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How to Write a Restaurant Business Plan + Free Template

2. Company Overview

Company overview is a part where you fully introduce your restaurant business including legal business structure, location, and your restaurant’s proposed concept.

Here you have the liberty to be a little more creative in describing your restaurant in the whole business plan.

Here are some points to incorporate in the company overview:

• Detailed vision and mission statement
• Type of restaurant (fine dining, small restaurant, bistro, cafe, etc.)
• Legal business structure
• Service style
• History and background of the restaurant (if existing)
• Owners’ names and qualifications
• Cusinies & menu highlights
• Restaurant size and seating capacity
• Operating hours & meal plans
• Related service availability (delivery, catering, etc)

Mainly emphasize the chosen location because easily accessible locations with high foot traffic will attract more walk-in customers. And if you haven’t decided on a specific location yet, then mention the type of place you are looking for to give an idea about it to your readers.

Besides, mention the short-term and long-term goals of your restaurant business in the later part of the company description. Along with that mention regional industry trends and your USPs.

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3. Market analysis

The market analysis section provides you with a clearer picture of your target market, competitors, and industry trends.

Based on the above details, one can make informed decisions while creating strategies. Therefore, make this section precise and concise to understand.

Here are some steps to follow to write an engaging market analysis section of the restaurant business plan:

• Define your customer base: Identify and describe whom you are going to serve. Make a consumer base after considering the demographics, location, and concept of your restaurant.
• Competitive analysis: List out the names of other restaurants in your location and do the SWOT analysis. You can get the competitive advantage of your restaurant this way.
• Market trends: Discuss any shift in consumer behavior like healthy choices, an increase in vegan food consumption, or technological breakthroughs that might affect your restaurant.

Consider conducting market research, TAM-SAM-SOM analysis , and SWOT analysis to get insights for this section.

Remember, this section helps your readers and potential investors understand your target market, restaurant market overview, market size, and growth potential, so make sure you play your cards right.

4. Sample Menu

The most vital step in launching your restaurant business is the menu. A well-curated menu design will sell itself for your restaurant. Even if you are a new restaurant, then present the sample menu with the name and logo of your restaurant on it.

The menu will showcase all the unique offerings your direct competitors might not provide. Not just the list of cuisines but the pricing is also crucial. This way potential investors and readers can understand your restaurant’s target price point.

Plus your menu should be in sync with target customers; for example, a restaurant near the university should contain more beverages and delicious food options for brunch as students prefer those things more.

Consider your menu as a part of branding, choose the same theme for the menu as for the restaurant.

5. Restaurant Design

Restaurant design is the part where you can show your restaurant concept to potential investors and readers practically. Moreover, create a mood board to explain things smoothly.

Utilize this section to show the uniqueness of your restaurant, and how it is different from competitors.

Explain how your design represents your restaurant’s branding and visual identity. Furthermore, mention how your target market will enjoy and appreciate the ambiance you plan to provide.

Note that restaurant design is one of the key elements to running a successful restaurant, so match the theme and cuisines accordingly.

In this section, you also have to provide a detailed description of how many seats are going to be there along with the floor plan of your restaurant.

6. Management Team

As the name suggests, the management team section of your restaurant’s business plan introduces restaurant owners, key executives, and the management team. It also incorporates the experience, qualification, and restaurant industry knowledge of every individual who is on the team.

A strong management team section can be essential to weigh authority and help potential investors be confident about your restaurant’s idea and vision.

You might consider including the following information in the management team section:

• Business owner or founder’s information
• Executive chef and culinary team
• Front-of-house manager
• Operations and back-of-house team
• Advisors/consultants
• The organizational structure of the team

Showcase how each member fits and what roles & responsibilities they will play.  You should include a resume-styled summary for each person in the restaurant’s management section.

7. Operations Plan

The operations plan section outlines the daily business processes and activities centered on achieving the restaurant dream and objectives described in the rest of the plan.

A detailed operations plan helps you and your team define your responsibilities, daily tasks, and short-term goals you need to achieve, keeping track of your long-term objective.

Here are a few key elements to include in your operations plan section:

• Staffing and training
• Operating hours
• Operational process
• Tools and equipment
• Inventory control
• Technology and software
• Quality control measures
• Customer service policies

Remember it should incorporate all important daily tasks. Also, an operations plan is a living document, you can change it often according to the change in the dynamics of the work.

Read More: The Ultimate Guide to Restaurant Operations Planning

8. Marketing Plan

Even with great food, prices, and ambiance, you won’t attract enough diners without marketing.

Thus, a well-crafted restaurant marketing plan is necessary to spread awareness and build a strong brand presence.

The marketing plan can help you streamline your marketing efforts and create impactful and effective marketing campaigns while keeping track of the projected budget and maximizing return on investment.

Hence, this is the section in which you give an idea to your potential investors about how you will acquire new customers and retain existing ones. This section should include:

• Target market and their dining habits
• Branding and positioning
• Marketing strategies (website, social media accounts, etc.)
• Marketing Calendar
• USPs of your restaurant (unique ambiance, amiable staff, new cuisines in the local area)
• Your marketing goals
• Customer retention strategies (loyalty program, giving coupons or discounts on bulk orders or events)

Even if you are going to hire a PR agency for marketing, then mention it and the reason why you chose them.

After taking care of marketing, let us move further to finances.

Read More: Step-by-Step Guide to Restaurant Marketing Plan

9. Financial Plan

The financial plan is the most crucial and demanding section of any business plan. It is one of the deciding factors for potential investors, banks, or any financial institute to invest in your restaurant business.

This section of your plan details your restaurant’s financial information and how it will reach its financial goals or how much revenue potential it has.

Here are key components and statements that you should include in your financial plan section:

• Pro forma profit and loss statement
• Break-even analysis
• Balance sheet
• Sales forecast
• Detailed cost analysis
• Cash flow projections
• Business ratios
• Funding request
• Tax considerations
• Exit strategy

Before you create financial projections, know how many seats the restaurant will have and what services you plan to provide. This will help you in making realistic financial projections if you are going to start a new business.

Also, if you are asking for funding, then mention where you will utilize your funds.

We hope that this sample restaurant business plan will provide you with an idea for writing a successful plan.

Restaurant Industry Highlights 2024

• Growth forecast : National Restaurant Association predicted US restaurant sales to reach $898 billion in 2022 which would further grow by 4% yearly to reach $1.2 trillion by 2030.
• Technology is everywhere : Automation is helping staff maximize their efficiency by handling orders, deliveries, and communication effectively.
• Sustainability & ethical sourcing : Eco-friendly practices such as minimizing food waste, avoiding single-use plastics, and ethical plus local sourcing are encouraged by customers.
• Delivery is the new deal : People prefer deliveries over dining out as they are time-saving. So, there is an incline in the number of delivery apps and delivery services providing restaurants.
• Kiosks are the preference : The number of people who prefer ordering and paying through kiosks is increasing due to the convenience.

How to Refine & Present a Restaurant Business Plan

Once you have written your entire business plan, it is time to read and re-read it and make it error-free. You have to be confident about every aspect of the plan before you present it in front of your audience.

Moreover, alter your plan to suit different audiences to enhance your communication. For instance, keep your plan professional and include all the growth potential, profitability, and ROI data when you present your restaurant business plan for seeking funding.

Also, when you present your restaurant business plan to potential partners or vendors, emphasize collaboration benefits and how it can help in their individual growth.

Apart from the above points, make sure your plan has various engaging visuals, interactive elements, and enhanced storytelling to present all the data interestingly. Thus, make a digital presentation of your plan to incorporate all the above things clutter-free.

Once you are confident, it is time to email your plan to the people already on your mind. And give a pat to yourself for finally taking that step.

Download a sample business plan for a restaurant

Ready to kick-start your business plan writing process? And not sure where to start? Here you go, download our free restaurant business plan pdf , and start writing.

This intuitive, modern, and investment-ready template is designed specifically for restaurants. It includes step-by-step instructions & examples to help in creating your own restaurant business plan.

The Quickest Way to turn a Business Idea into a Business Plan

Fill-in-the-blanks and automatic financials make it easy.

Related Restaurant Resources

• Restaurant Marketing Plan
• Restaurant Financial Plan
• Restaurant Operations Plan
• Restaurant Industry Trends

Discover how Upmetrics can help you write a business plan

With Upmetrics, you will receive step-by-step guidance, customizable templates, 400+ sample business plans , and AI assistance to streamline your business planning process.

In fact, if you are not adept with finances, the financial forecasting tool Upmetrics provides will help you create realistic financial forecasts for 3 or more years.

Whether you’re starting a new venture or looking to grow one, Upmetrics offers the resources and insights you need to develop a successful & professional business plan that aligns with your goals.

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Frequently asked questions, why do you need a restaurant business plan.

A solid business plan is an essential tool for anyone looking to start or run a successful restaurant business. It helps to get clarity in your business, raise money, and identify potential challenges while starting and growing your business.

How to get funding for your restaurant business?

There are several ways to get funding for your restaurant business, but self-funding is one of the most efficient and speedy funding options. Other options for funding are:

• Bank loan – You may apply for a loan in government or private banks.
• Small Business Administration (SBA) loan – SBA loans and schemes are available at affordable interest rates, so check the eligibility criteria before applying for it.
• Crowdfunding – The process of supporting a project or business by getting a lot of people to invest in your business, usually online.
• Angel investors – Getting funds from angel investors is one of the most sought startup options.

What is the easiest way to write your restaurant business plan?

A lot of research is necessary for writing a business plan, but you can write your plan most efficiently with the help of restaurant business plan samples and edit it as per your needs. You can also quickly finish your plan in just a few hours or less with the help of our business plan software .

Can a good restaurant business plan help me secure funding?

Indeed. A well-crafted restaurant business plan will help your investors better understand your business domain, market trends, strategies, business financials, and growth potential—helping them make better financial decisions.

What's the importance of a marketing strategy in a restaurant business plan?

Marketing strategy is a key component of your restaurant business plan. Whether it is about achieving goals or helping your investors understand the return on investment—an impactful marketing strategy is the way to do it!

Here are a few pointers to help you understand the importance of having a marketing strategy:

• It provides your business an edge over your competitors.
• It helps investors better understand your business and growth potential.
• It helps you develop products with the best profit potential.
• It helps you set accurate pricing for your products or services.

About the Author

Vinay Kevadiya

Vinay Kevadiya is the founder and CEO of Upmetrics, the #1 business planning software. His ultimate goal with Upmetrics is to revolutionize how entrepreneurs create, manage, and execute their business plans. He enjoys sharing his insights on business planning and other relevant topics through his articles and blog posts. Read more

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Restaurant Business Plan Template

Written by Dave Lavinsky

Restaurant Business Plan

You’ve come to the right place to create your restaurant business plan.

We have helped over 100,000 entrepreneurs and business owners with how to write a restaurant business plan to help them start or grow their restaurants.

Below is a restaurant business plan template to help you create each section of your business plan.

Restaurant Business Plan Example

Executive summary, business overview.

Bluehorn Restaurant & Steakhouse is a new restaurant and steakhouse located in Oklahoma City, Oklahoma. The menu of Bluehorn Restaurant & Steakhouse will include bistro-type dishes that are authentically created and crafted by acclaimed Chef Peter Logan. It will be located in the trendy part of town, known as the Plaza District. The restaurant will be surrounded by classy art galleries, live theater, high-end restaurants and bars, and expensive shopping.

Owned by emerging restaurant operators Chef Peter Logan and Anastasia Gillette, Bluehorn Restaurant & Steakhouse’s mission is to become Oklahoma City’s best, new restaurant for patrons to celebrate their next big event, have a nice date night, or gather with friends or family for a fun evening while dining over finely crafted entrees, desserts, and cocktails.

Products Served

The following are the menu items to be offered by Bluehorn Restaurant & Steakhouse:

• Soups & Salads
• Gourmet sides
• Wine, Beer & Spirits

Customer Focus

Bluehorn Restaurant & Steakhouse will target adult men and women between the ages of 21 – 65 with disposable income in Oklahoma City, Oklahoma. Within this demographic are millennials, young professionals, newlyweds, young families, more established families, and retirees. Because of the pricing structure of the menu, the patrons will likely be upper middle class to the wealthy population of Oklahoma City.

Management Team

Bluehorn Restaurant & Steakhouse is owned and operated by fellow Oklahoma City natives and culinary enthusiasts, Chef Peter Logan and Anastasia Gillette. Both come with a unique skill set and complement each other perfectly. They formerly worked together at another OKC fine dining establishment and made a great team for serving guests delectable food and wine while ensuring the highest level of customer service.

Chef Peter will manage the kitchen operations of Bluehorn Restaurant & Steakhouse, while Anastasia will oversee front of the house operations, maintain and ensure customer service, and manage all reservations.

Financial Highlights

Bluehorn Restaurant & Steakhouse is seeking $300,000 in debt financing to open its start-up restaurant. The funding will be dedicated for the build-out and design of the restaurant, kitchen, bar and lounge, as well as cooking supplies and equipment, working capital, three months worth of payroll expenses and opening inventory. The breakout of the funding is below:

• Restaurant Build-Out and Design – $100,000
• Kitchen supplies and equipment – $100,000
• Opening inventory – $25,000
• Working capital (to include 3 months of overhead expenses) – $25,000
• Marketing (advertising agency) – $25,000
• Accounting firm (3 months worth and establishment/permitting of business) – $25,000

Company Overview

Bluehorn Restaurant & Steakhouse is a new restaurant and steakhouse located in Oklahoma City, Oklahoma. Bluehorn Restaurant & Steakhouse will serve a wide variety of dishes and beverages and will cater to the upper middle class to wealthier population of Oklahoma City. The menu of Bluehorn Restaurant & Steakhouse will include bistro-type dishes that are authentically created and crafted by acclaimed Chef Peter Logan. It will be located in the trendy part of town, known as the Plaza District. The Plaza District is one of Oklahoma’s trendy neighborhoods and is considered the “it” area for newlyweds, millennials, professionals, and young singles. The restaurant will be surrounded by classy art galleries, live theater, high-end restaurants and bars, and expensive shopping.

Owned by emerging restaurant operators Chef Peter Logan and Anastasia Gillette, the restaurant’s mission statement is to become the best new steak restaurant in OKC. The following are the types of menu items Bluehorn Restaurant & Steakhouse will serve- shareables, steaks, soups, gourmet sides and salads.

Bluehorn Restaurant & Steakhouse History

Bluehorn Restaurant & Steakhouse is owned by two Oklahoma City natives, Chef Peter Logan and Anastasia Gillette. They have both worked around the country in fine dining establishments and have a combined twenty years in the restaurant industry. Upon working alongside each other at another fine dining establishment in Oklahoma City, the two of them became good friends and decided to venture into owning their own restaurant.

Chef Peter is the kitchen guru and critically acclaimed chef, while Anastasia manages the front of the house and is a certified Sommelier. Together, with both of their expertise and knowledge, Bluehorn Restaurant & Steakhouse is destined to become Oklahoma City’s next big restaurant.

Industry Analysis

The Restaurant industry is expected to grow to over $220 billion in the next five years.

Consumer spending is projected to grow. The Consumer Confidence Index, a leading indicator of spending patterns, is expected to also grow strongly, which will boost restaurant industry growth over the next five years. The growth in consumer confidence also suggests that more consumers may opt to segment their disposable income to eating outside the home.

Additionally, an increase in the number of households earning more than $100,000 annually further contributes to the industry growth, supporting industry operators that offer more niche, higher-end products.  This group is expected to continue to grow in size over the next five years.

The urban population represents a large market for the industry. Specifically, time-strapped individuals living in urban areas will likely frequent industry establishments to save time on cooking. The urban population is expected to increase, representing a potential opportunity for the industry.

Customer Analysis

Demographic profile of target market, customer segmentation.

Bluehorn Restaurant & Steakhouse will primarily target the following customer profile:

• Upper middle class to wealthier population
• Millennials
• Young professionals
• Households with an average income of at least $75k
• Foodies and culture enthusiasts

Competitive Analysis

Direct and indirect competitors.

Bluehorn Restaurant & Steakhouse will be competing with other restaurants in Oklahoma City. A profile of each competitor is below. The Press Located in the trendy area known as the Plaza District, The Press has reimagined our favorite foods of the surrounding regions through the lens of home.

The menu consists of appetizers, soups, burgers and sandwiches, bowls, main dishes, sides, desserts, and a large selection of alcoholic beverages. The Press serves craft beer, domestic beer, wine spritzers, house cocktails, wine, and mimosas. They also offer brunch. The menu of The Press is affordable with the most expensive dish being $16. The wine menu is also not pretentious as the wine is sold either by the glass or bottle, with the most expensive bottle being $52 for the Gruet Sparkling Brut Rose. Oak & Ore Oak & Ore is a craft beer and restaurant in OKC’s Plaza District. They have a 36-tap beer selection and offer vegetarian, vegan, and gluten free dining options. Oak & Ore offers a rotating, 36-tap selection of their favorite brews from Oklahoma and around the world. Each beer is thoughtfully paired with a craft beer-inspired dining experience.

The food menu of Oak & Ore offers starters, salads, wings, fried chicken, sandwiches, tacos, banh mi, and sides. They also have a selection of kids dishes so the whole family can enjoy comfort food while sampling one of their delectable beers.

The Mule OKC The Mule is a casual, hip restaurant offering a large beer and cocktail menu plus sandwiches and more. Located in the constantly growing and buzzing hub that is the Plaza District, The Mule takes the timeless favorite and contorts it into a whole menu of wild offerings.

There is also a fantastic assortment of soups offered and The Mule shakes up a seasonal list of cocktails designed by their bar staff. During the winter months, patrons can stave off the cold with their versions of hot toddies and buttered rum. For the beer drinkers, they always have a reliable line-up of fresh cold brews on draft, as well as a wide selection of can.

Competitive Advantage

Bluehorn Restaurant & Steakhouse offers several advantages over its competition. Those advantages are:

• Gourmet dishes elegantly prepared to the finest standard.
• Selection of steaks sourced from local Oklahoma farms.
• An exclusive and unique wine menu that includes a wine selection of all price points.
• Highly sought after location: Bluehorn Restaurant & Steakhouse will be located in the trendy and attractive neighborhood known as The Plaza District.
• Trendy, welcoming, and energetic ambiance that will be perfect for a night out or a celebration.

Marketing Plan

Promotions strategy.

The marketing strategy for Bluehorn Restaurant & Steakhouse is as follows: Location Bluehorn Restaurant & Steakhouse’s location is a promotions strategy in itself. The Plaza District is a destination spot for locals, tourists, and anyone looking for the trendiest food fare in Oklahoma City. The Plaza District is home to OKC’s most popular bars and restaurants, art galleries, theaters, and boutique shopping. The millennials, young professionals, and foodies will frequent Bluehorn Restaurant & Steakhouse for the location itself.

Social Media Bluehorn Restaurant & Steakhouse will use social media to cater to the millennials and Oklahoma City residents. Chef Peter and Anastasia plan to hire an advertising agency to take professional photographs of the menu items and location to create appealing posts to reach a greater audience. The posts will include pictures of the menu items, as well as upcoming featured options. SEO Website Marketing Bluehorn Restaurant & Steakhouse plans to invest funds into maintaining a strong SEO presence on search engines like Google and Bing. When a person types in “local fine dining restaurant” or “Oklahoma City restaurant”, Bluehorn Restaurant & Steakhouse will appear in the top three choices. The website will include the full menu, location, hours, and lots of pictures of the food, drinks, and steaks. Third Party Delivery Sites Bluehorn Restaurant & Steakhouse will maintain a presence on sites like GrubHub, Uber Eats, Doordash, and Postmates so that people looking for local food to be delivered will see Bluehorn Restaurant & Steakhouse listed near the top.

Operations Plan

Operation functions:.

The company will hire the following:

• 4 sous chefs
• 2 bartenders
• 2 hostesses
• The company will hire an advertising agency and an accounting firm

Milestones:

Bluehorn Restaurant & Steakhouse aims to open in the next 6 months. The following are the milestones needed in order to obtain this goal.

7/1/202X – Execute lease for prime location in the Plaza District.

7/2/202X – Begin construction of restaurant build-out.

7/10/202X – Finalize menu.

7/17/202X – Hire advertising company to begin developing marketing efforts.

8/15/202X – Start of marketing campaign

8/22/202X – Final walk-thru of completed restaurant build-out.

8/25/202X – Hire team of sous chefs, servers, and bussers.

9/1/202X – Decoration and set up of restaurant.

9/15/202X – Grand Opening of Bluehorn Restaurant & Steakhouse

Bluehorn Restaurant & Steakhouse will be owned and operated by Chef Peter Logan and Anastasia Gillette. Each will have a 50% ownership stake in the restaurant.

Chef Peter Logan, Co-Owner

Chef Peter Logan is an Oklahoma City native and has been in the restaurant industry for over ten years. He was trained in a prestigious Le Cordon Bleu Culinary Academy in San Francisco and has worked in some of the nation’s most prestigious fine dining restaurants. His tenure has took him from the west coast to the east coast, and now he’s back doing what he loves in his hometown of Oklahoma City.

Chef Peter will manage the kitchen operations of Bluehorn Restaurant & Steakhouse. He will train and oversee the sous chefs, manage inventory, place food inventory orders, deal with the local food vendors, and ensure the highest customer satisfaction with the food.

Anastasia Gillette, Co-Owner

Anastasia Gillette was born and raised in Oklahoma City and has garnered over ten years in the restaurant industry as well. While in college, Anastasia worked as a hostess at one of the area’s most prestigious restaurant establishments. While there, she was eventually promoted to Front of the House Manager where she oversaw the hostesses, servers, bussers, bartenders, and reservations. Her passion always led to the beverage portion of the restaurant so she obtained her Sommelier certificate in 2019. With her wine education, Anastasia is able to cultivate an interesting and elegant wine selection for the restaurant.

Anastasia will oversee front of the house operations, maintain and ensure customer service, and manage all reservations. She will also be in charge of the bar and wine ordering, training of front of the house staff, and will manage the restaurant’s social media accounts once they are set up.

Financial Plan

Key revenue & costs.

The revenue drivers for Bluehorn Restaurant & Steakhouse will come from the food and drink menu items being offered daily.

The cost drivers will be the ingredients and products needed to make the menu items as well as the cooking materials. A significant cost driver is the fine dining equipment, serving dishes, and beer and wine glasses. Other cost drivers will be the overhead expenses of payroll for the employees, accounting firm, and cost of the advertising agency.

Funding Requirements and Use of Funds

Bluehorn Restaurant & Steakhouse is seeking $300,000 in debt financing to open its start-up restaurant. The breakout of the funding is below:

Financial Projections

Income Statement

  Balance Sheet

  Cash Flow Statement

Restaurant Business Plan FAQs

What is a restaurant business plan.

A restaurant business plan is a plan to start and/or grow your restaurant business. Among other things, it outlines your business concept, identifies your target customers, presents your marketing plan and details your financial projections.

You can  easily complete your restaurant business plan using our Restaurant Business Plan Template here .

What Are the Main Types of Restaurants?

There are many types of restaurant businesses. Restaurants can range in type from fast food, fast casual, moderate casual, fine dining, and bar and restaurant types. Restaurants also come in a variety of different ethnic or themed categories, such as Mexican restaurants, Asian restaurants, American, etc.  Some restaurants also go mobile and have food trucks.

How Do You Get Funding for Your Restaurant Business Plan?

Restaurant businesses are most likely to receive funding from banks. Typically you will find a local bank and present your business plan to them. Another option for a restaurant business is to obtain a small business loan. SBA loans are a popular option as they offer longer loan terms with lower interest rates.

What are the Steps To Start a Restaurant Business?

1. Develop A Restaurant Business Plan - The first step in starting a business is to create a detailed restaurant business plan that outlines all aspects of the venture. This should include potential market size and target customers, the services or products you will offer, pricing strategies and a detailed financial forecast.  

2. Choose Your Legal Structure - It's important to select an appropriate legal entity for your restaurant business. This could be a limited liability company (LLC), corporation, partnership, or sole proprietorship. Each type has its own benefits and drawbacks so it’s important to do research and choose wisely so that your restaurant business is in compliance with local laws.

3. Register Your Restaurant Business - Once you have chosen a legal structure, the next step is to register your restaurant business with the government or state where you’re operating from. This includes obtaining licenses and permits as required by federal, state, and local laws. 

4. Identify Financing Options - It’s likely that you’ll need some capital to start your restaurant business, so take some time to identify what financing options are available such as bank loans, investor funding, grants, or crowdfunding platforms. 

5. Choose a Location - Whether you plan on operating out of a physical location or not, you should always have an idea of where you’ll be based should it become necessary in the future as well as what kind of space would be suitable for your operations. 

6. Hire Employees - There are several ways to find qualified employees including job boards like LinkedIn or Indeed as well as hiring agencies if needed – depending on what type of employees you need it might also be more effective to reach out directly through networking events. 

7. Acquire Necessary Restaurant Equipment & Supplies - In order to start your restaurant business, you'll need to purchase all of the necessary equipment and supplies to run a successful operation. 

8. Market & Promote Your Business - Once you have all the necessary pieces in place, it’s time to start promoting and marketing your restaurant business. This includes creating a website, utilizing social media platforms like Facebook or Twitter, and having an effective Search Engine Optimization (SEO) strategy. You should also consider traditional marketing techniques such as radio or print advertising. 

Learn more about how to start a successful restaurant business:

• How to Start a Restaurant Business

Where Can I Get a Restaurant Business Plan PDF?

You can download our free restaurant business plan template PDF here . This is a sample restaurant business plan template you can use in PDF format.

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Restaurant Business Plan Template

Download our template and start creating your restaurant business plan.

Updated September 22, 2023 Reviewed by Brooke Davis

Your restaurant business plan is an outline of your future success. A well-formulated plan helps put the big picture together no matter how good your restaurant ideas are.

A business plan helps prove the viability of your thoughts and can provide investors with the information they need to sign on to your project. Investors need to know how you will run your restaurant in a competitive market and how you will overcome any challenges.

Your business plan lets you provide a framework for yourself and others to get your restaurant off the ground. Lack of preparation and a proper plan is one of the leading reasons new restaurants fail within their first year.

Learn how to write a restaurant business plan and avoid many common pitfalls of new business owners. Legal Templates has a free restaurant business plan template to help you get started.

Why You Need a Business Plan for Your Restaurant Business

How to write a business plan for a restaurant, restaurant business plan example.

Too many new restaurant owners fail to put together a business plan. You may think you don’t need one because you know what you want to do. Without a proper business plan, however, you’re moving into a difficult process without a strong framework for success.

When you want people to invest in your business, you need to be able to demonstrate future success. A concrete and carefully detailed business plan is a must. A well-crafted plan increases the likelihood that you will secure investors.

A business plan aims to help you achieve your goals at each stage of your business development and operation. The program will cover operational details, regulatory compliance, hiring practices, and other essential details.

A business plan can also help you turn your vision into tangible goals others can see. With this in a detailed plan, you will be more likely to create a successful and long-lasting restaurant.

Many people don’t know how to start a restaurant business plan without help. A good plan hits the essential details and outlines your vision for the restaurant’s future. However, you don’t have to do this from scratch. A restaurant business plan example can help you get started and know what to include in your plan.

1. Executive Summary

An executive summary is a brief overview of your company. It will outline why the community wants your food and needs your restaurant. This summary section will focus on your intended reader, whether that person is yourself or a potential investor.

An executive summary is a place for brief details rather than an in-depth and fact-heavy outline. Many people consider this the essential part of the plan, as it will outline why the restaurant will succeed.

The executive summary is your chance to capture the reader’s attention. Many people will decide whether to keep reading your plan, so getting off on the right foot is essential. Your executive summary will include information like:

• How will your restaurant be competitive
• The type of food you will serve and a menu
• The target demographics for the restaurant
• An implementation plan
• Outline of competition you will face
• Who the owners and staff will be
• The organizational structure of your restaurant
• Marketing and sales strategies

Many of these details will receive an in-depth treatment later in your plan. They should provide just the key points you want to make to summarize the rest of your business plan.

2. Management Team

Your restaurant business plan should include a section that presents your management team. Here, you detail the responsibilities of each owner, manager, and staff member. You lay out expectations for who will do what in getting the business started. These details also help show investors you are serious and know how to handle the day-to-day operation of a restaurant business.

The management team section should include essential details about the ownership of the restaurant, including:

• Legal names of each owner
• How the restaurant will be legally structured (corporation, limited liability company (LLC), etc.)
• Types of Ownership
• Percentage of ownership for each owner
• Ownership agreement among the parties

Your business plan should also include details about those running the restaurant daily. While there may be some overlap — especially in small restaurants — management responsibilities should be clearly outlined. This information should include the following:

• Full names of any management team member
• Education and background
• Past restaurant or management experience
• Title and summary of job responsibilities
• Any food industry training
• Salary and benefits information

3. Products and Services

Investors want to know what you will be serving and how you know customers will like it. This is where you can get specific and show why people flock to your restaurant. A robust opening menu shows you are prepared and know how to attract potential customers. The products and services section will include your sample menu and any other services your restaurant will provide.

This section should also address other questions about how you will handle your products:

• How will you order the necessary supplies?
• What are the costs of products and the sales price?
• How will you measure sales success?
• Why will customers choose your food over competitors’?
• How will your menu change over time?

Too many new restaurant owners have a great vision and food but don’t know how to execute a successful business. Investors want to know that your food will be good and that you fully understand how to run a restaurant. A restaurant business plan template can help you create a successful plan.

4. Customers and Marketing

You need to know who your customers are going to be. Any successful restaurant understands its key demographics and how it will market its business to these potential customers. Your business plan must outline important information about your customers and provide detailed data about the availability of these customers in your area.

Market research is often helpful in demonstrating that the type of customer you are looking for is readily available in your local marketplace. Supporting information must be available here to show investors you have customers to keep your restaurant long-term.

Marketing strategies and an ongoing plan are essential to the success of a new business — especially a restaurant. It would be best to show how you would make people aware of your new restaurant and engage customers in the future. Your restaurant business plan can include marketing details such as:

• Where will your restaurant be located?
• Will you offer delivery, and what is the range?
• Will you advertise on social media, your website, or other digital marketing?
• Will you use billboards, flyers, or other complex media advertising?
• What is your advertising budget?

These crucial details demonstrate you have a real plan for your restaurant’s success.

5. SWOT Analysis

A SWOT analysis for your new restaurant will focus on four key areas:

• Opportunities

A SWOT analysis addresses difficult questions in an easy-to-read format. It is a business tool that helps to analyze how your restaurant will perform against your competition. It will look at internal and external factors that may help or hurt your future business.

This data is based on real-world facts rather than ideal conditions or best hopes.

6. Financials

The financials section details the key areas of financial performance for your business. This includes information about start-up costs and break-even points. It also shows how and when the company can profit and see a return on investment.

The financial section should include the following:

• Monthly expenses — supplies, payroll, rent, etc.
• Price points for all products
• Projected revenue
• Mathematical projections for the restaurant
• Variable costs of the business
• Financial records and cash flow statements

7. Operations

Your restaurant business plan must address how your restaurant will run. While this includes details about products and services, it will also cover other critical operational details such as:

• Employment requirements
• Business hours
• Licensing and food inspection requirements
• Cleaning procedures
• Restaurant design
• Mission statement
• Restaurant location

Investors want to see precisely how you will run your business and how you will do it successfully. People often hesitate to invest in a restaurant, as many eateries fail within the first year.

However, a strong business plan showing you understand your specific operational issues will go a long way to alleviate these concerns and get you started on the right foot.

8. Appendix

The appendix section allows you to include other valuable documents and information at the end of the business plan. This may be information that does not fit well into different sections or is supporting documentation for the information in the primary areas. An appendix might include, but is not limited to:

• Letters of reference
• Legal permits and licensing
• Customer reviews of food and services
• Pictures of people enjoying your food
• Restaurant design sketches
• Photos of a proposed restaurant location
• Market research

The appendix lets you end on a good note. You can provide additional information to bolster the rest of your business plan.

Your restaurant business plan should be comprehensive and easy to understand. The prospect of putting one together can feel daunting without some help. A restaurant business plan sample can help you start and tell you what to include.

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How to Write a Restaurant Business Plan [Free Template]

Start creating your restaurant’s business plan with BentoBox’s free business plan template.

The restaurant business plan is a crucial first step in turning an idea for a restaurant into an actual business. Without it, investors and lenders will have no way of knowing if the business is feasible or when the restaurant will become profitable. Business plans span dozens (or even hundreds) of pages, and due to the stakes that lie within the document and the work required to write it, the process of writing a restaurant business plan can threaten to overwhelm. 

That’s why BentoBox has created a restaurant business plan template for aspiring restaurant owners. With section prompts for business plan essentials like financial projections, market analysis and a restaurant operations overview, this template makes creating a business plan significantly more manageable. 

Included is a professionally designed, customizable version of the template on Google Docs. Restaurants can download the template below, make a copy and tailor it to their specific concept. For design inspiration,  download here .

Restaurant Business Plan Template

Download the Free Restaurant Business Plan Template from BentoBox

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How to Write a Restaurant Business Plan

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When starting a business—no matter what type of business that may be—a business plan is essential to map out your intentions and direction. That’s the same for a restaurant business plan, which will help you figure out where you fit in the landscape, how you’re going to differ from other establishments around you, how you’ll market your business, and even what you’re going to serve. A business plan for your restaurant can also help you later if you choose to apply for a business loan .

While opening a restaurant isn’t as risky as you’ve likely heard, you still want to ensure that you’re putting thought and research into your business venture to set it up for success. And that’s where a restaurant business plan comes in.

We’ll go through how to create a business plan for a restaurant and a few reasons why it’s so important. After you review the categories and the restaurant business plan examples, you can use the categories to make a restaurant business plan template and start your journey.

Why you shouldn’t skip a restaurant business plan

First-time restaurateurs and industry veterans alike all need to create a business plan when opening a new restaurant . That’s because, even if you deeply understand your business and its nuances (say, seasonal menu planning or how to order correct quantities), a restaurant is more than its operations. There’s marketing, financing, the competitive landscape, and more—and each of these things is unique to each door you open.

That’s why it’s so crucial to understand how to create a business plan for a restaurant. All of these things and more will be addressed in the document—which should run about 20 or 30 pages—so you’ll not only have a go-to-market strategy, but you’ll also likely figure out some things about your business that you haven’t even thought of yet.

Additionally, if you’re planning to apply for business funding down the line, some loans—including the highly desirable SBA loan —actually require you to submit your business plan to gain approval. In other words: Don’t skip this step!

How much do you need?

with Fundera by NerdWallet

We’ll start with a brief questionnaire to better understand the unique needs of your business.

Once we uncover your personalized matches, our team will consult you on the process moving forward.

How to write a restaurant business plan: Step by step

There’s no absolute format for a restaurant business plan that you can’t stray from—some of these sections might be more important than others, for example, or you might find that there’s a logical order that makes more sense than the one in the restaurant business plan example below. However, this business plan outline will serve as a good foundation, and you can use it as a restaurant business plan template for when you write your own.

Executive summary

Your executive summary is one to two pages that kick off your business plan and explain your vision. Even though this might seem like an introduction that no one will read, that isn’t the case. In fact, some investors only ask for the executive summary. So, you’ll want to spend a lot of time perfecting it.

Your restaurant business plan executive summary should include information on:

Mission statement: Your goals and objectives

General company information: Include your founding date, team roles (i.e. executive chef, sous chefs, sommeliers), and locations

Category and offerings: What category your restaurant fits into, what you’re planning to serve (i.e. farm-to-table or Korean), and why

Context for success: Any past success you’ve had, or any current financial data that’ll support that you are on the path to success

Financial requests: If you’re searching for investment or financing, include your plans and goals here and any financing you’ve raised or borrowed thus far

Future plans: Your vision for where you’re going in the next year, three years, and five years

When you’re done with your executive summary, you should feel like you’ve provided a bird’s eye view of your entire business plan. In fact, even though this section is first, you will likely write it last so you can take the highlights from each of the subsequent sections.

And once you’re done, read it on its own: Does it give a comprehensive, high-level overview of your restaurant, its current state, and your vision for the future? Remember, this may be the only part of your business plan potential investors or partners will read, so it should be able to stand on its own and be interesting enough to make them want to read the rest of your plan.

Company overview

This is where you’ll dive into the specifics of your company, detailing the kind of restaurant you’re looking to create, who’s helping you do it, and how you’re prepared to accomplish it.

Your restaurant business plan company overview should include:

Purpose: The type of restaurant you’re opening (fine dining, fast-casual, pop-up, etc.), type of food you’re serving, goals you have, and the niche you hope to fill in the market

Area: Information on the area in which you’re opening

Customers: Whom you’re hoping to target, their demographic information

Legal structure: Your business entity (i.e. LLC, LLP, etc.) and how many owners you have

Similar to your executive summary, you won’t be going into major detail here as the sections below will get into the nitty-gritty. You’ll want to look at this as an extended tear sheet that gives someone a good grip on your restaurant or concept, where it fits into the market, and why you’re starting it.

Team and management

Barely anything is as important for a restaurant as the team that runs it. You’ll want to create a section dedicated to the members of your staff—even the ones that aren’t yet hired. This will provide a sense of who is taking care of what, and how you need to structure and build out the team to get your restaurant operating at full steam.

Your restaurant business plan team and management section should have:

Management overview: Who is running the restaurant, what their experience and qualifications are, and what duties they’ll be responsible for

Staff: Other employees you’ve brought on and their bios, as well as other spots you anticipate needing to hire for

Ownership percentage: Which individuals own what percentage of the restaurant, or if you are an employee-owned establishment

Be sure to update this section with more information as your business changes and you continue to share this business plan—especially because who is on your team will change both your business and the way people look at it.

Sample menu

You’ll also want to include a sample menu in your restaurant business plan so readers have a sense of what they can expect from your operations, as well as what your diners can expect from you when they sit down. This will also force you to consider exactly what you want to serve your diners and how your menu will stand out from similar restaurants in the area. Although a sample menu is in some ways self-explanatory, consider the following:

Service : If your brunch is as important as your dinner, provide both menus; you also might want to consider including both a-la-carte and prix fixe menus if you plan to offer them.

Beverage/wine service: If you’ll have an emphasis on specialty beverages or wine, a separate drinks list could be important.

Seasonality: If you’re a highly seasonal restaurant, you might want to consider providing menus for multiple seasons to demonstrate how your dishes (and subsequent purchasing) will change.

Market analysis

This is where you’ll begin to dive deeper. Although you’ve likely mentioned your market and the whitespace you hope to address, the market analysis section will enable you to prove your hypotheses.

Your restaurant business plan market analysis should include:

Industry information: Include a description of the restaurant industry, its size, growth trends, and other trends regarding things such as tastes, trends, demographics, structures, etc.

Target market: Zoom in on the area and neighborhood in which you’re opening your restaurant as well as the type of cuisine you’re serving.

Target market characteristics: Describe your customers and their needs, how/if their needs are currently being served, other important pieces about your specific location and customers.

Target market size and growth: Include a data-driven section on the size of your market, trends in its growth, how your target market fits into the industry as a whole, projected growth of your market, etc.

Market share potential: Share how much potential there is in the market, how much your presence will change the market, and how much your specific restaurant or restaurant locations can own of the open market; also touch on any barriers to growth or entry you might see.

Market pricing: Explain how you’ll be pricing your menu and where you’ll fall relative to your competitors or other restaurants in the market.

Competitive research: Include research on your closest competitors, how they are both succeeding and failing, how customers view them, etc.

If this section seems like it might be long, it should—it’s going to outline one of the most important parts of your strategy, and should feel comprehensive. Lack of demand is the number one reason why new businesses fail, so the goal of this section should be to prove that there is demand for your restaurant and show how you’ll capitalize on it.

Additionally, if market research isn’t your forte, don’t be shy to reach out to market research experts to help you compile the data, or at least read deeply on how to conduct effective research.

Marketing and sales

Your marketing and sales section should feel like a logical extension of your market analysis section, since all of the decisions you’ll make in this section should follow the data of the prior section.

The marketing and sales sections of your restaurant business plan should include:

Positioning: How you’ll describe your restaurant to potential customers, the brand identity and visuals you’ll use to do it, and how you’ll stand out in the market based on the brand you’re building

Promotion: The tools, tactics, and platforms you’ll use to market your business

Sales: How you’ll convert on certain items, and who/how you will facilitate any additional revenue streams (i.e. catering)

It’s likely that you’ll only have concepts for some of these elements, especially if you’re not yet open. Still, get to paper all of the ideas you have, and you can (and should) always update them later as your restaurant business becomes more fully formed.

Business operations

The business operations section should get to the heart of how you plan to run your business. It will highlight both internal factors as well as external forces that will dictate how you run the ship.

The business operations section should include:

Management team: Your management structure and hierarchy, and who is responsible for what

Hours: Your hours and days of operation

Location: What’s special about your location that will get people through the door

Relationships: Any advantageous relationships you have with fellow restaurateurs, places for sourcing and buying, business organizations, or consultants on your team

Add here anything you think could be helpful for illustrating how you’re going to do business and what will affect it.

Here, you’ll detail the current state of your business finances and project where you hope to be in a year, three years, and five years. You’ll want to detail what you’ve spent, what you will spend, where you’ll get the money, costs you might incur, and returns you’ll hope to see—including when you can expect to break even and turn a profit.

Financial statements: If you’ve been in business for any amount of time, include existing financial statements (i.e. profit and loss, balance sheet, cash flow, etc.)

Budget: Your current budget or a general startup budget

Projections: Include revenue, cash flow, projected profit and loss, and other costs

Debt: Include liabilities if the business has any outstanding debt or loans

Funding request: If you’re requesting a loan or an investment, lay out how much capital you’re looking for, your company’s valuation (if applicable), and the purpose of the funding

Above all, as you’re putting your financials together, be realistic—even conservative. You want to give any potential investors a realistic picture of your business.

Feel like there are other important components but they don't quite fit in any of the other categories (or make them run too long)? That’s what the restaurant business plan appendix section is for. And although in, say, a book, an appendix can feel like an afterthought, don’t ignore it—this is another opportunity for you to include crucial information that can give anyone reading your plan some context. You may include additional data, graphs, marketing collateral (like logo mockups), and more.

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The bottom line

Whether you’re writing a restaurant business plan for investors, lenders, or simply for yourself and your team, the most important thing to do is make sure your document is comprehensive. A good business plan for a restaurant will take time—and maybe a little sweat—to complete fully and correctly.

One other crucial thing to remember: a business plan is not a document set in stone. You should often look to it to make sure you’re keeping your vision and mission on track, but you should also feel prepared to update its components as you learn more about your business and individual restaurant.

This article originally appeared on JustBusiness, a subsidiary of NerdWallet.

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How to Write a Restaurant Business Plan in 2024 (Step by Step Guide with Templates)

A restaurant business plan is a framework that guides you to plan and forecast every element of restaurant management and operations.

This includes anything from your restaurant's menu design , location, financials, employee training , and a lot more.

Creating a solid business plan is important, as it helps:

• Transform your restaurant ideas into reality.
• Boosts entrepreneurial success by 16% (Harvard Business Study) .
• It equips you to navigate challenges before they arise.
• Attracts potential investors.

Planning is key to restaurant success. Without a plan, you're more likely to join the 26% of restaurants that fail within a year.

Create a business plan to set yourself up for success.

Here's how to get started. 

What is a restaurant business plan? 

Before writing a business plan, it is important to understand its fundamentals.

It serves as a roadmap for starting and running your restaurant , making it easy for outside parties, such as investors, to understand your objectives, vision, and plan of action for your restaurant.

The length and level of detail of business plans vary, ranging from brief synopses to large papers. Investors can benefit from clear insights and additional information provided by beginning with a concise plan and working their way up to a detailed one.

In short, a thorough description of the resources allocated to the success of your restaurant should be included in your business plan.

Steps to include in your business plan 

Your restaurant and mission statement needs to reflect your brand and goals, but you don't have to start from scratch.

The Eat App Restaurant Business Plan template , created by industry professionals and packed with insider information, is your go-to manual for creating a profitable business plan.

Your finalized business plan should have 11 essential elements, no matter how you write it. Continue reading below. 

1. Executive summary

A restaurant business plan should always begin with an executive summary. Why?

• 80% of venture capitalists say they read the executive summary first.
• 62% of investors say they would not continue reading a business plan if the executive summary did not capture their interest.
• A strong executive summary can increase the likelihood of securing funding by up to 40%.

An executive summary not only acts as the introduction to your restaurant business plan samples but also as a summary of the entire idea.

The main aim of an executive summary is to draw the reader (oftentimes an investor) into the rest of your business plan.

The executive summary also helps you envision the identity of your restaurant which essentially shapes the customer experience and sets you apart from competitors.

To establish a distinct identity, you need to focus on c ommon elements of an executive summary, including:

• A mission statement  
• Proposed concept development
• Cuisine selection
• The overall execution
• The potential costs
• Expected return on investments (ROI)

Let's take a more in-depth look at the concept development, cuisine selection, and mission statement.

Further reading

• How to write a restaurant executive summary

Concept Development

Selecting the type of restaurant, service style, and atmosphere is the first step towards creating a unique dining experience. Whether you envision a sample menu for a:

• cozy, intimate bistro
• bustling quick-service deli
• fast-casual restaurant
• fine dining establishment

Your concept should reflect your passion and expertise in the industry.

Cuisine Selection

The cuisine you select for your restaurant can significantly influence its success.

Choosing the appropriate cuisine is vital for distinguishing your establishment from competitors and attracting your target market.

To make an informed decision, consider factors such as:

• Market demand
• Expertise and passion
• Ingredient availability
• Competition
• Profitability
• Cultural fit
• Seasonality
• Dietary restrictions and trends

In the highly competitive restaurant industry, keeping track of current and emerging cuisine trends can be a significant advantage.

Creating a mission statement

A well-constructed mission statement communicates the purpose, values, and goals of your restaurant to potential investors and customers alike.

A mission statement serves as a guiding light for decision-makers and employees, fueling their efforts to achieve your restaurant’s objectives.

To create an impactful mission statement, consider the following steps:

• Identify the purpose of the restaurant.
• Contemplate the brand’s image.
• Account for the target audience.
• Incorporate company values.
• Ensure brevity and comprehensiveness.

Related content:  How to Write a Restaurant Mission Statement  

Remember, your mission statement should not only differentiate your restaurant from competitors but also resonate with your target market .

2. Company description

This is where you carefully introduce the company in the restaurant business plan. Include the name of the restaurant you are launching in this field along with its address, phone number, and other important information. Then, also include the owner's information as well as a synopsis or explanation of their background. The restaurant's legal position and its short- and long-term objectives should be outlined in the second section of the company description. To demonstrate your understanding of the changes in the local food business and the reasons why the most independent restaurant investors will be successful in this market, please submit a brief market research.

Here's an example of the page layout:  

Company Description

Restaurant Name: [Restaurant Name]

Location: [Restaurant Address]

Contact: [Restaurant Phone Number] | [Restaurant Email Address]

Owner: [Owner Name]

Experience: [Owner Name] has over [Number] years of experience in the restaurant industry. They have worked in various roles, including [List of Roles]. They are passionate about food and creating a memorable dining experience for their guests.

Legal Standing: [Restaurant Name] is a [Type of Legal Entity] registered in [State/Province].

3. Market analysis

The market analysis portion of the restaurant business plan is typically divided into three parts.

3.1 Industry analysis

What is your target market? What demographics will your restaurant cater to?

This section aims to explain your target market to investors and why you believe guests will choose your restaurant over others.

Comprehending your target market is key to customizing your restaurant offerings to their preferences and needs.

By diving into demographics, preferences, dining habits, and trends, you can fine-tune your concept and marketing strategy to reach and appeal to your target audience effectively.

An example of analyzing your target market

  Comprehending your target market is key to customizing your restaurant offerings to their preferences and needs.

Demographics and preferences

Identifying your primary target market involves considering factors such as:

For example, a neighborhood with a high concentration of families might prefer a family-friendly restaurant with a diverse menu catering to various age groups and dietary preferences.

Conversely, a trendy urban area with a predominantly young and affluent population may gravitate towards upscale dining experiences and innovative cuisine.

Cultural and ethnic backgrounds also have a significant impact on restaurant preferences, with people from different backgrounds having distinctive tastes and customs that influence their dining choices.

By thoroughly understanding the demographics and preferences of your target market, you’ll be better equipped to create a restaurant concept that resonates with them and ultimately drives success.

Dining habits and trends

As the restaurant industry continues to evolve, staying informed about dining habits and trends is crucial for adapting your offerings and attracting customers.

For example, the rise of online ordering and delivery services has significantly influenced dining habits, with many consumers seeking the convenience of having their meals delivered to their doorstep.

Health trends have also had an impact on dining habits, with an increasing number of individuals seeking healthier options when dining out.

• How to find your restaurant's target market

3.2 Competition analysis

It's easy to assume that everyone will visit your new restaurant first, so it is important to research your competition to make this a reality.

What restaurants have already established a customer base in the area?

Take note of everything from their prices, hours, and service style to menu design to the restaurant interior.

Then explain to your investors how your restaurant will be different.

3.3 Marketing analysis

Your investors are going to want to know how you plan to market your restaurant. How will your marketing campaigns differ from what is already being done by others in the restaurant industry?

How do you plan on securing your target market? What kind of offers will you provide your guests? Make sure to list everything.

The menu is the most important part of a restaurant's debut. Your restaurant wouldn't be able to operate without it.

You most likely don't have a final draft at this time, but you should aim to create a mock-up for your restaurant business plan. You can choose a design that you can envision yourself using and add your logo to the mock-up.

• Top Free Restaurant Menu Makers

There are several resources available online if you need assistance with menu design or don't want to hire a designer.

But the price should be the most important component of your sample menu. The cost research you've completed for investors ought to be reflected in your prices. They will have a clearer idea of your restaurant's intended price range as a result.  You'll quickly see how important menu engineering can be, even early on.

5. Employees

The company description section of the restaurant business plan briefly introduces the owners of the restaurant with some information about each. This section should fully flesh out the restaurant's business plan and management team.

The investors don’t expect you to have your entire team selected at this point, but you should at least have a couple of people on board. Use the talent you have chosen thus far to highlight the combined work experience everyone is bringing to the table.

6. Restaurant design

The design portion of your restaurant business plan is where you can really show off your thoughts and ideas to the investors. If you don’t have professional mock-ups of your restaurant rendered, that’s fine.

Instead, put together a mood board to get your vision across. Find pictures of a similar aesthetic to what you are looking for in your restaurant.

The restaurant design extends beyond aesthetics alone and should include everything from restaurant software to kitchen equipment. 

7. Location

The location you settle on for your restaurant should be well aligned with your target market (making it easier to cater to your ideal customer) and with your business plans.

At this stage in the process, it's not uncommon to not have a specific location in mind - but you should at the very least have a few options to narrow down.

Pro Tip: When you approach your investors about potential locations, make sure to include as much information as possible about each venue and why it would be ideal for your brand. 

Example for choosing an ideal location

Choosing the ideal location for your restaurant is a pivotal decision that can greatly influence your success. 

To make the best choice, consider factors such as foot traffic, accessibility, and neighborhood demographics.

By carefully evaluating these factors, you’ll be better equipped to maximize visibility and attract your target market.

Foot traffic and accessibility

Foot traffic and accessibility are important factors in selecting a location that will attract customers and ensure convenience.

A high-traffic area with ample parking and public transportation options can greatly increase the likelihood of drawing in potential customers.

Additionally, making your restaurant accessible to individuals with disabilities can further broaden your customer base and promote inclusivity.

Neighborhood demographics

Analyzing neighborhood demographics can help you determine if your restaurant’s concept and cuisine will appeal to the local population.

Factors such as income levels, family structures, and cultural diversity can all influence dining preferences and habits.

By understanding the unique characteristics of the neighborhood, you can tailor your offerings and marketing efforts to resonate with the local community.

Conducting a market analysis can be a valuable step in this process.

To gather demographic data for a particular neighborhood, you can utilize resources such as the U.S. Census Bureau’s American Community Survey and reference maps.

Armed with this information, you can make informed decisions about your restaurant’s concept, menu, and pricing, ensuring that your establishment is well-positioned for success within the community.

Conducting market research will further strengthen your understanding of the local demographic.

8. Market overview

The market overview section is heavily related to the market research and analysis portion of the restaurant business plan. In this section, go into detail about both the micro and macro conditions in the area you want to set up your restaurant.

Discuss the current economic conditions that could make opening a restaurant difficult, and how you aim to counteract that. Mention all the other restaurants that could prove to be competition and what your strategy is to set yourself apart.

9. Marketing

With restaurants opening left and ride nowadays, investors are going to want to know how you will get word of your restaurant to the world.

The next marketing strategy and publicity section should go into detail on how you plan to market your restaurant before and after opening. As well as any plans you may have to bring a PR company on board to help spread the word.

Read more: How to write a restaurant marketing plan from scratch

10. External help

To make your restaurant a reality, you are going to need a lot of help. List any external companies or software you plan on hiring to get your restaurant up and running.

This includes everything from accountants and designers to suppliers that help your restaurant perform better, like POS systems and restaurant reservation systems .

Explain to your other potential investors about the importance of each and what they will be doing for your restaurant.

11. Financial analysis

The most important part of your restaurant business plan is the financial section . We would recommend hiring professional help for this given its importance.

Hiring a trained accountant will not only help you get your own financial projections and estimates in order but also give you a realistic insight into owning a restaurant.

You should have some information prepared to make this step easier for the accountant.

He/she will want to know how many seats your restaurant has, what the check average per table will be, and how many guests you plan on seating per day.

In addition to this, doing rough food cost calculations for various menu items can help estimate your profit margin per dish. This can be achieved easily with a free food cost calculator. 

• Important restaurant metrics to track

A well-crafted restaurant business plan serves as a roadmap to success, guiding every aspect of the venture from menu design to employee training.

By carefully considering each component of the plan, aspiring restaurateurs can increase their chances of securing funding, attracting customers, and achieving their long-term goals.

Remember, a restaurant business plan is not just a document to satisfy investors; it is a living tool that should be revisited and updated regularly as the business grows and evolves.

By staying committed to the plan and adapting it as needed, restaurateurs can ensure that their culinary dreams have a solid foundation for success.

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Saif Alnasur used to work in his family restaurant, but now he is a food influencer and writes about the restaurant industry for Eat App.

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32+ restaurant business plan templates.

You may have thought of the restaurant business plan as one of the most profitable ideas out there. And, it is indeed a profitable business plan. Many people flock into eateries and coffee shops to eat and drink as they get to bond with their loved ones over food. But how exactly do you know that a simple business plan like this will do well for you once you get started? We have all sorts of templates that you can use for your food business. With its hassle-free features, even beginners will have an easy time writing about details like the food products and simple budget of their restaurant for example. Find that out by browsing and downloading our impressive collection of restaurant business plan templates .

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How to Create a Business Plan for a Restaurant in 7 Simple Steps

Step 1: select a file format, step 2: work on your cover page, step 3: write an executive summary, step 4: present an overview of the restaurant business, step 5: list the products and services, step 6: state the execution and operational plan, step 7: provide information relating to the finances, restaurant business plan guidelines template.

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Moscow International Business Center (Moscow City)

• Guide to Russia

What can you do at Moscow City?

• Dine in style: Moscow City is home to 100+ cafes and restaurants, including Europe’s highest restaurant and ice-cream shop
• See Moscow like never before: Ascend to one of Moscow City’s observation decks for an unparalleled panorama of Moscow
• Admire world-class architecture: Each of Moscow City’s skyscrapers has distinctive architecture and design
• Learn something new: Visit the Museum of High-Rise Architecture in Moscow or the Metro Museum

Moscow City is a multifunctional complex in the west of Moscow, which has come to represent the booming business of Russia’s capital. Its skyscrapers enrich Moscow’s skyline, contrasting the medieval cupolas and Stalinist high-rises. Visitors to Moscow City can enjoy entertainment high in the sky, as the complex is home not just to offices, but to restaurants, cinemas, viewing platforms, and museums.

Photo by Alex Zarubi on Unsplash

History of Moscow City

Moscow City was first conceived in 1991 by honoured Soviet architect Boris Tkhor, who proposed to construct a business center in Moscow. It would be complete with gleaming skyscrapers rivalling those of New York and London, to reflect the new life and growing ambitions of post-Soviet Russia.

The chosen site was a stone quarry and disused industrial zone in western Moscow, in between the Third Ring Road and Moskva River. Initially, the territory was divided into 20 sections arranged in a horseshoe shape around a central zone. The skyscrapers would increase in height as they spiralled around the central section, with shorter structures built on the waterfront to give the taller buildings behind a view of the river. 

Architect Gennady Sirota, who contributed to iconic projects such as the Olympic Sports Complex on Prospekt Mira, was selected as the chief architect, and many other world-famous architects were attracted to Moscow to realise their visions in Moscow City.

What can you see and do at Moscow City?

Where Moscow’s cityscape was once dominated by Stalin’s Seven Sisters skyscrapers , this is no more. Moscow City is home to eight of Russia’s ten tallest buildings, six of which exceed 300 metres in height. More buildings are still under construction there today, including the One Tower (which will be Europe’s second-tallest building). Once completed, Moscow City will comprise more than 20 innovative structures.

Each of Moscow City’s skyscrapers was designed by its own architect, lending the cluster of skyscrapers a unique appearance. Aside from being a site of architectural wonder, Moscow City is a place for leisure and entertainment with over 100 cafes and restaurants, exhibition spaces, cinemas, viewing platforms, and more.

Photo by Nikita Karimov on Unsplash

Federation Tower

• East Tower: 374m, 97 floors; West Tower: 243m, 63 floors
• Completed in 2017
• Architects: Sergey Tchoban and Peter Schweger

The East Federation Tower is the tallest building in Moscow, and the second-tallest building in Europe after the Lakhta Centre in St Petersburg. Visitors can enjoy a luxurious meal of seafood, truffles or steak at restaurant ‘Sixty’ on the 62nd floor of the West Tower, or visit Europe’s highest observation deck, ‘Panorama 360’, on the 89th floor of the East Tower.

Did you know? The ice cream and chocolate shop on the 360 observation deck are the highest in the world!

• South Tower: 354m, 85 floors; North Tower: 254m, 49 floors
• Completed in 2015
• Architect: Skidmore, Owings & Merrill LLP

The South OKO Tower is the third-tallest building in Russia and Europe. Here, you can visit ‘Ruski’ to dine on hearty Russian cuisine cooked on a real Russian stove, and have a drink in the ice bar. Alternatively, visit restaurant, nightclub and performance space ‘Birds’; the restaurant is the highest in Europe, situated on the 86th floor roof terrace alongside an observation deck. The OKO Towers are also home to karaoke club ‘City Voice’.

Did you know? Underneath OKO Towers is the largest underground parking in Europe, with 16 levels and 3,400 parking spaces.

Mercury Tower

• 339m tall, 75 floors
• Architects : Mikhail Posokhin, Frank Williams, Gennady Sirota

Another multifunctional skyscraper, which was designed as the first truly ‘green’ building in Moscow. The Mercury Tower has a distinct geometric shape and copper-coloured glazing, and was the tallest building in Europe upon completion. Visit ‘More i myaso’ (Sea and meat) on the first floor of the tower to enjoy European and Mediterranean cuisine whilst surrounded by greenery. On the 2nd and 40th floors a modern art gallery, the ‘ILONA-K artspace’, has just opened.

City of Capitals

• Moscow Tower: 302m, 76 floors; St Petersburg Tower: 257m, 65 floors
• Completed in 2009
• Architect: Bureau NBBJ

The unique geometric design of the City of Capitals towers resembles stacks of rotating blocks, and is rooted in Constructivism of the early Soviet period (many Soviet Constructivist buildings can be found in Moscow). Visitors to the Moscow Tower can enjoy a range of cuisines – traditional Italian dishes on the summer terrace of ‘Tutto Bene’, Panasian cuisine in the tropical luxury of the ‘Bamboo Bar’ on the 1st floor’, and poke or smoothie bowls at ‘Soul in the Bowl’ cafe on the 80th floor.

Tower on the Embankment

• Tower A: 84m; Tower B:127m; Tower C: 268m, 61 floors
• Completed in 2007
• Architects: Vehbi Inan and Olcay Erturk

After completion, the Tower on the Embankment was the tallest building in Europe, and is now the 13th tallest. It houses the headquarters of several large Russian and international  companies, including IBM and KPMG. There are two cafes located on the 1st floor of Tower C – self-service café ‘Obed Bufet’ (Lunch Buffet) and Bakery Chain ‘Khleb Nasushchny’ (Daily Bread).

Evolution Tower

• 255m tall, 54 floors
• Architects: Philip Nikandrov and RMJM Scotland Ltd

Evolution is Moscow City’s most recognisable tower, and the 11th tallest building in Russia. Its façade is a true architectural marvel, comprising continuous strips of curved glazing spiralling high into  the sky. According to the architect, Philip Nikandrov, the spiral shape of the tower honours centuries of architectural design in Russia, from the onion domes of St Basil's Cathedral to Vladimir Shukhov’s Tatlin Tower, a masterpiece of Constructivist design. Outside the Evolution tower is a landscaped terrace and pedestrian zone descending to the Presnenskaya Embankment, which was also designed by Nikandrov.

Did you know? Moscow’s largest wedding palace was supposed to be built on the site of the Evolution tower, though the project was abandoned.

• 239m tall, 60 floors
• Completed in 2011

Imperia’s interesting design has a curved roof and an arched glass façade. Inside the tower are various cafes including ‘City Friends’ for all-day breakfasts and light lunches, ‘Mama in the City’ for simple meals of Russian cuisine, and ‘abc kitchen’ for European and Indian-inspired dishes. Alternatively, visit ‘High Bar’ on the 56th floor for cocktails with a view. In Imperia you’ll also find the Museum of High-Rise Construction in Moscow (suitably located on the 56th floor), and the Camera Immersive Theatre.

Did you know? Inside Vystavochnaya metro station is the Metro Museum , dedicated to the history of the beautiful Moscow Metro!

• 130m tall, 26 floors
• Completed in 2001
• Architect: Boris Tkhor

Tower 2000 was Moscow City’s first tower. It stands on the opposite bank of the Moskva River, and houses a viewing platform from which visitors can admire an unparalleled panorama of Moscow City. The Bagration Bridge reaches across the river from the tower to Moscow City, and underneath are piers from where you can take boat trips.

Photo by Alexander Popov on Unsplash

Afimall is Moscow’s largest entertainment and shopping complex, home to 450 shops, cafes and restaurants, a cinema, and a virtual-reality game park. The shopping centre is located in the central section of Moscow City, and a cinema and concert hall are currently under construction there.

What’s nearby?

Sechenov Botanical Gardens: The botanical gardens of the First Moscow State Medical University was created for students’ training and research in 1946. Today it is open for free visits, and is home to a large arboretum.

Park Krasnaya Presnya: This park belonged to the Studenets estate of the Gagarin princes. It is a monument of 18th and 19th century landscaping, with Dutch ponds, ornate bridges, and tree-lined alleys. There are also sports facilities, sports equipment rental, and cafes.

Photo by Akkit  on Wikipedia

Essential information for visitors

Website: https://www.citymoscow.ru/

Email: [email protected]

Phone: +7 (495) 730-23-33

Nearest metro: Mezhdunarodnaya (closest to the skyscrapers), Delovoy Tsentr (underneath Afimall), Vystavochnaya (closest to Expocentre)

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This is our most popular cruise covering Moscow and St. Petersburg and all of the significant towns between these 2 cities. Besides the Two Capitals, you will visit the ancient towns of Uglich, Yaroslavl and Goritsy, the island of Kizhi, and Mandrogui village.

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This tour covers the best sights of Moscow and St. Petersburg along with a trip to the Golden Ring - a group of medieval towns to the northeast of Moscow. Ancient Kremlins, onion-shaped domes and wooden architecture is just a small part of what awaits you on this amazing tour.

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Top-5 Restaurants in Moscow-City business district

Table of contents

• 1. Burgers with healthy buns
• 2. Beef, cocktails, and karaoke
• 3. A slice of Bali in Moscow
• 4. The highest restaurant in Europe
• 5. Lobster and octopus with a view

The Moscow-City business district is known for the headquarters of Russian and global companies as well as for the newest landmarks of Moscow, the skyscrapers, and one of the biggest malls in the city, Afimall , full of fashion and beauty stores, cafes, and leisure activities. Here is our list of 5 best restaurants in Moscow-City. Leading Moscow chefs and bartenders serve food and drinks to remember, from burgers with avocado to grilled octopus, from sweet potato waffles to matcha tea with a piña colada flavor. These restaurants also offer great entertainment like music shows, karaoke, and parties with DJs. You may take a break here after sightseeing Moscow from above, relax after shopping, and make friends with people from tech startups. At lunchtime, and in the evenings CEOs and business leaders gather there making Moscow-City restaurants the best place for networking in the city.

Burgers are made with meat, cheese, tomatoes, onions, pickles and are seasoned with ketchup, mustard, or another sauce. The ingredients are placed between two halves of a bun. Typically, burgers are made with beef, but other types of meat, such as turkey, chicken, and salmon can be used as well.

The Misha Fisher in Jaffa restaurant’s chef replaces burger buns  with avocado halves making the kosher version of this street food. Try here also sorrel soup, hummus, and falafel. There are no dairy dishes on the menu, it’s a kosher and halal certified meat restaurant. But the cuisine is not Jewish only. In their reviews, people praise Misha Fisher in Jaffa’s Peruvian ceviche, a Thai tom yum soup, and Maki sushi rolls with vegan cheese. The restaurant works in the Afimall shopping center and is closed on Saturdays.

Steaks and shrimp pasta are the highlights of Six Floor Restaurant on the 6th floor of the Oko tower. The bartender here flavors his cocktails with essential oils making them one-of-a-kind drinks. Reviewers on Restaurant Guru laud the restaurant’s karaoke club, City Voice , for its acoustics and futuristic design. In-house backing vocalists help City Voice’s guests to perform most tricky pop songs and rock ballads. The restaurant is open 24 hours a day, they start serving breakfasts at 6:30 am. 

Matcha tea served in Touch of matcha cafe in the IQ Quarter tower is believed to be the best in the city. Definitely, the matcha menu here is the longest in Moscow, with 13 versions of tea, from Matcha Latte to Matcha Piña Colada . The cuisine is Indonesian and vegetarian, on Restaurant Guru you may find positive feedback about poke and buddha bowls , cereal dishes, and avocado toasts. Waffles get special mention, try those made of sweet potato and served with a poached egg as well as waffles with coconut ice cream, caramel and strawberries.

It is a popular seafood meal with a buttery savory flavor. Crabs may be boiled, grilled, deep-fried, stewed, or steamed. There is a wide range of dishes with crabs.

Birds self-described as the highest city restaurant in the world is located on the 84th floor of the Oko tower at a height of 354 meters. At least, it is listed in the Russian Book of Records as the highest restaurant in Europe. You will see breathtaking views of Moscow here together with getting fresh crabs  and yummy ice cream. One of the restaurant’s rooms is called Secret Garden and looks like a genuine conservatory. It opens at 6 pm. There is also a karaoke room with a separate entrance and a club famous for its music stage shows.

Reviewers on Restaurant Guru note great views of Moscow from the terrace of Bamboo.Bar , a restaurant located in the City of Capitals tower. Guru Vibes parties on Saturday nights are also highly praised for starring leading Russian DJs and electronic music performers. The restaurant’s signature dishes are seafood salad with Thai tomatoes and green tapioca chips as well as lobster miso soup  and grilled octopus. Restaurant rooms are decorated with natural elements and antiquities. A 12-meter-long bar counter is Instagram-worthy.

The Moscow-City business district restaurants have become new places-to-see on their own. Visit them if you want to get a special gourmet experience and to discover a new side to the Russian capital.

I am absolutely fascinated by the Misha Fisher in Jaffa restaurant! As someone who loves to experiment with food, this burger featuring avocado buns is definitely on my to-try list. Additionally, I am intrigued by the fact that this restaurant serves kosher and halal certified meat, but also has Peruvian, Thai, and vegan dishes on the menu, making it a perfect place for foodies looking for a diverse range of culinary experiences.

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The Eclipse Chaser

As millions of americans prepare to see a total solar eclipse, a retired astrophysicist known as “mr. eclipse,” discusses the celestial phenomenon..

This transcript was created using speech recognition software. While it has been reviewed by human transcribers, it may contain errors. Please review the episode audio before quoting from this transcript and email [email protected] with any questions.

Can you hear — Fred, can you hear me?

[DISTORTED SPEECH]:

The internet is a little wonky.

OK. Well, [DISTORTED SPEECH]: Arizona. So the internet speed here isn’t really fast.

I think we’re going to call — yeah, I think we’re going to call you back on a — for the first time in a really long time — a landline.

[PHONE RINGING]

Hey, Fred, it’s Michael Barbaro.

You can hear me OK?

I can hear you.

Perfect. So, Fred, where exactly am I reaching you?

I’m in Portal, Arizona, in a little community called Arizona Sky Village. And it’s a very rural community. So our internet and phone lines are not very good. And the nearest grocery store is 60 miles away.

Wow. And why would you choose to live in such a remote place with such bad internet?

Because the sky is dark. It’s like the sky was a hundred years ago before cities encroached on all of the country. I guess you’d call it an astronomy development. Mainly, amateur astronomers who have built homes here far from city lights for the express purpose of studying the sky.

[MUSIC PLAYING]

So it’s literally a community where once the sun goes down, it’s pitch black. And some, perhaps all of you, are stargazing?

Yes, exactly.

Well, I think I’m beginning to understand why you might have the nickname that you do. Can you just tell our listeners what that nickname is?

My nickname is Mr. Eclipse.

From “The New York Times,” I’m Michael Barbaro. This is “The Daily.” Today’s total solar eclipse will be watched by millions of people across North America, none of them as closely as Fred Espenak, a longtime NASA scientist who’s devoted his entire life to studying, chasing, and popularizing the wonder that is an eclipse.

It’s Monday, April 8.

Fred, help me understand how you become Mr. Eclipse, how you go from being Fred to this seemingly very hard-earned nickname of Mr. Eclipse.

Well, I was visiting my grandparents at their summer home. And it was a partial eclipse of the sun back in the early 1960s. And I was a 10 - or 12-year-old kid. I got my parents to get me a small telescope. And I watched some of the partial phases. And it was really interesting.

And I started reading about eclipses. And I found out that as interesting as a partial eclipse is, a total eclipse is far more interesting. The moon is only 1/400 the diameter of the sun. It’s tiny compared to the sun. But it’s 400 times closer to the Earth. So it’s just this incredible coincidence that the moon and sun appear to be the same size in the sky. And once in a while, the moon passes directly between the Earth and the sun. And you’re plunged into this very strange midday twilight.

But they’re limited to a very small geographic areas to see a total eclipse. And this little book I was studying had a map of the world, showing upcoming paths of total solar eclipses. And I realized that one was passing through North America about 600 miles from where I lived. And that eclipse was in 1970.

And I was reading about this in 1963, 1964. And I made a promise to myself that I was going to get to that eclipse in 1970 to see it because I thought it was a one chance in a lifetime to see a total eclipse of the sun.

So just to be very clear, you see a partial eclipse, and you immediately think to yourself, that was fine. But I need the real thing. I need a full eclipse. And you happen to find out, around this time, that a real eclipse is coming but in seven years.

Right. I mean, there were other eclipses between that time and seven years in the future. But they were in other parts of the world. And I couldn’t buy an airplane ticket and fly to Europe or Australia.

And by 1970, I’d been waiting for this. And by this point, I had just gotten a driver’s license. And I convinced my parents to let me drive the car 600 miles to get down into the path of totality to see this great event.

Wow. Wait, from where to where?

From Staten Island, New York, down to a little town in North Carolina.

How did you convince your parents to let you do that? I mean, that’s —

Well, I had seven years to work on it.

[LAUGHS]: Right.

And I was just a nerdy kid. I didn’t get into trouble. I was interested in science. I was out in the woods, studying frogs and wildlife and stuff. So this was just a natural progression of the type of things I would normally do.

Right. OK. So I wonder if you can describe this journey you end up taking from Staten Island. How does the trip unfold as you’re headed on this 600 mile?

So, I think, on March 6, 1970, it was a Friday. My friend and I left to drive to the eclipse path. We probably got on the road probably at 5:00 AM because it was going to be a very long day.

And we’ve got a detailed map in the car, which I’ve plotted the eclipse path on. And we’re just trying to get far enough south to get into the path of the eclipse, which for us is easternmost Virginia or Eastern North Carolina. And I drive and drive and drive all day long. Very long day.

We get down to North Carolina right about maybe 6:00 PM. And we just see this little town in North Carolina that we’re driving through. And it happens to have a convenient motel right in the center of the path. And that was good enough. Got a room available. And we check in. And that’s where we’re going to watch the eclipse from.

And the next morning was eclipse day. It was a bright, crisp, sunny morning. There weren’t any clouds at all in the sky. And I was amazed that outside the back of the motel, in this grassy field, there were dozens and dozens of people with telescopes out there, specifically there for the eclipse that morning.

We were really excited about this. We set up our — my telescope. And we had another camera set up to watch it. And we walked around and marveled at some of the other people and their telescopes and discussed the eclipse with them. And the eclipse started probably around noon or 1:00 in the afternoon.

Describe the actual event itself, the eclipse. How did it begin?

Well, all solar eclipses begin as a partial eclipse. And the sun is gradually covered by the moon as the moon takes larger and larger pieces out of the sun, as it slowly crawls across the sun’s surface. And you don’t really notice much going on with a naked eye.

It’s really only in the last 10 minutes or so that you start to notice changes in the environment because now enough of the sun has been covered, upwards of maybe 90 percent of the sun. And you start to notice the temperature falling. There’s a chill in the air.

Also, since so much of the sun is covered, the daylight starts to take on an anemic quality. It’s weak. The sun is still too bright to look at. But the surroundings, the environment is not as bright as it was a half hour earlier.

You start to notice animals reacting to the dwindling sunlight. They start acting like it’s sunset. And they start performing some of their evening rituals, like birds roosting, perhaps calling their evening songs. And plants start closing up and the dropping sunlight. And then the dropping temperatures.

And there’s an acceleration now of all these effects. The temperature drop, the drop in the sunlight, it starts happening faster and faster and getting darker and darker. And maybe about a minute before the total eclipse began, we noticed strange patterns on the ground beneath us, on the grassy field that we were on — these ripples racing across the field. And these are something called shadow bands.

They look a lot like the rippling patterns that you would see on the bottom of a swimming pool, bands of light and dark, and moving very quickly across the ground. The sky is — it’s a dark blue. And it’s getting darker rapidly in this dwindling sunlight. And you go from daylight to twilight in just 10 or 20 seconds. It’s almost like someone has the hand on the rheostat and turns the house lights down in the theater.

You just see the light just go right down.

And the sky gets dark enough that the corona, the outer atmosphere of the sun, starts emerging from the background sky. This ring or halo of gas that surrounds the sun, and it’s visible around the moon, which is in silhouette against the sun. And along one edge of the moon is this bright bead of sunlight because that’s the last remaining piece of the sun before it becomes total.

And this is the diamond ring effect because you’ve got the ring of the corona and this dazzling jewel along one edge of it. You only get to see this for 10 or 15 seconds — it’s very fleeting — before the moon completely covers the sun’s disk. And totality begins. Suddenly, you’re in this twilight of the moon’s shadow.

And you look around the horizon. And you’re seeing the colors of sunrise or sunset 360 degrees around the horizon because you’re looking out the edge of the moon’s shadow. And looking back up into the sky, the sun is gone now. And you see this black disk of the moon in silhouette surrounded by the sun’s corona.

Maybe this says more about my nature than anything else, but what you’re describing, a little bit, feels like the end of the world.

Well, I think, when you see this all transpire, you can easily understand how people thought this was the end of the world because it seems far outside of the realms of nature. It seems supernatural. So you can see how people panicked that didn’t understand what was going on.

That was not your reaction?

No. I think it’s a sense of belonging — belonging to this incredible universe, both belonging and a humbleness that how minuscule we are. And yet we’re a part of this fantastic cosmic wheel of motion in the solar system. You almost get a three-dimensional sense of the motions of the Earth and the moon around the sun when you see this clockwork displayed right in front of you, this mechanics of the eclipse taking place.

It almost lifts you up off the planet, and you can look back down at the solar system and see how it’s all put together. And you’ve only got to, in that case — in that particular eclipse, it was only 2 and 1/2 minutes to look at this.

Wow. It’s kind of a clock in your head, saying, you don’t have much of this.

You don’t have much of it. And it almost seems like time stops.

And at the same time, all of a sudden, the eclipse is over. Those 2 minutes just raced by. And it’s over. All of a sudden, the diamond ring forms again on the opposite side of the moon, as the sun starts to become uncovered at the end of totality. And the diamond ring appears. It grows incredibly bright in just a few seconds. And you can’t look at it anymore. It’s too bright. You’ve got to put your filters back on and cover your telescope with a solar filter so it doesn’t get damaged. And you’re trembling because of this event.

Everybody was cheering and shouting and yelling. I mean, you would have thought you were at a sports game, and the home team just scored a touchdown. Just everybody screaming at the top of their lungs. And I immediately started thinking that this can’t be a once in a lifetime experience. I’ve got to see this again.

We’ll be right back.

OK. So, Fred, it’s the early 1970s. And you are not Mr. Eclipse yet. You’re just a kid who felt something very big when you watched an eclipse. So how did you end up becoming the premier authority that you now are on eclipses?

Well, after that 1970 eclipse, I started looking into upcoming solar eclipses so I could get a chance to see the sun’s corona again. And the next total eclipse was in Eastern Canada in July of 1972. And I started thinking about that eclipse. And by then, I was going to be in college.

And I started planning because that one was still something I could drive to. It was 1,200 miles instead of 600 miles.

So the summer of 1972 rolls around. And I drove up to the eclipse in Quebec to see totality and was unfortunately clouded out of the eclipse. I saw some of the partial phases. But clouds moved in and obscured the sun for that view of the sun’s corona.

You were robbed.

I was robbed. And I realized, well, I’ve got to expand my outlook on what’s an acceptable distance to travel to see a total eclipse because the next total eclipse then, in 1973, was through the Sahara Desert in Northern Africa. So I traveled to the Sahara desert for the eclipse, where we had decent weather, not perfect but decent weather. And we got to see totality there.

You saw totality in the desert?

In the desert. In the Sahara Desert. After that, it was just trying to get to every total eclipse I possibly could get to.

At this point, you’re clearly starting to become an eclipse chaser. And I don’t even know if such a thing existed at that moment.

Yeah. I don’t know if it was called that then, but certainly, yeah.

And if you’ll permit me a question that might seem maybe dopey to someone in your field, after you’ve seen one or two or three of these, do they start to blend in together and become a little bit the same?

Not at all. Each one is distinctly different. The sun itself is dramatically different. The sun’s corona is different at each eclipse because the corona is a product of the sun’s magnetic field. And that magnetic field is changing every day. So the details, the fine structure in the sun’s corona is always different. So every eclipse is dramatically different. The appearance of the sun’s corona.

Right. If you look at one Renoir, it’s not the same as the next one. You’re describing the corona of each eclipse as its own work of art, basically.

Exactly. Yeah.

So as you’re chasing these eclipses around the world, what is the place of an eclipse in your day-to-day academic studies and, soon enough, your professional work?

So I went to grad school at University of Toledo and did some work at Kitt Peak National Observatory, learning the ins and outs of photometric photometry — that is, measuring the brightness of stars. And eventually, this led to a job opening at the NASA Goddard Space Flight Center.

And I got interested in the idea of predicting eclipses and started studying the mathematics of how to do this. And I took it over unofficially and started publishing these technical maps and details. And we published about a dozen books through NASA on upcoming eclipses. People would just write me a letter and say they wanted a copy of the eclipse bulletin for such and such an eclipse. And I would stuff it in an envelope and mail it to them.

So you take it upon yourself to make sure that everyone is going to know when the next eclipse is coming?

And no doubt, during this period, you keep going to each and every eclipse. And I wonder which of them stand out to you.

Well, I’ve seen total eclipses from Australia, from Africa, from the Altiplanos in Bolivia, from the ice sheet on the coast of Antarctica, and even from Northern China, on the edge of the Gobi Desert. But one of the most notable eclipses for me was I traveled to India to see a 41-second eclipse, which was very short. And besides seeing a great eclipse in India, I also met my future wife there. She was on the same trip.

I have to hear that story.

Well, she had been trying to see a total eclipse for about 25 years.

She tried to see the 1970 eclipse. But her friends who were going to drive down from Pennsylvania down to North Carolina talked her out of it at the 11th hour.

They talked her out of seeing the same eclipse that was your first total eclipse that was so important to you?

Yes. And they talked her out of it because from Pennsylvania, they were going to have maybe a 90 percent eclipse. They didn’t know any better. They thought that was good enough. And she regretted that decision.

So then she said, OK, well, I’ve got to get to the next total eclipse, which was in Quebec in 1972, the same one that was my second eclipse. And we were probably within five miles of each other in Quebec. And we were both clouded out. Then she was married. She was raising kids. She got busy with domestic life for 20 years. She became a widow.

So now, 1995, there’s this 41-second eclipse in India that is very difficult to get to. It’s halfway around the world. But she’s still itching to see a total eclipse. And we joined the same expedition, a travel group, of 30 eclipse chasers and end up in India for the eclipse. And we have fantastic weather. It’s perfect.

She was in tears after totality. She had been waiting so long to see it. And we struck up a friendship on that trip. By the time the 1998 eclipse was taking place in the Caribbean, at that point, we were together. That was our first eclipse to observe as a couple. I think our wedding cake had a big eclipse on the top of the cake.

[LAUGHS]: Perfect.

We made a music CD for the wedding that we played during the reception. And of course, all the music on the CD had sun and moon themes to it.

Nothing I can say, a total eclipse of the heart

Of course, we had “Total Eclipse of the Heart.” It was a must-have.

Had to. Had to.

It strikes me, Fred, that eclipses are such an organizing principle in your life. Your life seems to literally orbit around them. When you were a kid, you started planning for them years in advance. This work becomes central to your career. It’s how you meet your wife.

And you said, when I asked you, about each eclipse that they’re all different. And obviously, you’re different at each eclipse because time has passed. Your life has changed. And it just feels like your life is being lived in a kind of ongoing conversation with this phenomenon of the sun and the moon overlapping.

Well, the eclipses are like benchmarks that I can use to figure out what else was going on in my life during these times, because I remember the dates of every single eclipse I’ve been to. And if I see a photograph of the solar corona shot during any particular eclipse, I know what eclipse that was. I can recognize the pattern of the corona like a fingerprint.

That’s amazing.

And I the year of the eclipse. It reminds me of when Pat and I got married and between which eclipse we were getting married and had to plan our wedding so it didn’t interfere with any kind of eclipse trips.

And they just serve as benchmarks or markers for the rest of my life of when various eclipses take place. So they’re easy for marking the passage of time.

So we are, of course, talking to you a few days before this year’s eclipse, which I cannot fathom you missing. So where are you planning to watch this total eclipse?

Pat and I are leaving for Mazatlán, Mexico, actually tomorrow. And we’ve got about 80 people joining us down in Mazatlán for this eclipse in our tour group.

And for you, of course, this year’s eclipse is just the latest in a very long line of eclipses. But I think, for the rest of us — and here, I’m thinking about myself — this is really going to be my first total eclipse, at least that I can remember. And for my two little kids, it’s absolutely going to be their first.

And given the hard-earned wisdom that you’ve accumulated in all your decades of chasing eclipses around the world, I wonder if you can give us just a little bit of advice for how to best live inside this very brief window of a total solar eclipse, to make sure, not to be cliche, but that we make it count.

Well, I think one mistake that people tend to make is getting preoccupied with recording everything in their lives, what they had for lunch, what they had for dinner. And seeing the eclipse is something that you want to witness firsthand. Try to be present in seeing the eclipse in the moment of it. So don’t get preoccupied with recording every instant of it.

Sit back and try to take in the entire experience because those several minutes pass by so rapidly. But you’ll replay them in your mind over and over and over again. And you don’t want technology getting between you and that experience. And remember to take your eclipse glasses off when totality begins. Note how dark it gets during totality.

Take the glasses off because?

Well, the glasses protect your eyes from the sun’s bright disk. But when totality begins, the sun’s bright disk is gone. So if you use your solar eclipse glasses to try to look at the corona, you won’t see anything. You’ll just see blackness. You’ve got to remove the eclipse glasses in order to see the corona. And it’s completely safe.

And it’s an incredible sight to behold. But during totality, you just want to look around without the glasses on. And take in the sights. Take in the horizon, 360 degrees, surrounding you with these twilight colors and sunset colors.

You’ll easily be able to see Jupiter and Venus shining on either side of the sun during totality. And look at the details in the sun’s corona, fine, wispy textures, and any possible red prominences hugging against the moon’s disk during totality.

And let’s say it’s now the moment of totality, and you, Mr. Eclipse, can whisper one thing into someone’s ear as they’re watching. What would you say to them?

Enjoy. Just take it all in.

Well, Fred, thank you very much. We really appreciate it.

No, thank you. I hope everybody has some clear sky.

After today, the next total solar eclipse to be visible from the continental United States will occur 20 years from now, in 2044. In other words, you might as well watch today’s.

Here’s what else you need to know today. Israel has fired two officers in connection with the deadly airstrike on aid workers from the World Central Kitchen who were killed last week while delivering food to civilians in Gaza. In a report released on Friday, Israel blamed their deaths on a string of errors made by the military. The airstrike, Israel said, was based on insufficient and incorrect evidence that a passenger traveling with the workers was armed.

Meanwhile, Israel said it withdrew a division of ground troops from Southern Gaza on Sunday, leaving no soldiers actively patrolling the area. The move raises questions about Israel’s strategy as the war drags into its sixth month. In particular, it casts doubt on Israel’s plans to invade Rafah, Gaza’s southernmost city, an invasion that the United States has asked Israel not to carry out for fear of large-scale civilian casualties.

Today’s episode was produced by Alex Stern and Sydney Harper, with help from Will Reid and Jessica Cheung. It was edited by Devon Taylor; fact-checked by Susan Lee; contains original music by Dan Powell, Marion Lozano, Elisheba Ittoop, and Corey Schreppel; and sound design by Elisheba Ittoop and Dan Powell. It was engineered by Chris Wood. Our theme music is by Jim Brunberg and Ben Landsverk of Wonderly. Special thanks to Anthony Wallace.

[THEME MUSIC]

That’s it for “The Daily.” I’m Michael Barbaro. See you tomorrow.

• April 9, 2024   •   30:48 How Tesla Planted the Seeds for Its Own Potential Downfall
• April 8, 2024   •   30:28 The Eclipse Chaser
• April 7, 2024 The Sunday Read: ‘What Deathbed Visions Teach Us About Living’
• April 5, 2024   •   29:11 An Engineering Experiment to Cool the Earth
• April 4, 2024   •   32:37 Israel’s Deadly Airstrike on the World Central Kitchen
• April 3, 2024   •   27:42 The Accidental Tax Cutter in Chief
• April 2, 2024   •   29:32 Kids Are Missing School at an Alarming Rate
• April 1, 2024   •   36:14 Ronna McDaniel, TV News and the Trump Problem
• March 29, 2024   •   48:42 Hamas Took Her, and Still Has Her Husband
• March 28, 2024   •   33:40 The Newest Tech Start-Up Billionaire? Donald Trump.
• March 27, 2024   •   28:06 Democrats’ Plan to Save the Republican House Speaker
• March 26, 2024   •   29:13 The United States vs. the iPhone

Hosted by Michael Barbaro

Produced by Sydney Harper and Alex Stern

With Will Reid and Jessica Cheung

Edited by Devon Taylor

Original music by Dan Powell ,  Marion Lozano ,  Elisheba Ittoop and Corey Schreppel

Sound Design by Elisheba Ittoop and Dan Powell

Engineered by Chris Wood

Listen and follow The Daily Apple Podcasts | Spotify | Amazon Music

Today, millions of Americans will have the opportunity to see a rare total solar eclipse.

Fred Espenak, a retired astrophysicist known as Mr. Eclipse, was so blown away by an eclipse he saw as a teenager that he dedicated his life to traveling the world and seeing as many as he could.

Mr. Espenak discusses the eclipses that have punctuated and defined the most important moments in his life, and explains why these celestial phenomena are such a wonder to experience.

On today’s episode

Fred Espenak, a.k.a. “Mr. Eclipse,” a former NASA astrophysicist and lifelong eclipse chaser.

Background reading

A total solar eclipse is coming. Here’s what you need to know.

Millions of people making plans to be in the path of the solar eclipse on Monday are expecting an awe-inspiring. What is that feeling?

The eclipse that ended a war and shook the gods forever.

There are a lot of ways to listen to The Daily. Here’s how.

We aim to make transcripts available the next workday after an episode’s publication. You can find them at the top of the page.

Fact-checking by Susan Lee .

Special thanks to Anthony Wallace.

The Daily is made by Rachel Quester, Lynsea Garrison, Clare Toeniskoetter, Paige Cowett, Michael Simon Johnson, Brad Fisher, Chris Wood, Jessica Cheung, Stella Tan, Alexandra Leigh Young, Lisa Chow, Eric Krupke, Marc Georges, Luke Vander Ploeg, M.J. Davis Lin, Dan Powell, Sydney Harper, Mike Benoist, Liz O. Baylen, Asthaa Chaturvedi, Rachelle Bonja, Diana Nguyen, Marion Lozano, Corey Schreppel, Rob Szypko, Elisheba Ittoop, Mooj Zadie, Patricia Willens, Rowan Niemisto, Jody Becker, Rikki Novetsky, John Ketchum, Nina Feldman, Will Reid, Carlos Prieto, Ben Calhoun, Susan Lee, Lexie Diao, Mary Wilson, Alex Stern, Dan Farrell, Sophia Lanman, Shannon Lin, Diane Wong, Devon Taylor, Alyssa Moxley, Summer Thomad, Olivia Natt, Daniel Ramirez and Brendan Klinkenberg.

Our theme music is by Jim Brunberg and Ben Landsverk of Wonderly. Special thanks to Sam Dolnick, Paula Szuchman, Lisa Tobin, Larissa Anderson, Julia Simon, Sofia Milan, Mahima Chablani, Elizabeth Davis-Moorer, Jeffrey Miranda, Renan Borelli, Maddy Masiello, Isabella Anderson and Nina Lassam.

Corey Schreppel leads the technical team that supports all Times audio shows, including “The Daily,” “Hard Fork,” “The Run-Up,” and “Modern Love.” More about Corey Schreppel

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