How To Create a Winning Restaurant Business Plan: Template + 9 Pages To Include

Opening a restaurant is an exciting adventure, but let’s be real—it can be incredibly demanding. With strong competition and slim profit margins, standing out and making money requires more than just good food. It takes a solid plan. 

Without a clear roadmap, things can easily spiral out of control. Unlike lower-risk businesses, like service companies, restaurants also have higher upfront costs. This means that it's even more crucial to show investors you’re prepared and serious. 

And then there’s the challenge of attracting customers. At Owner, many of the most successful restaurant owners I know are detailed planners—it’s vital. A clear plan ensures you’re not just opening your doors but filling your seats with loyal diners.

In this guide, I’ll walk you through the essential pages for your business plan. Plus, I’ve included a downloadable PDF template to make the process even easier:

Before you get started   

Before you get started on your restaurant business plan, I’d highly recommend thinking about how you’ll not only show your vision but also how you’ll make it happen. Don’t just focus on what you hope to achieve. Think about what’s actually possible in your market and how you’ll deal with challenges as they come up.

• Concept: What makes your restaurant unique and your goals for the future.
• Customers: Who you’re serving and what they want.
• Finances: Budgeting and finding funds to start and run your restaurant.
• Operations: How you’ll manage daily tasks and keep quality high.
• Growth: How guests will find your restaurant and plans for future growth.

Creating the plan is just the beginning. The real work happens when you start putting it into action. A plan won’t make your restaurant successful on its own, it’s how you follow through that matters.If you’re an existing restaurant owner seeking funding, focus on showing your business is stable and profitable.

You’ll want to prove that with the right investment, you can grow. If you’re just starting out, your plan needs to show investors that your concept is solid, with clear steps for attracting and retaining customers.

I’ll get into what you need to include below.

‍9 essential pages for a truly effective restaurant business plan 

‍Building a restaurant business plan doesn’t have to be a chore. It’s your chance to map out your vision and set yourself up for success. I’ve got you covered with a breakdown of the nine key pages every solid plan needs, starting with the executive summary. 

‍1. High-level summary

‍Your executive summary is like the appetizer of your business plan. It sets the tone and gives a sneak peek at what’s to come. It’s often super helpful if you’re raising funds for your restaurant, like a loan for example.  I’d think of this as your elevator pitch: short, sweet and packed with the most important highlights. Here’s what to include:

• Mission statement: What’s your restaurant’s “why”?
• Unique selling points: How does your restaurant stack up against competitors? 
• Target market and audience: Who’s your dream diner?
• Financial projections: A quick snapshot of your expected numbers.

Add any other key points that make your concept stand out.

‍2. Concept and description   

‍Your concept and description give a little more detail about the type of restaurant you’re running, its background and its location. This page is where your vision really comes to life for the reader. I’d add basics like your contact information, including the name, address, phone number and operating hours. Then you can go in and add things like: 

• The legal structure of your restaurant: For example, is it a sole proprietorship or LLC? 
• Style of service: Are you fine dining or quick service? Will you offer online ordering and delivery? Do you also have a retail store where you’ll sell products?  
• Layout: This includes your seating capacity and the overall size of your space.
• Branding: This is your restaurant's general vibe, including music, color scheme and decor. It should also translate into your branding on your website. 
• Cuisine type: What will be on the menu? Are you offering classic comfort food, fusion dishes or an experimental chef-driven menu?

‍3. Customer profile and menu market fit    

‍Your customer profile is one of the most important parts of your restaurant business plan. It sets the stage for everything else. Knowing who your customers are and what they want is the key to running a successful restaurant. When you include a customer profile, you show investors that you’ve done your research.

Your menu market fit is how well your menu will align with what customers in your area want. You’ll want to state different characteristics like: 

• Demographics: Talk about your target audience. Include their eating habits, income levels and lifestyle. For example, are you typically serving busy professionals, families or students?
• Psychographics: Dive deeper into your customers’ preferences, values and attitudes about dining out. Are they adventurous foodies or loyal fans of comfort food?
• Dining behavior: Explain how your customers decide where to eat. This is their preference for dine-in, takeout or delivery options.

‍4. Marketing plan  ‍

Your restaurant marketing plan page should cover how you plan to promote your restaurant and what channels you want to use. I’d recommend splitting this page into three categories and outlining the tools you plan to use: 

1. Ways you’ll get new customers: 

• Local SEO: Ensure your restaurant shows up in local searches by optimizing your Google Business Profile. For example, use keywords like “best pizza near me” on places like your website.
• Menu pages: Create individual web pages for your key menu items so they’re searchable. Do this with a website builder like ours at Owner.com.
• Alt text on images: Use alt text on your food photos to boost your SEO.
• User-friendly website: Design a layout that’s easy to navigate and encourages bookings or orders.
• Online ordering experience: Make the process seamless with an online ordering system.
• Abandoned cart emails: Automatically remind customers to finish their orders via email marketing.

2. Ways you’ll get repeat customers:

• Post-purchase emails: Send a thank-you or follow-up after their visit or order.
• Win-back emails: Bring back lapsed customers with a special offer.
• Loyalty programs: Reward repeat business with discounts or freebies with a loyalty program.
• Mobile app: Offer convenience through app-based ordering and rewards. We’ve found that a mobile app can boost repeat orders by 112%!
• SMS texts: Remind customers to reorder with you via personalized text messages and promotions.

3. Ways you’ll increase your average check size: 

• Upselling and add-ons: Suggest pairings or upgrades (like fries with a burger or a premium wine option).
• Strategic menu pricing: Use pricing techniques to highlight your most profitable dishes.
• Minimum order requirements: Set thresholds for delivery or online orders.

I’d recommend using these tools above to put as much important stuff on autopilot as possible. This can give you more time to manage other operations in your restaurant. 

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With a solid marketing strategy, you’ll stand out in a crowded market, build a loyal customer base and keep your revenue growing. Check out my video below on restaurant marketing ideas if you need some more ideas:

‍5. Menu preview 

Your menu preview is your opportunity to highlight your restaurant’s core offerings. It can and should build on the work you’ve already done in the menu market fit section. This should give potential investors an idea of what you’ll serve and why your menu will stand out.

I’d recommend including a draft menu that outlines your main dishes and price points. Adding a few example menu descriptions can go a long way in visualizing the flavors and quality your restaurant will offer. 

For instance, are you serving classic comfort food with a gourmet twist or seasonal dishes inspired by local ingredients? Show how your menu reflects your concept and target audience.

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Need help getting started? Check out my post on how to make a menu—I’ve even included a template to save you time.

‍6. Employee information  

‍Your restaurant’s success isn’t just about great food—it’s about the people who bring your vision to life. This page is where you should introduce yourself and your team.

Start by including your own information, like your role in the company and any relevant experience you bring to the table. Then, list out your key team members, their names and titles. This is the time to highlight their skills and contributions.

You can also outline the specific job duties for each role to show how your team will work together to keep things running smoothly. This shows investors that you have a plan for your operations and the right people in place to make it all happen.

‍7. Financial breakdown

‍Alright, let’s talk numbers. The financial breakdown section is where you’ll map out how you plan to handle your finances. This is where you’ll show you’ve thought through everything from expenses to profits and beyond. First, break down how you’ll divide your major restaurant costs:

• COGS (cost of goods sold): How much will go toward food, drinks and other supplies?
• Prime costs: Combine your COGS with labor costs to calculate your prime costs, which represent the largest portion of your expenses. 
• Profit margins: How much are you aiming to make after covering all your costs?

Next, outline your investment plan. This is where you talk about how you’d like to receive funding and, more importantly, how you’ll spend that money wisely. Then, get into the nitty-gritty of your financial forecasting:

• Estimated profit and loss statement: Show how much you expect to make versus spend over time.
• Break-even analysis: Pinpoint when you’ll start turning a profit.
• Projected cash flow: Estimate how money will flow in and out of your business each month.

Having these details locked down means fewer financial surprises once your doors open.

‍8. Leasing and renting 

‍In this part of your plan, you’ll map out your budget for leasing or renting and all the other little details that come with securing the perfect spot. First, you’ll want to lay out your lease terms. Include things like: 

• How much will you be paying each month and how much of your budget will it take up? 
• How long is the lease? 
• Are there any special agreements with your landlord? 
• Will you need parking spaces or valet services? 
• Will outdoor seating be needed? 

And don’t forget about the permits and zoning requirements you’ll need to get everything up and running.

‍9. Policies and procedures   

‍This last page will reveal the nuts and bolts of how your restaurant will run. The policies and procedures section shows the behind-the-scenes rules that ensure your customers have an amazing experience every time they walk through the door. Start by outlining the basics: 

• How will you handle reservations, walk-ins and wait times? 
• What’s your policy for refunds or complaints? 
• Will you have specific guidelines for things like dress code, employee conduct or kitchen safety? 

These details are the elements that will keep your operation on track, even on the busiest nights. And when challenges pop up—and they will—you’ll be ready to handle them like a pro.

‍Restaurant business plan template

‍I’ve put together a comprehensive restaurant business plan template that includes everything—from outlining your concept to detailing your marketing strategies and financial projections.

Download my restaurant business plan below to get started:

Sell your vision with a restaurant business plan 

‍Building a restaurant up from the ground is not easy. But, taking the time to create a restaurant business plan can help you succeed and stand out from the competition. Be sure to use my restaurant business plan templates as you get started.  

Need help bringing your restaurant vision to life? At Owner, we’re here to make the process easier for you—from building a strong website to boosting online orders. Book a free demo today and discover how we can support your growth.

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