“The yummy delight (TYD)”
(Restaurant &bar)
“Feel the taste”
THE BUSINESS
The Business is all about to start a restaurant with liquor facility. This can be done any of the following ways:
1) Buy out a restaurant that is in financial trouble.
2) Purchase an existing restaurant's lease from the landlord.
3) Lease an existing structure and make renovations.
4) Build a restaurant from the ground up.
THE LOCATION: DELHI (Connaught place)
Here I mention few things which I consider as a base for selecting the location such as—
Traffic, Visibility, Readily Accessible Parking, Strong population back-up, Accessibility, Price, Condition of the site, Road Construction, Crime Free.
MAN POWER REQUIREMENT
Chef, cook, waiter, Receptionist, cleaner, Security Guard.
TYD Restaurant will be offer a menu of food and beverages with a distinctive image. There will be three ways to purchase these products; table service at the restaurant, take-out from the restaurant, and delivery to home or office.
The Menu
The TYD menu is moderate sized, and moderate-low priced offering a collection of ethnic and indian items with a common theme -- healthy (low-fat, low cholesterol, natural ingredients), flavorful, and familiar. Our goal is to create the image of light satisfying and still nutritious food.
There has been an increased awareness of nutritional and health concerns in recent years and a growing market of people who now eat this style of cooking regularly.
Service
here will be three ways a customer can purchase food. They may sit down 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. Most take-out food will be prepared to order with orders coming from either the telephone or fax.
Delivery (an indirect form of take-out) will be available at certain times and to a limited area.
Target market: The food concept and product image of Restaurant will attract 3 different customer profiles;
· The student - more and more young people have developed healthy eating habits. Some also go through a "health food phase" while in college.
· The health conscious person of any age or sex - this includes anyone on a restricted or prescribed diet or those who have committed to a healthy diet.
Curious and open-minded - "if you try it, you will like it." Through marketing, publicity, and word-of-mouth, people will seek out a new experience and learn that nutritious food can be tasty, fun, convenient, and inexpensive.
Promotion Plan: Focusing on the unique aspect of the product theme (healthy, tasty foods) a mix of marketing vehicles will be created to convey our presence, our image, and our message.
- Print media - local newspapers, magazines and student publications
- Broadcast media - local programming and special interest shows
- Hotel guides, concierge relations, Chamber of Commerce brochures
- Direct mail - subscriber lists, offices for delivery
- Misc. - yellow pages, charity events
Competitor's Profile
Competing with our restaurant for the target market are these categories of food providers:
- Independent table service restaurants of similar menu and price structure.
- Chain service restaurants.
- Commercial food service companies serving students directly.
Main competitors are:
1. Saravana Bhavan restaurant, 46 janpath,Connaught place, New Delhi
2. Swagath restaurant and Bar, Defence colony, New Delhi
3. Devans Indian pvt. Ltd., 131, Khanna market. Lodi road, New Delhi
4. Bed and breakfast restaurant and bar, saket enclave , New Delhi
In spite of all those which has newly entered in market or surviving in the market in New Delhi are our competitors.
TECHNICAL KNOW HOW (competitive strategy)
There are three major ways in which we will create an advantage over our competitors.
Product identity, quality, and novelty.
High employee motivation and good sales attitude.
Innovative and aggressive service options.
DEMAND FOR THE PRODUCT
To make demand of the product it’s very important to have competitive edge over the competitors.
Competitive strategy:
There are three major ways in which we will create an advantage over our competitors;
- product identity, quality, and novelty
- high employee motivation and good sales attitude
- Innovative and aggressive service options.
Our restaurant will be the only restaurant among all the competition which focuses the entire menu on healthy, low-fat cooking. Each of the competitors offers at least one "healthy" selection on their menu. Competitors even have an entire section called "On the Lighter Side" but in all cases they are always seen as alternatives to the main style being offered. The target market will perceive our restaurant as the destination location for healthy, low-fat cooking.
Once they have tried the restaurant, their experience will be reinforced by friendly, efficient, knowledgeable service. Return and repeat business will be facilitated by accessable take-out and delivery options. At the time of this writing all of the competitors offered take-out.
In spite of this we will offer discounts to students, couples and we will have offer for various groups as family pack, couple pack, seasonal offers. we will also provide liquor on free of cost on some special packs..
If the business is meeting its projections by month nine, I will start scouting for a second location and develop plans for the next unit. Our five year goal is to have 3 restaurants in the NCR region with a combined annual profit of between 25,00,000, and 50,00,000.
