Restaurant Concept Paper - Meat Barge

Running head: RESTAURANT CONCEPT PAPER
Restaurant Concept Paper
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RESTAURANT CONCEPT PAPER1
Introduction
Meat Barge is a concept which aims to bridge the gap in the Canadian market
where fast causal in the meat segment is still untapped. The restaurant aims to use next
generation food science to provide healthier but tastier option of fast food for the local
consumers. Meat Barge has formed partnership with local producers to develop
sustainable methods and achieve a top reputation in the market. In partnership with the
Butcher Chef, Meat Barge aims to create the fast causal environment serving one of
the best qualities of meat and fast food. Chef Derek von Raesfeld has inspired
development of an exquisite menu specially designed to present the unique profile of
different types of meat flavours. Therefore, the restaurant is trying to raise the bar by
developing a menu and meals that fast causal has not experienced before. Meat Barge
will hire staffs that fit the profile for being passionate, sincere and committed to their
work who are ready to learn from every opportunity they get and grow along with
their organisation. However, the success of the restaurant depends various other
factors such as analysis of the target market, current trends in the global culinary
world, concept of the restaurant and strategy for marketing the concept. These factors
provide an understanding about the overall plan and its feasibility in the current
market.
Target Market
Based on the concept of a fast causal restaurant and consumers visiting the
Butcher Chef, the consumer profiling has been done based on their distinct behaviour
and location. The restaurant offers services to similar consumers all over the week and
the fast causal restaurant is generally for a younger urban crowd looking for a classy
experience at reasonable prices.
Target market throughout the week
Gender: Male and Female
Age: 20-35 years
Marital status: Married and Unmarried
Children: No
Education: Students, Graduates, post graduates
Job: Corporate officials, part time employed, students
Geographic Location: local
Income: $20,000 - $45,000
Trends
Fast casual dining
The recent trend in the market shows that there has been flat growth for all
restaurants using a concept of fast casual dining. The fast casual dining has been
experiencing significant growth in the industry and has taken a larger share of the
restaurant landscape. These restaurants offer enhanced quality of their food with value
price points. The total fast causal growth in the global market was 9% in the year of
2017 for all the 250 chains in the world (Beckett, 2019). There are fast causal
restaurants which are growing at exponential rates. The United States are a fast casual

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nation but Canada has also experienced significant growth in the past few years.
Canada experienced double digit growth in the fast casual segment where fast casual
is expected to grow even further. It offers the patrons with the opportunity to control
their own experience from starting to finish (cbinsights.com, 2018).
Consumers are looking for a sweet spot where these consumer segments are
provided with healthier options where both quality and convenience are being
maintained. The main advantage of using fast casual is that they do not need to be
creative while implementing their marketing strategy as the fast casual market is still
not saturated. However, in order to implement this trend effectively into the restaurant
concept, the differentiation between fast casual dining and fast food staples has to be
made. The firm has to make the consumers understand that they offer fresher and
healthier options (Beckett, 2019). The servings are expected to be classy where metal
dishes will be used for serving food, the ambience will be upscale and alcoholic
beverages will be served. Therefore, posters and menu boards are essential to
highlight the differences between the consumers’ needs and wants. Moreover,
community connection is another significant way which will be used to partner with
local schools, sports teams and other firms. It helps in making the franchise more
fulfilling than before and engagement with the local consumers on a personal level.
Delivery Disruption
According to the data from NPD Group research, 2.8 million orders are made
online today out of the 61 million orders made in a restaurant (Beckett, 2019). It
implies that 5% of the total orders in the global market are from online platforms
(Beckett, 2019). Digital push has a significant impact not only from the point of sale
systems to reservations. Delivery is one of the most powerful transformation in the
market. It offers innumerable opportunities for growth and expansion where digital
sales is expected to grow from 6% to 30% by the end of 2025 (Beckett, 2019).
Meat barge will take advantage of the new business delivery model cause
disruptions in the food business to incorporate online delivery services. The company
will partner with Uber Eats, Foodora and DoorDash at the initial stage to offer online
service to the consumers by making delivering food based on their convenience. The
firm will also ensure that packaging of the food is performed efficiently to maintain
the aesthetics of the food offered.
Sustainable produce
Sustainable produce and farm to table are two concepts which has been a key to
developing competitive advantage in the restaurant for the past decade where the
consumers are willing to pay more for sustainable measures taken by restaurant
organisations (Morrison et al., 2017). Locally produced food and seasonal food are
key to developing a palate which is unique and differentiates the restaurant from other
companies. These product are fresh and organically produced to reduce the harmful
impact on the surrounding environment. Therefore, Meat Barge will form partnership
with local farmers to offer fresh produce to the consumers and healthier options.
Moreover, sustainable produce needs to be added on to the concept of farm to table in
the modern market to gain competitive advantage. It implies that protecting the
environment by growing crops without the use of toxic chemicals and pesticides. In

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terms of livestock, Meat Barge will focus on the welfare of the animals and develop
healthier meat options. These two aspects are responsible for offering nutrients and
healthy food options to their communities.
Restaurant concept
Service style
The service style of the fast casual restaurants are similar to a fast food
restaurant except that the food quality is perceived higher when compared to the fast
food joints. Customers will order their food on the counter and their meal will be
served hot to their table and it will also offer the consumers to order food to go. The
restaurant will follow a silver service which is platter to plate where the food will be
presented and served from the platter to the plate of the consumers by using a service
gear. It will start from the left hand side of the guest. The menu will be visible at the
counter where the consumers will have plenty of options to choose from and they can
also decide on customisation options.
Dining Décor
In terms of the dining décor, the dining room will be divided into bar and
dining area. A fast causal needs to be more than a good décor where the design will
based on offering fast services to their consumers but it should have a full-service
design of a fine dine. The dining area will consist of marble tops surrounded by dark
brown wooden chairs. The windows will be black trimmed which provides view on
the baking areas. The restaurant will also include black-leather cushioned seats along
with an Oak table. The wall will consist of white tiles with bookshelves along with
low hanging lights. These lights will take a contemporary look along with large size
menu boards along with various arts on the wall. Various quotations will be printed to
address the theme of the restaurant.