Business Plan for The Cuisine Restaurant in London

This business plan discusses the factors involved in opening a restaurant in London, including location, market analysis, product description, unique selling proposition, and more.

Business Plan

EXECUTIVE SUMMARY
The report discuss about all the factors which needs to get undertakes before making it
start. The business is about opening a restaurant in London at Brick lane. The location is very
much perfect for restaurant as it is located at the mid of the city so any person living at any
corner of the city can approach there. The restaurant comes with a new and innovative idea by
organizing some or other events everyday at the restaurant such as musical night, jazz, karokie,
band night and much more. The restaurant also offers fine quality food and drinks including veg
and non veg, and mock tails and cocktails respectively. There are various sources available with
the owner to raise funds or financing funds, some of these may include personal financing, Angel
investors, bank loans and so on.

Contents
EXECUTIVE SUMMARY.............................................................................................................3
INTRODUCTION...........................................................................................................................6
Business Details...............................................................................................................................6
LOCATION.....................................................................................................................................7
MARKET/ INDUSTRY Analysis...................................................................................................7
PRODUCT/ SERVICE DESCRIPTION.........................................................................................9
The product and the service which is offered by The Cuisine restaurant are as follows:...............9
USP and COMPETITOR ANALYSIS............................................................................................9
Operation plan...............................................................................................................................11
Risk and contingency plan.............................................................................................................11
SALES AND MARKETING STRATEGY...................................................................................13
FINANCE AND FUNDING PLAN..............................................................................................14
MANAGEMENT TEAM..............................................................................................................15
CONCLUSION..............................................................................................................................15

INTRODUCTION
Every business needs a full proof plan to get it started. Business before get started needs a
lot of planning and resources. Planning may include the idea of the business, the innovative USP
which helps it in making it different from other companies, area in which the person is planning
to open his work and the so forth. Resources may include the finances, human planning, raw
materials needs and much more. Starting a business is not a cup of tea for everyone. Only few
have the courage to take the associated risk. For reference purpose this report has make a
business plan of a very new business. The plot for the business is of opening a restaurant. The
restaurant name would be “The Cuisine”, it serves very kind of meal and generally best for
evening as the restaurant will serve the dinner with candle night theme (Blackburn, Hart and
Wainwright, 2013). For executing this ides for restaurant this report has the entire major business
plan which is necessary in its continuation. This report discuss about the entire relatable topic
which is necessary for a business to plan. The topic may include business details, location,
market or industry analysis, product description, USP, competitive analysis, operations plan, risk
and contingency plans, sales and marketing strategy, finance and funding plan. The report also
includes the major management skills and knowledge which is necessary by the business owner
to run a business. Therefore, this whole reports surrounds upon the planning of how the
operations and activities of restaurant will take place, what will be the marketing and financial
method used and many more.
Business Details
The business plan is about opening of a restaurant name “The Cuisine”. As the restaurant
is very much new, various marketing and promotional activities are needed to educate the
customers about it. The business has a set menu for breakfast with the timing of 6:00am –
11:00am. In this the restaurant provides with the basic meal for breakfast which will be fixed by
the restaurant. After that all the meals would be on the basis of order given by the customers. The
restaurant has try its best to cover all sorts of food items in its menu. For evenings the restaurant
has come up with an idea of day wise events (Chan and Park, 2015). For example at Monday the
restaurant will organize a jaz event, on Tuesday it will organize any other musical event, at some
day in a week it will held karokie event and the so on. This idea is very much new to the people
and their evening would be entertained by this. The restaurant food will be of fine quality but
little pricey. As the restaurant is setting up the city of London where the people living is earning
above average and leading a lavish lifestyle can easily afford the prices. The prices set for menu
is high but according to the affordability of people living there. The theme for the restaurant
would be totally Persian which would promote the culture for London. No hard drinks will get
provided into the restaurant because the motive is not to convert it into a disc or bar. Soft and
light drinks like wine and beer will be available for the customers. The wine provided would be
of various ranges according to the mood and budget of customers.

The restaurant will hire the top chief which would prove to be a great help for the
restaurant in building up the goodwill. The menu has tries to cover majority of food dishes and
items along with some special chief choice dishes, chief choice dishes are very different from
any other dishes provided by any restaurant or café (Davenport and Mahidhar, 2018). The staff
which will get hired by the restaurant would first get train about now they require conducting
their selves in front of customers, how they need to take orders, the way in which one staff will
take care for a table right from taking orders to clearing out the bill and so on. The restaurant feel
that the customers would be happy when they would experience such humble and helping staff.
LOCATION
The restaurant “The Cuisine” is located at Brick lane in London. The Brick lane area
comes into the category of locality where people with high profile lives. These people lead a life
which can say to be above average and very sophisticated. The people living in area by locality
also are lively and love to enjoy the outer dinners at some joyful place. Location for the
restaurant is totally perfect but the cost for rent and other amenities’ is quite high which the
restaurant has to pay or can only pay by making the prices of their services high. The location is
very pretty in mid of town and very much approachable for the people (Grindsted, 2018). The
location which has been chosen for the restaurant purpose has is very close to all the areas of
London. It is actually in mid of the city so people from any corner of the city can approach to the
restaurant with no time. The place chosen for restaurant is far more perfect to operate.
MARKET/ INDUSTRY Analysis
Market and industry analysis can be performed through pestel and porter’s five force
model.
Pestel analysis
Political: Political factor may include the rules and regulation which are set by the government.
It also refers to the degree at which the government has control upon industries. As the restaurant
would be located in the city of London where the government is very much stable. Stable
government leads to the stability into the operations of business. It works as an advantage to the
restaurant (Heikkilä, Bouwman and Heikkilä, 2018). They need not have to change their policies
and operations according to the changing rules and regulations.
Economical: Economical factor indicates about the economic conditions and situation of a place
or country. The economic state of London city is very good, people with wealth and property
resist there. It will benefit the restaurant as they have kept their prices accordingly can get easily
be affordable by rich people.

Social: Social factor includes the taste, preference, trends and the like of people reciting into an
area. The people of London have a very sophisticated taste. The restaurant has set its theme
which suits the culture and taste of the people living there.
Technological: Technological factor includes the advancement of technology which that country
or place has. More the technology advancement, more develop the country will be. The
restaurant will use the advance kitchen equipment which will help the kitchen development in
making the food in time and fast.
Environment: The restaurant uses the products which are totally environmentally friendly. They
also restrict the use of any plastic item or any such item which harms the environment or the
climate.
Legal: Legal factor includes all the rules and regulation which are set by legislation to operate
into the industry. All the industries or companies have to follow these rules and regulation to
operate into the market (Hofer, 2016). The restaurant would register itself with the government
or registry department to make it legal and will follow all the rules and sustainability laws set by
the government. This will also help in gaining confidence and trust of customers in restaurant.
Porter’s five force model
Threat for entrance: In this industry, there is minimum or no barrier for entrance. For such, as the
craze among the people for food and outing has increase it has lead in the increase in number of
cafes and restaurants. Every new entrance creates the burden upon existing restaurants.
Therefore, the cuisine will also have a threat about entrance of their new competition along with
the existing one.
Bargaining power of suppliers: The bargaining power of suppliers is very much low as the
country can many suppliers from which it can avail the materials.
Bargaining power of customers: The bargaining power of customers is very high due to increase
in the competition. If customer thinks that the Cuisine is costly then they automatically will
move to their opinions which are available with them.
Threat of substitute: The substitute here refers to the restaurants which can provide with the same
food and ambience which is provided by “The Cuisine”. The restaurant would always have some
kind of burden to keep it different and keep coming with innovate things so that they can gain
competitive advantage.
Rivalry among existing competitors: As the industry faces no or minimum barrier which lead to
the heavy competition among restaurants. And as said above the competition would lead to
burden to come up something new and keep up with the trends.

PRODUCT/ SERVICE DESCRIPTION
The product and the service which is offered by The Cuisine restaurant are as follows:
Huge menu: The Cuisine provides huge and wide range of menu to their customers. The food
and dishes ranges from the basic starters to heavy dinner including both veg and non veg items.
The restaurant also provides the customers with drinks and alcohols like beer and wine. The
drinks also are in huge range and varieties including both mock tails and cocktails. The
restaurant has also hired best quality chief which will make sure that the food quality should be
significant (Kasemsap, 2018). And the menu does also include the chief recipe dishes which
work as a unique thing to the menu.
Home delivery service: The restaurant has also opened itself for home delivery system where
people or customer can order food from their home or any place and the restaurant would
provide the food at the specified venue.
Soothing ambience: The ambience provided by the restaurant is very fun and soothing. The
motive of the restaurant is not to convert it into a disc or bar but to a place where people can
come and relax in the environment. The events held by restaurant like jaz, musical night, karokie
and many more bring joy and fun for the customer. This soothing environment forces the people
or customer to visit more and more to the restaurant. Apart from this the restaurant also
organizes candle night dinners at evening which works as the icing.
Trained staff: The staff of the restaurant is very much trained. They talk humbling and
respectfully to the customer and also make sure that they attend the customer very well. The
restaurant provides the training to each and every employee before joining and educate them
about the conduct which they have to inculcate into their behavior. The staff should also know
about menus and must try its best to solve all sorts of queries for them. The customers becomes
happy and satisfied if they experience such hostility and also gives a high rating to the
restaurants.
Happy Hours: The restaurants has also comes up with the concept of happy hours where the
customer can avail the food at some discount or offer decided by the restaurant. This service
adapt by the restaurants to maintain the crowd or customer at off hours also (Kitsios and
Kamariotou, 2019). Because the people can come at restaurants by seeing the offers and
discounts which they can avail.
USP and COMPETITOR ANALYSIS
THE CUISINE is situated at BRICK LANE in LONDON. As we all are aware from the
competition around the world in restaurants industries. So it is very important to have proper
unique ideas to showcase the people. The restaurant industry is one of the most competitive

sector in existence, making the search for new ways to draw in business a constant priority. How
to attract more customers to your restaurant seems like a never-ending question. So there are
different ideas which I have executed to make my restaurant good and unique.
USAGE OF SOCIAL MEDIA TACTICS
First, make sure you’re using each social media site optimally:
 Twitter should be heavy on brief, and show all promotions and offers.
 Instagram should be where you share photos of your food, your restaurant, your staff, and
customers. These photos should be as high-quality as you can manage.
 Facebook is unique in that it allows businesses to create their own detailed pages and
offer features comparable to a website. Post coupons, announce special events and make
sure business details like hours of operation are visible.
Low-prices & Time Saving Tactics
Attracting guests to your restaurant doesn’t necessarily have to be time-consuming or expensive
meal.Design a menu in such a way so that every group of people have something to eat from it
and there should be range of prize so every person young to old, rich to poor people can afford
good meal (Macheiner and et. al.,2017). Train your staff in such a way they utilize every sec to
give service to customer and save time
Free Wi-Fi
Many owners fear that providing free Wi-Fi will encourage patrons to stay for hours without
purchasing much, taking up valuable real estate in your establishment. These anecdotes are
mostly incorrect.A study showed that 62% of diners spend a longer time at restaurants with free
Wi-Fi, which may be expected. Mostly people use there more time in restaurants and with time
they will eat more times than a person is sitting in none Wi-Fi restaurant.
Offer a Great Happy Hour
It’s a great way of attracting people .Happy hours tend to attract all kinds of new customers and
spread the word about your establishment to new groups. Local professionals and retirees will
often respond to a great happy hour, even if the restaurant is not known for their drinks.
ENVIRONMENT SAFE
While doing business people forget about environment. In my restaurant I use only bio
degradable materials to offer customers. Me and staff take full concern on hygiene’s. Uses solar
panels to save electricity. Limited uses of water and provide waste food and things to useful poor
people so it don’t go waste.

Operation plan
It refers to a plan i which information about business planning is mentioned in brief
manner which offer a clear picture of how a team, section and division will contribute to attain
business objectives (Kitsios and Kamariotou, 2019). The Description of this plan in context of
The Cuisine is mentioned as under:
Aim- The main motive of respective company to offer quality food items at affordable
cost to its customers in term of fulfilling their needs.
Objective- The objective of The Cuisine is to increase customer base, profit and
productivity by considering customers requirements.
Strategies- It refers to that plan of action that is devised and frame by the management of the
company to make development in the business. The administration of respective new venture can
be conduct market analysis to find out consumers needs and demands so that they can meet them
by offering food items and services as per that. It will help developing customer base as well as
gaining competitive benefits (McCAHON, Wall, and Raghavendra, ENLOOP Inc, 2013). Apart
from it, the firm can adopt STP which states segmentation, targeting and positioning. With the
help of it, the management can manufacture products as per target customers. In The Cuisine, the
administration can make segmentation its business o the basis of demographic base. They will
target all age group people, male & female and middle or lower middle class people. By suing
effective tools of social media they positioned their businessman market. They can use lower and
competitive pricing strategy which will help in effective running of their business.
Resource- To make effective manufacturing of food items, the management of firm will
make effective relation with suppliers to buy need material. The ammonisation will also used
new and innovative technology in its business so they can offer effective services to their
employees. For example, by adopting technology in term of online payment and using different
social media tools like Facebook and Instagram to provide information about their business.
Monitor- In it, the administration will determine the entire production process so that any kind of
issues can be arise in the firm then they can resolve on time by taking corrective action on time
(Kasemsap, 2018). So that it will not affect the business of firm in unfavourable manner.
Tactics- It states to those strategies and plan of action that are considered by the
management of firm to deal with the problems that are faced by it. For example, if the company
deal issues regarding packaging and publicity channels then it can make chane in its packaging
and adopt new tools of promotion.
Risk and contingency plan
A risk and contingency plan is a proactive strategy that defined the actions of steps that are
considered by the management of firm to take in response to an event that could happen in the

future (Davenport and Mahidhar, 2018). In context of The Cuisine, contingency plan is
mentioned as under:
Risk Probability Preparation Response
Lack of fund High To raise fund from
financial institutions.
To consider those
financial institutes
that raise fund at low
interest rate like bank,
angle investors and
others.
Lack of innovative
technology
Moderate Use new and
innovative technology
like advance
technology and many
more.
To use effective
software to maintain
business record,
appropriate
promotional channels
like web ads and
innovative technology
in payment such as
net-banking.
Lack of skilled
workforce
Moderate To conduct training
and development
programmes.
To provide online
sessions and training
so that they can
produce good food
items and providing
effective services to
guest and customers.
Steps of risk and contingency plan
The description of different phases of this plan in context of The Cuisine is as below:
List down the key risks- To find out the main reason and causes that create negative impact over
the business of new venture. For example, to identify the components that influences the
business like fund, employee, IT systems etc.
Prioritise the risks based on their impact- In this phase; the management prioritise the risk as
per the affect such as which highly affect the business in unfavourable manner (Peterson, Jaret
and Schenck, 2016).

Design strategies and plans- Within it, the administration frame effective plan and tactics to deal
with that risk which highly affect (Heikkilä, Bouwman and Heikkilä, 2018). For instant, to deal
with the problem of lack of finance, the company raise fund from bank and other financial
institutes for effective business operations.
Maintain the plan- When the firm developed effective solution to deal with different challenges,
the management makes sure that the issues are effectively short out and resolved. So that the
employees can perform their in proper manner and help in performing business activities in
crucial manner.
MANEGEMENT
To attract customers discipline management team is necessary. In my restaurant there is proper
uniform of every worker. While hiring them I take full care of their academic education and their
skills. Every person go through proper training and arrange some fun activities and picnic tour so
that their efficiency and loyalty remains towards my restaurant.
My restaurant value equation is:
Value = Food Quality + Price + Service + Ambiance + Incentive
CREATIVITY IS THE KEY IN RUNNING RESTAURANTS
Location and theme of restaurant also played a key role of running the restaurant. As my
restaurant is in London one of the best tourism destination gives me best platform to showcase
my creativity in my restaurant and profit from them (Saylors, Boje and Mueller, 2014). People
gets attracted by themes of restaurants in my case I uses 4 different themes which represents the
different weathers winter, summer, rainy, springs to attract customers.
Last but not the least in my restaurant I provide nutritionist and dietician guided MENU for
customers to right meal for them and if any person going through some diseases he or she can get
customize meal for their health.
SALES AND MARKETING STRATEGY
The marketing and promotional activities are very much necessary for restaurant. From
advertising and promotional activities, the restaurant can educate the people about them.
Through promotional and marketing restaurant can show how they are different from other

restaurants and what other facilities they provide to their customer. The restaurant can go for the
following for marketing strategy:
Advertising and Promotional activities: The advertising activity can include ads in newspaper
or local TV channel. Sponsoring or organizing any social event which advertise or promote the
restaurant. The restaurant can also go for mouth to mouth promotional and advertising strategy
which can act as a great help for the restaurant. Or restaurant also go for building customer or
public relation by making the people aware about the restaurant through organizing any kind of
event for public in which they can also educate the audience about restaurant. The restaurant can
also go for pamphlets which they can attach with the newspaper or can stick to the posters. From
this also restaurant can educate the targeted audience about them (Sutton, 2013).
Digital Marketing: Digital marketing refers to marketing of product or services at digital or
online platform. Digital marketing is very trendy now a days and consider as an important and
successful way and approach to market the product to the audience. The restaurant can do
marketing through the digital platform also. It can show google ads to the people about their
restaurant. The restaurant can also make their account at various social platform like facebook,
Instagram, twitter, and many more. By stream those at this platform the restaurant can make the
audience attracted to them. Digital marketing also cost quite low to the restaurant. They can also
show themesleves at online food delivery and rating apps like Zomato, uberEats and the so forth.
By doing such the people can know about the place and can make a visit. At such app the people
can also give the ratings to the restaurants, these rating helps the other people in deciding which
restaurant to visit and which to not.
Celebrity: The restaurant can also market themselves by inviting some celebrity or known
personality which can work as an advertising or promotional activity for the restaurant. From
inviting these people, people can get attracted and must then make a visit to the restaurant.
FINANCE AND FUNDING PLAN
There are various sources available for the restaurant top get the funds from. These
sources are as follows:
Personal Funds: In this the owner uses its own funds or saving. The major merit of this source
is that the owner does not have to borrow funds from any other source to which he needs to
repay it back. The family or relatives funds comes into the category of personal funding as they
have helped their kid in his business. The major demerit of this source is that the owner lost all of
his savings and all he left with is nothing.
Angel Investors: Angel investors are the people or individuals with huge money. There motive
is to invest into the innovative idea of someone’s business and get some percentage of return.
Convincing such investors is a hard task as they the owner has to put all his efforts and brain to
make the investor convince through the idea which you have. The major demerit of such source

is that sometime the angel investor does get into the operations and decision making related to
the business. The investor puts his money along after he thinks that the idea is worth to put
money.
Bank loans: The owner can also opt for bank loans to purchase the capitals for restaurants. Bank
loan are for both, short and long term. At this case the owner would pot for long term loan
because the amount to raise a restaurant is very huge which cannot be paid in a short time. For
taking the loan the owner also has to opt some mortgage which should be equal to the amount of
loan.
The owner can go all three sources at an equal propositions. He can use some part of his
savings in business along with taking loans and take money from angel investors and bank loans.
This will not create more burdens upon the owner.
MANAGEMENT TEAM
The owner should have the following skills and ability to run this venture:
 Risk taker: The owner should have the ability to take risk because starting a business
and making it grow is not an easy task. It involves huge risk because there are chances of
failure of business.
 Managing skills: the owner should have the ability to manage the whole venture. The
solely is responsible for this success and failure. The ability to manage the business takes
the business higher or lower.
 Innovative idea: The owner’s mind should be innovative and creative when it comes to
business. He should be innovative with his work and also with his communication skills.
CONCLUSION
From the report discuss above, the business plan of starting a venture for restaurant has
high lighten. The report discuss about all the factors which are need to take care of before
starting of a project. The report also includes the plan concerning about management styles,
sources for funds, marketing strategies, location, business description, service and product
description and so on.

REFERENCES
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Grindsted, T. S., 2018. Regional planning, sustainability goals and the mitch-match between
educational practice and climate, energy and business plans. Journal of Cleaner
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https://creately.com/blog/business/business-contingency-plan-templates/>.

Effective Operational Planning. 2020. [Online]. Available Through: <
https://envisio.com/blog/the-art-of-operational-planning/>.