Comprehensive Business Plan: Bistro Restaurant Launch in London

This report details a business plan for launching "Bistro: Food for choosers," a multi-cuisine restaurant in London, UK. It includes a comprehensive analysis of the industry, market, and competitors, utilizing tools like Porter's Five Forces, PESTLE, and SWOT. The plan outlines the restaurant's vision, mission, and objectives, emphasizing a unique dining experience with high-quality food and attentive service. The report specifies the restaurant's location near the Thames River and discusses operational, risk mitigation, and sales and marketing strategies. Furthermore, it addresses finance and funding plans and introduces the management team. The business aims to cater to diverse tourists and locals by offering a variety of dishes and ensuring high sustainability and hygiene standards, ultimately focusing on customer satisfaction and repeated purchases.

Individual Business Plan

EXECUTIVE SUMMARY
The aim of the report was to create the new business plan of opening the restaurant in
London UK so that more people are able to taste the authentic flavours and dishes in reasonable
pieces. Also, the report had described about several markets, competitor and industry analysis
that would be conducted to assure the success of the business. Furthermore, the study had also
identified the sources of funding and marketing strategy that would help the business to grow in
the most successful manner in the future. Lastly, various risk mitigation strategies that would be
used by the business firm in overcoming certain future challenges had also been covered under
this report in detail.

TABLE OF CONTENTS
EXECUTIVE SUMMARY.............................................................................................................2
INTRODUCTION ..........................................................................................................................4
MAIN BODY...................................................................................................................................4
Business details............................................................................................................................4
Location.......................................................................................................................................5
Industry analysis..........................................................................................................................6
Product/Service description.........................................................................................................8
USP and Competitor analysis......................................................................................................9
Operations plans.........................................................................................................................11
Risk and Contingency plans.......................................................................................................13
Sales and marketing strategy.....................................................................................................13
Finance and funding plans.........................................................................................................14
Management team......................................................................................................................17
CONCLUSION..............................................................................................................................18
REFERENCES..............................................................................................................................19

INTRODUCTION
Business Plan is detailed description of the various products and services that are going to
the offered to the public on large scale. Furthermore, the present report is based on Bistro cafe
and restaurant that would be newly launched in London UK and would serve variety of dishes to
large number of customers. Moreover, the study will specify the business details and the location
where the products would be offered. Also, the study will highlight the detailed product
description and will also conduct the competitor analysis so that better understanding might be
gained for the future goals and objectives. Moreover, the report will specify the operations and
risk and contingency plans for the newly launched business. Lastly, the study will highlight the
sales and marketing strategy along with management team that will help the business to reach
greater height of success in the future.
MAIN BODY
Business details
The growth in hospitality and tourism in UK has motivated to introduce new multi
cuisine restaurant with name “Bristo: Food for choosers”. The arrival of tourist from different
locations find it difficult to eat food of their taste and preference. Bristo, being a multi cuisine
restaurant will provide numerous services and cultural specific catering for diversified tourists
with different cultural food and drinks at a single place. The good quality food, restaurant
lighting, interior design, music, outdoor dining and comfort will ensure great dining experience
of customers.
Legal form
There are different forms of organization and selection of appropriate form depends on
various factors. It is very essential to consider all the factors impacting selection of appropriate
organizational form. As the plan is to start a restaurant there are various requirements to fulfil
before establishing a restaurant (Sharma, 2020). The main factor is finance and its is very
important to have an idea of potential sources of funding. The legal structure of Bristo is
partnership LLP as to open a restaurant there is need of huge amount of funds and expertise. By
getting into agreement with individuals who have funds as well as knowledge about this area will
be beneficial for growth of business. Formation of partnership is very easy and quick as there are
very few legal requirements for establishing partnership. The another advantage of partnership is

that funds can be raised easily when required and liabilities will be limited to extend of
investment in organization.
Vision, mission and objectives
Vision
The vision of organization is to first choice in multi cuisine restaurant for tourist as well
as people in UK by providing excellent dining experience.
Mission
The mission statement of Bristo is to deliver a unique and delicious experience to
customers by providing high quality food and drinks along with friendly and attentive services
and warmth and welcoming presence (Carvalho, 2022).
Objective
 To provide unique and delicious dining experience
 To offer variety of food and drink choices
 To create a brand image
 To gain market shares and build loyal customers
Values
 Create a warmth and belonging culture
 Deliver the best food
 Customer and employee satisfaction is core value
Location
The location of restaurant has great impact on success of business as much as menu and
food. Location acts as anchor point which helps in sustaining in competitive market. There are
various factors to be considered before selection of perfect location for restaurant. The right
location of restaurant helps to attract more customers. The growth in tourism in UK has given
opportunity to open a multi cuisine restaurant in London. London is capital and largest city of
UK which is located on south east of England near river Thames (Ilmafa'ati, 2021). It is world's
major global city and has a strong influence on arts, entertainment, fashion, tourism and
commerce. This is the reason of selecting London location for restaurant as there will be growth
in tourism and hospitality industry in the future. Bristo will be opened near Thames river which
is second longest river in UK. The peaceful environment and river view will increase the charm
of eating and provide customers outstanding experience. Restaurant will have indoor as well as

outdoor dining. The atmosphere of restaurant will be family friendly so that customers can visit
with their family.
Industry analysis
Industry or market analysis is method that helps company to analyse and understand the
market and industry in which it is operating or planning to operate. Market analysis is very
important before developing a business plan. This would help company to understand its external
and internal business environment, market condition, customers as well as competitors. There are
various tools used to analyse industry (Pecorale, 2022). The tools that are used in this project are
Porter's five forces, PESTLE analysis and SWOT analysis.
Porter's five forces
The restaurant industry remains competitive due to modernization, innovative ideas and
other supplies that attracts customers. It is difficult for restaurants to sustain competitive
advantages. The successful restaurants know the changes that are going to take place in market
and has ability to use the opportunities in market according to their strengths.
Threats of substitute goods
The close location of restaurants with each other makes restaurants competitive. Along
with this price variance with different levels of services and facilities make it challenging for
customers to choose specific restaurant (Ferdinand and Tresyanto, 2020). This gives customers
options to look for additional facilities that can fit their tastes. This ultimately result into threats
of substitute services and other facilities to attract customers. To remain competitive it is
essential for Bristo to engage in continuous innovations and provide unique services and
facilities to customers which can fit with their tastes.
Bargaining power of buyers
Customers in hospitality industry are very demanding as they require services that add
value to their spendings. Therefore, it is necessary to provide additional services or facilities to
customers along with high quality food. To provide value added services, Bristo will give
takeaway and home delivery services to its customers and also provide welcome drinks and
music facility.
Rivalry among existing competitors
Rivalry in restaurant industry increases due to changes in customer behaviour, increase in
competition, inflation, etc. Despite all these factors of rivalry, restaurant industry has managed to

maintain competitive and provide value to customers. Bristo will provide various food options,
high quality food and services, ensure cleanliness and hygiene and values with reference to
prices, ambience and overall customer experience.
Barriers to entry
The main entry barrier in restaurant industry is its initial cost of investment. Bristo has
planned various sources for raising funds and also calculated probable initial cost for opening
restaurant (Mashika and et.al., 2021). Restaurant has also planned various strategies which can
decrease initial cost of opening.
Bargaining power of suppliers
This factor may affect operations of restaurant in relation to offering products and
services to customers. The industry depends on various suppliers such as farmers, brokers and
other companies for supply of goods and services. Bargaining power of suppliers can be threat
for Bristo but it can be overcome by detailed analysis of suppliers and entering into agreement
with suppliers who can supply goods at reasonable rate.
PEST analysis
PEST analysis is used to evaluate external environment of business which may impact
business operations.
Political factors
Political factors may highly impact restaurant business anywhere in the world. Restaurant
business is required to take care of all safety related to food products and in UK food regulations
are very strict.
Economic factors
Inflation rate and consumer disposable income are some economic factors that may
influence business operation (Bush, 2019). Increase in inflation rate of products may directly
impact the prices of food and beverage items in restaurant.
Socio-cultural factors
There are various socio-cultural factors that positively as well as negatively impacts
business. People are becoming health conscious i.e. they are preferring healthy and organic food
more than junk food.
Technological factors

Rapid changes and advancement in technology can impact business therefore, restaurant
business is required to adopt the latest technology for effective business.
Bristo is required to keep a close eye on all the external factors that may impact
positively as well as negatively business operations. Organization is required to comply with all
laws and regulations imposed in UK.
SWOT analysis
Strengths
 Unique and varieties of menu
 Excellent environment
 Outdoor dining and river view Efficient staff
Weaknesses
 High prices
 Existing competitors
Opportunities
 Offering online ordering
 Social media and online campaigns More personalized guest experience
(Benzaghta and et.al., 2021)
Threats
 No entry barriers
 Decrease in price by competitors
Product/Service description
The new restaurant that would be started within the London would be named as “Bistro”
that would be specialized in selling variety of foods items comprising Indian, British, Italian and
much more menu (Haider and Tehseen, 2022). Furthermore, the best about such restaurants
would be that it would be contained the highly qualified staff and chefs that would deliver the
top quality products to large number of customers that are living in and around the UK. Also, the
main motive of the firm would be to supply the diversified range of varieties that would
otherwise not easily available together at one place or restaurants. Moreover, the best thing
about the products of this restaurant would be that all raw materials would be collected from the
trustful suppliers that would ensure high quality standards and would also help in meting the
ever-changing demands of various customers that would visit the restaurants on daily basis.
Also, restaurant would pay special attention in ensuring that all the goods supplied and
dishes made are done through taking the hygiene factors into consideration. Furthermore, the
dishes supplied would be fresh and healthy keeping in mind well-being of each and the every

visitor (Linnik and et.al., 2020). Moreover, the process of preparing all the products of restaurant
would be in way that would ensure the higher sustainability standards and optimum utilization of
the available resources. Furthermore, apart from the best quality foods the company would
ensure that there is proper parking, lighting, music, the best infrastructure and much more.
Moreover, restaurant would also take care that all the services that are been provided would
through creating the friendly environment and quite attentive in taking care the needs of each and
every customer that visit the restaurant at some time. Furthermore, the products provided would
ensure that they are capable enough to provide the best customer experience so that repeated
purchase would help the business to earn more revenues in the future. Also, to work effectively
the company would collect the product knowledge from the customers in form of survey forms
so that more quality products might be offered in the future to target customers
USP and Competitor analysis
For the current business plan it can be said that it is very necessary that right analysis of
the existing competitors is done so based on that certain things might be changed or added within
the business (Ivanisević and et.al., 2019). Also, through such type of competitors analysis the
business would be able to identify potential threats and opportunities for the future so that
necessary steps might be taken for the improvement. Moreover, the competitor analysis would be
conducted without biasness so that best steps than might be taken for future.
Also, the main USP of the company would be “ new and improved quality dishes that
would satisfy all your current needs.
Particulars Bistro cafe CORD Restaurant
Products The company would sell all
sought of authentic dishes from
different continents that would
satisfy the growing needs and
taste of the customers.
This the famous for using all
sought of traditional cooking
methods that make the best dishes.
Furthermore, this restaurant is also
having wide variety of food items
based on the customer needs and
preferences. (Denisenko,
Shaposhnikova and Budiakova,

2019)
Price Competitive pricing strategy
would be used that would help
in earning the required amount
of profits for the future
operations of the business
The company uses premium
pricing strategy where the rates of
the various foods items is set little
higher as it claims the best quality.
Place This restaurant would be open
in UK and in particularly
London at the prime public
location which might be easily
accessed to most of the people
and would attract more number
of customers.
This is also located in London and
it is highly experienced over 125
years of the service. Furthermore,
it is multi-purpose as it is both
restaurant and cafe.
Promotion This would be done through
both online and offline
platforms. However, the major
focus would be more on the
online platforms as it would
help in creating easy brand
awareness and would attract
most of the customer for the
future.
Cord uses both the online
platforms through Facebook,
website and twitter and while
offline promotion is done through
launch of various marketing
campaigns that are displayed in
local areas.
Thus, from the above analysis it can be said that through continuous efforts and
conducting the efficient market research bets revenues would be generated. Furthermore, closely
analysing the customer needs and preferences the company would be able to gain larger market
share and better established brand image that is very important for ensuring continuous success
in long run (Paul and et.al., 2021). Also, through best competitor analysis the firm would be able
to offer diversified range of products that would also help in maintaining the competitive
advantage in due course of time. Lastly, the competitor analysis with cord will help the business

to implement the new strategies that might help the business to expand in the best manner in the
future
Operations plans
This is the plan that helps in identifying the nature of business various type of sales and
marketing strategies used so that business is able to expand successfully in various regions.
Furthermore, in this particular plan it can be said that new bistro restaurant would consist of
certain categories of resource and processes that would help in generating more revenues within
the business. Also, the detail model that would be used for opening of this new restaurant would
be as follows:
KEY PARTNERS
 Rest
aura
nts
 Bars
 pubs
 Groc
ery
store
s
KEY ACTIVITIES
 Meeting
the
custome
r
demand
s
 Hiring
more
delivery
partners
VALUE
PROPOSITION
 The
Best
quality
food
items
 24/7
food
delivery
 No kind
of
minimu
m order
required
CUSTOMER
RELATIONSHIP
 Having the
best
complaint
and
customer
feedback
portal
 Active
customer
support
services at
any time in
day
 Solving the
queries and
providing
the
information
in the most
the
quickest
manner
CUSTOMER
SEGMENTS
 Those
people
that loves
to
consume
authentic
dishes
and food
items that
are good
in taste
 consumer
s that
wants to
have
special
discount
and
offers on
some
category
of food
items
KEY RESOURCES
 Qualified
staff
 Good
infrastructur
CHANNELS
 Website
 Digital
marketing

e
 The best
technology
and food
delivery
system
methods
COST STRUCTURE
 Research and development cost on
menu development
 employee salaries
 Advertising and marketing expense
REVENUE STREAM(S)
 total amount received from the
customers in form of cash receipt
 Customer membership amount
 advertising revenues if any
Other than the above plans the cited restaurant would also take certain points into
consideration which are as follows:
Partnerships: Bistro would be opening on the very small scale due to lack of resources and
therefore it would partner with some of the best foods brands to supply raw materials and even
the finished goods that would help in reducing the overall cost of the business.
Business controls: The company would establish three controls so that work might be carried
out in most systematic manner in the future (Ahmad and Ahmad, 2019). Moreover, these
controls would include visual, procedural and embedded that will help the business to achieve
success.
IP issues: There are various issues relating to the competitors and one such being to avoid any
other firm to start the business with similar ideas it is very much required that patents and
trademarks of restaurant are been brought.
Scalability: Through considering this factor the firm would measure the current systems' ability
to increase or decrease performance and cost in response to outside changes. (Scalability, 2022)
Risk and Contingency plans
Though the current plan to start up the business is good but it very important that all the
outside risk are accurately measured so that there are minimum losses in the future. Moreover,
in context of the risks' management it can be said that all the internal and external risk affecting
the business would be clearly identified before launching any new scheme within the market.
Furthermore, along with these chances of risks and impact would also be analysed so that best

plans than might be implemented within the workplace (Tegtmeier and Meyer, 2018). Thus,
through developing such kind of plans the firm would be able to solve the complex task and
overcome any kind of challenges in most efficient manner. Also, the best monitoring and control
over the workplace activities would be established that would further help in minimizing the
errors and increasing the overall workplace productivity. Moreover, certain type of risk
mitigation strategies would be used that are as follows:
Risk acceptance: When there is no chance to overcome but only to accept it and find ways to
mitigate so that overall loss might be reduced. For instance: Raw materials of restaurant are
damaged in the warehouse due to unexpected heavy rains.
Risk transference: It might be used when the risks could be transferee to other person or party.
For example : Improver functioning of any machinery or part of it that might be later
communicated with provider for the same.
Risk avoidance: It is one of the type where risk might be avoided to large extent without
creating many losses to the business. For example: certain heavy investment of the projects
where there is no guarantee of the overall returns (Zapata, 2020).
Risk reduction: It might be done through sharing the losses with another party or business so
that overall risk factor might be minimized.
Sales and marketing strategy
Bistro is starting in London and therefore to create more of the brand awareness it is very
much required that proper sales and marketing techniques are been used so that brand image
might be maintained and more sales are generated in due course of time. Furthermore, various
communication tools would be used by the firm initially so that more customers might be
attracted towards the new business in UK. Some of them would be:
Radio and TV advertising: This is most common method that would allow more people to
know about the business and menu that is been provided. Furthermore, through this method the
restaurant would reach large number of audiences in short time.
Posters: It is also most the cheapest form of marketing that would help the business to reach to
greater heights as through posters in local area in UK more people would be influences to visit
the restaurant once in their lifetime and experience it. Also, it might also lead to repeated sales in
the future if done in proper manner.

Direct mail: This is also the common technique that would help the business to increase the
sales within the business and also it is very cost-efficient. Furthermore, through mails the
company would be able to solve the customer queries and also provide the best suggestion for
the growth of the business in long run.
However, the above methods used by the firm had to be evaluated each time according to
the market conditions and the resources available so that systematic plans than might be carried
out for the conduct of the future activities of the firm. Thus, it can be said that efficient
marketing and sales strategy would help restaurant to stay ahead in competition and bring unique
and diversified range of food dishes in the future. Also, through best marketing strategy it would
be able to increase the markets share that is essential for the success of the new business plan in
any of the target market.
Finance and funding plans
There are various sources of funds from where firm can raise funds for establishing and
running Bristo restaurant.
Partner's capital
There are three partners in the firm and each are planning to invest £7400 each. This will
ensure investors that their funds are safe.
Retained earning
The profit that will be earned shall be retained in firm which will be used for further
development or to mitigate operational expenses (Mason and Botelho, 2018). It is the best source
of fund as there is no financial burden on firm.
Bank loan
Firm will borrow a required amount from bank for a fixed period and at fixed interest
rate. The advantage of taking loan from bank is that repayment is in form of instalment and
interest rate is lower than other non banking institutes.
Projected financial statement
Profit and loss account (Amt. In £)
Particular Year 1 Year 2 Year 3
Revenue 32680 37582 43219
Less: Cost of goods sold 15980 17898 19687

Gross profit 16700 19684 23532
Less:
General expenses 750 788 827
Salary 3180 3339 3506
Advertisement expenses 1100 1155 1213
Interest on bank loan 1530 1530 1530
Depreciation 900 900 900
Lease rent 10600 10600 10600
Net profit -1360 1373 4956
Balance sheet (Amt. In £)
Particular Year 0 Year 1 Year 2 Year 3
Assets:
Non current assets:
Furnitures 3000 2700 2400 2100
Office equipments 1000 900 800 700
Machinery 5000 4500 4000 3500
Total non current assets 9000 8100 7200 6300
Current assets:
Cash & cash equivalent 37850 34798 34476 37735
Other current assets 2500 2625 2756 2894
Total current assets 40350 37423 37232 40629
Total assets 49350 45523 44432 46929
Equity and liability

Partners capital 22200 22200 22200 22200
Retained earning 0 -1360 13 4969
Total equity 22200 20840 22213 27169
Liabilities
Non current liability
Bank loan 25500 22950 20400 17850
Current liabilities 1650 1733 1819 1910
Total liabilities 27150 24683 22219 19760
Total equity & liabilities 49350 45523 44432 46929
Cash flow statement (Amt. In £)
Particular Year 0 Year 1 Year 2 Year 3
Net profit 0 -1360 1373 4956
add: Non cash items
Depreciation 0 900 900 900
Net profit 0 -460 2273 5856
Add: Interest on bank loan 0 1530 1530 1530
Net profit before WC changes 0 1070 3803 7386
Working capital changes:
Add: increase in CL 1650 83 87 91
Less: increase in CA -2500 -125 -131 -138
Net cash flow from operating activities -850 1028 3758 7340
Cash flow from investments:

Purchase of furnitures -3000 0 0 0
Purchase of office equipments -1000 0 0 0
Purchase of machinery -5000 0 0 0
Cash outflow from investing activities -9000 0 0 0
Cash flow from financing activities
Partners capital 22200 0 0 0
Bank loan 25500 -2550 -2550 -2550
Interest on bank loan 0 -1530 -1530 -1530
Cash inflow/ outflow from financing 47700 -4080 -4080 -4080
Net cash inflows/ outflows 37850 -3053 -322 3260
Opening cash & cash Equivalent 0 37850 34798 34476
Closing cash & cash equivalent 37850 34798 34476 37735
Ratios
Particular Year 1 Year 2 Year 3
Gross profit margin 51.10 52.38 54.45
Net profit margin -4.16 3.65 11.47
Asset turnover 0.72 0.85 0.92
Current ratio 21.60 20.47 21.27
Gearing 1.10 0.92 0.66
Interest cover 0.11 1.90 4.24
Management team
The effectiveness and efficiency of management team positions the success of firm. The
management team of Bristo consist of experts in all areas. One of the partner will be engaged in

managing the business as he has expertise knowledge of restaurant business. Firm will engage
one manager who will assist managing partner which will lead to minimum management cost.
The staff hired will be skilled and talented who has experience in handling customers efficiently.
The employees will be encouraged to learn as much as possible about all aspects of business.
Firm will engage a team for research & development who will be responsible for development of
new and unique ideas for further development and growth of restaurant (Gryshova and et.al,
2019). Bristo respects its employees and management team and will encourage them for their
career development and increase their performance level. The management team will look into
day to day activities of restaurant and will plan, develop and establish strategies for further
improvement in all areas to accomplish the objective of firm. Policies will be made in relation to
customer services and for employees this will enable smooth functioning of operations and will
ensure customer and employee satisfaction. The other responsibilities of management team will
be:
 Effective management of working capital requirements
 Analyse financial statements and identify areas for improvement
 Prepare budgets and financial forecasts
The firm will implement flat organizational structure which consists of partners, general
manager, assistant manager and employees which includes serving staff, cleaner, chefs,
receptionist and security guard.
CONCLUSION
From the above report it can be concluded that is planning to start the new venture named
Bistro would be successful if proper plans and the activities had been planned out. Furthermore,
the report had presented the complete market and industry analysis so that there is no wastage of
the human efforts in the end. Moreover, through conducting such type of analysis the restaurant
would be able to plan out better activities for ensuring continuous growth and success in the
future. Furthermore, the study had also presented competitor analysis and business canvas model
that would be adopted so that better outcomes are derived in target market. Also, risk and
contingency plans along with finance methods had also been identified through presenting the
balance sheet and calculating certain ratios. Lastly, the study had identified the sales and
marketings strategy that would be used by the business sot achieve success in various market and
to expand in the best way in the future.

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Scalability. 2022. [Online]. Available through: <https://www.gartner.com/en/information-
technology/glossary/scalability>