Restaurant Concept

The purpose of this paper is to present the resturant concept of Madison & Kennedy's

Bistro. Madison&Kennedy's will bring the taste of true Homemade food into the core of

the Metro Detroit area.

Madison&Kennedy's will bring a new twist on how homemade food is made and eaten.

All of our foods are fresh and homemade cooked to perfection for each and every customer. My concept will truly bring that warm, hometown feel for all guests, whether child or adult. Although Madison&Kennedy's will be the best meal around, it will also be some of the best food for you as well. We are fully understanding of our customer's health, so when we prepare our food, we use oils with no transfat, low sodium, and no preservatives. With not using these ingredients, we stay health conscious as well as cutting down costs for the store, which in turn our shareholders will benefit from it as well. We will use a Country style, with a European-Paris setting. Its comfortable and homey, but with a polished touch. Broasted chicken, slow cooked pot-roast, Homemade soups made from scratch, with a wide selection of soft beverages and wine, we want customers to embody the true home style restaurant at Madison&Kennedy's.

Concept Development

My concept of Madison&Kennedy's is that I want it to be a Family-style restaurant. I want my restaurant to be a traditional homestyle restaurant, but at the same time I realize that my concept needs to stick out and have some flare as well. Making sure that the concept is distinguishable by the average consumer is paramount. The restaurant business is competitive enough without my restaurant having to go head-to-head with established eateries already, so Madison&Kennedy's have to stick out from the rest.

I want a place that you can bring your kids and enjoy the environment that Madison&Kennedy's will offer, but after a certain time be able to just bring your significant other and to be able to vibe on a grownup level. That's the difference in my home-style restaurant versus others. The location will be around a shopping area, mall or even inside a mall can be premier areas for Madison&Kennedy's to really boom. I think that my concept is for the working class people who can enjoy the relaxing setting and home-style comfort. I wanted my restaurant to relate with people such as myself, because to create a concept that does not fit neither me, nor fit the area it will be in is disaster from the beginning. The menu will definitely fit my philosophy which is "get the most bang for your buck, but get the best quality as well". Madison& Kennedy's will embody both necessities that the working class needs and wants in the menu prices and the quality of the food that will be served at the restaurant.

Site Selection

For Madison&Kennedy's restaurant to be successful, the location like I stated previous can be in a major shopping mall, or around that business area. I need these locations for the traffic that flows through them. It can be an area that has a nice sized building; I would not want the restaurant to be built from scratch. I would want the building to accommodate 150-200 people at one time, Like a Chili's or a Bob Evans. The building needs to have a full parking structure, about 75-100 spaces. I want the restaurant sign to stand out, but not to be so flamboyant and flashy, that's not what I want Madison&Kennedy's to be about. The location that the restaurant will be at does not fit the area, or my vision. The actual location will be in a suburb around Detroit, like Dearborn, MI. The Fairlane mall is in that area, and it definitely attracts people all the time. At least within a 1-3 mile radius within that shopping area.

Market Analysis

Madison&Kennedy's is like a Chili's or a Friday's restaurant. It will fit in with a family style setting. I think these types of restaurants have the most success today, especially in today's society where the economy is not the greatest at this point. People just don't want to eat somewhere, but they want to save as much money as possible and to leave satisfied with the service and quality. I think with the right plan in place and execution, Madison&Kennedy's can be just as a big a name as those restaurants named. I think there is a need for a home-style restaurant in Dearborn, but a home-style restaurant with a twist. As I stated above, the target audience is people like me, hard working class people who enjoy the finer things in life from time to time. I want to make sense to the people I'm serving, not just taking their money. If I can't relate to my own restaurant, how can I expect others to do the same? Any successful restaurateur will tell you that they created their concept because it's the type of restaurant they love to eat at, and that's what my goal is to have Madison&Kennedy's to be. With all the time, energy, and money you'll be putting into the place, I have to make sure you love the idea and are passionate about the menu.

Comparison Analysis

If I had to compare a restaurant similar to Madison and Kennedy's, it would be Bob Evans without the breakfast, and Friday's. These are two of the most popular restaurants in the restaurant business, so name wise we would get no recognition. Fortunately for our restaurant, those restaurants are 5-7 miles away from the prime shopping area, which Madison and Kennedy's will be only 1 mile away. As far as the menu and prices, we either match their price or are slightly lower to compete with those two. They have some things that may taste better, like Friday's ribs, ours are not quite on their level, but our burgers and our homemade fries are better, according to the taste comparison we held for random consumers to taste. I feel our dinner menu is better than Bob Evans because they are more known for their breakfast. Their dinner menu is good, but I think it is more frozen food they have for dinner, like their chicken. Our chicken is fresh, cut up chickens that we actually season in the preparation area and dipped in fresh flour, or slow roasted for hours if they want it baked. I want people in that area to go to Bob Evans for breakfast and to Madison and Kennedy's for dinner, and I truly think our only real competition would be Friday's dinner menu. We can work on our ribs; maybe we don't sell them until we can compete with their ribs or surpass them. With the distance we have between those two restaurants, we have