Business plan of a restaurant

The Cook Import

Business Plan

By Anastasia Cadet

European Business School 2014-1015

The Cook Import Contents 03. Abstact 04. Message of the president 0.5 Fonding Team 07. Mission/Vison 0.8 The business 10. Market Information 11. Inovation 11. Target 12. location 12. Business Opportunities 13. The distribution 15. Business model 16. Branding and Marketing 27. CSR profil 29. Appendix 33. References

Abstract Throughout this assignment we will see how we can build a company, more exactly a restaurant. Through a business plan, we will be able to describe the members of the company.Furthermore, we will describe the nature of the activity that is; the services that we offer and their prices. Of course there can be no business plan without a market analysis, therefore we will inform you of the details on the market in which we have decided to situate our restaurants. This analysis of market will enabe us to have a better knowledge of our competitors but also our targets. You will also see our little extra in order to differentiate us from our competitors. Through a SWOT analysis you will see the opportunities that we have. In detail, through a shema you’ll see our mode of distribution. The company that we will talk will use the maximum of recylced products that is respectful to the environment.Additionally, you will see a sample products that we also use in our CSR program that will be at your disposal! In addition we will inform you of our business model, the latter purpose will be to summarise the business plan. Finally you will also have the opportunity to see our actions of communication that we are preparing all the two weeks. Have a nice reading!

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Message of the president Founder of the enterprise Diploma in school of commercial management and international affairs.

The cook import represents for me a dream. A multicultural restaurant, the restaurant that will relive our memories and nostalgia. The melancholy of the country will be forgetten ,but also the restaurant will make us discover new culinary culture. The restaurant or the kitchen will have no border, a restaurant of sharing and good temper. One of our priority is the training of our employees, make the employees be guiding us and make them be our partners. Together we are committed to make this company, a responsible company which protect the environment, or a fautless ethique will reign. The implementation of this dream project has been realised with the collaboration of different partners, I am firmly convinced that together we will keep high the values and prestige of the Cook Import.

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The founding team

Financial Director, explore every avenue Nothing is left unturned! Meticulous and attentive to every detail. our financial director Mr. Celestin is a graduate from a school of trade. Being part of the business he wants that the company’s account is orderly arranged.

Responsible of Room matress, has an open eye on everything Has got her diploma at Vatel, school culinary hotel Miss Rubis looks after the well-display of the restaurant, give all the faciities to servers and also get involved in cashiers of the restaurant.

Chief cook, The kitchen has no border with Mr Diego Having travel throughout the world, Mr. Diego is well placed to share his ideas about the establishment of the menus. Great chief cook he is a graduate of Vatel.

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The founding team cont Evening animator, our ray of sunlight Pep’s and vitality represents him, diplome BAFA he has the skill of giving you the joy of living! Enrique Mediosa has for role to put in place the evening theme, the decoration and the sound. He also welcomes the customers and ensures that everything is proceeding smoothly.

Barman, the art of the cocktail! He shakes, mixes and delights your papilla! he is our barman! Mr Cientos is a graduate of a culinary school. Ask him what you want, cocktail have no secret for him.

Pastry cook, our finger of fairy The patisserie, cakes, desert; it is almost impossible to resist to the pastries of Madam Germain! Also has a diploma from a culinary school. She is specialised in the patisserie. One bite is enough in order to bring you in a wonderful culinary journey!

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Our mission Offer a unique services for our customers in a responsible and sustainable environment.

Our commitments Our commitments are recorded in a plan of action which deploys in three major axes :

• Contribute to the celebration of the natural and cultural assets - a responsible cultural restore • Minimise environmental impacts related to its hotel operation • Get involved for an equitable social consciousness.

Our vision

The CI wishes to become the first cultural restaurant in France. We want to bring joy and sharing among people. We hope that the melancholic and the nostagia will be a bad memories once a foot inside in our restaurant. In our kitchen we want to make you travel through a diverse cullinary world.

Our goals Short-term Objectives • Engage 1 or 2 servers, beginners in the next 12 months. • Facilitate our customers throughout a fidelity card. Long-term Objectives • Increase our turnover of 21 per cent by 2 years. • Provide the necessary training to our more experienced server so that they can even manage the restaurants in 5 years. • Turnover expected of the company in 10 years : 0.5 M€ • Conquer 30% of the market share through our price strategy on 5years

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The Cook Import The nature of the business As a student we have sometimes to decide to leave our countries so as to study abroad. very often the nostalgia forms part of our daily lives. And also the leader of the family is compelled to leave his country to work in France. Or even more, a family who is expatriated in France may find more opportunities for employment. This business will concentrate not only on the students or the expratriates but it wishes also equally to discover a new culinary culture to the French and all those who wishes a new experience in this field. This enterprise hopes to rekindle the joy and memories of all the foreigners in France far from their countries. But also to discover a new culinary culture to the French. Product We have decided to segment our businesse in 3 axes: • Fast catering: takeaway + catering (on order) • Traditional catering • Bars and coffee. In detail: • The takeaways will be disposed in punnets We will display open buffets during the evening 2 times per month. The principle that lay behind the open buffet is that you eat as much as you want. The open buffet will cost at 25E with 5 enteries of choice, 8 main dishes of choice and 3 desserts of choice. And during the week the regular menus (entered, flat desert) it will take a minimum of 20E.

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The Cook Import cont The policy of price At the opening of the restaurants we think to use a price of policy prenetration. The price of policy penetration is a fixed price lower than that of the direct competition and must be lower than that of this competition. This strategy’s aim is to reach a significant share of the market and to conquer it quickly.

Introductory Price:

General Prices of competitors:

• Small sealed plastic tray:2.5E • Average seales plastic tray: 4.5E • Large sealed plastic tray: 6.5E

• Small sealed plastic tray: 4.5E • Average sealed plastic tray: 8E • Large sealed plastic tray: 12E

As year goes by we will adapt ourselves to price policy of alignment on the competition. We will have a fix price close to that of the competitors so as to avoid the price war or enter on a competitive market.

We give 5 years to put in place a policy of price alignment.

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The Market The catering market

Figure 1: Share of the traditional dining and fast in the consumption of households catering outside We are situating somewhere on a homes in 2012 French market and we will form part of the catering sector. According to a study by Gira advice food consumption outside the home, which covers all types of catering on the spot or to carry. It has represented a market of 86.5 billion euros in France (+ 0.34 %) in 2012 . (Gira, 2012). Source: INSEE, May 2014. Competitive Analysis According to a study « Part of the traditional dining is fast in According to a study « traditional catering and cafeterias» achieve by the consumption of households in Xerfi major groups which dominate the sector in France are including catering outside homes in 2012» the following4 : Agapes catering (signs next to Flunch, Pizza Pai, Bisdone by Insee the catering mar- trot du Boucher, 3 Brewers, etc. ), Buffalo Grill, Serare (Courtepaille), ket will divide in 3 parts namely Autogrill, group Flo (Hippopotamus, Taverne de Maitre Kanter, Bistro the traditional dining is fast which Romain, etc. ), Casino Restore, HRC (Elior), etc. Our indirect compewill represent 67% in this sector, titors are obviously the rapid restaurants in France. The major groups the place of the caterer would be at that dominate the rapid market in France are as follows : McDonald’s, the height of 19.5 %. And finally Quick, The Duff, Subway, Domino’s Pizza, Yum! Brands (KFC, Pizza the coffee and bars occupy the 3rd Hut) Speed Rapid Pizza. place with 13.5 per cent.

Table 1: Main actors of the market for traditional dining, depending on the turnover in France (our direct competitors) Xerfi is the leader of the economic studies sectoral. It analyze and monitors the evolution of markets. To learn more: http://www.xerfi.com/

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The Market cont Table 2: Main actors in the market of fast food, according to the turnover in France . (Our indirect competitors)

Innovation A philosophically innovator restaurant: 3 in 1 ! As shown previously the catering sector is composed in 3 parts: The restore traditional, the caterers and coffee bars. The idea is to bring together these three factors into one! Customers will be able to come to dine at noon and evening just as in a traditional restore, but they may also take meals at noon or evening but also come the morning or come at 4h for the coffee. We will also put in place an evening culinary on Friday night. For Example "brazillian culinary evening" where the food will be in the colour of Brazil. In addition, we offer the possibility to customers to give their suggestions concerning the meals" it’s you who choose the meal! "

Target France is the 4th country with the more students, with nearly 260,000 pupils in 2012 (7 per cent of the total). (Le Figaro, 2012) In 2010 they were 3.6 million, an increase of 78 per cent in 10 years, according to a Unesco study ! (White, 2012). According to the new study of Unesco in 2013, France won a place positioning itself to the 3th place of countries which attracts students abroad! But make sure that we seek not only targeting students coming abroad!

Of the 197 countries studied, metropolitan France situates in the 6th row for the number of immigrants (6.684 million) According to the study «Immigrants and descendants of immigrants in France», published by Insee (National Institute of Statistics and economic studies), more than 5.3 million immigrants lived in France in 2008, two-thirds native to countries outside the EU. Their descendants are close to 6.7 million, or 11% of the population. In total, more than 7 million of foreign-bornpersons resident in France.

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We are seeking to target the foreigners in order to revive their memories and bring joy through our meal! But also those who wishes to discover new culinary culture!

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The location Where is it going to be situated? It is in the Ile de France that we intend to construct our restaurant because according to our analysis, it is in the Ile de France that we have more people from abroad! 43% Of immigrants and 32% of their descendants reside in Ile-de-France, whereas the francilienne population represents only 18% of the total population. (White, 2012).

Business Opportunities In order to assess the business opportunities we are going to do it through a SWOT analysis Internal Business Opportunities

External Business opportunities

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The distribution channels in general

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The distribution channels (our customers) In our distributions channels we give the choice to consumers!

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Business model general Value Architecture Offer • Different menus (entered, plate and desert) • On the spot or take away • Also mini bakery (coffee) • Cakes etc. Core capabilities • • • • • • •

Distribution architecture

Value /Culture

• 3 Types of channels distribustion We do not want purchase • Enormously in the marketing • We expect to build on a communication basis. • Nevertheless we are • Present on the social networks.

Leadership style

Flexibility Ethics Decision Making Continuous Education (training) Customer Service Management Skills Problem Solving

Participatory, The fact that we intend to use a small budget for the marketing, we rather use a simple communication from customer to customer. We will put in place a flautless service. This is why we cater for training of employees. Moreover the themes and menu composition are taken in agreement with the employees. Relationship style We want to create a trust relationship with our customers. To relive their memories. But also make the French discover new culinary culture. Values Sharing , joy of living

Value proposition/customer Customer

Customer benefit

• Nostalgic foreigners (students etc) • All the person ranging from 15 to 99years who wishes to discover new culinary culture

• • • •

Loyalty Card, Tariff for students The ability to choose the menu Game competition on social networks.

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Revenue model Appendix 1

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Branding and Marketing The logo Differents logos were designed to represent the restaurant

first logo

Second logo

The winning logo

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Branding and Marketing cont The structure of restaurents

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Branding and Marketing cont The structure of restaurents : Kitchen

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Branding and Marketing cont The structure of restaurents : WC

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Branding and Marketing cont The structure of restaurents

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Branding and Marketing cont The structure of restaurents

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Branding and Marketing cont The structure of restaurents

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Branding and Marketing cont Different flyers will be placed at the bar restaurants to inform customers of the various culinary evening

Flyers

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The Cook Import

The Cook Import Dinner ’s time , where you will be transported in Spain’s gastronimicals specialities with wondeful moments. Discover our spanish meals in an open buffet, and exclusively a flamenco demonstration . Tariff: 25E /Person Child: 8E Students: 15E

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The Cook Import

Sauté poisson

Rougail socisse Differents carry

Dinner ’s time , where you will be transported in Reunion Island’s gastronimicals specialities with wondeful moments.

Reunion Island

Discover our Reunion meals in an open buffet and exclusively; a demonstration of Maloya. Tariff: 25E /Person Child: 8E Students: 15E

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Brazil Dinner ’s time , where you will be transported in Brazil’s gastronimicals specialities with wondeful moments. Discover our Reunion meals in a open buffet and exclusively a Samba demonstration . Tariff: 25E /Person Child: 8E Students: 15E

CSR Profile of CI For employees

Plan for sustainable development. This is an alarming situation! Twice more waste in the last forty years!

The training will be one of our pillars and it is important that the customer service is beyond any fault. Similarly it is important that employees feel involved in the business. For this, we will put in place entertainment day and cultural outing for example. In addition the tip left on the table for the employees is left entirely for the employee himself. The trainees of culinary school are the most welcome and we accept to train them in the field of restaurants. Concerning for new schedules of works, the company is committed to help employees having children to pay the cost of nursery at the rate of 40 per cent. The employees will receive free meal on working day and transport For this CI undertakes to reduce the use is available as well including day of plastics and encourages carton bag as and night shift. they are biodegradable.

For customer Free Christmas meal for old person and the homeless. The excess meal will go to the homeless Awareness campaigns should be given to those who are overweight. The company engages itself in monitoring the diet of the latter. A percentage of the profits will be given to different organisations such as movement to fight against In addition the company undertakes to buy recycled products in order to protect the environment and want to create a partenaria with” tout allant obesity. vert”

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«Tout Allant Vert’ is an enterprise Different automatic dishwashing liquid with camomile for the distribution of ecological and sustainable products by Internet, situated in Flanders (North, 59) in France. Its objective is to propose a set of products and services for a lifestyle more environmentally friendly and sustainable. Internet Site: http://www.toutallantvert.com In addition all our products such as tableware, Packaging for process food, Foils, carrier bags with label «Naturess» is distributed by Pacovis. The products are certified according to regulation EN 13432 standard (Appendix 2). Internet Site: http://www.pacovis. ch/EN/ Sample of products that we use for the maintenance of the restaurant. From «Tout Allant Vert»

Ecological Sponges

Recycled Paper towels

Recycled garbage bags.

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Appendix

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Appendix 1 : Revenue Models

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Appendix 1 : Revenue Models cont

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Appendix 2

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References and further lecture

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