We will not dwell on such stages of opening any public catering establishment, such as choosing a location, assessing potential traffic or the formation of an estimate. They are well known even to novice restaurateurs, and for those who have thought about opening an unusual establishment, it is not even a multiplication table. Here’s a checklist to help open a non-trivial place on the gastrocard.
Determine what problem guests will come to the establishment to solve: a bite to eat on the go, discuss a deal with a partner, have dinner with a new acquaintance. Then the right format will be born, and it does not matter if it is an unusual fast-food place (in Singapore such places have Michelin stars) or an elegant restaurant for evening meetings. On this basis, it will be easier to choose a location, form a concept, create a menu and understand the average bill. The main thing here – guided by empathy, put yourself in the place of the future guest, to understand what requirements he may have for the location.
Create a design concept that is well thought through to the last detail. It should not be limited to interior solutions. Is oversize clothing on trend? Give your waiters a fancy new uniform. Are your guests worried about the environment? Print menus on recycled paper. That’s what we do in our restaurants.
Find a staff. With the search for line employees will cope core companies, this task may well be delegated. The main task at this stage will be to find a chef, because today this is the face of the restaurant. Pay attention not only to the projects that were previously developed by your future chef. I also advise you to monitor social media accounts to assess the extent of a loyal audience. It is she who will add traffic to your place.
Develop a menu. Of course, this is a chef’s job, but it’s up to you to set the right benchmarks. Regardless of the cuisine you choose, don’t forget about the need to hook the quality of your guest’s food, to create a point of attraction. Remember that the menu just have to have dishes for which the guest will wake up on Saturday and rush to you for breakfast. And, of course, they should be photogenic, or instagramable, because guests often come to restaurants to check in and post dinner on social networks. Keep this in mind when choosing dishes and serving pieces, too; you need to make sure the dish fits into the iPhone camera.
Find a unique tone of voice for marketing. Places to promote is not a secret, as well as ways to promote, especially if you have a budget. And that’s the only way to win the sympathy of your audience, much less build up against your competitors. Have you noticed that Good Girl’s Instagram is being run on her behalf?
Fear not. All the brilliant things in the world were created by people who had no sense of fear, who didn’t cower in the face of criticism, who believed in themselves. Remember that almost a third of those who want to open a new business entrepreneurs do not do it because of fear of failure. Do not repeat this mistake.