Quick Bite Café Business Plan: Ireland Restaurant Industry

This report presents a comprehensive business plan for Quick Bite Café, a proposed coffee shop in Ireland. It details the company's objectives, including serving breakfast and lunch to adults and children, with offerings like pancakes, sandwiches, wraps, and rolls. The plan encompasses a thorough market analysis, identifying target markets, market trends, and competitor profiles. It outlines a marketing and sales strategy, including pricing and communication approaches. The report also covers staffing and operations, including management structure and training plans. Finally, it provides financial projections, including profit and loss accounts, balance sheets, and cash flow projections, to demonstrate the financial viability of the Quick Bite Café venture. The plan emphasizes the cafe's competitive advantages, such as high-quality food at affordable prices and a focus on customer satisfaction.

Running Head: BUSINESS PLAN 1
Business Plan: Quick Bite Café

BUSINESS PLAN 2
Executive Summary
Business plan is a significant and formal document of business objectives and reasons, which are
attainable and plans for approaching them. It includes different information about the
organization and team making efforts to achieve these objectives. This plan works as a decision
making tool for a company. In today’s competitive business environment, each and every
company creates this plan for managing its operations and processes systematically. The major
objective of this report is to develop a business plan for a coffee shop in Ireland. This coffee
shop will be offering serving breakfast and lunch for adults and kids. The organization will be
named as Quick Bite Café and it will offer pancakes for kids and sandwiches/ wraps and rolls for
adults. The promoters of the company are introducing this organization to fulfill the increased
demands of breakfast and coffee in the shopping malls, so that they can have coffee and food
before and after their shopping trip. The business plan includes different aspects of business plan
such as company description, market analysis, marketing/ sales strategy, research and
development, staffing and operations and financial projections. All the aspects are included in
context of this new business venture, i.e. Quick Bite Café. This is the summary of financial
projections of company under below report;
Total Sales 5,500 6,750 8,513
Less Total Disc/Comm. 130 180 215
Total Net Income 5,370 6,570 8,298
Less Total Cost of Goods
Sold 1,900 2,475 3,094
Gross Profit 3,470 4,095 5,204
Expenses
General & Administrative 295 315 315
Marketing & Promotional 150 210 216
Operating Expenses 555 605 668
Motor Vehicle Expenses 95 95 95
Website Expenses 45 45 45
Total Employment Expenses 215 283 339
Occupancy Costs 585 648 726
Other Expenses 120 160 160
Total Expenses 1,800 2,060 2,264
Monthly Net Profit /
(Loss) 1,670 2,035 2,940

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Table of Contents
Executive Summary.........................................................................................................................2
Company Description......................................................................................................................4
Promoters, shareholders and Board.............................................................................................4
Advisors.......................................................................................................................................4
Products and Services..................................................................................................................5
Long Term Aim of Business........................................................................................................5
Objectives.....................................................................................................................................5
SWOT Analysis...........................................................................................................................5
Marketing Analysis..........................................................................................................................6
Target Market...............................................................................................................................6
Total Market Valuation................................................................................................................7
Targeted Company Revenues......................................................................................................7
Market Trends..............................................................................................................................7
Profile of Competitors..................................................................................................................8
Competitive Advantage................................................................................................................8
Benefits to Clients........................................................................................................................9
Marketing/Sales Strategy.................................................................................................................9
Marketing Strategy.......................................................................................................................9
Pricing........................................................................................................................................10
Marketing and Communication Strategy.......................................................................................11
Sales Strategy.............................................................................................................................12
Research and Development...........................................................................................................13
Product/Service Development....................................................................................................13
Patents, trademarks and brands..................................................................................................14
Staffing and Operations.................................................................................................................14
Management Organization Charts.............................................................................................15
Staffing.......................................................................................................................................15
Training Plan..............................................................................................................................16
Operations..................................................................................................................................16
Financial Projections.....................................................................................................................17

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Key Assumptions.......................................................................................................................17
Profit and Loss Accounts...........................................................................................................18
Balance Sheet.............................................................................................................................19
Cash flow Projections................................................................................................................20
Sales Pipeline.................................................................................................................................21
Funding Requirements...................................................................................................................21
References......................................................................................................................................22
Appendices....................................................................................................................................25

BUSINESS PLAN 5
Company Description
Under this report, the promoters are planning to introduce a restaurant business in Ireland. The
restaurant is named as Quick Bite Café and it will offer breakfast and lunch products to its
targeted audiences. There are some people which are engaged in the beginning of this business
are stated below:
Promoters, shareholders and Board
Promoters are the people who play an important role in starting a new business. The promoters
of this business are planning to raise funds for establishing Quick Bite Café in Ireland. For this
business, these promoters are generating funds from direct investment activities and limited
partnerships. The organization will develop an effective and systematic management structure
that will include different levels of management. This café is owned by Albert Patton who will
operate as managing partner/general manager. Essential employees of this café include additional
manager who will maintain and review the operations and processes of café. He will also
supervise the chef who will manage the operations in kitchen (Armstrong, et al, 2015). In
addition to this, an assistant manager will be engaged in secondary operations. The business will
hire some part time employees to handle serving, bartending and dishwashing activities.
The list of shareholders is stated below;
Shareholders
name Keith John Carolina
Number of share 800 500 700
% shareholding 40% 25% 35%
Cash investment $ 6,000 $ 3,750 $ 5,250
Advisors
Name of Advisors Addresses Contact Details
Financial Advisor:
David Cook
Orchard Road, Dublin [phone]
Legal Advisor:
Robin Lee
7, Harcourt Street, Dublin [phone]

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Other advisor:
Michael Johnson
Kildare Street, Dublin [phone]
Products and Services
Quick Bite Café will be offering varied menu, which will include pancakes for kids and
wraps/sandwiches and rolls for adults. This café will be situated at large shopping venue in
Dublin, where adult people can relax for quick breakfast or lunch before and after their shopping.
The unique selling point of this café will be delivering highest quality of food at affordable
prices. The products and services of this are advantageous for the people who feel tired and
hungry while doing shopping. The major weak point of this café is that it has limited funds and
there are various players which are already established in the market. After establishment in
Ireland restaurant sector, Quick Bite Café will increase its product range and offer more food
products to its target segment (Callaghan and Kelly, 2016).
Long Term Aim of Business
Before introducing this café business, the organization will establish goals and objectives which
it needs to be achieved in the timeframe of next five years. The long term aim of this business is
to create a large customer base and to generate significant revenues from its café services.
Objectives
There are some specific objectives which will be established by Quick Bite Café in Ireland. The
major objectives/milestones of this café are given below;
 To create and develop customer relationships
 To increase the sales of organization by a significant percentage in the timeframe of next
five years
 To cover a large market share in Ireland restaurant industry
 To provide employment and retain talented employees in the organization (Chang, 2016).
SWOT Analysis
Strengths
 Location: biggest shopping venue
of the city.
Weaknesses
 Well-established players

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 Higher quality products at
affordable rates
 Comfortable environment
 Limited Funds
 Owner has less experience in
restaurant business
Opportunities
 The firm has the opportunities to
expand the business and market
locally.
 Opportunities to open new
franchises
 Product diversification
(Weisstein, Kukar-Kinney and
Monroe, 2016)
Threats
 There are so many already
established competitors in
restaurant industry
 Trends of healthy eating among
customers
 Limited brand presence in market
Marketing Analysis
It is very important for an organization to conduct marketing analysis before implementing this
business plan. This marketing analysis will assist this organization to evaluate the market needs
and target segment for its products and services. The marketing analysis for Quick Bite Café is
given below;
Target Market
According to a report, quick serve restaurants account for a third of the spending in food service
sector in Ireland whereas coffee shops are the fastest growing segment in the market. The fast
food and restaurant market is a profitable industry in the country with yearly increases in
revenues. There are so many people who are choosing to eat outside (Cole, 2013). To sell its
products, Quick Bite Café is targeting the kids and adults as its key market segments. For
pancakes, it is targeting kids. Moreover, it is offering coffee and other fast food products to the
adult people during their shopping. In Ireland, 21% of the total population is covered by the male
and female kids. Young adults are 43% and older adults are 10%. The total population of Dublin
is 1.8 million in which a significant part is covered by kids and adults. The organization will
prepare the food products by considering the needs and demands of these market segments. Both
of the market segments are growing with a significant rate (Alt, and Iversen, 2017).

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In addition to this, the organization will target these market segments by considering their
demographic and psychological characteristics. Under demographic segmentation, the
organization will target the customers on the basis of their ages and income groups. The
organization will be offering its food products at reasonable rates so that it can be afforded by
both lower and middle income level groups. Kids and adults love to eat before and after their
shopping trip. In this way, the company will target these market segments by considering their
specific characteristics (Varadarajan, 2010).
Total Market Valuation
The food service market in Ireland is growing with a significant growth rate. This market has
grown from 6.13€ billion in 2016 to 6.37€ billion in 2017. A report states that international fast
food industry is valued at more than US$ 540 billion in the year 2016 and it is estimated to arrive
above US$ 690 billion in the year 2022 (Iomaire, 2015). It can be stated about fast food industry
that customers are growing with a significant growth rate at both domestic and international level
(Finch, 2016).
Targeted Company Revenues
The targeted revenues of the company are $1.2 million in the end of second year of business
establishment. Furthermore, organization is targeting to see continuous increase in the revenues
with a significant rate.
Market Trends
Ireland is experiencing a trend towards the creation of quick dining and serving venues. There
are various fast food outlets and cafes which already have more popularity and recognition. In
this industry, quick serving restaurants are accounted for over one third of total revenues in last
year. In this market, there are various players which are emerging with new and differentiated
food products. There are some recent changes in the Irish fast food market such as people are
becoming very conscious for health and obesity. People think that fast food and coffee affect
their health and increase obesity. This has declined the growth of market in past few years.
However, Quick Bite is establishing its café in a famous shopping mall in Dublin that will create
better market opportunity for this café. In the future, this café is predicting to grab a significant
market share in the Irish industry (Irish Food Board, 2015). Its marketing efforts and quality food
offerings will assist in generating a large customer base in the future. As the population

BUSINESS PLAN 9
increases, people are choosing for coffeehouse, dining and entertainment venues, which are
closer to their homes and in shopping centers. The economy of Ireland is dominated by service
industry that contributed 72% to the total Gross Domestic Product. The economy of country is
favorable for this new business idea of opening café. The government has developed various
rules and legislations which are related to food safety and quality. These legislations are
profitable for the organization (Offer, Pechey, and Ulijaszek, 2010).
Profile of Competitors
There are various players which are already operating their business in restaurant industry and
they will pose intense competition for this new entrant (Ireland, 2018). The competitor’s profile
is given below;
Key Competitors Company Size Profitability Strategy
Fontana Café
Restaurant
Small Sized
Organization
20 to 25% Focused on product
quality rather than
prices
O’Brien’s Sandwich
Cafe
Medium Sized
organization
35 to 40% Cost Leadership
Strategy
The Galway Roast Large Sized
organization
50 to 60% Product differentiation
and unique product
offerings
These players have both advantages and disadvantages for this new business of Quick Bite Café
in Dublin. The above mentioned cafes have well-established business and brand image in the
Ireland fast food industry so it may affect the business growth of Quick Bite Café. The major
disadvantage of these players is the lack of presence in the market. The organization may attain
advantages by offering a range of healthy food products (Murray, 2017). It will assist the
organization to overcome competitive pressure in Ireland Fast Food industry.
Competitive Advantage
In Ireland fast food industry, Quick Bite Café will make a unique offering of fast food products
and coffee. The food menu at Quick Bite Café will include pancakes, coffee, sandwiches, rolls,
wraps and other breakfast or lunch products for it market segments. The unique features of this

BUSINESS PLAN 10
café are such as unique dining experience, highest quality of food, affordable prices, cleanliness
of restaurant etc. Additionally, it will hire a talented and customer-friendly staff for serving the
food (Keller, 2010). These features will support the organization in attaining more competitive
advantage over its competitors. The organization is planning to install modern and updated
technologies to provide serving assistance to the customers. It will set up LED display to show
the food order number of customers. It is conducting cooking classes for the kids, which is the
major factor behind its competitive advantage. Thus, there will be various unique features and
services which will assist the organization in increasing its brand presence and competitive
advantage in Irish Fast Food industry.
Benefits to Clients
The introduction of this new café will provide various benefits to its potential customers and it
will attain its business objectives. Yes, the food products and services of Quick Bite Café will
increase its sales and efficiencies. The organization will offer its products on more affordable
prices than its competing brand that will enable the customers to save their money. In the
beginning, it will start the business with limited resources and staff. After six months, the café
will make significant efforts to maximize its all resources such as human resources, tangible
resources, financial resources etc. It will offer an effective training to its employees which will
reduce the errors in service delivery. It will focus on enhancing customer services by providing
quality food without any delay (Kharub, and Sharma, 2017). As mentioned above, this café will
be established in a popular shopping center in Dublin that will provide breakfast and lunch to the
people who want to get relaxed from their shopping trip. These above benefits to clients will help
the management of café to increase the loyalty among customers.
Marketing/Sales Strategy
To offer above mentioned benefits and increase customers, The Quick Bite Café will develop
effective marketing and sales strategies. These strategies will assist the organization to increase
its sales and revenues in competitive fast food industry in Ireland (Dunne, and Wright, 2017).
These strategies for the organization are given below;

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Marketing Strategy
Quick Bite Café will use an effective marketing strategy to target its intended market, i.e. kids
and adults. The major marketing strategy of Quick Bite Café will be to focus on creating new
customers and getting them to spend more and come back to them (Baker, 2014). Developing a
loyal customer base is very important because this customer base will not only generate
increased sales but also it will give profitable referrals. First, the organization will target the kids
and adults and serve varied menu like pancakes, coffee, sandwiches, rolls and wraps. It will
target the people who are coming for shopping in the mall and want to have food after or before
their shopping. In addition to this, it will entice the urban people as they are more active to do
shopping. These people like to have a casual and sophisticated dining so this café will make
efforts to meet this demand of targeted audiences (Scarborough, 2015).
To differentiate its products from others, this café will focus on providing higher quality food
products at competitive prices. The marketing strategy of Quick Bite Café will be developed to
show that it has excellent products and services, appropriate accessibility along with the
community benefits. Currently, these customers need to go outside the mall and eat food. This
café will make their shopping trip more comfortable and easy. Before launching the store, the
organization has prepared the testing samples of food and provided them through food truck
facility in most populated areas of the city (Eden, & Ackermann, 2013). The feedback of this
testing was positive for the business of Quick Bite Café. The people liked the samples and
showed their interests towards this café. To perform marketing efforts, the organization will
create a team of employees. It will conduct some promotional and marketing campaigns to
approach more people in the city. Moreover, this café will contact with the advertising agencies
that will do marketing on the behalf of Quick Bite Café (Talpos, Pop and Vaduva, 2016).
Pricing
Pricing strategy of an organization plays a significant role in attracting customers towards its
products and services. Quick Bite Café will adopt an effective pricing strategy by considering its
targeted segment. Before setting its prices, the café will conduct a market research to know about
the prices of its major competitors, i.e. The Galway Roast, Fontana Café and O’Brien’s
Sandwich Café. The prices of The Galway Roast Café are the highest in the market. The
competitive analysis shows that organizations are fighting over the prices. O’Brien’s Café is

BUSINESS PLAN 12
offering its products on lower prices than other restaurants (Guo, and Zheng, 2017). The
customers in market perceive the strong relationship between prices and quality of food products.
The café will focus on developing balance between price and quality of products. For this, it will
try to manage minimum production costs that include 25% food costs, 10% rent, 15% labor and
20% other overheads. In addition to this, the organization can set variable prices such as it can
charge more for table services than for counter services or for specialized or premium food
items. Buyers can control the prices to avail counter and take away services. In this way, the
pricing strategy of Quick Bite café will be very effective that will assist it in increasing its
customer base and sales volume (Jogaratnam, 2017).
Marketing and Communication Strategy
 Advertising – where, when, how, to whom
Attracting customers to come in and try the food is the primary step in establishing a successful
café. Quick Bite Café will use promotional and advertising strategies that will highlight the
creativity, taste and affordability of restaurants. It will make the customers more interested and
attractive towards café’s products and services. Furthermore, the café will advertise its products
and services by using different modes such as online and offline. Under online media, it will use
social media networking sites like Facebook, Twitter and Instragram. It is planning to create a
page on Facebook and Instagram and post the pictures of restaurant. Additionally, it will use
traditional methods such as television ads, newspaper ads and radio. It will give advertisement in
regional newspapers and magazines in Ireland (Gordon, 2012).
 Public relations
It is a significant promotional technique that develops a relationship between organization and
targeted public. Quick Bite Café can improve its business profile and brand reputation among the
population of Ireland and other neighboring countries. This method can be cost effective for café
(Mok, Sparks, & Kadampully, 2013).
 Direct marketing
Direct marketing is the communication strategy that includes delivering the brand message to
targeted audiences without any intermediary. Quick Bite Café can use different modes of direct