Strategic Innovation and Entrepreneurship: Dans Le Noir Business Plan

This report examines the innovative business strategies of Dans Le Noir, a themed restaurant in London known for its dark dining experience. It analyzes the company's background, focusing on its unique concept and the recent incorporation of neon costumes and soft music to enhance customer ex...Read More

Innovation and
Entrepreneurship

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK ..............................................................................................................................................3
CONCLUSION ...............................................................................................................................3
REFERENCES................................................................................................................................4

INTRODUCTION
Innovation is known as a effective and efficient process in an organization which involves
planning of new ideas then developing it according to the requirements and then lastly
implementing these ideas for attaining success and profit in a business. In an industry with
innovation an organization can achieve a competitive advantage with there rivalry and by
innovation market growth is enhanced. This report is about Dans Le Noir which is located in
London, UK and this restaurant has only dine in facilities and does not provide any takeaway or
home delivery as it is a themed restaurant so they want to make them special. It is known as a
special themed restaurant as in this customers eat in dark and the food is served by blind waiters
considering each menu. This report is the analysation innovative business ideas and its business
plan. It also involves the industry analysation, market analysation and operation details of this
restaurant and it also includes the SWOT analysis and the financial requirements has also been
evaluated.

TASK 1
BUSINESS PLAN DEVELOPMENT
Background of the company
Dans Le Noir is the themed restaurant which was found in 1997 with an innovative idea in
London, UK. This restaurant had become the very first international restaurant chain which is
themed as dark. His owner get the idea from the guests who did the same at their home and they
had enjoyed that meal with senses of smell and taste(Sharma, 2019). It is known for dark dining
restaurant where they cannot see the food what they are consuming but can feel it with their
senses by tasting and smelling it.
Description of the innovation to be incorporated within the organization.
In the analysation Dans Le Noir restaurant has decided to plan and implement new innovative
ideas with an existing models of business. The new innovative idea which this restaurant has
decided to develop is changing the costumes of the staff and waiters with neon and lightning
costumes which will highlight in the dark and will seem more attractive. They also started
planning a soft and romantic music in the restaurant for an pleasant and enjoyable experience of
customers(Swayne, Selznick, and Fisher, 2019). This innovation will help the restaurant to
increase its market share and customer base in the industry. This would consider as a creative
innovation which will satisfy customer needs and increase profitability level in an organization.
It is also be analysed that these kind of changes develop a competitive advantage to the
restaurant. As Top management and leaders of business in an organization develop an innovative
ideas according to the requirements in the industry. Radical innovation is a term which focuses
on balancing and developing new business models, technologies and markets(Sedera, Tan, and
Xu, 2022). Incremental innovation is used for improving the existing systems in the organization.
These both innovation types are interconnected with each other in one way or another. This
innovation of costumes is designed to better the experience and also make it memorable. By
innovation as per the requirements helps in attaining customer satisfaction and also helps to
increase the customer base in market industry. This new innovation will surely loved by
customers as it is a proper mixture of horror and romantic theme. This theme will be best for

family and teenage couples and customers will be glad to experience this new innovation. This
innovation will attract the customers to visit again and suggest other people also to experience
this new innovation.
Evaluation of the impact of innovation
This restaurant has decided to innovate as before also this restaurant is having huge customer
base but after this new innovation it will be increased more and the main perspective to change
and bring innovation as they have decided not only to serve meal but also provide and unique
and entertaining experience. This will also create an positive and entertaining environment in the
restaurant(Whittington, 2018). It will also increase the level of amusement and attraction in the
restaurant that customers will desire to visit again and enjoy the same experience. These new
innovation impacted positively in customers mind which increase customer satisfaction level and
because of that restaurant's customer base got enhanced. The strong innovative idea which can
make a huge change in the organization gives an competitive advantage to an organization which
increases the productivity and profitability level in an organization(Ratten, 2021). As with an
memorable experience they also receive a huge customer base in comparison with the
competitors. This innovative costumes with neon and lightning will attract the customers as they
will look unique and attractive in the dark place and the soft music in the background will make
them feel calm and they will overall enjoy that experience. Researchers suggested that this
innovative idea will help the organization to build forward and which will give growth to the
restaurant and also help in increasing their customer base.
TASK 2
BUSINESS PLAN
1. Market Analysis
Based on above research and analysation customer's are feeling more satisfied than before with
this new innovation of dress costumes and with background music innovation. As the customer
base of Dans Le Noir needed the theme to be more exotic in order to make their experience more

enjoyable and memorable. Based on its requirement of customers these changes needs to be
implemented in order to increase the productivity level of this restaurant.
Target market
Now as this restaurant is combined with all food, costumes and exotic music for serving the
customer base of Dans Le Noir. In order to target more share in the market and by looking
various different target markets these changes has been applied to the restaurant. This will help
as a benefit also against there rivalry.
Age and Value
There is huge customer base but specifically teenagers couples and family customer base is
influenced with this new innovation. As the costumes of the staff and waiters will attract the
customers as it makes the environment more exotic and the background music gives a soft touch
of romance in the surroundings of this restaurant(Pyka, Kudic, and Müller, 2019). It will also
develop more interest in teenagers and will started coming to experience this restaurant as it is
considered one of the unique restaurant and everyone is desired to at least visit once to this
restaurant and restaurant make new and innovative efforts to make the customers re visit to the
restaurant.
Gender
The restaurant with theme is generally for both the genders it is not be differentiated to any one
specific gender. This new innovation has been implemented to attract both male and females
which are desired to experience something new and unique. Dans Le Noir always wants there
customers to have an amazing experience as in this they cannot see food and can also experience
by the sense of tasting and smelling so they need to be perfect at every dish so that they do not
get disappointed or feel fear to taste anything new.
Local population and geographic location
Local population is considered as a resource to a restaurant as they mainly focuses on the
requirements and demand of the local and potential customer population. As this innovation has
been chosen by seeing the demand of the local population to attract them and by which they

cannot think of switching there preference with Dans Le Noir. The geographic location also
encourages the restaurant in choosing the theme and in theme based innovation for meeting the
demand and requirement of the customers. Researchers has been suggested that targeted
audience has a huge role in innovation as each opinion of customer matters. They also help the
organization in developing new and innovative ideas of business.
2. Industry Analysis
Characteristics of industry
In an restaurant scalability is considered as a major aspect and this id inter linked with
performance, cost effectiveness and liability of the restaurant. A good relation between an
company and customers affects a lot in productivity level and sales of the company for
generating a profit. They are desired to provide a good quality to their customers as their main
purpose is to provide better quality which attracts the customer the most. This will lead a god
goodwill and reputation of restaurant in the industry. Providing good customer services also
attracts the customers as it develops the positive environment in Dans Le Noir as good customer
service means that staff should be in their words and should maintain and balance a customer
friendly environment in the restaurant(Ibata-Arens, 2020). They also have major competitors in
industry which can become an obstacle to the success that are Bincho, Harveys and Belgo. To
compete with these competitors restaurants are required to frequently introduce new, unique and
innovative ideas to remain in the existing position in the market place. As due new innovation in
the restaurant customers always remain desired to come and experience new things in the
restaurant which make a loyal customer base of the company in its industry.
3. Operations Details
This restaurant is located in London, UK and always finds the possible way to fulfil the
requirements and needs of customers in an efficient way. This restaurant is located in the prime
location in which the local and otherwise population can reach easily with transport. They had
provided many facilities which involves welcome invitation and appropriate welcoming lines so
that the customers feel obliged and customers also get proper parking facilities so that they do
not have to stress everywhere to park their individual cars(Farinha, Ferreira, and Nunes, 2018).
If the restaurant guests has their individual cars they can also reach in front of restaurant. There

are also well known landmarks by which the customers can reach to the restaurant. Tesco
express is located behind the restaurant which becomes easier if someone is new to that place.
Leyton stone station is also in nearby with the restaurant. One famous school named Azhar is
also close by to the restaurant. By these famous locality it becomes easier for the customers to
reach to the restaurant(Ferraris, Santoro, and Pellicelli, 2020). This restaurant is so perfect with
there work that till now no operation failure has been listed in this restaurant. They had planned
everything systematically by balancing every operations in an appropriate way.
SWOT analysis
Strength
This restaurant always serves high quality of food and services as compared to other competitive
restaurants. There first priority is always focussing on the needs and requirements of customers.
This restaurants always uses effective strategies in order to attain huge profitability level in the
organization. This restaurant has also involved reward and recognition for the customers as it
attracts the customer's attention which also involves discounting techniques which attracts the
customers. This restaurant is also popular in its location for its theme and quality of products. As
recently Dans Le Noir has implemented an innovative plan to attract the targeted audience and
this new idea will also help the restaurant to build a huge customer base and also gives and
competitive advantages. These all considered as the strength of this restaurant which is helping
an company to in increase their profitability level. If an restaurant addresses the UPI it gives
custom of an organization.
Weaknesses
There are various competitors of this restaurant which is having large resources and this factors
enables the competitors to fulfil the requirements and needs of customers in an efficient
manner(Carayannis, 2020). They provide the quality but the prices are slightly high to spend on
dishes presented in restaurant. As somehow it reduces the profit of the organization as
competitors is serving the quality with reasonable pricing and this attracts the customers more
other than the theme attraction. Dans Le Noir is somehow new and there are many more
competitors presented in the industry which are existing before them and has there brand name
and goodwill in the market.

Opportunities
By this new innovative plan it had become a golden opportunity to this restaurant as because of
the new innovations it has increased the customer base of the company. This gives more
opportunities to the Dans Le Noir and which had also lead in higher profitability level of the
restaurant(Dino, 2021). As the organization has introduced the costumes which is of neon colour
and also involves lightning costumes which will highlight them in the dark and will look more
exotic. This idea enhances brand awareness regarding restaurant.
Threats
Due to larger competition and they also have large customer base and the competitors provide
high discount rate to the customers due to which it attracts the customers and many customers
prefer pocket friendly restaurant. There are some techniques and strategies which increases its
customer base which also improves the reputation in the market. Pricing can considered as a
threat to the restaurant as other restaurants is also providing the same upper version of quality
with an reasonable rate(Dodgson, and Gann, 2020). Frequently change in demand and
expectations of customers are also considered as a threat to an organization.
5. Financial requirements
Building development cost $ 3,000
Theme selection and development $5,000
Other investment $10,000
Profit and loss statement for 3 years
1st year 2nd year 3rd year
Cost of sales $45000 $20,800 $10,500
Selling price $51,000 $61,000 $53,000

Gross profit $31,000 $26,000 $30,500
Less:
Wages $3500 $3000 $3100
Repairing $1150 $1200 $1000
Depreciation $5600 $6000 $5200
Salaries $4500 $4000 $4100
Research $3200 $3000 $3100
Insurance $560
Theme
development
$7000 Nil $6000
Other expenses $800 $870 $900
Theme designing Nil Nil $1500
Net profit $10,500 $13000 $13,100

Based on the analysation of these graphs and tables it had differentiated the profit between first,
second and third year. These are the estimation of the profit and sales in three years.

CONCLUSION
From the above analysation this report concluded that innovation is important for the success of
an business idea and it is also important for the growth of the restaurant. In this report industry
and market analysation has also been evaluated. It has also involved the characteristics of the
industry in respect with Dans Le Noir restaurant. SWOT is choose as a strategic tool to analyse
the key factors of the restaurant. Financial requirements has also been involved to find it in
numeric terms as it is the better way of analysis profit and expenses of the company.

REFERENCES
Books and Journals
Carayannis, E.G. ed., 2020. Encyclopedia of creativity, invention, innovation and
entrepreneurship. Cham: Springer International Publishing.
Dino, R.N., 2021. Connected but different: Comparing and contrasting creativity, innovation,
and entrepreneurship. In Creativity and Innovation (pp. 23-34). Routledge.
Dodgson, M. and Gann, D., 2020. Philanthropy, Innovation and Entrepreneurship. Springer
Books.
Farinha, L., Ferreira, J.J. and Nunes, S., 2018. Linking innovation and entrepreneurship to
economic growth. Competitiveness Review: An International Business Journal.
Ferraris, A., Santoro, G. and Pellicelli, A.C., 2020. “Openness” of public governments in smart
cities: removing the barriers for innovation and entrepreneurship. International Entrepreneurship
and Management Journal, 16(4), pp.1259-1280.
Ibata-Arens, K.C., 2020. Beyond technonationalism: Biomedical innovation and
entrepreneurship in Asia.
Pyka, A., Kudic, M. and Müller, M., 2019. Systemic interventions in regional innovation
systems: entrepreneurship, knowledge accumulation and regional innovation. Regional
Studies, 53(9), pp.1321-1332.
Ratten, V., 2021. Introduction: Innovation and entrepreneurship in sport management.
In Innovation and Entrepreneurship in Sport Management. Edward Elgar Publishing.
Sedera, D., Tan, C.W. and Xu, D., 2022. Digital Business Transformation in Innovation and
Entrepreneurship. Information & Management, p.103620.
Sharma, G., 2019. Innovation and entrepreneurship research in India from 2000 to 2018: a
bibliometric survey. Journal of Management Development.
Swayne, N., Selznick, B., and Fisher, K.A., 2019. Uncoupling innovation and entrepreneurship
to improve undergraduate education. Journal of Small Business and Enterprise Development.
Whittington, D., 2018. Digital innovation and entrepreneurship. Cambridge University Press.