Detailed Business Development Report: Chuck & Chick Restaurant, Malta

The business development report details the plan for Chuck & Chick, a multi-cuisine restaurant chain proposed for Malta. The report outlines the rationale for the business, focusing on Malta's tourism and the opportunity to offer unique food experiences by combining different cuisines with local Maltese flavors. It covers the restaurant's vision, mission, and business concept, including the selection of three prime locations: Popeye Village, Azure Window, and Mdina old city. The report provides a feasibility study, analyzing market, industry, organizational, and financial aspects. It includes a business model and a detailed business plan, including marketing strategies and risk assessments. Financial forecasts are also presented, projecting revenue and growth over three years. The report concludes with references and supporting information for the proposed restaurant venture.

BUSINESS
DEVELOPMENT 1

EXECUTIVE SUMMARY
The presented business proposal is of Chuck & Chick restaurant which is going to setup
its restaurant business in Malta. The business idea is based on multi-cuisine food that will be
served by following the cultural procedure of country whose cuisine food will be going to
severed. These restaurant will be established at three prime locations of Malta such as Popeye
village, Azure window and Gozo island as these are the tourism attraction place. The reason
behind working over cultural themed restaurant is that it is totally a new concept which keeps
competition away. This present report elaborates about the Business development report that
contains a detail about mission and vision of restaurant. In addition to this it also describe about
the concept behind this business idea over which feasibility analysis will be performed that help
in preparing an effective business plan.

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................2
INTRODUCTION...........................................................................................................................5
Rationale.................................................................................................................................5
Vision:-...................................................................................................................................5
Mission:-.................................................................................................................................5
Design and structure of the report..........................................................................................6
Relevant Model and Information sources used......................................................................7
Assumptions...........................................................................................................................7
Timescale for achievement.....................................................................................................8
BUSINESS CONCEPT...................................................................................................................9
Facilities or services ..............................................................................................................9
Target market........................................................................................................................10
Value added..........................................................................................................................10
Specific Feature....................................................................................................................11
Who is involved....................................................................................................................11
Windows of opportunity.......................................................................................................11
FEASIBILITY RESEARCH ........................................................................................................12
Primary and Secondary data needs.......................................................................................12
Research methodology.........................................................................................................13
5 Key areas of feasibility research........................................................................................13
Marker feasibility.................................................................................................................21
Industrial feasibility..............................................................................................................22
Organisational Analysis........................................................................................................24
Financial feasibility..............................................................................................................25
Ambition Vs Ability.............................................................................................................28
THE BUSINESS MODEL.............................................................................................................29
The core strategy..................................................................................................................29
Business Canvas Model........................................................................................................30
BUSINESS PLAN FOR A NEW RESTURANT SETUP ..................................................37

IN MALTA...........................................................................................................................37
Executive summary..............................................................................................................38
Geographical market location and customer acceptance......................................................38
Business potential.................................................................................................................38
Strategies for competitive advantage....................................................................................38
The Team..............................................................................................................................39
Legal structure......................................................................................................................39
Partners.................................................................................................................................39
Business plan for The Chuck & Chick restaurant................................................................39
1. The industry, company & products..................................................................................40
2. The Market.......................................................................................................................41
3. Marketing approach..........................................................................................................44
Potential risk for Chuck & Chick restaurant........................................................................46
Critical factor for success.....................................................................................................47
Visibility of plan...................................................................................................................48
Visibility of Budget and investment.....................................................................................49
FINANCIAL FORECASTED.......................................................................................................50
REFERENCES..............................................................................................................................53

INTRODUCTION
Present report is about a business development plan of chain restaurant which is going to
be established at three prime locations in Malta. It will be a multi cuisine restaurant which is
named as “Chucks and Chicks restaurant”. Multi cuisine refers to the a specific set of cooking
tradition and practices that are usually associated with some specific culture as well as region of
particular country (Balcerzak and Pietrzak, 2017). These restaurant will cook and serve new
dishes which is made up by combining the basic cuisine food of countries like China, Italy and
Mexico with the local food of Malta in order to form up new or unique dishes.
Rationale
The main aim behind selecting this business start up idea is that Malta is a basic tourism
attraction place where number of foreigners visit daily in a large quantity. Hence, for the
business like restaurant there are great opportunity is present at marketplace. Therefore by setting
up a restaurant chain it become easier to position it and attract large number of customer through
its unique preposition. Another reason behind selecting this business ides is that there are number
of restaurant which offer local as well as some basic cuisine dishes. But none of them offer core
food of a particular country, so by setting up this chain restaurant there will be a greater
opportunity for getting more customers traffic at initial stage. In addition to that, this business
start up if positioned and maintained successful then it be able to setup monopoly at marketplace
because it working toward offering something unique and new to the local people as well as
tourist in Malta.
Vision:-
“Vision of restaurant is to growth in market place for becoming a leading and cultural
themed restaurant at Malta by capturing market share of around 70% by 2025.”
Mission:-
The mission statement of Chucks and Chick restaurant is given below that help in
reaching up to vision of restaurant:
 To satisfy the expectation of customers by delighting them with restaurant services.
 To position this restaurant as a place which serve multi-cuisine food in a way that reflect
the cultural of origin country.

Design and structure of the report
The presented business development plan of Chuck and Chick restaurant is divided into
5 section. The information these section contain is explained below:
Introduction:-
This is the first part of business plan that brief about the restaurant chain start up idea
along with the reason behind its selection in rationale part. In addition to this it also includes
information about the vision and mission statement of restaurant along with further future
assumption as well as time scale for overall business plan.
Business concept:-
This section describe about the basic idea behind the business plan of Chunk & Chick
which it is going to set up in Malta. Further it also contain the information about food, services,
target market, special feature, people involved as well as value added factors that it is offering
in marketplace that make them unique from others (Hickson 2016).
Feasibility study:-
This section work toward gathering and evaluating the information in order to judge
their plan on the bases of its viability or soundness, by marking it over the criteria of data
collected about market as well as opportunities (Li and et. al., 2016). For achieving it, this
section includes a detail about feasibility plan, research methodologies along with primary and
secondary data. Apart from this it also includes five key area of feasibility research such as
product/services, market, industry, financial and organisational factor. Then it contain result
from this analysis as per ambition or ability of business.
Business Model:-
This section will elaborate about the introduction of business model of Chucks & Chick
restaurant along with elements involve in this. Further it also contain Core strategy that support
in achieving competitive advantage and sustainability. It also contain description about resource
required, networks & partnership details.
Business Plan:-
This is the last section of business development plan which involve the information
collected from secondary sources. This gathered information will help toward the insight of
potential risk involved in business, opportunities present and viability of plan by considering

budget as well as investment requirement.
Relevant Model and Information sources used
In order to develop an effective business development plan, information is required to
collect in effective manner so that proper actions can be taken toward the establishment for this
business. For performing research over this business plan primary as well as secondary data
collection method has been used which help in developing an understanding in this area by
combining the knowledge of existing as well as fresh data of market (Springer and et. al., 2016).
In primary source data will collected using questionnaire in which some questions are being
asked by target market that support in identifying the reliability of business plan and view of
customer toward this idea. For collecting secondary data journals, articles or magazines will be
used for obtaining desired information on similar concept viewed by different people.
On the other side, Porter's five force model will be used that support in collecting
information regarding the competition or several threat that are present in market and may affect
business when set up (King and Mackey 2016). This will support Chucks & Chick restaurant to
determine the actual scenario of market along with the scope of this new idea of food offering
within Malta.
Assumptions
In order to conduct an effective business plan for a restaurant start-up following
assumptions are being made for supporting and creating a foundation of business proposal:
 There is an huge demand of restaurant that have a capability to mix match the cuisine
style, taste and culture of different countries with an aim to offer new or unique dishes.
 Malta is a country where majority of tourist stay and visit, therefore at this place
restaurant will easily be able to position its business in marketplace.
 Chefs that are appointed from different nations will also remain committed to their
project.
 Local people are fed up with similar sort of food as well as common cuisines and now
want something new or more innovative food dishes. This will created a possible success
chance for restaurant in Malta as it is offering totally new dishes.

 It has been assumed that the restaurant will not be able to create more profit in initial year
but as the time passes it will be able to generate revenue of around 20,000€ in first year,
40,000€ in 2nd year and around 70000€ in 3rd year.
Timescale for achievement
Work over this project will be commenced from march 2019 and before April ending
market research for this project will be performed with an aim to determine the potential risk as
well as opportunities that are present for Chucks and Chicks restaurant within Malta. In the mid
of May, locations for restaurant will be determined and evaluate on the bases of its pros or cons
as well as approach of customers. After deciding the restaurant setup locations, proposal will be
prepared in order to attract investors for influencing them to invest in business. After this in June
end, application regarding legal licence for operating restaurant will be forwarded. Once all these
activities has been performed, human resource consultancies will be approached in order to hire
best suitable and experienced staff who can support restaurant in accomplishing their objectives.
These activities will be completed by the end of October and from this procedural work it can be
estimated that Chuck and Chicks restaurant will be able to start construction work of its outlet by
November and can start its business by 1st April 2020.

BUSINESS CONCEPT
The Chucks and Chicks is a chain restaurant which offers multi-cuisine food within its
outlet whose interiors is set as per the culture with which the cuisine belongs. The main concept
behind forming this business plan is that, Malta is a tourist attraction place where number of
foreigner visit from different country every day. The competition within the food & beverages
industry of Malta is saturated and majority of players are serving similar kind of food in different
style (Cairncross, 2014). So, in order to position a restaurant with sustainability and achieving
competitive advantage it has been planned to set up a restaurant which have the capability to
innovate new dishes and be able to make customers happy by delighting them.
Therefore to achieve this it has been planned to start up a restaurant chain business
named as Chucks and Chicks restaurant. In this three restaurant will be placed over three prime
locations within Malta where the tourist traffic is more (Song and Sakao 2016). It includes
Popeye village which is a purpose-built film village and now become a small attraction fun park.
Second location will be Azure window which is most visited tourist location because it contains
a 28ft rock arch on Gozo island of Malta which is must-see sunset spot. Third location will be
Mdina old city which is a beautiful piece of land that depict the story of medieval architecture.
Three restaurant will be established over these above mentioned locations.
 Italian cuisine restaurant will be at Popeye village.
 Chinese cuisine restaurant will be Azure window.
 Mexican cuisine restaurant will be at Mdina old city.
Facilities or services
The Chucks and Chicks restaurant will offer variety of cuisine food along with some mix
of cuisine and local food of Malta. These food are mentioned below:-
In Chinese Cuisine
restaurant
In Italian Cuisine restaurant In Mexican Cuisine
restaurant
 Sweet & Sour Pork
 Ma Po Tofu
 Wontons
 Pastizzi with chow
mein filling.
 Panzella
 Bruschetta
 Focaccia Bread
 Gbejniet with Caprese
Salad.
 Chilli Con Carne
 Guilt-Free Chilli
 Mexican yogurt Dip
 Burritos with Kapunata
filling.

 Maltese sausage with
Ma Po Tofu
 Dumpling dipped with
Minestra.
 Spring roll with Ricotta
filling.
 Sweet & Sour Pork
mixed with Gbejniet
 Pastizzi
 Torta tal-Lampuki
 Timpana with Pasta
Carbonara topping.
 Margherita Pizza with
prickly Pears topping.
 Timpana filled with
Mushroom Risotto.
 Timramisu mixed with
Lampuki pie.
 Ħobż biż-Żejt
 Timpana
 Guacemole with crispy
pastizzi
 Tomato salsa with
Timpana
 Mexican yogurt with
Qaghaq tal-ghasel
 Zalzett Tal malti served
with tomato salsa.
 Torta tal-Lampuki
 Stuffat tal-Fenek
Target market
Market segmentation is defined as the procedure through which a company divided its
whole market into some group to whom they can target with their product or services. These
group are being divided as per their homogeneity in dimensions which people belongs to
particular group will share. The Chucks and Chicks restaurant segment its customer on the bases
of demographical segmentation. Under this segmentation there customer are localities as well as
tourist who visit that location. The main reason behind this selection of market segment is that
people usually like to have their meal over a place which present culture of some another place
to whom they are not much experienced or families. Main focus of restaurant will remain over
this segment only but after get market acceptance it can further proceed to position its restaurant
over other tourist attraction place in Malta so some another country.
Value added
Chucks & Chicks restaurant has several factors that will contribute toward creating value
in front of customers which includes:
Cultural theme:- The interior of restaurant will be design on the theme of a country
whose cuisine will be going to offer and food will also serve as per the tradition of that particular
nation. This help in providing the feel of culture to which majority of restaurant visitors are
unaware which help in making customers satisfied and creating value in front of them.
Chef from different countries:- Another major factor that support restaurant in creating
value ion front of its customer is by hiring chef from the origin country of cuisine as well as local

chef. This help them in cooking food more effectively by combining the culture of both the
nation as they have more knowledge regarding the taste and procedure of cooking food within
particular country (Shahzad and et. al., 2018).
Specific Feature
The food and beverages industry of Malta is full of restaurants that provide variety of
food related services. This has created more competition in market as there are number of
restaurant that are already available in market which make it difficult for the new player to enter
into market. Hence in order to achieve sustainability at marketplace it become essential for the
Chuck & Chick restaurant to offer something unique that support them in attracting customers
and dealing with the competition present in market. The special feature of Chuck 7 chick
restaurant are mentioned below:
 Mix of cuisine food:- This is one of the most special feature that Chuck & Chick
restaurant is offering to its customers where it is offering four cuisines that are Chinese,
Italian, Mexican and Maltese. In addition to this it is also preparing some unique foods
which is usually form up with mic two cuisines such as local Maltese food with cuisines
like Chinese, Italian, Mexican. it is offering a mix of local and cuisine dishes that
support in cooking a new variety of foods that will be able to attract customers even with
its concept behind food & services. Apart from all this for preparing these food the Chef
from the cuisine origin country will be called so that high quality and delicious food will
be offered to customers which is one of the most positive point that support in success of
restaurant.
 Ambiance as per cuisine culture:- The another special thing that The Chuck & Chick
restaurant is offering to its customers is that the interior of restaurant is designed in the
manner that reflect the culture of a country to which a particular cuisine belongs. In
addition to this the sitting arrangement as well as crockery in which food will be served
to customer is also belongs to that particular nation.
These all are the special feature which support in attracting the customers to visit
restaurant and avail services which support in gaining success in marketplace.
Who is involved
Chucks and Chicks will a multi-cuisine restaurant with the theme of origin country and
established as a private business by two brothers. In order to position this business effectively

there will be support of various stakeholder is required. There are around two shareholders who
are investing there capital in this business by forming up their authority over around 20% of
profit. For this restaurant involve majority of its staff member are experienced in hotel
management. In which chefs called from China, Italy and Mexico have experience in this field of
around 3-5 years. In addition to this chef of Malta also have experience of around 2-3 years. The
manager appointed have an experience in four star hotel of around six years. These all support
restaurant in achieving its goals as well as objective to achieve market sustainability.
Windows of opportunity
Malta is a most attractive tourist place and have popularity for its heritage site as well as
beaches, because the country is surrounded with sea. So from the evaluation it has been
identified that localities and tourist both spend their time over the sites that are selected for
restaurant and also freaking for new variety of food (Song and Sakao 2017). Therefore, by
experimenting and combining two cuisine foods restaurant will be able to gain maximum of
customer attraction and it be able to position its business along with growth and sustainability
opportunities.
Management
An effective management is very crucial for the growth as well as development of a
company as it ensure execution of operations in a systematic manner. Management is basically
defined as a process of administration within a business so the their must be proper flow of
information as well as command. The current report is based on launching a new business of
restaurant i.e. The Chuck and Chick Restaurant which offers a wide range of innovative dishes
by combining the local food of Malta with some famous cuisines such as Mexican, Italian,
Chinese etc. Hence in order to manage its operations properly and achieving sustainability within
such a highly competitive environment, the Chuck and Chick Restaurant requires so that the
efforts performed by employees can be directed toward right direction. For this The Chuck and
Chick restaurant is required to formulate an effective organisational structure so that the
execution of operations can be performed in right direction that will be easier for the company to
have a systematic flow of operations toward the accomplishment of organisational goals and
objectives.