Preliminary concept work to be completed based on certain assumptions. Assumptions are previously agreed upon concept strategies and direction. They are established up front through client interviews. We break down our assumptions into “current” and “to be determined.” “Current” are established prior to beginning and generally do not change. The “to be determined” assumptions change as consumer research indicates. Examples are cited below:

“Current”

• Casual dining restaurant with a full-service bar.
• Food-first concept, developed with a chain in mind, using a speed scratch/component cooking system.
• Restaurants will merchandise apparel and other items.
• Restaurant concept will be consumer tested.

“To Be Determined”

• The cuisine “style”
• Restaurant name
• The check average for food and drink
• Food is targeted to heavy casual dining users
• The environment will focus on fun with entertainment, innovative food and spirits.
• Square footage/number of seat
• Expected gross/daily covers

To facilitate success in the project, background information is needed to have a better understanding of the target and proposed concept.

• Client interviews; further interviews with all parties to insure the assumptions are accurate.
• Develop, with client, a list of restaurant sites to visit for menu, concept inspiration.
• Research any existing history, culture, cook books, etc.
• Review any actual, quantitative, qualitative or anecdotal information on consumer needs and desires for the proposed concept, region, etc.
• Preliminary ideation session internally and using our Chef’s Council for an idea of potential positioning and menu items (ideas early on will help us to write positioning statements for research and help in an artist rendering)
• Write detailed descriptions of the concept with the goal of positioning the concept 3 to 4 different ways (may use Marketing group on a limited basis)
• Work with client-selected artist on concept rendering
• Work with client-selected research group on method and process of of consumer research

• Summary of restaurant visits.
• Written food concepts with detailed descriptors explaining each one.
• Concepts will cover appetizers, entrées, desserts, sides and specials. A minimum of 100 will be developed.
• Three to four positioning statements will be written and discussed with client.
• Sample menus
• Attend consumer research.

• Review research with client to optimize positioning of concept
• Pair down with client written menu concepts for development
• Begin product development, plateware selection and ingredient procurement
• Work with client-selected equipment company on kitchen design (may use outside consultant on limited basis)
• Preliminary training materials, menu matrix
• First round product presentation to team in Orlando. Record all changes per team request and begin final item selection (presentation will take 2 to 3 days)
• Prototypes will be developed using a speed scratch approach based on the equipment package and skill level of staff
• Recipes will be formatted with a national chain in mind, separating production and line procedures

• Positioning statement, working menu
• Prototypes for tasting
• Kitchen equipment package/design
• Plateware selection
• Preliminary menu matrix, preliminary costing

At this point, we should have a good idea of the restaurant concept and what the menu will look like. We will have tasted all of the proposed menu items in the first round. A second round will take place for product optimization, additions and deletions. At this point, a general manager may be involved.

• All final menu items will be presented again for team approval
• Final menu will be written, delivered to client for graphics
• Menu matrix delivered for final costing and to develop production and line labor needs

• Second round of tasting, final menu items selected
• Menu written
• All training materials, menu matrix, recipes, production and line, photography, costing, specifications, inventory / procurement sheets, server booklets.
• Production time analysis for labor and scheduling

Most likely, construction will not be completed to the point of having a live line training session early on. A temporary kitchen line set up that will mirror the proposed restaurant line is very helpful to train early on.

• Train the kitchen manager and general manager on all recipes, production and line procedures.
• All plate presentations, quality measures, ingredients, product specs, inventory control
• Front-of-the-house server booklets
• During the training process, the team may determine to change selected recipes or modify them. These changes will be worked on, approved by the team and included in the final deliverable.

All final materials pertaining to menu and training delivered to client.

Timing	Completion Date
Phase 1: Define Concept (Completion dependent on research timing)	4 weeks
Phase 2: Product Concept Development First round tasting	4 weeks
Phase 3: Product Optimization Second round tasting/training materials	6 weeks
Phase 4: Train the Trainer	2 weeks
Phase 5: Restaurant opening/monitoring	On-going