Grill on Wheel: Unique Food Services for Motorcycle Enthusiasts

Grill on Wheel is a unique restaurant that provides high-quality food services and maintenance for motorcycle enthusiasts. The business aims to target people who are passionate about riding motorcycles and offers a cozy and comfortable environment for them to enjoy their meals and drinks. The restaurant also provides maintenance services for motorcycles. The business plan requires an investment of approximately £90,000. The restaurant's mission is to provide a socializing environment and enhance the experience for motorcycle riders. The vision is to provide high customer satisfaction and encourage the culture of motorcycle riding. The restaurant will offer a variety of delicious food made from the best quality ingredients. The target customers are motorcycle riders in London. The restaurant differentiates itself from competitors by focusing on customer emotions and providing a unique dining experience. Customers will choose Grill on Wheel over the competition because of its innovative concept and high level of satisfaction. The restaurant's USP includes providing high-quality food at affordable rates, offering maintenance services for motorcycles, and serving customers in racing suits. The future plans include expanding the business to other areas and increasing customer satisfaction.

Hospitality
Management-Business
Plan
Contents

SECTION 1......................................................................................................................................3
SECTION 2......................................................................................................................................6
SECTION 3......................................................................................................................................8
SECTION 4 OPERATIONS AND LOGISTICS...........................................................................15
SECTION 5 COSTING AND PRICINGS....................................................................................17
REFERENCES..............................................................................................................................20

SECTION 1
1.1 Business summary
The grill on wheel is different and unique food services. The business has planned to
opened by a restaurant which aims to target the people who are very enthusiastic about riding the
motorcycles. The restaurant would provide the high quality food services to the customers with
the nice décor of motorcycle theme. The concept with which the business has planned is very
new to the market. Motorcycle enthusiast would now have a particular place where they will
have the fine parking and bike maintenance areas and also where they can enjoy having their
meals and drinks.
1.2 Business aims
The business aims to provide the good and quality food to the customers. The major
target would the people who are very much enthusiast for riding the motorcycles. The restaurant
provides the proper maintenance services also to the customers where a good care would be
taken for their vehicles. The restaurant also aims to encourage the culture of riding the
motorcycles and value the excellent services to them and to their vehicles.
1.3 Financial summary
The business plan needs an investor who can put the money which is required to open
and convert this particular idea into reality (Ciucescu, 2016). For this particular business venture
project an approximate amount of 90,000£ is required.

1.4 Your business name
The business name will be Grill on wheel
1.5 Strapline
Taste, comfort and Care.
1.6 Mission Statement
We provide a socialising environment to the customers who were very lock in these hard times
of pandemic. The mission is also to enhance the experience for the motorcycle riders irrespective
to the weather conditions.
1.7 Vision Statement
The vision is to provide the high customer satisfaction by providing a cosy and comfortable
environment to the customers through which they wish to come back again.

Background of Owner
2.1 Reasons for running own business
I always wanted to start something of my own with a concept which is innovative and creative in
the market. In that business idea I want to pursue needs to be of my own interest and hobby also
which relates to me. 2 years back I gained a hobby and keen interest for riding the motorcycles.
After some time I managed to acquire the official license also for riding the same. As mentioned
above I always wanted to open up my own business, interest in bike riding has given me a reason
and a good concept for opening one.
2.2 Previous work experience:
Earlier I was a hospitality management student in which I learned about management of services
and of hospitality industries. After the competition of course my work experiences are:
Marketing and public relation handler in Society cafe ( Oct 2015- Nov 2016)
Hotel manager in operations area in Hotel Hilton ( Dec 2016 – April 2018)
Later I joined the bike caring centre of Harley Davidson to explore my interest in motorcycles
Operational employee in Harley Davidson ( May 2018 – May 2019)
2.3 Qualifications and education:
Student in the hospitality management and business at University of Greenwich (2013- 2015)
2.4 Training:
◦ Training in functional food properties in which I learned about making of food, the
ways in which innovation can be brought up in the foods and drinks, studied more
about food ingredients and the containment of fat, fibre, carbohydrate and etc.
2.5 Hobbies and interests:

 Riding motor cycles
 Passionate about Businesses
 Literature
 Sports, specifically football and bike riding
SECTION 2
3.1 What are you going to sell?
The business would provide the high quality food services to the customers. They will also aims
to provide the services for their bikes as this restaurant core aim is to provide valuable services to
the people who are very enthusiast for motorcycle riding. The restaurant would be offering:
 quality food and dining services
 a cozy and comfortable place for the customers so that they can visit again
 A proper place to place their motorcycles
 Services for their motorcycles
 tasty food and the cocktails
 Food which are made up from the best quality food ingredients
3.2 various products and services which would be offered to sell
The items which business has to offer to their customers may include:
 Good tasty Appetizers ( like Buttermilk Biscuits, Cajun Shrimp with Grits, Baked Red
Beans and the etc)
 Restaurant will also provide the main course which includes the menu of triumph Fish
and Chips, Harley Devidson burger, Suzuki Tuna Steak, Bmw BBQ Sasages and etc.)
 And also the tasty menu for desserts which includes Corn Muffin, Apple Pie and
Chocolate Lava cake)
3.3 Additional information
All the food will be prepared through natural and healthy food ingredients. The high degree of
hygiene level would be maintained properly in the restaurant (Ekanem, 2017).

SECTION 3
4.1 Are your customers
Grill on Wheels will be individual and organizations looking for an uncommon also,
interesting feasting experience. They will search for a spot where they can act naturally what's
more, where they can have the likelihood to improve their perspective basically by sitting before
a delightful beverage and a delicious dish.
4.2 Description about the customers
The major guests or consumers would be that who has passion for riding the motorcycles.
The business targets the bikers. Through this concept the restaurant has given much value to the
people who have the passion for riding the motorcycles.
4.3 The targeted customers are from
The eaters or the guests would the people who belongs to London only.
4.4 What makes your products or service offered make customers to purchase it
We have provided the services specially for the people who love to ride motorcycles. The whole
concept is to encourage the culture of riding motorcycle. The concept is very new which works
has an attraction for the customers also. Apart from that quality of food and drinks services
provided the customers is very high classes. The customer’s satisfaction and experience is the
prominent factors upon which the restaurant works on the more.
4.5 factors from which the customers attract and makes the purchase
Every customer has different mood when it comes to food and drinks. This mood is recognised
by our waiters and then the suitable suggestions are provided to them for as a menu.

5.1 Findings from research
From the research conducted by the organisation, it has been noted that the people of UK loves
eating outside. They prefer to go out for eating. It has been observed that 36% of people in UK
loves to go out for eating few times in a week. 21% of people prefer to eat at every fortnight
outside of their houses. From the data, it can be concluded that the people of UK loves trying
new places for food and they frequently went out for that.
5.2 Major findings from the research
From conducting the primary research, a questionnaire is formed to know about the customers
about their opinions upon the concept of opening a restaurant which is totally encouraging the
riders. The questionnaire was formed with this question only with the questions of their personal
details like name, age, gender, how much they love to ride motorcycle, where they generally go
to riding and etc.
5.3 Major findings from other sources of research
The other conclusions are about food related taste and a preference about the customers of
London so that the restaurant can serves the customers in an appropriate way.
6.1 Market Position activities objectives

The Grill on wheels is a restaurant has planned to become the best place within the concept of
this. The business will going to position itself through the help of marketing mix model which
can be as follows:
Product:
 The best quality food and drinks services
 Good and thrilling customer experience
Price:
 The Prices set for the food will be totally reasonable that can get afford by an average
person.
 The prices are set which depicts the niche market for this restaurant.
Place:
 The food and drinks services will be provided in the restaurant only which is locates in
West London.
Promotions
 The promotions will be done through both online and offline mode. The online mode
may include digital marketing and social media marketing at instagram, facebook and the
like. Whereas offline mode refers to newspaper or promotional events.
Purpose of market positioning Reason to choose this method cost
The aim is to position the restaurant in
the minds of customers along in the
market.
These are done through the
promotional activities with includes
digital, social and promotional
activities. The major cost would be
in promotional events where the
public will get address about the
restaurant by interacting with them.
250 Euro
TOTAL COST 250 Euro
7.1 Competitors

Name, place,
Size of
restaurant
Item/ service
provided
Price Strengths Weakness
RYKA'S CAFE-
SURREY
ACE CAFE –
LONDON
PONDEROSA
CAFE – WALES
THE FILLING
STATION -
Burger, Lollies
Burger,
Sandwich,
Nachos
Coffee,Sausage,
Bacon
Sandwiches,
Pasta
£4.80, £2.95
£4.95, £3.95,
£6.95
£1.95, £2.60,
£2.60
£6.95, £6.95
Provides quality
food with low
prices and apart
from bikers and
hikers it focuses
on every segment
of consumers.
Organizes road
shows for bikers
to encourage
them and also
organizes cars
and bikers meet
every month.
Unique business
idea.
Provides
accommodation
for consumers
and also provides
maintenance
facility of bikes.
Locally sourced
cafe which
Lack of
innovation.
Limited number
of services.
Doesn't focus on
quality of food.
Lack of
marketing.
Average quality
of food.
High prices.
Reliable on local
suppliers.

CUMBRIA provides high
quality food with
affordable prices.
Works with local
suppliers to
encourage their
business.
Lack of capital.
7.1 organisation positioning map along with the competitors
Customised
Tangible Intangible
Standardised
7.3 the ways in which the business is more unique as compared with the
competition

The emphasis on feelings. It is exceptionally hard to track down in London, and not just, a eatery
that centres such a great amount around clients' feelings and emotions;
• It isn't just about food and beverages; it is about a special encounter. The larger part of eateries,
these days, contemplates the nature of the food served and the administration gave by the
individuals from staff. Grill on wheels will be expectational in conveying the two of them yet the
worth added will be simply the experience;
• It is an alternate sort of eatery. On the off chance that you think outside about the crate, Grill on
wheel will be there.
7.4Why will customers choose your operation over the competition?
Different concept: The concept which the business has brought up this business is very new in
the market which has the ability to attract the customers (Bacon and Tate, 2019).
Satisfaction: The restaurant promises the customers the high level of satisfaction which
develops the confidence among the customers to avail the service.
7.2 New Business SWOT analysis :
Strengths
1. This venture provides high quality products at a
very affordable rates , as this is a new venture and
they focus on growing more and more.
As this is a new concept a lot of people will find this
idea interesting and innovative cause there are only
few ventures who thought about this idea.
This venture provide services to motor cycle
enthusiast like motorbike storage and maintenance
shop.
Weaknesses
As this is a new concept so a lot of people are
not familiar with this idea they think that it can
be unhygienic .
Start up capital invested in this venture is
insufficient for them to grow.
As this is a start-up there is only a limited number of
services that they can provide in comparison to
other hotels or joint ventures
Opportunities
1. As this is an interesting venture they have the
ability to develop more and more and expand
Threats
1. Their biggest threat are the existing joint
ventures , they have to think of an idea so that

themselves in different area.
2. Today the trend is to
buy and pay everything
online and this venture is
ready for providing their
services online .
the customers may come to grill on wheel.
Their competitors are coming up with very
innovative and interesting concepts so as to
increase their market share.
Due to covid-19 there is high possibility that
the number of customers that they are
expecting might have shortfalls.
If they want to expand
7.4 USP
Unique Selling Point
USP this venture are as follows:-
1.They provide their customers with high quality food at an affordable rate.
They mainly target the bike enthusiasts as there are only few ventures who did that.
They provide care and maintenance to the bikes of their customers and their aren't any
ventures who do that.
Their staff are going to serve their customers in racing suits and their are no there venture
who do that
There is also a glass wall for partition between dining area and garage.
Developments in future
Strategies for coming growth are as follows :-
Increase customer satisfaction – As customer is the king of the market so they are
planning to take customers feedback so that they can make customers feel that they care
about their feedback and it will also motivate them to come here again and again.
Expanding their business to other areas – They want to expand their business so that they
can get more and more customers which will benefit in growth of the business.
They will add more choices of dishes in the menu card so that the customers can choose

food according to their mood.
SECTION 4 OPERATIONS AND LOGISTICS
8.1 Production:
This venture is going to purchase the raw material in bulk so that they can reduce the cost per
unit. The chef will convert all the raw material into good quality dishes as and when required by
the customer .The chef will prepare the dish according to the mood of the customer. The work of
preparing food will be divided between two or more chef and according to the type of the dish
they will be using different machinery like induction cooker or oven etc. the next step after the
food is prepared is the plating part and it will be done by a professional chef so that the customer
maybe satisfied
8.2 Delivery to customers:
After the food is prepared it will be taken out of the kitchen by the staff who will be serving the
food to the customers in a racing suit. The serving will be done in innovative manner like food
will be served in utensils that look like bike parts.
8.3 Payment methods and terms:
This venture is willing to accept payment online and through cash . They are ready to take
payment in any mode in which the customer is willing to pay so as to increase their satisfaction .
They are willing to have tie up with Google pay , Amazon pay etc. so that their customers might
get some benefits if they are paying through these sources . They are also accepting direct
payment through bank transfer .
8.4 Premises:
Grill on wheels will be situated in the North of London at the Sweeden street. The restaurant
would have the following layouts:
 Comprehensive size 180 m2
 Wraps an areas of 66
 Chief area 88
 Sitting 154 m2
8.5 Equipment

8.6 Legislations obligations
The following can be the legal laws which the organisation needs to fulfil:
 The registration of company under the company's Act.
 License for the alcohol
 Food and drinks safety standards
8.7 Requirements for providing insurance

 The insurance of the place or restaurant so that in case of any mis- happening the
organisation can put a claim and can cover their loss amount.
 The insurance of employees also so that there life can be safe in workplace.
8.9 Management and staff:
1 General manager
5 waiters
2 chief members
1 cleaning staff
1 Floor manager
SECTION 5 COSTING AND PRICINGS
Indicative Average Spend Calculation

10.1 Forecast about the revenue and expenditure

10.2 Identify potential risk to
10.2 Identification of risks
The risk is present in any organisation. The risks through which this organisation is prone involves the
issues or problems generated from Brexit and COVID -19. Due to Brexit the migration of people has
been stopped from few places. Their is a also were prohibition in the exchange of goods and products
also. This has created a confusion in the operations of the restaurant. Apart from this the COVID-19
has also created a risk for the business. As majority of population has become very scared to eat out or
go out as they have the danger of being caught by COVID- 19. This has somewhere played a big part in
potential risks.

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