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CREATION OF A RESTAURANT

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We take Nichanithe

immense pleasure of this

in thanking who has

Prof.Manju constantly

principle

college

encouraged the students to complete the projects on time. It is from her whom we derive the inspiration of completing and submitting this project on time. We also take this opportunity to thank Prof.Rahul Chopra, for giving me us an opportunity to carry out this project work. I also am grateful for his inputs and advice which has made this project more meaningful. We also would like to make a special mention of the members of the Bachelor of Business Management (BMS) Department, of the college who were always willing to share their vast pool of knowledge with me, which helped us to a great extent in the project.

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INDEX Topics:
INTRODUCTION KEY TO SUCCESS IN INDIA COMPANY START UP OVERSEAS LICENSE MODE OF EXPORTING TIE-UP WITH OTHER RESTAURANT FINANCIAL PLAN MISSION MARKET SEGMENTATION PRODUCTS EXPORTING MARKETING PROGRAMME CONCLUSION BIBLIOGRAPHY

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INTRODUCTION:

The restaurant industry is truly huge, bursting with potential, promise, great growth, vast business success and even wealth (if planned, managed and executed well).However, very few restaurant type businesses actually succeed. Most fail in their first year of operation. There are many opinions and reasons given as to why this is happening.Some restaurants type establishments close their doors or declare bankruptcy in less than 12 months of their opening.Restaurants are also very uniquely different. No two are the same! They are diverse, vary and there is no One-Size-Fits-All type solution for restaurant operations that could serve as a model. Indian food is different from rest of the world not only in taste but also in cooking methods. It reflects a perfect blend of various cultures and ages. Just like Indian culture, food in India has also been influenced by various Civilizations, which have contributed their share in its overall development and the present form. Every single spice used in Indian dishes carries some or the other nutritional as well as medicinal properties. Desi roots is quite successful in India, having its base at Mumbai, andheri and the other outlets in Delhi, Bangalore, Kolkata and Chennai. Therefore we have decided to export or set up our unit abroad, focusing Dubai because of the increasing number of Indians in Dubai We focus on our Desi menu with a touch of Asian influence.Keeping in mind the growing numbers of food lovers, wehave a varied selection of Appetizers, Soups and Main course. To create gourmet cuisine has always been a challenge

to any chef worth his salt. The desi Diner intends to serve traditional foods, such as fruit pies and cobblers, freshly baked breads, pot pies, and other "home-cooking" with an eye toward health.To keep food costs down, our menu will be simple, yet creative with many interchangeable ingredients.

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Desi Roots emphasis will be on organic and Indian ethnic food. An emphasis on organic ingredients is based on Shuddha Swaad's dedication to sustainable development. Additionally, our restaurant employs its staff from the villages and trains them.

KEY TO SUCCESS IN INDIA


Product quality Product quality is the product's ability to fulfill the expectations and needs set by the end user. The product must work reliably and perform all of its functions. The quality of a product means how good is it. This depends upon various factors which are not the same for all products. Food should be fresh and uncontaminated. Furniture should be durable and attractive. Innovation

The term innovation means a new way of doing something. Innovation is a continuous process which is always linked with Improving or replacing business processes to increase efficiency and productivity, or to enable the business to extend the range or quality of existing products and/or services. Developing entirely new and improved products and services - often to meet rapidly changing customer or consumer demands or needs Adding value to existing products, services or markets to differentiate the business from its competitors and increase the perceived value to the customers and markets.

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Innovation helps us to

improve productivity reduce costs be more competitive build the value of your brand establish new partnerships and relationships increase turnover and improve profitability

Employee focus

The purpose of employee of an employee focus is to identify the needs and concern of our workers. We focus our employees on our customers. Align employee incentives with customer-centered motives, not product promotions. Train employees to engage customers and build post-sales relationships.

Cost control Cost Control - a method whereby costs are managed and monitored to ensure they do not grow beyond the projected amount .It attempts to achieve the best possible results at the least cost under given conditions. Thus, cost control can help a company determine, if it is really spending more than it should actually spend. Though it is not essential to be a finance expert to understand the definition of cost control, planning and actually implementing the cost control techniques can be quite a big challenge.

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COMPANY START-UP OVERSEAS


We are targeting dubai because of growing number of Indians. We will be exporting through airways, having a tie up with air india. Our start up costs are mostly expensed on equipments, furniture, painting, labour, legal costs, and all cost associated with the restaurant. LEGAL PERMIT AND LICENSES REQUIRED Obtaining the licenses required to start a restaurant abroad involves submitting paperwork to a variety of agencies, including certificates from the property owner, health department and fire brigade. There are products which require quality control inspection certificate from the export inspection agency. Food products require sanitary and health certificate for export. The Food Control Department of Dubai Municipality Dubai has become the international hub of trade in the Middle East, especially with regards to the trading of food with substantial quantities imported and exported through its ports each year. Such high volume of trade could not be controlled without establishing proper food control procedures enforced by and active, efficient & effective food control authority. This authority aims at guaranteeing the safety and quality of imported & re-exported food, while ensuring simple & prompt procedures and transactions to facilitate food trade. Dubai Municipality has always been keen on upgrading its control authorities to cope with the development of the Emirate. To achieve this

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goal, the Municipality has capitalized on its valuable potentials in terms of staff & technologies - and utilized its tremendous accumulated experience to lead the region in this regard. This has resulted in establishing a department which is dedicated to ensuring the health and safety of the consumer through applying the most suitable standards and specification with the goal of providing safe and wholesome food.

Complying with the Food Standards and Safety Act We need to familiarize ourselves with the 2006 Food Standards and Safety Act. According to this legislation, restaurant owners need to present the health department with documentation from a physician attesting to the fact that each member of its staff is healthy. The law requires physical examinations every six months. The state's Food and Drug Administration will regularly test food samples to make sure that they are free from foodborne illnesses and toxic chemicals.

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MODE OF EXPORTING
Air transport is also a vital method of transport, especially for manufacturers or distributors of highly perishable, highvalue foods or low volumes of product. With the exception of products with a relatively long storage life and a relatively low value per pound or cubic foot, any agricultural product with one or more of the following characteristics can be profitably moved by air: Products with a relatively wide spread between local market price and the market in a foreign market. Products with seasonal peaks, particularly if the peaks do not coincide with production peaks from other supply sources for the same market. Products in potential markets that do not have local or substantially close suppliers. Products with some degree of perishability, both in the sense of physical deterioration and susceptibility to the risk of sudden and wide market price fluctuations. Products for which the air cost does not comprise a substantial percentage of the selling price and selling demand is so high that the effect of the added air cost to the total selling price does not have a substantial effect on demand. Products with a "fad," "snob," or "prestige" appeal. The Need for Packing Proper packaging is essential to contain and protect products while offering a means of conveniently handling them. Each package design has the goal

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of protecting the product from the assembly line to the user. There are many hazards even in domestic distribution, and international transport and distribution can increase the times products are handled and the probability of damage. Poor packaging leads to damage, decay, low prices (for damaged or incomplete shipments), or in extreme cases, rejection of the shipment by the buyer. The method of packing or shipping will depend on your product and the infrastructure in the country of destination. Before agreeing to a letter of credit, ensure that the necessary infrastructure is in place in your destination. Pack your goods to avoid unnecessary loss during shipment. Research the refrigeration, loading, and storage facilities of the destination to ensure that they are adequate for your product. Packaging materials should be selected based on product and environmental considerations such as temperature, humidity, desired atmosphere around the product, packaging strength, cost availability, buyer specifications, graphics, labeling, freight rates and government regulations. Packing procedures should adhere to the following recommendations: Your product should be properly cushioned or blocked within the container to prevent movement or rubbing against other products. Select the most advantageous pallet size and style. A four-way entry pallet permits handling from all four sides with a fork or pallet truck. Additionally, the standard size pallet size of 40 inches by 48 inches (1000mm x1200mm) maximizes the volume, which can be loaded into shipping containers. Prepare ferrous surfaces with a rust inhibitor to enable your product to arrive at its destination free from rust or corrosion. Drain holes should be made in the skid or floor area of large containers,

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boxes or crates. This will allow seawater or condensation to flow out of the container. Do not overload the containers, as the weight might exceed the limitations of the container. Keep markings to a minimum. Do not add trademarks or product descriptions to the box. Marks should be applied with waterproof ink to three surfaces of the container. Cautionary markings should be in English, the language of the country of destination and the international graphichandling symbol. An export packer or freight forwarder is an excellent source for packaging materials and advice.

Cargo Insurance
Cargo insurance protects the cargo owner's financial interests while the cargo is in transit. Air and ocean carriers provide very limited coverage while a shipment is in their possession. Cargo insurance requires a bill of lading, which states the liability assumed by the carrier. When an exporter files a claim against a carrier, it has to prove that the carrier is directly responsible for the loss. Outlets for obtaining cargo insurance are a freight forwarder or a company specializing in ocean and air cargo insurance

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TIE-UP WITH MOTHERS RESTAURANT


Mothers is a concept which is specifically aimed to provide you with fresh and healthy meals every time. Also, Chefs at Mothers are entrusted with the job of preparing only the best seasonal curries only, as we care about your general health. All the food is freshly prepared prior to every meal time and though it makes us offer you a limited choice in curries but then it helps us in

focusing to make it as much healthier and tastier as possible. Afterall this is what Mothers are all about :)

FINANCIAL PLAN
The financial plan depends on important assumptions, most of which are reflected in the financial statements that follow. We have been cautious with our projections and incorporate all manageable risks. The key underlying assumptions are: Economy: Slow Economic Recovery. We anticipate a slow-growth economy, recovering from an economic recession. Weekly sales Variance. Sunday will typically be our best sales for the week. The sales volume for all other days is represented as a percentage relative to Saturday. Therefore our weekly sales will vary as follows: Monday: 55% Tuesday: 60%Wednesday: 75%Thursday: 85%Friday: 90% Saturday: 95%Sunday :100% .

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Risk Analysis/Mitigation Our financial plan is budgeted to support the Worst-Case business scenario. We addressed the financial risk as follows: We look at our monthly break-even. We calculated worst-case monthly financial shortfall based on the ramp-up sales percentages outlined in our financial assumptions. We budgeted operational shortfall in an operational contingency budget that we will utilize if the need arises.

MISSION:
Our first responsibility is to the financial well-being of the restaurant. We will meet the goal while trying to consider: 1) The effect of our products on the health and well being of our customers (and our staff). 2) The impact that our business practices and choices will have on the environment. 3) The high quality of attitude, fairness, understanding, and generosity between management, staff, customers, and vendors. Awareness of all these factors and the responsible actions that result will give our efforts a sense of purpose and meaning beyond our basic financial goals.

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4) We will combine menu, variety, ambiance, special theme nights and a friendly staff to create a sense of place in order to reach our goal in the dining/entertainment experience. 5) We want fair profits for the owners, and a rewarding place to work for the employees. 7) We want it to be a place where people can come and enjoy cultural food and environment. 8) We want to conduct all our relationships with an emphasis on long term mutual success. 9) To provide at a fair price - nutritional, well-prepared meals - using only quality ingredients. 10) To ensure that all guests and staff are treated with the respect and dignity they deserve. 11) To thank each guest for the opportunity to serve them. By maintaining these objectives we shall be assured of a fair profit that will allow us to contribute to the community we serve.

Market Segmentation
Restaurant & Lounge intends to cater to a wide group of people. We want everyone to feel welcome and relaxed in a cozy atmosphere with a wide and varied menu. It is our goal to have "something for everyone" everyday on our menu. In looking at our market analysis, we have defined the following groups as targeted segments.

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The Business Man: They work hard all day and often stay overnight in a strange city. He needs a competent establishment that helps impress his clients and prospects. Afterward, they want to relax and use the money they are making. They are the people that spend the most on drinks, food and tips. Happy Couples: The restaurant will have an intimate, romantic, sophisticated atmosphere that encourages people to bring dates and to have couples arrive. This restaurant wants to be a search place where people meet each other and develop a network. These young couples are generally very successful but balanced and won't be spending as much on drinks. The Family: Our restaurant is the perfect place for a family dinner. Families will come for the accommodative menu and friendly service. The excellent value in their meals will keep Its in favor with the parents. High-end Singles: We will attract them with our decor and layout. Our international menu, striking artwork, wine tasting evenings and events, excellent service and engaging clientele will confirm the feeling of being in "the coolest place" in Monmouth County. Tourists: Dubai is a country that attracts many vacationers during the summer months of May through September. It will be a destination with its attractive atmosphere, international menu, and outdoor patio. These are the types of people who frequently visit other restaurants and bars in the area. They are likely to spend more on experiences they perceive as unique, cosmopolitan, and sophisticated. They are also the most open to trying something new, foodwise, and will embrace our international fusion cuisine.

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We want the business man, happy couples, high-end singles, families, and compulsive spenders. We focus on these specific groups because these are the types of people who frequent other restaurants and bars in the area. They are the ones that are willing to spend their money on good dining and service at a value price.

PRODUCTS EXPORTING TO MOTHERS RESTAURANT:


Pickles lemon,ginger,mango,onion Mango sweet syrup for the dessert topping. Green pudina chutney. Turmeric powder. Mirchi powder. Ginger paste for chicken marinate. Coconut powder paste for fish curries. Chat masala. There are many more secret ingredients which marked us the one of the best restaurant in our country!!

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MARKETING AND SALES STRATERGY


Branding Branding plays a great part in business and that's why, you have to do more branding and a better job branding. Remember that a brand is a promise. It's what customers, employees, vendors, the media and all other key constituents come to expect in dealing with your restaurant. A good brand-building can close all the gaps in your business. But a strong brand is one that has alignment between the promise and execution. Positioning The next main marketing strategy is positioning. This is the place you hold in the customers or prospects mind relative to the competition. Effective positioning involves incorporation of your Unique Selling Proposition (U.S.P.) that is the one thing that only you can claim. However, it's a point of differentiation that the competition either cannot or may be having an effect on the positioning sector of the restaurant in the country. MenuMix Menu can attract more customers and it is certainly the main point of your restaurant. Conducting an analysis of your menu is very important. And this includes profitability analysis and a competitive restaurant menu analysis. So, you need to keep your menu fresh, relevant, and profitable. But for this you should know specifically how each item on your menu is performing and also how it stacks up next to your top competition. Training Training is a vital component of restaurant marketing. That's why, you need an ongoing program that constantly improves and evolves your staff competencies.

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CONCLUSION
If the business is meeting its projections by month nine in Dubai, we will start scouting for a second location and develop plans for the next unit. Our five year goal is to have 3 restaurants overseas. If we rush through the process and we arent sure to match our self with a franchisor that has similar approaches to business at such we can end up in a world of trouble. The key to the whole process is to take it slow, do the research, and trust our own gut as well as what is on the paper before us. Restaurants succeed and fail every day; how well we do is largely up to our team.

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BIBLIOGRAPHY

Internet Export import textbook Google search on Dubais restaurant.

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