How to research and shortlist potential restaurant locations

Your primary goal is to find a location that puts your restaurant directly in the path of your ideal customers. To do this, you need to become a detective, analysing potential areas and specific properties against a clear checklist of criteria. The aim isn't to find the perfect site on day one, but to create a strong shortlist of 3-5 promising locations that you can then investigate further with estate agents and solicitors.

Step 1: Start with Your Customer

Before you even look at a property map, you must be crystal clear on who your target diner is. Where do they live? Where do they work? What's their budget? Where do they spend their free time? The answers to these questions will define your search area. If you're opening a trendy brunch spot for young professionals, you'll be looking in different postcodes than if you're planning a family-friendly pizzeria.

Step 2: Become a Local Expert

Once you have a few general areas in mind, it's time for some on-the-ground reconnaissance. Don't just rely on online data; you need to experience the neighbourhood for yourself to understand its unique rhythm and character.

• Visit at different times: See what the area is like on a Monday morning, a Wednesday lunchtime, a Friday night, and a Sunday afternoon. Is it consistently busy, or does it only come alive at specific times?
• Observe the people: Who is walking past a potential site? Are they shoppers, office workers, students, or tourists? Do they match your target diner profile? This is more important than just raw numbers.
• Check the atmosphere: Does the area feel vibrant and up-and-coming, or is it quiet and neglected? The general 'vibe' of the street needs to match the atmosphere you want to create in your restaurant.

Step 3: The Property Checklist

When you start identifying specific, vacant properties, evaluate each one methodically against a consistent checklist. Falling in love with a building is easy, but you must remain objective and focus on the practical realities.

1. Visibility and Frontage: Can potential customers see you easily? Is there plenty of space for clear signage? A corner site is often ideal, but a hidden gem can work if it's in a well-known dining destination.
2. Accessibility: How easy is it for customers to get to you? Check for nearby public transport links (tube, train, bus stops) and the availability of local parking. Crucially, is the entrance accessible for pushchairs and wheelchairs?
3. Local Competition: Look at the businesses immediately next door and on the same street. Are they complementary (like a cinema, theatre, or popular pub) that could bring you customers? Or are they direct competitors? A cluster of good, varied restaurants can create a dining hub, which is a good thing, but opening another pizza place on a street full of them is a major challenge.
4. Site History and Layout: What was the property used for before? Be cautious of sites where several restaurants have failed in a row. Look at the size and shape of the interior – is it a practical layout for a kitchen and dining room, or will it require a hugely expensive refit?
5. The Practical Stuff: Check for basics like extraction and ventilation systems (or the potential to install them), gas and electricity supply, and bin storage. Confirm the property has the correct 'Use Class' (Class E in England) for a restaurant, as changing it can be a long and difficult process.

Step 4: Create Your Shortlist

After thoroughly researching several properties, compare your notes. Rank them based on how well they meet your criteria. The goal is to identify the top 3-5 locations. This shortlist forms the basis for the next stage of your project, which involves speaking to commercial property agents and beginning to explore lease terms.

Top Tip

Talk to the owners of other non-competing businesses nearby. Ask them what the area is really like, when the busy periods are, and if there are any local issues you should be aware of. They will give you an honest insight that you can't get from a spreadsheet or an estate agent's brochure.