Concept Business Plan for Italian Restaurant

HM7002
FOOD AND BEVERAGE MANAGEMENT
CONCEPT BUSINESS PLAN (REPORT)
Part B
Submitted by: - Rishav Gagneja
Submitted to: - George Jajoura
Institute: - Wellington Institute of Technology
Date: - 01/May/2019

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Table of contents
PART B....................14
Concept Overview, Mission Statement and Catering Policy.........................................................14
Marketing Policy and Brief Marketing Plan for Initial Year.........................................................15
PESTLE and SWOT Analysis.......................................................................................................16
Organisation Structure...................................................................................................................18
Financial Policy and Start-Up Costs..............................................................................................19
Budget............................................................................................................................................20
Operating Controls and Operating Ratios......................................................................................21
Conclusion........................................................................................................22
References......................................................................................................................................23

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PART - B
Concept Overview
The concept of the new restaurant business is to introduce Italian services and styles as
well as food and beverages. The foods offered along with the related services will be
based on traditional dishes of Italy. Moreover, the environment of the restaurant will be
traditional and classic for ensuring an exceptional experience to the consumers dining at
the place (Colin Barrow, 2015). The cuisine style and the food offered will be mostly
Italian and the staff services will be classic Italian.
Mission Statement
The mission statement of the new business will be “To provide fresh, nutritious,
healthy and great tasting Italian cuisine at an affordable price in a clean, friendly
and convenient environment”.
Catering Policy
The catering policy that will be followed by the new restaurant that will be set up in
New Zealand will be offering full table service with a focus on following the
preparation of food and beverages in a prompt manner that will also ensure taste and
health to its target consumers. In this policy the restaurant business will follow “Sous
Vide Method” in food will be cooked in several process combinations through vacuum
sealing that will support rapid cooking and chilling. “A La Carte” menu preparation will
also be a part of its catering policy. Also, restaurant will provide takeaway service and
Uber eats services which helps customers to order food from online websites.
Marketing Policy and Brief Marketing Plan for Initial Year
The marketing policy of the new restaurant business based in New Zealand will be to
employ distinct marketing strategies and mediums to increase consumer awareness
regarding the products and services offered by the restaurant.
The marketing plan for the new business will consider the implementation of the
following marketing strategies:
 Grand opening celebration for the restaurant offering complementary Italian foods
and drinks to increase consumer awareness

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 Social media marketing strategies will be used through posting videos and attractive
images of Italian cuisine on Facebook, Twitter, and Instagram for increasing
advisement reach to a broad range of target consumers (McKenzie, 2015).
 Direct mail marketing by sending personalized e-mails to the local residents
containing interior pictures of the restaurant and its food offerings, “Theme Nights”
and explaining the catering concept to them.
PESTLE and SWOT Analysis
SWOT and PESTEL analysis of the new restaurant based in New Zealand is carried out
in analyzing the strategic advantages that is considered to be attained by the business in
the initial years of its set-up.
Strengths
 It will maintain a high standard of
food and beverages along with their
presentation
 Wide variety of traditional Italian
menu
 Convent location and reasonable
price
Weaknesses
 Pressure on the owner to give full-
time attention to every business
operation
 The familiarity of new employees
with the restaurant activities
Opportunities
 International expansion over
upcoming years of its business
 Interdiction of new food and
beverage products
Threats
 Low-cost competitors existence
 The threat of losing consumers
Table 1: SWOT Analysis
Source: (Scarborough, 2016)
Political Operations of the restaurant business can
be influenced by state policies in New
Zealand regarding tax and employment
law along with the health implications of
food.