| 1.1 Restaurant Brand Name | | | | persons which is similar to the boutique style offering. |
| The name of the restaurant will be 1453 | | | | (Nur, 2008) |
| Mediterranean Cuisine. This name was chosen to | | | | 143 Mediterranean Cuisine will have rooms bathed in |
| convey the concept, theme and service that | | | | warm colors. Its surroundings will be draw in their |
| potential customers are likely to find in the restaurant. | | | | clientele with their smooth and velvety beige color. In |
| 1453 was chosen because this was the year that | | | | line with this theme, the restaurant's décor will be |
| Istanbul was conquered by the Turks and thus | | | | mostly white to create serenity and calm in all its |
| became a part of the Turkish Empire. In other words, | | | | rooms. |
| the number carries a historical significance designed to | | | | 2.1.4 Sensory |
| convey a specific message; that the restaurant is | | | | Since the restaurant aims at creating an oriental feel, |
| inspired by Turkey. The word Mediterranean was | | | | then music will convey this aspect through its oriental |
| chosen for the same reason as the latter mentioned | | | | nature. Also, it will also have a low volume setting so |
| number; to signify the source of inspiration. This | | | | as to create a gentle atmosphere where peace and |
| aspect was important to inform those consumers | | | | serenity prevail. The scene is designed to take the |
| who may not understand what 1453 means about | | | | patrons through a journey to the East. However, it |
| the restaurant's concept; these will be consumers | | | | will still capture the European aspect through its |
| who are not familiar with Turkey's history. Cuisine | | | | minimalist décor, music and room arrangements. |
| was chosen to reflect the kind of product offered in | | | | These aspects will be detected though the sense of |
| this restaurant i.e. the food will be presented in an | | | | smell, sight and even touch. |
| artistic, creative yet minimalist style (typical of the | | | | For those customers who will be conducting their |
| Turks). (Ajans, 2005) | | | | private functions. The restaurant will set aside some |
| 1.2 Location | | | | special dining rooms for such occasions. These will be |
| The restaurant will be located at the heart of | | | | custom - made to the diner's specification. Also, |
| Boston's Summer street; Four Point Channel | | | | because the restaurant will have an oriental feel, then |
| neighborhood. This location will be ideal for an | | | | there will be special offerings for persons from the |
| artistically inspired restaurant such as 1453 | | | | region. For instance, the restaurant will provide its |
| Mediterranean Cuisine because the neighborhood is at | | | | Muslim clientele with picnic bags containing special |
| the heart of Boston's social and economic life. First of | | | | niceties during the holy month of Ramadan. |
| all, the Boston World Trade Centre is located there. | | | | 2.1.5 Social integration |
| Additionally, the Boston Convention Centre and | | | | The restaurant will be a blend of European and |
| Institute of Boston Contemporary Art are all found | | | | Eastern cultures, consequently, this will provide fertile |
| here. As a result, the restaurant has a large client | | | | ground for various types of groups to intermingle. |
| pool who would be interested in the overall concept | | | | Since Boston has many tourists, then it is likely that |
| of the restaurant i.e. its rich cultural history. This | | | | such a category of people will get a chance of |
| location will also be advantageous to the restaurant | | | | interacting. Also, the restaurant's serene environment, |
| because it is a haven for many residential areas and | | | | will give customers the luxury of communicating |
| harbors too. These are all groups of people who | | | | properly without undue interference from loud |
| would be interested in sampling restaurant food | | | | backgrounds. Additionally, it is a known fact that food |
| especially the kind to be served at1453 Mediterranean | | | | is the number one incentive for social integration |
| Cuisine. | | | | hence providing a suitable atmosphere for this |
| 1.3 Restaurant Segment | | | | occurrence. |
| The major clientele will be all the visitors and | | | | 2.2 Engagement |
| residents of Boston's summer street and its environs. | | | | 2.2.1 Educational |
| Since this is a relatively diverse group. The restaurant | | | | Almost all parts of the restaurant will be educational. |
| will be tailored to artistic individuals or those who | | | | Starting with the name, the restaurant, will be |
| have an appreciation for cultural cuisine. It will be like | | | | conveying a historical message about the Turkish |
| a journey to the east with hints of the Boston | | | | empire. The foods served in the restaurant will be |
| lifestyle. The major segment that can be attracted | | | | predominantly Turkish. Consequently, the people in |
| by this offering include the older and middle aged | | | | Boston will get to learn some of the cultural aspects |
| consumers who both have an affinity for authenticity. | | | | of the Turkish people. For instance, they will find out |
| Consumers will also be segmented by nationality as | | | | that a variety of their vegetables contain more |
| Boston is quite diverse and chances are that the | | | | spices than their main meals, they will also learn that |
| restaurant will attract many nationalities, however, it | | | | in Turkey, authentic food tastes are quite distinct |
| is expected that the largest percentage will be US | | | | clean. (Ajans, 2005) Even the cutlery will give similar |
| citizens who have a taste for variety. | | | | teachings. Turkish tea is usually served in light china to |
| 1.4 Primary type of customers | | | | transfer heat to the body and to depict its red color. |
| One of the categories of consumers who will visit | | | | The restaurants interior décor such as its |
| this restaurant are the working class since this will be | | | | chandeliers and rugs will reflect the history of Turkey. |
| a high end restaurant. Additionally, because of the | | | | Consequently, customers will not only enjoy a |
| cultural element, the restaurant will also attract artists. | | | | scrumptious meal there, they will also be more |
| It is expected that the restaurant will draw in more | | | | informed about the world. |
| artists than any other category. This is because of all | | | | 2.2.2 Escapist |
| the artistic institutions in that neighborhood and also | | | | The restaurants' layout is designed to portray a |
| because of the restaurant's theme. | | | | serene atmosphere with its warm colors and low |
| 2.0 EXPEREINCE ELEMENTS | | | | music setting. Owing to this sensory description, |
| 2.1 Context | | | | customers can take time out from their hectic |
| 2.1.1 Theme | | | | schedules to relax, and escape from the hustle and |
| The restaurant will be inspired by the East but will be | | | | bustle of the Boston City life. In 143 Mediterranean |
| adapted to Boston. (Nur, 2008) Consequently, the | | | | Cuisine, customers will get a special chance to reflect |
| restaurant will integrate Eastern cuisine with minimalist | | | | upon their day. |
| French serving to suit the local landscape. This theme | | | | 2.2.3 Entertainment |
| will depicted through a number of outlets. For | | | | So as to capture the market segment chosen i.e. |
| instance, the signature dish will be distinctly Turkish as | | | | artists and working class, it will be necessary to hire |
| it will be hummus beef and Mezzes (where mezzes | | | | singers that befit the working class tastes. These will |
| are similar to fish tartar). In Turkey, kebabs, have | | | | mostly be classical music or various instrumentalists. |
| been around for years, consequently, the Turks have | | | | The artist will be performing twice in a week. |
| perfected various ways of preparing it. This | | | | However, when there are no guest artists, then |
| restaurant will have scrumptious beef and delectable | | | | there will always be eastern music playing softly in |
| chicken kebabs. To spice it all up, the Kebabs will be | | | | background. There will also be a separate area where |
| served alongside Mini shish-es. | | | | a pianist will be playing supple tunes. |
| Before having their main course, guests can wet their | | | | 2.2.4 Esthetic |
| appetites with breads topped with special mezzes. | | | | The restaurant will be creatively designed. Also, its |
| This appetizer will then prepare them for the main | | | | food offerings will be out of the ordinary. |
| course which will have a wide array of delicacies to | | | | Consequently, the restaurant is bound to reflect |
| choose from. Consumers can indulge in | | | | artists tendencies. It will be able to speak to the |
| mouthwatering grilled beef, lip smacking chicken, | | | | customer through its layout, theme and content. |
| delectable fish and tasty lamb. After getting thrilled | | | | These elements are all qualities that artistic persons |
| by these delicacies, consumers can then treat | | | | can relate to and this will make them come back to |
| themselves to a scrumptious dessert consisting of a | | | | the restaurant. |
| Turkish style milk pudding, a traditional Baklava, the | | | | 2.3 Time |
| flavored mastic or delicious Turkish ice cream. | | | | 2.3.1 Memorabilia |
| Beverages will consist of Turkish coffee (known for | | | | The restaurant's paintings, carvings and floor concept |
| its characteristic thickness), the distinctly red Turkish | | | | will reflect century old memorabilia. (Nur, 2008) This |
| tea, a series of Turkish wines such as Kavalideren, | | | | will be traced back to the Ottoman empire and will |
| Raki, and some sodas that are available within the | | | | provide the customer a chance to connect with the |
| local market. (Ajans, 2005) | | | | history of the east. |
| 2.1.2 Service style (Learnable) | | | | 2.3.2 Continuity |
| The service style will be learnable in that consumers | | | | However, in order to fit in with modern times, the |
| will be informed about the ingredients of the various | | | | restaurant will still play some modern music; it will also |
| dishes so that they can easily choose. Also, because | | | | blend in modern European furniture with traditional |
| the restaurant will borrow from a foreign concept, | | | | Ottoman inspired ones. This will depict a sense of |
| then it will be extremely important for those who | | | | continuity and thus reflect modern ideas. |
| visit the restaurant for the first time to familiarize | | | | 3.0 SUMMARY |
| themselves with the meals on offer. | | | | The restaurant proposed restaurant is a Turkish |
| 2.1.3 Layout | | | | inspired restaurant with hints of European induces. Its |
| The restaurant will be reminiscent of the old | | | | meals will be predominantly Turkish, its layout will also |
| Ottoman Empire with Chandeliers characteristic of | | | | draw inspiration from the east and so will the visual |
| that century. The restaurant would never be fully | | | | depictions of the restaurant. However, in order to |
| complete without Turkish rags placed under its | | | | portray elements of modernity, there will be |
| cutlery usually known as Kilims. In order to capture | | | | minimalist European servings, some European |
| the eastern esthetic, the restaurant will have low | | | | entertainment and even some elements of European |
| tables. It will only serve one hundred and fifty | | | | interior décor. |