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How to Write a Restaurant Business Plan in 2023 (Step by Step Guide with Templates)

A comprehensive restaurant business plan is a framework that guides you to plan and forecast every element of restaurant management and operations.

This includes anything from your restaurant's menu design, location, financials, employee training, and a lot more.

Crafting a solid business plan is important, as it helps:

• Transform your restaurant ideas into reality.
• Boosts entrepreneurial success by 16% (Harvard Business Study) .
• Equips you to navigate challenges before they arise.
• Attracts potential investors.

“You have to show any potential investor that you have an actual plan, you know what you’re talking about, it looks professional, and you’re not just screwing around.” - Charles Bililies, owner of Souvla

Planning is key to restaurant success. Without a plan, you're more likely to join the 26% of restaurants that fail within a year.

Create a business plan to set yourself up for success.

Here's how to get started. 

A step-by-step guide to writing a restaurant business plan

Embarking on a restaurant venture is an exciting prospect filled with endless possibilities.

However, the key to transforming your culinary dreams into reality lies in the foundation of a well-crafted restaurant business plan.

This guide will walk you through creating a winning restaurant business plan , from defining your niche to seeking expert advice.

So, are you ready to cook up some success?  Let's get started. 

Further reading

• How to write a business plan for a fine dining restaurant

Essential components of a restaurant business plan

A well-structured restaurant business plan typically consists of the following key components:

• Executive Summary

Company Description

• Market Analysis
• Restaurant Design
• Market Overview
• External help
• Financial Analysis

Delving into each section

Now, let's take a closer look at each section of your restaurant business plan and explore the key elements to consider:

1. Executive summary

A restaurant business plan should always begin with an executive summary. Why?

• 80% of venture capitalists say they read the executive summary first.
• 62% of investors say they would not continue reading a business plan if the executive summary did not capture their interest.
• A strong executive summary can increase the likelihood of securing funding by up to 40%.

An executive summary not only acts as the introduction to your restaurant business plan samples but also as a summary of the entire idea.

The main aim of an executive summary is to draw the reader (oftentimes an investor) into the rest of your business plan.

The executive summary also helps you envision the identity of your restaurant which essentially shapes the customer experience and sets you apart from competitors.

To establish a distinct identity, you need to focus on c ommon elements of an executive summary, including:

• A mission statement  
• Proposed concept development
• Cuisine selection
• The overall execution
• The potential costs
• Expected return on investments (ROI)

Let's take a more in-depth look at the concept development, cuisine selection, and mission statement.

• How to write a restaurant executive summary

Concept Development

Selecting the type of restaurant, service style, and atmosphere is the first step towards creating a unique dining experience. Whether you envision a sample menu for a:

• cozy, intimate bistro
• bustling quick-service deli
• fast-casual restaurant
• fine dining establishment

Your concept should reflect your passion and expertise in the industry.

With a broad range of options, it’s critical to scrutinize your target market and pinpoint the most suitable choice considering their preferences and your capabilities.

When planning your restaurant design, keep in mind that it should effectively complement your chosen theme and cuisine.

Additionally, consider the potential for patio seating and the involvement of your management team in making these critical decisions.

A well-thought-out concept will not only set the stage for an unforgettable dining experience but also pique the interest of potential investors.

Cuisine Selection

The cuisine you select for your restaurant can significantly influence its success.

Choosing the appropriate cuisine is vital for distinguishing your establishment from competitors and attracting your target market.

To make an informed decision, consider factors such as:

• Market demand
• Expertise and passion
• Ingredient availability
• Competition
• Profitability
• Cultural fit
• Seasonality

Dietary restrictions and trends

In the highly competitive restaurant industry, keeping track of current and emerging cuisine trends can be a significant advantage.

From regional delicacies to innovative fusion dishes, understanding what’s popular and in demand can help you tailor your offerings to the desires of your target audience.

By thoroughly analyzing the market and adapting to evolving tastes, your restaurant can remain relevant and successful in the long run.

Crafting a mission statement

A well-constructed mission statement communicates the purpose, values, and goals of your restaurant to potential investors and customers alike.

A mission statement serves as a guiding light for decision-makers and employees, fueling their efforts to achieve your restaurant’s objectives.

To create an impactful mission statement, consider the following steps:

• Identify the purpose of the restaurant.
• Contemplate the brand’s image.
• Account for the target audience.
• Incorporate company values.
• Ensure brevity and comprehensiveness.

Related content:  How to Write a Restaurant Mission Statement  

Remember, your mission statement should not only differentiate your restaurant from competitors but also resonate with your target market.

By articulating your restaurant’s unique values and vision, you’ll create a strong foundation upon which to build a thriving and successful business.

2. Company description

This is the part of the restaurant business plan where you fully introduce the company.

Start this section with the name of the restaurant you are opening along with the location, contacts, and other relevant information. 

Also, include the owner’s details and a brief overview or description of their experience.

The second part of the company description should highlight the legal standing of the restaurant and outline the restaurant’s short and long-term goals.

Provide a brief market study showing that you understand the trends in the regional food industry and why the most independent restaurant investors will succeed in this market.

Here's an example of the page layout:  

Restaurant Name: [Restaurant Name]

Location: [Restaurant Address]

Contact: [Restaurant Phone Number] | [Restaurant Email Address]

Owner: [Owner Name]

Experience: [Owner Name] has over [Number] years of experience in the restaurant industry. They have worked in various roles, including [List of Roles]. They are passionate about food and creating a memorable dining experience for their guests.

Legal Standing: [Restaurant Name] is a [Type of Legal Entity] registered in [State/Province].

Short-term Goals:

• Generate [Amount] in revenue within the first year of operation.
• Achieve a [Percentage] customer satisfaction rating within the first six months of operation.

Long-term Goals:

• Expand to a second location within five years.
• Become a recognized leader in the regional food industry.

Market Study:

The regional food industry is experiencing a number of trends, including:

• An increasing demand for fresh,  local ingredients.
• A growing interest in ethnic cuisine.
• A preference for casual dining experiences.

3. Market analysis

The market analysis portion of the restaurant business plan is typically divided into three parts.

3.1 Industry analysis

What is your target market? What demographics will your restaurant cater to?

This section aims to explain your target market to investors and why you believe guests will choose your restaurant over others.

Comprehending your target market is key to customizing your restaurant offerings to their preferences and needs.

By diving into demographics, preferences, dining habits, and trends, you can fine-tune your concept and marketing strategy to reach and appeal to your target audience effectively.

An example of analyzing your target market

  Comprehending your target market is key to customizing your restaurant offerings to their preferences and needs.

Demographics and preferences

Identifying your primary target market involves considering factors such as:

For example, a neighborhood with a high concentration of families might prefer a family-friendly restaurant with a diverse menu catering to various age groups and dietary preferences.

Conversely, a trendy urban area with a predominantly young and affluent population may gravitate towards upscale dining experiences and innovative cuisine.

Cultural and ethnic backgrounds also have a significant impact on restaurant preferences, with people from different backgrounds having distinctive tastes and customs that influence their dining choices.

By thoroughly understanding the demographics and preferences of your target market, you’ll be better equipped to create a restaurant concept that resonates with them and ultimately drives success.

Dining habits and trends

As the restaurant industry continues to evolve, staying informed about dining habits and trends is crucial for adapting your offerings and attracting customers.

For example, the rise of online ordering and delivery services has significantly influenced dining habits, with many consumers seeking the convenience of having their meals delivered to their doorstep.

Health trends have also had an impact on dining habits, with an increasing number of individuals seeking healthier options when dining out.

By staying abreast of current habits and trends, you can anticipate the needs and desires of your target market and tailor your restaurant’s offerings accordingly.

This forward-thinking approach will not only help you stay competitive but also foster long-term success in the ever-changing restaurant landscape.

• How to find your restaurant's target market

3.2 Competition analysis

It's easy to assume that everyone will visit your new restaurant first, so it is important to research your competition to make this a reality.

What restaurants have already established a customer base in the area?

Take note of everything from their prices, hours, and service style to menu design to the restaurant interior.

Then explain to your investors how your restaurant will be different.

3.3 Marketing analysis

Your investors are going to want to know how you plan to market your restaurant. How will your marketing campaigns differ from what is already being done by others in the restaurant industry?

How do you plan on securing your target market? What kind of offers will you provide your guests? Make sure to list everything.

The most important element to launching a successful restaurant is the menu . Without it, your restaurant has nothing to serve.

At this point, you probably don’t have a final version, but for a restaurant business plan, you should at least try to have a mock-up.

Add your logo to the mock-up and choose a design that you can see yourself actually using. If you are having trouble coming up with a menu design or don’t want to pay a designer, there are plenty of resources online to help.

The key element of your sample menu though should be pricing. Your prices should reflect the cost analysis you’ve done for investors. This will give them a better understanding of your restaurant’s target price point. You'll quickly see how important menu engineering can be, even early on.

5. Employees

The company description section of the restaurant business plan briefly introduces the owners of the restaurant with some information about each. This section should fully flesh out the restaurant's business plan and management team.

The investors don’t expect you to have your entire team selected at this point, but you should at least have a couple of people on board. Use the talent you have chosen thus far to highlight the combined work experience everyone is bringing to the table.

6. Restaurant design

The design portion of your restaurant business plan is where you can really show off your thoughts and ideas to the investors. If you don’t have professional mock-ups of your restaurant rendered, that’s fine.

Instead, put together a mood board to get your vision across. Find pictures of a similar aesthetic to what you are looking for in your restaurant.

The restaurant design extends beyond aesthetics alone and should include everything from restaurant software to kitchen equipment. 

7. Location

The location you end up choosing for your restaurant should definitely be in line with your business plans and target market.

At this point, you might not have a precise location set aside, but you should have a few to choose from.

When describing potential locations to your investors, you want to include as much information as possible about each one and why it would be perfect for your own restaurant concept.

Mention everything from square footage to typical demographics.

Example for choosing an ideal location

Choosing the ideal location for your restaurant is a pivotal decision that can greatly influence your success. 

To make the best choice, consider factors such as foot traffic, accessibility, and neighborhood demographics.

By carefully evaluating these factors, you’ll be better equipped to maximize visibility and attract your target market.

Foot traffic and accessibility

Foot traffic and accessibility are essential factors in selecting a location that will attract customers and ensure convenience.

A high-traffic area with ample parking and public transportation options can greatly increase the likelihood of drawing in potential customers.

Additionally, making your restaurant accessible to individuals with disabilities can further broaden your customer base and promote inclusivity.

It’s also important to consider the competition in the area and assess whether your restaurant can stand out among existing establishments.

By choosing a location with strong foot traffic and accessibility, you’ll be well on your way to creating a thriving restaurant that appeals to your target market.

Neighborhood demographics

Analyzing neighborhood demographics can help you determine if your restaurant’s concept and cuisine will appeal to the local population.

Factors such as income levels, family structures, and cultural diversity can all influence dining preferences and habits.

By understanding the unique characteristics of the neighborhood, you can tailor your offerings and marketing efforts to resonate with the local community.

Conducting a market analysis can be a valuable step in this process.

To gather demographic data for a particular neighborhood, you can utilize resources such as the U.S. Census Bureau’s American Community Survey and reference maps.

Armed with this information, you can make informed decisions about your restaurant’s concept, menu, and pricing, ensuring that your establishment is well-positioned for success within the community.

Conducting market research will further strengthen your understanding of the local demographic.

8. Market overview

The market overview section is heavily related to the market research and analysis portion of the restaurant business plan. In this section, go into detail about both the micro and macro conditions in the area you want to set up your restaurant.

Discuss the current economic conditions that could make opening a restaurant difficult, and how you aim to counteract that. Mention all the other restaurants that could prove to be competition and what your strategy is to set yourself apart.

9. Marketing

With restaurants opening left and ride nowadays, investors are going to want to know how you will get word of your restaurant to the world.

The next marketing strategy and publicity section should go into detail on how you plan to market your restaurant before and after opening. As well as any plans you may have to bring a PR company on board to help spread the word.

Read more: How to write a restaurant marketing plan from scratch

10. External help

To make your restaurant a reality, you are going to need a lot of help. List any external companies or software you plan on hiring to get your restaurant up and running.

This includes everything from accountants and designers to suppliers that help your restaurant perform better, like POS systems and restaurant reservation systems .

Explain to your other potential investors about the importance of each and what they will be doing for your restaurant.

11. Financial analysis

The most important part of your restaurant business plan is the financial section . We would recommend hiring professional help for this given its importance.

Hiring a trained accountant will not only help you get your own financial projections and estimates in order but also give you a realistic insight into owning a restaurant.

You should have some information prepared to make this step easier for the accountant.

He/she will want to know how many seats your restaurant has, what the check average per table will be, and how many guests you plan on seating per day.

In addition to this, doing rough food cost calculations for various menu items can help estimate your profit margin per dish. This can be achieved easily with a free food cost calculator. 

• Important restaurant metrics to track

A well-crafted restaurant business plan serves as a roadmap to success, guiding every aspect of the venture from menu design to employee training.

By carefully considering each component of the plan, aspiring restaurateurs can increase their chances of securing funding, attracting customers, and achieving their long-term goals.

Remember, a restaurant business plan is not just a document to satisfy investors; it is a living tool that should be revisited and updated regularly as the business grows and evolves.

By staying committed to the plan and adapting it as needed, restaurateurs can ensure that their culinary dreams have a solid foundation for success.

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Saif Alnasur used to work in his family restaurant, but now he is a food influencer and writes about the restaurant industry for Eat App.

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How to write a comprehensive restaurant business plan

Sign up for restaurant insights.

Are you considering opening a new restaurant , adding a virtual restaurant , or pivoting your restaurant’s business strategy to adapt to the shifting restaurant industry? Make sure you take the time to build a restaurant business plan. Why?

• Business plans are like professional road maps — they literally lead the way to success
• They’re critical if you’re looking for investors and need to outline your restaurant’s current wins and future revenue potential
• They help you foresee challenges before they arise, so you can sidestep some catastrophes and be better prepared for the others

Some 26% of restaurants fail within a year of opening, and failure to plan is one of the primary reasons those restaurants close. Create a business plan, and you’re setting yourself up to be on the right side of that statistic.

Here’s how to do it.

What is a restaurant business plan?

Before you learn how to write a business plan , it’s crucial to understand what a business plan is — and what it isn’t.

The goal of a business plan is to create a guide that helps you navigate each stage of launching and running your business. That plan should also be comprehensive and articulate enough that a total stranger, for instance an investor, could read through it and easily understand your vision, your goals, and how you intend to turn your restaurant dream into a reality.

Business plans come in a variety of structures and they can be as short as a single page or long enough to bind into a booklet. You may want to start with a lean startup plan that focuses on a high-level take on your strategy, then follow up with a more detailed plan that elaborates on key points and offers investors more information.

In short, your business plan should communicate everything you have and plan to put into your restaurant to ensure ongoing success.

11 elements every restaurant business plan should include

Your restaurant and mission statement should be unique to your business and your vision, but that doesn’t mean you have to start completely from scratch. Crafted by industry experts and packed with insider knowledge, the Grubhub Restaurant Business Plan template is your step-by-step guide to whipping up a winning business strategy. Take a look at our editable business plan template to start planning your restaurant. However you write it, your finalized business plan should include seven key sections.

1. Executive summary

This is a brief summary of your company, why it’s something the community wants or needs, and why it will be successful. Many different types of restaurants speak to various demographics, and it’s important to know  what kind of restaurant you want to run . Are you opening a quick-service deli focused on takeout sandwiches and ready-to-eat salads? Or are you going to be the first tapas restaurant in a city eager for more variety?

If you’re using your business plan to ask for financing, the SBA recommends including financial information and high-level growth plans in your executive summary, too. Your executive summary should include:

• Mission statement: A concise description of your restaurant’s purpose
• Proposed concept: The summary or outline of the restaurant idea
• Execution: How you plan to make this proposed concept work
• Potential costs: A brief overview of expected exprenses
• Anticipated ROI: How much the restaurant is expected to make

Think of your summary as your opportunity to capture your reader’s attention. Many investors will make a split-second decision based on the executive summary alone — if this section is all they’re going to read, make every word count.

2. Company description

Now it’s time to launch into a more detailed description of the company, including its  vital differentiator(s) , target audience, and any other factors that could sway investors like experts you’ve brought on board as advisors or a location you’ve already scouted or secured.

You’ll want to include the legal structure of the business, explaining whether you’re a sole proprietorship, LLC, etc., and list out existing management and their roles (including your own).

Now comes the fun part: Writing out a description of your concept. This is where you can let your creative side come out, showcasing your passion for what you hope to create and using plenty of adjectives to engage your readers and give your concept life. You’ve already decided what  type of restaurant  you’re opening, now flesh out all the other details:

• Service style (counter vs. sit-down, casual vs. fine dining, etc.)
• Restaurant size and seating capacity
• General ambiance, including décor and music
• Options for styles of seating, lighting, and other fixtures
• Operating hours
• Style of cuisine
• Peripheral service offerings such as retail products, delivery/takeout, and catering
• Unique selling points such as using produce grown on an adjacent farm or a 30-minute lunch guarantee to serve the area’s office workers better

3. Target market analysis

Detail your target market, using buyer personas to indicate who you see being your primary customer and what their dining habits might look like. These personas should include information on where target customers live, their income levels, their pain points (do they hate long waits or want restaurants that are open later?), and how often they dine out or order in.

The more specific you are during this step of the process, the easier it will be to create marketing to reach them.

4. Sample menu

If you’re a new restaurant, including a sample menu is the only way investors will know what you plan on serving. It’s not enough to say you’re going for “rustic Italian,” as that could mean different things to different people. Chances are your menu is your key differentiator, or at least part of it — otherwise, why will customers choose you over tried-and-true competitors already offering similar dishes?

Collaborate with your chef and keep the core tenets of  great menu design  in mind:

• Know your audience and tailor your design and descriptions to your target customer base — a college crowd eager for drink deals and shareable eats will be more interested in pictures and flashy pricing than diners looking for a white tablecloth experience
• Menu descriptions should be short but evocative — choose words that help customers understand exactly what they’ll be eating and get them excited about trying it (for example, say “succulent tea-smoked duck with anise-scented plum sauce” rather than “duck with plum sauce”)
• Refer to menu psychology when determining and placing pricing, sticking to simple numerals (no dollar signs) placed to the right of the menu item with no dots or dashes in between
• Use that same psychology to guide customers through your offerings, using call-out boxes and bold text to highlight more profitable items
• View your menu as an extension of your restaurant branding , using the same colors, design elements, and fonts

5. Organizational management

While you’ve touched on your organizational structure and management earlier on in your business plan, now you’ll explain  your business structure  and share a more comprehensive look at your team. An organizational chart can be helpful, as is a summary of your collective experience. Some people include a bullet list of the team’s top achievements that’s easy to scan and digest. This section should include any employe positions you will need to fill and a plan for how you will train these employees .

In addition to listing out co-founders, managers, servers, etc., you can attach resumes from your executive team or critical players like a well-known mixologist that’s helping you develop your cocktail program.

6. Restaurant design

Restaurant interior design is crucial for your customer’s experience. The ambiance and floor plan impact how they perceive your business and whether it’s a good enough place to eat at. In fact, even the color of the walls and types of flooring can impact people’s moods and how they feel while in your restaurant.

Come up with a restaurant design that matches your theme and cuisine. This is also the time to plan out any patio seating , and decide on how many tables can you can serve.

7. Location

You may already have a specific location picked out or even have a building purchased. If so, this section is less of a concern for you. It’s important to ensure that your location is going to benefit you rather than hurt your business. If you still need to find the right space to host your business, the location you end up choosing should be in line with your target market and be an easily accessible place for them to eat.

Before you sign a lease, it’s a good idea to check out the other competition in your area. If you found the perfect building for your pizzeria but it’s next to another popular pizza shop, it may be hard to convert customers to your cheesy creations. You want to enter a market where you can grab diner’s attention with new offerings rather than rival existing ones.

8. Marketing plan

With so many restaurants vying for customers’ attention, marketing is extremely important for getting diners through the door (or onto your website). Crafting a marketing plan for your restaurant gives you a blueprint for all potential advertising and outreach. Promotional events, social media, and paid ads are just some ways you can help get your restaurant off the ground, and investors will be very interested to hear what you have planned.

9. Takeout and delivery

Having reliable delivery and takeout services is pretty important for most target audiences. In fact, 51% of consumers said if they cannot order delivery or takeout from a restaurant, they probably won’t visit them for dine-in as often. Offering off-premise dining options will increase your order volume and customer base.

If you’re hoping to have takeout and delivery capabilities at your restaurant, Grubhub makes it easy . Whether you want to use your own drivers or our professional fleet, we offer :

• Grubhub Delivery: Our fleet of Grubhub Drivers pick up and deliver orders to your customers’ doors. We coordinate and pay the delivery drivers — all you have to do is provide the food.
• Supplemental Delivery: Utilize our delivery fleet of 300,000 drivers to widen your customer base.
• Self Delivery: Use your own drivers to deliver Grubhub orders to diners. You have full control over delivery and fees, but benefit from Grubhub online ordering.
• Pickup: Set up a Grubhub account to accept pickup and deliver orders from your customers, letting you reach new customers and increase sales.

10. External providers

To make your restaurant a reality, you’ll likely need a bit of help. Make a list of any external companies or software you plan to use or hire to get your restaurant up off the ground. This could be accountants who you wish to balance your books or designers who can help make your design dreams a reality. This list may also include outside suppliers for your food and beverages. Who is it that you want to partner with when it comes to receiving your raw ingredients and materials? Do you want to source locally or use a distant distributor? Whoever it is that you want to potentially work with, write them down!

Luckily, when you join Grubhub you not only do have your food delivery and pickup service partner chosen, you can also simplify your order and menu management using Grubhub for Restaurants’ easy technology integration . Our tech integrations allow orders to come from the Grubhub app or Grubhub.com directly to your kitchen. Plus, you can create a customized online ordering site with Direct . Encourage customers to place a commission-free order right from your restaurant’s website.

11. Customer service policies and procedures

As a business owner, you want to give your customers a five-star experience at your restaurant. Creating customer service policies and procedures will help ensure that your staff create a great dining experience for your customers. Have a blueprint for how certain situations will be handled and what you’ll do if problems arise. For example, if a customer has an issue with the food, your entire staff should know how to handle the circumstance and what to say to the diner. Then, ensure that your staff is all on the same page about your expectations for them and consistently utilize the same guidelines and approach.

12. Financial projections

Finally, it’s time to address the financial side of your business, especially if you’re using your business plan to acquire startup funds or additional capital after you’re already operational.

If you’re pre-launch, your projections are just that: guesses. But these guesses should be based on market research, actual expenses, and projected income, culminating in a five-year look at everything from estimated revenue to capital expenditure budgets.

If your business is up and running, you’ll include actual financial records such as cash flow statements and your P&Ls, ideally for the last five years. Use colorful charts and graphs to highlight financial wins and make it easier for investors to gauge your company’s financial health quickly.

If you’re asking for funding, specify how those funds will be used and whether you have collateral you’re able to put up to secure a loan.

Start writing your own restaurant business plan

Now that you understand the various steps for creating a strategic restaurant business plan , it’s time for you to create your own. Download our Restaurant Business Plan template to draft your restaurants’ operational foundation. Use this as a playbook for you to refer back to whenever you make business decisions.

Once you get your business plan off the ground, consider partnering with Grubhub. Platforms like Marketplace can make it easier than ever to capture the attention of new customers and reinvigorate relationships with existing customers by offering quick-click access to ordering and stress-free pickup or delivery.

Ready to reach millions of hungry customers? Sign up for  Grubhub for Restaurants  today!

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Restaurant Business Plan: What To Include, Plus 8 Examples

• Business Growth & Management , Templates & Guides

Do you want to ensure the success of your new foodservice endeavor? Write a restaurant business plan.

In this article, the experts at Sling tell you why a business plan is vital for both new and existing businesses and give you tips on what to include.

Table Of Contents

What Is A Restaurant Business Plan?

Why is a restaurant business plan important, questions to ask first, what to include in an effective restaurant business plan, how to format a restaurant business plan, efficient workforce management is essential for success.

At its most basic, a restaurant business plan is a written document that describes your restaurant’s goals and the steps you will take to make those goals a reality.

This business plan also describes the nature of the business itself, financial projections, background information, and organizational strategies  that govern the day-to-day activity of your restaurant.

A restaurant business plan is vital for the success of your endeavor because, without one, it is very difficult — sometimes even impossible — to obtain funding from an investor or a bank.

Without that all-important starting or operational capital, you may not be able to keep your doors open for long, if at all.

Even if funding isn’t a primary concern, a business plan provides you — the business owner or manager — with clear direction on how to translate general strategies into actionable plans  for reaching your goals.

The plan can help solidify everything from the boots-on-the-ground functional strategy  to the mid-level business strategy  all the way up to the driving-force corporate strategy .

Think of this plan as a roadmap that guides your way when things are going smoothly and, more importantly, when they aren’t.

If you want to give your restaurant the best chance for success, start by writing a business plan.

Sitting down to write a restaurant business plan can be a daunting task.

As you’ll see in the What To Include In An Effective Restaurant Business Plan section below, you’ll need a lot of information and detail to ensure that the final document is both complete and effective.

Instead of starting with word one, it is hugely beneficial to answer a number of general questions first.

These questions will help you narrow down the information to include in your plan so the composition process feels less difficult.

The questions are:

• What problem does the business’s product or service solve?
• What niche will the business fill?
• What is the business’s solution to the problem?
• Who are the business’s customers?
• How will the business market and sell its products to them?
• What is the size of the market for this solution?
• What is the business model for the business?
• How will the business make money?
• Who are the competitors?
• How will the business maintain a competitive advantage?
• How does the business plan to manage growth?
• Who will run the business?
• What makes those individuals qualified to do so?
• What are the risks and threats confronting the business?
• What can you do to mitigate those risks and threats?
• What are the business’s capital and resource requirements?
• What are the business’s historical and projected financial statements?

Depending on your business, some of these questions may not apply or you may not have applicable answers.

Nevertheless, it helps to think about, and try to provide details for, the whole list so your finished restaurant business plan is as complete as possible.

Once you’ve answered the questions for your business, you can transfer a large portion of that information to the business plan itself.

We’ll discuss exactly what to include in the next section.

In this section, we’ll show you what to include in an effective restaurant business plan and provide a brief example of each component.

1) Executive Summary

You should always start any business plan with an executive summary. This gives the reader a brief introduction into common elements, such as:

• Mission statement
• Overhead costs
• Labor costs
• Return on investment (ROI)

This portion of your plan should pique the reader’s interest and make them want to read more.

Fanty & Mingo’s is a 50-seat fine-dining restaurant that will focus on Sweruvian (Swedish/Peruvian) fusion fare.

We will keep overhead and labor costs low thanks to simple but elegant decor , highly skilled food-prep staff, and well-trained servers.

Because of the location and surrounding booming economy, we estimate ROI at 20 percent per annum.

2) Mission Statement

A mission statement is a short description of what your business does for its customers, employees, and owners.

This is in contrast to your business’s vision statement which is a declaration of objectives that guide internal decision-making.

While the two are closely related and can be hard to distinguish, it often helps to think in terms of who, what, why, and where.

The vision statement is the where of your business — where you want your business to be and where you want your customers and community to be as a result.

The mission statement is the who , what , and why of your business — it’s an action plan that makes the vision statement a reality

Here’s an example of a mission statement for our fictional company:

Fanty and Mingo’s takes pride in making the best Sweruvian food, providing fast, friendly, and accurate service. It is our goal to be the employer of choice and offer team members opportunities for growth, advancement, and a rewarding career in a fun and safe working environment.

3) Company Description

In this section of your restaurant business plan, you fully introduce your company to the reader. Every business’s company description will be different and include its own pertinent information.

Useful details to include are:

• Owner’s details
• Brief description of their experience
• Legal standing
• Short-term goals
• Long-term goals
• Brief market study
• An understanding of the trends in your niche
• Why your business will succeed in these market conditions

Again, you don’t have to include all of this information in your company description. Choose the ones that are most relevant to your business and make the most sense to communicate to your readers.

Fanty & Mingo’s will start out as an LLC, owned and operated by founders Malcolm Reynolds and Zoe Washburne. Mr. Reynolds will serve as managing partner and Ms. Washburne as general manager.

We will combine atmosphere, friendly and knowledgeable staff, and menu variety to create a unique experience for our diners and to reach our goal of high value in the fusion food niche.

Our gross margin is higher than industry average, but we plan to spend more on payroll to attract the best team.

We estimate moderate growth for the first two years while word-of-mouth about our restaurant spreads through the area.

4) Market Analysis

A market analysis is a combination of three different views of the niche you want to enter:

• The industry  as a whole
• The competition your restaurant will face
• The marketing  you’ll execute to bring in customers

This section should be a brief introduction to these concepts. You can expand on them in other sections of your restaurant business plan.

The restaurant industry in our chosen location is wide open thanks in large part to the revitalization of the city’s center.

A few restaurants have already staked their claim there, but most are bars and non-family-friendly offerings.

Fanty & Mingo’s will focus on both tourist and local restaurant clientele. We want to bring in people that have a desire for delicious food and an exotic atmosphere.

We break down our market into five distinct categories:

• High-end singles
• Businessmen and businesswomen

We will target those markets to grow our restaurant  by up to 17 percent per year.

Every restaurant needs a good menu, and this is the section within your restaurant business plan that you describe the food you’ll serve in as much detail as possible.

You may not have your menu design complete, but you’ll likely have at least a handful of dishes that serve as the foundation of your offerings.

It’s also essential to discuss pricing and how it reflects your overall goals and operating model. This will give potential investors and partners a better understanding of your business’s target price point and profit strategy.

We don’t have room to describe a sample menu in this article, but for more information on menu engineering, menu pricing, and even a menu template, check out these helpful articles from the Sling blog:

• Menu Engineering: What It Is And How It Can Increase Profits
• Restaurant Menu Pricing: 7 Tips To Maximize Profitability
• How To Design Your Menu | Free Restaurant Menu Template

6) Location

In this section, describe your potential location (or locations) so that you and your investors have a clear image of what the restaurant will look like.

Include plenty of information about the location — square footage, floor plan , design , demographics of the area, parking, etc. — to make it feel as real as possible.

We will locate Fanty & Mingo’s in the booming and rapidly expanding downtown sector of Fort Wayne, Indiana.

Ideally, we will secure at least 2,000 square feet of space with a large, open-plan dining room and rich color scheme near the newly built baseball stadium to capitalize on the pre- and post-game traffic and to appeal to the young urban professionals that live in the area.

Parking will be available along side streets and in the 1,000-vehicle parking garage two blocks away.

7) Marketing

The marketing section of your restaurant business plan is where you should elaborate on the information you introduced in the Market Analysis section.

Go into detail about the plans you have to introduce your restaurant to the public and keep it at the top of their mind.

Fanty & Mingo’s will employ three distinct marketing tactics to increase and maintain customer awareness:

• Word-of-mouth/in-restaurant marketing
• Partnering with other local businesses
• Media exposure

We will direct each tactic at a different segment of our potential clientele in order to maximize coverage.

In the process of marketing to our target audience, we will endeavor to harness the reach of direct mail and broadcast media, the exclusivity of the VIP party, and the elegance of a highly trained sommelier and wait staff.

8) Financials

Even though the Financials section is further down in your restaurant business plan, it is one of the most important components for securing investors and bank funding.

We recommend hiring a trained accountant  to help you prepare this section so that it will be as accurate and informative as possible.

Fanty & Mingo’s needs $250,000 of capital investment over the next year and a half for the following:

• Renovations to leased space
• Dining room furniture
• Kitchen and food-prep equipment
• Liquor license

Projected profit and loss won’t jump drastically in the first year, but, over time, Fanty & Mingo’s will develop its reputation and client base. This will lead to more rapid growth toward the third and fourth years of business.

Most entrepreneurs starting a new business find it valuable to have multiple formats of their business plan.

The information, data, and details remain the same, but the length and how you present them will change to fit a specific set of circumstances.

Below we discuss the four most common business plan formats to cover a multitude of potential situations.

Elevator Pitch

An elevator pitch is a short summary of your restaurant business plan’s executive summary.

Rather than being packed full of details, the elevator pitch is a quick teaser of sorts that you use on a short elevator ride (hence the name) to stimulate interest in potential customers, partners, and investors

As such, an effective elevator pitch is between 30 and 60 seconds and hits the high points of your restaurant business plan.

A pitch deck is a slide show and oral presentation that is designed to stimulate discussion and motivate interested parties to investigate deeper into your stakeholder plan (more on that below).

Most pitch decks are designed to cover the executive summary and include key graphs that illustrate market trends and benchmarks you used (and will use) to make decisions about your business.

Some entrepreneurs even include time and space in their pitch deck to demonstrate new products coming down the pipeline.

This won’t necessarily apply to a restaurant business plan, but, if logistics permit, you could distribute small samples of your current fare or tasting portions of new dishes you’re developing.

Stakeholder Plan (External)

A stakeholder plan is the standard written presentation that business owners use to describe the details of their business model to customers, partners, and potential investors.

The stakeholder plan can be as long as is necessary to communicate the current and future state of your business, but it must be well-written, well-formatted, and targeted at those looking at your business from the outside in.

Think of your stakeholder plan as a tool to convince others that they should get involved in making your business a reality. Write it in such a way that readers will want to partner with you to help your business grow.

Management Plan (Internal)

A management plan is a form of your restaurant business plan that describes the details that the owners and managers need to make the business run smoothly.

While the stakeholder plan is an external document, the management plan is an internal document.

Most of the details in the management plan will be of little or no interest to external stakeholders so you can write it with a higher degree of candor and informality.

After you’ve created your restaurant business plan, it’s time to take steps to make it a reality.

One of the biggest challenges in ensuring that your business runs smoothly and successfully is managing  and optimizing  your team. The Sling  app can help.

Sling not only includes powerful and intuitive artificial-intelligence-based scheduling tools but also many other features to help make your workforce management more efficient, including:

• Time and attendance tracking
• Built-in time clock
• Labor cost  optimization
• Data analysis and reporting
• Messaging and communication
• And much more…

With Sling, you can schedule faster, communicate better, and organize and manage your work from a single, integrated platform. And when you use Sling for all of your scheduling  needs, you’ll have more time to focus on bringing your restaurant business plan to life.

For more free resources to help you manage your business better, organize and schedule your team, and track and calculate labor costs, visit GetSling.com  today.

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This content is for informational purposes and is not intended as legal, tax, HR, or any other professional advice. Please contact an attorney or other professional for specific advice.

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Sample Restaurant Business Plans For a New Business Owner

Writing a business plan is an essential part of starting a restaurant. Not only does it provide a roadmap for the future but it also helps to create funding opportunities and attract potential investors. For new business owners, having access to sample restaurant business plans can be especially helpful in providing direction and insights into how to write a restaurant business plan on their own.

Download our Ultimate Restaurant Business Plan Template

Having a comprehensive business plan in place is vital for any successful restaurant venture. It will serve as the foundation for your operations, setting out the goals and objectives that will help guide your decisions and actions. A well-written business plan can also give you clarity on realistic financial projections and help you secure financing from lenders or investors. Examples of restaurant business plans are great resources to draw upon when creating your own plan to ensure that all the key elements are included in your document.

Below is an example restaurant business plan to help you see what one should look like. It is not however nearly as comprehensive and successful in raising capital for your restaurant as Growthink’s Ultimate Restaurant Business Plan Template , but it can help you write a business plan for your restaurant.

Restaurant Business Plan Example #1 – Black Pearl Seafood Restaurant

Table of contents.

Executive Summary

Company Overview

Industry analysis, customer analysis, competitive analysis, marketing plan, operations plan, management team, financial plan.

The Black Pearl Seafood Restaurant is a high-end seafood restaurant located in the heart of the historic district in New Orleans, LA. The restaurant will serve fresh seafood dishes with a modern twist and provide an unforgettable culinary experience for its guests.

The Black Pearl Seafood Restaurant is seeking to raise $200,000 in startup capital from a group of private investors. The funds will be used to cover the costs of building out the restaurant’s specific location, purchasing equipment and supplies, and hiring staff.

The Black Pearl Seafood Restaurant has a projected annual revenue of $1,200,000 and is expected to be profitable within its first year of operation. The restaurant’s target market is affluent diners who are looking for an exquisite seafood dining experience.

The Black Pearl Seafood Restaurant offers a unique and innovative menu that features fresh seafood dishes with a modern twist. The restaurant’s menu includes items such as:

• Blackened salmon with shrimp and grits
• Fried catfish po’ boy with remoulade sauce
• Grilled Louisiana shrimp skewers
• Crawfish etouffee
• Shrimp gumbo

The Black Pearl Seafood Restaurant also offers a wide selection of wine and beer to complement its menu.

Company Description

The Black Pearl Seafood Restaurant is owned and operated by John Doe. Mr. Doe has over 10 years of experience in the food and beverage industry. He has worked as a chef at several renowned restaurants in New Orleans and has also owned and operated his own catering business.

The Black Pearl Seafood Restaurant will be located at 123 Main Street in New Orleans, LA. The restaurant will occupy a 3,000-square-foot space that was formerly occupied by a pizzeria. The location is in close proximity to several hotels and tourist attractions, which will generate significant foot traffic for the business. It is also located within walking distance of the Central Business District attracting local office workers and residents.

The Black Pearl Seafood Restaurant will have a seating capacity of 60 guests. The restaurant will also have a full-service bar that will serve beer, wine, and cocktails.

The seafood restaurant industry is one of the fastest-growing segments of the food service industry. Over the past five years, the industry has experienced strong growth due to an increase in the popularity of seafood as a healthy dietary choice.

The seafood restaurant industry is expected to continue to grow over the next five years as consumers’ preference for healthy and delicious food continues to rise. In addition, the industry will benefit from an increase in per capita disposable income, which will allow consumers to spend more on dining out.

Other Industry Analysis Points

• The seafood restaurant industry is regulated by the FDA
• Changes in government policies could impact the industry
• The seafood restaurant industry is sensitive to changes in the economy
• An economic downturn could lead to a decline in revenue and profit margins
• The seafood restaurant industry is influenced by consumer trends and preferences
• Health-conscious consumers are increasingly seeking out seafood as a healthy dietary choice

Technological:

• The seafood restaurant industry is impacted by advances in food technology
• New cooking techniques and equipment can help to improve the quality of dishes served
• The seafood restaurant industry is subject to food safety and sanitation regulations
• Changes in the law could impact the way that restaurants operate

Environmental:

• The seafood restaurant industry is impacted by changes in the environment
• The quality of seafood dishes can be impacted by pollution and other environmental factors

The Black Pearl Seafood Restaurant will target two primary customer market segments: tourists and local residents.

The tourist market segment consists of individuals who are visiting New Orleans for leisure or business purposes. This market segment is significant for the business as it represents a large portion of the city’s population. New Orleans is a major tourist destination, with over 16 million visitors per year.

The local resident market segment consists of individuals who live and work in New Orleans. This market segment is significant for the business as it represents a stable source of income. Local residents are more likely to visit the restaurant on a regular basis and recommend it to friends and family.

Competitor Analysis

The Black Pearl Seafood Restaurant will compete in the seafood restaurant industry. Through our competitive research, the restaurant’s closest direct competitors will be Red Fish Grill, Bourbon House, and GW Fins.

The Black Pearl Seafood Restaurant will compete in the seafood restaurant industry. The restaurant’s closest competitors will be Red Fish Grill, Bourbon House, and GW Fins.

Red Fish Grill is a seafood restaurant located in the French Quarter of New Orleans. The restaurant offers a casual dining experience with a menu that features fresh seafood dishes.

Bourbon House is a seafood restaurant located in the French Quarter of New Orleans. The restaurant offers a more upscale dining experience with a menu that features fresh seafood and steak dishes.

GW Fins is a seafood restaurant located in the Warehouse District of New Orleans. The restaurant offers an upscale dining experience with a menu that features fresh seafood dishes.

The Black Pearl Seafood Restaurant will differentiate itself from its competitors by offering a more innovative and modern menu with fresh seafood dishes that are prepared using unique cooking techniques. In addition, the restaurant will provide a superior level of customer service and create an unforgettable dining experience for its guests.

Our competitive advantages include:

• Unique menu with fresh seafood dishes that are prepared using unique cooking techniques
• Superior level of customer service

Products : The Black Pearl Seafood Restaurant will serve a variety of fresh seafood dishes that are prepared using unique cooking techniques.

Price : The price of menu items will be competitive with other seafood restaurants in the area.

Promotion : The Black Pearl Seafood Restaurant will use a combination of marketing strategies to promote the business and attract customers.

• Develop a website and create social media accounts to reach a wider audience
• Develop a promotional video to generate interest in the restaurant
• Participate in local food festivals and events to generate awareness
• Launch a targeted advertising campaign in local publications and on radio and television
• Develop relationships with local tour operators to promote the restaurant to visitors
• Offer discounts and special promotions to generate repeat business

Place : The Black Pearl Seafood Restaurant will be located in the French Quarter of New Orleans.

The Black Pearl Seafood Restaurant will be open for lunch and dinner seven days a week. The restaurant will be closed on Thanksgiving and Christmas Day.

The Black Pearl Seafood Restaurant will source seafood from local suppliers and growers to ensure the freshest ingredients are used in dishes.

The restaurant will use a point-of-sale system to manage inventory and track sales.

The restaurant will seat up to 100 guests at a time. Reservations will be accepted for parties of eight or more. Walk-in guests will be accommodated on a first-come, first-served basis.

The Black Pearl Seafood Restaurant will have a staff of 20 employees, including a head chef, sous chefs, kitchen staff, servers, and hostesses.

The Black Pearl Seafood Restaurant will be owned and operated by John and Jane Doe.

John Doe has over 10 years of experience in the restaurant industry. He has worked as a chef, manager, and consultant for a variety of restaurants.

Jane Doe has over 20 years of experience in the hospitality industry. She has worked as a hotel manager, event planner, and marketing consultant.

The Black Pearl Seafood Restaurant will have start-up costs of $500,000. The majority of the start-up costs will be for leasing and outfitting the restaurant space. Other start-up costs include purchasing kitchen equipment, hiring staff, and marketing the business.

The Black Pearl Seafood Restaurant is projected to generate $1.5 million in sales in the first year of operation. The restaurant is expected to have net profits of $250,000 in the first year.

Sample Menu

Appetizers:

• Jumbo shrimp cocktail
• Oysters Rockefeller

Soups and salads:

• Seafood bisque
• Caesar salad with grilled shrimp
• House salad with tuna steak
• Spinach salad with scallops
• Shrimp scampi
• Surf and turf (filet mignon and lobster tail)
• Grilled salmon with roasted vegetables
• Blackened redfish
• Bread pudding with rum sauce
• Bananas Foster
• Cheesecake with berry sauce
• Key lime pie
• Soda, coffee, tea, milk
• Beer, wine, cocktails

Financial Projections

Balance sheet.

[insert financial statement]

Income Statement

Cash flow statement, restaurant business plan example #2 – la cocina de el paso: home of authentic mexican cuisine.

La Cocina de El Paso is a restaurant that specializes in serving authentic Mexican cuisine. The owners, John and Jane Doe, have over 30 years of combined experience in the hospitality and restaurant industry. This wealth of experience will ensure the success and longevity of the business.

Located in the heart of El Paso, La Cocina de El Paso will offer a relaxed and welcoming atmosphere. Guests can expect to be served freshly made dishes, prepared with only the freshest ingredients. The restaurant will also serve a selection of beer, wine, and cocktails.

La Cocina de El Paso will cater to both locals and tourists alike. To promote the business, the owners plan to launch an aggressive marketing campaign that will include print ads, radio spots, and social media. In addition, the restaurant will partner with local businesses to offer discounts and promotional offers.

The owners have estimated start-up costs of $500,000. The majority of this amount will be used to lease and outfit the restaurant space. Income is projected to reach $1.75 million within the first year of operations, with net profits of $350,000.

La Cocina de El Paso is an upcoming restaurant that will offer authentic Mexican cuisine. The restaurant will be located in downtown El Paso, Texas, and will feature a relaxed atmosphere with seating for up to 150 guests.

The restaurant will utilize only the freshest ingredients in its dishes and offer a selection of beer, wine, and cocktails. The menu will feature appetizers, soups and salads, entrees, desserts, and drinks.

The restaurant industry is highly competitive. In particular, Mexican cuisine has gained popularity in recent years. To succeed, La Cocina de El Paso must differentiate itself from other restaurants in the area.

The restaurant will focus on offering fresh and authentic Mexican cuisine with a welcoming atmosphere. The owners plan to partner with local businesses and offer discounts and promotional offers. In addition, the owners plan to launch an aggressive marketing campaign that will include print ads, radio spots, and social media.

The target market for La Cocina de El Paso will be both locals and tourists. The restaurant is located in a tourist area and is close to several attractions. As such, it will be well-positioned to attract customers from out of town as well as local residents.

The restaurant will serve a variety of customers, including young adults and families. To appeal to this demographic, the restaurant will offer an inviting atmosphere with comfortable seating and a selection of entertainment options. Additionally, the menu will feature authentic Mexican dishes that are sure to please all tastes.

Ideal Customer Demographics:

• Young adults: ages 18-34
• Local residents

Psychographics:

• Adventurous eaters
• Value conscious
• Seeking authentic experiences

There are several other restaurants in El Paso that specialize in Mexican cuisine. Main competitors include El Paso’s Best, El Taco Loco, and Casa Azul.

El Paso’s Best is the area’s premier Mexican restaurant. The food is of high quality and the atmosphere is casual yet upscale. Prices are slightly higher than La Cocina de El Paso, but the quality of the food makes it worth the price.

El Taco Loco is a fast-food Mexican restaurant. The food is inexpensive, but the quality is not as high as La Cocina de El Paso.

Casa Azul is a family-style Mexican restaurant with more of a casual atmosphere. Prices are slightly lower than La Cocina de El Paso and the menu features traditional Mexican dishes.

To differentiate itself, La Cocina de El Paso will focus on fresh ingredients and authentic Mexican dishes. The restaurant will also offer a selection of beer, wine, and cocktails, as well as discounts and promotional offers. Finally, the owners plan to launch an aggressive marketing campaign that will help spread the word about La Cocina de El Paso.

To attract customers, La Cocina de El Paso will focus on marketing its fresh and authentic Mexican cuisine.

Below is a sample menu for La Cocina de El Paso, featuring traditional Mexican dishes and a selection of beer, wine, and cocktails.

• Quesadillas
• Guacamole and Chips
• Stuffed Jalapenos
• Queso fundido, taquitos

Soups & Salads:

• Chicken Tortilla Soup
• Caldo de Res (Beef Soup)
• Taco Salad with Ground Beef or Grilled Chicken
• Ensalada de la Casa (House Salad)
• Ensalada Fresca (Fresh Salad)
• Tacos al Carbon (Grilled Steak Tacos)
• Fajitas (Steak, Chicken, or Vegetarian)
• Chiles Rellenos (Stuffed Peppers)
• Carne Asada con Papas
• Camarones a la Diabla
• Enchiladas Verdes
• Churros con Chocolate
• Tres Leches Cake
• Flan Napolitano
• Beer & Wine

Promotions:

The restaurant will offer promotional discounts and specials. For example, customers who purchase two entrees may receive a complimentary appetizer or dessert. The owners plan to partner with local businesses to offer additional discounts and promotional offers.

La Cocina de El Paso will offer competitive pricing. Prices will be slightly lower than El Paso’s Best, but higher than El Taco Loco and Casa Azul.

The restaurant will be located in downtown El Paso, close to several attractions and tourist sites. The owners hope that the convenient location will help bring in both tourists and local residents.

Marketing Mix

To reach its target customers, La Cocina de El Paso will use a combination of traditional marketing strategies such as print ads, radio spots, and TV commercials, as well as digital marketing tactics such as content marketing, social media campaigns, email newsletters, and online advertising.

• Print Advertising : The owners plan to run print ads in local newspapers and magazines that target young adults and families.
• Radio & TV Spots : The restaurant will also air radio spots and TV commercials that feature its menu items and promotional offers.
• Content Marketing : La Cocina de El Paso will create content that highlights the freshness of its ingredients and the authenticity of its Mexican dishes. The content will be shared on social media, in email newsletters, and on the restaurant’s website.
• Social Media Campaigns : The restaurant will run campaigns on Facebook and Instagram that feature customer reviews, contests, and giveaways.
• Online Advertising : The owners plan to use Google Ads and other online platforms to reach potential customers.

The owners of La Cocina de El Paso are confident that their marketing strategy will help the restaurant stand out from its competitors and attract customers. With its fresh and authentic Mexican cuisine, competitive prices, convenient location, and aggressive marketing campaigns, La Cocina de El Paso is sure to be a success.

Collaborative Promotion: The owners of La Cocina de El Paso plan to partner with local businesses in order to create mutually beneficial promotional offers. For example, the restaurant may offer discounts to customers who use services from one of its partners. The owners believe that this type of collaborative promotion will help draw in more customers and generate additional revenue for the business.

Events: La Cocina de El Paso plans to host events such as cooking classes and live music performances in order to build relationships with customers and increase brand awareness. The restaurant will also use these events to showcase the freshness of its ingredients, its Mexican cuisine, and the quality of its drinks (margaritas, beer & wine, cocktails).

These strategies are designed to help La Cocina de El Paso build a strong customer base and become a popular destination in downtown El Paso. The owners are confident that these tactics will help the restaurant stand out and create a positive impact on the local community.

La Cocina de El Paso will have a skilled team of servers, cooks, and bartenders who are knowledgeable about the restaurant’s Mexican cuisine. The owners plan to focus on delivering high-quality customer service in order to ensure customers have a great experience. The owners also plan to invest in modern kitchen equipment that can help streamline the cooking process.

The restaurant will be open from 11 am to 10 pm on weekdays and from 11 am to 11 pm on weekends. The owners plan to hire additional staff during peak hours in order to handle the influx of customers. The owners also plan to use advanced reservation systems and delivery services to accommodate customers who would prefer not to wait in line.

The owners of La Cocina de El Paso have extensive experience in the restaurant industry. They plan to hire a team of experienced managers who can handle day-to-day operations and ensure that the restaurant runs smoothly. The management team will also be responsible for developing marketing strategies, overseeing staff training programs, and creating promotional offers.

The job description for the management team includes:

• Overseeing day-to-day operations
• Developing marketing strategies and managing promotional campaigns
• Creating training programs for staff members
• Handling customer inquiries and complaints
• Ensuring that food safety standards are met
• Analyzing data to identify areas for improvement.

The total start-up cost of La Cocina de El Paso is estimated at $500,000.

This includes:

• $100,000 for lease deposits and renovations costs;
• $200,000 for furniture and fixtures;
• $50,000 for marketing and advertising;
• $50,000 for kitchen equipment;
• $100,000 for the salary of the management team.

The owners plan to finance the start-up costs through a combination of their personal savings and bank loans. They also plan to generate additional revenue by offering catering services and hosting special events at the restaurant.

The financial forecast for La Cocina de El Paso is optimistic. The owners expect to break even in the first year of operations and reach profitability within five years.

Free Restaurant Business Plan Example PDF

Download our restaurant business plan pdf here. This is a free restaurant business plan example to help you get started on your own restaurant plan.

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Restaurant Business Plan Template [Updated 2023]

Restaurant Business Plan

If you want to start a new restaurant or expand your current restaurant, you need a business plan.

You can download our Restaurant business plan template (including a full, customizable financial model) to your computer here.

The following restaurant business plan template gives you the key elements to include in a successful business plan. A business plan template for a restaurant can be used to create a small restaurant business plan, a business for a fine dining restaurant, fast casual restaurant, and many other types of restaurant businesses. This restaurant business plan example will help you write a restaurant business plan for your own establishment.

I. Executive Summary

Business overview.

[Company Name], located at [insert location here] is a new, upscale restaurant focusing on providing organic, healthy and/or premium food and beverage products. Our product line fits nicely with health trends nationwide – as individuals are seeking healthier lifestyles complimented by natural, low-fat, and organic foods.

Products Served

[Company Name] will offer a full menu of appetizers, salads, soups, sandwiches, entrees and desserts. All products will use 100% all natural and organic ingredients. Several products on the menu will be highlighted as being lower in fat, cholesterol, or sodium.

In addition to a full menu of food items, [Company Name] will offer beer, wine, coffee, tea, and soft drinks.

Customer Focus

[Company Name] will primarily serve the residents within a 15 mile radius of our restaurant. The demographics of these customers are as follows:

• 27,827 residents
• Average income of $74,700
• 58.9% married
• 49.6% in Mgt./Professional occupations
• Median age: 38 years

In addition to this prime adult demographic for an upscale and healthy restaurant, there are five elementary school, a middle school, and a high school. This will make [Company Name] an ideal location for parents to spend time while waiting for their children or to bring their children to after school.

Management Team

[Company Name] is led by [Founder’s Name] who has been in the restaurant business for 20 years. While [Founder] has never run a restaurant himself, he has taught cooking classes at the local culinary institute for 20 years and has worked as a sous-chef at some of the most upscale restaurants in the community over the past 10 years. As such [Founder] has an in-depth knowledge of the restaurant business including the operations side (e.g., running day-to-day operations) and the business management side (e.g., staffing, marketing, etc.).

Success Factors

[Company Name] is uniquely qualified to succeed due to the following reasons:

• There is currently no upscale and healthy restaurant in the community we are entering. In addition, we have surveyed the local population and received extremely positive feedback saying that they explicitly want to frequent our business when launched.
• Our location is in a high-volume area with little direct traffic, and will thus be highly convenient to significant numbers of passerby’s each day.
• The management team has a track record of success in the restaurant business.
• The upscale and healthy restaurant business is a proven business and has succeeded in communities throughout the United States.
• Market trends such as healthy and organic living support our business opportunity as well as growing awareness about the obesity epidemic and repercussions of non-nutritious eating

Financial Highlights

[Company Name] is currently seeking $370,000 to launch. Specifically, these funds will be used as follows:

• Store design/build: $250,000
• Working capital: $120,000 to pay for Marketing, salaries, and lease costs until [Company Name] reaches break-even

II. Company Overview

Who is [company name].

[Company Name], located at [insert location here] is a new, upscale and healthy restaurant focusing on providing organic and delicious foods to the local community.

[Company Name] was founded by [Founder’s Name]. While [Founder’s Name] has been in the restaurant business for some time, it was in [month, date] that he decided to launch [Company Name]. Specifically, during this time, [Founder] took a trip to Fort Lauderdale, FL. During his trip, [Founder’s Name] frequented a restaurant that enjoyed tremendous success. After several discussions with the owner of the restaurant, [Founder’s Name] clearly understood that a similar business would enjoy significant success in his hometown.

Specifically the customer demographics and competitive situations in the Fort Lauderdale location and in [insert location here] were so similar that he knew it would work. Furthermore, after surveying the local population, this theory was proven.

[Company Name]’s History

Upon returning from Fort Lauderdale, surveying the local customer base, and finding potential location, [Founder’s Name] incorporated [Company Name] as an S-Corporation on [date of incorporation].

[Founder’s Name] has selected three initial locations and is currently undergoing due diligence on each property and the local market to assess which will be the most desirable location for the restaurant.

Since incorporation, the company has achieved the following milestones:

• Developed the company’s name, logo and website located at www…
• Created the menu
• Determined equipment and inventory requirements
• Began recruiting key employees with experience in the restaurant industry

[Company Name]’s Products

Below is [Company Name]’s initial menu. All items will be 100% natural and organic. As you can see all items are classified under the following six main categories:

The location has 40 dedicated parking spots which should suffice even in peak hours.

[Company Name] plans to be open 7 days a week, from 12PM to11PM. As demand dictates, we may extend or reduce our hours. Likewise, as demand dictates, we may offer delivery service.

III. Industry Analysis

The following industry trends and statistics bode well for [Company Name].

According to a recent National Restaurant Association Restaurant Industry Forecast, annual restaurant industry sales are expected to reach $566 billion.

Full-service restaurants are expected to reach $182.9 billion; in contrast, quick service restaurants are expected to grow to $163.8 billion, a gain of 4.0 percent over last year. Eating-and-drinking places will see an increase in sales from of 2.2 percent from last year, totaling $395 billion.

The forecast projects that while overall restaurant industry sales will increase in current dollars by 2.5 percent over recent figures; the numbers translate to an inflation-adjusted decline of 1.0 percent. The industry will remain a cornerstone of the economy, representing 4 percent of the U.S. gross domestic product.

Consumer and Menu Trends Among top trends restaurateurs see are an expanded focus on value, healthy options in kids’ meals, locally sourced items and green initiatives.

• Among 1,600 of American Culinary Federation member chefs, it was decided that balanced children’s meals was number 4 on list of the most popular recent trends and fruit/vegetable side items for kids ranked sixth. In a separate survey, quick-service operators named healthy options in kids meals as the No. 1 food trend in the segment.
• Overall, chefs ranked nutrition/health as the No. 11 trend on restaurant menus—this includes healthy foods, produce and fruit, smaller dishes, fish and gluten-free/ allergy According to Association consumer research, three in four adults say they are trying to eat healthier now at restaurants than they did two years ago. Nearly three in 10 adults – 27 percent – have gone online to search for nutrition information about restaurant food, up from 24 percent a year ago.
• Restaurateurs will also continue to show increasing leadership in becoming “greener”— by taking action such as reducing energy and water use—in step with patrons’ interest in environmental issues. About four in 10 full-service-restaurant operators and nearly three in 10 quick service operators say they plan to devote more of their budgets to green initiatives. Restaurant patrons like the idea: 44 percent surveyed recently said they are likely to make a restaurant choice based on an operation’s practices in the areas of energy and water conservation.

IV. Customer Analysis

Demographic profile of target market.

[Company Name] will serve the residents of [company location] and the immediately surrounding areas as well as those who work in [company location].

The area we serve is affluent and has an affinity to healthy and organic foods and beverages like we will be offering.

Customer Segmentation

We will primarily target the following customer segments:

• Local office workers: approximately 5,000 individuals work in offices within a quarter mile of our location and we expect a fair portion of these individuals to frequent us during lunch hours.
• Students: there is a middle school and a high school in the town and the high school are within one half mile. Students from these schools will be targeted to frequent [Company Name].
• Families and Couples: We expect couples and families to frequent our restaurant and enjoy our dinner atmosphere.

V. Competitive Analysis

Direct & indirect competitors.

The following restaurants are located within a 2 mile radius of [Company Name], thus providing either direct or indirect competition for customers:

Joe’s Tavern

Joe’s Tavern is the town’s leading local restaurant and has been in business for 32 years. Joe’s offers a wide array of foods, with local bands as entertainment, and is a highly family friendly environment. .

Joe’s has an extensive menu, with some healthy options and some fried foods and bar favorites. While it has an established clientele, Joe’s Tavern does not differentiate itself as a healthy food choice.

Old Time Organics

Old Time Organics has been in business for 5 years. Old Time offers a variety of baked goods, organic teas and coffees, and sandwiches served to-go.

While Old Time Organics’ food is entirely organic, they have a very limited selection of items and are not open for dinner. The location only has four sit down tables and is thus targeting to-go customers that are either stopping for a quick breakfast or picking up baked goods and coffee for work.

Freddy’s Deli

Freddy’s Deli is a recently opened restaurant. Freddy’s offers breakfast, lunch, and dinner and is open until 1am nightly.

[Company Name] has several advantages over Freddy’s Deli including:

• Freddy’s Deli does not offer products, including pastries, sandwiches, soups and more, made with organic ingredients
• Freddy’s has very little ambience and due to enormous portion sizes and low quality ingredients, the food is largely unhealthy

While we expect that Freddy’s Deli will continue to thrive based on its location and excitement about a new restaurant, we expect that more and more customers will frequent [Company Name] based on the high-quality and organic ingredients we use and product selection.

Competitive Advantage

[Company Name] enjoys several advantages over its competitors. These advantages include:

• 100% Natural/Organic/High-Quality Ingredients: getting 100% Natural/Organic baked goods, soups, sandwiches and more in the local market is challenging and is being increasingly demanded by the local community
• Management: Our management team has years of business and marketing experience that allows us to market and serve customers in a much more sophisticated manner than our competitors.
• Relationships: Having lived in the community for 25 years, [Founder’s Name] knows all of the local leaders, newspapers and other influencers. As such, it will be relatively easy for us to build branding and awareness of our restaurant.

VI. Marketing Plan

The Marketing Plan describes the type of brand [Company Name] seeks to create and the Company’s planned promotions and pricing strategies.

The [Company Name] Brand

The [Company Name] brand will focus on the Company’s unique value proposition:

• Offering organic, high-quality food items including baked goods, sandwiches, soups, salads and more
• Offering a convenient location that offers both eat-in or take-out options
• Providing excellent customer service

Promotions Strategy

[Company Name] expects its target market to be individuals working and/or living within a 15-mile radius of each of its store. The Company’s promotions strategy to reach these individuals includes:

Direct Mail

[Company Name] will blanket neighborhoods surrounding its locations with direct mail pieces. These pieces will provide general information on [Company Name], offer discounts and/or provide other inducements for people to frequent the restaurant.

Public Relations

We will contact all local and area newspapers and television stations to tell them about the opening and unique value proposition of [Company Name].

Advertising

[Company Name] will initially advertise in local newspapers and sponsor community events in order to gain awareness.

[Company Name] employees will initially give free food samples to passerby’s to enable them to taste the quality of our products and learn about us.

Ongoing Customer Communications

[Company Name] will maintain a website and publish a monthly email newsletter to tell customers about new events, products, and more.

Pre-Opening Events

Before opening the store, [Company Name] will organize pre-opening events designed for prospective customers, local merchants and press contacts. These events will create buzz and awareness for [Company Name] in the area.

Pricing Strategy

[Company Name]’s pricing will be moderate so customers feel they receive great value when patronizing the stores.

VII. Operations Plan

Functional roles.

In order to execute on [Company Name]’s business model, the Company needs to perform many functions including the following:

Administrative Functions

• General & administrative functions including legal, marketing, bookkeeping, etc.
• Sourcing and storing ingredients
• Hiring and training staff

Kitchen Functions

• Food preparation
• Ongoing menu creation and modification

Restaurant Service Functions

• Order taking and fulfillment (for take-out and dine-in)
• Customer service
• Janitor/maintenance personnel to keep the restaurant clean

[Company Name] expects to achieve the following milestones in the following [] months:

VIII. Management Team

Management team members.

[Company Name] is led by [Founder’s Name] who has been in the restaurant business for 20 years.

While [Founder] has never ran a restaurant himself, he has taught cooking classes as the local culinary institute for 20 years. Two courses that he taught included:

1. How To Cook for Everyday Eating This course was designed to give students an overall understanding of basic dishes that could be cooked for everyday healthy home-style meals

2. Vegetarian Cooking This course was designed to give students an overall understanding of how to cook with the necessary vitamins and proteins needed to enrich a vegetarian diet without compromising on taste.

[Founder] has also worked part-time at restaurants throughout the region. Specifically, he has worked for Giana’s Patisserie and Mike’s Place, where he was responsible for overseeing kitchen quality.

[Founder] graduated from the University of ABC where he majored in Communications.

Hiring Plan

[Founder] will serve as the restaurant manager. In order to launch the restaurant, we need to hire the following personnel:

• Wait staff (4 full-time equivalents to start)
• Chefs (3 to start)
• Sous-chefs (2 to start)
• Assistant Restaurant Manager (will manage cash register and other administrative functions)

IX. Financial Plan

Revenue and cost drivers.

 [Company Name]’s revenues will come from the sale of natural and organic food products to its customers.

The Company will have dine-in, takeout, and possibly delivery systems to cater to a broad spectrum of customers in its target market.

The major costs for the company will be food production costs and salaries of the staff. In the initial years, the company’s marketing spend will be high, as it establishes itself in the market.  

Capital Requirements and Use of Funds

 [Company Name] is seeking a total funding of $370,000 to launch its restaurant. The capital will be used for funding capital expenditures, manpower costs, marketing expenses and working capital.

Specifically, these funds will be used as follows:

• Working capital: $120,000 to pay for marketing, salaries, and lease costs until [Company Name] reaches break-even

Key Assumptions & Forecasts

 Below please find the key assumptions that went into the financial forecast and a summary of the financial projections over the next five years. Please see the Appendix for more detailed financial forecasting information.

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