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Restaurant Business Plan Template

What to include

    Everything to include in your restaurant executive summary

    Starting your business plan with an enticing executive summary is crucial. It is often the first section that potential investors, lenders or stakeholders will read. It should provide a snapshot of your business, making it compelling enough to encourage the reader to continue reading the rest of the plan. 

    The executive summary should distill the key points of your entire restaurant business plan into a concise format, making it easier for decision-makers to quickly understand your restaurant business idea. A weak executive summary may result in your whole business plan being ignored.

    Sections of an executive summary should mention the following: 

    1. Mission statement

    Your restaurant business plan should start with a brief description of your restaurant's purpose, vision and values. Explain what will set your restaurant apart from the competition.

    2. An overview of the restaurant concept

    Provide a high-level overview of your concept, target market and the unique selling points of your restaurant.

    3. Objectives

    What are your short-term and long-term goals, such as financial milestones.

    4. Financial summary

    Provide a snapshot of your financial projections, covering expected revenue, outgoings and profit margins.

    5. Ownership structure

    Define the proposed legal structure of the restaurant business, such as whether the restaurant will operate as a limited company.

    Highlight the chosen location and why this location is ideal for your restaurant concept.

    Stakeholders will be keen to see that you understand the competitive marketplace that you will be opening up within. A detailed market research section should provide an industry overview, with a particular focus on your target market. This section should include trends, growth potential and challenges. 

    Define your targeted customer demographic, paying particular attention to the age, income level, lifestyle and dining preferences of these potential customers. You should identify the needs and preferences of these diners that your restaurant will cater to. Explain why there is demand for your restaurant in your chosen location. This could include gaps in the market, unmet needs or the popularity of your cuisine within the local demographic.

    Discussing the area where your restaurant will be located, why it is strategically chosen and how it will appeal to your chosen target market will be vital. Include evidence for your decision, such as foot traffic or proximity to landmarks / offices. Describe the overall layout, seating arrangement and any particular design elements. 

    Your competitor analysis section should identify your direct competitors. These aren't just direct competitors offering the same cuisine; it is any similar dining option that is targeting the same market. Analyze their strengths and weaknesses, as well as their pricing strategies and customer reviews. It is within this section that you should highlight what makes your restaurant unique and how you will differentiate your restaurant from competitors and attract customers. 

    Consider the legal and compliance regulations for operating a restaurant in your chosen location. List all the necessary licenses your business will require, as well as the health & safety regulations you will comply with, such as food safety standards and fire regulations. 

    List the required insurances your restaurant business will require, notably public liability, employer's liability and property insurance.

    It is becoming increasingly important to discuss your social and sustainability responsibilities. Highlight any practices that your restaurant will implement that will help to achieve these goals, such as waste reduction or sourcing local ingredients. If your restaurant aims to be involved in the community, include this in your plan.

    To round off your business description, outline your growth goals for the future, such as the potential for scaling the business or introducing franchising opportunities.

    Ensure to include the following in your restaurant business description 

    The business description is the section to provide a more detailed overview of your restaurant concept, market positioning and business structure. This section will help potential stakeholders to understand the core aspects of your restaurant and how it will fit into the broader market. 

    You should include a detailed section on your restaurant concept, covering:

    • Cuisine type

    • Dining style

    • Theme and ambiance

    • Menu highlights

    • Service style

    Following that, include a more detailed summary of your mission statement, focusing upon your core values, principles and objectives.

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    Appendices

    • Resumes of key team members
    • A sample menu
    • Floor plan of seating arrangement and kitchen setup
    • Market research data such as surveys or reports
    • Supplier agreements
    • Legal documents such as lease agreements