Divine Restaurants: Healthy and Nutritious Fast Food in Downtown

Divine Restaurants is a healthy and nutritious fast food restaurant in downtown. With an upscale establishment and a unique menu, the restaurant offers salads and specific recipes focusing on Pacific Northwest cuisine. The restaurant aims to provide high-quality food at slightly higher prices, targeting local customers and offering value pricing.

Divine Restaurants
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Executive Summary
Divine restaurant is the eating establishments which have the clear level of focus on the healthy,
nutritious and fast food to the local downtown area. The company have planned to have the
offering of products which is slightly higher prices as compare to the competitors by providing
more level of credibility to its clients with upscale establishment of unique menu. The restaurant
will be negotiating with local coffee and espresso provided in order to have the formation of
strategic alliance to enjoy the best feeling in divine restaurant. Hence, the restaurant will target
salads high level of combination standard with effective value pricing for local plus specific
recipes focusing on the Pacific Northwest cuisine. Businesses also use these assets as collateral
to obtain loans or sell the assets to improve the company's cash flow.
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Contents
Background......................................................................................................................................4
Product and Services........................................................................................................................4
Market Research..............................................................................................................................4
Pestle Analysis.............................................................................................................................4
Porter Analysis.............................................................................................................................4
STP..............................................................................................................................................4
Marketing Strategies....................................................................................................................4
Unique Selling Point....................................................................................................................4
Operational Requirements...............................................................................................................4
Tangible and Intangible Requirements........................................................................................4
Legal Requirements.....................................................................................................................4
Marketing Mix.................................................................................................................................4
Financial Forecasting.......................................................................................................................4
Contingency Plan.............................................................................................................................4
REFERENCES................................................................................................................................5
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Background
Divine restaurant is the eating establishments which have the clear level of focus on the healthy,
nutritious and fast food to the local downtown area. The firm is upscaling for specialization in
the respective combinations for the fast hot or cold sandwiches and salads plus specific recipes
focusing on the Pacific Northwest cuisine.
The restaurant is being anticipating for providing high level of combination standard have
effective value pricing for local all with serene atmospheres and fun packaging combination for
all ages (García Concha and Barboza Miranda, 2018). Divine restaurant is the true solution for
increasing demand regarding nutrient foods for window shopping.
At the today’s world scenario, there is more level of tough competition which inspires their
divine restaurant to follow more level of differentiation strategy which will provide unique and
hard choices to divine patrons. The company have planned to have the offering of products
which is slightly higher prices as compare to the competitors by providing more level of
credibility to its clients with upscale establishment of unique menu.
Mission
The restaurant has upscales combination of fast hot and cold sandwiches and salads along with
focusing recipes in Pacific Northwest cuisine.
Objective
 To provide more level of satisfaction to customer buy serving quality and affordable
foods.
 To increase the sales by 20% in each quarter.
 To focus on the atmosphere and ambience of the restaurant.
 To earn self sufficient cash flow by the end of first year.
 To repay debt from original financing by the end of second year.
 To earn profit by 15% by each quarter sales.
Key to success
 Every customer one welcomed should have the strong desire to return and recommend
the restaurants with word of mouth which is powerful marketing ally.
 The location will be more convenient which is needed to be close to market.
 The restaurant will have tight food with Pacific Rim theme, with a price high enough to
establish credibility.
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 To come up with the unique, entertaining and innovative menu along with maintaining
high level pf excellent services to provide pure level of satisfaction.
Company overview
The restaurant will be located on the 12 A Berkeley square house, My fair, London will be
differentiated pricing having 30 seats offering more family styles food and services. The
restaurant will be offering speciality selection having the inclusion of lighter options and smaller
one for children menu.
The restaurant will be owned in partnership by Jeff and Betty Johnson with the 25plus collective
years’ experience in the respective restaurant and category industry. The firm is upscaling for
specialization in the respective combinations for the fast hot or cold sandwiches and salads plus
specific recipes focusing on the Pacific Northwest cuisine. Hence the restaurants will be located
in residentials population as the immediate areas which have the comprising of mixture of single
family and multi housing.
Product and Services
The restaurant has the offering of breakfast and lunch menu, fresh cold nuts, drinks and taking
out the prepared level of dishes. The breakfast will have the inclusion of the item as omelettes,
cereal, eggs, toast, yogurt, plus coffee and tea.
The lunch menu will consist of their various cold cut sandwiches (turkey, ham, roast beef, etc.)
plus prepared salads such as –
Salads
 Caesar Salad.
 Greek Salad.
 Watercress and Sesame Salad.
 Italian Eggplant Salad.
 Maury Island Cranberry Arctic Salad.
In addition to that Jeff and Betty Johnson will be offering salmon dressing as the complimentary
one in unique Pacific Northwest style cuisine. This have own level of creation as-
Entrees
 Anacortes Seafood Burgers.
 Smoked Salmon Sourdough Bread.
 Washington Bruschetta Steak Sandwiches.
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 Hood River Fresh Apple Cake.
 Homemade Organic Willamette Chili.
 Organic Vegetable and Chicken Soup.
Next to that, the restaurant will be negotiating with local coffee and espresso provided in order to
have the formation of strategic alliance to enjoy the best feeling in divine restaurant. For having
more clear description over drinks which make more special feeling in restaurant.
Drinks
 Ocean Spray products.
 Soft drinks (Pepsi products).
 Coffee.
 Tea.
 Chai.
The divine’s restaurant will have the consisting of lunch entrees packages for the customers. In
addition to that’s breakfast and the lunch customer food can be prepaid in 5 minutes in order to
have ensuring of rapid services and high level of customer satisfaction.
Market Research
Pest Analysis
Political factor-
The major level of thing which will have the serious level of impacts of the restaurant
development is more are to be the tac reforms and descriptive level of health regulations which
all fall under the umbrella of political impact. So the divine restaurant should make there proper
level of determination very the taxed and health regulation in order to code by receive their
highest rating.
Economical factor
There are many levels of outside precative which is affecting the business can be such as the
minimum wages to employee or the respective healthy of economy which can have the major
impacts over the restaurants (Hidayat, Zalzalah, and Ekasasi, 2016). The increase in inflation
rates will affect the price of raw material which leads more higher prices. in addition to that
Consumer disposable income is another economic factor that can affect the food industry
Social factor
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There is more positive or negative which are more level of health conscious which can be such
as busy lifestyle as people are always engaged in routines. Due to this they have more level of
preference to carbonated drink and coffee in their routine. Consumer are more moving towards
the organic level of foodstuff. Through the marketing research divine group have found that’s
there are significant level of presence of Western Oregon that is demanding more and more
naturally grown, organic meats and vegetables and the company is well positioned to take
advantage of this change.
Technological factor
This is most dynamic factor by rapid technology development which have positive impact ion
business. this is helpful in keeping up the proper level of records as there is several restaurant
management and accounting software. There can be recycled material by implementing the
proper food waste management policy.
Porter Analysis
Threat of New Entrants
In order to have the set up the new business restaurant have the requirement of moderate level of
investments which tuns out to be easier to enter the restaurant industry. But o the other hand, the
unique idea of sting up the one investment is having more level risk to make the firm more
successful or immediate failure in upcoming years (Chrisjatmiko, 2019). The divine restaurant is
having the idea of developing the taste of Pacific Northwest cuisine by upscaling for
specialization in the respective combinations for the fast hot or cold sandwiches and salads plus
specific recipes. Hence the threat of new entrant is moderate.
Bargaining Power of Suppliers
As per the consideration over suppliers have the inclusion of firm which will have supply of raw
material to make delicious Pacific Northwest cuisine. As the supplier have clear influences on
the purchasing decision of buyer companies as in the case of divine restaurant, the Bargaining
Power of Suppliers is low due to large advisability of supplies in respective region. This have
weakened the negotiating power of suppliers as the order were absolute placed in bulk.
Bargaining Power of Buyers
This is also the important factor to be considered as the buyers hold the clear power to influence
the decision for pricing as the divine restaurant will be influence by their buyer’s choice and
more over the switching behaviour. Hence the restaurant will target salads high level of
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combination standard have effective value pricing for local plus specific recipes focusing on the
Pacific Northwest cuisine. Hence the buyer will have moderate level of bargaining power.
Threat of Substitute Services
In addition to that’s there is existence of high level of threat of substitute services as it is easier
for customer to have clear level of switching form one to anther restaurant (Ryu and Lee, 2017.).
Divine restaurant will be charging the premium pricing form the ones who are more level to be
focussed quality and amazing dine level of experience. The firm will be more interested to
promote it local flavour and cuisine and draw in those individuals who see fast food as unhealthy
and of low quality.
Rivalry among competitors
The competition for divine’s restaurant is considered to vast and high in levels as it includes all
level of competitors are situated in the respective area of My fair, London such as McDonalds,
Burger King, Subway Sandwiches, Cousins along with other respective “mom and pop” style
organizations.
STP
Segmentation
The total potential of the respective market is such as
The restaurant is targeting on more of local business and local workers as the basis of
demographic segmentation who is having the average net salary in London is currently between
2000 and 2500 GBP per month net for most professions. In addition to this, there is more level of
acceptability of family situation and the ethnicity who will, love to enjoy more level of see food
and brilliant salads and new combination of pacific cuisines.
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In addition to have psychographic segmentation will have the inclusion of young ages food
lover who manna tries something more to be focussed quality and amazing dine level of
experience along with specific recipes focusing on the Pacific Northwest cuisine.
Targeting
The divine restaurant has the need to have focus on specific companies with specific level
of opportunities by having more level of leverage on word of mouth recommendation which is
probably having dependence on business customers (Anjani, Irham, and Waluyati, 2018). The
firm have more level of potentiality for providing large volume sales 11 am - 2 pm and 7 pm - 10
pm in the evening for respective lunch and dinner for families and youngsters.
The firm will have strong vial long tern revenue to have specific targeting marketing
through flyers, family discounts, billboards, and creating a record of fast delivery. There is need
for building up the effective level of word-of-mouth marketing strategy. In addition to that, for
growing their business in market will contribute in planning joint marketing efforts with local
companies for production and distribution.
Positioning
The consumer believes that home made food is heathier along with having high quality. The
divine restaurant will place itself as the premier home-style restaurant form the ones who are
more level to be focussed quality and amazing dine level of experience. Hence, the restaurant
will target salads high level of combination standard with effective value pricing for local plus
specific recipes focusing on the Pacific Northwest cuisine. The firm will position itself as
“Divine”
Marketing Strategies
Market trends
There are the recent trends to have risen in consuming more level of healthy foods with rise of
respective interest. Consumer are more moving towards the organic level of foodstuff. Through
the marketing research divine group have found that’s there are significant level of presence of
Western Oregon that is demanding more and more naturally grown, organic meats and
vegetables and the company is well positioned to take advantage of this change (Kim, C.W. and
Shin, 2019). So the Jeff and Betty Johnson have the inclusion of the preliminary deal for there
respective organic growers as this is helpful in making ore level of competitive advantage in
market.
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Market needs
The consumer has the vigorous level of need as fast and healthy would which turns out to be
appealing aesthetic in taste along with provided in comfortable atmosphere. They need a
fantastic and memorable dining experience by delivering in least amount of hassle. In addition to
that the customer need more level of facility which provide them delicious, convenient take-
home meals when there is no opportunity to cook at home.
Market growth
The restaurant industry has the great level of potentiality includes about 480,000 restaurants
with combined annual revenue of about 400 GBP billion. There is the need to have the
development of effective potential market with having the right level of combination of services,
quality and choices (Pham, 2018). Hence, the restaurant will target salads high level of
combination standard with effective value pricing for local plus specific recipes focusing on the
Pacific Northwest cuisine.
Unique Selling Point
The divine restaurant will be offering of products the respective combinations for the fast hot or
cold sandwiches and salads plus specific recipes focusing on the Pacific Northwest cuisine.
Hence the restaurants will be located in residentials population as the immediate areas which
have the comprising of mixture of single family and multi housing. The firm will accomplish the
demand through having eth delivery to the nearby offices, by accepting various modes of
payments. There is rigorous level of planning to have the maiming their speed of delivery along
with unique course menu.
Operational Requirements
Tangible and Intangible Requirements
As the intangible requirement of restaurant customer services as the everyday customer services
by proactively provide the fresh water along with basket of the warn tortilla chips and salsa
customer upon the arrival (Nieves, 2017). The restaurant has the need to make more level of
preparation by servicing their food in more quick manner as this is intangible vales which is
displaying there meeting up for expectations of the goods and service. In addition to have
integral restaurant to plays role in important daily operations by providing over all meeting up
the customer expectation. The restaurant is needed to be warm and inviting by sure waiters and
needed to be well trained.
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Tangible assets have the clear inclusion of the area which will be dining area along with a lot of
chair and tables and more level of kitchen utensils are used in the operation of a business to
produce goods or provide a service (Du, 2017). Businesses also use these assets as collateral to
obtain loans or sell the assets to improve the company's cash flow. Tangible assets increase a
company's market value.
Legal Requirements
Running the restaurant have their involvement of need more than there serving the food and
respective drinks. As the manager there is major level of reequipments for there basic need such
as insurance and licences to be run in more appropriate manner. This can be such as development
of state and federal employment laws which have clear pretraining of their minimum wage,
overtime, and tips. Here is a basic overview of employer responsibilities, which every new
restaurant owner should be familiar with.
Inclusion to this there should be legal implication o insurance which will have the protection of
business from broken equipment to liability lawsuits.
Pricing and promotion strategy
Price
The pricing strategy have the major level of focus on the providing high level of quality, healthy
food which is quick by having unique flair (Zhang, 2016). Due to this, the divine restaurant will
be charging more for the respective products than the stores as the customer is agree as the food
is better than average. The firm will have the profitability of each individual dishes as to have
determination of cost menu items.
Promotion
The firm will have strong vial long tern revenue to have specific targeting marketing through
flyers, family discounts, billboards, and creating a record of fast delivery. The firm will have
acceptability credit and debit cards, cash and all digital modes of payments. The firm will
accomplish the demand through having eth delivery to the nearby offices, by accepting various
modes of payments. There is rigorous level of planning to have the maiming their speed of
delivery along with unique course menu.
Financial Forecasting
The financial plan depends on initial investment of GBP 20,000 from the founder, plus a five-
year loan of GBP 30,000, and another GBP 10,000, 10-month, interest-free loan from a family
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member (Nguyen, 2018). The rest of the plan is reasonably conservative, but there does have to
be money at risk.
The sources of fund which have their clear level of estimations as the majority of the cost is
being associated with the restaurant equipment, inventory and furniture and furnishings for the
dining room.
There is major level of cost which is also involved in there making the effective level of
renovations updated plumbing and creating additional space in the dining area by removing a
non-supporting wall. The loan is expected to be a fully amortizing 5-year term note secured by
UCC filings on all furniture fixtures and equipment.
year 1 year 2 year 3
sales 649,221 681682 715,766
COGS 230,178 259,039 271,991
kitchen expense 36000 40,000 45,000
total sales 685,221 940,721 1,032,757
expenses 186,000 180000 170,000
payroll 81,000 32000 76,000
sales and marketing 2,400 2400 3,200
depreciation 6,000 6600 7,200
kitchen utilities 27,900 15000 35,500
taxes 8,000 1500 9,500
interest 4,000 2000 8,500
total expense 315,300 239,500 309,900
profit 369,921 701,221 722,857
Contingency Plan
The plan is such as Stay in communication with emergency responders and authorities to
maintain safety.
Hire a crew for clean-up and restoration, if necessary, as well as scheduling inspections by the
health department and other applicable agencies to ensure the safety of your premises after a
disaster.
Arrange to have all equipment inspected to ensure it is clean and operational. If necessary, make
plans for the replacement and disposal of all damaged or destroyed appliances, heating,
ventilation and air conditioning units as well as other fixtures.
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Notify customers and the community when your restaurant is open for business again.
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REFERENCES
Books and Journals
Online
Nguyen, K.A., 2018. Developing an existing restaurant business idea.
Zhang, W., 2016. Business Plan for an All You Can Eat Korean Restaurant in Ontario,
California.
Du, P., 2017. The business plan of Izakaya restaurant in Helsinki.
Nieves, R.E., 2017. El Fieston Restaurant business plan (Doctoral dissertation.
Pham, T., 2018. Vietnamese and Nepalese fusion Fast Food Restaurant: Fusion Fast Food
Restaurant.
Kim, C.W. and Shin, S.H., 2019. A Study on Culinary Arts Major Students's Type of
Subjectivity Recognition through Restaurant Start-up Experience Program-Focused on Pop-up
Restaurant. The Journal of the Korea Contents Association, 19(6), pp.347-358.
Anjani, H.D., Irham, I. and Waluyati, L.R., 2018. Relationship of 7P Marketing Mix and
Consumers' Loyalty in Traditional Markets. Agro Ekonomi.
Ryu, K. and Lee, J.S., 2017. Examination of restaurant quality, relationship benefits, and
customer reciprocity from the perspective of relationship marketing investments. Journal of
Hospitality & Tourism Research, 41(1), pp.66-92.
Chrisjatmiko, K., 2019. Antecedent and Consequences of Brand Equity: Perspective Fast-food
Restaurant Customers. Review of Integrative Business and Economics Research, 8, p.134.
Hidayat, A., Zalzalah, G.G. and Ekasasi, S.R., 2016. The role of relationship marketing on
customer loyalty toward Indonesian fast food restaurant. Pertanika Journal of Social Sciences
and Humanities, 24, pp.215-224.
García Concha, J.D. and Barboza Miranda, Y., 2018. MARKETING MIX Y SU RELACIÓN
CON LA CALIDAD DE SERVICIO DEL RESTAURANTE MAR BARBARO SCRL–
CHICLAYO-2016.
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