1. Restaurant Concept Development

What it means: Creating the entire identity and vision for a restaurant from scratch.

Includes:

• Theme & Positioning: Is it fine dining, casual, bistro, seafood specialist, Thai fusion?
• Target Market: Who are your customers? Tourists, locals, families, business diners?
• Unique Selling Proposition (USP): What makes this restaurant different from competitors?
• Ambiance & Design Direction: Modern, traditional, beachfront casual, elegant?
• Service Style: Buffet, à la carte, family-style, quick service?

Example: Jaosamut Seafood Pattaya – Vigor developed the concept as a premium beachfront seafood restaurant targeting both tourists and locals with fresh catches and Thai-style preparations.

2. Menu Design

What it means: Creating the actual menu that guests will order from.

Includes:

• Menu Structure: Appetizers, mains, desserts, beverages – how many items in each category?
• Dish Selection: What specific dishes align with the concept and target market?
• Menu Balance: Mix of high-profit items, signature dishes, popular classics, and unique offerings
• Menu Psychology: Item placement, descriptions, pricing presentation to maximize sales
• Visual Design: Layout, photos, fonts, materials that reflect brand identity

Why important: A well-designed menu can increase sales by 20-30% through strategic item placement and descriptions.

3. Recipe Standards

What it means: Detailed written instructions for every dish to ensure consistency.

Includes:

• Exact Ingredients: Precise quantities (200g chicken breast, 50ml coconut cream)
• Preparation Steps: Step-by-step cooking instructions with timing
• Plating Guidelines: How the dish should look when served
• Portion Control: Exact serving sizes to control costs
• Quality Standards: What “properly cooked” means for each dish

Why important: Ensures a Tom Yum Goong tastes exactly the same whether Chef A or Chef B prepares it. Protects quality and controls costs.

4. Kitchen Layout

What it means: Designing the physical arrangement of kitchen equipment and work stations.

Includes:

• Work Flow Design: Logical sequence from receiving → prep → cooking → plating → service
• Equipment Placement: Where stoves, ovens, refrigerators, prep tables should be positioned
• Station Organization: Hot kitchen, cold kitchen, pastry, dishwashing areas
• Safety & Compliance: Fire safety, ventilation, health code requirements
• Efficiency Optimization: Minimize staff movement, reduce cooking time

Example: Vigor’s engineering partner designs kitchen layouts for 5-star hotels – knowing optimal placement can reduce cooking time by 30% and prevent staff collisions during busy service.

5. Cost Engineering

What it means: Calculating and controlling the actual cost of producing each menu item.

Includes:

• Recipe Costing: Calculating exact ingredient cost per dish
• Portion Analysis: Ensuring portions match cost targets
• Yield Testing: How much usable product from raw ingredients (e.g., 1kg whole fish = 600g filleted)
• Waste Reduction: Identifying where food is wasted and creating solutions
• Supplier Optimization: Finding best quality ingredients at competitive prices
• Target Food Cost %: Typically 28-35% for restaurants, 25-30% for hotels

Example: If a seafood pasta costs 180 THB in ingredients and you need 30% food cost, selling price should be 600 THB.

6. Pricing

What it means: Setting the right price for each menu item to maximize profit while remaining competitive.

Includes:

• Cost-Plus Pricing: Calculate food cost, then apply markup (e.g., 3x ingredient cost)
• Market Comparison: What competitors charge for similar dishes
• Perceived Value: Does the price match quality, portion, ambiance, location?
• Price Psychology: 295 THB feels cheaper than 300 THB
• Menu Mix Strategy: Some items high-profit, some traffic-drivers, some prestige items

Why important: Poor pricing either leaves money on the table or scares customers away. Vigor’s expertise helps find the sweet spot.

7. Promotions

What it means: Creating special offers and campaigns to drive traffic and increase sales.

Includes:

• Seasonal Promotions: Valentine’s Day specials, Christmas dinners, New Year packages
• Happy Hour Deals: Discounted drinks/appetizers during slow periods (3-6 PM)
• Package Deals: Set menus, wine pairing dinners, group discounts
• Loyalty Programs: Rewards for repeat customers
• Event Marketing: Wine dinners, chef’s table experiences, cooking classes
• Digital Campaigns: Social media promotions, influencer partnerships

Example: A “Sunset Seafood BBQ Every Friday” promotion that fills 80% of tables during previously slow days.

8. Seasonal Menus

What it means: Changing menu items based on ingredient availability, weather, and customer demand throughout the year.

Includes:

• Ingredient Seasonality: Using fresh mangoes in summer, truffles in winter when they’re abundant and affordable
• Weather-Based Changes: Hot soups and stews in rainy season, cold salads and light dishes in hot season
• Holiday Specials: Specific dishes for Songkran, Chinese New Year, Christmas
• Limited-Time Offers (LTO): Creating excitement with “only available this month” dishes
• Cost Management: Using seasonal ingredients when prices are lowest

Why important: Keeps menu fresh and exciting for repeat customers, reduces food costs, and shows culinary creativity.