Marketing Strategies for Royal Street Restaurant & Bar

The Royal Street Restaurant & Bar aims to establish a strong connection with its target consumers through various distribution channels such as online websites, mobile calls, mobile messages, and social media. The restaurant management will also implement advance booking for all tables and referral coupons for regular consumers. Additionally, the organization will invest in promotional activities using traditional and modern methods, including digital marketing. This will help attract a large audience within a limited time period and establish direct contact with target consumers. The restaurant has segmented its customers based on demographics, lifestyle, and income level, targeting local people, youth, and high-income groups. To ensure success, the management must carefully evaluate market needs, manage inventory and staff efficiently, and make timely adjustments to menu and service rendering processes.

Restaurant
Establishment in India

TABLE OF CONTENTS
COMPANY SUMMARY................................................................................................................1
Company introduction.................................................................................................................1
Market opportunity......................................................................................................................1
RESTAURANT CONCEPT............................................................................................................2
Theme of restaurant.....................................................................................................................2
Floor plan of restaurant................................................................................................................3
Description of bar area.................................................................................................................3
OPERATIONS.................................................................................................................................4
MENU AND PROMOTION...........................................................................................................5
Product/Services Description.......................................................................................................5
Setting a menu for restaurant.......................................................................................................7
Buffet Style................................................................................................................................10
Promotion and Marketing..........................................................................................................10
Segmentation and Targeting......................................................................................................12
Service Business Analysis.........................................................................................................13
REFERENCE.................................................................................................................................14

COMPANY SUMMARY
Company introduction
Royal Street Restaurant & Bar will be identified as a unique food service provider in
western India. The restaurant features 3 venues in one place that includes a Lounge,
Cosmopolitan Bar along with Full Service Dining. This concept called is called ‘Multi-
Branding'. In this process, company is offering variety of services with the multiple dining and
entertainment options within a single establishment. The spatial and menu divisions will broaden
our appeal and consumers would assess great experience from different experience. Therefore,
management has selected the Udaipur, India for opening of new restaurant (Kennedy, 2006). The
environment of dining is focused on the young and mature adult crowd who want to experience
luxurious royal treatment and dining experience. In total, restaurant will provide the seating of 78
customers. In this regard, proper parking space is also created in order to facilitate best
experience to guests. Lastly, Royal Street Restaurant & Bar is going to make regular changes in
menu as per the season and trends in India.
Market opportunity
Owners of restaurant have selected Udaipur, Rajasthan for opening of new restaurant in
India. This is because Udaipur is one of the most popular destinations of India. The city is well
known for its lakes, rich heritage, history, culture, scenic locations and the Rajput-era palaces. In
addition to that the city was also voted as the best city in the world in 2009 by the Travel +
Leisure magazine. Therefore, various visitors from all over the world visit the city. It is also
called city of lakes. It t is one among the most romantic and most beautiful cities of India. The
city has a lovely land around the azure water lakes, hemmed in by the lush hills of the Aravalis.
A vision in white drenched in romance and beauty, Udaipur city of Rajasthan state is a
fascinating blend of sights, sounds and experiences (Udaipur Guide, 2015). All these elements
play important role to attract external visitors through restaurant would generate good business.
In addition to that restaurant firm is also using traditional architect, culture, service rendering
process for designing the theme of restaurant that are having significant impact on appearance of
restaurant. This approach will be found very effective for facilitation of rich royal experience of
Indian culture to guests.
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(Source: Udaipur Guide, 2015)
RESTAURANT CONCEPT
Theme of restaurant
For the present restaurant, management has selected rich traditional heritage theme for
designing the restaurant. In this process, traditional architect of palaces and their traditions along
with their appearance have been considered for designating interiors and different fixtures of
restaurant that would provide rich and royal experience to guests. The theme of restaurant is
formulated as per the western sentinel of entire India and a place well worth visiting to get an
idea of native Rajasthan. The magnificent yellow sand stone carvings on mansions and buildings
display the love and interest of Raj puts in fine arts as well as it is reflecting the glory and
grandeur of royalty in the past (Udaipur Guide, 201). All these factors have played important
role for facilitation of best experience. This restaurant is also contained lake view through an
individual is able to watch most beautiful scenes of the city that are near and middle in the Lake
Phichola. In addition to that an architectural model of perfection along with royal traditions of
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India has found very effective in order to provide restaurant its guests with unforgettable and
exotic food.
(Source: Royal heritage restaurant, 2015)
Floor plan of restaurant
The restaurant is designed on multilevel floor concept in which first floor includes an
indoor restaurant and bar and second floor contains a rooftop restaurant through which visitors
are able to have lunch and dinner with exotic views and scenes of lake. For this objective, the
management manages the total space requirement is 3,000 square feet in which 2000 square feet
space will be occupied for the first floor and 1000 square feet will be occupied for second floor
for rooftop restaurant. The restaurant will feature a comfortable and open concept design with
the traditional touch. In this process, the central dining area will allocate 30 seats, the lounge 10
seats along with the dining bar with 12 seats on the first floor. On the other hand, rooftop
restaurant will offer a dining of areas of 25 seats. In total, the restaurant will offer a seating for
78 consumers. The appearance and interiors of restaurant is developed as per the rich traditional
architectural of Rajasthan and India. In addition to that; consideration of lake view during
development of floor plan increases appearance and appeal of restaurant that will be provided
unique experience to consumers.
Description of bar area
In the restaurant, there is a highly attractive bar area which is decorated with precious
stones and glass peaces along with the royal style furniture that enhance appearance and appeal
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of bar. In addition to that bar tender is highly skilled to carry out wide range of stunts with
bottles that would play important role in order to provide entertainment to consumers. The
primary objective of Royal Street Restaurant & Bar is to provide royal experience to people.
Therefore; management make effort to ensure about the layout of stores so as consumers will be
provided tremendous experience with traditional style services. In this process, organization has
selected royal style bar glasses and cocktail shaker. All these elements will be found very
effective in order to influence appeal of bar.
(Source: A collection of luxury experience, 2015)
OPERATIONS
It is considered as most important part of restaurant management in which management
determines different aspects of restaurant management and operations that are having direct
impact on efficiency and outcomes of restaurant. Apart from that some most important
operations are examined below:
Operations Illustration
Choice of business location Old city, Udaipur
Management Team 2 people
Staff structure 1 head chef (Indian cuisine)
1 head chef (Italian cuisine)
2 Assistant chef
10 Waiters and waitresses
2 domestic staff (Cleaning and dish-washing)
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1 bar tender
Production process Fresh input – Quality processing – Output finished
products
Suppliers Local market
Equipment Cooking machinery and swap machining
Inventory management FIFO
Technology
Trading hours 12:00 hours
Payment modes Cash and Card (Plastic money)
Credit terms Payment in 30 days (Suppliers)
Quality control Total quality management
The management of restaurant will follow a systematic operational. This is because it is
having direct impact on the profitability, quality of services along with different services offered
by Royal Street Restaurant & Bar. In this process, a team of 2 managers will be responsible for
managing the whole operations of restaurant. In addition to that restaurant makes effort for
acquisition of highly skilled other staffs such as waiter and waitresses who have efficient
knowledge of royal traditions and culture of Rajasthan so as consumers would assess great
experience from different services and food test. In addition to that; managers will try to apply an
appropriate inventory system such as FIFO for ensuring quality of food along with avoidance of
wastage of resources (Singh, 2007). These aspects will be played important role for controlling
the cost of resource along with increasing the profitability of restaurant in different business
situation. In addition to that the approach of TQM will be applied for controlling the overall
functioning of restaurant. In this process, different managers or employees will be given duty to
check quality at each level of operations of the restaurant so as quality of services can be ensured
as per the predetermined standard. However, from raw material purchase to offering finished
food item to end customer's quality will be given the utmost priority due to facilitation of high
end royal services is identified as primary objective of restaurant.
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MENU AND PROMOTION
Product/Services Description
Wide range of ethnic food will be offered to the customers and guests as per the different
needs and preferences. The restaurant is also going to keep option for customers to choose food
as per their culture and traditions. In the range of ethnic food, restaurant is going to offer Italian,
Indian, Mexican and Chinese food items with a unique services delivery process in which
management of restaurant is going to apply royal or traditional traditions and food serving
process of Rajasthan (Salaimeh, 2008). In addition to that consumers would consider various
innovative ideas for entertainment of consumers such as live music that would be found very
effective for creation of innovative and unique environment of restaurant. These service and
products will be rendered with the help of highly qualified staff of the new entity. In addition to
that restaurant manager will follow a clear set of service standards through which management is
able to ensure the quality of services. In addition to that management has trained the staff with a
traditional process of welcoming and service delivery through which consumers will get some
unique experience.
In addition to that, there are three main component of the restaurant such as Al-carte,
combo packs and take away food system. Therefore it is very crucial task for management to get
ensure about the authenticity of both cuisines as to provide actual taste to the customers along
with application of traditional and heritage culture of India (How to Create a Restaurant
Marketing Plan, 20155). Further the product will have the freshest ingredients including home-
made pasta, imported cheeses, organic vegetables and top shelf meats and traditional spices of
India that are playing important role for managing taste of food products and dishes as per the
food standards. Staff will be train to maintain everything aesthetically pleasing. Apart from that
the take away services will be provided by restaurant for limited time within the whole day so as
employees of different departments within restaurant are able to manage their work in an
appropriate manner and deliver quality of food and services to consumers.
In terms of services, customers will be given the utmost priority by different departments
of restaurant for creation of goodwill of project. In addition to that it is evaluated that waiters and
other staff members will provide significant support to managers by assessing the interest of
clients as well as selection of an appropriate service delivery process so as customer or client
have pleasant dining experience (Racela, Chaikittisilpa and Thoumrungroje, 2007). In context to
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this, managers will use different kinds of extensive training program through which skills and
efficiency of employees will be improved as per the requirement of high end service delivery
process through which efficiency of service rendering process can be enhanced.
Setting a menu for restaurant
Name of Dish Price
Initiation
VEGETABLE PAKORA
Assorted fresh vegetable fritters
150
VEGGIE PLATTER
Combination of assorted vegetable fritters, samosas and alloo
chaat
200
CHICKEN PAKORA (POPCORN)
Chicken strips spiced delicately and deep fried.
250
ONION BHAJIYA
Spicy onion fritters.
150
CHICKEN SHORBA
Boneless chicken pieces cooked with vegetable in a slightly
spiced base.
150
VEGETABLE SOUP
Fresh vegetable cut and cooked in delicately spiced base.
120
AMATER SHORBA
Homemade mildly spiced tomato soup
150
Treasures from Indian Clay Oven
TANDOORI MURGH SHAHNAZ
Spring chicken, marinated in a recipe of yogurt and spices
500
SHEEK KEBAB NAWABI
Ground lamb seasoned with herbs and onions
700
TANDOORI JHINGA
Choice Shrimps marinated in yogurt and spices
650
MURGH TIKKA MALAI
Boneless succulent chicken pieces gently broiled to perfection
650
BOTI KEBAB SHAHNAZ
Succulent chunks of marinated broiled lamb
700
Rice
MURGH BIRYANI
Chicken pieces and rice delicately spiced
500
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GOSHT BIRYANI
Tender lamb cooked in rice and a blend of herbs and spices
600
NAULAKHA PULAO
Seasonal vegetables in rice (Mildly spiced)
450
SAFFRON RICE
Plain rice with a hint of saffron
200
Vegetables
SAAG PANEER
Tender chunks of homemade cheese in cream spinach
350
BAINGAN BARTHA
Roasted eggplant pureed and delicately spiced
350
ALLOO ZEERA PUNJABI
Sauteed potatoes spiced with coriander and mustard seeds, and
cilantro
250
DUM ALLOO BANARSI
Potatoes stuffed with cheese, nuts and raisins, then simmered in
our special sauce
300
CHANA MASALA
An Indian classic. Chickpeas simmered in a lightly spiced tomato
stew
300
DIL KE PASAND
Poached seasonal vegetables in spices. Heart healthy
250
Wheat Wonders
NAAN
Traditional leavened white bread
40
PESHAWRI NAAN
Stuffed with nuts and raisins
50
GARLIC NAAN
Finished with hints of garlic
70
PANEER KULCHA
Stuffed with cheese and cilantro
70
ROTI
Unleavened whole wheat bread
75
Condiments
RAITA
Cool, refreshing yogurt finished with grated carrots and
cucumber
60
GREEN SALAD 150
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Fresh cut seasonal salad
HOT PICKLES
Limes and mangoes in hot pickling spices
40
Desserts
RAS MALAI
Poached roundels of cheese with cream sauce
150
GULAB JAMUN
Milk cake roundels in a sugar syrup
200
FRUIT SALAD
Fresh cut fruits mixed with ice cream.
200
Pasta & Baked Dishes
SPAGHETTI NEAPOLITAN MULLIGATAWNY /
MINESTRONE
300
FRENCH ONION 250
POACHED EGGS FLORENTINE CREAM OF MUTTON /
CREAM OF CHICKEN
350
MACARONI EGYPTIAN 300
HOUSE OF WINE
Beers of the World
BUD LIGHT (DOMESTIC) 100
MILLER LITE (DOMESTIC) 150
BASS ALE (IMPORTED) 150
PAULANER PREMIUM PILSNER (IMPORTED) 250
PAULNER THOMASBRAU (NON-ALCOHOLIC IMPORTED) 250
Champagne & Sparkling wines
FREIXENET BRUT (SPAIN) Per Glass
Dry, crisp and clean with apple flavors lingering on the finish
200
DOMAINE STE. MICHELLE (WASHINGTON)
Complex and flavorful, with hints of pear, vanilla and hazelnut
800
CHATEAU STE. MICHELL (WASHINGTON)
Ripe and rich with pear, fig, apple and smoky nuances
150 per glass 1000 per bottle
PINOT GRIGIO, CAVIT (ITALY) 100 per glass 800 per bottle
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Light, crisp, and dry with peach and apricot flavors
VERAMONTE (CHILE)
Rich, ripe, concentrated plum and blackberry flavors, with
smoky nuances
250 per glass 1100 per bottle
CALINA (CHILE)
Smooth, appealing and broad textured, and easy merlot to
enjoy
250 per glass 1200 per bottle
PINOT NOIR, KENDALL JACKSON (CALIFORNIA)
Ripe bing cherry, blueberry and raspberry mingled with
delicate spice and vanilla
250 per glass 1200 per bottle
CHATEAU JULIEN RESERVE (MONTEREY)
Smooth and balanced, with rich fruit and a strong finish
200 per glass 1100 per bottle
The above menu will be considered by restaurant manager for managing different
functions and production process. In addition to that; Royal Street Restaurant & Bar will change
some elements of menu as per the season. Apart from that restaurant will change some
ingredients of different dishes as per the special requirement of consumers.
Buffet Style
The buffet style plays important role in service rendering process. In this regard,
management has different buffet style through which restaurant can render wide range of food
and other dishes. In the present restaurant, managers are focusing on high end services along
with luxurious experience. In this context, restaurant will select the Sit down Buffet style. In this
process, guests will sit on their tables for having meal and other services, and wide range of
services and food will be offered by staff of restaurant. In this process, the management has to
hire more workers or staff for handling different operations associated with restaurant
management. In order to provide royal experience, a sit down buffet will be found very effective
for managing any kind of formal meal and this approach will be increased the effectiveness of
service rendering process by serving a more successful manner with the help of great atmosphere
(Different type of buffet styles, 2010) In this approach, management of restaurant has to consider
several factors e.g. if there is wine to served along with the meals and different food dishes,
glasses of wine are put in advance on the table and wine is going to be served by waiter. In this
kind of meals, restaurant has to acquire more than the usual number of waiter for handling
different operations associated with service delivery.
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Promotion and Marketing
Marketing is considered as most significant tool which management has to undertake for
creation of public awareness among local public and target consumers that would assist
management in order to attract more consumers towards different services of hospitality firm.
Following is the marketing mix of restaurant: Product: The city is identified as one of the most popular destination of India so as
several hospitality companies are managing operation in Udaipur so as selection of
product range is considered as most crucial part for management. On the basis of
competitors, the management is offering wide range of choices of food (Singh, 2007). In
this process, the major strategy that would be followed will be offering combo products.
Furthermore, an attractive menu is set by managers with the help of detail market
research that contains wide range of Indian and Italian Cuisine along with the hard and
soft Drinks. Different services of restaurant are going to be categorized in the three
segments such as Al-carte, combo packs and take away food system. Pricing: For the Restaurant, penetration pricing strategy will be adopted by manage as a
result new restaurant will be able to capture an appropriate market share by entering into
market at relatively lower prices. This approach will be found very effective in order to
promote different food dishes and services of Royal Street Restaurant & Bar during the
initial stage of restaurant. The primary objective of restaurant is to provide rich royal
experience to consumers so as company would adopt premium pricing approach after
some time. This approach will be found very effective for creation of distinct goodwill
and brand value of restaurant (Kennedy, 2006). Thus, pricing strategy would be as per the
quality of food and service rendering process that would provide unique experience to
consumers. Apart from that, customers can be attracted by combo meals through which
consumer will get good food along with great price. Distribution: Royal Street Restaurant & Bar will be distributing different tools such as
online website, mobile calls, mobile messages and social media. An individual will be
able to book tables through all these tools. Advance booking will be done compulsory by
restaurant manager for providing assurance to consumers about quality of services along
with the taste of food. By selecting all mediums of distribution, restaurant organization
will be able establish direct connection with large number of target consumers that would
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increase the sales and goodwill of the firm (Salaimeh, 2008). In addition to that
management will use referral coupons for generation of future opportunities for sales
through which attractive discounts will be provided to regular consumers. It plays
important role for developing a strong base of loyal consumers.
 Promotion: At the initial stage of restaurant start up, management will have to manage
large amount of expenditure on different promotional and advertising activities. This is
because customers are not aware about the new restaurant. The aggressive promotional
strategy will be found very effective in order to put the restaurant in selection process of
target consumers by increasing their awareness about food products and services of
hospitality firm. In this process, the management of Royal Street Restaurant & Bar is
going to apply to both traditional both traditional (Print media, radio ads, pamphlets)
along with modern methods (digital marketing). Traditional tools such as newspapers,
magazines, radios etc. will be found very effective for increasing awareness of local
citizen as well as target consumers about services of new restaurant and its services.
Furthermore, by using the social media and mouth publicity, organization will be able to
attract large audience within limited period of time. In this context, modern
communication tools such as social media, mobile messages, online websites, emails etc.
will be found very effective for establishment of direct conversation with target
consumers (How to Create a Restaurant Marketing Plan, 20155). By establishing direct
contact with large number of target consumers, alteration can be made in menu and
service rendering process of Royal Street Restaurant & Bar as per the interest of
consumers.
Segmentation and Targeting
As per the scenario present restaurant, management is able to carry out market
segmentation into three target populations through which Royal Street Restaurant & Bar can
manage different services along with service rendering. Therefore, best food experience will be
provided to consumers:
 Individuals: It includes all those people who dine by themselves while visiting the beauty
of city. In this process, appearance of place and view from restaurant will be played
important role to attract individual consumers.
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 Families: It is termed as group of people which consist of friends or nuclear relatives who
are going out for dining together (Salaimeh, 2008).
 Take Out: It includes all those people who will prefer to eat Royal Street Restaurant &
Bar's food in their respective home or at different citing locations than the actual
restaurant. Therefore, restaurant promotes all kind of services that are targeting to
different individuals.
The segmentation of the customers has been carried out on the basis of local people and
visitors around the globe. In this process, Royal Street Restaurant & Bar has addressed certain
issues that are mainly faced by the tourists in terms of cuisine along with the quality of food.
Thus, management is segmenting the customers of the basis of these two categories. Targeting
will be carried out as per the income and lifestyle of consumers. Furthermore, Youth people
along with consumers associated with high income group from local places in Udaipur and
visitors from around the globe will be targeted by organization in order to generate good return
and for ensuring the profitability of business.
Service Business Analysis
As per the present market analysis, it has been evaluated that the restaurant industry is
highly competitive and risky due to various other owners of restaurants in Udaipur are having
experience of several years for opening, running, and improving restaurants (Kennedy, 2006). In
addition to that the most of the new restaurants are opened by inexperienced owners who will
struggle or fail. However, those restaurants that have been started with the help of solid
understandings of the market needs, and management of inventory and staff have a much higher
chance of success, especially when combined with prior experience in the restaurant industry.
Apart from that it is examined that restaurants make more money by using inexpensive
and good quality ingredients and combining them in creative ways, cooking them properly as
well as selling them at a much higher price that result great taste with good profit (Racela,
Chaikittisilpa and Thoumrungroje, 2007). Any ingredients wasted in the kitchen will be
considered as wastage of money for the Royal Street Restaurant & Bar. Any time wasted in
seating customers, taking orders or preparing food will also be considered as reduction in new
opportunities for sales.
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Furthermore, it is evaluated that the success in the restaurant industry is greatly
depending on the proper evaluation of risks and financial conditions. The ability of management
to handle enormous pressure will be found very effective for ensuring the success of restaurant.
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