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CJ Hage
HTMS 2110
Professor Marsh
November 11, 2014
Food and Beverage Proposal: Salut!
Section I - Theme
The theme that I chose to do for my restaurant is French. It will be a
smaller restaurant with sit down service and a wait staff. French is one of my
personal favorite cuisines and if you are opening a restaurant you should
enjoy the type of food that youre selling. Not only does France have good
food, but it is also a beautiful country with a lot of history in this industry
influencing restaurants across Europe. France even had the first public dining
room where guest could order off of a menu and have a choice of different
items. It falls in the category of Moderate/Theme restaurants because not
only will I be serving French food but I plan to design the restaurant to reflect
the French culture by integrating French music and designing the restaurant
to look like one that you would find on the streets of Paris.
I chose the French theme because I love French cuisine. My initial plan
was to incorporate crepes into the menu because that is something my
family makes on a regular basis. They are a simple dessert or breakfast that
anyone can enjoy because a person can put pretty much anything that they

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want into it. Once I researched the types of entrees more and saw the steak
and chicken plate that was French based I decided that French would be a
good choice for a restaurant because steak and chicken arent uncommon
dishes that would be hard to sell. Also, I have never noticed a French
themed restaurant, apart from one small caf in Florida, outside of New York
City.
Although most restaurants that open will close within the first three
years, I believe that if there is a new theme and you advertise and market it
enough it will be successful, especially when you know that the food it going
to be top quality. I believe it would be most successful in an area similar to
Smithville or a downtown area where people go to walk around because not
only would you have people that are coming for your food specifically but
you would also have the advantage of the foot traffic needing food on their
day out.
The French theme will be conveyed to the customers by not only the
food, but the ambiance as well. I plan on designing the restaurant similar to
the pictures that you would see of a French caf including a small scaled
outdoor patio and a mini bakery section to include delicious pastries with
clairs, tarts, macaroons, and croissants which is something that I think a lot
of people expect to see when they think of a French restaurant. On the
outside patio there will be beautiful flowers and, at night, twinkling lights

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strung throughout them to give it beautiful lighting. The interior will convey
the French theme with art, pictures, and trinkets relating to France.

I plan to incorporate the blue and red colors of the French flag into the menu
design, while also having the menu titles displayed in both French and
English. To promote the theme I would also try and incorporate the table
settings. To incorporate the colors I would do a dark red and dark blue plates
and a white flower. French music will also be playing in the background
including artists such as Carla Bruni, Zaz and MC Solaar.

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All of my employees including the waiters and cooks will be in uniform

so that the guests can clearly identify them from other guests and also
distinguish a cook from a waiter. The cooks will be wearing a chefs outfit
and the waiters wearing a white shirt with a vest and bowtie, or regular tie.

The dining room and patio combined will include about thirty to forty
tables, all two-person that can be easily converted for bigger parties. Since I
intend for the dining room to be smaller the kitchen will not need to be too

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big. I plan on having four separate prep tables for the meat, poultry, dry
goods and produce to help protect from cross contamination. If necessary
the kitchen could probably live without two of the prep tables as long as
there was a set plan for when each item is to be prepared and the tables
were sanitized as needed. I plan on having an estimated four to five cooks
on duty at all times with three separate shifts including the opening, midday, and closings shifts with mid-day having the most employees on hand
due to breaks. The bakery section will be a separate entity from the kitchen
staff with one baker and an assistant who will also serve as the cashier for
that section. All together I would need a minimum of about ten to thirteen
employees for just the back of the house.
When it comes to the menu pricing I plan on using the cost oriented
philosophy that basis the price of the item on how much it costs to make it
and marking up, in this case we are using a food cost percentage of thirty
percent. The restaurant will be mostly for lunch and dinner but eventually, if
it became a possibility, I would hope to have the pastry/bakery section open
a bit earlier for people to have as an option. Since this is a
moderate/themed restaurant and due to being in a location similar to
Smithville, my expected clientele would have to be either families or young
adults. Since I intend a lot of business to be passers-by I would set a more
casual and downscale tone so that anyone looking in wouldnt feel to
underdressed or expect the restaurant to be expensive. The theme is an
important part of this classification of restaurant because it sets the

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ambiance, selects the basics of the menu, and defines the service. I hope to
portray the French theme well enough so that the guests understand and
feel connected to the theme while eating at the restaurant.

Section II Marketing
The target market for this restaurant would be young adults and locals.
To get the attention of these markets the best forms of marketing this
operation would be coupons, flyers, radio and social media. I think that
these forms will work well together to cover a broad range of area and
connect to both target markets.
Groupon is a very popular app that people use all the time to get
great deals on everyday activities such as eating, festivals, and tours. While
there is always the possibility of losing money while having a coupon it is an
effective way to get the name out there. The first coupons that my
restaurant would use would be either a fifteen percent discount on
dinner/lunch or ten percent of alcoholic beverages. The restaurant could

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also incorporate a local college by handing out coupons that students can
use for one week with their student ID to get a discount on their food. Flyers
could also be hung up around the schools and in other local areas that a lot
of people go to such as supermarkets and movie theaters. I think that these
will be effective forms of marketing because they cover a range of people
and are able to be changed easily to attract different target markets or
demographics.
The next form of marketing I would use would be radio. Not so much
AM or FM radio but more so Pandora or other internet sites that people use
as radio now. Unless you pay a fee, everyone listening to Pandora is forced
to listen to a commercial every couple of songs or every time the skip button
is pressed. With no way around them, besides a mute button that takes
effort to push, everyone is subjected to these commercials. The actual radio
would also be effective because while driving because it is always there so
while I dont think it would be as effective as Pandora commercials it is still
effective and would reach locals specifically.
The most effective form of marketing that the restaurant would be
involved in is social media. Salut would have a Twitter account, a Facebook
page, and an Instagram just to name the most important ones. Social media
is a very big market because almost everyone is included in it. With this
form of marketing you almost do not need a target market because it can
reach all forms of demographics. Not only can you easily target customers

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by their age but also by the area that they live in. Advertisements can also
be paid for to promote the business on all of these social media sites and it
will show up on everyones feed as a promotion or sponsor. I think this would
be the most effective way of marketing my restaurant because it is easy to
connect to the market that you want whereas the others are more of a
guessing game.

The message that I plan on marketing to the public is that you can get
great service, similar to fine dining, without having to pay outrageous prices.
I plan on fulfilling this message by incorporating the style of service
mentioned in Section III and training the employees to uphold the service
promised to the guests.

Section III Service

Salut will be a table service restaurant with an a la carte menu with
self-seating in the outside area with aspects of French service intertwined in
the training of the wait staff. One main thing that the servers will be doing

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is greeting the guests in the French language using either Bonjour or

Salut both meaning Hello or Welcome while salut is used as a more
casual way of speaking.
One way that the service would convey and reflect the French theme
would be the way that the wait staff addresses the guests in the restaurant.
The waiters and waitresses will be trained to include certain aspects of the
French styles of service into the way that they serve the food to the guests at
their tables. Some of the ways that the servers will be expected to serve will
be to always serve from the left, to bring the dessert carts out, and greeting
the guest in French.
The way that food shall be served to the guests will add a bit of the
French food culture into the meal with some noticeable while others will not
be as notice. Always serving the guests from the left may not be as
noticeable to the guests because it is something so simple that it is almost
obsolete, but the restaurant will be uniformed in any way possible.
The carts will be used to bring out the items that will most likely be
premade such as the desserts. The desserts will come out on a cart and will
be presented to the guests at time of selection with a few options including
the Chocolate Liqueur Souffl and some of the items from the bakery section.
While cart service is mostly used in fine dining I wanted to add it a little bit to
ensure that some French style of serving was being represented in the
restaurant. I want to give the guests a taste of the fine dining experience

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without having to pay outrageous prices and while being in a more relaxed
environment. Another way I hope to include the cart service will be have a
station in the bakery section in view of the customers where some other
desserts, such as bananas foster, can be made in front of the guests. This
would be a modified version of the cart service because while the food will
be made in front on the guest the station will not be portable. All other food
will be brought out on trays to each table by the server.
All of the tables will either be two of four person squared tables
although they can be pushed together to accommodate larger parties or
shifted around to be able to give the servers ample space to bring out the
food. The dining room will account for about sixty percent of the building
with forty being used for the tables and twenty being used for the bakery
and the server stations where they will fill drink orders and have more plates,
utensils, and other miscellaneous items in reach. There will also be a couch
and some extra seats in the front of the dining room to serve as a waiting
area for guests that have put their names in at the hostess desk.
The ambiance of the restaurant, which was mostly covered in the
theme section, will help the guests get into the feel of being in a French
restaurant. The waiters and waitresses will be a big factor in this not only by
the way they are serving the food but also by the way that they will be
dressed which will be uniformed and similar to what most Americans expect
French waiters and waitresses to dress like.

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Section VI Conclusion
Salut will be a French restaurant that will give people top quality
service while having the casual atmosphere of a moderate/themed
restaurant. With the dishes the will currently be on the menu there is a
balance between cheaper items, such as the Coq Av Vin, and more expensive
items, the Filet Mignon with Pepper Cream Sauce. I think that having a
variety of prices is a good idea so that the guests can have more options to
choose from. I also think that having the bakery section would be a nice
touch because not only do the customers have a wide variety to choose from
but other guests that dont want to have a full sit down meal can grab
something quick and simple to eat while also introducing the restaurant to a
broader range of customers.
While the menu items can be found in America the recipes are French
based and with more research and a good chef the menu items can be
altered to present a more traditional French meal as opposed to the
Americanization of them. The style of service will promote the French style
in very simple ways that will be carried out by the waiters and waitresses by
incorporating some aspects of both the French cart service and the French
banquet service.

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I have confidence that Salut will be a successful restaurant do to its

uniqueness. With the aspects of service mixed in with the casual dining I
think that customers will enjoy the ambiance as much as they enjoy the
food.