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