Nepean Restaurant: A New Venture for Organic Food Lovers in Sydney

Running head: ENTREPRENEURSHIP
Entrepreneurship
Student’s name:
Name of the university:
Author’s note:

1ENTREPRENEURSHIP
Executive Summary
Organic food serving restaurant in Australia has skyrocketed in recent time as the foodie
customers have started believing in healthy food and quality food. Nepean Restaurant is going to
be an environment-friendly restaurant and it will offer organic food items to the customers.
Nepean Restaurant is going to establish in Sydney and it will have two sections, a rooftop and
seating arrangement at inside also. Organic food-based business will have the higher start-up
cost. The entrepreneurs of the new venture will target primarily the customers who like to have
the organic food and who live near to Sydney urban areas. In addition, a possible menu has been
provided along with marketing strategy. Nepean Restaurant will take the strategy of price
skimming and this venture will take the product line stretching strategy. Moreover, the
entrepreneurs can take the print promotion and online promotion to reach to the target customers.
The entrepreneurs' financial plan for 1 year has been provided. Finally, some of the critical risk
factors of the business have been provided.

2ENTREPRENEURSHIP
Table of Contents
1. Background to the idea................................................................................................................3
2. Mission........................................................................................................................................4
3. Product and service offering........................................................................................................4
4. Market analysis............................................................................................................................7
4a. Industry analysis....................................................................................................................7
4b. Competition...........................................................................................................................8
5. Primary target market..................................................................................................................9
6. Marketing...................................................................................................................................10
6a. Product.................................................................................................................................10
6b. Pricing..................................................................................................................................10
6c. Distribution..........................................................................................................................11
6d. Promotion............................................................................................................................12
7. Financial plan.........................................................................................................................12
8. Critical risks...............................................................................................................................18
Reference List and bibliography....................................................................................................19
Appendices....................................................................................................................................21

3ENTREPRENEURSHIP

4ENTREPRENEURSHIP
1. Background to the idea
In many areas of consumer products lag, however, organic foods continue to grow in the
market. Therefore, serving organic food at the restaurant would be a great idea to enhance the
restaurant profit. The customers want organic food items and organic food is becoming the next
best thing in the restaurant industry which would help the customers to stay a healthy life. As
stated by Lee, Hallak and Sardeshmukh (2018, p.218), 65% of the customers pay more up to
10% to dine at the green and environment-friendly restaurants which serve organic food items.
Nepean Restaurant is going to be an environment-friendly restaurant and it will be located in
Sydney. Nepean Restaurant will offer organic food items to the customers and the choices of the
food items will be local food items. Nepean Restaurant is going to fill up the gap in the market
by providing oh-so-healthy food items for the food lovers in Sydney. Nepean Restaurant will cut
back the food packaging and it will serve the takeaways with jute bag so that it would produce
minimal waste in the environment. Nepean Restaurant is going to serve the vegetarian options
more and the entrepreneurship practice will try to consider on-site food production in front of the
customers so that it may bring the transparency. The entrepreneurship practice is planning to get
the sustainable food labels. Nepean Restaurant will be located in Sydney, Kent Street. Nepean
Restaurant will be on the fifth floor of a building and which would be taken as rent. Nepean
Restaurant will be serving two types of seating areas as the guests can sit on a rooftop or they
can sit inside the restaurant. Most of the decoration of the restaurant will highlight the green and
on the rooftop, there will be plants also. The carpet on the restaurant will be much like soft grass
and the power of the restaurant will use the renewable energy. Nepean Restaurant will practice
efficiency and conservation of water. The entrepreneurs of the restaurant will consider setting up
the reuse system and water catchment as a rain barrel.

5ENTREPRENEURSHIP
Most importantly, the restaurant will try to produce minimum waste along with it will
have modernized kitchen from where smoke and waste would be produced at a minimal level.
Nepean Restaurant will compost the leftover food and Nepean Restaurant will renovate, recycle
and redecorate the old items. Moreover, the restaurant will have seating arrangements for 45
guests at a time in the beginning. The entrepreneurs are planning to employ 12 staffs and 3 chefs
at starting of the restaurant. The entrepreneurs will hire internationally famous chefs who can
cook organic food and the restaurant will keep energy-star appliances.
2. Mission
The mission statement of Nepean Restaurant is to ‘provide the customers with the best
organic food items to relish and to save the environment from the waste and pollution by doing
the eco-friendly business practice'. In addition, the entrepreneurs of the business set the target of
achieving 4% of the market share in Sydney based restaurant industry by the end of 2 years of
the business. Customer satisfaction is very important for the entrepreneurs along with the quality
of the food items.
3. Product and service offering
Nepean Restaurant will offer the organic food items mainly. In Sydney, local customers
will visit the restaurant and foreigners will also visit the restaurants as there are many travellers
and expatriates come to Sydney. Nepean Restaurant will offer both vegan and non-vegetarian
food items. However, the restaurant will not serve sea-food. The entrepreneurs will also serve
alcoholic beverage in near future.
Restaurant service time:

6ENTREPRENEURSHIP
10 am – 10 pm (weekdays)
9 am 11.30 pm (Saturday and Sunday)
The restaurant will serve starters and the main courses for the customers. The food items
will be organic and it will reflect the local customers’ choice also.
Starters
 Tomato Shorba
 Spinach Soup with roasted garlic
 Herbed Chicken soup
 Pumpkin chicken soup
 Zucchini chicken soup
 Broccoli chicken soup
Now the Greens
 Moroccan Chickpea Salad
 Tandoori Paneer Ceasar Salad
 Fattoush Salad
 Greek Salad and Cheese
 Pasta Beg salad
 Watermelon Feta Salad
The Munchies
 Bruschetta
 Garlic bread

7ENTREPRENEURSHIP
 Bruschetta con Bell peppers
 Crudites with dip
 Kasuri Methi Paneer
 Pepper chicken dry
 Squid Rings
Nepean Specials
 Chicken Sizzler
 Vegetarian Sizzler
 Zuppa D’oasta
 Yakitori chicken noodles
 Wild garlic chicken
 Griddled chicken
 Winter lamb
 Purple sprouting broccoli with egg
Apart from the food offering, the service will be designed in the best possible way so
that the restaurant will have the repeat value. The restaurant will also provide free Wi-Fi service
and in takeaways, the restaurant will provide recycled content packaging. The decoration of the
restaurant will be eye-catching and soothing.