Restaurant-Business-Plan餐厅商业计划书

JULY

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.

Financialmanagement

Staffandoperations

Thereare15employeesintherestaurant.Twoarefulltimeandothersareparttime.

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:planningandworkingtobudgets,maximisingprofitsandachievingsalestargetssetbyheadoffice,controllingtakingsintherestaurant,administeringpayrolls,etc.;

peoplemanagement:recruitingnewstaff,traininganddevelopingexistingstaff,motivatingandencouragingstafftoachievetargets,coordinatingstaffschedulingandrotas;

workingtoensurestandardsofhygienearemaintainedandthattherestaurantiscomplyingwithrelevanthealthandsafetyregulations;

ensuringhighstandardsofcustomerserviceareobservedatalltimes;

implementing,andinstillingintheirteams,companypolicies,procedures,ethics,etc.;

handlingcustomercomplaintsandqueries;

devisingandmarketingpromotionalcampaigns;

preparingreportsandotherperformanceanalysisdocumentation;

reportingtoandattendingregularmeetingswithareamanagersorheadofficerepresentatives;

establishingrelationshipswiththelocalcommunityandundertakingactivitieswhichcomplywiththecompany’scorporatesocialresponsibilityprogrammes.

5.2Legislationandindustrial

LaborLaw

5.3Organizationchart

5.4Recruitmentandselections

Iwillemploystaffwherelaboursupplyinthelocalarea.Thelocalcollegecansupplytrainedstaffinsomearea.Suchas

5.5Inductionandtraining

Thekeytoeffectivestafftrainingistoidentifytheprincipaldutiesofthestaffmembersthemselves,andtoensurethattheyareawareoftheirindividualrolesandresponsibilities.Beyondthat,aregularscheduledsessionshouldbeputinplacethatnotonlyaddressescurrentresponsibilities,butalsoacknowledgesthatallstaffshouldbeinterestedindevelopingtheirownskillsandunderstandingtheimportanceoftheirroleinthebusiness.

Regularsessionsshouldbesetupbetweenthechefandheadwaiterstoensureallstaffhastriedthefoodandwineavailableandareabletoanswercustomerquestionsorprovidesuggestionsfromthemenu.

5.6Performancemanagement

6.Operationalplans

6.1Openinghoursandtrading

Therestaurantwillbeopenforlunchanddinner7daysaweek.Servicewillbeginat7:00amandendat11:00pm.

6.2Pricingandcostcontrol

6.3Policiesandprocedures

HealthandSafetyPolicyandProcedure.

Workstationassessmentprocedure

Firesafety

StaffDisciplinaryprocedure.

StaffGrievanceprocedure.

StaffAppraisalprocedure.

Supervision.

Staffexpenses

Staffloans(travel,cycle,car).

UnionrecognitionPolicy.

SickLeavePolicyandprocedure.

Leavepolicyandprocedure.

TimeoffinLieuPolicyandprocedure.

PublicDuties.

RecruitmentProcedure.

Redundancypolicy.

InductionProcedureandChecklist.

Exitinterviews.

Jobevaluation.

Retirementpolicy.

6.4Foodhygiene

Maintaininghighlevelsofpersonalandkitchenhygieneareimportantandeffectivewaystostopgermsfromspreading.

Washyourhandsandnailswithhot,soapywaterbeforehandlingfood,betweenhandlingcookedanduncookedfoods,andaftergoingtothetoilet.

Rinseyourhandswellanddrythemonacleanhandtowel,adisposablepapertowel,orunderahanddryer.Wethandstransfergermsmoreeffectivelythandryhands.

Usedifferentclothsfordifferentjobs(egwashingupandcleaningsurfaces).Washthemregularlyonthehotcycleorsoakinadilutesolutionofbleach.

Wipedownanddisinfectsurfacesandutensilsregularly,usingadetergentordilutesolutionofbleach-alwaysreadthesafetyinstructionsfirst.

Washupusinghot,soapywater-userubberglovesifnecessary.

Don'thandlefoodifyouhavestomachproblemssuchasdiarrhoeaandvomiting,orifyou'resneezingorcoughingfrequently.

Coverupcutsandsoreswithwaterproofplasters.

Ifpossible,removerings,watchesandbraceletsbeforehandlingfood.Germscanhideunderthese.

Bacteriacanspreadfromrawfood,inparticularmeat,tofoodthathasalreadybeencookedoriseatenraw,suchassalads.

Useseparatechoppingboardsforpreparingrawmeat,poultryandseafoodandforfreshproducesuchassalads,fruitandvegetables.

Neveruseamarinadethathasalreadybeenusedonrawmeatforcookedfood,unlessithasbeenboiledthoroughly.

Alwaysuseacleanplatetoservefood.

Afterusingaknifeorotherutensilonrawmeat,cleanitthoroughlybeforeusingitonotherfoods.

Storingfoodcorrectly

It'sveryimportantthatfoodisstoredintherightplace(egfridgeorfreezer)andatthecorrecttemperature.

Alwayschecklabelsforguidanceonwhereandhowlongtostorefood,inparticular,freshorfrozenfood.

Storefreshorfrozenfoodinthefridgeorfreezerwithintwohoursofpurchase-sooneriftheweatherishot.

Allowmealleftoverstocooltoroomtemperaturebeforestoringtheminthefridge,ideallywithintwohoursofpreparation.Ifnecessary,divideleftoversintosmallerportionstohelpfoodcoolmorequickly.

Useupleftoverswithintwodays.Cookedriceshouldonlybekeptforoneday.

Storerawfoodsuchasmeatinairtightcontainersatthebottomofthefridgetopreventjuicesorbloodfromdrippingontootherfood.

Defrostfrozenfoodsinthefridge.Placethemonaplateorinacontainerastheydefrostsotheydon'tdriponorcontaminateotherfoods.

Don'toverfillthefridge-foodmaynotcoolproperly.

Keepthefridgeatlessthan5°Candthefreezeratlessthan-18°C-considergettingathermometer.

Don'tstoreopenedtinsoffoodinthefridge-transferthecontentstoasuitableairtightcontainerinstead.

Cookingfoodsafely

Iffoodisn'tcookedatahighenoughtemperature,bacteriacanstillsurvive.Thefollowingadvicewillhelpyoutocooksafely.

Followtherecipeorpacketinstructionsforcookingtimeandtemperature,ensuringtheovenispre-heatedproperly.

Foodshouldbepipinghot(steaming)beforeserving.

Takespecialcarethatpork,sausages,burgersandpoultryarecookedthroughandaren'tpinkinthemiddle.Usingacleanskewer,piercethemeat.Whencookedproperly,thejuicesrunclear.Lambandbeefjointsandsteakscanbecookedrare,butmustbethoroughlysealed(browned)ontheoutside.

Don'tcookfoodstoofarinadvance.Keepcookedfoodscoveredandpipinghotuntilserved.

Whenmicrowaving,stirfoodwellfromtimetotimetoensureevencooking.

Onlyreheatfoodonceandservepipinghot.

Useafoodthermometertocheckthatfoodiscookedtotherighttemperature.

Eggscontainharmfulbacteriawhichcanbedangeroustopregnantwomen,olderpeopleandb