Project is based on the “A FEASIBILTY STUDY OF OPENING A NEW FISH

RESTAURANT IN MANGALORE”. Researcher is giving a detailed basic

idea to the person who is opening a new restaurant. This is done by

referring and taking advice from two present running restaurants which
are in the same locality where the new restaurant will be opened.
Researcher is conducting a feasibility study on existing restaurants by
collecting information like marketing strategies used to attract customers,
age group of customers visiting the restaurant, menu used in the
restaurant, fast and slow moving dishes.

By collecting all these information basic idea for running a restaurant is

obtained. Feasibility study is an analysis and evaluation of a proposed
projectto determine if it is technically feasible, is feasible within the
estimated cost,and will be profitable. Feasibility studies are almost
always conducted wherelarge sums are at stake, also called feasibility
analysis. Restaurant businessincludes a lot of analyzing and menu should
be fixed according to the localcuisine or the dishes which people like.

Feasibility studies can be used in many ways but primarily focus on

proposed business ventures. Hoteliers and others with a business idea
should conduct a feasibility study to determine the viability of their idea
before proceeding with the development of a business. Thus feasibility
study allows the new property to fix the menu by knowing the dishes
served in present restaurant. Thus by conducting feasibility study of
restaurants there is a better chance to develop a new property and reduce
the loss occurred.

1
AIMS AND OBJECTIVES

 To study about the food culture in Mangalore.

 To study about the proper location to open a Restaurant Mangalore.

 To study about the customers who visit the Restaurants.

 To study about existing menu of the Restaurants.

 To study about the marketing strategies of the Restaurants.

2
  To study about the food culture in Mangalore.

The objective is to study about the food culture in Mangalore.In this

objective researcher is planning to study in detail the food culture in
Mangalore.Through this objective the reservher wants to know the
famous food culture in Managalore.The researcher wants to know about
the profitiablety of food culture in, opening a new restaurant.

 To study about the proper location to open a Restaurant in

Mangalore.

The objective is to study about the proper location to open a Resturant in

Mangalore.In this objective researcher is planning to study about the
location which the customers will come most.And the researcher wants to
know where will be the restaurant shouls be and how should be.

 To study about the customers who visit the Restaurants.

The objective is to study about the customer inflow of the restaurant. In

this objective the researcher is planning to study in detail the age groups
of people visiting the restaurants. Through this objective the researcher
wants to know the approximate number of customers visiting the
restaurant during lunch and dinner. The researcher wants to research
about the various types and different categories of customers visiting the
restaurant.

 To study about existing menu of the Restaurants.

The objective is to study about existing menu of the restaurant and its
popularities. The researcher wants to understand the menu in detail of the
restaurant. The researcher wants to know about the percentage of slow
moving and fast moving by which researcher comes to know about stars
3
dogs, plough horses and puzzles in a menu. Researcher wants to know
about the changes done to the menu during festive occasions and also
percentage of complimentary food provided to the main dishes in the
menu.

 To study about the marketing strategies of the Resturants.

The objective is to study the Marketing strategies of the restaurant. By

this objective the researcher wants used by restaurants. The researcher
also wants to know the channel of marketing used to attract customers.
To research about the percentage of age group targeted to visit the
restaurant. Researcher wants to understand the growth percentage of sales
after marketing the restaurant and also internal marketing strategies done
at the restaurant.

4
LIMITATIONS OF THE STUDY

 This project is based only on deluxe restaurants in Mangalore.

 Only hotels situated in Managalore is taken for the studys.
 Due to the monetary problem, the size of sample is reduced.
 The time period for research is only three month.
 All the data are collected only from hotel employees not from the
Customers.
.

5
RESEARCH METHADOLOGY

 Data collection:
In any research program data collection is very important. The success of
the research depends on the data collected. Data collection could be made
through primary and secondary sources.

The two methods of data collection adopted during the study were:

1. Primary data collection

2. Secondary data collection

Primary data collection

Primary data collection refers to the data collected for a specific purpose
or for a specific research or a project. Most of the data for this study was
collected by means of interview using questionnaire, which is by
approaching the guests and travel agents.

This interview with the guests and travel agents has helped me a lot in
preparation of this report with the authentic details regarding their
comfort and disadvantages towards the project.

Secondary data collection

Secondary data collection refers to the data that has already been
collected for some earlier research work and is applicable in the research.
There are two categories of secondary data collection.

a) External secondary data

b) Internal secondary data

6
External secondary data

External secondary data is that the data is procured by the firm outside its
premises in its normal operation. External data was compiled from
sources like websites, books etc. The sources were quite reliable as they
were compiled with care to incorporate information.

Internal secondary data

Internal secondary data is that the data which is generated and collected
from events and sources inside the firm premises.

7
SCOPE OF THE STUDY

The research will give a clear idea about the restaurant setup, all other
requirements needed by the upcoming property. This research also
provides basic idea to set a restaurant in a locality and the study will be
helpful for my career as a hotel management student.

By doing this research, the researcher will be able to know about various
strategies used by the property to attract customers and serious actions
that should be taken due to inflation or government new norms.

8
 Feasibility study is an analysis and evaluation of a proposed
project to determine if it is technically feasible, is feasible within the
estimated cost,and will be profitable. Feasibility studies are almost
always conducted where large sums are at stake, also called feasibility
analysis. As the name implies, a feasibility study is an analysis of the
viability of an idea. The feasibility study focuses on helping answer the
essential question of should we proceed with the proposed project idea?
All activities of the study are directed toward helping answering
questions. Feasibility Study is essential to evaluate cost & its of the
proposed system. On the basis of the feasibility study decision is taken on
whether to proceed or to postpone the project or to cancel the project.

Feasibility studies can be used in many ways but primarily focus on

proposed business ventures. Hoteliers and others with a business idea
should conduct a feasibility study to determine the viability of their idea
before proceeding with the development of a business. Determining early
that a business idea will not work saves time, money and hard work. It
determines the potential of the existing system .It finds or determine all
the problem of existing system. To determine all the goals of the system.
It finds all possible solutions of the problem of existing system. It finds
technology required to solve these problems. Feasibility study determines
really which solution is easy for operational from the point of view of
customer or employees such that it requires very less time with 100%
accuracy.

It determines cost requirements of the complete proposed system in terms

of cost of hardware required, software required, designing new system,
implementation and training, proposed maintenance cost. An analysis of
the ability to complete a project successfully, taking into account legal,
economic, technological, scheduling and other factors. Rather than just
9
diving into a project and hoping for the best, a feasibility study allows
project managers to investigate the possible negative and positive
outcomes of a project before investing too much time and money.
Feasibility studies address things like where and how the business will
operate. They provide in-depth details about the business to determine if
and how it can succeed, and serve as a valuable tool for developing a
winning business plan.

Operational feasibility is a measure of how well a proposed system solves

the problems, and takes advantage of the opportunities identified during
scope definition and how it satisfies the requirements identified in the
requirements analysis phase of system development. The operational
feasibility assessment focuses on the degree to which the proposed
development projects fits in with the existing business environment and
objectives with regard to development schedule, delivery date, corporate
culture, and existing business processes.

To ensure success, desired operational outcomes must be imparted during

design and development. These include such design-dependent
parameters such as reliability, maintainability, supportability, usability,
producibility, disposability, sustainability, affordability and others. These
parameters are required to be considered at the early stages of design if
desired operational behaviours are to be realized. A system design and
development requires appropriate and timely application of engineering
and management efforts to meet the previously mentioned parameters. A
system may serve its intended purpose most effectively when its technical
and operating characteristics are engineered into the design. Therefore
operational feasibility is a critical aspect of systems engineering that
needs to be an integral part of the early design phases.

10
A feasible business venture is one where the business will generate
adequate cash-flow and profits, withstand the risks it will encounter,
remain viable in the long-term and meet the goals of the founders. The
venture can be either a start-up business, the purchase of an existing
business, an expansion of current business operations or a new enterprise
for an existing business. A feasibility study can take on many forms. A
simple question and answer performed one-on-one with the customers /
managers or a very lengthy multilevel survey that breaks down the
market and customers to be studied.

A feasibility study is the analysis of a problem to determine if it can be

solvedeffectively. It takes into account the following main points

1. Operational (will it work?)

2. Economical (costs and benefits)

3. Technical (can it be built?)

A feasibility study is usually conducted after producers have discussed a

series of business ideas or scenarios. The feasibility study helps to
"frame" and "flesh-out" specific business scenarios so they can be studied
in-depth. During this process the number of business alternatives under
consideration is usually quickly reduced. During the feasibility process
one may investigate a variety of ways of organizing the business and
positioning ones product in the marketplace. It is like an exploratory
journey and may take several paths before reaching destination. Just
because the initial analysis is negative does not mean that the proposal
does not have merit. Sometimes limitations or flaws in the proposal can
be corrected.

11
A feasibility study is not a business plan. The separate roles of the
feasibility study and the business plan are frequently misunderstood. The
feasibility study provides an investigating function. It addresses the
question of "Is this a viable business venture?" The business plan
provides a planning function.The business plan outlines the actions
needed to take the proposal from “idea"to 'reality."Conducting a
feasibility study is a good business practice. If oneexamines successful
businesses, they will find that they did not go into a newbusiness venture
without first thoroughly examining all of the issues andassessing the
probability of business success.

Below are some of the reasons to conduct a feasibility study.

 Gives focus to the project and outline alternatives

 Narrows business alternatives
 Identifies new opportunities through the investigative process.
 Identifies reasons not to proceed.
 Enhances the probability of success by addressing and mitigating
factors early on that could affect the project.
 Provides quality information for decision making.
 Provides documentation that the business venture was thoroughly
investigated.
 Helps in securing funding from lending institutions and other
monetary
sources
 Helps to attract equity investment.

Market research study and analysis is one of the most important sections
of the feasibility study as it examines the marketability of the product or
services and convinces readers that there is a potential market for the

12
product or services. If a significant market for the product or services
cannot be established, then there is no project. Typically, market studies
will assess the potential sales of the product, absorption and market
capture rates and the project's timing. The feasibility study outputs the
feasibility study report, a report detailing the evaluation criteria, the study
findings, and the recommendations. The feasibility study is a critical step
in the business assessment process. If properly conducted, it may be the
best investment ever made. The conclusions of the feasibility study
should outline in depth the various scenarios examined and the
implications, strengths and weaknesses of each. The project leaders need
to study the feasibility study and challenge its underlying assumptions.
Later come to a final decision of having the business or not.

Restaurant feasibility studies are most effective when multiple site

locations are being evaluated or the site is under contract. Feasibility
studies generally consist of two parts. First, feasibility studies take into
account the site demographics or the study of the population surrounding
the proposed location, competition and price value strategies.
Additionally we evaluate alternate potential sites, special advantages or
hazards of the proposed location for the business, terms of lease, rental
rates, special assessments, tax projections and closing costs. Feasibility
studies also require a comprehensive financial analysis of the restaurant's
projected income and operating expenses. Our feasibility studies include
market analysis with ROI which serves as the foundation of any
comprehensive business plan. Our restaurant feasibility studies provide
the restaurant operator a pro-forma and expense statement for the first
year of operation with labour projections and wage scales, in addition to
food and beverage costs to form the basis of the 'prime operating
expenses'.

13
A well-designed feasibility study should provide a historical background
of the business or project, a description of the product or service,
accounting statements, details of the operations and management,
marketing research and policies, financial data, legal requirements and
tax obligations. Generally, feasibility studies precede technical
development and project implementation.

A feasibility study evaluates the project's potential for success therefore

perceived objectivity is an important factor in the credibility of the
studied for potential investors and lending institutions. It must therefore
be conduct with an objective, unbiased approach to provide information
upon which decisions can be based. A feasibility study's main goal is to
assess the economic viability of the proposed business. A feasibility study
is used to determine the probable success of a new business.

Restaurants are the establishment where refreshments or meals are served

to paying guests. Though inns and taverns served simple fare to travellers
for centuries, the first modern restaurant where guests could order from a
varied menu is thought to have belonged to A. Boulanger, a soup vendor
who opened his business in Paris in 1765. The sign above his door
advertised restoratives, or restaurants, referring to his soups and broths.
By 1804 Paris had more than 500 restaurants, and France soon became
internationally famous for its cuisine. Other European restaurants include
the Italian trattorie, taverns featuring local specialties; the German
Weinstuben, informal restaurants with a large wine selection; the Spanish
tapas bars, which serve a wide variety of appetizers; and the public
houses of England.

Asian restaurants include the Japanese sushi bars and teahouses serving
formal Kaiseki cuisine as well as the noodle shops of China. Most U.S

14
restaurant innovations have revolved around speed. The cafeteria
originated in San Francisco during the 1849 gold rush; cafeterias feature
self-service and offer a variety of foods displayed on counters. The U.S.
also pioneered fast food restaurants such as White Castle founded in 1921
and McDonald's, usually operated as chains and offering limited menus.
Restaurants may he classified or distinguished in many different ways.
The primary factors are usually the food itself e.g., vegetarian, seafood,
steak; the cuisine e.g. Italian Chinese, Indian, French, Thai and the style
of offering e.g, tapas bar, a sushi train, a taster restaurant, a buffet
restaurant or a yum cha restaurant. Beyond this, restaurants may
differentiate themselves on factors including speed fast food, formality,
location, cost, service, or novelty themes such as automated restaurants.
Restaurants range from inexpensive and informal lunching or dining
places catering to people working nearby, with simple food served in
simple settings at low prices, to expensive establishments serving refined
food and fine wines in a formal setting. In the former case customers
usually wear casual clothing. In the later case, depending on culture and
local traditions, customers might wear semi-casual, semi-formalor formal
wear. Typically, customers sit at tables; their orders are taken by awaiter,
who brings the food when it is ready. After eating, the customers thenpay
the bill For some time the travelling public has been catered for
withship's messes and railway restaurant cars which are, in effect,
travellingrestaurants. Many railways, the world over, also cater for the
needs oftravellers by providing Railway Refreshment Rooms [a form of
restaurant] atrailway stations. In recent times there has been a trend to
create a number oftravelling restaurants, specifically designed for tourists.
These can be foundon such diverse places as trams, boats, buses, etc.

15
In many cultures, restaurants are subject to inspections by health
inspectors to maintain standards for public health, such as maintaining
proper hygiene and cleanliness. Depending on local customs and the
establishment, restaurants may or may not serve alcoholic beverages.
Restaurants are often prohibited from selling alcohol without a meal by
alcohol sale laws; such sale is considered to be activity for bars, which
are meant to have more severe restrictions. Some restaurants are licensed
to serve alcohol "fully licensed" and/or permit customers to "bring your
own" alcohol BYO / BYOB. In some places restaurant licenses may
restrict service to beer, or wine and beer.

There are number of restaurants in Mangalore which serves different type

of cuisine. Many theme based restaurants are situated in Mangalore as
Guttu,Maharaja, Woodlands, which is a Manglorean based restaurant.
There are more number of restaurants upcoming in Mangalore.
Restaurants are mainly situated at the centre of the city so that it is
comfortable for local residence and also for travellers.

KARANATAKA

Karnataka the eighth largest state in India, has been ranked as the third
most popular state in the country for tourism in 2014. It is home to 507 of
the 3600 centrally protected monuments in India, the largest number after
Uttar Pradesh.The State Directorate of Archaeology and Museums
protects an additional 752 monuments and another 25,000 monuments are
yet to receive protection.Tourism centres on the ancient sculptured
temples, modern cities, the hill ranges, forests and beaches. Broadly,
tourism in Karnataka can be divided into four geographical regions:
North Karnataka, the Hill Stations, Coastal Karnataka and South
Karnataka.

16
The Karnataka Government has recently introduced The Golden Chariot
– a train which connects popular tourist destinations in the state and Goa.
More interestingly Karnataka state transport authority issued a licence to
operate bike rentals in the state of Karnataka. Royal Brothers - Bangalore
based Bike Rental startup Offering motorcycles and scooters on rent to
tourists. Royal Brothers has its service in multiple cities such as
Bangalore, Manipal, Udupi, Mangalore and Mysore.

Karnataka is subdivided into 30 districts. Kannada, one of the classical

languages of India, is the most widely spoken and official language of the
state alongside Konkani, Tulu, and Sanskrit. Karnataka also has the only
3 naturally Sanskrit-speaking districts in India.

The two main river systems of the state are the Krishna and its tributaries,
the Bhima, Ghataprabha, Vedavathi, Malaprabha, and Tungabhadra, in
the north, and the Kaveri and its tributaries, the Hemavati, Shimsha,
Arkavati, Lakshmana Thirtha and Kabini, in the south. Most of these
rivers flow out of Karnataka eastward, reaching the sea at the Bay of
Bengal.

Though several etymologies have been suggested for the name

Karnataka, the generally accepted one is that Karnataka is derived from
the Kannada words karu and nādu, meaning "elevated land". Karu nadu
may also be read as karu, meaning "black", and nadu, meaning "region",
as a reference to the black cotton soil found in the Bayalu Seeme region
of the state. The British used the word Carnatic, sometimes Karnatak, to
describe both sides of peninsular India, south of the Krishna.

With an antiquity that dates to the paleolithic, Karnataka has been home
to some of the most powerful empires of ancient and medieval India. The

17
philosophers and musical bards patronised by these empires launched
socio-religious and literary movements which have endured to the present
day. Karnataka has contributed significantly to both forms of Indian
classical music, the Carnatic and Hindustani traditions.

Sub-division

Karnataka has been divided into four revenue divisions, 49 sub-divisions,

30 districts, 175 taluks and 745 hoblies / revenue circles. The
administration in each district is headed by a Deputy Commissioner who
belongs to the Indian Administrative Service and is assisted by a number
of officers belonging to Karnataka state services. The Deputy
Commissioner of Police, an officer belonging to the Indian Police Service
and assisted by the officers of the Karnataka Police Service, is entrusted
with the responsibility of maintaining law and order and related issues in
each district. The Deputy Conservator of Forests, an officer belonging to
the Indian Forest Service, is entrusted with the responsibility of managing
forests, environment and wildlife of the district, he will be assisted by the
officers belonging to Karnataka Forest Service and officers belonging to
Karnataka Forest Subordinate Service. Sectoral development in the
districts is looked after by the district head of each development
department such as Public Works Department, Health, Education,
Agriculture, Animal Husbandry, etc. The judiciary in the state consists of
the Karnataka High Court (Attara Kacheri) in Bangalore, district and
session courts in each district and lower courts and judges at the taluk
level.

Politics in Karnataka has been dominated by three political parties, the

Indian National Congress, the Janata Dal (Secular) and the Bharatiya
Janata Party. Politicians from Karnataka have played prominent roles in

18
federal government of India with some of them having held the high
positions of Prime Minister and Vice-President. Border disputes
involving Karnataka's claim on the Kasaragod and Solapur districts and
Maharashtra's claim on Belgaum are ongoing since the states
reorganisation.[67] The official emblem of Karnataka has a Ganda
Berunda in the centre. Surmounting this are four lions facing the four
directions, taken from the Lion Capital of Ashoka at Sarnath. The
emblem also carries two Sharabhas with the head of an elephant and the
body of a lion.

The state has three principal geographical zones:

1. The coastal region of Karavali

2. The hilly Malenadu region comprising the Western Ghats
3. The Bayaluseeme region comprising the plains of the Deccan
plateau

Geography

The bulk of the state is in the Bayaluseeme region, the northern part of
which is the second-largest arid region in India.The highest point in
Karnataka is the Mullayanagiri hills in Chickmagalur district which has
an altitude of 1,929 metres (6,329 ft). Some of the important rivers in
Karnataka are Kaveri, Tungabhadra, Krishna, Malaprabha and the
Sharavathi. A large number of dams and reservoirs are constructed across
these rivers which richly add to the irrigation and hydel power generation
capacities of the state.

Karnataka consists of four main types of geological formations the

Archean complex made up of Dharwad schists and granitic gneisses, the
Proterozoic non-fossiliferous sedimentary formations of the Kaladgi and

19
Bhima series, the Deccan trappean and intertrappean deposits and the
tertiary and recent laterites and alluvial deposits. Significantly, about 60%
of the state is composed of the Archean complex which consist of
gneisses, granites and charnockite rocks. Laterite cappings that are found
in many districts over the Deccan Traps were formed after the cessation
of volcanic activity in the early tertiary period. Eleven groups of soil
orders are found in Karnataka, viz. Entisols, Inceptisols, Mollisols,
Spodosols, Alfisols, Ultisols, Oxisols, Aridisols, Vertisols, Andisols and
Histosols.Depending on the agricultural capability of the soil, the soil
types are divided into six types, viz. red, lateritic, black, alluvio-colluvial,
forest and coastal soils.

Karnataka experiences four seasons. The winter in January and February

is followed by summer between March and May, the monsoon season
between June and September and the post-monsoon season from October
till December. Meteorologically, thus Karnataka is divided into three
zones — coastal, north interior and south interior.

Culture

The diverse linguistic and religious ethnicities that are native to

Karnataka, combined with their long histories, have contributed
immensely to the varied cultural heritage of the state. Apart from
Kannadigas, Karnataka is home to Tuluvas, Kodavas and Konkanis.
Minor populations of Tibetan Buddhists and tribes like the Soligas,
Yeravas, Todas and Siddhis also live in Karnataka. The traditional folk
arts cover the entire gamut of music, dance, drama, storytelling by
itinerant troupes, etc. Yakshagana of Malnad and coastal Karnataka, a
classical dance drama, is one of the major theatrical forms of Karnataka.
Contemporary theatre culture in Karnataka remains vibrant with

20
organisations like Ninasam, Ranga Shankara, Rangayana and Prabhat
Kalavidaru continuing to build on the foundations laid by Gubbi
Veeranna, T. P. Kailasam, B. V. Karanth, K V Subbanna, Prasanna and
others.[95] Veeragase, Kamsale, Kolata and Dollu Kunitha are popular
dance forms. The Mysore style of Bharatanatya, nurtured and popularised
by the likes of the legendary Jatti Tayamma, continues to hold sway in
Karnataka, and Bangalore also enjoys an eminent place as one of the
foremost centres of Bharatanatya.

Karnataka also has a special place in the world of Indian classical music,
with both Karnataka(Carnatic) and Hindustani styles finding place in the
state, and Karnataka has produced a number of stalwarts in both styles.
The Haridasa movement of the sixteenth century contributed significantly
to the development of Karnataka (Carnatic) music as a performing art
form. Purandara Dasa, one of the most revered Haridasas, is known as the
Karnataka Sangeeta Pitamaha ('Father of Karnataka a.k.a. Carnatic
music').Celebrated Hindustani musicians like Gangubai Hangal,
Mallikarjun Mansur, Bhimsen Joshi, Basavaraja Rajaguru, Sawai
Gandharva and several others hail from Karnataka, and some of them
have been recipients of the Kalidas Samman, Padma Bhushan and Padma
Vibhushan awards. Noted Carnatic musicians include Violin T.
Chowdiah, Veena Sheshanna, Mysore Vasudevachar, Doreswamy
Iyengar and Thitte Krishna Iyengar.

Gamaka is another classical music genre based on Carnatic music that is

practised in Karnataka. Kannada Bhavageete is a genre of popular music
that draws inspiration from the expressionist poetry of modern poets. The
Mysore school of painting has produced painters like Sundarayya,
Tanjavur Kondayya, B. Venkatappa and Keshavayya.Chitrakala Parishat

21
is an organisation in Karnataka dedicated to promoting painting, mainly
in the Mysore painting style.

Saree is the traditional dress of women in Karnataka. Women in Kodagu

have a distinct style of wearing the saree, different from the rest of
Karnataka. Dhoti, known as Panche in Karnataka, is the traditional attire
of men. Shirt, Trousers and Salwar kameez are widely worn in Urban
areas. Mysore Peta is the traditional headgear of southern Karnataka,
while the pagadi or pataga (similar to the Rajasthani turban) is preferred
in the northern areas of the state.

Rice and Ragi form the staple food in South Karnataka, whereas Jolada
rotti, Sorghum is staple to North Karnataka. Bisi bele bath, Jolada rotti,
Ragi mudde, Uppittu, Benne Dose, Masala Dose and Maddur Vade are
some of the popular food items in Karnataka. Among sweets, Mysore
Pak, Karadantu of Gokak and Amingad, Belgaavi Kunda and Dharwad
pedha are popular. Apart from this, coastal Karnataka and Kodagu have
distinctive cuisines of their own. Udupi cuisine of coastal Karnataka is
popular all over India

Religion

Religion in Karnataka (2011)

Hinduism (84.00%),Islam (12.92%),Christianity (1.87%),Jainism

(0.72%)

Buddhism (0.16%),Sikhism (0.05%),Other (0.02%),Not religious

(0.27%).

22
Adi Shankaracharya (788–820) chose Sringeri in Karnataka to establish
the first of his four mathas (monastery). Madhvacharya (1238–1317) was
the chief proponent of Tattvavada (Philosophy of Reality), popularly
known as Dvaita or Dualistic school of Hindu philosophy — one of the
three most influential Vedanta philosophies. Madhvacharya was one of
the important philosophers during the Bhakti movement. He was a
pioneer in many ways, going against standard conventions and norms.
According to tradition, Madhvacharya is believed to be the third
incarnation of Vayu (Mukhyaprana), after Hanuman and Bhima. The
Haridasa devotional movement is considered as one of the turning points
in the cultural history of India. Over a span of nearly six centuries,
several saints and mystics helped shape the culture, philosophy and art of
South India and Karnataka in particular by exerting considerable spiritual
influence over the masses and kingdoms that ruled South India.

This movement was ushered in by the Haridasas (literally "servants of

Lord Hari") and took shape in the 13th century – 14th century CE, period,
prior to and during the early rule of the Vijayanagara empire. The main
objective of this movement was to propagate the Dvaita philosophy of
Madhvacharya (Madhva Siddhanta) to the masses through a literary
medium known as Dasa Sahitya literature of the servants of the Lord.
Purandaradasa is widely recognised as the "Pithamaha" of Carnatic Music
for his immense contribution. Ramanujacharya, the leading expounder of
Vishishtadvaita, spent many years in Melkote. He came to Karnataka in
1098 AD and lived here until 1122 AD. He first lived in Tondanur and
then moved to Melkote where the Cheluvanarayana Swamy Temple and a
well-organised matha were built. He was patronised by the Hoysala king,
Vishnuvardhana.

23
In the twelfth century, Lingayatism emerged in northern Karnataka as a
protest against the rigidity of the prevailing social and caste system.
Leading figures of this movement were Basava, Akka Mahadevi and
Allama Prabhu, who established the Anubhava Mantapa which was the
centre of all religious and philosophical thoughts and discussions
pertaining to Ligayats. These three social reformers did so by the literary
means of "Vachana Sahitya" which is very famous for its simple, straight
forward and easily understandable Kannada language. Lingayatism
preached women equality by letting women wear Ishtalinga i.e. Symbol
of god around their neck. Basava shunned the sharp hierarchical divisions
that existed and sought to remove all distinctions between the
hierarchically superior master class and the subordinate, servile class. He
also supported inter-caste marriages and Kaayaka Tatva of Basavanna.
This was the basis of the Lingayat faith which today counts millions
among its followers.

The Jain philosophy and literature have contributed immensely to the

religious and cultural landscape of Karnataka. Islam, which had an early
presence on the west coast of India as early as the tenth century, gained a
foothold in Karnataka with the rise of the Bahamani and Bijapur
sultanates that ruled parts of Karnataka. Christianity reached Karnataka in
the sixteenth century with the arrival of the Portuguese and St. Francis
Xavier in 1545.

Buddhism was popular in Karnataka during the first millennium in places

such as Gulbarga and Banavasi. A chance discovery of edicts and several
Mauryan relics at Sannati in Gulbarga district in 1986 has proven that the
Krishna River basin was once home to both Mahayana and Hinayana
Buddhism. There are Tibetan refugee camps in Karnataka.

24
Mysore Dasara is celebrated as the Nada habba (state festival) and this is
marked by major festivities at Mysore. Ugadi (Kannada New Year),
Makara Sankranti (the harvest festival), Ganesh Chaturthi,
Nagapanchami, Basava Jayanthi, Deepavali, and Ramzan are the other
major festivals of Karnataka.

LANGUAGES

The Kannada language serves as the official language of the state of

Karnataka, as the native language of approximately 65% of its population
and as one of the classical languages of India.[106][107] Kannada played a
crucial role in the creation of Karnataka: linguistic demographics played a
major role in defining the new state in 1956. Tulu, Konkani and Kodava
are other minor native languages that share a long history in the state.
Urdu is spoken widely by the Muslim population. Less widely spoken
languages include Beary bashe and certain languages such as Sankethi.
Some of the regional languages in Karnataka are Tulu, Kodava, Konkani
and Beary.

Kannada features a rich and ancient body of literature including religious

and secular genre, covering topics as diverse as Jainism (such as
Puranas), Veerashaivism (such as Vachanas), Vaishnavism (such as
Haridasa Sahitya) and modern literature. Evidence from edicts during the
time of Ashoka (reigned 274–232 BCE) suggest that Buddhist literature
influenced the Kannada script and its literature. The Halmidi inscription,
the earliest attested full-length inscription in the Kannada language and
script, dates from 450 CE, while the earliest available literary work, the
Kavirajamarga, has been dated to 850 CE. References made in the
Kavirajamarga, however, prove that Kannada literature flourished in the
native composition meters such as Chattana, Beddande and Melvadu

25
during earlier centuries. The classic refers to several earlier greats
(purvacharyar) of Kannada poetry and prose.

Kuvempu, the renowned Kannada poet and writer who wrote Jaya
Bharata Jananiya Tanujate, the state anthem of Karnataka was the first
recipient of the "Karnataka Ratna" award, the highest civilian award
bestowed by the Government of Karnataka. Contemporary Kannada
literature has received considerable acknowledgement in the arena of
Indian literature, with eight Kannada writers winning India's highest
literary honour, the Jnanpith award.

Tulu is spoken mainly in the coastal districts of Udupi and Dakshina

Kannada. Tulu Mahabharato, written by Arunabja in the Tigalari script, is
the oldest surviving Tulu text. Tigalari script was used by Brahmins to
write Sanskrit language. The use of the Kannada script for writing Tulu
and non-availability of print in Tigalari script contributed to the
marginalisation of Tigalari script. Konkani is mostly spoken in the Uttara
Kannada and Dakshina Kannada districts and in parts of Udupi, Konkani
use the Devanagari script for writing.[114] The Kodavas who mainly reside
in the Kodagu district, speak Kodava Takk. Two regional variations of
the language exist, the northern Mendale Takka and the southern Kiggaati
Takka. Kodava Takk use the Kannada script for writing. English is the
medium of education in many schools and widely used for business
communication in most private companies.

All of the state's languages are patronised and promoted by governmental

and quasi-governmental bodies. The Kannada Sahitya Parishat and the
Kannada Sahitya Akademi are responsible for the promotion of Kannada
while the Karnataka Konkani Sahitya Akademi, the Tulu Sahitya

26
Akademi and the Kodava Sahitya Akademi promote their respective
languages.

MANGALORE

Mangalore was named after the local Hindu deity Mangaladevi, the
presiding deity of the Mangaladevi temple or a synonym of Tara
Bhagvati of the Vajrayana Buddhist sect. According to local legend,
Matsyendranath, the founder of the Nath tradition, arrived in the area
with a princess from Kerala named Parimala or Premaladevi. Having
converted Premaladevi to the Nath sect, Matsyendranath renamed her
Mangaladevi. After her death, the Mangaladevi temple was consecrated
in her honour at Bolar in Mangalore.The city got its name from the
Mangaladevi temple.

One of the earliest references to the city's name was made in 715 CE by
the Pandyan King Chettian, who called the city Mangalapuram. The 14th-
century Arabian traveller Ibn Battuta referred to Mangalore as Manjarur
in his chronicles. The city is also called Mangalüru, a reference to
Mangaladevi. During the British occupation in 1799, Mangalore
(anglicised from Mangaluru), stuck as the official appellation. However,
according to historian George M. Moraes, the word "Mangalore" is the
Portuguese corruption of Mangaluru. Mangalore's diverse communities
have different names for the city in their languages. In Tulu, the primary
spoken language, the city is called Kudla, meaning junction, since the city
is situated at the confluence of the Netravati and Gurupura rivers. In
Konkani, Mangalore is referred to as Kodial. The Beary name for the city
is Maikala, meaning wood charcoal, an attribution to the early practice of
producing charcoal from wood on the banks of the Netravati river. On the
occasion of Suvarna Karnataka (GoldenKarnataka) in 2006, the

27
Government of Karnataka stated that the city would be renamed
Mangalooru, though this change in name is not implemented.

According to the Scottish physician Francis Buchanan who visited

Mangalore in 1801, Mangalore was a rich and prosperous port with
flourishing trading activity. Rice was the grand article of export, and was
exported to Muscat, Bombay, Goa and Malabar. Supari or Betel-nut was
exported to Bombay, Surat and Kutch. Pepper and Sandalwood were
exported to Bombay Turmeric was exported to Muscat, Kutch, Surat and
Bombay, along with Cassia Cinnamon, Sugar, Iron, Saltpeter, Ginger,
Choir and Timber. Hyder Ali, the de facto ruler of the Kingdom of
Mysore, conquered Mangalore in 1763; consequently bringing the city
under his administration until1767.Mangalore was ruled by the British
East India Company from 1767 to 1783 but was subsequently wrested
from their control in 1783 by Hyder Ali's son Tipu Sultan; who renamed
it Jalalabad. The Second Anglo-Mysore War ended with the Treaty of
Mangalore, signed between Tipu Sultan and the British East India
Company on 11 March 1784. After the defeat of Tipu at the Fourth
Anglo-Mysore War, the city remained in control of the British,
headquartering the Canara district under the Madras Presidency.

The city was largely peaceful during British rule, with urban and
infrastructural developments affected during the period. Mangalore
flourished in education and in industry, becoming a commercial centre
for trade. The opening of the Lutheran German Basel Mission in 1834
brought many cotton weaving and tile manufacturers to the city. When
Canara (part of the Madras Presidency until this time) was bifurcated into
North Canara and South Canara in 1860, Mangalore was transferred into
South Canara and became its headquarters. South Canara remained under
28
Madras Presidency, while north Canara was transferred to Bombay
Presidency in 1861.The enactment of the Madras Town Improvement Act
(1865) mandated the establishment of the Municipal council on 23 May
1866, which was responsible for urban planning and providing civic
amenities. Roman Catholic missions to Mangalore like the Italian Jesuit
"Mangalore Mission" of 1878 played an important role in education,
health, and social welfare. The linking of Mangalore in 1907 to the
Southem Railway, and the subsequent proliferation of motor vehicles in
India, further increased between the city and the rest of the country.

As a result of the States Reorganization Act (1956), Mangalore (part of

the Madras Presidency until this time) was incorporated into the
dominion of the newly created Mysore State (now called Karnataka).
Mangalore is a major city of Karnataka, providing the state with access to
the Arabian Sea, coastline. Mangalore experienced significant growth in
the decades 1970- 80 with the opening of New Mangalore Port on 4 May
1974 and commissioning of Mangalore Chemicals & Fertilizers Limited
on 15 March 1976. The late 20th century saw Mangalore develop as a
business, commercial information technology (IT) centre, although the
traditional red tile-roofed houses are still retained in the city.

Mangalore lies on the backwaters of the Netravati and Gurupura rivers.

These rivers effectively encircle the city, with the Gurupura flowing
around north and the Netravtǐ flowing around the south of the city. The
rivers form an estuary at the south-western region of the city and
subsequently flow into the Arabian sea. The city is often used as a staging
point for traffic along the Malabar Coast. The coastline of the city is
dotted with several beaches, such as Mukka, Panambur, Tannirbavi,

29
Suratkal, and Someshwara. Coconut trees, palm trees, and Ashoka trees
comprise the primary vegetation of the city Mangalore's economy is
cominated by the agricultural processing and port related activities. The
New Mangalore Port is India's ninth largest port, in terms of cargo
handling. It handles 75 per cent of India's coffee exports and the bulk of
its cashew nuts. During 2000-01, Mangalore generated a revenue of 33.47
crore to the state.

Many classical dance forms and folk art are practised in the city. The
Yakshagana, a night-long dance and drama performance, is held in
Mangalore, while Pilivesha (literally, tiger dance), a folk dance unique to
the city, is performed during Dasara and Krishna Janmashtami.
KaradiVesha (bear dance) is another well known dance performed during
Dasara. Paddanas (Ballad-like epics passed on through generations by
word of mouth) are sung by a community of impersonators in Tulu and
are usually accompanied by the rhythmic drum beats. The Bearys' unique
traditions are reflected in such folk songs as kolkai, moilanji pat, and
oppune pat. The EvkaristikPurshanv is an annual Catholic religious
proccssion led on the first Sunday of each New Year. The Shreemanti Bai
Memorial Government Museum in Bejai is the only museum of
Mangalore.

Most of the popular Indian festivals are celebrated in the city, the most
important being Dasara, Diwali, Christmas, Easter, Eid, and Ganesh
Chaturthi. KodialTheru, also known as MangaluruRathotsava (Mangalore
Car Festival) is a festival unique to the GoudSaraswat Brahmin
community and is celebrated at the Sri Venkatramana Temple. The
Mangalorean Catholics community's unique festivals include Monti Fest
30
(Mother Mary's feast), which cclebrates the Nativity feast and the
blessing of new harvests The Jain Milan, a committee comprising Jain
families of Mangalore organises the Jain food festival annually, while
festivals such as Mosaru Kudikc, which is part of Krishna Janmashtami
festival, is celebrated by the whole community. Aati, a festival
worshiping Kalanja, a patron spirit of the city, occurs during the
Aashaadha month of Hindu calendar. Festivals such as KaravaliUtsav and
Kudlostava are highlighted by national and state-level performances in
dance, drama and music. Bhuta Kola (spirit worship), is usually
performed by the Tuluva community at night. Nagaradhane (snake
worship) is performed in the city in praise of Naga Devatha (the serpent
king), who is said to be the protector of all snakes. An ancient ritual
associated with the 'daivasthanams' (temples) in rural areas, Hindu kori
katta a religious and spiritual cockfight, is held at the temples and also
allowed if organised as part of religious or cultural events.

Mangalorean cuisine is largely influenced by the South Indian cuisine,

withseveral cuisines being unique to the diverse communities of the city.
Coconutand curry leaves are common ingredients to most Mangalorean
Curry, as are ginger, garlic and chili. Mangalorean Fish Curry is a
popular dish in Kanara. The Tuluva community's well-known dishes
include Kori Rotti (dry rice flakes dipped in gravy), BangudePulimunchi
(silver-grey mackerels), BeejaManoli Upkari, Neerdosa (lacy rice-
crêpcs), BoothaiGasi, Kadubu, and patrode. The Konkani community's
spccialities include Daalithoy,beebeupkari (cashew based), val val, avnas
ambe sasam, Kadgi chakko, paagila podi, and chanagashi. Vegetarian
cuisine in Mangalore, also known as Udupi cuisine, is known and liked
throughout the state and region. Since Mangalore is a coastal town, fish

31
forms the staple diet of most people. Mangalorean Catholics' Sanna-
Dukra Maas (Sanna-idli fluffed with toddy or yeast, Dukra Maas-Pork),
Pork Bafat, Sorpotel and the Mutton Biryani of the Muslims are well-
known dishes. Pickles such as happala, sandige and pulimunchi are
unique to Mangalore. Shendi (toddy), country liquor prepared from
coconut liquor from coconut flower sap, is popular.

Mangalore restaurants are known for their sumptuous South Indian

delights.The restaurants of Mangalore are also known for their quality of
service and hospitality that they ofer to their guests. Moreover, these
restaurants have also been successful in maintaining a very good standard
as per the quality of food goes. The specialty of restaurants in Mangalore
is the South Indian delicacies that they serve, cspecially, the Udupi
cuisine, Kori Rotti, Kane curry or fry and Patrode. But it does not
necessarily mean that the restaurants at Mangalore only serve South
Indian cuisines. Many of the restaurants offer mouth watering
international recipes from China, Japan, Germany, Italy, etc. Moreover,
there are some vegetarian restaurants in Mangalore which have a
complete range of vegetarian dishes and lots of variety food which would
be a feast to vegetarians.

KudlaMulticuisne restaurant is situated in centre place of Mangalore

which is a famous multicuisne restaurant. The restaurant serves a large
variety of multicuisne dishes which have a authentic taste and also a best
way of service to the guest visiting the property. Restaurant operates for
lunch and dinner. Total number of pax available in the restaurant is
seventy. Rcservation proecss is acceptable in the restaurant, This
restaurant is situated in Baimata road which is at the centre of Mangalore.
32
Some of the other hotels which surrounds Kudla restaurant are Goldinch,
woodlands, liquid lounge. Kudla Multicuisne restaurant is serving
customers of Mangalore from past 15 years without changing its taste and
authentic service. The restaurant is famous for its non vegetarian dishes
which are known for its authentic taste.

Woodland is a pure vegetarian restaurant which is another famous

restaurant situated in Jyothi circle which is a centre place in Mangalore.
This hotel serves authentic and tasty vegetarian dishes from past 52 years.
There are permancnt customers visiting from past 20 yrs. Restaurant
operates for breakfast, lunch and dinner which is of 100 pax. Woodland
restaurant was started in the year 1961 by Mr. Vasudev Bhatt and Mr.
Janardhan Bhatt Woodland was just a small restaurant in the year 1980's
and by the hard work of the owners they also provide lodging facility.
Some of the hotels surrounding woodlands are Maharaja Multicuisne
restaurant, liquid lounge, Goldfinch.

33
Rodney Overton, 'How-To', 2007, Published by Atlantie Publish
company, USA, page 02.

Author has mentioned feasibility study as, when complex problems and
opportunities are to be defined, it is generally desirable to conduct a
preliminary investigation called a Feasibility Study. A Feasibility Study is
conducted to obtain an overview of the problem and to roughly assess
whether feasible solutions exists prior to committing substantial resources
to a project. During a Feasibility Study, the systems analyst usually works
with representatives from the department expected to benefit from the
solution. The Feasibility Study may produce a cost benefit report and a
project charter to be used as a guide during the analysis phase. A
Feasibility Study is the process of defining exactly what a project is and
what strategic issues need to be considered to assess its feasibility, or
likelihood of succeeding. Feasibility Studies are useful either when
starting a new business, or identifying a new opportunity for an existing
business, such as a new product, service or branch. A key factor in any
Feasibility Study must be ensuring that you are dealing with correct facts,
correct assumptions and up to date financial data.

Walker John R , 'The Restaurant', 21-Sep-2007, Published by John

Wiley and Sons, USA, page 01.

According to author opening a restaurant is a distinct challenge. It is also

a thrill that gives one the opportunity for tremendous creative expression.
Developing the menu, creating a new dish, designing the décor, attending
to your level of services or establishing an ambience these factors all
contribute to exceeding the exceptions of your guest.

34
Barbara A. Alnanza, ‘Food Service and Catering Management, 2000
Published by Kotschevar, USA, page 56

According to author though all the research and study is done before hand
for a project, it is only on the basis of the financial feasibility report that
the project would commence. All the direct and indirect expenses, income
and expenses of the project should be studied at the beginning and the
profits should be estimated to make the business a long term success. One
can estimate whether the restaurant business is feasible if the profit is
feasible, hence it is necessary to outline all the operational aspects of the
planned business and estimate their individual cost and sales volume.

Michel .M, Hospitality Management and Aecounting', 2011,

Published by Bardi, England, page 41

Author Michel .M says that one should prepare financial goals to attain
the financial objectives set up for the project which is an ongoing aspect
of the business. After the setup of the objectives, the next step would be
to draw u a plan to achieve the objectives. The plan should cover all the
operational aspects of the business which would also help in
understanding the limitations of the business. The next step would be in
stabling the strategies to achieve the objective so that strategies could be
flexible as the objectives.

John Wiley and Sons, 'Encyclopedia of Tourism', 1999, Published by

Create Space, USA, page 10

Author says that a feasibility report is not just a financial data but limited
to cash flows of the project which is generally of 5 years, as it takes a
minimum of this time for a business to establish its operating
environment. But with time he financial data prepared weakens down as
market, cconomy changes. The lender would prefer the investor to a

35
detailed report on feasibility study which is an individually or
independently prepared along with the loan application. This would help
in receiving a positive report on the study which would help the lender to
convenience to lend the finance.

Robert brown, The Food Service Managers Guide to Creative Cost

Cutting', 2006, published by Douglas, USA, page 55.

Author Robert brown says when a new business is being up the

entrepreneur wonders if it would turn profitable or not? The feasibility
study shows how the capital investment is used and how the revenues can
be generated. It is a study that would help the entrepreneur to know what
his cost are, how to spend his amount and know the figures and how to
invest them efficiently, how he will get back his moncy invested and once
the profits are obtained the operating costs should be handled in the best
manner as and should lead to in efficiency and even the spending should
be of the profits should be properly planned and utilized to the maximum
and long term profit.

Sharon L, 'Restaurant design', 2006, Published by Row house, USA,

page 62.

Author Sharon L. says it is very important for a entrepreneur to sit down

and thoroughly explore your immediate and long term profit, so that there
is good chance for the business to go for a success. One can have sample
project on report on the financial analysis and then sit down makes plan,
do some research work, hire a consultant for food service management.
Feasibility study could be on some calculations to start up the business
with the help of competitors, as they would be providing the basic
information for startin the business which will include projects income.

36
Edward Robert Brown, Bankable business plans for entreprencurial
venture', 2006, Published by Row house, Paris, page 122.

In the book Bankable business plans for entrepreneurial venture

published by Row house publishing-2006 author Edward Robert Brown
states that the entrepreneur should see that whether he is personally and
financially feasible to begin a project, that is where is the time, money
and skills to build a successful project. The entrepreneur should make a
list of all his requirements along with its cost and should place it at proper
cabinet as these would the important dctails of the project is about to
begin and so he can refer whenever required, can add or detect the
necessary requirements.

Edward A, 'Start your own catering business', 1983, Published by

AVI Publications, Cuba, page 16.

According to the author Edward A developing a business plan is the most

important part regardless of its size. One need to analyze the potential of
furistic project examines its strength and weakness of business plan. The
financial planning of the business should be based on the created business
plans and should be done considering all the changes that would occur in
the near future in the market and effects the business. The monthly
income and expenses should be forecasted of the food business to
estimate your potential profits. All the figures are based on your plans to
develop the business and the study you have undertaken for your project.
It is best suggested to start the business on small scale than on larger note,
to gain experienced and knowledge to grow the business and expand to
new horizons.

37
Paul Morrison, ‘Cost Management for profitable food and beverage
operations', 1998, Published by Brian Morrison ocean, Mexico, page
98

Author Paul Morrison says opportunities in profitable investment

busincss the restaurant business are more but the risk factors in the
business is a particular. Hence one should enter into the business
preparing the business plan and financial plan based on the business plan
and ing certain that the new venture would be a success as a small fortune
is invested in the business.

John Walker, 'Restaurant', 2007, Published by Business and

economics, USA, page 32

Author John Walker says that every step of restaurant evolution is very
important. Financing for the project is very important at the initial stages
to establish and run the business. Financial planning is only one aspect of
success or failure of the restaurant. The amount of capital required, how
much to keep in reserve for the first few months of operation, from where
the capital will be obtained and how much it will cost to borrow the
money are all a critical issues. It is also advised to lease any of the
necessitics requirements as it would be helpful if there is minimal capital
to start up the business and it is make proper lease agreement for all the
leased properties.

Sharon L, 'Opening a restaurant or other food business starter kit',

2005, Published by Atlantic, Russia, page 02.

Author Sharon L. says that a financial feasibility help us to analyze our

goal and property understand how much money would be required to
achive goal of opening a restaurant, whether the business would be able

38
to pay for itself and also anticipate the financial future of the business.
Financial feasibility also helps to weigh the benefits of cost of borrowing
or investing. It is said that one should know all the problems while being
the investing. It is said that one should know all the problems while
beginning the new business so that he can have solutions to the problems
and will be able to handle the competitive problems later in the business.
One should also keep investment in regard with employing good
employees, keeping them satisfied, customers to notice the difference in
your establishment.

Sharon L, 'Opening a restaurant or other food business starter kit,

2005, Published by Atlantic, USA, page 02.

In this book Entreprencurship and business innovation published by

Ocean- 1998 author Jilfred D. Margate states that the financial analysis
should include the underlying the assumptions and the logic governing
the projections. It should thoroughly include all the financing and funding
sources and uses. When the proper or exact financial spreadsheet is being
prepared, provide footnotes explaining the assumptions behind the major
lines of the items.

Lobbison .L.. Loyn, So you want to open a restaurant', 2001,

Published by Ocean, Paris, page 263.

Author say that 90 percentage of fall within a year of opening, Which

begs the question: Why the business in the first placo? The truth is this
oft-repcat figure is way too high. Though scant scientific data on the
national failure rate of restaurant exists, one much- publicized study
recently conducted by The Ohio University suggest that the failure rate is
really closer to 26% in the first year and nearly 60 % after three not quite

39
as bad as 90, Restaurant that survive are generally considered to be doing
quite well if they net an annual profit of 5 percentage

Peter Rainsford, "Restaurant planning guide', 1992, Published by

jere.i.claims, Spain, page 60.

Author states that knowing exacly the business does and how it operates
enables the effective plan for profit. This means the entrepreneur must be
able to clearly identify the goals of your business at the beginning of your
planning. Once the goals are clear, then one can start figuring out ways to
make a profit. As the business progress, the question of how to make
profit must be continuously asked and answered. Focus is the aim. The
tighter the focus, the less time and money we will waste. The financial or
capital requirements of the entire project should be estimated in advance.
The monthly income and expenses should be forecasted of the food
business to estimate your potential profits. The sources of financing
should al considered such as personal investment, share or stockholders.
If in any case there are no enough funds for the business, then the
establishment can apply for loan with lowest interest rates.

Peter Rainsford, 'Restaurant planning guide', 1992, Published by

jere.i.claims, Spain, page 68

According to author Peter Rainsford the financial data establish budgets

that include money for marketing. The amount you budget for advertising
depends on what you are trying to accomplish for your restaurant. A start
up restaurant since the markets need to be informed that you are in
business where you are located, and when you are open, and what
products or services you provide. A very rough guide to marketing
expenditures can be gained by looking at trade figures, but keep in mind

40
that the average percentage of gross sales is based on a wide range of
restaurants with different markets, different positions within those
markets, and at different stages in their life cycles. A restaurant milking a
eash cow will spend less than a restaurant aggressively seeking a share of
a new market.

Peter Rainsford, 'Restaurant planning guide', 1992, Published by

jere.i.claims, Spain, page 89.

Author states that a 12 month plan for successfully starting a restaurant.

The all new edition of The Restaurant Start up Guide focuses on what to
do and when to do it advice for preparing to open à restaurant. This
preliminary planner is an indispensable resource for anyone who is
thinking of opening a restaurant. Complete with resources, timelines,
sample financials, facilitics checklists, and more, there would be
restaurateur can be up and running in 12 months.

Sharon L Fullen Opening a restaurant or other food business starter

kit', 1992, Published by Author House, USA, page 51.

Author states that Restaurants are one of the most frequently started small
businesses, yet have one of the highest failure rates. Survivors need a
powerful strategic advantage: a sound business plan and feasibility study
prion to opening. A new study from The Ohio State University has found
the restaurant industry failure rate between 1996 and 1999 to be between
57-61 percent over three years. Don't be a statistic on the wrong side, plan
now for success with this new book & CD Rom package. A business plan
precisely defines your business, identifies your goals, and serves as your
firm's resume. The basic components include a current and pro forma
balance sheet, an income statement, and a cash flow analysis. It helps you
allocate resources properly, handle unforesen complications, and make

41
good business properly, handle unforeseen complications, and decisions.
Because it provides speciic and organized information about your
company and how you will repay borrowed money, a good business plan
is a crucial part of any loan application.

Mr. Jacquelyn Lynn, 'Start your own Restaurant and More', 2006,
Published by Xlibris, Franee, page 85.

Author states, Americans spend nearly $600 billion a year eating out. As
consumers are dining out or taking prepared food home with increased
frequency, food-service operations are skyrocketing. There's plenty of
room for more food businesses, but for a successful startup you need
more than just good recipes. You also need to know about planning,
capitalization, inventory control, and payroll management. Here's
everything you need to consider when starting your own restaurant,
pizzeria, coffeehouse, delicatessen, bakery, or catering business.
Interviews with successful catery owners show how others have made
their food business dreams come true.

Mr. Howard Cannon, ‘Complete idiot's Guide to Starting a

Restaurant 2002, Published by Amazon publishers, USA, page 15.

Mr. Howard Cannon states that, in this revised edition, aspiring

restaurateurs will find everything they need to know to open a successful
restaurant, including choosing a concept and location, creating a business
plan, finding the cash, and much more. New content includes information
on tips, tip-outs and reporting for the entire staff, choosing the best POS
system, setting up a bar and managing the wine list, and making the
bottom line look Goor longterm. Restaurants are a high-risk venture, but
starting a bar or restaurant is still one of the most popular new business
ventures. Overall industry sales are projected to hit $476 billion for 2005,

42
a 4.9% increase. The industry employs a workforce of 12.2 million in
more than 900,000 restaurants nationwide.

Mr. Roger Fields, 'Restaurant Success by the Numbers', 2005,

Published by united publishers, Greece, page 98.

Mr. Roger Fields states that Ninety percent of all restaurants fail, and
those that succeedhappened upon that mysterious X factor, right Wrong!
A man of many hats-money-guy, restaurant owner, and restaurant
consultant-Roger. Fields shows how a restaurant can survive its first year,
based on far more than luck, and keep diners coming back for many years
to come. Featuring real-lifc restaurant start-up stories (including some of
the authors own), this comprehensive how to walks readers through the
logistics of opening a restaurant: creating the concept, choosing a
location, designing the menu, establishing ambiance, hiring staff and
most important turning a profit. Opening a restaurant isnt easy, but this
realistie dreamer guide helps set the table for lasting success.

Mr. Lorri Mealey, 'How to Open and Run a Successful Restaurant',

1998, Published by international publishers, USA, page 111.

Author states that How to Open and Run a successful restaurant is written
more as a memoir, and less as a functional how-to guide. Author
Christopher Egelton-Thomas writes from the point of view of someone
who spent many years in the restaurant trenches. Unfortunately, he brings
too much of his own experiences and storics into the book. Much of the
advice in this book for would-be restaurant owners is aimed at restaurants
in large cities, rather than those in less urban areas. And what works for a
restaurant in New York City might not be appropriate for a restaurant
located in rural Ghio, lowa or Montana.

43
Mr. Lorri Mealey, 'Running a Restaurant for Dummies', 1998, Pbby
Aizeon Publishers, USA, page 01.

Author Mr. Lorri Meaiey states that if you are thinking of opening a
restaurant or just want some ideas of how to improve your business then
Running a restaurant for Dummies is the perfect jumping off point. The
casual tone makes this book enjoyable to read, unike many other
"business books. However if it is just a general reference. You will need
to do more research, especially for financing, before opening own
restaurant. Running dummy restaurant or food outlet is to set up a small
food outlet to check whether the food prepared moves fast or in a slow
manner. This can be done to avoid heavy loss.

Mr. Lorn Mealey, The Eveiytlaing Guide to Starting and Running a

Catering Business', 2009, Published by Apex Journal, USA, page 52.

Author states that The Everything Guide to Catering is aimed at those

individuals looking to start a catering business, not a restaurant, But much
of the advice that author Joyce Weinberg gives easily translates into the
business of restaurant catering. I have about a decade of catering under
my belt, from weddings to business luncheons and I still picked up a lot
of useful information's in The Everything Guide to catering that I can use
in my own restaurant outcome guide.

Paul Morrison, ‘Management for profitable food and beverage

operations', 2010, Published by Baraban, Spain, page 72.

Author Paul Morrison says that opportunities in profitable investment

business in the restaurant business are more but risk factors in the
business so particular. Hence one should only enter into the business plan

44
and certain that the new venture would be a success as a small fortune is
invested in business. Some of the small waste to make the plans the
success are planning for profits, quality assurance programme, and make
sales happen, focus on common goals, measure against competition
control cost of the business.

Joseph.S, 'Suecessful Restaurant Design', 2010, Published by

Baraban, Paris, page 16.

Author Joseph.S states an integrated approach to restaurant design,

incorporating front- and back-of-the-house opcrations Restaurant design
plays a critical role in attracting and retaining customers. At the same
time, design must facilitate food preparation and service. Successful
restaurant design shows how to incorporate your understanding of the
restaurants front and back of the house operations into a design that meets
the needs of restaurant owners, staff, clientel. Moreover it shows how an
understanding of a restaurant concept, market and menu enables you to
create a design that not only facilitates seamless operation but also
enhances the dining expericnce.

Ahemed Ismail, 'Hotel sales and Operation', 0I/July/1998, Published

by Delmar, India, page 86.

Author offers a real world approach to hotel sales and operations. It goes
beyond the theoretical information found in most other text books and
offer real world case studies that reinforce the theory. In addition, it
includes background information on hotels information's and marketing
to better prepare students to master the art of hotel sales. It introduces the
concept of the sales triangle (room sales, catering sales) and illustrates the
importance of each to the overall sales success of the hotel. This book

45
outlines the imporiarnt information and strategies student need to succeed
in the hotel sales and operation.

Mr. Peter Rains, Restaurant planning guide', 2010, Published by

Global publishing, USA, page 286.

Author Mr. Peter Rains states a 12 month plan for successfully starting a
restaurant. The all new edition of the restaurant start up guide focuses on
what to do and when to do it advise for preparing to open up a restaurant.
This preliminary planner is an indispensable resource for anyone who is
thinking of opening a restaurant. Complete with resources, timelines,
sample financials, facilities checklist and more.

Mr. Costas Kastsingris, ‘Food Lovers Companion, 2010, Published

by Haper Collins, Denmark, page 26.

Author Mr. Costas Kastsingris says that the compendium of all things
food related is perfect when you sit down to write your restaurant menu.
Not only dose it offer definitions of every type of food imaginable, it
gives plenty of culinary terms ideal for incorporating into special or
pretix menu. Any restaurant to be built should go under feasibility study
so that the nature of restaurant that should be set up and type of food to be
served will be known from the study

Bahrain Society of Engineers defines feasibility study as, A feasibility

study is needed before starting a new project, developing a new product
or service, establishing a new business, or upgrading and modifying
existing businesses. The feasibility study is needed to analyze and
evaluate of a proposed project to determine if it is technically feasible, if
it is feasible within the estimated cost, and if it will be profitable.

Source: source.-http://en.wikipedia.org/wiki/Bahrain Society

46
Indigenous study: Sustainable Development and Management,
Heather Zeppel, CABI, 2006.

A feasibility study looks at the viability of an idea with an emphasis on

identifying potential problems and attempts to answer one main question
will the idea work and should you proceed with it? Before you begin
writing our business plan you need to identify how, where, and to whom
you intend to sell a service or product. You also need to assess your
competition figure out how much money you need to start your business
and keep it running until it is established. Feasibility studies address
things like where and how the business will operate. They provide in-
depth details about the business to determinc if and how it can succeed,
and serve as a valuable tool for developing a winning business plan. The
infomation you gather and present in your feasibility study will help you:

 List in detail all the things you need to make the business work;
 Identify logistical and other business-related problems and
solutions
 Develop marketing strategies to convince a bank or investor that
your business is worth considering as an investment; and
 Serve as a solid foundation for developing your business plan.

Even if you have a great business idea you still have to find a cost-
effective way to market and sell your products and services. This is
especially important for store-front retail businesses where location could
make or break your business. For example, most commercial space leases
place restrictions on businesses that can have a dramatic impact on
income. A lease may limit business hours/days, parking spaces, restrict
the product or service you can offer, and in some cases, even limit the
number of customers a business can reccive each day.

47
Source:-about.com/od/businessplans/a/feasibilitystud.htm

The Encyclopacdia of feasibility study: David Bruce Weaver,

CABI,01- Jan-2001

Most organizations, businesses, developers and charities make the

mistake of steam rolling into a project without a sound feasibility study.
The importance of one cannot be underestimated. Even if you have a
great idea you still have to find a cost-effective way to market and sell
your products and services. This is especially important for store-front
retail businesses where location could make or break your business.
Ensure that the objectives of the project match the economic development
needs of the local area and are compatible with the wider county and
regional economic development plans and strategies. This is important to
ensure success in funding bids and to ensure that your idea fits into the
wider master pian for the area. Not sure if your energy efficiency project
is financially or logistically possible?

This analysis process can help your business determine the feasibility of
implementing specific energy efficiency projects in your facility. Key
points of the Feasibility Study include:

 Cash incentives will cover up to 50% of the study cost (capped at

 $10,000 or 25% of the estimated annual energy savings identified
in study)
 Pre-approval required; must meet custom project eligibility criteria
 Up to 6 months to complete the study
 External labor must be used

Source:-http://www.feasibilitystudiescompany.com/importance.php

48
Marketing Building Services: Jerry Yudelson, Routledge, 26-Jul-
2012.

The importance of a feasibility study has been debated within many

companies for years. What has come out of the debate is there are those
that think they know what the public wants and those that actually check
to make sure their assumption is true. By conducting a proper feasibiliy
stud,the target audience can be clearly identified along with their
purchasing power process will determine the conomic prowlness of a
proposal business. This is an important part of a business case that should
be done after a business idca is created but before it is technically
developed and long before the production of any product is started. In
essence, a feasibility study is to determine the viability of a business
venture in a specific area or sector of business. This is the process that
will identify any possible problems that might occur between the
acceptance of the product with the consumer and how profitable the
business venture might be. One of the biggest advantages of a feasibility
study is the validation of a prospective timeline. When moving into a
formal project planning phase, a project manager can use data generated
by the study to help set milestones and deadlines. A quality feasibility
study examines the timetable suggested by project sponsors for potential
delays or breakdowns. When project managers use a study as the basis for
making timeline decisions, they run the least risk of being overruled by
anxious stakeholders.

Source:一http://wiki.answers.com/Q/Why_is_feasibility_study_

49
Important Feasibility study confliets, Michael David Robinson, Mike
Robinson, Priscilla Boniface, CABI Pub., 1999

A feasibility study is probably the most important part of a business plan.

The Study determines if a business has a possibility for success by
considering the market environment, operational requirements and the
financial projections. The assessments should completely review the the
working and start-up processes of the business. According to the College
of Business at Florida State University, a feasibility study should be no
longer than five pages and take no longer than 12 to 16 hours to
completc. Write up to a page on what your business is about. This is the
preliminary study to determine if a feasibility study is even necessary. If
the business sounds plausible however this information will serve as an
outline for the more in-depth addressed in the remainder of the study.

Assess the market environment that your business will be entering in one
to two pages. Make a list of the probable customers for your business
according to such aspects as age, gender, class and/or household size.
Then consider the populations of customers in those categories near the
intended location of your business. Make another list of the major
competitors for your business-direct and indirect-and consider how, why,
or if customers will choose you busincss instead. Also mention whether
the overall market in your area is expanding, consistent or intermittent.
Consider the challenges that face the market as a whole and how you will
overcomc them. Other considerations can include how you and your
competitors will be reaching your intended customers. Consider what will
be required for your business to become operational in about two pages.
Make a list of the equipment and materials you will need, along with
suppliers for those items. Determine how long it will take to become fully
operational. Consider the infrastructure of employment and the various

50
educational requirements of employees for your business. Compare that
to the infrastructure of your competitors. Consider the costs for
equipment and other start-up costs, including location preparation.

Access the financial capital required for becoming operational and how
you intend to cover or repay the start-up costs and remain operational in
about a page. Consider how your business will make money and how
much you are projected to make in the first three, six and nine months,
along with the first,second and fifth years of business. Take into
consideration all the aforementioned assessments. Also consider the
initial demand for your business and how you could increase demand.
Consider the costs for advertising your new business immediately and
long-term. If the study finds that your business is not feasible, try to
determine the cause and consider potential changes that could improve
feasibility

If your business does not prove feasible however, remember that a

successful idea is often preceded by many failures. If the study finds your
business to be feasible and you are presenting the study or entire business
plan to another party, it is important to utilize visual aspects such as
charts, graphs and tables to condense and clarify information.

Source: http://www.chow.com/write-feasibility-studybusiness.html

Feasibility study and Livelihoods: Capacity Building For Local

Authorities, A.K. Bhattacharya, Concept Publishing, 01-Jan-2005

A feasibility study examines the practicability of a proposal, business

venture or idea. The principal function of this is to determine if the
project will continue or not. In business, feasibility studies work in a
number of reasons. The feasibility report will look at how a certain
proposal can work in a long term basis or endure financial risks that may

51
come. It is also helpful in recognizing potential cash flow. Another
important purpose is that it helps planners focus on the project and
narrow down the possibilities. Accordingly, a feasibility study can
provide reasons not to pursue the said project on proposal. When it comes
to the operational aspect, the analysis determines whether the plan has the
necessary resources for it to be practicable. Truman Mox will also help
you figure out whether or not the people will support the subsequent
product or service.

Fcasibility studies aim to objectively and rationally uncover the strength

and weaknesses of an existing business or proposed venture,
opportunities and threats present in the environment, the resources
required to carry through, and ultimately the prospects for success. In its
simplest terms, the two criteria to judge feasibility are cost rcquired and
value to be attained. A well-designed feasibility study should provide a
historical background of the business or project, a description of the
product or service, accounting statements, details of the operations and
management, marketing rescarch and policies, financia data, legal
requirements and tax obligations. Generally, feasibility studies precede
technical development and project implcmentation. A feasibility study
evaluates the project's potential for success; therefore, perceived
objectivity is an important factor in the credibility of the study for
potential investors and lending institutions. It must therefore be
conducted with an objective, unbiased approach to provide information
upon which decisions can be based.

Additionally, you can have knowledge on the trends because a feasibility

study looks at the present-day market and studies the anticipated growth
of your target business sector. Feasibility studies are prevalent in all
business industries. Whether Hotel, Hospitality, Restaurant, Real Estate,

52
Medical Office or Industrial. Getting a head start on a Feasibility study
from Truman Mox will ensure you save time and money on the project.
Truman Mox has been providing accurate and precise feasibility studies
for numerous industries. Find out more on how we can assist you obtain
the necessary study to ensure your project starts off on the right foot.

Source:-http://www.truman mox.com/feasibility-study-is-important-
for any-business

Case Studies in restaurant success, Ralf Buckley, CABI, 01-Jan-2003

An analysis of the ability to complete a project successfully, taking into

account legal, economic, technological, scheduling and other factors.
Rathen than just diving into a project and hoping for the best, a feasibility
study allows project managers to investigate the possible negative and
positive outcomes of a project before investing too much time and
money. For example, if a private school wanted to expand its campus to
alleviate overcrowding, it could conduct a feasibility study to determine
whether to follow through. This study might look at where additions
would be built, how much the expansion would cost, how the cxpansion
would disrupt the school year, how students' parents feel about the
proposed expansion, how students feel about the proposed expansion,
what local laws might affect the expansion, and so on.

This section describes how to determine if there is sufficient demand

from the chosen target market to support the proposed development, the
factors to consider when selecting a site, how to evaluate the competition
and how to assess the financial feasibility of the proposed undertaking,
This information is needed for project planning and and can be used to
sccure construction or mortgage financing. Project feasibility analysis is a
multi-step exercise. As the analysis progresses, the developer or sponsor

53
will gradually acquire more information that will help determine whether
or not to proceed further. The following four activities may be performed
sequentially, although more often than not, they are done simultaneously
market analysis, site selection and analysis, competitive market analysis
and financial feasibility analysis.

Feasibility studies aim to objectively and rationally uncover the strengths

and weaknesses of the existing business or proposed venture,
opportunities and threats as presented by the environment, the resources
required to carry through, and ultimately the prospects for success. :
Economic analysis is the most frequently used method for evaluating the
effectiveness of a new system. At this level, the concern is whether the
proposal is both technically and legally feasible (assuming moderate
cost). We Determines wheiher the proposcd system conflicts with legal
requirements, e.g. a data processing system must comply with the local
Data Protection Acts. In case of a new project,financial viability can be
judged on the following parameters total estimated cost of the project.
Projected cash flow and profitability. Existing investment by the
promoter in any other business. Financing of the project in terms of its
capital structure, debt equity ratio and promoter's share of total cost.

Source: http://www.cmhc-schl.gc.ca/en/bude/hoolca/hoolca_vol.cfm

Restaurant beginer, Andrew Holden, Routledge, 06-Dec-2007

A pre-feasibility study may be conducted first to help sort out relevant

alternatives. Before proceeding with a full-blown feasibility study, you
may want to do some pre-feasibility analysis of your own. If you find out
in the early planning stages that the proposed business idea is not
feasible, it will save you time and money. However, if the findings lead
you to proceed with the feasibility study, your work may have resolved

54
some basic issues. A consultant may help you with the pre-fcasibility
study, but you should be involved. This is an opportunity for you to
understand the issues of business development. A feasibility study is not a
business plan. The separate roles of the feasibility study and the business
plan are frequently misunderstood. The feasibility study provides an
investigating function. It addresses the question of "Is this a viable
business venture?" The business plan provides a planning function. The
business plan outlines the actions needed to take the proposal from '"idea"
to "reality.

The feasibility study outlines and analyzes several aiternatives or methots

of achieving business suecess. So the feasibility study helps to fnaow the
scope of the project to identity the best business model. The business plan
deals with only one alternative or model. The feasibility study helps to
narrow the scope of the project to identity and define the ideal scenario or
two or three alternatives. The consultant conducting the fensibility study
may work with the group to identify the "best" altenative for their
situation. This become the basis for the business plan.

The feasibility study is conducted before the business plan A business

plan is prepared only after the business venture has been deemed to be
feasible. If a proposed business venture is considered to be foasible, then
a business plan is constructed that provides a “roadmap" of how the
business will bo created and developed.

The business plan provides the "blueprint" for project implementation. If

the venture is deemed not to be feasible, efforts may be made to correct
its deficiencies, other alternatives may be explored, or the idea is
dropped. The conclusions of the feasibility study should outline in depth
the various alternatives examined and the implications and strengths and

55
weaknesses of each. Don't expect one alternative to ”jump off the page"
as being thc best one. Feasibility studies do not suddenly become positive
or negative. As you accumulate information and investigate alternatives,
neither a positive nor negative outcome may emerge. The decision of
whether to proceed often is not clear cut. Major stumbling blocks may
emerge that negate the project. Sometimes these weaknesses can be
overcome. The study will help you assess the tradeoff between the risks
and rewards of moving forward with the business project.

Source: http://tourismplanningprofessionals.com/?page_id=60

Business feasibility study, Phillip G. Davidoff, 19/02/1998.

Under this category of service we conduct a study to analysis and

determine whether your business necd can be fulfilled by using a
proposed solution. The result of our operational feasibility Study will
clearly outline that the solution proposed for your business is
operationally workable and conveniently solves your problems under
consideration after the proposal is implemented. This is sometimes
referred to as ‘Feasibility Evaluations’. We would precisely describe how
the system will interact with the systems and persons around. Our
feasibility report would provide results of interest to all stakeholders. We
evaluate your business situation and consider various technical options
and issues to make sure that a bug free, secure and efficient services is
proposed. We examine all eventualities to make an agile solution with
your present and future needs in mind. We make a strive to keep you
ahead of your competition and adopt a proactive approach to apprise you
of upcoming technical challenges. The most important aspect of our study
objectives is to make sure that there are no production barriers and there
are minimum external dependence in the proposed solution. Our experts

56
carry out economic analysis for evaluating the effectiveness of a proposed
solution against the existing solution and all other available options,
giving due consideration to limitations and constraints of our clients. In
other words we provide a snapshot of cost/benefits analysis. Our process
determines the immediate and projected benefits and savings that are
expected from a proposed system and compare them with the immediate
and the projected costs. Obviously the benefits must outweigh the costs to
make it a viable solution, which makes a business sense.

A feasibility study is an important step in business development.

Information File C5-65, what is a Feasibility Study will help you
understanding the concept of a feasibility analysis and what it means for
business development. Information File C5-64, When to Do and How to
Use a Feasibility Study provides you with a framework and the decision
points needed for using a feasibility analysis in business development.
The outline below can be used to help you through the feasibility study
process. However, not all feasibility studies are alike. The elements to
include in a feasibility study vary according to the type of business
venture analyzed and the kind of market opportunities identified. Below
is a listing of typical factors to include. However, this may not be a
complete listing of the factors that should be considered in your specific
situation. The success of a feasibility study is based on the careful
identification and assessment of all of the important issues for business
success. Depending on the business project, additional items may also be
important. Remember, the basic premise of a feasibility study is to
determine the potential for success of a proposed business venture.

Source: http://www.primemethods.com/services

57
Hospitality and Tourism Management, Petter M. Berge, Sondre B.
Eliassen , Nova Science Pub Incorporated, 01-Jul-2010

A feasibility study's main goal is to assess the economic viability of the

proposed business. The feasibility study needs to answer the question:
"Does the idea make economic sense?" The study should provide a
thorough analysis of the business opportunity, including a look at all the
possible roadblocks that may stand in the way of the cooperative's
success. The outcome of the feasibility study will indicate whether or not
to proceed with the proposed venture. If the results of the fensibility study
are positive, then the cooperative can proceed to develop a business plan.

If the results show that the project is not a sound business idea, then the
project should not be pursued. Although it is difficult to accept a
feasibility study that shows these results, it is much better to find this out
sooner rather than later, when more time and moncy would have been
invested and lost. It is tempting to overlook the need for a feasibility
study. Often, the steering committee may face resistance ftom potential
members on the need to do a feasibility study. Many people will feel that
they know the proposed venture is a good idea, so why carry out a costly
study just to prove what they already know? The feasibility study is
important because it forces the NGC to put its ideas on paper and to
assess whether or not those ideas are realistic. It also forces the NGC to
begin formally evaluating which steps to take next.

The NGC's organizers will typically hire a consultant to conduct the

feasibility study. Because the consultant is independent of the
cooperative, he or she is in a better position to provide an objective
analysis of the proposed venture. The consultant should have a good
understanding of the industry as well as the new generation cooperative

58
model of business. He or she should have previous experience in directly
related work. To get an estimate of the costs of a feasibility study, prepare
a rough outline of the work needed to be done. Contact several
consultants and provide them with a copy of this rough draft to see what
sort of estimates they give. When the time comes to hire a consultant,
prepare a formal request for proposals that outlines the information that is
needed and send this to several consultants. It might be tempting to
choose the lowest-cost consultant or a personal acquaintance of one of the
NGC's organizers, but always remember that quality work is the most
important factor when choosing a consultant. Make sure that the
consultant can provide an independent assessment of the business
opportunity. For instance, hiring an engineering firm or an equipment
manufacturer to conduct market analysis may lead to biased results in
favor of proceeding with the venture. Engineering firms and equipment
manufacturers may have an incentive to show positive results so they can
obtain contracts. Engineering firms and equipment manufacturers are
needed in order to provide information about cquipment requirements and
costs, but an independent consultant should conduct the overall feasibility
study.

Source:-http://www.umanitoba.ca/afs/agric /feasibility.html

Feasibility study Policy and Planning, David A. Fennell, Ross

Kingstorn Dowling, CABI, 2003

A feasibility study is a formalized, written approach to evaluating your

idea and can help you identify:

 if your idea is viable or not

 useful facts and figures to aid decision-making

59
  alternative approaches and solutions to putting your idea into
practice

There are many reasons why new community ventures fail, but lack of
planning and research is the main one. As you plan, your knowledge of
your market, customers and the environment in which you will work will
grow. You'll also find out obstacles to your idea as well as solutions to
deal with them! This proccss considers all areas of your idea and ensures
you have something concrete on paper. Commissioning a feasibility study
may seem pointless if you are confident that your idea is a sound one, but
a decision made without thorough research can be costly. A feasibility
study reduces the risk of making poor decisions and increases your
success. It gives you an objective and independent view of your idea
potential and enables you to make informed decisions about how it could
be launched. To get an estimate of the costs of a feasibility study, prepare
a rough outline of the work needed to be done.

Feasibility Studies are appropriate when there is strong evidence to justify

a larger study, and where the nature and structure of the study is known,
but where critical practical information is needed to make the potential
study clearly fundable. For example, a feasibility study might be useful to
generate a robust estimate of the potential effect size, the variation
between groups, a sustainable recruitment rate, or the real world
incidence rate of a condition. The goal is not to determine whether the
main study will'work' but whether it is feasible to undertake the study in
the first place. The fund does not support small stand-alone studies, pilot
studies or the general development of a research area. The HRC's
investment framework includes four Research Investment Streams, each
described in an Investment Signal. Applicants must specify which
Investment Signal their application responds to. The HRC is unable to

60
advise applicants on which investment stream they should select for their
proposal.

A feasibility study is used to determine the probable success of a new

business. There are three objectives that should be met by the feasibility
study in order for the study to be of value. The first is to learn more about
your prospective client's needs. Once the needs of the client are
determined, the second objective is to clearly define the product or
service that you wish to offer these clients. In other words, find a need
and fill it. The third objective is to determine how much revenue this
product or service will generate. Revenue and expense information is
then incorporated in a cash flow projection, which gives you a measure of
the feasibility of the venture

Source:-http://www.mainesbdc.org/bus.docs/feas.htm

Mark Speller's Advaness in restaurant buisness, Atlantie Publishing

Company, 01-Jan-2003

A good Feasibility Study helps to objectively decide whether to proceed

with a proposed project. A Feasibility Study should have broad
considerations when considering whether to undertake a new project. It
should consider things such as technological limitations, the marketplace,
your marketing strategy, staffing requirements, schedule and financial
projections. Our free Feasibility Study template helps you to get started
quickly with your own feasibility study. Effective feasibility studies can
do more than just help exccutives choose which projects to green light.
Managers involved in a feasibility study can actually use much of the
same data to shape the project planning process. Four main advantages to
feasibility studies can generate crucial insight for approved projects.
Feasibility studies always analyze whether a real demand exists for a

61
product or a service. This holds true for internal projects as well as for
potential consumer offerings. For example, a project manager tasked with
launching a customer relationship management system can examine the
real demand for specific features, based on feedback from customers and
from staff. The resulting data can shape the priority list which impacts
both the budget and timeline. This way, project managers can avoid
spending resources on features or projects with low impact and low
demand among end users. Another of the advantages of feasibility studies
is the opportunity to catalog the current resources available for a project
and to estimate the need for additional resources. Feasibility studies that
recommend against projects often cite a lack of human resources or
financial capital. This kind of result gives a project manager the
opportunity to reset expectations based on real budgets and headcount.
Even for products and services with measurable demand, companies must
examine their ability to spread the word about a new offering. During the
evaluation process, project managers learn whether the market is already
over saturated with stronger competitors. Company leaders can also
discover any potential legal roadblocks involving trademarks, patents, or
other intellectual property rights.

Source: http://www.projectmanagementdocs.com

Restaurant and feasibility study: Concepts and Issues, Richard

Sharpley, David J. Telfer, Channel View Publications, 2002

A feasibility study's main goal is to assess the economic viability of the

proposed business. The feasibility study needs to answer the question:
"Does the idea make cconomic sense?" The study should provide a
thorough analysis of the business opportunity, including a look at all the
possible roadblocks that may stand in the way of the cooperative's

62
success. The outcome of the feasibility study will indicate whether or not
to proceed with the proposed venture. If the results of the feasibility study
are positive, then the cooperative can proceed to develop a business plan.
If the results show that the project is not a sound business idea, then the
project should not be pursued. Although it is difficult to accept a
feasibility study that shows these results, it is much better to find this out
sooner rather than later, when more time and money would have been
invested and lost.

It is tempting to overlook the need for a feasibility study. Often, the

steering committee may face resistance from potential members on the
need to do a feasibility study. Many people will feel that they know the
proposed venture is a good idea, so why carry out a costly study just to
prove what they already know? The feasibility study is important because
it forces the NGC to put its ideas on paper and to assess whether or not
those ideas are realistic. It also forces the NGC to begin formally
evaluating which steps to take next. The NGC's organizers will typically
hire a consultant to conduct the feasibility study. Because the consultant
is independent of the cooperative, he or she is in a better position to
provide an objective analysis of the proposed venture. The consultant
should have a good understanding of the industry as well as the new
generation cooperative model of business. He or she should have
previous experience in directly related work. To get an estimate of the
costs of a feasibility study, prepare a rough outline of the work needed to
be done. Contact several consultants and provide them with a copy of this
rough draft to see what sort of estimates they give. When the time comes
to hire a consultant, prepare a formal request for proposals that outlines
the information that is needed and send this to several consultants.

63
It might be tempting to choose the lowest-cost consultant or a personal
acquaintance of one of the NGC's organizers, but always remember that
quality work is the most important factor when choosing a consultant.
Make sure that the consultant can providc an independent assessment of
the business opportunity. For instance, hiring an engineering firm or an
equipment manufacturer to conduct market analysis may lead to biased
results in favor of proceeding with the venture. Engineering firms and
equipment manufacturers may have an incentive to show positive results
so they can obtain contracts with the cooperative once it chooses to start
up operations. Engineering firms and equipment manufacturers are
needed in order to provide information about equipment requirements and
costs, but an independent consultant should conduct the overall feasibility
study. A detailed analysis of a proposal with respect to its anticipated
cost, potential problems, and possible outcomes in order to determine if
the proposal should be implemented. A feasibility study reduces the risk
of making poor decisions and increases your suecess. It gives you an
objective and independent view of your idea potential and enables you to
make informed decisions about how it could be launched. To get an
estimate of the costs of a feasibility study, prepare a rough outline of the
work needed to be done. A feasibility study for a small business might
include: an assessment of the market; an estimate of fixed costs, variable
costs, revenues, and breakeven; identification of potential problems; and
an evaluation of the firm's management quality.

Source: http://www.umanitoba.ca/afs/agric /MRAC/feasibility.html

64
The Discovery of successful restaurant buisness, Larry Dwyer,
Emerald Group Publishing, 2011

Let the Denver Metro SBDC at Johnson & Wales University conduct a
feasibility study for you! A team of students enrolled in a small business
consulting class at Johnson &Wales University will research your
business idea and provide you with a feasibility report. Under the
direction of a faculty member, the students will work with entreprencurs
to assist them with:

 Concept development
 Operational tasks
 Market research
 Customer demographics
 Initial financial planning

The students will meet with the client, evaluate the business, apply
available resources, and develop a score of work (including timelines for
accountability). The students will require access to proprietary personal
and company information such as operational procedures, patents or
intellectual properties, financial reports, tax reports, markcting strategies,
etc. All information will be confidential and securc. The outcome will be
a completed feasibility study, including a written report and oral
presentation. The project value of a mineral property is a function of the
knowledge gained about a mineral resource/ property and the potential to
economically extract the mineral resource. Projects typically increase in
value as the knowledge about a mineral property increases as a result of
increased confidence. The greatest increase in the value of a mineral
property, subject to the granting of mining licences and permits,is from

65
the discovery to the Feasibility Study stage if the project is determined to
be cconomically viable.

With this offering, Deloitte can compile or assist with the compilation of

Feasibility Studies:

 Preliminary Economic Assessments: Deloitte can undertake a high

level due diligence of the potential of the mineral property.
 Pre-Feasibility Studies: Deloitte can provide a comprehensive
assessment of the most viable option for the mineral property.
 Feasibility Studies: Deloitte can produce a fully compliant study to
bankable standards.

Source: -http://www.denversbdc.org/programs/feasibility

Feasibility study: A Modern Synthesis, Stephen Page, Joanne

Connell,Cengage Learning EMEA, 2006

A fundraising feasibility study is a tool used by organizations to

determine if their proposed capital fundraising campaign has those
ingredients and a good chance of success. The feasibility study should
identify how much money a organization can reasonably raise, how long
it should take to do it, and what costs would be involved in managing the
campaign. A good study will also identify potential leaders and donors,
strengths and weaknesses of the campaign, and include recommendations
on how the campaign should be conducted. Increasingly fundraisers are
suggesting that organizations think of and title their feasibility study as a
capital campaign planning study since it will ultimately contribute to the
strategy for marshalling the funding an volunteer resources needed to
complete the capital campaign. Is a Feasibility/Planning Study a Good
Investment? Feasibility/planning study can be time-consuming, costly

66
and will make significant demands on staff and budget. However
launching a campaign without one is like flying without a compass. A
well-conducted study increases the chances for a successful campaign
and will almost always result in more money being raised. Most
established fundraising boards believe that conducting a capital campaign
feasibility/planning study is a wise investment. While not foolproof, they
are solid indicators of whether the campaign can achieve its goal. Based
on experience with a variety of capital campaigns by park support groups,
the results indicate a far higher success rate for campaigns vetted before
their launch with a solid feasibility/planning study than those launched
without one. Because of the need for objectivity and confidentiality, the
feasibility study is best conducted by a consultant or consulting team,
who will prepare in sequence the internal analysis, external analysis and
the final report. The best time to conduct a study is after the preliminary
campaign and appropriate goal has been framed but before your
organization asks the Board for final approval. This way, goals,
objectives and the timetable can be adjusted if needed. Depending on the
level and complexity of a prospective capital campaign, a feasibility
study will cost between $15,000 and $ 50,000 and up and take 3 to 6
months or more to complete. One consultant suggested that a $4 million
capital campaign should have 40 interviews at a cost of $25,000 $32,000.
In his article, "Capital Campaigns: Constructing a Successful fundraising
Drive", National Center for Nomprofit Boards, (2001), Edward
Schumacher cited that feasibility/planning studies cost between $35,000
and $50,000 depending on the size of the sample interview. Another cost
variable is the geographical spread of the interviewees. A capital
fundraising campaign is a serious endeavor for an organization. It
requires a major commitment of an organization's precious resources and
time. The upfront cost for a feasibility/planning study should be viewed

67
as an investment that saves money and potential embarrassment and helps
guide the use of precious funds to conduct the campaign for optimum
results.

Source:-http://www.nps.gov/partnerships/fundraisingfeas. Study.htm

68
The researcher chooses a topic under the title of feasibility study of fish
restaurant in managalore for his study. Together information’s though
question to meet the major objectives.
Objectives are made based on the information required to understand the
field work to understand the area learn about the area and to make a
proper comment on the field. there are five objectives are made for this
project , for this study , each objectives are having five question in order
to understand the reality of the area under that particular objective . After
the field study the researcher understand the area of the particular field
based on the question and answer .
The researcher is going to explain one by one of the objectives based on
the questions and answer for analysation .After the analysation the
researcher can make his findings and based on the finding the suggestion
can be done. to complete the process the researcher is going forward in
this chapter.
Objectives are given below

To study about the ways to open a new fish restaurant in Mangalore. The
researcher planning to ask questions based on the guests and restaurant,
their comfort, their time period to come to resturant,purpose of visit etc..
This project would make the people aware of the open a new fish
restaurant in Managalore, as a good opening a restaurant in all over the
India.

To study about the Facibility study of opening a new restaurant in

managalore.This will provide about the facilities in Mangalore so that it
be useful for the guest to make sure for needed arrangements and be
aware.

69
To study about the Facibility study of opening a new restaurant in
managalore .This will be helpful for preplanning making a new
restaurant.
To study about the hotels in Managlore.This information will provide
the guest choice of stay,their budget,and also will satisfy their needs
and expectations.This objective is made to understand the guest
disadvantages,and also will help to guide them better with new ideas and
what is their preference.

The researcher’s first objective is “To study about the food culture in
Mangalore” to meet the need and gather information, the researcher
made five question.

The first objective first question is about the food culture of Mangalore.

TABLE 3.1.1 Showing the food culture of Mangalore.

Cummunity Total %

Brahmins 0%

Mapala 15%

Bunt 20%

Christian 15%

Jain 0%

G.S.B 50%

 The researcher recorded on table percentage flow of guest food

culture of Mangalore.

70
Graph 3.1.1 Showing the food culture in Mangalore.

Brahmins
0%
0%
Mapala
15%

G.S.B Bunt
50% 20%

Christan
15%

Jain
0%

The researcher found that, the G.S.B 50 percentage of guest flow food
culture in Mangalore.

71
The first objective , second question is that common taste of different
food culture.

TABLE 3.1.2 Showing the percentage of guest is the common taste of

different food culture.
TST Spice Sweet Bitter Other

Cumm-
Unity
Brahmins 5% 5%
Community

Christan 5% 5%
Community

Mapala 20%
Community

Jain Community 5% 5%

Bunt 20%

Community

G.S.B 20%
Community

Total 75% 15% 0% 10%

The researcher recorded on table, the common taste of different food

culture.Most of the guests prefers to have spice foods.

72
Graph 3.1.2 Showing common taste of different food culture.

Column2

10%
0%

15%
Spice
Sweet
Bitter
Other

75%

The researcher found that, most of the guests prefer to have spice foods.

73
The first objective, third question is about the profitablety of culturel
foods.

TABLE 3.1.3 Showing the profitablety of culturel foods.

Culture food Persentage %

Yes 100%

No 0%

The researcher recorded on table,is that the culturel food is 100%

profitable.

74
Graph 3.1.3 Showing the profitablety of culturel food.

Percentage
Percentage

No 0%

Yes 100%

0% 20% 40% 60% 80% 100% 120%

The researcher found that, the cultural food is profitable majority.

75
The first objective, fourth question is about the Mangaloreian culture,
most fish prefered cummunity.

TABLE 3.1.4 Showing the Mangaloreian culture, most fish prefered

cummunity.

Cummunitys Percentage %

Brahmins Cummunity 0%

Mapala Cummunity 0%

Christan Cummunity 20%

Jain Cummunity 0%

Bunt Cummunity 40%

G.S.B Cummunity 40%

The researcher recorded on table, the Mangaloreian culture, most fish

prefered community is 40% of bunt and G.S.B and 20% of christans.

76
Graph 3.1.4 Showing the purpose of guest visting Hampi.

percentage

0% 0%

20%
0%
40% Brahmins
Mapala
Christan
Jain
40% Bunt
G.S.B

The researcher found that, the Mangaloreian culture, most fish prefered
community is 40% of bunt and G.S.B and 20% of christans.

77
The first objective , fifth question is the Mangaloreian fish food is famous
in all over world or in India.

TABLE 3.1.5 Showing the the Mangaloreian fish food is famous in all
over world or in India..
Fish food Percentage %

India 80%

World 20%

The researcher recorded on tableage is the Mangaloreian fish food is

famous in all over world or in India.And most of the people says in India.

78
Graph 3.1.5 Showing percentage of age group visiting Hampi

Famous
india world

20%

80%

The researcher found that, mangalorian food is famous in India.

79
The researcher’s second objective is “ To study about the proper
location to open a Restaurant in Mangalore ” to meet the need and
gather information, the researcher made five question.

The second objective, The first question is about the palce to open a new
fish restaurant.

TABLE 3.2.1 Showing the palce to open a new fish restaurant.

Place Persentage %

Institute area 0%
Beach area 25%
Industrial area 25%

Highway area 25%

Other 25%

The researcher recorded on table, the palce to open a new fish restaurant.
And its says without institute area all places are good.

80
Graph 3.2.1 Showing the palce to open a new fish restaurant.

places
Institute area
0%

other
25% beach area
25%

highway sides Industrial area

25% 25%

The researcher found that, the palce to open a new fish restaurant. And its
says without institute area all places are good.

81
The second objective ,The second question is the restaurant should rent
space or buy?

TABLE 3.2.2 Showing the restaurant should be rent space or buy?.

Place Persentage %

Rent Space 0%

Buy 100%

The researcher recorded on table , the restaurant should rent space or

buy? And it seems most of them prefere to buy a place.

82
Graph 3.2.2 Showing the restaurant should rent space or buy?

Column1

0%

Rent Space
Buy

100%

The researcher found that, the restaurant should rent space or buy? And it
seems most of them prefere to buy a place.

83
The second objective, The Third question is the convenience of a
restaurant.

TABLE 3.2.3 Showing the convenience of a restaurant.

Convenience of Percentage
restaurant
Selling food that is in 25%
location
Distance from your 25%

Total %
100 %
location to the
restaurant
Ordering online or take 0%
away
Free delivery 50%

The researcher recorded on table, the convenience of a restaurant and

guest is give most important to free delivery.

84
Graph 3.2.3 Showing the convenience of a restaurant.

Percentage

Selling food that is in your

25%
location
50% Distance from your location
to the restaurant
25% Ordering online or take away

Free delivery

0%

The researcher found that, the convenience of a restaurant and guest is

give most important to free delivery.

85
The second objective ,The fourth question is the architectural style of the
restaurant.

TABLE 3.2.4 Showing the architectural style of the restaurant.

Architectural style Percentage %

Modern 50%

Romantic 0%

Traditional 50%

Baroque 0%

The researcher recorded on table, the architectural style of the restaurant.

The guest is interested in modern and traditional architectural.

86
Graph 3.2.4 Showing the architectural style of the restaurant.

Architecture

0%

50% 50% Modern

Romantic
Traditional
Baroque

0%

The researcher found that , the architectural style of the restaurant.

The guest is interested in modern and traditional architectural

87
The second objective , the extra entertainment expect in the restaurant.

TABLE 3.2.5 Showing the extra entertainment expect in the restaurant.

Entretaiments Jazz & Live Classical Drinking Total %

Lounge soft Bar
Music

Persentage 0% 80% 0% 20% 1000%

The researcher recorded on table, the extra entertainment expect in the

restaurant, guest preferred live instrumental music.

88
Graph 3.2.5 Showing the extra entertainment expect in the restaurant.

Intertaiment
Jazz & Lounge
0%

Drinking Bar
20%
Classical
0%

Live soft Music

80%

The researcher found that , the extra entertainment expect in the

restaurant, guest preferred live instrumental music.

89
The researcher’s Third objective is “To study about the customers who
visit in the Restaurant” to meet the need and gather information, the
researcher made five question

The Third objective, The first question is the age group of customers
visit the restaurant.

TABLE 3.3.1 Showing the major tourist attraction

Age group Persentage%

Below 18 0%

18-28 20%

28-38 60%

38-48 20%

49 Above 0%

The researcher recorded on table, the age group of customers visit the
restaurant.And found that the gust most visit the restaurant in the age of
28-38.

90
Graph 3.3.1 Showing the age group of customers visit the restaurant.

Age Group

0%
20% 20% Below 18
18-28
28-38
38-48
49 Above

60%

The researcher founded that , the gust most visit the restaurant in the age
of 28-38.

91
The Third objective, The Second question is the type of people who visit
the restaurant most.

TABLE 3.3.2 Showing the type of people who visit the restaurant most

Most viviters Students Labour Tourist Local

Residents

Persentage 0% 0% 20% 80%

The researcher recorded on table is the type of people who visit the
restaurant most.

92
Graph 3.3.2 Showing the type of people who visit the restaurant most.

Type of Guest
Students Tourists Labours Local Residents

20%

80%

The researcher found that , the local residents people visit the Restaurant
mostly.

93
Third objective third question is the customers who come, which religion
most.

TABLE 3.3.3 Showing the customers who come, which religion most.

Religious Persentage

Christans 33.33%

Hindus 33.33%

Muslims 33.33%

Other 0%

The researcher recorded on table, the customers who come, which

religion most.

94
Graph 3.3.3 Showing the customers who come, which religion most.

Religious

35.00%

30.00%

25.00%

20.00%
persentage
15.00%

10.00%

5.00%

0.00%
Christians Hindus Muslimes Other

The researcher found that , the chirstians,Hindus,Muslimes are come at

the Restuarent equealy.

95
Third objective the Fourth question is the time period of guest visit in
restaurant.

TABLE 3.3.4 Showing the time period of guest visit in restaurant.

s.no Time Persentage

1 Breakfast 0%

2 Lunch 20%

3 Dinner 80%

4 Short Eats 0%

The researcher recorded on table, the time period of guest visit in

restaurant.the dinner is most preferred one.

96
Graph 3.3.4 Showing the time period of guest visit in restaurant.

Time
Short Berakfast
Eats 0%
0%

Lunch
20%

Dinner
80%

The researcher found that , the time period of guest visit in restaurant.
The dinner is most preferred one.

97
The third objective, the Fifth question is the cuisines customer mostly
likes.

TABLE 3.3.5 Showing the cuisines customer mostly likes.

cuisines Persentage

Indian 0%

Oriental 0%

Continental 0%

Multi-cuisine 100%

The researcher recorded on table, is the cuisines customer mostly

likes.And 100% preferred Multi-cuisine.

98
Graph 3.3.5 Showing is the cuisines customer mostly likes.

percentage
Indian Oriental Continental Muliti-cuisine

0%
0%

100%

The researcher found that , the cuisines customer mostly likes.And 100%
preferred Multi-cuisine.

99
Fourth objective is “To study about existing menu of the
Restaurants”.To know more we need and gather information, the
researcher made five question.

The first question is the moving fish items in the menu.

TABLE 3.4.1 Showing the moving fish items in the menu.

Fish Item percentage

Crab curry(Aidi) 10%

Prawn Dry Curry(Cigadi) 10%

Lady fish with onion(Khane) 70%

Shell-fish dry curry(Maevai) 10%

The researcher recorded on table, the moving fish items in the menu.And
Laddy fish eith onion is the most moving item in the menu.

100
Graph 3.4.1 Showing the moving fish items in the menu.

Fish Dishes

peawn dry curry

shellfish crab curry 10%
dry 10%
curry
10%

lady fish with

onion
70%

The researcher found that ,the moving fish items in the menu is Laddy
fish with onion and it is the most moving item in the menu.

101
Fourth objective, The Second question is the sales of the fish item which
is not moving.

TABLE 3.4.2 Showing the sales of the fish item which is not moving.

For increase the sale Percentage

Special discount 0%

Merchandising 0%

Up selling 0%

Innovations 100%

The researcher recorded on table, the sales of the fish item which is not
moving.And innovation is the applicable format to move.

102
Graph 3.4.2 Showing the sales of the fish item which is not moving.

100%
90%
80%
70%
60%
50%
40% persentage
30%
20%
10%
0%

The researcher found that , to slove that problem innovations is the

applicable format.

103
Fourth objective ,The third question is the customer is interest in new or
regular food.

TABLE 3.4.3 Showing the customer is interest in new or regular food.

Intersted Persentage

New food 50%

Regular food 50%

The researcher recorded on table, the customer is interest in new or

regular food.And it seems guest are interested in both.

104
Graph 3.4.3 Showing the customer is interest in new or regular food.

Percentage

Regular food New food

50% 50%

The researcher found that , the customers are interest in both of them.

105
Fourth objective ,The fouth question is the percentage of dishes which is
profitable.

TABLE 3.4.4 Showing the percentage of dishes which is profitable.

Profitable Percentage

Slow Moving 0%

Fast Moving 100%

The researcher recorded on table the percentage of dishes which is

profitable.And knows that fast moving is the profitable one.

106
Graph 3.4.4 Showing the percentage of dishes which is profitable.

Profitable
Slow Moving
0%

Fast Moving
100%

The researcher found that , the dishes which is profitable is Fast Moving
one.

107
Fourth objective, The fifth question is the customer is interested in local
fish taste or international.

TABLE 3.4.5 Showing the customer is interested in local fish taste or

international.

Taste Persentage

Local 100%

International 0%

The researcher recorded on table, the customer is interested in local fish

taste or international. And the guest preferred local food taste.

108
Graph 3.4.5 Showing the customer is interested in local fish taste or
international.

Percentage
International
0%

Local
100%

The researcher found that , the customers interested is in local fish taste.

109
The researcher’s fifth objective is “To study about the marketing
strategies of the restaurants”, the researcher made five question

Fifth objective ,The first question is about restaurant interior affects the
marketing.

TABLE 3.5.1 Showing restaurant interior affects the marketing.

Interior Percentage

Yes 100%

No 0%

The researcher recorded on table, restaurant interior affects the

marketing.Ant the research says that the interior will effect the restaurant.

110
Graph 3.5.1 Showing restaurant interior affects the marketing..

Percentage
No
0%

Yes
100%

The researcher found that , the research says that the interior will effect
the restaurant.

111
Fifth objective The second question is the optimum place for opening a
new restaurant.

TABLE 3.5.2 Showing the optimum place for opening a new restaurant.

Optimum place percentage

City 100%

Village 0%

Highways 0%

Other 0%

The researcher recorded on table, the optimum place for opening a new
restaurant.Ant it is a city place.

112
Graph 3.5.2 Showing the optimum place for opening a new restaurant.

Series 1

100%

90%

80%

70%

60%

50% Series 1

40%

30%

20%

10%

0%
City Village Highways Other

The researcher found that the optimum place for opening a new restaurant
is city.

113
Fifth objective The Third question is the profitability of opening a new
restaurant.

TABLE 3.5.3 Showing the profitability of opening a new restaurant.

Profitability Yes NO

persentage 100% 0%

The researcher recorded on table, the profitability of opening a new

restaurant.And most of them says that it is profitable.

114
Graph 3.5.3 Showing the profitability of opening a new restaurant.

persentage

No

persentage

Yes

0% 20% 40% 60% 80% 100%

The researcher found that yes there is profitability to open a new

restaurant.

115
Fifth objective ,The fourth question is the channel of marketing.

TABLE 3.5.4 Showing the channel of marketing.

channel Television News Poster Internet

Pepper

Percentage 33.33% 33.33% 0% 33.33%

The researcher recorded on table, The channel of marketing .In that

without poster the hotels prefer most.

116
Graph 3.5.4 Showing the channel of marketing.

channel

Internet Television
33% 34%

Poster
0%
News Pepper
33%

The researcher recorded on table, the channel of marketing is done by

internet television and news pepper.

117
Fifth objective The fifth question is the strategies to attract the customer

TABLE 3.5.5 Showing the strategies to attract the customer.

Strategies Persentage

Yes 100%

No 0%

The researcher recorded on table, the strategies to attract the

customer.And it seems the strategies will 100% attract the customers.

118
Graph 3.5.5 Showing the strategies to attract the customer.

persentage

100%
90%
80%
70%
60%
50%
persentage
40%
30%
20%
10%
0%

YES
NO

The researcher found that in the strategies will 100% attract the customer

119
Under this chapter, the researcher list out the findings one by one after
analyzing the data which is recorded at the time of field study Then the
recorded information's are carefully analyzed in chapter there the findings
are us follows,

 The researcher find out 50% of G.S.B community and 15% of

mapala community and christen community, 20% of bunt
community are the food culture in Mangalore.
 The researcher find out that in common food taste of managalore
75% having spice food and 15% are having sweet and some are
having other food tastes.
 The researcher find out that in Managalore cultural food is 100%
profitable.
 The researcher find out 40% of Bunt community and G.S.B
community have fish food mostly and 20% of christans also
having.
 The researcher find out Managalorian fish food is 80% famous in
india and 20% famous in all over the world.
 The researcher find out that best place to setup a fish restaurant is

25% of beach area,highway area,industrial area and other places.

 The researcher find out that to open a restaurant 100% we should

buy a place.
 The researcher find out when considering the convenience of a
restaurant 50% of free delivery and 25% of selling food that is in
your location and distance from your location to the restaurant.
 The researcher find out architectural style of a restaurant should be
50% of modern and 50% traditional.

120
 The researcher find out the extra enteraiments in a restaurant
should be 80% of live soft music(instrument) and 20% of drinking
bar.
 The researcher find out the age group visit the restaurant is 60% of
28-38 and 20% of 18-28 and 38-48 age group.
 The researcher find out 80% of local residents and 20% of tourist
will visit the restaurant regularly.
 The researcher find out in religious base, Christans, Hindus,
Muslims are 33.33% of peoples are coming to the restaurant.
 The researcher find out 80% of guest are coming to the restaurant
to have the dinner and 20% of guest for having lunch.
 The researcher find out 100% the guest mostly prefer Multi-cuisine
food to have.
 The researcher find out the fastest moving fish item in the menu is
lady fish with onion(khane)70% and 10% of crab curry,prawn dry
curry,shell-fish dry curry.
 The researcher find out to increase the sale of fish item 100% we
should do the innovations.
 The researcher find out the guest are interested in 50% of new food
items and 50% of regular foods.
 The researcher find out 100% of fast moving fish items is
profitable.
 The researcher find out 100% of guest are interested in local food
taste.
 The researcher find out 100% the restaurant interior willeffect the
marketing.
 The researcher find out that the optimum place for opening a new
restaurant is 100% in city.

121
 The researcher find out there is 100% profitability to open a new
restaurant.
 The researcher find out the channel of marketing a restaurant is
33.33% of television, news pepper and internet.
 The researcher find out that there are 100% of strategies use to
attract the customers.

122
In this chapter, the researcher makes suitable suggestion for the findings
which are discussed in the fourth chapter. The researcher’s suggestions
are as follows,

 Researcher suggests the food preparation of the upcoming

restaurant should be suitable for the age group of people between
26-35 and 36-46 as there is more flow of above mentioned age
group of people in both the restaurants.
 Researcher suggests the ambiences of the property should be wide
so that the upcoming property can occupy a large number of crowd
when having lunch as 100 customers in Kudla Restaurant and 300
customers in Village Restaurant.
 Researcher suggests that the upcoming property should provide the
best food and service with best ambiences so that there is more
number of repeated customers as customers flow in both the
restaurant.
 Researcher suggests that labour class and students should be
targeted so that they visit in more number when compared to other
property without disturbing the percentage of tourists and local
residence visiting. If needed for standard purpose the restaurant can
be divided into different categories by fixing price.
 Researcher suggests that for dinner the quantity of nonveg dishes
should be more as people prefer nonveg more than vegetarian
dishes. There should be a wide ambience so that restaurant can fit
maximum number of customers.
 Researcher suggests that the addition or deduction of dishes in the
menu should be done by observing the sale of dishes and according
to that the poor selling dishes must be removed and new dishes
must be introduced.

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 Researcher suggests that more number of new dishes should be
introduced so that all the dishes will move faster and thus the
percentage of profit increases.
 Researcher suggests to control the budgeting of food items as these
food items are required to be concluded in menu and those which
are not essential should be replaced by new dish
 Researcher suggests to increase the percentage of changes done to
the menu during festive or special occasion in upcoming restaurant
because there is a good response to small changes done to the
menu in both the restaurants
 Researcher suggests giving complimentary food to guest by
maintaining equilibrium in menu pricing. There should be no loss
or minimal loss occurred after giving complimentary food.
 Staff depends on the ambience of upcoming restaurant, as there is a
need of wide area in upcoming restaurant to fill in large crowd
researcher suggests there is a necessity of more number of staff
when compared to new restaurant.
 Educated staff again depends on the standards of the restaurant. As
the upcoming restaurant is for all class people researcher suggests
there is a requirement of educated staff in the restaurant.
 Researcher suggests the number of staff members segregated for
differenttasks in upcoming restaurant can only be said after the
staff members are appointed into the property
 Researcher suggest working hours in upcoming property should be
eight hours as average general working hours in both the property
is 8 hours.

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 As there is high staff turnover rate in both the restaurants
researched suggests to give more benefits to staff members in the
upcoming property so that staff turnover rate reduces
 Researcher suggests average base for changing dishes in menu
should be considered same as it is considered in old properties
 Researcher suggests introducing more and new dishes during
weekends in the upcoming property as there would be a better sales
if different dishes are provided during weekends.
 As there is a good response for innovative dishes in both the
restaurants, the percentage of innovative dishes should be increased
in the upcoming property
 The average of dishes provided in both the restaurants are 70, thus
researcher suggests to keep 70-80 dishes in the menu of upcoming
restaurant.
 Marketing is a main tool to increase the sales in upcoming
restaurant, thus researcher suggests to use Television, News paper,
Posters and Internets as a channel of marketing.
 As discount, variety, special service and offers are provided in both
the restaurants researcher suggest to continue these strategies to
attract customers in upcoming restaurant.
 As 26-35 age group of customers are targeted by both the
restaurant in more percentage, researcher suggests to target the
same age group of customers giving equal importance to other age
group of customers.
 After marketing there was a huge sales in both the restaurants thus
researcher suggests to market about the new restaurant in a
effective way to make restaurant a great success.

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 Researcher suggest only to do upselling in the upcoming property
as a internal marketing because other internal marketing strategies
like lucky draw etc.. may increase sales for short period of time
and will be a problem for a long run.
 Researcher suggests to do increments in menu prices if there is
only a serious need like during recession period, when raw material
price bounces, because frequent increments leads to loss
 Researcher suggests not to consider competitors price while fixing
the price of a menu in the upcoming restaurant. Menu price should
be fixed on the ambience, quality and standards provided.
 Researcher suggests, pricings and regulations should be changed
according to government new norms as changed by both the
restaurants. searcher suggests the average base for fixing a dish
price in the upcoming restaurant should be profitability and making
cost.

126
After undergoing the study on title "Feasibility study of fish restaurant in
Mangalore with reference to two restaurants” researcher got information
of present two restaurants operating in the locality where the new
property is coming up. All the information collected from two properties
is very helpful to prepare a good menu, functional and operational
structure, ambience and standards in the upcoming property. Information
collected from two existing properties will help to understand the type of
customers and customers flow into the restaurant so that upcoming
restaurant can set up the ambience. Research also provides us the
information regarding menu, i.e., changes done to the menu during festive
and special occasion, addition and deduction in the menu, percentage of
slow moving and fast moving dishes by which the upcoming restaurant
can set a menu which is suitable to customers visiting.

Research about existing restaurant provides information about the present

employees working in the properties by which the staffing requirement
can be done in upcoming property. The main advantage is to know about
themarketing strategies used by the present restaurants to attract
customers. Finally the information's collected from two restaurants
provide a rough idea of running a restaurant, and all the required
equipments to run new property in a smooth way. By undergoing
feasibility study, loss in future can be avoided by reducing high coatings.
Feasibility study provides basic ideas to operate a property.

Thus by undergoing a feasibility study on restaurants, helped the

researcher to know about the basic needs required to setup a restaurant.
This study helps to run a new property in a proper manner and without
loss.

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