University Project: Ethnic Restaurant Business Plan in Melbourne

This project presents a detailed business plan for launching an ethnic restaurant in Melbourne. The analysis begins with an executive summary highlighting the growing demand for ethnic cuisine and the cultural significance of food. It includes a SWOT analysis to identify strengths, weaknesses, opportunities, and threats. The report delves into market segmentation, targeting business people, couples, destination customers, singles, and tourists. Strategies for each segment are outlined, followed by a carrier business evaluation assessing risks and financial conditions. The project covers challenges and opportunities related to location, kitchen setup, menu implementation, service, staffing, and procurement. The conclusion emphasizes the restaurant's potential for success in the Melbourne market, given the increasing interest in ethnic foods and cultural experiences. The project utilizes various references to support its findings and recommendations.

Running Head: PROJECT RESTAURANT
PROJECT RESTAURANT
NAME OF THE STUDENT
NAME OF THE UNIVERSITY
AUTHOR NOTE

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Executive Summary
This is a critical analysis of the opening of new ethnic themed restaurant. Along with the
growing demands for the ethnic restaurants and the choice of people palate where they really
want to connect with their as well as with other cultural grounds. Therefore there is a huge craze
that follows for this type of themed restaurant which can be good for the people with delicious as
well as healthy food and from the business point of view as well The following report will have
the SWOT analysis other marketing strategies and different aspect will be covered in a report
related to the estimation of the opening of the new ethnic restaurant in greater Melbourne. This
study had clearly identified the market segregation for the themed restaurants and how and where
they can target their customers. Further business evaluation has been done in order to identify the
areas where the restaurants had to focus in order to reduce their costs so as to able to earn profits.

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Table of Contents
Introduction......................................................................................................................................2
SWOT Analysis...............................................................................................................................2
Market segregation..........................................................................................................................3
Target market strategy.................................................................................................................4
Carrier business evaluation..........................................................................................................5
Challenges and opportunities...........................................................................................................6
Location.......................................................................................................................................6
Kitchen.........................................................................................................................................6
FOH set-up...................................................................................................................................7
Menu implementation..................................................................................................................7
Service implementation...............................................................................................................7
Staffing requirement....................................................................................................................7
Procurement requirement.............................................................................................................8

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Introduction
The selected category is decided for ethnic restaurant which is going to be situated in
greater Melbourne. Australians love food and class. Popularity has grown dramatically for the
ethnic restaurants and therefore this research is related to the setup of an ethnic restaurants and
the requirement and strategies that one need to undergo for the purpose of a theme based
restaurant (Phan, 2019). The strategy of this type of restaurant is pretty simple. Food is the
powerful cultural maker and it keeps the individual connected with their grounds and values.
Therefore ethnic restaurants will however be helpful in bringing people closer to their traditional
value and customs and that too with an amazing ambience. They just want to give their
customers a combination of best food with different and interesting varieties along with the
ambience that will appeal to different sections of adults (Van Nguyen, Diane & Newsome,
2020). Ethnic restaurants is trying to maintain its standard and they wanted to be someone whom
the people will trust (Nakayama & Wan 2019).
SWOT Analysis
Strenghts
 Prime location and people just love food and Melbourne is the place for restaurants.
Therefore it is one of the strength as well as the opportunity
 High quality ethnic food menus with suffice price
 Less competitor in ethnic restaurants department
 Special ethnic food which is not available in the competitive restaurant.
Weaknesses

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 Proper training of the employees hasn’t been done since it is difficult to predict what
services of us will be more enjoyed by the customers
 Consistent food supplies is a must and since the theme is ethnic it requires more special
and specific items which are not available everywhere (Skinner, Chatzopoulou & Gorton,
2020).
Opportunities
 Not much competitions is the added advantage to this type of chain restaurants
 More organic dishes and tastiest meal will be available in this category of
restaurants chains.
 Apart from this people are nowadays very keen to be go to such well-themed
ethnic restaurants. Therefore it will be gain more attention than any other themed
restaurant
Threats
 Rising price of certain food is a threat since this is purely ethnic restaurant that
guarantees good quality and therefore price hike can be a serious threat
Market segregation
Ethnic restaurant is intended to provide services to a variety of customer base. They want
their customer to feel entertained and they want to provide top-notch services to all of them.
However, they have decided their target audiences and categorized them as follows:-
 The business people
 Greater Melbourne Couples

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 Destination customers
 Singles
 Tourists
These categorization however, comprised of the age group which is falling into 24-46
years old age bracket. Those of whom have sufficient income and those who are looking for
trendy and upscaled restaurant along with comfort and soothing environment (Chaudhry, Crick
& Crick, 2019). This type of restaurant generally target those people who are the frequent visitor
of the restaurants and who really like to explore new places and look forward to having a
sophisticated experience. These type of people are generally open to new ideas and therefore
they would love to experiment this international and national fusion dishes (Crown, Faggian &
Corcoran, 2020).
Target market strategy
The business person: They regularly work hard day and night and sometimes had to stay
overnight in an odd metropolis. In a while, they need to loosen up and use the cash they're
making which will be reimbursed by the organization. They spend the maximum on liquids, food
and suggestions. Ethnic restaurant cosmopolitan aptitude and relaxed environment will be ideal
for classy commercial enterprise personnel, whether or not they stay in and around Melbourne or
are here for work (Tham, & Fudge, 2019).
Greater Melbourne couples: This eating place can have an intimate, romantic, attractive
surroundings that indicates a perfect place for "dates". Ethnic restaurant will be the excellent date
vicinity in town. Those young enthusiastic couples are normally working professionals.

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The destination consumer: Melbourne is a completely known town, and purchasers regularly
look handiest in their personal localities for eating place alternatives. Ethnic restaurant will
smash those habits, the use of advertising and marketing to attract clients from outdoor to the
main city limits. Ethnic restaurant could be a vacation spot eating place. Our vacation spot
clients have a tendency to be new contemporary that pass over the exhilaration of the internal
town. They have earnings that they can dispose and could spend pretty a bit on such getaways.
Ethnic restaurant's could be likable to married contemporary couples who would like to indulge
themselves with a "date night time", far away from their kids. A lot of these consumers are new
to Melbourne from large towns, familiar with eating within the metropolis and at non-franchised
eating places.
Families: Ethnic restaurant are able to attract the singles with their eclectic environment and
layout. Their global menu, putting decor, entertainment and occasions, terrific provider and
attractive consumers will assure the feeling of being in "the in vicinity" in Melbourne. Those are
the individuals who like to pleasure themselves on socializing and dining at the foremost
locations.
Tourists: Melbourne draws many tourists in the summer season in the month of May and also
throughout September. Ethnic restaurant's may be a vacation eating spot, with its attractive
ecosystem, global menu, and lounge. A large percent of the tourist populace are vacationing
singles, who are right here to party and be entertained. This is mainly true for the vacationer
population that visit for sporting and social events.
Carrier business evaluation
The restaurant enterprise is extraordinarily competitive and unstable. The proprietors
recognize this after their many years of revel in commencing, strolling, and enhancing eating

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places throughout Australia, maximum new eating places opened through green owners and they
either wins or fail. However, the ones based are totally on solid understandings of the
marketplace requirements, and management of stock and group of workers who have a miles
higher threat of success, in particular whilst combined with previous revel inside the eating place
industry (Jang, 2020).
Restaurants make money through taking up inexpensive ingredients and then mixing
them in creative ways, then cooking them nicely, and promoting them at a much higher rate. Any
elements wasted within the kitchen are considered to be money wasted. Any time that are wasted
in making customers sit or taking orders or getting their meals ready is nothing but a money
which is walking away, even as a few marketers assume that achievement is as easy as a terrific
area and a present day idea (Freeman, 2020). To be triumphant within the restaurant industry,
you need to have an understanding of the risks and economic situations, the potential to address
large stress, and the organizational competencies to deliver off what is essentially a massive
catered party, two to a few times a day.
Challenges and opportunities
Location
Since it is one of the most sophisticated restaurant location at a prime location. The
restaurant is away from general traffic and is located in cross street.
Kitchen
The Executive Chef will be assisted by:
 An Assistant Chef (1).

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 A Sou chef with considerable experience in different restaurants (1).
 Cooks that work directly with Peter or the sous chef (2).
 Prep cooks/dishwasher (2).
 People cleaning the restaurant (2)
FOH set-up
Menu implementation
Ethnic restaurant will target on providing services to Melbourne's developing demand for
an ethnic eating experience. Ethnic restaurant are supposed to present delicacies that match both
the taste and the desire of the people of the Melbourne. Ethnic restaurant can have a
complimentary amalgamation of global delicacies on a single menu for more attraction. The
demographics match this idea flawlessly (Bhuiyan, & Iqrar, 2019).
Service implementation
Ethnic restaurant & living room will feature global dishes, an eclectic environment, and
advanced service. The meals of the ethnic restaurant may be of the greatest high-quality and
prepared with extraordinary diligence. Client satisfaction will be the riding force behind their
achievement. However, ethnic restaurant will alternate their menu after every 5 months, but will
preserve the 'favorites' for dependable consumers. Quantities might be modestly sized, garnished
with beautiful presentation (Aureliano et al, 2019).
Staffing requirement
Ethnic restaurant can consider the employees plan to be in accurate percentage to the size
of the restaurant and estimated revenues. The group of workers will consist of fourteen full-time

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employees and seven part-time personnel, who will be working a total of 800 man hours
according to week and generate a median month-to-month payroll of $26,306 for the primary
year in enterprise. The anticipated annual payroll of $329,678 (consisting of accomplice Salaries)
is 36% of overall income (Li, 2019).
Procurement requirement
E-procurement will be the best thing for the ethnic restaurant to have all their needed
supplies for their exquisite menu. They can also connect with different farmers and butchers
shop to get their fresh supplies at reasonable cost.
Conclusion
With the increase number of contemporary Australian living in the greater Melbourne, it
is highly expected that the sale of those items which will be unique and healthier seems to rise.
Young adults who have been relocated to the city will definitely be a target ones who would
prefer to come to the restaurant. Again the world is nowadays focusing in the ethnic food more in
order to get better understanding of the culture history and food and moreover of their fellow
human beings. Therefore after all the analysis and planning has been done for the opening of the
ethnic themed restaurant, it can be concluded that this business seems to be a profitable one.

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References
Aureliano-Silva, L., Alves, C. A., & Moretti, S. L. D. A. (2019). The Role of Informational and
Congruence Clues in Advertisement for an Ethnic Restaurant. Journal of food products
marketing, 25(3), 322-339.
Bhuiyan, M. M. M., & Iqrar, M. (2019). How ethnic restaurants’ product and service quality
effects customer satisfaction: A study on Indian sub-continental restaurants in Lappeenranta.
Crown, D., Faggian, A., & Corcoran, J. (2020). Foreign-Born graduates and innovation:
Evidence from an Australian skilled visa program✰,✰✰,★,★★. Research Policy, 103945.
Fuster, M., Guerrero, K., Elbel, B., Ray, K., & Huang, T. T. (2020). Engaging Ethnic
Restaurants to Improve Community Nutrition Environments: A Qualitative Study with Hispanic
Caribbean Restaurants in New York City. Ecology of Food and Nutrition, 1-17.
Jang, S. Y. (2020). The Influence of Korean Restaurants Experience on Intention to Visit
Korea. Culinary Science & Hospitality Research, 26(2), 62-69.
Jang, S., & Eves, A. (2019). Tourism and Tourism At Home: A Qualitative Study of
Relationships between Tourism and Ethnic Restaurants. Journal of Tourism and Hospitality
Management, 7(1), 169-185.
Le, P. N., & Needham, C. R. (2019). Factors Contributing to the Success of Ethnic Restaurant
Businesses in Canada. Open Journal of Business and Management, 7(04), 1586.
Li, X. (2019). Employment Relations and Ethnic Minority Enterprise: An Ethnography of
Chinese Restaurants in the UK. Routledge.

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Nakayama, M., & Wan, Y. (2019). The cultural impact on social commerce: A sentiment
analysis on Yelp ethnic restaurant reviews. Information & Management, 56(2), 271-279.
Tham, J. C., & Fudge, J. (2019). Unsavoury Employer Practices: Understanding Temporary
Migrant Work in the Australian Food Services Sector. International Journal of Comparative
Labour Law and Industrial Relations, 35(1), 31-56.
Van Nguyen, H., Diane, L., & Newsome, D. (2020). Kinh and ethnic tourism stakeholder
participation and collaboration in tourism planning in Sapa, Vietnam. International Journal of
Culture, Tourism and Hospitality Research.
Chaudhry, S., Crick, D., & Crick, J. M. (2019). Trade Barriers and Assistance Requirements of
South Asian Transnational Entrepreneurs. In International Entrepreneurship in Emerging
Markets: Nature, Drivers, Barriers and Determinants. Emerald Publishing Limited.
Freeman, A. (2020). You Better Work: Unconstitutional Work Requirements and Food
Oppression. UC Davis Law Review, 53(1531).
Skinner, H., Chatzopoulou, E., & Gorton, M. (2020). Perceptions of localness and authenticity
regarding restaurant choice in tourism settings. Journal of Travel & Tourism Marketing, 37(2),
155-168.
Phan Jr, T. (2019). Starting a restaurant business in Finland: Preparing for opening a Vietnamese
restaurant in the city of Lahti.