Whether it’s a diner, a coffee shop, a bakery, or a Michelin restaurant, a food and beverage startup should have a particular concept to make it stand out from other places. An F&B concept is often recognized as the main theme and total branding of an F&B company, it can include many things from architectural design, furniture, and decorations, to the menu, staff uniforms, website, etc. For example, a Chinese restaurant often has the color red covered all over the place, with lanterns, and Mandarin characters on its signboard - using all the signature features of China, the food and beverage startup owners can demonstrate their concept of a typical Chinese restaurant.