What is a restaurant, what isn't, and how Restaurantology formulates its unit counts
Updated over a week ago
When assessing how many units a particular Concept or Company owns, it’s important to have a documented approach of what does and does not count when reviewing a physical location (aka Unit) and creating the corresponding roll-up summaries.
For starters, a simple definition:
A restaurant “unit” is defined as a brick-and-mortar establishment where food and/or beverages are sold to customers.
While seemingly specific, this definition still leaves a considerable amount of gray area when assessing the size of a business entity, namely because there are several “sticking points” that sales reps will quickly, and perhaps painstakingly, call into question.
Below is a growing list of considerations that can quickly complicate our definition, and that represent factors that Restaurantology does not include when assessing unit counts, also know as a Concept’s or Company’s Total Addressable Market (TAM):
- “Coming soon” locations
- Co-branded locations
- Food kiosks
- Food trucks/carts
- Stadiums/event center concessions
- Seasonal establishments
- Farmer’s markets
- Pop-up establishments
- Virtual kitchens
- “Eatertainment” venues aka movies, arcades or golf establishments with food/bar
- Country club w/ food