There are five critical types of research you need to do in order to launch a successful food service business whether it is a tiny coffee shop; or a huge multi-level sports bar or anything in between.
If you can answer these questions satisfactorily with the information you uncover then you can proceed without worry to the next phase of your business plan but if you leave anything out or you don’t get the answers you are looking for then keep going at your own considerable risk.
The five kinds of research are location, demographics, financial, legal and concept.
Location Research
What to get: the number of people who live in the area from where you draw your business. If you live in a smaller town, probably the whole town population is fine. If you live in a big city, then try to get the number just of the neighborhoods from which your customers will come- obviously if you live in Los Angeles, there won’t be 8 million people stopping by your coffee shop!
Where to get it: Try online first, either the city chamber of commerce, local government website, or a general search with the town name and the word ‘population’ in the search field.
Demographics Research
What to get: This is information about what kinds of people live in your area. This includes such facts as income level breakdowns, ethic groupings, age group breakdowns, and other useful information that relates to who your customer base will be. If you want to open a fine dining style business, you can use demographics to see how many people there are with incomes over a certain amount who will be most likely to be your core customers.
Where to get it: US Census data has demographic information, usually the local government has such information as well, such as the chamber of commerce or a city government office.
Financial Research
What to get: The essential information you are looking for here is what things cost in your area. First, speak to some of the major food supply vendors to get your cost of goods sold figured out. Then, talk to the equipment suppliers and figure out what outfitting the inside of the kitchen is going to cost. Check out the prices on the kinds of decorations you are planning and speak with some tenant improvement contractors if you are planning to make changes to the inside of your building.
Of course you have to scope out the price per square foot of the type of location you are looking to lease and you will want to know the going rates for employees as well as the added cost of insurance and payroll. It sounds like a lot, and it is, but the good news is you can do most of it online or over the phone and the price of not having this information is much higher than the cost of getting it right.
Legal Research
What to get: There are lots of legal issues that relate to opening your own business, particularly in food service. You need to find out what permits and licenses you need for starters. You also need to make sure your location is up to code and compliant with the laws aimed at providing access for the disabled. Additionally, you need insurance and you will most likely want to form a corporation or LLC to protect your assets from anything that might happen at the business.
Concept Research
What to get: This is the proof that the thing you actually want to do is going to find an audience. Most owners take it as a foregone conclusion they have a good idea or else they have surveyed only their closest friends and family but in reality to minimize your risk of flopping you need to make sure that there really is demand for the business you are opening. Take the time to survey people you don’t know from the area you are actually going to be opening and get their opinion on what would make a good addition to the community. When you ask them, ask what they think would be good not if they would go to whatever you are opening since that is a leading question and your answers may not be genuine.
Nothing is perfect but if you do this research ahead of time your chances of have a truly grand opening are a lot better than if you leave everything to luck and gut feelings.
By: Matt Remuzzi
About the Author:
Check out the ultimate guide to creating a “guaranteed to get funded” restaurant business plan quickly and easily or the equally powerful guide to getting the money for starting a bar created by Matt Remuzzi, the owner of CapForge Software and a business startup consultant who has helped thousands of small business owners get their business plans started.


