Fastfood, casual or fine dining? (Part 2)

Casual dining restaurants are probably a favorite of mine when it comes to setting up and concept. It is not as 'casual' as fastfood and not as formal as fine dining restaurants. You can play around so much with the concept, restaurant setup, menu, uniforms, everything! Fun would probably be an appropriate word for it.

Casual dining restaurants should aim to be comfortable, cozy and yet, not with a little formality needed if you are hosting business meetings. Talk about power lunch. It is a place where you would usually find couch and family meal servings. They can be themed according to country (japanese, chinese, greek), interests (music, movies, sports) or even just any theme that suits you like pizzeria, burger, cereals, your family secret recipes or your favorite dishes from all around the world.

One thing that should be noted even for other types of restaurant is your Unique Selling Proposition. What sets you apart from the other restaurants? What should customers look forward to?

Casual dining restaurants would be heavy on customization if it wants to make a niche in the dining public. Here are a few things which casual dining restaurants can customize for that marketing flavor.

• MENU (not just the menu book itself but with the names of the items and presentation. How about LCD tabletop menu screens?)
  
• RESTAURANT LAYOUT
• RESTAURANT ACCESSORIES (table placemats, utensils, salt and pepper shakers, napkins, centerpiece, utensils, glassware, diningware)
• STAFF UNIFORM
  
• RESTROOMS

Casual dining restaurants have to decide on whether it will serve individual servings or family platters. These would have to be decided upon at the beginning. It will be such a hassle, not to mention expensive, if you start recipe testing for individual servings and decide later on to serve in platters. A combination would be possible. The only critical part is to make it clear in the menu so as not to confuse customers and dining service staff as well.

Sticking to the theme is important. If you decide to be a Pizza and Pasta restaurant, it would be odd seeing Tempura or Bulgogi in the menu.

Casual dining restaurants also need a good group of dining service employees. Most people who dine in casual dining restaurants tend to know a couple of things about food, have the extra money for a casual dining and would usually ask things about the menu. It is important to have a clearly and neatly printed menu with simple descriptions. However, it is also a must that the waiters know how to explain the food. Best would be if they have actually tasted all the menu items.

(to be continued in the next post)