Asian Burger Restaurant: Business Concept & Analysis Assignment

This report details the business concept for "Asian Burger," a restaurant specializing in fusion cuisine that blends American burger styles with Asian flavors. The report outlines the restaurant's offerings, which include burgers, burritos, and nachos with Asian-inspired ingredients, alongside traditional dishes from various Asian countries. The target audience is identified as millennials, leveraging their social media activity for marketing. The value proposition emphasizes the restaurant's unique menu, focus on customer service, and a commitment to creating a cultural melting pot through food. The research section covers product delivery, online presence, and the importance of location and a launch party for initial exposure. The report concludes by highlighting the restaurant's potential to penetrate an unexplored market and embody globalization through its culinary offerings. Desklib provides a platform to explore similar business plans and solved assignments.

Running head: BUSINESS CONCEPT & ANALYSIS ASSIGNMENT
Business Concept & Analysis Assignment
Name of Student:
Name of the University:
Author note:

1BUSINESS CONCEPT & ANALYSIS ASSIGNMENT
Table of Contents
Introduction:...............................................................................................................................2
Description:................................................................................................................................2
Services Provided:..................................................................................................................2
Target Audience:....................................................................................................................3
Value Proposition:..................................................................................................................3
Research:................................................................................................................................4
Conclusion:................................................................................................................................4
References:.................................................................................................................................6

2BUSINESS CONCEPT & ANALYSIS ASSIGNMENT
Introduction:
Asian Burger will be a new restaurant that will be incorporating both the American
style burger and with Asian flavours. This restaurant’s main attraction will be the burgers,
however there will be a range of more fusion foods that incorporate both the Asian and
American tastes. It is very common to see an American burger joint, and also common to find
Chinese, Japanese, Korean and Indian restaurants, but however, the fusion is not usually
common for many restaurants in the hospitality business. The interior of the restaurant will
also have a great impact for attracting customers and making sure a sense of dedication by the
consumer is established towards Asian Burger. It is important to have a great logo and a great
ambience inside the restaurant (Erkmen, 2019).
Description:
The products of the restaurant will involve a burgers, burritos and nachos
incorporated with the addition of sushi, tandoori chicken, Korean BBQ infused. Along with
the highlighted products, there will also be products, which are not culturally infused but are
solely foods from the different Asian countries.
Services Provided:
Asian Burger will provide a variety of items on their menu; however, the start will
only be with a handful of menu items that will highlight the real essence of the restaurant. As
mentioned earlier, there will be a starting menu list of burgers, nachos and burritos.
After the initial few months, as people start getting more acquainted with the
restaurant then more items will be added into the menu. These items will include original
Japanese style sushi but also a fusion item of the sushi line, which has American, tastes
inside, such as chicken finger, cheese, French fry fillings. Along with this, the Indian, Korean

3BUSINESS CONCEPT & ANALYSIS ASSIGNMENT
and Chinese side of the restaurant’s menu there will be original foods from the countries
along with the version of their fusion items.
Target Audience:
The target audience for Asian Burger will be mostly millennials as the restaurant can
rely heavily on them to get the word out for the restaurant. As it is very common for any
millennial to be very active on social media (Allagui, 2016), targeting the menu and
ambience of the restaurant towards that age group will be highly beneficial for the growth of
the restaurant. Asian Burger will be operating on a B2C customer profile, as the restaurant
will be providing the service and product to the consumers directly.
Value Proposition:
Asian Burger offers a range of menu items that is unique and will be attractive to
many people who are willing to trying something new. The aim is to create a greater melting
pot of cultures and get people acquainted with the different foods from around the world
(Katz & Katz, 2015). Asian Burger will make sure that there is a great focus on the type of
ambience and service being provided by the waiting staff of the restaurant, ensuring that in
the first few days, there are no rooms for complaints from the customers and even if there are,
that they are acknowleged as soon as possible for a better review.
Research:
1. Delivery of product or service
The products of the restaurant will be being served in the restaurant itself.
2. Mode of selling
An online menu will also be available on platforms such as Yelp so that it more people
can find out about it without seeing the restaurant.

4BUSINESS CONCEPT & ANALYSIS ASSIGNMENT
3. Engaging primary research
The location of the restaurant is the very vital to its success as then there wouldn’t have to
be much investment in marketing if the restaurant is in a place that experiences a lot of
traffic every day. Asian Burger will have a launching party that will put the restaurant on
the map for food critics to come and try the menu and in turn, increasing the exposure that
the restaurant receives.
4. Time spent in working the business
To develop the menu of the restaurant requires a lot of effort, innovation and execution
(Shihab & Oishi, 2018) to make sure that the fusion items are actually tasting good.
Almost six months to a year is required to collect certain chefs and restaurant managers
that will be able to understand the concept of this restaurant and be able to execute the
food that is required to upkeep the fusion reputation of Asian Burger. This length of time
will also include location scouting and figuring out how much finances are required start
building the restaurant.
Conclusion:
Asian Burger will be penetrating into a market that has not been explored before and
will surprise many people of Canada because they have not tried food that has been made this
way. With the rising globalization in today’s world, it is very common to see people from
very opposite cultures to become very closely acquainted, so this restaurant will be
embodying this concept and turning it into the food that people eat in the restaurant.

5BUSINESS CONCEPT & ANALYSIS ASSIGNMENT
References:
Erkmen, E. (2019). Managing Restaurant Attributes for Destination Satisfaction: What Goes
beyond Food?. Administrative Sciences, 9(1), 19.
Allagui, I., & Breslow, H. (2016). Social media for public relations: Lessons from four
effective cases. Public Relations Review, 42(1), 20-30.
Katz, R., & Katz, E. (2015). Evaluating culture: World music and fusion food. International
Journal of Cultural Studies, 18(2), 155-165.
Shihab, I. F., & Oishi, M. M. (2018). Where will you setup your business next?: a machine
learning approach to suggest ideal geographical location for new restaurant
establishment(Doctoral dissertation, BRAC University).