Restaurant specific areas of the concept

HOSP319

The Village Concept Statement

This concept statement is about a fast-casual restaurant which will be known as The Village. Just as the name suggests, the restaurant will be serving fast, traditional, and healthy multi-cuisines. The Village will be a fast-casual restaurant, with its first outlet to be in Sacramento, California. A successful The Village can mean it will regenerate a new restaurant of its nature in every two and half years. The Village will be headed by Victor Carlucci as the president of the Sacramento Corporation. The village will offer a vast range of cuisines to the city with the highest number of old-adult working class citizens, who envy the healthy traditional cuisines.

The Village will operate under individuals and families market segments. Lunchtime business is common for individual working class people while dinner time business will be tailored for families. Sacramento’s working adult population of approximately 103,000 families which is 59.4% of all households in the city and this can cater for the family segment (WPR, 2018). The individual segment will be mainly supported by Sacramento’s growing population of 109,000 people aged between 45 and 64 years.

The Village will provide a unique fast casual dining experience that offers an encouraging customer service which will encourage customers to return. The menu will feature fast, traditional, and healthy delicious meals that will be easy to prepare for the chefs. The restaurant’s competitive edge will be based on customer experience which will be a key way to distinguish it from other restaurants (Lemon & Verhoef, 2016). When customers have a good experience, it will encourage them to return. The Village will have another competitive advantage of being the only restaurant offering traditional cuisines that go in line with the culture of people from Sacramento and surrounding areas. Offering fast and healthy food, especially to the working class adults will offer The Village another competitive advantage.

Victor Carlucci has been the restaurant business for the last eight years and has a double major in Hospitality Management and psychology from San Jose State University. Jonathan Alpha is also a founder of The Village and he will work as the manager in charge of personnel, algorithms, accounts, and pricing.

As a fast-casual multi-cuisine restaurant, the décor of the restaurant will be touched by modern and traditional Spanish and Asian culture and handcraft. The Village will have a combination of multi-cultural food because Sacramento is made up of a population from different backgrounds, for example, Spanish and Asian cultures. The restaurant will have 30 sets of conventional furniture from Sacramento. The village will not have a bar but will offer wine in its menu because it seeks to be identified with healthy food solutions (Gordon & Brezinski, 2016). The menu will be diverse but traditional Mexican cuisines will be the main restaurant’s servings. Baked products will be baked in the restaurant to ensure they are served fresh and quality control measures are in place and followed.

The Village’s mission is to become the top fast-casual restaurant offering the premier dining experiences. Efficiently offer healthy traditional cuisines to the working adults and individuals seeking to lead healthy lifestyles. The food will be prepared and served under the highest standards of freshness and customary style of cooking.  

The Village’ vision statement is as follows:

“The Village intends to become the premier choice for traditional cuisines in Sacramento among the working adults and families.”

To succeed in this plan, The Village will offer simple and delicious cuisines. Staff will also be expected to treat all customers with the highest standards of service. Carlucci and Alpha will use their vast experience to design and implement strict financial controls.

References Gordon, R. T., & Brezinski, M. H. (2016). The Complete Restaurant Management Guide. Routledge. Lemon, K. N., & Verhoef, P. C. (2016). Understanding Customer Experience throughout the Customer Journey. Marketing, 69-96. WPR. (2018). Sacramento Population. Retrieved from worldpopulationreview.com: http://worldpopulationreview.com/us-cities/sacramento-population/