A unique differentiator is what will make your restaurant rise above the clutter. The seed idea needs to be nurtured and given life. The process, from the inception till the development of an idea to a concept product, is both a cerebral and practical process. The theme, cuisine, look & feel of the restaurant, crockery, cutlery & glassware selection, staff uniform, music philosophy, olfaction and aural philosophy are all, in conjunction, potential key differentiators in developing a concept. Everything has to be integrated seamlessly in order to broadcast the correct message for the brand.