deli restaurant business plan

How To Write a Business Plan for Deli Restaurant in 9 Steps: Checklist

By alex ryzhkov, resources on deli restaurant.

• Financial Model
• Business Plan
• Value Proposition
• One-Page Business Plan
• SWOT Analysis
• Business Model
• Marketing Plan

Welcome to our guide on how to write a business plan for a Deli restaurant. With the food service industry projected to reach $1.2 trillion in revenue by 2023, now is the perfect time to start your business. Whether you're a seasoned restaurateur or someone looking to take on a new challenge, this checklist will guide you through the essential steps to turn your Deli idea into a reality.

Conduct Market Research

In order to start a successful deli restaurant, it is crucial to conduct thorough market research. This step will help you understand the demand for your product, identify your target market, and analyze your competition. Here are some important points to consider:

• Industry trends: Look at the current and future trends in the deli restaurant industry. What types of cuisine are gaining popularity? What are customers looking for in a deli restaurant?
• Location: Consider the location you plan to open your restaurant in and research the surrounding area. Is there a high traffic flow? Is there a need for a deli restaurant in the area?
• Customer demographics: Identify your target market. Consider factors such as age, gender, income, education level, and lifestyle. What are their preferences when it comes to food? What are their favorite foods?
• Competitors: Analyze your competition and identify their strengths and weaknesses. What sets your deli restaurant apart?
• Regulations: Research the local regulations and requirements for opening and operating a restaurant in your area. What permits and licenses are necessary?

Tips for Conducting Market Research

• Utilize online resources such as industry reports and market analysis tools.
• Conduct surveys and focus groups to gather feedback from potential customers.
• Visit other deli restaurants in the area to get a sense of what works and what doesn't.
• Talk to local suppliers to learn more about the availability and quality of ingredients.

Conducting comprehensive market research will provide you with valuable insights that will help you make informed decisions about your deli restaurant. It will allow you to better understand your target market, position yourself against competitors, and develop a restaurant that meets the needs and desires of your customers.

Identify Target Market

One of the key elements of creating a successful business plan is to identify the target market for your deli restaurant. This involves researching and understanding the demographics and psychographics of your potential customers. Knowing who your customers are and what they want will help you tailor your menu and marketing efforts to their needs and preferences.

To start, research the demographic characteristics of your area, including age, income, education level, and other relevant factors. This will give you a better understanding of who your potential customers are and what they are likely to be looking for in a deli restaurant. For example, if you are located in a college town, your target market may be college students who are seeking healthy options for meals on-the-go.

Once you have identified the demographics of your target market, you should also assess their psychographic characteristics. This includes their behaviors, attitudes, and values. For example, if your target market is health-conscious, you may need to create a menu that includes vegan and gluten-free options. If your target market is busy professionals, you may need to offer quick and convenient options for meals on-the-go.

Tips for identifying your target market:

• Research demographic data to identify your potential customers' age, gender, income, and education level.
• Assess the psychographic characteristics of your target market, such as their behaviors, attitudes, and values.
• Consider conducting surveys or focus groups to gather feedback directly from your potential customers.
• Look at your competitors and analyze their target market to see if it aligns with yours or if there are any gaps in the market that you can fill.

By identifying your target market, you can develop a menu, pricing strategy, and marketing plan that resonates with your potential customers. This will help you attract and retain customers, which is essential for the success of your deli restaurant.

Analyze Competition

When starting a Deli restaurant , it is important to analyze your competition in order to make your business stand out. Conducting thorough market research will help you understand your competitors and their strengths and weaknesses. By identifying what your competitors are offering and what sets your business apart, you can create a competitive strategy that will help you attract more customers.

• Identify your direct competitors. Research other Deli restaurants in the area and create a list of their strengths and weaknesses.
• Visit your competitors' businesses. Analyze their menu, pricing, customer service, and overall environment. Take notes and compare them to your business plans.
• Research your competitors' online presence. This includes their website, social media accounts, and online reviews. Analyze their customer feedback and understand what they are doing well and what customers are complaining about.
• Identify gaps in the market. Look for ways you can differentiate yourself from your competitors and offer unique products and services that they do not.
• Use tools such as Yelp, Google reviews, and customer feedback to gain insights into the strengths and weaknesses of your competitors.
• Identify your competitors' pricing strategy and determine whether your pricing should be competitive or different.
• Offer unique menu options, including vegetarian, vegan, gluten-free, and other special dietary options to attract customers with specific diet restrictions.
• Create a customer loyalty program to reward repeat customers and encourage them to come back.

Analyzing your competition will help you create a strategy that will help you stand out in a crowded market. By understanding what your competitors are doing well and what gaps exist in the market, you can make informed decisions about your menu, pricing, and overall business strategy.

Determine Pricing Strategy

Determining the right pricing strategy for your deli restaurant can be a challenging task that requires careful consideration. Your pricing strategy should be aligned with your overall business goals and should reflect the value that your restaurant provides to customers. Here are some important factors to keep in mind when developing your pricing strategy:

• Cost Analysis: It's crucial to understand your costs, including the cost of ingredients, rent, utilities, and labor. This will help you determine the minimum price you need to charge to cover your expenses and make a profit.
• Competitive Analysis: Take some time to research your competitors and their pricing strategy. You want to be competitive, but not undercut your prices to the point where you are hurting your business.
• Value Proposition: Consider what makes your deli unique and what value you provide to your customers. Then, determine how you can price your menu items to reflect that value.
• Target Market: Your pricing strategy should reflect the needs and preferences of your target market. For example, if you are targeting health-conscious customers, you may need to price your menu items higher to reflect the quality of the ingredients you use.
• Discounts and Promotions: Offering discounts and promotions can be a great way to drive traffic to your deli and increase sales. However, you need to make sure that your discounts and promotions don't hurt your bottom line.
• Consider offering combo meals or meal deals to encourage customers to spend more and try different menu items.
• Regularly review your prices to make sure that they are still aligned with your business goals and market conditions.
• Consider creating a loyalty program that rewards frequent customers with exclusive discounts or other incentives.

Create Menu And Recipes

Creating a menu and recipes is one of the most exciting parts of starting a Deli restaurant. It's a chance to showcase your culinary skills and make a statement with the type of food you want to offer. Before you begin, consider your target market and what types of dishes will resonate with them.

It's important to offer a variety of dishes that cater to different dietary preferences and restrictions, such as vegetarian, vegan, gluten-free, and dairy-free options. Your menu should have a balance of healthy and indulgent dishes that are both tasty and visually appealing.

To create your menu, start by brainstorming a list of dishes that you would like to offer and then narrow it down to a cohesive selection of appetizers, entrees, sides, and desserts. Consider the ingredients you have access to and the seasonality of certain items to ensure that your recipes are always made with fresh ingredients.

• Focus on quality ingredients - Use only high-quality ingredients and emphasize locally-sourced ingredients and organic produce if possible. This will give your Deli restaurant an edge and appeal to health-conscious customers.
• Be creative and innovative - Don't be afraid to experiment with new flavors and ingredients. Create unique flavor combinations by using herbs, spices, and sauces.
• Offer seasonal specials - Take advantage of seasonal produce and offer specials that are only available for a limited time. This will keep customers coming back to see what's new.

Your recipes should be easy to follow and replicate to ensure consistency in taste and quality. Develop detailed recipes that list the ingredients, measurements, and cooking instructions. Test your recipes several times to ensure that they are perfected before they are added to the menu.

• Create dishes that can be modified to accommodate dietary preferences such as substituting meat with tofu or using coconut milk instead of cream.
• Use descriptive language that makes your dishes sound appealing, such as 'freshly made' or 'locally sourced'.
• Experiment with new menu items regularly to keep things fresh and exciting for customers.

Overall, the key to creating a successful menu is to offer a delicious and healthy selection of dishes that appeal to your target market. With a little creativity and innovation, you can create a menu that will make your Deli restaurant stand out from the competition.

Secure Funding

In order to start a deli restaurant, securing funding is an essential step. It is important to determine how much funding will be required and explore the various options available. Some of the options to consider are:

• Savings: Utilize personal savings to fund the business.
• Business loans: Explore the option of taking out a business loan from a bank or credit union.
• Investors: Seek out potential investors who may be interested in investing in the business.
• Crowdfunding: Consider starting a crowdfunding campaign to raise funds for the business.
• It is important to have a clear understanding of the financial requirements for the business. Develop a detailed budget that includes startup costs, operating expenses, and expected revenue.
• When seeking funding, it is essential to have a well-written business plan that clearly outlines the business idea, target market, marketing plan, and financial projections.
• Explore multiple funding options and compare the terms and interest rates before making a decision.
• Consider working with a financial advisor or accountant to help secure funding and manage finances for the business.

Once the funding has been secured, it is important to use it wisely. Keep accurate records of all expenses and revenue, and make adjustments as needed to ensure that the business remains profitable.

Selecting Location

Selecting the right location is crucial for the success of your Deli restaurant. Location can greatly impact the success of your business, as it can affect your reach, your visibility, and the accessibility of your restaurant to potential customers. Here are some important factors to consider when choosing the right location:

• Demographics: Consider the demographics of the area you are considering when selecting your location. Are there families with young children, business people, or students in the area? This should influence your menu options and marketing strategy.
• Foot and Vehicle Traffic: The amount of foot and vehicle traffic that passes by the location should be a key consideration. People are more likely to visit a restaurant that is easily accessible and visible.
• Competition: It is important to assess the competition in the area that you are considering. Check out similar restaurants in the area and consider how you can differentiate yourself to stand out from the competition.
• Accessibility: Consider the accessibility of the location for your customers. Is it in a convenient location that is easily accessible by car or public transportation? Is there sufficient parking available?
• Cost: The cost of rent, utilities, and other expenses associated with the location should also be considered. It is important to ensure that the location is affordable and that it makes financial sense for your business.
• Consider taking a walk around the neighborhood to assess foot traffic and observe potential competitors.
• Take time to research online and talk to locals to find the best locations for your deli restaurant.
• Work with a commercial real estate agent to find the best location that matches your budget and needs.

In conclusion, selecting the right location is vital for the success of your Deli restaurant. By taking into consideration the demographics of the area, the level of competition, accessibility, and cost, you can find a location that is perfect for your deli restaurant. Use these tips to ensure that you select the ideal location for your business.

Build A Team

Creating a successful Deli restaurant requires more than just delicious food. You need a team of skilled and dedicated individuals who share your passion for delivering quality meals and excellent service to customers. Building the right team can be challenging, but it's essential to the success of your business.

Identify key positions: Start by determining the roles and responsibilities you need to fill. You'll need a chef, line cooks, servers, cashiers, and possibly a marketing or social media manager. Consider the busiest times of the day and week and ensure you have enough staff to handle the demand.

• Start by hiring a few key people and gradually build your team as your business grows.
• Consider outsourcing some of the work, such as social media or accounting, to reduce costs and free up your time to focus on other aspects of the business.

Create a job description: Writing a detailed job description for each role will help you attract the right candidates. Be clear about the qualifications and experience required for the job, the duties and responsibilities involved, and the schedule and pay.

• Include any required certifications or licenses, such as a food handler's permit.
• Be realistic about the hours and workload and ensure candidates understand the requirements of the job before they apply.

Advertise for positions: Post job openings on online job boards, social media, and local newspapers. You can also reach out to culinary schools, catering companies, and industry associations for potential candidates.

• Ask for referrals and recommendations from your network.
• Offer competitive wages and benefits to attract top talent.

Conduct interviews: Once you've received applications, conduct thorough interviews to assess each candidate's skills and qualifications and ensure they're a good fit for your team.

• Prepare a list of interview questions to ask each candidate.
• Ask for practical demonstrations of skills, such as cooking or serving, to ensure they're capable of performing the job duties.

Train and onboard new hires: Once you've hired staff, provide them with training and onboarding to ensure they're equipped to perform their roles effectively. Train them on food safety, customer service, and the menu and recipes.

• Assign a mentor or supervisor to guide new hires and answer any questions they may have.
• Provide ongoing training to ensure staff stay up-to-date on new menu items, technology, and procedures.

By building a skilled, reliable, and motivated team, you'll ensure your Deli restaurant runs smoothly and delivers the quality food and service that customers expect. Remember to treat your staff well, provide opportunities for growth and development, and recognize and reward their contributions to the business.

Develop A Marketing Plan

Now that you have your deli restaurant up and running, it's time to start thinking about your marketing strategy. Your main objective is to attract new customers and keep your existing ones coming back for more. Here are some steps to help you develop a solid marketing plan:

• Identify your target audience: This is crucial in developing a marketing plan that speaks directly to your customers. Consider their interests, demographics, and behaviors.
• Create a brand image: Your brand image is the face of your deli restaurant. Make sure it's consistent and reflects your values, mission, and menu offerings.
• Utilize social media: Social media can be a powerful tool to promote your deli restaurant. Develop a social media strategy that includes regular posts, promotions, and engaging with your followers.
• Host events: Consider hosting events such as cooking classes, tastings, or themed nights to attract customers and keep them engaged with your deli restaurant.
• Utilize email marketing: Collect email addresses from your customers and use email marketing to promote menu changes, events, and promotions.
• Create a referral program to incentivize your existing customers to refer their friends and family to your deli restaurant.
• Partner with local businesses or organizations to help promote your deli restaurant.
• Develop a loyalty program to reward repeat customers and encourage them to return.

By following these steps and tips, you can develop a solid marketing plan that helps your deli restaurant grow and thrive.

Starting a deli restaurant can be a daunting task, but following these 9 steps can help you create a well-thought-out business plan. Conduct market research and identify your target market and competition. Determine your pricing strategy and create your menu and recipes. Secure funding and select your location. Build a team and develop a marketing plan. Utilize technology to streamline operations and incorporate a loyalty program to reward repeat customers. With careful planning and execution, your deli restaurant can become a successful and profitable venture.

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Everything You Need To Know About Starting Your Own Deli

July 30, 2023

Starting your deli can be an exciting and rewarding business venture. It requires a lot of planning and hard work, but with the proper management, you can create a successful deli that will provide customers with delicious meals for years. You must know all the important aspects of starting your own deli business, including essential steps like deciding on a menu, finding the right location, managing finances and employees, and marketing your business. With this knowledge, you’ll be well-prepared to launch your deli confidently.

Table of Contents

What Should You Do Before Starting Your Deli?

• Choose a Deli Format: The important step in starting a deli is deciding what business format you want to operate . Do you want to open a traditional sandwich shop, a specialty market, or a full-service restaurant? Consider your local market and the types of customers that will frequent your shop before making this decision.

• Collect the Necessary Restaurant Tax, DBA, and EIN Information for your Deli: Before you can open and manage a Deli, several steps must be taken to make sure your business complies with federal and state regulations. You will need to obtain the necessary tax identification numbers for your deli — this includes a restaurant tax ID number (or sales tax permit), as well as a DBA (doing business as) or fictitious name registration, and an Employer Identification Number (EIN).
• Design your Deli Branding and Marketing Strategy: Creating a brand for your deli is essential to standing out. This will help differentiate your business, create customer loyalty, and increase sales. A few steps to consider when creating a branding strategy include: establishing your target market, determining the style and message of your brand, and researching the industry’s current trends.
• Determine your Deli Finances, Operating Expenses, and Sales Forecasts: Before launching your deli, you must plan your finances and understand where your money is going. Assess what kind of capital you need to start the business. This includes any loans or investment funds secured before opening day.

• Purchase and Track Your Restaurant Inventory: When setting up your deli, you’ll need to invest in a variety of items like fresh produce, meats and cheeses, sauces and condiments, bread and wraps, equipment for slicing and prepping food, platters for displaying food items, trays for customers to carry their orders with them, and other necessary supplies. Keeping accurate track of your inventory is also important, as it will help you predict how many items you need to purchase to stay stocked. If you plan on offering catering services, you may also want to invest in chafing dishes and other large platters to present food at larger events.

Additional Tips For Running A Successful Deli

• Maintain High Standards of Food Safety and Hygiene: Prioritize food safety and hygiene to protect your customers and maintain a strong reputation. Train your staff on proper food handling techniques, regularly clean and sanitize your workspace, and adhere to all health department regulations.
• Offer Excellent Customer Service: Exceptional customer service builds customer loyalty and encourages repeat business. Train your staff to be attentive, courteous, and knowledgeable about your products. Encourage feedback and address customer concerns promptly.
• Monitor and Adapt to Consumer Trends : Stay informed about consumer trends and preferences, and adjust your offerings accordingly. For example, consider offering plant-based options or incorporating eco-friendly practices to cater to a broader customer base.
• Network with Other Business Owners: Connect with local business owners and participate in community events to build relationships, share insights, and learn from each other. Networking can lead to valuable partnerships and opportunities for collaboration.
• Continuously Analyze and Optimize Your Business: Regularly review your deli’s performance to identify areas for improvement. Use data-driven insights to make informed decisions about menu adjustments, pricing, marketing strategies, and other aspects of your business.

How much does it cost to start a deli?

The cost of starting a deli varies depending on location, size, and equipment. Initial costs can range from $50,000 to $200,000 or more.

How can I differentiate my deli from competitors?

Differentiate your deli by offering unique menu items, exceptional customer service, and a memorable brand. Stay informed about industry trends and continuously refine your offerings to meet changing customer preferences.

Do I need any specific qualifications to open a deli?

While formal qualifications are not mandatory , having experience in the food service industry and a strong understanding of food safety practices is highly beneficial. You may also need to obtain various licenses and permits depending on your location.

How do I determine the best pricing strategy for my deli?

Consider ingredients costs, labor expenses, and competitor pricing when determining your pricing strategy. Aim to offer competitive prices while maintaining profitability.

What are some effective marketing strategies for a deli?

Effective marketing strategies for a deli include online marketing through social media and websites, local advertising, and partnerships with other local businesses. Regularly engage with your customers and encourage them to leave reviews to boost your online reputation.

Starting and running a successful deli business requires a combination of passion, planning, and persistence. By conducting thorough market research, creating a strong brand, maintaining high standards of food safety, and offering excellent customer service, you can set your deli apart from competitors and establish a loyal customer base. Continuously monitor and adapt to consumer trends, manage your finances effectively, and network with other business owners to learn from their experiences and grow your business. Dedication and hard work can build a thriving deli business that brings joy and satisfaction to your customers and yourself.

Mario Batali is a renowned author, food enthusiast, and passionate chef who has dedicated his life to exploring the world of culinary arts. With a love for sharing his knowledge and experiences, Mario has become a prominent figure in the food blogging community, inspiring countless readers with his creativity and expertise.

In addition to his culinary prowess, Mario Batali is also a talented writer with a flair for engaging storytelling. He launched his own food blog to share his recipes, cooking tips, and personal experiences in the kitchen. Over time, Mario’s blog gained a loyal following of food enthusiasts who appreciate his unique approach to cooking and his dedication to using only the finest ingredients.

Mario Batali’s passion for food and his commitment to sharing his knowledge with others have made him a true inspiration in the world of culinary arts. Through his blog, cookbooks, and public appearances, Mario continues to spread his love of food and the joy of cooking with his ever-growing fanbase.

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Delicatessen and Bakery Business Plan

Start your own delicatessen and bakery business plan

The Bronx Deli and Bakery

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 Bronx Deli and Bakery will offer customers New York City deli bakery items and sandwiches.  It is a restaurant, a bakery and a coffeehouse all rolled into one. Located in the heart of the growing Willow Creek section of Richmond, the Bronx Deli and Bakery will serve a community of 25,000 residents that is made up of students attending State University and families attracted to the new home construction in the area.

The Bronx Deli and Bakery will have the advantage of the foot traffic in the Willow Creek retail area which is the home of the Willow Creek Arts and Craft Fair, as well as the home of numerous art and craft shops.

1.1 Mission

The Bronx Deli and Bakery is committed to providing a slice of New York in the Willow Creek section of Richmond.  We will offer our customers the best sandwiches and bakery items at affordable prices.

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 Bronx Deli and Bakery is located in the heart of the Willow Creek section of Richmond.  The owner, Barry Cohn, is opening the Bronx Deli and Bakery in response to the limited number of eating places located in the Willow Creek area.  The bakery will offer New York City deli bakery items and sandwiches.  We will focus on bringing in the customer who visits the arts and crafts stores and is looking for a warm and comfortable place to relax and enjoy excellent food.

2.1 Company Ownership

The Bronx Deli and Bakery is owned by Barry Cohn.

2.2 Start-up Summary

The start-up cost of the Bronx Deli and Bakery will consist primarily of kitchen equipment and dining set-up. Barry Cohn will invest $80,000. He will also secure a $50,000 SBA loan.

The Bronx Deli and Bakery will offer customers New York City deli bakery items and sandwiches. The menu will include:

• Pastry/desserts;
• Sandwiches;

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

In the past ten years, the Willow Creek section of Richmond has grown tremendously. The growing student community combined with the customers of the area’s arts and craft stores are a perfect support base for the Bronx Bakery.

Currently, the area is served by three small restaurants and two coffee shops. None of these restaurants or shops carry the menu items found at the Bronx Bakery. In addition, the bakery is located on Steward Street which is the area’s main street. The foot traffic on Steward Street is very heavy with arts and crafts shoppers and State University students.

4.1 Market Segmentation

The Bronx Deli and Bakery will focus on two significant customer groups:

• Arts and Craft Shoppers:  The community is home to a number of artists and craft people that operate the Willow Creek Craft Fair.  This creates a festive environment in the Willow Creek central commercial/retail area that attract shoppers each weekend. The Bronx Deli and Bakery is adjacent to the Craft Fair which is one block south of Steward Street.  The traffic from the fair to the Steward Street shops goes right past the Bronx Bakery.
• Students: The Bronx Deli and Bakery will be a half block from campus.  A significant number of students spend money on food and drink in the Willow Creek area. Last year, it was estimated that students spent $20 million dollars on products, services and entertainment in the Willow Creek area. The bakery’s location will be a convenient place to grab a bite or a sweet on the way to or from classes.

Strategy and Implementation Summary

The Bronx Deli and Bakery will promote the store opening.  We will have live music and food in front of the bakery opening weekend.  The Willow Creek Craft Fair will provide excellent foot traffic for our opening.

We will advertise in the university daily student newspaper as well as the local area advertising flyer.  In the advertisements for the market opening, we will have 2 for 1 specials on pastry and sandwiches.  We will continue this discount for the first month of operation.

5.1 Competitive Edge

The Bronx Bakery’s competitive edge is:

• Location:  The Bronx Deli and Bakery is located in the heart of the Willow Creek section of Richmond. The foot traffic in the Willow Creek retail area is very strong. The weekend arts and craft fair will provide excellent foot traffic. In addition, Stewart Street is a major walk way for students going to and from classes at State University.
• New York Focus of Menu: The menu for the Bronx Deli and Bakery is a perfect addition to the arts and craft focus of the businesses in the area.  We offer the customer a chance to step out of Richmond and into a New York City deli, complete with the sights and sounds.  Lunch becomes an event and even the purchasing of a bakery item, to go, leaves the customers smiling.

5.2 Sales Strategy

The sales strategy of the Bronx Deli and Bakery is simple. The key to customer satisfaction is providing an exceptional product at affordable prices in an environment that is as entertaining as the food.

5.2.1 Sales Forecast

Cost control is a critical focus of our sales forecast.  We will adhere to the following gross margin % for menu items:

• Coffee drinks: 14%
• Lunch items: 30%
• Bakery goods: 26%

The following is the Bronx Deli and Bakery’s sales forecast for three years.

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.">

Barry will manage the daily operation of the Bronx Deli and Bakery. He has ten years of experience working in the restaurant industry.  Before relocating to Richmond, Barry was manager of two deli/bakeries in New York City.  Barry was the Bakery Manager for Zoey’s Deli and Bakery for six years, managing a staff of five. During that time, the business grew by 15% each year.

In 1996, Barry became the Manager of Sherman’s Deli and Bakery where he managed a staff of ten.  For the four years Barry was the manager he was able to cut production cost by 16%.

6.1 Personnel Plan

Besides Barry Cohn, the Bronx Deli and Bakery will have a staff of seven:

• Kitchen staff (3);
• Waiters/waitresses (2).

Financial Plan investor-ready personnel plan .">

The following is the Financial plan for the Bronx Deli and Bakery.

7.1 Break-even Analysis

The following table and chart shows our Break-even Analysis.

7.2 Projected Profit and Loss

The following table and charts highlight the projected profit and loss for three years.

7.3 Projected Cash Flow

The following table and chart highlight the projected cash flow for three years.

7.4 Projected Balance Sheet

The following table highlights the projected balance sheet for three years.

7.5 Business Ratios

Business ratios for the years of this plan are shown below.  Industry profile ratios based on the Standard Industrial Classification (SIC) code 5812, Eating Places, are shown for comparison.

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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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14+ SAMPLE Deli Business Plan in PDF

Deli business plan, 14+ sample deli business plan, what is a deli and a deli business plan, points to ponder when opening a deli store, steps on how to create a deli business plan, what other key considerations are needed when setting up a deli store, what are the other strategies that can make your deli business successful, what other food products are sold in a deli store.

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Step 1: creating your mission statement, step 2: making a swot analysis, step 3: identifying the market, location, resources, and competition, step 4: establishing your budget, step 5: marketing strategies and action plans, share this post on your network, file formats, word templates, google docs templates, excel templates, powerpoint templates, google sheets templates, google slides templates, pdf templates, publisher templates, psd templates, indesign templates, illustrator templates, pages templates, keynote templates, numbers templates, outlook templates, you may also like these articles, 5+ sample investment company business plan in pdf.

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Deli business plan template

Download this deli business plan template in PDF or Word format, or tailor it to your project directly in our business plan software.

Discover our deli business plan template

Not accustomed to writing business plans? Our deli business template will turn a typically challenging process into a total breeze.

Modelled on a complete business plan of a deli in Normandy, our template features both the financial forecast and the written part that presents the project, its team, the local market and the business strategy implemented by the management.

Cast your eyes on this template to achieve a better understanding of what your bank and investors would like to see, so that you can create a business plan that meets their expectations.

Template only available to paying subscribers of our online business planning software . Get a 7-day trial for free.

Edit the deli business plan template online, or download it

Available in pdf.

Just after a little inspiration? Download the business plan template in PDF to print and have a read over it.

Download in Word format

Want to edit your plan on Word? Simply export the deli business plan template to MS Word (.dox) format.

Tailor it to your own project

Adapt this template to your personal project by changing the written part or the financial forecast in our online business plan software .

Deli business plan template content

This template includes a complete business plan, with a financial forecast and the following sections:

• Executive summary: The executive summary gives the reader a clear and concise overview of your business idea
• Company: This section lays out the structure of your business, including its location, management team and legal status
• Products and services: Here, you'll give an overview of the services or products offered by the company
• Market analysis: The market analysis is where you’ll demonstrate that there is a strong demand for your products and services through a thorough assessment of the industry (customer profile, hot trends, regulation, competition, etc.)
• Strategy: This section highlights the company's game plan when it comes to pricing, marketing and mitigating risks along the way
• Operations: This step lays out the company's operational organisation, including the recruitment plan
• Financial plan: The financial plan includes a table of sources & uses (initial funding plan), and complete financial statements (P&L, balance sheet and cash flow statements).
• Appendices: This part provides the opportunity to include multiple financial appendices generated by our software (debt maturity profile, monthly financial statements, financial analysis, etc.).

Template only available to paying subscribers of our online software. Get a 7-day trial for free

Deli business plan template extract

Executive summary, business overview.

Les Sandwiches de Sophie will be a deli located at 45 rue Écuyère in downtown Caen.

Our deli will offer classic French sandwiches, our own sandwich inventions, and a build-your-own-sandwich service, using the wide variety of ingredients available for sale.

The bread available will include baguette, wholemeal bread, and cereal bread. The loaves will be supplied by a local baker and our fresh, quality ingredients will be the main focus of our concept.

In addition to sandwiches, we will also offer salads, alcohol-free drinks and homemade pastries.

Our deli will provide quality food service to working professionals looking for a place to quickly grab lunch, passers-by doing their shopping or visiting the city, and customers of the 11 bars on Rue Écuyère.

Rue Écuyère is located in the heart of downtown, between Place Saint-Sauveur and Rue Saint-Pierre, two of Caen's most popular shopping areas.

The street is very busy, especially due to the many bars, shops and restaurants that attract students, passers-by, and tourists. Crowded on Thursday, Friday, and Saturday evenings when student parties are in full swing, Rue Écuyère is a real city hotspot.

The deli will be a limited company with a capital of €8,000, managed by Sophie C. Thanks to a degree in Team and Quality Management and her 8 years of experience in the quality control team of a sandwich chain, Sophie has the skills required to operate a deli.

French Market

In 2015, 2.26 billion sandwiches were sold in France, an increase of 3.2% over the previous year. In the same year, the market generated total sales of 7.77 billion euros.

According to snacking.fr, sandwiches make up the majority of types of food offered within the fast-food industry - with 42.5% of the types of food being in sandwich form.

Essential in the day-to-day lives of the French, it's impossible to visit a mini-market, deli, bakery, or supermarket without spotting a sandwich.

With an average price of €3.40 per sandwich, as indicated by a study conducted by Gira Conseil, it offers the perfect, budget-friendly lunch option.

There are 25,000 delis in France. With more than 50% of sandwiches sold within this type of establishment, they hold first place as the leading distributor within the sandwich market. Next come supermarkets and bakeries, with 24% and 17.5% market share respectively.

According to a survey carried out by NPD Group in 2018, 60% of daily sandwich sales are made at lunchtime.

French people, who have an average of 31 minutes for lunch, want a relaxed lunch experience that allows them to combine three main criteria: a balanced, homemade, and meat-based meal.

Finding the ideal lunch location depends predominantly on proximity and quality. According to BFM Business, takeaway sales are nothing like they were ten years ago. People are increasingly willing to pay more for a quality sandwich than pick one just because it's cheap.

Local market

With a total of 108,000 inhabitants and 72,000 in employment, Caen has an affluent city centre.

For those working within more industrial areas, the presence of shopping centres gives them a wide range of restaurants to choose from.

The variety of lunch offers within the city itself depends on the neighbourhood. Residential areas are conducive to take-away lunches in bakeries, whilst the city centre offers a vast choice between fast food outlets, mini-markets, and restaurants.

Target market

Our market research enabled us to identify three customer segments:

• Employees in downtown Caen who are always on the look-out for new lunch places. Our deli will offer inside and outdoor seating for a moment's break from the office, which is ideal for employees working nearby.
• Passers-by, downtown shoppers and tourists, all of whom are likely to pass by the rue Écuyère, which joins the tramway, buses, and the town hall, as well as the Place Saint-Sauveur and the Abbaye aux Hommes, two of the city's main tourist attractions.
• The young people packing out the street bars on Thursday, Friday, and Saturday evenings, when parties are organised. We'll keep our deli open later over the weekend to offer a post-night-out meal for these customers.

Competition

We have identified 3 main competitors on Rue Écuyère. Two of the competitors are bakeries offering sandwiches, the third is a fast-food restaurant specialising in burgers.

Although we expect fairly strong competition from these establishments, we have several assets that should enable us to make our mark in the local market.

We have both indoor and outdoor seating areas, a wider selection of sandwiches than our rival bakeries, and longer opening hours.

We will also be competing indirectly with:

• Bars that offer food
• Grocery stores selling sandwiches and ready meals
• Traditional restaurants
• Delivery platforms

While we do anticipate tough competition from these places, we believe that their food offerings are designed to meet different lunch opportunities than those targeted by our deli.

Nearby workers don't always have the time, or the budget, to eat lunch in a restaurant. They, therefore, tend to purchase a quick, cheap lunch every day and reserve restaurant bookings for special occasions. For this clientele, our deli is viewed as a higher quality alternative to the ready-made sandwiches and microwaveable meals sold in corner shops.

Passers-by doing their shopping are generally looking for a quick and budget-friendly lunch, especially when doing their shopping alone or if they're pressed for time.

Finally, young revellers of street bars may be tempted by the food offered by the bars they're drinking at. However, their prices are higher and their kitchens generally close earlier than ours, so we believe we can succeed in attracting a portion of their clientele, especially late at night.

Financial Highlights

We expect to be profitable in our first year of operation, during which we expect to achieve sales of €154,715 and EBITDA of €6,636 (and 4.29% of margin).

For the second year, we expect to grow by 1.30% to €156,720 in sales and €6,789 in EBITDA (and 4.33% of margin). The improvement in EBITDA margin is mainly due to a better absorption of fixed costs as a result of the increase in sales.

For the third year, we expect growth of 2.86%, with sales of €161,195 and EBITDA of €10,116 (and 6.28% of margin).

We expect positive cash generation over the entire plan. The cash flow generated by the business should enable us to cover loan repayments while maintaining sufficient flexibility to deal with unforeseen events.

The opening of our deli will require an initial investment of €47,000. 

Sophie C. has planned to contribute an amount of €22,000, i.e. 46.80% of the total amount, and we would like to obtain a loan to finance the remaining €25,000.

Template only available to paying subscribers of our online software. Get a 7-day trial for free.

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Restaurants

Moscow has developed a reputation as a “foodie” town, thanks to a local community of chefs and restaurateurs who regularly introduce new concepts and creations. From down-home comfort food to continental cuisine, you’ll have a variety of choices for any meal.

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Karma Indian Cuisine

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Seasons Public House

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The Breakfast Club

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1222 W Pullman Rd, Moscow, ID, USA

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Top-5 Restaurants in Moscow-City business district

Table of contents

• 1. Burgers with healthy buns
• 2. Beef, cocktails, and karaoke
• 3. A slice of Bali in Moscow
• 4. The highest restaurant in Europe
• 5. Lobster and octopus with a view

The Moscow-City business district is known for the headquarters of Russian and global companies as well as for the newest landmarks of Moscow, the skyscrapers, and one of the biggest malls in the city, Afimall , full of fashion and beauty stores, cafes, and leisure activities. Here is our list of 5 best restaurants in Moscow-City. Leading Moscow chefs and bartenders serve food and drinks to remember, from burgers with avocado to grilled octopus, from sweet potato waffles to matcha tea with a piña colada flavor. These restaurants also offer great entertainment like music shows, karaoke, and parties with DJs. You may take a break here after sightseeing Moscow from above, relax after shopping, and make friends with people from tech startups. At lunchtime, and in the evenings CEOs and business leaders gather there making Moscow-City restaurants the best place for networking in the city.

Burgers are made with meat, cheese, tomatoes, onions, pickles and are seasoned with ketchup, mustard, or another sauce. The ingredients are placed between two halves of a bun. Typically, burgers are made with beef, but other types of meat, such as turkey, chicken, and salmon can be used as well.

The Misha Fisher in Jaffa restaurant’s chef replaces burger buns  with avocado halves making the kosher version of this street food. Try here also sorrel soup, hummus, and falafel. There are no dairy dishes on the menu, it’s a kosher and halal certified meat restaurant. But the cuisine is not Jewish only. In their reviews, people praise Misha Fisher in Jaffa’s Peruvian ceviche, a Thai tom yum soup, and Maki sushi rolls with vegan cheese. The restaurant works in the Afimall shopping center and is closed on Saturdays.

Steaks and shrimp pasta are the highlights of Six Floor Restaurant on the 6th floor of the Oko tower. The bartender here flavors his cocktails with essential oils making them one-of-a-kind drinks. Reviewers on Restaurant Guru laud the restaurant’s karaoke club, City Voice , for its acoustics and futuristic design. In-house backing vocalists help City Voice’s guests to perform most tricky pop songs and rock ballads. The restaurant is open 24 hours a day, they start serving breakfasts at 6:30 am. 

Matcha tea served in Touch of matcha cafe in the IQ Quarter tower is believed to be the best in the city. Definitely, the matcha menu here is the longest in Moscow, with 13 versions of tea, from Matcha Latte to Matcha Piña Colada . The cuisine is Indonesian and vegetarian, on Restaurant Guru you may find positive feedback about poke and buddha bowls , cereal dishes, and avocado toasts. Waffles get special mention, try those made of sweet potato and served with a poached egg as well as waffles with coconut ice cream, caramel and strawberries.

It is a popular seafood meal with a buttery savory flavor. Crabs may be boiled, grilled, deep-fried, stewed, or steamed. There is a wide range of dishes with crabs.

Birds self-described as the highest city restaurant in the world is located on the 84th floor of the Oko tower at a height of 354 meters. At least, it is listed in the Russian Book of Records as the highest restaurant in Europe. You will see breathtaking views of Moscow here together with getting fresh crabs  and yummy ice cream. One of the restaurant’s rooms is called Secret Garden and looks like a genuine conservatory. It opens at 6 pm. There is also a karaoke room with a separate entrance and a club famous for its music stage shows.

Reviewers on Restaurant Guru note great views of Moscow from the terrace of Bamboo.Bar , a restaurant located in the City of Capitals tower. Guru Vibes parties on Saturday nights are also highly praised for starring leading Russian DJs and electronic music performers. The restaurant’s signature dishes are seafood salad with Thai tomatoes and green tapioca chips as well as lobster miso soup  and grilled octopus. Restaurant rooms are decorated with natural elements and antiquities. A 12-meter-long bar counter is Instagram-worthy.

The Moscow-City business district restaurants have become new places-to-see on their own. Visit them if you want to get a special gourmet experience and to discover a new side to the Russian capital.

I am absolutely fascinated by the Misha Fisher in Jaffa restaurant! As someone who loves to experiment with food, this burger featuring avocado buns is definitely on my to-try list. Additionally, I am intrigued by the fact that this restaurant serves kosher and halal certified meat, but also has Peruvian, Thai, and vegan dishes on the menu, making it a perfect place for foodies looking for a diverse range of culinary experiences.

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Trio behind Secret Smash Society to open a new deli in Memphis. Here's what to expect.

A new deli created by three of the best young chefs in Memphis is coming to the Edge District this year.

Friends and co-owners Harrison Downing, Cole Jeanes and Schuyler O’Brien are creating Hard Times Deli. The trio had previously created the wildly popular burger pop-up Secret Smash Society , and now they’re ready to open a permanent location to share their next idea with Memphians. Hard Times Deli will open its doors at 655 Marshall Ave., just a block down the road from Sun Studio .

Though only in their early 30s, there’s extensive experience in the restaurant industry between the three. O’Brien, 34, has worked at many local restaurants like Catherine & Mary’s, Hog Wild and City Silo, where he currently oversees all food and beverage operations.

Once he graduated from L'École Culinaire, Jeanes, 34, also jumped around the Memphis restaurant scene at places like Comeback Coffee, where he designed the food menu. Now, he’s both owner and chef of the newly opened Kinfolk in Harbor Town.

Downing, 33, started out working at Jim’s Place Grille before moving to Denver, where he worked at various spots in that city's restaurant scene. Eventually he returned to Memphis where he learned under O’Brien at Hog Wild. The two became friends, and soon after Downing introduced him to Jeanes. From that friendship, Secret Smash Society would be born. “Cooking kind of brought all of us together,” Downing said.

They were very intentional with the naming of Hard Times Deli, which harkens back to the initial reason they wanted to create the restaurant.

“It kind of came from a conversation Cole and I had — we both were just getting wrecked by the industry, we were super down on how hard we were working and just the justification we were getting back from our hard work wasn’t very rewarding,” Downing said. “It was a hard time for us mentally, and we just said, 'Man, we need to do this for ourselves.'”

Jeanes said it became clear that a better work-life balance was necessary — the extensive hours they were working in the industry left them with very little time to spend with their families.

“I want to figure out how we can have a life and also be financially stable,” Jeanes said. “And it's like, those two worlds don't line up a lot of times. So that's our goal, figure that out.”

Downing began exploring other employment options like real estate as he considered if his passion would be able to support the life he wanted for his family. But once Secret Smash Society gained a loyal following so rapidly, they knew success from their passion was not only achievable, but well within reach.

“We kind of just looked at each other and we were like, if we're going to do this, now's the time,” Downing said. “I think I would always regret it if I never gave it a shot. And having a team like Cole and Schuyler, it's the time for us.”

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As far as food goes, Downing said they’re going for the upscale deli feel. A meticulous amount of care and attention to detail will go into the sandwiches at Hard Times Deli — even the thickness of tomatoes or the placement of toppings and condiments on the sandwich is kept in mind when crafting them.

“We're bringing our fine dining backgrounds or upscale cooking backgrounds to food that people can eat daily,” Downing said. “Everything's done by hand, all the sauces are made from scratch and it’s something that the city hasn't seen before.”

From their prior experience testing different types of sandwiches, they know what customers are drawn to. Still, they enjoy experimenting.

“I think all three of us really enjoy kind of pushing people a little outside their comfort zone when it comes to food,” O’Brien said. “So there'll be some familiar stuff. But then there also be some things where people [will say], 'Oh, I've never seen things like that put a sandwich before.'”

Downing said every aspect of the interior design is purposeful. The restaurant, created by local architecture firm cnct. design, will evoke a traditional deli feel, and include a retail area with “grab and go” items like Hard Times’ merch.

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“I think we're going to go very clean, like kind of that old school deli vibe. A lot of exposed wood, cool tile,” he said. “It looks like a deli. It’s clean and crisp, and it's very appealing to the eye.”

Downing said they’re aiming for a late fall opening, but if that tentative deadline passes, they’re still confident in a 2024 opening.

"We’re all in for Memphis,” O’Brien said. “And if we can help make the city better, where we all grew up, just by making good food then I think that's a really big part of it too.”

Jacob Wilt is a reporter for The Commercial Appeal. You can reach him at [email protected] .

Best Restaurants in Moscow City (Business District), Central Russia

Moscow city (business district) restaurants, establishment type, online options, traveler rating, dietary restrictions, restaurant features, neighborhood.

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