Restaurant
Business Plan
Owner Name
Company Address
© Copyright 2013 KelJo Solutions LLC.
Confidentiality Agreement
The undersigned reader acknowledges that the information provided by [Restaurant Name] in this business plan is
confidential; therefore, reader agrees not to disclose it without the express written permission of [Restaurant Name].
It is acknowledged by reader that information to be furnished in this business plan is in all respects confidential in
nature, other than information which is in the public domain through other means and that any disclosure or use of
same by reader may cause serious harm or damage to [Restaurant Name].
Upon request, this document is to be immediately returned to [Restaurant Name].
___________________
Signature
___________________
Name (typed or printed)
___________________
Date
This is a business plan. It does not imply an offering of securities.
© Copyright 2013 KelJo Solutions LLC
1.0 Executive Summary ...................................................................................................................3
1.1 Products and Services ............................................................................................................3
1.2 The Financing ........................................................................................................................3
1.3 Mission Statement..................................................................................................................4
1.4 Management Team.................................................................................................................4
1.5 Sales Forecast.........................................................................................................................4
1.6 Expansion Plan.......................................................................................................................5
2.0 Company Summary ...................................................................................................................5
2.1 Registered Name and Corporate Structure ............................................................................5
2.2 Required Funds ......................................................................................................................5
2.3 Investor Equity .......................................................................................................................6
2.4 Management Equity ...............................................................................................................6
2.5 Exit Strategy...........................................................................................................................6
3.0 Products ......................................................................................................................................7
3.1 Balloon Products .....................................................................................................................7
4.0 Strategic Market Analysis ..........................................................................................................7
4.1 Economic Outlook .................................................................................................................7
4.2 Industry Analysis ...................................................................................................................8
4.3 Customer Profile ....................................................................................................................8
4.4 Competitive Analysis .............................................................................................................9
4.5 SWOT Analysis ...................................................................................................................10
5.0 Strategy and Implementation Summary...................................................................................10
5.1 Marketing Objectives ...........................................................................................................10
5.2 Marketing Strategy...............................................................................................................11
5.2.1 Market Segment ................................................................................................................11
5.3 Pricing .................................................................................................................................11
6.0 Management Summary ............................................................................................................11
6.1 Organizational Structure ......................................................................................................11
6.2 Personnel Plan......................................................................................................................11
6.3 Management Biography .......................................................................................................11
7.0 Financial Plan ........................................................................................................................... 12
7.1 Underlying Assumptions .....................................................................................................12
7.2 Sensitivity Analysis .............................................................................................................12
7.3 Start-Up Funding .................................................................................................................13
7.4 Break Even Analysis ............................................................................................................14
7.5 Profit and Loss Statements...................................................................................................15
7.6 Projected Balance Sheet .......................................................................................................17
7.7 Balance Sheet .......................................................................................................................19
© Copyright 2013 KelJo Solutions LLC
1.0 Executive Summary
[Restaurant Name] is designed to create a new, fashionable, and healthy restaurant, [Restaurant
Name] will be serving fresh items from its full menu all made in its central kitchen on the
premises. In addition, [Restaurant Name] will present fare from local growers and vendors so
their patron will receive the best.
Place information about your restaurant here
[Restaurant Name] will set the mood of modern casual dining with its Trendy simple interior
architecture, in addition to its lighting and comfortable seating. The beauty and flair of the local
atmosphere will be clearly displayed inside the restaurant and through its employees to show the
uniqueness of [Restaurant Name].
1.1 Products and Services
The primary fare of [Restaurant Name] will consist of steak and seafood dishes, although the
business also carries an extensive line of, chicken, rubs, burgers, sandwiches, and similar
American cuisine. The restaurant will also feature an expansive bar with a number of
domestic/imported beers, wine, and spirits. The third section of the business plan will further
describe the services offered by [Restaurant Name].
1.2 The Financing
Mr./Mrs. [Last Name] is seeking to raise $ as a bank loan for XX years at 9% interest. The
agreement will result in a monthly payment of $ with a total accrued interest of $ and a total
of $ repaid. In the event that an agreement is not met Mr./Mrs. [Last Name] will acquire a
third party investor. The resulting investment will be in exchange for XX% - XX% equity in
[Restaurant Name].
Place Chart 1.2 Here
1.3 Mission Statement
Insert Mission Statement Here.
1.4 Management Team
[Restaurant Name] was founded by [First, Last Name] who is new to both the [Blank] industries
but has gained significant knowledge through the development of his/her business. After
sourcing the appropriate suppliers and commerce platforms he/she will be able to bring the
operations of the business to profitability within its first year of operations.
OR
© Copyright 2013 KelJo Solutions LLC
[Restaurant Name] was founded by [First, Last Name] who has more than XX years of
experience in the restaurant industry. Through his/her expertise, he/she will be able to bring the
operations of the business to profitability within its first year of operations.
1.5 Sales Forecasts
Mr./Mrs. [Last Name] expects a strong rate of growth at the start of operations. Below are the
expected financials over the next three years.
Place Table and Chart 1.5 Here
1.6 Expansion Plan
Management expects that the business will aggressively expand during the first three years of
operation. Mr./Ms. [Last Name] intends to launch an extensive marketing campaign to
effectively target individuals searching for casual dining as well as push the brand name of
[Restaurant Name] into the public eye.
2.0 Company and Financing Summary
2.1 Registered Name and Corporate Structure
[Restaurant Name] is registered as an LLC/Ltd/Inc./C or S-Corporation in the State of [State].
2.2 Required Funds
At this time, [Restaurant Name] requires $
funds will be used:
of debt funds. Below is a breakdown of how these
Place Table and Chart 2.2 Here
© Copyright 2013 KelJo Solutions LLC
2.3 Investor Equity
Mr./Mrs. [Last Name] is seeking to raise $ as a bank loan for XX years at 9% interest. The
agreement will result in a monthly payment of $ with a total accrued interest of $ and a total
of $ repaid. In the event that an agreement is not met Mr./Mrs. [Last Name] will acquire a
third party investor. The resulting investment will be in exchange for XX% - XX% equity in
[Store Name].
2.4 Management Equity
[First, Last Name] owns [Restaurant Name] and maintains a 100% equity stake in the company.
2.5 Exit Strategy
If the business is very successful, Mr./Ms. [Last Name] may seek to sell may pursue the option to
sell the company, its charter, and all materials to a larger entity within the industry. Mediation
through a third party such as a broker can expedite the process and ensure the demands of both
parties are acknowledged. The current growth of the market estimates that [Restaurant Name]
could see its value increased by XX%.
3.0 Products and Services
Below is a description of the products offered by the Restaurant.
3.1 Menu Entrees
As stated in the executive summary, [Restaurant Name] will offer diverse line of steaks, chops,
seafood, chicken, ribs, burgers, and desserts.
Place Specific information about the restaurant’s menu here
The restaurant also offers an expansive salad bar, which will allow patrons to have a healthy
alternative to the Company’s other fare. Pricing for [Restaurant Name]’s menu can be found in
the fifth section of the business plan.
3.2 Beverages
[Restaurant Name] also offers its patrons an expansive line of beverages including bottled water,
fountain sodas, beer, wine, and spirits. [Restaurant Name] will ensure the proper procedures for
serving alcohol at its establishment.
© Copyright 2013 KelJo Solutions LLC
4.0 Strategic and Market Analysis
4.1 Economic Outlook
A growing number of people are comparing restaurant menu items and their nutritional benefits
on the internet. Also increasing number of people are making restaurant choices based on online
reviews. Restaurateurs’ are leveraging the Internet and social networking platforms to compete
more effectively in the food service marketplace. Internet and social networking sites help
restaurants to communicate the range and quality of food items served and thereby reaches out to
a larger section of customers.
Although late, the restaurant sector is nevertheless catching up with healthy eating trend. A
majority of restaurant goers in the United States prefer healthy food items in restaurants. Organic
food, beverages and food with less trans fats are increasingly finding their place in restaurant
menus.
4.2 Industry Analysis
The Restaurant industry had experienced a slowdown due to the struggling economy, but has
been growing ever since as consumer spending continues to rebound. While the industry is
experiencing stronger operating conditions in 2014, operators will still have to contend with
customers who are hesitant to part with their money. As such, operators must monitor and adjust
to consumer changes. If they manage to meet changing guest needs, owners will be well poised
to take advantage of the expected rapid rebound in demand as the economy continues to return to
health.
The industry is segmented based on the main type of food served. The diverse and fragmented
nature of the industry means many restaurants do not fit neatly into one category. For example,
many Asian restaurants and steakhouses have a large component of seafood on their menus.
Also, fusion cuisine, which combines elements of different culinary traditions, have become
increasingly popular.
Licensed restaurants will typically earn between 20.0% and 30.0% of the check value through
sales of alcoholic beverages. Desserts also usually account for between 10.0% and 20.0% of the
check value for those restaurants that do not specialize in dessert menus.
4.3 Customer Profile
[Restaurant Name] has identified its target customer as individuals that are seeking dining
experiences outside of their homes or hotel rooms. The Characteristics of this segment are:
© Copyright 2013 KelJo Solutions LLC
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

Come from households with a median income of $40,000 or greater that also consists of
discretionary income.
Entertain guests for special events more than 3 times a year.
Typically spend an average of $350 annually on party decorations
4.4 Competitive Analysis
The restaurant industry is vast with different categories. This fact makes it difficult to segment
the market and select a top performer in the industry. Some categories may specialize on ethnic
cuisine, while others may focus on fast foods such as burgers. This industry allows the company
to dictate its own success determined by the reach that it projects into its target market.
Within its own category of this industry [Business Name] has XX competitor(s) that offers
similar services:
DIRECT FRANCHISED
Friday’s - previously stylized as "T.G.I. Friday's", is an American restaurant chain focusing on
casual dining. The company is a unit of the Sentinel Capital Partners and TriArtisan Capital
Partners, who purchased the company from Carlson Companies in May 2014. Its name is taken
from the expression TGIF. The chain is known for its appearance, with red-striped canopies,
brass railings, Tiffany lamps, and frequent use of antiques as decor.
T.G.I. Friday's is a franchising operation, with franchisers owning most of the outlets. The
largest franchiser is The Briad Group in New Jersey. An international franchisee was Whitbread
PLC, the owner of TGI Friday's UK. Up until 2007, it had 45 locations in the UK. On January
17, 2007, Whitbread sold operating rights of all 45 restaurants back to TGI Friday's UK Limited
(a consortium consisting of Carlson Restaurants Worldwide Inc. and ABN Amro Capital) thus
exiting a partnership formed in 1986. Friday's has also been used as a restaurant for hotels run by
Country Inns & Suites by Carlson brand.
Olive Garden - is an American casual dining restaurant chain specializing in Italian-American
cuisine. It is a subsidiary of Darden Restaurants, Inc., which is headquartered in unincorporated
Orange County, Florida, near Orlando. As of 2012, Olive Garden restaurants account for 45% of
the sales generated by Darden. As of March 22, 2013, the company operates 818 restaurants
globally.
Parent company Darden also announced it was going to begin co-locating Olive Garden and
sibling chain Red Lobster locations. The new format stores are designed for smaller market
locations and will have separate entrances and dining areas but operate a single kitchen and
support areas. The dining areas of the new format will be half the standard area found in more
traditional Darden chains, but the actual building will be larger than stand-alone operations of the
chain. Menus will also remain separate, with customers only able to order from the location they
are seated in. In 2014, Darden Restaurants announced intentions to sell Red Lobster, therefore
closing two Olive Garden and Red Lobster co-locations in Georgia and South Carolina, and
converting the remaining four co-locations into stand-alone Olive Garden restaurants.
© Copyright 2013 KelJo Solutions LLC
Red Lobster - is an American casual dining restaurant chain that is headquartered in CNL
Center City Commons in Orlando, Florida. The company is spending $100 million on a new
digital platform which includes reservations systems and initial applications such as Enterprise
To Go!, WebAhead/TextAhead, e-gift cards and targeted marketing programs. The platform will
also enable corporate platforms to capture the guest-specific information required to complement
our broad-based advertising and promotion efforts with much more targeted direct-marketing
and relationship-building programs
DIRECT LOCAL
This is where you input data based on local competitors in your area.
INDIRECT LOCAL
Supermarkets
Convenience Stores
4.5 S.W.O.T. Analysis
Strengths
 Offers dine in services featuring fresh salads,
seafood, steaks and desserts.
 Centrally located in the community.
 Long standing establishment with ties to the local
area.
Weaknesses
 Other competitors with similar services causing
providing competition within the open market.
 Newly launched advertising campaigns consuming
large portions of [Restaurant Name]’s revenues.
 Revenues are based on customer’s discretionary
income which is affected by the economy.
Opportunities
 Branch out with more locations for the company.
 Gain corporate sponsorship to gain more notoriety.
Threats
 Low interest in [Restaurant Name] could result in
low sales.
 Larger more established competitors adjusting
services to match and outperform ours.
 Closing of [Restaurant Name] due to lack of revenue.
© Copyright 2013 KelJo Solutions LLC
5.0 Marketing Plan
[Business Name]’s marketing campaign will take aim at individuals seeking a dining experience
outside of the home. Below is an overview of the marketing strategies and objectives of the
business.
5.1 Marketing Objectives
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

The placement of extensive ads posted on social media or product/service critique apps
such as Yelp.
Hiring SEO firms to manage [Business Name]’s web content on its web pages as well as
supply the company with data compiled from campaign analytics.
Develop strategic relationships with hotels and tourist centers in the local area.
5.2 Marketing Strategies
Mr./Ms. [Last Name] intends on using a number of marketing strategies that will [Restaurant
Name] to easily target individuals seeking a dining experience outside of the home or hotel.
These strategies include placing feeler ads in social media to capture the attention of potential
customers and inform them of the many choices on [Restaurant Name]’s menu. This can be
achieved by hiring a digital marketing firm that specialized in social media campaign which
provides analytics deciphering which ads are highly viewed and would be well received by
[Restaurant Name]’s target customer. [Restaurant Name] will also develop its own online
website that will feature scheduling functionality and information relating to the company’s
inventory and operations. [Restaurant Name] can hire a web development firm to manage the
promotional and search engine optimization needs of this website. The Company will maintain a
sizable amount of print and traditional advertising methods within local markets to promote
[Restaurant Name]’s other items.
5.2.1 Market Segment
The market can be divided into two market segments, individuals & Groups will comprise the
majority of dinner time business with individuals making up the majority of lunch time business.
[Restaurant Name] will be operating within the fast-casual niche of the restaurant industry,
competing against fast food and traditional sit down restaurants.
The global restaurant industry has been forecast to reach a value of $2.1 trillion by 2015, driven
by increasing preference for eating out and waxing demand for take away foods among modern
time crunched consumers. Robust growth in the number of franchise restaurants, especially
exotic fast food restaurants, cafés and snack bars will translate into increased revenues in the
industry in the upcoming years.
© Copyright 2013 KelJo Solutions LLC
Restaurant Sales
19%
41%
17%
US
Europe
SW Asia
23%
East Asia
In this age of busy lifestyles, where people are left with little time to spend on preparing food at
home, eating out at restaurants has become a common practice. Preference for restaurant food is
even higher among younger consumers with high disposable incomes but very little time to
spare. This scenario provides an opportunity for restaurateurs to offer food service options in
morning breakfast, brunch, meals and dinner. Franchising of restaurants, food joints, and even
food products and ingredients has helped boost overall growth in the global restaurant industry in
recent years.
Although late, the restaurant sector is nevertheless catching up with healthy eating trend. A
majority of restaurant goers prefer healthy food items in restaurants. Organic food, beverages
and food with less trans fats are increasingly finding their place in restaurant menus. Quick
Service Restaurants (QSRs) are most noteworthy given the strides taken by this category of
restaurants in changing menus to include healthy foods. Freshly prepared salads and fresh cut
meats have become part of standard menus at QSR outlets.
Geopolitical uncertainty has created considerable market volatility and rising commodity costs
remain a top concern among restaurant operators. Having already exhausted cost mitigation
measures and left with limited ability to increase prices without thwarting customer traffic, many
restaurant operators have initiated multi-faceted strategic campaigns to drive top line growth.
These campaigns are geared towards enhancing brand image, improving the overall customer
experience, diversifying day-part menu offerings and expanding into new day-parts.
5.3 Pricing
Place product and service prices here. If there is a list greater than 1 page condense items into
categories with price ranges.
© Copyright 2013 KelJo Solutions LLC
6.0 Organizational Plan and Personnel Summary
6.1 Corporate Organization
[First, Last Name] – Owner/Operator [Restaurant Name].
6.2 Personnel Plan
Place Table 6.2 Here
6.3 Management Biographies
Insert management bio here along with work history and job experience.
7.0 Financial Plan
7.1 Underlying Assumptions



[Restaurant Name] will have an annual revenue growth rate of XX% per year.
[First, Last Name] will acquire $ of debt funds to develop the business.
The loan will have a XX year term with a 9% interest rate.
7.2 Sensitivity Analysis
In the event of an economic downturn, the business may have a decline in its revenues. Casual
dining services offered by [Restaurant Name] are purchased with discretionary income. As such,
an economic recession could result in lower revenues for the business. However, [Restaurant
Name] generates very high gross margins, which will allow the business to remain profitable
despite deleterious changes in the general economy.
© Copyright 2013 KelJo Solutions LLC
7.3 Start-up Funding
[Restaurant Name]’s start-up costs are detailed below in the Start-up Table.
Place Table and Chart 7.3 Here
7.4 Break Even Analysis
Place Table and Chart 7.4 Here
7.5 Projected Profit and Loss
The Profit and Loss projections in the chart and table below present the key increase in sales,
profits, and gross margin.
Management estimates [Restaurant Name] will achieve profitability in the first year.
Place Table and Chart 7.5 Here
7.6 Projected Cash Flow
Place Table and Chart 7.6 Here
7.7 Projected Balance Sheet
The following Balance Sheet outlines the key assets and liabilities for [Restaurant Name].
Place Table and Chart 7.7 Here
© Copyright 2013 KelJo Solutions LLC