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There is a Formula for Success

The Winning Restaurant Formula is based on extensive studies by Technomic that examined why certain concepts resonate with consumers while others remain perceptually undifferentiated. It is a formula that blends Consistently Solid Basics and Resonating Points of Differentiation.
 
Consistently Solid Basics (CSB):

CSB #1 - Service

• Timely greeting and seating.
• Prompt acknowledgment by server.
• Server possesses good product and concept knowledge.
• All meal components occur at the right time, spaced appropriately in relation to each other.
• Proper staff attention during the meal, so that no basic meal component is lagging.
• Check and payment are handled in a prompt manner.

CSB #2 - Food
The consumer presumes that the concept will consistently meet expectations around the following menu-related touchpoints:

• Expected taste and flavor profile.
• No "food quality" surprises.
• Hot food hot and cold food cold.

CSB #3 - Unit Appearance
Consumers often consider the neatness, cleanliness, and look of a restaurant to be an indicator of the amount of pride and care that also goes into the food preparation.

Resonating Points of Differentiation (RPD):

RPD Major Category 1:  Lifestyle Integration
Consumers demand a satisfying restaurant experience that’s also a good fit with their specific time, resources, and dining occasion needs.

RPD Major Category 2:  Hospitality
Does the staff genuinely seem happy to see customers?  Do customers truly feel that this is the place where they should be spending their discretionary dollars?

RPD Major Category 3:  Menu Desirability
What combination of characteristics make the food and beverage offerings at this concept “pop” compared to consumers’ other meal solution options?

RPD Major Category 4:  Atmosphere
Does a visit to the restaurant just make the customer feel better?

RPD Major Category 5:  Concept Essence
Does the concept successfully communicate its core values, practices, and the foundational principles and elements of their unique operating business model?

RPD Major Category 6:  Manager Presence
Is it felt by both customers and employees? Customers want to feel like the restaurant (and its leadership face – the manager) genuinely appreciates their business.

Excerpted from Restaurant Business, June 2009  

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