Café Dine

The Business Plan

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 CAFÉ BUSINESS PLAN

1). INTRODUCTORY PAGE:

i). NAME AND ADDRESS OF BUSINESS:

Café Dine

ADDRESS OF BUSINESS:

Café Dine will be located in Preston University Plot No. 85, Street No. 3, Sector H-8/1, Islamabad

ii). NAME AND ADDRESS OF PRINCIPLES:

Mr. ABC

House No. xxx, Street No. xxx, G-9/4, Isb.

Ph: ******* Mob: ***********

iii). NATURE OF BUSINESS:

Café Dine will be a café which provides fast foods, Bakery items, and Beverages.

iv). STATEMENT OF FINANCING NEEDED:

Total project cost for setting up a café unit is estimated to be Rs. 5 Million.
The total cost is composed of about 2 Million of capital cost, and 2 Million of working
Capital cost

v). STATEMENT OF CONFIDENTIALLY OF REPORT:

The report is confidential and is the property of owner and all the content of plan should be used with permission.

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2). EXECUTIVE SUMMARY:
The Café Dine is a full-service fast food/cafe located in the Preston University H-8, Islamabad. The cafe features a
full menu of moderately priced "comfort" food influenced by foreign cooking traditions, but based upon time
honored recipes from around the world. The cafe section of The café Dine features a coffeehouse with a fast foods
items, bakery items and beverages and students entertainment center.
The café Dine is a sole proprietorship owned by Mr. ABC.This business plan offers financial institutions an
opportunity to review our vision and strategic focus. It also provides a step-by-step plan for the business start-up,
establishing favorable sales numbers, gross margin, and profitability.
This plan includes details about the company, products and services, market focus, action plans and forecasts,
management team, and financial plan.

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3). INDUSTRY ANALYSIS:
i). MACRO ENVIRONMENT:

ECONOMY:

It is no doubt peoples like fast food. And it’s not just us! The Golden Arches have spread across the
globe, and emerging markets are one of the fastest growing areas in the industry. But the fast food
industry is not without its challenges. From rising food costs, economic recession and changing
perceptions about health, many fast food franchises have been feeling some heat. But rather than flee
from this challenge, the fast food industry has been adopting new practices and offering new products.

CULTURE:

In Pakistan many big fast foods companies introduce their products line. Now people’s like to eat fast foods and
we believe that we provide them quality and healthy foods at cheaper rates or low prices.

TECHNOLOGY AND LEGAL:

The fast food segment of franchising is competitive to be sure. But staying on top of technology and its
emerging tools can provide a number of potential edges for those interested in getting involved in this
segment. Of course some things will probably always require the human touch like adding just the right
seasoning and ingredients or knowing just when to flip the burger.

ii). SPECIFIC INDUSTRY ENVIRONMENT:

The fast food business does not show signs of slowing down. With new innovations such as revolving
chairs, daily updates, event organizing, Lcd’s etc, it should continue for some long time.

FUTURE:

Future of fast food in Pakistan is very bright. Quality of foods is the priority of majority of populations. Now many
of the organizations provide their quality products to their customers through opening their franchises in multi
areas.

TRENDS IN INDUSTRY:

In Pakistan, the fast food trend has entered mainstream. It has taken its roots from the American culture
of fast food. Many multinational eateries like Mc Donald, Pizza Hut, KFC, Dunkin Donuts and Hardees
have opened many branches all across Pakistan. These US fast food chains have tailored their menu to
local tastes. An example of the same is Pizza Hut. Being an Italian based culinary, they have introduced
many Pakistani type pizzas such as seekh kabab, chicken tikkah and chapli kebab. These are famous
among Pakistani consumers, as the masses at large don’t have a taste for cheese pizza or veggie delight.

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GROWTH:

McDonalds went public in 1965, selling its shares for $22.50: now its stocktrades around $90 a share.
We have no indication of market growth in this pulverized and diffuse market. What we do know is that
there is growth potential, and plenty of potential market for the right combination of service, quality
and choice.

COMPETITOR ANALYSIS:

The fast food industry is highly fragmented and competitive. Each fast food industry within this field has
low capital costs and low margins, which create this high intensity of competition. Suppliers have a great
deal of power in setting and negotiating the prices of their products and services to the smaller eating
establishments. There also exists a very high degree of rivalry among firms due to the perceived
overcapacity in this field. The larger companies often have cost advantages due to economies of scale
that allow them to out-compete smaller rivals. The barriers to entry and exit are very low in this
industry.

iii). MARKET SEGMENTATION SUMMARY:

We have segment the market into three main markets:

1). University Students

2). Teachers

3). Admnistrative Staff

TARGET MARKETS:

Our target market will be Students, Workers and The Teachers or visitors.

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4). DESCRIPTION OF VENTURES:
OUR VISION STATEMENT:

The creation of a unique & innovative environment that will differentiate from local café.

OUR MISSION STATEMENT:

To earn maximum satisfaction by providing quality and variety of food to our customer at reasonable price. Also to
ensure that all guest and staff be treated with the respect and the dignity they deserve.

OUR OBJECTIVES:

Our primary objectives are:

1) Secure financing for start-up of at least Rs50,00,000. for space and equipment
2) Acquire equipment necessary for business
3) Make agreement with distributers.
4) Create a cozy, artist friendly environment.
5) Expand our business with multi market Such as universities, hospitals and multinational organizations etc.
6) A unique design of café that will be both visually attractive to customers, and designed for fast and
efficient operations.
7) Marketing strategies aimed to build a solid base of loyal customers, as well as maximizing the sales of high
margin products.

OWNERSHIP:

The café is a generally Sole Proprietorship business

Name of Owner: MR. ABC

LOCATION AND SIZE OF BUSINESS:

We want to start our café in the Preston University Islamabad Campus. At initial stage it will be a small café and
after settlement of this café we will expand our café with the available areas and operations.

PRODUCT AND SERVICES:

Description of product and services:

The café will offer Fast Foods (Rice, Burger, Sandwiches, Wings, Roll paratha, Shawarma, Fries etc), Bakery (Fresh
cakes, Fresh pastries, Brownies, Cookies etc), Frozen treats, Beverages (Fresh shakes & juices, Milk, Hot & cold
coffee, Soft & Energy drinks, Hot & cold Tea).

KEY FEATURES OF PRODUCTS AND SERVICES:

 All Fast Foods, Bakery, Frozen treats and Beverages items other then soft and energy drinks will produce
in our own unit.
 Health friendly and quality of key ingredients (raw materials) will use for finishing process.

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  All registered trademark soft & energy drinks will sold in our café.

FUTURE PRODUCT AND SERVICE:

Within the next 3 to 4 years we expand our branch out into catering and event organizer.

COMPARATIVE ADVANTAGES IN PRODUCTION:

Our quality of service at cheaper price will be the key to our success.

OFFICE EQUIPMENT AND PERSONNEL:

Our office equipment based on:

Furniture Display Cases

Coffee Machines & Water Boiler Blender, Juice Dispensers & Frozen Drink Machines

Customer Kiosks Water Filtration

Sinks & ice bins Café Crockery

Café Cutlery Café Napkins & Table Covers

Oven Fryer

Grills, Griddles & Chargrills Microwaves

Dishwashers Insect Control

Café First Aid Shop Fridge

Café Disposable Cups

Our management criteria will be:

General Manager Shift Supervisor / Teller

Cook Assistant Cook

Server

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OPERATIONAL PLAN:
DESCRIPTION OF COMPANY OPERATION:

 We will have capacity to serve more than 200,000 customer per year with seating capacity of 48seats(12
Tables).
 Food will be served at a comfortable, well light and temperature controlled environment.
 As per the information provided 1200 sq. feet of tatal floor area is available for less than Rs. 100,000/- per
month with an advance payment of Rs. 500,000/-.
 The café and washroom will construct at 60% of total area, while the rest will be used in the kitchen.
 Customer will place an order at the cash counter and will receive an order number after making payment.
The order will be served within 10 minutes on the table where the customer are seated.
 The kitchen and the service staff will be dressed up in neat and clean uniform with disposable serving
gloves.
 A high level of hygiene will be maintained at all times.

MARKETNG PLAN:
PRODUCT AND SERCE:

 The product will be fulfilling in its eatable content (Bally-full)

 The product will be served in a way that it will be easy and fast to consume without no oiling the hands
 The service level will be maintained to cater to customer needs discussed earlier
 The product will be unique in preparation and presentation
 Packaging as per fast food outlet standard i.e paper and plastic for on the go consumption

PRICE:

 Competitive pricing with Tehzeeb and Rahat Bakery

 Pricing will also be use to align our market positioning with multinational fast food chains

PROMOTION:

 Very appealing and registering outlet displays

 Distributing flyers in the targeted areas
 Promotional coupons at launch, off peak hours and holidays

PLACEMENT:

 Outlet approachable with convenience

 Parking space available
 Within the main cluster areas of peer fast food restaurants
 Identifiable easily

PEOPLE:

 Recruiting a staff that has an appropriate interpersonal skills to deliver customer services

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  Recruiting cooking staff that can feel the pulse of the taste required by customers
 Cooking staff should be able to manage the kitchen and clean deliver quality in food with consistency

PROCESS:

 Identify and develop procedures for all staff, as per their assigned scope of work
 Training of staff on the SOPs
 Ethical codes
 Hygiene codes
 Updates training to staff on a regular basis
 Rewarding based on clearly stated performance measures.

PHYSICAL EVIDENCE:

 Nice and clean staff uniforms

 Easy to manage, sleek furniture and other fixtures
 Always clean, tile floors
 Maintaining high hygiene levels
 Temperature managed at a comfortable level in all seasons
 Bright and comfortable lighting
 Light background music

Guerilla Marketing Techniques:

Due to our Business type we will go with Guerilla Marketing Techniques:

• Printed a tri-fold brochure that lets people know who we are, what we have to offer, and also gives
them a few really good coupons to redeem
• Weekly free offer for specific batch or class e.g. offering the MBA 4th free coffee for the first week of
May
• Lunch special discount offer for Preston’s staff between 1.00PM to 3.00 PM
• Mugs printed with logo
• Special offers display on Notice board
• The ultimate competition. Offer students a freebie of our service (or a chance to win a prize) if they
post our posters/logo up in the most interesting and visible place. Winners are those that place it the
best position
• Organize Workshops, seminars
• T-shirt / P- caps Marketing. T-shirts with our cafe’s logo on it. Giving the T-Shirts with any sale of our
product over a certain amount
• Running a competition and making the prize a service we’ll perform. A great way to do this is on
Facebook
• Putting up a controversial Political slogan to get noticed
• Offering free exhibition space on our premises to new companies
• Trade marketing events: Get our suppliers to offer a workshop or educational lecture to our
customers for free thus getting their collaboration

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 • Flash mobbing and Crowd sourcing as advertising using our own staff as Cast or our own customers as
a captive audience
• For loyalty points system on our reward card e.g. we allows customers to collect stars with every
purchase. Or award a badge for targeted buying activity and let customers qualify for the next level of
rewards
• The classic method “be the 100th customer today and win a free prize” and so on...
• Create an on-line community e.g. Facebook, where we can interact with customers and occasionally
offer certain online competition quizzes etc.

ORGANIZATIONAL PLAN:
FORM OF OWNERSHIP:

Cafédine will be the Sole proprietorship business.

IDENTFICATION OF CAPITAL:

Owner CAPITAL
Mr. ABC 10,00,000/-
Obtain Loan 30,00,000/-

We have four key executive members on staff:

Goal:
To have a competent and knowledgeable management staff which function as a team.

General Manager:
Qualification:

The requirement of the position require three year experience in restaurant, atleast one of those year in some
type of supervisory position. A Bachelor Degree in Hotel and Restaurant Management is preferable.

Job Description:

The General Manager will report directly to the owner. They will be responsible for overall management for the
staff. They will work in conjunction with the owner in ordering supplies, maintaining inventory, handling customer
complaints and scheduling staff. Other duties including ensuring staff coverage for all shifts and reports to the
owner.

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Shift Supervisor/ Teller:
Qualification:

Must have two year experience in restaurant work. Have Bachelor Degree, At least one year as a server. They must
be at least 25 years old. They must possess friendly and outgoing personality and have good personal hygiene.

Job Description:

They will be responsible for oversight of the server. They will work under the general manager. He is responsible
for book keeping record, managing daily cash and overviewing inventory financial activity.

Cook:
Qualification:

The cook must have minimum 5 year experience, three must be as a cook not as assistant. They must have a
minimum high school diploma. The cook will submit a resume and fill out an application. They will be interviewed
and hired by the owner and general manager.

Description:

The cook is responsible for cooking food serve in the café. They also responsible for preparing food item in
advance and seeing that the service areas kept stocked. Their responsibilities is to see that the kitchen is kept in a
clean, sanitary and working order. They oversee and trained the assistant cook.

Assistant Cook:
Qualification:

The assistant cook must at a minimum have attending school or a training program. They must be at least 18 years
of age. Will be required to submit an application. Will be interviewed and hired by the cook, General Manager or
Owner.

Description:

The assistant cook is responsible for assisting the cook in his duties. He/ she is responsible for helping to keep the
kitchen clean and sanitary. When needed will help with dishwashing duties. He/she is responsible for keeping the
service area stocked.

Server:
Qualification:

The server must have at a minimum attending school or a training program and one year experience in working in
restaurant. They must be at least 21 years of age.

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Job Description:

The customer area clean and sanitary. Take order from customer and fulfill their desires. They are responsible for
helping the assistant cook keep the service area stocked. At the end of their shift, they will be required to
complete all side work that assign.

PERSONNEL PLAN:

Cafedine will maintain the five people whom it currently employs. We are maintaining a small personnel staff, we
are allowed a great deal of flexibility and we can communicate information smoothly and directly between each
member when the need arises.

PERSONNEL Salary (Rs.)

General Manager 80,000 (pm)

Shift Supervisor/Teller 50,000 (pm)

Cook 50,000(pm)

Assistant Cook 35,000(pm)

Server: 30,000(pm)

ASSESMENT OF RISK:
SWOT ANALYSIS:

The following SWOT analysis capture the key strength and weaknesses within think cafedine and allow us to
examine the strength, weaknesses, opportunity and threats that’s lie before think cafedine.

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STRENGTH: WEAKNESSES:

Cost Advantage Work Inefficiency

Strong Management High Debt Burden

Real Estate Out Dated Technology

Price Power High Staff Turnover

Innovative Culture Online Presence

Financial Leverage Weak R&D

Asset Leverage Weak Supply Chain

Supply Chain Tarnished Reputation

Size Advantage Bad Acquisition

Economies of Scale Weak Management

Unique Product Customer Service

Technology Lack of Scale

Customer Loyalty Cost Structure

Brand Name Weak Brand

OPPERTUNITIES: THREATS:

Fragmented Market Bad Economy

Financial Leverage Volatile Currencies

Acquisition Synergies International Competition

Online Market Mature Market

Innovation Intense Competition

New Service Government Regulations

New Technology Change in taste

Loosening Regulation Political Risk

Emerging Market Volatile Cost

New Products Volatile Revenue

New Markets Substitute Products

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