• Management by Menu

Mission vs. Concept Statement

 The importance of a Concept Statement

• Main reason why restaurants fail

• This is the start of your business plan outline

• Without a concept you can not create a menu

Cuisine or Food Style
 Check Averages

• Breakfast/Brunch
• Lunch
• Dinner

• Area of town you are in

– What will your target market pay?
 Menu Outline

• A plan that details how you will execute each of your

menus.
– Done by meal period
– Done by Category
• The plan should show:
– How you plan to organize each item
– Price range in each category for each menu
– Number of items to be offered in each category
– Examples of types of items being considered for each
category.
 Helpful Hints:

• Start with the entrée category

• Consider the seasonings, cooking style, food groups, etc…

 Hours of Operation

• What days and hours will you be open for each meal period?

• Influence by Market Segment

 Target Market Demographic Characteristics

• Age
• Income
• Family/Couple
• Gender

• What are some others you would consider?

 How to Develop Your Mission Statement

To develop your mission, here are some questions to ask: 

•What do we do? 
•For whom do we do it?
•Why do we serve our clients in the way that we do?
•How do we serve our clients in the way that we do?
•Why are we in this industry?

•Why did we start this business?

•What image of our business do we want to convey?

• Why are we in this industry?

• Why did we start this business?

• What image of our business do we want to convey?

Example of International Restaurant’s Concept
& Mission

• Denny’s203 East Main Street Spartanburg SC USA 29319-

9966
• Description Denny’s Restaurant offers a range of delicious
American food to their customers. They regularly serve
Breakfast, Lunch and Dinner at a great price, and they also
offer food especially catered to senior citizens and to the
health conscious.
• Mission Statement Our Mission at Denny’s is to establish
beneficial business relationships with diverse suppliers who
share our commitment to customer service, quality and
competitive pricing.
• Yoshinoya991 West Knox Street Torrance, CA, USA 90502
• Description Yoshinoya is at the same time a Japanese and a
fast food restaurant. They offer authentic Japanese food to rice
meals to kids meals that are served in a fast and friendly
manner.
• Mission Statement Yoshinoya is in business to create the
structure and systems needed to allow our customers access
to the majority of their away-from-home daily meal
requirements on a one-stop-shop basis. All our products shall
be of the highest quality and value, be healthy, nutritious and
provided with outstanding personal services at the lowest
possible prices consistent with
• a fair return on investment for our shareholders, job
enhancement/security for our employees and a level of
community involvement by everyone connected with our
business. All of our products and services shall be delivered
consistently and measured one satisfied customer at a time,
whether by company-owned or franchised operations, in
superior, clean, convenient, fun and friendly neighborhood
environments. We pledge to make Yoshinoya the best place to
eat and the best place to work.
Kitchen Layout Example
Floor Plan