrown in. Much of this will be derived from the near-antique collectables that the Carters have been accumulating over the years in anticipation of this type of establishment.

Butcher Hollow Bar BQ has identified four distinct target markets which will comprise our customers. They consist of:

• Primary residential population of the Soulard and Lafayette Square neighborhoods.
• Secondary residential population of the Near South Side and South St. Louis proper sections.
• Commuting population that works downtown and travels through Soulard, often stopping for a refreshment on the way home. Accesses to highways 40, 44, and 55 are found in our immediate area and lend themselves for easy access. Additionally, spin-off crowds from stadium events and Kiel Auditorium also are markets that will avail themselves of post game or post concert recreational dining or carry-out. The planned new arena and downtown football stadium complex can only add to the customer mix. The near proximity of Union Station and Laclede's Landing also provide traffic through our area, which we intend to entice with our delectable Butcher Hollow Bar BQ.
• Another market is the working population of the Near Southside, which offer great opportunities for Friday lunch and after-work gatherings. Anheuser-Busch, Monsanto Chemical, and Ralston Purina are three of many large employers having upscale workers with disposable income for leisure activities.

Market Survey

To obtain consumer feedback for our idea, a telemarketing survey was instituted in the fall of 1995 for the purpose of polling the primary and secondary residential population to learn their reaction to an eat-in and carry-out barbecue-style restaurant. Twelve hundred complete conversations were conducted by telephone in the zip codes of 63104, 63118, 63110, and 63116. Among the key questions asked were: If there were a good barbecue restaurant in the Soulard neighborhood, would you patronize it either for eat-in or carry-out? Sixty-six percent responded affirmatively, and their answers were further tabulated as follows:

22% once a month or more frequently 56% every couple of months 12% a couple times per year 10% about once a year

About 75% indicated a preference for carry-out.

Profile of Customer Base

The demographics of the four zip codes comprising the residential population of our primary geographic target market reveal characteristics very supportive of a viable customer base for Butcher Hollow Bar BQ. Our primary area consists of some 52,500 households, with a median adult age of 42 years. Approximately 22% have incomes of over $50,000, with 36% having income of $30,000 to $49,000. Statistics published in the July 1995 edition of Eating Out , a leading trade journal, reveal that families with median incomes of over $30,000 and median ages over 40 eat out two to three time per week, among the highest in any category.

With approximately 50% of our primary residential target market falling within this profile, and coupled with the response to our in-house survey revealing 66% of those surveyed indicating a predisposition to patronize a good barbecue-style eat-in or carry-out restaurant, we feel that we have identified a location that is most amenable to the product that we will be providing.

Additionally, 25% of our business is expected to come from persons commuting from downtown employment, shopping, cultural and sports activities. While en route their residences in South County and West County, many people often stop in Soulard and the adjoining neighborhood of Lafayette Square to partake of the local amenities.

Another 25% is expected to come from people employed in the immediate area but living elsewhere. Some of the larger employers are:

Many workers from these firms are known to frequent the establishments of Soulard after working hours, with Fridays being a high point in the week.

St. Louis is known as one of the major barbecue consuming areas of the country. Indeed, we lead the nation in the per capita consumption of prepackaged barbecue sauce sold at the retail level. Barbecue restaurants have traditionally been very popular in St. Louis as well. Two of the most popular are situated in the Affton area, just outside of what we consider our secondary market.

One of these restaurants, Phil's Bar BQ, is a second-generation establishment, tracing its roots back to North St. Louis with some fifty years of continuous operation. Roscoe McCrary reigns supreme in North St. Louis, a distinct market in itself, with Mr. McCrary's Bar BQ being both well known and highly sought by consumers from all over the metro region. McCrary's Bar BQ is often preferred fare in the post game St. Louis Cardinals clubhouse and is widely regarded as being among the best.

Suburban St. Louis County has become home for several very popular barbecue restaurants. Charlotte's Rib attracts a large following in the Ballwin/Manchester area and Damons for Ribs, a national chain, has recently opened a second location to complement its Crestwood restaurant.

KC Masterpiece Bar BQ has expanded its sphere of influence all the way from Kansas City to our own West County suburbs. Reports are that the initial store is doing excellent business with customers waiting on Friday and Saturday evenings.

Without a doubt, barbecue is popular in St. Louis. But, until the arrival of Butcher Hollow Bar BQ, South St. Louis and the Near South Side have had no convenient purveyor.

The closest place is a church-sponsored barbecue carry-out operation of long standing in the six hundred block of South Broadway that is open 24 hours a day, Friday, Saturday, and Sunday only, and does a land-office business, although offering no amenities.

During the annual Mardi Gras Festival and the St. Patrick Day celebrations, many of the restaurants and bars of Soulard erect temporary barbecue pits to cater to the heavy foot traffic. It is easy to observe that these are among the most popular stops with the celebrants. Often people congregate 3 and 4 deep around the stands, clamoring for service, as the delectable smoke and fragrance waft into the surrounding air. Butcher Hollow Bar BQ feels there is a demonstrated need for a good barbecue eat-in or carry-out restaurant in Soulard, and we intend to fill that need.

Opening a new food establishment is often seen as one of the more risky business ventures because of the known high rate of failure of new restaurants. The proprietors of Butcher Hollow Bar BQ feel that we have effectively minimized these risks by careful market research and by bringing considerable food service management and entrepreneurial experience to the project.

Tom and Helen Carter are well-trained both by formal education and by many years of experience in restaurant service and management. Additionally, Mr. Carter was owneroperator of a successful restaurant for eight years in St. Louis during which he retired a $25,000 SBA loan in a timely fashion.

As this Business Plan will reflect, careful planning and preparation have gone into the concept and the execution of this plan. Positive consumer reaction, favorable demographics, and strategic location combine to assure Butcher Hollow Bar BQ a viable market.

Another risk that is effectively minimized is that of surviving what is sometimes known as the starvation period for many start-up businesses; i.e., the first six months to a year while customers become aware of your establishment. While the Business Plan calls for a proprietor's draw of $1,000 per month, this is of course contingent upon conditions. With Mrs. Carter maintaining her present position of employment and both she and Mr. Carter working at Butcher Hollow, the new business can operate with a minimum of payroll load, thus minimizing a significant cost factor for all new businesses. As she continues working at the Crest Downtown Hotel, the household living expenses can be met by her salary.

Traditional casualty risks will be covered by Business Owners' insurance, ample to cover all assets and with a $500,000 public and product liability umbrella.

Butcher Hollow Bar BQ has a three-pronged marketing strategy aimed at our three identified target markets.

As we expect 50% of our business to come from the residential population of our primary and secondary areas, we will be promoting Introductory Specials through ads in two heavily circulated community newspapers, the South St. Louis Journal and the Riverfront Times . The Journal will feature primarily family carry-out oriented ads, with coupons worth $1 off or a free 24 oz. soft drink, or similar promotions. The Riverfront Times , which has saturation distribution throughout the area, primarily in food and beverage establishments, is widely read by the young, upwardly mobile professional person, a consumer category recognized for their prominent discretionary and leisure spending habits.

The commuting traffic will be targeted with a billboard advertisement strategically positioned to capture the attention of southbound vehicles leaving downtown employment, stadium, and entertainment events. The cost of this advertisement is budgeted for $9,000 for the first 6 months and is intended to prime the pump and attract first-time customers. It is an investment in the future and is not expected to be immediately cost effective, but will pay-off for the long haul as we attract and keep customers.

Our third target group is the local employee population who we intend to attract for Friday lunch and after-work eat-in or carry-out business. For the lunch trade, we intend to initiate mailings to the various firms throughout the area.

The mailings will include menus and our fax number to make use of the proliferation of office fax machines to place lunch orders. For the larger companies, we will obtain lists of departments to facilitate these mailings reaching the workers that want to order. We also will make use of occasional Comp Cards, which are complimentary lunches when used with an order exceeding a set dollar amount. With each carry-out lunch, we will include a flyer touting Butcher Hollow Bar BQ as a great stop after work for barbecue and beer or for our splendid carry-out offerings.

The Carters intend to be members and participants in the Soulard Merchants Association, which is a group of about fifty local businesses, most of whom are in food and beverage service. The area is promoted twice each year, once with a giant Mardi Gras parade and festival and then at St. Patrick's Day. Butcher Hollow Bar BQ intends to maintain a high profile during both festivities and become a well established and popular addition to the Soulard scene.

PRICE & PROFITABILITY

The price formula to be employed at Butcher Hollow Bar BQ will be based on a food cost of 30% for most food items with a 25% food cost for soft drinks and 50% for beer and wine coolers. Retail prices are across the board, carry-out or eat-in, with the paper cost of carry-out being offset by the savings in service inherent to take-out food.

The pinnacle attraction at Butcher Hollow BQ is the full slab rib platter, priced at $13.00 and including two side dishes and bread. Many people will order half slabs at $7.50 per plate or $5.50 per sandwich. Our other entrees, Half Chickens, Pork Steaks, and Jack Salmon are priced at $7.50 per platter and $5.50 per sandwich accordingly. Meatballs and spaghetti with garlic cheese bread will be $7.50.

Both our barbecue sauce and our spaghetti sauce are special recipes and are very important to the overall delectability of the finished product. Extra sauces will be available in individual portions or by the quart, priced with a 50% food cost.

We expect our aggregate food and beverage cost to average about 44% and we will monitor this figure closely. We will be utilizing modern computer data entry on all of our food purchases. Recipes are preprogrammed to extrapolate the updated finished cost per portion, thereby enabling management to keep a constant check on food cost percentages, adjusting pricing as needs dictate.

As our financial forecast will indicate, we anticipate first-year sales of $113,000 with net operating profits of $12,300. We would find this acceptable in view of the anticipated "starvation period" that accompanies all new openings and the one-time expenditures of advertising and promotion that is booked in for the first six months. Our monthly break-even point is $6,700, a very reachable $1,500 per week.

Profits for the second year are expected to reach $30,500.

[*For detailed derivation of these calculations, refer to Twelve Month Proforma, Financial Projections.]

In order to open Butcher Hollow Bar BQ, management has determined that capitalization of $45,000 will be required. These funds will be allocated as follows:

Equipment & Fixtures are listed in the schedule on the following page. Our Business Plan anticipates that capitalization will be funded as follows:

The proprietors equity is derived from savings. It is projected that borrowed capital would be drawn over a period of 60 days preceding Grand Opening, through the first 180 days of operations. Grand opening is targeted for May 1, 2000.

This page left intentionally blank to accommodate tabular matter following.

TWELVE-MONTH PROFORMA CHART 1

TWELVE-MONTH PROFORMA CHART II

THREE-YEAR PROJECTED INCOME STATEMENT

CASH FLOW PROJECTION

BALANCE SHEET

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