Healthy Conscious Restaurant Business Plan - Your Story

Outline Business Plan
(UKGov2019)
The Business Plan
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Business and owner details:
The businesses will be established as a restaurant for health conscious people. The name of the
restaurant will be 'Your Story'. The cafe will aim to provide food products that are healthy and
for all age groups. The owner will be George Mathew and the business will be operated under a
sole proprietorship. The business will be located in London South Bank Area.
Business name:
The name of the restaurant that will be established as business will be “Your Story”.
Owner(s) name:
The name of the owner is George Mathew.
Business address and postcode:
The address of the business is as mentioned below.
Your Story, South Bank area,
London.
Post code- SE1
Business email address (expected):
[e-mail]
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Section one
Executive summary
“Your Story” will be basically a moderate priced restaurant that will be offering healthy food to
its customers established as a health conscious restaurant for the people living in the UK. The
restaurant will also offer speciality selections that include lighter options and smaller options. In
order to establish the business, The organisation will lease a foot space of 3000 square foot. The
main objective of the business will be to provide healthy food to its customers in order to attract
and generate revenues. The aim of the restaurant will be to provide the quality meals at
reasonable prices to its customers. The sales projections assumes visit of approximately 1000
customers per week. This is more likely to result in weekly sales of over £ 15000 and over £
780000 on an annual basis. The start up cost for the restaurant business by the name is estimated
at £ 360000.
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Table of Contents
Section one ......................................................................................................................................3
Executive summary.....................................................................................................................3
Introduction......................................................................................................................................5
1.1 Business summary:................................................................................................................5
Elevator Pitch..............................................................................................................................6
Owner’s background...................................................................................................................7
Section two.......................................................................................................................................9
Products and services..................................................................................................................9
Section three...................................................................................................................................11
The market................................................................................................................................11
Market research.........................................................................................................................13
Marketing strategy....................................................................................................................13
Competitor analysis...................................................................................................................15
Section four....................................................................................................................................18
Operations and logistics............................................................................................................18
Section five....................................................................................................................................21
Costs and pricing strategy.........................................................................................................21
Financial forecasts.....................................................................................................................23
REFERENCES..............................................................................................................................26
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Introduction
1.1 Business summary:
“Your Story” will be established a health conscious restaurant for the people living in the UK. It
will be basically a moderate priced restaurant that will be offering healthy food to its customers.
The restaurant will serve varieties of healthy food such as Broasted Chicken, Pot roast, Steaks,
wraps, generous salads. The restaurant will also offer speciality selections that include lighter
options and smaller options. The owner of the business will be George Mathew and the business
will be established under a sole proprietor business. The business will be established at South
Bank area, London. In order to establish the business, The organisation will lease a foot space of
3000 square foot. The site of the restaurant was previously owned by a hospitality business and
thus will require minor renovation. The décor of the business will feature wooden based interiors
with comfortable seating (Alonso-Vazquez, del Pilar Pastor-Pérez and Alonso-Castañón, 2018).
1.2 Business aims:
The objective of the restaurant “Your Story” will be as follows-
 The main objective of the business will be to provide healthy food to its customers in
order to attract and generate revenues.
 The aim of the restaurant will be to provide the quality meals at reasonable prices to its
customers (Blackwell, 2017).
 Further the aim of the business in terms of revenue will be to achieve prime cost ratios
lower than 65%.
1.3 Financial summary:
The sales projections assumes visit of approximately 1000 customers per week. This is
more likely to result in weekly sales of over £ 15000 and over £ 780000 on an annual basis. This
can further be stated that it is expected that per square foot sales of Your story will be £ 500 and
thus it can be considered as a profitable business and is likely to turn into a good investment. The
start up cost for the restaurant business by the name is estimated at £ 360000. The source of
funds that will be used by the organisation will be owner's funds and the bank loan as well. In
order to start the business, £ 170000 will be the owner's contribution from his savings and the
rest will be procured through the source of a bank loan (Cadena And et.al., 2020).
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Elevator Pitch
1.4 Your business name:
The name of the business will be “Your Story”.
1.5 Strapline:
The strapline for the business will be “Eat Fit Stay Fit”.
1.6 Mission Statement:
The mission of “Your Story” will be to provide a unique and relaxing dining experience to its
customers and provide them experience of food that just feels like home and is appropriate for
the health conscious customers. In order to accomplish the goal, 'Your Story' will aim to provide
menu items that are high in quality ingredient and that meet with the demand of the health
conscious customers. Another Mission of the organisation will be to treat each and every staff as
well as customers with utmost dignity and respect (DeNoble and Zoller, 2017).
1.7 Vision Statement:
The vision of 'Your Story' has been discussed as below.
 Gratitude- The organisation will work in order to have gratitude at the work place that
will be shown to the customers, employees as well as various vendors of the organisation.
The gratitude is important as without the input of these people the business can not
succeed as per the requirements.
 Being mindful- The organisation will aim to be mindful of its customers as well staff.
The organisation will focus upon coinciding with the family values while further treating
the staff and customers in a way, they themselves need to be treated.
 Services- The focus of 'Your story' will be upon providing a warm and friendly service to
its customers that is expected from a relaxing restaurant that aims to provide an informal
as well as comfortable environment that aims to keep the customers satisfied and revisit
the organisation (Ekanem, 2017).
In this section add photo’s and visual information on your product:
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