Concept the concept is devised to interest a certain

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Concept The concept is devised to interest a certain group of people (or groups of people), called a target market (Walker). The target marked in my restaurant is to be a family restaurant so I can bring in as many people as I possibly can to have a good return on investment. I know my vision has to satisfy all the market, demographic, ambiance, location, and feasibility of the concept. If they are not met, it will end up a failed try. I have to have the better ideas of my competition. I will have a family night where kids can eat free and the adult meals are cheaper. This will bring down the sales of the day, but will bring in more people where it will equal it out and even make me more money. I will have a happy hour, but instead of it being alcohol, it will be with appetizers. Even though a happy hour with alcohol would bring in people, I want to bring in families and a place where people are drinking isn’t a place where families want to bring their kids. I would also have a drawing where after the guest was finished eating, they can put their receipt
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in a drawing for a $50.00 gift card to my steakhouse. There is always a better concept coming on stream—better in atmosphere, menu, location, marketing, image, and management. If a restaurant is not competitive, another restaurant down the street, across town, or next door will take away its customers (Walker). Cooking food for everyone in a restaurant is a challenge, and sometimes it takes a little longer than planned. Also, on the busy nights, there may be a wait. When the kids are hungry with nothing to do, they get cranky. This is why I will have a little game room. There will also be a television with movies playing to keep them occupied while waiting. I said before I didn’t want happy hour with alcohol because I want it to be a family friendly restaurant, but there is beer and wine. There will be no specials, just the alcohol for the adults to have a glass while waiting or eating. All these concepts will help me have a good return on investment. Site Selection Choosing a location the most important decision you make and often defines the success of your new venture (Foley). There are many good locations and there are also horrible locations. In today's packed world of restaurants, you don't have to travel far to find an available location. But, remember, there is a reason a location is vacant (Foley). Keeping in mind the target market, which the restaurant is trying to bring in, should be where you will achieve this the most. I have many reasons as to why I chose the site I have chosen. Major’s Steakhouse is in a small town of Iowa called Oskaloosa. When I say small, it has 14,000 people living there, so it has a good amount of people to bring in revenue. It will be on the square so it is easy to get to, but a parking lot behind the restaurant for plenty of parking. I chose this location because I grew up in the town of Oskaloosa and loved it. I
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worked in a restaurant in Oskaloosa and seen how many people I can actually attract.
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  • Winter '13
  • Stewart
  • Restaurant management, Restaurant Owner, Oskaloosa

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