Restaurant Business Plan餐厅商业计划书.docx

1、Restaurant Business Plan餐厅商业计划书JULY1.Executive summary1.1 Business overviewThis business is for building a fast food restaurant, located at Shanghai railway station. It named Bolero. It can hold 60 covers. The decor of the restaurant will be brief. Give customers a clean and nice environment. In the

2、 restaurant will broadcast the pop music. Customers will feel relax.The restaurant located in the shanghai railway station, with high pedestrian traffic. There are many tourists and locals go to the station every day. They will go to my restaurant convenient.1.2 Mission statement:The companys goal i

3、s that of a multi-faceted success. Our first responsibility is to the financial well-being of the restaurant. We will meet this 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 ch

4、oices will have on the environment, and 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 b

5、asic financial goals.1.3 Service vision:Customers will get good service because our staffs are highly trained and the staff provides efficient service.1.4 Product differentiationThe restaurant wills provide two main products: Chinese and west fast food. Food production and assembly will take place i

6、n the kitchen of the restaurant. Fresh vegetables, meat and dairy products will be used to crate most of the dishes from scratch. The chef will exercise strict standards of sanitation, quality production, and presentation or packaging over the kitchen and service staff.1.5 Target marketThe business

7、will meet the needs of two primacy market segment: locals and domestic tourists. 1.6Financial management1.7Staff and operationsThere are 15 employees in the restaurant. Two are full time and others are part time.2.Product profile2.1 Product-goods and serviceHave home delivery service for locals near

8、 the railway station. Also the restaurant has taken away service. There will be three ways a customer can purchase food. They may sit down at one of the 60 seats in the dining room and get full service from a waitperson. A separate take-out counter will service those who wish to pick up their food.

9、Most take-out food will be prepared to order. Delivery (an indirect form of take-out) will be available at certain times and to a limited area.2.2 PositioningPositioned as an average price and moderate quality fast food restaurant.3 Marketing plan3.1 External business environmentShanghai Railway Sta

10、tion accommodates the second-largest number of passengers in China.Zha bei district with a population of 800,000, where the Shanghai Railway Station is located, has always been regarded as the gateway of the city, offering it a unique advantage in transportation links to the Yangtze River Delta and

11、further on to the whole nation Fast food restaurant develop in China3.2 Market segmentation3.3 Competitor analysisThere are many competitors around and within shanghai railway station. While some of the competitors have similar strategy as Duke Restaurant, other competitors have developed a Competit

12、ive advantage. Duke Restaurant must differentiate the restaurant from competitors in order to be more competitive. KFC has been one of the most household international brands in urban China since it opened its first Western-style quick service restaurantKongfu restaurant is a Chinese fast food resta

13、urant. And develop fast.3.4 Position in marketAlthough the restaurant industry is very competitive, the lifestyle changes created by modern living continue to fuel its steady growth. More and more people have less time, resources, and ability to cook for themselves. Trends are very important and Duk

14、e Restaurant is well positioned for the current interest in lighter, healthier foods at moderate to low prices.3.5 SWOT analysisStrengths: The restaurant has a good location. It located in the shanghai railway station. Have a lot of population. And have convenient traffic. Three Subway line and many

15、 buses pass through the railway station.Weaknesses: There are many restaurants in this area. Have many competitions. And I have no experience to open a restaurant.Opportunities：One of the opportunities is the growing economy in China people prefer dining go to the restaurant to have diner at home. A

16、nd the tourism industry is developing fast. A lot of people visit shanghai every year. There is a market segment that prefers to eat this type of cooking at home although they do not have the time to cook. There are already caterers and even mail order companies that provide individuals and families

17、 with up to a months supply of pre-prepared meals. This opportunity will be researched and developed on a trial basis. If successful, it could become a major new source of income without creating the need for additional staff or production space. Threats: Economic downturn, 3 out of 5 close in first

18、 or two year.3.6 Sale forecastsChinese economy grows rapidly and so does its tourism industry. As the worlds economy improves, number of tourists rises every year. In 2020 the number of overseas travelers is expected to rise to approximately 1.6 billion. Experts from the World Tourism Organization (

19、WTO) expect China to become one of the countries with the most inbound tourism by 2020. The demand for this destination will be boosted by various factors. Among others the Beijing Olympics in 2008, the Shanghai World Expo and Asian Games in Guangzhou in 2010 will take place in China. The Olympics i

20、tself are expected to lure some two million visitors.3.7 Promotional strategyUsing the right promotion will help the restaurant to attract more customers and create more awareness within the target market; this will help the restaurant to increase the total revenue. Its important to present the new

21、image consumers through seasonal promotions.The restaurant near the railway station has some subway. Every day a lot of people go to work or somewhere will pass through the station and look the advertisements. So I advertise in the subway station. I will do the advertisement 7 days before I open the

22、 restaurant. I want to advertise two months.4. Legal requirements4.1 Legal structure4.2 LicensingHealthy licenseFood Sanitation LicenseDischarge PermitTax RegistrationIndustrial and commercial business license4.3 InsuranceEnergy and Resources LawEnvironmental Law4.4 TaxationThe Regulations provide l

23、egal definitions and additional rules on intellectual property as supplementary provisions to the new Corporate Income Tax Law (CIT Law) that: (1) licensing fees refers to income gained by an enterprise in consideration of granting rights to use a patent, non-patent technology, trademark, copyright

24、and other rights subject to licensing; (2) intangible assets stipulated in the CIT Law include patent rights, trademark rights, copyright, non-patent technology and goodwill; (3) exemption and deduction of corporate income tax for qualifying transfers of technology refers to the first RMB5 million p

25、ayment for a transfer of technology within one year which shall be exempted from corporate income tax and payments exceeding the aforesaid band which shall qualify for a 50% tax deduction; and (4) the key national supported high-tech enterprises stipulated in Article 28 of the CIT Law refers to ente

26、rprises which meet the requirements listed in the Regulations and possess core independent intellectual property rights. 4.5 Industrial relationI hope find some suppliers provide quality and cheap materials. And my restaurant will have a good relationship with them, develop a long-term cooperation4.

27、6 Occupation health and safetyOccupational health and safety is a discipline with a broad scope involving many specialized fields. In its broadest sense, it should aim at: the promotion and maintenance of the highest degree of physical, mental and social well-being of workers in all occupations; the

28、 prevention among workers of adverse effects on health caused by their working conditions; the protection of workers in their employment from risks resulting from factors adverse to health; the placing and maintenance of workers in an occupational environment adapted to physical and mental needs; th

29、e adaptation of work to humans. Successful occupational health and safety practice requires the collaboration and participation of both employers and workers in health and safety programmes, and involves the consideration of issues relating to occupational medicine, industrial hygiene, toxicology, e

30、ducation, engineering safety, ergonomics, psychology, etc. For all of the reasons given above, it is crucial that employers, workers and unions are committed to health and safety and that: workplace hazards are controlled - at the source whenever possible; records of any exposure are maintained for

31、many years; both workers and employers are informed about health and safety risks in the workplace; there is an active and effective health and safety committee that includes both workers and management; Worker health and safety efforts are ongoing. 4.7 Record keepingDown Payments on Property, Rent,

32、 EquipmentEquipmentLegal/Accounting ServicesLicenses/PermitsLoan paymentsMarketingOffice SpaceProfessional FeesRemodeling/Installation of EquipmentSalaries, including one for yourselfSuppliesUtilities5. Human resources plan5.1 Job analysisA fast food restaurant manageroperational management: organising stock and equipment, ordering supplies, and overseeing building maintenance, cleanliness and security; financial management: planning and w