William Angliss Institute: HOS702 Ethnic Restaurant Project Analysis

This project examines the scope and feasibility of establishing an ethnic restaurant in Australia, focusing on a specific location in Greater Melbourne. It includes a comprehensive SWOT analysis, exploring the strengths, weaknesses, opportunities, and threats associated with the venture. The project delves into critical aspects such as location considerations, kitchen setup, front-of-house operations, service implementation, staffing requirements, and procurement needs. It also analyzes challenges and opportunities within each area. Furthermore, the project evaluates successful and unsuccessful restaurant models, providing insights into factors that contribute to restaurant success and failure. The project aims to provide a comprehensive understanding of the complexities involved in launching and sustaining an ethnic restaurant.

Running Head: PROJECT RESTEAURANT
PROJECT RESTEAURANT
Name of the Student
Name of the University
Author’s Note

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Executive Summary:
The research work is based on the study of the scope of an Ethnic restaurants, at a certain place
in Australia. The chances of improvement and the nature and mode of that might affect the
setting up and growth of the restaurants as startups is discussed in the paper. The probable
challenges and the opportunities are also analyzed and discussed.

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Table of Contents
Executive Summary:........................................................................................................................1
Introduction:....................................................................................................................................4
SWOT analysis of Ethnic Restaurant:.............................................................................................4
Strength:.......................................................................................................................................4
Weakness:....................................................................................................................................5
Opportunity:.................................................................................................................................5
Threats:........................................................................................................................................5
Challenges and Opportunities:.........................................................................................................6
Location.......................................................................................................................................7
Challenges:..............................................................................................................................7
Opportunities:..........................................................................................................................7
Kitchen Set Up.............................................................................................................................8
Challenges:..............................................................................................................................8
Opportunities:..........................................................................................................................8
FOH Set Ups................................................................................................................................9
Challenges:..............................................................................................................................9
Opportunities:..........................................................................................................................9
Service implementation...............................................................................................................9
Challenges:..............................................................................................................................9

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Opportunities:..........................................................................................................................9
Staffing requirements.................................................................................................................10
Challenges:............................................................................................................................10
Opportunities:........................................................................................................................10
Procurement requirements.........................................................................................................11
Challenges:............................................................................................................................11
Opportunity:...........................................................................................................................11
Consideration of Restaurants:........................................................................................................11
Successful Restaurants:.............................................................................................................11
Unsuccessful Restaurants:.........................................................................................................12
Conclusion:....................................................................................................................................12
References:....................................................................................................................................13

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Introduction:
The paper a pla of an Ethic Restaurant that is based on the culture and the society of
Australia. The project has been long proposed, there will be a lot factors that will be considered
for the construction, setting up, feasibility, functioning and the sustainability of the restaurant.
The concept regarding the Ethnic restaurant will be the based on the plan that will be covering
200 square meters in the shopping strip in the suburb between 5km and 10km from the CBD
with a yearly rental of $200,000. The restaurant will be in Greater Melbourne of Australia. The
restaurants are developed keeping in mind about the reach and the communication and
availability of the market. (Muñoz-Bullon, Sanchez-Bueno & Vos-Saz, 2015).
SWOT analysis of Ethnic Restaurant:
The restaurants that are serving premium quality food and also will be giving emphasis
on the presentation and the quantity of the food as well. Certain strength, weakness, opportunity
and the threats that may affect as well as influence the franchise may be:
Strength:
In case of any good chain, food joint, or any type of eateries that function for serving
food, the first and the foremost important factor that is important and noticed is the quality of the
food. The restaurants therefore completely has been taking this factor seriously are serving high
quality food products as it aims at setting an example in the current market. Both the quantity
and the quality are important factors that are emphasized in the restaurants. Hence the restaurants
are completely focusing on complete customer satisfaction and are looking forward for
developing a food chain of its own. Therefore the companies will not be violating and rules or
laws and will be developing on its own (Eftekhari, & Bogers, 2015).

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Weakness:
The weakness of the chain of the eateries as they are closely located among each other.
Hence the outcome of the store is always dependent among the profit and loss of other eateries as
well. Also since all the restaurants ethnic in type, therefore if the quality is not high and exotic
then then people will not be interested in visiting it. Another important factor that may affect the
company can be that since the venue of the restaurants are near and around populated area there
may be problem in handling the crowd in the rush hours. And there are problem handling faults
in the management. This affects the reputation of the restaurant and is harm their growth and
popularity (Read, Sarasvathy, Dew, & Wiltbank, 2016).
Opportunity:
The opportunity that the restaurants are getting is the number of people visiting the place.
Serving ethic cuisine, the flow of people are constant. Also the mode of service allows the
restaurant to serve people of different race and taste, as the ethnic food of Australia is related to
the ethnic food of the most of the countries in the world. Also the restaurants are having 200
square feet of area which will be quite spacious for the restaurant and hence it can provide good
seating arrangements in it. Thus all these factors are potential factors that will attract the crowd a
lot. Several policies may be included as the companies are looking forward to attract more crowd
(Karki & Alexander, 2018).
Threats:
There are certain factors that will serve as threats to the eateries. As the matter is related
to in the setting of the food chains leading with the introduction of the Ethnic Restaurant,
therefore there will be other restaurants that will be competing with the newly set restaurant. Due
to this the restaurants may face severe problems if the marketing and the policies are not done

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and set properly, respectively. Also the quality of the food are given more importance otherwise
it will no attract customers of other eateries, by which it can attract a lot of new customers who
will be preferring the restaurant for having their meal. Developing of the customer base is an
essential factor, and the restaurant may face problems in that if the restaurant is located in a
highly engaging place where the reach of customers are a lot along with there are various other
restaurants that are competing with the newly set ones. Nearby available eateries will be a
serious threat to the newly set ones. The preference of the choice of food is also a matter of fact
that the customers will be looking for, inclusion of popular meals are there to set the market and
to attract the customers (Shu & Bosman, 2018).
Challenges and Opportunities:
There are always factors of challenges and the opportunities that nay serve as assessing
factors for the company and also impact on the performance of the company.

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Location
Challenges:
Nearby restaurants and eateries of any kind may
serve as challenges that may harm the market of
other restaurants as the market is totally the same
with just serving food of different cuisine.
Therefore the people who might be interested in
having ethnic food may have change in mind due
to the nearby, popular and established restaurants.
Even though the cuisine is different the customers
may prefer to go to previously established
eateries as in case of food quality is the main
thing that the customers will be first thing that the
customers will be doubting (Lee, Hallak &
Sardeshmukh, 2016).
Opportunities:
The opportunity of the restaurants are that it
will be specialization on the ethnic genre of
food. Hence even there are a set of eateries
nearby still, the flow of customers will be
intact. And relying on the location of the
store there is will be the utmost reach of the
people as it is located in the suburban area,
and the crowd is likely to pass by most of
the time. Also CBD will be nearby as of 5-
10km away, hence the reach of people will
be there (Namin, 2017).

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Kitchen Set Up
Challenges:
The managing of the kitchen and the sanitation of
the restaurant is an important factor. Thus the
matter of cleanliness is a big challenge to take. The
maintenance of health and hygiene has to be given
emphasis on too. The allowance of enough space is
required as well, else the kitchen would become
congested. The kitchen should be well equipped
with modern equipment and utensils and containers
that will help building the efficiency and increase in
the productivity of the food.
Opportunities:
The kitchen should be well functioning as there
will be modular versions of the equipment there.
Hence the arrangement of the products will be
sorted as well. There are factors of cleanliness
on which the quality of the food depends as well
the health and hygiene issues are to be
maintained by keeping the kitchen; neat and tidy
(Namkung & Jang, 2017).
FOH Set Ups
Challenges:
The managing and the organization of the staffs as
well as their maintenance is challenging one. The
demand or the reach of the restaurant if some is
decreased then their work efficiency will decrease
as well, it is their performance on which the
reputation and the status of the restaurant depends.
Opportunities:
Due to the introduction of the FOH, people may
feel attracted to the restaurant and they may have
good experience as well. The interaction of the
customers with the staffs is an important factor
that develops the market of any eatery. The
application of well-behaved staffs as well as with

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Misbehavior or ignoring the customers may
become a serious problem.
good work experience and efficient in their work
must be recruited (Michelini, Principato &
Iasevoli, 2018).
Service implementation
Challenges:
The service of the implementation may affect the
customers if the waiters and the associating staffs
does not maintain their code of conduct.
Misbehavior or any kind of displeasure are prone
to happen. If the service is customer oriented then
the chances of t is less, but since the restaurant is
an ethnic therefore traditional methods will be
followed, hence the challenge remains.
Opportunities:
The service has to be in a traditional mode,
therefore the organization may have the chance to
control the amount of displeasure or any other
customer dissatisfaction. Thus there are chances to
get good feedbacks depending on the service
given by the staffs (Cho, Bonn, Han & Lee, 2016).

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Staffing requirements
Challenges:
The staffs are the most important assets of the
company especially for a restaurant, therefore the
number and the management of the staffs may be
a challenging factor for the management team.
Also there are various sectors for which the
company might have to recruit several members
as staffs for FOH and BOH.
Opportunities:
The recruitment of the good amount of
experienced and hardworking staffs may help the
restaurant to achieve new heights and will help in
kick starting the new venture and will be swift
functioning of the company. The mass
recruitment will also help with employment issues
as well (Arnesen, 2018).
Procurement requirements
Challenges:
Since the restaurant will be specializing on ethnic
cuisine of Australia then the requirements of the
raw materials as well as the management will be
facing problems on the gathering of the raw
materials that will be available in the market, also
the quality of the products is also an issue that
may serve as a problem for the restaurant.
Opportunity:
Due to the specialization on the Ethnic food
preference of the restaurant the company also will
be having support from the local markets as well
as the supermarket for the supply of the goods and
raw materials as well. The recipes may be
prepared accordingly giving emphasis in its
quality as the newly formed management team
will be concerned on the development of the
eatery (Cavusoglu, 2015).

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Consideration of Restaurants:
There are several reasons why a restaurant can successfully be able to reach the market
and also there are certain reasons why the restaurants face closure and get complete closed.
Successful Restaurants:
 The marketing strategy of Red Tractor Pizza, in Bozeman, has set an example in the
eatery marketing strategy. Their use of bright colorful pictures and their highlighting of
the theme in each and every post in the social media and referring to it continuously has
resulted into successfully setting it up and prospering completely.
 The Mancino’s of Bowling Green is a good example of a successful restaurant that has
prospered in by developing its infrastructure and improving its outlook and giving it a
grand look. It has attracted a lot of customers as it provides a healthy and a good
ambience.
 E3 Ranch & Chophouse has prospered due to the development of having a themed
restaurant that includes nature; making it sustainable. The linking and associating with
nature and natural elements and compounds that provides a fresh and breathable
atmosphere all over the restaurant, this has made it a successful venture.
Unsuccessful Restaurants:
 The failing of the chain of famous Jamie’s Italian in Australia, is a stark example of high,
customer dissatisfactions. The most failing reasons was the casual approach and the
casual dining in the restaurant premises.

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 The profitability of the Eagle Boy’s Pizza was decreasing as they lacked funds from their
investors, as the rise of other and popular franchise were going high and hence their
marketi
 ng strategy increased resulting into high loss and falling of the company.
Conclusion:
The setting up of the restaurants and consolidating it to be a successful venture has a lot
of risk factors as well as it may be a huge success if it favors the concerns as well. This paper
discusses the essential factors that are required to set up a restaurant and gain profit from it.

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References:
Arnesen, E. E. (2018). Holistic sustainability in the restaurant industry: implications of focusing
on the social dimension (Master's thesis, Norwegian University of Life Sciences, Ås).
Cavusoglu, M. (2015). An analysis of technology applications in the restaurant industry.
Cho, M., Bonn, M. A., Han, S. J., & Lee, K. H. (2016). Workplace incivility and its effect upon
restaurant frontline service employee emotions and service performance. International
Journal of Contemporary Hospitality Management, 28(12), 2888-2912.
Eftekhari, N., & Bogers, M. (2015). Open for entrepreneurship: how open innovation can foster
new venture creation. Creativity and Innovation Management, 24(4), 574-584.
Karki, R., & Alexander, P. (2018). Increasing younger customers in restaurants through
marketing.
Lee, C., Hallak, R., & Sardeshmukh, S. R. (2016). Innovation, entrepreneurship, and restaurant
performance: A higher-order structural model. Tourism Management, 53, 215-228.
Michelini, L., Principato, L., & Iasevoli, G. (2018). Understanding food sharing models to tackle
sustainability challenges. Ecological Economics, 145, 205-217.
Muñoz-Bullon, F., Sanchez-Bueno, M. J., & Vos-Saz, A. (2015). Startup team contributions and
new firm creation: the role of founding team experience. Entrepreneurship & Regional
Development, 27(1-2), 80-105.
Namin, A. (2017). Revisiting customers' perception of service quality in fast food restaurants.
Journal of Retailing and Consumer Services, 34, 70-81.

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Namkung, Y., & Jang, S. (2017). Are consumers willing to pay more for green practices at
restaurants?. Journal of Hospitality & Tourism Research, 41(3), 329-356.
Read, S., Sarasvathy, S., Dew, N., & Wiltbank, R. (2016). Effectual entrepreneurship. Routledge.
Shu, T., & Bosman, R. (2018). Implementing measures of cost control (food & labour) for small
restaurant businesses.