Business Plan for The Burger Factory: A Football-Themed Restaurant in Manchester

This business plan outlines the goals and strategies for The Burger Factory, a football-themed restaurant in Manchester. It includes market analysis, competitor analysis, marketing and pricing strategies, and financial requirements.

Enterprise &
Business
Development

Table of Contents
INTRODUCTION...........................................................................................................................1
Business detail.................................................................................................................................1
Macro Environmental overview......................................................................................................2
Market and Industry analysis ..........................................................................................................2
Competitor analysis .......................................................................................................................3
MARKETING AND PRICING STRATEGY ................................................................................4
OPERATION PLAN.......................................................................................................................5
SWOT ANALYSIS ........................................................................................................................5
.........................................................................................................................................................5
Financial requirements.....................................................................................................................6
MONITORING AND EVALUATING ........................................................................................13
CONCLUSION .............................................................................................................................13
REFERENCES .............................................................................................................................14

INTRODUCTION
Business plan is a written document which contain the goals and objective of the business
and methods for achieve in a specify time frame, in this plan every thing is analyse in the market
according to the business idea. It depends on the nature of entity and industry in which the
business lie. In simple terms, it provide the road map for the direction to achieve the business.
This business plan is based on the restaurant which is based on the football theme. The name of
the restaurant is “The Burger Factory” which is located at Manchester in the UK. In this
restaurant various types of dishes are baked to attract the customer at low price.
Business detail
This business plan is based on the restaurant which is based on the football theme to
attract the customers of all age from teenager to the adult both male and female because
everyone loves football which is live streaming in the inner side of the restaurant on the projector
(Busch and Lewandowski, 2016). This is open all 7 days from morning 10 to late night 2'0
clock. The restaurant also fulfil the needs and requirements of the consumers by making new
new and innovative dishes at cheap price to the individuals, because the chef in the restaurant are
very experienced, they make all dishes delicious which satisfy them and make the client happy.
Their main aim is to become popular among all restaurant through their service and also
offer their service in such a unique way that satisfy every consumer easily and make them happy.
In this there is also the new thing is used which is theme of the football on the wall there is the
picture of the football players and pic of the ball in the sitting area, on which they take enjoy of
the theme while eating dishes. There is the full on football game is running, teenager is also play
the PlayStation games in the projector , for this limited charges is incurred. There is also the
parking facility is available so every one is park their vehicles with no security problem because
there is watchman is there for the safety of the vehicles, in this both non veg and veg foods are
delivered to the customer like non veg burger, veg burger, non veg pizza of different styles and
chicken, meat and French fries and more dishes is provided in the menu to thee name of the
restaurant aware among all peoples.

Macro Environmental overview
In the business plan, for making decision and planning strategy for the restaurant
according to environment condition of the country Manchester there is the use of PESTLE
analysis (Chen, Ong and Hsu, 2016).
Political factors- It refers to the factor related to the government of the country that
influence the economy of the certain industry, this factor include tax policies, fiscal policy and
trade tariffs. In the business of restaurant if government remain stable it is beneficial for the
economy but if they impose new tax make difficult for the industry to run in future because their
entire revenue might change from these.
Economic factors- It means these factors affect the economy performance of the
organization through the rise of the inflation rate and change in the demand and supply of the
economy. There are various factor involved in this are interest rate, foreign exchange rates and
foreign direct investment. In the business of restaurant it give effect on the purchasing power of
the customer because by high rise in inflation they purchase less products and visit the restaurant
very low.
Social factor- It means business get impact by the social environment of the market like
change in the trends and due to change in the population. In The burger factory, they have to
change the taste of the dish according to the choice and also make innovative dishes according to
the trends.
Technological factors- It means innovation in the technology that give impact on the
operation of the industry in favourable and unfavourable condition. In The burger factory, they
also want to bring new technology for the dish making and also develop new software for the
recording of the transaction and making bills at the reception.
Legal factors- It means there are various laws are made based on the policies that affect
the environment of the business. In the business of restaurant there are various consume laws and
safety standard are made to control the effect of legal policies in the country.
Market and Industry analysis
In the market and industry analysis for the business plan there is the use of the
segmentation, targeting and positioning in the minds of the customer (Laisasikorn and Rompho,
2019).

Segmentation- It means divide the market into groups of customers, the main aim of
these is to develop various customer segment based on the traits. In the restaurant, demographic
segment is used for this because in this there is different area is made for kids, teenager and
family for sitting. In kids area there is gaming area is there and for family there is LCD is there
on which lice match is streaming and for teenager there is visual graphics is present for them to
take enjoy of all thing (Li, Zhao, Sun and Yin, 2017).
Targeting- it means the segment which is choose in segmenting and then determine the
main segment which is help in creating the desired conversions. This targeting is based on the
size of the segment, profitability of the lifetime values of the customer in each segment and
reachability of the consumer to the location. In The burger factory, they target the youngster
because they come everyday in the restaurant for enjoying the match of football with their
friends group, they also make use of the visual graphics to see the match in the 3d, there is the
extra charges is taken for this which provide benefit to them very easily in the match time.
Positioning- After the targeting and segmentation, then the next step is positioning
which mean is putting the product and services on the minds of the customers, this also help in
making the product different from competitor. In the restaurant, owner solve the customer
problems and provide genuine benefits and they make their brand name in the minds of the
consumer by providing the offers , discounts on the meals for the new customer and is existing
customer bring new customer then their favourite dish is free for them. (Nyeadi, Ibrahim and
Sare, 2018).
There are some dominant competitor are present Indian Tiffin Room Manchester,Mowgli
Street food, Bundobust, but THE Burger factory is different from all because they provide cheap
meals and dishes and also provide football theme which is like by everyone.
This industry is growing because hospitality industry is such which never get decline
because food is the essential part of everyone life and for enjoy and chill all peoples go to
restaurant three times in a week. So it is growing business.
Competitor analysis
Competitor analysis is very important for any business because to know the strength and
weakness of the competitor. For this there is the use of Porter's five force model. It is a model
that is used to analyse the competitive forces for determine the corporate strategy. There are
many stages are classified in this-

 Competition in the industry- The first force refer to the ability of the competitor along
with the number of the product they offer. In restaurant, they offer all dishes at low price
and also maintain the quality of the product. In future if competitor fails, they can charge
high price and result is earning of high profit (Otieno, 2016)
 Potential of new entrants into the industry- It means power of the firm is also effect by
the new entrants, because if new firm is come with same business then it result is decline
in profit. In THE BURGER FACTORY, there are many threats are come from this if the
amount of capital is low for enter into market, if there is low customer loyalty with the
restaurant and other firm also keep their price low, this effect the business in a long run.
So they have to evaluate all things for this.
 Bargaining power of the suppliers- It means there is the requirement of the strong
bargaining power of supplier to sell higher price with low quality material. This increase
their profit and sales also when there is few suppliers and many buyers. In the restaurant,
they also charge high price when there restaurant is going to famous then other but
maintain the quality help in the long run and they follow the forward integration for this.
 Bargaining power of the buyers- It means buyers have power to demand low price and
high quality products from the producers. In restaurant, there are many substitutes are
present it is harmful for the industry they have to keep their price very low to remain in
the market because buyers are price sensitive (Przychodzen, Gómez-Bezares and
Przychodzen, 2018).
 Threats of substitutes- This force is used when buyers find substitute goods with unique
price and better quality. In restaurant, they keep their service price low so buyer can not
switch from their place to other.
MARKETING AND PRICING STRATEGY
In the company, marketing and pricing strategy play a important role in the business
because their product and service promote only through promotion tools which is used by every
businessman for the expansion and growth of the industry. Pricing strategy means strategy for
deciding the price of the product that is offer by them to customers. There are various types of
strategy is followed by different industry.
Promotion refers to the activities which are conducted for communicate the brand name
to the end user, the idea for this to make clients attract, aware and induce them for buying. There

are various types of promotion is activities are there advertisement, schemes, discounts and
social media etc. In the restaurant, they choose the social media platform for doing the
advertisement of their restaurant, regularly updated their picture of their dishes and new pictures
of their restaurant. So it is like by everyone and also do the advertisement by organising a DJ
night on every Saturday with some couple or single charges in which include meal is included.
Pricing strategy means method to choose the best price for the product or service by
apply different method according to nature of the industry. In the industry of Restaurant, there is
competitive pricing strategy is used because through this they can take best advantage of the
product or service is respect to their competitor, they regulate their prices according to the
market condition and set the price according to the price of their competitor not think of their
cost and profit because they want to expand their business in future (Yang and Baasandorj,
2017).
OPERATION PLAN
Operation plan means detail oriented plan related to the business, in this daily activities
are recorded which is require for running the business. In THE BURGER FACTORY all the
food is make by chef but baked on different equipments because every dish require different
equipment, it is located in the centre of the Manchester so anyone can order online on the
restaurant website and get their product ready, the delivery man delivered their order in 30
minutes which is the business rule, if they are not able to deliver it is free for customer. The
supplier of the raw material are wholesaler they take from the manufacturer (Zalaghi, Godini
and Mansouri, 2019).
SWOT ANALYSIS
STRENGTH
 Provide high quality food .
 Attract customers with football theme
 Cooperative staff member.
WEAKNESS
 All people do not like football theme.
 Pricing strategy of competitors.
 Brand image.
OPPORTUNITIES THREATS

 creative meals.
 Expand into new market.
 Different preferences of customers.
 Financial risk.
Financial requirements

MONITORING AND EVALUATING
From the above business plan it has been evaluated that all the activities are running
according tom planned manner. If any gap is occur in future then various tools is used to remove
this which are benchmarking and KPIs. Through this they can measure the performance of the
organization easily and improve the taste of dishes according to the feedback.

CONCLUSION
From the above business plan it has been concluded that, business plan is made for any
new business which is going to establish in the country this is an expected plan for reaching to
the customer. In this, there is full analyse of the target market and the competitor with the
marketing strategy and pricing strategy used in the business. There is financial evaluation is also
prepare for this.
REFERENCES
Books and journals
Busch, T. and Lewandowski, S., 2016. Corporate carbon and financial performance: A meta-
analysis. In Academy of Management Proceedings(Vol. 2016, No. 1, p. 11657).
Briarcliff Manor, NY 10510: Academy of Management.
Chen, P.H., Ong, C.F. and Hsu, S.C., 2016. Understanding the relationships between
environmental management practices and financial performances of multinational
construction firms.Journal of Cleaner Production.139. pp.750-760.
Laisasikorn, K. and Rompho, N., 2019. A study of the relationship between a successful
enterprise risk management system, a performance measurement system and the
financial performance of Thai listed companies.American Journal of Business. 10(2).
Li, D., Zhao, Y., Sun, Y. and Yin, D., 2017. Corporate environmental performance,
environmental information disclosure, and financial performance: Evidence from
China.Human and Ecological Risk Assessment: An International Journal.23(2), pp.323-
339.
Nyeadi, J. D., Ibrahim, M. and Sare, Y. A., 2018. Corporate social responsibility and financial
performance nexus.Journal of Global Responsibility.
Otieno, S., 2016.Relationship between risk management and financial performance: empirical
evidence from microfinance banks in Kenya(Doctoral dissertation, School of Business
and Economics).
Przychodzen, W., Gómez-Bezares, F. and Przychodzen, J., 2018. Green information
technologies practices and financial performance–the empirical evidence from German
publicly traded companies.Journal of Cleaner Production. 201. pp.570-579.
Yang, A. S. and Baasandorj, S., 2017. Exploring CSR and financial performance of full-service
and low-cost air carriers.Finance Research Letters. 23. pp.291-299.
Zalaghi, H., Godini, M. and Mansouri, K., 2019. The moderating role of firms characteristics on
the relationship between working capital management and financial
performance.Advances in Mathematical Finance and Applications.4(1), pp.71-88.