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The menu is the most important touchpoint of any restaurant’s brand, so this should be more than just a simple list of items.Incorporate your logo and mock up a formatted menu design (tap a designer for help if needed).Today, it’s all about how to build a business plan that makes investors pay attention.
Put the sections that you feel would be most compelling to someone who’s never met you first: the “Management Team” section if you’re coming from high-profile establishments, for example.
The goal is for the reader to keep turning the page.
Address the micro and macro market conditions in your area.
At a macro level, what are the local and regional economic conditions?
You want readers to be confident that your restaurant’s “ideal” diner intersects with the neighborhood(s) you’re proposing as often as possible.
If you don’t have a site, this is a good place to discuss what you’re looking for in terms of square footage, foot traffic, parking, freeway accessibility, and other important details.This section is most relevant for fine-dining concepts, concepts that have a unique service style, or if you have particularly strong feelings about what role service will play in your restaurant.It can be a powerful way of conveying your approach to hospitality to investors by explaining the details of the guest’s service experience.If you don’t feel that service is a noteworthy component of your operation, address it briefly in the concept section.Write a brief overview of yourself and the team you have established so far.Will your restaurant have counter service designed to get guests on their way as quickly as possible, or will it look more like theater, with captains putting plates in front of guests simultaneously?If an extensive wine program is an integral part of what you’re doing, will you have a sommelier?Include your logo (even if it’s not finalized), the date, and your name.Describe your restaurant concept and get the reader excited about your idea.You want to demonstrate that the work experience you’ve acquired over the course of your career has provided you with the necessary skills to run a successful restaurant.Ideally, once you have described the strong suit of every member of your team, you’ll be presenting a full deck. Photos of materials and snippets of other restaurants that you love that are similar to the brand you’re building are also helpful. What do they do for a living, how old are they, and what’s their average income?