Professional Documents
Culture Documents
RESTAURANT
ssence
Executive summary
1
OBJECTIVES
1. Keeping food cost under 35% of revenue.
2. Keeping employee cost between 25 30% of
revenue.
3. Stay in restaurant business with excellent food and
services.
4. Expand our marketing and advertising in
neighbouring cities like Lucknow and Kanpur.
Mission
1. Restaurant will be an inspiring one, combining with
elicit atmosphere with excellent and interesting
food.
2. We will combine menu variety, atmosphere,
ambiance, special theme nights and a friendly staff
to create a sense of 'place' in order to reach our
goal of overall value in the dining/entertainment
experience. We want fair profits and a rewarding
place to work for the employees.
3. The mission is not only to have great tasting food,
but have efficient and friendly service because
customer satisfaction is paramount. We want to be
the restaurant choice for all families and singles,
young and old, male or female. Employee welfare
will be equally important to our success. Everyone
will be treated fairly and with the utmost respect.
We want our employees to feel a part of the
success of essence Lounge and Restaurant. Happy
employees make happy guests.
Keys to Success
1. Repeat business. Every customer who comes in
once should want to return, and recommend us.
Word-of-mouth marketing is a powerful ally.
2. The creation of a unique and innovative fine
dining atmosphere will differentiate us from the
competition. The restaurant will stand out from the
other restaurants in the area because of the unique
design and decor. We will offer a fine dining
experience in a cosy atmosphere.
3. Product quality. Not only great food but great
service and atmosphere.
4. The menu will appeal to a wide and varied
clientele. It is International with an interesting
twist.
5. We will have special theme nights like restaurant
nights, republic day and independence day
,themes based on special occasion, festivals,
special ethnic food nights. All this will attract a
varied clientele to essence.
6. Location. Convenience is essential to us, we need
to be close to our market because we are not
trying to get people to travel to reach us.
7. The right food, variety with a variety of themes
depending upon the occasion with a price high
COMPANY DESCRIPTION
Company ownership:
1.Sole proprietorship.
Company location:
1. Gaus Memorial Society
Basic Product Offering:
1. Indian,Mughlai, South Indian
Dishes and continental food,
including fast foods.
2. There will be little flexibility in
menu in the starting of business.
3. Food will be available in three
variety, spicy .medium spicy , and
more spicy .
Markets to be served
1. Students
7
2.
3.
4.
5.
6.
7.
Couples
Families.
Tourists.
Working class singles.
Business persons.
Kitty party.
The design:
1. The restaurant will feature two
venues.
2. One will be in the restaurant
mainly for dining purposes and
families.
3. Other will be for outdoor
customers who want something
not so heavy like lunch and
dinner.
4. There will be chairs provided and
interior design will be very
sophisticated.
The management:
1. One restaurant manager.
2. Cooking according to need and
demand.
3. One supply chain and
inventory manager.
4. Waiters according to number
of tables.
10
14
17
depending on business
customers.
The business market has the
potential of providing large
volume sales to the company
during the peak hours of 11 a.m.
to 2 p.m., both through small
groups of business people
visiting ESSENCE and delivery
orders. Satisfaction of this group
will provide a vital long-term
revenue stream. For the business
market, the company plans to do
specific target marketing through
flyers, business discounts,
billboards, and creating a record
of fast delivery.
For the individual groups seeking
breakfast or lunch downtown, or
take-home meals, it is necessary
for the company to build an
effective word-of-mouth
18
26
MARKETING
Our marketing strategy focuses mainly
on making our existence known to the
people working close to our location.
Marketing strategy will be to promote
our food, services and exciting concepts
to draw in local customers. Marketing
initiatives will concentrate on the
following:
Building and signage.
Customer service.
Advertising and promotion.
ps of restaurant
Product
Product marketing deals with
marketing the products to prospects,
customers and others.
27
Pricing Strategy
Our pricing strategy will focus on
providing high quality, healthy food
that is quick and has a unique flair.
Because of this, we expect to be able
29
Sales Strategy
We need to offer fast service at peak
times. The key is a good crowd
balance, so that we never look
empty but we are never so full that
we turn people away. Lines have to
move fast.
We need a good selection of
convenient foods.
Our most important sales strategy is
develop repeat business. Every
customer who comes in has to want
to return. To that end, we will offer
some of the more established sales
strategies such as discount cards,
special menu days, and a regularly
30
Competitive Edge
Our competitive edge is the menu,
the chef, the environment, the
management, the service and our
friendly place! We will have an
31
Sales Forecast
The following table and charts
illustrate the sales forecast. We're
sure this is a manageable forecast.
34
Series 1
400000
350000
300000
250000
200000
Series 1
150000
100000
50000
0
35
Management Summary
This is a small company with our
employee categories including manager,
two chef, eight waiters and two kitchen
helpers. We assume 13 employees
total.
Personnel Plan
We believe the personnel plan is in good
proportion to the size of the restaurant
and projected revenues. The staff will
include 13 full-time employees and
seven part-time employees, who will
work a total of 754 manhoursper week
and generate an annual payroll of
1104000 ,for the first year in business.
36
PERSONNE
L
Number of persons
20122013
MANAGER
1
300000
240000
CHEF
2
360000
1
8
576000
2
144000
240000
CLEANER
WAITER
KITCHEN HELPER
Total persons
Total payroll
24000
36000
480000
120000
13
1104000
1416000
37
Financial Plan
2500000 of funding is needed over the
next year for renovations, furniture,
kitchen equipment, liquor license, food
& restaurant supplies, legal fees,
working capital, marketing and
personnel.
Important Assumptions
The financial plan depends on important
assumptions, most of which are shown
in the following table as annual figures.
The key underlying assumptions are:
We assume a slow-growth economy,
without major recession.
We assume that there are no
unforeseen changes in the expectancy
in the popularity of our restaurant.
38
Break-even Analysis
For our Break-Even Analysis, we assume
running costs include our full payroll,
rent, and utilities, and an estimation of
other running costs.
39
40
41
n%
Expe
nses
Payrol
l
Sales
and
Marke
ting
and
Other
Expen
ses
Depre
ciatio
n
Lease
d
43
Equip
ment
Utiliti
es
Insura
nce
Rent
Payrol
l
Taxes
Other
0
0
0
0
0
0
Total
Oper
ating
Expe
nses
Profit
Befor
4.3 7.3
1 1
9.4
1
44
e
Intere
st and
Taxes
EBITD
A
Intere
st
Expen
se
Taxes
Incurr
ed
Net
2.1 4.7 5.2
Profit
4
7
3
Net
Profit
/Sale
s
45
Subtotal
18.00 25.40 30.42
Cash from
Operation
s
46
Additional
Cash
Received
Sales Tax,
VAT,
HST/GST
Received
New
Current
Borrowing
New Other
Liabilities
(interestfree)
New Longterm
Liabilities
Sales of
Other
Current
Assets
0
47
Sales of
Long-term
Assets
New
Investment
Received
Subtotal
Cash
Received
Expenditur
es
Year 1 Year 2 Year 3
Expenditure
s from
Operations
Cash
Spending
12.79
17.24
18.21
Bill
Payments
0
48
Subtotal
Spent on
Operation
s
14.95
19.78
22.40
Sales Tax,
VAT,
HST/GST
Paid Out
Principal
Repayment
of Current
Borrowing
2.00
2.00
Other
Liabilities
Principal
Repayment
Additional
Cash Spent
Long-term
Liabilities
49
Principal
Repayment
Purchase
Other
Current
Assets
Purchase
Long-term
Assets
Dividends
Subtotal
Cash
Spent
14.94
21.78
24.40
Net Cash
Flow
3.06
3.61
4.02
Cash
Balance
3.60
5.61
8.02
50
Year 3
Assets
Current Assets
Cash
3.06
5.61
8.02
Accounts Receivable
4.82
7.05
8.95
Total Current
Assets
7.88
12.66
16.97
30.00
29.10
27.36
0.90
1.74
2.54
37.88
41.76
40.22
Long-term Assets
Long-term Assets
Accumulated
Depreciation
Total Long-term
Assets
Total Assets
51
Liabilities and
Capital
Year 1 Year 2
Year 3
Current Liabilities
Accounts Payable
00
10.00
8.00
6.00
10.00
8.00
6.00
Long-term Liabilities
00
00
Total Liabilities
25.00
25.00
25.00
00
2.00
4.00
2.14
4.77
5.23
Total Capital
27.14
31.77
34.23
Total Liabilities
and Capital
37.14
39.77
40.23
Net Worth
37.14
39.77
40.23
Paid-in Capital
Retained Earnings
Earnings
52
RATIO
1 year
2year
3year
0.4751
0.6082
0.706
0.263
0.191
0.149
100%
100%
100%
23.94%
28.78%
33.11%
17%
24.84%
30.47%
0.009
0.0156
0.0153
17833.33
39750
43583.33
Quick ratio
0.79
1.58
2.83
Current ratio
0.79
1.58
2.83
53
SAMPLE MENU
Salad
Price
Egg salad
Fruit salad
Salad basket
Chick pea salad
Chicken salad
Fruit and nut salad
Sprouted moong
salad
Vegetable salad
50
50
60
50
60
60
40
Appetizers
price
Vegetable pakora
Samosa
Allo tikki
Paneer pakora
Chicken pakora
50
20
25
50
70
35
54
Vegetarian
Price
Mixed vegetable
curry
Vegetable korma
Malai kofta
Matar paneer
Paneer jalfrazie
Bhindi masala
Rajma masala
Dal makhani
Paneer pepper
masala
Shahi paneer
Baigan bharta
Saag paneer
Saag mushroom
Dal fry
Paneer butter
masala
Pindi chana
Vegetable do pyaza
70
60
80
80
80
50
50
60
70
90
40
90
90
80
80
80
80
55
Chicken
Price
Chicken dhania
Kadai chicken
Chicken makhani
Chicken tikka
masala
Chicken mushroom
Chicken mughlai
110
100
120
115
price
120
110
150
120
140
100
125
130
CHINESE
Starter
Spring roll
40
Fried chicken wings 100
56
50
Soup
Price
50
70
Fish
Price
Steamed fish
Sweet and sour fish
Chilly fish
Stir fried fish with
100
120
120
100
55
60
65
60
60
57
vegetables
Chicken
price
Chicken with
almonds
Sweet and sour
chicken
Chicken with
mushroom
Chilly chicken
Szechwan chicken
120
90
100
110
110
58
Vegetables
Price
Vegetable
manchurian
Szechwan
vegetables
Chilly vegetables
Cauliflower
95
90
90
100
59
manchurian
Rice and noodles
Price
100
110
90
90
50
55
Mughlai
Biryani badshahi
Keema matar
Meat durbari
Mughalai chicken
pulao
Seek kabab
Shahi chicken
korma
Shahi rogan josh
Shahjehan murg
masala
110
90
120
110
90
100
90
90
60
Raita
Price
Aloo Raita
Baigan ka Raita
Bathue ka Raita
Boondi Raita
Fruit Raita
Mint Raita
Tomato onion
Pineapple Raita
Onion Raita
25
20
30
25
35
25
30
40
30
61
Mushroom
Price
Kadai mushroom
Marinated
mushroom salad
Mushroom pulao
Mushroom soup
Shahi mushroom
Curry mushroom
70
70
Egg
Price
Boiled egg
Cheese omelette
Egg biryani
Egg curry
Egg pakora
Egg omelette
Egg toast
Mushroom
omelette
Poached egg
Stuffed egg
20
35
60
65
40
25
30
30
90
80
100
90
15
40
62
Chatni
Chatni
Price
Amla ki chatni
Garlic chatni
Hari chatni
Lemon chatni
Mango chatni
Mint chatni
Mint tamarind
chatni
Onion chatni
Tomato chatni
Tomato garlic
chatni
10
15
10
15
15
10
15
Drink
Price
Aam panna
Banana lassi
Banana shake
Kesar badam shake
Apple shake
Cold coffee
Jeera lassi
15
15
20
30
30
30
25
15
20
15
63
Mango shake
Nibu pani
Tarbooj sharbat
30
15
20
Dessert
Price
Besan laddo
Besan barfi badam
phirni
Coconut burfi
Doodh pak
Kheer
Makhani kheer
kulfi
Shahi tukra
Rabri
30
50
Ice cream
Price
Chocolate ice
cream
Chocolate marble
ice cream
50
40
30
40
50
35
60
60
60
64
Strawberry butter
milk ice cream
Pine apple ice
cream
Banana ice cream
Sweet cherry ice
cream
55
40
40
60
65