Analysis of Hospitality and Tourism Industry

The provided document appears to be a compilation of various research papers and articles related to the hospitality and tourism industry. It includes a list of references from journals and books, suggesting that it is an assignment or a thesis on this topic. The references cover a wide range of topics, including customer needs and fears in emergency departments, feasibility studies for sustainable street lighting systems, product-service offerings, and more. The document also includes illustrations related to restaurants and hotels, indicating that the focus is on the hospitality and tourism industry. Overall, it seems like the assignment requires analysis and discussion of these topics, possibly with a focus on sustainability and customer needs.

BUSINESS
DEVELOPMENT 1

EXECUTIVE SUMMARY
The presented business proposal is of Chuck & Chick restaurant which is going to setup
its restaurant business in Malta. The business idea is based on multi-cuisine food that will be
served by following the cultural procedure of country whose cuisine food will be going to
severed. These restaurant will be established at three prime locations of Malta such as Popeye
village, Azure window and Gozo island as these are the tourism attraction place. The reason
behind working over cultural themed restaurant is that it is totally a new concept which keeps
competition away. This present report elaborates about the Business development report that
contains a detail about mission and vision of restaurant. In addition to this it also describe about
the concept behind this business idea over which feasibility analysis will be performed that help
in preparing an effective business plan.

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................2
INTRODUCTION...........................................................................................................................5
Rationale.................................................................................................................................5
Vision:-...................................................................................................................................5
Mission:-.................................................................................................................................5
Design and structure of the report..........................................................................................6
Relevant Model and Information sources used......................................................................7
Assumptions...........................................................................................................................7
Timescale for achievement.....................................................................................................8
BUSINESS CONCEPT...................................................................................................................9
Facilities or services ..............................................................................................................9
Target market........................................................................................................................10
Value added..........................................................................................................................10
Specific Feature....................................................................................................................11
Who is involved....................................................................................................................11
Windows of opportunity.......................................................................................................11
FEASIBILITY RESEARCH ........................................................................................................12
Primary and Secondary data needs.......................................................................................12
Research methodology.........................................................................................................13
5 Key areas of feasibility research........................................................................................13
Marker feasibility.................................................................................................................21
Industrial feasibility..............................................................................................................22
Organisational Analysis........................................................................................................24
Financial feasibility..............................................................................................................25
Ambition Vs Ability.............................................................................................................28
THE BUSINESS MODEL.............................................................................................................29
The core strategy..................................................................................................................29
Business Canvas Model........................................................................................................30
BUSINESS PLAN FOR A NEW RESTURANT SETUP ..................................................37

IN MALTA...........................................................................................................................37
Executive summary..............................................................................................................38
Geographical market location and customer acceptance......................................................38
Business potential.................................................................................................................38
Strategies for competitive advantage....................................................................................38
The Team..............................................................................................................................39
Legal structure......................................................................................................................39
Partners.................................................................................................................................39
Business plan for The Chuck & Chick restaurant................................................................39
1. The industry, company & products..................................................................................40
2. The Market.......................................................................................................................41
3. Marketing approach..........................................................................................................44
Potential risk for Chuck & Chick restaurant........................................................................46
Critical factor for success.....................................................................................................47
Visibility of plan...................................................................................................................48
Visibility of Budget and investment.....................................................................................49
FINANCIAL FORECASTED.......................................................................................................50
REFERENCES..............................................................................................................................53

INTRODUCTION
Present report is about a business development plan of chain restaurant which is going to
be established at three prime locations in Malta. It will be a multi cuisine restaurant which is
named as “Chucks and Chicks restaurant”. Multi cuisine refers to the a specific set of cooking
tradition and practices that are usually associated with some specific culture as well as region of
particular country (Balcerzak and Pietrzak, 2017). These restaurant will cook and serve new
dishes which is made up by combining the basic cuisine food of countries like China, Italy and
Mexico with the local food of Malta in order to form up new or unique dishes.
Rationale
The main aim behind selecting this business start up idea is that Malta is a basic tourism
attraction place where number of foreigners visit daily in a large quantity. Hence, for the
business like restaurant there are great opportunity is present at marketplace. Therefore by setting
up a restaurant chain it become easier to position it and attract large number of customer through
its unique preposition. Another reason behind selecting this business ides is that there are number
of restaurant which offer local as well as some basic cuisine dishes. But none of them offer core
food of a particular country, so by setting up this chain restaurant there will be a greater
opportunity for getting more customers traffic at initial stage. In addition to that, this business
start up if positioned and maintained successful then it be able to setup monopoly at marketplace
because it working toward offering something unique and new to the local people as well as
tourist in Malta.
Vision:-
“Vision of restaurant is to growth in market place for becoming a leading and cultural
themed restaurant at Malta by capturing market share of around 70% by 2025.”
Mission:-
The mission statement of Chucks and Chick restaurant is given below that help in
reaching up to vision of restaurant:
 To satisfy the expectation of customers by delighting them with restaurant services.
 To position this restaurant as a place which serve multi-cuisine food in a way that reflect
the cultural of origin country.

Design and structure of the report
The presented business development plan of Chuck and Chick restaurant is divided into
5 section. The information these section contain is explained below:
Introduction:-
This is the first part of business plan that brief about the restaurant chain start up idea
along with the reason behind its selection in rationale part. In addition to this it also includes
information about the vision and mission statement of restaurant along with further future
assumption as well as time scale for overall business plan.
Business concept:-
This section describe about the basic idea behind the business plan of Chunk & Chick
which it is going to set up in Malta. Further it also contain the information about food, services,
target market, special feature, people involved as well as value added factors that it is offering
in marketplace that make them unique from others (Hickson 2016).
Feasibility study:-
This section work toward gathering and evaluating the information in order to judge
their plan on the bases of its viability or soundness, by marking it over the criteria of data
collected about market as well as opportunities (Li and et. al., 2016). For achieving it, this
section includes a detail about feasibility plan, research methodologies along with primary and
secondary data. Apart from this it also includes five key area of feasibility research such as
product/services, market, industry, financial and organisational factor. Then it contain result
from this analysis as per ambition or ability of business.
Business Model:-
This section will elaborate about the introduction of business model of Chucks & Chick
restaurant along with elements involve in this. Further it also contain Core strategy that support
in achieving competitive advantage and sustainability. It also contain description about resource
required, networks & partnership details.
Business Plan:-
This is the last section of business development plan which involve the information
collected from secondary sources. This gathered information will help toward the insight of
potential risk involved in business, opportunities present and viability of plan by considering

budget as well as investment requirement.
Relevant Model and Information sources used
In order to develop an effective business development plan, information is required to
collect in effective manner so that proper actions can be taken toward the establishment for this
business. For performing research over this business plan primary as well as secondary data
collection method has been used which help in developing an understanding in this area by
combining the knowledge of existing as well as fresh data of market (Springer and et. al., 2016).
In primary source data will collected using questionnaire in which some questions are being
asked by target market that support in identifying the reliability of business plan and view of
customer toward this idea. For collecting secondary data journals, articles or magazines will be
used for obtaining desired information on similar concept viewed by different people.
On the other side, Porter's five force model will be used that support in collecting
information regarding the competition or several threat that are present in market and may affect
business when set up (King and Mackey 2016). This will support Chucks & Chick restaurant to
determine the actual scenario of market along with the scope of this new idea of food offering
within Malta.
Assumptions
In order to conduct an effective business plan for a restaurant start-up following
assumptions are being made for supporting and creating a foundation of business proposal:
 There is an huge demand of restaurant that have a capability to mix match the cuisine
style, taste and culture of different countries with an aim to offer new or unique dishes.
 Malta is a country where majority of tourist stay and visit, therefore at this place
restaurant will easily be able to position its business in marketplace.
 Chefs that are appointed from different nations will also remain committed to their
project.
 Local people are fed up with similar sort of food as well as common cuisines and now
want something new or more innovative food dishes. This will created a possible success
chance for restaurant in Malta as it is offering totally new dishes.

 It has been assumed that the restaurant will not be able to create more profit in initial year
but as the time passes it will be able to generate revenue of around 20,000€ in first year,
40,000€ in 2nd year and around 70000€ in 3rd year.
Timescale for achievement
Work over this project will be commenced from march 2019 and before April ending
market research for this project will be performed with an aim to determine the potential risk as
well as opportunities that are present for Chucks and Chicks restaurant within Malta. In the mid
of May, locations for restaurant will be determined and evaluate on the bases of its pros or cons
as well as approach of customers. After deciding the restaurant setup locations, proposal will be
prepared in order to attract investors for influencing them to invest in business. After this in June
end, application regarding legal licence for operating restaurant will be forwarded. Once all these
activities has been performed, human resource consultancies will be approached in order to hire
best suitable and experienced staff who can support restaurant in accomplishing their objectives.
These activities will be completed by the end of October and from this procedural work it can be
estimated that Chuck and Chicks restaurant will be able to start construction work of its outlet by
November and can start its business by 1st April 2020.

BUSINESS CONCEPT
The Chucks and Chicks is a chain restaurant which offers multi-cuisine food within its
outlet whose interiors is set as per the culture with which the cuisine belongs. The main concept
behind forming this business plan is that, Malta is a tourist attraction place where number of
foreigner visit from different country every day. The competition within the food & beverages
industry of Malta is saturated and majority of players are serving similar kind of food in different
style (Cairncross, 2014). So, in order to position a restaurant with sustainability and achieving
competitive advantage it has been planned to set up a restaurant which have the capability to
innovate new dishes and be able to make customers happy by delighting them.
Therefore to achieve this it has been planned to start up a restaurant chain business
named as Chucks and Chicks restaurant. In this three restaurant will be placed over three prime
locations within Malta where the tourist traffic is more (Song and Sakao 2016). It includes
Popeye village which is a purpose-built film village and now become a small attraction fun park.
Second location will be Azure window which is most visited tourist location because it contains
a 28ft rock arch on Gozo island of Malta which is must-see sunset spot. Third location will be
Mdina old city which is a beautiful piece of land that depict the story of medieval architecture.
Three restaurant will be established over these above mentioned locations.
 Italian cuisine restaurant will be at Popeye village.
 Chinese cuisine restaurant will be Azure window.
 Mexican cuisine restaurant will be at Mdina old city.
Facilities or services
The Chucks and Chicks restaurant will offer variety of cuisine food along with some mix
of cuisine and local food of Malta. These food are mentioned below:-
In Chinese Cuisine
restaurant
In Italian Cuisine restaurant In Mexican Cuisine
restaurant
 Sweet & Sour Pork
 Ma Po Tofu
 Wontons
 Pastizzi with chow
mein filling.
 Panzella
 Bruschetta
 Focaccia Bread
 Gbejniet with Caprese
Salad.
 Chilli Con Carne
 Guilt-Free Chilli
 Mexican yogurt Dip
 Burritos with Kapunata
filling.

 Maltese sausage with
Ma Po Tofu
 Dumpling dipped with
Minestra.
 Spring roll with Ricotta
filling.
 Sweet & Sour Pork
mixed with Gbejniet
 Pastizzi
 Torta tal-Lampuki
 Timpana with Pasta
Carbonara topping.
 Margherita Pizza with
prickly Pears topping.
 Timpana filled with
Mushroom Risotto.
 Timramisu mixed with
Lampuki pie.
 Ħobż biż-Żejt
 Timpana
 Guacemole with crispy
pastizzi
 Tomato salsa with
Timpana
 Mexican yogurt with
Qaghaq tal-ghasel
 Zalzett Tal malti served
with tomato salsa.
 Torta tal-Lampuki
 Stuffat tal-Fenek
Target market
Market segmentation is defined as the procedure through which a company divided its
whole market into some group to whom they can target with their product or services. These
group are being divided as per their homogeneity in dimensions which people belongs to
particular group will share. The Chucks and Chicks restaurant segment its customer on the bases
of demographical segmentation. Under this segmentation there customer are localities as well as
tourist who visit that location. The main reason behind this selection of market segment is that
people usually like to have their meal over a place which present culture of some another place
to whom they are not much experienced or families. Main focus of restaurant will remain over
this segment only but after get market acceptance it can further proceed to position its restaurant
over other tourist attraction place in Malta so some another country.
Value added
Chucks & Chicks restaurant has several factors that will contribute toward creating value
in front of customers which includes:
Cultural theme:- The interior of restaurant will be design on the theme of a country
whose cuisine will be going to offer and food will also serve as per the tradition of that particular
nation. This help in providing the feel of culture to which majority of restaurant visitors are
unaware which help in making customers satisfied and creating value in front of them.
Chef from different countries:- Another major factor that support restaurant in creating
value ion front of its customer is by hiring chef from the origin country of cuisine as well as local

chef. This help them in cooking food more effectively by combining the culture of both the
nation as they have more knowledge regarding the taste and procedure of cooking food within
particular country (Shahzad and et. al., 2018).
Specific Feature
The food and beverages industry of Malta is full of restaurants that provide variety of
food related services. This has created more competition in market as there are number of
restaurant that are already available in market which make it difficult for the new player to enter
into market. Hence in order to achieve sustainability at marketplace it become essential for the
Chuck & Chick restaurant to offer something unique that support them in attracting customers
and dealing with the competition present in market. The special feature of Chuck 7 chick
restaurant are mentioned below:
 Mix of cuisine food:- This is one of the most special feature that Chuck & Chick
restaurant is offering to its customers where it is offering four cuisines that are Chinese,
Italian, Mexican and Maltese. In addition to this it is also preparing some unique foods
which is usually form up with mic two cuisines such as local Maltese food with cuisines
like Chinese, Italian, Mexican. it is offering a mix of local and cuisine dishes that
support in cooking a new variety of foods that will be able to attract customers even with
its concept behind food & services. Apart from all this for preparing these food the Chef
from the cuisine origin country will be called so that high quality and delicious food will
be offered to customers which is one of the most positive point that support in success of
restaurant.
 Ambiance as per cuisine culture:- The another special thing that The Chuck & Chick
restaurant is offering to its customers is that the interior of restaurant is designed in the
manner that reflect the culture of a country to which a particular cuisine belongs. In
addition to this the sitting arrangement as well as crockery in which food will be served
to customer is also belongs to that particular nation.
These all are the special feature which support in attracting the customers to visit
restaurant and avail services which support in gaining success in marketplace.
Who is involved
Chucks and Chicks will a multi-cuisine restaurant with the theme of origin country and
established as a private business by two brothers. In order to position this business effectively

there will be support of various stakeholder is required. There are around two shareholders who
are investing there capital in this business by forming up their authority over around 20% of
profit. For this restaurant involve majority of its staff member are experienced in hotel
management. In which chefs called from China, Italy and Mexico have experience in this field of
around 3-5 years. In addition to this chef of Malta also have experience of around 2-3 years. The
manager appointed have an experience in four star hotel of around six years. These all support
restaurant in achieving its goals as well as objective to achieve market sustainability.
Windows of opportunity
Malta is a most attractive tourist place and have popularity for its heritage site as well as
beaches, because the country is surrounded with sea. So from the evaluation it has been
identified that localities and tourist both spend their time over the sites that are selected for
restaurant and also freaking for new variety of food (Song and Sakao 2017). Therefore, by
experimenting and combining two cuisine foods restaurant will be able to gain maximum of
customer attraction and it be able to position its business along with growth and sustainability
opportunities.
Management
An effective management is very crucial for the growth as well as development of a
company as it ensure execution of operations in a systematic manner. Management is basically
defined as a process of administration within a business so the their must be proper flow of
information as well as command. The current report is based on launching a new business of
restaurant i.e. The Chuck and Chick Restaurant which offers a wide range of innovative dishes
by combining the local food of Malta with some famous cuisines such as Mexican, Italian,
Chinese etc. Hence in order to manage its operations properly and achieving sustainability within
such a highly competitive environment, the Chuck and Chick Restaurant requires so that the
efforts performed by employees can be directed toward right direction. For this The Chuck and
Chick restaurant is required to formulate an effective organisational structure so that the
execution of operations can be performed in right direction that will be easier for the company to
have a systematic flow of operations toward the accomplishment of organisational goals and
objectives.

FEASIBILITY RESEARCH
Feasibility study is defined as an analysis of proposed project for conducting an in depth
study to determine the reliability as well as validity of particular plan. The formation of
feasibility plan is very essential for a new business as it help in determining that whether this
plan will be successful or not when implemented at marketplace. So, in order to determine the
major issues or risk that may be faced by Chucks and Chick restaurant it must formulate an
feasibility plan (Singh, Baredar and Gupta 2017). This will help in investigating about the market
as well as internal capability which business possess that support it in achieving market
sustainability at initial stage. In addition to this by conducting feasibility research plan, restaurant
will be able to determine its viability of project in terms of market, product/services, Industry,
organisational and financial feasibility (Peng and et. al., 2017). This research will further support
in determining the short-coming that restaurant is required to overcome in order to achieve
competitive edge and sustainability at marketplace.
Primary and Secondary data needs
In order to analyse the feasibility of business plan, it is very essential for Chucks &
Chicks restaurant to gather information from various sources so that they will be able to validate
their ideas as per their effectiveness. This information can be gathered through two major
sources of data collection which is known as primary as well as secondary method. These
methods are explained below:
Primary method:- It refers to the type of data collection method in which information is
gathered from first-hand sources that is using interviews, surveys or experiments
(Geijzendorffer and et. al., 2016). The data collected through primary method is more reliable or
accurate as it is gathered by considering the area of concern or project in mind. This sort of
information is usually collected from the sources like survey, questionnaire, focused group,
interview etc. But it is not possible for conducting primary investigation for restaurant as The
Chuck and Chick restaurant is totally a new concept and not yet been established. Hence it is not
possible to take exact review about this new idea for restaurant from consumers (Clarke and et.
al., 2016).
Secondary method:- It refers to the method of data collection in which information is
gathered from the past researched performed by some another person over related topic (Owens
and et. al., 2016). This secondary information can be gathered from different sources such as

journals, book, past record about industry, article, internet etc. For conducting feasibility
research over the business plan of Chuck and Chick restaurant, online article over industrial
research will be used in order to evaluate the thought of other people over this business concept.
Hence, for performing feasibility study over restaurant to determine the soundness of
project and future benefit, secondary method of data collection will be used that supported with
providing information that help in formulating effective strategy. This is because secondary
information will support in developing the understanding regarding the market situation along
with the threat or opportunity present at marketplace.
Research methodology
It refers to the process of collecting, analysing and interpreting the data as well as
information in order to achieve the objective behind particular investigation. Research
methodology provide a detail description about the number of techniques and methods that are
used to conduct this investigation (Bresler and Stake 2017). These tools and techniques support
the researcher in directing the manner in which they have to perform investigation so that they
would be able to accomplish the particular aim or objectives of investigation. The effective used
of research technique will also investigator to collect, arrange, examine and interpret the
information in appropriate manner so that the conclusion can be made over finding in a manner
that support in accomplishing research objectives. By assessing research methodology reader can
be able to predict the validity and reliability of present information. Therefore it is very essential
for the Chucks & Chicks restaurant to adopt correct methods as well as tools for gathering
information that support in judging the business plan of restaurant on the bases of its feasibility.
This will support them in identifying the future progress of the project by evaluating its
feasibility so that whether it will be able to gain decided profit or not that support in achieving
market sustainability.
Sample description
In order to conduct this feasibility analysis a questionnaire has been formed in which
respondents will be the potential customer of restaurant which includes both local as well as
tourist client. The number of respondent will be 40 which is selected on random basis for
avoiding any sort of biasness (Fletcher 2017). In order to collect this information questionnaire
will be made available over the official website of restaurant which can be accessed by a
customer after clicking over the advertisement which is placed on social media sites like

Facebook, twitter etc. By clicking over this a user will be able to access the home page of
restaurant and be able to learn about the unique concept it is offering to customers (Etkind and et.
al., 2017). Then they can fill up their personal detail in order to provide their views over the this
idea with the help of questionnaire. The data collected through this method will help restaurant in
determining the views of its targetted customers over this idea to determine feasibility of
business plan.
5 Key areas of feasibility research
For determining the feasibility of business plan, Chucks & Chicks restaurant is required
to perform research over five key areas that includes product or services, industry,
organisational, financial and market feasibility (Wiek and Lang 2016). It help in identifying the
overall capability that a business have which it can use to achieve competitive edge and
sustainability at marketplace.
Product and services feasibility
The first and foremost thing which Chucks & Chick restaurant required to analyse as per
the perspective of market is food or other services which it want to offer in Malta. This is one of
the most essential thing to consider while performing feasibility as all the capability or strength
of an organisation are useless until and unless they have a unique product to offer in market
which have an ability to stand in front of existing players (Aas and Pedersen 2016). Hence,
Chuck and Chick restaurant first work toward feasibility analysis of cuisine dishes it want to
offer. This help in determining that whether the target customers are interested in this idea or not.
For gathering this information it is required to perform market investigation with the help of data
available over internet regarding the current market scenario, type of product offered by
restaurants in Malta or the unique offering by the other restaurants present in market place. This
further contribute toward developing an understanding regarding the type of food that people like
to prefer as well as their reactions over combined dishes. So that information regarding the
outcome of new idea which The Chuck and Chick restaurant is going to implement for launching
its new restaurant in Porsche locations of Malta. This information can be gathered through
internet from the sources like articles, Facebook pages or official websites of several restaurants
in order to determine the review or feedback that customer presented toward a particular food or
services of similar kind. By performing investigation it has been found that Malta is much
attractive tourism place which experience larger number of tourist visit from the people belongs

to several part of world. This creates several opportunities for the restaurants as well as chefs to
earn higher recognition by offering them high quality and delicious food. This will proves to be a
most positive factor for the Chucks & Chicks restaurant as they are planning to offer something
new by combining the continental food to form up a new dish and by serving it in cultural
environment of particular cuisines.
Result of product and services feasibility
From the above performed feasibility analysis over food or services offered by the Chuck
& Chick restaurant it has been analysed that the practical implication of this business plan would
be fruitful. As majority of people would like to have some innovative and unique dishes about
which they haven't heard (Munarim and Ghisi 2016). In addition to this by performing
investigation over the market it has been found that there are several benefits are required to be
offered in front of target market for attracting them to avail the services provided by restaurant.
This is because the competition is relatively higher in the country as being a traditional nation as
well as tourism attraction place as majority of people preferred to pursue their career in business
that work toward serving the tourism. These businesses include restaurants, cafe, bars, hotels ,
chefs etc. which leads to the market of Malta as one of the most competitive place for the
restaurants. Hence, for achieving sustainability it is required to offer something unique or
innovative that will further help in delighting the customers. So it can be said that this new
concept of offering the three most famous cuisine food throughout the world and combining
them with the local food of Malta, support the Chuck and Chick restaurant to achieve
sustainability in such a competitive market place. Hence, the business plan in term of product or
services which restaurant is planning to offer is highly feasible and this will be easily acceptable
by the customer in marketplace. In addition to this it has been also assumed that the majority of
people are foodie who likely to try new dishes and this feature of restaurant will be able to attract
large number of customer that support it in achieving sustainability at marketplace.

Market feasibility
It refers to the process of performing market analyses in order to determine condition as
well as capability of market in order to support the particular development that a company is
seeking for in it. The Chuck and Chick restaurant is required to ensure its market feasibility by
analysing the dynamics in which it wants to operate business. This will help restaurant in
determining that whether it will be able to position itself in market effectively or required some
more modification (Bannink, Six and van Wijk, 2015). So by performing feasibility analysis over
the market of Malta, the Chuck & Chick restaurant will be to determine the demand of food or
services it is planning to offer in market. This information can be gathered using secondary data
collection method in which information will gathered through news or other survey article
regrading the customer demand over continental food. In addition to this, the Chuck & Chick
restaurant will also be able to gather information regrading the tourist arrival in country and
what type of food services they like to have during their journey of tourism (Sotiriadis, 2018).
This feasibility analysis includes the description related with the customer traffic in
market, sale projection, existing player present in that market and growth opportunities present in
that market (Bannink, Six and van Wijk, 2015). By performing market feasibility analysis, the
Chuck & Chick restaurant will be able to determine the threat as well as most favourable factor
that are present in market which further support in forming up business strategy to achieve
competitive edge. The secondary data regarding market feasibility is provided below:

From the above given graph it can be state that tourist visit is increasing rapidly such as it
is around 1.3 million in 2011 which increase up to 1.6 million in 2016. By conducting marketing
feasibility analysis it has been determined that the tourist visit within Malta is increasing at a
greater speed which will be beneficial for restaurant as it is targeting them. Hence, this will be
beneficial for restaurant as they get larger number of customer visit at their premises because
tourists always seeks to try something new when they are on travel in order to enhance their
experience (Engle and Kumar, 2011).
Apart from this, it has been also identified that Malta is a country which is growing
continuously in term of its economy as it is considered as one of the most beautiful tourism
attraction place which regular experience a larger number of foreigner visit in country which
ensures the effective flow of foreign capital. There are several factors which make this country a
best place to visit such as Malta has low crime rate which attract people to visit country and

spend their holidays as they feel safer to live their without any fear of getting harmed or affected.
as there are 430 police officers for each of 100000 people that are living in Malta. In addition to
this Malta have Luxury Real Estate market which involve more celebrities living within country
as they get an unforgettable memories by visiting such place. These are the factors which help in
booming the economy of Malta which can be better understood from the graph presented below:
Illustration 1: The Economy is Booming
(Source: The Economy is Booming, 2019)
From the above presented information it can be interpret that the economy is booming in
Malta. Around 3.7% is unemployment rate of Malta which is one the lowest rate in all the
Europe countries as it is a traditional country and people are more engaged in activities like
offering services to tourists for earning money. Hence this could be a better place to establish a
new restaurant which offer unique food as larger number of people visit to the country and they
would love to have a food which is formed from the combination of two continental food. In
addition to this majority of people like to have their meal at a place which represent a culture as
well as tradition of particular nation. This would be another favourable factor for the restaurant
as The Chuck and Chick restaurant want to offer cuisine food by creating an ambience of its
origin country, as it seems like they are having their meal in that country.
Industrial feasibility
The industrial feasibility refers to the process of conducting a research over the sector in
which business operates to determine the attractiveness of industry in term of opportunities and

threat that are present (Cheng, 2013). The main aim of Chuck & Chick restaurant is to perform
feasibility analysis over Food & Beverages industry of Malta to determine the growth
opportunities present for restaurant. In order to collect information in this regard secondary data
collection method will be used by Chuck & Chick restaurant.
For determining the industrial feasibility, Chuck & Chick restaurant can also implement
porter's five force model which is a framework that focuses over five major factor involve within
the industry that integrated to decide the market attractiveness (Coppin and Miree, 2016). With
the help of this restaurant will be able to determine the actual status of industry in term of profit
as well as competition. Hence for performing feasibility analysis over industry for Chuck &
Chick restaurant this will best suitable model. Its implementation over the food & beverages
industry of Malta is described below:
Threat of new entry:- This factor focuses toward analysing the about how easy it is for a
new business to enter into industry and number of barriers that a company have to face while
entering into this sector. Threat of new entry is moderate as there are number of players who are
entering into the food & beverages industry by bringing some new concept to attract customers
but only some of them get a share within marketplace (Moreno-Izquierdo, Ramón-Rodríguez and
Perles-Ribes, 2016). Hence, it is a greater opportunity for Chuck and Chick restaurant that they
are entering with totally a new concept which take a lots of effort as well as investment while
copying by other. Therefore, they will be able to earn profitability at market place.
Bargaining power of customer:-It refers to the power that customer have for demanding
the low price or high quality product from the industrial producer. The Chuck and Chick
restaurant is offering variety of cuisine food along with the new dishes which are formed by
combining two cuisines which is a unique offer. Therefore, restaurant have higher power as
compare to customer as they are having unique food category which is not available in market
till now. Hence they can kept the price of their meal at higher rate as per their choice and
uniqueness of their offering will attract customers toward the restaurant which help in generating
more profit.
Bargaining power of supplier:- It is defined as the power that a supplier have in order to
sell higher price or low quality raw material to its buyers. The bargaining power of supplier for
Chucks and Chick restaurant is relatively higher as they are providing raw material for making

cuisine of China, Italy and Mexico which is very harder to get in Malta. Hence, the supplier has
the power to demand food delivery at relatively higher price as compare to other suppliers.
Threat of substitute:- This section focuses toward determining the threat that are present
in industry for existing player related with the substitution of product which customers can easily
get at relatively lower price as compare to existing players. This risk is moderate for the Chuck
& Chick restaurant as there are substitute present within the market as online operates which
provide food delivery at customer premises (Uçmak and Arslan, 2012). So in this case the threat
of substitute is lower in term of tourist as they don't use online food supplier to have food rather
they visit restaurant for this. On the other side threat of substitute is moderate in case of local
customer as they have an option to take food from other online services provider, but the food
made up from two cuisine is a unique concept and is not available at such great margin.
Competitive rivalry:- This forces focuses toward analysing the competition present in
market from the existing player that may affect the profitability or sustainability of other
members within the industry. The competition within the food industry of Malta is relatively
higher as from a Maltese news article it has been determine that there are around 2000
restoration and competition within this restaurant sector is growing. As with the improvement
and development of country new restaurants are opening continuously that are managed by
young and enthusiastic chef in a creative manner. Therefore, the risk of competition for Chuck
& Chick restaurant from existing player within this industry is relatively higher. Hence it is
required to form up strategy to deal with this competition in market so that sustainability can be
achieved.
Organisational Analysis
The Chuck & Chick is a multi-cuisine restaurant which offer three major cuisines such as
Chinese, Italian, Mexican and mix of these dishes with local food in order to offer something
new or more unique (Gibson and et. al., 2016). This will be a theme based restaurant which
operated by the two brothers who equally share profit as well as loss formed within the restaurant
throughout its operations and decisions within restaurant will also be taken by them. Specific
role of key persons are explained below:
Two brothers:- The restaurant owner are two brothers named as Mr. James and Mr.
George who jointly run this business. Among them Mr. James will handle all the financial
operation that are required to execute within restaurant. On the other side Mr. George will handle

the activities that are performed within the operational and marketing department for ensuring
that the operations are performed in right direction as decided in business plan.
Shareholder:- There are two shareholders who invested there capital in Chuck & Chick
restaurant just for having higher return on investment. These shareholders are Mr. Jack and Mr.
Joe who are having an authority to get around 20% of profit from the total of restaurant revenue
but they are not involved in any sort of restaurant operations.
Branch head:- There are around three branch head hired by the owners of company so
that they can handle the operations that are performed within the restaurant at different locations.
These branch heads are responsible for managing the operations that are performed within
particular restaurant and also responsible for managing the employees working in it. All the
departments work under them and report about their day-to-day operations (Zulman and et. al.,
2014).
Financial feasibility
It refers to the process of checking the financial viability of project in order to determine
that whether the plan will work when implemented or organisation has not enough fund to
finance activities performed to execute project. By conduction feasibility analysis, the Chuck and
Chick Restaurant will be able to determine that whether their plan will be successful in term of
economical manner (Escobar and et. al., 2015). The financial feasibility of restaurant plan can be
evaluated by predicting the capital required to execute the plan, initial investment required,
sources to generate fund, Break even analysis etc. This evaluation help Chuck & Chick
restaurant to determine the potential positive as well as negative outcome that can be experienced
in this project before investing capital into it. Financial feasibility of Chuck & Chick restaurant is
presented below:
 Start-up capital requirements:- In this section evaluation is performed over the amount
of capital which is required to execute this business development plan within Malta. This
capital is estimated by evaluating the amount required for taking restaurant building on
lease, setting up interior, hiring staff members, marketing activities, purchasing inventory
and utensils to cook food (Morgan-Cross, 2013). From all these evaluation it has been
determined that Chuck & Chick restaurant will require around
Activities Fund

Lease over restaurant £20000
Setting up of Interior £60000
Staff recruitment £10000
Marketing activities £40000
Purchasing inventory £30000
Cooking utensils £20000
 Finding start-up capital funding sources:- After performing a deep analysis over the
amount required to set up and start business next step is to determine the sources from
which fund can be generated. This help in determining that whether Chuck & Chick
restaurant will have adequate sources to generate fund for executing operations
effectively. In order to get capital, Chuck and Chick restaurant found two investor who
invest fund along with their personal capital to invest within this themed multi cuisine
restaurant business plan by having share of around 20% each in business profit. In
addition to this the Chuck & Chick restaurant also decided to get bank loan which is one
of the safest option to have capital. Hence, the restaurant have adequate sources through
which it can get fund that is required for investing in business at initial stage. Revenue:- The profit earned by the restaurant is basically depend over the amount of
tourist that visit Malta in particular period of time (Sularto and et. al., 2014). Here, it has
been determined from market research that the tourist traffic remains higher during the
vacation period such as summer or winter vacation or at time of festival such as
Christmas and new year. Hence these seasons will help in enhancing the profit margin
where Chuck & Chick restaurant can earn maximum revenue.
 Potential return on investment and profit margin:- This section evaluate about the
percent of return that investors will get over their investment from the revenue earned by
restaurant. In Chuck and Chick restaurant the return over investment has set around 30%
and profit margin is about 32%.
Return on Investment
Description Year-1(£) Year-2(£) Year-3(£)

Net Profit 45000 50000 54000
Investment 100000 115000 125000
ROI 45.00 43.48 43.20
From the above given table it can be said that the estimated net profit of Chuck & Chick
restaurant for the first year is 45000£ over the investment of 100000£ and from which the return
would be up to 45%. In second year the return over investment would be 43.48 and then in third
year it would be 43.20 over the investment of 125000£. This estimated return over investment
will help Chuck & Chick restaurant to attract investors and influence them to invest in the
business.
Profit Margin
Description From the
above presented
information it can be
interpret that the
economy is booming
in Malta. Around
3.7% is
unemployment rate
of Malta which is
one the lowest rate
in all the Europe
countries as it is a
traditional country
and people are more
engaged in activities
like offering
services to tourists
for earning money.
Hence this could be
Year-2(£) Year-3(£)

a better place to
establish a new
restaurant which
offer unique food as
larger number of
people visit to the
country and they
would love to have a
food which is
formed from the
combination of two
continental food. In
addition to this
majority of people
like to have their
meal at a place
which represent a
culture as well as
tradition of
particular nation.
This would be
another favourable
factor for the
restaurant as The
Chuck and Chick
restaurant want to
offer cuisine food by
creating an
ambience of its
origin country, as it
seems like they are

having their meal in
that country.spend
their holidays as
they feel safer to
live their without
any fear of getting
harmed or affected.
as there are 430
police officers for
each of 100000
people that are
living in Malta. In
addition to this
Malta have Luxury
Real Estate market
which involve more
celebrities living
within country as
they get an
unforgettable
memories by
visiting such place.
These are the factors
which help in
booming the
economy of Malta
which can be better
understood from the
graph presented
below: Apart from
this, it has been also

identified that Malta
is a country which is
growing
continuously in term
of its economy as it
is considered as one
of the most beautiful
tourism attraction
place which regular
experience a larger
number of foreigner
visit in country
which ensures the
effective flow of
foreign capital.
There are several
factors which make
this country a best
place to visit such as
Malta has low crime
rate which attract
people to visit
country andFor
gathering this
information it is
required to perform
market investigation
with the help of data
available over
internet regarding
the current market

scenario, type of
product offered by
restaurants in Malta
or the unique
offering by the other
restaurants present
in market place.
This further
contribute toward
developing an
understanding
regarding the type of
food that people like
to prefer as well as
their reactions over
combined dishes. So
that information
regarding the
outcome of new idea
which The Chuck
and Chick restaurant
is going to
implement for
launching its new
restaurant in Porsche
locations of Malta.
This information can
be gathered through
internet from the
sources like articles,
Facebook pages or

official websites of
several restaurants
in order to
determine the
review or feedback
that customer
presented toward a
particular food or
services of similar
kind. By performing
investigation it has
been found that This
will support them in
identifying the
future progress of
the project by
evaluating its
feasibility so that
whether it will be
able to gain decided
profit or not that
support in achieving
market
sustainability.the
researcher in
directing the manner
in which they have
to perform
investigation so that
they would be able
to accomplish the

particular aim or
objectives of
investigation. The
effective used of
research technique
will also investigator
to collect, arrange,
examine and
interpret the
information in
appropriate manner
so that the
conclusion can be
made over finding in
a manner that
support in
accomplishing
research
objectives.These
tools and techniques
supportHence, for
performing
feasibility study
over restaurant to
determine the
soundness of project
and future benefit,
secondary method of
data collection will
be used that
supported with

providing
information that
help in formulating
effective strategy.
This is because
secondary
information will
support in
developing the
understanding
regarding the market
situation along with
the threat or
opportunity present
at marketplace.
information is
usually collected
from the sources
like survey,
questionnaire,
focused group,
interview etc. But it
is not possible for
conducting primary
investigation for
restaurant as The
Chuck and Chick
restaurant is totally a
new concept and not
yet been established.
Hence it is not

possible to take
exact review about
this new idea for
restaurant from
consumersThis sort
ofManagement
An effective
management is very
crucial for the
growth as well as
development of a
company as it
ensure execution of
operations in a
systematic manner.
Management is
basically defined as
a process of
administration
within a business so
the their must be
proper flow of
information as well
as command. The
current report is
based on launching
a new business of
restaurant i.e. The
Chuck and Chick
Restaurant which
offers a wide range

of innovative dishes
by combining the
local food of Malta
with some famous
cuisines such as
Mexican, Italian,
Chinese etc. Hence
in order to manage
its operations
properly and
achieving
sustainability within
such a highly
competitive
environment, the
Chuck and Chick
Restaurant requires
so that the efforts
performed by
employees can be
directed toward right
direction. For this
The Chuck and
Chick restaurant is
required to
formulate an
effective
organisational
structure so that the
execution of
operations can be

performed in right
direction that will be
easier for the
company to have a
systematic flow of
operations toward
the accomplishment
of organisational
goals and
objectives.Year-
1(£)
Operating profit 20000 40000 70000
Revenue 180000 200000 225000
Profit Margin 11.11 20.00 31.11
The above given table is about the profit margin that has been estimated by Chuck &
Chick restaurant which state that the operating profit of restaurant would be 20000£ in first year,
40000£ in second year and 70000£ would be in third year. In addition to this the profit margin of
restaurant would be 11.11% in first year which gradually increases upto 20% within second year
and around 31.11% in third year.
 Break even analysis:- This section depict about the break even point of Chuck & Chick
restaurant which is a situation when the business is not able to earn profit and at the same
time doesn't get into loss. So, from the financial indicator it has been estimated that there
will be 51000£ gross margin as by crossing this amount restaurant will be able to gain
profit. This predication will help in enhancing the profitability of business at the certain
point of sale. In addition to this at the time of no loss no profit situation it has been
planned that restaurant will started launching a new dish every month in order to keep
customers awaited for a new launch (Ransley and Ingram, 2012). This also help in
increasing the rate of revenue in marketplace. Break even of Chuck & Chick restaurant is
given below:

Sales 3400*30 102000
Variable Cost 3400*15 51000
Contribution 3400*15 51000
Fixed Cost 3400*15 51000
Profit/loss - NIL
Ambition Vs Ability
From the feasibility analysis it has been analysed that The Chuck & Chick restaurant is
planning to set up their business at over three prime location or tourist attraction place of Malta
with a concept of themed ambiance to offer dishes that are made up from the mix of two cuisine.
This concept is new two the market of Malta as there are various restaurant that are present and
offer variety of famous cuisine dishes but here the game is different as this restaurant is offering
cuisine food by mixing up it with Malta's local food. There is no substitute option of this food
offering is present in Malta and apart from this it is also having the sources through which it can
generate fund to invest for starting up its restaurant. Hence it can be said that Food & service
concept is feasible in this market and restaurant has an ability to achieve its ambition related to
this business.
In addition to this it has also been analysed that the competition within the industry is
relatively higher because the Malta is a tourism attraction place. This positive factor help in
attract young chef and others to open up their restaurant with some unique idea as it is one of the
most successful and profitable business in that country. Hence, it is a riskier factor but the Chuck
& Chick restaurant is entering with a totally new or innovative concept which is not yet been
practice by anyone at that place. Along with this unique idea they also have fund and human
resources to achieve this goal of business. Therefore it can be said that the competition is higher
but Chuck & Chick restaurant has an ability to accomplish the ambition of restaurant. So with
proper strategy and business plan, restaurant can be able to deal with present threat in oredr to
become competitive at marketplace.

THE BUSINESS MODEL
A business model is defined as the company's core strategy that it follows in order to get
market acceptance and sustainability for longer period of time. This includes the description of
product or services it will sell, cost if offers to customer and market to which company targets
(Cosgrove and Rijsberman, 2014). The business model play an essential role for Chuck & Chick
restaurant as these information help in detailing business essentials that help in attracting large
number of investors, motivating management as well as staff and also support in recruiting the
talent.
The core strategy
Malta is a smallest nation around the world which is surrounded by sea and because of
which it is also a most attractive place that experience a large number of tourist visit throughout
the world. In addition to this it is also highly populated nation so it is one of the most suitable
place to establish a business of multi-cuisine restaurant. As by establish a new restaurant with a
cultural theme it will be able to access the majority of customer visit because of two reason i.e.
this country is highly populated and another reason is large number of tourist visit. These both
factors are the biggest opportunity in front of restaurant for establishing and positioning business
within Malta.
So in order to position the restaurant business effectively within Malta, the core strategy
of Chuck & Chick restaurant is to offer the food into three category. This includes local food of
Malta, a Cuisine food and third category is the mixture of a cuisine dish with local food of
country in order to form up a new or unique food to attract customers and to sustain in such
competitive marketplace. Another strategy to attract customer within premises is that the
ambience of restaurant is set according to the cultural theme of country whose cuisine food is
going to be served within the restaurant. This will ultimately create a scope for the industry as
restaurant will be able to improve their services in this manner also.
In order to approach target customer, marketing head of Chuck & Chick restaurant has
decided to promote its services using social media platform. The reason behind this is that
majority of targetted customer are tourist who visit from several different nations. So in order to
create awareness among customer at international level social media is best option as it interlink
people that are far away from particular geographical region. In addition to this marketing of

services offered by Chuck & Chick restaurant will also be performed by contacting with trip
organisers so hat customer visit can be increased. These all are the core strategies that help
Chuck & Chick restaurant in the process of successful establishment of their restaurant business
in prime locations such as Popeye village, Azure window and Gozo island which further support
them in earning maximum revenue throughout its operations.
Business Canvas Model
Business Canvas model is a template that represent a core elements as well as resources a
company uses to operates its business. The number of components that are involved in this
business model are key activities, key partners, value prepositions, customer segments, key
resources, cost structure, value stream and channels (Kolk, 2016). These elements contribute
toward forming up overall concept of business and also align overall structure in more systematic
manner. Business canvas model of Chuck & Chick restaurant is presented below:
Key Partners
 Customers
 Investors
 Branch
heads
 Chef from
different
nations
 Suppliers
 Local tour
operators
Key Activities
 Marketing
 Recruiting
best
employees
 Arranging
training
for new
staff
 Cooking
several
cuisine
and mixed
food
Value
Propositions
 Lower
meal price
 Experime
ntal dish
made
from mix
of two
cuisine.
 Involveme
nt of
experience
d chef
 Interior
related
Customer
Relationship
 Customer
database
manageme
nt
 Interacting
through
social
media
sites
 Providing
additional
benefits to
loyal
Customer
Segments
 Local
people of
Malta
 Tourists

with
another
country's
culture
customers.
Key Sources
 Financial
Resource
 Human
Resource
 Physical
resource
Channels
 Physical
outlet
 Online
booking
Cost Structure
 Fixed
 Variables
Revenue Streams
 revenue per meal
 Profit from events like kitty
party or birthday party.
Key partners
This section elaborates about some key members that are very essential for the growth as
well as success of a business and are actually responsible fro the functionality of a company. The
key partners of Chuck & Chick restaurant are investors, branch heads, Chef from different
nations, suppliers and Local tour operators. These all partners contribute toward the operations
that are performed within the restaurant. In addition to this some other partners like customer
who are responsible for growth as well as profitability of restaurant by having the services
offered by Chuck & Chick restaurant (Wilton, 2012). With the help of these partners, restaurant
can formulate better strategy by performing regular meetings conversation with these partners to
improve their policies to achieve competitive advantage.
Key activities:-

This section describe about the number of activities that Chuck & Chick restaurant will
perform. These activities are explained below: Marketing:- This is one of the most crucial activities that Chuck & Chick restaurant is
required to perform in order to create awareness about the its food services among
targeted customer. For this marketing head of restaurant has decided to promote its
services using social media platform as it is one of the most economic as well as easy-to-
approach customer method. Recruiting best staff:- The Chuck & Chick restaurant also required to focuses toward
recruiting more skilled and competent workforce so that they contribute toward the
accomplishment of organisational objective. For setting up its operations effectively and
achieving competitive advantage restaurant has decided to recruit chef from the origin
country of Italian, Chinese and Mexican food so that they will be able to provide real
taste of food.
 Arranging training for staff:- the concept of restaurant is totally new and to achieve
excel over this business concept it is very essential for Chuck & Chick restaurant to
arrange training for its employees in order to train them to deal with these challenges.
These training session will be taken by chef from different countries so that skills and
capabilities of other staff members can be improved.
Value prepositions:-
This section consists of a detail description about the variety of features or benefits that
Chuck & Chick restaurant will offer to its customer in order to create value in front of market
and be able to satisfy the expectation of customers (Balcerzak and Pietrzak, 2017). Following are
the main elements of value preposition that are used by restaurant: Lower meal price:- The Chuck & Chick restaurant is planning to offer its services ta
relatively lower or affordable price which support in attracting large number of customers
toward restaurant. This will help in creating value in front of customers as they get new
or delicious food at relatively low price. Experimental dish made from mix of two cuisine:- The restaurant is also planning to
offer local as well as cuisine food along with a using mix of these two to create a new
dish. This will be a major part of attraction as dishes will be offered as per the culture or

tradition of country to which that cuisine belongs this will a value added services for
customer. Involvement of experienced chef:- To cook this food Chuck & Chick restaurant is hiring
Chef from China, Italy and Mexico in order to prepare food along with real taste of
particular cuisine. This will help in creating value in front of customer as they get a feel
that hey are in different country whose cuisine food they are having.
 Interior related with another country's culture:- In order to develop a more attractive
and appealing ambience, Chuck & Chick restaurant has decided to set up the interior and
furniture according to the culture of cuisine origin country. This help in providing more
attractive and satisfactory experience to customers.
Customer relationship:-
This section elaborates about the number of actions taken by Chuck & Chick restaurant in
order to improve its relationship with customer that support toward improving their market
position. The activities performed by restaurant to improve its customer relation are explained
below: Customer database management:- The Chuck & Chick restaurant has decided to
maintain the data related with the personal detail of customers in order to interact with
them and keep them informed about the offers that restaurant is providing to regular
visitors. Interacting through social media sites:- In order to maintain long term realtion with
customer, resturant can also interact with its target market through social media platform.
In this they regular post main pictures of resturant over sites like Facebook, twitter,
instagram etc., so that they can identify the views of customer through their valuable
comments and then reverting over it.
 Providing additional benefits to loyal customers:- For developing a strong realtion with
customer, Chuck & Chick resturant has decided to provide some additional benefit to its
regaular or loyal customers. These benefit could be ticket for resturant organised music
concert, discount over meal, free arrangement for special occassion etc.
Customer segment:-
It refers to the process of dividing customers in group based on the homogeneity factors
they share in term of their choices, preferences, age, gender and spending habits. These segments

are categories into four major parts Demographic, Behavioural, psycho-graphic and geographical
(Springer and et. al., 2016). Customer segmentation done by Chuck & Chick restaurant is based
on demographical segmentation in which main targetted customers are local customers as well as
tourist who visit Malta and in these people include from all age group. The main reason behind
selecting this customer group is that the tourist visit in Malta is usually high which help
restaurant in generating excess benefit in its business. In addition to this, reason behind selecting
local people of Malta is that there is not much restaurant present who is offering core cuisine
food. Hence, this would be beneficial for the Chuck & Chick restaurant and they will also be
able to earn profit from its local customer during off season of tourism.
Key sources:-
This section contains a detail description about the number of sources that are required by
the Chuck & Chick restaurant in order to work over their business plan. The key sources required
by restaurant are explained below: Financial Resources:- It order set up and manage its business successfully, Chuck &
chick restaurant required to generate fund from several sources. The number of sources in
front of restaurant are personal capital, investors and bank loan through which it gather
fund in order to perform their operations effectively. Human Resources:- In order to execute its business plan effectively Chuck & Chick
restaurant is required personnel who can work over their plan in order to accomplish the
organisational goals or objectives. For this restaurant is hiring chef from Malta along with
three other nations such as China, Italy and Mexico. In addition to this it is also hiring 3
experienced persons who work as a branch head for handling and managing all the
activities performed within the restaurant by consulting with owners.
 Physical resources:- For the management and smooth working of business, Chuck &
Chick restaurant is also require some utensils or machineries which help them in cooking
and storing of food or other material.
Channels:-
This section elaborates about the medium or channels that restaurant will use in order to
communicate and providing services to its customer in more efficient manner. Following are the
channels that will be used by Chuck & Chick restaurant:

 Physical outlet:- Chuck & Chick restaurant is planning to open up their three major
physical outlet (restaurant) at prime locations of Malta that are Popeye village, Azure
window and Gozo island. So, services related to food and other benefits is offered to
customer through physical outlets only. Online booking:- The restaurant is also planning to form up deal with local trip organiser
in order to bring more and more foreign customer to restaurant. By forming up this deal
Chuck & Chick restaurant providing tourists an option to book their table in advance
along to have meal over cultural place with live music.
 Social media communication:- In order to maintain a regular medium of communication
with customer, Chuck & Chick restaurant has decide to maintain regular conversation
with its customer using social media networking. The reason behind this is that the
targeted customers of restaurant are tourist who belong to different nations and social
media networking help in connecting them so with the help of this restaurant can
communicate to these people.
Cost Structure:-
The cost structure of each industry is different and on the bases of which a company set
up their services charges. Cost structure of Chuck & Chick restaurant includes variable cost,
fixed cost. In this variable cost is used for to fix up the price of dishes as company is using
penetration pricing strategy in order to position its business in such a competitive marketplace.
So for this food will be offer at relatively lower price and once it get acceptance in marketplace
then according to the demand of food the price get gradually increased. Apart from this, fixed
cost of the restaurant would be in context of building lease, salary of employees etc.
Revenue stream:-
This section enlist the items through which Chuck & Chick restaurant be able to generate
its revenue, this includes: Revenue per meal:- The Chuck & chick resturant will get revenue from the food services
it offer to customers. Hence, it get revenue over each meal it offers to customer that
support in covering the cost incurred in its prepartion.
 Profit from events like kitty party or birthday party:- The Chuck & Chick restaurant is
also offering a benefit of arranging parties for its customer on special demand such as

Birthday or kitty party. So by organising these parties or event restaurant can charge extra
penny from its customer which help them in generating more profit.

BUSINESS PLAN FOR A NEW RESTURANT SETUP
IN MALTA
“THE CHUCK AND CHICK ”
Multi-Cuisine Restaurant

Executive summary
This project is about a business plan of Chuck & Chick restaurant which is going to
establish its business over three major tourist attracted places of Malta. So, this project entails
detail about the strategies used during implementation of project, sources through which fund
gathered and ways to execute and manage this plan effectively.
Geographical market location and customer acceptance
The major location that has been fixed for establishment of Chuck & Chick restaurant are
Popeye village, Azure window and Gozo island. These are highly visited placed by tourist which
provide a greater opportunity to achieve set objectives of business.
From the research conducted over that area it has been assumed that market has several
opportunity in this regard because of uniqueness of business concept support in getting market
acceptance much quickly (Cairncross, 2014). In addition to this it has also been determined that
there is very low competition in term of cuisine restaurant.
Business potential
The market demand in this regard is assumed to be high due to uniqueness of plan but
this will be not confirmed this restaurant get established. But from the geographical research it
can be said that there are several market opportunities present in front of restaurant that may
support them in achieving sustainability. The ambition of restaurant at initial level is to open up a
chain of three restaurant at prime location of Malta and after its success move to add more
restaurant in this chain.
Strategies for competitive advantage
In Malta the competition regarding restaurant is relatively higher, so in order to position
new business in this competitive market it is very essential for Chuck & Chick restaurant to
involve certain essential factors that are unique from others and support them in achieving
competitive advantage. These factors are explained below:
 Core cuisine food of nations like China, Italy and Mexico.
 Mixture of local Malta food with cuisine to prepare a totally new dish.
 Theme of culture to which a particular cuisine belongs.
 On-line table reservation.
 Facilities regarding organisation of theme based party such as birthday or kitty party.

 Musical concert for customers.
 Efficient IT supported operations within restaurant.
 Highly experienced Chef from different nations such as China, Italy and Mexico along
with cook hired from local areas of Malta.
 Delicious and unique dishes at an affordable price
The Team
In order to execute this new theme based Chuck & Chick restaurant plan, a team has been
formed which includes:
 6 experience Chef from the origin country of cuisine that restaurant is going to offer
which includes China, Mexico and Italy 2 staff per each restaurant outlet that are having
experience of around 3-5 years.
 Around 8 Chef from the Malta who are having experience of approx 2-3 years.
 3 restaurant manager who are consider as branch manger having experience of around 5-
8 years in hospitality sector and usually in hotels.
Legal structure
The legal structure of Chuck & Chick restaurant will be private limited company in
which shareholding is allocated to two investors of around 20% each in profit for providing the
start up capital to execute this business plan.
Partners
Two brothers named as Mr. James and Mr. George who are jointly starting up their
business and along with this investors named as Mr. Jack and Mr. Joe, all are the partners in this
restaurant business.
Business plan for The Chuck & Chick restaurant
Business plan is refer to as a document that includes a detail about a new business and its
product or services. In addition to this it also provide detail regarding staffing, controlling,
leadership, financing and operational model (Cosgrove and Rijsberman, 2014). It is very
essential for Chuck & Chick restaurant to develop an effective business plan which support in its
future growth as well as success within Food & Beverages industry.
The Chuck & Chick restaurant is basically a new business start-up and it is at initial stage
of planning to position a cultural-theme based multi-cuisine restaurant over some prime locations

of Malta. This plan is a based on new and innovative concept of restaurant which is not yet
present in the market of Malta but still the competition is relatively higher. The main aim behind
the owners of Chuck & Chick restaurant is to position a restaurant chain in all over Malta's prime
tourist attraction after achieving success by the establishment of three restaurants over different
places.
To achieve this position in market, Chuck & Chick restaurant has decided to maintain a
high skilled and experienced team of chef and cook. In order to offer innovative food which is
cooked with the combination of two or more Cuisine food. This would be a factor of customer
attraction as people also seeks to try something new in food. Along with this it also has been
decided to offer food at rate which is below competitive price (Kolk, 2016). This help it in
positioning its business much effectively and reducing the competition present in market that
support toward achieving the customer acceptance which further contribute toward business
expansion. The arrival to this objective could be measured as per the market success and
customer demand regarding these restaurants.
With the plan of this theme based restaurant it is expected that the idea behind this
restaurant will be highly appreciated by the customers. In addition to this it will also be able to
mark its presence in the mind of tourist whosoever visit Malta, would like to have their meal
once in this restaurant as it is based on cultural theme and people would love to experience
another country's custom (Wilton, 2012). Apart from this it is also expected that Chuck & Chick
restaurant will be able to earn higher profit and positive brand image that further support in
business expansion.
1. The industry, company & products
Malta is a smallest country around the world which is surrounded by sea and hence the
major point of attraction for tourist to spend their vacation around natural places. This also
attracted local people of country to set up their business in order to serve tourist and earn profit
from them. Hence, it can be said that Malta is an up coming hub for new businesses, creativity
and entrepreneurs by taking benefits of tourism visit (Aas and Pedersen 2016). Among these
businesses majority of growth can be seen in restaurant sector. There are around 2000 restoration
as well as competition is rising within the industry at rapid pace. The reason behind this is
increase in tourism activities attracting the young and enthusiastic chefs to setup their business to

show their talent and earn benefit through the quality of their services, food, presentation,
atmosphere and many more.
On an average it has been determined there are majority of restaurant who are awarded
due their quality of food & services but still the concept of themed based cuisine food services is
totally a new and unique idea. Hence, The Chuck & Chick restaurant will get a quick as well as
wider acceptance within the market of Malta.
2. The Market
In recent years, restaurants within Malta has gaining greater benefit by experiencing a
good fortune in term of increasing demand, economical growth and growing population along
with good disposable income. In addition to this increase in tourist traffic and adventurous
palates also act as a greater opportunity for Young and passionate peoples to setup their business
in Food & Beverages sector (Li and et. al., 2016). This is also a greater opportunity for Chuck &
Chick restaurant as it is also going to establish its restaurant business with totally a new or
innovative concept. These restaurants are being positioned over three prime locations of country
which are:
 Popeye village:- It is located at north-west coast of Malta which is one of the most tourist
attraction place and various activities are being organised at this place to entertain people
who visit. It includes theme parties, animation shows, mini golf, swimming in Anchor
bay and many more. In addition to this various type of restaurants are also their which
provides a range of food categories related with sea food, pizzas etc. Hence it is best
option to choose for positioning the Chinese cuisine restaurant as competition in term of
Chinese food is relatively lower. Therefore it is a great opportunity for Chuck & Chick
restaurant that it can get easy acceptance at marketplace.

 Azure window:- This place is also one of the tourist attraction place where people
usually visit when they came to Malta as it has most famous Natural arch on the island of
Gozo. As the tourist visit is higher, competition related to restaurant is also higher related
with sea food, local Maltese dishes and Italian food. Hence it has been decided to
position Mexican restaurant at this place as tourist will get something new from the
existing and common food. As this restaurant is going to provide a mix food dishes which
is cooked from the combination of Maltese and Mexican dishes.
Illustration 2: Popeye village restaurant
I
llustration 3: Azure Window restaurant location

 Gozo island:- This place have rural area and less developed as compare to other island of
Malta, but has a rich history which includes old temple of Maltese along with world's
oldest free-standing structure. This is the main attraction of this place for local as well as
tourist who visit. In addition to this the population of this island is considered as approx
37,342. Therefore it is consider as most appropriate place to position the Italian restaurant
as customer will get a restaurant with greater ambience and cultural theme of Italy. In
addition to this it also become easier to hire employees at relatively lower cost because of
undeveloped place.
Illustration 4: GOZO island restaurant location

3. Marketing approach
In order to position its restaurant effectively, it is very essential for Chuck & Chick to
adopt proper marketing approach so that it will be able to target its customer by making efforts in
right direction (Engle and Kumar, 2011). A proper selection of marketing tactics will help
restaurant to make its customer aware about its food as well as services which help in influencing
their buying behaviour. Following are the approaches that must be used by Chuck & Chick
restaurant:
Online marketing:- Currently the trend of online marketing is growing very quickly as it
is less expensive which provide an opportunity to approach a large number of customer
throughout the world. So by performing online marketing, Chuck & Chick restaurant will be able
to approach local as well as customers who lives in another nations. This will help in adding a
name in visit list of customer who are planning to came in Malta for tourism purpose which in
increasing the brand awareness among targeted market. In order to perform online marketing the
Chuck & Chick restaurant has decide to create their pages or channel over social media sites
such as YouTube, Facebook, Twitter or Instagram. Here they will post videos, pictures and
experiences shared by customer in order to attract people toward this page and restaurant as
well.
Discount or additional benefits:- In this marketing approach, the Chuck & Chick
restaurant will provide addition benefit to its customer on special occasion. Apart from this it
will also offer discount coupons to some of the loyal customers which they can use to discount
their next meal. This will help in keeping customer satisfied and restaurant will be benefited by
the revisit of customers which further support in boosting up sale. In addition to this it has also
been decided that Chuck & Chick restaurant will form up deal with some local tourist guide as
well as tour planner so that they can get more and more customers at their premises (Fernández-
Guerrero, Revuelto-Taboada and Simón-Moya, 2012). In this customer can book up their table
within restaurant by the reference of tour operator which help them in getting addition benefit
which they demand such as special arrangement for their meals.

These are the marketing approach that will be used by Chuck & Chick restaurant which
help them in attracting customers to visit restaurant and avail the services offered by them. This
will help restaurant in promoting its brand as well as services much more effectively by
targetting a large number of customers (Sotiriadis, 2018). It will further support restaurant in
enhancing their sale as marketing plays an essential role within the growth as well as success of a
business by ensuring that right information must be delivered to customer in more effective
manner that form up a positive image of restaurant at marketplace. After achieving success at the
market of Malta the Chuck & Chick restaurant will further focuses toward expanding its business
at international level.
Illustration 5: Discount coupons

Potential risk for Chuck & Chick restaurant
The concept of offering mixed dishes made up by the combination of two cuisine food is
totally a new idea in the market of Malta. This concept will be a piece of attraction for customer
as it provide a feel of culture whose cuisine they are having at their meal. It will help restaurant
to get a wider customer base much more quickly. But despite of all these benefits there are some
potential risk also present in this market that may affect its business plan as well as performance
of restaurant. These potential risks are explained below:
High competition:- Malta is the smallest country of world which is surrounded by sea
and has a greater hub for the tourist visit. This has increases and motivated youngsters as well as
chefs to invest and set up their restaurant or hotel business for providing services to its tourist
and earn high amount of profit. It has created a tough competition in front of Chuck & Chick
restaurant as around 40 restaurants are being awarded by diner in 17 categories that represent
everything which a customer expect from a restaurant. This range through the quality of food, to
its presentation, ambience and services which never let customer to try a new restaurant over a
new place. Hence the risk of competition is relatively higher which may ruined its business plan
or efforts performed to serve customers.
Solution:- In order to overcome this, Chuck & Chick restaurant must focuses toward first
satisfying the local customer so that they would be able to increase the word-of-mouth publicity
through localities of Malta. This will support restaurant in approaching the tourist through the
experience of local customer regarding the services offered by Chuck & Chick restaurant that
help in developing a positive brand image in marketplace.
Fund raising issue:- Another risk that might be faced by Chuck & Chick restaurant is
related with fund raising. As Malta is one of the smallest country so it is one of greatest factor
that can restrict restaurant to raise amount which it is required in term of establishment, hiring
employees, marketing and many more. Apart from this it requires a lot of fund to position a new
business where restaurant is planning to provide core cuisine dishes of three major country which
is very harder and even costly to arrange material for these dishes as some of them are required
to import from cross-borders. In addition to this transportation cost would be higher because
these restaurant would be at three locations of Malta that are not much developed.
Solution:- In order to overcome this risk, Chuck & Chick restaurant must focuses toward
adopting non-expensive activities that support in minimising the financial risk. In addition to this

it can also keep reserve fund in order to have a back up fund for fulfilling the financial
requirement of particular activity.
Substitution of business idea:- One of the major risk that can be faced by Chuck &
Chick restaurant in this competitive market is that this business idea can be copied by other
players that are present in that market. This risk can be increased at the time when it get
acceptance within the marketplace. This is considered as a major risk because after getting so
much options in market regarding the mix dishes that are offered by Chuck & Chick restaurant
the choices of customers get fluctuated.
Solution:- In order to overcome this risk of substitution regarding food recipe, Chuck &
Chick restaurant can focus over frequently presenting new dishes on every specific day or date of
month. This will support in keeping customer loyal toward the services offered by restaurant and
they can be able to deal with competition as well which further support in achieving competitive
advantage.
Critical factor for success
In order to achieve success at marketplace it is very essential for a Chuck & Chick
restaurant that it must analyse certain strength factors which support it in achieving competitive
edge at marketplace (McKeever, 2016). These factors support restaurant in achieving its goals as
well as objectives within limited time period and along with this it also support in achieving
sustainability at marketplace. Following are the critical success factor of Chuck & Chick
restaurant:
Chefs belongs to different nations:- The Chuck & Chick restaurant will hire experienced
chef from the country whose cuisine food they are likely to offer along with the local Maltese
food. This will help in providing a professional as well as original touch to the dishes they are
going to offer which would be a greater factor of success as it focuses toward the quality of food.
Variety in food:- The another plus point for Chuck & Chick restaurant is that it is having
variety in its offering which includes 4 different cuisine i.e. Maltese, Chinese, Mexican, Italian
and mix of these cuisine with Maltese food to form up a new dish (Fernández-Guerrero,
Revuelto-Taboada and Simón-Moya, 2012). This help in attracting foodie people as they always
seeks to try something new or more delicious which they get here. This factor will help in
achieving competitive edge at marketplace.

Cultural theme for serving food:- The ambience of restaurant will also become a major
reason for the success of this business as Chuck & Chick restaurant is forming up its interior on
the basis of nation's culture whose food it is going to serve. This ambience will help in attracting
customer to the restaurant which further contribute toward enhancing the sale and profitability of
Chuck & Chick restaurant.
Visibility of plan
Visibility of plan will display strategies and techniques that would be implemented by
Chuck & Chick restaurant to achieve the objective of this business plan. With strong as well as
good visibility of plan support an organisation to get biggest proportion toward the business
success (Ward, 2016). Following are the key concerned point in the visibility plan of Chuck &
Chick restaurant is described below:
Create a advance plan:- At the starting stage owners of Chuck & Chick restaurant are
required to form up a plan that depict about the goals and objective of restaurant which further
includes a detail description regarding shareholders, employees, investors, customer
segmentation etc. In this the goal of restaurant to position itself and removing competition from
market by targetting services to Tourist as well as local people at relatively lower price.
Create a descriptive plan to present the work to be performed:- This document will
help in making clear about the task as well as work that each staff member are required to
perform in order to achieve desired objective. It includes a detail description about the number of
suppliers through which food inventory will be gathered and dishes that would be first offer in
restaurant along with the benefits provided to customer for converting them into regular visitors.
Adopt clear strategies for business success:- This section will includes number of
tactics or strategies that would be used to achieve sustainability at marketplace. The top
management of Chuck & Chick restaurant will use social media platform for its promotional
activities which is smarter way to attract customer at relatively lower price (Jasra and et. al.,
2011). In addition to this it is also offering some discount coupons to lucky customer which they
can use to reduce their meal price over next visit.
Enlist business partners:- A good business plan requires efficient and experienced
partners that have the capability to support company in arranging financial fund and in executing
business plan. The Chuck & Chick restaurant will be registered as a private business that would

be handled by two brothers. In addition to this there are two investor who have 20% share each
in restaurant.
Visibility of Budget and investment
This section is consider as one of the essential part for each of the business project as
without proper management of fund no activities can be performed effectively. This part has
already being presented in business model section in which it has been decided that start-up
investment required around £180K, £40K in research & development and £32K would required
to take licence from the legal authority for setting up business in Malta.

FINANCIAL FORECASTED
This section will contain a description about the profit as well as losses that may be faced
by Chuck & Chick restaurant in its first year of business operations. This help restaurant in
planning as well as avoiding the financial resources to deal with the time of contingencies. The
estimated profit and loss statement is given below:
Forecasted Profit and loss statement for Chuck & Chick Restaurant For 1st year
Particulars
Quarter
0 Quarter 1
Quarter
2 Quarter 3 Quarter 4
Revenue
through
breakfast
£
12,313.20
£16,388.8
7
£
21,813.58 £ 29,033.88
Revenu through
Lunch
£
171,602.8
1
£
228,403.3
4
£304,004.
85 £ 404,630.46
Revenue
through Dinner
£
967,579.2
0
€
1,287,847
.92
£1,885,53
8.13 € 2,281,501.14
Total revenue
€
1,151,495.
21
€
1,532,640
.13
£2,211,35
6.57 € 2,715,165.48
Less: Cost of
revenue
£
400,000.0
0
£
410,000.0
0
£420,250.
00 £ 430,756.25
Gross Profit
£
751,495.2
1
€
1,122,640
.13
£1,791,10
6.57 € 2,284,409.23
Gross profit
margin 65% 73% 81% 84%
Operating
expenses
Developing
online website
for Chuck &
Chick
Restaurant
£
400.00
£
11,700.00
£21,000.0
0
£
27,000.00 £ 33,500.00
Developing an
artificial
waterfall
£
100.00
£
8,000.00
£24,500.0
0
£
41,800.00 £ 41,000.00
Decorating the
location as per
natural look
£
90.00
£
690.00
£
1,740.00
£
3,150.00 £ 4,570.00
Installation of
sound system
£
75.00
£
5,000.00
£10,100.0
0
£
53,000.00 £ 75,000.00

Furniture and
fixtures
£
82.00
£
3,500.00
£
2,000.00
£
10,000.00 £ 24,000.00
Hotel license
fees
£
65.00
£
195.00
£
195.00
£
195.00 £ 195.00
Supplier
commission
£
1,800.00
£
3,300.00
£
3,750.00
£
6,000.00 £ 5,750.00
Salary to staff
£
2,000.00
£
6,000.00
£
6,000.00
£
6,000.00 £ 6,000.00
Computer for
billing and
record keeping
£
70.00
£
485.00
£
1,080.00
£
2,170.00 £ 2,912.00
Refrigerator
£
400.00
£
730.00
£
1,800.00
£
2,500.00 £ 4,900.00
Deep Freezer
£
100.00
£
250.00
£
420.00
£
1,510.00 £ 1,210.00
Air-
conditioners
£
90.00
£
1,270.00
£
790.00
£
1,910.00 £ 2,680.00
Decorations
£
75.00
£
430.00
£
630.00
£
900.00 £ 1,180.00
Lightings
£
82.00
£
640.00
£
1,310.00
£
2,130.00 £ 2,230.00
Wall-paintings
£
65.00
£
260.00
£
360.00
£
450.00 £ 1,450.00
Wood and
Bamboo
fixtures
£
1,800.00
£
1,000.00
£
4,500.00
£
10,500.00 £ 15,500.00
Kitchen
Utensils
£
2,000.00
£
150.00
£
150.00
£
150.00 £ 150.00
Separate
Washroom
£
70.00 £ -
£
120.00
£
650.00 £ 300.00
Sinks
£
130.00
£
315.00
£
570.00
£
450.00 £ 650.00
Machineries
£
40.00
£
800.00
£
700.00
£
1,300.00 £ 1,700.00
Equipment
£
110.00
£
9,500.00
£35,000.0
0
£
98,000.00 £ 120,000.00
Advertisement
£
68.00
£
300.00
£
300.00
£
300.00 £ 300.00
Repairs and
maintenance
£
5,000.00
£
6,000.00
£
7,500.00 £ 8,000.00
Rent
£
28,500.00
£28,500.0
0
£
28,500.00 £ 28,500.00
Total
operating
expenses
£
9,712.00
£
88,015.00
£
151,515.0
0
£306,065.
00 £ 381,677.00
Operating £(9,712.0 £ £ £1,485,04 € 1,902,732.23

profit 0)
663,480.2
1
971,125.1
3 1.57
Operating
margin #DIV/0! 58% 63% 67% 70%
Less: Corporate
tax
£(2,913.6
0)
£
199,044.0
6
£
291,337.5
4
£445,512.
47 £ 570,819.67
Net income
£
(12,625.6
0)
£
464,436.1
5
£
679,787.5
9
£1,039,52
9.10 £1331912.56
Net profit
margin #DIV/0! 40% 44% 47% 49%
Interpretation:- From the above given estimated profit and loss statement it can be
stated that net income of Chuck & Chick restaurant would be £12,625.60 in first quarter which
increase to £ 1,331,912.56.

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