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Table of content

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Executive Summary
Café Move is an exclusively exquisite refreshment bar which would offer its customers a
unique dining experience, located within an ornately decorated double Decker bus. Café
Move has everything that you can expect from a restaurant, warm service, interesting food
and forgivable imperfections.
High Quality fast food along with refreshments will drag the karachiites to a thrilling
experience. Most importantly we will provide a pleasant atmosphere with a music system,
and a relaxing sojourn from the weary Karachi heat.
We are planning to operate at the university road during day time and at the posh locality of
North Nazimabad at night. Our target market is anybody and everybody who enjoys eating
and hanging out in style. According to our research, our customers would mostly include
youngsters.
We will be facing intense competition from numerous food restaurant (e.g. KFC, Liquitteria,
Burger lab) but it is our distinguished idea of a double Decker restaurant which will give us
an edge over all. With no double Decker busses in the entire city this idea will attract a lot of
customers. Furthermore the unique and relaxed ambiance of our restaurant and our
friendly approach towards each and every costumer will make them willing to come back to
us.
For the advertisement of our service we would be doing informative advertisement for a
start through posters and leaflets which will be distributed door-to-door and at events. As
we plan to operate at two different locations, moving from university road to North
Nazimabad would be an advertisement in its own. For the further promotion of our service
we also plan to make monthly rounds of certain localities so as to attract more customers.
We aim to satisfy our customers in every way and by doing so we shall insure positive word
of mouth publicity, bringing in more costumers to enjoy the services of Cafe Move.
Cafe Move is a partnership business run by two partners with an estimated startup capital
of Rs.5 million provided by the partners themselves. In the first year of operation we aim to
achieve a gross profit margin of around 50%. According to our investment appraisal the
payback period for the business is also moderate.
Our future agenda includes further expansion of our business by adding another double
Decker. We plan to use it as a mobile restaurant which will cater to fairs, community or
sports events, etc and is likely to increase our market share and future sales. However no
matter what we do, we at Cafe Move assure that what our costumer gets would be the best
and we shall provide it in a style they can never forget!

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Company Description

Mission Statement
Cafe move combines an intriguing atmosphere with excellent food. The mission is not only
to have healthy and delicious food, but also to have an efficient and friendly service because
customer satisfaction is paramount. Employee welfare will be equally important to our
success as happy employees make happy guests. Everyone will be treated with outmost
respect.
We will combine menu variety, atmosphere, ambiance, special theme nights and a friendly
staff to create a sense of 'place' in order to reach our goal of overall value in the

DESCRIPTION OF IDEA
Café Move will range in size from 53-58 square meters and will accommodate from 25-35
guests and a waiting area of 5-8 guests. Bus will feature a table for 2 people, 4 tables for 4
people and 2 tables for 6 people. Stools will be fixed to the floor of the bus so that they are
in place when the bus moves from one location to another.
A small bar will also be made on the main kitchen counter with stools placed in its front. The
windows will be tinted in such a way that the people outside could not look inside. We will
have a state of the art music system to add to the liveliness of café atmosphere. To further
enhance the interior of the café, walls will be decorated with paintings and hangings. We
will have a music system with speakers on both floors to give a soothing atmosphere. Other
than this small computer screens will be fixed close to the wall of every table on which
café’s menu will be available and order will be placed from there only which will be received
in the kitchen instantly and customers will be served through the waiter. These screens will
be touch screens and it will be very easy for customers to make an order. For those
customers who face difficulty in using our electronic menu can use the buzzer placed on
their tables to call for assistance. These touch screens will also have the facility of internet
while Wi-Fi internet facility is also available free of charge.
A small lavatory will be built at the very corner of the bus. Café move will be built to our
prototype specification that is clean lines, open and pleasing to the customers.
Timings and Location
The Café Move will be open 7 days a week for lunch and dinner in two different shifts. The
operating hours in two different locations are
Monday – Saturday
11:00am – 04:30pm (University road near Karachi University)
06:30pm – 01:00am (North Nazimabad near KDA chowrangi)

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Sunday
12:00noon – 02:00am (Seaview or different locations)

Kitchen design
Half of the area of the ground floor will be occupied by the kitchen. Kitchen will have a deep
freezer, stove, coffee machine and a juice machine. A chimney will be built with an exhaust
fan to get rid of the smoke. Juice and coffee machine will be placed on the counter of the
bar. No dishwasher will be required as we plan to provide eatables in disposable material.
Legal Status
Café Move will be organized as a sole proprietorship, wholly owned by Hasan Mufti and operated by
his collogues.

Bus Parking permission and Bus movement permission will be taken from different authorities

Certificate from Sindh Food authority will be acquired

The whole Café including all its accessories will be insured

Product service and identification

Our wide and mouthwatering menu highlights the fact that our aim is to provide quality
food together with variety and ambiance that compels you to make sure you return to cafe
move the next time you dine out!
The menu starts with serving double decky sandwiches and double decky burgers (our
specialty) these will be available both in chicken and beef.
Chicken wings and nuggets will also be in the menu with French fries.
Fish and Chips will be the part of menu as well.
All the meals and combos can be upsized.
Mineral water, soft drinks, fresh juices (as per season), variety of coffee (hot and cold) and
tea will be served.
Café Move will be having a wide variety of desserts as well
As cafe move specializes in snack serving, we also serve a great variety of mocktails that
include:
 Pina colada
 Strawberry colada
 Blue colada
 Electric lemonade
 Slush
 Chiller(different flavors)
Toppings include:

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  Fruit toppings
 Almonds
 Peanuts
 Walnuts
 Oreo
 m n m's
Hence, our menu has a lot to offer to all the food lovers out there.
Food will be served in disposable cups and plates. The trays will be wiped with sanitizer.
Moreover orders can be placed at cafe move in a unique style. Touch screens would be
available at every table on which the menus will appear. Customers can place their orders
then and there, by just sitting on their tables and the orders will go on to the main server
from where the staff of cafe move will come to know about it and note it down.
Furthermore, these LCDS will also display movies and videos that are available on the main
server. Therefore, one doesn't need to watch what everyone is watching on the main
television like at every other cafe!
The staff at cafe move would be available to cater the needs of our customers in every
possible manner. Our friendly and welcoming staff would make dining out at Café Move a
remarkable experience for all.

Objectives
Cafe move's objectives for the first three years of operation include:
 Keeping food cost fewer than 45% of revenue.
 Keeping employee labor cost between 5-7% of revenue.
 Average sales between 10000000-16000000 per year.
 Promote and expand cafe move in different areas of Karachi.
 Expand our marketing and advertising Karachi.

Industry size, growth rate, and sales projections.

Fast Food Industry in Pakistan is the 2nd largest in Pakistan with an estimated 180 million
consumers, Pakistan holds the world`s eighth largest market when it comes to fast food and
food related business. More than 1000 large scale food processing enterprises in Pakistan.
75% of rural based food manufacturers are in so called informal sector (difficulty in
accessing raw material finance informal sector (difficulty in accessing raw material, finance
skills, knowledge and management).There are more than 25,000 outlets that can loosely
be classified as “restaurants”

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Pakistan`s fast food sector is changing significantly with an inclined shift in life styles and
traditional eating habits. According to the survey which was being made on the
performance of the fast food business in Pakistan it was being revealed that an average
consumer spends 42% of one`s income on food. Retail sales of processed foods is expanding
by 10% annually. Supermarkets are gaining in popularity as a shopping venue and now
account for about 10% of all retail food sales. In addition, Pakistan now hosts numerous
western style fast food chains reflecting a rising popularity with such eating style. On an
average calculation the fast food business in Pakistan and the trend of eating habits of the
locals in the country is increasing almost 21% annually which means the growth of the fast
food business in Pakistan is more than 20% on annual basis which makes it as one of the
fastest growing businesses not only in Pakistan but even in the entire world as well.

Industry Structure

Fast Food restaurants normally cater to food like burgers, pizzas, fried chicken, sandwiches,
rolls and nuggets. The best term to describe the menu of these restaurants is ‘Meat-Sweet
Diet’ which is mostly not very healthy but tasty none the less. Some of fast food restaurants in
Pakistan only provide take away and home delivery service.

There are thousands of fast food restaurants currently operational in Pakistan, which are
distributed in all the major cities. The more popular names like McDonalds and KFC have
branches in almost all the bigger cities in Pakistan and their network is expanding each year.
There are also some new names (new in Pakistan) like Hardees, Fat Burger and Burger King
which have opened recently. Details of some most popular fast food restaurants in Pakistan
are below:

McDonald’s: McDonald’s is one of most popular fast food restaurants in the country with
existence in almost all the major cities. It is well known for its great taste, excellent quality of
service and eco-nomical prices. It is also the biggest fast food chain in the world.

KFC: Among the leading and oldest fast food restaurants in Pakistan, KFC is symbol of
quality and taste. It has coun-try-wide existence and great menu. It is also the second biggest
fast food chain in the world.

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Pizza Hut: Pizza Hut is the biggest pizza restaurant in Pakistan which is very popular for its
great taste and attractive deals. It offers a great menu with variety of meals and excellent
dining areas. It is also one of the biggest pizza chains in the world.

Hardee’s: Hardees are another popu-lar fast food restaurant in Pakistan with good taste and
great menu. It has exis-tence in Karachi, Lahore, Islamabad, Faisalabad and Multan.

Domino’s: Dominos is a leading pizza place in Pakistan with growing popularity. It has
existence in Karachi, Lahore, Islamabad and Rawalpindi.

Burger King: Burger King is one of the leading and most popular fast food restaurants in the
world. But it is relatively new in Pakistan. It has existence in Karachi, Lahore, Islamabad and
Multan. Fat Burger is another popular yet new fast food restaurant in Pakistan. It has
exis-tence in Karachi, Lahore and Islamabad.

Keys to Success

 Create a unique, innovative, entertaining fine dining atmosphere that will differentiate
us from the rest of the competition.
 The menu will appeal to a wide and varied clientele.

 Control costs at all times, in all areas and implement a conservative approach to growth
policy. Although, we provide more than enough fund to open more than one outlet, we
want to be on the safe side of the business.

 Sell the products that are of the highest quality, as well as keeping the customers happy
with all of our product categories from food to store merchandising.

 Provide 100% satisfaction to our customers and maintaining the level of excellent
services among other competitors.

 Encourage the two most important values in fast food business: brand and image, as
these two ingredients are a couple of main drivers in marketing communications.

 Get access to high-traffic shopping malls near the target market.

 Promote good values of company culture and business philosophy.

Due to intense competition, restaurateurs must look for ways to differentiate their place of

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business in order to achieve and maintain a competitive advantage. The founders of cafe
move realize this. The fact that no other restaurants in the city have this concept and
atmosphere presents us with a window of opportunity and an entrance into a profitable
niche in the market.
Future Growth

Pakistan holds the world’s eighth largest market when it comes to fast food and food
related business. Youth constitute about 60% of entire population in Pakistan.

Poultry consumption at 834,000 tons a year.

Government stability attract more investor.

Better law and order situation in future.

Centaurus Islamabad food court sale at weekend is about 12 Millions(Saturday).

Pak China Economic corridor will attract more foreign.

Cricket matches in Pakistan expected in 2019 (PSL)

Market Analysis
The Pakistan market has given a warm welcome to the food industry in the past few years.
The people have accepted different culture food and their taste over the years. The trend of
innovate ideas and entertainment have gained a lot of boost over the past 2-3years.
Market Segmentation
Café Move will appeal a broad base of consumers in both residential and business
community. The locations selected for Café Move was primarily to appeal the growing
number of educational institutes and household in the area.
The district central and district east compromises approximately 50% of the population of
Karachi.
Café Move will be targeting mostly youth which compromisies of university and colleges
students, people who have just entered their 30s and the youngsters who have recently
graduated and entered their late 20s.

Target market
According to the survey carried out, we have come to know that 70% of our target audience
comprises of the youth. Our target market is very much dependent on the time of the day
and varies with it. We assume that at the day time, from noon till late afternoon we will
cater most of the students and teachers from the educational institutes in the vicinity of the
cafe. Shoppers from the nearby markets can also come to relax and eat at the café. From

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evening till late night we expect families as well as youngsters to visit the café.
Our services are meant for everyone from the little ones to the old ones. Family, friends and
couples can spend quality time at our café.

Competitive Analysis
Café Move will have a broad customer appeal due to our casual family atmosphere, wide
variety of food and low price points with competitive advantage of restaurant in double
Decker bus. We will not only compete with the casual segment restaurants, but also with
the family who value Café.
In competing against the casual theme restaurants, we will have the following advantages:
 Lower price point for a complete meal as compared to the restaurants with similar
standards.
 Speed of service will be quick: no waiting for a burger, beverage, or desert.
Everything will be readily available: hot, juicy, fresh and cooked as requested.
 Variety is the name of our game. Guests will choose from over a variety of different
items prepared fresh daily. It is often difficult to meet the dining requests of each
family member due to individual tastes. However, at Café Move, there will be
something for everyone, every day of the week.
 We will provide more entertainment than our competitors. Our customers will enjoy
the chilled, refreshing and relaxing environment in the cafe.
 Our customers will enjoy the option to either sit in the air conditioned ground floor
or in the convertible top floor where at times they can enjoy fresh air otherwise can
have the same air conditioned environment, depending on the outside weather.
 We will serve better quality food than our competitors. The local fast food
restaurants are unhygienic and do not provide service up to the mark. Our devoted
staff, with the help of manager will cater to the needs of customers in a way that
they have never experienced before.
 Our numerous ice cream flavors and toppings are a guarantee to our success as
there lies something for everyone at café move.
 Our computer screens are touch screens which will make our service fast and hassle
free.
 These screens will display our café’s menu; customers can make their order from
here only, which will only be a button away.
 We will also save our costs of waiter and also provide hassle free and much quicker
service without compromising on quality.
 Since our café is mobile, we will take advantage of this and shift our restaurant for a
whole day to Clifton near sea-view as universities are closed on Sundays. Hence we
make ourselves capable of catering to masses.

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 Unique Selling Point
Café move is situated in a mobile double Decker bus
There is hardly one café present in these areas
Double decker bus is the main attraction

Strengths
Soothing environment Weakness
Catering the basic needs of humans Occupancy, few people can be accommodated
Exceptional idea Competition from established food outlets
Affordable luxury Small waiting area
Exclusive environment for teenagers
Accessible / locality is changeable
Profit Margin high
Internet facility available

SWOT
Analysis
Opportunities
Move it within city to the next location Threats
potential for expansion
Security problem
can survive in recession due to high profit
Traffic problem( delays in changing location
margin
from 1 place to another)
Expanding coffee market
Environmental concern regarding waste
Available for different occasions
Imitation products
Theme parties,
Independance day ,birthdays e.t.c

Marketing strategy
A combination of different techniques will be used for the marketing of Café move.
Marketing in nearby educational institutes, with daily route of double Decker bus to North
Nazimabad will be marketing of café move on its own, as well as the monthly round of the
city. A view of double Decker bus will grab the attention of the commuters and the
pedestrians. We also plan to put ads on Facebook since it’s the most popular social network
and a convenient way to approach our target audience and also on Karachi snob, a popular
business directory of Karachi. Pamphlets/flyers will be printed and distributed to different
universities and schools of the city.
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We believe, however, that the best form of advertising is still "word-of-mouth." By providing
an entertaining environment, with unbeatable quality at an unbelievable price in a clean
and friendly restaurant, we will be the talk of the town. Therefore, the execution of our
concept is the most critical element of our plan.
Another marketing strategy that we will practice will be to send text messages and emails. It
is a low-budget and effective strategy used these days and this is also how are loyal
customers will be updated about our deals and offers and our whereabouts. Other than this,
local media will also be used for marketing such as the home express discount magazine
which is delivered to a large number of residents.

Marketing program
 Launch party
 VIP parties
 Anniversary celebrations
 City tours
 Visits to different markets and educational institute
 Ads on facebook
 Emails and text messages
 Theme parties
 Advertise on Karachi snob (Business directory of Karachi)
 Special offers in home express discount magazine

Promotion strategy
We plan to employ three different marketing tactics to increase customer awareness
of Café move. Our most important tactic will be word of mouth marketing. This will
be by far the cheapest and most effective of our marketing programs as satisfied
customers always speak up positively.
The second marketing tactic will be marketing in the Educational institutes and
market places of the city. These will be low-budget plans that will create awareness
for our unprecedented idea. We plan on doing approximately two marketing
programs at each educational institute per year. This will consist of brochures and
flyers distributed in the busy market of the city. As the locality is densely populated
and with only a few competitors, our café will attract a large crowd and will be a
great hangout place for the youngsters.
The third tactic used will be the electronic media. We plan to create our group on
facebook to inform our customers of the special events and the theme nights.
Special deals and discounts will also be announced on facebook. We also plan to
publish ads on facebook. Special deals will be offered to our customers as a part of
our promotion strategy.
Our promotion plan also includes a launch party in which we will take a city tour on
the very first day of our business, giving free desserts to the people in different areas

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 of the city.

Management team and organization

The initial management team depends on the founder himself, with little back-up. As Café
move grows, we will take on additional help in certain key areas. We will not add additional
overhead until absolutely necessary. This will mean that the initial staff support team will
have to "wear many hats," so to speak. By doing this, we will keep our overheads as low as
possible, allowing us to adequately staff our restaurants. This will also allow owner to
recoup their initial investments as quickly as possible and enjoy a higher return. At present
Mr. Hasan is the sole proprietor of Café move. Other key personals are the head chef, the
helper for the chef and 2 waiters. Services of guard will also be taken to look to the security
of the customers and cafe.

One of our key principles in site selection is the availability of staff in the immediate area. All
our employees will be motivated by appreciating their work and by making their working
environment clean and friendly. Our employees will also be given bonuses on the
performance of the business at the end of the financial year.

Roles and Responsibilities position

Chief Operating Officer (owner):

 Responsible for providing direction for the business

 Creating, communicating, and implementing the organization’s vision, mission, and

overall direction – i.e. leading the development and implementation of the overall

organization’s strategy.
 Responsible for the day to day running of the business
 Responsible for fixing prices
 Responsible for recruitment
 Responsible for payment of salaries
 Responsible for signing checks and documents on behalf of the company
 Evaluates the success of the organization
 Interfaces with vendors and third party suppliers ( drink suppliers, raw food suppliers
and maintenance team et al)
 Responds to enquiries on behalf of the company
 Handles phone calls for the company
 Manage the company’s e-mail and website
 Manager of the Cafe Move and cashier

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Chef / Caterer /Cooks:

 Responsible for preparing delicacies

 Makes lists and budget for kitchen supplies
 Oversee the entire kitchen staff
 Responsible for training new cooks
 Makes sure that the meals being whipped up tastes really good

Kitchen Assistant / Utility Staff:

 Assist the chef/ cook in the kitchen

 Ensures that all the needed cooking ingredients are in supply
 Runs errand for the chef / cook and every member of the workforce
 Ensures that the kitchen area of the truck is clean and hygienic at all times
 Responsible for washing cooking pots, utensil and dishes when necessary
 Assists in packaging food and snacks
 Responsible for moving packed foods from the kitchen to the cubicle / point of sale
 Ensures that various types of drinks are present in the fridge per time (get them
replaced as soon as they are sold)
 Any other duty as assigned by the line manager

Sales Girl/Waiter:

 Interfaces with our highly esteem customers

 Collects orders and issues foods as demanded by customers after payment
 Keeps proper records of daily sales and then reconcile with the cashier
 Responsible for manning the fridge and every stuffs that are up for sale
 Any other duty as assigned by the Chief Operating Officer

Sales Man/Waiter:

 serve food and beverages to patrons at tables in dining establishment.

 Check with customers to ensure that they are enjoying their meals and
take action to correct any problems.
 Communicate with customers to resolve complaints or ensure
satisfaction
 Responsible for the cleanliness of the Cafe

Driver/Security Personnel:

 Responsible for driving the truck to sales venues and back to base
 Ensures that the truck is in top shape at all times

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  Ensures that maintenance schedules for the truck are strictly followed
 Responsible for renewing the vehicle license, insurance and any other
documentation for the vehicle as at when due
 Any other duty as assigned by the restaurant manager

Owner

Chief Chef Driver/ Guard Sales Sales

Girl/Waiter Man/Waiter

Kitchen
Assistant

In the future as our scale of operation increases we will hire a cashier cum supervisor for
each of the restaurants and the proprietor will look at all the cafés and manage their payroll
and accounting requirements. When our scale of operation increase to 5 busses we plan to
rent a room for the purpose of a store. This will help us in bulk buying and achieve
economies of scale.

Operations
Café move is situated in a mobile double Decker bus, it is planned to open at locality of
University Road in the morning and will shift in the evening near KDA chowrangi (note: our
café is mobile and can be moved to different locations). We plan to operate from 11 pm to
04:30pm at university road from Monday to Saturday. At Hydri we plan to operate from
6:30 pm to 1 am. The 120 minute gap includes our travelling time and cleaning and
arrangement. On Sundays we will be operating at Clifton near sea view for the whole day
i.e. from 12 pm to 2 am.

The costs of equipment to run the café are listed below:

Bus cost:
600,000/-

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Engine repair:
200,000/-
Body repair and renovation:
1000,000/-
Import duty and shipment:
2300,000/-
Deep Freezer:
40,000/-
Coffee machine:
29000/-
Juice machine:
10,000/-
Ice-cream machine:
10,000/-
Broaster:
120,000/-
Hot plate:
30,000/-
Chimney:
10000/-
Cabinet:
10,000/-
Flooring:
20,000/-
Internet installation and equipment required:
6000/-
Lights:
30,000/-
Decoration:
60,000/-
Tables:
80,000/-
Chair and sofas:
110,000/-
Cutlery:
15000/-
Stereo and touch screens:
60,000/-
Cash Counter and laptop:
50,000/-

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Bar counter:
80,000/-
Gas cylinder:
10000/-
Total costs:
4,881,000/-
(All costs are given in PKR)

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Finance
Café Move
Trading and Profit and Loss Account
For the year ended 31 December 20XX
PKR PKR
Sales 12600000
Less Cost of Goods Sold
Purchases 5720000
less closing stock (50000) (5670000)
Gross profit 6930000
Less expenses
Salary 732,000
Insurance 200,000
Disposable material 360,000
Depreciation 732150
Advertisement 100,000
Cylinder refill 288,000
Cooking oil 151,200
Power supply 1,500,000
Traveling 223,600
Internet 24,000
Uniforms 10,000
Launch party 50,000
Software 30000
Networking 5000
Sundry expenses 400000 (4805950)
Operating Profit 2124050
Less taxation (361000)
Net Profit 1763050

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 Café Move
Balance sheet
As at 31 December 20XX
Fixed Assets PKR PKR PKR
Vehicle 4100000 615000 3485000
Fixtures and Fittings 781000 117150 663850
Total Fixed Assets 4881000 732150 4148850
Current Assets
Stock 50000
Bank 2085200
Total current Assets 2135200
Less current liability
Taxation Accrued ( 361000) 1774200
Capital Employed 5923050
Financed by
Capital 5000000
Drawings (840000) 4160000
Net Profit 1763050
5923050

Current ratio
2135200/361000
=5.914
Quick ratio
2085200/361000
=5.776
Gross profit margin
6930000/1260,0000
55%
Operating profit margin
2124050/12600000
=16.85%
Net profit margin
1763050/12600000
=13.99%
Return on capital employed
1763050/5923050
=29.76%

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