For this discussion, I will use two restaurants in Wellington as key examples to justify the need to have restaurant concepts established before operations begin, including other examples for further justification and understanding . These were chosen keeping in mind factors ranging from their location, popularity and design. Key Restaurants: o Zibibbo Tapas and Bar o Little Penang Restaurant Being able to create and develop a restaurant concept is crucial, difficult and is often underestimated. This is one reason why most restaurants close within a short time of opening. Globalization, since its existence, has introduced us to a myriad of cultures, cuisines, trends and has also expanded the market segment for businesses which makes almost every business dependent on the likes, dislikes and desires of our consumers. This also gives restaurateurs the opportunity to point in the right direction to choose from an ocean of restaurant concepts. This includes the range starting from modern