GGB The work of turning an idea into a defined, costed, operable format: who the venue serves, in which daypart, at what average spend, with what menu, in what kind of space, at what build cost — and whether those choices produce a viable P&L at a realistic level of trade. It ends with a format someone could actually build, not a mood board.
From How Does Restaurant Concept Development Work in Dubai? — the full reading, with the method behind this answer.