MARKETING PLAN

Dubai, United Arab Emirates is a global hub for all. Tourism plays a major role in
their income after the sale of Oil. In the total population more than 85% is
expatriates from different parts of the world.

Population

Emaratis
Iranian and Arab
South Asian
Filipinos
European
Others

The proposed site for Al Makhan Cafeteria is centered is between the FGB metro
station and reachable distance from most of the happening places and offices. The
employee population in the area mainly consists of the South Asian, Filipinos, Arabs,
Europeans and so on.
Indian and Arabic dishes in the hit list, we provide the best cuisine at an affordable
price and which would make cuisine at an affordable price. The availability of
burgers, salads, variety of juices and less spicy foods can attract the other part of
the population especially the Far East and Europeans.
The area has no other restaurants or cafes. The nearest would be more than 5 km in
radius. Therefore a large number of customers could be attracted in the same
manner.

Al Makhan Cafeteria would thrive to make the visit a memorable one with the best
service in the industry at high standards, in a relaxing environment nearby the FGB
metro station.
During the initial stages of operation flyers have to be distributed to as many as
possible area, especially in the art galleries, warehouses, offices etc. the distribution
process has to take place weekly for a period of 3 months. After the 3 months,
distribution could be done in every 4 weeks and when there is an addition of new
recipes or promotional offers being applied. Promotional offer could be of providing
combo meals lesser than the regular price.
Marketing technique is mainly targeted at word of mouth. The standards and quality
of the service and food will help to spread the news at a faster pace with no extra
cost in advertising or bill boards.

THE TARGET SEGMENT

Al Makhan Cafeteria is being setup in an exposed location on the way to FGB metro
station, Dubai Metro from Al Quoz. The location is easily accessible. The income is
mainly being focused on mainly 3 categories of customers.

Customers willing to taste different types of food without the barrier of money

being spent.
Customers willing to have food of good quality and taste and the quality of

service provided.
Regular customers who spent less and expect food of good taste and quality.

At Al Makhan Cafeteria the need of all the 3 categories of customers can be

satisfied.

Target Segments

Offices
Warehouse
Art Gallery
Industrial Workshops
Showroom
Others

The FGB metro station handles around 10000- 15000 commuters a day. Most of
them being employees in the offices located in the surrounding area of Al Quoz. The
Al Makhan Cafeteria being setup in an industrial area, the customer range is wide. It
includes the visitors and employees of the art institutes, employees of numerous
number of offices around the area, and of the different nationalities and who have
different taste of food. As the *** is located on the way to the metro station, the
exposure for the *** is a added advantage to our marketing plans.

OPERATIONAL PLAN
Our Al Makhan Cafeteria is located in Al Quoz, near FGB metro station across the
25A street. Al Quoz is a locality in the western part of Dubai, which is mainly famous
for the number of art galleries, which attract a large number of foreign population.
Al Quoz also have large number of offices, warehouses, industrial workshops, car
showrooms and other leisure activity places for eg. Bounce.

The working hours of Al Makhan Cafeteria are from 1000 hrs to 2300 hours.

The day to day tasks

Staffs to be in the cafeteria 2 hours prior the opening every day.

To maintain a sustainable stock of raw materials for the day.
To maintain the surroundings neat and tidy.
To provide a special menu on a daily basis.
Setting up for the shawarma and grilled products.
To maintain a tally between the income and outcome.

Opening Procedures

Arranging the showcases filled with fruits and veggies.

Checking for the good fruits and veggies and disposing the not good ones.
Arrangement of the tables and chairs.
Making a basic check in the availability of the items required for the daily run.

Responsibilities of the staff members

Chef have to keep an eye on all the things happening in the kitchen. He is
the head of the kitchen. He has the authority to control the 2nd chef and all

the kitchen staff. The food is prepared by the chef.

2nd chef is in responsible for the cleanliness of the raw materials and
prepares the items for the preparation of the food items. He also can prepare

the food under the guidance o f the chef.

Juices is prepared by the 2nd chef.
Helper1 and Helper2 getting the order, serving the food, cleaning the tables

and arranging the chairs.

Delivery Boy Deliver the order received through phone calls as fast as
possible.

QUALITY OF SERVICE

The quality of service is an important aspect in a successful operational process.

When the quality of service is at its best it attracts more o f the customers to the
place. As he QoS increases thr output from the team members also increases
thereby resulting in an increase in the income also.
For a better quality of service, steps have to be taken internally (to be known by the
team members) as well as externally (for the customers).
Some o f the internal procedures to be followed are,

To maintain a specific serving time for each and every food product.
Constant attention to be provided to the customers inside the shop as well as

outside.
To maintain a good customer relationship.
Feedback received from the customers to be reviewed regularly.
To maintain a neat and tidy serving area and kitchen and to practice the

clean as you go procedure.

Arranging the seats, if not in use for a certain period of time.

The external procedures to be taken care of are,

Customer feedbacks to be taken into consideration thereby thriving to

improve the service to be provided.

To inform the customer about the time to be taken to serve the ordered dish.

Training for the team members

Training will be scheduled prior the start of the operations of the shop.
Feedbacks from the team members and the response based on the taste of
the quality of the food and beverages servers will also be taken onto account

for the betterment.

Training will be provided to maintain a specific benchmark for all the services
provided. The taste and quality has to be maintained at a standard.

Cleanliness of the staff and maintaining the standards as per the municipality
norms.

To focus on cleanliness and to keep up on the standards required by the

municipality inside the kitchen as well in the serving and dining areas.
Daily cleaning the premises and the serving area and kitchen.
Uniforms to be neat and disinfected.
Hair nets and gloves to be worn always in the kitchen and serving area and

in the food production area.

Illness has to be reported as soon as it is identified.
Washing hands is an important practice to avoid spreading of viruses.

FIFO (First in First out)

A standard has to be followed inorder to use the raw material (food items), both
fresh and frozen, such that the items which are received at first to be used in
preaparation followed by the later dated items.

Clean As You Policy

Clean as you go policy will help us to keep the premises clean and tidy. Rather than
keep all the cleaning programs to the last, it will be easier and better to clean and
go as you do the job which will make it easier and better for others to do their work.

Relation with the suppliers

The relation with the suppliers is also as important as the relationship with the
customers. The best supply results in the better quality of the food. Timely supply
also lays a major role in the procedure. Therefore a supplier also plays key role in
the success and they also have to be taken care of.
Appreciation to the team members

For the good and healthy support from team members, they should be also
rewarded accordingly. It could be in the form of cash or other imperishable items.

KEYS FOR SUCCESS

The variety in the dishes.

Mix of different fruits and vegetables at required instances especially in

juices.
Consistency in the taste and quality.
Setting up a benchmark for the service.
Introduction of new taste in regular intervals and to continue with the best

selling recipes.
To have the best team members.

A daily income of Dhs2000-Dhs2250 is expected on a daily basis during the early

stages with an average of 100- 150 customers per day. This has to increase in the
long run through continuous efforts and feedbacks. Therefore care must be taken to
control the expenses and maintain within the limits for the first few months of
operation.