Business Plan of EuroVille Recipes

This report provides a detailed business plan for EuroVille Recipes, a new startup restaurant owned by the owners of CoffeeVille. The plan includes information about the business, products and services, marketing analysis, sales strategy, business operations, management and organizational structure, and financial background. The goal of EuroVille Recipes is to provide high quality gourmet food to official class customers.

RUNNING HEAD: EuroVille Recipes 0
Business Plan of EuroVille Recipes
Student’s Details

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Executive Summary
The purpose of this report is to inform about the business plan of new startup restaurant
EuroVille Recipes which plans by the owners of CoffeeVille restaurant. Food and beverages
industry is very developed and competition in this industry is very high. EuroVille Recipes can
use sales strategy to develop the business and create a strong customer base. The main goal of
this restaurant is to provide high quality food to official class customers who need quality
gourmet food.
The following report briefly describe about the business, products and services of restaurant,
marketing analysis, marketing activities, sales strategy, business operations, management and
organizational structure, financial background and risk analysis.

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Introduction
In these days, the trend of coffee houses is increasing and it is expanding from big cities to small
towns. With this perspective, CoffeeVille is now going to open a new dining restaurant in the
heart of Melbourne CBD. The owners/managers of CoffeeVille, wanting to keep EuroVille
Recipes name for this new restaurant.
This paper describes about the business plan of the EuroVille Recipes. EuroVille Recipes
features a full menu of continental foods or Western/ European cuisine.
Company Description
EuroVille Recipes will be owned by the owners of Coffeeville. Coffeeville is a café located in
Melbourne on Collins Street which operates by Emma and Rufus Belcastran. Coffeeville was
established in 2009 and it offers top quality coffee, fair trade, hot and cold gourmet food and
beverages. Coffeeville also provides friendly, fast, knowledgeable and high level of experts
(Coffeeville, 2016a).
Vision, Mission and Objectives of Business
The vision of the EuroVille Recipes is to build up the new business venture as a head national
brand crosswise over Australia with the occurrence in each significant suburb of all the 7 states
and regions inside the following 5-10 years. The main goal of this restaurant is to give the royal
luxury touch: a genuine, vibe great, eatery experience to all official class clients who need
quality gourmet food and prevalent client administration for their day by day and occasional
eating needs. The objective of the business is to make the new eatery a national brand
(CoffeeVille, 2016b).
Objectives of EuroVille Recipes
 Position EuroVille Recipes as high quality and delicious continental food provider
 Increase foot traffic
 Establish good target market
 Increase brand recognition

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Business Products and Services
EuroVille Recipes will offer a huge range of Continental food or European cuisines. The
restaurant features continental rice, calamari rings, brewed coffees and teas, juices, beverages
and other refreshment beverages. This restaurant will offers high quality gourmet food for dine-
in clients. Offerings of restaurant menu will be complemented by free magazine, books and
novel that clients can enjoy reading inside the restaurant. The menu of EuroVille Recipes will be
creating around coffees such as cappuccinos, mochas, lattes and so on. Apart from all these,
EuroVille Recipes will also offer fresh pastries, cakes and gourmet focaccia.
EuroVille Recipes will provide a combination of interesting and excellent food with high quality
that can lead the success of restaurant. The main target of marketing will be to increase
awareness in customers about the dine-in restaurant. EuroVille Recipes will provide a great
tasting food and coffee, quick and polite service and pleasant environment.
Market Analysis
EuroVille Recipes’ main focuses on high class clients and customers who value gourmet food,
high quality continental food and coffee. EuroVille Recipes will open in the heart of Melbourne
CBD which is very developed area (Australian Government, 2012).
Sales
Official Employees
Tourist
Students
Others

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The above chart outlines the overall market potentials for EuroVille Recipes.
Their estimating technique for new business is planned to be marginally higher than its
competitors anticipating the image of higher quality food and service yet not as high as high-
class fine-dine cafés. Yet they need to keep up the contributions as a touch of luxury: a genuine,
vibe great, café experience, which exhibits the client's great taste, high society, and moral
awareness. The foreseen interest originates from the workplace officials, office occasions and
other social gatherings.
Target Market
Target market of EuroVille Recipes will be divided in basically two segments; one is individual
sit-down and second is organizational groups or business caterings. EuroVille Recipes will
supply to clients who want delicious and high quality continental food and great taste coffee for
relaxation. Main age groups of customers of this restaurant will be 20 years to 60 years.
Market needs
In these days, continental food becomes very popular among every type of people in Melbourne.
For Australians, quality plays a very important role in growth of European or Western cuisines.
Also, Australians desire for something unique and exotic style food that can provide a big
opportunity for restaurants.
Main Competitors
Main competitors of EuroVille recipes can be Mezzo Italian Restaurant, Florentino, SUD Food
and Wine, Cecconi's Flinders Lane Restaurant & Cellar Bar, Tazio, The Waiters Restaurant,
Scugnizzo and Maccaroni Trattoria Italiana. These all restaurant serve continental food with high
quality and all are located in Melbourne CBD.
EuroVille recipes will place as a different style continental food restaurant that offers best quality
food with unique style coffees and also provides peaceful environment. This restaurant will
impress the customers with their expert services that can help to grow and make position in this
competitive market. Comfortable sitting arrangements, peaceful lights and soft music will attract
customers.

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Marketing Strategy and Implementation
Marketing plan and strategy of EuroVille Recipes will be focus on new clients as well as existing
clients to spend more and return all the more frequently. Building up a dedicated client base is of
principal significance since such customer center won't just produce the vast majority of the
deals yet additionally will give positive referrals.
Sales Strategy
To create identity of restaurant among customers and built a customer base, EuroVille Recipes
will utilize flags and fliers, use client referrals and cross-advancements with different
organizations in the network. Simultaneously, client maintenance projects will be utilized to
ensure the clients are returning and spending more at the restaurant.
The main strategy of EuroVille Recipes business methodology is to build up and keep up a
situation with essential constituents. EuroVille Recipes will rely on keeping these individuals
content with continental food and drink items and other entertainment options.
Business Operations
The main business operations of EuroVille Recipes will be Restaurant menu, food safety, kitchen
management, procedures development, service and cleanup. Business operations and operating
procedures of restaurant help to keep a smooth running in restaurant.
Management and Organizational Structure
To manage all the works of restaurant, EuroVille Recipes will require expert staff of around 12
people, in which one employee will handle the transactions related to sales and others will
manage the kitchen work and will serve the food to customers.

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Organizational Structure
Financial background
EuroVille Recipes plan to offer around 100 customer seating arrangement and monthly rent of
the space will be around $5000 to $7000 in Melbourne CBD. As well as restaurant will require
high expertise staff of around 12 individuals and their monthly salary budget of $45,000.
According to all this data, EuroVille Recipes will need to spend AU$600,000. Restaurant
managers and partners plan to invest $200,000 and the balance for other requirements will fulfill
from bank loan.
The financial plan will be depend on the economic condition of Australia which is stable and it
can help to grow business.
Sales Forecast
The new restaurant EuroVille Recipes anticipates around 10000 customers a month during the
first year and restaurant also expecting that each customer will spend around $15. According to
this, restaurant will earn $1, 50,000 monthly.
Restaurant
manager/owner
Accountant Executive Chief
Cooks
Dishwasher Assistant cooks
Assistant
Restaurant
Manager
Head Waiter
Waiter
Restaurant
clearner

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The analysis of food and beverages industry of Australia shows the revenue amount to
US$1443m in 2019 and annual growth of 15.9% is expected to show by 2023. Currently amount
of average revenue per user is US$279.75.
Risk analysis
Risks are distinguished on a size of the probability of happening in the following a year and
assigned an effect or result of the risk as high, medium or low. High incorporates either a critical
shortage of around 40% in accomplishing spending plan or a huge decrease in the capacity to
work. Medium includes either a deficiency of the financial limit of somewhere in the range of
10% and 20% or some decrease in capacity and low shows minor decreases in accomplishing
spending plan or insignificant decrease in execution.
The main risks for EuroVille Recipes will be:
 Increase in sales of competitors
 Less trained staff
 Less visibility and popularity of restaurant
To tackle all these risks, restaurant will have to take some actions against it such as constantly
implement marketing strategy, organize promotional campaigns and regular training for the staff.
Licensing requirements
EuroVille Recipes will need Restaurant and Café License to establish a restaurant. In this license,
EuroVille Recipes must be prepare and serve the meals and restaurant may also offer alcohol
during 9:00am to 11:00pm (Australian Government, 2019).

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Conclusion
From this business plan, it can be concluded that it is a good idea to start a new restaurant in the
heart of Melbourne CBD. Tourists love to travel in this city that is a good factor for EuroVille
Recipes. The official executives also like to sit in restaurant for formal meetings, this factor can
help restaurant to make a strong customer base. To fulfill the mission, vision, and objectives,
restaurant have to follow some strategies because competition is very high in this industry and it
is a risky factor for EuroVille Recipes.

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References
Australian Government, 2012. Asutralian small business. [Online]
Available at:
https://treasury.gov.au/sites/default/files/2019-03/AustralianSmallBusinessKeyStatisticsAndAnal
ysis.pdf
[Accessed 31 July 2019].
Australian Government, 2019. Restaurant and Cafe Licence - Victoria. [Online]
Available at: https://ablis.business.gov.au/service/vic/restaurant-and-cafe-licence/24001
[Accessed 30 July 2019].
Coffeeville, 2016a. Business plan. [Online]
Available at:
http://coffeeville.simulations.australiantrainingproducts.com.au/coffeeville.simulations.learn.co
m.au/uploads/8/5/8/8/85882182/coffeeville_business_plan.pdf
[Accessed 12 July 2019].
CoffeeVille, 2016b. Marketing Plan. [Online]
Available at:
http://coffeeville.simulations.australiantrainingproducts.com.au/coffeeville.simulations.learn.co
m.au/uploads/8/5/8/8/85882182/coffeeville_marketing_plan.pdf
[Accessed 12 July 2019].