Kaskata Rock Restaurant Business Plan

This assignment provides a comprehensive business plan for Kaskata Rock restaurant. It identifies critical factors of success such as excellent consumer service, organic raw material, own website, unique layout of restaurant, waterfall theme, delightful customer experience, low cost orientation, experience management team, and strategic location. The target audience is customers who value quality and services, with a focus on online reservation and word-of-mouth advertising. The pricing strategy is low-cost oriented to attract more customers. The location is strategically chosen for its uniqueness and competitive advantage in Malta.

BUSINESS DEVELOPMENT
REPORT AND RESEARCH
REFLECTION

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
Background.............................................................................................................................1
Rationale.................................................................................................................................1
Vision.....................................................................................................................................2
Mission...................................................................................................................................2
Aim and Objectives................................................................................................................2
Design and Structure of report...............................................................................................2
Relevant models and information sources used.....................................................................3
Actionable Assumptions.........................................................................................................3
Timescale................................................................................................................................4
BUSINESS CONCEPT...................................................................................................................4
The product/ Service...............................................................................................................4
Target market .......................................................................................................................19
Value added..........................................................................................................................20
Specific features...................................................................................................................20
Management.........................................................................................................................20
Window of opportunity........................................................................................................21
FEASIBILITY RESEARCH ........................................................................................................21
Feasibility research plan ......................................................................................................21
Research methodology.........................................................................................................22
Sample description...............................................................................................................22
Key areas of feasibility research...........................................................................................24
1. Product and service feasibility..........................................................................................25
Summary of research............................................................................................................37
Industrial feasibility..............................................................................................................37
Competitor analysis..............................................................................................................38
Organizational analysis........................................................................................................42
Financial analysis.................................................................................................................42
Ambition vs Ability..............................................................................................................43

BUSINESS MODEL.....................................................................................................................43
Core strategy.........................................................................................................................43
The business mission............................................................................................................47
Product and market scope.....................................................................................................48
Value proposition.................................................................................................................48
Customer segmentation........................................................................................................48
Channel.................................................................................................................................48
BUSINESS PLAN.........................................................................................................................51
Restaurants in Sliema (Malta)..............................................................................................51
Project planning and development stages.............................................................................52
Marketing plan......................................................................................................................57
Risk assessment....................................................................................................................69
Operating Process.................................................................................................................72
Financial Plan:...............................................................................................................................75
Set-up capital........................................................................................................................75
Projected profit and loss statement.......................................................................................76
Projected cash flow for 1st year...........................................................................................79
Critical success factors of success........................................................................................84
PART 2- RESEARCH REFLECTION REPORT.........................................................................86
REFERENCES..............................................................................................................................87

INTRODUCTION
Background
Conserving the natural resources are the prime target and requirement of the government of a nation. Along with this, it is beneficial with
respect to bring the effective environmental advantages among the society. The aim of Kaskata Rock Restaurant which has emphasised on
establishing the restaurant in Malta on the basis of developing a waterfall theme. Thus, this is totally a new and unique concept which will be
attractive among consumers in experiencing the meal under the nature. It will have influences of various European dishes with considering the
cost efficiency. Professionals have planned to appoint the most qualified, talents and skilled chefs which will have talent to prepare various
delicious European dishes (Jones and Navarro, 2018). Thus, quality and health concerns will be considered by the business to main bring
preparations based on organic products.
Therefore, this business proposal is for Sliema which is best known for main tourist attraction. Thus, this site of the city denotes as best food
and shopping hub which will be attractive and beneficiary for growth of business that will bring profitable gains ( Petrie, Jones and Murrell,
2018).
Rationale
Planning and formulation of strategies for establishing a waterfall restaurant in Sliema will be a new concept on which Kaskata Rock
Restaurant has to make unique development for artificial waterfall. Thus, for bringing the memorable and unique experience of nature among the
consumers with the help of creating the restaurant theme. On the other side, as per considering the cost which will be implicated in the restaurant
business such as developing the accommodation facilities, recruitment of staff as well as effective marketing Campaign will require enough
funding (Zhang, Zhang and Wang, 2018). Thus, to meet such targets there will be planning based on proper market research, surveys as well as
formulation of strategies which will bring raise to the gains of business.
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Vision
Aiming for establishing restaurant in Malta on the basis of developing a waterfall theme and to attain break even in 2 months along with
increment in sales by 10% at each month.
Mission
 To provide unique and memorable experience of nature among customers with concept of restaurant.
 To fulfil need of customers with delightful customer services.
 To offer European dishes along with consideration of cost efficiency and organic food.
 To form clean, hygienic and convenient accommodations for its consumers.
Aim and Objectives
Aim: To establish new business start up to penetrate in restaurant industry in Malta.
Objectives:
 To attain break even in 2 months.
 To increase sales by 10% in every month.
 To gain competitive advantage by offering unique services in restaurant industry.
 To attain expertise in European dishes.
Design and Structure of report
This report is categorised in four various topics which are stated below:
 Describing concept of business: There is inclusion of concept of entire business, target market along with details of its unique features of
restaurant, facilities and services given through Kaskata Rock Restaurant.
 Feasibility research: It comprises five viable research with perspective of market, organizational resources, services, financial resources
and industry with particular theoretical framework along with its implied research techniques.
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 Business model development: The outcome of research would be mix to concept of business which would be derived as a specific
business model.
 Business plan: In this aspect, there is consideration of various stages of execution which should be followed for implementation of
business model.
Relevant models and information sources used
In this study, there will be implication of market and industry feasibility research with application of Porter's five forces. On the similar
basis, the other relevant information would be gathered with primary and secondary sources which are stated below:
Primary sources: It is an immediate and first hand accounts of topic by the people who had presence of direct link with it. In this study,
specific information would be gathered through questionnaire methods.
Secondary sources: It is a recording or document which is related or discusses information which is originally stated somewhere. In
simple words, it is material which has considered primary source and analysed, summarized, interpreted and rephrased it. In this study,
secondary information and data would be through online resources, book, articles and scholarly journals as well.
Actionable Assumptions
With reference to gain value of project of Kaskata Rock Restaurant, there are following assumptions which are formed such as:
The restaurant's revenue would vary as it will be highly dependent on seasonal fluctuation but not on basis of financial year ( Buncha and
et.al., 2017). Usually, this business is startup so it has tax exception as per central development of SME sector. The aim of business is to attain
break even in second month along with increment in sales by 10% in each month.
Timescale
The initial step is to perform market research and in-depth study related to restaurant industry in Malta along with primary market
research and risks carried in 3 days. In this aspect, every success and failure of restaurant should be considered along with reasons which will
help in gaining strength and overcome weakness and every legal issue. Further, location of restaurant must be extracted and arrangement of
funding should be started and then application of restaurant license should be processed (Beyer and Rice, Agis Software Development LLC,
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2018). Then there should be arrangement of availability of storage area where small wares, equipment’s and supplies etc. could be stored. In the
similar aspect, cooking equipment’s must be ordered and setup of utilities like gas, phone, electric etc. The ambience should be attractive and
outlets should be amended and decorated according to nature friendly. Henceforth, recruitment of staff, chef would be done in 2 weeks and then
training and induction for 4 weeks. Finally, Kaskata Rock Restaurant would be opened as waterfall restaurant.
BUSINESS CONCEPT
Kaskata Rock Restaurant would be waterfall restaurant by offering European dishes with organic raw material. This will be a unit
concept dine as one type of thematic artificial waterfall and gives natural and serene atmosphere for family outing or romantic dates (Yusuf and
et.al., 2017). There will be unearthed with the best organic and exotic flavours of Europe for treating taste buds. In addition to this, this
restaurant will also provide facilities of accommodation for special occasions without compromising food quality along with fresh out of stock
products for maintaining superior quality and tasteful. The Kaskata Rock Restaurant would be situated on Sliema which is best known for
attraction of tourist and local people as well and serves popular European dishes while (artificial) fresh water falls flows all over (Arya, Zeile and
Sudan, 2018). With context of concept of cost, it will be charging affordable cost to penetrate in this restaurant industry. The mix of service and
accommodation would be higher than money valued through its customers.
The product/ Service
The Kaskata Rock Restaurant offering lunch, breakfast and dinner menu as its unique USP with speciality of European dishes which are
stated below:
Menu of Kaskata Rock Restaurant:
Particulars Cost
Breakfast dishes
Continental breakfast € 3.35
Porridge € 0.75
Fried egg € 5.20
Lunch Dishes
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Seasonal mushroom risotto with truffle oil € 19.80
Root vegetable tating with candied nuts and blue cheese € 16.50
Balsamic lentil pies with vegetable mash € 12.45
Beverages
David Rio Masala Chai € 10.50
Dinner meals
Fried aubergine sticks with honey and sumac € 65.50
Spinach, feta and onion parcels € 85.60
Vegetarian sharing chilaquiles with feta and eggs € 45.00
Dessert
Apple pie, honeyed pecan gelato € 25.20
Salted caramel and hazelnut chocolate delice € 22.30
Breakfast menu
 Continental breakfast: It is named after various continental countries which is of light buffet of fruits, coffee, juice and pastry products.
In the same series, it has sliced bread, croissants, rolls and pastries offered alongside with jam, butter, cheeses, sliced meats and honey
with hot coffee and milk (Nasrallah and Lana, 2016).
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Illustration 1: Continental breakfast
(Source: Top five European breakfast dishes, 2019)
§
 Porridge: It is cooked grain and oatmeal dish as nothing beats bowl of well formed porridge with one spoon honey and flavour of
cinnamon (Ramlan and Abdullah, 2016). This is very common breakfast dish in Europe as Europeans are eating porridge over 32000
years.
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Illustration 2: Porridge
(Source: Top five European breakfast dishes, 2019)
 Fried egg: For serving healthy and best breakfast they serve fired egg as highly satisfactory mean (Lušňáková, Šajbidorová and
Juríčková, 2018). In order to this, it is beneficial and helpful for raising level of immunity and rich in protein diet.
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Illustration 3: Fried egg
(Source: Top five European
breakfast dishes, 2019)
Lunch menu:
 Seasonal mushroom risotto with truffle oil: This is very delicious European dish whose ingredients are onion, cremini mushrooms,
garlic, olive oil, Arborio rice, dry white wine and beef broth (Rahnama, Ajza Shokouhi and Rezvani Kakhki, 2018).
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Illustration 4: Seasonal mushroom risotto with truffle oil
(Source: Mushroom risotto with truffle oil, 2019)
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 Root vegetable tating with candied nuts and blue cheese: It is very famous European vegiie whose ingredients are lock puff pastry,
carrots, slim parsnips, olive oil, banana shallots, sage, rosemary sprigs, cloves, caster sugar, red wine vinegar and blue cheese ( Hassan,
Krishnasamy and Aman, 2016). In its candid nuts, walnuts, caster sugar, butter and rosemary springs are included.
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Illustration 5: Root vegetable tating with candied nuts and blue
cheese
(Source: Best vegetarian entertaining recipes, 2019)
 Balsamic lentil pies with vegetable mash: This is very healthy meal as its ingredients are rapessedd oil, red onions, lentils, rosemary,
bouillon powder, balsamic vinegar, celeriac, swede, potato, broccoli, spinach and hard cheese (Rajović and Bulatović, 2015).
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Illustration 6: Balsamic lentil pies with vegetable mash
(Source: Best vegetarian entertaining recipes, 2019)
Beverages
 David Rio Masala Chai: This is an traditional masala chai flavour with clove, ginger, cardamom with black tea (i Kusumastut and
Mukhzarudfa, 2018). The top selling chao of David Rio is excellent gift along with perfect daily chai tea latte.
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Illustration 7: David Rio
Masala Chai
(Source: David rio chai,
2019)
Dinner meals
 Fried aubergine sticks with honey and sumac: It is minty yogurt dip as meditarranean inspired recipe with za'atar and sumac with
drizzle of honey (Thomas-Francois, Von Massow and Joppe, 2017).
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Illustration 8: Fried aubergine sticks with honey and sumac
(Source: Vegetarian main course recipes, 2019)
 Spinach, feta and onion parcels: This is classic combination and work with zing of preserved lemon (Buncha and et.al., 2017). As it is
vegetarian filo parcels as great vegetarian starter.
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Illustration 9: Spinach, feta and onion parcels
(Source: Vegetarian main course recipes, 2019)
 Vegetarian sharing chilaquiles with feta and eggs: This is punchy chilaquiles dish along with easy baked eggs (Beyer and Rice, Agis
Software Developement LLC, 2018). The roasted tortilla chips in recipe will create them super crisp and crunchy.
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Illustration 10: Vegetarian sharing chilaquiles with
feta and eggs
(Source: Vegetarian main course recipes, 2019)
Dessert
 Apple pie, honeyed pecan gelato: One of the most delicious desert which comprises apple terrine, ice cream, eggs yolk, sugar and honey
(Yusuf and et.al., 2017).
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Illustration 11: Apple pie, honeyed pecan
gelato
(Source: Apple Terrine with Honey Rosemary
Ice-cream, Bacon Pecan Crumble, 2019)
 Salted caramel and hazelnut choclate delice: This is European's head pastry had magical desert as its ingredients are roast hazelnuts,
milk choclate, cigar wafers, clotted cream, dark choclate and egg yolks with liquid glucose (Arya, Zeile and Sudan, 2018).
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Illustration 12: Salted caramel and hazelnut choclate
delice
(Source: Chocolate, salted caramel and hazelnut
delice, 2019)
Facilities and services
The restaurant will provide natural and serene atmosphere of its nature will be air conditioned and avaialability of facility of valet
parkings and customers are welcomed in very respectful manner. In the present scenario, communication is very important throughout the world
as its every consumer will gain free wi-fi access (Nasrallah and Lana, 2016). With perspective of customer's security there is 24 hour long CCTV
in restaurant. In the similar aspect, emergency kit will be there at reception and customers could get kit with request. Furthermore, this restaurant
will also have basic amenities such as bathrooms for freshen up.
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Target market
Customer segmentation: The value proposition of Kaskata Rock Restaurant is directly delivered with particular customer segment
group. The act of segmenting any customer is classified with group of customer on basis of desire and needs as per geographic, behavioural,
psychographic and demographic (Yung, 2018).
 Demographically the customer's target age group is aged 17 to 25 to Kaskata Rock Restaurant which is at high percentage of arrivals of
tourist. This age group has high desire of trying innovative place and food with customized aspect (Ramlan and Abdullah, 2016).
 Geographically, customer segment of the Kaskata Rock Restaurant is tourist and local people as its location's unique thing is artificial
waterfall so in Sliema as it is tourist attraction in Malta (Lušňáková, Šajbidorová and Juríčková, 2018).
 Behaviourally, Kaskata Rock Restaurant is budget friendly restaurant where its customer would be from middle income level and price
sensitive.
In nutshell:
Market segmentation Description
Geographic segmentation Sliema (Malta) and tourist
Demographic segmentation 17 to 25 age
Behavioural segmentation Budget friendly
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Value added
This Kaskata Rock Restaurant is budget friendly in Sliema as services will be offered at lower prices but with qualitative services
(Rahnama, Ajza Shokouhi and Rezvani Kakhki, 2018). The main concept of this restaurant is artificial waterfall theme and luxury customer
services along with natural and serene atmosphere. In the similar aspect, its regular customers on basis of visit, interaction and involvement then
coupon will be given to them with discount offers on next visit.
Specific features
The most attractive feature of this Kaskata Rock restaurant is waterfall theme which is created in Silema at Malta. This has unique design
of its ambience with best wood, cherry, oak and teak. This will be creating natural atmosphere where one feels serene and environmental in that
specific restaurant (Hassan, Krishnasamy and Aman, 2016). Henceforth, this restaurant is built to give innovative experience with the best
European dishes to its customers which includes tourists as well. The design and decoration would be European traditional design. However,
Kaskata Rock Restaurant provide breakfast, lunch and dinner meal along with beverages and desserts as well in European style for giving
experience of local foods to its customers.
Management
Chef
Security guard
Accountant
Cleaning staff
Waiters
Sales and marketing manager
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Window of opportunity
Malta was not famous for purpose of destination of tourist as it has presence of different archaeological places, mountainous places along
with tourist attraction places like Silema. In this location, there are various casual dining, rooftops and local restaurant which is similar concept
so in this context there is introduction of waterfall restaurant artificially (Rajović and Bulatović, 2015). This will be also introducing sound of
rushing water for tranquil tone of dining experience especially with European meals.
FEASIBILITY RESEARCH
The feasibility research is referred as analysis of business idea's viability. In simple words, it is considered as analysis of testing
capability for purpose of acquiring ambition on successful aspect (i Kusumastut and Mukhzarudfa, 2018). The feasibility study could be
completed as research should be performed with particular factors which are market, product and service, competitor, financial and
organizational factors
Feasibility research plan
1. Setting aim and objectives of research
2. Designing appropriate literature review
3. Deciding research design
4. Selecting research methodology
5. Selecting sampling and focus groups
6. Framing research questions
7. Conducting research
8. Data analysis
9. Findings of report
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Research methodology
In the present scenario, there are two kinds of data such as secondary and primary data. Secondary data is already gathered through others
performed for some other purpose whereas primary data is collected for first time. While performing feasibility research of Kaskata Rock
Restaurant, there will be application of both type of data. In this aspect, method for collecting both type of data is varied. Interview,
questionnaire, interview, consumer panel and observation is referred as primary data (Eickelmann, 2018). Thus, secondary data is extracted
though unpublished and published sources. In this study, collection of primary data for Kaskata Rock Restaurant would be performed with
method of questionnaire as it comprises set of questions and answers would be traced from specific respondents.
However, there is no need of physical meeting as it could be done with postal and email. In the same series, questionnaire will be highly
structured as used with every question along with specific response (Thomas-Francois, Von Massow and Joppe, 2017). As the question's
sequence will be very general then specific, easy, difficult and most important is concise and easy for understanding perspective which will lead
to raise consumer survey responsive rate and helps for effectual decision making (Buncha and et.al., 2017). The main reason for selecting this
method as it will avoid bias of interviewer and helps in attaining definite outcome with low cost and easy for administrator perspective to
analyse.
On basis of secondary research with context of feasibility of Kaskata Rock Restaurant is determined with various scholarly journals,
articles related to restaurant industry in Malta. The main objective of performing secondary research as it involves collection, summary and
proper synthesise of the existing research as it uses sources of primary research for perspective of data analysis (Beyer and Rice, Agis Software
Developement LLC, 2018).
Sources of secondary research
For purpose of secondary research, the researcher will take reference of a range of books and journals containing information regarding
trends of foods in Malta and competitive analysis of restaurant industry of Malta . Further, reference of some magazines providing information
regarding several latest updates of restaurant industry will also been taken into account. It would help the researcher in having an in depth study
of overall industry through which the set goals and objectives would be achieved in more effective way. In addition to this, the researcher will
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also take into consideration different websites and pages containing information of growth of the restaurants in the restaurant industry, latest
trends of industry, etc. These sources will help the scholar in making in depth research and generate actual results for the industry as well.
Key areas of feasibility research
Sr No. Feasibility research
1 Product and service
2 Market
3 Industry and competitor
4 Organizational
5 Financial
Theme: 1 Latest trend in the Restaurant industry
In the mean time, restaurant industry is at its boom. Thus, idea of opening a new restaurant may result in increasing the profitability. As
per the study, there are very few customers that keeps loyal to single restaurant. Rather, most of the customers wants to try newest things. Thus,
in order to sustain a customers with the restaurant, it is necessary for the restaurant to keeping up innovations within different activities of the
restaurant. Innovation may include bringing latest dishes in the restaurant from different states and countries and provide it to the customers
under single roof (Restaurants Market Research Reports & Industry Analysis, 2018). Further, the research also states that along with providing
different quality of food, restaurant business also needs to take care regarding comfortable sitting arrangement and attractive interiors also leads
in attracting customers and keeping them with the restaurant in long run.
Malta is a place that attracts a large number of tourists towards it. Some books based on the restaurant industry shows that a restaurant is
an essential part that shows culture and tradition of a place or any specific religion (INNOVATIVE FOOD & BEVERAGE TRENDS IN 2019.
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2019). In the mean time, most of the customers gets attracted towards the restaurant that shows traditional views and experience. Thus,being a
start up, a restaurant should be designed in such a way so that it can help the customers in gaining a live experience of any specific religion or
tradition.
Moreover, as per the latest trend of restaurant industry, they deigns their menu cards are also designed on the basis of any specific theme.
There menu shows a clear picture of what type of food they are selling to their customers along with the theme on the basis of which the interior
of restaurant is being designed. Thus, it can be analysed that, in the latest trend, the restaurant industry is being designed on the basis of a theme
showing any specific tradition or theme or cultural view.
Theme: 2 Competitive advantage of providing unique services
As per the articles of magazines based on the latest trend of restaurant industry, in the meantime, customers are mostly get attracted
towards those restaurants that provides some unique foods and services to its customers. By providing more unique services and foods, the
restaurants lead in improving the quality of customers experience (Market Research for the Restaurant Industry: What You Should Know. 2019).
It helps them in gaining attraction of maximum amount of customers towards it. Moreover, the study shows that as Malta attracts a large number
of customers towards it, it becomes essential for the restaurants in innovating their services in such a way so that they could provide more unique
services to their customers as compare to any other restaurants.
As per the study on latest unique services, it can be stated that restaurants that provides more than single type of foods, beverages and
other services are mostly preferred by the customers. Thus, a start type restaurant should try to provide more than one type of foods and
beverages to their customers . They can include a different bar section within the premises of restaurant. It would lead in gaining attention of
more customers. Further, the study states that majority of customers of a restaurant are between the age of 18 to 34. They prefer to have drinks
and foods under single roof.
Further, as per the websites based on the latest unique services of restaurant industry, in the meantime, restaurants also includes a
different kinds section within their premises where customers can leave their child and enjoy their meal. it also helps them in improving
customers attraction of restaurants. Although, this unique services are generally involved by the family restaurant businesses. Thus, it can be
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analysed that with by involving range of unique services, restaurants can impeove their customers attraction and revenue generation capacity as
well.
Theme : 3 Major issues of restaurant industry in Malta
Study of a journal based on the different issues that a restaurant faces while performing their business in Malta shows that increase in the
labour cost is one of the major issue of restaurant industry. In Malta, due to shortage of labour, the restaurant needs to pay a huge amount of
wages to their labour (Reforms menu for restaurants’ industry. 2017) . In addition, the survey shows that in Malta, back labour market is
increasing day by day that has become a serious cause of increase in the cost of labour. It also results in increasing the chances of facing a
serious issue of insufficiency of financial resources within the restaurant. This issue has resulted in falling the profitability of restaurant
businesses in Malta.
The research report based on the profitability of restaurant businesses shows that fall in profit, increase in cost and lack of financial
resources has resulted in market saturation and poor access to bank financing and EU funding by overall restaurant industry of Malta. Thus, it
can be said that a start up restaurant business needs to formulate effective strategies and plans regarding maintaining control over cost of
operations arrangement of labours, development of effective plans and policies of human resources of the restaurants, etc. it would lead in
helping the new restaurant in reducing the impact of major challenges that restaurants of Malta generally face. Further, it would also help them
in improving their profitability with the help of developing effective cost controlling measures for normal course of business operations of
restaurants.
Summary of research
On the basis of above listed survey on which researchers have surveyed consumers in Sliema based on the accommodation, food, prices,
location and theme of business. Thus, majority of the buyers are highly attracted towards the location, as well as prices of the restaurant ( Yusuf
and et.al., 2017). Kaskata Rock restaurant will have appreciation and popularity among external environment on which researcher have
estimated growth in coming period.
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Industrial feasibility
In respect with analysing the feasibility of hospitality industry in the Malta, it can be said that there has been growth as per selecting the
unique accommodation idea. Developing the waterfall restaurant will become a best attraction among people as well as experiencing the
traditional European dishes will be effective in creating the large numbers of gains (Arya, Zeile and Sudan, 2018). As per analysing the
feasibility of Kaskata Rock restaurant the stages in life cycle circle.
Figure 1 Life cycle circle for Kaskata Rock restaurant
(Source: Industry Lifecycle Phase and M&A, 2019)
On the basis of above graph, it can be said that, Kaskata Rock restaurant is on introductory stage. Thus, the business in going to be
introduced in the market on which there will be requirement of effective amount of funds, market strategies as well as survey for ascertaining the
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consumer’s needs (Nasrallah and Lana, 2016). Moreover, with reference to make effective business development and analyzing the market
scenarios there have been use of various factors and models that will test capability of firm in mitigating the risks.
Competitor analysis
As per analysing competition stated in the market there have been evaluation over activities and efficiency of Kaskata Rock restaurant. In
respect with this, factors their porter’s five forces in analyzing competitiveness of this Waterfall Restaurant in hospitality industry.
Porter’s Five Forces Analysis:
This is the techniques which emphasises on identifying the effectiveness and competitiveness of business in the industry. Thus, to
analyse the capabilities of Kaskata Rock restaurant there have been determination of several variables which were being addressed to have
effective analysis over the industrial wants and gains (Ramlan and Abdullah, 2016). However, such factors will be effective in decision making
promoting the business ideas for mitigating the challenges. Moreover, these factors will be measured on the scale of high, medium, low and
moderate.
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Figure 2 Porter's Five Forces model for Kaskata Rock Restaurant
(Source: PORTER FIVE FORCES ANALYSIS, 2017)
Threat of new entrance (Low):
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Waterfall restaurant in Malta is totally new concept as well as operating business with this theme is a unique idea so the chances of
having any other competitor is comparatively low (Lušňáková, Šajbidorová and Juríčková, 2018). Kaskata Rock Restaurant will have challenges
but at this initial stage there are no risk of threats of new entrant which affect their introductory phase of business.
Threat of substitute products (High):
The concept of serving various European dishes which have been based on traditional as well as various modern themes. However, the
concept of offering European dishes in Malta is comparatively the most popular theme (Rahnama, Ajza Shokouhi and Rezvani Kakhki, 2018).
Thus, the threat of having substitutes relevant with this concept is high.
Bargaining power of buyers (Moderate):
Kaskata Rock Restaurant has been denoted as a unique concept and people are attractive towards the services which have been offered by
this business among consumers. Moreover, it has been aimed professionals of this restaurant that they will offer the cost effectives prices from
their buyers (Hassan, Krishnasamy and Aman, 2016). Therefore, which will be effective in attracting the large numbers of consumers however,
the bargaining powers of buyers is comparatively Moderate until firm changes its pricing strategies.
Bargaining power of suppliers:
The suppliers of various ingredients and material in the restaurant is comparatively higher as there are various restaurant which are
operating the business on the European Food theme. Along with this, there is no unique dishes or any speciality in this concept which does not
determine the bargaining power of industry (Rajović and Bulatović, 2015). Instead of it, there is comparatively higher bargaining power of
suppliers for Kaskata Rock Restaurant.
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Organizational analysis
The Kaskata Rock restaurant is medium size and budgeted restaurant with waterfall theme which is artificially based as it is spacious.
There is presence of speciality in European dishes as for serving its customers there is requirement of appropriate management of its staff to give
the best and memorable customer experiences.
Financial analysis
There are multiple considerations for setting budgeted ideal restaurant such as target market with concept of restaurant as attractive
location. For purpose of predicting the approx revenue, set up cost, profit and information
n via internet, telephone enquiries and mail financial analysis is performed. Further, details are stated below:
Set up capital
In this context, the Kaskata rock restaurant is budgeted restaurant is 12000 euros and operating capital of approx 5000 euros. The
averaged sized is 1200 square feet with expectation of cost of security deposit on rent for initial six months with approx 95 euros.
Equipment and décor
For this startup, there is mandatory need of basic equipment and furniture like chairs and tables as number of kitchen equipment is
associated with size and capacity of store. As theme is waterfall which comprises in interior and inline with brand identity and concept of
restaurant and this will be traditional based design with spending of around 1000 euros.
Manpower
The most important part of restaurant is manpower as cost of labour as wages, salaries and commissions. The cost will optimise
manpower cost as 550 euros.
Marketing and PR
This expense could either cost lot or low is dependent on strategies and plan as there would be consideration of marketing strategies like
platforms of social media, road side advertising banners along with print media advertising of 150 euros per month.
Revenue
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The revenue of Kaskata restaurant depends on seasonal fluctuations as it is assumed that each table would be reserved on festive season
so it will earn high revenue and as this waterfall theme will attract consumers of Malta so from initial level its sales would increase.
Break-Even analysis
The very significant concept related to this restaurant as its cost and revenue is extracted on monthly basis whereas its total revenue is
recouped in 160 days i.e. 2 months.
Ambition vs Ability
The Kaskata restaurant has aim to be top restaurant in Malta with most innovative theme for local people and tourists as well as Silema is
one of the best tourist destination. Kaskata restaurant carries the best quality service to its consumers through attractive discounts, offers for
birthday celebration or any special event and most important is European food. It would attain growth with volume at affordable cost and
membership card as well. In the similar aspect, it has unique concept which has presence of potential for creating successful market in food and
restaurant industry for this present generation. Furthermore, it would be giving unique and attractive senses of European food with natural and
serene atmosphere.
For purpose of avoiding unrealistic target, every business must perform depth study in its core competencies along with capability for
initiating any new venture. Henceforth, Kaskata Rock restaurant has conducted report of feasibility for attaining holistic view of its position in
market. This restaurant has joined market in its introduction stage as it had gained advantage for entry as it has speciality in European style of
every meal and waterfall concept which is referred as strength for competing with its competitors.
BUSINESS MODEL
Core strategy
Malta is situated in central Mediterranean between North African coast and Sicily as Sliema is coastal is in north east of Malta. In the
present scenario, it is major commercial area which is popular for bars, shopping, hotels and restaurants. This town is understood as tourism
potential of areas so there is presence of building room which had altered entire landscape. As of now there very few Victorian and art nouveau
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houses and rest all are modern apartment blocks along with hotels and establishments. However, Sliema has breathtaking open sea views
especially for locals for relaxing and socialising in warm summer evenings. So in this aspect, Kaskata Rock restaurant has grabbed opportunity
and designed itself with traditional design and waterfall theme which will attract its locals and tourists as well with European food, low cost with
better quality.
The strategy is replicated as scope and direction of operation for long term perspective to attain stake-holder's expectation through its
competences and resources in this altering business environment. The core strategy of Kaskata Rock restaurant is an incomparable experience
with waterfall theme with European crave in low cost. It is best for dine in natural atmosphere as its strategy is based on Hybrid strategy of
Bowman. In simple words, it had pursued on simultaneous aspect for attaining differentiation and low price as compared to its competitors.
Henceforth, its differentiation strategy is fully based on theme of hotel and services offered. In the similar aspect, cost of every meal
would be pursuing strategy of lower price comparatively to its competitors along with better service quality (Li, Zhang and Sun, 2019).
However, Kaskata Rock restaurant would be adopting strategy of affordable price, henceforth, it is significant to be oriented at low cost.
Business model canvas
Key partners
 Online
travel
agencies
like
tripadvisor
or make
my trip.
 Online
food
Key activities
 Table
reservation
 Serving
meal
 Manage
network
effects
 Improving
customer
Value
proposition
 Smart
choice
with range
of menu
 The Best
quality and
great value
of food
Customer
relationship
 Membersh
ip cards
 Loyalty
program
 Customer
database
for
birthday
Customer
segments
 Local
people of
Malta
 Internation
al tourists
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agencies
like
Zomato
experience
prepared
fresh
 Organic
raw food
 Decorating
with local
natural
materials
 Create
natural and
serene
atmospher
e with
waterfall
theme wishes
Key resources
 Human
resources
 Financial
resources
 Physical
resources
Channels
 Food and
travel
magazines
 Customer
feedback
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loop
 Social
media
 Billboard
advertisem
ent
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Cost structure
 High initial fixed cost
 Low cost oriented
Revenue streams
 The main revenue is originated with dinner, lunch
and breakfast meal
 Other revenue is originated with snacks, desert
and drinks
 Cleaning services
The business mission
The mission of business is for promoting customer understanding along with gaining knowledge of European food culture which will
provide direct impact on tourism and economy as well. It had been observed that traditional culture with natural atmosphere would help in
attaining competitive advantage. Henceforth, by considering food trend there is introduction of waterfall theme designed artificially would form
best and unique experience for its consumers along with use of organic food. The Kaskata Rock Restaurant would ensure about visit is that
valuable for money even its customers are self organized or school group as well. In the similar note, this would generate margin for purpose of
sustainable development.
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Product and market scope
The Kaskata Rock restaurant has designed itself traditionally with waterfall theme which included European dishes for fulfilling crave of
their customers. This restaurant would remain open on every day as its niche target market is local people and tourists. However, concept of
Kaskata rock restaurant is suitable and safety as it would approach Sliema's local people and tourists. In the same series, word of mouth and
online marketing is worth for purpose of advertising this restaurant.
Value proposition
The value proposition is defined as set of value or benefit which is not available through others. It is replicated as promised set of
advantage through business for its consumers to fulfil their requirements and promise of values could be communicated and delivered (Eggert
and et.al., 2018). In simple words, it is known as belief by customer that how value is delivered, acquired and experienced. This element is stated
in business canvas model, Kaskata Rock restaurant lays special emphasis on its ambience along with food prepared with organic food. This
restaurant has smart menu with the best range of European dishes. Furthermore, it provides food of the best quality and prepared in hygienic
conditions and most attractive part is that entire restaurant is decorated with local natural materials which helps in creating natural and serene
atmosphere with unique theme of waterfall.
Customer segmentation
This element is referred as very important building block for business as it is known as key to attain success. Here customers could be
segmented into various distinct groups as per behaviour, needs and other traits that they share (Wong and Wei, 2018). The above value
proposition of Kaskata rock restaurant is delivered to particular customer segment group as it also on basis of geographic, Psychographic,
behavioural and demographic. The restaurant would target locals and tourists for giving unique experience and solutions for satisfying desires of
unique food and environment at same place such as European food with waterfall theme.
Channel
The value proposition of Kaskata Rock restaurant would be provided through particular targeted customer segment through loop of
customer feedback and social media. The Kaskata Rock restaurant is highly cost oriented organisation where channel of marketing is replicated
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as very cost and quality effective channel. In the similar aspect, it is effectively channelised with food and travel magazines and creatively
advertised on billboard with graph has highly influenced on potential consumers on food website.
Customer relationship
This element is stated as type of relationship which organization forms with reference to particular customer segments. Usually it is
driven through customer retention, acquisition and for boosting sales. In simple words, it helps in getting requirement, maintain and growth of
customer relationships (Greve and Schlüschen, 2018). The maintenance of good customer relationship is highly critical success for business
especially in food and restaurant industry. A bad customer service could ease customer for repeating restaurant for next time and here they could
spread negative word of mouth of their experience which is highly influenced. On the same series, best and delightful customer experience helps
in building life long customer relationship and for forming positive word of mouth.
The delightful customer experience has been delivered with context of its employees as they are key players for food and restaurant
industry. In this aspect, its employees would be appropriately trained, friendly, helpful and qualified. The Kaskata Rock restaurant would
maintain customer relationship with application of membership cards, loyalty program and unique is greeting for birthday of its customers.
Revenue stream
The main revenue of Kaskata restaurant is generated with breakfast, lunch and dinner meal. In the similar aspect, revenue is produced
through deserts, beverages, drinks and snacks along with cleaning services as well.
Key activities
The key activities consider every activity involved in initial objective of making margin as it is general term which encompasses every
carried economic activity through business during business course. The Kaskata Rock restaurant has its key activities such as table reservation,
managing network effects, serving delicious meal and improving customer experience. However, serving meal is basic regular operation for
Kaskata Rock restaurant as there is presence of customised food.
Key resources
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For purpose of performing key activities in successful manner, it is highly significant for having key resources. The Kaskata Rock
restaurant has five resources with context of setting and operating business such as financial resources, educational resources, emotional
resources, human resources and physical resources.
The financial resources of Kaskata Rock restaurant such as accounting software as it is must where is presence of integration of payroll,
accounts payable, inventory along with other accounting functions. This will indirectly lead to decrease error and to save time as well.
Furthermore, the most important is menu engineering tool which is used for calculating cost of every plate as it is very challenging task for
restaurant. In case, customers are charged too much then it will drive customers away and charge too little then risk of not covering costs.
Henceforth, this tool would help as part of dilemma.
The Kaskata Rock restaurant is comprised in food and restaurant industry as here human resources are very important for attaining
success. The waiters and entire staff would be highly qualified and trained in their respective field.
In the similar aspect, physical resource of Kaskata Rock restaurant as it is located at strategic location and its ambience is decorated with
all natural materials like wood, teak, bamboo, plants and most important is artificial waterfall for creating natural atmosphere. Furthermore, it
would be having requirement of different equipment like ovens, stoves, refrigerators which are very important for business of restaurant as it will
be serving European meal.
With this reference, the intangible resource would be own website of Kaskata Rock restaurant. The restaurant has targeted tourists and
local people of Malta so it has requirement of reaching global scope through its website for purpose of convenience of information process with
reservation and inquiries.
Key partners
It has been articulated that along with key resources, key partners are also very critical for attaining business success. The entrepreneurs
are required to operate with key partners who are not engaged in regular operations but very important for gaining efficiency in business
operation. The key partners of Kaskata Rock restaurant would be online travel agencies such as Britannia tours Malta along with international
travel agencies are also considered such as Tripadvisor.com or make my trip.com. In the similar aspect, online food app agencies are also
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referred as key partners such as Zomato and findit.com as these all plays role of intermediaries among Kaskata Rock restaurant and its
consumers. However, potential consumers would gain information with this and could do reservation with these websites and agencies.
Cost structure
This business is comprised in food and restaurant industry as it also has similar cost structure of other business in similar industry. The
location of Kaskata rock restaurant is Sliema as at this place there are various restaurants such as Peppino's restaurant, Shaukiwan Chinese
restaurant and many more but competitive edge is very high because of waterfall theme. In this aspect, at initial stage its fixed cost is high for
purpose of renovation, decoration along with operating assets like fittings and fixtures. These costs are more than its initial set up cost and rest
other is reserved for purpose of operational cash flow (Kodama and Nakagawa, 2018). However, semi variable cost must be considered as it is
approx 50% to 80% of its aggregate of operational expenses as it varies as per seasonal occupancy rate. The Kaskata rock restaurant is low cost
oriented with quality food and unique concept about ambience.
BUSINESS PLAN
In respect with making the plans for business operations as well as analysing the total funds required for the activities on which analysing
the business requirements are the prime wants and demand of organisation. Thus, blue print of entire process will bring clear understanding on
factors risks as well as initial requirement of Kaskata Rock restaurant for effective development. There will be estimation over the costs and
revenue generation of business over a period.
Restaurants in Sliema (Malta)
In Sliema there have been large number of restaurants which are operating and bringing the utmost revenue to the government which
impacts the business in terms of having effective development of this hospitality industry. The restaurant industry is facing huge challenge due to
huge rents, difficulty in extracting qualified personnel, excessive competition and less profit margin. Moreover, there is absence of constraint of
demand raising with decrement in prices due to competition in this particular sector as it is already sort of market equilibrium. In the similar
aspect, there is presence of consensus among operators with application of reduction in cost of tax for raising quality or to reinvest for purpose
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refurbishing restaurant. There are large number of restaurant which has been operating on various themes. Thus, the main motive of such
restaurants is for bringing the satisfactory services among the consumers with references to the best quality of food and restaurant services.
However, developing business based on natural themes, culture and tourism places will be unique and attractive among consumers which will be
better for the growth of Kaskata Rock restaurant.
Project planning and development stages
Activity January February March April May June
Market research
Finding suitable
location
Arranging fund
Processing
license
Plan for
designing floor
July August September October November December
Land on lease
Decor and
interior
Website
development
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Connection with
online food and
travel agencies
Staff
recruitment and
training
Opening
Structure of restaurant along with its ambience
The Kaskata Rock restaurant would be leased in Sliema where various majority tourist visit. The overall process of design of restaurant,
planning etc. is replicated as discipline about concept development of restaurant. It is referred as larger circle as it encompasses different
consideration like competitive and market research, financial modeling and emerging and fading trends. In this restaurant, waterfall theme and
European food leads to gain competitive edge as its atmosphere has set the stages. Factors like music, artwork, lighting and spacing combination
for creating intimacy, comfort and romance as well. Its one wall will be covered with theme
Atmosphere is referred as utmost key along with setting right lighting. In the same series, table settings should be appropriate. Thus, it is
all about trying for space tables in such nice manner without matter of engaged atmosphere. The restaurant is built with wood, bamboo and
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designed with local material. In this specific place, most of the décor things will be local products which are environment friendly. The chairs
will be wooden with cushion and tissue boxes will be rattan box and spoons, plates, cup and fork are of lacquer ware and silver ware products.
It will be having beautiful décor with majestic waterfall with unit of theme dine in restaurant in Sliema. The restaurant has traditional
design where one wall with artificial waterfall along with dim spot lighting of hanging lamps along with fairy lights. The most attractive thing is
that lights will depict stars on night sky and ambience will lead to repeat customers.
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In this aspect, interior is of bamboo, stony and wooden would give natural feeling which is unique along with concrete structures.
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This restaurant would have open place for lunch which will provide natural light as music will be avoided as it will provide overpower to
dinning rooms. This instead allowance of natural noise through space for giving that particular tune. Generally, atmosphere origins through
customers along with their conversations, cutlery and clinking of glasses. This is referred as relaxed environment. In the same series, matching
interior brightness to outside light is known as other way for keeping natural and relaxed atmosphere. There is appropriate balance in
professionalism and care and attentive with absence of overbearing and stiff.
The needs of customers will be customised along with reverting the similar principle of keeping things natural. However, service is not
forced not at vibrant atmosphere as well. The Kaskata Rock restaurant would strive for making dinner experience as very organic with huge
possibility where the best atmosphere will be enjoyed along with ambience which is merely harnessed. In the similar aspect, its layout will be
spacious along with classic look of restaurant will allows for ambiance and lot of space on table which will allow customers for own intimacy.
Furthermore, European painting will be hanged on wall of restaurant in for reflecting it as European decor.
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Marketing plan
This is very much essential and important part of starting new business as will require to have proper planning and implementation of
marketing aims and objectives. The aim of this plan will be opening up of Waterfall restaurant so it would require to have research related to
prepare planning for it (Salam and Al Hosani, 2018). Researching of market will include segmentation of market on bases of customer’s type
their profile and occupation which will assist company in allocating their target customers. After deciding over the targeted customers company
will be planning how to reach they like through social media or other channels as well.
It has been said that to maintain customer loyalty in food and restaurant business is very difficult but with application of various
marketing strategies it might be key for attaining success. The Kaskata Rock restaurant has targeted tourists and local people whereas tourists
would not plan similar trip to Sliema so it would lay special emphasis on attracting local people for maintaining its brand positioning. However,
Kaskata Rock is cost oriented budget restaurant so its marketing budget would be strict and cost effective.
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Collaborative marketing strategies
Collaborative marketing is referred as process of sharing resources which helps in raising leads, influence and brand. In simple words, it
is a procedure for purpose of aligning organization's resources, interests and marketing muscle with other minded organization for attaining more
than itself capability (Ngo, Lohmann and Hales, 2018). In the present scenario, restaurant business are preferring collaborative approach instead
of traditional marketing approach because this will indirectly link to attain competitive advantage through sharing resources, information,
knowledge and supporting each other.
The Kaskata Rock restaurant would collaborate itself with local and international travel agents for acquiring awareness about its
customers. The Kaskata rock restaurant would place brochures and poster at travel agents such as Feel European culture in natural environment.
In order to this, it will also place poster and brochure for advertisements of travel agent for its consumers. There is assumption that this type of
increasing customer awareness would be referred as very cost effective marketing tools.
In the similar context, for spreading information about Kaskata Rock restaurant via its customer there will be presence of European
dishes with waterfall background and its name. The placing of picture would form opportunity for its customer and try for European cuisine in
natural environment but also friends and families of visitors to attain awareness about brand via its consume display picture. Henceforth,
marketing approach of Kaskata Rock restaurant is of the least cost but highly effective.
Furthermore, for purpose of tourist, Kaskata Rock restaurant would be listing itself in food and restaurant website at global level. Thus, it
could be assumed that Kaskata Rock restaurant could be eye catching of viewer when they are extracting European cuisine with budget
restaurant in Sliema, Malta as it would be in first place with relevance category of low to high. It has been observed that customer review has
huge influence on buying decision of customer.
Henceforth, positive word of mouth is highly significant in food and restaurant industry. The impact of reviews of customers has huge
influence on decision making of tourist and locals in table reservation in restaurant. As Kaskata Rock restaurant would be listing itself in
European cuisines in restaurant's website whereas positive customer review about Kaskata Rock restaurant is critical important as to attain good
customer review, it will train staff as well.
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Online marketing
In the present scenario, online marketing is considered as set of methodologies and tools which are used for purpose of promoting its
services and products via internet. It considers broad range of elements of marketing comparatively to traditional business marketing because of
extra channels and mechanisms of marketing available on internet. There are various small businesses which are using platform of social media
like twitter, Facebook, Instagram as essential tool for purpose of online marketing as it has huge ability to reach to large numbers throughout
worldwide target customers, cost effective and for producing high sales (Tang, J., Tang. and Yuan, 2018).
The function of social media could not be neglect in Kaskata Rock restaurant's marketing plan. There would be formation of Instagram,
Facebook and twitter account where every information about restaurant would be posted on its page. Therefore, the interesting things related to
food such as features like organic food, culture along with do and don't for customers. However, customers could enquire about timings, seating
and prices through message box as social media could facilitate quick communication among Kaskata Rock restaurant and its consumers. Mostly
table reservations are done directly through its websites as there are various online websites along with customer friendly and quality website is
significant for attaining success. Therefore, there will be presence of Kaskata Rock restaurant website for its potential consumer throughout the
world. In the same series, there is webpage which includes all information such as location, menu, contact, services given (Wi-Fi), facilities
available and other information related to Kaskata Rock restaurant will be extracted. Apart from this, there will be a photo gallery which
includes pictures of restaurant, food with their presentation, ambience so consumers could get view. Even customers could check availability of
table and could do table reservation with absence of any difficulty and there will be information related to Sliema in its particular webpage.
Management team
The Kaskata Rock restaurant is waterfall and budget restaurant which serves average of 70 customers in a day, so in this context there is
not need of big workforce. Moreover, this restaurant is cost oriented company, so the structure of organization would lean and its workforce
would perform effectively and efficiently which is stated below:
Accountant 1 position
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Online Reservationist 1 position
Chef 2 position
Waiter 3 position
Cleaning staff 2 position
Manager 1 position
IT technician 1 position
The Kaskata Rock restaurant is small business which has 11 employees as they will operate under manager's supervision as there definite
job description for every job position. The job description of every position is stated below:
Job Tittle: Accountant
Report to: Manager
General description
An accountant usually maintains and perform accounts on accurate aspect, transition and
records of every financial flow of Kaskata Rock restaurant. The money traced in organization
and ensures that there is money for repaying salary and to keep company operating.
Duties and responsibilities
 To prepare statement of profit and loss along with monthly closing and cost accounting
reports.
 To analyse and compile financial information for preparing entries to accounts like
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general ledger accounts along with documenting business transactions.
 To maintain, establish and coordinating the implementation of procedures of accounting
control.
 To review and analyse budgets and expenditure for federal, state, local, contracts, grants
and private funding.
 To review and monitor accounting related system reports for purpose of completeness
and accuracy.
 To resolve accounting discrepancies.
 To prepare and review revenue, budget, expense, payroll entries along with invoices and
other documents of accounting. To develop, recommend and maintenance of financial data bases, manual filing systems
and software systems.
Knowledge and skills required
 Working experience of at least 2 years as accountant.
 Analytical and communication
 Honest and integrity
 Ability for using Microsoft and advanced excel
 Excellent interpersonal skills
Job Tittle: Online Reservationist
Report to: Manager
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General description
Online Reservationist is responsible for purpose of processing and communication with
reference to table reservations.
Duties and responsibilities
 To process the procedure for table reservation through mail and website.
 To form reservation confirmation mail.
 To respond enquiries about restaurant information on social media and its website.
 To form every information about Kaskata Rock restaurant and monitor on customer
reviews on social media platform.
 To form list of reservation of name of guest along with arrival date.
 To send and communicate list of reservation to front desk.
 To be capable for assisting for front desk as per requirement. To understand and cancellation policy of restaurant.
Knowledge and skills required
 Capable for writing and speaking English in fluent manner.
 One year experience in hospitality industry.
 Capability for managing organization website and social media as well.
 Knowledgeable about food menu especially with European dishes.
 Honesty and integrity
 Interpersonal skills must be excellent
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Job Tittle: Chef
General description
Chefs and head cooks monitors regular food preparation at restaurants along with other
place with serving of food. The kitchen staff is directed and food related concerns are handled.
Duties and responsibilities
 To check freshness of ingredients and food.
 To develop recipes and identifies about food presentation.
 To supervise and coordinate activities of cook and workers of other food preparation.
 To ensure uniform serving sizes, quality of meals and plan menus.
 To inspect equipment, supplies along with work areas for functionality and cleanliness.
 To maintain and order inventory of food and supplies.
 To monitor practices of sanitation and follow safety standards of kitchen. To look for hygiene standards and gain feedback through guests.
Knowledge and skills required
 Certified with food council as formal training at community colleges, culinary arts
schools, technical schools and 4 year colleges.
 Expertise in European dishes.
 Honesty and integrity
 Interpersonal skills must be excellent
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Job Tittle: Waiter
Report to: Manager and cook
General description
The one who serves food and takes order as per customer's need and coordinating with
cook.
Duties and responsibilities
 To give excellent customer service to one who visits restaurant.
 To assist dinners through ordering by answering questions about menu and making
recommendation according to request.
 To check customer ID as necessary for assuring that legal for drinking age.
 To inform guests related to membership and customer loyalty programs along with other
promotions and specials.
 To serve drink and food orders to guests.
 To collect payment from it customers and processing customer payments and bills.
 To present menu and take orders from customers.
 To inform customers about daily specials. To give information to its guests about local areas along with directions.
Knowledge and skills required
 Active listening as to provide full attention that what other people are saying.
 Service orientation as actively looking for methods to help people.
 Analytical and communication skills for conveying information in effective manner.
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 Time management as managing own time along with others as well.
 Knowledge of content and structure of English language along with spelling and
meaning of words, rules of grammar and composition.
 Knowledge of methods and principles for promoting, selling and showing services and
products. It considers marketing tactics and strategy, sales techniques, sales control
systems and product demonstration.
 Education and training on basis of principles and methods of curriculum and training
design, instructions and teachings for groups and individuals along with measurement of
effect of training.
Job Tittle: Cleaner
Report to: Restaurant manager
General description
Restaurant should maintain hygienic and clean environment for health and safety of its
employees and customers as well. It should be appropriately monitored and inspection of
kitchen areas along with eating and dinning areas.
Duties and responsibilities
 To clean and supply designated facility zones.
 To perform and trace activities of maintenance and routine inspection.
 To perform different cleaning actions like dusting, vacuuming, sweeping, cleaning
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ceiling vents, mopping and restroom cleaning.
 To make adjustments and perform on basis of minor repairs.
 To cooperate with other staff.
 To maintain and stock supply rooms. To follow regulations of health and safety.
Knowledge and skills required
 High school degree
 Working experience as cleaner
 Honesty and integrity
 Good interpersonal skills
 Ability for handling heavy machinery and equipment.
 Enthusiastic to work.
 Capability to work in team.
Job Tittle: Manager
Report to: Owner
General description
The restaurant's manager is responsible for observing operations of restaurant which
considers firing and hiring of staff, supplies and equipment along with dealing from vendors
and suppliers. Manages regular operations and assist for menu planning with maintenance of
sanitation standards and assists hosts and servers during peak meal periods. Strives for
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continuance of improving employee and customer satisfaction and maximising financial
performance in responsibility areas.
Duties and responsibilities
 To observe dinning area, supervises beverage and food service staff as per operating
policies which might be used to establish.
 To maintain records of staff in specific duration along with operating costs.
 To create positive atmosphere of team in their team members.
 To give feedback and training team on regular basis.
 To treat every team member fairly and respected.
 To understand building capability with proper team behaviour on shift.
 To handle customer complaints in restaurants.
 To operate with staff of food and beverage for ensuring proper presentation of food
along with handling procedure.
 To maintain budget along with employee records, preparing pay bills and payroll and
monitoring records of bookkeeping.
 To assist in regular planning and menu of special event.
 Capable for handling irate customers with calm and friendly attitude.
 To ensure about quality of product with best service.
 To shift goals and priorities as changes in work demands.
 To check quality of deliveries of baked goods and fresh food.
 To reflect enthusiasm related to guest in restaurant.
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 Meeting with representatives of sales in order for supplies like cooking utensils,
tableware along with cleaning items.
 To listen, respond and seek to customer feedback. To delegate and follow up on effective aspect.
Knowledge and skills required
 With reference to educational requirement degree, high schooling or diploma of one
year in hotel management or equivalent.
 Experience for managing team members for more than 1 years.
 Experience in same job role.
 Improved and coached performance of at least on team member not performing in
appropriate aspect.
Job Tittle: IT Technician
Report to: Manager
General description
IT technician has major role in this restaurant as its main theme is waterfall which is
created artificially. IT specialists give similar services on basis of hardware, software, web
resources, databases along with network and enterprise systems.
Duties and responsibilities
 To design, maintain and operate technology products.
 To give technical support to employees of organization and business and to train non
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technical workers on information system of business. To identify practicality of alterations and modifications of systems.
Knowledge and skills required
 Certificate of associate degree required and preferred bachelor's degree
 Cisco, Microsoft, certified IT specialist and Oracle
 It must consider computer science, information science, statistics, operation research and
mathematics.
 Food safety certification required
 Customer service, communication and organizational service skills
 Honesty and Integrity
 Patience and ability to be on feet for long hours along with neat appearance
Risk assessment
It is term used for describing overall method and process where it introduces control measures for reducing and eliminating any potential
risk on basis of consequences. Any business thrives for attaining the best outcome and benefit for purpose of long term sustainable and
development (Lin and et.al., 2018). On the contrary, in this rapid speed of toady's live, risk must be fully managed through initiating point for
not forcing any uncontrollable levels. In the similar aspect, risk assessment gives useful information for purpose of its stakeholder with
consideration of risk level when business comes to reality. In this aspect, the risk identified due to opening of Kaskata Rock restaurant is stated
below:
 Leasing of land
 Delay in construction
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 Market research
 Lack of availability of organic material
 Safety and hygiene related to employees
 Risk related to license
 Natural disasters
Leasing of land: The contract of land leased is not breakable for 6 months with the committee. On the contrary, land might be used for
purpose of development of city. This risk is very serious as it could be overcome by considering terms and condition for purpose of termination.
There must be strong relationship with its local authorities and it should create employment for local people of Sliema, Malta with context of
sustainable development.
Delay in construction: The most important concept of restaurant is that it is themed restaurant of waterfall concept which will lead to
competitive advantage. It might be time consuming as it is artificially created so this could arise any technical error. This is considered as very
serious risk along with low likeliness. This could be recouped with careful selection of contractors with good experience and best past records. In
addition to this, construction should be strictly supervised on regular basis.
Problems due to market research: This might mislead the entire business strategy as in primary research questionnaire was used where
one question is “does European dishes crave you?” where majority of respondents agreed so business has used this for attaining objective. It has
medium likeliness and high serious risk. This problem could be solved with in depth research through broad range of methods. On the similar
note, information should be amended and justified on regular basis.
Lack of availability of organic material: The Kaskata Rock restaurant has its USP that it will use organic material for food preparation
which is serious risk and medium likelihood. This problem could be solved with efficient use of inventory management software and use of
refrigerators for string in stock. In the similar aspect, it should avoid mediators, there should be direct link with its suppliers and maintenance of
the best relationship.
58

Safety and hygiene related to employees: The risk related to employees that if they are not well, then they could not operate for
business and create trouble in attaining profit margin. It has high risk along with less likelihood. Employees are refereed as heartbeat of business
so they should recoup its risk by giving appropriate work safety along with safety procedures. The employees should be protected with
conducting regular session of training related to proper lifting and techniques of carrying heavy items. The employees should be informed
through safety protocol of business such as properly handling, store and to prepare food.
Natural disasters: It might happen in any part of world and leave as devasting effect restaurant. Thus, it could be overcome by limiting
impact of nature's wrath through determined emergency preparation plans prior to incur of any storm. However, it must include employee
shelters along with meeting spots, pre selected vendors and emergency contacts for assisting the efforts of recovery.
Risk related to license: The regulations of restaurant and permit always vary by state to state, if minimum license are not acquired then
it might cause risk penalties. The license required for opening restaurant are business license, food and service license, employer identification
number and food handler's permit. On case without obtaining license, business is set up then it will create various issues such as stay order along
with penalty changes. This is very high risk and its likelihood is medium as it could be recouped by following appropriate procedure to get
license at right time with appropriate description.
59

Operating Process
60

61

Figure 3 Operating Process of Kaskata Rock Restaurant
(Source: Created by Author)
62

Financial Plan:
Set-up capital
Set-up Capital
Description Price Quantity Total
Developing online website for Kaskata Rock Restaurant € 400.00
Developing an artificial waterfall € 100.00
Decorating the location as per natural look € 90.00
Installation of sound system € 75.00
Furniture and fixtures € 82.00
Hotel license fees € 65.00
Supplier commission € 1,800.00
Salary to staff € 2,000.00
Computer for billing and record keeping € 70.00
Refrigerator € 65.00 2 € 130.00
Deep Freezer € 40.00 1 € 40.00
Air-conditioners € 55.00 2 € 110.00
Decorations € 68.00
Lightings € 10.00 10 € 100.00
Wall paintings € 15.00 3 € 45.00
Wood and Bamboo fixtures € 60.00
Kitchen Utensils € 10.00 5 € 50.00
Separate Washroom € 60.00
Sinks € 50.00 2 € 100.00
Machineries € 10.00 3 € 30.00
equipment € 5.00 5 € 25.00
Advertisement € 100.00
Total Fixed cost € 5,600.00
63

Operating capital € 5,000.00
Hire purchase (6 months) € 3,000.00
Total budgeted capital € 10,000.00
Figure 4 Start-up Costs for Kaskata Rock Restaurant
(Source: Created by Author)
Projected profit and loss statement
Forecasted Profit and loss statement for Kaskata Rock Restaurant For 1st year
Particulars Quarter 0 Quarter 1 Quarter 2 Quarter 3 Quarter 4
Revenue through breakfast € 12,313.20 € 16,388.87 € 21,813.58 € 29,033.88
Revenu through Lunch € 171,602.81 € 228,403.34 € 304,004.85 € 404,630.46
Revenue through Dinner € 967,579.20 € 1,287,847.92 € 1,885,538.13 € 2,281,501.14
64

Total revenue € 1,151,495.21 € 1,532,640.13 € 2,211,356.57 € 2,715,165.48
Less: Cost of revenue € 400,000.00 € 410,000.00 € 420,250.00 € 430,756.25
Gross Profit € 751,495.21 € 1,122,640.13 € 1,791,106.57 € 2,284,409.23
Gross profit margin 65% 73% 81% 84%
Operating expenses
Developing online website for
Kaskata Rock Restaurant € 400.00 € 11,700.00 € 21,000.00 € 27,000.00 € 33,500.00
Developing an artificial
waterfall € 100.00 € 8,000.00 € 24,500.00 € 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 € 10,100.00 € 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
65

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 € 35,000.00 € 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 € 28,500.00 € 28,500.00 € 28,500.00
Total operating expenses € 9,712.00 € 88,015.00 € 151,515.00 € 306,065.00 € 381,677.00
Operating profit € (9,712.00) € 663,480.21 € 971,125.13 € 1,485,041.57 € 1,902,732.23
Operating margin #DIV/0! 58% 63% 67% 70%
Less: Corporate tax € (2,913.60) € 199,044.06 € 291,337.54 € 445,512.47 € 570,819.67
Net income € (12,625.60) € 464,436.15 € 679,787.59 € 1,039,529.10 € 1,331,912.56
Net profit margin #DIV/0! 40% 44% 47% 49%
66

Projected cash flow for 1st year
Projected cash flow statement for the first year
Particulars
Initial
Invest
ment
Janu
ary
Febru
ary
Marc
h April May June July August
Septe
mber
Octobe
r
Novem
ber
Decemb
er
Revenue
through
breakfast
Total number
of consumers 1200 1320 1452
1597.
2
1756.
92
1932.6
12
2125.8
732
2338.4
6052
2572.3
06572
2829.5
37229
3112.49
0952
3423.74
0047
Average € € € € € € € € € € € €
67

selling price 3.10 3.10 3.10 3.10 3.10 3.10 3.10 3.10 3.10 3.10 3.10 3.10
Total revenue
through
breakfast
€
3,720
.00
€
4,092.
00
€
4,501.
20
€
4,951.
32
€
5,446.
45
€
5,991.1
0
€
6,590.2
1
€
7,249.2
3
€
7,974.
15
€
8,771.5
7
€
9,648.7
2
€
10,613.
59
Revenue
through
Lunch
Total number
of consumers 3500 3850 4235
4658.
5
5124.
35
5636.7
85
6200.4
635
6820.5
0985
7502.5
60835
8252.8
16919
9078.09
861
9985.90
8471
Average
selling price
€
14.81
€
14.81
€
14.81
€
14.81
€
14.81
€
14.81
€
14.81
€
14.81
€
14.81
€
14.81
€
14.81
€
14.81
Total revenue
through
Lunch
€
51,84
3.75
€
57,028
.13
€
62,73
0.94
€
69,00
4.03
€
75,90
4.43
€
83,494.
88
€
91,844.
37
€
101,02
8.80
€
111,13
1.68
€
122,24
4.85
€
134,469
.34
€
147,916
.27
Revenue
though
Dinner
Total number
of consumers 6000 6600 7260 7986
8784.
6
9663.0
6
10629.
366
11692.
3026
12861.
53286
14147.
68615
15562.4
5476
17118.7
0024
Average
selling price
€
48.72
€
48.72
€
48.72
€
48.72
€
48.72
€
48.72
€
48.72
€
48.72
€
48.72
€
48.72
€
48.72
€
48.72
Total revenue
through
Dinner
€
292,3
20.00
€
321,55
2.00
€
353,7
07.20
€
389,0
77.92
€
427,9
85.71
€
470,78
4.28
€
517,86
2.71
€
569,64
8.98
€
626,61
3.88
€
689,27
5.27
€
758,202
.80
€
834,023
.08
Total revenue
(cash inflows)
€
347,8
83.75
€
382,67
2.13
€
420,9
39.34
€
463,0
33.27
€
509,3
36.60
€
560,27
0.26
€
616,29
7.28
€
677,92
7.01
€
745,71
9.71
€
820,29
1.69
€
902,320
.85
€
992,552
.94
Operating
68

Expenses
Developing
online website
for Kaskata
Rock
Restaurant
€
400.00
€
2,000
.00
€
4,200.
00
€
5,500.
00
€
6,000.
00
€
7,000.
00
€
8,000.0
0
€
8,500.0
0
€
9,000.0
0
€
9,500.
00
€
10,000.
00
€
11,200.
00
€
12,300.
00
Developing an
artificial
waterfall
€
100.00
€
1,000
.00
€
2,500.
00
€
4,500.
00
€
6,500.
00
€
8,500.
00
€
9,500.0
0
€
11,200.
00
€
13,600.
00
€
17,000
.00
€
15,000.
00
€
14,000.
00
€
12,000.
00
Decorating the
location as per
natural look
€
90.00
€
140.0
0
€
230.00
€
320.0
0
€
425.0
0
€
615.0
0
€
700.00
€
900.00
€
1,080.0
0
€
1,170.
00
€
1,250.0
0
€
1,460.0
0
€
1,860.0
0
Installation of
sound system
€
75.00
€
1,200
.00
€
1,800.
00
€
2,000.
00
€
2,500.
00
€
3,600.
00
€
4,000.0
0
€
15,000.
00
€
18,000.
00
€
20,000
.00
€
22,000.
00
€
26,000.
00
€
27,000.
00
Furniture and
fixtures
€
82.00
€
-
€
-
€
3,500.
00
€
-
€
2,000.
00
€
-
€
4,000.0
0
€
-
€
6,000.
00
€
7,000.0
0
€
8,000.0
0
€
9,000.0
0
Hotel license
fees
€
65.00
€
65.00
€
65.00
€
65.00
€
65.00
€
65.00
€
65.00
€
65.00
€
65.00
€
65.00
€
65.00
€
65.00
€
65.00
Supplier
commission
€
1,800.0
0
€
1,200
.00
€
1,100.
00
€
1,000.
00
€
650.0
0
€
1,500.
00
€
1,600.0
0
€
2,000.0
0
€
2,250.0
0
€
1,750.
00
€
1,250.0
0
€
2,500.0
0
€
2,000.0
0
Salary to staff
€
2,000.0
0
€
2,000
.00
€
2,000.
00
€
2,000.
00
€
2,000.
00
€
2,000.
00
€
2,000.0
0
€
2,000.0
0
€
2,000.0
0
€
2,000.
00
€
2,000.0
0
€
2,000.0
0
€
2,000.0
0
Computer for
billing and
record keeping
€
70.00
€
115.0
0
€
180.00
€
190.0
0
€
290.0
0
€
340.0
0
€
450.00
€
560.00
€
745.00
€
865.00
€
982.00
€
930.00
€
1,000.0
0
Refrigerator
€
130.00
€
230.0
0
€
-
€
500.0
0
€
-
€
800.0
0
€
1,000.0
0
€
1,200.0
0
€
-
€
1,300.
00
€
1,400.0
0
€
1,500.0
0
€
2,000.0
0
69

Deep Freezer
€
40.00
€
-
€
250.00
€
-
€
420.0
0
€
-
€
-
€
650.00
€
860.00
€
-
€
-
€
760.00
€
450.00
Air-
conditioners
€
110.00
€
260.0
0
€
450.00
€
560.0
0
€
-
€
790.0
0
€
-
€
-
€
860.00
€
1,050.
00
€
-
€
1,120.0
0
€
1,560.0
0
Decorations
€
68.00
€
120.0
0
€
150.00
€
160.0
0
€
180.0
0
€
220.0
0
€
230.00
€
250.00
€
330.00
€
320.00
€
360.00
€
400.00
€
420.00
Lightings
€
100.00
€
190.0
0
€
180.00
€
270.0
0
€
360.0
0
€
450.0
0
€
500.00
€
650.00
€
850.00
€
630.00
€
450.00
€
860.00
€
920.00
Wall-paintings
€
45.00
€
260.0
0
€
-
€
-
€
360.0
0
€
-
€
-
€
-
€
450.00
€
-
€
650.00
€
-
€
800.00
Wood and
Bamboo
fixtures
€
60.00
€
-
€
1,000.
00
€
-
€
2,000.
00
€
-
€
2,500.0
0
€
4,500.0
0
€
-
€
6,000.
00
€
8,000.0
0
€
-
€
7,500.0
0
Kitchen
Utensils
€
50.00
€
50.00
€
50.00
€
50.00
€
50.00
€
50.00
€
50.00
€
50.00
€
50.00
€
50.00
€
50.00
€
50.00
€
50.00
Separate
Washroom
€
60.00
€
-
€
-
€
-
€
120.0
0
€
-
€
-
€
650.00
€
-
€
-
€
100.00
€
-
€
200.00
Sinks
€
100.00
€
115.0
0
€
-
€
200.0
0
€
-
€
220.0
0
€
350.00
€
-
€
450.00
€
-
€
550.00
€
-
€
100.00
Machineries
€
30.00
€
-
€
150.00
€
650.0
0
€
500.0
0
€
200.0
0
€
-
€
600.00
€
700.00
€
-
€
800.00
€
-
€
900.00
Equipment
€
25.00
€
2,000
.00
€
3,000.
00
€
4,500.
00
€
8,000.
00
€
12,00
0.00
€
15,000.
00
€
26,000.
00
€
32,000.
00
€
40,000
.00
€
48,000.
00
€
42,000.
00
€
30,000.
00
70

Advertisement
€
100.00
€
100.0
0
€
100.00
€
100.0
0
€
100.0
0
€
100.0
0
€
100.00
€
100.00
€
100.00
€
100.00
€
100.00
€
100.00
€
100.00
Rent
€
9,500
.00
€
9,500.
00
€
9,500.
00
€
9,500.
00
€
9,500.
00
€
9,500.0
0
€
9,500.0
0
€
9,500.0
0
€
9,500.
00
€
9,500.0
0
€
9,500.0
0
€
9,500.0
0
Total
Expenses
(Cash
outflow)
€
5,600.0
0
€
20,54
5.00
€
26,905
.00
€
35,56
5.00
€
40,02
0.00
€
49,95
0.00
€
55,545.
00
€
88,375.
00
€
92,890.
00
€
117,30
0.00
€
129,50
7.00
€
122,445
.00
€
121,725
.00
Net cash flow
€
(5,600.
00)
€
327,3
38.75
€
355,76
7.13
€
385,3
74.34
€
423,0
13.27
€
459,3
86.60
€
504,72
5.26
€
527,92
2.28
€
585,03
7.01
€
628,41
9.71
€
690,78
4.69
€
779,875
.85
€
870,827
.94
Operating
capital
€
5,000.0
0
Investment
€
10,000.
00
Hire purchase
reserve
€
3,000.0
0
Opening cash
balance
€
18,000.
00
€
12,40
0.00
€
339,73
8.75
€
695,5
05.88
€
1,080,
880.2
1
€
1,503,
893.4
8
€
1,963,2
80.08
€
2,468,0
05.34
€
2,995,9
27.62
€
3,580,
964.64
€
4,209,3
84.35
€
4,900,1
69.04
€
5,680,0
44.89
Closing cash
balance
€
12,400.
00
€
339,7
38.75
€
695,50
5.88
€
1,080,
880.2
1
€
1,503,
893.4
8
€
1,963,
280.0
8
€
2,468,0
05.34
€
2,995,9
27.62
€
3,580,9
64.64
€
4,209,
384.35
€
4,900,1
69.04
€
5,680,0
44.89
€
6,550,8
72.83
71

Critical success factors of success
Critical success factors might sound very complex but it is very simple term as it is high level objective which is imperative for business
to accomplish. With context to being very effective whereas critical success factor should be vital for success of organisation. It must provide
advantage to department or organization and synonymous with objective of high level. Furthermore, it is associated with strategy of business
(Laureani and Antony, 2018). In simple words, these factors are referred as components where business should excel to sustain in this
competitive environment. The key factor of this restaurant is its location. The Kaskata rock restaurant would be located at Malta's very famous
town which is located at northeast coast in northern harbour district. This is a seaside tourist resort which is famous for its opportunities of
shopping, promenade and multiple bars and restaurant. In the similar aspect, there are various attractions in Sliema within walking distance from
Kaskata Rock restaurant.
Customer service is replicated as key components of memorable restaurant experience. In this aspect, its customers are given
membership and loyalty card offers which will attract its consumers as in this present scenario, everybody demands about low price with best
qyality. For purpose of creating delightful experience, the role of its staff is very significant. Henceforth, the staff and waiters would be friendly,
courteous, knowledgeable and helpful. The Kaskata Rock restaurant has experienced team of management and it has owned websites for purpose
of convenient of its consumers. However, consumers could surf information related to Kaskata rock restaurant and make table reservation
directly without facing any difficulty. In addition to this, price of every dish is affordable or low comparatively to other restaurants in Sliema,
Malta. This restaurant uses organic raw materials (vegetables, fruits etc.) which is unique and this will directly lead to gain competitive
advantage and success.
In the same series, Kaskata Rock restaurant gives unique experience as its layout is spacious, artificial waterfall on one wall with dim
light and decorated with local and natural products for creating traditional and natural serene atmosphere.
In nutshell, its critical success factors are stated as below:
72

Excellent customer service
Organic raw material (vegetable and fruits)
Own website
Unique restaurant layout
Waterfall theme
Delightful customer experience
Low cost oriented
Experienced management team
Strategic location
73

PART 2- RESEARCH REFLECTION REPORT
74

.
Research Methods & Processes With context of this study, I had attained huge information on basis of Malta which is small island
country in Mediterranean sea as it lies south of the island of Sicily, Italy. It has rich history with evidence
for purpose of habitation as this country has most ancient standing buildings with strategic location and
best harbours in middle of Mediterranean which are major attractions of this place. At the first place, I
have decided to establish business which is combination of fulfilling desire of customers and to gain
profit as well. I have introduced formulation and planning strategies on basis of developing restaurant
with concept of waterfall as it will provide meal in natural atmosphere. It had been analysed that Sliema
is best known for tourist attraction.
Furthermore, I have decided the name of business as Kaskata Rock restaurant which is a Maltese
word is synonym of waterfall. On basis of providing delightful and memorable experience of nature
among its customers for framing this theme. The cost consideration of business is very unique at it will be
providing development in facilities of accommodation, staff recruitment and need of effective marketing
campaign with sufficing funding. In this aspect, to attain target there is presence of appropriate planning
with market research, surveys and strategy formulation to increase business gains.
The most important concept about this Kaskata Rock restaurant is about structure of report with
its ambience as Sliema is considered as tourist destination. In this restaurant, competitive edge will be
obtained with waterfall theme and variety of European food. I have given high importance to create
atmosphere with setting of dim light as its one wall will have waterfall and rest other will be decorated
with European paintings, picture of food and with wood, bamboo etc. However, to link with traditional
design, its spoons, cup, plates, fork and other utensils are of silver and lacquer ware products. This will
imply with collaborative marketing strategies as the Kaskata rock restaurant will collaborate itself with
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international and local travel agents for purpose of acquiring awareness related to customers.
Simultaneously, there will be application of online marketing to promote its products and services
through internet.
The Kaskata Rock restaurant is small and medium type of business as it is composed of 11
employees which are Accountant, Online reservationist, Chef, waiter, cleaning staff, manager and IT
technician and I have given brief job description about each designation. For purpose of risk assessment I
have identified risk which are stated below:
Identification of risk Risk Likely
Leasing of land Serious medium
Delay in construction Serious low
Market research Serious medium
Lack of availability of organic material Serious medium
Safety and hygiene related to employees Serious low
Risk related to license Serious medium
Natural disasters Serious medium
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Your Knowledge I have articulated product and services which are offered to its customers are lunch, breakfast and dinner
meal and USP of expertise in European dishes. According to decided menu in initial stage it would be
serving continental breakfast, fried egg and porridge and them lunch meal comprises seasonal mushroom
risotto with truffle oil, root vegetable tating with candid nuts and blue cheese and Balsamic lentil pies and
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vegetable mash. In the same series, its beverages are David Rio Masala Chai and most important is dinner
meal which consists of fried aubergine sticks with honey and sumac, spinach, feta and onion parcels and
vegetarian sharing chilaquiles with feat and eggs. The desert comprises Apple pie, honeyed pecan gelato
and salted caramel and hazelnut chocolate delice.
After considering the menu, I have decided various facilities and services given in restaurant such
as air conditioned and valet parking. Communication plays very important role in this present scenario, so
in this context implication of free access of Wi-fi and 24 hours long security with CCTV in restaurant.
However, there is presence of emergency kit along with basic amenities like bathroom and many more.
On basis of target market, value proposition of this restaurant is provided to specific customer
segment. I have categorised it in three groups which are demographically where 17 to 35 age is targeted,
geographically it is all about tourist and local people and at last behaviourally whereas it is budget
restaurant and consumers of middle income level who are price sensitive. Simultaneously, Kaskata Rock
restaurant is low cost oriented but its services would be of high quality along with attractive waterfall
theme and luxury customer service. The unique concept is of combination of European meal in natural
serene atmosphere. Conversely, its regular customers would be provided discount offers on their repeat
visit.
In my opinion, its specific feature is attractive waterfall theme and formation of unique design of
its ambience is of best wood, oak, teak and cherry. This would indirectly lead towards natural atmosphere
and new experience and best European dishes. The interior of restaurant is designed and decor in
European traditional design. In addition to this, Kaskata Rock restaurant has its management team which
comprises Chef, accountant, cleaner, waiter and sales and marketing manager. On basis of window of
opportunity, at initial stage it was not tourist destination although it has archaeological and mountain
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places in Sliema. After observing trend, I decided to go with similar business of restaurant and
introduction of artificial waterfall restaurant with attractive theme and best of European meals.
According to feasibility research, viability of business idea has been traced along with capability
with objective of acquiring ambition. I have followed the feasibility research plan whereas aim and
objectives of research was set, then designing literature review and then decided the research design. In
the similar aspect, appropriate research methodology has been chosen along with sampling and focus
groups and then questionnaire is framed. After questionnaire, I have conducted research and then data
analysed in proper manner and atlast report findings are represented. It was all about feasibility research
plan and then I did research methodology in detailed aspect.
Your Learning The most important factor of going to restaurant is related to meal so majority of respondents are
attracted towards European dishes which is in huge demand. So by aligning this outcome to for business
decision making for expertise in European meal with various variety. Simultaneously, value added
services in restaurants are highly preferred such as Wi-fi and many more. With reference to buying
behaviour majority of buyers are attracted towards location and low cost oriented so the organization has
placed itself by relying highly on this data to gain growth in coming period.
While evaluating feasibility of industry, I have stated that growth could be attained with selection
of unique idea as developing this waterfall restaurant as best attraction along with all traditional European
dishes. I found that Kaskata Rock restaurant is at introductory stage so to make it as effective business
development I have performed appropriate analysis of business scenarios with application of multiple
models and factors with capability of firm along with risk mitigation.
To analyse competitiveness of waterfall restaurant, I have used porter's five force analysis with
context of hospitality industry. This technique directly emphasis for determining competitiveness and
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effectiveness as numerous variables are being addresses over industrial gains and wants. I have decided
unique concept for this restaurant so probability of having competitor is very low but bat primary stage it
will have challenges but risk of threat of new entrant would not impact introductory phase.
Simultaneously, there is high threat of substitute products as offering of European dishes in Malta is very
famous theme and there is bargaining power of buyers is at moderate phase as this restaurant is denoted s
unique concept and attractive toward low cost oriented service. The other element is bargaining power of
suppliers as it is high compared to other restaurant as this uses organic raw material for preparation of
European dishes.
Critical Thinking and your ideas
With context of organizational analysis, this is small and medium sized business which is budgeted
restaurant as well. There is presence of artificial waterfall and spacious with speciality in European dishes
to serve its requirements of consumer with best staff management for providing memorable and best
experience. Further, I have used financial analysis for multiple consideration to set this budgeted
restaurant such as operating capital of 5000 euros and of averaged sized in 1200 square feet with rent of
approx 90 euros per month. In my opinion, equipment and decor plays very important role in this
restaurant business because interior is the best part of this waterfall restaurant so it should be placed with
high spending such as approx 1000 euros. To fulfil customer desire, manpower is highly essential as it
comprises wages, commissions and salaries which will be approx 550 euros. In the same series, for
spreading information about this restaurant marketing and PR would be implied as I have decided to
spend 150 euros per month for this activity. Revenue and break even analysis are major point in this
business plan as its revenue is dependent on seasonal fluctuations and on occasions as it has waterfall
theme so strategies would be formulated as per waterfall theme and European varietal food. I found that
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this restaurant will play on volume so this will lead to increment in sales. However, if sales will increase
then extraction of monthly basis, it will attain break even in 2 months which is the best part of restaurant
business.
For purpose of differentiating ambition from ability, its objective is been highly innovative for
tourists and locals as well. Sliema is best known for tourist destination and shopping hub as this
restaurant would carry the best quality service and offering of attractive discounts and table reservation
for birthdays or special event. I have extracted that business will attain success with attractive and unique
senses of European food with essence of natural atmosphere. In my opinion, unrealistic target could be
avoided as this business would perform deep study along with its core competencies and capabilities for
starting new venture and European style dish and interior as strength comparatively to its competitors.
Barriers met  While undertaking research, there was lack of time and resources
 Gathering data from selected sample was very difficult although its sample was 30 participants
 Access on more authentic websites
Your Professional Development As stated above, both primary and secondary sources are used for conducting this research such as
questionnaire in primary and scholarly articles, journals and articles in research paper. In my opinion,
both types of data has their own reliability and validity where recent trend could be also observed and
past study is also evaluated. Similarly, there is no requirement of physical meeting as it could be
performed with email or postal as well where questionnaire would be structured in subsequent aspect
with particular response. I feel that this method will avoid bias and this will help in accomplishing
definite result with the least cost and easy for administrative analysis. I have also used secondary research
as it considers collection, summary and appropriate synthesise with application of data analysis for
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primary research.
The key resources which I have selected for this restaurant are physical, human and financial
resources as these are replicated as backbone of this business. It has been analysed that if channel
distribution is not chosen appropriately then this will indirectly lead that business will not attain success.
In simple words, it could be elaborated that information about restaurant is passed to people with
reference to food and travel magazines, social media and advertisement through bill board. In the same
series, there should be appropriate follow of loop of customer feedback. However, the most significant
element of business canvas model are cost structure and revenue stream as it has implied very high initial
fixed cost and low cost oriented by considering that in this generation, everybody is rational customer
which expects the best quality in low price. So with this consideration, I have evaluated this restaurant as
low cost oriented. Simultaneously, its main revenue is originated with lunch, breakfast and dinner meal
and other is with snacks, deserts and beverages along with cleaning services as well.
With section of business plan, there is analysis of all of its business operations with total funds
according to business requirements. I have estimated entire cost and revenue generation of business over
particular period. The entire business would be setup in 12 months as in two months market research
would be performed and in that 2nd month strategic location would be also decided and fund arrangement
will be initiated from second month to march. The license requirement is mandatory for avoiding legal
issues so in April this procedure will be started which will take approx 2 months till may. In the month of
may, plan for designing floor has been initiated which will be completed in June and in July and would
be taken on lease. However, décor and interior will start in august which takes huge time for completion
as in November and website development in august. The owner will start linking with online food and
travel agencies which will take two months and in October and November staff will be recruited and
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December it will have its grand opening.
Objectives The objective of this is to establish restaurant business in Sliema, Malta to develop waterfall theme and
sales increment by 10% in every month. The customers will be given delightful services and offering of
European dishes which is crave of majority of this generation and to attain competitive advantage through
unique services. In order to design and its report structure is description of business concept, feasibility
research, development of business model and most essential is business plan. On basis of market and
industry feasibility research, I have gathered data with both primary and secondary resources. There is
implication of questionnaire method with is of 30 participant and sample is selected with application of
simple random sampling and passed via email and social media. However, with use of secondary sources
are authentic online sources, books, scholarly journals and articles.
There is presence of multiple actionable assumptions as its revenue varies which is associated to
seasonal fluctuation but not related to financial year. As it is startup, so there is tax exception according
to central development of decision making. In the similar aspect, its concept of business is to offer
European dishes and prepared with organic food and artificial waterfall theme as it would be unearthed
with exotic and organic flavours of Europe to treat taste buds. With this unique concept, the restaurant
would imply affordable cost for purpose of penetrating in restaurant industry.
After this analysis, I have implied business model for this Kaskata Rock restaurant as its core
strategy has been decided. I found that Sliema is commercial area which is famous for shopping, hotels,
bars and restaurant as in present scenario there are few Victorian houses and rest all are modernised. In
the same series, Sliema has open sea views for relaxing and socialising so opportunity has been grabbed
and design of restaurant is traditional with waterfall theme and in low cost and without compromising on
quality. It shows details on basis of direction and scope of operation for long term and to gain expectation
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of stakeholder via its resources and competences to alter business environment. It could not be
comparable from other restaurant because of unique concept, design and variety of food. It could be said
that best for purpose of dine in natural atmosphere on basis of hybrid strategy and pursued for
differentiation and low price comparatively to competitors.
I have designed business model canvas for Kaskata Rock restaurant with every element where its
key partners are online travel and food agencies because they are directly associated with customers and
customer friendly as well. In similar aspect, its key activities are serving meal with best of quality and to
manage network effects This will directly lead to improve customer experience. However, value
proposition is very important element for accomplishing success I have decided to provide smart choice
with particular range of menu and food prepared provides great value and fresh as well. To attain unique
edge, I have selected organic raw food for entire menu this will attain surety among its consumers with
perspective of quality. The interior will be decorated with local natural materials such as oak, teak, cherry
and wood so this will give additional environment of natural atmosphere with waterfall theme. With
context of maintaining customer relationship it will provide membership cards and loyalty program and
maintenance of customer database to wish its customer for their special occasions such as birthday and
anniversaries. Thus, its customer segment is selected on very appropriate aspect as it has targeted tourists
and local people.
Findings & outcomes While considering outcome of questionnaire, I found that in this male respondents are higher than
compared to female. The age group of these respondents was highly lean towards 40% and then age of 26
to 35. It has been articulated that number of respondents were in decreasing order as age was increasing.
Simultaneously, it has been articulated that majority os respondents were having family income in
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category of 15000 to 20000.
In this study, the behaviour of respondents was traced whereas majority of respondents visit
restaurant on monthly basis and then on weekly and twice in week as well as also huge proportion. So in
this context I have assumed that there will be high frequency in customer visit in Kaskata Rock restaurant
as it has unique and eye catching concept so there will be increment in sales and gross profit in early
manner. For purpose of choosing factor which should be laid strong emphasis so price and location are
equally scored followed by variety of foods and then customer service. By considering these scoring, I
have kept menu price as low cost oriented and attractive location and then European dishes with the best
qualitative customer service.
In these 30 respondents, approx 19 respondents prefer to visit new restaurant due to this, Kaskata
Rock restaurant has adopted rule that first impression is last impression. So in this context, there will
appropriate, unique and attractive layout of restaurant with the best quality and price of its food variety .
However, in the present scenario people highly lean towards traditional design and then followed through
modern concept. In this aspect, I have decided to design layout in traditional manner which will attract its
customers.
Furthermore, influence is factor which indirectly leads to increase sales as majority of people are
influenced with others opinion and reviews as this is unique restaurant. With respect to this, I have given
positive factor on level of quality and services and laid emphasis on word of mouth advertising. In the
similar series, table is reserved online, its own website and on the spot as well. So in this aspect, I have
decided to open all channels for selection of method of reservation of table.
In the present era, price plays very significant role as with outcome of these respondents,
approximately 20 respondents agree for price and rest 10 are opposing it as influential factor. By
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considering this aspect, I have decided to imply this restaurant as low cost oriented which will bring more
customers in restaurant. On the contrary, location plays very important role for restaurant as in this
present generation, people are highly influenced through this factor. In this sample 25 respondents are in
favour of location which influences. So with this outcome, I have designed the theme of Kaskata Rock
restaurant as waterfall theme which is unique and new business idea. This will lead to gain competitive
advantage among all restaurants in Malta.
By observing its operating process, everybody has their own role which is important for business
to attain its objective. In this aspect, critical factors of success has been identified such as excellent
consumer service, organic raw material, own website, unique layout of restaurant, waterfall restaurant,
delightful customer experience, low cost oriented, experience management team and strategic location.
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