Pricing

Solutions

Restaurant Types

Learn

Learn

Visit our hub to explore all types of videos, articles and resources.

Start Learning

Pizzeria Business Plan Executive Summary

Pasted_image_at_2017_11_30_02_59_PM

Jim McCormickAuthor

Opening a pizzeria can be expensive and time-consuming, but with enough passion, dedication, and — why you're here! — planning, it can be a lot of fun. You’ll be busy getting all the necessary licenses, finding a space to rent or mortgage, hiring staff, and planning to market your new business, so a plan will guide the complex, interwoven steps of that process.

Aside from helping your business to get up and running, a business plan will help you to secure funding and convince investors, partners, and other interested parties that you’ve done the mental legwork needed to succeed in this industry. Your business plan communicates both your vision for a pizzeria and your path to success.

The executive summary is the first section of any business plan. As an introduction and summary of your vision for the restaurant, this section includes information about products, consumers, and the team. A basic outline of the business’s path to success and financial plans is also found in the executive summary.

We’ll share business plan writing tips that will help you attract attention and build a compelling executive summary.

How to Write a Pizzeria Business Overview

A business overview is an introduction that “hooks” the reader – it should provide just enough description of your restaurant to get the reader interested in learning more about the business plan. Include an outline of the ownership structure, location, type of restaurant, and customer experience in the business overview.

This section might also introduce key members of your team and a staff training and retention plan. Potential investors will want to see not just that your business plan is exciting but also that it is sustainable.

Finally, paint a detailed picture of the pizzeria’s brand. In addition to written descriptions, use branded graphics, sample color schemes, and photos of the style of decor you imagine. Show readers that you’ve considered all the details.

What Menu Items Will the Pizzeria Serve

The kind of pizzeria you want to start influences a lot of other decisions. Continue the executive summary by outlining the products that your restaurant will serve. In this section, work to capture the imagination of potential investors – you’ll have a chance to impress them with your business savvy later in the restaurant summary.

What style of pizza will your restaurant serve? What will be the price point and how will that fit within the market you operate? Will it be predominantly dine in or reliant on delivery? The origins and inspirations of your menu are selling points for your brand.

The kind of food your pizzeria serves is directly related to the restaurant’s concept. Include information about what makes your concept and menu unique. Investors will want to be sure that your restaurant fills a gap in the market.

Who will be the Target Consumer

Competition in the food industry is fierce, which makes finding a unique niche imperative. Potential investors will want information about how your restaurant stands out in the market.

Build a few customer personas – describe a few potential customers using market data about the demographics, characteristics, and behaviors of diners. Then, describe how your restaurant will cater to those guests.

Will you target “dollar-slice” customers who are price conscious or can you go after a premium price point at the higher end of the market?

It’s cliche but “location, location, location” is the song of good business–even the best business plans will struggle to find footing unless they cater to the locals. Make decisions for your business based not only on local tastes but also on the local economy. Describe how your menu’s price point is accessible to the target market.

Who are the Key Management Team Members

Restaurants can’t run without people, and you can’t do it all yourself. Write a concise description of the critical roles in your business’s management structure. Describe how kitchen operators and FOH managers are integral to your restaurant’s success.

If your business relies on the talents of a specific chef or the skills of a rock-star FOH manager, include descriptions of those people (and their qualifications) in this section. If you still need to hire for key roles, describe the hiring and retention strategy for the highly-skilled labor your restaurant needs.

What are the Pizzeria Success Factors

What does success look like for this pizzeria? What contingencies have to go your way? What are the risks of your business model? Having concrete goals and knowing what obstacles stand in the way will impress potential investors.

What are the leading indicators for your business that your concept is resonating during the first few months in operation?

It might seem better to avoid writing about potential pitfalls in your restaurant business description. But, showing investors that you have a plan to succeed and that you know how to overcome setbacks lets readers know that you’re serious about the business.

What is the Pizzeria Financial Plan

The executive summary of your pizzeria’s business plan should also include an overview of the financial plans. Answer common questions that investors and banks will need, such as how much funding you need to raise, loans and lines of credit you’ll rely on, and how long it will take for the business to become profitable.

Calculate and report on the upfront fixed costs of opening your restaurant. These are the costs that you know you’ll have to keep up with to keep the business afloat, such as pizza ovens and equipment, maintenance, and loan repayments.

Then, give investors an idea of the variable costs per month. Things like labor, raw materials, marketing, and delivery costs are likely to change from month to month. Provide a range of the total variable costs per month.

In a later section of the business plan, you’ll provide different reports and financial projections. For the executive summary, focus on the broad strokes of your financial plans. Answer questions like how you plan to raise startup funds and potential profit margins based on projected sales.

Writing your Pizzeria’s Executive Summary

Writing about finances can be a challenge–here’s how you can make the details of your restaurant’s finances an interesting read.

  • Always keep the audience in mind. Use some of the financial vocabulary introduced in this article and write for your potential investors.

  • Find your voice. As the first section, the executive summary is about making an impression. Investors are often just as interested in your business savvy as the strength of your business plan. Infuse your unique vision and voice into your writing style.

  • Keep it simple and clear. It's tempting to throw in lots of clever flourishes when writing, but clarity should be the number 1 priority, especially when discussing financial details.

  • Related Restaurant Resources

Is this article helpful?

DISCLAIMER: This information is provided for general informational purposes only, and publication does not constitute an endorsement. Toast does not warrant the accuracy or completeness of any information, text, graphics, links, or other items contained within this content. Toast does not guarantee you will achieve any specific results if you follow any advice herein. It may be advisable for you to consult with a professional such as a lawyer, accountant, or business advisor for advice specific to your situation.