Executive Summary
jptabb & Company is pleased to present this proposal for InTune Supper Club at Eastview Mall in Victor, New York. Our team, led by Chef Paul Syms and Justin Tabb, brings decades of combined experience in concept development, food development, and strong operations to transform your vision into a successful restaurant.
This engagement covers market research and demographic analysis, concept development, culinary programming, staff acquisition and training, brand development, content strategy, and ongoing operational guidance. Our goal is to position InTune Supper Club as the top destination for dining and entertainment in the Finger Lakes region.
Our Consulting Model
jptabb & Company handles strategy, content, and training. We build the systems, menus, brand assets, and operational frameworks. Your team runs with it using our guidance and support. Operations can run independently after our engagement ends, while you get the most from our expertise during the buildout.
Concept Paths
We see two directions worth considering.
Casual American Cuisine Redefined
Take familiar American comfort food and do it better. Better technique, better ingredients, better presentation. Appeals to a broad demographic looking for upscale but approachable dining. Pricing lands in the mid to upper casual range with solid check averages from drinks and shareable plates.
Upscale Bistro & Club
Position InTune as an upscale bistro with live entertainment. You're pulling revenue from dinner, bar, covers, and private events. The format sets you apart, justifies higher prices, and gets people talking.
- Stand out from competitors
- Built-in event programming
- Better bar revenue from preshow and intermission service
- Natural tie-in with Finger Lakes tourism
Culinary Vision
Here is a brief look at Chef Paul Syms' work. These dishes show the style we're aiming for at InTune. Technique you can see, quality you experience, and food that looks as good as it tastes.
All images are property of jptabb & Company and may not be used or redistributed without written consent.
Analysis & Research
The Competitive Gap
We studied the dining scene at Eastview and the surrounding Victor area. The problem is clear: nothing comes close to matching the caliber of the retail brands at the mall. You've got Anthropologie, Apple, Von Maur, and Pottery Barn serving an affluent clientele, but when those shoppers want to eat, their options drop off.
The existing restaurants cater to volume and convenience. Fast casual. Chain concepts. Places designed to turn tables, not to create an experience. That leaves a wide opening for something better. With the right positioning, brand development, and team in place, InTune could fill that void with the food quality, beverage program, and atmosphere this market can support but nobody is currently providing.
What Competitors Miss
Most restaurants in the area are playing it safe. They stick to familiar menus, predictable service, and a format that works everywhere. What they miss is the opportunity to do something distinctive. The Finger Lakes region attracts people who care about wine, food, and experience. They want more than another meal. They want a reason to come back.
This is where InTune has its opening. A supper club format with live entertainment, an elevated menu that respects local expectations, and a bar program worth spending time at. The opportunity is not about being fancier. It's about being better and more interesting than what currently exists.
Talent & Acquisition
Hiring the right people is just as critical as the concept itself. The Rochester and Finger Lakes region has experienced hospitality professionals, but finding people who understand upscale service and can execute at the level InTune needs takes deliberate strategy.
Our approach focuses on sourcing candidates who have worked in higher end environments and know how to engage with the demographic you'll be serving. That means looking beyond the immediate area when necessary, bringing in leadership with real experience, and building a team capable of delivering the quality your guests will expect. Hiring is where most restaurants fail. We treat it like the strategic priority it is.
Your Consulting Team
Chef Paul Syms
Culinary Director & Executive Chef
Chef Paul Syms leads all culinary development for InTune, from menu creation to kitchen operations to team training.
Justin Tabb
Lead Project Consultant
Justin Tabb handles business development, hiring, training, and operations. He builds the systems and processes your team will use daily.
Scope of Services
We cover every phase of getting a restaurant open and running. Everything we build is designed for your team to take over with our training and support.
Research & Analysis
- Demographic Analysis — Full study of the Victor/Rochester market including population demographics, income levels, dining habits, and spending patterns
- Competitive Analysis — Assessment of existing dining options in the Eastview corridor and greater Rochester area, identifying gaps, opportunities, and positioning strategy
- Market Positioning Study — Recommendations for pricing, target audience, and brand positioning based on what the research shows
Concept & Brand Development
- Concept Development — Defining atmosphere, service style, target demographic, and brand personality
- Brand Strategy — Developing brand voice, messaging framework, and visual identity guidelines
- Event Theme Food Development — Framework for tailoring menus to special events, seasonal programming, and themed nights
Culinary Programming
- Menu Development — Complete food and beverage menu creation including recipes, specifications, plating guides, and costing
- Beverage Program — Bar menu development, cocktail recipes, wine list curation, and pour cost optimization
- Kitchen Operations — Workflow design, station setup, prep schedules, and operational procedures
Human Capital
- Staff Acquisition — Full sourcing and vetting of all initial employees including job descriptions, candidate screening, interview coordination, and hiring recommendations across all positions
- Management Acquisition & Retention — Executive search for leadership roles with ongoing support and replacement sourcing for any senior positions that do not work out during the engagement term
- Training Programs — Training programs for front of house and back of house teams
- Content Utilization Training — Training front of house management to execute social media, marketing, and brand content strategies developed by our team
Operations & Systems
- Operational Systems — Development of opening/closing procedures, service standards, and quality control systems
- Vendor Relations — Supplier identification, introduction, and procurement framework setup
- Opening Coordination — Planning and execution support for both soft opening and grand opening events
Engagement Tiers
We offer two engagement options. The Launch Package delivers complete infrastructure development, hiring, and support to get InTune open and running. The Premier Partnership adds yearlong enhanced support, a professional commercial, PR campaign, and rights to Chef Paul Syms' name and branding.
$163,000
$215,000
Launch Package — $163,000
Complete infrastructure development, hiring, and launch support for InTune Supper Club.
Includes
- Demographic and competitive market analysis
- Concept development and brand positioning
- Complete food and beverage menu development
- Full staff acquisition, including sourcing and vetting all initial employees
- Management acquisition with replacement support for senior positions
- Staff and management training
- Content strategy development
- Event theme food development
- Operational systems and workflow design
- Vendor and supplier introductions
- Professional photography for menu and marketing
- Professional videography and content production
- Website redesign with reservations integration
- Opening coordination (soft and grand opening)
- Ongoing operational guidance
320 hours frontloaded during months 1-2 at 40 hrs/week, then approximately 5 hours weekly for months 3-12. Total of ~540 consulting hours.
Premier Partnership — $215,000
Everything in the Launch Package, plus enhanced year-round support and high-value additions.
All Launch Package services, plus
- Chef Paul Syms Name & Branding Rights — Licensed use of Paul Syms name, likeness, and signature branding on menus, signage, and marketing materials for the term of the agreement
- Professional Commercial Shoot — Production of a professionally filmed commercial suitable for television, digital advertising, and social media
- PR & Chef Advocate Campaign — Chef Paul Syms as brand ambassador with coordinated appearances on local and regional radio, television, and news outlets
- Additional Content Production — Extended content calendar, additional photography sessions, and ongoing social media assets throughout the year
- Enhanced Support Throughout the Year — Double the monthly consulting hours for ongoing menu refinement, training, and operational optimization
- Private Event Programming — Development of buyout packages, corporate event menus, and special occasion frameworks
- Vendor & Supplier Negotiations — Direct involvement in vendor and supplier negotiations to secure favorable pricing, terms, and partnerships
320 hours frontloaded during months 1-2 at 40 hrs/week, then 10 hours weekly for months 3-12. Total of ~750 consulting hours.
Investment & Payment Terms
Consulting Rate
All consulting services are valued at $335 per hour. Packaged pricing reflects preferred partner rates for annual engagements and is a better deal than hourly billing.
Hours Structure
Our engagement model frontloads consulting hours during the critical development phase.
Months 1–2 (Intensive Phase)
40 hours per week (320 hours total) for concept development, menu creation, hiring, training, and preopening preparation
Months 3–12 (Support Phase)
Weekly retainer hours (5 hrs/week Launch; 10 hrs/week Premier) for ongoing guidance, menu refinement, training support, and operational optimization
Carryover Policy — All hours are retainer based. Unused hours roll forward month to month throughout the engagement term, ensuring maximum flexibility and value.
Payment Structure
Payment is structured with a nonrefundable deposit followed by monthly installments tied to project milestones.
| Payment | Launch | Premier |
|---|---|---|
| Deposit (35%, Nonrefundable) | $57,050 | $75,250 |
| Monthly Retainer ×12 | $8,829/mo | $11,646/mo |
| Total Investment | $163,000 | $215,000 |
Milestone Payment Schedule
Following the deposit, monthly retainer payments are due at the beginning of each month. Major deliverable milestones trigger scheduled payments as follows:
- Upon Contract Execution — 35% nonrefundable deposit
- Delivery of Market Analysis & Concept Package — First monthly installment due
- Delivery of Complete Menu Package — Monthly installment due
- Completion of Key Hires — Monthly installment due
- Delivery of Training Programs — Monthly installment due
- Opening Completion — Monthly installment due
- Months 4–12 — Remaining monthly installments due at beginning of each month
Launch Package — $57,050 deposit + $8,829/month × 12 months = $163,000 total
Premier Partnership — $75,250 deposit + $11,646/month × 12 months = $215,000 total
Projected Engagement Timeline
The following timeline represents our standard engagement cadence, customized as needed based on your specific opening timeline.
Phase 1 — Discovery, Research & Development
Months 1–2- Demographic analysis of Victor/Rochester market
- Competitive landscape assessment and gap analysis
- Concept finalization and brand positioning
- Complete menu development with recipes and costing
- Beverage program development
- Key management hiring
- Staff hiring and training execution
- Training program design and documentation
- Photography and videography sessions
- Content strategy and social media calendar development
- Systems implementation and testing
Phase 2 — Preopening & Launch
Month 3- Front of house management training on content execution
- Establish standard operating procedures and policies
- Website launch
- Soft opening and friends and family events
- Grand opening coordination and support
Phase 3 — Ongoing Support
Months 4–12- Operational refinement and troubleshooting
- Menu evolution and seasonal updates
- Staff development and advancement planning
- Event programming refinement
- Quarterly performance review and strategy adjustment
Terms & Conditions
Engagement Term
This agreement is effective for one year from the date of execution, unless terminated earlier.
Termination
Either party may terminate this agreement with 30 days written notice. Upon termination:
- The initial deposit (35%) is nonrefundable under any circumstances
- Any unused prepaid retainer hours beyond the deposit may be applied to final invoices or forfeited at Consultant's discretion
- All outstanding invoices become immediately due and payable
- Client retains rights to all delivered work product (recipes, systems, training materials) completed prior to termination
Paul Syms Name & Likeness Rights
(Applicable to Premier Partnership Only)
Upon termination or expiration of this agreement, Client must immediately remove all visible usage of the Paul Syms name, likeness, and branding from the restaurant, including:
- Menu headers, dish names, and any signature bearing Chef Syms' name
- Interior signage, wall displays, and any physical branding
- Website content, domain references, and digital properties
- Marketing materials, social media, and advertising
- Any printed collateral including business cards and promotional items
Retained Rights — Client retains perpetual rights to all food and beverage recipes, menu items, and operational systems developed during the engagement. Only the Paul Syms name, signature, likeness, and personal branding must be removed. This keeps the business running while protecting Chef Syms' intellectual property.
Exclusivity (Optional Add-On)
Standard engagements do not include exclusivity provisions. However, Client may elect to add a Paul Syms branded exclusivity clause, which restricts jptabb & Company and Chef Paul Syms from providing consulting services or lending the Paul Syms name and brand to direct competitors within a mutually agreed radius of InTune Supper Club's location.
Exclusivity Pricing Options
- 6-Month Paul Syms Branded Exclusivity — $17,000 (added to selected package total)
- 12-Month Paul Syms Branded Exclusivity — $50,000 (added to selected package total)
Note: Exclusivity premium compensates for opportunity cost and market restriction. Exclusivity period begins upon contract execution.
Confidentiality
Both parties agree to maintain confidentiality regarding proprietary business information, financial details, recipes, operational systems, and plans shared during this engagement. This obligation survives termination of the agreement.
Intellectual Property
Upon full payment, Client receives full ownership of all deliverables created specifically for this engagement, including menus, recipes, training materials, and operational systems. Consultant retains rights to underlying methodologies and frameworks that may be applied to future engagements.