Comprehensive Marketing Plan for Piatto Ristorante Café, Adelaide

This report provides a comprehensive marketing plan for Piatto Ristorante Café, located in Adelaide. The plan includes an executive summary, vision, and mission statements, as well as macro and micro-level analyses. It delves into market segmentation, SWOT analysis, and competitive advantages, considering the restaurant's infrastructure, start-up costs, and marketing principles. The report outlines marketing strategies, sales plans, management structure, and financial projections, along with success criteria and operational details. It also explores the benefits of a social enterprise marketing approach and concludes with a reflective review, offering a detailed roadmap for establishing and managing the restaurant effectively. The report also includes references to support the analysis and recommendations.

Running head: RESTAURANT MARKETING
RESTAURANT MARKETING
Name of the Student
Name of the University
Author note

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Executive Summary:
The purpose of the report is to state about a comprehensive market plan for a restaurant name
Piatto Ristorante Café, 264 Rundle, situated in Adelaide. Thus, by keeping this scenario in
mind, the vision and mission has been set up for the organization as well as it is significant to
develop the macro and micro analysis of the company, in order to analyse the competitive
advantages of the restaurant. In order to examine the further competitive advantages of the
company, further sales plan it is important to take into account the infrastructure of the
organization and accordingly it is important to evaluate the company is set up. The report as
whole talks about a structural marketing plan and took into account what are the necessary
things that should be considered for building a perfect social enterprise. Further the benefits
are being taken into account for the establishment of the restaurants and to meet the
satisfaction of customers.

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Table of Contents
Assessment 1..................................................................................................................3
Introduction:...................................................................................................................3
Marketing Plan:..............................................................................................................4
Overview Infrastructure for the Organisation:...........................................................4
Start-up Cost:.............................................................................................................4
Marketing Principle:...................................................................................................4
Objectives:..................................................................................................................5
Vision and Mission:...................................................................................................5
Macro-level Analysis:................................................................................................6
Market Segmentation and Analysis:..........................................................................7
S.W.O.T. Analysis:....................................................................................................8
Marketing Strategy and Program:..............................................................................9
Strategy in Sales:......................................................................................................10
Management Structure and Financial Plan:.............................................................10
Criteria for Further Success:....................................................................................10
Operation Criteria:...................................................................................................11
Benefits of Marketing Plan of Social Enterprise:........................................................12
Conclusion....................................................................................................................13
References....................................................................................................................14
Assessment 2................................................................................................................15

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Review......................................................................................................................15
References....................................................................................................................17

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Assessment 1
Introduction:
Marketing plan is a documented version of efforts of advertising, sales and other
marketing efforts. It provides market analysis, current situation of the market, right platform
to launch a new business or a proper platform to innovate an ongoing business. The
marketing plan is constructed with the help of experience, knowledge and skills of the key
persons in a business. The objectives of a business are fulfilled on the basis of its marketing
plan. Situation analysis, marketing objectives, target audience, budget, strategies and tactics
are incorporated within a marketing plan.
Current marketing plan is based on a restaurant business, Piatto Ristorante Café, 264
Rundle St, Adelaide. The restaurant should be, as is situated in a congested place of a city.
Apart from different food items, the speciality of the restaurant will be a cafeteria and some
of the best beverages production. Business related to food market is one of the most
competitive businesses now-a-days. To establish a restaurant business in some place, market
analysis and requirement assumptions have to be done very carefully; else the business will
suffer only loss. Establishment of the restaurant is not only the objective, maintaining it and
increasing its reputation time to time are additional objectives.
Purpose of this report is to develop a perfect marketing plan to establish and manage
the restaurant business of the chosen organization, Piatto Ristorante Café. In order to
complete various analyses, discussions and planning have been done along with a reflective
review.

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Marketing Plan:
The following marketing plan has been developed to establish and enhance the
business of the cafe-restaurant, Piatto Ristorante Café. This plan contains all the objectives,
mission and vision of the organisation, analyses of its strengths, weaknesses, and
opportunities and threats regarding business, sales forecast, marketing principle, location and
other important factors.
Overview Infrastructure for the Organisation:
The major product of the restaurant will be continental dishes along with some of the
best and innovative beverages. Additionally a cafeteria will be included with the restaurant.
This restaurant will also offer take-out, catering and home delivery. The restaurant will have
only one venue, mainly intended for dining purpose. Online seat booking and online order
home delivery will be other services provide by the company. Management of the
organisation will include two operations manager, one floor manager, one receptionist and
some other required officials. Cooks and waiters will be hired according to the requirement.
Start-up Cost:
Start-up cost is an integrated part of the marketing plan of the restaurant. Owners of
the restaurant have to raise substantial funds for the exterior and interior décor of the
restaurant. To develop the beautiful and soothing ambience right kinds of furniture, paintings,
lights and other equipment are needed. Along with that there will be development costs,
consulting costs, legal and labour costs which will be added up to the total cost of the
business project.
Marketing Principle:
Marketing principle is incorporated with different factors like locations, employees,
data gathering process and others. Location of this restaurant as is will be Rundle Street,

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Adelaide, Australia. The location has been chosen based on public congestion, adequate
public transportation, popular area for tourists and the availability of other restaurants and
cafes. The restaurant will be supported with parking space. Employees of the organisation
must be trained well so they can be humble, cheerful and helpful to the customers. The
employees represent the organization. Another valid and major criteria is the process of
transmission of information, which should be readily transferred among the owner, staff and
the employees to maintain a better management of services provided to the customers visiting
and the potential new customers.
Objectives:
Several objectives are associated with the marketing plan of the organisation. First
objective is to identify the potential market for the business in the local area. Next is to
integrate innovations in promotion of the restaurants. Following objective is to increase the
brand awareness of the organisation. One of the major objectives is customer satisfaction.
Finally another objective is to create a healthy and homely environment so that customers are
get attracted towards it.
Vision and Mission:
Vision of the organisation is to provide most exquisite continental food to its
customer along with some the best beverages. Also the vision is to enhance the business of
cafeteria and to provide an attractive to the customers. Major point in the vision of the
organisation is to become one of the top continental restaurants in the city.
Following the vision, the restaurant has picked up certain mission. Its first mission is
to develop a good food selection process with the help of the experts. Next mission is to hire
some good chefs so that there are no compromises with the quality of the food. Following
that the mission is to set up and maintain the interior of the restaurant to create the ambience.

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Another important mission is to hire professional staffs and to train them accordingly so the
perfection in the service can be maintained. Main criteria of these missions are to manage the
main criteria of the business which is customer satisfaction. Additionally there is another
mission who is to integrate the modern technologies in marketing and advertising.
Macro-level Analysis:
This analysis shows how different factors can affect the business. One of the major
that can affect is social factor, which is solely associated with recognition and publicity of the
company. This social factor helps to encourage of discourage customers. Depending on the
social factors the business of a restaurant either prospers on fails. Another important factor is
economic factor. This factor decides whether a customer will choose to come to the
restaurant on not. This an important part of market research as it is an important to identify
that if a customer can afford to eat in that restaurant or if the customer identify the restaurant
as a cheap one. It is social factors determine whether the customer is willing to avail the
services of a particular restaurant or not. Some people do not eat certain cuisines because of
the social constraints. The social class of the people determines which type of restaurants the
visit. People from the upper class of the society generally visit the restaurants generally like
to visit five star category restaurants. People with a sound income visit restaurants which they
can afford.
Political factors also affect the business of an organization. The political factors like
the instability of the government and change in the government that brings new rules and
legislations. Some of the laws are favourable while some laws are not favourable to the
business. Economical factors also affect the business of an organization. People with low
income generally prefer to visit restaurants that have cheaper rates for food and services.
Legal factors include the laws related to food and safety standards. If the restaurants do not
follow the food and safety standards then the people who are visiting the restaurant might

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face problems like food poisoning due to the low quality of the food then the restaurant might
end up facing legal problems. Technological factors affect the business of the organization
because many businesses provide an order online facility which affects other restaurants.
Recent changes in trends like home delivery have also affected the business of those
restaurants that do not provide such services. Cultural factors affect the business of any place
because people from different cultural background might not be comfortable in eating the
food of different country that they have not tasted previously.
Market Segmentation and Analysis:
Market segmentation is a part of implementation of the marketing plan of the business
of the organisation. It is done to divide the total part of the market setup plan into small units
on the basis of age group, gender, occupation and some other status of the individuals. To
obtain a wide base of customers the restaurant business has to categorize the target audiences
into various groups like families, teenagers, people belong to the age group of 30-50 years
and the people beyond the age of 60.
Market analysis has been done on the basis of the trend of the customers in Australia,
specifically in Adelaide. Their dining experience, preference of quality of food and costs has
been given the most priority. To complete the analysis a survey has been performed among
the target audience to collect the information. This survey has been conducted among almost
60% men and 40% women, at different part of the city. According to the survey, a wider
range of responses has been received about the genre of food, its quality and cost. A lot of
information has been collected about the preferences of the customers and their requirements.
It is also known that the traditional method of advertising is not enhancing the prospect of
popularity as technological advances have taken its place. Therefore, the requirement of
online advertising and others have been noted from here. Another important part of the
market analysis is to analyse the competitors. Rundle Street is one of the most popular streets

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in Adelaide where many famous restaurants and cafes are already present like Orana, Eros
kafe, San Giorgio Ristorante and some others. According to this, there are already well
established are present there so it will be a difficult task for the are restaurant to beat its
competitors.
Competitor’s analysis
The main competitors of the business are Orna, Mandoo, Eros Cafe, San Giorgio and
Ristornate. The competitors right now are in good position because of their marketing
strategy. The quality of all the restaurants is good and they all have the certification for food
safety and security. In such scenario the company is facing harsh competitor from its
competitors. All the restaurants are giving each other neck to neck competition and therefore
there is no market leader. However, Ristornate and San Giorgio are highly priced restaurants
and therefore only those customers who can afford to avail the high quality food and service
from the restaurant visit it. Eros cafe is very popular among the students. Orna and Mandoo
are very popular among the customers of middle class society with not very high income
(Hollensen, 2015).
S.W.O.T. Analysis:
S.W.O.T. analysis is very necessary to develop a marketing plan as these topics bring
out the market situation and provides the reasons for the restaurant to settle or not. Following
analyses will draw out the strengths, weaknesses, opportunities and threats for the business of
the organisation.
Strength of the restaurant will be the diversity of its menu the quality of the food.
Additionally, ambience of the restaurant, location and service whether in-house or delivery
can be considered as the strengths of the organisation.

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Only one outlet of the restaurant can be the major weakness of the restaurant.
Additionally, the size of the organisation and the number of sponsors can be considered as
other weaknesses (Hollensen, 2015).
There can be several opportunities related with the business of the restaurant.
Expansion of the business on various terms, reduction in the prices of food items and
enhancement of customer services are the probable opportunities for the organisation.
Another opportunity for the restaurants can be the closing of other restaurants and cafes.
No business can stay out of threats entirely. In this business hiring wrong or incapable
people and improper training can be the biggest threat to the organisation. Dispute in
relationship with the suppliers is another threat for the business. Certain exterior matters like
opening of new restaurants with same genre of foods and increased price of food cam be
considered as other threats to the business (Wolfe et al., 2015).
Marketing Strategy and Program:
Successfully implement the marketing plan, a proper strategy has to be set up by the
authority of the organisation. The strategy will be the promotion of the brand with its food
items, superior quality and reasonable costs, exquisite ambience and excellent customer
service to gain popularity and earn profit. Advertising needs to be done properly, at right
place and at right time. Online advertising needs to be used in place of traditional advertising
to acquire the public awareness quickly.
Following the strategy, the programs that have been selected for media marketing are
online advertisement using official website and promotional ads on other websites, pamphlet
distribution, local newspaper advertisement, posters and banners, sponsorships in events and
schools and offices in a required scale (Williams, 2014).

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Strategy in Sales:
A marketing plan is incomplete without sales plan. Sales strategy of the restaurant
consists of high quality of different kinds of foods, innovative beverages and a good cafeteria,
a dynamic ambience, excellent customer service and proper integration of technology in the
business. To accomplish this sales strategy professional and hard-working employees are
required along with proper training. Proper evaluation of public demands and food quality,
accurate information gathering and precise competitor analysis are the parts of sales strategy,
which are keys to success of the business. The employees are focused towards providing
excellent services and focus on handling each and every issues of the customers. For a quality
service the employees are required to be trained so that they understand the benefits of
personal selling and successfully provide excellent customer service (Lee, Hallak &
Sardeshmukh, 2016).
Management Structure and Financial Plan:
According to the structure of the restaurants, the framework of the management can
be described. Apart from the owner the restaurant must contain other officials like two
operations manager, one financial manager, one supply manager, on legal advisor, one
inventor manager and one or two receptionists cum cahiers. Financial plan of the restaurant
will be incorporated of significant predictions, risk analysis and management, balance sheet,
statement of cash flow and profit and loss statement. These significant predictions include
cost and benefit structure, business growth, annual income, economy, percentage of annual
grow, variance of seasonal sales, inventory turnover and some other factors (Walker, 2016).
Criteria for Further Success:
There are various features relative to the success of any organization especially,
oriented around customer satisfaction as that is the blood stream for the business as is here
while briefing and proposing the marketing plan for the cafe restaurant proposed and

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positioned here. There are present few control tools that prove to be beneficial for the success
evaluation and the sustainability of a business alike. Firstly, the control bodies: this section
revolves around discussion of the action plan for the year or years ahead. Next is the control
tools: the tools are the devices to evaluate the progress of the proposed strategies, which
includes customer surveys, documents stating the profit and loss of the accounts and the
comment cards that should be provided to collect the feedback from the customer base
(Valentino & Caroli, 2014).
Operation Criteria:
The restaurant as is decided would be situated in Adelaide, Australia. The restaurant
should plan its objective to serve lunch, dinners and after-hour dinning services for the weeks
and grab speciality for the weekends.
Charting out the restaurant service can be done in such a manner that this will provide
lavish vegan and non-vegan lunch and dinner buffet system with the season and/or occasion
offers. Another addition to this segment of the service could be the mid-night buffet, which
might be available in the weekends for about 12 am to 2am with a sure coated elevated price
and service providers. Services can be customized according to the liveliness and business of
the location and the genera involved in the target market for the organization, which can
follow the below proposed routine chart.
Lunch: 01:00p.m -04:00p.m
Dinner: 07:00p.m – 11p.m
Breakfast: 08:00a.m -12:00p.m
Evening Snacks: 04:00p.m -07:00p.m

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Another major operational criterion could be the home-delivery service based on the order
fixed for a minimum amount, checking all the transport availability and the profitability
associated with the same (Doherty, Haugh & Lyon, 2014).
Benefits of Marketing Plan of Social Enterprise:
Social enterprises not only work for the profit of their business but they also focus on
the greater good of the society by adding value to the society by extending their help to the
stakeholders. The aim is constantly work to meet the objectives of their organization but not
ignoring the interests of the community for which they are working (Läikkö-Roto & Nevas,
2014).
Marketing plan is an essential part of a business organisation whether the aim of the
organisation is to earn profit or greater good of the society or environment. The marketing
plan helps the organisation reach the market segment that has been targeted by the
organisation. The marketing plan of Piatto Ristorante Café will help gather information
about the segment of market that the company wants to target. This is regarded as the first
step as it develops a fundament on the basis of which other policies and decisions are made.
Furthermore, the macro and microanalysis of the business environment helps the company
understand the challenges it has both internally and externally as well as the advantages it has
over the competitions so that the company can build on these positive aspects to grow the
business. Marketing is communicating with the end customers and other stakeholders of the
organisation and a plan is required to employee the resources in the right place and at the
right time to be relevant and effective in terms of the impact of the communication. For a
restaurant developing a marketing plan is essential as the company build the menu based on
the preference and interest of the target market. It helps all the stakeholders of the company
to think in the same direction by setting goals and objectives for the company to achieve. A

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marketing plan includes all the essential attributes that helps the company grow and expand
in the future.
Conclusion
The marketing business plan for Piatto Ristornate The restaurant should be, as is
situated in a congested place of a city. Apart from different food items, the speciality of the
restaurant will be a cafeteria and some of the best beverages production. Business related to
food market is one of the most competitive businesses now-a-days. To establish a restaurant
business in some place, market analysis and requirement assumptions have to be done very
carefully; else the business will suffer only loss. Establishment of the restaurant is not only
the objective, maintaining it and increasing its reputation time to time are additional
objectives. The restaurant will also provide services like online ordering of food products so
that the customers can easily order food without visiting the restaurant.

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References
Armstrong, G., Kotler, P., Harker, M., & Brennan, R. (2015). Marketing: an introduction.
Pearson Education.
Chernev, A. (2015). The marketing plan handbook. Cerebellum Press.
Doherty, B., Haugh, H., & Lyon, F. (2014). Social enterprises as hybrid organizations: A
review and research agenda. International Journal of Management Reviews, 16(4),
417-436.
Hollensen, S. (2015). Marketing management: A relationship approach. Pearson Education.
Läikkö-Roto, T., & Nevas, M. (2014). Restaurant business operators' knowledge of food
hygiene and their attitudes toward official food control affect the hygiene in their
restaurants. Food control, 43, 65-73.
Lee, C., Hallak, R., & Sardeshmukh, S. R. (2016). Drivers of success in independent
restaurants: A study of the Australian restaurant sector. Journal of Hospitality and
Tourism Management, 29, 99-111.
Valentino, A., & Caroli, M. G. (2014). Taking advantages from green marketing plan, in
“Managing and governing innovative industrial areas integrated guidelines–a
handbook”. MER e-book.
Walker, J. R. (2016). Introduction to hospitality. Pearson Higher Ed.
Williams, E. (2014). Great places to do the deal over a good meal. Management Today, (Apr
2014), 40.

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Wolfe, D., Silmon, V., Plesko, T., & Miller, K. (2014). Marketing Plan: Dallas Integrated
Corridor Management (ICM) Demonstration Project (No. FHWA-JPO-14-112).

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Assessment 2
Review
The business plan for Piatto ristorante cafe has been made with an aim to fulfil the
needs of the customers in the city. The business aims at providing the best class service to its
customers. An effective plan is the key to successful business. If the business plan is not
successful it would be difficult for the business to sustain the competition. The objective of
the marketing plan is not short-term gains rather its objective is long-term sustainability and
creating a customer base that helps the restaurant of grow up to 40 percent in the next four
years. Not all business plans aims at sustainability and hence this marketing plan is different
because the objective is different and not at all for short-term gains. While making the plan
the focus of the restaurant was to increase the operational efficiency. If the operational
efficiency of the business is increased then only there are chances that the service delivery
would be efficient. Good delivery of services pleases the customers and they want to visit the
restaurant again. The marketing plan is a result of an in-depth marketing research conducted
by the efficient team members of research and development department. The business of the
future seems pretty good as the restaurant is estimating the payback time to be two years. The
location is the business can be said as one of the reasons for the business to gains maximum
number of customers. It is one of the busiest streets of the city and hence the customer flow is
good in the rush hours (Gummesson, 2014).
Efficient human resource planning can be said as one of the reasons that makes the
owners so that in future the business will have operational efficiency that would aim at
pleasing the customers and making them the loyal customers of the organization. An ample
amount of the capital would be invested in the interior of the restaurant so that the ambience
of the restaurant is soothing to the customers. Modern design of furniture, wall paintings,

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curtains and beautiful table cloths would seem small thing but the marketers have put an
emphasis that putting emphasis on small details successfully creates a positive impact on the
customers. A great deal of the money will be spent on the marketing activities like
advertising and promotion. This will help the organization to create interest among the
customers and also create awareness about the business (Lee, Hallak & Sardeshmukh, 2016).
The marketing plan has been made with the help of Business Model Inc, it is an organization
that helps new ventures to create marketing plans like with the help of tools like, business
model canvas and strategy maps. The company helps those ventures that provides value to
the society. Restaurants are such business that fulfill the basic needs of the customers,
providing quality of food and services (Walker, 2016). The business plan have been
reviewed by the experts and as per their review the plan if executed properly would definitely
meet all the goals and objective s of the business like profit making, growth, increase in
customer base and sustainability.

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References
Gummesson, E. (2014). Productivity, quality and relationship marketing in service
operations: A revisit in a new service paradigm. International Journal of
Contemporary Hospitality Management, 26(5), 656-662.
Lee, C., Hallak, R., & Sardeshmukh, S. R. (2016). Innovation, entrepreneurship, and
restaurant performance: a higher-order structural model. Tourism Management, 53,
215-228.
Walker, J. R. (2016). Introduction to hospitality. Pearson Higher Ed.