Business Plan for Leon Restaurant

Business Plan

Contents
INTRODUCTION & BACKGROUND..........................................................................................1
OUTLINE OF THE CHALLENGE................................................................................................1
AIMS & OBJECTIVES...................................................................................................................2
IDENTIFICATION OF MEASURABLE IMPROVEMENTS & BENEFITS...............................4
EVIDENCE OF STAKEHOLDER ENGAGEMENT & CONSULTATION................................5
ANALYSIS OF COSTS & COMMERCIAL CONTEXT..............................................................5
LEGISLATIVE REQUIREMENTS................................................................................................6
EVIDENCE OF EFFECTIVE RESEARCH...................................................................................7
RECOMMENDATIONS FOR IMPLEMENTATION...................................................................8
PROPOSED TIMEFRAMES FOR IMPLEMENTATION.............................................................8
REFERENCES................................................................................................................................9

INTRODUCTION & BACKGROUND
LEON is a food restaurant company which was established by John Vincent, Henry
Dimbleby and Chef Allegra McEvedy in the year 2004 with an objective of making it easier and
more accessible for every person to eat healthy food. Initial founder of the company had the
vision for the company to make healthy food consumption habits easier to adopt and thus, the
company became the first ever restaurant which displayed nutritional contents on its menus
(Westwood, 2013). The following statistics help in showcasing that the company has proved to
be successful in its operations domestically and has some good strengths. The company has now
opened 63 stores across UK, Europe and USA. The company’s sale in vegetarian and vegan
products has showed a massive boost to up to 64% and 55% in 2019. The founder of the
restaurant company has also made clear their plans for further internationalisation and expanding
to new areas and territories. Among the top competitors of Leon Restaurants, Bryon is the one
which was founded in 2007 in London and is giving a good competition the the company in
present date. McDonald’s & Subway are some other competitors which Leon should be aware
about. One of the major strength of the competitors of Leon is the strategy that they have adopted
to increase their sales by exploitation of social media platforms using marketing campaigns and
use of different channels such as online food delivery systems to give more and more customers
an easy access to their products. The company now focuses on increasing its sales to a level
where it can sustain and financial violability becomes an easy area for the company.
OUTLINE OF THE CHALLENGE
Leon restaurant company has been recognised for bringing a revolution in the food markets
across UK by offering fast food products with nutritional content which is healthy for
consumption. All the sales of the company are generally attributable to its loyal customers along
with few new customers added to the group at a stable rate over the years. The company has
managed to increase its sales over the years at a very high rate but when it comes to awareness
and brand recognition across the whole country, there is still a scope for the company to adopt
better campaigns and strategy to create awareness globally which helps in increasing its sales to
a significant extent (Bjerke and Renger, 2017). There is a huge opportunity for the company to
utilise the potential which lies in social media marketing and promotion tools such as in-house
discounts and offers to boost up the sales as well as increase the number of customers and
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