Feasibility report

Italian Pizza Hut

Prepared by:

Muhammad Tanveer

Reg#: 54813

Submitted to:

Mr. Zia-ur-Rehman
 I n t r o d u c t i o n

“The pleasures of the table belong to all times and all ages, to every country and
ever day, they go hand in hand with all other pleasures, outset them and remain
to console us for their loss.”

Restaurant business is one of the oldest known to man and to a large extent is still
an art and will remain so in future. System and practices make the job of managing a hotel or
restaurant much similar, but the human element is difficult to systemize. The field of restaurant
business is interdisciplinary. It draws up economics, psychology, management, food technology,
architecture and marketing clustered together. It is a business of hospitality.

Brief Description Of Proposed Project

In this project we are introducing a Fast Food Restaurant in saeed abad KHI
` Project : Fast Food Restaurant
` Name : Italian Pizza Hut
` Project Site : Saeed Abad Karachi
` Total Area : 1 Canal
` Operating Time : 12:00AM – 12:00PM
(Weekdays)
12:00AM – 1: 00PM
(Sundays)
30 days a month,
12 months a year
` Project Capacity : 150 People at a time
` Main Utilities : Original Recipe Deep Fried Chicken,
Italian Special Pizza, Zinger Burger,
Fillet Burger,
Soft drinks (produced by Pepsi),
` End Project : Opening a number of more restaurants after success of
project.

O p e r a t i o n S t r a t e g y

The operation strategy of our restaurant will be designed around the concepts of five
senses. From our description research of the industry we found out that restaurant business is one of those
rare services which touch all the five senses of human being.
The food will cater to the sense of taste, music to the sense of sound, aroma of dishes to
sense of smell, decor to the sense of sight and clean crockery, cutlery and environment in general to the
sense of touch. Taking care of all five senses our customers would be the core of our strategy.
Structure of Management:

Our business is a partnership which includes 6 partners investing capital. Once it is decided that we are
getting into business the question arises that what is uncountable list of occupations the point is what kind
of business to be done. The answer to this question may be found while considering following factors:

Government Policy:

The factor of government policy plays a major role in the success of any business. Before
deciding to get into the business. One must also keep in mind the advantages and disadvantages of any
business for the country. Earning money by keeping the interest of the country at stake should not be even
thought of. The business must be chosen considering its benefit to the country, in the shape of taxes,
revenues and over coming unemployment.

Number of Consumers:

This factor is also of vital importance. This business only flourishes when the demand of
that product or number of consumers is more. Thus, while choosing any business we must see the field
which provides maximum number of consumers, so that the invested capital is not blocked or wasted.

Demand Of The Product:

Demand of the product by the user is also a key feature before choosing any
business. If the chosen business in competition with others then one should not forget that profit is
divided. However, by producing quality product, this factor could be dealt with properly and in our favor.
One could fetch more business if demand of the product increases.

General Trend Of The Area:

One cannot do any business if it is started at a place where the trend of the people
is not favorable. Therefore, before choosing the trend of people must be created for it. Hasty decisions
should be avoided. See to the fact, that business place is located where one could fetch the consumers. So
the trend of consumer is also important before selecting the business.

Budget Of Partners:

Before getting into business, the spirit should be high, but always keeping in
mind that it should be planed within the available budget. It is an art to get maximum benefits by
spending minimum resources. However, the element of risk and luck always becomes the major cause of
success of business. Therefore, always plan business by keeping budget in mind.
Budget of Consumers:

The purchasing power and the real income of the consumer should be kept in mind before
choosing business.
By giving thorough study and elaborate discussions on above-mentioned factors, we now
have to choose business out of unlimited jobs one could get into. After loads of thinking and vast study,
we all partners concluded that the business of opening an outlet of an International Franchise Restaurant
could be the best for us. So we all decided to open a restaurant where the full range of eatables of
international standard are provided on competitive rates. Since the occupants of the area, which is
selected for this restaurant, have a lot of trend for hostelling, therefore, we sincerely hope and pray that
this business would meet the required success.

The Scope Of The Project

The outlets of Italian Pizza Hut all over the world and in Pakistan in cities like Karachi
are meeting with unlimited success day-by-day, resulting in expansion all over the world. Since people
have to eat, therefore, the business in eatables will not fail if properly looked after by a team of dedicated
lot. In Karachi, there are number of hotels and restaurants, cheap and expensive, but all these places are
always filled with people of different class. We have felt that if conducted properly, this project could
bring us luck.
We have also carried out surveys and have found that almost 60% of the occupants have
a trend of eating out with families and friends. Moreover, this business also benefits the government
policies of unemployment – also does not hinder the government polices. A lot of revenue is paid to the
government in shape of excise duty and sales tax.
As we have selected one of the best spots in Karachi therefore, we are sure that we will
be able to compete with other restaurants in surrounding areas. We are young, energetic and honest. We
want to stand on our feet; we want to bright in our future with respect and dignity. With our honest
efforts, we are positive that this project will be able to meet the success.
We strongly believe that if success has to be met, then we will have to put in our best and
honest efforts to provide our food to the entire satisfaction of consumers. We believe that we can make a
difference; we will demonstrate personal pride and commitment in everything we do. We have a passion
for making things better and we have a positive outlook. We know working as team always gets the best
results. We will by the grace of God work with all our zeal and enthusiasm.
By considering all above-mentioned factors of our project, it is quite evident that
we will compete in the market. The scope of our project is good and the results will be prolific. The
location of business spot is already been mentioned which appears to be the best in Karachi. We intend
covering our clients from all part of the city mainly from Mahajar Camp area.
 M a r k e t S u r v e y

The market survey was carried out with express intention of its being factual and
maximum possible care has been exerted to use the best sources of information.
There are many ways through which market survey can be conducted and the most
popular method available entails about 80% of the facts considered and 20% of necromancy and
judgment. It would be true to say that the luck of statistical data would make the study useless.
There are different ways through which market survey can be conducted. It is only right,
therefore to describe the various ways of the market research, there are eight different types of market
research.
These are:

In order to conduct our market survey we aimed at:

ason “why” survey.

To conduct a proper and a good survey, we divided the city in to closes i.e. Upper Class and
Middle Class.
Upper Class:
It includes the elite class of the city. It includes people living in main city. The people
living in these are mostly rich and can afford to have a good and expensive food.
Middle Class:
It includes most people living in these areas belong to middle class.
The survey report results are as follows:
In order to provide our customers with pleasant atmosphere and good quality of food, we
need different types of machinery and equipment.
 T e c h n i c a l A n a l y s i s

Types of Machinery

The different machines, which we need, are:

Cooking Range:

For cooking purpose, we need specially designed cooking range, which is systematically
for cooking and baking at different requirement temperatures.

Deep Freezers:

We need deep freezers to fulfill the requirements of our customers.

In this section total expenses for our Italian Pizza Hut are given. From this survey of markets, we have
estimated the least price with good quality.

Air Conditioners:

We also want to provide good and pleasant atmosphere so that people can enjoy food,
therefore, we require 5 split units of air conditioners.

Separate Stoves:

We also require a separate stove with eight terminals to cook different foods in large quantity.

Deep Frier:

Deep frier is a basic necessary of fast food. It is needed for frying French fries, chicken,
etc. French fries are liked by almost everyone, so we need a deep frier.
Cost of these pieces of equipment and total expenditure on it is given in Financial
Analysis.
 F i n a n c i a l A n a l y s i s

In these section total expenses for our Italian Pizza Hut from this survey of market we
have estimated the least price with good quality.
Ownership Of Business:
Our business is on partnership basis and we have six partners, each one investing his/her
own capital, which is near about Rs. 1000,000 as franchise will cost us Rs. 200,000,00.
Fixed Cost:
Following are the costs, which will incur only once.
Commercialization Cost Of Land:
As we are constructing restaurant in a residential area, so we go it commercialized at Rs.
8 lac /canal.
Total estimated commercialization cost of 2 canal
= Rs 1,600,000

Land:
The total land is 1 canls and the cost of land is in that area is Rs. 180,000 per Marla. So
the total land cost is Rs. 7,200,000.
Construction:
The basic aim to open a Italian Pizza hut is to given an ideal eating place with pleasant
atmosphere. So we will construct our restaurant in a way that it would catch the attention of our
customers.
Specifications:
Foundation
P.C.C. (1:4:8) in base.
Super Structure
B.B. in cement Mortar (1:5)
Walls
1 foot 1.5 inches thick, coated with hot bitumen, 2 coat and 2 sheets of
polyethene to all external walls.
Floors
Marble floors with 4 inches marble skirting.
Roof
R.C.C. roof slab (1:2:4) as per design.
Internal Finish
Cement mortar (1:2) ceilings;
Cement mortar (1:4) walls.
Internal & External Paint
Emulsion paints weather shield of off-white colour.
Wash Room:
Marble tiles for floors and glazed titles for walls.
Opening
Whole front will be of glass and wire gauze windows on the inside.

Schedule of the Area

Total area = 10800 squares feet
= 20 marlas
Total covered area = 4000 square feet
= 18.6 marlas
Estimated cost
 of construction = Rs. 800/sq. foot

Total estimated cost

of construction = 29.6 x 270 x 800
= Rs. 6393600
The total cost includes cost of construction of building, glass & lighting.
Total sitting capacity = 150 persons

Air-conditioning Unit:
Five air-conditioner units will be installed to keep our customers safe from the blazing
heat of Shikarpur and give them a cool and relaxing atmosphere.
Cost of 1 air-conditioning unit = Rs. 26000
Cost of 5 air-conditioning units = Rs. 130,0000
Furniture:
We will place high quality furniture to match the standard of our restaurant.
Tables:
Several tables are required for proper sitting arrangements.
Total 30 tables will be placed.
Cost of 1 table = Rs. 2000
Cost of 30 tables = Rs. 60,000
Chairs:
To make our customers comfortable, relaxed and easy, we will buy specially
designed chairs. Total 150 chairs will be used.
Cost of 1 chair = Rs. 800
Cost of 150 chairs (150x800) = Rs. 120000
Interior Decoration:
We have decided to decorate our restaurant with beautiful scenery.
Cost of one moving scenery = Rs. 15,000
Cost of 4 moving scenery = Rs. 60,000
Deep Frier:
As French fries are the ever favorite of all people of all ages, so deep
frier will be bought.
Cost of 1 deep frier = Rs. 2500
Cost of 5 deep frier (2500 x 5 ) = Rs.12500
Cooking Range:
We have decided to use a specially designed cooking range provided by KFC for
convenient and easy cooking.
Cost of 1 cooking range = Rs. 100,000
Fresh Pepsi Maker:
Cost of 2 Fresh Pepsi Makers = Rs. 40,000
Stove:
A special stove with eight terminals will be installed.
Cost of one stove = Rs. 10,000
Cost of each (unit)
Number of Utensils Number of units Total cost
(Rs.)
Dishes 200 50 Rs. 10000
Forks 300 8 Rs. 2400
Disposable Glasses (of KFC) 200/day 3 Rs. 600
Total Rs. 13000
Total fixed cost = Rs. 170,09,100
Variable Costs:
These are the costs, which are subject to change, these costs are taken

Salary of the Manager (Per month) = Rs. 18000

Salary of 5 Chefs (4000 x 5) = Rs. 20,000
Salary of 3 receptionists = Rs. 5,200
Salary of Waiters (10x1200) = Rs. 12000
Salary of Security Guard = Rs. 2,000
Salary of 4 Sweepers(1200 x 4) = Rs. 4800
Charges of Waste Buster Van = Rs. 400
Monthly Utilities Bill = Rs.80,000
Total = Rs. 14,2400
Total accrued cost of ingredients per month
like buns, eggs, beef, chicken, spices assorted,
vegetables, soft drinks, Monthly Tax
= Rs. 427,675 + 80,000
= Rs. 507,675
Total variable cost (142400 + 507,675) = Rs. 650075
Advertisement Expense:
We are entering in the market with the large advertisements. So, for this reason, we would have a
large advertisement expense.

Advertisement through Newspapers:

Many daily and weekly newspapers are published in Karachi. The people of Karachi frequently
read newspapers, that‟s why we advertise our restaurant by these newspapers.
The main daily newspapers published in Karachi are:
Daily Express
Awam
Jang
Among English newspapers, important one is “This News” our ads. Will be given in Urdu
newspapers, 10 days before the opening ceremony of Restaurant and then 30 days after it.

Rates:
Express = Rs. 1,700 per ad on 2nd page Size
= 3 col x 10 cm
Awam = Rs. 1,200 per ad.
Dimensions of ad. = 3 col x 10 cm on 2nd page
Expenditure of Express (1,700 x 40) =Rs.48,000
Expenditure of Awam (1,700 x 40)
= Rs.68,000
Expenditure of Dawn (1,200 x 40) = Rs.68,000
Total expenditure = Rs.184,000
Ads. will be given in English Newspaper “The News”.
We will advertise KFC Restaurant in “The News” for complete one month.

Rates:
The News = Rs. 1.800 per ad.
Dimension = 3 col x 10 cm on 2nd page
Expenditure = (1,800 x 30) = Rs. 54,000
Advertisement Through Television:
In Pakistan, we have three TV channels that are „PTV‟, Channel-3 „PTV World‟GEO”. But we
have chosen GEO for the advertisement of our Italian Pizza Hut, because it is the most popular TV
channel in Karachi (Saeed abad).
3 ads. will be displayed during “Drama Hour”
2 ads. will be displayed after “Khabarnama”.
These ads will start one week before the inauguration of our restaurant and will last till the end of
next three weeks.

Rates:

During Drama Hour (7-9 PM),

3 ads of 10 sec @ 3,800 = Rs. 11,400
After Khabarnama (9PM – 12 AM),
2 ads of 10 sec. @ 3,300 = Rs. 6,600
Daily Cost (11,400 + 6.600) = Rs. 18000
Total Adv. Exp. (8000 x 30) = Rs. 540000

Advertisement Through Printed Material:

We will also advertise through printed material like banners, handbills, signboards, and stickers.
This is important way of advertising because these printed materials almost cover the whole city. Those
people who miss ads. on TV or those who cannot read newspaper, will certainly see this material.
Cost:
30 banners @ Rs. 300 = Rs. 9,000
4 signboards @ Rs. 8,000 = Rs. 32,000
15,000 handbills @ Rs. I.5 = Rs. 22,500
15,000 stickers @ Rs. 1 = Rs. 15,000
Total Cost = Rs. 78,500
Total Advertising Expense:
Newspapers = Rs 238,000
TV Media = Rs. 540000
Printed Media = Rs. 785,000
Total = Rs. 1563000

Revenues:
We have found out our revenues on average basis per month. The name of items available in our
restaurant, their prices and quantity sold will be given as follows:

CATEGORY NO. 1 BURGERS

Name Rate Quantity Sold Revenue
Italian Zinger 100 6000 600000
Fillet Burger 80 4500 360000
Masala Burger 50 6000 240000
Total 1200000
Note: These Burgers are specialty of Italian Pizza hu
t
 CATEGORY NO. 2 SOFT DRINKS
Name Rate Quantity Sold Revenue
Pepsi 15 2000 30,000
Marinda 15 15000 22500
7 up 15 1000 15000
Total 67500

CATEGORY NO. 3 ITIALIAN PIZZA

Name Rate Quantity Sold Revenue
family deal 450 150 67500
Single deal + burger 400 250 100000
Double deal 325 400 130000
Single deal 250 500 125000
Total 422500

So the total revenue per month is Rs. 1690000

Break-even Point:
The break-even point is the point where the total revenue is equal to the total cost. This point
shows that after how much time we can get our profit.
Break-even point : C(x) = R(x)
Cost = Fixed Cost + Variable Cost
= 18572100 + 650075 (x)
where x = months
18572100 + 650075x = 1690000 (x)
1690000x – 650075x = 18572100
1039925x = 18572100
x = 17.9
So we can achieve our break-even point in 17 months and 28 days.
 BALANCE SHEET

ASSETS Liability
Land 7200000 Account payable 1184800
Building 6393600 interest Payable 100000
Air condition 1300000
Supplies 60000
Machinary 151200 Owner's Equity
Cash in hand 6000000 Capital 20000000
Total assets 21284800 Total Liability and owner's equity 21284800

INCOME STATEMENT

Revenue:
Expected Revenue 1690000
Expenses:
Salaries expense 142400
Tax expense 507675
Expenditure expense 128000
Advertize expense 683000
Net income 228925