Can AI create a restaurant?

The concept

The 7,660 sq ft restaurant space is in Manchester's new Nova development, an area the listing says has "a reputation for its own unique event, wellbeing, food and drink culture".

Asking ChatGPT ‘what kind of restaurant should I open in Sadler's Yard, Manchester?', does not reap a simple answer but a list of considerations, including identifying gaps in the market and modelling potential clients – hardly a groundbreaking start.

Some further research revealed that the 20-acre Noma site has recently undergone an £800m redevelopment to create a residential and business hub and is home to retail business the Co-op's headquarters, ensuring strong footfall in the week. Other existing businesses include the Sadler's Cat pub at the heart of the development and the Allpress coffee shop and training centre.

AI did tell us that the development has been created with strong sustainability credentials and an emphasis on thriving cultural spaces and a sense of community. As such, we settled on planning an independent, modern British restaurant with sustainable practices and foraged ingredients at its heart.

Developing a brand

And so to a name, and here we started having some fun. We asked AI to suggest names for a sustainability-focused restaurant in Manchester and it gave 20 suggestions, which ranged from uninspiring (GreenEats MCR) to completely bizarre (MancSustainaFlavour).

Its own guidance for picking a name stressed the importance of it accurately representing the concept, being memorable as well as easy to pronounce and spell (try saying MancSustainaFlavour six times quickly).

Restaurant public relations and communications consultant Hugh Richard Wright looked at the suggestions and gave his verdict: "There's clearly a theme here of smashing two words together with a capital in the middle. These are all awful, and mostly meaningless, but let's not forget that actual human brains came up with W'Sens, Flavour Bastard and CLAP, to mention a few. And part of any creative process is to brain-dump ideas and hope that underneath all the shit there'll be a pony, so it's no surprise that these are mostly turkeys.

"A handful of the names are fine, if a little dull: Earthly Bites, Verde Kitchen, Urban Leaf Bistro and Leaf & Lantern all work perfectly well, notwithstanding that a lantern has nothing to do with the project. But names don't always have to mean anything in particular, so I'd give the AI a pass on this one."

Some of ChatGPT's name suggestions

• GreenEats MCR
• EcoHarvest Bistro
• SustainaPlate Manchester
• Earthly Bites
• MancSustainaFlavor
• EcoFusion MCR
• TerraBloom Table
• Rooted Resonance
• Leaf & Lantern
• EthoFlavor Manchester

Design

There are a number of image generators on the market, so we tasked Midjourney with creating some logo ideas, opting for the name Leaf & Lantern in the hope it would give the robot something visual to work with.

Commenting on its efforts with the logo, Wright says: "Same as for the names, there are some lousy ones here, but also a couple that are eye-catching and distinctive, and would look good on branded items such as menus or napkins. The downside of using AI here is that for most restaurants a logo has been chosen personally and designed thoughtfully and it means something to the founders. Something AI-generated, however useable, will never have that heart, soul and significance."

We also asked the image generator to design an interior. The results are somewhat generic, but when we added further prompts, such as an open kitchen, it was able to accommodate them.

Wright says: "These are all absolutely fine and pleasant, but really nothing more advanced than a Pinterest board or a Google search for say, ‘restaurant interiors, green, sustainable' would give you. I don't see how using AI adds any value to this part of the process."

Business plan

Our next step is more challenging. Can AI help create a business plan to take to stakeholders? With a name and an (admittedly rather broad) concept we asked ChatGPT to draw up our proposal. The result was a 550-word document with headings including business description, market analysis, sustainable practises, marketing and branding, operational plan, financial plan, risk analysis and future expansion.

While it did attempt to provide context around some of these headings, the proposal given is more of a template to build on, with prompts such as "develop detailed financial projections for the first three years" and "develop contingency plans and strategies to mitigate risks".

Restaurateur April Jackson, who is behind Wood and Water as well as SideChick bar in London, commented: "I do love ChatGPT for my Instagram captions but judging from this result, I think I would leave it at that for now.

"While I never recommend judging a business's success on the strength of its plan, as it takes so much more than a road map to earn success in this industry, the plan that has been generated seems almost useless.

"Of course, if you have no idea where to start, the repetitive ‘foraged ingredients and emphasising ethical sourcing' may be useful, but if you have absolutely no idea where to start then perhaps you should begin by doing a lot more research than ChatGPT can provide," she adds.

"Having recently opened SideChick, I can tell you that my business plan required a lot more than two pages of repetitive buzz words and three bullet points under the financial plan."

ChatGPT's business plan

Business name Leaf & Lantern

Location Manchester, UK

Mission statement Leaf & Lantern is committed to offering a modern British dining experience in an environmentally conscious and sustainable manner, using locally sourced and foraged ingredients to create innovative and flavourful dishes.

Vision To be a leading sustainable dining destination in Manchester, known for our commitment to ethical sourcing, zero-waste practices, and a menu that celebrates the richness of British and foraged ingredients.

Target market Eco-conscious individuals, local residents, tourists and those seeking a unique and sustainable dining experience.

Business description Leaf & Lantern will be a modern British restaurant located in the heart of Manchester. The restaurant's focus is on sustainability, utilising foraged ingredients and emphasising ethical sourcing in a contemporary dining setting.

Market analysis Manchester's dining scene is diverse, but there's a growing demand for sustainable and locally sourced dining options. Increasing awareness of environmental issues and a desire for unique culinary experiences contribute to the potential success of Leaf & Lantern.

Target audience

• Eco-conscious individuals
• Locally minded consumers
• Culinary enthusiasts seeking innovative flavours

Competition

Analyse local competitors and identify unique selling points that differentiate Leaf & Lantern.

Financial plan Start-up costs: Identify and budget for initial expenses, including lease, renovations, equipment, and licenses.

Revenue streams

Main revenue sources will be dine-in, takeaway, and potentially catering for events.

Financial projections

Develop detailed financial projections for the first three years.

Funding

Seek funding through a combination of personal investment, loans, and potentially investors or grants that align with sustainable business practices.

The offering

And now to the food. Can AI generate a tantalising menu and, crucially, recipes that would work in an actual kitchen? We asked it to ‘create a menu for a sustainability-focused modern British restaurant in Manchester incorporating foraged ingredients'. The result was a menu of four starters, four main courses, three side dishes, three desserts and three drinks. On first glance, its efforts looked passable, with the exception of the ‘foraged seafood stew', a mindboggling dish title that conjures an unappetising image of a chef lowering their rod into the River Irwell and putting whatever comes out into a pot.

However, when we enlisted a chef to take a look at the menu his exacting eyes quickly assessed that neither location or availability of ingredients had been considered.

George Blogg, executive head chef at Michelin-starred Gravetye Manor in Sussex, says: "General critical comments for the menu are that it is seasonally all over the place, very vague ingredient-wise and extremely repetitive. All four starters are vegetarian, but only one main option is (Parmesan has to be made with animal rennet). There's lots of fluff with little substance. Obviously, as a whole, it doesn't really work, but it could still be a useful tool."

We then asked AI for a recipe for one of its suggested dishes, a main course of pan-seared locally sourced venison, marinated in a juniper and a foraged berry glaze, accompanied by roasted seasonal vegetables and a nettle purée.

After assessing its efforts, Blogg adds: "This is not for a professional, it is a home cook's recipe – and not a great one! The veg needs be blanched before roasting or it will be raw or burnt or both if you get the timing right. The nettle purée will be brown if you simmer the nettles for 15 minutes – they should be added at the end. The glaze looks OK, but the venison cookery is, again, very vague: there's no info on the type of deer or where the steak is cut from. At least I can't find any spelling mistakes!"

AI's menu

Starters

• Nettle and spinach tart: A flaky pastry filled with sautéed nettles and spinach, topped with a wild garlic pesto.
• Stuffed wild mushroom caps: Local field mushrooms filled with a mix of foraged herbs, breadcrumbs and goats' cheese, served with a balsamic reduction.

Mains

• Foraged herb and potato gnocchi: Handmade potato gnocchi sautéed in a foraged herb and butter sauce, finished with wild garlic and aged Parmesan
• Foraged seafood stew; A hearty stew featuring locally caught fish and shellfish, simmered with foraged seaweed and coastal herbs, served with crusty bread.

Side dishes

• Foraged herb buttered new potatoes:: Steamed new potatoes tossed in foraged herb-infused butter.
• Wild garlic and nettle mash:; Creamy mashed potatoes with sautéed wild garlic and nettles.

Desserts

• Nettle and lemon verbena sorbet: Refreshing sorbet made from nettle and lemon verbena, garnished with foraged edible flowers
• Elderflower and rhubarb panna cotta: Creamy panna cotta infused with elderflower and topped with a rhubarb compote

Drinks

Foraged herbal infusion: A herbal tea featuring a blend of foraged herbs and flowers Wild berry spritzer: A refreshing non-alcoholic drink made with foraged wild berries, sparkling water and a hint of citrus

ChatGPT's recipe: Pan-seared venison with roasted seasonal vegetables and a nettle purée

Serves 2

For the venison

• 2 venison steaks (about 6-8 ounces each)
• 2tbs olive oil
• Salt and freshly ground black pepper

For the juniper and foraged berry glaze

• ¼ cup juniper berries
• ½ cup foraged berries (eg, blackberries, elderberries, or similar) ¼ cup red wine
• 2tbs honey
• 1tsp balsamic vinegar
• 1tbs butter
• Salt and pepper to taste

For the roasted seasonal vegetables

• A selection of seasonal vegetables (eg, carrots, parsnips, and Brussels sprouts)
• 2tbs olive oil
• Salt and pepper to taste

For the nettle purée

• 2 cups fresh nettle leaves, washed and blanched
• 1 cup peeled and diced potatoes
• ¼ cup double cream
• ¼ cup chicken or vegetable stock
• 2tbs butter
• Salt and pepper to taste

Prepare the juniper and foraged berry glaze

In a saucepan, combine the juniper berries, foraged berries, red wine, honey and balsamic vinegar. Bring to a gentle simmer over medium heat and cook until the berries have broken down and the sauce thickens, about 10-15 minutes. Pass the sauce through a fine mesh strainer into a clean saucepan. Press the berries to extract all the liquid. Return the saucepan to low heat, add the butter, and stir until it's fully incorporated. Season with salt and pepper to taste. Set the glaze aside.

Roast the seasonal vegetables

Preheat your oven to 200°C. Toss the vegetables in olive oil and season with salt and pepper. Spread the vegetables on a baking sheet in a single layer and roast for about 20-25 minutes or until they are tender and slightly caramelised. Keep warm.

Make the nettle purée

In a medium saucepan, combine the blanched nettle leaves, diced potatoes, double cream and chicken or vegetable broth. Simmer the mixture over medium heat until the potatoes are tender, about 15-20 minutes. Use an immersion blender or a food processor to blend the mixture until smooth. Add the butter and continue blending until fully incorporated. Season with salt and pepper to taste. Keep warm.

Prepare the venison

Pat the venison steaks dry and season with salt and freshly ground black pepper. Heat the olive oil in a skillet over medium-high heat. Sear the steaks 2-3 minutes on each side for medium-rare, or longer to your desired doneness.

Final assembly

Spoon a generous portion of nettle purée onto each plate. Place the seared venison steaks on top. Arrange the roasted seasonal vegetables around the venison. Drizzle the juniper and foraged berry glaze over the venison and around the plate for a beautiful presentation. Garnish with a sprig of fresh herbs or edible flowers for added visual appeal.

Marketing

And so, to the business of drumming up custom for our restaurant. We asked AI to come up with a publicity plan and the result was again more of a template than the finished article. However, it was fairly comprehensive, comprising 400-odd words and proposing initiatives such as identifying the target

audience, building an online presence, conducting community engagement, building a database of customers and hosting events.

Our expert was fairly impressed. Wright says: "Obviously I'd have a vested interest in saying ‘No, this is all absolute rubbish, you should only ever use a consultant like me for this', but actually there's plenty of good stuff here and it would serve perfectly well as a – very generic – marketing and PR plan. Templates like this have always been available online; I have one, not at all dissimilar to this, which I sometimes share with people who I'm not able to work with or can't afford me, but who I want to help.

"The big flaw of the proposal is that it's almost entirely ‘what' with hardly any ‘how'. How do you develop a website, manage social media channels, prepare a press release? I've delivered workshops on the latter (and ‘How to do your own PR' for food start-ups) at Mission Kitchen and for the Soho Business Association; small businesses with small budgets would be better served accessing sessions like these, which are cost-effective and tell you both what to do and how to do it, rather than relying on something free generated by AI."

ChatGPT's marketing plan

Online presence

Website development: Design a responsive and visually appealing website for Leaf & Lantern, featuring menus, online reservations, and information about our sustainability initiatives.

Social media strategy

Develop and maintain active profiles on platforms like Instagram, Facebook, and Twitter to engage with our audience, showcase our sustainability efforts, and promote special events.

Marketing campaigns

Sustainability Series: Develop a sustainability-themed marketing campaign to showcase Leaf & Lantern's commitment to eco-friendly practices.

Seasonal promotions

Launch seasonal promotions and special menu items.

Email marketing

Customer database: Build and maintain a customer database for targeted email marketing campaigns.

Newsletter

Send regular newsletters to update subscribers on the latest menu offerings, events, and sustainability initiatives.

Public relations and community engagement

Press releases: Prepare press releases to announce the restaurant's opening, sustainability initiatives, and special events.

Community partnerships

Collaborate with local environmental organisations and host eco-awareness events.

Online reviews and reputation management

Online reviews: Encourage satisfied customers to leave positive reviews on platforms like TripAdvisor, Yelp and Google.

Reputation management

Address customer feedback and concerns promptly to maintain a positive online reputation.

Conclusion

So, there we have it. It seems that, for now, AI is far from making roles in hospitality redundant, but it is already able to offer support in producing documents and proposals.

While it cannot conduct thoughtful and detailed analysis, the frameworks it gave were at least starting platforms for operators to work from. And, if nothing else, its restaurant names could provide talking points for brainstorming.

What it cannot do is assess if a location feels right, produce a concept that has emotive substance or, apparently, know that foraging for seafood in a city centre would be an exceptionally hard sell.

As Wright says: "Of course AI is already frighteningly advanced for something still in its early infancy, so it will only get better at developing plans and designs which more closely mimic human-generated work. We can't be complacent, but I don't see AI making PR and marketing consultants redundant en masse just yet. And ultimately, as I often say, people forget that the R in PR is ‘relations' – human, interpersonal, real relations – and until AI can eat, and take journalists out to lunch , I genuinely don't think it will replace people in my sector."

Other experts agreed. Blogg has no plans to enlist the help of AI in planning his menus, while Jackson's conclusion that ChatGPT's business plan is "almost useless" is... well, damning (although she did acknowledge her ‘love' for its work on Instagram captions).

But, what this exercise has illustrated is almost any challenge can be put to AI.

While much of what it produces won't be the finished article, you might find something to support your business, even if at the moment it's just social media posts without spelling errors.