Decisions to make
What must be clear
- 01Primary guest and dining occasion
- 02Service model and average check
- 03Menu breadth and kitchen intensity
- 04What the concept will deliberately not offer
Work the problem
Practical next actions
- Write a one-sentence guest promise
- List three comparable concepts and the gap you intend to fill
- Sketch the guest journey from discovery through payment
- Test the promise with a limited menu or pop-up
Avoid
Common failure patterns
- A concept that depends on being busy at every service
- A menu designed around personal favorites rather than an occasion
- Too many service modes at launch
- A brand idea that conflicts with the required economics