BON APPETIT

Bellamy Wynans
January 17th 2023
Business Description:
My name is Bellamy Wynans. I have, for the longest time, wanted to start a restaurant
of my own that is unique and brings a specialty type of food to the community. I am dedicated,
diligent, and willing to work hard to make my business a reality. I want to own my restaurant
called Bon Appetit. I would serve comfort foods that meet the science and art behind molecular
gastronomy in the middle of the plate. I have created a restaurant that is able to house a
diverse amount of food groups and serve a diverse group of people. I cater to the community
and always have customer satisfaction at the front of my mind. What makes my business stand
out is its varying specialties from its competitors. I am able to offer a product that people may
not have heard of, let alone had the pleasure of experiencing. My main goal is to bring new
textures and flavours to the table as my restaurant is able to grow and flourish which is why I
am dedicated to moving forward and taking the necessary steps towards opening my
restaurant.
In the long-term, I have set a goal of mine to be franchising and being able to offer my
culinary projects to as many people as possible. My biggest value as the proprietor is to reach
people through food. People form bonds, connections, memories, and experiences around
food, and I want the opportunity to offer my food as the beginning to those experiences all
around the world. I also want to show the value in customer service and how important it is to
appreciate customers as well as my staff. Ever since I was a small child, I have had a passion for
cooking and food that grew with me as I got older. What chefs around the world are able to do
with flavours kept me interested and made me want to be able to offer the same inspiration to
others.
In preparation for the start-up of my business, I will have prepared a collection of the
most hard-working employees, all aspects of my restaurant layout and menu will be finalized
and I will have achievable goals set in place in the way of revenue and growth as a business.
Overtime, I hope to become a Michelin star-earning restaurant that is able to attract people
from all over the world.

External Environment
The food industry melds in with the business industry when it comes to building up your
own restaurant from the ground level like I am. Restaurants are an ever-growing industry that
speak heavily towards the continuously changing paradigm of consumerism. Food and spending
money at restaurants are one of the key drivers of our society and if trends remain on the
incline, things like increasing prices, less availability for new restaurants, and lack of new ideas
can have a large influence on the market. That is why, now is the best time to get my foot in the
door and start building my foundation.
There is a lot of potential growth to be had when it comes to my restaurant start-up. I
expect it to skyrocket, especially with advertisements in place because I am offering something
new with intrigue that is able to catch the eye of the public. The long-term outlook of the
industry will be sustainable with lots of hard work and dedication which I am confident I will be
able to maintain.
Target market Description:
My restaurant will have a business to consumer relationship that caters primarily to
those in the working class looking for a classy night out and want to treat themselves with a
dish they may not have thought to try before but gives them a reason to come back. As
geographic placement is important, I would look for a place in the city so I can reach as many
people as possible. This also allows me to find a larger venue so I could house a larger number
of customers. I would likely have upwards of 15 employees including kitchen staff as I believe it
is important to never be understaffed. Sales revenues, at least later in the game when I am able
to incorporate reservations, I would expect to be in the thousands per day. This is a rough
estimate, but I have confidence in my business revenue potential. As environmental concern is
growing in our population, I would likely incorporate a way to keep my restaurant more
environmentally friendly.
As for purchase motivation, I would like to keep my restaurant pricing simple. With my
ambitions in molecular gastronomy, the expenses will be high which is why I will create a price
baseline that I aim to not stray far from as my restaurant progresses, as I want to keep
customer loyalty. A good portion of our growing population are people that work 9-5 jobs or
work every day and hardly take days off. For all the people that leave work tired and the last
thing they want to do is go home and cook themselves a meal that won’t leave them satisfied, I
want to offer a change of rhythm and a positive change in that routine that will allow them to
feel satisfied and happy with every bite of food they take.

Competition:
As a start-up business, I will have a lot of competition against those businesses that have
already had the opportunity to build customer loyalty. There are a diverse number of
restaurants that offer different foods, desserts, ambiance, location and experience. So, my duty
as the owner of my restaurant is to build my competitive resume against these other
restaurants so that I can allow my restaurant to thrive.

Competitor Description Strengths Weaknesses

Company 1- Cactus Club: a  Low-lit ambiance  High priced

low-lit restaurant on the water
with a view of the harbor.
Company 2- Cheesecake
Factory- a comfort food
restaurant with options of
buffet.
Company 3- A&W- High
quality fast-food chain
 Desired View  Caters to only one specific
crowd.
 Easy to access  Lower quality products
 Comfort food  High priced
 Quick and easy  Highly priced for product
 Good quality meat for  Has a lot of competition
product already
 One thing that is easy to associate with a lot of my competition, is pricing. It’s
competitive, it’s difficult to manage, and it is one of the easiest things to deter a potential
customer. Something that makes me stand out from my competition is my care for customer
satisfaction and my pricing will cater to that care. I will keep it reasonable and sustainable, so I
am able to build customer satisfaction. Something that will also allow me to push past my
competition is my dedication to the highest quality products and ensuring that nothing, but
perfection reaches the plate on my tables. Not only that, but my food will be able to
incorporate new flavours and textures through the use of science and equipment that allows
me to bring a new aspect of food to the game entirely that will be able to get me that extra step
above my competitors in the industry.

Marketing and sales strategy:

The biggest strength of my business is its ability to reach such a wide variety of people
and appealing to the with my product and prices as well. I am confident that I will be able to
access a diverse group of people and maintain customer loyalty. My restaurant requires a lot of
equipment and resources in order to complete its everyday tasks which is why I would have
such equipment prepared before opening as well as a well-equipped staffed that is previously
trained. Opportunity lies in the difference to my competitors in the food industry. So far, in
Canada, there are little to no restaurants that offer the services my restaurant promises to,
specifically with the plating and technique i would offer. As for market changes, the food
industry is an ongoing industry that sees trends with nothing but incline as time goes on so I am
confident that as long as I remain dedicated to my business, it will flourish and grow.
Pricing of my menu will come down to the expenses of the restaurant and reasonable
charge. As I mentioned before, I have a goal of keeping my restaurant accessible to the public
and making sure everyone feels welcome, so I look to keep my prices reasonable and
sustainable that bring in revenue but allow customers to feel like I have a business worth being
loyal to. I have multiple sales processes in line and plan to have tastings as well as opportunities
for catering and having sample sizes of dishes that allow customers to try my products. Having
things like tasting days and specifically my opening date will allow clientele to grow as well.
Social media is a growing platform and is often one of the best ways to connect with customers.
This could be through pictures of my product on Instagram or on a website that is easily
accessible by the public. Social media, specifically for the younger public, are a great outlet.
Being able to use social media a s a tool is extremely beneficial as it allows my business
to build a following that could also attract influential people that will in turn create more
positive flow of customers. Use of hashtags can also be utilized to reach as many people as
possible. The biggest highlight of my business that I want to share with customers is the unique
and different aspects of my menu and its eye-catching specialty. Networking and keeping
advertising companies in mind is also crucial in being able to get my product out there.
Management and Team:
Due to the extensive roles necessary in completing the process behind each dish, I
would need a large team of individuals that are trained with the necessary equipment and are
able to adapt to the restaurant’s environment. As for the rest of the restaurant and keeping
everything running smoothly when it comes to customer service and satisfaction, it is important
to never be understaffed so I would also have a team of individuals that are able to work as
hosts and help with serving as well as keeping everything clean and well-kept.

Operations:
The location of my restaurant is integral to success, which is why I would choose a
desirable location, likely with a view of the water, or a view that is higher up that allows a view
of the lights or sunset as these views are also very desirable. Necessary permits will all be
displayed and kept should they be needed as well as assurance that all regulations are
completely met. I would likely also rely on myself and employees to help with inventory as well
as perhaps incorporating a system that allows me to keep track of everything in the restaurant,
so we are always fully stocked. A system could also be integrated to ensure revenue sales are
properly counted and stored in the system so there are no errors.
As for equipment, some of the tools I will need are liquid nitrogen, emulsifier, and a
dehydrator. I will include the full list further on in the process. For my suppliers of inventory, I
will find a company that is able to supply the largest quantity of the products I need, and I will
use them as my main supplier. As for the equipment, I will find multiple buyers that are able to
get me what I need, and I will keep them in the store contacts for future reference or need.
For the production process within my workplace, there will be guidelines set in motion
to keep things running as smoothly as possible. There will be employees set in the front that
will help the customer to their pre-set table and start with any drinks. This will lead to a
relatively quick service of asking them their order for their meal as well as suggestive pairing
from the employees that will have been trained on what to say. Food will be served abruptly
and at the highest standard. After the customer has completed their meal we will, without rush,
get them to pay and let them leave the restaurant at their leisure.
My distribution strategy will remain constant, it will be in direct contact with the
customer. This helps ensure personability and appreciation for those working. This is best for
my restaurant because it ensures the customer feels welcome and is able to bask in the comfort
of the restaurant rather than having to serve themselves as I intend on leading a high-scale
restaurant. Payment will be accepted in cash, credit, or debit and will be kept track of using a
system that allows us to keep track of our revenue.
As for company culture, I intend on having a large staff so vacation days and ensuring
scheduling is not grueling will be easy as well and making sure employees are always paid on
time and feel they are a valued member of the restaurant team. Customer satisfaction being
the number one priority of our team, would be to help with any complaints as well. Anything in
the way of complaint from a customer would be dealt with in a calm manner and would result
in either a refund or a discounted or free meal should they want to come back.
Financials
The beginnings of any restaurant must include the expenses required before I open the
doors. When it comes down to it, the usual baseline for a start-up restaurant is around
$275,000 including furniture and interior design. With consideration to the equipment needed
to complete the daily tasks of my restaurant, there would be an estimated $25,000 starting cost
that would allow the start-up to run smoothly. I have also taken into account that if the
equipment is handled with care, it should not need replacing for years which means it is a
singular expense. As for ongoing expenses such as produce and other ingredients, I expect to
have a monthly expense of roughly $10,000 at least in the early months where we are just
building up customer loyalty.
Employee loyalty is also important meaning keeping their salaries in check is also
important so if they are paid $20/hour to start, around $15,000 will be necessary a week until
employee numbers grow and this number grows with it. This number will likely grow somewhat
rapidly over time but as a rough estimate of numbers for the restaurant start-up would be
around $325,000.
I expect the cashflow to increase exponentially at a steady rate over the first few
months that will lead to sales exceeding monthly overhead costs. I estimate our 4 th month to
have a positive net cash flow and be bringing in a substantial amount of revenue.