1.1 Restaurant Brand NameThe name of the restaurant will be 1453
Mediterranean Cuisine. This name was chosen to convey the concept,
theme and service that potential customers are likely to find in the
restaurant. 1453 was chosen because this was the year that Istanbul
was conquered by the Turks and thus became a part of the Turkish
Empire. In other words, the number carries a historical significance
designed to convey a specific message; that the restaurant is inspired
by Turkey. The word Mediterranean was chosen for the same reason as
the latter mentioned number; to signify the source of inspiration.
This aspect was important to inform those consumers who may not
understand what 1453 means about the restaurant's concept; these will
be consumers who are not familiar with Turkey's history. Cuisine was
chosen to reflect the kind of product offered in this restaurant i.e.
The food will be presented in an artistic, creative yet minimalist
style (typical of the Turks). (Ajans, 2005)1.2 LocationThe restaurant
will be located at the heart of Boston's Summer street; Four Point
Channel neighborhood. This location will be ideal for an artistically
inspired restaurant such as 1453 Mediterranean Cuisine because the
neighborhood is at the heart of Boston's social and economic life.
First of all, the Boston World Trade Centre is located there.
Additionally, the Boston Convention Centre and Institute of Boston
Contemporary Art are all found here. As a result, the restaurant has a
large client pool who would be interested in the overall concept of
the restaurant i.e. Its rich cultural history. This location will also
be advantageous to the restaurant because it is a haven for many
residential areas and harbors too. These are all groups of people who
would be interested in sampling restaurant food especially the kind to
be served at1453 Mediterranean Cuisine.1.3 Restaurant SegmentThe major
clientele will be all the visitors and residents of Boston's summer
street and its environs. Since this is a relatively diverse group. The
restaurant will be tailored to artistic individuals or those who have
an appreciation for cultural cuisine. It will be like a journey to the
east with hints of the Boston lifestyle. The major segment that can be
attracted by this offering include the older and middle aged consumers
who both have an affinity for authenticity. Consumers will also be
segmented by nationality as Boston is quite diverse and chances are
that the restaurant will attract many nationalities, however, it is
expected that the largest percentage will be US citizens who have a
taste for variety.1.4 Primary type of customersOne of the categories
of consumers who will visit this restaurant are the working class
since this will be a high end restaurant. Additionally, because of the
cultural element, the restaurant will also attract artists. It is
expected that the restaurant will draw in more artists than any other
category. This is because of all the artistic institutions in that
neighborhood and also because of the restaurant's theme.2.0 EXPEREINCE
ELEMENTS2.1 Context2.1.1 ThemeThe restaurant will be inspired by the
East but will be adapted to Boston. (Nur, 2008) Consequently, the
restaurant will integrate Eastern cuisine with minimalist French
serving to suit the local landscape. This theme will depicted through
a number of outlets. For instance, the signature dish will be
distinctly Turkish as it will be hummus beef and Mezzes (where mezzes
are similar to fish tartar). In Turkey, kebabs, have been around for
years, consequently, the Turks have perfected various ways of
preparing it. This restaurant will have scrumptious beef and
delectable chicken kebabs. To spice it all up, the Kebabs will be
served alongside Mini shish-es.Before having their main course, guests
can wet their appetites with breads topped with special mezzes. This
appetizer will then prepare them for the main course which will have a
wide array of delicacies to choose from. Consumers can indulge in
mouthwatering grilled beef, lip smacking chicken, delectable fish and
tasty lamb. After getting thrilled by these delicacies, consumers can
then treat themselves to a scrumptious dessert consisting of a Turkish
style milk pudding, a traditional Baklava, the flavored mastic or
delicious Turkish ice cream. Beverages will consist of Turkish coffee
(known for its characteristic thickness), the distinctly red Turkish
tea, a series of Turkish wines such as Kavalideren, Raki, and some
sodas that are available within the local market. (Ajans, 2005)2.1.2
Service style (Learnable)The service style will be learnable in that
consumers will be informed about the ingredients of the various dishes
so that they can easily choose. Also, because the restaurant will
borrow from a foreign concept, then it will be extremely important for
those who visit the restaurant for the first time to familiarize
themselves with the meals on offer.2.1.3 LayoutThe restaurant will be
reminiscent of the old Ottoman Empire with Chandeliers characteristic
of that century. The restaurant would never be fully complete without
Turkish rags placed under its cutlery usually known as Kilims. In
order to capture the eastern esthetic, the restaurant will have low
tables. It will only serve one hundred and fifty persons which is
similar to the boutique style offering. (Nur, 2008)143 Mediterranean
Cuisine will have rooms bathed in warm colors. Its surroundings will
be draw in their clientele with their smooth and velvety beige color.
In line with this theme, the restaurant's dã©cor will be mostly white
to create serenity and calm in all its rooms.2.1.4 SensorySince the
restaurant aims at creating an oriental feel, then music will convey
this aspect through its oriental nature. Also, it will also have a low
volume setting so as to create a gentle atmosphere where peace and
serenity prevail. The scene is designed to take the patrons through a
journey to the East. However, it will still capture the European
aspect through its minimalist dã©cor, music and room arrangements.
These aspects will be detected though the sense of smell, sight and
even touch.For those customers who will be conducting their private
functions. The restaurant will set aside some special dining rooms for
such occasions. These will be custom - made to the diner's
specification. Also, because the restaurant will have an oriental
feel, then there will be special offerings for persons from the
region. For instance, the restaurant will provide its Muslim clientele
with picnic bags containing special niceties during the holy month of
Ramadan.2.1.5 Social integrationThe restaurant will be a blend of
European and Eastern cultures, consequently, this will provide fertile
ground for various types of groups to intermingle. Since Boston has
many tourists, then it is likely that such a category of people will
get a chance of interacting. Also, the restaurant's serene
environment, will give customers the luxury of communicating properly
without undue interference from loud backgrounds. Additionally, it is
a known fact that food is the number one incentive for social
integration hence providing a suitable atmosphere for this
occurrence.2.2 Engagement2.2.1 EducationalAlmost all parts of the
restaurant will be educational. Starting with the name, the
restaurant, will be conveying a historical message about the Turkish
empire. The foods served in the restaurant will be predominantly
Turkish. Consequently, the people in Boston will get to learn some of
the cultural aspects of the Turkish people. For instance, they will
find out that a variety of their vegetables contain more spices than
their main meals, they will also learn that in Turkey, authentic food
tastes are quite distinct/clean. (Ajans, 2005) Even the cutlery will
give similar teachings. Turkish tea is usually served in light china
to transfer heat to the body and to depict its red color. The
restaurants interior dã©cor such as its chandeliers and rugs will
reflect the history of Turkey. Consequently, customers will not only
enjoy a scrumptious meal there, they will also be more informed about
the world.2.2.2 EscapistThe restaurants' layout is designed to portray
a serene atmosphere with its warm colors and low music setting. Owing
to this sensory description, customers can take time out from their
hectic schedules to relax, and escape from the hustle and bustle of
the Boston City life. In 143 Mediterranean Cuisine, customers will get
a special chance to reflect upon their day.2.2.3 EntertainmentSo as to
capture the market segment chosen i.e. Artists and working class, it
will be necessary to hire singers that befit the working class tastes.
These will mostly be classical music or various instrumentalists. The
artist will be performing twice in a week. However, when there are no
guest artists, then there will always be eastern music playing softly
in background. There will also be a separate area where a pianist will
be playing supple tunes.2.2.4 EstheticThe restaurant will be
creatively designed. Also, its food offerings will be out of the
ordinary. Consequently, the restaurant is bound to reflect artists
tendencies. It will be able to speak to the customer through its
layout, theme and content. These elements are all qualities that
artistic persons can relate to and this will make them come back to
the restaurant.2.3 Time2.3.1 MemorabiliaThe restaurant's paintings,
carvings and floor concept will reflect century old memorabilia. (Nur,
2008) This will be traced back to the Ottoman empire and will provide
the customer a chance to connect with the history of the east.2.3.2
ContinuityHowever, in order to fit in with modern times, the
restaurant will still play some modern music; it will also blend in
modern European furniture with traditional Ottoman inspired ones. This
will depict a sense of continuity and thus reflect modern ideas.3.0
SUMMARYThe restaurant proposed restaurant is a Turkish inspired
restaurant with hints of European induces. Its meals will be
predominantly Turkish, its layout will also draw inspiration from the
east and so will the visual depictions of the restaurant. However, in
order to portray elements of modernity, there will be minimalist
European servings, some European entertainment and even some elements
of European interior dã©cor.Reference Nur (2008): Food in turkey,
retrieved from http://www.photonur.com/ accessed on 22nd
SeptemberAjans, I. (2005): Turkish cuisine, retrieved from
http://www.turkuaz-guide.net/index.html accessed on 22nd September
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