Business Development Proposal and Reflection

This document is a business development proposal and reflection on starting a new restaurant in Malta. It provides information on the rationale for the business idea, the significance of information in business growth, strategies for resolving customer's problems, and fulfilling their needs. The document also includes a literature review on the tourism and hospitality industry and recommendations for the new business idea.

BUSINESS DEVELOPMENT
PROPOSAL AND
REFLECTION

TABLE OF CONTENTS
CHAPTER 1-INTRODUCTION.....................................................................................................4
TITLE..............................................................................................................................................4
ABSTRACT.....................................................................................................................................4
OVER ALL COHERENCE/ JUTIFICATION................................................................................4
RATIONALE FOR BUSINESS IDEA...........................................................................................5
SCENARIO CHOSEN.....................................................................................................................5
CLEAR AIM AND OBJECTIVES.................................................................................................5
BACKGROUND TO THE SUBJECT AREA................................................................................6
STRUCTURE OF THE PROJECT.................................................................................................6
CHAPTER 2- LITERATURE REVIEW.........................................................................................9
Theme: Significance of information in business growth...........................................................9
Theme: Strategies for resolving customer's problem or fulfil their needs...............................10
Theme: Tourism and hospitality industry in context of its growth rate, size and existing
competitors................................................................................................................................11
Theme: Method that are used by business to meet changing customer's requirements for its
growth and expansion in tourism sector...................................................................................14
RESEARCH METHODOLOGY...................................................................................................19
Chapter: Data Analysis..................................................................................................................24
Theme: Appointing expert is the best way to deal with issues face by customers..................25
Theme: Customer satisfaction is the tactic to achieve success in restaurant sector.................27
Theme: customer loyalty can nt get affected with increased competition under the hospitality
sector.........................................................................................................................................32
Theme: Unsolved issues of customer is the major challenge face by customers in restaurant
sector.........................................................................................................................................33
Theme: Online food delivery app could spoil growth opportunities for restaurants...............33
Appropriate performance results...............................................................................................37
Literature review.......................................................................................................................38
Chapter: CONCLUSION and RECOMMENDATION.................................................................40
CONCLUSION.........................................................................................................................40

Recommendation......................................................................................................................41
REFERENCES..............................................................................................................................44
Appendix........................................................................................................................................49

CHAPTER 1-INTRODUCTION
This chapter is about introduction related to the topic to which study has been pursue so
that necessary data can be collected related to development and management of new business
idea for better outcome. Business refers to an institution that is engaged in providing products
and services to customer's so that their needs can be fulfilled and company can retained its
market share in external environment. Entrepreneur are coming up with new and new business
ideas to earn higher profit margin by delivering qualitative services to customer's. Therefore,
overall this report is about a new business idea of starting a restaurant in Malta so that traveller
has better place to have fun and enjoyment (van den Heuvel and Martínez García, 2017). This
dissertation has created crucial information related to the development of new business idea and
the way it contributes in meeting customer's needs beyond their expectancy level.
TITLE
“ To start a new business of restaurant in Malta named as “ The home-town” that
delivered organic and local cuisine to range of people living in the society.
ABSTRACT
In recent scenario, most of the people are preferring to have tasty, healthy more
nutritional food and hygiene and better place to stay outside the home. Globalisation has lead in
increasing number of tourist in Malta around the year thereby giving opportunities for starting
new business of restaurant to delivered services to them. This dissertation has included all crucial
detailed related to the new business idea, the way it will help in fulfilling or resolving problem of
customer's (Kumar and et.al., 2019). So, it has consisted information about hospitality industry in
terms of their size, growth rate and competitors analysis. Moreover, it has defined marketing
mix, targeting and positioning strategies used by company to attract and retained maximum
number of customer's in the firm.
OVER ALL COHERENCE/ JUTIFICATION
Malta is one of the most the fastest growing economies of European Union that offers
wide range of opportunities for business to earn more profitability and market share by providing
better services to people. The people have high living standard, renowned climate and
Mediterranean lifestyles so traveller from across worldwide are interested to come and have fun,

entertainment. Moreover, it can be stated that for local as well as tourist food and drinks are
regular part of their respective lifestyles so it is good business opportunities top start a restaurant
near the island. So, Home-town by offering unique, organic, healthy, tasty and more delicious
food products to customer's is able to enhance its business in hospitality industry (Mayer, 2018).
Therefore, it can be justified that starting a restaurant business in Malta that offer organic food
will be fruitful as it will help ensuring health and safety of people.
RATIONALE FOR BUSINESS IDEA
There are various reason which state that why business to start new restaurant that offer
more healthy food is good opportunities as it will help company in enjoying maximum market
share and revenue within limited time frame. Malta has better infrastructure and facilities that
contribute in supporting around 1.1 million tourist every year to come and enjoy their leisure
time. Moreover, tourism is one of the sector that has effectively contributed in Malta economy
by supporting around 14.9% of employment and 33180 jobs in 2018. Such as it was estimated
that there were around 3.2 millions international arrivals across worldwide so the business idea
of new start-up of restaurant. At the same time, people due to increasing number of diseases
wants to have more healthy and organic food products so Home-town by offering such products
is able to yield more outcome (Massa and et.al., 2017). Therefore, all such statistic clearly
specified that starting restaurant near the island will be helpful in meeting customer's expectancy
in better manner.
SCENARIO CHOSEN
In current scenario, there are large number of restaurants in Malta but know body has
think of promoting organic and local cuisine to people or tourist in order to satisfied their wants.
“ Home-town” by offering more qualitative, healthy and nutritional products is able to enhance
customer's satisfaction and enjoy more revenue and profitability. Moreover, the statistic also
illustrate that Malta in future will get around 407,1 million U.S. Dollars in 2023 through
restaurant and delivering food services to range of customer's. The company by providing more
tasty, healthy and delicious food products to people is able to build and retained its brand image
and lead differentiate positioning in hospitality industry (Remane and et.al., 2017).
CLEAR AIM AND OBJECTIVES
AIM

The aim of the study to understand development of new restaurant business with a
objectives to delivered qualitative experienced to end individual that are living in the society.
OBJECTIVES
 To gathered useful information about development of new restaurants in Malta.
 To analysis and understand the way various strategies can be used by business to resolve
customer's problem or fulfil their needs.
 To get more knowledge about tourism and hospitality industry in context of its growth
rate, size and existing competitors.
 To suggest various method that are used by business to meet changing customer's
requirements for its growth and expansion in tourism sector.
BACKGROUND TO THE SUBJECT AREA
The background of dissertation belong to tourism and hospitality subject area that has
wide scope as it has contributed in generating lot of revenue and employment for people.
Likewise, it has lead in contributing around 15% in national gross domestic products of Malta
economy thereby making lifestyles of people better. The subject area of study is related to
establishment of new business ideas that is restaurant named “Home-town” which has planned to
promote local cuisine and organic food products for health and safety of people (MAITLO,
MEMON and SHAIKH, 2020). Thus, the study related to the subject area will contribute in
understanding actual size, trends and preferences of people related to tourism and hospitality
industry. Thereby, the way new business ideas will be helpful in attracting and fulfilling needs of
large number of people staying in society.
STRUCTURE OF THE PROJECT
This is an portion of introduction that specific about the layout of structure in which the
dissertation will be proceeded so that necessary information related to the topic can be gathered.
In another words, it helps in outline the structure of the project or the way study will be pursued
so that necessary data can be collected to specific areas or topic (Pagani and Pardo, 2017).
Therefore, the way study has completed or structure of the project is as follows:
CHAPTER 1-INTRODUCTION
This is beginning section of dissertation that specify about the purpose, objectives or
goals of pursing study related to specific topic. It helps in summarizing all necessary information

that are contained in the structure and the way they are fruitful in making study more useful.
Moreover, it contained detailed related to the rationale of selecting specific topic or new business
ideas so that existing problem or needs of diverse range of people can be satisfied.
CHAPTER 2-LITERATURE REVIEW
Literature review is second chapter that is survey of scholarly sources like books and
journals, theses and well published articles in context of particular topic. At the same time it can
be stated that it is overview of current knowledge, helps in identification of relevant method as
well as research gap. Therefore, it analysis, synthesized and evaluates the knowledge related to
specific subject.
CHAPTER 3-METHODOLOGY
This is third chapter which explained about the several methods that are used by scholar
to continue the study related to development of new business idea. Thus, it can be illustrated that
this chapter specifies about the method, tool, strategies that are undertaken by scholar in order to
complete the research and gathered necessary information. Moreover, it has contained reason for
selecting specific method related to gathering, analysis and interpretation of data.
CHAPTER 4-DATA/ RESULTS ANALYSIS
This is the fourth chapter which consist of the way data will be process or transformed so
that necessary information can be extract for better decision making. So, it is chapter that
contained result or useful information that has been gathered from different sources which could
be helpful various individual in taking correct decision.
CHAPTER 5-DISCUSSION, CONCLUSION AND RECOMMENDATIONS
This is the last chapter of dissertation that consist of discussion, conclusion and
recommendations related to development of new business ideas in Malta. It is portion that
discussion about the relevant facts and figure or data or information gathered in results. On the
basis of results.

CHAPTER 2- LITERATURE REVIEW
It is the chapter that deals in discussion of published information pertaining to particular
subject within certain period of time. So, it is just simply summary of sources and helps in
providing guideline related to the study. Therefore, it is chapter that has consisted of search and
evaluation of available literature of well-known author in context of development of new
business idea.
Theme: Significance of information in business growth
As per the views given by Higgins-Desbiolles, Moskwa and Wijesinghe (2019), it can
state that business is all about information and knowledge. Information denotes different aspects
associated with the business. Conclusive aspect related to information denote that information
provide facts and figure about different functional and operational areas associated with the
business entity. All decision in business are taken based on the facts and information collected by
researcher and with support of scholars. Information become the base of every decision taken
related to operation and growth of the venture. Business growth is about to maximises the
potential outcomes against the operations entertained by the organisation. Sampaio, Hernández-
Mogollón and Rodrigues (2019), in its study denoted that knowledge and information is the basis
behind taking decision related to operations and functional areas in every business entity.
On the other hand Kalargyrou and Costen (2017), has made criticism about the use of
information in business decision making is such that many times due to availability of fake
information source and over reliability on information companies take poor and unhealthy
business decision. All this create negative impact over the growth of business in market. Many
times information become false and collet through fake sources which further spoil all decision
making associated with the business. Authenticity of information becomes essential to measure
when it comes to take the best level of decision in business. The utilisation of false information
source will lead to only ineffective business decision making that will further lead to failure of
even a profitable business idea.
Ye, Xiao and Zhou (2019), in its research over information in business operation stated
that growth is a critical elements and factor that are tough to identify ion context to the business
operation. Information in context to the growth is reflected as sales figures, profitability margins
and all other facts that can clearly denote how much expansion company or business entity could
achieve in respective market place. Sales and profitability increment become the basis in every

case to determine the level of growth business organization could address against taking any
decision in business. Further the business decision making is regarding different elements and
aspects of the business. Different areas of business is associated with these decision making
taken by the organisation. Information become part of all different areas of business associated
with venture. Malik, Madappa and Chitranshi (2017), has refloated in the research study over
information and its involvement in projection of growth. Companies identify its growth rate with
support of both factual and qualitative information sources. Report of Motta (2017), over the
business development and growth in case of restaurant sector becomes necessary. In context to
business expansion every time companies make any decision it collect the information in facts
and figures to provide a suitable basis for taking business expansion decision.
Theme: Strategies for resolving customer's problem or fulfil their needs.
On the basis of the views and opinions stated by the Baena (2018), it is indicated that
solving customer issues is all about dealing with the different concerns associated with the
potential customers associated with the business entity. Customer satisfaction is the concept that
strategically followed by the business entity. Solving issues of customers is the best way to
achieve best level of consumer satisfaction level against channelising business practices. When it
comes to addressing different issues associated with the potential customer sin market company
follow the approach where it appoints professional who solely look at the concerned areas of
customers. The professional solely focused towards dealing wth the problems or issues
consumers are facing against entertaining services and practices of business entity
The views provided by Köseoglu And et.al. (2019), over the approaches used by
company to address all different issues and problems associated with the potential customer part
of business. In context to the hospitality organization dealing with the issues face by potential
customer base play huge role in the overall growth and development of business entity. Service
sector business entities are immensely influenced with the level of customer satisfaction it could
achieve against the business operations channelizes by the organization. Customers will only
come back to the business entity if the organization is capable enough to deliver favorable
services to its customer base. Altinay and Taheri (2019), further stated that solving issues is the
key to get success in context to the hospitality sector organization. Companies hire professionals
and customer service executives to support the customers part of organization for addressing all
their issues and problems dealing against entertaining issues of customer in market. It is

necessary for the business entity to approach customer in such manner that it come back to
business entity for entertaining the service again.
Theme: Tourism and hospitality industry in context of its growth rate, size and existing
competitors.
Tourism sector is among one of the highly reputed industry associated with the global
business environment. Malta is among the premium, hospitality sector business entity that allow
the corporate sector to invest resources at such a destination. Over the period of time people
become more interested in exploring Malta due to its location, climate, whether condition, safety,
security, environment, culture, traditions, festivals and so many aspects allow the country to
attract millions of travelers and people from all across the globe to come and explore all the
luxury. Hennchen (2019), in its study over the location stated that this place and country allow its
visitors to explore all types of natural amenities that can improve the traveling experience of all
travelers and visitors. The popularity of the location could allow the travelers and people fropm
all around the world to go and explore the destination. The emergence of the destination as a
tourist hub could attract commerce in the respective area and location. Emergence of the country
as a travel and tourist destination is very recent. Earlier the demand of the country was not as
aggressive as it has become now in between the customers and visitors of all across the globe.
Emergence of social media could also become the possible reason behind the popularity and
emergence of some specific destination like Malta as a travel and tourism hug due to spread of
videos based on such location and destination.
As illustrated by the Rather (2018), in its research over the travel and torusim sector of
Malta is that the economy could become the emerging economy at a global level due to its
raising popularity as a travel and tourism destination. The recent statistics and figures clearly
state that the country could grow its travel and tourism sector at a rate of 14.3%. The recent
statistics state that the overall turnover of Malta of its travel and tourism sector is approximate
2.06 billion which kep on increasing every year at a rate of 14.3%. The growth of the industry in
Malta is so rapid in against to increasing popularity of location. Taqi, Ajmal and Ansari (2018),
in its study over the corporate entities entertaining growth opportunities in Malta as a part of
travel and tourism sector. The key player of Malta as a location under the hospitality sector are
Hilton Hotel, Corinthia St George's Bay, The Westin Dragonara Resort, Inter continental and

many other hospitality organizations are the key players associated with the travel and tourism
sector in country.
The other side of travel and tourism sector is such which allowed the Page and et.al.
(2017), to critic the travel and tourism sector of Malta. The scholar has reflected that covid 19
pandemic has been the major challenge and hustle for the travel and tourism sector at a global
level and also for the Malta as well. Due to the global pandemic the sector could face a strong
downfall in growth rate and development prospect. Before the pandemic of covid the sector was
emerging rapidly in Malta but as a post pandemic impact the situation is getting worst. Business
could face failure and also raises question over the sustainability of such business houses. Seyfi,
Hall and Kuhzady (2019), has also projected that pandemic has completely changes and
influenced the decision-making of customers to go and explore the Malta. Almost all travelers
and customers who are supposed to visit the location in the respective time frame had to cancel
all travel plan to explore the location.
Along with the hotel and restaurant there are plenty of other features could introduce by
the government in Malta to grow and develop the travel and tourism sector of the country.
Belitski and Heron (2017), in the study over tourism in Malta presented that along with hotel and
restaurant there are plenty of other features has been offered in the location to customers and
travelers. Sport tourism has been focused by government that could allow the travelers and
customers to explore the benefits of different sports like campaigning, rock climbing, skydiving,
born fire like events and many such adventure sports. The modern era of travel and tourism is not
only restricted to traditional travel and tourism areas but today the world has changed
immensely. Sport tourism could become the center of attraction for government at a global level
to attract more growth opportunities in country. Belitski and Heron (2017), has been focused
over different sporting events and such related activities to expand the growth of travel and
tourism sector. Malta government has also given huge emphasis over improving the reach of
location in travelers with support of different sporting and adventures sports like skydiving and
many other to attract travelers from all across the globe.
The views of Horng And et.al. (2018), over the growth and development of travel and
tourism sector of Malta. The study clearly state that in order to grow the travel and tourist sector
government could spoil the natural resources like forest area, maintain and many such natural
resources. The growth and development always entertain on a certain cost where the loss related

to natural resource is occurred in country. The emergence of different sporting events further
cost the risk of human resources and customers who try to enjoy the set feature. This become a
huge challenge for companies and business entities to deliver the activities in such manner that
tourist could suffer life threatening events and results. Nhamo, Chikodzi and Dube (2020), has
spotted that all the modern ways to channelize operations under travel and tourism sector are
very risky. Sporting events always create threat related to life and death of customers enjoying
such events. Apart from these the current time has been very critical for all the business entities
delivering operations and functions under the said area. Risk related to financial loss has also
increased due to the existing covid situation.
Theme: Method that are used by business to meet changing customer's requirements for its
growth and expansion in tourism sector
The opinion illustrated by the Tichaawa (2017), about the growth and development of
travel and tourism sector. Business environment is constantly changing factor as every time the
practices keep on changing to match up with the modified needs and demand of associated
market. Marketing mix is among the core model or practice that is utilized to formulate
different strategies as a business entity to entertain growth in the respective market place. This
model summaries different factors like product, price, place, promotion, people, physical
evidence and process. Product in travel and tourism sector involve hotel, restaurant, food supply,
guide and many such products that are associated with different business ideas. Companies try to
sale all these products mentioned above against channelizing business operations. Song, Li and
Cao (2018), in the research over marketing mix in travel and tourism sector demonstrated that
the sector is highly competitive in Malta due to the landscape and popularity in between potential
customers. In such a competitive market this is crucial that business houses offer all different
products in the most affordable price structure. This become essential for the businesses to
constantly attract potential customer base in process to sustain the growth rate. TO entertain the
respective growth rate this is crucial for the business entity to offer all its products at a
reasonable and competitive prices so that companies can attract potential customers to buy the
product offer by business entity irrespective to the level of competition.
The criticism has establsuhed by the Oji, Iwu and Tengeh (2021), over the product and
pricing feature of marketing mix is that this is very challenging for the businesses to offer
different product to customer as compare to the rest of the business ideas. In context to the

business and its success this is crucial to offer either the same product offer by other business
houses differently or to offer the unique product that not other business house could every offer
to its potential customers in respective market place. This make more challenge for the business
houses to offer unique product in order to attract customers over a continuous basis. González-
Torres, Rodríguez-Sánchez and Pelechano-Barahona (2021), has further made criticism in
respect to pricing practices supported by the marketing mix model. The facts state that in context
to the competitive nature of business environment this is significant for the businesses to offer
different hospitality products at the most competitive price possible. This is challenging for the
business entities to reduce the prices by sacrificing over the profit margin. IF the business entities
reduce the priced in order to make them competitive they have to sacrifice over the profitability.
Even if the companies reduce the prices by sacrificing the profit margin this is not necessary that
the business houses will be able to meet up the expectation of customers in context to convince
them to buy the product and services offer by organization.
As per the views illustrated by the Scavarda and et.al. (2019), this is stated place is a
crucial,factor associated with the marketing mix concept. Malta a location is very attractive due
to its landscape, feature, natural resources, culture, religious values and all other factors make
this p[lace very attractive and popular in between travelers and people from all across the globe.
Geographical landscape of the Malta attract to travelers from all across the globe to come and
explore the beauty of lactation. Taylor and Rostron (2018), in its collection of academic writing
denoted that promotion is a key aspect associated with the growth and success of the bushiness.
This is about to promote the product and services offer by business entity in front of the potential
customers associated with the business. There are different promotional technique that is used
under the travel and tourism sector that motivate the customers to buy products and services
offer by business entities. Techniques like social media marketing, digital marketing, search
engine optimization, radio, television and many other techniques that is used by the business
entities operate functions in Malta to attract customers belong to travel and tourism sector. All
these different practices belong to promotion and marketing under the travel and tourism sector
allow the business entities to attract customers to buy different products and services. Promotion
is effective only if it is capable enough to convince the potential and target customer base ti buy
the product and services offer to such consumers.

Nieves and Quintana (2018), has criticized that the business environment is very
competitive which further make the brand value of business house more essential in order to gain
the competitive advantage over other competitor associated with the business. All these
promotional techniques are utilized and explored by almost all business houses. Due to excessive
utilization of all these promotional and marketing technique this is more challenging for the
businesses to attract customers by utilizing all these marketing and promotional technique.
Budget is also minimum which restructure the business houses to utilize all these techniques of
marketing and promotion.
As per the opinion denoted by Lee and Kim (2018), this can state that people is about the
potential customers associated with the travel and tourism sector. All travelers and human being
who are enthusiast towards traveling are belonged to the category of people. Process like
segmentation, targeting and positioning is followed to achieve objectives of marketing. Physical
evidence is more like ensuring the quality of services and products offer to potential customers
belong to the travel and tourism sector.
The views projected by the Jogaratnam (2017), over approaches used under the travel and
tourism sector to attract the growth in market. STP is the major technique that is utilities by the
business houses to attract growth in market. This model involves elements like segmentation,
targeting and positioning like approaches. Segmentation is about to segment the product offer
by business entity in between the potential customers associated with the market. There are
multiple techniques used to segment the product that is demographic segmentation, geographic
segmentation, psycho graphic segmentation and behavioral segmentation. Memili and et.al.
(2018), in the research denoted that demographic segmentation is the process involve
segmentation practice based on age, gender, economic background, religious value, income and
other such elements. Geographic segmentation is the process involve segregation of market
based on the geographic location. Psychological segmentation involve the process to be delivers
into customer life style, attitude, luxury factor and such related aspects. Behavioral
segmentation involve the pattern like customer prefer the spending areas and many such aspects.
In the hospitality sector demographic segmentation is the technique that is followed by majority
of business entities. This approach of segmentation allow the business entity to achieve the
segmentation based on the age, gender, sexual orientation, age, class, choices, preferences and all
other factors that can motivate the customers to buy the products offer by business entity.

Majid and et.al. (2019), has criticized the use of demographic segmentation process is
that in context to the business environment the situation is never remained so constant. In such a
process due to changing nature business entities do not able to deliver the business objectives as
per expectation.
The views illustrated by Navío-Marco, Ruiz-Gómez and Sevilla-Sevilla (2018), targeting
is the process involve target potential customer in the market. This is the process which allow the
business entity to communicate directly with the potential customers associated with the specific
product in market. It further involves attracting and converting the lead into the sales of
company. The basic characteristic of the process is such that it involve approaching customers
with support of different strategies like identifying the specific customer base out of the area
segmented under the market segmentation practice. This approach plays huge role in further
formulation of marketing practices at business organization.
The criticism established by the Martínez-Azúa, López-Salazar and Sama-Berrocal
(2020), over targeting practices that there is not any specific direction available for the business
entity that can favor the ventures to identify the target customer group in market. Hospitality
sector is associated with multiple products and the business ventures engaged in offering
multiple product and services face issues to identify potential targeting strategy to approach
customers base belong to different products.
The opinion stated by the Rodríguez-López and et.al. (2020), over positioning practice is
such that this is the process that involve position the product and services offer by business entity
ion front of the potential customer group targeted in the earlier stage. This involves selection the
right strategic choice that can allow the business entity to approach the targeted group of
customers with support of effective positioning strategies. Social media, internet, radio and other
such platforms are consumed under this to position the respective product in font of potential
customer group in market.
Wiles and Crawford (2017), in the research over the business environment denoted that
business canvas model is a tool that is used to formulate proper strategies every time
stakeholder try to expand the business or to introduce new business idea. This is a model denoted
the basic idea behind formulation of business plan. This is a short summary related to the
business plan and idea. It involve stakeholder group, aim, objectives, resourceful and all other

factors. This entire model of business canvas also used when businesses are looking for the
financial resources and approaching investors to put money in the business idea.
Business canvas model has been criticized by the Kumar and Tripathi (2017), on the
ground that this model does not accommodate with the businesses at the early stage of the
business. This model is more focused towards the end shape or outcome of the business rather
than highlighting the early stage of the business model.

RESEARCH METHODOLOGY
Research methodology section is the structure of the project. This involves different areas
associated with the study. This allows the reader of study to understand the basic characteristic of
study. It involves research methodology, research method, survey technique, research type,
feasibility of study, critical evaluation of study and research limitation.
Research Methodology
Research methodology is a technique that is about to analysis and interpret the study.
This involves identifying the process of conducting the study and the area of practice. This entire
process is about to validate and interpret the study and the research paper. Validity and reliability
of the study is also measured at this level of study (Romanenko And et.al., 2019). Methodologies
are the basic structure followed to conduct the area of study. This involves different approaches
used to achieve the overall objectives and aim behind the study.
Research Method
Research method denoted as the technique to be used to conduct the entire study. This
involve different approaches and techniques such as experiments, surveys, questionnaire,
interviews, case studios, participant and non-participant observation, observational trials and
studios using Delphi method. All these are the different techniques that is used to deliver the
final objectives behind the study conducted. Experiments is a technique in which based on
available option in front of scholar experiments are conducted by the researcher. Survey is the
technique that involve doing surveys by randomly approaching people about different aspects
and the area if study. Survey is a most common approach that is used as it provide the proper
understanding about the area of study (Strudwick and et.al., 2018). Questionnaire is another
technique that involve on the basis of the topic of study formulate different questions to reach the
final conclusion against conducting the study. This technique is also very common in the primary
studios conducted by scholars. Interviews are further conducted to collect suitable information
and knowledge about the study. Questionnaire involve different questions covering all areas of
study. Case studios is the approach involve interpreting the information collected with support of
case studios. ON the basis of the area of study required to conduct suitable case studios are
identified under this which can further motivate the scholar to reach at the best level of
objectives over the study. Other methods like participant and non-participant observant are also
used. Observational trial is also a suitable technique used to deliver the area of study. All these

allow the research and the scholar to generate proper information under the study to reach at the
final objectives of the study. This become essential to cover up and cope up with all different aim
and objectives set behind the study. This study is conducted with support of different techniques
like literature review and questionnaire technique so that best level of information could have
been collected and generated out of the study conducted by the scholar. This is important as a
researcher to cover all areas of study based on research aim and objectives and this approach
make scholar more capable for collecting the best suitable information over the research study.
This further make study more diversified and cover all requirements of study.
Survey technique
Survey are the ways to collect information under the primary research study. This is the
most prominent approach used to generate information and data under the primary form of study.
There are different techniques such as in person interview, telephone interview, mailed
questionnaire and online questionnaire techniques that is used to generate information under this
practice. All different methods used to collect surveys are conclusive and provide the best level
of information against the survey conducted. This research study will conduct survey based on in
person interview technique with support of questionnaire technique (McPherson, Reese and
Wendler, 2018). Questionnaire practice involve a process in which on the basis of needs and
requirements of project and the direction towards which information is about to generate all
questions are formulated and approach people to provide reasonable information. 30 customers
will be approached to collect information through the questionnaire method or technique.
Research type
Research are off two different types one is qualitative and the other one is quantitative.
Qualitative study involves information in both the format theoretical and statistical. Qualitative
study includes models and theories on the basis of the need and demand of research study. This
study type comprises information in both the format theoretical in form of models, theories and
regarding different theoretical aspects. Qualitative study allow the scholar to generate the best
level off information and knowledge to conduct the study (Almeida And et.al., 2021). This
research type further give emphasis over in depth interviews, focus group, ethnographic research,
content analysis and case studios. All these are various methods and techniques to deliver the
study under qualitative manner. This approach make researcher able to approach all the possible
areas that can favor in generating information and knowledge to achieve overall objectives set

behind the research study entertained. Quantitative type of study comprises with only statistical
information involve facts and figures. Different other types are further specified under the
quantitative form of study are such descriptive, correlational, casual competitive, quasi
experimental and experimental research study. Tools like SPSS are also used to interpret and
analysis the entire information under this technique. The basic idea behind this research study is
that scholar tries to establish the cause effect relationship between all possible variables
associated with the research study. Professional state that this research type is very similar to the
experimental form of study. The major focus of this study type is over statistical facts and
figures. Only quantitative type of information is analyses and interpreted under this type of
research study.
This study will utilities qualitative type of study to deliver the overall aim and objectives
behind the research study conducted by the scholar. The topic of study allow the scholar to cover
all areas of information comprises with theoretical models, theories, information and also the
statistical related data like sales, expected growth rate, break even point and all other areas of
information as per the needs and requirements of research study. Qualitative research type will
cover up all dimensions associated with the research study. Objectives of the study also allow the
scholar to consume this type of research study as it cope up with all characteristics related to this
particular study area.
Feasibility of study
Feasibility of study is about to interpret and assess all different characteristics associated
with the research study. Research study is all about covering all type and form of information
required to deliver the research study and based on the assessment and interpretation scholars try
to meet objectives set behind the study. Feasibility study play an important role in order to
deliver the research study as it comprises with different external and internal elements play a
direct role in every study. Factors like economic, technical, legal and scheduling consideration
are part of the feasibility study under the research (Gonzalez-Cuautle and et.al., 2019). Economic
factor is about how much the overall study will prove economical in context to the needs and
requirements of study. Every study contain its own limitation and scope. Every topic hold its
own characteristic at its individual level. Scope is defined as the reach of study. In simple
language it can be said that scope of every study is all about what a researcher can achieve
against the study conducted at the end of the respective study. In most of the research project

scope can be identified based on set objectives related to the study. Reader of the study can
identify what is the best possible scope behind every study is that how eventful objectives are set
behind the study as researcher provide the direction to study on demand of the set objectives
behind the study. Economic factor is all about whether the overall cost incurred in delivering the
research study capable enough to match up with the best scope of research study. If the study is
limited but the cost is more than the desired outcome against the study than the respective
research is not economical in context to the scholar.
Technical feasibility is all about the technical aspect of every study. This involves areas
like hardware or software are used to deliver the study. Many studies require software and tools
to be consumed to deliver the aim and objectives set behind the study. Feasibility further include
the requirements of study in technical context (Wieck and et.al., 2021). Many studios allow
scholar to take guidance from new and modified technologies. IN many cases old technologies
are also enough to deliver overall objectives behind the study. Manpower, site analysis and
transportation are also included under the technical elements and feasibility study over research
topic.
Market feasibility on the other hand included type of industry, prevailing market, future
growth rate associated with the market, competitors related to the respective market, potential
customers part of industry to be catered under the study and sales related projection included in
research study.
Organizational feasibility is the last feasibility area associated with the research study.
This included organizational structure, legal structure and management terms related to
competency, professional skills and experience. In context to the research study it is important to
cover up all feasibility areas to deliver final objectives set to conduct research study.
Critical evaluation of study
The respective study is being conducted in respect to the new undertaking associated with
the restaurant business. In the current time the hospitality industry is among one of the
competitive business environment sector. Restaurant sector is further contained same level of
market competitiveness. The business will be new established in market that further state that all
these areas of study and elements part of research are applicable to existing business houses and
also for the new establishments (Borg and et.al., 2020). In context to new businesses the market
become more challenging as there are plenty of factors that are indirect in nature as affect the

significance of the business growth. This study is conducted in context to the industry as a whole
but for the new establishments market become more challenging due to new entrant. Further the
study is critical as customers prefer established business entity when it comes to exploring the
services. It can clearly reflect that the outcome of study can be challenged easily in context to the
new undertaking as the basic idea behind the study is taken the industry as a whole and
considering all elements and factors are implementing to all entities in equal manner. This is a
clear fact that researched are conducted by depicting the fact that all elements and factors are
influencing entities in the same manner which practically is very challenging as business
environment do not treat every entity in the same manner. This aspect of study is criticakl and
challenging in context to the study.
Research limitation
This study is associated with different limitations that could influence the significance of
study. This entire study is associated with different limitations such as related to finance. The
scholar has conducted this study as a whole so the financial resources are limited which could
oppose the scholar to approach only the limited sources to collect information under the primary
study. Time is also limited consumed under this study. Work management has also been done by
the research as a whole that also create limitations in term of achieving the best level of working
excellency (Khakee, 2020). Time and finances are the two major limitations part of this study.
In-spite of all the different limitations' researcher has tried its best to meet all possible objectives
set at the initial to conduct the research. Experience of the researcher is also limited of
conducting these types of study which further create a huge challenge for the scholar in process
of delivering the study in the best way possible. Lack of experience play a negative role as
scholar do not get proper idea about the time required to complete individual section of study.
Unavailability of proper experience mismanagement is occurred at different level of research
study. Apart from all different limitations all objectives are tried to fulfill by the scholar in the
best way possible.

Chapter: Data Analysis
This is a chapter or the area of study included under research project where on the basis
of needs and requirements of study and the areas towards which information is required to
collect information is asked in questionnaire format. This section is conducted with support of
the information provided by the participant over different questions included in questionnaire.
Q.1) Do you feel information regarding customer choices play prominent role to achieve
success in restaurant business?
Yes 18
No 12
Interpretation:
The above mentioned graph clearly reflect over the significance of information in achieve
success under the restaurant sector. In context to the business operations every single functional
activity require suitable and factual information for making the best level of decision regarding
Yes No
0
0.1
0.2
0.3
0.4
0.5
0.6
0.7
60%
40%
Information make restaurant business succesful
Column C

business direction. 60% of the total respondent participated in interview process agreed to the
fact that information become the sole reason behind restaurant chains get or achieve success
against delivering the business operations. All decisions companies make not only in restaurant
sector but overall under the circle of business environment are based on the information collected
by business entities and identified by professionals regarding specific service area in
organization. ON the other hand 40% of the total respondent included in the interview round did
not agreed with the fact that overall success of the restaurant chains are influenced with the
quality and the level of information these business entities collect at the time of research. The
perception of the respondent might be such that in order to achieve the overall success against
the business operations entertained by company there are plenty of other aspects like brand
value, customer trust organization could gain against delivering business practices,
diversification in product portfolio of company, competition and many such indirect elements
also involve under the purchasing decision-making customer make (Grech and Bartolo, 2020).
All these are the indirect factors and elements influence the business growth and success under
respective market.
Theme: Appointing expert is the best way to deal with issues face by customers
Q.2) What according to you is the best possible way to deal with customer issues?
Set responding time against solving issues 8
Take feedback from customers over solving
issues
9
Appoint expert for dealing against customer
issues
13

Interpretation: The above mentioned pie chart clearly reflect that solving issues of customers
play huge role in enhancing thee growth ability of business entities. In the survey 43%
respondent agreed to the fact that appointing professional and expert is the best way to address
the issues and problems customers are facing against entertain services from restaurant. As the
expert professional can give all its emphasis over dealing with issues customers are facing only.
30% are also there who believed that taking feedback from customer is the best way of
addressing the respective aspect. Setting up the standard responding time is another effective
approach that is channelizes by 27% of the people took part under interview round. On the basis
of the majority opinion appointing professionals is the most significant approach can be used to
tackle down the issues customers are facing against entertaining the services of business entity.
Every business is associated with the multiple functional and operational areas that require to be
addressed by the business entity in order to achieve the best level of work efficiency (Tien and
et.al., 2020). This approach can lead the business entity professionally to tackle all challenges
and issues customers are facing at a professional level.
27%
30%
43%
Approaches of dealing with customer issues
Set responding time
against solving issues
Take feedback from
customers over solving
issues
Appoint expert for dealing
against customer issues

Theme: Customer satisfaction is the tactic to achieve success in restaurant sector
Q.3) What are the success tactics available for new entities under the restaurant sector?
Provide quality services 8
Achieving best level of customer satisfaction 12
Innovate in product and services 6
Provide cost efficient services 4
Interpretation:
Achieving the best level of customer satisfaction is the best technique or approach to
address under the restaurant sector. 40% respondents agreed with this approach to maximizes the
growth and success of business entity under the respective sector. 27% customers believed that
providing quality services is an effective approach to improve growth of business. 20% people
presented in the interview round believed that innovation under the product and services of
business entity is the best possible approach to achieve the best level of growth opportunities in
the respective market. There are 13% people also there in the interview round involve under the
interview round state that providing cost friendly practices is the most prominent manner to
reach at the growth objectives of company. In context to any business entity success is about the
outcome against the business operations channelizes by the business entity (Bel i Queralt,
Gasulla and Mazaira-Font, 2020). The views and opinions given by the majority of respondents
27%
40%
20%
13%
Success tactics for restaurants
Provide quality services
Achieving best level of
customer satisfaction
Innovate in product and
services
Provide cost efficient
services

it can state that achieving the best level of customer satisfaction level can be the most effective
approach to reach at the growth oriented objectives of the organization.
Q.4) Do you feel the existing covid situation could hamper the growth of restaurant sector?
Strongly agree 9
Agree 8
Neutral 3
Disagree 6
Strongly disagree 4
Interpretation:
30% people strongly agreed with the fact that covid 19 situations could completely
hamper the overall growth of the restaurants. 27% peoples took part under the interview round
believed that the pandemic situation created negative impact over the growth potential of
business entities related to the restaurant sector. 20% customers disagreed with the fact that the
situation of covid could not put any impact over the growth potential of restaurants. 13% people
strongly disagreed with this fact. There are 10% people also participated under interview round
who did not had any opinion over the respective topic. On the basis of the views projected by the
majority of people it can state that covid situation created a negative influence over the business
30%
27% 10%
20%
13%
covid situatioin hamper growth of restaurants
Strongly agree
Agree
Neutral
Disagree
Strongly disagree

growth in market. As this situation could impose lock-down like situation which could resist the
customers under the market to come to the restaurant to enjoy the meal they prefer (Bolt and van
Zanden, 2021). The guidelines of the world health organization also took part in the decision-
making of government to imposed lock down along with the resistance of customers in market to
avoid going out at restaurant to enjoy the favorite meal. The situation is still very complicated
and there are many small restaurants due to the lack of liquidity position had to close the entire
set up as the customers do not like to come to the places.
Q.5) What according to you is the factor restaurant must consider while determining growth
rate of business?
Sales volume 6
Profit margins 7
Competitors performance 8
All the above 9
Interpretation:
In context to restaurants 27% people took part under interview round believed that
competitive performance of business entities is the best way to determine the overall growth of
Sales volume
Profit margins
Competitors performance
All the above
0
0.05
0.1
0.15
0.2
0.25
0.3
0.35
20%
23%
27%
30%
Factors for determining growth
Column C

the entities. 23% customers quoted to profit margin as the best possible indicator for
determination of the business success. 20% voted in favor to the sales volume. The majority of
the respondent participated in interview round believed that all these factors mentioned above are
necessary to identify the growth and success of business entity ti reach at the growth rate of
business entity. The basic fundamental behind the conclusion drafted is that there is not any
specific approach or formula presented by intellectual that can determine how much the growth
company could address under the respective market (Fernandes, 2018). Al; these factors and
aspects play equal role and significance in process to know how much the growth company
could entertain against channelizing business operations.
Q.6) What are the possible strategies company can use to improve growth in market?
STP Strategies 7
Marketing mix analysis 9
Digital and social media marketing 10
All the above 4
Interpretation:
23%
30%
33%
13%
Strategies for adopting growth
STP Strategies
Marketing mix analysis
Digital and social media
marketing
All the above

The above mentioned chart reflect that the 33% customers involve under the interview
round believed that digital and social media marketing strategy is the best possible way or
approach to achieve growth in respective market. 30% give focus to marketing mix strategy for
delivering the growth oriented strategy in the respective market. 23% believed in segmentation,
targeting and positioning (STP) strategies to reach at the growth objectives set behind
channelizing business operations. 13% favored all the above stated strategies.
Q.7) What challenges restaurant industry is facing at this point in time?
COVID pandemic 12
Competition in industry 8
Less innovation 6
Changing expectations of customers 4
Interpretation:
The present situation of market clearly reflect that covid pandemic is the present
challenge that all the restaurants are facing against delivering business operations. 40%
customers presented this fact as the major challenge restaurants are facing. 27% people voted for
competition. 20% said less innovation is the key challenge and the 13% customers believed that
COVID pandemic
Competition in industry
Less innovation
Changing expectations of customers
0
0.05
0.1
0.15
0.2
0.25
0.3
0.35
0.4
0.45 40%
27%
20%
13%
Challenges of restaurant sector
Column C

changing expectations of customers in market is the major challenge related to the restaurants.
The views provided by the majority of respondent state clearly the fact that covid is the biggest
challenge all restaurants are facing at this point in time (Gürsoy and Göral, 2019). This is
because of the lock down situation at many places and also the guidelines issues by the WHO
resist the decision-making of customers to go and visit restaurant at this point in time.
Theme: customer loyalty can nt get affected with increased competition under the hospitality
sector
Q.8) Do you agree with the fact consumer loyalty in restaurant sector can affect by increasing
competition level in hospitality industry?
Yes 10
No 12
Neutral 8
Interpretation:
The above mentioned graph state that customer loyalty does not change due to the
increase competition level in restaurant sector. The concept of customer loyalty is unique and it
provides a scope to business entities to sustain its customer base irrespective of the level of
competition. 40% people took part in interview round do not agreed to the fact that loyalty of

customers do change with the pace of competition in the market. 33% on the other hand agreed
with the fact that loyalty of customer do change. There are 27% people also there with neutral
opinion over the respective topic. On the basis of views given by majority of respondent it can
reflect that customer loyalty do not change with competition.
Theme: Unsolved issues of customer is the major challenge face by customers in restaurant
sector
Q.9) What are the difficulties you faced while entertaining restaurant services in recent time?
Companies do not solve our issues 12
Quality related issues 10
Overcharging 8
Interpretation:
40% respondents took part in the interview round believed that companies do not solve
the issues face by customer is the major challenge customer face in restaurant. Quality related
issues are faced by 33% customer. Whereas 27% customers are suffering from the overcharging.
On the basis of the views and opinions provided by the majority of respondents it can state that
unsolved issues of customer is the key challenge of customers.

Theme: Online food delivery app could spoil growth opportunities for restaurants
Q.10) Do you feel online food delivery services could spoil the restaurant businesses in
industry?
Strongly agree 10
Agree 8
Neutral 4
Disagree 3
Strongly disagree 5
Interpretation:
The above mentioned chart clearly state that 33% of the customer do feel that online food
food delivery business could spoil the business scale of restaurants. 27% people agreed with the
respective fact. 17% customers strongly disagreed over the statements that due to the online food
delivery app the businesses of restaurant could go down. 13% disagreed over this aspect. 10%
people are also there having neutral opinion over the respective aspect. On the basis of the views
given by the majority of customers it can state that yes the business of restaurant chain could
suffer due to availability of online food delivery applications.
Q.11) What advises you would give to new entrant looking for business under the restaurant

segment of hospitality sector?
They must keep prices low 8
Give emphasis over quality products 10
Keep menu diversified 7
Focus over marketing and promotions 5
Interpretation:
33% respondents participated in the interview round believed that providing quality food
product is the best way or approach to achieve growth and success in restaurant business. 27%
customers stated the fact that restaurant must keep the prices low so that they can attract new
potential customers available in market. 23% believed that keeping diversified menu is the best
way possible to entertain success under the hospitality sector. Remaining number of respondents
has given emphasis over marketing and promotion as the basis to achieve growth in market
(Haller and et.al., 2020). On the basis of the views and opinions stated by the majority of the
respondents it can reflect that providing the quality food products and services is the best way
forward to entertain success under restaurant business.
Q.12) Which one is you favourite traditional Maltese food offer by restaurant chain in Malta?
Maltese bread 6

Pastizzi and other savoury pastry snacks 7
Fish 8
Kinnie 4
All the above 5
Interpretation:
27% people respondents took part in the interview round believed that fish is the most
preferred dish in Malta. 23% people agreed over Pastizzi and other savoury pastry snacks as a
favourite food item which people in country like to have. 20% feel that Maltese bread is the most
valuable food product people like to explore in the country. Kinnie is preferred by 13%
customers’ visits restaurant in country. The rest of the people believed that they like to explore
all types of food item restaurants offer in market. On the basis of the views presented by the
majority of respondents it can reflect the fish is the most preferred food item people like to enjoy
in country.
Q.13) What according to you is the best possible approach new restaurant chain can use to
improve the quality of food?
Take constant feedback from customers 8
Innovation in food production 7

Appoint quality controller 15
Interpretation:
The above projected graph clearly reflect that 50% customers do feel that appointing
quality controller is the best way to achieve high level of customer satisfaction in restaurant
sector. 27% customers feel that taking out consistent feedback of customers can be the best
possible way to improve the level of customer satisfaction business entity can achieve against
channelizing business operations. 23% people supported innovating as the best possible way to
reach at the effective level of consumer satisfaction in restaurant sector. On the basis of the
views reflected by the majority of respondents it ca depict that recruiting quality controller will
be the best possible way to achieve best customer satisfaction in business.
Appropriate performance results
Cash flow statement
0 1 2 3 4 5 6 7 8 9 10 11
Opening
balance
(6000)
(9800) (7500) (8900) (2100) 8700 13900 27900 45200 59800 8370
Sales 2200 4,400 6,600 8,800 11,000 13,200 16,500 19,800 23,100 26,400 29,7
Total
inflow
2200
4,400 6,600 8,800 11,000 13,200 16,500 19,800 23,100 26,400 29,7

Less:
Outflow
Initial set
up
5000 2000
Salaries 1,000 1,000 1,000 1,000 1,000 1,000 1,000 1,000 1,000 1,000 1,000 1,0
Premises 6000 6000 6000 6000
Marketing 0 3,000 2,000 1,000 1,000 1,000 1,000 1,500 1,500 1,500 1,500 1,5
Closing
balance (6000) (7500) (8900) (2100) 8700 13900 27900 45200 59800 83700 11090
Break even point analysis
= Fixed cost / contribution per unit
The above mentioned chart clearly reflects that the break even point is over 1000
units. This clearly show that company will achieve its no profit no loss kind of situation at the
unit of 1000. Beyond this number all the sale will make profit. This is the expected figure on the
basis of expected sale and cost price.

Literature review
As per the views give by Kumara (2018), it can reflect that the positive cash flow statement
always reflect about the strong liquidity situation of business entity. It can be clearly reflect that
positive cash flow statement is the requirements of every business operation as it allow the
company to achieve smooth control over operations. Break even point is the no profit no loss
kind of situation for the business entity and this allow the business entity to maximises the sales
and assess the performance of business entity in respective market.
The views illustrated by Voytovych, Smolynets and Hirniak (2020), reflect that
different models like port five forces could have been used by the restaurant sector business
entity to assess the competition in market. This model comprises with different forces that
influence the business success of organisation. This model involves multiple forces like
competition in industry; power of suppliers, customer ad all different aspects that influence the
business performance of organisation. This model allows the business entity to assess the level of
competition and also make business entity more capable to deal with different business
environment requirements in process to achieve success in business.

Chapter: CONCLUSION and RECOMMENDATION
This part of the assessment is all about concluding the major identified areas and factors
against conducting the project. Recommendation section is about to recommend different ways
to deal with different challenges identified in the entire study.
CONCLUSION
Hospitality sector is among the most competitive business environment sector. The new
entrant in the respective sector will face plenty of issues in order to achieve the overall aim and
objectives set behind the business set up. The new and modern trend of business environment in
restaurant business is that business entities are going for online mode where they are allowing
hom deliveries of all the delicious food product offer by the respective business entity (Ebejer,
2019). It can conclude that if any new business entity is looking for the business expansion in
restaurant sector it has to cater the online mode of trading where customers get the opportunities
to book the order online and enjoy the free home delivery like facility by ordering food at the
door step. It can conclude that Malta is a very prominent location to open a new start up in
restaurant sector. The location allows the businesses to address the effective customer base and
also make business entities more capable to reach at the huge business success against
channelizing business operations.
The views presented by customers in feedback interview are that in most of the cases the
business entity do not respond in positive way against the complaints fetch by customers. This is
a huge challenge and issues which customers are suffering against entertaining services of
business entity (Mangion, 2019). This is a massive challenge that reduces the customer
satisfaction level of business and companies at a very low. In case any customer place the
complaint and the respective business entity do not capable enough to deal with the issues in a
reasonable time frame than the customer satisfaction level of the respective business entity get
low.
Many customers and people believe that companies should hire the professionals and
customer service executive to deal with the issue regarding customer complaints. The

professional will be involved solely in this operating only which make it more capable to deal
with the problem. This will further allow the business entity to address the issue of customer in
the most professional manner. This is a right strategy to adopt against addressing the customer
problem and issues. Professionals at the position role of customer executive know how to tackle
down the customers and they also play role in improving the confidence and faith of customers
in the services of restaurant. Establishing relationship play a huge role in the overall success of
every business entity/. This practice will make the business entity more capable to strengthen the
customer relationship against delivering the quality food services to the respective consumers.
The literature review section mentioned that dealing with the competition in food sector
is one of the major challenges that business entities will face. Especially the new business entrant
this is not easy to tackle down the competition in the positive manner. This is crucial for the new
business house to keep the liquidity position stronger as it is already anticipated that the level of
competition is so huge that in the initial stage of business life cycle businesses will not be able to
face the competition strongly and will not be able to generate any potential revenue against
delivering the services to customers in market (Abbasian, Onn and Arnautovic, 2020). This is a
huge challenge that managing the liquidity to run day to day operation will be a huge challenge
for the business houses. In the initial stage expenditure of every business is ore than the expected
income which make it more difficult for the business ventures to sustain the good flow of cash
flow in the business. Every single functional and operational area requires liquidity that needed
to be ensuring in every given situation.
There are multiple challenge which business in restaurant sector at the initial stage of
business life cycle. In context to the food and restaurant sector customer trust is an important
element that requires achieving the business success under the respective market. In the initial
stage of business the resources especially the financial resources are very limited for businesses.
In such a situation companies not able to sustain a good and healthy budget to channelize the
marketing and promotional activities of the business houses (Seow and Parada, 2021). In such a
situation this becomes a huge challenge for businesses to run effective marketing campaign. The
promotion is the key to establish truest with the potential customers associated with the business
entity and due to the lack of availability of proper marketing budget companies not able to run its
marketing campaign in the effective manner.

Recommendation
In context to the restaurant sector trust and faith of potential customers in the services of
the organisation play huge role in achieving the overall success of the business entity. Company
should focus over its marketing and promotional campaign at the beginning of the business
operation. This will allow the business entity to achieve the success under the respective market
even at the initial stage of the business life cycle. This is important for the business to establish
trust in between customer and business in market (Korinnyi and Tsyhanok, 2020). Company
should also hire a professional over the position role of customer executive to tackle all the
issues and challenges customers are facing in the respective market. This is crucial that company
give emphasis over solving the issues and doubts of customers in order to achieve the best level
of customer satisfaction against the respective business operation.
Liquidity becomes the key to achieve success in every business. If the organisation does
not feel prominent for maintaining its liquidity position than it directly restrict the growth
opportunities for the respective business entity. Company can take the guidance from the
professionals to ensure the proper liquidity of the business. This will allow the company to
achieve smooth control over its operations and functions. Further the business should give two
different strategic direction one is for the break even point and the other one is for the beyond the
time of breakeven point. As the point denote the no profit no loss kind of situation for the
business so any sale beyond the level of break even point will be prove as a profit for the
business (Gaffey and et.al., 2020). This will make the organisation more capable to improve the
growth opportunities and maximises the profitability of the business under the respective market.
This strategy will involve social media marketing, digital marketing and other such modern
marketing and promotional techniques. All these strategic choices will favour the businesses to
improve the pace of sales of company that will further improve the growth possibility of the
business house in respective market.
The initial stage of business company should focus over the social media and digital
platforms to promote and market the brand. As the new platforms are more fruitful and improve
the reach of the marketing campaign. Tools like Google analytics could also utilised to measure
the success of the marketing campaign run by the business.

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Appendix
Q.1) Do you feel information regarding customer choices play prominent role to achieve
success in restaurant business?
 Yes
 No
Q.2) What according to you is the best possible way to deal with customer issues?
 Set responding time against solving issues
 Take feedback from customers over solving issues
 Appoint expert for dealing against customer issues
Q.3) What are the success tactics available for new entities under the restaurant sector?
 Provide quality services
 Achieving best level of customer satisfaction

 Innovate in product and services
 Provide cost efficient services
Q.4) Do you feel the existing covid situation could hamper the growth of restaurant sector?
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
Q.5) What according to you is the factor restaurant must consider while determine growth rate
of business?
 Sales volume
 Profit margins
 Competitors performance
 All the above
Q.6) What are the possible strategies company can use to improve growth in market?
 STP Strategies
 Marketing mix analysis
 Digital and social media marketing
 All the above
Q.7) What challenges restaurant industry is facing at this point in time?
 COVID pandemic
 Competition in industry
 Less innovation
 Changing expectations of customers
Q.8) Do you agree with the fact consumer loyalty in restaurant sector can affect by increasing
competition level in hospitality industry?
 Yes
 No
 Neutral
Q.9) What are the difficulties you faced while entertaining restaurant services in recent time?
 Companies do not solve our issues

 Quality related issues
 Overcharging
Q.10) Do you feel online food delivery services could spoil the restaurant businesses in
industry?
 Strongly agree
 Agreee
 Neutral
 Disagree
 Strongly disagree
Q.11) What advises you would give to new entrant looking for business under the restaurant
segment of hospitality sector?
 They must keep prices low
 Give emphasis over quality products
 Keep menu diversified
 Focus over marketing and promotions
Q.12) Which one is you favourite traditional Maltese food offer by restaurant chain in Malta?
 Maltese bread
 Pastizzi and other savoury pastry snacks
 Fish
 Kinnie
 All the above
Q.13) What according to you is the best possible approach new restaurant chain can use to
improve the quality of food?
 Take constant feedback from customers
 Innovation in food production
 Appoint quality controller
Q.14) What are the recommendations you would give to new restaurant chain for opening up
business establishment in Malta?