Выбор названия ресторана⠀

Choosing a restaurant name ⠀

Choosing a restaurant name ⠀

Both world and our national practices go in the choice of restaurant names in various ways: ⠀

💡 historical and traditional: ⠀

1) by the name of the owner, for example, well-known in Russia at the turn of the 19th-20th centuries TESTOVA restaurant, ⠀

2) at the location, for example, in Moscow, the restaurant "MOSCOW", in the Vladimir region the restaurant "SUZDAL", ⠀

3) taking into account the specifics of the cuisine, national characteristics, clientele, for example, “THREE GUNS”, “UKRAINE”, “RUSSIAN FISH”, “ACTOR”, “ARCHITECT”, respectively; ⠀

💡 traditional: ⠀

1) in accordance with the company name of the owner company, for example, “MACDONALDS”, ⠀

2) using well-known geographical names, for example, in Moscow - “ARAGVI”, “PILSEN”, “PRAGUE”, ⠀

3) using historical roots, for example, “OLD ARBAT”, “TRAFFIC AT YELISEEV”, “WALK OUT”, ⠀

4) using the names of famous personalities and / or literary heroes, for example, “TURGENEV,” “UNCLE GILAYA,” “STANISLAVSKIY”; classic: restaurants “METROPOL”, “SAVOY”, “NATIONAL”; ⠀

💡 by name of owner: “BY IVANYCH”, “BY LEO”, “BY ALEXANDER”; ⠀


💡 fabulous and literary: “THE LION HEART”, “SHAHEREZADA”, “THREE RICHERS; ⠀

💡 nostalgic - using famous images from a previous life in the new homeland, for example, in the suburbs of New York Brighton Beach, the restaurants ODESA, VLADIMIR ... ⠀

▪ The given classification is author's and does not exhaust the whole variety of ways of approaching the choice of names - the purpose of the given classification is to show the variety of approaches to this very difficult issue. The chosen name of the restaurant can be used as the company name or its element - in this case, legal protection comes in accordance with Art. 54 of the Civil Code of the Russian Federation regarding the brand name. Trademark protection is more effective for 42 and other classes of ICGS. ⠀

Оформление ресторана

Restaurant decoration

Layout and layout ⠀

There are rules, adhering to which, you can make the most optimal use of a room designed for a restaurant, but you understand perfectly well that it is impossible to foresee everything. And of course, rules cannot be dogma. The atmosphere of your restaurant should correspond to the special menu that you are going to offer visitors. Do not forget that: It all starts with the menu, and not with the interior design. Before discussing with the designer the problems associated with the layout of the restaurant, it is necessary that he have a good idea of what you have in mind and understand what is required of him. Of course, he does not have to understand marketing, be able to make a menu and choose the type of service, know the technology of cooking, but he must have complete information about this. ⠀

📋 The list of necessary information includes: ⠀

🔸 characteristic of the local restaurant market ⠀
🔸 restaurant hours ⠀
🔸 customer category ⠀
🔸 menu type ⠀
🔸 service style ⠀
🔸 number of seats ⠀
🔸 customer flow (restaurant patency) ⠀
🔸 average number of guest groups ⠀
🔸 fluctuations in demand (daily, weekly, seasonal) ⠀
🔸 cooking technology ⠀
🔸 bar (will it serve guests) ⠀
🔸 details of service stations ⠀
🔸 functions of manager, head waiter, cashier ⠀
🔸 level of purchases Food & Beverage ⠀
🔸 number of staff ⠀
🔸 average estimated expenses for interior decoration ⠀
🔸 economic forecasts ⠀
🔸 estimate ⠀

Based on this data, you have to discuss four main topics with the designer: ⠀

✅ interior ⠀
✅ optimal layout ⠀
✅ prompt service ⠀
✅ appearance ⠀

When designing a restaurant, one should not proceed from the aesthetic views of the designer or, even worse, the owner of the restaurant: it is necessary to be based solely on logical requirements and gastronomic features. ⠀

❗ Your duty is to guarantee your guests comfort and peace, and to your employees - freedom of movement necessary for the successful completion of the work. ⠀

Designing a restaurant. Part 2

Restaurant idea and concept ⠀

We very often hear such concepts as the idea of a restaurant, the concept of a restaurant, the theme of a restaurant. As practice shows, very few people imagine what this really means. Or, in any case, there are many interpretations. What is the main idea of a restaurant is more or less clear, however, the restaurant concept is the key in the series of the above concepts. And it is with this that most misunderstandings arise. ⠀

🔮 Very often, the concept is understood as the idea of a restaurant. For example, a client comes and says that he wants to make a Latin American restaurant. This is an idea. Or, for example, what is called an “ordinary European restaurant”. This is also an idea. But not a concept. From the idea to building a competent concept is still far away. The concept reveals the restaurant idea, describes all the components of the restaurant’s activities, in fact it is the most detailed technical task for the development of technological chains, design solutions, brand, positioning strategies, menus, marketing and advertising programs to attract and retain customers and other components of the activity. ⠀

📝 The concept of the restaurant must be formulated in writing. This is a fairly voluminous, multi-page document based on marketing research data. Marketing research as an independent objective source confirms or refutes the relevance of the existing idea of a restaurant in a particular place at a specific time, in a particular price segment. Determine the contingent (segments) of visitors who can be attracted to a restaurant as part of an existing idea; check the correspondence of the ideas of the authors of the idea and potential visitors. Thus, a detailed development of the restaurant concept should be preceded by marketing research. ⠀

🤔 Many future restaurant owners do not want to pay for marketing research, but then you need to be prepared to rely on your taste. And at your own peril and risk. ⠀

💼 Or trust the restaurant building professionals. ⠀