NATIONAL COLLEGE OF BUSINESS ADMINISTRATION

AURORA BOULEVARD, QUEZON CITY

MASTERS IN BUSINESS ADMINISTRATION

ENTREPRENEUR AND COOPERATIVES

BUSINESS PLAN: CROQUETTES RESTAURANT

Submitted by:

Rommel M. Balbin

Jerralyn C. Alva

Christopher F. Balubar

Submitted to:
ROLAND M. SIMBRE, Ph.D.

Adviser

Submitted on:

22 January 2015
 Croquettes

Croquettes Restaurant

BUSINESS PLAN

OWNERSHIP: Rommel M. Balbin

Jerralyn C. Alva

Christopher F. Balubar

ADDRESS: 38 Monaco St. Cuidad Grande II Subd.

Bo. Rosario, Pasig City

EMAIL ADD: reg@croquettes.com

 CHAPTER 1

INTRODUCTION

A. EXECUTIVE SUMMARY
Croquettes will be located in 38 Monaco St. Cuidad Grande II Subd. Bo. Rosario,Pasig
City. The restaurant will provide a moderately priced, quick- casual style restaurant serving any
type of food. Croquettes focused to create a truly unique and memorable experience for all our
customers. We strive to make sure that each visit brings great food, and exceptional service.

Croquettes is a competitive edge lies in the quality of the food it produce, which goes
hand in hand with the professional service it offers. We want to fulfil the needs and desires of
its guests, at a high level, while still paying attention to the details that will provide patronage
with fun and family-friendly dining experience.

MISSION
Croquettes will establish itself as the premier casual dining restaurant in this area while
maintaining uncompromising principles as the company continues to grow its restaurant
business.

1.) Provide a fun and friendly work environment, treating the Company’s employees with
dignity and respect
2.) Apply standards of excellence to the food produce, preparation, and service tto its
guests.
3.) Contribute positively to communities and the environment.

KEYS TO SUCCESS
Croquettes have several keys to success. They are as follows:

1.) Good leadership skills

2.) Quality food offered at affordable prices.
3.) Atmosphere- Croquettes is a casual and exciting dining experience.
COMPANY SUMMARY
The proposed location of the restaurant is in the East Residences Ortigas area of Pasig
City. Croquette is an exciting casual atmosphere concept. This concept requires a free standing
building, a lease space or a mall location of approximately 2700 square feet to 5000 square
feet. This proposed site will be newly constructed free standing(4500 square foot) building with
2200 sq. ft. patio area.

The decor for Croquettes can be described as a natural theme: palm trees with the hint of cool
breeze. Croquette invites its guests to feel relaxed in a casual atmosphere. The restaurant will
have approximately 60 seats in the dining area. Additionally there will have another 50 seats
available in the outside patios. Patios will be inviting with two water features. The restaurant
will also provide catering services providing deliveries as well a catering to offsite parties. The
furnishing will reflect the projected image of the decor and restaurant concept.

COMPANY OWNERSHIP
Croquettes Restaurant will be owned and operated by a Partnership. It composed of 10 people
namely:

1.) Rommel M. Balbin

2.) Jerralyn Alva
3.) Christopher F. Balubar
PRODUCTS
Croquettes will be a moderately priced, quick-casual style restaurant serving any kind
(vegetables, fish,meat) of food. Specialty croquettes made. They are sophisticated grown up
version of what we might think of as “tater tots”. These versatile little bites can be made in
countless variation with meat and without. Filled with yummy goodness, they can be baked or
fried to fit your dietary or cooking constraints.

The menu will include vegetable croquettes, fish croquettes, chicken and pork croquettes &
quality specialty platters amongst other exciting specials. There will also be fresh made soups,
salads and a variety of appetizers and deserts. There will be a breakfast, lunch, dinner and a
Late Night menu. The service style of the restaurant will be counter service where the guest will
order from the counter and the food will be delivered to their table.

Croquettes will be open seven days a week. The restaurant anticipates serving continuously
through breakfast, lunch & dinner meal periods. The expected hours of operation are as
follows:

DAYS BREAKFAST LUNCH DINNER

Monday 8:00 am- 11:00 am 11:00am- 4:00pm 4:00 pm- 10:00 pm

Tuesday 8:00 am- 11:00 am 11:00am- 4:00pm 4:00 pm- 10:00 pm

Wednesday 8:00 am- 11:00 am 11:00am- 4:00pm 4:00 pm- 10:00 pm

Thursday 8:00 am- 11:00 am 11:00am- 4:00pm 4:00 pm- 10:00 pm

Friday 8:00 am- 11:00 am 11:00am- 4:00pm 4:00 pm- 10:00 pm

Saturday 8:00 am- 11:00 am 11:00am- 4:00pm 4:00 pm- 10:00 pm

Sunday 8:00 am- 11:00 am 11:00am- 4:00pm 4:00 pm- 10:00 pm

The Restaurant should be perceived as a quick, casual and kid friendly establishment appealing
to a comfortable mix of people, families, peers and singles of all ages.
MARKET SEGMENTATION
Croquettes analyzed the potential population growth of the adult population, as research
shown that these are the customers who will spend the most amount of money dining outside
of the home.

Early to mid 20 year olds eat out a lot, especially at affordable and casual restaurant, both for
the convenience of not having to clean up at home and to socialize.

The convenience factor also plays a large role in why late 20-early 40’sdecide to eat out,
especially as the size of their family begins to grow. It becomes a lot easier to eat at a relatively
inexpensive and convenient.

The mid 40’s to later 50’s represent the population who are earning the most, and as studies
show, the more people earn, the more money they spent eating outside, therefore
representing another part of our target market.

CHART: MARKET ANALYSIS

MARKET ANALYSIS (PIE)

35 - 54 year olds
25-34 year olds
20-24 year olds
55- 64 year olds
 TARGET MARKET
The target market for the quick casual dining industry is very broad and should incorporate
most demographic regions. Almost all ages, genders, races, and income should be considered
potential customers. Croquettes plans to target these groups trough public relations and
advertising, as well as raise awareness of the new restaurant via the company’s first restaurant,
Croquettes in East Residences Ortigas. They also plan on having an email campaign where it can
promote special events and offers to guests on their mailing.

SWOT ANALYSIS

Strengths Weaknesses

 Staff ability
 Limited financial resources
 Detailed specialist knowledge
 Poor public image
 Enthusiasm and commitment
 Full of security

Opportunities Threats

 Increased public awareness  Economic trends

 Offering new opportunities  Competitors

COMPETITIVE EDGE

The restaurant main competitive edge lies in the fact that we the owner already has the
knowledge and skills to run a number one restaurant. We can therefore bring this experience to
another location and capitalize on the fact that this will be the first restaurant of its kind in the area
offering fresh quality food in a casual and relaxing environment.

Marketing Strategy

Croquettes will aggressively seek to build a database of our guests. Guests will have an
opportunity to be included in the database so they can participate in restaurant promotion such as
birthday or anniversary cards, email notification of upcoming specials, coupons, etc..Employees will
gather names in a variety of manners including business card drop for free lunch, guest signup book
with promotional signage and menu insert promotion amongst others.
Croquettes anticipate capitalizing on their customer database by also instituting an effective
email marketing strategy. They will give customers the option to receive email communications
from the restaurant. Customer’s privacy will be protected and they will not email customers
without their permission. The email marketing strategy will therefore include an awareness not to
inundate guests with email. Promotional content will be developed with the goal of enticement
versus quantity. The program should also incorporate tools to measure effectiveness and customer
satisfaction.

SALES STRATEGY

Management has already established relationships with qualified suppliers that can provide
competitively priced quality products, delivered according to the schedule that benefits the
restaurant. Alternate suppliers will be identified for use if the regular supplier cannot deliver the
products needed, or if there are others who can provide the same quality at a lower price.
Management will also endeavour to create and maintain a positive, appealing image for the
restaurant. This image will be consistently portrayed throughout all sales promotion. Employees
will be trained in guest service in order to help secure a loyal base of patrons, across the range of
our target markets.