Feasibility Sample

Table of Contents Executive Summary1 Company Description2 Organization2 Location2 Capitalization3 Business Concept5 Concept Description and Statement5 Sample Menu7 Design/Layouts7 Management Team8 Managing Partner/Owner 8 General Manager8 Kitchen Manager/Chef9 Management Agreements9 Confidentiality Agreements10 Market Analysis11 Industry Assessment11 Target Market15 Location Analysis16 Competitive Analysis19 Marketing Strategy21 Overview21 Customer Database21 Frequent Diner22 Email Campaign23 Mailer campaign23 Community/Charity Involvement24 Business Relationships24 4 Walls Marketing25 Public Relations25Advertising26 Operations27 Overview27 Staffing27 Training28 Daily Operations & Production29 Customer Service31 Suppliers32 Management Controls33 Administrative Systems34 Investment Analysis36 Source of Funds36 Capital Contributions (Investment Roles)36 Growth Plan/Exit Strategy39 Expansion Plans39 Investor Exit Options39 Investor Expansion Options39 Financial Projections40 Project Sou rces & Uses of Cash43 Capital Budget (Start-up Cost Projections)44 Sales Projection45 Hourly Labor Projection46 Detailed Statement of Income & Cash Flow Year 147 Summary Statement of Income & Cash Flow Year 148Summary Statements of Income & Cash Flow Years 1-549 Break-Even Cash Flow Projection50 Appendices51 Executive Summary Dor-El is a  new  burger shop that will serve fresh and healthy vegan patties burger. Strategically located at Barangay Batasan Hills, Quezon City. The shop is adjacent to President Corazon Aquino Elementary School, just beside Batasan National High School and Quezon City Polytechnic University. Dor-El burger shop gives an emphasis on organic and creative ingredients, serving students and locals an alternative snacks and meals that is affordable, tasty, and healthier because they are made from vegetables patties.Highlights of the Study Food Dor-El burger shop will offer the community a new exciting menu of  meals that are made from veggie patties and cold beverages. The main ingredients to the recipe are a combination of tofu and mushrooms that makes it healthy. This patty will be the main ingredient of all the meals that will be served in the shop. Vegan patty will be used as a healthy, tasty alternative for those regular burgers that are high in calories and fats. Customers The target audience is focused on the students and locals living near the vicinity of Barangay Batasan Hills.Second, are the burger enthusiasts. And finally, the health enthusiast seeking for an alternative for their usual hamburger Conclusion Dor-El burger shop will provide an unmet dining experience. All patrons receive excellent customer service, encouraging them to return. The menu offerings are fast, simple, and very healthy. The following study will provide the reader/s with (a) an understanding of the background of the study, (b) the purpose of the study, (c) the reasons why this was important (d) and methods selected for data gathering and analysis. Pro ject Background and HistoryThe purpose of this study is to present a proposal which seeks to conduct a feasibility study for selling a Vegan Patty in the vicinity of Batasan Hills wherein it is surrounded by schools and other establishments. An innovating recipe will be introduced to the market. The target audiences are the burger enthusiast, at the same time, the health conscious customers seeking for a healthier alternative for their snacks and meals. We commonly know that consuming a regular burger (consisting of a cooked patty of ground meat usually placed inside a sliced hamburger bun) which is high in calories and fats is bad for our health.A hazard of saturated fat in the diet appears to be increased risk of diabetes. Saturated fats can increase insulin sensitivity and the metabolic syndrome. There are conditions that increase the risk of diabetes. Fast food hamburger are usually somewhat greasy, so the presumption that a fast food hamburger would have the same effect on bloo d pressure. And it is true that all fats can cause weight gain. But there are also healthy fats. Such as in nuts, fruits like avocados, fish and olive oil, can be eaten in moderation.The main ingredients to the recipe are the combination of tofu and mushrooms that makes it healthy. The cost of the food is much affordable and less preparation time that makes this competitive to other burger shops out there. Management and Personnel Feasibility Organization Dor-EL Burger Shop will be wholly owned and be operated by a graduating HRS student of Infotech Institute of Arts and Sciences, Marcos Highway branch, Ms. Willyn R. Donor. Dor-El burger shop will be a sole proprietorship, with the help from the owner’s family and friends. LocationDor-El burger shop will be located at Barangay Batasan Hills, Quezon City, across President Corazon Aquino Elementary School, and just beside Batasan National High School and Quezon City Polytechnic University. The location of the shop is an integra l part of the strategic plan since it is within the vicinity where it is near school facilities. Passer bys and local residents will have an easy access to the shop. The facility for the burger shop is a lease stall. In front of it is a 2 4-sitter tables with umbrella allocated that are for customers.Proposed Logo This is a proposed logo to be used for the burger shop. Dor-El is the combination of the names of Salvador and Ely, who are the guardians of Ms. Willyn R. Donor. Orange is used for the design of logo. It is said that orange increases oxygen supply to the brain, produces an invigorating effect, and stimulates mental activity. It is highly accepted among young people. As a citrus color, orange is associated with healthy food and stimulates appetite. Orange is the color of fall and harvest. The borders are red and yellow.These colors are supposed to promote appetite. Thus, we can say that even the proposed logo is a part of the marketing strategy. Business Concept Concept Des cription and Statement Dor-El burger shop will be an inexpensive, quick service style shop serving high quality and healthy meals. The service style of the shop will be a counter service style concept wherein the customer will order from the counter and will be serve t immediately after ordering. The decor for Dor-El burger shop can be described as fast paced for students and people on the go.The furnishings/design will reflect the projected image of the decor and shop concept. Unique selling points of the restaurant include veggie burgers on the go, and a menu that is student budget friendly. This concept requires a lease space of approximately 8 square feet to 10 square feet. Enough space for a small kitchen to prepare the meals, and a counter. Dor-El burger shop will be open 6 days a week. The shop anticipates serving continuously during the breakfast, lunch and snack meal periods. The expected hours of operation are as follows: Days |Time of Operation | |Mondays |6:00 AM †“ 5:00 PM | |Tuesdays |6:00 AM – 5:00 PM | |Wednesday |6:00 AM – 5:00 PM | |Thursdays |6:00 AM – 5:00 PM | |Fridays |6:00 AM – 5:00 PM | |Saturdays |6:00 AM – 5:00 PM | |Sundays |Closed | The restaurant should be perceived as a quick service establishment appealing to adults, families of all ages, business and residential customers, students, burger enthusiast and the health conscious. Average meal prices for lunch will run P20. 00 to P80. 00. The average length of the dining experience at lunch is anticipated to be around 15 to 30 minutes. As mentioned earlier, the menu will feature mostly meals and burgers made with vegan patties.A high quality fast food yet very healthy vegetable patties replacing regular burgers that are made with ground meat. Signature dishes include the usual hamburger and cheeseburger. But they will be made with vegan patties. Sample Menu {SUMMARY OVERVIEW: Use this section to display a sample menu if you have one pre pared. A well written and attractively designed menu sample can help to sell your concept. Refer to the related links regarding menu engineering. Related Links: Menu Engineering Basics; Sharpen Your Menu IQ; Online Seminar: Menu Format & Design Techniques This summary overview should be deleted from your working copy after you have completed the text in this section. } Design/Layouts SUMMARY OVERVIEW: Architectural drawings, floor plans, and artist renderings will also help to sell your concept. Include visual components of the concept in this section if available. Related Links: 26 Concept and Design Items You may be Overlooking; How to Design Your Restaurant’s Floorplan; How to Design a Seating Capacity of a Dining Room This summary overview should be deleted from your working copy after you have completed the text in this section. } Management Team {SUMMARY OVERVIEW: This section of the restaurant business plan is intended to convey the background and experience of the man aging partners or owners as well as key management personnel that will operate the business. You hould include a resume type summary for each of the management or owner/management persons or entities such as a Management contractor. The summary should begin with the name of the person and a brief description of the role they will have in the management of the business. You may also choose to insert actual resumes in this section or list them in the Appendices section of the business plan. You should change the titles of the management positions as needed. It is not essential to use the titles as listed; only that you list key management personnel. Other titles might include Director of Operations, Vice-President, Area Manager, Bar Manager, Entertainment Director, Banquet or Catering Director, etc.Related Links: Download Job Descriptions from RestaurantOwner. com This summary overview should be deleted from your working copy after you have completed the text in this section. } Managi ng Partner/Owner – [Name of Owner/Partner] {SUMMARY OVERVIEW: The primary owners/managing partners should be listed first. Change the title of this section as needed (i. e. Sole Proprietor; Managing Partner(s); General Partner; etc. ) It is acceptable to include multiple partners in this section. Explain the management role the individual will have in running the business and give a brief description of the individual’s experience and qualifications to occupy this role.A resume may be included here or listed and included in the Appendices section. This summary overview should be deleted from your working copy after you have completed the text in this section. } [Name of Owner/Partner] has enjoyed a successful career for over [# of years] years in the restaurant industry. [Mr. /Ms. ] began [his/her] career at [name the establishment] as a [name the position]. Since then [he/she] has excelled in the industry, having worked at [name other places of importance; list former positions held; summarize any successes; add sentences as needed]. General Manager – [Name of General Manager] {SUMMARY OVERVIEW: The General Manager is a crucial position to the success of a restaurant.You may omit this section if one of the managing owners will be filling the General Manager’s role (be sure to note this on the managing owner’s role summary. A resume may be included here or listed in the Appendices section. Related Links: Download General Manager Job Description This summary overview should be deleted from your working copy after you have completed the text in this section. } [Name of General Manager] is uniquely qualified as the General Manager for [Name of restaurant]. [He/She] has been in the restaurant industry for over [# of years] years. Previous experience includes [list former positions held; summarize any successes; add sentences as needed].As the General Manager [he/she] will oversee and coordinate the planning, organizing, training and leadership necessary to achieve stated objectives in sales, costs, employee retention, guest service and satisfaction, food quality, cleanliness and sanitation. Kitchen Manager/Chef – [Name of Kitchen Manager] {SUMMARY OVERVIEW: The Kitchen Manager or Chef is another essential position. Explain the role this position will have in the operation of the restaurant. Give a brief summary of the experience and unique qualities of the individual that will help the operation to be successful. A resume may be included here or listed in the Appendices section. Related Links: Download Kitchen Manager Job Description This summary overview should be deleted from your working copy after you have completed the text in this section. The Kitchen Manager for [Name of restaurant] will be [Name of Kitchen Manager]. [He/She] has an extensive background in the restaurant industry. [His/Her] [previous/current] position [was/is] the [list position] for [Name of restaurant/business]. Other experi ence includes [list former positions held; summarize any successes; add sentences as needed]. As Kitchen Manager, [Name of Kitchen Manager] will be directly responsible for all kitchen functions including food purchasing, preparation and maintenance of quality standards; sanitation and cleanliness; training of employees in methods of cooking, preparation, plate presentation, portion and cost control and sanitation and cleanliness.Management Agreements {SUMMARY OVERVIEW: Management agreements, though not mandatory, may be used to lay out the expectations of the manager, the incentive plans, if any, and a termination strategy. You should disclose if there are to be any management agreements in place between the company and owners, hired employees, or third party management company. Include a copy of the management agreement if available either here or in the Appendices section of the plan. It is also acceptable to state that while a management agreement will be in place, none has been drafted as of yet. You should consult with your attorney before implementing a management agreement.Related Links: Restaurant Management Contracts; Download Employment Agreement Template This summary overview should be deleted from your working copy after you have completed the text in this section. } Management Agreements will be executed between the company and [list all parties that will execute a management agreement]. The purpose of these agreements is to define the expectations of both parties, establish an incentive structure, and define the grounds under which the agreement may be terminated. These agreements have been reviewed by the private counsel of [name the law firm that drafted or reviewed the agreements]. Sample agreements can be found in the Appendices section. Confidentiality Agreements SUMMARY OVERVIEW: This section assures investors, bankers, and prospective partners that the company will be proactive in the protection of trade secrets and confidential informati on that could harm or threaten the success or growth of the restaurant and its owners. Related Links: Download Confidentiality Agreement This summary overview should be deleted from your working copy after you have completed the text in this section. } [Name of restaurant] will enforce that all employees sign a confidentiality agreement. Confidentiality agreements with our employees and partners will protect our recipes, operating systems, policies and procedures. Having a confidentiality agreement in place is essential to protect the company’s trade secrets, and show our employees that we take our business seriously. A sample agreement can be found in the Appendices section. Market Analysis SUMMARY OVERVIEW: The Market Analysis section should reveal several factors about the potential market for your concept. This section has been designed to educate the reader about the restaurant market in general and how that relates to your particular concept. It begins with an overview of the state of the restaurant industry. The next step is to evaluate the target market that your concept best appeals to and how that relates to the overall restaurant market with respect to diner demographics, preferences, and habits. The next component, the Location Analysis, should describe the market conditions that exist in the location you have selected.It should also compare the location statistics to your anticipated target market. Finally, it should include a competitive analysis that depicts the area competition and how that will affect your concept. There are several companies, as well as software aids, that specialize in location and demographic statistical data and feasibility analysis. Real estate brokers in particularly have access to much of the information needed to complete a comprehensive market analysis. This summary overview should be deleted from your working copy after you have completed the text in this section. } Industry Assessment {SUMMARY OVERVIEW: This section is used to describe the state of the estaurant market in general. The National Restaurant Association publishes their annual Restaurant Industry Forecast each year and makes it available for purchase. This makes a great appendix for a business plan. This business plan template includes a summary of some key statistics found in this report and other publications issued by the NRA. Related Links: 2007 Restaurant Industry Forecast This summary overview should be deleted from your working copy after you have completed the text in this section. } Stronger Sales According to the National Restaurant Association, industry sales for 2007 are expected to reach a record $537 billion dollars in the U. S.That figure is a whopping 5% increase over 2006 sales and represents the sixteenth consecutive year of real sales growth for the industry. Restaurant industry sales account for 4% of the GNP for the United States. Positive economic indicators and increases in consumer’s disposable income give rise to expectations that 2007 will be another record year for the industry. The total number of locations is expected to top 935,000 in this year and reach 1 million locations by the year 2010. Eating places, defined as full-service, limited service, cafeterias, social caterers and snack bars by the NRA, contribute the bulk of industry food and drink sales.Of that segment, full-service restaurant sales for 2007 are projected to reach $182 billion, a growth rate of 5. 1% over 2006. Quick-service sales are also set to increase by 5% and topping $150 billion in 2007 Ethnic Diversity Restaurants have long been considered among the most diverse workplaces with foreign-born employees making up roughly 25% of the workforce. This diversity ratio spills over into restaurant ownership as well, with one in four eating and drinking establishments being owned by African- Americans, Hispanic-Americans or Asian-Americans — a ratio that is higher than the national average. Furt hermore, the number of minority-owned restaurants is growing faster than the industry as a whole. Leading EmployerThe restaurant industry is the nation’s largest private-sector employer with approximately 12. 8 million workers in 2007 representing almost 9% of the total U. S. workforce. According to the National Restaurant Association, the industry has created, on average, approximately 250,000 jobs per year for the last ten years and is slated to add 2 million new jobs during the next ten years. Nevertheless, the industry remains far behind other retail segments, posting $61,000 in annual sales for every full time equivalent employee. Furthermore, and even though the labor shortage is not as severe as it was in the mid to late 1990s, a sizeable proportion of restaurant operators report that the lack of labor is causing problems.In a National Restaurant AssociationSurvey, forty-six percent of quickservice operators and roughly one-third of fullservice restaurants reported tha t they were seeing fewer applicants for hourly positions than they had two years before. Restaurant operators reported an even greater decline in the number of qualified job applicants. Sixty-eight percent of quickservice operators and nearly half of fullservice operators surveyed said that they were seeing fewer qualified job applicants than two years earlier. Many restaurateurs say it’s taking longer to fill job vacancies than it did two years ago. Operators, in their effort to combat labor shortages, are expected to dedicate more resources to employees training, offer health benefits, and take measures to step up recruiting. Meeting ChallengesIn addition to labor concerns, operators report that rising wholesale costs, energy cost, healthcare insurance and liability insurance costs have negative impacts on their business. As a result, the National Restaurant Association has slated these issues as part of their public policy agenda. They have pledged to take an active role i n affecting commodity prices and trade and support current legislation for healthcare reform. They also support an effective energy policy and are in favor of legal reform to reduce frivolous lawsuits against the industry. Consumer Trends Approximately 47% of all food dollars spent by consumers is spent in eating and drinking establishments.That figure is up dramatically since 1955 in which only 25% of all consumers spending for food and drink went to restaurants. 43% of adults are of the opinion that eating away is as cost effective as cooking at home and cleaning up. Expenditures on food away from home rise dramatically for households with income before taxes of $30,000 or more. Household incomes of greater than $75,000 have increased to 28%. Higher income households tend to spend more of their food dollar in meals away from home. According to the National Restaurant Association’s Restaurant Spending the typical American household spent $2,634 on food away from home, a per capita expenditure of $1054.Households in metropolitan areas tend to spend more than households in non-metropolitan areas. Households with income over $70,000 spent an average of $4,544, $1,466 per capita on food away from home. Other trends noted in the report showed that adults between 35 and 54 spend more on food away from home as a result of their higher incomes. Of that group, households headed by 35-44-year-olds spent an average of $3,234 for food away from home. Flourishing economic growth, changing lifestyles and a diverse ethnic population have contributed to the variety of cuisine and restaurant concepts, making the U. S. a world leader in restaurant innovation.Ethnic cuisines have mingled with traditional restaurant fare resulting in varied menus at every industry segment. The baby boomer population, the demographic segment that has the most significant impact in terms of marketing and menu mix, is getting older. By the year 2010, 19% of the population will be between the ages of 50 and 64. The changing dining habits of this group will greatly influence menus and restaurant concepts in the coming years. Statistics show that the average adult purchased a meal 5. 3 times per week in 2004. Public awareness of health issues continues to prompt operators to provide more health conscious menu items. Entree salads saw the most significant increase across all industry segments.Low-carb items, healthful options for children, and locally produced foods and produce have become more prevalent. Operators expect to see continued interest in ethnic foods, high flavor items such as bold and spicy foods, sandwiches and seafood. Beverage trends were characterized by the continuing popularity of bottled water, specialty coffees and iced tea, and increasing wine sales at full service restaurants. 69% of quick service operators reported that bottled water sales had significant increases. A federal survey released in September 2004 revealed that Americans spend 73 minute s a day eating and drinking. They spend approximately 5. 1 hours per day on other leisure activity such as watching television, exercising or socializing.Travel and tourism is again on the rise with an expected 2% increase in domestic travel and a 5. 6% increase in tourism from abroad. Tourism is expected to increase closer to pre 9/11 levels by the year 2007. Operation Trends Greater use of technology and more reliance on staff training will be used to increase productivity and gain higher revenues. More than two-thirds of restaurant operators say they are more productive than they were two years ago. Nearly thirty percent of food-service operators say they are increasing their budget for technology spending. Nearly two thirds of all restaurants now have websites including 9 out of 10 fine dining restaurants.In addition to posting information such as menu and location, an increasing number are expected to offer other services such as reservations, delivery and takeout ordering. Men u prices for 2007 are expected to increase at a rate of 2. 9%, slightly lower than the 3. 1% growth seen in 2005 and 2006. The expected increase is due in part to increased commodity and energy costs, as well as the increase in the minimum wage. Gift cards and gift certificates in restaurants continue to be the number one preference by consumers as compared to other retail industries. Gift card (and gift certificate) sales account for roughly 5% of annual restaurant sales.Expect a continued increase in the number of restaurants offering gift cards in 2008. Banquet, catering, delivery and takeout continue to be on the rise in full service restaurants as operators take advantage of assets already in place. Half of family- and casual-dining operators and two thirds of fine-dining operators now offer catering. Nearly 40% of operators surveyed by the NRA say that takeout sales are a larger proportion of revenue than it was two years ago. Menus will be strongly influenced by the health-co nscious diners as well as the adventurous. The growing sophistication of American diner’s palates as well as the ethnic diversity in the U. S. ill continue to challenge operators to roll out new menu items and ingredients. Information Sources For more information about current trends and statistics, visit the National Restaurant Association website at www. restaurant. org. 2007 Restaurant Industry Forecast; National Restaurant Association National Restaurant Association’s Restaurant Spending October 2006 Survey, National Restaurant Association U. S. Department of Labor U. S. Census Bureau Target Market {SUMMARY OVERVIEW: Careful evaluation should be used to determine the preferred target market that your concept best appeals to and how that relates to the overall restaurant market with respect to diner demographics, preferences, and habits.Use this section to describe the ideal (targeted) customer profile for the concept, including demographics (head of household age, income, household size, ethnicity, single or multi-family housing); preferred market size of residential and business population; preferential residential and business proximity; traffic count preferences; preferred industry of market (if applicable) such as tourism; seasonal market characteristics; preferred diner categories (care-free, health-conscious, traditional, adventurous); lunch and dinner trade factors. Related Links: Spending Patterns by Age; This summary overview should be deleted from your working copy after you have completed the text in this section. } We anticipate that [Name of restaurant] will appeal to a broad base of consumers. While we expect to be frequented by all types of diners in both the residential and business community, the concept should be particularly suited to specific demographic and market conditions.The location selected for [Name of restaurant] should contain characteristics similar to the targeted market for the restaurant. The menu, service st yle and ambiance of [Name of restaurant] has been created to appeal primarily to [adventurous; carefree; health-conscious; traditional] diner while also appealing heavily to [adventurous; carefree; health-conscious; traditional] diners as well. The concept should especially attract [low; middle; high] income diners with a [predominance; blend] of [single households; family households; single and family households]. The market should be inhabited by a [large; moderate; small] population, providing a sufficient customer base of which to draw from.The immediate surrounding area should have a [predominance; blend] of [single family housing; multi-family housing; single and multi-family housing]. Preferably, the area should include a [moderate; heavy] industrial market. The concept [depends on; lends itself to] the [tourism; manufacturing, travel; general business] [industry; community]. [Lunch; Dinner; Lunch and dinner] traffic will be directly affected by the size of the business commu nity. Preferable demographic and market characteristics for [Name of restaurant] have been identified and summarized in the following table. [Note: There are many variables by which to determine market preferences for a particular concept. The following table is just one example. ] Market Characteristic |Preference | |Population – City |[50,000+] | |Residential population – 1 mile radius |[10,000+] | |Residential population – 3 mile radius |[20,000+] | |Head of household age |[35-45] | |Household size |[2. or more] | |Ethnicity |[Anglo; Hispanic; African-American; Asian] | |Location traffic count – lunch |[800 cars/hr] | |Location traffic count – dinner |[500 cars/hr] | |Household income |[75,000+] | |Per capita income |[35,000+] | |Primary diner trait [adventurous; carefree; health-conscious; traditional] | |Secondary diner trait |[adventurous; carefree; health-conscious; traditional] | |Major Industry base |[n/a] | |Businesses – 1 mi le radius |[Multiple office buildings; at least 1 large employer such as plant or | | |manufacturing facility] | |Businesses – 3 mile radius |[n/a] | |Alcoholic Beverage Service |[No restrictions] | | | | | | | Location Analysis SUMMARY OVERVIEW: Some business plans, probably most, are created before a site has been selected. Therefore, the location analysis may be limited to the general area or city for the proposed concept. Site selection though is often considered the most crucial aspect of the business planning cycle. The Location Analysis should describe market conditions that exist in the location (or general area) you have selected. It should also compare the location statistics to your anticipated target market. Information gathered and displayed here should include demographic statistics, description of local industry and economic outlook, location traffic counts, residential and business population and proximity.You should also draw comparisons between market condi tions for the selected location, and the targeted market characteristics of the concept. List the surrounding neighborhoods, points of interest, and area businesses. Demographic and other information about a specific market can be found through various sources, including websites. Contact the local Chamber of Commerce, the U. S. Census Bureau, the Department of Labor (U. S. and state), and the Secretary of State for your state, the Comptroller’s Office or the County Clerk. The most useful information though will come from your real estate broker. They have access to demographic information that is more specific to the immediate area surrounding the location. They can provide you with reports for 1, 3, and 5 mile radiuses.Real estate broker oftentimes subscribe to services such as Claritas that collect more targeted data than is publicly available. Related Links: U. S. Census Bureau; Dept. of Labor; MapInfo Website; How to Conduct a Market Survey; Claritas Website; This summar y overview should be deleted from your working copy after you have completed the text in this section. } The location for [Name of Restaurant] was selected because of the market similarities that exist between the proposed location and the target market for the concept. The city of [name of city] has a population of [# of population] according to [the U. S. Census Report; the local Chamber of Commerce; report provided by your real estate broker; other source].Leading industry segments include [list the main industries in the area]. [Describe how each industry contributes to the local economy and the number of jobs it adds to the economy. Describe also how a particular industry may be beneficial to your restaurant concept. Example: Tourism is a major part of the local economy. The tourist market in [name of city] brings 200,000 visitors annually, contributing $50,000,000 to the local economy. The industry provides approximately 10,000 jobs making it the leading job provider for the c ommunity. [Name of restaurant] should benefit handsomely from the tourist trade due to the unique concept intended to attract visitors. ]The residential population in the immediate area (within a one mile radius) is comprised of a [predominance of; mixture of] [single family; multi-family] housing. Key [neighborhoods; housing developments] that are considered vital to the success of [Name of restaurant] include [list the neighborhoods or housing developments and the size]. The average household income in the immediate area is [$$] as compared to the city average household income of [$$]. Surrounding businesses include [list some of the major employers or businesses in the immediate area that you will depend on for a portion of your sales revenue. Emphasize businesses that should have a significant impact and explain why]. The employment population within a one mile radius is reported to be [# of employment population].The number of businesses in the area is [# of business], [# consi dered office space or industrial] of which are office space or industrial. The following chart shows the market characteristics for the selected site. |Demographic & Business Characteristics |1 mile |3 mile |5 mile | |Residential Population |[8,900] |[24,500] |[19,800] | |# of Households |[3880] |[11,070] |[9,011] | |Avg. household size |[2. 3] |[2. 2] |[2. 2] | |Avg. ge – Head of household |[38] |[34] |[39] | |Single family dwellings |[2,440] |[10,560] |[5,150] | |Multi-family dwellings |[1,430] |[13,967] |[3,870] | |Ethnicity – Hispanic |[19%] |[21%] |[23%] | |Ethnicity – African-American |[11%] |[10%] |[11%] | |Ethnicity – White |[55%] |[55%] |[49%] | |Ethnicity – Asian |[12%] |[11%] |[14%] | |Ethnicity – Other |[3%] |[3%] |[3%] | |Household income |[$48,551] |[$38,774] |[$35,338] | |Per capita income |[$21,189] |[$17,554] |[$16,025] | |Total # of businesses |[247] |[601] |[489] | |Office Bldg/Industrial Parks |[23] |[62] |[45] | |Traff ic Count – Lunch [867 cars/hr] |[n/a] |[n/a] | |Traffic count – Dinner |[324 cars/hr] |[n/a] |[n/a] | | | | | | | | | | | | | | | | |Primary Residential Clusters |# of Dwellings |Single or Multi-family |Proximity to restaurant | |[Tanglewood Estates] |[620] |[Single-family] |[? ile] | |[The Meadows] |[325] |[Single-family] |[1/4 mile] | |[The Harbor on the Lake] |[260] |[Multi-family] |[? mile] | |[Greenwood Gardens] |[410] |[Single-family] |[1 mile] | |[Tallowood Townehomes] |[600] |[Multi-family] |[1 mile] | |[Frontier Heights] |[590] |[Single-family] |[1 ? ile] | | | | | | | | | | | |Primary Business Centers |# of Workers |Type |Proximity to restaurant| |[Harnden Office Building] |300 |[Offices] |[? mile] | |[Igloo Manufacturing] |450 |[Plant] |[1/4 mile] | |[3 Corners Industrial Park] |425 |[Industrial] |[? mile] | |[Greenwood Mall] |300 |[Retail] [1 mile] | |[Clearview Manufacturer’s Outlet] |250 |[Retail] |[1 mile] | Competitive Analysis {SUMMARY OVERVIEW : Use this section to describe local competition in terms of proximity and similarities to your concept. The competitive analysis should show the extent of market saturation, the type of other restaurants in the area, and specific restaurants deemed to be in direct competition with your concept. List the unique aspects of your concept that give you a competitive advantage over each. Related Links: Download Competitor Review Form; This summary overview should be deleted from your working copy after you have completed the text in this section. }The proposed location for [Name of restaurant] is occupied [by several; by few; by many; largely by older restaurants; by a combination of both older and newer restaurant concepts]. The majority of existing restaurants is comprised [predominantly of; by a mixture of; of few] [fast food; new establishments; chain based restaurants; casual theme concepts; etc. ] Restaurants that could be considered in direct competition with our concept include [ list the restaurants]. The following chart displays restaurants within approximately a [one; three] mile range. It includes all restaurants of significance including both limited service and full service establishments. Area Restaurants within a 1 Mile Range | |Name |Type |Brkfst;Lunch;Dinn |Direct Competition | |[McDonald’s] |[Fast Food] |[B,L,D] |[No] | |[Luby’s] |[Cafeteria] |[L,D] |[No] | |[Blue Water Grill] |[Casual Full Service] |[L,D] |[Yes] | |[Hugo’s] |[Fine Dining] |[D] |[Somewhat] | |[Pizza Hut] |[Pizza-Delivery] |[L.D] |[No] | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | |Restaurants that might be considered direct competition for our target market customers are listed in the next table. It is important to note that the restaurants listed are not necessarily similar concepts to [Name of restaurant]. However, we feel that we are competing for a similar customer base. |Name |Theme |B; L; D |Check Average | |[G eneral Manager] |[1] | |[$40,000-$50,000/yr] | |[Assistant Manager] |[2] | |[$28,000-$32,000/yr] | |[Kitchen Manager] |[1] |[$30,000-$35,000/yr] | |[Line Cooks] |[5] |[2] |[$9-$12/hr] | |[Prep Cooks] |[3] |[1] |[$7-$9/hr] | |[Dishwashers] |[4] | |[$6-$7/hr] | |[Hostess] | |[5] |[$7-$9/hr] | |[Servers] |[12] |[6] |[$3/hr +tips] | |[Bartenders] |[3] |[3] |[$5/hr+tips] | |[Bussers] |[3] |[3] |[$4/hr+tips] | |[Cashiers] |[3] | |[$7-$9/hr] | | | | | | | | | | | Training {SUMMARY OVERVIEW: Provide an overview of the training programs that the staff will undergo. Include in house training as well as 3rd party training such as state mandated Alcohol Awareness Program servers may have to attend. Make references to employee manuals and training tools. List them in the Appendices section. Related Links: Download Training Manual Templates; Download Server Training Checklist ; Download Alcohol Management Program; This summary overview should be deleted from your working copy after you have compl eted the text in this section. A thorough training program will be adopted for every position in the restaurant. Highly qualified people filling those positions will be provided training materials and personal instruction. They will learn the [Name of restaurant] method of how to operate a successful restaurant. Newly hired personnel will be instructed in customer service, safety, and health laws in addition to the job functions of their respective positions. Training manuals for each position will be edited to reflect the unique requirements of [Name of restaurant]. [Servers will undergo an in house Alcohol Management Program that teaches the importance of responsible alcohol service.Additionally, The state of [state you are in] mandates that servers of alcoholic beverages be certified in a state approved course. ] Daily Operations & Production {SUMMARY OVERVIEW: This section should describe in summary the day to day operations of the restaurant from opening to close. It should con vey to the reader that management has a sound plan for operating the restaurant. Briefly explain operational issues such as scheduling, departmental job functions, ordering and receiving, menu production, service, general safety procedures and maintenance. Related Links: Download Restaurant Operations Checklists This summary overview should be deleted from your working copy after you have completed the text in this section. [Name of restaurant] will be opened [# of days] days a week for [breakfast; lunch; dinner] necessitating [multiple; a single; staggered shifts]. Schedules will be written by departmental managers and posted every [time interval between schedules; monthly; weekly; every two weeks, etc]. The schedules will be written in a manner that allows management to increase or decrease hourly labor according to sales volume in order to maintain a consistent labor cost control. Designated management [and kitchen staff] will report for work [# of hours before opening; a few hou rs before opening; in sufficient time before opening; etc. ] to prepare for opening.The menu [has been; will be] created in a manner to allow the preparation of many recipe ingredients to be done ahead of time. Proper labeling and rotation techniques, accompanied by ample storage facilities will ensure that high quality prepared product will be sufficiently available to meet the demands during peak business hours. Replenishment and ongoing preparation will continue during off peak business hours. [Management; departmental managers; kitchen manager; designated managers] will be responsible for ordering, receiving and maintaining sufficient inventory to meet production demands. Ordering schedules will be staggered with perishable products being ordered multiple times per week to preserve freshness.Standard grocery and supply orders will be ordered less often, according to a predetermined schedule and storage capacity. [Service staff; front of the house; terminology depends on what typ e of service style the restaurant will use] will arrive at staggered intervals, allowing sufficient time to prepare for anticipated customer traffic. Management will adopt the use of operational checklists to verify that each work shift has been properly prepared for and to insure the operational standards are followed before, during and after work shifts. The [table service; quick service; counter service; etc. ] service style of [Name of restaurant] is by design intended to complement the guests overall perception of the restaurant, creating a designed guest experience.The restaurant layout, including the dining room, design [, bar or lounge layout; if applicable] kitchen and serving line, [will be; has been] designed for efficiency and flexibility to accommodate the fluctuation in customer traffic and peak meal periods. The production of our menu and servicing of the guest begins with the arrival of the guest. [Use this section to describe how guests will be greeted, seated, have their order taken, how the order turned in to kitchen or bar, how it will be processed in the kitchen or bar, how it will be then delivered back to customer, how the customer will pay, etc. ; This explanation should help the reader to visualize the entire guest experience.Because it is impossible to offer suggestions for every conceivable service style, we have provided an example for a table service concept. ] [Example: The production of our menu and servicing of the guest begins with the arrival of the guest. The guest should be greeted by a seating hostess promptly. Depending upon seating availability the guest will either be seated immediately or asked to wait in the lobby or bar until their table is ready. Awaiting guests will be able to order refreshments in the bar (lounge). Once their table is ready, the guest will have the option to either pay their tab or have it transferred to their table via the POS system. Once seated, the guests should be quickly acknowledged by a mem ber of the service staff.Beverage orders will be requested and ordered through the POS system. A service bartender will receive the order via of a designated order printer. Once prepared, the server will deliver the drinks to the guests. The primary server will then inform the guests of our specials and then suggest selections from our appetizer menu. Appetizer orders will be entered into the POS system and printed at the appropriate stations in the kitchen including the expeditor station. The expeditor will ensure that the targeted production time of 3 to 5 minutes for appetizers is met for each order. Available servers will deliver the appetizers to the table and serve according to the designated guest positions.The primary server will then request salad and entree orders. Again, all orders received will be entered into the POS system and orders will print out at the appropriate kitchen or bar station. The expeditor will ensure ticket times are kept within the 10 to 15 minute acce ptable time parameters for entree service, 3 minutes for salad service. Available servers will deliver the food according to the designated guest position. Constant monitoring of the table by all staff will ensure that dirty dishes are cleared promptly and drinks refilled regularly. The primary server, upon the clearing of all completed dishes, will request dessert or after dinner drink orders.Orders will be processed accordingly and within the acceptable time parameters. The server will monitor the table to determine the proper time to present the guest check. The customer will be given a few moments to review and prepare payment to the server. The server will make change or process credit cards as required and return the authorized card voucher to the guest. Once the guest has left the table, the service staff will immediately clean the table and prepare it for the next seating. ] The kitchen preparation line has been designed to be operated by a minimum staff of [# of line cook/s ervers] line [cooks/servers] and a maximum of [# of line cook/servers] line [cooks/servers].This design allows line staffing to be adjusted to the business volume. Shift changes for all staff will entail cleanup, restocking and preparation. All monies will be settled at the end of each shift. The closing shift will involve designated closing duties that will leave the restaurant clean and fully prepared for the next day opening crew. Customer Service {SUMMARY OVERVIEW: Use this section to explain procedures addressing customer service. Describe plans for establishing service attitudes and policies. Include an overview on how customer complaints will be handled and how the restaurant will go about getting customer feedback such as surveys or through mystery shoppers.Related Links: The Value of Empowering Your Employees; Download Mystery Shopper Report; Excuse Me, This Wine Tastes Funny; Take the Mystery Out of Mystery Shopping; Tips From a Restaurant Reviewer; What Do Customers Want? ; Service-The Real Product of Your Restaurant; Handling â€Å"Guests from Hell†; Cashing In on Complaints; This summary overview should be deleted from your working copy after you have completed the text in this section. } Customer service at [Name of restaurant] will be given special emphasis throughout the operation. Customer surveys estimate that only 1 in 20 customers that have a problem in a restaurant will tell management about it.It will be our goal to provide a product in a manner that exemplifies highly responsive and proactive customer service. Training programs will include specific material to teach our employees about service attitudes, customer perception and how to deal with guest complaints. Management will conduct periodic staff meetings intended to review policy, increase guest satisfaction and to keep a general line of communication between staff and management. All guest complaints will be empathetically acknowledged by the staff and immediately referred to management. Programs will be in place to systematically deal with various types of guest complaints. More serious complaints will be documented and kept on file.Customer feedback will be accomplished by [Include specific policy and procedures for monitoring guest satisfaction such as customer surveys or the use of mystery shoppers. ] Suppliers {SUMMARY OVERVIEW: List the major suppliers you will use. You should also list suppliers for specialty products that make your business unique. It is advisable to show contingency plans for replacing key suppliers. If your concept relies on unique products like Florida stone crabs, Maine lobster, or specially imported items then you’ll want to have a backup plan readily available. You may also choose to designate the payment terms you will seek with each supplier.Related Links: 7 Ways to Halt Receiving Losses; Download Prime Vendor Forms; Competitive Bidding; Seminar: Profitable Purchasing Practices; Download Approved Vendor List; Do wnload Ordering Schedules and Worksheets This summary overview should be deleted from your working copy after you have completed the text in this section. } Management will establish relationships with qualified suppliers (vendors) that can provide reasonably priced product, delivered according to the schedule that benefits the restaurant. Alternate suppliers will be identified for use if the regular supplier cannot deliver the products needed. The following table illustrates the suppliers we plan on doing business with: Product |Main Supplier |Terms |Alternate Supplier | |[Grocery, supplies] |[Sysco Food Service] |[15 days] |[Ben E. Keith] | |[Meats] |[Ditta Meat Co. ] |[7 days] |[Texas Meat Purveyors] | |[Seafood] |[Gulf Coast Seafood, inc. ] |[10 days] |[Sysco Food Service] | |[Beverage] |[Coca-Cola Bottling] |[COD] |[Restaurant Services, inc. | |[Alarm Monitoring] |[ADT] |[Net 30] |[N/A] | |[Linen Company] |[Admiral Linen] |[Net 15] |[Roland Uniform Service] | |[Bakery] |[Glass Bakery] |[COD] |[N/A] | |[Pest Control] |[Rollins] |[Net 30] |[Integrated Pest Control] | Management Controls {SUMMARY OVERVIEW: Describe specific management controls such as inventory procedures, checklists, ordering, software, POS systems, theft prevention, etc. that will be used to manage the restaurant, time and attendance tracking.Related Links: Tracking Weekly Food Cost; POS Evaluation Worksheet; Weekly Report Every Restaurant Should Prepare; How to Choose a POS System; Download Restaurant Operations Checklists; Download Inventory Spreadsheet; Download Ordering Schedules and Worksheets This summary overview should be deleted from your working copy after you have completed the text in this section. } Management will practice sound management procedures in order to control costs, insure quality of product and provide friendly customer service. The following systems will be used by management: POS System. Careful evaluation and dutiful research will be used in the selection of a POS (point of sale) system that best meets the needs of [Name of restaurant]. The POS system will be configured with requisition printing, a process which forces food and beverage items to be registered in the system before the items can be prepared. Requisition printing has proven to reduce costs by as much as 3-5%. ] The POS system will also be the control center to regulate the flow of service and item preparation. Built-in cash controls will help in tracking sales and receipts. Time & Attendance System. The restaurant will use an [automated] time and attendance system. Management will evaluate systems that are integrated into the POS system as well as stand alone time clock systems. Hourly labor cost control and the ability to transfer information to our payroll processing will be key factors in system selection. Scheduling System.Management will adopt a scheduling system that expedites the preparation of schedules, reflects anticipated labor budgets, and helps to regulate labor cost. Operations Checklists. The restaurant will be managed with the use of various checklists. Consistent use of checklists will help to maintain quality control while ensuring that established procedures are followed. Checklists will be used by various personnel for customer service, purchasing, receiving and storage, preparation, cleaning, shift changes, opening and closings. Order Guide. The restaurant will use an item specific order guide to track order history and maintain designated levels of product in inventory. Weekly Inventory.Management will conduct a weekly inventory to determine valuation for use in the preparation of weekly profit and loss reports. Daily Inventory Tracking. Daily inventory will be taken on specific items. Movement will be compared to sales data to ensure designated products have been properly accounted for. Cash Audits. Management will conduct periodic cash audits for all cashier stations. Surprise shift audits are an effective tool to determine cash ier/bartender under ringing. [Video Surveillance. Video surveillance will be in place to monitor activities and deter crime. ] [Mystery Shopper. The restaurant will engage the service of a secret shopper service from time to time.The mystery (secret) shopper is an effective tool to get a customer’s perspective of the average guest experience. Feedback will help management to constantly improve customer service. ] Safety Reviews. Periodic safety assessments will be performed to ensure that employees and guests are not exposed to dangerous or harmful conditions or actions. Liability Reviews. Periodic assessments will also be done to evaluate the liability exposure of the restaurant. Alcohol awareness, employee relations and guest treatment will be scrutinized from time to time. Administrative Systems {SUMMARY OVERVIEW: List accounting systems, bookkeeping systems and policies, payroll processing, financial controls, etc. used in the administration of the restaurant.Related Link s: Download Daily Sales & Receipts; How to Select a CPA; Never Let the Bookkeeper Handle Cash; 4 Week Accounting Period; The Best Way to Format a P&L; Download Sales Report Templates; Quickbooks and 4 Week Accounting Periods; NRA's Uniform System of Accounts; How to Accrue Payroll in a Restaurant and Why it is the Most Important Monthly Task You are Ignoring; This summary overview should be deleted from your wor