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Concept, Market, and Design Chef Scribner Food and Beverage Operations The Art Institute of Seattle
The Trinity of Design: Concept Target Market Location
Getting your concept down: • The focal point • Relates to image you want to project • Designed to interest a certain group of people • Brief: 2 bust stops; 30 second phone call • Think of how a guest would describe a restaurant
Thinking about concept • What does dining room look/feel like? • Formal vs. café service? • What types of people will come? • Is it quick casual? Midscale casual? Fine dining?
Examples • Taco del Mar: Mission Style Burritos • El Gaucho: All Prime Steakhouse • Ponte Seafood Grill: Fresh Seafood by the Bridge • Tilth: Organic and Wild New American Cuisine • Tamarind Tree: Provincial Vietnamese Cuisine
Market: • Different from location or neighborhood • It is your niche: filling a vacuum • What’s being done, what’s not being done?
Market: • Non-destination • No one outside of that neighborhood is going to go there • Neighborhood pretty much defines it N
Market: N Music • Murphy’s Irish Bar • You’ll get the neighborhood people, plus since it’s a little upscale, it will bring in a few outsiders Irish
Market: Irish N • What if it’s the ONLY Irish bar in the region? M
Market: Desti-nation N • Destination restaurants: I.E. Rover’s • Their only competition is Café Juanita, Campagne, the Herb Farm…even though those places aren’t even in the neighborhood! M
Examining Target Markets: • Who does El Gaucho attract? • Who does Pyramid Ale House attract? • Who does Tamarind Tree attract? • Who does Monsoon attract?
Tying together concept, target market, and food: • Theme must carry all the way through. • Casual restaurant=casual chairs and casual food
Tying together concept, target market, and food: • Must be a compelling reason for them to visit Great wine list Great beverage list Great décor Great view Amazing service
Purpose: • Focuses the energy of management • Provides direction for employees • Defines relationships with vendors • May describe values that management will endear
Offers more detail than the concept statement. For instance: • Kinds of food offered • Atmosphere in which the food will be served • The target market served • Sustainability/organics/etc