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Rainbow Restaurant is a service provider which would provide both dining and banquet services to its customers. The restaurant building will comprise of different floors. At each floor there will be different forms of hospitality services and facilities provided to customers. These services are namely dinning services, banquet services, shopping services and shop renting services. The restaurant will be located on the main GT road in front of Super Asia Factory. The potential size for this restaurant is expected to be very high. This potential is predicted on the basis of the fame of Gujranwala people for their eating habit. Beside this fame, Gujranwala lacks a quality entertainment facility that’s the very reason of Pace success in Gujranwala. Through the establishment of this restaurant we plan to reap fruit of the potential in Gujranwala for service industry. We expect high responsiveness of our early adopters. The restaurant will be a unique and beautiful blend of both technology and services. There will be a central elevator system for customers to escalate comfortably within the restaurant. There will be four floors of the restaurant and it would be in area of 4 Kanals. 46 employees would be employed by the management in year one for providing best services with best standards in year one. The restaurant will be a partnership organization. We five members will contribute capital and management efforts in the business. If we could not meet the required finance for the business we would borrow it from our friends and relatives. The business non currents assets are its operating fixed assets which are of worth Rs. 101,501,663. The organization has taken loan amounting Rs.5,000,000. Advance received by Tenant in year 1 amount Rs. 3,500,000. we expect to generate revenue of Rs. 15,667,991 in first year from Food and Beverage Services and Rs. 6,960,000 from Banquet Hall Services. Revenue from shop rents would also be received amounting Rs. 3,480,000. This revenue would generate profit of Rs. 894,597 per partner.
This proposal hereby is of a restaurant named Rainbow Restaurant. It will be a new establishment with in Gujranwala region. The restaurant will be a place where its customers will be given quality hospitality services along with magnificent shopping mall services. This restaurant would provide both dining and banquet services to its customers. The restaurant building will comprise of different floors. At each floor there will be different forms of hospitality services and facilities provided to customers. Ground floor would also have shops in it to provide customers with shopping facility. The restaurant will be a unique and beautiful blend of both technology and services. There will be a central elevator system for customers to escalate comfortably within the restaurant. The restaurant will be located on the main GT road in front of Gujranwala Cantt. The potential size for this restaurant is expected to be very high. This potential is predicted on the basis of the fame of Gujranwala people for their eating habit. Beside this fame, Gujranwala lacks a quality entertainment facility that’s the very reason of Pace success in Gujranwala. Through the establishment of this restaurant we plan to reap fruit of the potential in Gujranwala for service industry. We expect high responsiveness of our early adopters. The services of this restaurant will not be confined only to Gujranwala region. After the business would start earning enough profit to support its expansion, we would then expand it to different geographic areas like Lahore, Gujrat, Sialkot etc.
NEED & PROBLEMS:
BUSINESS PLAN This restaurant will satisfy the need of Gujranwala people for a quality entertainment facility as Gujranwala lacks entertainment facilities. People of Gujranwala travel to other cities like Lahore for entertainment. This restaurant would give them an entertainment source within their own city. Along with entertainment the restaurant would also facilitate customers to dine while shopping and have all event related services under one roof.
EXPECTED PROFITABILITY, GROWTH & RISKS:
The expected growth rate of this business is 5 to 10 percent annually. This expectation is based on the prediction that the business will get high positive response from the customers. The risk involved in this business is that it needs a huge capital and with time constant supply of finance. This risk would be addressed by getting the loan either through personal sources or through bank. The other risk is that the business might fail in attracting the expected positive response from the market as there is already intense competition in the market. But possibility of this risk is very low. If still it happened so then the business strategies and plan would be modified with the help of an effective marketing plan to create demand for this restaurant.
The restaurant will be a partnership organization. We five members will contribute capital and management efforts in the business. If we could not meet the required finance for the business we would borrow it from our friends and relatives.
We envision that with in five years, Rainbow Restaurant will be established and known throughout the Gujranwala district for its variety of atmospheres and food with highest standards of quality. Along with it an expansion plan for a second restaurant in a distinct area will be considered in the planning stages of up coming years.
The main vision trigger will be the catchy slogan: “Rainbow Restaurant –its not just about dining” The vision trigger will emphasize a fun, family atmosphere that people of all ages can enjoy. This will include quality customer service, authentic food with hearty servings, stylish décor, and a selection of food and drinks to meet the needs of individual customers.
We aspire to endow with variety of food along with array of services like restaurant, banquet, shopping and event management services with up-to-date equipment and integrated CRM by a team with attributes such as creativity, efficiency and commitment, primarily to youngsters and families with quality that endure a unique experience of variety of atmospheres that’s beyond augmentation level in Gujranwala which would ultimately profit our stakeholders interest and support us to contribute the profit gained in social welfare activities.
MISSION STATEMENT ELEMENT:
The nine elements of mission statement are mentioned below: 1. Customers: Youngsters of age 15-25. 2. Products or Services: Products are variety of food. Our services are listed below: a. Dining Services b. Banquet Services c. Event Management Services d. Shopping Services 3. Markets: We would initially be targeting Gujranwala market. 4. Technology: Up-to-date equipment and integrated CRM. 5. Concern for survival, growth & profitability: Initially focus would be on surviving by focusing mainly on customer satisfaction then after that focus would be on high profit to gain rapid growth.
BUSINESS PLAN 6. Philosophy: A Restaurant service is not just about dining but of having a unique experience of variety of services with variety of atmospheres. 7. Self-concept: We are a team with attributes such as creativity, efficiency and commitment to serve customers beyond augmentation level. 8. Concern for public image: Visible contribution in welfare activities of the society such as education programs for poor and needy and etc.
9. Concern for employees: To recruit, develop, motivate, reward, and retain personnel of exceptional ability, character, and dedicated by providing good working conditions, superior leadership, compensation on the basis of performance, an attractive benefit program, opportunity for growth, and a high degree of employment security.
STANDARDS TO ACHIEVE OUR MISSIONS:
1. Unconditional teamwork and communication 2. Being fair with our guests and with our colleagues 3. Personal Responsibility: a. For Oneself b. For Property c. Protecting assets & identifying defects d. For knowing the product e. For making guests complaints your own and recording them properly to prevent a repeat occurrence. 4. Salesmanship being everyone’s responsibility: a. Always talk positive about restaurant b. Sell services of restaurant 5. Being Creative and always coming up with constructive and innovative suggestions. 6. Being Profitable
INTEGRITY AND FAIRNESS: It all starts with integrity. We trust in the integrity and fairness of each other to always do the right thing, to be open, honest and forthright with ourselves and others, to demonstrate courage, to solve without blame and to follow through on all our commitments.
RESPECT AND CARING: We reach out with respect and caring. We have a genuine interest in the well being of others. We know the importance of listening, the power of understanding and the immeasurable value of support.
DIVERSITY: Even though we have a common vision, we embrace and celebrate our individual differences. We are strengthened by a diversity of cultures, perspectives, attitudes, and ideas. We honor each other's heritage and uniqueness. Our power of diversity makes a world of difference.
ALWAYS LEARNING — ALWAYS TEACHING: We learn from others as they learn from us. We learn. We teach. We grow. BEING "OF SERVICE": Being of service is our pleasure. We treat people as special and appreciated by giving of ourselves, doing more than expected, anticipating needs, and making a difference.
TEAMWORK: Teamwork works. By trusting one another, we bring together the best in all of us and go beyond the boundaries of ordinary success. EXCELLENCE: We have a passion to set and to pursue, with innovation, courage and humility, ever higher standards.
Our competitive advantages are our business unique attributes. These attributes not only would help us in gaining competitive advantage on competitors but would also help us in sustaining the advantages. The attributes that make our business unique are mentioned below:
REGULAR CHANGES IN ATMOSPHERE OF THE RESTAURANTS: The common practice in industry is that restaurants normally deal in one type of atmosphere. They build their infrastructure and decor it only once. Even the restaurants which go for renovation, brings changes in its décor and atmosphere after a quarter or a year. But Rainbow Restaurant intend to bring this change regularly and more instantly on the demand of customers. This feature of this restaurant makes it unique from the all ready existing players of the industry.
WELL TRAINED EMPLOYEES: In restaurant industry especially in Gujranwala, focus is on getting cheap labor than on getting trained labor. Rainbow Restaurant would focus on recruiting skilled and qualified employees. Our management does realize that in a service sector more important than what you sell is how you sell it. And in how we sell our services and products is depicted by whom we sell it. So we would focus on hiring already trained staff. Beside adding quality to our product this would also minimize our cost of training. During our survey we found that many of our respondents said that employee attitude is needed to be improved in their city. Keeping in view this finding we are greatly concerned about well trained and well mannered employees.
AVAILABILITY OF VARIETY OF CUISINES: We are offering Pakistani traditional cuisine along with Chinese and Italian cuisines. Beside these cuisines we are
BUSINESS PLAN offering our customers variety in Hot & Cold Drinks, Fast Food (Not only Western fast food but traditional too like fruit chat, salads etc.) and Ice cream. All these variety of food is available under one umbrella. Our competitors are offering variety in few of these products but not in each of them. This unique feature of our restaurant facilitates our customers to dine while having variety of choices on one facility.
SHOPPING ALONG WITH DINING FACILITIES: A trend of Shop while you Eat is being introduced by KFC in Karachi first. Now shopping malls like Pace are following the same trend. The thing common in this trend is that they all are offering fast food variety. But we would be offering variety of food. So our customers could dine well during shopping.
BANQUET SERVICES ALONG WITH EVENT MANAGEMENT SERVICES: No such facility is being developed or is under development in Gujranwala where customers can avail both banquet services and event management services. In our restaurant they would not only find a luxury place to perform their ceremony but also place to shop for the ceremony. We would do this by renting shops to owners who would open any one of the following types of shop in our restaurant: • • • • Boutique Beauty Polar (both male and female) Florist Sweets Photographer etc.
Note: Further elaboration of these attributes is done in value chain analysis which is attached in the appendices of this report.
STAGE OF GROWTH
Following diagram depicts the different stages of life of Rainbow Restaurant:
Fig. 1: Product Life Cycle of Rainbow Restaurant The interpretation of Fig.1 is given in following table. TABLE - 1
TIME PERIO D PLC DESCRIPTION DESCRIPTION STAGE COMPETITIO N PRICE PROMOTION PROFIT
BUSINESS PLAN Year 1 Year 2-3 Year 4-5 Introducti on Growth Maturity Penetration (Moderate/Economical – 25%) Gain market share (High – 35%) Defend market share (Moderate – 30%) Inform and Educate Stress Competitive Differences Reminder Oriented
Low Medium High
Low High Moderate
GOALS & OBJECTIVES
The goals and objectives of our restaurant are mentioned below:
1. To provide customers with quick service. 2. To train employees their respective skills to increase efficiency. 3. To gain cost efficiency by focusing on low cost but quality raw material. 4. To install up-to-date equipment that would decrease the process time. 5. To incorporate integrated CRM system, this would ensure customer retention program’s effectiveness. 6. To integrate storage system that ensures availability of raw material on time and its transport with in the facility promptly. 7. To ensure enough raw material stock for expected shortage of raw material in market. 8. To ensure our facility is clean according to health standards and attractive to our customers. 9. To ensure the atmospheres of the restaurants are changed on quarterly basis continuously. 10.To renew prices according to fiscal year trend and according to economic profile of customers. 11.To carry effective market research repeatedly when ever needed to add value in services and products.
BUSINESS PLAN 1. To attract shop investors/tenant shop owners on profitable rent rate. 2. To ensure cost efficiency by all means else than compromise on quality to increase profit. 3. To ensure steady increase in profit every year. 4. To ensure that we have sufficient amount of reserve for contingencies this would help us to work smoothly during any financial crises. 5. To ensure timely availability of funds first from personal resources and then from investors to cope up with capital requirements.
1. To expand business with goodwill of our brand name within the boundaries of Pakistan after five years with the profit gained from the business. 2. To have a good word of mouth among our actual and potential customers. 3. To get involved in social bonding activities that would ultimately boost the public image of the organization. 4. To obtain 25% of market share. 5. To enhance the facility according to ISO 14000 and ISO 1800 Standard.
INDUSTRY BACKGROUND & OVERVIEW:
The restaurant business is the most dynamic business in any country. It’s dynamic because it serves different personalities in variety of manners but yet in the same industry. All business reflects people, but the restaurant business is primarily a people business. Each restaurant has its own identity based on its service attributes. These attributes not only involve what customers eat but also how they are served food to eat and by whom. The field of restaurant and hotel management is interdisciplinary. It draws upon economics, psychology, management, food technology, food chemistry, microbiology, physics, engineering, architecture, accounting, marketing and law. From these disciplines are formulated approaches, systems and analytical tools designed to make lodging and foodservice satisfying emotional experiences for people when they are away from home. Many restaurants are the reflection of the personalities of the owners, while the personalities of some chain enterprises are the result of the thinking of a number of specialists – site experts, food specialists, architects, decorators, and financial planners. The restaurant business is the third largest of all businesses in USA. One of every three meals eaten in USA is eaten away from hone. Employees in the industry, including those who work part-time, number more than eight million.
BUSINESS PLAN History of Restaurants in Egypt: Eating out has long history. Taverns existed as early as 1700 B.C. showed a limited place in Egypt in 512 B.C. showed a limited menu – only one dish was served, consisting of cereal, wild fowl, and onion. Be that as it may, the ancient Egyptians had a fair selection of foods: peas, lentils, watermelons, artichokes, lettuce, endive, radish, onions, garlic, leeks, fats – both vegetable and animal – beef, honey, dates, and dairy products, including milk, cheese and butter. Women were not permitted in such places then. By 402 B.C., however, women became a part of the tavern atmosphere. Little boys could also be served, if in company with their parents. Girls had to wait until they were married. History of Restaurants in Rome: The ancient Romans were great eaters-out. Evidence can be seen even today in Herculaneum, a resort town near Naples that, in 70 A.D. was buried in some 65 feet of mud lava by the eruption of Mt. Vesuvius. Along its streets were a number of snack bars vending bread, cheese, wine, nuts, dates, figs and hot foods. The counters were faced with marble fragments and jugs were imbedded in them, which contained wine, kept fresh by the cool stone. A number of the snack bars were identical, or nearly so, giving the impression that they part of a chain under single ownership. Bakeries were nearby, where grain was milled in the courtyard, the mill turned by blindfolded asses. After the fall of Rome, eating out usually took place in the inn or tavern, but by 1200 there were cook houses in London, Paris, and elsewhere where cooked food could be purchased. Coffee at the time was considered a cure-all. Coffee houses were also popular in Colonial America. Boston had many of them, as did Virginia and New York. The words café and cafeteria are from the word café, French for coffee. The first restaurant by that name carried this inscription over the door: “Venite ad meomnes qui stomacho laboratoratis et ego restaurabo vos.” Few of the Parisians who saw this sign in 1765 could read French, let alone Latin, but if they could, they knew that Monsieur Boulanger, the properties, said, “Come to me all whose stomachs cry out in anguish and I shall restore you.” Soon the word restaurant was established, and chefs of repute who had worked only for private families either opened their own restaurants or were employed by new group of small businessmen—the restaurateurs1. The Restaurant in America: The word restaurant came to this country in 1794, via a French refugee from the guillotine, Jean Baptiste Gilbert Paypalt. Paypalt set up what must have been the first French restaurant in this country, Julien’s Restorator.
Lundberg & Donald E., “The hotel and restaurant business”, New York, N.Y.: Van Nostrand Reinhold Co., c1984.
BUSINESS PLAN Here he served truffles, cheese founders, and soups. The French influence on American cooking was felt even earlier; both Washington and Jefferson were found of French cuisine, and several French eating establishments were opened in Boston by French Huguentos who fled from France in the eighteenth century to escape religious persecution. The restaurant generally credited as being the first in this country was Delmonico’s in New York City, begun in 1827. This claim may be disputed by the Union Oyster House in Cambridge, Massachusetts, opened in 1826 by Messrs. As has happened with most family restaurants, the name and the restaurants fade into history. The family-owned Delmonico restaurants, at 44th street and Fifth Avenue, closed its doors in humiliation and bankruptcy during the early prohibition years. The family gathered acclaim and a fortune, but finally the drive for success and the talent for it were missing in the family line. New Yorkers, apparently bored with plain food, approved the petits gateaux (little cakes), chocolate, and bonbons served by the brothers Delmonico. Success led to the opening of a second story restaurant in 1832, and brother Lorenzo proved to be the restaurant genius. New Yorkers were ready to change from, a roast-and –boiled bill of fare to la grande cuisine—and Lorenzo was ready for the New Yorkers. History of Restaurants in Pakistan: Pakistani Cuisine is famous all around the world for its spices, aroma and flavors. It has earned Pakistan a name in gastronomical delights. All over Pakistan one will find countless restaurants, offering local and international cuisine, ranging from budget to buffet restaurants 2. The history of restaurant business in Pakistan is very old. Initially there was either truck restaurants of poor quality or hotels used to provide dining services. Then after some years of freedom the restaurant industry started evolving. Many restaurants then came into existence. These restaurants initially provided variety of Pakistani food. But when tourism increased in Pakistan, to attract tourist, restaurants started offering continental food menu too. As globalization stepped in Pakistan, not only foreign fashion or products were adopted by the people of the country but also the taste especially from the young generation. Catering this change, restaurants started offering fast food and Chinese food as they used to serve Pakistani food as basic product. Many restaurants then started operating in specific cuisine. Then the trend came of providing hotel services along
BUSINESS PLAN with dining and banquet services. In Pakistan the pioneer of this sort of services was Avari Towers owned by Avari Family3. Along with quality banquet services, Avari also added variety of cuisine focused restaurants. Hushoo Groups Pearl Continental Hotel also followed this trend.4 Beside these major visible icons introducing the trend, many other small hotels and restaurants followed the trend. Restaurants started providing banquet services along with banquet services. This business with these significant changes not only started growing but also became very potential business. People started dining in restaurants at least once a month. The reason of this along with the availability of variety of food was the fascination involved in dining out from home in a luxury place. People not only then preferred the food taste or variety of menu but they also started preferring brand reputation, on time service, employee attitude etc. This change in the consumer consumption pattern of this industry increased its potential more. This potential was not ignored by the multinational food chains. Many MNC food chains started their operations in Pakistan. Pizza Hut was the first MNC restaurant to starts its operations in Pakistan in 19935. Then KFC in 19966 and McDonald’s in 19987 started their operations in Pakistan. Beside these renowned restaurants Subway has also spread a network of 29 branches in Pakistan. 8These MNC’s have been satisfying the customers of Pakistan with their internationally renowned products along with customization with accordance to Pakistani taste. But still the target markets of these restaurants are people of high class and middle class people. HISTORY OF RESTAURANTS IN GUJRANWALA: Inhabitants of Gujranwala and its suburbs have tremendous liking for eating and wrestling. Peeping back into history, before partition of sub-continent when information technology and media had not found its basis in world, people had their own ways to enjoy, which were purposefully designed and evolved with local wisdom to fulfill their own needs i.e. cooking hunting etc. Mughal emperors were enamored of hunting, furthermore indigenous maharajas, knights and state princes to ingratiate with British, started hunting various animals in far flung areas lacking facilities hence invented one of the most novel cooking styles
3 4 5 6 7 8
Shabbir H. Kazmi, “The Hotel Industry” , Pakistan & Gulf Economist, April 16 – 22, 2007 Tahir A Khan, “Hashoo Group – the pioneer in hotel industry”, Pakistan & Gulf Economist, April 16 – 22, 2007 http://en.wikipedia.org/wiki/Pizza_Hut http://en.wikipedia.org/wiki/KFC http://mcdonalds2.rozee.pk/content.php?lid=Vm10YWEyUXhUblJWV0dSUVZsVndVbFpyVWtKUFVUMDkr http://world.subway.com/Countries/frmMainPage.aspx?CC=PAK
BUSINESS PLAN called Bar-B-Q. In Bar-B-Q people have a peculiar style of cooking, roasting, grilling, seasoning and frying meat on coal, in TANDOORS (local mud Stoves) or on grills. There is also believed about the beginning of this cooking method is, though it reared-up in lap of hunting but history traces it back to nomad life, when there was no concept of civilized life. Nomads wandered in search of food and hunted animals and cooked the meat directly on fire. Historians would deem it more acceptable idea about origin of Bar-B-Q, which indicates cooking directly on fire without using any vessel or spatula. Primitive people were not aware of most of utensils being used by modern and sophisticated men. However all over the world Bar-B-Q gained popularity but it became forte of Gujranwala eventually. The specialty lies in its recipe, which expectedly transferred from generation to generation and spices that give a traditional taste to meat. The fragrance and unmatched taste of Bar-B-Q food attracts and drags people from all over the Pakistan to enjoy the traditional elegance and taste of food prepared in Gujranwala. Numbers of small restaurants for Bar-B-Q food are engaged in providing quality food in Gujranwala, which entertain people traveling from Islamabad to Lahore and vice versa via G.T. Road. It is observed that people specially come from Islamabad and Lahore to eat “Chiras” (Sparrows) Tikkas, Seikh Kababs, Champs, mikh (marrow) Kalajies, Potas, Champ (Chops) prepared with mutton, beef and white meat which includes chicken, btair, Tiliar,Murgabies etc. Vegitables can also e Bar-B-Qed but meat is area of expertise of Gujranwala. The famous host restaurant for these other cities Bar B-Q is Shahbaz Tikka Shop. Shahbaz Tikka Shop started its operations as a small street restaurant but now it has evolved into a big establishment yet depicting its traditional taste and services. A particularly develop taste for these things has hindered in way of opening branches of multinational food chains in Gujranwala. A collective approach is prevailing in Gujranwala that why one burger should be bought in same price of 1 or 2 kg “Karahi”(famous dish prepared in voke with specific ingredients of meat, tomatoes, green chilies and garam masala) while people in Gujranwala can eat 2 to 3 Kg’s Karahi easily in one go, which approximately cost same. Furthermore taste is nonignorable and philosophy lies in the love for traditions. Market survey of small restaurants indicates a deplorable condition of these places flies hover over, bad lights, poor sanitation, stinky environment, uncultured staff without uniform, unpleasant and less interactive climate would not be able to maintain the interest of people for long time. Consequently good quality food would Innovators
BUSINESS PLAN lose its charm in all circles. Many psychologists, nutritionists and doctors recommend clean and soothing environment for dining. Further more Positive impacts on health are been attributed to calm environment. Marketing students attributes to Government and owners who do not adopt naive marketing styles which are proved to be declining factors. Gujranwala is located on G.T. road, which can be manipulated properly to give a boost to food industry. KFC has recently started its Franchise in Gujranwala with large hoardings saying that “G.T. ROAD TEY BREAKAN LAGIAN”; an effective strategy for marketing their products. People use G.T. Road for traveling from Islamabad to Lahore and vise versa. Furthermore Lahore to Sialkot motorway has entered into the phase of construction, people would travel more frequently through this road. Hence to serve the right purpose of Motorways, industry of food can be highlighted on optimum levels along with other industries on both sides of motorway. Further more Gujranwala is industrial hub for small and medium enterprises including light engineering sector, ceramics, sanitary wares, and kitchen utensils. The main industry of Gujranwala is now perusing the export-oriented activities with the help of Export Promotion Bureau and Ministry of Industry and Commerce. Liberal Polices of Government has made the things easy. Local Chamber of Commerce is actively engaged in high lighting Gujranwala’s products on National and international levels. International Exhibitions are arranged, many foreigners including Ambassadors, high Commissioners, Commercial attachés visit. They can be effortlessly acquainted with B-B-Q to make their countries prospective publics of Pakistani food.9 A small food street with the name of Liberty Market is also established in Gujranwala. Renowned restaurants like Hot Grill Restaurant, Quick Pizza Hut and Fry Master Restaurant are providing there services. After Shebaz Tikka Shop it’s the busiest food area in Gujranwala. Beside these traditional restaurants, Shelton hotel has been providing 5 different types of cuisine since 1987 in Gujranwala. Along with this it is also providing banquet and accommodation services10. In 2002, Royal Garden Hotel started its operations in Gujranwala. This restaurant also provides variety of cuisine along with restaurant services. Change in trend was brought by Marian Hotel which started its operations in
October, 2006. This restaurant although provides the same services as Royal Garden Hotel
does but it has created difference through its infrastructure which is modern but with a traditional artistic touch. Many small restaurants have also started there operations in Gujranwala in last five years. Among these restaurants famous names are Salva Restaurant, Chenab Rutt, Usmania Restaurant, etc. There are also many fast food restaurants too like HFC, AFC, King Pizza, etc. whose branches are spread all over the city. Sea food specialized restaurants like Sardar Restaurant and Meraj Deen Restaurant have also started there operations in Gujranwala. Along with meat and chicken, sea food is also gaining popularity in the city. Beside banquet services imbedded in restaurant services, there are many banquet halls wholly dealing in banquet services. There are many banquet halls in small colonies and towns in Gujranwala namely in Wapda Town, Pupils Colony, Model Town etc. Beside these banquet halls, there are many banquet halls on main G.T. Road Gujranwala. Among these halls, famous names are Sehti Marriage Hall, Fort Marriage Hall, Shehnai Marriage Hall, City Marriage Hall, Millan Marriage Hall, Taj Marriage Hall etc. In response to the increased frequency of people traveling from Gujranwala to Lahore in search of entertainment avenues, quality shopping and restaurants, Pace management has launched Pace shopping center in Gujranwala. It’s a remarkable addition to the list of shopping malls offering quality and convenience all under one roof. Colorful, modern and built on the principle of giving local and foreign entrepreneurs a chance to increase their businesses, Pace at Gujranwala is an ideal investment choice11. The shopping mall was inaugurated in November 2007 and got public response better than expected. One feature of this shopping mall is that people can dine while shopping. Mr. Cod is small fast food restaurant serving Pace customers. Beside it there is salad stall in the facility. People coming only for window shopping at least do dine there either in the restaurant or from the stall.
The industry trends all over Pakistan in general are: 1. People in Pakistan love dining in restaurants. 2. Diverse food cuisines are getting popularity in Pakistan. 3. Life in Pakistan is getting busy and people therefore are starting to prefer fast food.
BUSINESS PLAN 4. Out of office Business meeting trend has also increased the banquet service business in Gujranwala. 5. Arranging wedding ceremony out of house in an established banquet hall is a trend and considered status symbol too. 6. Banks have introduced relaxed lease policies because of which many people now have conveyance. Now they easily can access branded restaurant of their choice. 7. The biggest problem this industry is facing is of high employee turnover rate. Employees switch from one organization to another very soon. Thus employees of this industry are not very loyal. 8. The only visible entertainment source in cities like Gujranwala is dining out so people at weekends do avail this chance very often. 9. Education level is increasing in Gujranwala and so people are becoming more aware. This has also improved their lifestyle. In past as going with family women to restaurants was not considered as a good norm. Now due to education people have broadened view point. 10.Numbers of restaurants are increasing in Gujranwala. Among these restaurants there is a majority of “Food Street Vendors”.
Beside these general trends observed from the industry, we have found some significant trends through industrial research. These trends are mentioned below: A. CUSTOMERS’ LOVE FOR RESTAURANTS: Majority of the sample population love dining at restaurant. Demographic Wise: GENDER: Both female and male love dining in a restaurant CITY: People of Gujranwala love dining in a restaurant most. After that, peoples from Sialkot & Gujrat love dining in a restaurant. AGE: 15-25: This age segment loves dining in a restaurant the most. 26-35: After the above mention segment, this segment loves dining in a restaurant. OCCUPATION: Students love dining in a restaurant the most. Job holders are the second most lovers of dining in a restaurant.
BUSINESS PLAN INCOME: Above 40000: Love dining in a restaurant the most. Less 20000: Love dining in a restaurant. B. CUSTOMERS’ PREFER TYPE OF RESTAURANTS: Majority of the sample population prefer Fast food & Pakistani food restaurant. Demographic Wise: GENDER: Male: Prefer Fast food the most. Female: Prefer traditional food the most. CITY: Gujranwala: Prefer fast & traditional food the most. Sialkot: Prefer fast food the most. Gujrat: Prefer fast & traditional food the most. Lahore: Prefer fast & traditional food the most. Wazirabad: Prefer fast & traditional food the most. Jehlum: Prefer traditional food the most. AGE: 15-25: Prefer the fast food the most, and than prefer traditional food. 26-35: Prefer traditional food the most. 36-45: Prefer traditional food the most. Above 45: Prefer traditional food the most. OCCUPATION: Students: Prefer fast food the most. Housewife: Prefer traditional food most. Job holders: Prefer traditional food most. Professionals: Prefer traditional food most. Business man: Prefer the traditional food most. INCOME: Less than 10,000: Prefer fast food the most. Less than 20,000: Prefer fast food the most. Less than 30,000: Prefer traditional food the most. Less than 40,000: Prefer fast food the most. Above 40000: Prefer traditional food the most. C. CUSTOMERS’ FREQUENCY OF VISIT TO RESTAURANTS: Majority of the sample population go once a month to the restaurants. Majority of the sample population did not visited restaurant last week. The most visited restaurant last week was KFC. Demographic Wise: GENDER: Both Male & Female mostly visit a restaurant once a month. CITY: Our research found that mostly people of our surveyed cities visit restaurants once a month Prefer fast & traditional food the most. AGE: 15-25: Prefer visit once in a month & the second preference to visit once a week. 26-35: Prefer visit once in a month. 36-45: Prefer visit once in a month. Above 45: Prefer visit once in a month. OCCUPATION: Research found that from all occupation mostly people visit restaurants once a month. INCOME: Our research found that mostly people of all income classes visit restaurants once a month.
BUSINESS PLAN D. CUSTOMERS’ PREFERENCE FOR BRANDED RESTAURANTS: Majority of the sample population prefer going to branded restaurants. Demographic Wise: GENDER: Both Male & Female prefer to visit a branded restaurant. CITY: Although every city’s most respondents mostly preferred visiting branded restaurants but Gujranwala respondents preferred visiting branded restaurants most. AGE: 15-25: Prefer to visit the branded restaurant the most. OCCUPATION: Research found that Students & Job holders prefer to visit branded restaurants mostly. All other occupations are also preferred to visit branded restaurant. INCOME: Above 40,000: Prefer to visit the branded restaurants. E. CUSTOMERS’ MOST PREFERRED BRANDED RESTAURANT: Majority of the sample population prefers to go to KFC restaurant. F. WITH WHOM DO CUSTOMERS’ PREFER TO GO TO RESTAURANTS: Majority of the sample population prefers to go to restaurants with FAMILY. Demographic Wise: GENDER: Male prefers to go with Friends. Female prefer to go with Family. CITY: Gujranwala respondents preferred to visit with Friends. AGE: 15-25: Prefer to go with Family. OCCUPATION: Research found that Students prefer to go with Friends. Job holders prefer to go with Family. INCOME: Above 40,000: Prefer to go to restaurant with friend and family. G. AVAILABILITY OF RESTAURANTS IN EASY CONVENIENCE: Majority of the sample population has restaurant in its easy convenience. Demographic Wise: Only majority population of Gujrat does not have restaurant in their easy convenience. H. VALUE FOR DIFFERENT ATTRIBUTES OF RESTAURANT SERVICES: The most preferred attribute of restaurant service is Food Taste. The second most preferred attribute is Affordable Pricing. After customers prefer On Time Service attribute of restaurants. The least valued attribute is Fun Promotion. Food Taste is the factor on the restaurant service which is needed to be improved the most.
KEY SUCCESS FACTORS IN THE INDUSTRY:
BUSINESS PLAN Whether we are starting a small business or large business or we are trying to expand and grow our existing business into a multi unit chain business, there are certain winning principles that help in shaping up the business and improve its chances of success. 1. CONCEIVE THE WINNING CONCEPT: A well designed concept stands a much better chance of long term success than a vogue notion. To start, we will first set the specific goals that will measure our restaurants success. Because these goals provide us the direction towards achieving our vision and make sure the success of our business 2. LONGETIVITY: Longetivity is the art of being able to maintain success over time and adjusting to meet the changing demands and buying habits and patterns of our customers. To open up a restaurant and making it profitable is one thing, but to maintain its success over a longer period of time is another thing and that is called ”Winning concept”. 3. CONSISTENCY: To make sure the long term success of our business and to truly develop a winning concept requires the implementation of such systems and procedures that enable us to ensure the consistency of our operations because it’s the key factor for making a business successful in long term. 4. MARKET APPEAL: The winning concept seems to have a broad appeal and well developed “points of difference” that enable us differentiate and to dominate in the market and to capture the market share. To be at the first place and the first preference of the customer when he thinks of going to dine out is the essential and critical factor in the winning concept. 5. EXPANDABILITY: Expansion of the business is the foremost opportunity that a business foresees in its upcoming period after its success. The consistency of quality and services, and the operating systems and management procedures established in the first unit can result in more expandable opportunities in the future. 6. MENU PRICING: One of the most important factors in the strategic planning of a restaurant is the development and price setting of its menu. It involves designing an appealing selection of the menu that is competitively priced in the market. Menu pricing is a very tricky task because it we need to price items so that we can operate profitably and we offer our customers greater value in return of the price. 7. SELECTING PRIME LOCATION: Selecting prime location is a very critical factor to make restaurant business successful. If the business is situated in a remote or
BUSINESS PLAN infrequently traveled location, it will definitely exert an adverse affect on the success of our business. Starting up a restaurant in frequently visited and traffic passing area makes a business to be highly successful in despite of a remote location that’s why we have selected a highly trafficked and mostly traveled and frequently passed area. 8. MARKET RESEARCH: For a new entrant in a restaurant business, the information about the customers and competitors is another critical factor that can make the business a true success story. To do all this, the only way is to conduct a market research to get knowledge about the customers and the other major key players in the market. Luckily and fortunately, we have conducted the market research. In this way, we can better able to know the needs of customers so that we may better serve them and know the customer demands and the changing trends in the market. It will lead us to gain a competitive advantage over our competitors and make our business successful. 9. UNIQUE, INNOVATIVE AND CONTEMPORARY: The creation of unique and innovative fine dining atmosphere will differentiate us from the competition. The restaurant will stand out from the other restaurants in the area because of the design and the décor. We will offer a fine dining experience in fine and unique environment. 10.PRODUCT QUALITY: Food quality is the most important factor that matter in the success of a restaurant business. That’s why; we will offer great food, great service and atmosphere in order to differentiate and to gain completive advantage over competitors. 11.EMPLOYEE RETENTION: Employee retention and development programs will be a primary focus and success platform for this business. Through these programs, we will be able to draw seasoned and elite professionals and build a committed workforce. It lowers our immediate overhead and attracts quality staff. 12.COST CONTROL FOCUS: We will control costs at all times, without exception. Cost control will be an integrated function of the restaurant. Our focus is to reduce cost of goods sold to meet our profit margins by managing the following crucial elements of cost: Purchase, Receiving, Storage and Rough preparation, Service Preparation, Order Taking and Cash Receipts.
OUTLOOK FOR THE FUTURE:
The Pakistani economy is becoming increasingly service-oriented, and over the past several decades, the foodservice industries that offer the highest levels of convenience have been rewarded with strong sales growth. In the face of rising population, incomes and increasingly hectic work schedules, a nearly insatiable demand for convenience will continue to drive restaurant’s sales. Restaurants will strive to find ways to make their products and services even more accessible. Even if incomes stagnate or attitudes change, consumers are unlikely to return to meal preparation at home on a large scale. This suggests that even if consumers choose to spend more time at home, for family or other reasons, much of the meal preparation will still occur elsewhere. Many more table service restaurants, which traditionally focus on full-service in house dining, will likely try to capture part of this market by offering take-out, and possibly experimenting with home delivery. The value of consumer time, as well as the demand for consistent, high-quality food products, will continue to shape the restaurant industry. Food served in restaurants, once considered a novelty, and has become an increasingly significant part of the today’s generation’s diet. The role of convenience in this dietary shift cannot be overemphasized, and the future growth of the rest of the foodservice industry will be driven in large part by its ability to find new ways to save consumers’ time. Merging different services like of banquet and shopping in dining facility adds more value to customer’s satisfaction. This would grow up with time. In future people would love going to a place where they can enjoy bunch of services under one roof.
DESIRED IMAGE & POSITION IN MARKET
Our desired image or perception in the mind of our customer is of attributes mentioned below. We want to be known in the market for these attributes. 1. VARIETY OF ATMOSPHERE: The most basic and prominent feature of our services for which our customers would know us is variety of atmosphere we create in our facility. Through this service we intend to create an image of a facility where “Nothing appears to be same but yet it is”. 2. VARIETY OF CUISINES: One more visible attribute of our services is that we are providing our customers with variety of cuisines. During our research we found our customers love for variety of cuisines. This attribute would create an image of Rainbow Restaurant as of a place where one can get “All Colors and Flavors of food”. 3. QUALITY OF FOOD AND SERVICES: Quality of food is measured by its taste and presentation while quality of services is measured by the attitude of the service provider and timely delivery. Our main focus would be on quality. This quality would be experienced by our customers both in food taste and service experience. This attribute would create an impression of a service provider where “From Taste to Smile everything is of Quality”. 4. ECONOMICAL PRICING: Affordable pricing is the second most valued attribute by our potential customers. We would charge economical price to our customers ultimately creating an image of a service “Quality with affordable Pricing”. 5. EVENT MANAGEMENT SERVICES: There is no one facility where customers are provided with complete event related services under one roof. We would not only provide customers with banquet services but also with event related other services like of shopping, photo shot, gifts etc. This would help us in building a perception in the mind of the customer that “We not only provide a place but also bunch of services to enrich your ceremony’s celebration.”
1. Unique Services: Our greatest strengths are our unique services as listed below:
Shop while you eat i.e. not only fast food but variety of cuisines is served to customers along with shopping facility. Different atmospheres which are changed repeatedly through out the year. Variety of event management services. We have all event related shops in our facility. Well designed and equipped children playing area. In house (with in building) parking area. remember you not only when you within our facility.
2. CRM: Effective CRM (Customer Relationship Management) i.e. our employees 3. Motivating HR practices: Focus is not only on retaining external customers but also internal customers too. 4. Taste with Economical Price: We serve our customers food of better taste and quality at economical price. 5. Strategic Location: Our business location is traffic intense thus more potential customers would be frequently visiting our location. 6. Staff’s Good Behavior: Professional and trained staff with friendly behavior. 7. Quick Order Service: Customers do not have to wait for food for long time because of our efficient system and employees. 8. Strong relationship with suppliers: We not only provide customer membership offers but also supplier membership offers too. No matter how small product we purchase from them.
1. Lack/limitation of finance. 2. Untrained/unskilled lower staff. 3. Limited marketing budget to create brand awareness.
TABLE - 2 CRITICAL SUCCESS FACTORS STRENGTHS Unique Services CRM Motivating HR practices Taste with Economical Price Strategic Location Staff’s Good Behavior Quick Order Service Strong relationship with suppliers WEAKNESSES Lack/limitation of finance Untrained/unskilled lower staff Limited marketing budget TOTAL
WEIGHT 0.2 0.08 0.05 0.1 0.09 0.06 0.09 0.04 0.15 0.09 0.05 1.00
RATING 4 3 3 4 4 3 4 2 4 2 1
WEIGHTED SCORE 0.8 0.24 0.15 0.4 0.36 0.18 0.36 0.08 0.6 0.18 0.05 3.4
TABLE - 3 CRITICAL SUCCESS FACTORS OPPURTUNITIES Increasing trend of citizens of dining out of home Nationwide expansion can reap more profit Increasing traffic of Gujranwala (Industrial Hub) towards Sialkot because of new airport has being incorporated there. Increasing inflow of corporate foreigners in Gujranwala Attraction of different cities people of coming to Gujranwala to dine especially for traditional food THREATS Unstable market condition i.e. unstable political and economical condition Timely cash flow’s problem MNC’s (Pizza Hut etc.) and other new entrants (Kap’s & Usmania etc.) can hinder our success Possibility of competitors might lower their prices A slump/downfall in the economy Innovators
WEIGHTED SCORE 0.8 0.28
0.07 0.05 0.09 0.08 0.2 0.04 0.05 0.1
3 2 4 3 4 3 2 4
0.21 0.1 0.36 0.24 0.8 0.12 0.1 0.4
BUSINESS PLAN reducing customer’s disposable income for dining out Our competitors might imitate us TOTAL
TABLE - 4 STRENGTHS
1. 2. 3. 4. 5. 6. 7. 8. Unique Services CRM Motivating HR practices Taste with Economical Price Strategic Location Staff’s Good Behavior Quick Order Service Strong relationship with suppliers 1. 2. 3.
Lack/limitation of finance Untrained/unskilled lower staff Limited marketing budget
Increasing trend of citizens of dining out of home
Our unique services would attract these potential customers. With our effective CRM we would retain these customers. Other attributes of our services and facility would also help us in attracting a major pie of the market. With our quality of food & services and the attribute of having bunch of services under one roof, we would soon be able to develop a brand name which would help us in expanding our brand’s facilities across the nation’s renowned cities. We would take benefit of this opportunity on the basis of our strategic location.
Our limitation of finance and marketing budget can restrain us to limit our services ultimately we would not be able to fulfill demand of large customer base.
Nationwide expansion reap more profit
The limitation of financial resources might hinder us in reaping this opportunity at its best.
Increasing traffic of Gujranwala (Industrial Hub) towards Sialkot because of new airport has being incorporated there. Increasing inflow of corporate foreigners in Gujranwala Attraction of different cities people of coming to Gujranwala to dine especially for traditional food
Due to limitation of finance we might not be able to satisfy that much inflow of customers. Beside this we might not be able to market our self to outsiders of this city. “ Our untrained staff might not be able to give customers the taste they might be looking for as the taste they demand need expertise and experience
“ Our traditional look Pakistani restaurant would attract these customers and our traditional taste of Bar B-Q would satisfy their demand
Unstable market condition i.e. unstable political and economical condition
We will provide people security in a homely environment along with the quality taste with in economic price and effective CRM We would do a realistic forecast of cash flow for next 6months to have an idea of real cash flow of our business. we would also
Focus on spreading good word of mouth would lower our marketing budget and help us in attracting potential customers and investors as it would increase their trust on us Our S-T strategy for this threat would also help us address this threat and overcome our weaknesses
Timely cash flow’s problem
boost our cash in flow by boosting our sales through various promotional campaigns This threat can be reduced by creating strong brand loyalty through effective CRM (membership discounts etc) and quality services in our unique facility. This would help us in grasping a strong and large customer base which no new entrant can attract We can minimize this threat by providing unique services to our customers, making them less price sensitive and loyal to our brand and products. We will also attain this goal by enhancing CRM.
MNC’s (Pizza Hut etc.) and other new entrants (Kap’s & Usmania etc.) can hinder our success
S-T strategy would boost our strengths enough to cope this threat and overcome our weaknesses
Possibility of competitors might lower their prices
A slump/downfall in the economy reducing customer’s disposable income for dining out
We will offer special promotional discounts and membership benefits to our customers in order to keep them coming to our restaurant
Our competitors might imitate us
We will keep on adding new points of differences in our products & services in order to keep us one step ahead from our competitors
Our cost plus profit strategy would help us to sustain our profit and to overcome our financial deficiency. Also we will try to cut down extra expenditures in order to increase our profits. We would do this when our customers will get loyal to us and we will have a positive word of mouth and then we will lower down or marketing and advertising expenditures We will lower down our marketing n advertising budget in case of slump in the economy, which will help us in lowering our cost at maximum. This would also help us in offering lower prices to our customers but with the same quality. Investment in new products and services would be made from the cash inflow of the business. this would help us overcome our financial constraint while we would be able to offer new products and services too
Competitive strategy refers to how an organization competes in a particular business. Competitive strategy is concerned with how an organization can gain a competitive advantage through a distinctive way of competing. The way being selected by us for our restaurant is “DIFFERENTIATION STRATEGY”. We selected this strategy from four of the strategies being defined by Michael Porter (as shown in Fig. 2).
Fig. 2: Competitive Strategy of Rainbow Restaurant
Many products sell quality, status, services, and style rather than rock-bottom prices.12 A strategy of differentiation tries to make products different, and usually better, than those sold by competitors. Differentiators earn more by fitting the
12 Treacy, M. & Wiersema;1997, “The Discipline of Market Leaders” NY: Perseus Books Group
BUSINESS PLAN specific needs of customers. There are several ways to find out the unique value of customers13: 1. Find out the source of differentiate; 2. Strengthen existing differentiator; 3. Master market demand; 4. Find out unknown customer needs; 5. Create customer’s wants; 6. Aware of the market trend before customer did. The main objective of differentiation strategy is to incorporate differentiating features to cause buyers to prefer firm’s product/service over rivals’ brand. And to achieve this objective the key is to find ways to differentiate to “Create Value” for buyers that are “Not Easily Copied” by rivals. Differentiation strategies are most powerful when buyer needs & preferences are too diverse to be satisfied by a standardized product! When a Differentiation Strategy Works Best 1. There are many ways to differentiate product/service & differences are perceived by buyers to have value 2. Buyer needs & uses of item are diverse 3. Not many rivals are following a similar type of differentiation approach14 Keeping in view the above mentioned discussion and description of differentiation strategy we intend to gain our aimed competitive advantages through differentiation strategy. Through our restaurant we seek to become leaders in Gujranwala market. To do this, we provide a menu of “differentiated’” products and services that have specific features most appealing to a specific target audience for a reasonable price. (Note: Although by implementing this strategy we should charge premium price but we won’t because we want every potential customer to access our facility and have the joy of value we want to serve to them). We intend to implement this strategy by taking following actions: 1. Uncover an unmet market need for service within our capability to produce efficiently and market effectively.
13 Lin, Q. S., 1996, The analysis of the operational KSFs and competitive advantages for chain industry─Take example by Taiwan food & beverage chain industry, Unpublished Master thesis, National Taiwan University, Taipei.
BUSINESS PLAN 2. Make that products or services unique and different from products currently available in the market and to keep this change continuous. 3. Launch our restaurant with a strong marketing and branding campaign, that forms the 'personality' and appeal of the products or services we offer so we can win market share as fast as possible. 4. Creating environments to collaborate, ideate, and problem solve directly with customers and prospects. 5. See a problem from many different perspectives... customers, production employees, customer service workers and adopted operational processes and come up with creative solutions. 6. Think very big...without constraints. Although we might face financial constraints but we would ensure that won’t hinder our pace towards providing services we intend to. 7. Continuously studying market and collecting data. Then using this data for correlating relationships that can open new opportunities within existing services.
PRODUCTS & SERVICES DESCRIPTION
We are providing our customers with variety of food categorized in following categories: 1. Traditional (Pakistani food) 2. Fast Food 3. Continental Food These categories contain a wide variety of food which provides the taste and satisfaction to our customers which they deem when they select any of the categories. Our menu card is attached in the appendix.
We would provide following services to our customers: 1. BANQUET SERVICES: Our banquet services include following facilities: TABLE - 5 FACILITY Event hall Meeting hall BANQUET SERVICES QUANTITY AREA 1 3 Canals approx. 2 2 Marlas approx. CAPACITY 1200 person 30 person
These banquet services would serve those customers who are either interested in organizing their event ceremonies or business sessions. Unlike other banquet service providers, we not only provide space to organize their functions but along with space we also provide event management related services. These services are provided to our customers by renting out our shops to event related products and service providers like: Innovators
BUSINESS PLAN 1. Boutique 2. Beauty female) Polar (both male and 3. Florist 4. Sweets 5. Photographer etc.
2. DINING SERVICES: Our dining services are provided in following areas: TABLE – 6 NAME Seasonal Espresso Chopaal Taste In Buffet Mania DINING SERVICES EXPLANATION AREA Cafeteria 1 Canals Open Area Restaurant 2 Canals Closed Area Restaurant 9 Marlas Buffet Restaurant 9 Marlas CAPACITY 100 person 160 person 60 person 50 person
3. SHOP RENT SERVICES: Beside these services we are also providing shop keepers the opportunity to invest and rent shops with in our facility. These shops are already mentioned above in banquet services. The rents details are mentioned below. [Note: Variation in rents would be made with accordance to the current market value of the shop when the whole restaurant facility would be built up.]
We would register our logo under the trademark ordinance 2001 and with accordance to the trademark rules 2004’s set out registration process. This would help us in gaining the right to the exclusive use of our registered mark so that we may enjoy an established reputation and goodwill of our business exclusively. The flow chart of trade mark registration is attached in the appendix. Our trademark would follow the following essential requests for trademark registration. 1. The name of a company, individual or firm, represented in a special or particular manner. 2. One or more invented words. 3. Any other distinctive mark, provided that a name, signature or any word, other than such as falls within the descriptions of the above clauses, shall not be resgistrable except on evidence of distinctiveness, which means adopted to distinguish. Trade mark registration documents are attached in the appendix.
Through our market research in which competitor’s customers’ were our target audience we found following potential segment: TABLE – 7 Demographic Characteristics Gender Occupation Income GENERAL SEGMENT Segment 1 Male Job Less than 30,000 Segment 2 Male Business Above 40,000
Beside this research we also conducted a detailed research related to services we intend to provide our customers. From this research we found following potential segment. TABLE – 8 Demographic Characteristics Gender Occupation Income POTENTIAL SEGMENT Segment 1 Male & Female Students Less than 40,000 Segment 2 Male & Female Business & Job Above 40,000
So we would primarily target the segment 1 in Table-8 and then our secondary focus would b on segment 2 of the same table. [Note: These segments are located in Gujranwala. Detailed demographics of Gujranwala are attached in appendix]
SIGNIFICANT CUSTOMER CHARACTERISTICS:
TABLE – 9 SIGNIFICANT CUSTOMER CHARACTERISTICS Love dining at a restaurant Preferred type of restaurant Type of customer Prefer branded restaurant With whom they prefer to go to restaurant Factor valued most in food services Satisfaction level from existing services Impact of premium price on frequency of visit Recommend to their friends/ relatives
Gender Male Female Yes Fast Food Frequent Yes Yes Traditional Food Frequent Yes Student Yes Fast Food Frequent Yes Occupation Business Yes Traditional Food Frequent Yes Job Yes Traditional Food Frequent Yes Income <40,000 >40,000 Yes Fast Food Frequent Yes Yes Traditional Food Frequent Yes
Family Affordable Price Satisfied Less Frequent Visit Yes
Friends Courteous Staff Satisfied
Family Brand Reputation Delighted
Satisfied Less Frequent Visit Yes
Satisfied Less Frequent Visit Yes
CUSTOMER MOTIVATION TO BUY
Customers would come to us for our unique attributes. Beside this we would retain our customers by: 1. Delivering them “WOW” experience. The desired memorable and emotional connections of a guest are termed as a "Wow" experience. We would encourage our staff members to personally affect guests in pursuit of this emotional intensity. The idea of a "Wow" experience hinges on delivering service that appeal to both the thinking and feeling aspects of the consumer. Staff would be encouraged to remember customers and on their next visit give them a royal service so that they feel delighted. Beside staff behavior these “Wow” experience would be contributed in our guest’s experience by the magnetic appeal of our infrastructure. We won’t only be giving a luxury environment to our guest but we would be renovating it often so that for every next visit customer has a new experience to feel. 2. Membership Package: In Pakistan there is a trend of offering membership discounts to customers in hotels only. Rarely is it found that customers of restaurants or banquet services are being given discounts on membership basis. But our restaurant would bring this change too. We would offer a membership package to our frequent customers. In this package we would offer membership card to our regular customers. This membership card would be like a gift certificate. It is one of the easy ways to bring in new customers. Through this card/certificate our customers can invite their friends or relatives for discounted meal. We would charge an annual fee for such card/certificates. Our regular cliental will quickly purchase this card for a friend or relative. This means when their friend or relative would visit our restaurant we would have the potential for building a new long term customer. It’s rather like a referral. We would ensure that when a customer arrives bearing a membership card we Promotional Offerings: We would offer promotional offerings like seasonal discount on seasonal drinks and desserts, dining discount i.e. 10% off for each 6th member of a family, service discount i.e. 25% discount for first ten orders for our banquet
BUSINESS PLAN services etc. If we not get a good response as planned we would offer discounts to our first ten days guests and we would offer them membership with out taking any membership fee. We would also give gifts to kids like of pencil colors, drawing book or any toy etc. These gifts giving are referred as “premium” also called an advertising specialty. A premium would be a gift of some kind that reminds our customer of us and our service. These gifts would include: key chains, coffee mugs, refrigerator magnets, baseball caps, paperweights-just just about anything that can be engraved, imprinted, silk-screened, or embroidered with our restaurant logo, name and phone number. This would make our guest feel treated like a royal guest and they would come again to us. Further amendments or additions in the promotional offerings would be made with accordance to real scenario. 3. Contest: Contests People love free things and they love contests. It’s a great way to get some media coverage and draw in new faces. We would run contest so that there is no obligation to purchase anything but that it encourages them to come check out our establishment. We would also run a contest to get their meal for free or win a gift certificate. Choose prizes that have them coming back. Or we would become a sponsor in a contest that a media outlet is running to get free advertising and exposure, or participate in trade shows or exhibitions. We would try to get as much exposure as possible to create not only customer awareness but attractiveness too. 4. Happy Hours: We would offer meal discounts for customers who would order for meal after 12am. beside this we would also offer happy hours during Ramadan and other occasions.
MARKET SIZE & TRENDS
Gujranwala City is in Punjab, Pakistan with a population of 1,132,509 (1998 census). Gujranwala is located at 32.16° north, 74.18° east and is 700 feet above sea-level. Gujranwala, with a population of over 1.1 million is the fifth largest city in Pakistan. It borders with Ghakhar Mandi and some small towns and villages. Major population lives in rural area. 35 to 40 percent of the population consists of youngsters. According to district level progress report issued by FBR of Pakistan reports that 52.64% of the people of Gujranwala have improved their lifestyle. This improvement is not only in the purchasing power of the dwellings of the city but also in standards of living like education etc. People of Gujranwala are very fond of dining out. This hobby of them has paved the path of opportunity for food service business. Gujranwala market not only consists of customers for food service living with in Gujranwala city but people also from distinct areas. These areas are either part of Gujranwala division or not but still people love to travel to this city for traditional food. Beside love for taste people who used to go to Lahore especially for shopping are now coming towards the traditional bazaars of this city because of the quality of worker the craft men of this city do. Beside this fact established shopping malls are also becoming a main attractiveness for customers who want to shop for events. The frequency of events being organized in banquet halls is also increasing. A valid proof of it is the growing number of banquet halls in the city.
BUSINESS PLAN These all trends expose the potential intrinsic in this large market. This potential is although utilized a lot by the existing players of the industry but yet the potential has not been reaped at its best. This market with the growing awareness and improvement in the food service standards and quality is expanding day by day.
ADVERTISING & PROMOTION
Like every start up business we also need to develop an effective advertisement plan to gain following advantages: 1. Allows us to reach a huge number of people in our market 2. We have the flexibility in deciding the ad size and placement within various mediums recognized well by our targeted segment 3. Helps us in creating awareness effectively 4. Help us in building our brand position as per our desire in the mind of the recipient of our advertisement Although we had media consumption details of Pakistan but still to narrow down the details so that we could get specific information regarding our potential segment we conducted a research. We conducted a market research in which we asked the preference of our potential customers. We found that our potential frequent customers’ preference as summarized in the following table: TABLE – 10 SUMMARY OF MEDIA PREFERENCE Importan Somewhat Very Important t Important
Word of Mouth TV Ad Radio Ad Newspaper Ad Broachers Billboards Banners
26 19 6 14 15 16 12
2nd Most Preferred
16 22 14 17 9 21 20
4 4 18 13 14 8 12
3rd Most Preferred
46 45 38 44 38 45 44
So we decided to use the above mentioned mediums in quantity equivalent the response of our potential customers. Our decision is being elaborated in following table along with media cost: [Note: The advertisement plan stated in the table-11 is just for first month. We would repeatedly be using these medium as per our current requirement of creating brand awareness. In 5th year the purpose of advertisement would be to remind people of our values and services.] TABLE – 11 MEDIA USAGE PLAN
Media Company Time/ Position/Type Duration/Size Frequency Cost/ Unit Total Cost/Year
Star Plus, Masala etc by New Lucky Cable Networks Flex Media Rahat Advertisers Express Rahat Advertisers
19:00 – 23:00 Skin Billboard Page 2 Hand Made 00:00
30 sec Per Month Size: 10/20 Purchase once Size: 10/20 Rent for 1 Month 5 cm 2 column Per week 5 meter Purchase Once 30 sec For one week 30 sec For one week 30 sec For one week A-4 Purchase Once Purchase Once
Four Times a Day 4 4 1 50 2 1 2 1000 1000
4,000 10,00 0 2,720 350 5,625 5,625 4,275 4 0.5 Total
64,000 480,000 43,520 70,000 78,750 39,375 59,850 16,000 500 911,99 5
News paper Banners
Broacher s Visiting Cards
Flex Media Flex Media
PLANS OF GENERATING PUBLICITY:
We would invite political icons of the city for inauguration of the restaurant. By doing so we would get media coverage free of cost. This would act as a mile stone in creating brand awareness in the market. For publicity we would participate in social activities like fund raising contest, organizing functions for orphan houses in our facility, giving fund to NGOs, etc. Beside this social welfare publicity we would invite celebrities of all fields of life often and this would help us in getting free publicity.
The specific cost structure of a business is also a major factor influencing pricing decision. Cost structure in our business means the breakdown of cost into fixed and variable ones. Fixed costs are those that normally do not change in the short run, such as salaries etc. Variable cost are those that increase or decrease, depending on sales volume. An example is food cost. Initially we would have high fixed cost comparative to variable cost. Because of this factor we would have less stable profits as the volume of sales revenue would not be stable (i.e. it would increasing sometimes and in other times it would be decreasing) in such situation, having the right prices becomes very important for us. In the short run, any prices in excess of the variable cost will produce a contribution to fixed costs and net income, and the lower the variable costs, the wider is the range of possible prices. Keeping this all in view we would charge price following the cost plus strategy. Costplus pricing is to set the price at the production cost plus a certain profit margin. The
BUSINESS PLAN profit margins we would add to our cost are 15%, 25%, 35% and 30% as described in Table – 1. This strategy of pricing would help us reap following benefits: 1. Minimal information requirements 2. Easy to administer 3. Tends to stabilize markets - insulated from demand variations and competitive factors 4. Insures seller against unpredictable, or unexpected later costs 5. Ethical advantages 6. the selling price is based on factual costing 7. management judgment is not required; the calculations are easily computed 8. It is the most simple pricing method to implement 9. similar costs for outlets within the same product category should follow similar pricing policies, thus avoiding competition based on price alone 10.It helps management to forecast costs, and can be used as a control mechanism to monitor performance
DESIRED IMAGE IN MARKET:
We intend to create an image of a restaurant where customers are served with luxurious services and quality taste with in economical price range. We do not want our customers to hesitate from coming to our restaurant. This would ultimately create an image of a sincere service provider. We would thus provide very honest services to our customers. This means that our customers would not feel that they have over paid us.
COMPARISON AGAINST COMPETITOR’S PRICES:
We have charged our customers average price. We have taken the prices of our offered items of the competitors. Then we took the average of the lowest and highest charged price of our competitors. This average price is not exactly the price we charge to our customers. We had added profit margin to the cost the products and we got the prices. These prices are approximately the same as of the average prices. This would help us in attracting customers of the competitors too.
DEMOGRAPHIC ANALYSIS OF LOCATION VS. TARGET CUSTOMER PROFILE:
In Gujranwala, on Kangni Wala Bypass beside City Marriage Hall our restaurant would be located. Our restaurant would stand on the plot between the marriage hall and PSO petrol pump with which a CNG station is also located. By being at this location we would be enjoying following benefits: 1. Customer Accessibility is Easy 2. Traffic Flow is High 3. This route is being used by the citizens to go to shopping areas like traditional bazaar, Pace, Satellite Town Market etc.
BUSINESS PLAN 4. This location exists in the intensified commercial area of the city as there is Super Asia factory, City Marriage Hall, PSO Petrol Pump etc. 5. The location is very near and close to the inter-city route (Pindi Bypass). People around this area belong to middle class of society. At a distance of 20 minutes drive from the location a high profile town i.e. Wapda Town exists where people of high status dwell. Beside this a new town at a distance of hardly 5 minutes drive with the name of G. Magnolia Park is also under construction. After the town would be open for the citizens then the people who would live their would also be of high status of society. Occupation of most people around here is linked to corporate business sector. Majority of population around here is of age range 20-40 years. No specified research regarding the further demographic of the locality is available. On the basis of general observation male and female are of approximately same ratio. People around here are very fond of going for entertainment to places like restaurant. Mostly people here do have their own transportation. Others avail local transportation facility like City Tour, Rikshaws, Mazda etc.
TABLE – 12 TRAFFIC COUNT Day Sunday Time Morning Afternoon Evening Total Minute s 20 20 20 60 Car s 225 623 706 1554 Bus/Va n 48 111 168 327 Truc k 53 48 132 233 Bikes/Bi cycle 124 214 79 417 Total Vehicle s 450 996 1085 2531 Pedestria ns 18 7 2 27
LABOR NEEDS & SUPPLY:
Our location is in business area. On the same road where we intend to build our facility there are already workers of the occupation we intend to hire available. This would help us in getting skilled labor easily. The area being selected is labor intense. The issue of labor accommodation would also not be an issue because labor has their own accommodation over there. Innovators
Size requirement of the restaurant is described as following: TABLE – 13 SIZE REQUIREMENT General Over All Facility Size (i) (ii) (iii) (i) (ii) (iii) (iv) Area of Plot Lawn area Net Constructed Building Area Floors Size Basement Covered Area Ground Floor Covered Area First Floor Covered Area Second Floor Covered Area Total Constructed Area 15725 sft 15500 sft 13700 sft 11800 sft 56725 sft 4 Kanal 10 Marlas 18000 sft 2275 sft 15725 sft
The possible ergonomic issues that can incur in a restaurant services are: 1. Foot/ankle problems 2. Low back pain problems 3. Hand/wrist problems 4. Shoulder problem 5. Lower leg problem These problems incur mostly because of manual materials handling or repetitive motion and static postures. During material handling the above mentioned problems occur because of the following reason: 1. Twisting & bending of the waist 2. Lifting & lowering of materials 3. Reach of materials Due to repetitive motion and static postures the above mentioned problems occur because of the following reason:[Depiction of these problems is attached in appendix] 1. Hands and Wrists 2. Tools and work tasks 3. Standing for long periods of time 4. Awkward postures We have outlined some preventive actions to be taken by our employees during work to minimize the impact of ergonomics. The employees would be trained and instructed to ensure that these actions are taken timely and effectively. Some of these actions are listed below: 1. Without twisting of the trunk, the recommended lifting load from an 8 inch shelf to a 35 inch counter top should not exceed 31.9 lbs. 2. With twisting of the trunk, the recommended lifting load from an 8 inch shelf to a 35 inch counter top should not exceed 21.01 lbs. 3. With twisting of the trunk, the recommended lifting load from counter to knuckle height should not exceed 25.8 lbs.
BUSINESS PLAN 4. With twisting of the trunk, the recommended lifting load from counter to top shelf should not exceed 16.4 lbs. 5. Use carts and dollies to carry loads to specific areas. 6. Training in proper lifting procedures and techniques. 7. Slip resistant step tools stored under shelving units to be pulled out to prevent excessive reach. 8. Periodic inspections of tools to validate it are not a risk or hazard. 9. Varying sizes of tools (i.e. chef knives – 8, 10, 12 or 14) 10.Hand tool should have comfortable and cushioned grip. 11.High quality and durable tools i.e. full tang knives. Beside these preventive actions we have also taken some preventive measures in designing the layout of cooking areas. These preventive measures are: 1. Average height = 32 inches (counters and grill surfaces). 2. Maximum Vertical Reach = no higher than 60 inches (top shelf). 3. Avg. reach below elbow height = 10 inches 4. Forward reach = no more than 32 inches. 5. Data based on light and heavy work for 50/50 mix population. 6. No edge guards (Rounded or padded) 7. Rounded corners (No sharp edges) 8. Adjustable work surfaces (avoid if too expensive) 9. Automated tools i.e. automatic slicer 10.Interlock and safety switches 11.Larger floor mats to cover entire workstations and cement floors 12.Proper ventilation and air circulation to prevent temperature-related problems in most areas throughout the kitchen 13.Use job rotation to prevent static postures and repetitive motion 14.Availability of hand tools that reduce shock absorption and help to cushion cutting and slicing 15.Availability of preventive training program for the use of tools and machines, and injury/illness recognition.
FIG# 2: FACILITY OVERVIEW
Office 11475 sq. ft.
42'-6" 10'-0" 10'-0"
FIG#3: BASEMENT LAYOUT
Accommodation for Employees
Store with Material elevator
FIG#4: GROUND FLOOR LAYOUT
FIG#5: FIRST FLOOR LAYOUT
Office 150 sq. ft.
Office 1190 sq. ft.
Up 33.0 in. x 33.0 in. 33.0 in. x 33.0 in.
33.0 in. x 33.0 in.
33.0 in. x 33.0 in.
FIG#6: SECOND FLOOR LAYOUT
Office 770 sq. ft.
Playing Area for Children Buffet Mania
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EXISTING COMPETITORS’ PROFILE:
As already discussed Gujranwala is an intense restaurant market. There are already many well reputed existing players of the industry who are not only serving customers but also are enjoying a major pie of the industry. We are surveyed many renown restaurants of Gujranwala. The objective of this research is to get a clear picture of how much and which attribute of them are favored by their customers. Our findings are attached in the appendix. Summary of these findings is shown in the following table: TABLE – 14 SIZE REQUIREMENT Competitor’s Name: Royal Garden Very Somewhat Not at all Important Important Important Important 6 1 1 1 9 0 0 0 7 2 0 0 4 1 1 1 5 4 4 0 4 4 0 1 4 4 1 0 2 0 1 2 4 4 0 0 Competitor’s Name: Chicken Dabu Very Somewhat Not at all Important Important Important Important 2 1 1 0 2 1 2 0 3 0 2 0 2 1 0 1 3 1 0 0 3 1 0 0 2 2 0 0 0 0 2 0 1 1 1 1 Competitor’s Name: KFC Very Somewhat Not at all Important Important Important Important 3 3 3 0 4 3 1 1 2 3 2 1 2 2 4 1 4 3 2 1 5 3 2 0 4 3 2 1 3 1 3 1
Attributes Brand Reputation Food Taste Variety In Menu Easy to Reach Courteous Staff On Time Service Stylish and Attractive Fun Promotions Affordable Pricing Attributes Brand Reputation Food Taste Variety In Menu Easy to Reach Courteous Staff On Time Service Stylish and Attractive Fun Promotions Affordable Pricing Attributes Brand Reputation Food Taste Variety In Menu Easy to Reach Courteous Staff On Time Service Stylish and Attractive Fun Promotions
Neutral 1 9 0 2 0 0 0 4 1 Neutral 1 0 0 2 1 1 1 3 1 Neutral 1 1 1 1 0 0 0 2
Affordable Pricing Attributes Brand Reputation Food Taste Variety In Menu Easy to Reach Courteous Staff On Time Service Stylish and Attractive Fun Promotions Affordable Pricing Attributes Brand Reputation Food Taste Variety In Menu Easy to Reach Courteous Staff On Time Service Stylish and Attractive Fun Promotions Affordable Pricing Attributes Brand Reputation Food Taste Variety In Menu Easy to Reach Courteous Staff On Time Service Stylish and Attractive Fun Promotions Affordable Pricing Attributes Brand Reputation Food Taste Variety In Menu Easy to Reach Courteous Staff On Time Service Stylish and Attractive Fun Promotions Affordable Pricing Attributes
5 3 1 0 Competitor’s Name: Shehbaz Tikka Very Somewhat Not at all Important Important Important Important 6 2 1 0 8 1 0 0 4 2 2 0 2 3 1 1 5 1 2 0 4 3 1 0 4 2 2 1 2 3 2 0 4 3 2 0 Competitor’s Name: HFC Very Somewhat Not at all Important Important Important Important 1 0 1 2 2 1 2 0 0 0 0 2 0 1 1 1 0 1 3 0 1 2 0 0 0 3 2 0 1 1 0 2 1 1 1 1 Competitor’s Name: Shelton Hotel Very Somewhat Not at all Important Important Important Important 4 3 3 0 6 2 1 1 3 2 4 1 4 3 1 2 4 3 2 1 2 4 2 2 2 6 2 0 1 2 4 2 3 4 3 0 Competitor’s Name: Salva Restaurant Very Somewhat Not at all Important Important Important Important 2 2 3 3 4 3 2 1 3 2 1 4 1 3 3 3 4 3 1 2 6 1 2 0 4 3 0 2 3 2 0 1 3 2 2 2 Competitor’s Name: Picking Restaurant Very Important Somewhat Not at all
1 Neutral 0 0 1 2 0 0 0 2 0 Neutral 0 0 3 2 1 2 0 1 1 Neutral 0 0 0 0 0 0 0 0 0 Neutral 0 0 0 0 0 1 1 3 1 Neutral
Brand Reputation Food Taste Variety In Menu Easy to Reach Courteous Staff On Time Service Stylish and Attractive Fun Promotions Affordable Pricing Attributes Brand Reputation Food Taste Variety In Menu Easy to Reach Courteous Staff On Time Service Stylish and Attractive Fun Promotions Affordable Pricing Attributes Brand Reputation Food Taste Variety In Menu Easy to Reach Courteous Staff On Time Service Stylish and Attractive Fun Promotions Affordable Pricing Attributes Brand Reputation Food Taste Variety In Menu Easy to Reach Courteous Staff On Time Service Stylish and Attractive Fun Promotions Affordable Pricing Attributes Brand Reputation Food Taste
Important Important Important 5 3 1 1 6 3 0 0 5 2 1 1 5 3 0 1 4 3 1 1 3 3 2 1 4 2 1 1 3 6 0 0 4 4 1 0 Competitor’s Name: Usmania Restaurant Very Somewhat Not at all Important Important Important Important 9 1 1 0 9 2 0 0 10 0 1 0 9 1 1 0 8 2 1 0 7 3 1 0 7 4 0 0 4 4 2 2 7 3 0 1 Competitor’s Name: Fry Master Very Somewhat Not at all Important Important Important important 1 1 3 0 0 3 2 0 1 2 1 0 1 0 4 0 1 2 0 2 0 2 3 0 2 2 1 0 1 1 3 0 2 1 2 0 Competitor’s Name: Marian Hotel Very Somewhat Not at all Important Important Important Important 6 2 0 0 8 2 0 0 8 1 0 0 2 2 2 2 6 3 0 0 5 4 1 0 4 1 2 2 0 1 3 3 5 1 1 2 SUMMARY Very Somewhat Not at all Important Important Important Important 45 19 18 7 58 21 10 3
1 0 0 0 0 0 0 0 0 Neutral 0 0 0 0 0 0 0 1 0 Neutral 0 0 0 0 0 0 0 0 0 Neutral 0 0 1 2 0 0 0 2 0 Neutral 4 10
Variety In Menu Easy to Reach Courteous Staff On Time Service Stylish and Attractive Fun Promotions Affordable Pricing Total
46 32 44 40 37 20 39 58
16 20 26 30 32 21 27 32
14 18 16 14 13 20 14 20
9 13 7 4 7 13 7 13
6 11 2 4 2 18 5 18
The above table shows that that the most valued attribute of our competitors is of food taste. In order to drag existing customers of our competitors we have to focus on Food Taste. Second most valued attribute is Variety in Menu. And the third most preferred attribute is Brand Reputation. Beside these findings for detailed competitive analysis we have grouped are competitors in following groups: Group 1: PURE RESTAURANTS These are those restaurants which only provide restaurant services i.e. dining services. There are a large number of strong competitors in this group grapping a major portion of the market. Some of these competitors are targeting high class people while some are targeting low class too. Among these restaurants there are well reputed restaurants like Salva, Pikking, Fry Master, Hot Grill etc. these restaurants can further be sub divided into two categories. First category restaurants are those which are well established like Salva, Shebaz Tikka Shop, Lahore Broast etc. The restaurants of other category are although not well established but still they have built a strong repute among customers on the basis of their food taste. Such restaurants are Sufi Biryani, Allah Rakha Restaurant, Ghani Restaurant etc. There are many fast food focused restaurants too. These restaurants are either multinational like KFC or local like MFC, AFC, HFC etc. But popularity of traditional food restaurants is more than fast food restaurants. The major strengths of these restaurants are stated below: 1. These restaurants provide quality of taste. 2. These restaurants have well established area for separate family dining. 3. These restaurants provide a variety of menu valued by their customers. 4. Multinational restaurants are enjoying their international brand reputation and position.
BUSINESS PLAN Beside this the greatest weakness of these restaurants is the uniformity of services. Few of these lack quality in their services. Group 2: PURE BANQUET HALLS In this group, those competitors are included which are providing only banquet and event management services to its customers like wedding event management, functions and parties etc. In last two years a rapid increase in the number of such service providers has been witnessed. These halls attract customers on the basis of their stylish and unique décor or rents. Group 3: PURE SHOPPING MALLS Traditional bazaars of Gujranwala in history have not been able to attract customers that much as they now days are. The reason for this is that they are now comparatively well maintained. Beside this well established market is being developed in Satellite Town. The greatest strength of this market is that people get variety at one place. Variety of shopping can be done in the same market. The weakness of this market is the crowd that often causes disturbance. Traffic jam causes delay in shopping. Beside this all people from distinct area of Gujranwala have to come a long distance to this market. Pakistan’s famous shopping mall Pace has also started its operations in Gujranwala. But it has also failed in attracting customers because it brand image is established of an expensive shopping mall. Group 4: DIVERSE SERVICE PROVIDERS Beside the above mentioned service providers many restaurants have started providing diverse services like dining along with banquet services. These services are well receipted by customers has they get variety of services by their trusted service providers. Well known names under this category are of Shelton Hotel, Royal Garden, Usmania, Marian etc.
Many potential renowned restaurants like Kap’s and Pizza Hut are also planning to step-in in Gujranwala market. Kap’s is a renowned restaurant of Islamabad. While Pizza Hut is renowned all over the globe. These two entrants might be able to grasp a major portion of the market on the basis of their expertise and brand reputation.
KEY MANAGERS & EMPLOYEES
JOB TITLE: GENERAL MANAGER
Department: Job Code: Level/Grade: H-999 H Executive
BUSINESS PLAN Reports To: Type of Position: Job Description: 1. Operational management: organizing stock and equipment, ordering supplies, and overseeing building maintenance, cleanliness and security. 2. Financial management: planning and working to budgets, maximizing profits and achieving sales targets set by head office, controlling takings in the restaurant, administering payrolls, etc. 3. People management: recruiting new staff, training and developing existing staff, motivating and encouraging staff to help achieve targets, coordinating staff scheduling and rotes. 4. Working to ensure standards of hygiene are maintained and that the restaurant is complying with relevant health and safety regulations. Work Experience Requirements: 1. A minimum of five years of experience in business management, planning and financial oversight. 2. A minimum of five years of experience in personnel management, including hiring, supervision, evaluation and benefits administration. Education Requirements: Master's Degree in Business Administration (MBA) Member of BOD Permanent
JOB TITLE: HUMAN RECOURSE MANAGER
Department: Job Code: Level/Grade: Reports To: Type of Position: M-987 M General Manager Permanent Personnel
BUSINESS PLAN Job Description: 1. Recruiting and staffing 2. Organizational and space planning 3. Performance management and improvement systems 4. Employee orientation, development, and training 5. Company employee and community communication 6. Employee safety, welfare, wellness and health 7. Policy development and documentation 8. Company-wide committee facilitation Work Experience Requirements: 1. Three years of experience in business management 2. Three years of experience hiring, supervision, evaluation and benefits administration. Education Requirements: Master's Degree in Business Administration in Human Resource.
JOB TITLE: ACCOUNTS MANAGER
Department: Job Code: Level/Grade: Reports To: Type of Position: M-967 M General Manager Permanent Accounting & Finance
BUSINESS PLAN Job Description: 1. Reconcile all general ledger accounts, monthly rental receipts, and all other accounts. 2. Manage petty cash account 3. Prepare all event settlements 4. Prepare monthly P & L and other operating statements as required 5. Assist in budget development, review and rolling forecast updates as required 6. Act as Manager on duty as needed 7. Oversee quarterly vault accounts 8. Coordinate inter company reconciliations between staff accounts Work Experience Requirements: 1. A minimum of four year experience. 2. Experience in budget development. 3. Practical experience of preparation of financial statements. Education Requirements: 1. Degree in Accounting CPA preferred 2. Knowledge of general and cost accounting 3. Knowledge of computers and experience in computer conversions
JOB TITLE: FOOD & BEVERAGE MANAGER
Department: Job Code: Level/Grade: Reports To: Type of Position: Job Description: 1. Enforces performance standards, policies, and procedures in Food and Beverage. M-950 M General Manager Permanent F&B
BUSINESS PLAN 2. Responsible for complying with all food and beverage health, liquor and safety regulations; as well as all federal, state and local applicable laws. 3. Responsible for the scheduling, evaluating and training of direct management and associate staff and ensuring staff’s compliance with all customer service standards. 4. Ensures Food and Beverage floor operations are run in a smooth, efficient manner to ensure customer satisfaction. 5. Reviews and approves all recommendations and suggestions to hire, transfer, suspend, promote, discharge, evaluate, assign and discipline all Food and Beverage employees in a fair and equitable manner. 6. Maximizes cost effectiveness within Food and Beverage Department, by ensuring compliance with established budget, labor and revenue benchmarks. 7. Maintain established inventories by coordinating the ordering of all food, and supplies in accordance with business needs. Present established pars to the Food and Beverage Director for approvals and implementation. 8. Monitors job performances of all direct reports and provides feedback performance to aid the employees in developing and enhancing skills. 9. Confers with Director of Food and Beverage concerning operational deficiencies and areas in need of attention. 10.Sets priorities for all supervisors and provides assistance as needed. Work Experience Requirements: experience. Education Requirements: Bachelor’s Degree in Business or Restaurant Three to four years Food and Beverage
JOB TITLE: FRONT OFFICE MANAGER
Department: Job Code: Level/Grade: Reports To: Type of Position: M-940 M General Manager Permanent Front Office
BUSINESS PLAN Job Description: 1. To coordinates front-office activities of the restaurant and resolve problems arising from guests’ complaints, reservation activities, and unusual requests and inquiries: Assigns duties and shifts to workers and observes performances to ensure adherence to restaurant policies and established operating procedures. 2. To confer and cooperate with other department heads to ensure coordination of restaurant activities. 3. To answer inquiries pertaining to restaurant policies and services. 4. To greet important guests. 5. To arrange for private telephone line and other special services through receptionists. 6. To patrol public rooms, investigate disturbances, and warn troublemakers. 7. To receive and process advance reservation payments. 8. To ensure floor operations are run in a smooth, efficient manner to ensure customer satisfaction. Work Experience Requirements: Three to four years experience of the same role. Education Requirements: Bachelor’s Degree in Business or Restaurant
FORM of OWNERSHIP
We would go for partnership type of ownership. We would form partnership with accordance to Partnership Act
ADVANTAGE OF PARTNERSHIP BUSINESS
The partnership business is easy to format and organized. The partner enters into a
BUSINESS PLAN partnership agreement and start business. The partnership enjoys a better credit rating in the eyes of creditors. As the liability of each partner in the organization is unlimited, the financial institution can safely advance loan to the firms. Partnership can bring more capital of the business by the joint efforts of the partners. The partnership is normally in strong position to raise capital and expand the business. The profits of a registered firm, after payment of super tax, are divided among the partners. They pay tax to the government on their shares to profit. The partnership can also be legally dissolved without much difficult by mutual consent of the partners or in accordance with a contract by the partners.
Fig. 7: Organizational Chart
DECISION MAKING AUTHORITY
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BUSINESS PLAN Decision making authority would be centralized. Board of Directors i.e. owners of the business would be authorized to make decisions. Only daily basis operational decisions would be made by the General Manager. If daily basis operational decisions include any decision which involves purchase of any capital item then this decision would be made by BOD. A monthly meeting would be held. In this meeting all BOD members along with departmental heads and GM would review the business. On the basis of this review important decisions would be made by BOD. Beside this BOD’s would be kept well informed of the current status of the business.
COMPENSATION & BENEFIT PACKAGE
BUSINESS PLAN The salaries would be given to employees with accordance to their grades. The grade distribution is made on the basis of their job responsibility. These grades are depicted in the following diagram.
Fig. 8: Grade Distribution Interpretation of the grades is as following: H: Highest Management Level
BUSINESS PLAN M: ML: L: LL: Middle Management Level Middle Management’s Lowers (or assistant level) Lower Management Level Lower Line Staff
The salaries for each designation are shown in the following table: TABLE – 15 SALARIES # 1 2 3 4 5 6 7 8 9 1 0 1 1 1 2 1 3 1 4 1 5 1 6 1 7 1 8 1 9 2 0 2 1 2 2 DESIGNATION General Manager Secretary HR Manager F&B Manager Front Office Manager Fin. & Acc. Manager Recruitment Officer Training Officer Reception Manager Security Manager Housekeeping Manager Customer Relations Manager Purchase Manager Accounts Manager Assistant Purchase Manager Assistant Accounts Manager Banquet Officer Restaurant Officer Senior Chef Restaurant Chef Banquet Chef Restaurant Waiters SALARY/MONT H 30,000 10,000 20,000 25,000 20,000 25,000 10,000 10,000 15,000 15,000 15,000 10,000 15,000 15,000 10,000 10,000 15,000 15,000 15,000 12,000 12,000 6,500
BUSINESS PLAN 2 3 2 4 2 5 2 6 2 7
Banquet Waiters Receptionist Security Guards Sweepers Peons
6,500 5,000 6,500 6,000 6,000
Beside salary we would provide our employees with all the benefits compulsory to be provided by law. Beside that we would also provide child care facility for our female staff. Else than providing compensation benefits focus would also be on providing motivational benefits like of fun activities, nominations of the month etc. Thus we would not only focus on external customers but on our internal customers too i.e. our employees. Because a satisfied employee is the only individual who can serve your guest well.
CASH FLOW STATEMENT
CAFÉ’S PRICE CALCULATION
RESTAURANT’S PRICE CALCULATION
URBAN AREA OF GUJRANWALA House Holds 175,491 Male 689,427 Female 622,028 Both Gender 1,311,455 Current Population Elite Population 1,665,548 499,664 Total Note: This population is according to 1998 censuses
Note: If we assume 27% increase Note: If we assume 30% of total urban population is elite population Café Restaura nt
Target Customers/Year 49,966 19,987 29,980 Target Customers/Month 4,164 1,666 2,498 Target Customers/Day 139 56 83 ESTIMATION OF SALES OF DIFFERENT PRODUCTS TO TARGET CUSTOMERS
Fast Food Cold Drinks 70% Hot Drinks 15% BUSINESS PLAN Ice Cream 20% Salads 40% Burger 35% Café Detailed Sales Calculation25% Sandwich 40% Items Pizza Price Expected Expected # Miscellaneous Fast Food Sale 50% % Unit Sale Restaurant Cold Drinks Pakistani Choice 50% 40 25% 3,498 1 Fresh Seasonal Juices Chinese Choice 60 30% Mango Shake 10% 1,399 2 Italian Choice 60 5% 7% 979 3 Apple Shake Miscellaneous Continental 50 7% 979 4 Banana Shake Choice 15% 70 4% 560 5 Almond Shake 70% 60 10% 1,399 6 Ice Cream Shake Drinks Ice Cream 15% 20 20% 2,798 7 Soft Drinks Roti 75% 20 10% 1,399 8 Diet Drinks Miscellaneous 20 80% 5% 700 9 Fresh Lime Lassi 35 2% 280 10 Pakistani Choice BBQ Chicken Choice 30% BBQ Mutton Hot Drinks Choice 35% BBQ Jungle Choice 15% 20 25% 749 1 Black Tea BBQ Fish Choice 20% 25 20% 600 2 Green Tea Chicken Salan Choice 20% 35 12% 360 3 Milk Coffee Mutton Salan Choice 25% 40 16% 480 4 Ice Coffee Miscellaneous Salan Choice 10% 30 7% 210 5 Black Coffee Roast 5% Hot Chocolate Coffee 40 10% 300 6 Kata Kat 10% 25 5% 150 7 Kava Rice 35% 35 5% 150 8 Hot Chocolate Desserts 40% Chinese Choice Ice Cream Rice 60% 40 15% 600 1 White Vanilla Soups 40% 50 3% 120 2 Valentine Vanilla 25% 40 5% 200 3 Plain Pineapple Chowmein/Chopsuey 10% 8% 320 4 Plain Strawberry Miscellaneous 40 Chocolate Malt 40 8% 320 5 Italian Choice Lasagne 30% 40 4% 160 6 Tutti Fruiti Pasta e fagioli 40 25% 17% 680 7 Mango Ripple Pizzelle 10% 50 4% 160 8 Banana Split Chicken Italiano 25% 40 15% 600 9 King Kulfa Fettuccine Alfredo 10% 50 15% 600 10 Choco Chip Cream Caramel 50 6% 240 11 Miscellaneous Continental Choice Chicken Shawerma 20% Stuffed Chicken Breast 10% Salads Chicken Adabo 50 10% 5% 400 1 Fruits & Coconut Salad Chicken Shashilik 20% 40 8% 640 2 Potato Salad Pepper Steak 40 20% 15% 1,199 3 Macroni Salad Steak 10% 5% 400 4 Fresh Corn Salad Chicken Pepper40 Mexican Steak 70 10% 35% 2,798 5 Russian Salad Drinks Noodle & Vegetable Sesame 40 10% 799 6 Salad Soft Drinks 60% 10% 25 7% 560 7 Kachoomar Salad Diet Drinks Fresh Lime 5% 20 15% 1,199 8 Bean Salad Lassi 2% Black Tea 10% Burger Green Tea 10% Milk Coffee 5% Mineral Water 80% Innovators Ice Cream White Vanilla 20% Plain Strawberry 15% 13,991 2,998 3,997 7,995 6,995 4,997 7,995 Expected 9,993 Sale 14,990 139,906 8,994 83,944 1,499 58,761 48,967 4,497 39,174 20,986 83,944 4,497 55,962 22,485 27,981 23,984 13,991 9,793 4,497 562,422 5,246 2,248 14,990 2,998 14,990 2,998 12,592 3,747 19,187 1,499 6,296 749 11,992 1,499 3,747 5,246 5,246 5,996 89,040 5,396 23,984 3,598 5,996 2,248 7,995 899 12,791 12,791 450 6,396 375 27,182 150 7,995 375 23,984 150 29,980 11,992 899 171,085 450 450 19,987 899 25,583 899 47,968 450 15,989 450 195,868 31,979 12,592 2,099 13,991 1,049 23,984 420 375,348 2,099 2,099 1,049 16,789 Page -99899 675
1 2 3 4 5 6
Chicken Burger Chicken Cheese Burger Zinger Burger Fish Zinger Chicken Fillet Burger Beef Burger
80 120 140 150 140 60 Sandwich 40 60 40 60 60 Pizza 120 260 370 110 210 340 120 260 370 120 260 370 120 260 370 120 260 370 80 180 240 100 230 360
28% 15% 10% 8% 14% 25%
1,959 1,049 700 560 979 1,749
156,695 125,915 97,934 83,944 137,108 104,930 706,525 49,966 35,976 59,960 44,970 53,964 244,836 76,748 124,716 147,901 61,559 67,155 244,636 28,781 62,358 147,901 19,187 20,786 88,740 47,968 145,502 177,481 57,561 41,572 59,160 6,396 28,781 19,187 23,984 91,938 115,123 1,905,120 59,960 122,418 109,926 35,976 49,966 14,990 393,236
1 2 3 4 5
Chicken Sandwich Italian Sandwich Club Sandwich Barbeque Sandwich Roast Beef Sandwich
25% 12% 30% 15% 18%
1,249 600 1,499 749 899
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24
Chicken Tikka (Small) Chicken Tikka (Medium) Chicken Tikka (Large) Beef Tikka Pizza (Small) Beef Tikka Pizza (Medium) Beef Tikka Pizza (Large) Hot n Spicy Pizza (Small) Hot n Spicy Pizza (Medium) Hot n Spicy Pizza (Large) Chicken Fajita (Small) Chicken Fajita (Medium) Chicken Fajita (Large) Mutton Fajita (Small) Mutton Fajita (Medium) Mutton Fajita (Large) Tandoori Pizza (Small) Tandoori Pizza (Medium) Tandoori Pizza (Large) Plain Cheese (Small) Plain Cheese (Medium) Plain Cheese (Large) Vegetable Pizza (Small) Vegetable Pizza (Medium) Vegetable Pizza (Large)
8% 6% 5% 7% 4% 9% 3% 3% 5% 2% 1% 3% 5% 7% 6% 6% 2% 2% 1% 2% 1% 3% 5% 4%
640 480 400 560 320 720 240 240 400 160 80 240 400 560 480 480 160 160 80 160 80 240 400 320
1 2 3 4 5 6
Chicken Shawerma French Fries Nuggets (5 pcs.) Chicken Piece Hot Wings Samosa
Miscellaneous Fast Food 60 10% 35 35% 50 22% 45 8% 50 10% 10 15%
999 3,498 2,199 799 999 1,499
Restaurant’s Detailed Sales Calculation
Expected % Sale
Expected Unit Sale
1 2 3 4 5 6 7 8 9
Pakistani Choice BBQ Chicken Choice 50 15% Chicken Leg Piece 45 15% Chicken Seena Piece 60 20% Chicken Tikka Boti 25 15% Chicken Seekh Kabab 80 5% Chicken Kofta 190 10% Chicken Boti 295 10% Chicken Malai Boti 175 5% Chicken Roast 195 5% Dhaka Chicken BBQ Mutton Choice 50 25% 50 25% 20 10% 20 5% 50 10% 22 25% BBQ Jungle Choice 60 50% 70 50% BBQ Fish Choice 100 20 210 205 160
674 674 899 674 225 450 450 225 225
33,720 30,348 53,952 16,860 17,984 85,424 132,632 39,340 43,836 454,096 65,575 65,575 10,492 5,246 26,230 28,853 201,971 67,440 78,680 146,120 29,980 14,990 157,395 122,918 95,936 421,219 202,365 56,962 101,183 134,910 85,443 58,461 639,324 374,700 91,802 64,636 202,338 132,082 865,557
1 2 3 4 5 6
Mutton Chanp Mutton Tikka Mutton Nalee Mutton Ganeree Mutton Kofta Mutton Seekh Kabab
1,312 1,312 525 262 525 1,312
1 2 3 4 5
Fish Tikka Fish Kabab Dhaka Fish Finger Fish Plater Fried Fish Plater
10% 25% 25% 20% 20%
300 750 750 600 600
1 2 3 4 5 6
Chicken Karahi Chicken Ginger Chicken Qourma Chicken Handi Chicken Jelfrezi Chicken Achari
Chicken Salan Choice 225 30% 190 10% 225 15% 225 20% 190 15% 195 10% Mutton Salan Choice 250 40% 245 10% 115 15% 270 20% 235 15% Miscellaneous Salan Choice
899 300 450 600 450 300
1 2 3 4 5
Mutton Karahi Mutton Ginger Mutton Qourma Mutton Handi Mutton Achari
1,499 375 562 749 562
1 2 3 4 5 6
Chiray Karahi Fish Karahi Batairay Karahi Daal Maash Daal Chana Mix Vegetable
400 500 400 140 140 140 Roast 175 100 100 300 Kata Kat 320 360 320 120 Rice 185 200 170 150 100 Desserts 30 35 50 30 100 Chinese Choice Rice 150 175 160 145 Soups 100 180 180 185 70
25% 5% 25% 20% 15% 10%
375 75 375 300 225 150
149,900 37,475 149,900 41,972 31,479 20,986 431,712 45,876 18,725 18,725 33,705 117,031 167,888 107,928 119,920 35,976 431,712 339,679 209,840 133,773 157,380 52,460 893,132 26,982 52,465 89,940 26,982 89,940 286,309
1 2 3 4
Steam Roast Charga Roast Mutton Roast Fish Roast
35% 25% 25% 15%
262 187 187 112
1 2 3 4
Chicken Boneless Tawa Mutton Tawa Qeema Gurda Brain Masala
35% 20% 25% 20%
525 300 375 300
1 2 3 4 5
Chicken Biryani Mutton Biryani Vegetable Biryani Chicken Palao Vegetable Rice
35% 20% 15% 20% 10%
1,836 1,049 787 1,049 525
1 2 3 4 5
Soji Ka Halva Gajjar Ka Halva Ras Malai Kheer Shahi Tukray
15% 25% 30% 15% 15%
899 1,499 1,799 899 899
1 2 3 4
Egg Fried Rice Vegetable Fried Rice Chicken Fried Rice Chicken Masala Rice
30% 20% 25% 25%
1,619 1,079 1,349 1,349
242,837 188,873 215,855 195,619 843,184 89,940 97,135 129,513 66,555 75,549 458,692 179,879 59,023
1 2 3 4 5
Chicken Corn Soup Chicken Noodle Soup Chicken Vegetable Soup Chicken Thai Soup Hot & Sour Soup
25% 15% 20% 10% 30%
899 540 720 360 1,079
Chowmein/Chopsuey 200 40% Chicken Chowmein 175 15% Vegetable Chowmein
Chicken Chopsuey Vegetable Chopsuey
185 150 Miscellaneous 150 215 195 220 200 Italian Choice 300 250 250 250 300
103,993 67,455 410,349 53,964 19,337 35,076 19,787 35,976 164,140 134,909 93,687 37,475 93,687 44,970 404,728 53,964 128,164 107,928 121,418 265,322 132,661 132,661 942,117 251,831 41,972 20,986 14,690 41,972 52,465 36,725 587,605 1,048,246 35,976 26,982 17,988 17,988 26,982 22,485 44,970 193,370 168,637 28,106 236,091 33,727
1 2 3 4 5
Chicken Manchurian Fish Manchurian Chicken Garlic Sauce Chicken Shoo Shee Chicken Vegetable
40% 10% 20% 10% 20%
360 90 180 90 180
1 2 3 4 5
Lasagne Pasta e fagioli Pizzelle Chicken Italiano Fettuccine Alfredo
30% 25% 10% 25% 10%
450 375 150 375 150
1 2 3 4 5 6 7
Miscellaneous Continental Choice 60 20% Chicken Shawerma 285 10% Stuffed Chicken Breast 240 10% Chicken Adabo 135 20% Chicken Shashilik 295 20% Pepper Steak 295 10% Chicken Pepper Steak 295 10% Mexican Steak Drinks 20 20 20 35 20 25 35 35 Ice Cream 40 40 40 40 40 50 50 Roti 15 25 30 30
899 450 450 899 899 450 450
1 2 3 4 5 6 7 8
Soft Drinks Diet Drinks Fresh Lime Lassi Black Tea Green Tea Milk Coffee Mineral Water
60% 10% 5% 2% 10% 10% 5% 80%
12,592 2,099 1,049 420 2,099 2,099 1,049 16,789
1 2 3 4 5 6 7
White Vanilla Plain Strawberry Chocolate Malt Tutti Fruiti King Kulfa Choco Chip Cream Caramel
20% 15% 10% 10% 15% 10% 20%
899 675 450 450 675 450 899
1 2 3 4
Roti Parathay Roghni Naan Garlic Naan
50% 5% 35% 5%
11,242 1,124 7,870 1,124
30 Miscellaneous 25 25 85 25 35
33,727 500,289 419,718 89,940 509,658 179,879 167,887 1,367,082
1 2 3 4 5
Raita Fresh Green Salad Russian Salad Kachoomar Salad French Fries
70% 15% 25% 30% 20%
16,789 3,598 5,996 7,195 4,797
# 1 2 3 4 5 6 Items Fresh Seasonal Juices Mango Shake Apple Shake Banana Shake Almond Shake Ice Cream Shake
Cost/Unit Cold Drinks 20 38 72 38 40 72 Unit Sold/Year 3,498 1,399 979 979 560 1,399 Total Cost/Year 69,953 53,514 70,757 37,460 22,385 101,082
Cafe's CGS Calculation
7 8 9 10 1 2 3 4 5 6 7 8 1 2 3 4 5 6 7 8 9 10 11 1 2 3 4 5 6 7 8
Soft Drinks Diet Drinks Fresh Lime Lassi
13 17 13 10 Hot Drinks Black Tea 13 Green Tea 13 Milk Coffee 30 Ice Coffee 47 Black Coffee 26 Hot Chocolate Coffee 47 Kava 10 Hot Chocolate 20 Ice Cream White Vanilla 30 Valentine Vanilla 43 Plain Pineapple 34 Plain Strawberry 34 Chocolate Malt 34 Tutti Fruiti 34 Mango Ripple 34 Banana Split 38 King Kulfa 34 Choco Chip 34 Cream Caramel 85 Salads Fruits & Coconut Salad 25 Potato Salad 15 Macroni Salad 20 Fresh Corn Salad 20 Russian Salad 72 Sesame Noodle & Vegetable Salad 25 Kachoomar Salad 26 Bean Salad 15 Burger 55 128 119 128 119 30 Sandwich 111 15 119 20 20 Pizza 106
2,798 1,399 700 280 749 600 360 480 210 300 150 150 600 120 200 320 320 160 680 160 600 600 240 400 640 1,199 400 2,798 799 560 1,199
35,676 23,784 8,919 2,798 9,556 7,645 10,703 22,425 5,351 14,016 1,499 2,998 17,838 5,097 6,795 10,873 10,873 5,436 23,104 6,116 20,386 20,386 20,386 9,993 9,594 23,984 7,995 202,164 19,987 14,270 17,988
1 2 3 4 5 6 1 2 3 4 5 1
Chicken Burger Chicken Cheese Burger Zinger Burger Fish Zinger Chicken Fillet Burger Beef Burger Chicken Sandwich Italian Sandwich Club Sandwich Barbeque Sandwich Roast Beef Sandwich Chicken Tikka (Small)
1,959 1,049 700 560 979 1,749 1,249 600 1,499 749 899 640
108,217 133,785 83,244 71,352 116,542 52,028 138,032 8,994 178,380 14,990 17,988 67,954
2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 1 2 3 4 5 6
Chicken Tikka (Medium) 234 480 Chicken Tikka (Large) 319 400 Beef Tikka Pizza (Small) 106 560 Beef Tikka Pizza (Medium) 230 320 Beef Tikka Pizza (Large) 323 720 Hot n Spicy Pizza (Small) 106 240 Hot n Spicy Pizza (Medium) 221 240 Hot n Spicy Pizza (Large) 327 400 Chicken Fajita (Small) 102 160 Chicken Fajita (Medium) 234 80 Chicken Fajita (Large) 319 240 Mutton Fajita (Small) 106 400 Mutton Fajita (Medium) 247 560 Mutton Fajita (Large) 340 480 Tandoori Pizza (Small) 106 480 Tandoori Pizza (Medium) 247 160 Tandoori Pizza (Large) 340 160 Plain Cheese (Small) 77 80 Plain Cheese (Medium) 166 160 Plain Cheese (Large) 213 80 Vegetable Pizza (Small) 94 240 Vegetable Pizza (Medium) 213 400 Vegetable Pizza (Large) 319 320 Miscellaneous Fast Food Chicken Shawerma 55 999 French Fries 30 3,498 Nuggets (5 pcs.) 43 2,199 Chicken Piece 38 799 Hot Wings 43 999 Samosa 5 1,499
112,125 127,414 59,460 73,391 232,404 25,483 53,004 130,812 16,309 18,687 76,449 42,471 137,947 163,090 50,966 39,414 54,363 6,116 26,502 16,989 22,425 84,943 101,932 55,213 104,055 93,437 30,579 42,471 7,495
Restaurant's CGS Calculation
# Cost/Unit Unit Sold/Year Pakistani Choice BBQ Chicken Choice Chicken Leg Piece 43 674 Chicken Seena Piece 38 674 Chicken Tikka Boti 51 899 Chicken Seekh Kabab 17 674 Chicken Kofta 68 225 Chicken Boti 162 450 Chicken Malai Boti 251 450 Chicken Roast 149 225 Dhaka Chicken 166 225 BBQ Mutton Choice Mutton Chanp 43 1,312 Mutton Tikka 43 1,312 Mutton Nalee 17 525 Items Total Cost/Year
1 2 3 4 5 6 7 8 9 1 2 3
28,662 25,796 45,859 11,465 15,286 72,610 112,737 33,439 37,261 55,739 55,739 8,918
4 5 6 1 2 1 2 3 4 5 1 2 3 4 5 6 1 2 3 4 5 1 2 3 4 5 6 1 2 3 4 1 2 3 4 1 2 3 4 5 1
Mutton Ganeree Mutton Kofta Mutton Seekh Kabab
17 262 43 525 19 1,312 BBQ Jungle Choice Chiray 51 1,124 Batairay 60 1,124 BBQ Fish Choice Fish Tikka 85 300 Fish Kabab 17 750 Dhaka Fish 179 750 Finger Fish Plater 174 600 Fried Fish Plater 136 600 Chicken Salan Choice Chicken Karahi 191 899 Chicken Ginger 162 300 Chicken Qourma 191 450 Chicken Handi 191 600 Chicken Jelfrezi 162 450 Chicken Achari 166 300 Mutton Salan Choice Mutton Karahi 213 1,499 Mutton Ginger 208 375 Mutton Qourma 98 562 Mutton Handi 230 749 Mutton Achari 200 562 Miscellaneous Salan Choice Chiray Karahi 340 375 Fish Karahi 425 75 Batairay Karahi 340 375 Daal Maash 119 300 Daal Chana 119 225 Mix Vegetable 119 150 Roast Steam Roast 149 262 Charga Roast 85 187 Mutton Roast 85 187 Fish Roast 220 112 Kata Kat Chicken Boneless Tawa 272 525 Mutton Tawa 306 300 Qeema Gurda 272 375 Brain Masala 102 300 Rice Chicken Biryani 157 1,836 Mutton Biryani 170 1,049 Vegetable Biryani 145 787 Chicken Palao 75 1,049 Vegetable Rice 50 525 Desserts Soji Ka Halva 15 899
4,459 22,296 24,525 57,324 66,878 25,483 12,742 133,786 104,480 81,546 172,010 48,418 86,005 114,674 72,627 49,692 318,495 78,031 54,940 171,987 112,269 127,415 31,854 127,415 35,676 26,757 17,838 38,995 15,916 15,916 24,717 142,705 91,739 101,932 30,580 288,727 178,364 113,707 78,690 26,230 13,491
2 3 4 5
Gajjar Ka Halva Ras Malai Kheer Shahi Tukray
1 2 3 4 1 2 3 4 5 1 2 3 4 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 6 7 1 2 3 4 5 6 7 8
30 1,499 27 1,799 26 899 45 899 Chinese Choice Rice Egg Fried Rice 94 1,619 Vegetable Fried Rice 115 1,079 Chicken Fried Rice 136 1,349 Chicken Masala Rice 123 1,349 Soups Chicken Corn Soup 85 899 Chicken Noodle Soup 153 540 Chicken Vegetable Soup 153 720 Chicken Thai Soup 157 360 Hot & Sour Soup 43 1,079 Chowmein/Chopsuey Chicken Chowmein 149 899 Vegetable Chowmein 128 337 Chicken Chopsuey 157 562 Vegetable Chopsuey 128 450 Miscellaneous Chicken Manchurian 115 360 Fish Manchurian 183 90 Chicken Garlic Sauce 166 180 Chicken Shoo Shee 179 90 Chicken Vegetable 157 180 Italian Choice Lasagne 150 450 Pasta e fagioli 100 375 Pizzelle 100 150 Chicken Italiano 100 375 Fettuccine Alfredo 100 150 Miscellaneous Continental Choice Chicken Shawerma 55 899 Stuffed Chicken Breast 242 450 Chicken Adabo 204 450 Chicken Shashilik 115 899 Pepper Steak 251 899 Chicken Pepper Steak 251 450 Mexican Steak 251 450 Drinks Soft Drinks 13 12,592 Diet Drinks 17 2,099 Fresh Lime 13 1,049 Lassi 0 420 Black Tea 13 2,099 Green Tea 13 2,099 Milk Coffee 30 1,049 Mineral Water 20 16,789
44,595 48,568 22,935 40,473
151,368 123,847 183,477 166,276 76,449 82,565 110,086 56,572 45,869 133,785 43,002 88,394 57,336 41,282 16,436 29,815 16,054 28,286 67,455 37,475 14,990 37,475 14,990 49,692 108,939 91,738 103,206 225,524 112,762 112,762 160,542 35,676 13,379 0 26,757 26,757 31,217 335,774
1 2 3 4 5 6 7 1 2 3 4 5 1 2 3 4 5
White Vanilla Plain Strawberry Chocolate Malt Tutti Fruiti King Kulfa Choco Chip Cream Caramel Roti Parathay Roghni Naan Garlic Naan Ginger Naan Raita Fresh Green Salad Russian Salad Kachoomar Salad French Fries
Ice Cream 30 34 34 34 34 34 85 Roti 13 0 9 9 17 Miscellaneous 9 9 72 26 30
899 675 450 450 675 450 899 11,242 1,124 7,870 1,124 1,124 16,789 3,598 5,996 7,195 4,797
26,757 22,935 15,290 15,290 22,935 15,290 76,449 143,341 0 66,893 9,556 19,112 142,704 30,579 433,209 183,477 142,704
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