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Restaurant Marketing Plans - PDF - PDF

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Restaurant Marketing Plans - PDF - PDF Powered By Docstoc
					                        Marketing Magic
                        By Aaron D. Allen – Quantified Marketing Group




ResTauRanT
                       FlooR Plans
                        C
__________
                                hances are you’ve fallen victim to poor restaurant          middle of its restaurant floor plan. Additional floor plan space
Quick Fact:                     design at one time or another. When you get lost            was also allotted for a waterslide which dumps guests into a
There are several               on the way to the restroom, smack foreheads with a          nearby lagoon outside of the restaurant.
vital components                server rounding a tight corner, or are forced to sit with
that must be con-       strangers to allow someone else to pass through an aisleway,        The BasiCs
sidered in every        a flawed restaurant floor plan is usually to blame. When devel-        There are several vital components that must be considered
restaurant floor        oping your own restaurant floor plan, avoid these disastrous        in every restaurant floor plan—particularly the location of the
plan—particu-           situations by analyzing your restaurant’s specific needs before     kitchen, dining areas and restrooms. Every restaurant should
larly the location
                        jumping into the design.                                            have a functional and practical floor plan that takes into con-
of the kitchen,
dining areas and                                                                            sideration the flow of wait staff from the kitchen to the dining
restrooms.              Review YouR Business Plan                                           area and patrons from the dining area to the restrooms.
                           Your restaurant’s business plan represents its concept and          Hostess stations and waiting areas must be in the front of
__________              vision. Revisiting it will help influence your floor plan by re-    the restaurant where people first enter your restaurant. Other
                        minding you of your original financial projections, construc-       front-of-the-house areas should include the dining room, bar
                        tion budget and space requirements. It should also define any       and public restrooms.
                        specific design or operational needs for your restaurant, such         Restaurant floor plans for kitchens should also encourage a
                        as a bar or cigar lounge. Your business plan must outline your      natural flow of traffic, making it easy for employees to move
                        branding strategy because it can often affect your floor plan.      about quickly and efficiently. Designate space in your floor plan
                           When redesigning its Cancun location following Hurricane         for prep areas, cooking stations, a dishwashing zone and food
                        Wilma, Señor Frogs incorporated its spontaneous and inter-          storage space. You may also choose to include an office, em-
                        active brand into its new design by placing a hot tub in the        ployee bathrooms or a break room in the back of the house.

22    PMQ’s Pizza Magazine – The Pizza Industry’s Business Magazine
                        Your business plan must outline your                             usually divided into multiple dining areas to create a more inti-
                        branding strategy because it can often                           mate and leisurely environment.

                        affect your floor plan. when redesigning                         Make sPeCiFiCaTions
                        its Cancun location following hurricane                             Once you’ve carefully considered the needs of your restau-
                                                                                         rant, you can begin generating measurements and drawings
                        wilma, señor Frogs incorporated its                              for your floor plan. A team of restaurant concept development
                                                                                         professionals can help draft your initial floor plan for maximum
                        spontaneous and interactive brand into                           efficiency, taking the overall circulation within the restaurant
                        its new design by placing a hot tub in                           into account.
                                                                                            While your restaurant floor plan is being drafted, you can
                        the middle of its restaurant floor plan.                         begin determining the seating capacity, dimensions of rest-
                                                                                         rooms, bar area and storage facilities and the location of server
                       sTaFF ConsideRaTions                                              stations. The dining room and bar must have adequate seat-
                           Each member of your staff has different demands concern-      ing for your guests and your entire restaurant should be ADA
                       ing the restaurant. Your manager will be concerned with de-       (Americans with Disabilities Act) compliant, meaning that
                       livery access and security issues, while your chef will be more   people with disabilities can maneuver through your establish-
                       focused on kitchen maneuverability and functionality. Make a      ment with ease. Unlike menu covers or restaurant uniforms,
                       detailed outline of your floor plan and examine the potential     floor plans are not easy to modify once they’re in place.
                       successes and failures of the conceptual floor plan with your                                                  PMQ’s Pizza Magazine
                       managers, chef, servers, bussers and bartenders.
                                                                                            Aaron D. Allen is founder/CEO of Quantified Mar-
                       CoMPaRe ResTauRanT FlooR Plans                                       keting Group, an Orlando-based strategic market-
                          Study other restaurant operations before developing your          ing and public relations firm focused exclusively
                       own floor plan. Note what works or doesn’t work for them.            in the restaurant industry. He can be reached by
                                                                                            emailing aallen@quantifiedmarketing.com or vis-
                       Fast food restaurants are usually boxy so that guests can move       iting www.quantifiedmarketing.com
                       through them quickly. Casual and fine-dining restaurants are




24   PMQ’s Pizza Magazine – The Pizza Industry’s Business Magazine

				
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