Restaurant Business Plan餐厅商业计划书.docx

Restaurant Business Plan餐厅商业计划书.docx

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RestaurantBusinessPlan餐厅商业计划书

JULY

1.Executivesummary

1.1Businessoverview

Thisbusinessisforbuildingafastfoodrestaurant,locatedatShanghairailwaystation.Itnamed‘Bolero’.Itcanhold60covers.Thedecoroftherestaurantwillbebrief.Givecustomersacleanandniceenvironment.Intherestaurantwillbroadcastthepopmusic.Customerswillfeelrelax.

Therestaurantlocatedintheshanghairailwaystation,withhighpedestriantraffic.Therearemanytouristsandlocalsgotothestationeveryday.Theywillgotomyrestaurantconvenient.

1.2Missionstatement:

Thecompany'sgoalisthatofamulti-facetedsuccess.Ourfirstresponsibilityistothefinancialwell-beingoftherestaurant.Wewillmeetthisgoalwhiletryingtoconsider;1）theeffectofourproductsonthehealthandwellbeingofourcustomers（andourstaff）,2）theimpactthatourbusinesspracticesandchoiceswillhaveontheenvironment,and3）thehighqualityofattitude,fairness,understanding,andgenerositybetweenmanagement,staff,customers,andvendors.Awarenessofallthesefactorsandtheresponsibleactionsthatresultwillgiveoureffortsasenseofpurposeandmeaningbeyondourbasicfinancialgoals.

1.3Servicevision:

Customerswillgetgoodservicebecauseourstaffsarehighlytrainedandthestaffprovidesefficientservice.

1.4Productdifferentiation

Therestaurantwillsprovidetwomainproducts:

Chineseandwestfastfood.Foodproductionandassemblywilltakeplaceinthekitchenoftherestaurant.Freshvegetables,meatanddairyproductswillbeusedtocratemostofthedishesfromscratch.Thechefwillexercisestrictstandardsofsanitation,qualityproduction,andpresentationorpackagingoverthekitchenandservicestaff.

1.5Targetmarket

Thebusinesswillmeettheneedsoftwoprimacymarketsegment:

localsanddomestictourists.

1.6Financialmanagement

1.7Staffandoperations

Thereare15employeesintherestaurant.Twoarefulltimeandothersareparttime.

2.Productprofile

2.1Product-goodsandservice

Havehomedeliveryserviceforlocalsneartherailwaystation.Alsotherestauranthastakenawayservice.

Therewillbethreewaysacustomercanpurchasefood.Theymaysitdownatoneofthe60seatsinthediningroomandgetfullservicefromawaitperson.Aseparatetake-outcounterwillservicethosewhowishtopickuptheirfood.Mosttake-outfoodwillbepreparedtoorder.Delivery（anindirectformoftake-out）willbeavailableatcertaintimesandtoalimitedarea.

2.2Positioning

Positionedasanaveragepriceandmoderatequalityfastfoodrestaurant.

3Marketingplan

3.1Externalbusinessenvironment

ShanghaiRailwayStationaccommodatesthesecond-largestnumberofpassengersinChina.

Zhabeidistrictwithapopulationof800,000,wheretheShanghaiRailwayStationislocated,hasalwaysbeenregardedasthegatewayofthecity,offeringitauniqueadvantageintransportationlinkstotheYangtzeRiverDeltaandfurtherontothewholenation

FastfoodrestaurantdevelopinChina

3.2Marketsegmentation

3.3Competitoranalysis

Therearemanycompetitorsaroundandwithinshanghairailwaystation.WhilesomeofthecompetitorshavesimilarstrategyasDukeRestaurant,othercompetitorshavedevelopedaCompetitiveadvantage.DukeRestaurantmustdifferentiatetherestaurantfromcompetitorsinordertobemorecompetitive.

KFChasbeenoneofthemosthouseholdinternationalbrandsinurbanChinasinceitopeneditsfirstWestern-stylequickservicerestaurant

KongfurestaurantisaChinesefastfoodrestaurant.Anddevelopfast.

3.4Positioninmarket

Althoughtherestaurantindustryisverycompetitive,thelifestylechangescreatedbymodernlivingcontinuetofuelitssteadygrowth.Moreandmorepeoplehavelesstime,resources,andabilitytocookforthemselves.TrendsareveryimportantandDukeRestaurantiswellpositionedforthecurrentinterestinlighter,healthierfoodsatmoderatetolowprices.

3.5SWOTanalysis

Strengths:

Therestauranthasagoodlocation.Itlocatedintheshanghairailwaystation.Havealotofpopulation.Andhaveconvenienttraffic.ThreeSubwaylineandmanybusespassthroughtherailwaystation.

Weaknesses:

Therearemanyrestaurantsinthisarea.Havemanycompetitions.AndIhavenoexperiencetoopenarestaurant.

Opportunities：

OneoftheopportunitiesisthegrowingeconomyinChinapeoplepreferdininggototherestauranttohavedinerathome.Andthetourismindustryisdevelopingfast.Alotofpeoplevisitshanghaieveryyear.Thereisamarketsegmentthatpreferstoeatthistypeofcookingathomealthoughtheydonothavethetimetocook.Therearealreadycaterersandevenmailordercompaniesthatprovideindividualsandfamilieswithuptoamonth'ssupplyofpre-preparedmeals.

Thisopportunitywillberesearchedanddevelopedonatrialbasis.Ifsuccessful,itcouldbecomeamajornewsourceofincomewithoutcreatingtheneedforadditionalstafforproductionspace.

Threats:

Economicdownturn,3outof5closeinfirstortwoyear.

3.6Saleforecasts

Chineseeconomygrowsrapidlyandsodoesitstourismindustry.Astheworld’seconomyimproves,numberoftouristsriseseveryyear.In2020thenumberofoverseastravelersisexpectedtorisetoapproximately1.6billion.ExpertsfromtheWorldTourismOrganization（WTO）expectChinatobecomeoneofthecountrieswiththemostinboundtourismby2020.Thedemandforthisdestinationwillbeboostedbyvariousfactors.AmongotherstheBeijingOlympicsin2008,theShanghaiWorldExpoandAsianGamesinGuangzhouin2010willtakeplaceinChina.TheOlympicsitselfareexpectedtoluresometwomillionvisitors.

3.7Promotionalstrategy

Usingtherightpromotionwillhelptherestauranttoattractmorecustomersandcreatemoreawarenesswithinthetargetmarket;thiswillhelptherestauranttoincreasethetotalrevenue.It’simportanttopresentthenewimageconsumersthroughseasonalpromotions.

Therestaurantneartherailwaystationhassomesubway.Everydayalotofpeoplegotoworkorsomewherewillpassthroughthestationandlooktheadvertisements.SoIadvertiseinthesubwaystation.

Iwilldotheadvertisement7daysbeforeIopentherestaurant.Iwanttoadvertisetwomonths.

4.Legalrequirements

4.1Legalstructure

4.2Licensing

Healthylicense

FoodSanitationLicense

DischargePermit

TaxRegistration

Industrialandcommercialbusinesslicense

4.3Insurance

EnergyandResourcesLaw

EnvironmentalLaw

4.4Taxation

TheRegulationsprovidelegaldefinitionsandadditionalrulesonintellectualpropertyassupplementaryprovisionstothenewCorporateIncomeTaxLaw（CITLaw）that:

（1）licensingfeesreferstoincomegainedbyanenterpriseinconsiderationofgrantingrightstouseapatent,non-patenttechnology,trademark,copyrightandotherrightssubjecttolicensing;

（2）intangibleassetsstipulatedintheCITLawincludepatentrights,trademarkrights,copyright,non-patenttechnologyandgoodwill;（3）exemptionanddeductionofcorporateincometaxforqualifyingtransfersoftechnologyreferstothefirstRMB5millionpaymentforatransferoftechnologywithinoneyearwhichshallbeexemptedfromcorporateincometaxandpaymentsexceedingtheaforesaidbandwhichshallqualifyfora50%taxdeduction;and（4）thekeynationalsupportedhigh-techenterprisesstipulatedinArticle28oftheCITLawreferstoenterpriseswhichmeettherequirementslistedintheRegulationsandpossesscoreindependentintellectualpropertyrights.

4.5Industrialrelation

Ihopefindsomesuppliersprovidequalityandcheapmaterials.Andmyrestaurantwillhaveagoodrelationshipwiththem,developalong-termcooperation

4.6Occupationhealthandsafety

Occupationalhealthandsafetyisadisciplinewithabroadscopeinvolvingmanyspecializedfields.Initsbroadestsense,itshouldaimat:

∙thepromotionandmaintenanceofthehighestdegreeofphysical,mentalandsocialwell-beingofworkersinalloccupations;

∙thepreventionamongworkersofadverseeffectsonhealthcausedbytheirworkingconditions;

∙theprotectionofworkersintheiremploymentfromrisksresultingfromfactorsadversetohealth;

∙theplacingandmaintenanceofworkersinanoccupationalenvironmentadaptedtophysicalandmentalneeds;

∙theadaptationofworktohumans.

Successfuloccupationalhealthandsafetypracticerequiresthecollaborationandparticipationofbothemployersandworkersinhealthandsafetyprogrammes,andinvolvestheconsiderationofissuesrelatingtooccupationalmedicine,industrialhygiene,toxicology,education,engineeringsafety,ergonomics,psychology,etc.

Forallofthereasonsgivenabove,itiscrucialthatemployers,workersandunionsarecommittedtohealthandsafetyandthat:

∙workplacehazardsarecontrolled-atthesourcewheneverpossible;

∙recordsofanyexposurearemaintainedformanyyears;

∙bothworkersandemployersareinformedabouthealthandsafetyrisksintheworkplace;

∙thereisanactiveandeffectivehealthandsafetycommitteethatincludesbothworkersandmanagement;

∙Workerhealthandsafetyeffortsareongoing.

4.7Recordkeeping

∙DownPaymentsonProperty,Rent,Equipment

∙Equipment

∙Legal/AccountingServices

∙Licenses/Permits

∙Loanpayments

∙Marketing

∙OfficeSpace

∙ProfessionalFees

∙Remodeling/InstallationofEquipment

∙Salaries,includingoneforyourself

∙Supplies

∙Utilities

5.Humanresourcesplan

5.1Jobanalysis

Afastfoodrestaurantmanager

▪operationalmanagement:

organisingstockandequipment,orderingsupplies,andoverseeingbuildingmaintenance,cleanlinessandsecurity;

▪financialmanagement:

planningandw