Restaurant Owners and Food Service Professionals Council The AMBCC Restaurant Owners and Food Service Professionals is comprised of restaurant owners, operators, caterers and food service providers and outlets. The ROAFSP works to represent, educate, and promote member food service owners and professional help to ensure them economic opportunities and market presence

1. RESTAURANT OWNERS AND FOOD
SERVICE PROFESSIONALS

2. The US restaurant industry includes about 480,000 restaurants with combined annual
revenue of about $400 billion. Major companies include McDonald's; YUM! Brands
(KFC, Pizza Hut, Taco Bell); and Darden Restaurants (Olive Garden, Red Lobster). The
industry is highly fragmented: the 50 largest companies hold just 20 percent of the
market.
Industry segments include: Breweries, Wineries, Food Wholesalers, Bakery Product
Manufacturing, Casual Restaurants, Fast-Food & Quick-Service
Restaurants, Specialty Eateries, Grocery Stores & Supermarkets, Beer, Wine &
Distilled Spirits Wholesalers, Coffee Shops
Source Hoover.com

3. AMBCC Restaurant Owners and Food Service
Professionals Council
Restaurant Owners and Food Service
Professionals Council
The AMBCC Restaurant Owners and Food
Service Professionals is comprised of
restaurant owners, operators, caterers and
food service providers and outlets. The
ROAFSP works to represent, educate, and
promote member food service owners and
professional help to ensure them economic
opportunities and market presence.

4. Restaurant in Georgia
Restaurants in Georgia are a driving
force in the state’s economy
Restaurants generate tremendous tax
revenues. They provide jobs and build
careers for thousands of people. They also
provide healthful options for their guests,
give back to their communities, and work to
reduce their impact on the environment.
Visit www.restaurant.org to learn more
about what the restaurant industry does for
Georgia and the nation in four key areas:
profitability and entrepreneurship, jobs and
careers, food and healthy living, and
sustainability and social responsibility.

5. In order to focus strategic planning goals, industries within
the ROAFSP Sector will be grouped in the following
categories:
 Family Owned
 Private Chains
 Global Franchise
 Manufactures (Food &
Beverage)

6. Growing Family Owned Operations
The ROAFSP helps family owned
businesses establish more customers and
build capacity in an effort to establish
sustainable brands and chains.
We utilize our strategic marketing partners
to creating online promotions that deliver
real-world results.
.

7. Projects and Initiatives

8. Restaurant Sector Growth
Restaurant industry sales are expected to reach a
record $604 billion and post positive growth in 2011
after a three-year period of negative real sales
growth, according to the National Restaurant
Association 2011 Restaurant Industry Forecast. Sales
are projected to advance 3.6 percent over 2010 sales,
which equals 1.1 percent in real (inflation-adjusted)
terms.
Sales at the nation's 960,000 restaurants represent 4
percent of the U.S. gross domestic product, and
restaurant employees comprise nearly 10 percent of
the U.S. workforce. Restaurants are the nation's
second-largest private sector employer with 12.8
million employees.
The industry's total economic impact exceeds $1.7
trillion, as every dollar spent in restaurants generates
$2.05 spent in the overall economy.
.

9. Restaurant Industry Forecast
The 2011 Restaurant Industry Forecast
includes economic, workforce,
consumer and menu trends, as well as
information for restaurant operators to
overcome the current economic
challenges and position themselves for
future growth.

10. Top 10 Expenditures for Black Households
1. Housing 100.2
2. Food 53.8
3. Automotive 28.7
4. Retail 22.0
5. Health Care 17.9
6. Insurance 16.6
7. Telephone Services 14.0
8. Contributions 11.4
9. Furnishing and Equipment 10.7
10. Personal Care 6.3

11. Food Industry Sector Ecosystem
The food supply chain is a complex space.
With thousands of players, from the family
farm to the road-side sandwich shop,
collaboration is the key in making it all
work together. We will research the
various food supply chains and look at
how food traceability supports food safety,
track and trace, branding, and supply
chain efficiency.

12. Pricing on Supply & Demand
Global supply chains, allow us to have
an abundant sources of food, but not
without cost. Variable supply due to bad
weather, spoilage in transit, waste, and
disease can plague the industry. Most
consumers are unaware of these issues
and look forward to that nice nutritious
fork of food, brought to us by a complex
chain from growers to chefs, all
experimenting with their growing
methods and recipes.

13. Restaurant Tech
According the research by the National
Restaurant Association
Social media savvy consumers (frequent
users of at least one social media tool,
including Facebook, Twitter, mobile phone
applications such as Foursquare or Urban
Spoon, or online review sites such as Yelp)
are more active in the restaurant community
and dine out more frequently than the general
public.
More than eight out of 10 restaurant
operators say social media will become a
more important marketing tool in the future.
More than half also say they are likely to
incorporate Facebook, online review sites,
Twitter and blogs into their marketing mix in
the next two years.

14. Socially Responsible Restaurant Practices
With the fast growing numbers of people across the planet who
are concerned with their environmental impact, an
unprecedented amount of restaurants are attempting to become
more environmentally responsible.
These restaurants are increasingly requesting a diverse line of
credible green products from their distributors. The sense of
transparency and credibility of environmental claims that
manufacturers are making are in high demand.
A Restaurant SubstainabilityConsultant assist restaurant
owners or managers on running the business more sustainable
and profitable manner. They incorporate green sustainable
practices in the restaurant operations and develop customized
best practices policies suited to the restaurants needs.
Sustainability consultants have an important and socially
responsible role to promote sustainable practices in businesses
and show them that they can considerably improve their bottom
line with energy efficiency and resource conservation.

15. How New Restaurants Create Jobs
Business District Survey
A New Business is
Established
Create jobs directly in Local businesses
the business supply services
Other companies are
attracted to the area
Workers spend their
income in the local More jobs are indirectly
area; taxes revenues created
increase
The success of the
business attracts other
businesses to the area, Activity
increasing profitability Taxs spent on
and revenue for re- improving infrasture,
investment image and services
Money lost through
leakage

16. B.I.G. Restaurant Development Projects
Business District Development-Evaluating Retail Opportunities
Restaurant Demand Retail Supply
(Square Feet) Based (Square Feet) Based
on Trade Area on Trade Area
Demographics Inventory
Other Demand Considerations Other Supply Considerations
Survey and Focus Retail Mix Analysis
Group Research
Conclusions:
Retail Expansion
Trade Area and Recruitment
Competitiveness of
Demographic and Opportunities Existing Food Providers
Lifestyle Analysis in the Trade Area
Analysis of non-local Competitiveness of
Market Segments (tourist, Existing Locations
workers, second Outside of the Trade Area
homeowners, etc.
Consumer Behavior
and Trend is Store
Category
Source:

17. How the AMBCC Promotes Member Business
BrandMeAMBCC Social media savvy consumers (frequent users of at
It’s all about reach- Influence individuals who are least one social media tool, including Facebook,
actively searching for news and information about local
area businesses, community organizations, and
Twitter, mobile phone applications such as
resources. Foursquare or Urban Spoon, or online review sites
such as Yelp) are more active in the restaurant
community and dine out more frequently than the
general public.
More than eight out of 10 restaurant operators say
social media will become a more important
marketing tool in the future. More than half also say
they are likely to incorporate Facebook, online
review sites, Twitter and blogs into their marketing
mix in the next two years.
Source: National Restaurant Association

18. Online Network

19. Promotional Campaign: Taste of Soul Tour
The AMBCC is committed to ensuring our
member businesses gain significant market
share through the launch of various
promotional campaigns. We leverage
multiple channels to reach a range of
targeted audiences. Our goal is to ensure
our members not only find more customers,
but find the right ones
“Taste of Soul Tour" is a statewide
campaign designed to spur support for
participating member restaurants.
Campaign Cycles:
Feb.-Mar / June-July / Sept-Oct/

20. AMBCC ROAFSP Key Stakeholders (Advisory Board)
The focus of this unit is to recognize the
nature and scope of the AMBCC’s diverse
range of stakeholders (of which members
are part) and their relative importance to the
Restaurant marketing process and the brand strategy
Owners &
Food Service
of the organization.
Professionals

21. Industry Events

22. Atlanta Metropolitan Black
Chamber of Commerce
Restaurant Owners and Food
Service Professionals
eat@ambcc.org
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