ARTS Consulting
& Sustainability
Food Service Consultancy
Restaurant Sustainability
Innovation Hospitality 2.0 & 3.0
Jakarta Sydney Paris
Action Operational Assistance
A well balanced product and exlent service it the essence of ensuring a successfull operation.
Describe your image
Describe your image
Describe your image
Restaurant Concept Development
What is a restaurant concept ?
A restaurant concept is overall idea or them that defines the restaurant. Concept includes the menu design, service style, dinning room décor and the style of the food.
A good restaurant concept will cover an array of elements with one cohesive mood or tone from the name to the pain color on the walls, every details contribute to the concept.
The idea one needs to be articulated and deeply researched through the completion of feasibility study, once that idea has been researched and market location, technical business and financial viability of idea has passed a series of reviews, a concept plan can then be started.
Restaurant Concept Analysis
Praline Bistro
CONCEPTUALISATION From an idea to a vision it took six months before the opening, that included industry research, design, cooking innovation using ''sous-vide.''
We decided to bring an unknow foods into our menu '' French Creperie and homemade ice cream and sorbet'' we did make sure that the food was authentic, and we conduct a food tasting trip to France.
We did make sure that items on th menu were simple and easy to memorize for the Indonesian customers.
LOCATION
Location is the most important factor:
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Food being served nearby
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The socioeconomic of the neighbourhood
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Traffic flow day and night
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Enough parking space.
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Feet the business plan budget
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Lease extension
The building mach our concept design
Also competition are great, just make sure that the concept is unique.
A good location can equal success
NAME
Restaurant names need to be memorable, preferably simple.
Praline was our choice.
DESIGN
Restaurant design do the talking.
The whole of our design from plates set out seating fixtures, walls colour, everything was linked, every single detail contributed and influenced the atmosphere and energy of the concept.
Red warns colour was ideal for high volume, increasing table turn over.
The Parisian turn of century interior design was an emotional part of the experience.
LAY OUT
Restaurant lay out depends on the concept, but it should start with the idea of making the most of it's space.
Optimized the 100 square meters of the concept.
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30% kitchen
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70 % bar, toilet, dining with seating capacity of 35 (turn over more than 140 a day)
The lay out was designed to use less staff as possible, kitchen was compartmented with mini-ice cream lab and a vacuum pack section.
EQUIPEMENT
Equipements and utensils were carefully selected according to menu and recipes
Chinaware, glass, cutlery matched the concept.
MENU
Keep the menu under 20 items for optimal productivity. develop a list of core ingredients to reduce food cost and waste.
Menu costing was done during the pre-opening, using a recipe management program.
The menu could cater more towards lunch dinner and late desserts.
Average check did fit the target market.
The vacuum pack cooking, and storage system was ideal for high turnover and cost control.
Homemade ice cream and sorbet with a large selection of flavours made the concept unique.
MARKETING
At the time marketing was done through main media, TV, new paper, we did not have the time to really promote the concept, the success was almost immediate.
DEVELOPMENT
Ice cream
Due to the demand from chefs and business owners, we manufactured ice cream and opened a production lab. We did supplied Hotel, restaurants groups, supermarket, individuals and used to Taylor made ice cream for fine dining restaurants.
We used to cargo shipped ice cream to Bali including famous beach club.
Catering
we did outside catering, providing dessert station to large and small fonctions.
Franchise
Having a unique identity, was essential. Our outlets were already working with a central kitchen, stock take, food cost and monthly financial report was part of our organization. it was a logical step to be a franchiser.
We did have enough outlets to train new staff for the franchisee.
Vacuum pack portion control makes it easy to set up new outlets.
Opportunity
Our unique interior and architecture design, opens up valuable opportunities for marketing and new permanent income. These benefits included:
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Commercial shooting
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Video clips
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Photo shooting, models and pre-wedding
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Movie shooting
Make good interior design should be part of restaurant business strategy, using a unique design improve product development.
Conclusion
Starting a restaurant takes perseverance hard work and clear vision.
So, whether you're opening a restaurant for the first time or thinking of fresh restaurant concept ideas that differ from restaurants you 've established in past, the same basic principle applies.
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Solid business plan and proper planning
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Clear vision of the concept and the market
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Good location and rental conditions, adequate lay out
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Balance uniqueness with expectation in the concept
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Design and attention to details
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Staff training, education and organisation
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Good management practice with internal cost control systems
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Put the food first and keep menu simple, keep things consistant.
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Never operate without sufficient equipment.
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All the aspects of the project must be completed by 100% before the opening.