Speciality Restaurant Plan

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Executive Summary
The goal of this marketing plan is to outline the strategies, tactics, and programs that will make the sales goals outlined for this Buon Apetito business plan a reality in the month of August, 2013. Buon Apetito is a 60 seat Speciality restaurant with a 20 seat lounge. We focus on our New Italian menu with a touch of an Asian influence. The location of this new restaurant would be in the heart of the city, rapidly expanding, which is the hot spot for the niche youngsters, lot of businessmen, and also is the junction for the tourists.So, the main target market segment of this Speciality restaurant are those who has discretionary for niche youngsters.The combination of these elements will provide our restaurant with a year-round economy.The area is in need of a warm and friendly place with excellent food. A place where you always know you will get the best of everything. Buon Apetito will feature a cozy dining room and an elegant lounge with comfortable furnishings and decor with soothing warm tones. The lounge has comfy couches and antique love seats with a softly lit bar. It will be the perfect place to stop in for a bite to eat, for a drink or for a small business meeting. For extra comfort and to please a large group of people we will make up special hors d' oeuvre platters for customers. The menu will be inspired from Italy’s specialties. We will also have a special pasta dish entree every day. Adding value will be an interesting business lunch menu with specialties every day. The menu will change every 6 months but keep the favorites. Prices will be competitive with other upscale restaurants in the area. However, it is the strategy of Buon Apetito to give a perception of higher value than its competitors, through its food, service and entertainment.

The restaurant will be open seven days a week. We will offer special theme nights to attract new customers. Warm colors, fresh flowers, soft music, candles and some special artwork from Italy will be the ambience of this restaurant. During the busy summer months you can also sit outside on our patio and we will offer a special summer menu, featuring lighter fare, exotic drinks, as well as non-alcoholic offerings. The patio will be a fun and casual atmosphere for the summer crowd. 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 for the owners, and a rewarding place to work for the employees.

The service will be relaxed, very friendly and correct. We will hire the best people available, training, and motivating and encourage them, and thereby retaining the friendliest most efficient staff possible. Our management team is comprised of individuals whose backgrounds consist of 50 years experience in food, restaurant and hotel, catering, management, finance, marketing, art and motion pictures. Most important to us is our financial success and we believe this will be achieved by offering high-quality service and excellent food with an interesting twist. We have created financial projections based on our experience and knowledge of the area. With a start-up expenditure of Rs6000000 we can generate Rs 1526400 in sales by the end of year two, and produce good net profits by the end of year three. We are seeking a loan guaranty for Rs 4000000 with a 15% interest rate. We are investing Rs6000000 of our own capital.

1.1 Mission
Buon Apetito is a great place to eat, combining an intriguing atmosphere with excellent, interesting food. 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....
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