A restaurant business plan lays the groundwork for every part of your operation from concept development and marketing to daily management and financial goals. It’s a key document for securing funding, aligning your team, and staying focused as you grow.
This guide breaks down each section of a strong restaurant business plan, with clear examples and expert insights to help you build a strategy that’s realistic, detailed, and tailored to your concept.
At the end of the article, you’ll also find a free downloadable sample and fill-in-the-blank template to help you get started faster and with more confidence.
What to Include in a Restaurant Business Plan
A solid restaurant business plan follows a clear structure that covers all the critical components of launching and running your restaurant. Think of it as your blueprint; it helps clarify your concept, attract investors, and keep your operations on track.
Here’s a quick overview of the key sections every restaurant business plan should include:
- Executive Summary – A snapshot of your concept, goals, and what makes your restaurant stand out.
- Company Description – Details about your restaurant type, mission, and legal structure.
- Market Research and Industry Analysis – Insights into your target market, competitors, and industry trends.
- Menu and Concept – Overview of your food offering, pricing strategy, and unique selling points.
- Marketing and Sales Strategy – How you plan to attract and retain customers.
- Operations Plan – Day-to-day logistics, staffing, suppliers, and service style.
- Location and Layout – Details about your site, floor plan, and customer flow.
- Management and Staffing Plan – Your leadership team’s roles, experience, and staffing requirements.
- Financial Plan – Startup costs, projected revenue, profit margins, and funding needs.
- Appendices – Supporting documents like permits, sample menus, resumes, or branding assets.
Step-by-Step Guide to Writing a Restaurant Business Plan
A detailed business plan helps turn your restaurant idea into a well-defined strategy. Below is a step-by-step breakdown of each section you should include. Each part is designed to help you stay focused, win investor support, and build a restaurant with long-term success.
1. Executive Summary
Your executive summary is the first impression of your restaurant business plan. While it sits at the top of the document, it’s often easier to write this section last, once the rest of your plan is complete.
What to include:
- Restaurant concept – A clear, one-sentence explanation of your restaurant type and theme (e.g., a modern Scandinavian café focused on farm-to-table brunch).
- Mission statement – What drives your business and what values you stand for.
- Target market – Who you’re serving (e.g., young professionals, families, tourists).
- Location and size – Planned site or general location, seating capacity.
- Ownership and structure – Your legal business setup and the key people involved.
- Financial highlights – Projected revenue, profit margin, and how much funding you need.
Pro Tip: Keep it under one page and make it compelling; it sets the tone for everything else.
2. Company Description
This section offers a deeper look into your restaurant’s identity. Investors and lenders want to understand who’s behind the concept and what the business is all about.
What to include:
- Business name and brand story – What inspired the name and concept.
- Legal structure – Sole proprietorship, partnership, LLC, etc.
- Ownership details – Who owns what percentage and who’s responsible for what.
- Vision and goals – Your short-term goals (1–2 years) and long-term plans (3–5 years).
- Unique selling proposition (USP) – What makes your restaurant stand out in a crowded market.
3. Market Research and Industry Analysis
This section proves that you’ve done your homework. Market research helps you gather real data about your local dining scene, customer preferences, and competitor strategies. It shows you understand your target customers, competitors, and the broader dining landscape.
What to include:
- Target market profile – Age, income, lifestyle, food preferences, dining habits.
- Market demand – Is there a gap or unmet need you’re addressing?
- Competitor analysis – Direct competitors, their strengths/weaknesses, and how you plan to differentiate.
- SWOT analysis – A clear breakdown of your restaurant’s strengths, weaknesses, opportunities, and threats to guide strategic decisions.
- Location-based insights – Foot traffic, nearby attractions, residential vs commercial zones.
- Industry trends – Emerging dining trends, consumer behaviors, or innovations relevant to your niche.
4. Menu and Services
Your menu is your product; it influences your branding, operations, and profit margins. This section gives a strategic overview of what you’ll serve and how.
What to include:
- Menu concept – Cuisines, signature dishes, dietary options.
- Sample items – Brief examples with pricing logic.
- Pricing strategy – Value-based pricing? Premium pricing? Bundle meals?
- Additional services – Delivery, catering, events, subscriptions, or retail products.
Pro Tip: Include a full sample menu in the appendix if possible.
5. Marketing and Sales Strategy
This section explains how you’ll attract and retain customers. It’s your plan to build awareness, drive foot traffic, and turn first-time diners into regulars.
What to include:
- Brand identity – Define your restaurant’s tone of voice, visual branding, and personality to create a consistent, memorable image.
- Marketing channels – Outline how you’ll use social media platforms, email campaigns, food delivery apps, influencer collaborations, and local events to reach your audience.
- Launch strategy – Detail your opening plan, such as a soft launch to test operations, a grand opening event to generate buzz, and promotional offers to encourage trial.
- Sales channels – List all ways customers can order, including in-person dining, your restaurant’s online ordering system, and third-party delivery platforms.
- Loyalty programs – Describe how you’ll reward repeat visits through membership perks, digital punch cards, or referral incentives.
- Public relations – Explain how you’ll generate media coverage through press releases, local partnerships, and outreach to food bloggers or journalists.
6. Operations Plan
This section maps out how your restaurant will run on a daily basis from opening doors to closing kitchen.
What to include:
- Service model – Full-service, fast casual, counter service, self-order kiosks, etc.
- Daily operations – Prep routines, service flow, reservation handling, cleaning schedules.
- Technology and tools – POS system, reservation platform, inventory management software.
- Suppliers – Key vendors for food, beverages, linens, etc.
- Licenses and permits – Health permits, alcohol licence, food handling certifications.
- Sustainability practices – Waste reduction, eco-packaging, energy-saving equipment (if applicable).
7. Location and Layout
Your restaurant’s location and layout can make or break its success. This section outlines where your restaurant will operate, why you chose the site, and how your floor plan supports smooth service and an enjoyable dining experience.
What to include:
- Exact location details – Street address, neighborhood profile, and proximity to high-traffic areas like offices, schools, shopping centers, or tourist attractions.
- Site advantages – Accessibility by car or public transport, parking availability, visibility from main roads, and nearby foot traffic patterns.
- Floor plan overview – Number of tables, seating arrangements, kitchen layout, bar or counter areas, and storage space.
- Customer flow – How guests will move from the entrance to seating, ordering, dining, and checkout to ensure efficiency and comfort.
- Compliance and permits – Local zoning laws, safety codes, and accessibility requirements.
Your goal is to show investors that your chosen location maximizes visibility and convenience while your layout is designed for operational efficiency and an excellent guest experience.
8. Management and Staffing Plan
A strong leadership team and staffing strategy make or break restaurant operations. This section outlines the people behind the business and how you plan to hire and retain staff.
What to include:
- Ownership and leadership bios – Experience, past ventures, relevant achievements.
- Organizational structure – FOH (front of house), BOH (back of house), management layers.
- Hiring plan – Roles needed, number of staff, onboarding process.
- Training programs – Service standards, safety protocols, brand training.
- HR policies – Pay structure, benefits, incentives, employee retention strategies.
9. Financial Plan
Arguably the most critical section, especially if you’re seeking funding. Your financial plan should present a realistic, well-researched view of your costs and projections.
What to include:
- Startup costs – Buildout, kitchen equipment, marketing, legal fees, etc.
- Operational costs – Monthly rent, staff wages, food costs, utilities.
- Sales forecast – Monthly revenue estimates over 12–36 months.
- Profit and loss projection – Estimate of net income based on sales vs expenses.
- Break-even analysis – When you expect to turn a profit.
- Cash flow forecast – Inflow vs outflow each month.
- Funding request – If applicable, state how much you’re asking for and how you’ll use it.
Pro Tip: Use visuals like tables and charts. You can download a free customizable template at the end of this guide.
10. Appendices
This is where you can include any materials that support your plan but don’t belong in the main sections.
What to include:
- Sample menu (with design, prices, and categories)
- Floor plan or layout sketches
- Branding mockups (logos, signage, uniforms)
- Resumes of owners and key team members
- Permits, licenses, and certifications
- Any market research or survey data
Free Restaurant Business Plan Sample and Template
Need a ready-made example to guide you or a blank template to fill in as you go? We’ve got you covered.
To make your planning process faster and easier, we’ve put together a free downloadable bundle that includes:
- A complete sample restaurant business plan – See how each section is structured, from the executive summary to financial projections.
- A fill-in-the-blank business plan template – A ready-to-use framework you can customize for your own concept.
The template comes as an editable Word document you can easily customize. Use the sample to understand how everything fits together, then start building your own with the template, perfect for pitching to investors, applying for loans, or simply getting your vision on paper.
Restaurant Business Plan Download Form
Get a ready-to-use, fully structured business plan template designed specifically for restaurants. This editable document includes step-by-step writing instructions, sample text, and a complete Table of Contents to help you create an investor-ready plan in hours, not weeks. Perfect for start-ups or existing restaurants looking to expand.
BONUS: Try This AI Prompt to Instantly Draft Your Restaurant Business Plan
You can use AI to instantly draft a tailored restaurant business plan in seconds. Just copy and paste the prompt below into ChatGPT (or any AI writing assistant you use), then customize the output to fit your concept.
This is a great way to speed up your planning process especially if you’re looking to brainstorm sections like your menu, marketing strategy, or financial forecast. You can refine the results from there, or plug them into our free template.
Here’s the AI prompt you can use:
“Act as a professional business consultant. Help me write a complete restaurant business plan for a [type of restaurant, e.g. fast-casual vegan café] located in [city or area]. Include an executive summary, business overview, market analysis, menu and services, marketing strategy, operations plan, management and staffing, and financial projections. Format it clearly and use bullet points or headings for each section. Make sure the plan is realistic and easy to customize.“
Pro tip: Replace the bracketed details with your actual restaurant idea (like cuisine, location, or style) to get more personalized results.
Note: AI-generated business plans can sometimes feel generic. Make yours stand out by filling in specific details, adding your brand personality, and reviewing restaurant business plan examples for inspiration. This ensures your plan is both investor-ready and true to your vision.
Frequently Asked Questions
How do you write a business plan for a restaurant?
To write a restaurant business plan, follow these 9 essential steps: Start with an executive summary that outlines your restaurant concept, target market, and financial highlights in under one page. Next, create a detailed company description covering your business name, legal structure, and unique selling proposition. Conduct thorough market research and industry analysis to understand your competitors and target customers. Develop your menu and pricing strategy, then outline your marketing and sales approach. Detail your operations plan including service model, suppliers, and daily workflows. Specify your location and layout with floor plans and customer flow. Create a management and staffing plan with organizational structure and hiring strategies. Finally, prepare comprehensive financial projections including startup costs, revenue forecasts, and break-even analysis. Each section should be detailed, realistic, and tailored to your specific restaurant concept to attract investors and guide your operations effectively.
What should be included in a restaurant business plan?
A comprehensive restaurant business plan should include these 10 essential components:
– Executive Summary
– Company Description
– Market Research and Industry Analysis
– Menu and Services
– Marketing and Sales Strategy
– Operations Plan
– Location and Layout
– Management and Staffing Plan
– Financial Plan
– Appendices
Check out other guides on starting a restaurant business in the UK:
- How to open a restaurant in the UK
- Market research for restaurant startups
- How to get the perfect restaurant location in the UK
- Legal requirements for opening a restaurant in the UK
- All you need to know about restaurant financing
- Design your restaurant for success
- Restaurant menu planning
- Sourcing restaurant suppliers in the UK
- How to start your restaurant workforce
