Restaurant Name
Business Team
Kitchen Team
Natalie Coughlin – General Manager
Inge de Bruijn– Chief Business Planner
Dara Torres– Analyst
Steve Lundquist– Analyst
Gary Hall, Jr.– Location Manager
Jenny Thompson – Executive Chef
Brendan Hanssen – Sous Chef
Ian Thorpe – Waiter
Krisztina Egerszegi – Waitress
Michael Phelps – Busboy
Restaurant Name
 Tagline/statement that is reflective of your
restaurant theme/market position, like

‘When you’re here, you’re family.’”
Our Core Theme and Identity
 Description of cuisine
 Market position
 Value proposition from customer’s perspective
 Etc.
Our Target Market
 Description of target market, in terms of
 customer types,
 location,
 segment within a given cuisine (e.g., fast Italian),
 service dimension (French service, build-your-own pizza,
walk-up window, etc.)
 Other relevant descriptors
Core Strategy
 Description of value proposition from investor’s
perspective
 Generic strategy type
 Critical success factors
 Your capabilities
 etc.
Menu
Starters, Soups, Salads
Entrees
 Escargot
 Grilled Scallops
 Coquille St. Jacques‘
 Broiled Lobster Tails
 Buffalo Chicken Wings
 Carolina Low Country Halibut*
 Angus Porterhouse
 Baby Spinach and Seared Ahi
Tuna with Wasabi Vinaigrette
 Blue Wedge
 Country Ham Pad Thai
 Carolina Low Country Halibut
Featured
Ingredients
• Halibut
• Leeks
• Grits
• Pernod
• Cream sauce
• Broccoli Rabe




Seared filet of fresh Halibut served over griddled
Southern-style grits cakes and wilted leeks,
finished with a light Pernod cream sauce
Garlic and sea salt-roasted broccoli rabe
Home made Caesar salad
Wine pairing – Cakebread Chardonnay,
Anderson Valley, 2005
 Statement re: Why this dish is
representative of restaurant strategy,
theme, market position?
 Menu Price = $ 29.95 + $9.50 (wine)
Budget
Wholesale Food/Bev. Prices = Retail Prices x .5
Budget
Wholesale Food/Bev. Prices = Retail Prices x .5
Principal Competitors
Dudley’s
Metropol
 Cuisine
 Cuisine
 Brief description
 Brief description
 Customers
 Customers
Principal Competitors
Merrick Inn
Portofino
 Cuisine
 Cuisine
 Brief description
 Brief description
 Customers
 Customers
General characteristics
of your leased property…
 Size
 Neighborhood
 Near other locations of
interest?
Other stuff…
Go visit the place….take
a few pictures and add to
your presentation and
business plan.
North Broadway at West Short Street
Lexington
General
Address or
Neighborhood
Other locational
descriptors, like Next
to Lexington Opera
House
Us
Dudley’s
Metropol
Merrick
Inn
There are three different maps…pick/edit the best one for you:
• Fayette Co.
• Lexington inside New Circle Rd
• Zoom in on downtown Lex and UK area
General
Address or
Neighborhood
Other locational
descriptors, like Next
to Lexington Opera
House
Us
Dudley’s
Merrick
Inn
Metropol
Us
General
Address or
Neighborhood
Other locational
descriptors, like Next to
Lexington Opera House
Metropol
Dudley’s
Physical
Characteristics
 Seating
 Indoor, patio, etc.
 Capacity
 Bar, other
 Tables
 Type
 Size
 Shape
 Settings (white linen, brown paper, etc).
 Décor
 Other – lighting, music,
Layout
Use PPoint shapes, another program (CAD) or whatever to
provide a general layout of your restaurant.
Total Sq. Ft.
No. Seats
No. Tables
Bar
Staffing Plan
Front of the House
Back of the House
 General manager
 Executive chef
 1 Maître d‘
 2 Line Cooks
 4 Wait Staff
 1 Dishwasher
 1 Bartender
 1 Sommelier
 1 Bus Boys
 2 Valet parking attendants
Budget
Budget
Marketing Plan
High Hope Steeplechase
WUKY Sponsor
 Hospitality booth near finish
 10-second radio spots
line
 Full-page color ad in race day
program



NPR “Morning Edition”
NPR “All Things Considered”
WUKY “Curtains at Eight”
Marketing Plan
Magazine Ads
Sponsorship for LEXArt’s
“Gallery Hop”
 The Lane Report
 Support for (and ad appearing in)
 Smiley Pete Publications




Business Lexington
Skirt
The Chevy Chaser
Southsider
 Keeneland
 Keeneland Magazine
 Racing programs
official “Gallery Hop Guide”
Budget
 Marketing



Where to advertize,
promote
How often
Monthly expenses
 Commercial Real Estate


Get real $/sq. ft. data
Calculate monthly real
estate expenses
Budget…Items to Ignore
 Start-up Costs





Leasehold improvements
Tables, chairs, bar, AV
equipment, etc.
Bar inventory
Kitchen equipment
Other
 Operating Costs



Employee benefits
Utilities
Depreciation of assets
Annual Gross
Profit
Before Taxes
$178,952.00
Budget Item
Revenue per Day
Amount
$ 2158.00
Food Cost per Day
967.00
Labor Cost per Day
1337.00
Operations Cost per Day
552.00
Total Costs per Day
$ 1658.00
Gross Profit per Day
$
500.00
Food % of Revenue
45%
Labor % of Revenue
62%
Restaurant
Name here
 Concluding comments
 Why will your business plan work?
Because of strategy?
 Unique insights/perspective?
 Implementation and execution?
