restaurant business plan mission

How to Write a Restaurant Business Plan (+ Examples)

Learn how to create a restaurant business plan with the best format that outlines your concept, and financials. Get examples and templates to get started.

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Short answer

What is a business plan for a restaurant?

A business plan for a restaurant is a document that outlines the restaurant's concept, strategies, and financial forecasts. It serves as a roadmap for launching and growing the establishment successfully.

Don't just focus on profit margins, ensure your business plan is well-presented

In the competitive world of the restaurant industry, where low-profit margins are a well-known hurdle, there emerges a critical, yet often overlooked, factor pivotal to success: the design of the business plan.

As we enter 2024, it's becoming increasingly clear that the traditional overlook of business plan design can no longer be afforded.

This isn't just about financial projections or market analysis; it's about crafting a blueprint that encapsulates the essence of your restaurant, compellingly communicates its value, and sets a solid foundation for growth.

By focusing on the design of your business plan, you stand to gain not just the attention of potential investors but also a clearer roadmap to navigate the challenges ahead.

What makes an effective business plan?

Embarking on the restaurant business journey requires more than just a passion for food-it demands a comprehensive plan that lays out every aspect of your venture with precision and foresight.

Let's delve into what constitutes an effective restaurant business plan, ensuring it's not just another document, but a roadmap to success.

6 key components of a winning restaurant business plan:

1. Vision and concept clarity

Start with a crystal-clear articulation of your restaurant's concept. Whether it's a cozy vegan cafe or a high-end steakhouse, the essence of your establishment should leap off the page.

This clarity helps potential investors and partners instantly grasp what you're aiming to create.

Beyond the concept, delineate your restaurant's values, mission, and the unique selling points that set you apart in a crowded market.

2. Comprehensive market analysis

A deep dive into market analysis cannot be overstated. Here, you're not just identifying who your customers are but also understanding the competitive landscape.

What are the prevailing trends in the dining sector? Who are your direct and indirect competitors, and how do you plan to differentiate yourself? This section should reflect a meticulous research process, showcasing insights that guide your strategy.

3. Robust financial planning

In any successful business plan, sound financial management is key.

Essential elements include:

Realistic financial projections: Your forecasts should be realistic, and built on data-backed assumptions.

Detailed profit and loss forecasts

Cash flow predictions

Break-even analysis

Contingency planning: Preparing for unforeseen challenges is crucial.

Develop a well-thought-out contingency plan to navigate the industry's unpredictable nature.

Identify potential risks and solutions, including supplier issues, staffing shortages, and changes in consumer behavior, to ensure business resilience.

4. Operational strategies

Operational excellence underpins a restaurant's success. Detail your plans for day-to-day operations, from sourcing ingredients to managing inventory and staffing.

Highlight your commitment to quality and efficiency in every aspect of the operation, from the kitchen to customer service.

Also, outline the technology, such as restaurant POS systems you'll implement to streamline processes and enhance the dining experience.

5. Marketing and branding

In today's digital age, a savvy marketing and branding strategy is crucial.

Describe how you'll create a strong brand identity and the channels you'll use to reach your target audience.

From social media campaigns to community engagement initiatives, your plan should reflect a keen understanding of how to connect with potential customers and build a loyal following.

Discover how to create a marketing deck to align your strategy with your business objectives, target audience needs, and market trends.

6. Customer experience focus

Exceptional customer service is the lifeblood of any successful restaurant. Detail the steps you'll take to ensure every guest feels valued and satisfied.

From the ambiance and menu design to staff training programs, every element should contribute to a memorable dining experience.

Feedback mechanisms and how you'll adapt to customer preferences are also vital components of this section.

What should be included in a restaurant business plan?

Creating a restaurant business plan is a foundational step toward launching a successful dining establishment.

It outlines your vision, strategy, and the specific actions you plan to take to make your restaurant a success.

Below, we break down the essential components that should be included in your restaurant business plan, ensuring clarity, comprehensiveness, and appeal to potential investors.

8 essential sections of a restaurant business plan:

1. Executive summary

A compelling overview of the restaurant, showcasing its unique concept, mission, and strategic objectives that guide its operations.

Overview: Present a succinct snapshot of your restaurant, including its concept, mission, key goals, and ownership structure.

Purpose: Highlight what you aim to achieve with the restaurant and the appeal it has to potential investors or lenders.

2. Business description

An in-depth look at the restaurant's theme, location, and how these elements combine to create a distinctive dining experience.

Concept and theme: Describe the unique aspects of your restaurant's concept, from the cuisine and menu items to the design and ambiance.

Location analysis: Analyze the chosen location, discussing demographics, foot traffic, and how these factors make it an ideal spot for your target market.

3. Market analysis

An insightful examination of dining trends, target demographics, and customer needs to inform strategic positioning.

Trends: Examine current trends in the dining industry and how they influence your restaurant's positioning.

Target demographic: Identify your target customers, detailing their preferences, dining habits, and how your restaurant will meet their needs.

Needs and preferences: Focus on understanding and catering to what your target market seeks in a dining experience.

4. Competitive analysis

A detailed evaluation of competitors, focusing on differentiation and strategies for establishing a market edge.

Competitors: List direct and indirect competitors, analyzing their strengths, weaknesses, and how you'll differentiate your restaurant.

Differentiation: Explain the unique selling points that will set your restaurant apart in the competitive landscape.

5. Menu and product offering

Overview of menu design, ingredient sourcing, and special services that enhance the restaurant's appeal.

Menu design: Discuss the inspiration behind your menu, including how it reflects the theme and caters to your target demographic. Outline your pricing strategy and item selection.

Sourcing and suppliers: Detail your approach to sourcing high-quality ingredients, including partnerships with local suppliers and commitments to sustainability.

Special offerings: Highlight any additional services your restaurant offers, such as catering, special events, or exclusive seasonal menus, to draw in a wider audience and generate extra revenue.

6. Marketing and sales strategy

A summary of branding efforts, promotional tactics, and sales projections designed to attract and retain customers.

Branding: Detail your restaurant's brand identity, including name, logo, and how it communicates your restaurant's values and mission.

Marketing tactics: Outline the strategies you will employ to attract and retain customers, such as social media marketing, local advertising, partnerships, and loyalty programs.

Sales forecasts: Provide realistic sales forecasts, explaining the rationale behind these projections and how you plan to achieve them.

7. Operating plan

Description of daily operations, facility management, and health safety protocols to ensure smooth and compliant restaurant functionality.

Daily operations: Describe the operational flow of the restaurant, including hours of operation, staffing requirements, and customer service policies.

Facility management: Discuss the layout and design of your restaurant, kitchen equipment needs, and any other facility-related details that will ensure efficient operation.

Health and safety: Outline the health and safety measures you will implement to comply with local regulations and ensure the well-being of both employees and guests.

8. Management and organization

An outline of the restaurant's organizational structure, key personnel, and staffing strategies for operational excellence.

Ownership structure: Specify the ownership structure of the restaurant, including key stakeholders and their roles.

Team composition: Introduce the management team, chefs, and other critical staff, highlighting their experience and how it contributes to the restaurant's success.

Staffing plans: Discuss your plans for hiring staff, including numbers, positions, and the qualities you seek in employees to maintain high standards of service.

How to create a business plan for a restaurant?

Creating a standout business plan for your restaurant involves focusing on key components that blend your vision with practical strategies.

6 actionable steps to distill your restaurant business plan:

Define your concept clearly: Begin by articulating your restaurant's concept, ambiance, and what sets it apart. This clarity lays the groundwork for the entire business plan.

Conduct thorough market analysis: Dive deep into your target market and competitors. This research will guide your menu design, pricing strategy, and marketing efforts, ensuring you carve out a unique space in the marketplace.

Craft a compelling menu: Ensure your menu reflects your brand identity and appeals to your target audience, all while considering cost-effectiveness and supply chain realities. Aim for a balance between innovation and simplicity.

Develop realistic financial projections: Detail initial costs, revenue expectations, and a break-even point. Importantly, predict potential hurdles with ready contingency plans.

Outline operational strategies: Describe your daily management approach, including sourcing, staffing, and customer service. Efficient operations are crucial for a seamless experience and streamlined processes.

Implement strategic marketing: Choose the most effective ways to connect with your audience. Building a strong brand narrative and engaging actively with customers can help turn first-time visitors into regulars.

7 restaurant business plan examples for winning partners and investors

When it comes to crafting a business plan for a restaurant, the type of establishment you're planning significantly influences the structure and content of the document.

Each kind of restaurant from fast-casual and fine dining to food trucks and bistros-caters to different market segments and operational models.

Here's a look at how these differences manifest in their respective business plans:

1) Fine dining restaurant business plan

Market focus: Targets higher-income clientele seeking a premium dining experience. The plan should highlight exceptional service, high-quality ingredients, and unique culinary offerings.

Operational model: Detailed attention to the ambiance, chef expertise, and a higher staff-to-guest ratio. Wine lists and bar offerings also play a significant role.

Financial projections: Emphasizes higher check averages with a focus on profitability per guest rather than volume. The cost structure will detail higher initial investment in decor, kitchen equipment, and inventory.

Here’s an example of a fine-dining restaurant business plan:

2) Bar restaurant business plan

Market focus: Targets a diverse clientele, from young professionals to social groups, seeking a blend of dining and socializing.

Operational model: Balances innovative cuisine with an extensive beverage selection in a space designed for both eating and lounging, including live entertainment options.

Financial projections: Outlines dual revenue streams from food and drinks, emphasizing beverage sales' higher profit margins and detailing licensing, entertainment, and insurance costs.

Here’s an example of a bar restaurant pitch deck:

3) Bistro restaurant business plan

Market focus: Caters to locals and tourists seeking a casual yet refined dining experience, positioning itself as a cozy neighborhood spot.

Operational model: Highlights a selective menu that adapts seasonally, emphasizing a warm ambiance and personal service.

Financial projections: Projects moderate earnings with a strong local following, noting initial investments in location and ambiance to create a distinctive setting.

Here’s an example of a bistro restaurant pitch deck:

4) Food truck business plan

Market focus: Appeals to urban professionals, millennials, and foodies looking for unique, high-quality food options on the go.

Operational model: Mobility is key. The plan must address location strategy, permits and regulations, and adaptability to different events and seasons.

Financial projections: Lower startup costs compared to brick-and-mortar establishments but include considerations for vehicle maintenance, fuel, and parking permits.

5) Coffee restaurant business plan

Market focus: Appeals to a varied audience with a unique theme or specialty cuisine, standing out from conventional coffee shops.

Operational model: Details the influence of theme or cuisine on menu design, decor, and guest experience, aiming to make the restaurant a destination.

Financial projections: Anticipates varied financial outcomes based on concept uniqueness, with thorough market research guiding pricing and marketing strategies.

6) Italian, Mexican, Asian, etc., cuisine restaurant business plan

Market focus: Focuses on providing authentic dining experiences to both expatriates and locals interested in specific cuisines.

Operational model: Requires sourcing authentic ingredients and skilled chefs familiar with the cuisine. The business plan should address menu authenticity, culinary training, tip system , and potential partnerships for ingredient import.

Financial projections: Depending on the positioning (casual vs. fine dining), financials would reflect the cost of unique ingredients and the expected dining experience level.

Here’s an example of an Italian restaurant business plan proposal:

7) Fast food restaurant business plan

Market focus: These plans emphasize speed, efficiency, and affordability. The target market typically includes busy professionals, families looking for convenient meal options, and younger demographics.

Operational model: The business plan must detail quick service operations, including streamlined kitchen layouts, supply chain logistics for fast-moving inventory, and technology for order taking (e.g., apps, and kiosks).

Financial projections: Focus on volume sales, low to moderate check averages, and strategies for high turnover rates.

How to design a restaurant business plan?

Designing a restaurant business plan is much like crafting a compelling game pitch deck, it's all about presenting your concept in a way that's as irresistible as the dining experience you're proposing.

8 restaurant business plan design tips:

1. Embrace scrollytelling

Use narrative scrolling to take your audience through the journey of your restaurant's concept, from the inspiration behind your dishes to the ambiance you plan to create.

This dynamic presentation style keeps readers engaged, turning your business plan into an immersive experience.

Here's an example of scroll-based design:

2. Incorporate interactivity and multimedia

Go beyond static pages by embedding interactive elements like sample menu walkthroughs, virtual tours of the restaurant layout, or clips from cooking demos.

These elements not only highlight your restaurant's unique offerings but also keep potential investors or partners engaged throughout your presentation.

And here's what a static presentation looks like compared to an interactive one:

Static PowerPoint

Interactive Storydoc

3. Use data visualization

Present market research, target demographics, and financial projections through clear, compelling visuals.

Transform complex data into easy-to-understand graphs, charts, and infographics, making your business strategy both visually appealing and straightforward to grasp.

Here's an example of a presentation with dataviz elements:

4. Personalize your deck

Leverage software that allows for customization, such as incorporating the viewer's name or tailoring content to specific investor interests.

A personalized approach demonstrates meticulous attention to detail and can forge a stronger connection with your audience.

5. Use cohesive branding

Ensure your business plan reflects your restaurant's identity through consistent use of colors, fonts, and imagery that align with your branding.

This not only enhances the visual appeal of your plan but also immerses your audience in the atmosphere you aim to create.

6. Ensure mobile-responsive

Given the variety of devices stakeholders might use to view your plan, ensuring a mobile-responsive design is essential.

This ensures that your business plan is accessible and engaging, whether it's being viewed on a smartphone or a desktop computer.

7. Highlight key information

Design your business plan to draw attention to critical information.

Techniques such as strategic content placement and highlighting can guide the reader's focus, ensuring that essential points stand out without overwhelming the viewer with too much information at once.

8. Segment content in tabs

Organize your business plan into sections or tabs that cater to different aspects of your restaurant concept and business strategy.

This not only makes your plan more navigable but also allows readers to easily find the information most relevant to their interests or concerns.

Here's an example of a tabs slide:

Restaurant business plan templates

Kicking off your restaurant business plan is a daunting task, especially when you aim to capture the essence of your dining concept in a document.

Interactive restaurant business plan templates are designed to simplify this process. They provide a structured framework that incorporates interactive and multimedia elements, essential for presenting your restaurant in a vibrant and dynamic manner.

These templates not only save you precious time but also guarantee that your business plan conveys a polished and compelling story.

Snag one today!

I am a Marketing Specialist at Storydoc, I research, analyze and write on our core topics of business presentations, sales, and fundraising. I love talking to clients about their successes and failures so I can get a rounded understanding of their world.

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How to Write a Restaurant Mission Statement (Tips and Examples)

Your restaurant’s mission statement is a pillar of your identity. It tells the world who you are and what you stand for while helping to guide your decisions, marketing strategy, food, and well basically everything, as a company.

That’s why writing a restaurant mission statement is a personal affair. To make it meaningful , you’ll need to dig into some pressing questions about your values, vision, and goals. What makes you stand out from the rest? Why should your customers, employees, investors, the media, and other entities favor you?

How to write your restaurant’s mission statement

Mission statements come in all shapes and sizes. Yours can be as short as a sentence or two, or you can use it as an opportunity to tell a story about your brand and the impact it strives to have in the local, national, or global community.

Regardless of the format, it’s critical that you deep-dive into what really makes you tick, and how your internal aspirations and values translate into your interactions with others.

It’s shockingly easy to create a bland, generic, and downright boring mission statement that fails to differentiate you from your competitors. To avoid doing so, dig deep into a few important points in the process:

Your values

It’s important to define what your restaurant’s core values and beliefs are in order to write a mission statement that represents your restaurant personally. 

Your Vision Statement

A vision statement gives an insight into your restaurant’s future aspirations and goals. It gives direction to your team, helps them stay focused, and provides clarity about your long-term vision.

Your Culture

A company’s culture determines how people communicate within the company, what values they hold, and how the overall internal organization works. It’s important to take it into account so that the final mission statement reflects the true spirit of your team.

What is the main purpose of your restaurant? Is it to create a sense of community, or to spread awareness about your local cuisine? Taking a look back at your goals can help you in crafting your mission statement.

Now that you have a general checklist for writing your restaurant mission statement, let’s look at some examples from other restaurants.

Once you’ve gathered these important insights, answer the following questions to get a full picture of your restaurant operations before you write the final mission statement

What does your restaurant do for its customers? Do you provide fresh and organic food, or serve family-style meals? Your mission statement should reflect what makes you different from all the other restaurants. 

Why do you do what you do? Here, you’re defining the purpose behind your restaurant’s “what”. For instance, a restaurant may provide fresh and healthy meals made with organic produce to promote a healthy lifestyle in society - this is the reason behind what they do. Take a look back at your goals to determine your restaurant’s “why”

Your customers are the most important part of your business, make sure to reflect on who you want to serve at your restaurant so that you can create a mission statement that is catered especially to them. If your customers are the younger generation, for instance, the mission statement will be much different from one that focuses on creating a family-friendly atmosphere.

How do you make your mission successful? Think about your restaurant’s culture and beliefs, the values your team holds, and how they bring your restaurant’s goals to life.  

Tips on how to write a restaurant mission statement

Keep it short and sweet so that it’s easy to remember and recall. Remember, it’s not an investment pitch, you just want to give customers a brief overview of your restaurant. Make sure it’s never more than three or four sentences.

Keep it clear and concise, don’t use technical industry jargon. People should be able to understand it in one read.

Be humble, don’t go overboard in praise of your restaurant by using big words like ‘fantastic food’, ‘unmatched service’ etc. Keep it simple and straightforward.

Keep your audience’s choice and preferences in mind so that you can create a mission statement that is attractive to them.

Take a look at your competition and what’s working for them. Looking at examples can be helpful, but make sure to only take it as inspiration and add your own personal touch to it.

Ask yourself -  can any of my competitors use this exact same mission statement? If the answer is yes, it’s time to dig a bit deeper into why your company exists.

Examples of restaurant mission statements

Upscale and fine dining examples

Union Square Cafe

Union Square Cafe is committed to extending hospitality beyond the walls of our restaurant and into the community.

  Lincoln Ristorante

Our philosophy is simple: to source the best local ingredients and prepare them with authentic Italian methods and spirit. A focus and commitment to freshness and respect for every ingredient is paramount in our daily life.

  ABC Cocina

  We are passionately committed to offering the freshest, safest ingredients, presenting a seasonal menu that is locally focused and globally artistic, and cultivating a healthy relationship on our tables and for the planet. 

At Gracie's, our mission is simple: enhance and educate the palate with the freshest ingredients and flavors, while surprising and exciting each guest with personal care and service.

No presumptions. No pretensions. Ask questions. Feel comfortable.

Never bending to industry trends, the dishes and service at Oriole give guests a thought-provoking and interactive experience, where the diner is the true focus of the meal.

Corporate and chain restaurant examples

McDonald's brand mission is to be our customers' favorite place and way to eat and drink. Our worldwide operations are aligned around a global strategy called the Plan to Win, which center on an exceptional customer experience – People, Products, Place, Price and Promotion. We are committed to continuously improving our operations and enhancing our customers' experience.

Delight every customer, so they want to tell their friends – with great value through fresh, delicious, made-to-order sandwiches, and an exceptional experience.

To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time . 

Krispy Kreme

To make the most awesome doughnuts on the planet every single day.

Tim Horton’s  

Our guiding mission is to deliver superior quality products and services for our guests and communities through leadership, innovation and partnerships.

The Cheesecake Factory  

To create an environment where absolute guest satisfaction is our highest priority.

We take pride in making the best Mexican style fast food providing fast, friendly, & accurate service.

Apple Bee’s

To contribute to the growth, joy and enrichment of all the lives we touch.

Moe’s Southwest Grill

To provide a one-of-a-kind experience that energizes everyone with an enthusiastic welcome, exceptional service, awesome food, killer tunes, and an unforgettable time.

Dunkin Donuts

To be the leading provider of the wide range delicious beverages & baked product around the kingdom in a convenient, relaxed, friendly environment, that insures the highest level of quality product and best value for money.

 Whether you’re building a restaurant business plan from scratch or revamping your restaurant’s branding and direction, a mission statement can help to paint a better picture of your company.

It can help to establish and build trust for your brand in the eyes of key people and entities like customers, employees, stakeholders, and the media.

 When writing your restaurant mission statement, make sure that you’re clear about your values, vision, and purpose, and how your company creates this impact. Ultimately, your mission should set you apart in a unique way that showcases what you’re all about.

Ready to write your mission statement? Download our free template to get started now.

Read more about restaurant marketing on the Eat App blog

• How to do a restaurant SWOT analysis
• Instagram post ideas for your restaurant
• Email marketing for restaurants
• KPI's every restaurant should measure
• The best digital marketing strategies for restaurants
• Restaurant event ideas
• Restaurant advertising examples
• Grand opening ideas for restaurants
• Top restaurant influencers for inspiration
• Supercharge your marketing with automation 
• How to get more reservations from Instagram
• SEO for restaurants: the complete guide

Director of Marketing at Eat App

For the past 7+ years Ryan has been focused on helping restaurants succeed with digital marketing and front-of-house operations. He is Director Marketing at Eat App.

Reviewed by

Nezar Kadhem

Co-founder and CEO of Eat App

He is a regular speaker and panelist at industry events, contributing on topics such as digital transformation in the hospitality industry, revenue channel optimization and dine-in experience.

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How to Write a Restaurant Business Plan

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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.

LLC Formation

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.

On a similar note...

• How to Craft an Effective Restaurant Mission Statement: A Step-by-Step Guide

Your restaurant's mission statement outlines your values for internal and external customers (workers, stakeholders, and diners). It is an important component of your brand identity and will have a direct and significant impact on how you implement it in management. 

Most restaurant mission statements are basic and effective, but few are spectacular. Knowing why and how to construct an amazing mission statement is useful whether starting a new restaurant or updating an existing one. 

Discover why restaurants should have a mission statement, what makes it good, and when and how to write a mission statement for a restaurant in this blog post. 

Table of Contents

What is a Restaurant's Mission Statement?

A restaurant's mission statement is a brief summary of the company's purpose and goal. Restaurant managers usually develop mission statements for their businesses to promote the brand's image and provide the public with an understanding of its values. Mission statements can also help describe how a business differs from its competitors. They can be displayed on restaurants' premises or used in advertisements, advertisements, and promotional materials. 

Why Should You Have a Mission Statement?

Determining your restaurant's mission statement is important for a variety of reasons. If someone asks you about your restaurant's primary focus and business goals, a mission statement is an excellent approach to explain what you're about.  

Here are a few reasons why it's important to develop a strong mission statement for your restaurant.  

To clearly describe your restaurant's purpose for customers and stakeholders.  

Your customers should be aware of what to expect. Will they find homemade comfort food in your restaurant? Or will they get a true cultural experience?  

You should describe what you do at a very high level. Even if your menu or operations change, your goal statement should not change. 

To focus your attention when working on your business plan.  

Your mission statement serves as the foundation for all the activities outlined in your business plan. When choosing menu items , establishing customer service standards, and developing your marketing plan , keep your goal statement in mind. 

Tell customers and stakeholders how you're different.  

There may be ten burger joints in your neighborhood, but there is something that distinguishes you from the crowd. That something should be clearly stated in your mission statement.  

To help customers remember you.  

A well-written mission statement can influence a customer's experience before and after they visit your restaurant. Your goal is to ensure that their experience aligns with your mission.  

What Makes a Good Mission Statement?

You might be wondering, “What makes a good mission statement?" An effective mission statement describes: 

• What does your restaurant do?  
• How do you deliver your customer experience ?  
• Why did you open your restaurant ?  
• What Your Customer Can Expect
• The value you bring to consumers, employees, and stakeholders

When a mission statement is effective, it

• Uses concise language.
• Sets expectations.
• Addresses customer needs.
• Provides direction for your restaurant's activities
• Declares your competitive advantages.
• Describe your value in simple words.
• Drives all decisions.

When to Write a Restaurant Mission Statement?

If you are launching a new restaurant business, you should finish the mission statement draft following the SWOT analysis. The four areas – strengths, weaknesses, opportunities, and threats – can help you determine the purpose of your restaurant and what should be included in your mission statement. After you've established your mission statement, you can go on to your company plan.  

A SWOT analysis should be performed on any brand refresh, new location, or new processes in an existing restaurant. Always double-check your restaurant's mission statement after any changes to ensure it remains true to its goal.  

Create Your Restaurant Mission Statement

To get started, learn how other restaurants convey their goal and vision. Some restaurants have long stories, while others have short, simple lines. Create a goal statement that reflects you while being true to your identity.  

Strong value, vision, mission, and culture statements are critical for restaurants to maintain business integrity.   

Continue reading to find out how these four key claims differ.  

1. Value Statement  

Your values shape the decisions you make and the people you collaborate with. As a result, your value statement should be defined before moving to the next statement or idea.  

When starting off on your value statement, it may be helpful to highlight a couple of your competitive traits.  

Try not to discuss what your restaurant does or what you have planned in this statement, as this will be covered in your vision and goal. Instead, your value statement should be a concise, compelling explanation of your company's beliefs.  

2. Vision Statement  

After you've defined your value statement, you can go on to your vision statement. It is all about why your restaurant concept is important and how it can impact the community. 

One way to focus on your vision statement is to see it as the “what" component of your restaurant's objectives. What are your goals? How does this vision distinguish you from your competitors? It might assist in recalling your original reasons for launching the restaurant . Consider what you imagined for your concept and what it would represent to others.   

3. Mission Statement  

If your restaurant's vision statement is the how then its purpose is the what. Your mission outlines how you want to make your objectives and desires come true.   

Restaurant mission statements can be a few phrases long, but they are often brief and to the point. Some of the most well-known restaurant mission statements only contain a few words. The finest restaurant mission statements cater to the audience's desires while remaining honest about what the restaurant is striving to achieve.  

4. Cultural statement  

It can be difficult to tell the difference between a culture statement and a mission statement. Consider your mission statement to be an external force and your cultural statement to be an internal force. 

After all, your culture is entirely internal, and it governs how people engage with customers, what employees value, and what your workforce stands for. Having said that, your cultural statement should include all of the above.  

Now that you know what you're making, you must be inspired.   

How to Write a Restaurant Mission Statement

1. get inspired by competition.

When looking for good restaurant mission statements, look for companies with similar missions to yours.

Next, consider drawing inspiration from well-known restaurant goal statements. Because well-known restaurants are profitable, there may be something special hidden in their mission statement that sustains and propels the business ahead. Just make sure you're inspired by these statements rather than taking them!

2. Look at your idols

To find a successful example of a restaurant or bar's mission and vision statement, look to establishments you admire. These can be either local or global businesses, and it makes no difference what kind of drinks or food they serve.

The most important thing is to take note of what you value when looking at various restaurant and bar mission statement examples. Perhaps you enjoy the length, perhaps you want to replicate the language. Being specific in your research will allow you to build an inspired and focused mission.

3. Consider your customers

Another important aspect to keep in mind when creating your restaurant mission statement is the needs of your guests. What sub-populations live in your community? What other area establishments already serve the groups you're looking for, and where is there room for expansion? Consider what people value in their lives and in the businesses, they patronize, and consider how a mission statement can connect to those values to provoke an emotional response.   

Whether you're targeting military families, college students, or retired seniors, your restaurant's mission statement should represent their interests. 

4. Keep it fresh and unique

If you're tempted to steal a restaurant mission statement sample from the internet, try to resist. You don't want to convey the idea that your restaurant is just like everyone else when it first menus since if you do, customers will have no reason to visit.  

Furthermore, the top restaurant mission statements take a stand on something new and different. They encourage people to think beyond food and explore culture, ideas, and people. Instead of following in someone else's footsteps, craft your goal on what you're trying to accomplish and why customers should support it.  

You can also read our latest blog on branding your restaurant expert tips and tricks.   

Restaurant Mission Statement Examples to Help You Get Started

1) mcdonald's mission statement.

The McDonald's brand mission is to be our customers' favorite place and way to eat and drink. Our global operations are unified with a global strategy known as the Plan to Win, which focuses on providing a great customer experience through People, Products, Place, Price, and Promotion. We are dedicated to continuously improving our operations and our customer experience.  

2 ) Dunkin' Donuts' Mission Statement  

To be the premier provider of a diverse choice of delicious beverages and baked goods throughout the kingdom in a convenient, relaxing, and welcoming environment that ensures the highest level of product quality and value for money. We provide our guests with exceptional service and an amazing experience on every visit.  

3) Buffalo Wild Wings' Mission Statement  

Every day, we strive to impress others! We are guest-driven: Every day, we will WOW our visitors by providing the highest level of satisfaction with an unparalleled focus on friendly service, food, fun, and value.  

We are team-oriented: We will WOW our team members by treating them with the same respect, positive encouragement, and fair treatment that we want Team Members to share externally with every guest.  

We are community-connected: We will WOW the communities where we do business by demonstrating good citizenship and contributing to their improvement as places to live, work, and thrive. 

We are committed to excellence: we will wow our stakeholders with great, industry-leading financial and operational results.  

4) Panda Express's Mission Statement  

To provide great Asian dining experiences by creating an organization that inspires people to better themselves.  

5) Applebee's Mission Statement  

To contribute to the development, joy, and enrichment of all the lives we touch.  

6) Wendy’s Mission Statement  

To provide high-quality products and services to our customers and communities through leadership, innovation, and collaboration.  

7)  Cheesecake Factory's Mission Statement  

To create an environment where complete visitor happiness is our top goal. 

What Should You Do After You've Completed Your Restaurant Mission Statement?

Now that you've created a well-written restaurant mission statement, it's time to strategize how you'll achieve it. Create your vision statement, define your beliefs, and tie it all together in the business plan. Whether you're starting a new restaurant or revamping an old one, your business plan should constantly be updated to reflect your overall goal. 

You can also get your hands on the top things you should know about service charges vs. Tips. 

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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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• Restaurant Website Builder

The restaurant industry is as dynamic as it is diverse, with various types of restaurants catering to different culinary preferences. For those aspiring to open a new restaurant, understanding this vast landscape is crucial. One of the pivotal steps before diving into this venture is to create a business plan. It not only defines the unique essence of your eatery but also lays out a roadmap for its successful operation. Familiarizing oneself with the different types of restaurants is essential to pinpoint your niche and stand out in a bustling market.

What is A Restaurant Business Plan?

When you’re planning to open a restaurant, a comprehensive restaurant business plan is your blueprint to success. It serves as a strategic guide, outlining your restaurant’s vision, objectives, and operational procedures. But beyond its functional use for the business owner, a well-crafted plan becomes a tool to attract potential investors.

Writing a business plan requires detailing every aspect of your restaurant dream, from the concept and target demographic to the financial projections and marketing strategies. For restaurant owners, this document encapsulates the essence of their establishment, ensuring they remain on the right track. Moreover, presenting this plan to potential investors offers a clear, organized view of your vision, increasing their confidence in the venture.

Ff you want to get your restaurant off the ground and appeal to both patrons and investors, a restaurant business plan is not just a recommendation—it’s a necessity.

Why A Business Plan Is Important For A Successful Restaurant Business?

Making a restaurant a reality isn’t just about great food or an attractive interior; it’s about laying the groundwork for success with a good business plan. A well-crafted restaurant business plan comes with a slew of benefits, not least of which are:

Clear Vision and Objectives: One of the foremost reasons to plan for your restaurant is to articulate a clear vision and set definitive objectives. This process helps you refine your restaurant ideas, making them more viable in the real world. With a concrete vision, you can maintain a consistent direction and avoid being swayed by fleeting trends that don’t align with your brand.

Financial Planning: Money is the lifeline of any venture. A restaurant business plan provides a detailed financial blueprint, determining startup costs, projecting revenues, and outlining budgetary constraints. It anticipates potential financial hurdles, allowing restaurant owners to make informed decisions. By meticulously charting out every financial detail, restaurant owners can ensure they have the necessary funds to sustain the business, even during lean periods.

Operational Efficiency: Operational hiccups can turn even the most promising restaurant ideas into failures. With a comprehensive business plan, you can optimize staffing, inventory management, customer service, and daily operations. A good plan streamlines the restaurant’s workflow, enhancing efficiency and customer satisfaction.

In a world teeming with culinary ventures, a business plan is essential to stand out. It gives clarity to your vision, ensures sound financial footing, and optimizes operations, paving the way for the restaurant needs to thrive.

Step-by-step Guide To Write A Restaurant Business Plan

Starting a restaurant is a dream for many, but to make that restaurant dream into a reality, one needs a structured approach. A winning restaurant business plan provides a comprehensive roadmap to bring your vision to life. Here’s how to craft that perfect plan:

1. Executive Summary

The executive summary is a snapshot of your entire restaurant business plan. Typically, it should be concise, about one to two pages long, capturing the essence of what your restaurant is about and what it aims to achieve.

What should you cover in an Executive Summary?

• Introduce your bakery business : Begin by describing the kind of restaurant you’re opening.
• State your mission and vision : Your mission statement reflects your restaurant’s core purpose, while the vision paints a picture of its future.
• Outline your objective : Define the goals for your new business.
• Provide a financial overview : Offer a brief insight into the financial state of your business.

2. Restaurant Business Description

This section provides an in-depth look into what your restaurant is and what it aims to offer to the diner.

What should you cover in the restaurant description section?

• Talk about your bakery concept : Describe your restaurant, its theme, and its unique approach to serving patrons.
• Explain your unique selling proposition (USP) : What sets your restaurant apart?
• Operational model : Explain how you’ll operate your restaurant before and after opening.

3. Market Analysis

Market analysis provides data-driven insights derived from thorough market research. It helps restaurant owners understand their audience and the market landscape.

• Target market : Delve into the demographics of your potential clientele.
• Location : Describe where your restaurant fits geographically and why it’s an ideal spot.
• Competition : Analyze other restaurants in the area and their offerings.

4. Organization and Management

This section presents the business structure and the key players driving your restaurant’s operations.

What should you cover in the organization and management plan?

• Restaurant ownership information : Detail the type of business entity (e.g., LLC, Partnership) and ownership distribution.
• Profiles of your Restaurant management team : Introduce your core team members, their roles, and their experience in the restaurant industry.

5. Sample Menu

This section is a sneak peek into what diners can expect when they visit.

What should you consider when creating a sample menu?

• Menu items : List down dishes and beverages you’ll offer.
• Unique Selling Proposition (USP) : What makes your menu stand out?
• Menu Pricing : Provide a range or specific prices for your offerings.

6. Marketing Strategy

The restaurant marketing strategy outlines how you plan to market your restaurant and drive sales.

What should you cover in the marketing strategy for your restaurant business?

• Define your brand : Discuss the brand identity – from logo to restaurant design.
• Plan how you’ll attract diners, from online promotions to loyalty programs,  SEO for website, and partnerships with local local businesses
• Considering using an  online food ordering system  in your food truck
• Create a  digital menu with QR code  to make your menu easy for your customers to access online

7. Business Operations

This section delves into the day-to-day operations of running your restaurant.

What operational issues should you address in your business plan?

• Supply chain : Detail how you’ll procure ingredients and manage inventory.
• Operating hours : What days and hours will you operate? Consider peak meal times and special events.
• Staffing : Discuss hiring, training, and staff management plans.
• Equipment : List the equipment needed to run the restaurant.

8. Financial and Loans

Opening a restaurant is an exciting venture, but it comes with its own financial intricacies. Before embarking on this journey, understanding the fiscal requirements is essential.

How Much Does It Cost to Start a Restaurant?

Depending on the type of restaurant you’re opening, costs can vary significantly. Starting a bar business, for instance, can range anywhere from $95,000 to over $2 million. Several factors can influence these numbers. The size of the restaurant, its location, and the culinary offerings play crucial roles in the total investment. Want to delve deeper into the specifics? This comprehensive guide on how much it costs to open a small restaurant breaks down the various expenses you can expect.

How Many Ways to Fund Your Restaurant?

For every restaurant dream, funding is a pivotal aspect. From traditional bank loans to seeking angel investors or crowd-funding, there’s a multitude of avenues available for those considering opening a restaurant.

Important Questions to Consider When You Create Your Funding Request

Beyond just how much you plan to spend, you’ll want to include details on projected ROI, repayment strategies, and how the funds will directly help grow your business. Remember, lenders and investors are most interested in understanding how their contributions will help the restaurant flourish and ensure a return on their investment.

9. Financial Projections

Financial projections are a crucial aspect of the business plan, providing a roadmap for operating the restaurant and giving potential investors a clear picture of your business strategy.

Break-even analysis

This analysis tells you when your restaurant may start to turn a profit, balancing out initial investments and operational costs. It’s essential to understand this when you plan to gain traction and open the restaurant.

To calculate the break-even point, use this formula: Fixed Costs / (Price – Variable Costs) = Break Even Point

Projected profit and loss statement

This section should include estimations of your future revenues, costs, and profits over a specific period, helping you and investors visualize the financial health of your restaurant.

Cash flow analysis

A comprehensive cash flow analysis is part of your business plan, showing the movement of cash in and out of your business. This plan can help identify periods of potential cash shortages and allow for strategic preparations.

Restaurant Business Plan Template

As you embark on the journey to make your restaurant dream come true, using a free template for guidance can be invaluable. This example provides a glimpse into what a business plan can look like. However, always remember to choose your restaurant’s features that align with your vision and market demand. For more insights, consider consulting various restaurant business plan examples and business plan samples to get a holistic view.

• Mission : “To provide an unforgettable dining experience by blending authentic flavors with a modern twist.”
• Vision : “To be the leading global chain offering our signature fusion cuisine.”
• Restaurant Description : “DineFusion, an innovative blend of Italian and Japanese cuisines, located at the heart of downtown.”
• Costs : Initial investment of $150,000.
• Profits : Expected yearly net profit of $75,000 after operating costs.

2. Description of the Restaurant

• Restaurant Concept : A fusion of Italian and Japanese cuisines, bringing together the best of both worlds.
• Restaurant Name : “DineFusion”
• Restaurant Type : Casual dining
• Restaurant Location : 123 Downtown Street, Metropolis
• Order Fulfillment : Dine-in, takeaway, and online delivery through partnering platforms.
• Working Hours : 10 AM – 10 PM daily.
• Type of Cuisine : Italian-Japanese Fusion
• Offer : From sushi rolls with a twist of Italian herbs to pizzas topped with sashimi. Include a sample menu for a detailed look.
• Unique Selling Point : “Where East meets West on a Plate!”

4. Market and Competition Analysis

Market Analysis :

• Target Customer : Young professionals aged 25-40 and tourists.
• Size of the Target Customer : Approximately 150,000 individuals fit our target profile in Metropolis.

Competition Analysis :

• Size of the Competition : Collectively serve an estimated 500 customers daily.
• Competitors’ Offer : Traditional fusion dishes without the unique Italian-Japanese blend.
• Competitors’ Prices : Average meal price is $25.

5. Investment Plan (Detailed Cost Analysis)

• Renovation: $50,000
• Kitchen Equipment: $40,000
• Initial Inventory: $10,000
• Licenses and Permits: $5,000
• Marketing and Promotion: $20,000
• Miscellaneous: $25,000
• Rent: $5,000
• Salaries: $15,000
• Utilities: $1,000
• Inventory Replenishment: $4,000
• Marketing: $2,000
• Miscellaneous: $3,000

Total Cost : Estimated monthly operating cost of $30,000.

6. Financial Forecast

Based on the expected customer footfall and average ticket size, we anticipate monthly revenues of $60,000, with a profit of $30,000 before taxes.

• Owner/Manager : Jane Smith, with 10 years of experience in the restaurant industry.
• Chef : Marco Tanaka, a specialist in both Italian and Japanese cuisines.
• Supporting Staff : 10 members, including servers, cleaners, and kitchen assistants.

8. Marketing Plan

Our marketing strategy involves an initial launch on social media platforms, collaborations with influencers, and partnerships with delivery platforms. Periodic offers, loyalty programs, and events like “fusion food fests” will help in consistent customer engagement.

Tips For Creating A Successful Restaurant Business Plan

Opening your restaurant is exhilarating, but to transform your culinary dreams into business a reality, a well-crafted business plan is paramount. Here are some tips to ensure success:

• Thorough Research : Before you put pen to paper, conduct in-depth research. Understand your target market, competition, and potential challenges. This will not only guide the rest of your plan but also demonstrate your commitment and seriousness to potential restaurant investors.
• Use a Template : If you’re unsure where to begin, use a business plan template to get started. It will offer structure and ensure you cover essential sections of your business plan.
• Clarity is Key : Your business plan should be concise yet comprehensive. Avoid jargon. Remember, you may be presenting this to individuals who might not be familiar with restaurant terminologies.
• Be Realistic with Projections : Overestimating your future success can be as detrimental as underselling it. Ensure your financial forecasts are realistic and achievable.
• Highlight What Sets You Apart : Whether it’s a unique theme, a special dish, or an innovative service model, pinpoint what makes your restaurant stand out.
• Seek Feedback : Before finalizing, seek feedback. Whether from industry peers, potential restaurant investors, or mentors, a fresh set of eyes can offer invaluable insights.

Remember, to make a restaurant business plan truly effective, it should be a living document, revised and updated as you gather more information, make decisions, and choose your restaurant’s path forward. Keep refining and adjusting to ensure the best path to make the business a thriving success.

Frequently Asked Questions

1. what should be included in a restaurant plan.

A comprehensive restaurant business plan should include an executive summary, a clear description of the restaurant’s concept, target market, and location, a detailed menu offer, a market and competition analysis, an organizational and management outline, a marketing strategy, and financial projections. When you choose your restaurant’s theme and style, consider aspects like the restaurant interior, which plays a pivotal role in attracting diners. Leveraging a free restaurant business plan template can streamline this process, ensuring that no critical section of the business plan is overlooked.

2. What is a strategy plan of a restaurant?

The strategy plan of a restaurant defines its path to success. It encompasses the restaurant’s mission, vision, and the tactics it will use to achieve its objectives. This might involve decisions on restaurant technology, like using a particular POS system, adopting a reservation tool, or incorporating a digital feedback system. It also details how the restaurant will stand out in the market, whether through unique culinary offerings, exceptional service, or a distinctive dining environment.

3.  How do I write a business proposal for a food business?

When writing a business proposal for a food business, begin by introducing your business concept and vision. Detail the products or services you intend to offer and your target market. Highlight the operational aspects, such as suppliers, equipment, and location. Delve into financial projections, including startup costs, expected revenue, and profitability. Your proposal should align with the specific needs and interests of the person or entity you’re pitching to.

4. How do you write a marketing plan for a restaurant?

A marketing plan for a restaurant should start with an understanding of your target customers. Identify where they spend their time online and offline and strategize accordingly. Outline your brand voice and how you’ll communicate your unique selling proposition. Factor in promotions, advertising campaigns, and loyalty programs. Also, consider modern restaurant technology tools that can aid in marketing, such as CRM systems or social media analytics tools. Ensure that each marketing initiative has clear objectives, a set budget, and methods to track effectiveness.

Related Restaurant Resources

• How to start a restaurant with no money
• How much do restaurant owners make
• Restaurant profit margin calculator
• Restaurant name ideas

Opening a restaurant is a thrilling yet intricate endeavor. Every section of the restaurant business plan serves as a roadmap, guiding entrepreneurs towards realizing their culinary dreams. As you choose your restaurant’s concept, location, and design, always revert to your business plan to ensure alignment with your vision. In essence, a meticulously crafted plan not only provides clarity and direction but also instills confidence in potential stakeholders. Remember, success in the restaurant industry goes beyond delectable dishes; it lies in foresight, strategy, and relentless execution.

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How to Write a Restaurant Business Plan: A Step-by-Step Guide

• Business , Restaurants
• April 1, 2023

If you’re planning to start a restaurant, writing a business plan is a crucial step. A well-written business plan serves as a roadmap for your restaurant, outlining your goals, strategies, and financial projections. It’s also a document that potential investors or lenders will want to see before they consider investing in your restaurant.

Writing a restaurant business plan can seem daunting, but it doesn’t have to be. The key is to break it down into manageable sections and take it one step at a time. In this article, we’ll walk you through the essential elements of a restaurant business plan and provide tips on how to write each section effectively.

Executive Summary

The executive summary is a critical part of your restaurant business plan, as it provides an overview of your entire plan. It should be concise and clear, highlighting the most important aspects of your business plan.

In this section, you should include:

• A brief introduction to your restaurant concept and target market
• Your mission statement and core values
• A summary of your management team and their experience
• A description of your menu and pricing strategy
• A financial summary, including startup costs, projected revenue, and profit margins

Keep in mind that the executive summary is often the first part of your business plan that potential investors or lenders will read. Therefore, it’s important to make a strong first impression and clearly communicate the key points of your plan.

Overall, the executive summary should be no more than one or two pages long, and should be written in a clear and concise manner. It should be easy to read and understand, and should leave the reader with a clear understanding of your restaurant concept and the potential for success.

Market Analysis

Before starting a restaurant business, it is essential to conduct a thorough market analysis to understand the market trends, competition, and target customers. The market analysis section of the business plan should provide a detailed overview of the restaurant industry’s current state and future growth potential.

One way to conduct market research is by analyzing industry reports, such as those published by the National Restaurant Association. These reports provide valuable insights into consumer trends, industry growth rates, and market size. Additionally, researching local competition and their offerings can help identify gaps in the market and opportunities for differentiation.

Another critical aspect of market analysis is identifying the target market. Understanding the demographics, preferences, and behaviors of potential customers is crucial in developing a successful restaurant concept. This information can be gathered through surveys, focus groups, and analyzing customer data from similar businesses.

Finally, it is essential to analyze the economic and regulatory environment in which the restaurant will operate. Factors such as minimum wage laws, health and safety regulations, and taxes can significantly impact a restaurant’s profitability.

Overall, a comprehensive market analysis is crucial in developing a successful restaurant business plan. By understanding the market trends, competition, and target customers, entrepreneurs can create a unique concept that meets the needs of their customers and stands out in a crowded industry.

Menu and Services

One of the most important aspects of a restaurant business plan is the menu and services section. This section outlines the types of food and beverages that will be offered, as well as the overall dining experience that customers can expect.

When developing your menu, it’s important to consider the target market and what types of cuisine they prefer. It’s also important to consider the cost of ingredients and the profit margins for each dish. Offering a variety of options, including vegetarian and gluten-free choices, can help attract a wider customer base.

In addition to the menu, the services section should outline the overall dining experience. This includes details such as the style of service (e.g. casual, fine dining), the ambiance of the restaurant, and any additional services offered (e.g. catering, delivery). It’s important to consider the competition in the area and what unique services or experiences your restaurant can offer to stand out.

Tables and bullet points can be useful in conveying information about the menu and services. For example, a table could be used to list the different menu items and their prices, while bullet points could be used to highlight any special promotions or events.

Overall, the menu and services section of a restaurant business plan is crucial in outlining the types of food and experiences that customers can expect. By carefully considering the target market, competition, and costs, you can develop a menu and service offering that will attract and retain customers.

Marketing and Sales Strategies

Marketing and sales are crucial components of any restaurant business plan. Without effective marketing and sales strategies, your restaurant may struggle to attract customers and generate revenue. In this section, we’ll discuss some key strategies for promoting and selling your restaurant’s products and services.

Target Market

Before you can develop effective marketing and sales strategies, you need to identify your target market. Who are your ideal customers? What are their demographics, interests, and behaviors? By understanding your target market, you can tailor your marketing and sales efforts to appeal to their specific needs and preferences.

Online Presence

In today’s digital age, having a strong online presence is essential for any business. Make sure your restaurant has a professional website that showcases your menu, location, and hours of operation. You should also create social media accounts on platforms like Facebook, Twitter, and Instagram. These channels can help you connect with potential customers and promote your restaurant’s offerings.

Promotions and Special Offers

Offering promotions and special deals can be an effective way to attract new customers and encourage repeat business. Consider offering discounts on certain menu items or hosting special events like wine tastings or live music nights. You can also use email marketing campaigns to promote your restaurant’s latest offerings and deals.

Customer Service

Finally, don’t overlook the importance of excellent customer service. Providing a positive dining experience can help you build a loyal customer base and generate positive word-of-mouth referrals. Train your staff to be friendly, attentive, and knowledgeable about your menu and offerings.

Management and Staffing

One of the key factors for any successful restaurant is having a strong management team in place. This includes a general manager, kitchen manager, and front-of-house manager. Each of these positions has unique responsibilities that are critical to the restaurant’s success.

The general manager oversees all aspects of the restaurant, including finances, marketing, and staffing. They are responsible for creating and implementing policies and procedures that ensure the restaurant runs smoothly and efficiently.

The kitchen manager is responsible for managing the kitchen staff, ordering supplies, and ensuring that all food is prepared to the highest standards. They must have a deep understanding of food safety and sanitation regulations, as well as excellent organizational and communication skills.

The front-of-house manager is responsible for managing the waitstaff, bartenders, and host/hostess staff. They must have excellent customer service skills and be able to handle any customer complaints or issues that arise. They are also responsible for creating schedules and ensuring that the restaurant is properly staffed at all times.

When it comes to staffing, it’s important to hire people who are passionate about the restaurant industry and committed to providing excellent customer service. This includes waitstaff, bartenders, and kitchen staff. It’s also important to provide ongoing training and development opportunities to ensure that staff members are equipped with the skills they need to succeed.

Having a strong management team and dedicated staff is critical to the success of any restaurant. By investing in your team and creating a positive work environment, you can ensure that your restaurant is well-positioned for long-term success.

Financial Analysis and Projections

As you develop your restaurant business plan, it is essential to include a section on financial analysis and projections. This section should provide a detailed overview of your restaurant’s financial health and future growth potential. Here are some key elements to include:

Revenue Projections

One of the most critical aspects of your financial analysis is revenue projections. This section should include a detailed breakdown of your restaurant’s expected revenue streams, including food and beverage sales, catering, and any additional revenue streams. Use tables and charts to make this information more accessible to readers.

Cost Analysis

Another essential component of your financial analysis is a detailed cost analysis. This section should include a breakdown of all your restaurant’s expenses, including rent, utilities, food costs, and labor costs. Use bullet points to make this information easier to read and understand.

Cash Flow Analysis

Your financial analysis should also include a detailed cash flow analysis. This section should provide an overview of your restaurant’s cash flow, including cash inflows and outflows. Use tables and charts to make this information more accessible to readers.

Profit and Loss Statement

Finally, your financial analysis should include a detailed profit and loss statement. This section should provide an overview of your restaurant’s revenue, expenses, and net income. Use tables and charts to make this information more accessible to readers.

By including a detailed financial analysis and projections section in your restaurant business plan, you can provide potential investors and lenders with a clear picture of your restaurant’s financial health and future growth potential. Use tables, bullet points, and other HTML tags as necessary to make this information more accessible to readers.

Here are a few additional resources that can help you with your restaurant business plan:

• Sample business plans:  Look for sample business plans online to get an idea of what a successful restaurant business plan looks like. You can find templates and examples on websites such as Bplans, LivePlan, and SCORE.
• Industry research:  Conduct thorough research on the restaurant industry to understand your target market, competition, trends, and challenges. Use resources such as the National Restaurant Association, industry publications, and market research reports.
• Financial projections:  Use financial modeling tools such as Excel or software such as LivePlan to create realistic financial projections for your restaurant. Make sure to include all costs, revenue streams, and contingencies.
• Legal requirements:  Consult with a lawyer to ensure that you have all the necessary permits, licenses, and contracts in place. This includes registering your business, obtaining food and alcohol licenses, and complying with health and safety regulations.

Remember that your restaurant business plan should be a living document that you update and refine regularly. It should guide your decision-making, help you secure funding, and keep you focused on your goals. With a well-written and well-researched business plan, you can increase your chances of success in the competitive restaurant industry.

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Restaurant Business Plan: What To Include, Plus 8 Examples

• Business Growth & Management , Templates & Guides

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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Who is this for?

4 key things to do before you begin writing your restaurant business plan.

So, you think you’re ready to dive into the restaurant biz? Hold up. Before you start fantasizing about your grand opening, there’s groundwork to be laid. And I’m not just talking about choosing which trendy aprons your staff will wear. Here are the four non-negotiable steps you need to tackle before you even think about drafting that business plan.

1. Figure Out Your Concept and Brand Identity

What’s your story? And no, “I want to open a restaurant” doesn’t cut it. Are you bringing the sultry tastes of New Orleans to the heart of New York? Or maybe you’re thinking of a vegan joint that even hardcore carnivores can’t resist? That’s your concept. Now, how will you sell it? That’s your brand. It’s not just about what’s on the plate; it’s about the vibe, the ethos, the whole shebang. Your concept and brand identity are what will set you apart from the “just another café” down the street. Got it?

2. Get a Grip on Locations and Logistics

Location, location, location – it’s not just a tired cliché. It’s the make-or-break factor for your restaurant dream. But here’s the kicker: some landlords want to see your business plan before they hand over the keys. It’s a bit of a chicken-and-egg situation, isn’t it? But fear not. This is where your concept shines. It gives landlords a taste of what’s to come, making them more likely to bet on your vision. And logistics? Start thinking about supply chains, kitchen flow, and whether your delivery guy will get stuck in traffic during rush hour. Thrilling, I know.

3. Menu Planning

Ah, the menu – the heart of your restaurant. This is where you get to flex your culinary muscles. But let’s not get carried away with truffle oil just yet. Your menu needs to be a carefully balanced equation of cost, creativity, and logistics. It should scream your brand, cater to your target demographic, and, above all, be feasible. Remember, a great concept with a poorly executed menu is like a smartphone with no battery life – useless.

4. Regulation and Licensing

Dreaming of a chic cocktail lounge to complement your restaurant? You better make sure you can secure that liquor license first. Regulations and licensing are the less glamorous side of the restaurant business, but they’re as crucial as the food you serve. This step is about dotting your i’s and crossing your t’s. Health inspections, food handler certifications, zoning laws – welcome to the bureaucratic maze. Navigate it successfully, and you’re one step closer to pouring those artisanal cocktails.

The Absolute Power of a Killer Restaurant Business Plan

Listen up, future restaurateurs! Why do you need a restaurant business plan that’s more detailed than your grandma’s recipe for lasagna? Simple. It’s the GPS for navigating the wild terrain of the restaurant industry. You’re not just opening a place where people eat; you’re stepping into a battlefield where only the strongest concepts thrive. You think you’ve got what it takes? Then you better have a plan that screams, “Invest in me, I’m going places!”

The Must-Haves of Your Restaurant Business Plan

Crafting this masterpiece involves more than jotting down some numbers and a catchy name. It’s about painting a picture so vivid, investors can taste your dishes just by reading the pages.

Executive Summary

This isn’t your high school book report. It’s the hook that grabs investors by their taste buds. Who are you? What’s your vibe? And why is your place going to be the new hotspot? 

Conceptualizing Your Offering

Are you the oasis for vegan foodies, or the haven for carnivores seeking their next meaty conquest? Define your universe. 

Dive deep into your menu. Why? Because your truffle mac ‘n cheese is going to revolutionize how we think about comfort food, that’s why.  

Location, Location, Location

Explain why your spot is the place to be. Is it the foot traffic, the local vibe, or because it’s an area screaming for a culinary revolution?  

Market Analysis

Who’s coming to eat? What’s the competition? And why’s your restaurant the answer to everyone’s food prayers? 

Strategy & Implementation

How are you going to fill those seats? If “If you build it, they will come” is your only plan, we need to talk. 

Management Dream Team

Who’s running the show? Why are they rock stars? 

Financial Genius

Show me the money – your startup costs, projections, and that magic break-even point. 

Might throw in a curveball or two, like the tech that’ll make your service smoother than a soufflé or the loyalty program that keeps ’em coming back for more. Custom-tailor your plan. This isn’t a one-size-fits-all kind of deal.

Why Sweating the Small Stuff Makes All the Difference

In the cutthroat culinary world, it’s the little things. Your business plan isn’t just a document; it’s your manifesto. It’s what sets you apart in a sea of sameness. Think of it as your restaurant’s DNA – from analyzing your market to breaking down your cash flow. This level of detail doesn’t just impress financiers; it gives you a map through the industry’s maze.

Ready, Set, Pre-Plan!

Think writing a restaurant business plan is your first step? Think again. Before you start dreaming up menu items or picking out tablecloths, there’s something crucial you need to tackle: our Pre-Planning Process . This isn’t just a preliminary step; it’s the foundation on which your entire concept will be built. Want to know more? We’ve laid out every detail on our website. Start Your Journey Here. Alongside the essential tasks to tackle before penning your plan, these resources are invaluable.

The Pre-Planning Process for Restaurant Entrepreneurs

Before the dream becomes reality, there’s the Pre-Planning Process. Think of it as the appetizer to the main course that is your restaurant. This phase is where your vision gets a reality check. Is your brilliant idea in sync with the market? Can it make you money? Let’s chop it up into bite-sized pieces.

Know Your Customer

Who’s sitting at your tables? Getting this right is like nailing the perfect spice blend. Use Pre-Vision Interviews and the Jobs-to-be-Done theory to decode your customers’ cravings. This isn’t just about filling bellies; it’s about fulfilling needs, wants, and dreams on a plate.

Get the full recipe on understanding your customer.

Core Cost Analysis

Next up: the dough. Can your restaurant make financial sense? Break down the costs like a recipe, from ingredients (goods) to chef’s time (labor). It’s all about balancing quality and cost to price your menu right.

Dive into the numbers with our Core Cost Analysis guide.

Business Model Development

Here’s where you sketch out your restaurant’s blueprint using the Business Model Canvas. Mix in customer insights, sprinkle in financial realities, and what do you get? A strategy that’s as solid as your signature dish.

Layer your business model with our development tools.  

Operations in Detail

Operations are the kitchen of your business. It’s where plans meet reality. From picking your team to setting up supplier ties, every choice cooks up the customer experience you’re aiming for.

Whisk through operational planning essentials here.

Startup and Operating Costs

Before the grand opening comes the bill. Understanding the full cost menu—from initial setup to the daily specials—is crucial. It sets up your pricing strategy and opens doors to investors.

Season your financial planning with our Startup and Operating Costs guide.

Now, assuming you’ve got the pre-planning in your rearview, it’s time to talk about step two: actually writing that killer restaurant business plan. This is where your concept starts to take shape, grounded in the gritty realities of the restaurant world and buoyed by your boundless passion. 

Get Up to Speed FAST!

Unsure where to start.

Actually Writing a Perfect Restaurant Business Plan

Okay, so you’re really, really, truly ready to write your restaurant business plan? Our resources guide you through, soup to nuts. Visit our Plan & Pitch section and start cooking up your success story, which will take you through the following steps: 

Understanding Audiences

Knowing who will be reading your business plan is half the battle. Customize your pitch to echo in the halls of banks, impress investors, comply with regulators, charm partners, or convince landlords. Your message needs to land with impact.

Get the right structure for your audience.

Model-Based Planning®

Our Model-Based Planning® slices through the noise, offering a strategic blueprint for any restaurant concept, from a cozy café to a bustling food truck. Embrace a bird’s-eye view of your business terrain, sharpening your concept and competitive edge.

Explore Model-Based Planning®.

Narrative Development

A story well told is a story that sells. Weave your restaurant’s vision, strategy, and USP into a narrative that captivates and convinces, laying a solid foundation for your pitch.

Craft your story.

Dish out a thorough market analysis to understand your competition, the industry trends, and the economic landscape. This is your compass for navigating towards success in the restaurant sector.

Dive into market analysis.

Organizational Structure

The backbone of any successful restaurant is its team. Chart out your organizational structure and pen down compelling team biographies that demonstrate capability and credibility to potential backers.

Build your team structure.

Financial Projections

Serving up a detailed financial forecast is essential. It’s your map for budgeting, setting prices, and securing the dough (funding, that is).

Forecast your finances.

Turn your concept into a full-blown plan with actionable strategies for marketing, sales, and customer delight. A well-seasoned marketing plan ensures you hit your targets and satisfy customer appetites.

Strategize and execute.

Pitch Deck & Finances

An irresistible pitch deck and savvy financial management are your secret ingredients for attracting early-stage investment and securing a smooth launch.

Perfect your investor pitch.

Unlock the Power of Expert Business Planning

Supercharge your restaurant's success.

Our Expert Business Planning Bundle, curated specifically for restaurant entrepreneurs, is a comprehensive toolkit with everything you need to create a winning business plan.

This bundle includes the Model-Based Planning® Worksheet, a professional financial projection Excel model, and expert guides on leveraging these tools and AI to develop your plan. Don’t miss this opportunity to invest in your restaurant’s future and watch your vision come to life.

Gain an Unfair Advantage

The tools you need.

This bundle was created by the top business planning team in the U.S., responsible for the most successful business plan writing company in history. By leveraging these expert resources and insider secrets specific to restaurant planning, you’ll be able to create a standout business plan that sets you apart from the competition.

With this bundle, you will:

• Access the insider knowledge and proven strategies used by the most successful business planning company in the U.S.
• Leverage expert resources tailored specifically to the restaurant industry, giving you a competitive edge
• Streamline your planning process with the Model-Based Planning® Worksheet for Restaurants and Cafes
• Create professional financial projections using the included Excel model
• Utilize the curated restaurant-focused business plan template to structure and organize your plan effectively
• Follow expert guides on leveraging these tools and AI to develop a compelling and comprehensive business plan
• Dramatically increase your chances of securing the loans, investments, or approvals you need to bring your restaurant vision to life

Use this bundle as your primary toolkit for crafting a restaurant business plan that unlocks the funding and support you need.

When crafting a business plan for your restaurant or cafe, you need more than just a generic template. You need a toolkit carefully curated by industry experts who have spent their careers helping restaurants succeed. That’s exactly what our Expert Business Planning Bundle offers, but why invest in this bundle when there are other options available?

The answer is simple: no other resource can match the depth, breadth, and practical wisdom contained in our Expert Business Planning Bundle. Our team has distilled their thousands of hours of experience working with successful restaurants into a comprehensive toolkit that will save you time, money, and the frustration of making costly mistakes.

With our targeted, practical knowledge tailored specifically to the restaurant industry, you’ll be able to write a business plan that’s smarter than what the best consultants could produce, and that’s exactly customized to your unique needs and goals. Whether you’re seeking funding, approvals, or simply want to set your restaurant up for long-term success, our Expert Business Planning Bundle is the ultimate resource to help you achieve your vision.

Frequently Asked Questions

• How do I tailor my business plan to attract potential investors specifically?

Tailoring your business plan to appeal to potential investors involves highlighting the aspects of your business that demonstrate profitability, scalability, and a clear competitive edge. Personal information about the management team’s experience

• What information should I include in the business description section of my restaurant business plan?

The business description section should provide a comprehensive overview of your restaurant, including the concept, target market, menu offerings, and unique selling points. It should also detail the restaurant’s location, design, and how it fits into the broader market landscape. Highlight any differentiators that set your restaurant apart from competitors and outline your vision for the restaurant’s impact on the local dining scene.

• How much personal information should I share about my management team in the business plan?

Your business plan should include succinct biographies of key management team members, focusing on their relevant experience, skills, and contributions to the success of the restaurant. This section should illustrate why each member is uniquely qualified to execute the business plan, without delving into excessive personal detail. 

• Should I highlight my past success stories in the business plan?

Yes, including past a success story or two in your business plan can significantly enhance your credibility and appeal to banks, potential investors, or even landlords. Highlight how these experiences have equipped you with the skills and insights necessary to make your current restaurant venture a success. 

• What are the key elements of a company overview in a restaurant business plan?

The company overview section should summarize the essence of your restaurant, including its name, location, cuisine type, and the dining experience it offers. It should outline your mission statement, core values, and the long-term objectives of your business. 

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Restaurant Business Plan Template & PDF Example

• July 23, 2024
• Business Plan

Creating a comprehensive business plan is crucial for launching and running a successful restaurant. This plan serves as your roadmap, detailing your vision, operational strategies, and financial plan. It helps establish your restaurant’s identity, navigate the competitive market, and secure funding for growth.

This article not only breaks down the critical components of a restaurant business plan, but also provides an example of a business plan to help you craft your own.

Whether you’re an experienced entrepreneur or new to the food and beverage industry, this guide, complete with a business plan example, lays the groundwork for turning your restaurant concept into reality. Let’s dive in!

Our restaurant business plan is structured to cover all essential aspects needed for a comprehensive strategy. It outlines the restaurant’s operations, marketing strategy, market environment, competitors, management team, and financial forecasts.

• Executive Summary : Offers an overview of the restaurant’s business concept, market analysis , management, and financial strategy.
• Restaurant & Location: Describes the restaurant’s prime location, size, seating capacity, and distinctive design, emphasizing its appeal to the target demographic.
• Supply & Operations: Outlines the supply chain management, focusing on local sourcing and quality ingredients, and details the operational aspects, including kitchen layout, equipment, and front-of-house operations.
• Key Stats: Shares industry size , growth trends, and relevant statistics for the full-service restaurant market.
• Key Trends: Highlights recent trends affecting the restaurant sector, such as health-conscious dining, sustainability, and technology integration.
• Key Competitors: Analyzes the main competitors in the vicinity, showcasing the restaurant’s unique selling proposition in comparison.
• SWOT : Strengths, weaknesses, opportunities, and threats analysis.
• Marketing Plan : Strategies for promoting the restaurant to maximize visibility and customer engagement.
• Timeline : Key milestones and objectives from the initial setup through the launch and operational optimization.
• Management: Information on who manages the restaurant and their roles.
• Financial Plan: Projects the restaurant’s financial performance, including revenue, profits, and expected expenses, aiming for profitability and sustainable growth.

Restaurant Business Plan

Fully editable 30+ slides Powerpoint presentation business plan template.

Download an expert-built 30+ slides Powerpoint business plan template

Executive Summary

The Executive Summary introduces your restaurant’s business plan, offering a concise overview of your establishment and its offerings. It should detail your market positioning, the variety of cuisines and dining experiences you offer, its location, size, and an outline of day-to-day operations. 

This section should also explore how your restaurant will integrate into the local market, including the number of direct competitors within the area, identifying who they are, along with your restaurant’s unique selling points that differentiate it from these competitors. 

Furthermore, you should include information about the management and co-founding team, detailing their roles and contributions to the restaurant’s success. Additionally, a summary of your financial projections, including revenue and profits over the next five years, should be presented here to provide a clear picture of your restaurant’s financial plan.

Restaurant Business Plan Executive Summary Example

Business Overview

The  business overview  should detail the restaurant’s specific features, such as its seating capacity, ambiance, and supply chain practices. It’s important to emphasize how the restaurant caters to its target demographic through its strategic location and operational model.

Example: “[Your Restaurant Name],” located in [specific area or neighborhood], covers [total square footage] sq ft and includes a main dining area, bar, and outdoor patio, offering a total of [number of seats] seats. The restaurant’s commitment to quality is reflected in its locally sourced produce and sustainable supply chain practices, catering to a diverse clientele.

Market Overview

This section involves analyzing the size, growth, and trends of the full-service restaurant market. It should address the industry’s digital transformation, health-conscious dining preferences, and eco-friendly practices, positioning the restaurant within the broader market context.

Example: “[Your Restaurant Name]” enters a U.S. full-service restaurant market valued at $293 billion. The restaurant’s focus on technology, healthier menu options, and sustainability aligns well with current  market trends  and consumer preferences, setting it apart from six main competitors in the area.

Management Team

Detailing the management team’s background and expertise is crucial. This section should highlight how their experience in culinary arts and restaurant management contributes to the success of the restaurant.

Example: The Executive Chef and Co-Owner of “[Your Restaurant Name]” leads menu development and kitchen operations, ensuring high-quality food preparation and presentation. The General Manager and Co-Owner manages daily operations, staff, customer service, and financial aspects, ensuring a seamless dining experience.

Financial Plan

This section should outline the restaurant’s financial goals and projections, including revenue targets and profit margins, providing a clear picture of its financial aspirations and health.

Example: “[Your Restaurant Name]” aims to achieve $2.7 million in annual revenue with an 11%  EBITDA  margin by 2028. This financial goal is supported by a focus on quality dining experiences, strategic marketing, and operational efficiency, positioning the restaurant for growth in the  competitive  full-service restaurant market.

For a Restaurant, the Business Overview section can be concisely divided into 2 main slides:

Restaurant & Location

Briefly describe the restaurant’s physical environment, emphasizing its design, ambiance, and the overall dining experience it offers to guests. Mention the restaurant’s location, highlighting its accessibility and the convenience it offers to diners, such as proximity to entertainment venues or ease of parking. Explain why this location is advantageous in attracting your target clientele.

Supply & Operations

Detail the range of cuisines and dishes offered, from appetizers and main courses to desserts and specialty beverages. Outline your sourcing strategy, ensuring it reflects a commitment to quality and sustainability, and matches the market you’re targeting.

Highlight any unique culinary techniques, exclusive ingredients, or innovative kitchen technologies that set your restaurant apart. Discuss your operational strategies, including inventory management, supplier relationships, and kitchen workflow, to ensure efficiency and consistency in delivering exceptional dining experiences.

Industry size & growth

In the Market Overview of your restaurant business plan, start by examining the size of the restaurant industry and its growth potential. This analysis is crucial for understanding the market’s scope and identifying expansion opportunities.

Key market trends

Proceed to discuss recent market trends , such as the increasing consumer interest in farm-to-table dining, ethnic cuisines, and experiential dining experiences.

For example, highlight the demand for restaurants that offer unique cultural dishes, the growing popularity of health-conscious and dietary-specific menus, and the integration of technology in enhancing the dining experience.

Competitive Landscape

A  competitive analysis  is not just a tool for gauging the position of your restaurant in the market and its key competitors; it’s also a fundamental component of your business plan.

This analysis helps in identifying your restaurant’s unique selling points, essential for differentiating your business in a  competitive  market.

In addition, competitive analysis is integral in laying a solid foundation for your business plan. By examining various operational aspects of your competitors, you gain valuable information that ensures your business plan is robust, informed, and tailored to succeed in the current market environment.

Identifying Competitors in the Restaurant Industry

To comprehensively understand the competitive landscape, start by identifying both direct and indirect competitors in your area. Direct competitors are restaurants offering similar cuisines or targeting a comparable customer base. For instance, if your restaurant specializes in authentic Mexican cuisine, other nearby Mexican restaurants are direct competitors. Indirect competitors may include food trucks, cafes, or even fast-casual eateries offering diverse menus that overlap with your offerings.

Leverage digital tools like Google Maps, Yelp, or food delivery apps to map out the locations of your competitors. Reviews and ratings on platforms like TripAdvisor and social media can offer valuable insights into competitors’  strengths and weaknesses . Positive reviews highlighting exceptional service or a unique dining experience at a competitor’s restaurant can signify an area of focus for differentiation and improvement.

Restaurant Competitors’ Strategies

To conduct a comprehensive analysis, delve into various aspects of your competitors’ operations:

• Menu Offerings:  Assess the breadth and uniqueness of dishes offered by competitors. Take note if any local restaurants are gaining traction by focusing on farm-to-table ingredients, regional specialties, or offering innovative fusion cuisines, as these aspects often indicate emerging  market trends .
• Service and Ambiance:  Evaluate the overall customer experience. Identify if there’s a competitor renowned for its fine dining experience, another known for its trendy and vibrant atmosphere, or one that excels in providing a casual, family-friendly environment. These elements significantly contribute to a restaurant’s success and differentiation.
• Pricing and Positioning:  Compare pricing strategies . Determine whether competitors are positioned as budget-friendly eateries or if they adopt a more upscale approach with premium pricing, highlighting gourmet ingredients, or exclusive dining experiences.
• Marketing Channels :  Analyze how competitors market their restaurants. Do they leverage social media platforms for promotions, engage in collaborations with local influencers, or host special events or themed nights? Understanding their marketing tactics provides insights into effective promotional strategies that resonate with the  target audience .
• Operational Efficiency:  Observe if competitors have adopted technological advancements such as online reservations, mobile apps for ordering, or contactless payment systems. These innovations not only streamline operations but also contribute to an enhanced customer experience.

What’s Your Restaurant’s Value Proposition?

Reflect on what uniquely distinguishes your restaurant from the competition. It could be your innovative fusion of cuisines, a strong emphasis on locally sourced and sustainable ingredients, or perhaps a distinctive ambiance that reflects a particular cultural theme or historical narrative.

Listen attentively to customer feedback and observe emerging industry trends to identify gaps or unmet demands in the market. For instance, if there’s a growing interest in plant-based dining experiences and competitors have not tapped into this niche, it could present an opportunity for your restaurant to cater to this demand and stand out.

Consider how your restaurant’s location influences your strategy. A downtown location might warrant a focus on quick service and catering to office lunch crowds, while a suburban setting could embrace a more relaxed, family-friendly dining environment.

First, conduct a SWOT analysis for the restaurant , highlighting Strengths (such as a unique menu and exceptional customer service), Weaknesses (including potential high operational costs or strong competition in the area), Opportunities (for example, a growing interest in diverse cuisines and healthy eating), and Threats (such as economic downturns that may decrease consumer spending on dining out).

Marketing Plan

Next, develop a marketing strategy that outlines how to attract and retain customers through targeted advertising, promotional discounts, an engaging social media presence, food blogger outreach, and community involvement, such as local events or charity sponsorships.

Marketing Channels

Utilize various marketing channels to engage with your audience and attract new patrons.

Digital Marketing

• Social Media:  Utilize social media platforms such as Instagram, Facebook, Twitter, and TikTok to showcase your restaurant’s ambiance, signature dishes, behind-the-scenes glimpses, chef profiles, and customer testimonials. Regularly engage with your audience by responding to comments, hosting interactive polls, or sharing user-generated content.
• Email Marketing:  I mplement an email marketing strategy to build a loyal customer base. Offer incentives such as exclusive recipes, promotional offers, or early access to special events in exchange for subscribing to your newsletter. Regularly communicate with your subscribers, sharing updates, promotions, and stories that resonate with your brand.
• Website and SEO:  Maintain an  informative website showcasing your menu , chef profiles, reservation options, and reviews. Optimize it for local SEO to ensure visibility in searches related to your cuisine and location.

Local Advertising

• Printed Materials:  Distribute well-designed flyers in nearby neighborhoods, advertise in local magazines, and collaborate with tourism centers or hotels for exposure.
• Community Engagement:  Sponsor local events, collaborate with food bloggers or influencers, and participate in food festivals or charity events to increase brand visibility and community involvement.
• Partnerships:  Forge partnerships with complementary businesses (such as wine shops or local farmers’ markets) for cross-promotions or collaborative events.

Promotional Activities

Engage potential customers through enticing offers and events.

• Special Offers:  Launch promotions like ‘Chef’s Tasting Menu Nights’ or ‘Happy Hour Discounts’ to attract new diners and retain regulars.
• Loyalty Programs:  Implement a loyalty system offering rewards for frequent visits or referrals, such as a free appetizer or dessert after a certain number of visits.
• Events and Special Occasions:  Host themed nights, seasonal menus, or exclusive culinary events to create buzz and attract diverse audiences.

Sales Channels

Efficiently manage  sales channels  to maximize revenue and customer satisfaction.

In-Restaurant Upselling

• Menu Strategies:  Highlight premium dishes or chef’s specials, offer wine pairings or dessert suggestions, and train staff to upsell without being pushy.
• Merchandising:  Display branded merchandise, specialty sauces, or cookbooks for sale to complement the dining experience.

Online Ordering and Delivery

• Online Ordering Platform: I mplement an easy-to-use online ordering system for takeout or delivery orders. Offer exclusive online discounts or bundle deals.
• Delivery Partnerships:  Collaborate with food delivery services or establish in-house delivery for customers’ convenience.

Reservation Management

• Reservation System:  Utilize an efficient reservation platform to manage bookings. Offer incentives for off-peak reservations or special occasions.

Membership and VIP Programs

Developing membership and VIP programs can cultivate a loyal customer base and drive recurring revenue:

• VIP Memberships:  Create exclusive membership tiers offering perks like priority reservations, chef’s table access, or private event invitations.
• Reward Programs:  Develop a digital loyalty system where customers earn points for every dollar spent, redeemable for discounts, exclusive menu items, or special events.

Strategy Timeline

Finally, create a detailed timeline that outlines critical milestones for the restaurant’s opening, marketing campaigns, customer base growth, and expansion objectives, ensuring the business moves forward with clear direction and purpose.

The management section focuses on the restaurant’s management and their direct roles in daily operations and strategic direction. This part is crucial for understanding who is responsible for making key decisions and driving the restaurant towards its financial and operational goals.

For your restaurant business plan, list the core team members, their specific responsibilities, and how their expertise supports the business.

The Financial Plan section is a comprehensive analysis of your financial projections for revenue, expenses, and profitability. It lays out your restaurant’s approach to securing funding, managing cash flow, and achieving breakeven.

This section typically includes detailed forecasts for the first 5 years of operation, highlighting expected revenue, operating costs and capital expenditures.

For your restaurant business plan, provide a snapshot of your financial statement (profit and loss, balance sheet, cash flow statement), as well as your key assumptions (e.g. number of customers and prices, expenses, etc.).

Make sure to cover here _ Profit and Loss _ Cash Flow Statement _ Balance Sheet _ Use of Funds

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50+ Restaurant Mission Statement Examples To Inspire Your Restaurant Mission

Table of contents.

A restaurant mission statement is a crucial component of a restaurant’s brand identity. A mission statement is a reflection of you and the values you instill in your work, which are then communicated to both customers and employees. 

Whether you’re working on starting up a new restaurant or you’re looking to update your current branding and promotional materials, it helps to have inspiration for mission creation. Many restaurants have a mission statement, but not many restaurants have an excellent mission statement. We’ve compiled an extensive list of mission statements from across the country so you can get the inspiration you need to build something better. Once you have your mission, you can build it into your restaurant products with custom printed disposables from Budget Branders. Budget Branders can help you create custom plastic cups , custom paper cups , custom paper bowls , custom coffee sleeves , and more with designs that reflect your restaurant’s mission. 

What is a Restaurant Mission Statement? 

A restaurant mission statement conveys your raison d’être (reason for being). In other words, a mission statement identifies the purpose your restaurant will serve; the reason why your restaurant exists. 

Mission statements are usually paired with company values and/or a vision. Together, these components collectively serve as a guide post for what you hope to achieve for your restaurant and how you hope to achieve it. 

Why Your Restaurant Needs a Mission Statement

Unfortunately, not all restaurateurs recognize the benefits associated with a well-written mission statement. Just pull up the websites of some of your favorite local restaurants and you’ll likely be hard-pressed to find an articulated mission statement. While the development of a mission statement may seem like a trivial task, mission statements are an invaluable component of your brand and business strategy. 

By taking the time to develop a mission statement, you can better guide decision making for your restaurant and save time on daily tasks to focus on what really matters for your core business. Mission statements also:

• Serve as a constant reminder for why you started your restaurant in the first place; 
• Align the many moving parts of your restaurant with one overarching message; 
• Communicate who you are and what differentiates you from your competitors; 
• Help attract great talent to the business;

Simply having a mission statement is not enough. Many mission statements are littered with buzzwords, clichés, and business jargon. If you fail to put time and effort into developing your mission, then it will not be very effective at helping to accomplish much of anything. Your mission statement needs to mean something to you. 

The Difference Between Restaurant Missions, Visions, & Values

As previously mentioned, mission statements are often paired with a vision and/or values. For this reason, the three terms often get mixed up and are sometimes used interchangeably. Mission, vision, and values are three distinct components and should be treated as such.  

Restaurant Mission Statement

A mission statement describes the why of your business. For example: 

“We exist to connect local Bostonians to each other through great tasting pizza while also supporting local farmers and utilizing the freshest ingredients.” 

Restaurant Vision Statement

Your restaurant mission and vision can work together synergistically. Your restaurant’s mission statement explains the why while a restaurant vision is what you want the future to look like when you accomplish your mission. For example: 

“We imagine a world where there are no barriers between Boston residents, sloppily produced pizza doesn’t exist, and local farmers are able to live prosperously.” 

Restaurant Value Statement

Finally, a restaurant’s values outline what you believe in and what your restaurant will stand for. For example: 

“We value teamwork, honesty, community involvement, dedication to the culinary arts, and transparency.” 

Some restaurants will go the extra mile and develop all three message components (mission, vision, and values). While defining all of these components for your restaurant is helpful, you can get by without developing all three. Even having just one statement will provide more clarity and purpose for your work. 

How to Write a Powerful Restaurant Mission Statement

Now that you understand what a mission statement is and why it matters, it’s time to start thinking about how you can develop your own mission statement that will effectively guide your restaurant to success. The creation of your mission statement will take some soul searching and reflection. Your mission should be unique to you and isn’t something we can develop for you. Nevertheless, there are some important principles and tactics you can use to help write an effective statement. 

Components of a Strong Mission Statement

 While there is no one correct way to write a mission statement, there are characteristics that every strong mission statement embodies. As you work to write your mission statement, you should reflect on the following six characteristics. 

• Accurate: Your mission statement should be an honest reflection of what your restaurant will do. If your mission statement doesn’t accurately reflect your restaurant, it may be time to either revise your statement or revise some of your operations policies. 
• Achievable: It’s good to set lofty goals, but your goals should be measurable and achievable. Many restaurants seek to provide the world’s most delicious food or the best service, but those goals aren’t easy to measure and not every restaurant can be “the best”.  
• Actionable: The strongest mission statements both define goals and articulate how those goals will be achieved. 
• Concise: Your mission statement shouldn’t be three pages long. You want a concise statement that is easily digestible and understood. As a general guide, you should try to keep your mission statement under five sentences. 
• Transparent: The best mission statements avoid business jargon and clichés that sound impersonal. Your mission statement should be an accurate, honest reflection of what you want the restaurant to be.  
• Unique: Your mission statement should help differentiate you from your competition. If your mission sounds like that of your competitors, then the statement doesn’t effectively accomplish that goal. 

As you review the mission statement examples further down in this post, you’ll find that not every mission statement encompasses every one of the characteristics above. It is a testament to just how difficult it is to write a compelling mission statement. 

Questions to Consider

During the brainstorming stage of mission statement development, it can help to frame your mission within the context of questions. Answering key business questions can help you extract the root reason for your restaurant’s existence. Below are some important questions you should ask yourself while developing your mission: 

• Why are you in business?
• What is the image you want your restaurant to convey?
• Who is your target market? 
• What are the needs of your target market and how will you fill those needs? 
• What does/will your restaurant do for employees? 
• How is your restaurant differentiated from your competitors? 
• What underlying philosophies or values contributed to the founding of your restaurant? 

Restaurant Mission Statement Examples

To get the development process kicked off for your mission statement, it can help to review what other restaurants have communicated as their mission. We’ve compiled over 50 mission statements from restaurants across the country and the world. We’ve included mission statements from large, well-known chains, as well as, smaller local restaurants to provide you with a well-balanced mix of inspiration. 

It’s important to remember that your mission statement should be unique to your restaurant. It’s valuable to study how others have approached mission development, but it’s important to draw upon your own goals when developing your unique statement. 

Family Style Restaurant Mission Statement Examples

Avanti’s italian restaurant.

“We prepare and serve high quality, simple food, at a great value, in a home-like environment.”

P.F. Chang’s

“To HONOR Life. Family. Food.”

Ruby Tuesday

“Quality. Passion. Pride.”

Bamboo Sushi 

“To change the way people eat, inspiring a shift within the restaurant industry and beyond.”

The Cheesecake Factory

“To create an environment where absolute guest satisfaction is our highest priority.”

Darden Restaurants

“To be financially successful through great people consistently delivering outstanding food, drinks and service in an inviting atmosphere, making every guest loyal.”

“Going back to basics. Connecting flavors of Asia with the community through culinary traditions and culture.”

Pachamanka Restaurant

“To exceed each and every one of our customer’s expectations.”

Plaza Tapatia

“To serve exquisite and authentic Mexican Cuisine representing our cultures and legendary culinary gastronomy with typical dishes with a creative and talented touch, delivering a distinctly unique dining experience to fulfill our guest expectations.”

Provision Community Restaurant

“To foster creative, community-based solutions to overcome food insecurity, isolation and hardships in the lives of our neighbors.” 

Smoke BBQ Restaurant & Catering

“To share our love of authentic BBQ, inspired by regional classics throughout the US, prepared and smoked daily in our smokers.”

Applebee’s

“To make sure you’re eatin’ good whenever you step into an Applebee’s.”

Studio Movie Grill

“To open hearts and minds, one story at a time.”

The Table Cafe

“To provide a restaurant that serves locally grown food with amazing taste, at an affordable price, where all can enjoy the flavor of community.”

Bar, Brewery, & Pub Mission Statement Examples

Buffalo wild wings.

“ Our mission is to WOW people every day!”

Celebrations Restaurant & Bar

“To capture the character of our community, boiling down its stocks, foraging its plants, and showcasing its produce; all in an attempt to capture a time and a space in the confines of a plate, but more often in a series of plates.”

Iron Hill Brewery & Restaurant

“Inspire Loyalty in both our guests and in our staff.”

Ninety Nine Restaurant & Pub

“A passion to serve”

Founders Brewing Company

“make uncompromising craft beer that we love”, fine dining restaurant mission statement examples, mccormick & schmicks.

“Absolute guest satisfaction” 

“To provide our guests with the most authentic Italian experience outside of Italy.”

Little Fish Grill

“To provide the community with fresh, locally sourced, top quality food and service in a friendly casual environment to remind you the little fish eats like a shark too!”

Cadre Restaurant

“To provide our guests with a comfortable, quality, and satisfying dining experience using local, seasonal ingredients in classic dishes paired with select wine.”

Novo Restaurant & Lounge

“To delight every guest with remarkable dining & hospitality experiences that keep them returning.”

Del Frisco’s Restaurant Group

“Do right and far exceed expectations daily.”

Gracie’s 

“Enhance and educate the palate with the freshest ingredients and flavors, while surprising and exciting each guest with personal care and service.”

P.S. Kitchen

“To leverage the power of good food and an open heart to lovingly serve our clients, employees, society and the earth.”

Hearth Restaurant 

“Serve REAL food that tastes, looks, and smells delicious.” 

Fast Food Restaurant Mission Statement Examples

“To become America’s most loved restaurant brand.”

Panda Restaurant Group 

“To deliver exceptional Asian dining experiences by building an organization where people are inspired to better their lives.” 

“Serve only the highest quality product, prepare it in a clean and sparkling environment, and serve it in a warm and friendly manner.”

Domino’s 

“To break down the barriers between our customers, and the food they love to share.”

Culver’s 

“That every guest who chooses Culver’s leaves happy.”

McDonald’s 

“To provide a fun and safe environment where our customers can enjoy good food made with quality ingredients at affordable prices.”

Krispy Kreme

“To make the most awesome doughnuts on the planet every single day.”

Frugals 

“To provide the highest quality product at the lowest possible price, the best consumer experience in the industry, and respect for our employees, business partners, and community.”

Tasty Burger

“To serve a fresh, flavorful, flat patty burger made from the finest American beef, while becoming a real part of every neighborhood in which we open.”

Fast Casual Restaurant Mission Statement Examples

“Some want to make superior sandwiches. Some want to make the world a better place. We want to do both!”

Zaxby’s 

“Consistently create encore experiences that enrich lives, one person at a time.”

Panera Bread

“Food as it should be. Food should taste good. It should feel good. It should do good things for you and the world around you.”

Firehouse Subs

“To carry on our commitment to and passion for hearty and flavorful food, heartfelt service, and public safety.”

“To help citizens of the world live better by making healthy food convenient & affordable.”

Boloco 

“To better the lives and futures of our people. We use ridiculously delicious burritos to do it.”

“To serve the world flavor.”

“From sprout to plate, we obsess over the details to bring better eating to everyone.”

Flour Bakery

“Make amazing food – offer warm welcoming service – give back to the neighborhood – run an efficient, profitable business – make flour a better place for both our customers and ourselves”

Hannah’s Bretzel

“Make insanely tasty food, provide healthier nutrition on the go, and do it with the smallest environmental footprint possible.”

“We believe the choices we make about what we eat, where it comes from and how it’s prepared have a direct and powerful impact on the health of individuals, communities and the environment.”

Cafe & Coffee Shop Mission Statement Examples

Starbucks .

“To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.”

CC’s Coffee House

“To serve everyone better than anyone else .”

Philz Coffee 

“To better the days of everyone who walks in.”

Dunkin’ Donuts

“ We prioritize what you need to get you on your way. We strive to keep you at your best, and we remain loyal to you, your tastes and your time.”

Again, there’s no right or wrong way to develop a mission statement. Take your time and piece together a message that you can stand behind and others can believe in. 

Further Developing Your Restaurant Brand

Developing a restaurant mission statement is a component in further developing your restaurant’s brand. As you refine your brand you’ll also want to consider where it’s being placed. Some of the biggest brands in food service put their logo on everything and you may want to as well. You might even want to print your restaurant mission on your disposable promotional items.

Budget Branders is a market leader in affordable custom disposable restaurant products. Our branding consultants can help you design and develop custom printed cups and bags that will allow your brand to really stand out at an affordable rate. Print your restaurant logo or restaurant mission on our custom stadium cups , custom coffee cups , custom dessert bowls , custom deli bowls , custom napkins , custom sandwich bags , custom paper bags , and more. Call (888) 373-4880 or fill out a contact form to speak to a brand consultant today.

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Writing a Restaurant Mission Statement? Get Inspired With 10 Examples

• by Lightspeed

minute read

Whether you’re opening a new restaurant, updating your website, or giving your promotional materials a facelift, it’s important to include a restaurant mission statement. Your restaurant is an extension of yourself and the values that you live by, and communicating that to your guests can help them understand your restaurant and turn them into loyal, repeat customers which you can then save in your restaurant point of sale .  

In this article, we’ll cover:

• Brainstorming your restaurant mission statement
• How to write your restaurant mission statement
• Ten restaurant mission statements to inspire you

5 ways to improve restaurant profitability

Learn how to improve your restaurant’s profits by reducing turnover, optimizing your space and more.

Brainstorm your restaurant mission statement

To start, take time to brainstorm what your restaurant means to you. Why did you open it? What are the core beliefs that impact your decision making?

To get started, research how other restaurants communicate their mission and vision. You’ll see that some restaurants have long stories, while some are short and concise sentences. As you write yours, craft a mission statement that reflects you and stays true to your branding.

For restaurants, having strong value, vision, mission and culture statements is essential for ensuring strong business integrity. 

Read on to learn the difference between these four core statements.

1. Value statement

Your values define the decisions you make and the people you work with. For that reason, your value statement should be defined before moving onto any other statement or idea.

When getting started on your value statement, it might help to list out a few of your competitive traits. What sets you apart? Why should people buy from you?

Try not to explain what your restaurant does or what you’re planning for the future in this statement, as that will be explored in your vision and mission. Instead, your value statement should be a succinct, powerful explanation of what your company believes in.

2. Vision statement

Once you’ve defined your value statement, you can move on to your vision statement. Your vision is all about why your restaurant concept matters, and how it can influence people and the larger community around it.

One way to hone in on your vision statement is to think about it as the “what” portion of your restaurant’s goals. What are you aspiring to do? How does this vision set you apart from your competitors? It might help to think back to your original motivations for opening the restaurant. Think about what you imagined for your concept, and what that might mean to other people.

3. Mission statement

If your vision statement is the how behind your restaurant, then your mission is the what. Essentially, your mission details how you’re going to make your goals and dreams a reality. Perhaps your vision is to bring authentic French food to rural Ohio—but your mission details how you’ll achieve that vision through affordable prices and a traveling food truck. 

Mission statements for a restaurant can span a few sentences, but they are usually short and sweet. In fact, some of the most famous restaurant mission statements are just a few words. The best restaurant mission statements cater to the desires of the audience, yet are honest about what the restaurant is trying to accomplish.

4. Culture statement

It might seem challenging to differentiate a culture statement from a mission statement. However, it’s easy to think about if you consider your mission statement as an external force and your culture statement as an internal force .

After all, your culture is something that’s purely internal, and it determines how people interact with customers, what employees value and what your workforce stands for. That being said, your culture statement should reflect all of these things.

Think about it this way: a sushi restaurant’s mission statement might actually look similar to mission statements for Mexican restaurants. However, chances are these restaurants will have different culture statements.

Now that you know what you are creating, you have to get inspired. 

From an upscale cocktail lounge to a burger and fries dive, there are many different personalities your new restaurant or bar can assume. Defining your mission statement is an important way that you can attract the right customers and reinforce your goals, which can set you up for long-term success.

How to write a restaurant mission statement 

1. get inspired by competition.

When looking for examples of good restaurant mission statements, keep your eye out for companies that share a mission close to yours.

Next, you might also draw inspiration from famous restaurant mission statements. Since famous restaurants are clearly successful, there might be something special hiding in their mission statement that supports and drives the company forward. Just be sure you are being inspired by these statements and not stealing from them!

2. Look to your idols

To find a successful example of mission and vision statements for a restaurant or bar, you might start by looking at establishments you admire. These can be either local or global restaurants, and it doesn’t matter what type of drinks or food they serve.

The most important thing is that when you start looking into other restaurant and bar mission statement examples, you take note of the things you like. Perhaps it’s the length you’re a fan of, or maybe you wish to emulate the same language. Being specific in this research will help you create a mission that’s both inspired and intentional.

3. Consider your customers

Your guests’ needs are another important aspect to keep in mind when crafting your restaurant mission statement. What sub-populations exist within your community? And what other local establishments already serve the groups you are targeting and where is there an opportunity for growth? Think about what people value in their lives and in the establishments they spend money on and think about how a mission statement can connect to those values to create an emotional response.

Whether it’s military families, college students or retired seniors, your restaurant mission statement should reflect the desires of the people you’re trying to attract .

4. Keep it fresh and unique

When you’re tempted to copy a restaurant mission statement sample from the internet, try to resist. You don’t want to give an impression that your restaurant is just like everyone else as soon as it opens because if you do give off this vibe, people won’t really have any incentive to come to your restaurant.

Plus, the best restaurant mission statements take a stand on something fresh and unique. They get people thinking beyond food to consider culture, ideas and people. So instead of following in someone else’s footsteps, craft your mission around what it is you’re trying to do, and why that’s something customers should buy into.

10 restaurant mission statements to inspire you

1. root down , colorado, usa.

Root Down aims to connect the neighborhood to a dining experience in the same way ingredients are connected to food.

2. Gracie’s , Rhode Island

At Gracie’s, our mission is simple: enhance and educate the palate with the freshest ingredients and flavors, while surprising and exciting each guest with personal care and service.

3. Founding Farmers , multiple locations in the US

For us, sustainability is not a lofty idea but a fundamental, and necessary, endeavor. Our concept is about the food and drink of course, but it’s also about our team, our facilities, our practices, and the hundreds of decisions we make each day that affect the world around us. We believe it’s about finding a balance, which allows us to sustain our quest of making quality, accessible food, while also giving back to our community and the environment.

4. Chipotle , multiple locations globally

Chipotle was born of the radical belief that there is a connection between how food is raised and prepared, and how it tastes. Real is better. Better for You, Better for People, Better for Our Planet. It may be the hard way to do things, but it’s the right way.

5. Matunuck Oyster Bar , Rhode Island

We are committed to uniting fresh, locally grown produce with farm-raised and wild-caught seafood to make the freshest dishes you’ll find anywhere. Our signature raw bar offers a variety of Rhode Island oysters, crisp cherrystones, littleneck clams, and jumbo shrimp. Our Matunuck Oysters are grown in Potter Pond right off our waterfront patio and many of our herbs and vegetables are grown in our vegetable farm on the north end of the pond.

6. Mixt , multiple locations in California

From sprout to plate, we’re all about offering smart, healthy, on-the-go people, smart, healthy, on-the-go food.

7. Sweetgreen , multiple locations in the US

We believe the choices we make about what we eat, where it comes from and how it’s prepared have a direct and powerful impact on the health of individuals, communities and the environment.

8. McCormick’s and Schmick’s , multiple locations in the US

Absolute Guest Satisfaction.

9. Starbucks , multiple locations globally

To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.

10. Panera Bread , multiple locations globally

Food as it should be. Food should taste good. It should feel good. It should do good things for you and the world around you.

Now that you’ve got all the tools to craft your mission statement, it’s time to get to work. Creating a restaurant mission statement will be a guiding light to remind you and your staff of your ultimate goal and it helps strengthen your brand in the minds of your guests.

Looking for a technology partner to take your hospitality business to the next level? Talk to one of our experts today to find out how Lightspeed can help.

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How to Write A Restaurant Business Plan And Milestones

The great restaurant idea around in your head is composed of many parts, all swirling around. And your restaurant business plan-including your restaurant profit and loss statement -is how you’re going to communicate it clearly.

Every investor wants to see a great idea presented in a cohesive, digestible format that convinces them of a sustainable or profitable business. Almost no investors blindly shake hands on an idea alone.

And aside from using it as a tool to land initial investments, a solid restaurant business plan will establish the groundwork for the first few years of a restaurant. It provides a roadmap for the growth and management of your business.

The better and more detailed a restaurant business plan, the better the map. The easier it is to navigate the road ahead and the clearer your path to success. 

Here is everything you need for a clear, effective, and professional restaurant business plan. Investors are out there, waiting to invest. That’s what they do. Why not with you? Let’s give them something to get excited about.

How to Write a Restaurant Business Plan

Step 1: an executive summary.

An executive summary is how to start a restaurant business plan. It’s the introductory part that gives investors an aerial view of the project. Treat the executive summary as the basic foundation for the restaurant proposal.

In many cases, unfortunately, this is the only section an investor will read. So, make it count.

The ideal executive summary is 1–2 pages and includes:

• The overall mission statement of the restaurant . Use clear language to present a concise, unified vision and purpose.
• Introduce the concept using industry-standard language, i.e. a fast-casual Mediterranean restaurant
• Lay out what makes your concept different from similar concepts, i.e. with nightly Mediterranean-influenced live music and wall-to-wall murals of Aegean seascapes
• Cover the basics of the menu , the chef, and the culinary influences of your offerings, and if you're offering something along the lines of table d’hote menus
• Detail the restaurant’s location, target market, and the opportunity in the area
• Funding requirements . Lay out the fundamental financials. List the overall amount of capital you need to open and begin operating, and break down the restaurant startup costs into specific sections. For example, you may use this section to introduce the overall amount of capital your restaurant needs to open and begin operating. From there, breakdown the restaurant startup costs into specific sections. For example, you may need $300,000 to open and $50,000 of that will go to renovating the space. Specify that. Additionally, disclose any fundraising you have done prior to creating the restaurant business plan. If you have contributed a lump sum of your own money, taken a loan from an institution, or entered into agreements with other investors, communicate that here.
• Keys to success . Use this section to lay out exactly what will be the cornerstones of your success. This is the last little bow you’ll put in your executive summary to upsell your restaurant’s concept and your capacity as operator. Also, if you’ve done any financial forecasting, include it here in a simple graph. Numbers speak. And if you can show your investors the numbers you are aiming to hit in the first one to five years, those numbers will speak loudly.

A simple graph for your executive summary can include gross revenue, COGS, employee expenses, operating expenses, and EBITDA (earning before interest, taxes, depreciation, and amortization).

Step 2: In-Depth Business Description 

The next step in how to draw up a restaurant business plan is diving into your restaurant’s specifics.

In this section, you’ll bring your restaurant to life for your investors. Section by section, illustrate what makes your restaurant stand out and the value you’ll be bringing to its guests.

The Restaurant Experience And Vision

When a guest enters your restaurant, how do they feel? Is your restaurant dark and moody with wood furniture , lush red velvet, and French music playing in the background? Does your restaurant have sunny outdoor seating with an unparalleled view of the ocean and playful, colorful decor?

Set the stage. Paint a picture. Transport the reader of your restaurant business plan to your restaurant. Use this section to draw your investor in and show them what’s so special about your idea.

Consider also how you want your guests to feel. If you are offering healthy, fresh fare, you might want your guests to leave feeling light, happy and ready for a day outside. Are your servers knowledgeable sommeliers? Do you want your guests to settle in for a long evening of fine dining or are you a fast casual restaurant?

Close your eyes and take the time to envision your restaurant. Paint the picture of your mission statement by showing and telling your investor about it.

Restaurant Design

Here’s where you visually present some of the things you were just describing. Depending on how far you are along in the process, this section can have varying levels of detail.

You can have a full-blown professional mock-up of the restaurant and bar equipment layout , bar layout , including kitchen equipment, bar glasses , POS systems, lighting, and more.

Or you can include a mood board, which is a collage of images that will inspire the restaurant’s aesthetic. This option is typically less exciting for an investor, because it means you’ve got more work to do on the design front. But it’s certainly better than nothing. And if you don’t have a physical space yet, you won’t be able to get specific with a layout.

Introduce the Menu

Use this section to showcase your restaurant menu to investors. Write a brief introduction describing the cuisine. Does it come from a certain geo? Do you adhere to a particular dietary restriction? Is it meant to evoke a specific time or place? Will it be a QR code menu or a traditional paper menu?

Include all of your menus in this section. If you intend on serving Lunch, Dinner and Brunch, include all of the menus, along with their ingredients and preparations.

Step 3: Labor and Operation Details

Here you’ll cover hours of operation, payments accepted, portion controls, management techniques, training programs, labor, and money management.

The devil is in the details here. Try to cover these as thoroughly as possible. The less questions investors have, the better.

Operations:

• Hours of operation
• Days of operation (holidays, etc.)
• Inventory and food cost controls (like setting par level inventory )
• Recipe controls
• Cross utilization of inventory
• Sanitation schedules, including a bar cleaning checklist with glass and surface cleaner supplies from Bar Keepers Friend or Branch Basics.
• Food handling
• Management systems
• Software used (scheduling, reservation management, point of service, etc) 
• Training and staff education
• Money management

Addressing these seemingly minute details may seem excessive when constructing a restaurant business plan. However, having these plans in place will demonstrate the sincere consideration you have put into making your restaurant dream a reality. Additionally, once funding is secured, it will set you up for success.

Now introduce your team.

If you’re going to be heavily involved, as an owner, tell the investors more about yourself. Let your story, your passion, and your experience color your restaurant. Consider the unique point of view you bring and demonstrate this to the potential investors. If there are other key players the investors should know about, introduce them here as well.

Then move on to how the overall staff will be constructed. Having a clear idea of your team’s makeup demonstrates your deep understanding of what your restaurant needs and what it is going to cost to staff it.

Your team breakdown might look something like this:

• General manager
• 2 assistant general managers
• Kitchen or BOH Manager
• 2 lead cooks
• 2 line managers
• 2 prep cooks/ line cooks (see a line cook job description here)
• 3 bartenders

Consider adding how staffing might look for different meals, days of the week, and times of the year. You can break down the cost of labor for a slow Monday lunch in February as opposed to a Saturday night dinner in June.

Step 4: Market Analysis

You know what most restaurant failure has in common? Insufficient market analysis. A lot of things can make or break a restaurant, no matter how great the food, ambiance, and concept may be.

Before considering a certain restaurant location, make sure you have an active, ready-to-engage target market waiting for you and you'll need to perform a swot analysis for restaurant . Check out a restaurant swot analysis example to get some ideas for how to do one.

Target Market

What does your restaurant’s target market look like?

Are they well-to-do business people who work across the street from your location? Are you opening in a foot traffic area with lots of young families?

Assess your target market, find out where they live, and find a great location from which to serve them.

Some characteristics you might want to consider in searching for a target market are:

• Dining habits
• Style and tastes
• Value beliefs
• Marital status
• Religion (and any corresponding dietary restrictions)

Neighborhood Analysis

The analysis of the neighborhood is also important and will feed directly into your target market. Consider using results from the latest Census to include in your restaurant business plan.

Answer questions like:

• How many people live within walking distance?
• How many people live within an easy driving distance?
• Will most of your customers dine with you for brunch on the weekend?
• Is your location close to a cluster of businesses making it a busy lunch spot?
• Are there any major universities or large institutions nearby?

This is a great place to include some visual elements. Consider including maps of the area. A zoomed-in map showing the surrounding area, whether a neighborhood or a city block, can illustrate the opportunity for foot traffic.

A bigger map showing surrounding freeways, parks, hotels, and institutions can provide a glimpse into nearby opportunities, as well.

Analysis of Surrounding Businesses & Competition

There will likely be restaurants, coffee shops, and other venues around your new restaurant.

Make sure to communicate what restaurants are in the area. Obviously, you won't want to open a Mexican restaurant in an area with several successful ones. However, if you are opening a Mediterranean restaurant in the middle of a neighborhood that is serving other cuisines, it might be a perfect fit for a highly trafficked area.

Major Venues and Institutions

A large institution could have a huge impact on your restaurant.

Make note of any large institutions and what they might bring to your restaurant. If a major university is nearby, they likely have a consistent stream of visitors on a daily basis.

This will also add season highs for your restaurant come commencement ceremonies. If your restaurant is located by a major theater or auditorium, you might have a nightly influx of pre-show or post-show guests

Use this section as an area to highlight these neighbors that could be a huge benefit to your restaurant. And that brings us to marketing

Step 5: Marketing Strategy

Whether you are opening the 900th franchise of a popular restaurant or a brand new cafe, you need a marketing strategy.

Positioning and Branding

By this point in your restaurant business plan, you’ve likely told the story of your brand, both visually and through text.

Use this area to contrast your brand, your mission statement, your values, and what you hope to bring to the community at hand against the businesses already present in the community.

You’ll also lay out your restaurant marketing plan timeline here, which will start months before your opening.

Marketing Timeline

This specific, actionable marketing includes:

• Advertising in local and regional newspapers and magazines
• Creating a website and social media account that reflect the restaurant’s brand and mission statement
• Public relations push to increase awareness prior to opening, including story coverage in local newspapers
• Partnerships with nearby major institutions, venues, gyms and hotels
• Strategies to attract new customers
• Strategies to retain existing customers through loyalty programs
• Strategies to create “evangelist” customers who will both return and spread the word
• Utilizing restaurant SEO strategies and Facebook Advertisements targeting your specific geography and target market.

Utilizing social media in tandem with word of mouth will allow you to spread the word without necessarily breaking the bank.

In terms of timing your marketing strategy, sooner is better. The minute your permits, funding, and groundbreaking are underway, alay your marketing foundation.

Tease some of your menu on Instagram.

Allow your followers to see the progress of renovations.

Having an engaged audience through the building process will translate into a record-breaking opening day.

Step 6: Financial Outlook

This section reiterates the numbers. State the overall amount of capital needed to open and operate. From there, break down where the funds will be allocated to align with the vision your business plan detailed.

This section will require robust figures and numbers, so do your research.

Funding Requirements & Capitalization Plan

This is where you will show how you turn your investors’ capital into a financial return on a decided timeline. After breaking down the startup costs of a restaurant, show how you intend to make money.

Like we noted earlier, create an outline showing your financial forecasts. Create this by using these figures:

• Gross revenue
• Cost of goods sold
• Employee expenses
• Operating expenses
• EBITDA (Earning Before Interest, Taxes, Depreciation, and Amortization)

Your EBITDA will show what your projected earnings are before taxation. Consider laying these out over the course of the first five years, with a steady increase on your bottom line earnings.

Additionally, break these numbers down according to meals. Your brunch revenue assumptions will differ from your lunch and dinner revenue assumptions.

The more figure-based predictions you can provide in this section, the better.

Step 7: Milestones For Restaurant Business Plan

Finally, you’ll use the last section to project the completion of the fundamental parts of opening your restaurant. 

It should look something like this:

*See where bars buy liquor and how to stock a bar .

What about a small restaurant business plan.

There is no meaningful difference between a large and small restaurant business plan. In spirit, they aim to communicate the exact same things. That your idea is unique and brings value to its community.

Anything specific to a small restaurant business plan will organically surface throughout the plan itself. It will infect the way you analyze your market, your competition, your strategy, your menu, etc. Everything. 

If you’re trying to figure out how to make a small restaurant business plan, follow the steps above and be true to your business’s identity. Then it’ll be a small restaurant business plan.

It applies largely to how to open a bar , too.

Restaurant Business Plan: Achieved

Your restaurant business plan doesn’t just reflect the potential of your restaurant. It reflects your potential as a business owner. It can make or break your opportunity.

There is no shortage of stories documenting restaurant failure due to missed details, overconfidence, or plain old neglect. Creating a comprehensive restaurant business plan will not only gain you capital.

When done right, a great restaurant business plan sets you up for success, allows you to avoid common pitfalls, and gives you something to revisit when making future business decisions. It's also a good way to figure out how to drive restaurant sales . Good luck out there!

• Vladivostok, Primorsky Krai /

Best in the city This award is based on the analysis of multiple factors, including reviews, ratings, and user engagement trends on Restaurant Guru.

Frequently mentioned in reviews, ratings of millionka, visitors' opinions on millionka.

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