A brasserie, also known as an eatery or gastro bar, is a place where people can enjoy food and drink all day with optimal service in a cosy, homely setting. In this blog article, our chefs share a step-by-step guide to opening your own brasserie.
Opening a brasserie: a handy guide
How to make your brasserie a success
Create a cosy and homely atmosphere
At a brasserie, customers want a homely atmosphere and good food served at every time of day. This means that the vibe and décor of the space must feel warm and friendly, so guests immediately feel at home. You need more than just decorations to create a good atmosphere: it's about the way you greet your guests, the music playing softly in the background and the personal attention each guest receives. Everything must contribute to an experience that gives guests the feeling that is this a home away from home.
Create a unique concept
In a market saturated with hospitality businesses, it's essential to have a strong concept that makes you stand out from the competition. You can achieve this with a unique culinary angle, such as the use of local and seasonal products or an innovative or artistic presentation of your dishes. It's important to leave a lasting impression on your guests. Because when there is ample competition, you need to differentiate yourself.
The brasserie market is very competitive. Consumers have endless options to choose from. That's why you need to make sure that your brasserie offers something unique. You can do this by taking advantage of a niche market or by creating a specific atmosphere that guests cannot find anywhere else. For example, a brasserie specialised in Italian food (because Italian concepts are always a success) or with a theme that has been implemented consistently throughout the menu and location, such as shared dining.
Find your target group
To create a unique concept, you first need to determine who your target group is. It's extremely important to know who your ideal customers are and understand their needs and preferences. A thorough target group analysis helps you understand which demographic groups you want to attract and what expectations they have. If your target group primarily consists of young professionals, you can consider offering a modern, fast-paced service with options that fit their busy lifestyles.
Once you have figured out your target group, identify what they need and want. This is the time to explore the desires and wishes of your potential customers. Maybe they're looking for a brasserie where they can escape from their hectic lives for a while with a quiet cup of coffee and artisanal cake. Or perhaps they are looking for a place where they can both meet people for business lunches and informal get-togethers.
By doing research into what they want and identifying current gaps in the market, you can develop a concept that resonates. Market research is essential to discover where your opportunities lie and how you can capitalise on them. Take a look at hospitality trends, talk to potential customers and analyse the competition to see what they offer and where their shortcomings lie. On the basis of these insights, you can develop a concept that not only satisfies the expectations of your target group but also exceeds it. Lay the foundations for a loyal customer base.
Create a menu that works all day long
In a brasserie, you can enjoy delicious meals all day long. So create a menu that will appeal to guests from the early morning to the evening. To prevent food waste and to optimise your food costs, you should think carefully about this. Because although an extensive menu may seem like a good idea, you also need to take into account your profitability. Here’s some tips:
Keep your menu limited: by limiting your menu to a selection of your best and most popular dishes, you can concentrate on the consistency and quality of your range. This makes it simpler to manage your stock and ensure that everything is fresh and at its best when you serve the dishes. So switch out your specials and add the most popular temporary dishes to your permanent menu. Tip: have you already considered creating a sandwich of the month?
Choose products with a long shelf life, such as frozen products: products that have a longer shelf life help to save costs and reduce waste. You can also often buy these products in bulk and get a discount. Consider the bread products from La Lorraine Bakery Group. They're ready in an instant but taste freshly made in your kitchen. Ideal for peak times.
Use seasonal products: seasonal ingredients are fresher and more flavourful, as well as cheaper. By regularly adapting your menu to what's available in abundance at that moment, you can save costs and delight your customers with delicious specials from the chef. This will allow you to make a good first impression with your menu.
Another important factor: a good brasserie isn't complete without a wide range of gourmet coffees. Serve extras on the side, like mini patisserie, and optimise your customer satisfaction.
Administrative tasks when opening a brasserie
It's almost time to fulfil your dream of opening a brasserie! But first you need to request the required permits and licences:
Find an accountant with experience in the food sector: pick someone you trust. A good accountant can contribute to the success of your business. Your accountant can also help you choose the best business structure for your brasserie.
Visit a chamber of commerce: apply for an enterprise number and a VAT number to make your business official. A chamber of commerce can also give you advice on food licences and registering with a social insurance fund.
Open a bank account for your brasserie: it's very important to keep your personal and business finances separate.
Sit down with an insurance broker: protect yourself by getting the necessary insurance coverage. An insurance broker can advise you on this. Explain your plans in full. For example, if you want to serve food at events or offer catering, you'll need extra insurance.
Work with a social secretariat: will you be hiring staff? You'll need to meet certain obligations. A social secretariat will make sure everything is in order.
Important to know: this list is not exhaustive, it's just a rough guide. Your chamber of commerce, insurance brokers, accountant and social secretariat will ensure you tick all the boxes.
LLBG: your reliable partner for your brasserie
Are you looking for a reliable partner to support you with quality products? Take a look at the very extensive range of products offered by La Lorraine Bakery Group. Bread products, viennoiserie, patisserie, savoury snacks or sweet snacks? At LLBG, you can find everything you need to create a delicious range that suits the tastes of both young and old. Need advice? Contact one of our representatives. We're happy to help.
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