Restaurant Business Plan: A Case Study

This assignment presents a case study for launching a new restaurant business. It requires students to analyze the global value chain, apply marketing strategies (including the 7Ps), utilize Ansoff's Matrix for growth planning, and consider differentiation techniques in a competitive market. The assignment draws upon real-world examples from the frozen seafood industry and provides insights into successful restaurant operations.

Entrepreneurship in an
International Context

Executives Summary
To present the business in the rivalry world there is requirement of having the adequate
growth in the market. In these regards' the managers or the respected professionals need to make
the proper analysis of the macro environment as well as assess the needs or requirements of
consumers. In this present report there will be discussion based on the launching a new
restaurateur business in London name as Petty's Bistro which would have the wide range of
products as well as new services, the report will help professional in determining the strength
weakness, opportunities or threat to a business as per the internal analysis. However, there will
be macro environmental analysis that would present the fruitful analysis or competitive market
and the requirement that are need to be fulfil. It also includes the evaluation of the marketing
strategies which is based on Ansoff's Growth strategies that will help organisation in improving
the organisational performance as well as facilitate the ideas to launch the products in new
market. There has been financial analysis over the 24 moths of cash flow statement and the
Break even analysis of such statements.

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
Industry and market analysis..................................................................................................1
Product/service and value.......................................................................................................2
Intellectual property................................................................................................................2
Founding Team.......................................................................................................................3
Operations...............................................................................................................................4
SWOT Analysis......................................................................................................................5
Marketing strategy..................................................................................................................6
Growth strategy......................................................................................................................9
Financial analysis.................................................................................................................11
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
To start a new venture in this rivalry market, there is need to make proper analysis over
the market scenario, current trends as well as consumer preferences. The motive of starting a
business is the idea and vision of an entrepreneur which in turn, facilitates the framework and
make necessary efforts over such operations. In the present assessment, the business plan will be
facilitated in terms of launching Petty's bistro restaurant in London with the unique ideas,
products and services as well as the most suitable prices over the products.
Purpose: In accordance with the purpose behind such segmentation of the business is that
the owner has decided to bring reform in the restaurant or hospitality environment like bringing
the new and unique dishes such as Romanian food court as well as various other continental
dishes (Duarte, 2016). Therefore, it believes that the organisation will have good consumer
gathering as the cultural or traditional dishes of Romania will have the impacts over tastes and
preferences of buyers.
Rationale: The reason is that in UK, there are fewer numbers of Romanian restaurants
available and they do not produce the actual traditional or cultural dishes. Therefore, in context
with facilitating the best quality food with fresh ingredients, there will be need of a new venture.
Industry and market analysis
In terms of launching the new business in this market, segmentation will be based on
various market analysis with the help of secondary sources. Thus, the information which are
relevant with the consumer choices or preferences are to be known from various social sites,
books and journal as well as various blogs of analysts (Holland, 2017). However, this business
idea come into existence as per the analysis over consumers’ preferences and the increment in
the numbers of Romanian population in London so, it will be fruitful for the organisation to have
the perfect growth.
Market size: By considering this segmentation of activities managers in firm has
analysed that in the recent times, there has been increment in the number of Romanian
population such as students, workers as well as in the tourism sector. Therefore, it has been
concluded that this business idea will be profitable (Vaughn, 2017). On the other side, there has
been very few restaurants in UK which serves the Romanian food so, it will be beneficial in
terms of promoting the cultural and traditional Romanian dishes.
1

Market Growth: Due to the unique idea and the affordable prices over the products and
services of such business, it will be assumed that it will have the favourable operations in the
market as well as there will be increment in the production or sales (Мартьянова and Marina,
2016).
Competition: There are fewer numbers of such traditional or cultural restaurants in
London and also, the real taste of dishes are not easy to bring to consumers it can be said that in
such segmentation there will be less competition but if performance of industry will not up to the
satisfactory level of consumers then they will make switch to other entities (Ritter, 2016).
Product/service and value
In order to bring the reforms in the market, there is need to bring the uniqueness in
products, services as well as prices. The managers as surveyed the market and analysed various
issues in the market as per the consumer reviews that, few restaurants are offering the breakfast
meals, no traditional food, no unique dishes as well as no health consideration (Council, 2017).
In accordance with such issue, the professionals have planned to launch the Romanian dishes
which are based on the fresh ingredients available in market as well as importing the items which
are not available in UK. On the other side, in consideration with the prices of such products or
dishes, the professionals have set the most affordable prices for the breakfast, lunch and dinner
which are relevant with the dishes.
Products: the restaurant is going to offer various new ranges of products such as
Romanian dishes in the menu card which is unique idea. There will be introduction of various
new meals such as changes in the breakfast as to help the citizens such as worker, students which
do not have time to prepare food.
Intellectual property
In terms with the legality and protection of the business ideas, there will be requirements
of having adequate intellectual property which in turn, need to be measured by entity for
achieving efficient industrial operations. Therefore, it can be said that after having the successful
operations of business, there is need to have the proper registration and acquire the intellectual
rights (Duarte, 2016). Furthermore, there is a need to have the copyrights over the signature
dishes of Petty's Bistro. However, in terms of having such intellectual property the market value
2

of the firm will be increased as well as it will be good for creating the unique identity in the
market which in turn reduce the chances of substitutes or duplicates.
Founding Team
To have the successful operations for Petty's Bistro in the long run, the owner has
appointed 7 members to perform various duties. However, there will be need of 1 manager, 1
chef, 2 cleaners and 2 waiters and the owner himself counted in the team. All the members or
employees have analysed their own business operations which can be understood as per the
below listed table such as:
Staff Duties
Owner
(1)
To manage the funds for the daily operations
of the restaurant as well as produce the
innovative ideas.
Manager
(1)
Responsible for all the operations in the
business and must execute each worker and
duties performed by them. He must assess the
needs or requirements of ingredient and
essential material for products as well as
analyse the needs of buyers.
Chef
(1)
The main duty is to produce the most healthy
and hygienic food to consumers with
consideration of tastes. He must be good at
preparing all kinds of dishes as well as bring
the unique taste of Romanian dishes.
Cleaners
(2)
Their main aim is to facilitate the clean and
hygienic environment to consumers. There
should be regular cleaning in the kitchen and
the dining area as well as all the equipment
which are used to produce food must be clean
3

and hygienic.
Waiters
(2)
To build up favourable relationship with
consumers and analyse their needs. To serve
the product on time as well as take the orders.
Further, they must suggest better dishes and
Convenience consumers to try Romanian
dishes.
Operations
In context with delivering performing the business operations this essential that Petty's Bistro
must obtain licence and set polices. Thus, it will help in making the profitable efforts in the long
run as well as beneficial in context with fetching the consumer preferences (Food business
registration, 2017). In terms with obtaining a license to run the restaurant there will be need to
have the adequate regurgitation and the Food business registration which are based on the
various food actives such as:
 Cooking
 Selling
 Storing or handling
 distribution or supplying
 Food preparation.
However, if the restaurant is liable in presenting the unhealthy food or cause any disease
to consumers that it will be punished with the legal influences. This can be imprisonment for
more than 2 years as well as cancelling the license. On the other side it can be said that the
business must be registered within 28 days before starting the industrial operations which is free
of cost. In consideration with the Petty's Bistro operations the organisation must be registered for
A3 categories as it performed as Restaurant in the current environment (Opening a Restaurant in
the UK, 2013). Therefore, in terms of preparing and presenting dishes which must be healthy and
hygienic as the norms set by Food Safety Act 1990. However, there is need to have the adequate
4

legality in the business operations as it will be beneficial for the workforce to keep the place
clean and hygienic as well as have the better outcomes.
SWOT Analysis
To launch the new segmentation of business there is ned to make the internal analysis of
such operations such as strength, weaknesses, opportunities, threats. Therefore, this internal
analysis will help Petty's Bistro in making the adequate growth in the market as well as analyse
the effectiveness to perform such operations. In terms of starting the new business at the new
place there can be various obstacles which are need to be resolved and overcome. However, it
terms with overcoming such problems there is need to have plans for business development as
well as increment in the operational performance (Lu, 2016). Therefore, in terms of such
profitable reforms the internal analysis of organisation can be presented in the below listed table
such as:
Strength
 It has the unique range of dishes and
beverages.
 Introduce a totally different restaurant
concept.
 Have the preferable or healthy
ambience (Obiora and Moyo, 2016).
 Qualified or talented workforce.
 Focusing over facilitating all the
categories or age group of consumers.
Weaknesses
 New concept will not be easily
acceptable by consumers.
 Competitively higher prices ad the poor
quality of material is being used.
 Fewer numbers of employees there is
need to have more chefs and managers
to perform business activities (Syed,
2016).
 Poor execution and management
premises.
Opportunities
 They must plan to launch and online
portal or bring the business online.
 Introduce new dishes or beverages as
Threat
 There has been various giant restaurant
group in the market such as
McDonald's, KFC, Domino's etc. which
5

well as expand the operational criteria.
 Pay focus over increment in the
traditional and cultural food as well as
appoint the chefs who has knowledge
of preparing such dishes.
are presenting the fast food at lower
rates (Harrington and et.al., 2017).
 There can be influence of governmental
legislations in terms of food security,
licensing and the health or safety which
in turn affect the sales or operations of
organisation.
Marketing strategy
To examine the external environment of business there is need to make the adequate
analysis over the market scenario and the current conditions. Therefore, there will be need of
analysing the techniques on with the managers and professionals of Petty's Bistro can make
effective strategies There are essential requirements of understanding the preference and choices
of consumers which are need to make the adequate changes in the business operations as well as
plan for the new dishes to be made (Kraak and et.al., 2017). To analyse such macro
environmental factors there can be analysis which are based on such marketing mix method as:
6

Illustration 1: Marketing mix analysis for 7ps
Sources :(Marketing Theories – The Marketing Mix – From 4 Ps to 7 Ps, 2017)
Product: To initiate the operational activities there is need to access over consumer needs
and wants which in turn fruitful for designing the products and services which satisfies their
needs. Therefore, in terms with Petty's Bistro here the professionals has assessed the market
needs and wants of consumers as well as the availability of sources in the market to satisfy their
needs (Council, 2017). In context with the presenting the new idea such as facilitating the
Romanian dishes as well as starting the breakfast meals with healthy and heavy food will be
7

fruitful for having the adequate growth in the market. So the dishes must be tasty, unique,
healthy and affordable for consumers convenience.
Price: Professionals in firm must plan for the appropriate prices or rates over the products
which in turn brings the fruitful outcomes to them. In consideration with the costs and expenses
incurred in business operations then the prices or charges levied over dishes and beverages must
be proper so the operational needs of finance will be covered (Lu, 2016). Therefore, it can be
said that the price must be so cheap as the business will suffer from losses or reduce the quality
as well as it must not be so high that one could not afford to have meals in the premises.
Place: In terms of convenience of consumers, professional of restaurant has planned to
launch the accommodation facility nearby the residential areas, colleges, university as well as at
the tourist destinations (Obiora and Moyo, 2016). Thus, at the initial level they have planned to
make operations nearby colleges and university which in turn helpful as there are students from
various continents and countries. However, after achieving the aims and objectives of business
which will be helpful for firm to make expansions in new places.
Promotion: To make the unique identity in market so there is need to have the perfect
marketing and advertising techniques. Thus, with the help of such methods the consumers will be
attracted towards this totally new concept as well as appreciate the business idea (Syed, 2016).
Thus, it can be said that it will be beneficial in terms of having good profitability so the
promotion must be made by sales, promotion, personal selling, facilitating the samples of dishes,
organising the food feast as well as social media publicity.
People: In terms of performing the various business operations there essential
requirements of appointing the most qualified and talent workforce which will helpful in
improving the organisational efficiency and profitability. The chefs in the kitchen area must be
talented and have owned skills or experience to make the operational efforts (Budiani, Suastuti
and Massenga, 2017). This is necessary that they must obtain the good knowledge about
Romanian traditional dishes, continental dishes etc. on the other side the manager must be
talented and skilled as they could make efforts to motivate the workforce as well as bring the
adequate solution to improve their work potential.
8

Physical evidence: In terms of delivering the services to consumers there is need to have
the healthy environment and the peaceful ambiance will help them in making the adequate
efforts as well as retain the profitability of firm (Kraak and et.al., 2017). Therefore, it can be said
that, it is essential to have the most preferable accommodation facilities as well as have the
fruitful business operations which will attract buyers. The physical evidence can be denoted the
products they are selling such as meals, beverages etc.
Process: It denoted as the technique of delivering products and services such as on the
dinning table, take away, home delivery and many more options. However, in terms of Petty's
Bistro professional in the firm are planning to serve the dishes in the dinning are as well as also
planing to facilitate the home delivery to consumers (Harrington and et.al., 2017). Thus, it will
be fruitful in terms of retaining the consumer attention as well as faith in the firm's operations.
Growth strategy
In terms of having the beneficial and profitable growth in the market as well as increasing
the efficiency of business to meet debts of organisation there is need to plan various strategies.
Thus, the planning must be based on enhancing the work potential or workers, increment in the
sales, raise in the profits and products (Ritter, 2016). Therefore, Petty's Bistro must be concerned
about analysing the fruitfulness of operations as well as make the adequate growth strategies.
Hence, it can be based on analysing the outcomes as well as changes in the consumer choices
and preferences. Managers and professional will be beneficial after analysing the requirement of
consumers as well as designing the products' ans services in accordance with satisfying their
wants.
However, in terms of making the fruitful plans for operational growth in the market the
Ansoff's growth matrix will be beneficial in terms of understanding the market or consumers
behaviour such as:
9

Illustration 2: Ansoff's matrix
Source :(Ansoff Matrix, 2015)
Market penetration: it is the technique over which the entity must present already existed
product in the market they do not need to make the further production for the goods and service.
Hence, in case of Petty's Bistro it can be said that, this is the restaurant business and it will be
harmful if they make the sell previously prepared dishes (GURCAYLILAR-YENIDOGAN and
AKSOY, 2018). While on the other side, it can e referred to the frozen food and the packaged
food which will have the expiry date soi to make the sale of such meals at first will be beneficial
in terms of reducing the wastage as well as bring the adequate increment in the profitability of
the organisation. Consumers will go to have the safe and healthier meals.
Market development: these strategies followed the technique that the restaurant must
make the sells of goods and products which are previously existing in the market. Therefore, it
can be said that, the new experiments or new product will not be that must beneficial for the
organisation as compared with the previous meals (Verhoeven and Johnson, 2017). It helps in
10

developing the market for Petty's Bistro to have the adequate numbers of consumers and
appropriate revenue generation.
Product development: this strategy will be used as to produce the new goods in the
previous existed market. Therefore, it can be said that to make the effective growth in the
business there is need to have innovations in the products or services. There is need to have
changes in the product quality, more research over consumer needs as well as marketing of
products to attract the consumers (Jensen and Sørensen, 2016).
Diversification: It refers to the strategy where the new products are to be introduce in the
new market. Therefore, it can be said that this is the new launch of product and the business at
the new place. In this method Petty's Bistro will be beneficial in terms of having the adequate
growth in the market as well as make the fruitful efforts to attaining the consumer attention. The
restaurant is going to have the launch in London with the totally new concept of facilitating the
Romanian dishes as well as variation in the breakfast meals and other course of food (Yin,
2016). However, it will be beneficial for the entity to attract the consumers with the help of
various promotional techniques.
Financial analysis
Cash flow statement for Petty's Bistro Restaurant
Particula
rs
Initi
al
inve
stm
ent
R
at
es 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24
Operatin
g
Activitie
s
Net
income
20
00
0
25
00
0
25
78
9
24
57
6
29
50
0
29
87
5
31
00
0
31
26
5
32
63
4
32
21
1
34
80
0
30
12
0
29
86
3
32
45
6
33
14
6
35
00
0
36
78
4
34
21
0
36
07
1
39
51
6
40
12
5
41
26
5
42
25
6
45
65
0
11

Romania
n dishes
19
.0
4
38
0.
8
45
6.
96
34
2.
72
22
8.
48
26
6.
56
38
0.
8
34
2.
72
22
8.
48
28
5.
6
45
6.
96
39
9.
84
34
2.
72
22
8.
48
45
6.
96
39
9.
84
47
6
39
9.
84
45
6.
96
47
6
34
2.
72
36
1.
76
22
8.
48
53
3.
12
45
6.
96
Beverage
s
3.
92
15
6.
8
58
.8
47
.0
4
58
.8
43
.1
2
15
6.
8
47
.0
4
58
.8
43
.1
2
58
.8
47
.0
4
47
.0
4
58
.8
58
.8
47
.0
4
62
.7
2
62
.7
2
58
.8
62
.7
2
47
.0
4
62
.7
2
58
.8
90
.1
6
62
.7
2
Other
continent
al food
14
.2
5
17
1
19
9.
5
22
8
21
3.
75
17
1
17
1
22
8
21
3.
75
17
1
19
9.
5
22
8
22
8
21
3.
75
19
9.
5
22
8
25
6.
5
25
6.
5
19
9.
5
25
6.
5
22
8
25
6.
5
21
3.
75
45
6
21
3.
75
Breakfast
meals
10
.8
6
86
.8
8
10
8.
6
17
3.
76
76
.0
2
20
6.
34
86
.8
8
17
3.
76
76
.0
2
20
6.
34
10
8.
6
17
3.
76
17
3.
76
76
.0
2
10
8.
6
17
3.
76
28
2.
36
28
2.
36
10
8.
6
28
2.
36
17
3.
76
28
2.
36
76
.0
2
20
6.
34
28
2.
36
Lunch
11
.5
6
46
.2
4
13
8.
72
12
7.
16
17
3.
4
69
.3
6
46
.2
4
12
7.
16
17
3.
4
69
.3
6
13
8.
72
12
7.
16
12
7.
16
17
3.
4
13
8.
72
12
7.
16
26
5.
88
26
5.
88
13
8.
72
26
5.
88
12
7.
16
26
5.
88
17
3.
4
31
2.
12
31
2.
12
Dinner
12
.0
2
10
8.
18
24
0.
4
96
.1
6
12
0.
2
16
8.
28
10
8.
18
96
.1
6
12
0.
2
16
8.
28
24
0.
4
96
.1
6
96
.1
6
12
0.
2
24
0.
4
96
.1
6
25
2.
42
25
2.
42
24
0.
4
25
2.
42
96
.1
6
25
2.
42
12
0.
2
37
2.
62
24
0.
4
Net cash
provided
from
operatin
g
expense
20
94
9.
9
26
20
2.
98
26
80
3.
84
25
44
6.
65
30
42
4.
66
30
82
4.
9
32
01
4.
84
32
13
5.
65
33
57
7.
7
33
41
3.
98
35
87
1.
96
31
13
4.
84
30
73
3.
65
33
65
8.
98
34
21
7.
96
36
59
5.
88
38
30
3.
72
35
41
2.
98
37
66
6.
88
40
53
0.
84
41
60
6.
64
42
13
5.
65
44
22
6.
36
47
21
8.
31
Purchase
of
equipmen
ts
200
0 0 0
20
00
15
00 0 0 0 0 0 0 0 0
14
23 0 0 0 0
12
00 0 0 0 0
80
0 0
Machiner 400 0 0 0 0 0 0 0 0 32 0 0 0 0 15 0 0 0 0 0 0 0 0 0 0
12

ies
purchase
d 0 00 00
Net cash
used in
investing
activities
20
94
9.
9
26
20
2.
98
28
80
3.
84
26
94
6.
65
30
42
4.
66
30
82
4.
9
32
01
4.
84
32
13
5.
65
36
77
7.
7
33
41
3.
98
35
87
1.
96
31
13
4.
84
32
15
6.
65
35
15
8.
98
34
21
7.
96
36
59
5.
88
38
30
3.
72
36
61
2.
98
37
66
6.
88
40
53
0.
84
41
60
6.
64
42
13
5.
65
45
02
6.
36
47
21
8.
31
Investme
nts by
owner
150
00 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0
Net cash
from
financial
activities
20
94
9.
9
26
20
2.
98
28
80
3.
84
26
94
6.
65
30
42
4.
66
30
82
4.
9
32
01
4.
84
32
13
5.
65
36
77
7.
7
33
41
3.
98
35
87
1.
96
31
13
4.
84
32
15
6.
65
35
15
8.
98
34
21
7.
96
36
59
5.
88
38
30
3.
72
36
61
2.
98
37
66
6.
88
40
53
0.
84
41
60
6.
64
42
13
5.
65
45
02
6.
36
47
21
8.
31
opening
cash
balance
900
0
18
00
0
29
49
.9
23
25
3.
08
55
50
.7
6
21
39
5.
89
90
28
.7
7
21
79
6.
13
10
21
8.
71
21
91
6.
94
14
86
0.
76
18
55
3.
22
17
31
8.
74
13
81
6.
1
18
34
0.
55
16
81
8.
43
17
39
9.
53
19
19
6.
35
19
10
7.
37
17
50
5.
61
20
16
1.
27
20
36
9.
57
21
23
7.
07
20
89
8.
58
24
12
7.
78
closing
cash
balance
180
00
29
49
.9
23
25
3.
08
55
50
.7
6
21
39
5.
89
90
28
.7
7
21
79
6.
13
10
21
8.
71
21
91
6.
94
14
86
0.
76
18
55
3.
22
17
31
8.
74
13
81
6.
1
18
34
0.
55
16
81
8.
43
17
39
9.
53
19
19
6.
35
19
10
7.
37
17
50
5.
61
20
16
1.
27
20
36
9.
57
21
23
7.
07
20
89
8.
58
24
12
7.
78
23
09
0.
53
Break-even point
Particulars Formula
Fixed costs 821109.75
contribution 832732.75
BEP 0.9860423407
13

CONCLUSION
By considering the above business plan it can be said that the managers in the firm will
be facilitated with the beneficial strategies which are need to be adopted by them. In this report
professionals have planned to introduce the Petty's Bistro Restaurant in London with the motive
to facilitate the Romanian dishes as well as make the fruitful efforts for operational development.
There has been 24 months of cash flow statements was facilitated which reflect the appreciable
performance of business as well as the favourable BEP point. Therefore, it can be said that the
demand and supply of goods are on the adequate phase and the organisation is capable of
meeting such demands.
14

REFERENCES
Books and Journals
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FOR ORGANIC RESTAURANT IN UBUD TOURIST AREA-BALI. Journal of Business
on Hospitality and Tourism. 2(1). p.10.
Council, T. R. D., 2017. Local Plan Member Working Group. Planning.
Duarte, J. E. G., 2016. A pratical approach launching an app and consequent business potential
assessment (Doctoral dissertation).
GURCAYLILAR-YENIDOGAN, T. U. G. B. A. and AKSOY, S., 2018. APPLYING
ANSOFF’S GROWTH STRATEGY MATRIX TO INNOVATION CLASSIFICATION.
International Journal of Innovation Management, p.1850039.
Harrington, R. J. and et.al., 2017. QSR brand value: Marketing mix dimensions among
McDonald’s, KFC, Burger King, Subway and Starbucks. International Journal of
Contemporary Hospitality Management. 29(1). pp.551-570.
Holland, N., 2017. Images of Success of Women Entrepreneurs: The Impact of Religion on
Launching, Operating and Sustaining a Business Venture. JWEE. (1-2). pp.15-26.
Jensen, K. H. and Sørensen, O. J., 2016. THE GLOBAL VALUE CHAIN AS A STRATEGIC
MANAGEMENT TOOL: AN EMPIRICAL CASE STUDY FROM THE FROZEN
SEAFOOD INDUSTRY. ASBBS Proceedings. 23(1). p.263.
Kraak, V. I. and et.al., 2017. A novel marketing mix and choice architecture framework to nudge
restaurant customers toward healthy food environments to reduce obesity in the United
States. Obesity Reviews.
Lu, Y., 2016. Research on the Management Strategies of Global Restaurant Chain in Taiwan—A
Case Study of Tamoya Udon.
Obiora, S. and Moyo, N., 2016. Differentiation Techniques, and Competitive Advantage for an
African Restaurant Operating in an International Setting (Cyprus). International Review of
Management and Business Research. 5(2). p.473.
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