Concept Development
In foodservice operations, concept development refers to the overall plan for how a restaurant will meet the intended market's needs and expectations. There are different ways of expressing foodservice operations, including menu, décor, pricing, the forms of pricing and location. Different elements of concept development, are combined for successful food service operations.
These are money, market, menu, management and the method of execution. In this concept development, I develop a plan for the success and operation of my restaurant in its market before its actual operation.
Menu: Food and Beverage
The need of a menu in the design of a food service facility should not undermined. Menu has a tremendous impact on the overall design and the success of foodservice operations. The factors influenced by a menu include the amount of space required by the hotel facility, the service and the size of the design, dishwashing area and dish machine capacity, type of cooking equipment, size of dry refrigeration facilities, staff number and the quantity of investment required.
Spoon Zoom Bar and restaurant will offer foods, drinks and alcoholic beverages. The foods will be prepared from scratch. Ingredients for food are purchased from an external supplier, and the kitchen staff will prepare the meals from scratch. The foods will be prepared from scratch. However, wines and beers will be obtained from an external supplier.
The restaurant will serve Canadian Cuisine and Comfort foods. To make our menu outstanding, Spoon Zoom restaurant will create foods that bring the communities to life. Our ingredients will be sourced from local farms. Also, we will create menu items that reflect the experiences and the environment of the nearby community. For instance, we could create seasonal sauces and flavoured slow-smoked meats to reflect the spirit of Kitchener Waterloo-the intended location of our restaurant.
Below are some of the Menu offerings in our Canadian Cuisine
Appetizers
- Bruschetta: $8.96
- Stuffed mushrooms $7.8
- Fried Calamari $8.5
Entrees
- Chicken Parmesan $16.5
- Coho salmon $12
- Chicken with wild mushrooms $16.89
Desserts
- Tiger tail ice cream $1.5
- Saskatoon berry pie $2.2
- Butter Tart $2.8
- Dole Whip $2.5
Red Wines
- Barbera 29$
- Red Zinfandel 18.99$
- Malbec 67$
White Wines
- Vendange Chardonnay $29.7
- Belvino pinot Grigio 18$
- Double dog Dare Muscato $30.8
Target Market
Spoon Zoom Bar and Restaurant will be located in Kitchener city in Ontario, Canada. According to statistics, Kitchener is a fast-growing city with a population of 242 368 (Statistics Canada, 2020). The restaurant's exact location will be along the highway that connects it with Cambridge, about two kilometres from Kitchener City Centre. The restaurant will mainly target travellers and the people carrying out business in the area. Also, the hotel will target tourists who come to visit various attractions around Kitchener, such as St. Jacobs Farmer's Market, the Bingeman’s water park and camping. To reach our target market, we will use Facebook advertising and operate a Restaurant website. The restaurant website will openly communicate our services to potential customers and inform them of our services and discounts. The restaurant will use a triple pricing strategy where the menu items vary depending on what the customer can afford. There will be cheap, moderate and expensive- which will help in the diversification of markets. Our target market comprises different classes of people, ranging from people in the construction industry to professionals working in the city.
Management
In many operations, management is the single most important factor in realization of success. Spoon Zoom restaurant will be managed by a general manager who will have an assistant. The manager must be a person who holds a certification in the tourism and hospitality industry. Besides, he must have experience of at least five years in the industry. The manager is expected to coordinate all restaurant operations and receive extra rewards when the restaurant realizes huge sales translating to profit.
Method of execution.
Spoon zoom will have a casual style of dining. Casual dining style is normally characterized by moderately priced menus, table service, low-key atmosphere, and unique decor. The restaurant will have a large alcohol menu, including different types of beers with sidebar and bar staff.
Money
Successful capitalization of Spoon Zoom as a food facility will include funds for building and construction/ renovation, décor costs planning costs, glassware and utensils and furniture and fixtures. These funds will be identified and committed before the restaurant begins operation. The restaurant will also require finances for licensing and initial marketing purposes. To provide quality services, the restaurant will hire highly specialized staff and will spend on their remuneration. The restaurant will not require external catering services. Instead, our professional kitchen team will readily be hired to offer services in external events such as weddings and parties at affordable prices. The earnings will result in an income lowering the overall burden of costs/ expenses.
Influential Criteria
Ambient factors: Deco, and Lighting and Music
Spoon Zoom will have a unique deco that is appealing to customers. Our Restaurant lighting and decor will aim at reinforcing a positive theme,bringing an environment of an intimate glow, spaciousness and relaxation. The decor will be achievedthrough colours, proper use of space as well as surface finishes. Energy-saving LEDs of differentcolours will be used in our bar section for energy conservation and sustainability. We will boost the memorability of customer experience by a music playlist that best suits our customers depending on times and seasons.
General Location/ Availability of Parking.
The Restaurant will be located at a convenient location, Kitchener City. The location has a high population, which comprises our target market. Also, the location has a favourable climate which influences the settlements of people/target market. Kitchener attracts a large number of tourists; the tourists will be part of our target clientele. Moreover, our specific location will ensure ample parking space for our customers.
Accessibility
Spoon Zoom Restaurant is located adjacent to the busy highway leading to Cambridge and thus will guarantee a stable clientele. The surrounding is also packed with many malls and social centers, ensuring a frequent flow of customers.
Staff Uniforms
The restaurant will have a highly experienced staff who will provide customers with lingering experiences. The customers will easily recognize different members of staff from their unique uniforms. They will have an easy time asking questions and receiving clarifications.
Hours Operation
The Restaurant will operate from 5 am to 11 pm at night. With such long hours of operation, the restaurant will have a competitive advantage in terms of time to serve more customers.
Size
Our building design entails a two-storey building which willavail sufficient space for the personnel as well as the guests. The building will serve a clientele of100. Additionally, the building design will utilize the available space along the highway better, hence saving on the cost of purchasing the expensive land. It will under one roof avail enoughwaiting and service area, a kitchen, a small bar section, restroom and guest rooms for staff andcustomers, stores as well as the management office
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