Lovable Fries: Expanding a Restaurant Business

The content discusses Lovable Fries' business plan for their entry into the Sydney market. The plan outlines manufacturing, distribution, and operations procedures, including food safety measures and employee training. The company will be privately held by two partners who have contributed $200,000 each to fund the business. Risk management strategies include proper employee training, advanced technology, and health and safety codes. To succeed, Lovable Fries should focus on selecting a target market, developing a marketing plan with lower costs, utilizing word-of-mouth marketing, and creating contingency plans for unexpected changes.

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Business Plan
Name of the Student:
Name of the University:
Course Number:
Campus:
Lecturer:

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Contents
Introduction......................................................................................................................................3
Discussion........................................................................................................................................3
Mission........................................................................................................................................4
Objectives....................................................................................................................................4
Company ownership....................................................................................................................5
Facilities and location..................................................................................................................5
Product and product description..................................................................................................5
Competitor and market analysis..................................................................................................5
SWOT analysis............................................................................................................................7
Marketing and sales plan.............................................................................................................8
Manufacturing, Distributions and Operations.............................................................................8
Finance (Funding and source).....................................................................................................9
Risk Management and Measuring Success................................................................................10
Recommendations and conclusion............................................................................................10
References......................................................................................................................................11

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Introduction
The entire study will revolve around preparing a "Business Plan" for planning to open social or
business enterprise which I wish and dream to get involved in. However, a business plan is
generally a formal statement of goals with regards to the upcoming business, plans for reaching
out the goals and reasons why those specific goals are attainable. On the other hand, a business
plan also gives a sense of direction to a startup business. It can be also said that there are three
main parts of a business plan. Firstly, the business concept: In this project, the business structure
and specific product along with the possible success rate will be discussed in the first place.
Secondly, in the marketplace segment, the potential consumers of this business will be analyzed
and discussed thoroughly. Furthermore, the following questions will also be answered in this
segment for instance, who the consumers are? Why will they buy the particular product? And so
on. Nonetheless, this section will also highlight the possible and potential competitors of the
business in the marketplace and how the business will take genuine attempts for positioning them
for beating each and every competitor. Lastly, in the final most segment the financial source and
funding of the business will be discussed along with it there will be also recommendations that
will be useful for the startup business in the future.
Discussion
For this particular study opening a business, the enterprise is taken into account that is opening a
restaurant. The restaurant will be opened in one of the famous places in Australia that is Sydney.
It has been greatly observed and witnessed that the people of Australia mostly dine out and love
to have fried foods. Throwing light on the above-mentioned statement, this startup restaurant will
be mainly providing fast food to their consumers with the specialty in their French fries, pasta

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and burger segment as these three are the most loved food by the Australian people as well as
other people across the globe. Additionally, the startup also aims to establish their one outlet near
cinema hall or a famous mall and later on if the business flourishes then they will be expanding
their business in Australia and also outside Australia. The name of the restaurant will be
"Lovable Fries". The environment of the restaurant will be quite creative and innovative
designed by some of the art students. One of the main attractions of the Lovable Fries will be
serving their customer with a large variety of sauces (Barrow, Barrow and Brown, 2012).
Mission
One of the main missions of the Lovable Fries will be aimed at becoming a well-known and
most loveable restaurant as the name suggests in entire Australia. However, Lovable Fries will
be one of the local fast food brands (Blackwell, 2011). Another mission of the startup wills also
making the consumers feel that they are having food at their home. Lovable Fries also aims at
serving best-quality food at an affordable price range.
Objectives
The objectives of Lovable Fries are as follows:
 To make mouth-watering burgers and French fries for the cinema-going crowds
 Lovable Fries also aims to establish a strong presence as one of the most successful fast
food local restaurants and also gain a lump sum market share in the food industry of
Australia
 If the business is successful then Lovable Fries also has a plan to expand their business in
Australia as well as in other countries

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Company ownership
Lovable Fries will be formed under the partnership with two friends namely Jack and Gary. Both
of them are food lovers and have gained some amount of experience in the food industry from
the beginning they wanted to start their own restaurant but they did not have any experience at
that time in this field so they decided to work somewhere and gather experience after that they
opened their own restaurant and named it as Lovable Fries (Feld, 2012).
Facilities and location
It has been already mentioned that the Lovable Fries will be located in one of the most eye-
catching and popular destinations of Australia that is Sydney. The selection of the location was
entirely based on the accessibility, accessibility and the crowd of the youngsters. In the initial
phase, 10-15 people can accommodate in the restaurant but Lovable Fries is also planning to set
up an open space eating experience for their consumers.
Product and product description
Lovable Fries will be mainly providing French fries, pasta, and burger. On the other hand, the
startup is also saying no to alcoholic drinks as they want to promote a positive and healthy
lifestyle for the people living in Australia.
Competitor and market analysis
There are a lot of potential competitors that are present in the Australian marketplace with
regards to the fast food. Hence, Lovable Fries will be having a cut-throat competition with them
some of the brands in the fast food with regards to Australia are also quite popular and famous
across the globe (Fernández-Guerrero, Revuelto-Taboada, and Simón-Moya, 2012). On the
contrary, still Lovable Fries for their creativeness and innovation will have the following

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advantages over their consumers: Firstly, it has been already mentioned in the earlier section that
the interior of the company will be quite artistic which mostly not present in other fast food
restaurants. Secondly, they will also have the concept of a large variety of sauces as dipper that
will be served to the customers free of cost. Thirdly, the potato that will be used for making the
French fries will be also quite fresh and handpicked, unlike the other fast food restaurants.
Lastly, Lovable Fries will also use environmental packaging and will say no to the plastic bags.
The main competitors of Lovable fries are MacDonald's, Burger King, Pizza Hut, and Starbucks.
The above-mentioned food companies produce the world-class famous foods at a competitive
price range.
It has been greatly studied by observing and conducting certain interviews and surveys that the
customer expenditures with regards to the fast food have rose at an alarming rate during the last
decade in Australia. There have a large number of fast food joints, food trucks that came into the
existence and has shown the important amount of growth in the food sector. Furthermore, the
people of Australia spend around 60% of their expenditure in the food segment. The people aged
between 12-50 years have been surveyed and it has been found out that 93% of them like to have
fast food on a day to day basis (Finch, 2016).
The interviews and the surveys also highlighted the love for the fast food for the Australian
people is increasing on a daily basis: Most of the Australian people who are working have 46
weekends and they love to spend their leisure time watching movies and shopping. During this
time the people love to have fast food which they can quickly grab and move to their preferred
destinations (Kwong, Thompson and Cheung, 2012). Secondly, most of the corporate employees
are also tempted to have lunch in the fast food joints and they love to have French fries, burgers,
and pasta for their lunch. Thirdly, it has been also observed that most of the parents do not

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provide lump sum amount of money for having any type of food. Therefore, fast food is one of
their most preferred food choices because the fast food joints mainly target this age group via
their brand building. Lastly, Australians from a very long time prefers to eat out more than other
people across the globe. The Australian people mainly love the idea of bringing their family,
friends, and children to the fast food outlets for spending a quality time.
SWOT analysis
It is one of the most important analyses in the entire business plan because it will help to
determine the strength, weakness, opportunity, and threats of Lovable fries. The following are
the SWOT analysis for Lovable fries: The main strength of the firm is anchored to serve the
Australian consumers with a large variety of fast foods with delicious and exquisite sauces that
will be offered for absolutely free (McKeever, 2016). Different variety of mouth-watering sauces
is one of the prominent advantages that Lovable fries have over their potential competitors in
Australia. The probable weaknesses for Lovable fries can be competing with the other well-
established brands like MacDonald's, KFC, and etcetera. Furthermore, it will be also quite tough
for Lovable fries to provide good quality of food at an affordable price range in the place like
Sydney. Getting funding for a startup can also be tough in Australia so the firm needs to build
their brand quite well within a short period of time. The opportunities for Lovable fries can be
highlighted are Australia is one of the best places for starting restaurant business as it is quite
profitable here. Moreover, another opportunity for the firm is as it will be in the heart of
Australia that is Sydney there is a lot of possibilities that not only Australians but people
belonging from other countries also stay in that place for living or it is also one of the most
attractive tourist destinations. Hence, Lovable fries will get the privilege to market their unique
restaurant to their target market. The main threat for Lovable fries will be competing with the

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established brands who are also serving the same food as they are serving. Another prominent
threat to the firm is the new government rules and regulations that are laid down upon the
restaurant business.
Marketing and sales plan
The marketing plan for Lovable fries will be engaging the local store and local media marketing
programs at their location in Sydney. Furthermore, the local store marketing will be quite
effective that can be succeeded by the print advertisement. When one of the restaurants in
Sydney will be established Lovable fries will think of taking their marketing plan including the
broader media (Mullins, 2012). Being a startup the brand of Lovable fries will be build step by
step via selling backing up materials such as the promotional items, marketing items, and other
marketing items.
The sales plan will include expanding the restaurant in the other famous locations of Australia
once the business of Lovable fries is hit in Sydney.
Manufacturing, Distributions and Operations
Operations for Lovable fries are: Food safety that will include the procedures for sanitation and
food safety and the management of the kitchen will be in a particularized manner with regards to
the operating procedures (Stutely, 2012). Then operating process for serving foods is quite vital
with regards to the training of the employees for quality control. In terms of manufacturing
Lovable fries will try to enroll themselves in an official food program to get licensed for
handling certain types of food in Australia.

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Finance (Funding and source)
The company will be privately held by two of the companies. The future shares will be proposed
to Lovable fries after they successfully operate for more than 1-2 years in Australia. In the recent
times, Lovable fries are originally owned by two of the partners who will be contributing
$200,000 each towards the business. Below mentioned is the rough estimation of the financial
segment of Lovable fries:
Figure 1: Lovable fries funding

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Risk Management and Measuring Success
The risk management for Lovable fries will be as follows: training the employees in a proper
manner, advanced technology will be used, there will certain safety and health codes for
everyone, and lastly the restaurant will be kept neat and clean always along with it a license will
be obtained (York and Danes, 2014).
Recommendations and conclusion
From the above-mentioned study, it can be concluded that if Lovable fries want to grow and hold
a strong position in the marketplace then they have to follow certain steps: Lovable fries should
select their target market intelligently as it will be one of the most important profitable areas for
them. Then their marketing plan should strongly emphasize on a marketing plan with regards to
the lower cost rather than the high cost being a startup. In this case word, of mouth is suggested
it is one of the most effective marketing tactics. Lastly, there should be always some of the
contingency plans that should be projected by Lovable fries for instance; when a price of certain
food item goes up they should always take into consideration other substitute food.

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References
Barrow, C., Barrow, P. and Brown, R., 2012. The business plan workbook. New Jersey: Kogan
Page Publishers.
Blackwell, E., 2011. How to Prepare a Business Plan: Create Your Strategy; Forecast Your
Finances; Produce That Persuasive Plan. New Jersey: Kogan Page Publishers.
Feld, B., 2012. Startup communities: Building an entrepreneurial ecosystem in your city. New
Jersey: John Wiley & Sons.
Fernández-Guerrero, R., Revuelto-Taboada, L. and Simón-Moya, V., 2012. The business plan as
a project: an evaluation of its predictive capability for business success. The Service Industries
Journal, 32(15), pp.2399-2420.
Finch, B., 2016. How to write a business plan. New York: Kogan Page Publishers.
Kwong, C.C., Thompson, P. and Cheung, C.W., 2012. The effectiveness of social business plan
competitions in developing social and civic awareness and participation. Academy of
Management Learning & Education, 11(3), pp.324-348.
McKeever, M., 2016. How to write a business plan. London: Nolo.
Mullins, J., 2012. The new business road test: What entrepreneurs and executives should do
before writing a business plan. New Jersey: Pearson UK.
Stutely, R., 2012. The definitive business plan: The fast track to intelligent planning for
executives and entrepreneurs. New York: Pearson UK.

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York, J.L. and Danes, J.E., 2014. Customer development, innovation, and decision-making
biases in the lean startup. Journal of Small Business Strategy, 24(2), p.21.

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