New Business Venture: Paradise De Nature Restaurant Report

This report focuses on the startup of a multi-cuisine restaurant, 'Paradise De Nature,' in the UK. It begins with an overview of the business, highlighting its aim to provide high-quality food and drinks, and discusses the advantages and disadvantages of such a venture. A PESTEL analysis examines the political, economic, social, technological, ecological, and legal factors impacting the business. The report then explores the impact of globalization and how technology, such as mobile ordering and digital menus, can improve the business. It identifies target customers based on age, income, and profession, and outlines ways to attract and retain customers. Finally, the report addresses ethical considerations in the restaurant business, emphasizing the importance of treating staff ethically through training, fair appraisal systems, and rewards for ethical behavior. References are provided to support the findings.

Running Head: New Business Venture 1
Start-up of Restaurant

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Contents
Task 1...............................................................................................................................................3
Overview of the business.............................................................................................................3
Advantage and disadvantage........................................................................................................3
PESTEL Analysis........................................................................................................................3
Task 2...............................................................................................................................................4
Impact of globalization................................................................................................................4
Technology to improve business..................................................................................................5
Task 3...............................................................................................................................................5
Target customers..........................................................................................................................5
Ways to attract customers............................................................................................................6
Task 4...............................................................................................................................................6
Ethics in business.........................................................................................................................6
Treating the staff ethically...........................................................................................................7
References........................................................................................................................................8

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Task 1
Overview of the business
This report focuses on the startup of the business in the future. In the report, the business
idea of opening the restaurant is taken. This business idea is about the multi-cuisine restaurant
which will be started UK to meet the needs of the customers. Aim of the business of restaurant is
to provide delicious food and drinks to the customers in the market (Burns, 2014). The food and
drink will meet the highest standard of superiority, freshness and seasonality combination of the
customary and creative style of cooking. Name of the restaurant will be Paradise De Nature.
Food is the most important and integral part of daily lives of people. The restaurant can be
considered as the mode of availability of the food to the customers easily. The restaurants
business will be successful as there is 50% population of children and teenagers in the country
who demand food (Barros, Gal & Kindler, 2012).
Advantage and disadvantage
There can be advantages and disadvantages of starting the business of a restaurant. It is
observed that busy people choose to eat out rather than taking time to prepare the food at the
home. It means that the right restaurant at the right location will be profitable and beneficial.
Along with this, food is universal people have been hardwired to grab something to eat when
they are hungry. On the other hand, there are some disadvantages while opening the restaurant
business. There can be the issue of low margins, and expensive initial investment. So, there must
be high capital and fund to invest in the business otherwise the business will face losses (Boone
& Kurtz, 2013).
PESTEL Analysis
Political-
To operate in the UK market, restaurant has to pay taxes such as sales tax and payroll tax
to the government. The tax obligations in UK are different from the other countries. Along with
this, there are strict consumer laws which restaurant has to follow to ensure that the quality is
maintained and they deliver what they claim.
Economic-

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The economy of UK is doing well and plays an important role in the business operations
of companies. Focusing on the economy of UK, the business of restaurant will flourish and sales
will also increase positively. The sales of the food products largely depend up on the economy of
country. The economy of UK is strong and people have more disposable income and they spend
more in consuming food products.
Social-
Culture, norms, values and living style of people impact the business of restaurant in UK.
The country UK has its own culture and Paradise De Nature has to deal with the cultural and
religious barriers while deciding food menu for the customers. For the customers of different
religions, restaurant has to launch different meals to cater that in the market (Lind, 2012).
Technological-
Paradise De Nature will use various technologies to promote itself in the market. It will
promote by television advertisements and billboards. Along with this, it will also include mobile
app to order the food, digital menu and online coupons to attract the customers. Social media
platforms will also be used to target large number of customers (Pavlou & Stewart, 2015).
Ecological-
Paradise De Nature must show high level of interest towards the environmental issues
such as food packaging in the plastic bags, and unhealthy ingredients etc. the containers used for
the serving foods and drinks glasses had polystyrene that is unhygienic for the customers.
Legal-
In terms of legal factors, Paradise De Nature has to comply with the procedures and rules
in the daily operations. The legal process of the business has to be maintained so that company
and society can be benefited from this.
Task 2
Impact of globalization
Globalization is breaking down for the barriers in all over the world and the result is that
the businesses are able to understand the culture, economies, politics and trades etc. globalization

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provides wider array of choice to the restaurants. It is impossible to obtain various ingredients
from various parts of the world without globalization. Various items can be shipped out to
international customers as quick as possible. For example, with the help of globalization and
increased technology, restaurant can purchase the essential ingredients’ like sea food from the
other countries. Further, due to globalization people travel in other countries to experience the
food of the famous restaurants (Parker, 2005).
Technology to improve business
There are various technologies which would be used by the restaurant to attract the
customers for the business growth and success. In current time, customers are seeking for new
technology the restaurants are using to enhance their dinning experience. So, the restaurant
would use some technologies to attract the customers.
Mobile ordering- This is one of the area which is used by various restaurants. Paradise De
Nature will make a mobile app in various languages so that customers from various culture and
languages can order their favorite food.
Digital menu board - Paradise De Nature will focus on changing the menu and offer digital
menu boards as it would be much easier for the restaurant than manually changing the prices and
items. Along with this, digital signage will allow the restaurant to provide interactivity and
entertainment while customers are waiting.
Online coupons- Paradise De Nature will use digital coupons to attract more customers. Along
with this, restaurant will also provide some discounts on the selected food items. The digital
coupons can be redeemed after one month (Armstrong & Cunningham, 2012).
Task 3
Target customers
The potential customers for the restaurant will be identified according to the income, age
and profession. In terms of age of potential customers, the restaurant will target the customers of
all ages as everyone like to have tasty and delicious food. In terms of the occupation and
profession, students, employees and businessmen will be targeted by the restaurant. Students can
be regular customers for the restaurant as they seek to places to celebrate various events with the

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friends. Further, businessmen and employees high level of income and they seek for the
restaurants where they can have tasty lunch and dinner and can do various business meetings.
Located in UK, Paradise De Nature would focus on the high income customers who want to
spend their money for the quality food products. It is crucial for the business to understand their
potential customers because they are base of any business that leads the business towards the
success and growth (Mason, 2015).
Ways to attract customers
There are various ways to attract and retain the customers in the restaurant business. For
the restaurant Paradise De Nature, there are ways to attract more customers for the growth of the
business.
Value addition-
In the market of strong competition, it is important for the restaurant to retain the
customers by giving them valuable incentives to them so that they become loyal customers. For
example, restaurant can offer a free desert or take-home gift with the name of restaurant printed
on that. Loyalty points can also be given to the regular customers who can be redeemed in their
next visit (Drummond, Ensor & Ashford, 2012).
Offering extraordinary dining experience-
Quality food will be served in the inviting atmosphere that can be helpful in achieving
competitive advantage in the market. The customers will come to restaurant again and again if
they will get extraordinary dining experience. This is an effective way for word of mouth
publicity and promotes the restaurant in the positive manner so that customer will keep on
coming to the restaurant (Fifield, 2012).
Task 4
Ethics in business
Ethics in the business includes the moral principles that guide the way a business should
behave. Basically, ethics is the set o moral standards which focus on reaching conclusions and
making decisions. In the business operations, ethics is the important factor for decision making.

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Ethics is important in the business of restaurant to manage the sustainability and growth. Ethics
in the business is helpful in improving the morale of the company and employees. Along with
this, it also increases the ability to attract the new customers in the business and enhances the
customer loyalty. Basically, in the restaurant business, ethics is crucial as without ethics
restaurant will not be able to achieve profit and satisfaction level of customers in the business.
Ethics will provide log term profit and transparency in the business. For the sustainability of
restaurant, employees or staff should be committed to the ethical standards of the business
(Hough, Green & Plumle, 2016).
Treating the staff ethically
Treating employees with dignity and ethically should be the important and basic element
in the business. There are some ways by which Paradise De Nature can treat the employees
ethically in the business operations. Restaurant should use some tools to promote ethics and fair
treatment with the employees.
 Training related to ethics must be provided to the employers to help them to understand
the culture of ethics and fair play. Training is essential to recognize the ethical dilemmas.
It also includes ethical frameworks to resolve the problems in the ethical ways.
 There must be the system of performance appraisal system to provide equal opportunity
and treating the employees fair. The appraisal can measure the adherence the employees
to high ethical standards (Ruiz-Palomino, Martı´nez-Canas, & Fontrodona, 2013).
 There should be reward for ethical behavior and penalty for the unethical behavior. Along
with this, care must be taken in rewarding ethical behavior.

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References
Armstrong, G., & Cunningham, M. H., (2012), Principles of marketing, Australia: Pearson
publication
Barros, A., Gal, A., & Kindler, E., (2012), Business process management, Berlin: Springer
Boone, L., & Kurtz, D., (2013), Contemporary marketing, USA: Cengage Learning
Burns, P., (2014), New venture creation: a framework for entrepreneurial start-ups, USA:
Palgrave Macmillan
Drummond, G., Ensor, J. & Ashford, R., (2012), Strategic Marketing: Planning and Control,
(4th) London: Palgrave Macmillan
Fifield, P., (2012), Marketing strategy, (2nd), Berlin: Reed educational & publishing Pvt Ltd
Hough, C., Green, K., & Plumle, G., (2016), Impact of ethics environment and organizational
trust on employee engagement: Journal of Legal, Ethical and Regulatory Issues, 18
Lind, P., (2012), Small business management in cross-cultural environments, NY: Routledge
Mason, H., (2015), Trend-Driven Innovation: Beat Accelerating Customer Expectations, John
Wiley & Sons
Parker, B., (2005), Introduction to Globalization and Business: Relationships and
Responsibilities, UK: SAGE
Pavlou, P. A., & Stewart, D. W., (2015), Interactive Advertising: A New Conceptual Framework
Towards Integrating Elements of the Marketing Mix, pp. 218-222
Ruiz-Palomino, P., Martı´nez-Canas, R., & Fontrodona, J., (2013), Ethical culture and employee
outcomes: The mediating role of person–organization fit: Journal of Business Ethics, 116(1),
173–188