INTRODUCTION

People are busy nowadays in their work, life and earning for future. In this journey they
almost forget everything around them, their leisure time, healthy life and family. In this
21st century people are just opting for whatever they get, and have forgotten some real
taste of life, so we are here to remind you about your old school days when real food
stuffs used to be the most mouth watering, whenever we heard the word konkan.
The new restaurant

MALVANI KATTA

Product: why restaurants?

Today food culture is the fastest growing culture in India, and this food culture is mainly
dominated by Chinese food chains, pizza parlor, south Indian restaurants etc. in all this
is the tradition of Maharashtra getting lost! The main reason behind opening a malwani
restaurant is to relive the coasts of Maharashtra. Have the taste of konkan. Restaurant
business is in boom these days with these hectic lifestyle of working class. After a tiring
day and lots of tension a hard working person needs a break, a place where entire his
family can have pleasant time with each other. A place where they can forget all their
worries, tension and spend quality time with each other. In such a situation a restaurant
can be an ideal option apart from just authentic malwani food we promise to provide
the ambience and excellent service.

LAYOUT

Main area

1. Entry: Its the most essential part, as people will see it first and first impression
is the last impression. So the entry of our restaurant gives you a feel of entering a
restaurant where you get sea food and other flesh items.

2. Reception: A person to welcome you into our restaurant and to guide you to a
table or towards waiting room.

3. Coat room: A special room is designed where you can keep your belongings
which is not required at the dining room. A person will safely keep it and get
back to you at the time of departure.

4. Waiting area: If all tables are occupied the receptionist will guide you to the
waiting room where there are ample amount of chairs placed with a rack of
magazines, a television on which specialties of our restaurants will be displayed
5. Dining room: There are various seating arrangements according to the
requirement. We have different size of tables to accommodate required amount
of people. We have table for 4, 6, 10.
6. Business stations: As many office meetings are conducted in restaurants, we
have provided a separate cabinet for 10people(max) where they will be served
with food and beverages, and wont be intervene by other customers.
7. Bar/lounge/ pick up area: We have provided with liquor section also,
where people can have different pattern of mixes. It can be served on their table
or on the bar, as preferred by customer.
8. Server ordering and pick up: A proper connection is given between the
waiters and the chef, where they can convey the order to chef and pick up the
same when done.
9. Restrooms: A clean and hygiene restroom is provided for both ladies and
gents separately, with a pleasant aroma to avoid the foul smell.

Other unique areas

1. Cooking line: Well educated, well trained chefs are hired to work efficiently
in the kitchen who can always retain the customers. A well organized kitchen
where all stuffs are maintained within the reach of chef.
2. Dry storage: There is a storage room where all food products are stored and
maintained properly. Salt, pepper, masala, vegetables, fruits, rice, wheat flour,
pickles, oil etc.

3. Liquor storage, Freezer: All required flesh food are stored well in the
refrigerator. There is a different refrigerator which is stocked with all liquors.

Other areas
1. Non-food storage: All essential stuff like handkerchief, table cloth, grocery,
etc are stored properly in the store room and easily accessible when required.
2. Chemicals and cleanser storage: We have properly stocked and stored
all the detergents, soaps, hand soap, phenol, sanitizer, room freshener etc.
3. Dishwashing/ pot washing: proper washing is done with use of soaps
and liquid soaps, after which it is cleaned and kept at right place so it can used
again later on.
4. Employee area: A room has been allocated to employees where they can
rest, have food, change, keep their belongings. Cabinets are provided to keep
their valuables.

5. Outside trash area: All wastes and garbage is collected outside the
restaurant through back door and arrangements are made to get the garbage
cleared up.

6. Back door/delivery area: home delivery is also provided by us and for

employees there is a back door through

MARKETING MIX
PRODUCT

Konkan being a coastal area, it has its own distinct way of cooking food. The Konkani
cuisine uses Coconut liberally in various forms such as grated, dry grated, fried,
coconut paste and coconut milk.
Malvani cuisine is the standard cuisine of the Konkan region of Maharashtra and Goa,
and some northern parts of West Karnataka. Although Malvani cuisine is predominantly
non-vegetarian, there are many vegetarian delicacies. Although it is an independent
cuisine, it overlaps Maharashtrian cuisine and Goan cuisine. Malvan is a town in the
Sindhudurg district on the west coast of Maharashtra.
Malvan being a coastal area in Konkan, it has its own distinct way of cooking food.
Malvani cuisine uses coconut liberally in various forms such as grated, dry grated, fried,
coconut paste and coconut milk.
Many masalas have dried red chilies and other spices like coriander seeds, peppercorns,
cumin, cardamom, ginger, garlic, etc. Some dishes also use kokum, dried kokam (amsul),
tamarind, and raw mango (kairi).
However not all of the cuisine is hot and spicy. The 'Konkanastha Brahmin' style of food
is quite bland yet very tasty and vegetarian too.
Fish dishes dominate the Malvani cuisine. The fiery seafood curries may be a bit too
spicy for some people, but are quite tasty. The Malvani cuisine is very similar to Goan or
coastal South Indian cuisine.

Sol Kadhi is a pink colored appetizer drink made from the kokam fruit and Coconut
Milk, often drunk after particularly hot and spicy Konkani / Malvani meal as it is very
soothing.

SPECIALITY
Kombdi Vade or Murgh Malvani is a non-vegetarian dish, which is quite
popular in Maharashtra. The dish consists of the traditional Malvani chicken
curry (including chicken pieces with bones), vade (like a puri, which is a fluffy,
fried bread of wheat and nachni flour), onion, lemon and solkadhi.

Shark curry is a highly popular dish, along the Konkan coast.

Solkadhi or Soul Curry is an energizing curry drink, highly popular in

Konkan. It is made from coconut milk and kokam. It is usually served with
Kombdi Vade, various fish delicacies and Mutton Malvani.

Bangda Fry is a popular dish, especially in Mumbai. The head of the fish
called "Bangda" is thrown and the other part is fried as a whole.

Malvani Mutton Curry is a highly popular dish in the entire Konkan

region. The process is similar to Murgh Malvani except that there are few
different spices.

Khavda Curry is an extremely delicious dish which consists of a local

Konkani bird called "Khavda".

Bombil Fry or Bombay Duck Fry is an immensely popular dish, especially

in north Konkan regions like Mumbai and Raigad.

Paplet Saar is a dish consisting of Pomfret cooked in traditional Malvani

fish curry. This dish is especially popular in Mumbai.

Phanasachi Bhaji is an exotic vegetarian dish, which is made from

Jackfruit, chillies and spices.

PROMOTION

Restaurant promotions can be used to drive customer traffic, generate sales, and create
customer loyalty. When business is slow, it presents a good time to implement
restaurant promotions to increase traffic. We will conduct specific promotional events
will be created for seasonal events and slow nights. It will consist of special packages,
family night deal where kids eat free dinner and a toy is presented to them.
Kids Eat Free is our special package wherein we provide free food to kids which
provides good nutrition to them.
Restaurant promotions in more upscale environments, so we are providing with free
beverages with a selected group of entrees from the menu, live entertainment on
weekends, and discounted vouchers for Sunday brunch presented to guests throughout
the week.
A combination of marketing and advertising events, bar and restaurant promotions are
critical to the success of building a restaurants reputation and business. So we are tying
up with different outlets, where they can give vouchers of our restaurant.
Newspaper adverts, menus, signage, table mats, kids colouring sheets, napkins, t-shirts,
banners and our web site all with the same unique look and feel will establish brand
recognition and give a level of sophistication and professionalism to our restaurant.

PEOPLE
Staff

Customers

Waiting staff represents us and our restaurants to the customers, so its important that
they make right first impression.
So it is essential to recruit and train the right people. Just a good waitress helps makes
good meal out more enjoyable, so as a surly waiter spoil a lively evening.
To retain good staff we have made sure that they get a very pleasant atmosphere to
work around, paid on time, credit points etc. Good staff is made and not born, so proper
training is given to them which in return gets paid back by serving customers. Waiting
staff is more important than the ambience of the restaurant as they represent the
restaurant. So they have to be clean, neat and tidy, well dressed, well polished shoes.
No accessories are allowed, no eye catching nail paint, strong perfumes, make up which
could be a reason for distraction to customers.
We have taken even minor points of objection which include carrying plates, start to
serve from left, clear plates in an unobtrusive manner etc.
We have trained our staff to greet customers in a friendly manner as soon as they walk
in our restaurant. The behavior of waiter matters a lot to customer, so they have to be
well mannered. A smile, being polite, handle problematic situation and assurance is

given to them, if whatever happens then. We seniors are there to support them, so they
need not worry.
Customers are most important part of our business, so we need to take special care of
them. We should always try to retain our customers. Customers are retained only if they
are happy with the services. Greet them well, treat them like they are king, dont give
them any chance of disappointment, give them discounts.
We give them two for one offer, in which two people can have meal at cost of one in
afternoon, a special night on Wednesday with combo packs for family. Kids Eat Free is
also provided where food is given to kids for free and only stuff which are nutritious for
kids.
As sol kadhi is the most authentic drink after meal, is provided to kids for free as it helps
in proper digestion.

PRICE

One of the most important factors in the strategic planning of a restaurant is in the
development of the menu. It involves designing an appealing selection of menu items
that are competitively priced in the marketplace. Menu pricing is a very tricky task
because we need to price items so that we can operate profitably and, just as important,
offer the targeted guests a good price/value relationship.
To offer a good price/value relationship to customers and operate profitably in a
restaurant, we have considered following factors while developing your menu:

What the market will bear We have analyzed the demographics (income,
population, age, etc.) of our market to determine if our proposed concept, menu,
and pricing is correct. Minimum rules of thumb for casual theme restaurants for
demographics include a median household income of at least 15,000, population
of over 50,000 within a 10km radius and median age of about 35 years old.

Who is our target market? - It is important to understand who our target

market is and develop and price our menu accordingly. We have opened in an
area that would support a casual theme restaurant - one that serves all kind of
sea food we have developed a menu that is moderately priced. An upscale
theme restaurant will carry a higher-priced menu. However, our target market
for the casual restaurant will be larger due to its affordability and therefore will
appeal to a broader base of customers.

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What are our competitors charging and offering? We have compared our
menu prices with our potential market competitors. We have performed some
market research by visiting these competitors and taking note of their menu
prices and used this competitive pricing analysis as a test of reasonableness to
determine whether our menu and prices are in line.

The following factors affect menu pricing for food:

What Should Food Cost Percentage Be?

How Can we Use our Food Cost Percentage?

Other Costs of Operation.

There are many factors that come into play when attempting to operate a restaurant
profitably. The most important are the initial factors such as knowing the market and
understanding menu pricing and food and beverage costs. These issues need to be
addressed in the beginning of our endeavor and constantly adjusted to the prevailing
market conditions.

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POSITIONING

Positioning is another word for marketing gimmick. It is one of the best restaurant
marketing tactics around, though underdeveloped in its execution most of the time.
Positioning is the place where our brand holds in the customers minds relative to the
rest of the competition. For example, Rs100 quick meals, served in 55 seconds or its
free, etc. Great positioning makes effective use of USP, or unique selling proposition.
Brand Positioning is so important for overall success of the restaurant brand that we
have not neglected it but more importantly try to position our restaurant brand by
being the leader in trying out of the box marketing ideas to be the number one in the
game of brands race.
We have made special efforts by putting the right person at right job. Once the person is
delivering the services to the customer, he will represent the restaurant, this will show
how efficient is our service. This will leave a good image in the customers mind leading
to a customers loyalty and hence the position of our restaurant will increase.
Once the status of our restaurant increases more and more customers will come in and
hence will increase the popularity of our restaurant. There will be no disappointment
within the customers which will lead to a negative impact to our restaurant.

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PLACE

Before we started with a business plan, menu, bank to apply for a loan, we first decided
where exactly our restaurant should be located. A restaurant's location is as crucial to
its success as great food and service. It will influence many parts of our restaurant,
including the menu.
There are five crucial elements to consider when looking at a potential restaurant
location:
Population Base 1st thing we checked out was, are there enough people in the area to
support our business? , is the restaurant location in the heart of a thriving downtown
shopping district, or along a busy freeway? There needs to be enough people who live in
the area, or pass through the area on a regular basis to keep us busy. We have selected
DADAR, where majority of the population is maharashtrian.

To determine the

population base of a particular area, we did a site study.

Parking The most important part of restaurant is parking, so we checked out whether
there will there be enough parking to accommodate all the seats in our restaurant. So
we made an arrangement near the sea facing road off shivaji park, where customers can
park their car safely. And if some day parking is full we have made an arrangement for
parking in a nearby parking lot for free. Valet parking is provided by us.
Accessibility Theres a reason that major restaurant chains are often located near
highway and freeway exits: It makes them accessible for customers. Motorists can reach

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the restaurant without fighting traffic or driving out of their way. So we have chosen a
place cross M.B.Raut rd, next to shivaji park.
Visibility This goes along with accessibility and is very important for new restaurant
locations. People have to know the restaurant is there. This is why we have chosen a
place just at the junction of a cross rd, and can be easily seen by the commuters. This
gives a good visibility to customers and brings in a great deal of walk-in business.
Competition: Who is the competition? What are you offering that beats them? Whether
you are offering lower prices, different cuisine or tastier food, we need to be better than
the competitor. There is only 1 malwani restaurant located at a distance of 4km form
our restaurant which has a great parking problem. We have managed to almost compete
with the competitor and give good services and food at reasonable price. We have
covered a wide range of dishes and we have even considered quantity to give a tough
fight to competitors.
Factors for selecting location
1. Region and State
2. Municipality
3. Locational Factors
4. Locale
5. Appropriate Zoning and Codes
6. Competition
7. Specific Lot Characteristics
8. Traffic Arteries
9. Utilities and Municipal Services
10. Visibility
11. Cost Data
12. Comparables

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PROCESS
The start and end point of our whole service is the most important part. As its said
truly. First impression is last impression, so when customers enter our restaurant, we
have made it a point that they are greeted properly and escorted to table. This will give
them a satisfaction of proper service delivered in our restaurant.
So the process goes as under:

entry

preparing
of food

delivering
of food

greetings

forwarding
order to
chef

customer
have their
food

alloting
table

takin order

bill

Customers are warmly received at our restaurant by our waiters who are properly
dressed up in a malvan style. Then the person will take the customer to the table
according to the requirement of seats.
Once the table is allotted, water will be served and at the same time the senior executive
will give menu to the customers. They are asked for different starters which they can
opt for, once the order is placed they will be asked for main course specialties which
they can definitely try out and wont be disappointing. Once the customer places the
order, we see to it that the order reaches the table within 10mins. Then the waiters
forward the order to chef where almost all stuff is ready. They just need to cook it. Now

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when the food is ready, waiters come and pick up the food from counter and place it on
the table. The waiters are well trained to do all the required stuff with a smile on their
face, which makes the atmosphere quiet pleasant. Once the customer is done with the
food, they are asked with deserts if they want to. Later on they are never asked with the
bill, as it creates a wrong impression, so we wait for them to ask for bill, and then they
are presented with a bill and a feedback form which is cleared and filled up by
customers respectively, customers are then escorted to the main door with greets
saying, thanks for visiting our restaurant, hope you had a pleasant time

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FUTURE ASPECTS
Looking at the present scenario we are starting with just one restaurant in Dadar. but at
a time span of 3 yrs we plan to launch 4 more restaurants on the same theme, 3 in
Mumbai and 1 In Pune. We aim at providing superior quality food products. We plan to
launch our own Malwani Masala Brand (Malwani Spices) after a years time. After the
due success of of Malwani Cuisine in Mumbai and Pune we plan to come up with Awadhi
Specialty food chains. We will be launching our own Catering service by September
2010, mainly focusing on Wedding Catering and Family Functions. In this service the
Menu range will not just be limited to Malwani, but will definitely offer other
Maharashtrian Specialties such as Brahmin Food, Kolhapuri etc.
SWOT Analysis
Strengths:

Only Malwani Specialty Food is offered in Dine in restaurant.

Weakness:

Service provided to customers should not lack

Opportunities:

Moderate Pricing
Completely Family Restaurant
Location

Threats:

Changing Tastes and preferences of people.

Gajali (Gomatak Food Restaurant chain) is a well established food
chain. Already known to people and very famous.

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CONCLUSION
So after going through a brief description about Malvani Katta,

The way we started our restaurant

Locating it at proper place

Taking into consideration all aspects of our restaurant

From parking to seating arrangement to dining to escorting customers

Well behaved staff

Giving them the authentic taste of malvani masala

Within their budget

With a good ambience

Suitable from kids to old people

I would like to conclude my project on a new product launch RESTAURANT.

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BIBLIOGRAPHY
www.salesandmarketing.com
managementhelp.org
restaurants.about.com
www.marketingyourrestaurant.com
www.quantifiedmarketing.com

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