Comprehensive Business Plan: Ethnic Tunisian Restaurant in Malta

This project outlines a comprehensive business plan for establishing an ethnic Tunisian restaurant, named Fine & Dine, specializing in the Tunisian dish "Brik," in Valletta, Malta. The plan includes an introduction justifying the business idea, market analysis, and the rationale for choosing Malta as the location due to its tourism and cultural appeal. The project defines aims and objectives, research questions, and provides background information on the subject area. A literature review examines the industry, competitor analysis, segmentation, marketing mix, and relevant business models like the Business Model Canvas. The research methodology details strategic analysis models, research methods, and a feasibility study. The analysis of results presents findings, interpretations, and applications to research objectives, identifying sources of competitive advantage and strategies for success. The plan develops an appropriate business model and concludes with recommendations for the restaurant's success, including identifying funding sources and strategies to achieve market share. The project aims to determine market conditions, cultural aspects, and funding sources to establish a sustainable business in Malta.

A structured Business
Plan for a Real Estate
Agency in Malta

Table of Contents
TOPIC: “ Ethnic Tunisian restaurant specialized in one Dish called Brik”....................................4
CHAPTER : INTRODUCTION......................................................................................................4
Overall Justification................................................................................................................4
Rationale.................................................................................................................................4
Scenario Chosen.....................................................................................................................5
Aims & Objectives.................................................................................................................5
Aim:........................................................................................................................................5
Objective:-..............................................................................................................................5
Research questions.................................................................................................................6
Background of subject area....................................................................................................6
Structure of project.................................................................................................................6
CHAPTER 2: LITERATURE REVIEW.........................................................................................8
Industry & appropriate use.....................................................................................................8
Secondary research data about industry size, growth rate, major players / competitor analysis
................................................................................................................................................9
Business idea..........................................................................................................................9
Segmentation, Targetting and positioning............................................................................11
Marketing mix......................................................................................................................12
Understanding of relevant concepts and theories about the business model........................14
Discussion of conceptual and theoretical issues-Business model canvas............................15
Summary and clear understanding of principal issues relevant to topic..............................16
CHAPTER 3: RESEARCHE METHODOLOGY.........................................................................18
Selection of models for strategic analysis............................................................................18
Selection of clear aims and objectives..................................................................................18
Selection of appropriate research methodology...................................................................19
Feasibility analysis...............................................................................................................21
CHAPTER 4: ANALYSIS OF RESULT......................................................................................23
Clear presentation of results based on the strategic analysis ...............................................23
Appropriate analytical interpretation of results....................................................................24

Application of results to research objectives and literature..................................................25
Identification of sources of competitive advantage and sustainability.................................28
Selection of strategies for success........................................................................................29
Development of appropriate Business Model for the business............................................30
Appropriate synthesis and evaluation of research results, inferences and implication.......31
CHAPTER 5: CONCLUSION......................................................................................................31
Recommendations................................................................................................................35
REFRENCES.................................................................................................................................36
.......................................................................................................................................................42

TOPIC: “ Ethnic Tunisian restaurant specialized in one Dish called Brik”
CHAPTER : INTRODUCTION
The current project is about the business development plan of a Tunisian restaurant
named as Fine & Dine restaurant which is going to be established over the prime location within
Malta. This restaurant will be set up with some features that are totally new to the market of
Malta and be able to get the attention of people through its services (Bannink, Six and van Wijk,
2015). The Fine & Dine restaurant will offer range of delicious dishes while keeping its
specialisation in a Tunisian dish which is named as “Brik” which is a Tunisia dish famous for its
taste. Such kind of dishes are not so much famous in other country like Malta.
Overall Justification
The Fine and Dine restaurant is planning to set up its business within Malta as it involve
greater opportunity for such kind of business. This is so because the country is a one of the
higher tourism attraction place where larger number of people visit every year in order to spend
their holidays or celebrate their special days. But as the country is full of beaches the majority of
restaurants offer sea food which is one of the best opportunity for the Fine & Dione restaurant as
it is planning to launch a Tunisian restaurant which offer food of Tunisia country by keeping
Brik as their speciality. The main reason behind keeping its specialised dish is that it is a local
dish of Tunisia but getting more popular among the foreigners sue to its taste (Aas and Pedersen,
2016). Therefore it has a wide scope in the market of Malta as the fame of dish help in attracting
the people to avail the services of restaurant and as a result of which it help in achieving the
sustainability in the marketplace.
Rationale
The main aim behind conducting this investigation is that it will support the Fine & Dine
restaurant in determining the current market condition of Malta in term of competition present
among the restaurants, kind of services they offer, demand of customers, favourable-
unfavourable factors of market to set up business etc. The evaluation of all these factors will
support in identifying the opportunity as well as threat that are present in the market of Malta for
Fine & Dine restaurant which will further support in formulating effective strategies for the
establishment of business and manner through which the sustainability can be achieved. In

addition to this it will also support in determining the feasibility of idea and sources through
which the resources as well as finance can be arranged for setting up the business.
Scenario Chosen
The current study is based on the business development of Fine & Dine restaurant which
is planning to set up its business within Malta. The main idea behind this business establishment
is that the Malta is consider as most tourism visited place due to the beauty of country. As the
Malta is established at a place which is surrounded with deep blue Mediterranean sea and the
Maltese island have a fascinating heritage (Bannink, Six and van Wijk, 2015). Therefore, there
remains the visit of tourists whole year within the county which make it more favourable place to
set up the restaurant business. As the Fine & Dine restaurant will easily get market acceptance
when there is larger number of customers visits in it due to the ethnicity it maintains within the
restaurant for offering the food. This is so because the Fine & Dine restaurant will be set up in a
manner that it reflect the ethnicity of Tunisia country which is very much closer to the Malta. In
addition to this restaurant is planning to keep the Bick dish as the speciality of the restaurant
which is so because the dish is very much famous among the foreigners. This will act as a factor
of attraction for the restaurant as the tourism visits to Malta is relatively higher then that of
Tunisia so by offering this dish in Malta it become easier to get famous (Laužikas and et. al.,
2016).
Aims & Objectives
Aim:
“ To develop business of Ethnic Tunisian restaurant that is specialised in Brik”. A study on Fine
& Dine restaurant
Objective:-
 To identify the market situation of Malta in 4 months to identify the feasibility of
restaurant.
 To determine the cultural aspects in Malta within 6 months for achieving sustainability at
marketplace.
 To ascertain the sources of fund for arranging 30% of capital from external sources to set
up business in a year.

 To approach 30% market share within a year to achieve competitive edge in market of
Malta.
Research questions
 What are the ways through which the market situation of Malta can be determine for
assessing the feasibility of restaurant business idea?
 What are the cultural aspect of Malta that support Fine & Dine restaurant to achieve
market sustainability?
 What are the major external sources through which capital for establishing business can
be arrange?
 How to approach market share for achieving the competitive edge in market of Malta?
Background of subject area
The Malta is a country which is surrounded with the deep blue water of the
Mediterranean sea which is at the south of Sicily. Being the neighbour country of Tunisia, the
North African influence over the Malta is relatively higher in term of its language and things
preferred by the citizens. The country is full of several beauty spots to visits for the localities as
well as tourists which in turn also increase the opportunity to set up the business in hospitality
sector such as hotels, resorts, restaurants etc. Therefore, Malta is consider to be most effective
place to set up the business of restaurant (Bresler and Stake, 2017). This is the reason Fine &
Dine restaurant is planning to set up its business of restaurant within Malta at Valletta which is a
elegant capital of Republic of Malta and it is consider as the ideal base for exploring the Island of
Malta. In addition to this the tourists mainly visit the Valletta's array of historical sites,
restaurants, hotel and cultural event. As the city is full of cultural or historical place it become
quite easier for the Fine & Dine restaurant to set up the Tunisian restaurant based on the ethnic
theme as people visit this place with the aim of experiencing the cultural things so this restaurant
act as a complimentary to their tour as they become able top get a glimpse about the culture of
Tunisia as well (Zaroual, Boughattas and Karoui, 2019).
Structure of project
This section present the detailed information regarding the number of sections involve
with the current report, the information that each section involved along with the purpose behind
mentioning it. The sections that are involved within the report is mentioned below:

Introduction:- This is the first section of project which contains the description
regarding the business development idea of Fine & Dine restaurant which is planning to set up its
business in Valletta city of Malta. It contains detail about the valid justification of business idea,
rational about the study along with the scenario which is chosen for the project (Wagner and
Jamsawang, 2014). In addition to this it also contain the information regarding the aim and
objective behind the project along with the background and structure of the report over which the
whole report depends.
Literature review:- Under this section the secondary data will be evaluated in order to
study about the current market situation of the Malta in term of restaurant establishment (Cheng,
2013). It detail about the range of literature on industry in term of its size, growth rate,
competitors etc. It also involve the information that help in setting up the Fine & Dine restaurant
effectively such as marketing mix, Segmentation, target, positioning along with business model
and summary of understanding.
Research Methodology:- This section is also very essential in order to perform as well
as present the information gathered through investigation in more effective manner. It includes
set of tools and techniques that Fine & Dine restaurant will use in order to perform investigation
over the Malta market (Brennan, 2015). This includes survey methods, research techniques,
feasibility study, research method, type of investigation etc.
Data analysis:- Under this section that data gathered above will be evaluated in order to
extract the findings or short summary of outcome. For this the clear presentation of result will be
there with the help of strategical analysis along with interpretation of result, identification of
sources of competitive advantage and development of business model.
Discussion, Conclusion and Recommendations:- This is the final and most significant
section of the project which includes a detailed discussion about the data which is gathered in
term of business plan (Clarke and et. al., 2016). In addition to this it also includes the final
conclusion of the data gathered which is valid setting up the business along with the
recommendations that support the Fine & Dine restaurant to set up its business in effective
manner within the market of Malta while dealing with the competition present.

CHAPTER 2: LITERATURE REVIEW
Industry & appropriate use
Malta is a country that is surrounded by the Mediterranean Sea where the islands of
Maltese are richer in term of tapestry of history, natural beauty as well as culture where all the
ingredients are constantly flourishing the hospitality industry. The country maintain a long
history of welcoming and hospitality. Being centrally located within the Mediterranean, enjoys a
wonderful unique fusion cuisines that remains a attractive factor for the industry. It can be said
that the last five years proves to be most challenging for the restaurant sector within the
hospitality industry. This is so because there remains an unexpected financial crises, natural
global phenomena like ash cloud and that geopolitical situation with the North African countries.
But still the players of the industry has proved the resilient throughout by proving that Malta is
stable and remains the long term choice for the foreigners whose preferred destination is Malta in
order to get relocate or holiday purpose.
The country is full of islands and is consider as the home of unique cuisines as well as
exuberant lifestyle which attract tourists throughout the world in order to have an entertainment
by experiencing the life as well as culture of Maltese. Tourists as well as expatiates have the
opportunity to start their business within the country but with the support of local people as
larger number of profitable as well as investment opportunities are present for the foreigners.
One of the most attractive business area is establishment of restaurant as food and drinks is one
of the most essential part of everyday life for the local and tourist. Additionally being a cultural
and historical rich tourism attractive place creates several opportunity for person those want to
establish their business as a restaurant in term of profitability and sustainability. This is so
because restaurant get an opportunity to attract larger number of people to their place in order to
cater their need and want. These all are the factors which proves to be positive for the growth
and success of the Fine & Dine restaurant in the market of Malta. Additionally the attractiveness
or success of restaurant can be seen from the gradual increase in the turnover ration of food and
beverages industry which is market 377.8 million Euros in year 2014 which get increased to
406.6 million Euro.

Secondary research data about industry size, growth rate, major players / competitor analysis
The restaurant sector within the hospitality industry of Malta is growing faster due to
larger number of favourable factors that are present within the industry that contribute toward the
success of business. The most crucial factor among them is regular flow of tourism practices
within the country as Malta is one of the most attractive place to visit. The tourism visit is
gradually increasing as it is marked up-to 1.3 million in 2011 that get increased by 1.6 million in
year 2016. This is the main factor behind there is a 48% increase within the restaurant business
when ration compared within year 2017 (The local restaurant business, 2020). Additionally
within the St Julian's area it has been reported that there is a 76% increase in business with
restaurant in southern area of Malta.
Enjoying good food within Malta is customary, there are range of restaurant that are
offering larger number of cuisines that offer food which get cooked by someone else. This is so
because majority of people visits restraint are tourist so they also have a demand to taste different
cuisines in order to make their travelling experience more better throughout the journey. This is
so because food is consider as the most essential part of the travelling and good food isn't much
harder to find within Malta that get reflected over the Maltese people in general such as genuine,
hearty and prepared passionately. The top most player that may provide toughest competition to
the Fine & Dine restaurant are, Capo Crudo, A Modo Mio, Marina Club VW, fifty nine
republic, Giannini, Il-Horza etc. are some of them (These Are The 18 Best Value For Money
Restaurants In Malta, 2017). These all are the top most restaurants present in the capital of Malta
that is Valletta where the Fine & Dine restaurant is planning to establish its business. Hence the
competition within the industry is relatively higher for the Fine & Dine restaurant as the majority
of restaurants are already well established within that particular area as it is one of the most
attractive place where larger number of tourist visit. This ration of tourism ensure that the
restaurant get much quicker access to larger number of people in order to influence them to visit
the restaurant and avail services.
Business idea
The Fine & Dine restaurant is planning to establish it business in the market of Malta by
brining up Tunisian Brik, a most famous dish of Tunisia among the foreigner as their speciality
dish. This is so because it help in attracting the attention of not only foreigners but also by the
local people of Malta (Rial and Grossi, 2016). It has decided to offer food with the help of their

restaurant outlets whose interior will be formed as per the culture of Tunisia to which the Brik
dish actually belongs. The main reason behind selecting Malta as a place to start up restaurant
business is due to the attractiveness among the tourist toward Malta as number of foreigners visit
the country everyday. The competition within the restaurant industry is relatively higher within
Malta as larger number of people specially young generations are setting up their business by
brining new ideas to market (Dammak and Helali, 2017). Therefore to deal with this
competition and achieving sustainability in Malta it has been decided that the restaurant have the
capacity to provide innovative dishes by mix match the Tunisian Bick dish with another one
available ingredients which support in keeping the customers happy while delighting them with
high quality services. The number of dishes that the Fine & Dine restaurant is going to offer are
mentioned below:
Dishes offered by Fine & Dine restaurant
 Brik Danouni
 Tunisian Brik-style Eggs
 Tuna Briks
 Tunisian Egg Briks
 Tunisian Brik
 Brik
 Briouat
 Sigara boregi
 Bureek muwaraq
 Cornish Pastry
 Haitian Patty
Who is involved
The Fine & Dine restaurant will be established over the food theme of Tunisian as its
dishes are very much famous among the foreigners. This restaurant will be established by a
couple i.e. Husband and wife as a private business. But in order establish it effectively they
require several stakeholders (Zouaoui and Bellouma, 2018). Hence there are around two
stakeholders are present that could invest capital within the business and remains authorised of
having 30% share within business in term of profit. Additionally it hire the staff members who

are experienced in hotel management or hospitality and among them chefs are being appointed
from the Tunisia country having minimum experience of 2-5 years within their field.
Windows of opportunity
Malta is one among the tourism attractive place that is getting popularity among the
tourists for their heritage site as well as beaches as the nation is surrounded with sea (Oliveira
and et. al., 2014). Therefore from the analysis it has been determined that local peoples as well as
tourist both spend their time over such sites and also seek for the new variety of food offered by
particular place. Therefore it is an opportunity for the Fine & Dine restaurant to gain attention as
well as acceptance in marketplace as they are offering something different in term of their food
and services.
Management
Effective management is consider to be most crucial for the growth and development of
an organisation which ensure conduction of operations in sequential and effective manner
(Baldacchino, 2016). Therefore, for managing the operation in effective manner the Fine &
Dine restaurant Hence in order to manage its operations properly and achieving sustainability
within such a highly competitive environment, the Fine & Dine Restaurant is required to adopt
effective strategies so that the products or services of it become able to perform well within
marketplace as per the expectation of customers (Pantzar and Panyik, 2014). This ensures that
the operations of an organisation get performed in a right direction that brings up most positive
outcome that support in accomplishment of organisational goals and objectives.
Segmentation, Targetting and positioning
The market segmentation is refers to as the process of dividing the larger market into
small chunks to whom they want to target for particular set of product or services (Paluchová,
2017). For performing this a marketing model is used which is named as STP or Segmentation,
targetting and positioning. This implication of model by the Fine & Dine restaurant is mentioned
below:
 Segmentation:- Under this the whole market is divided into small parts on the basis of
homogeneity within the characteristics they hold. The Fine & Dine restaurant has decided
to segment the market of Malta as per demographical basis which help in approaching the
larger number of customers having sub categories that ensure more chances of getting
succeed in marketplace (Scicluna, 2017).

 Targetting:- It refers to the process of targeting a particular segment with all the
available strategies as well as marketing practices in order to approach the customers and
make them attracted toward purchasing particular product or services (Yung, 2018). For
Fine & Dine restaurant the targetted customers will be the number of customers that
comes under the category of local people of Malta as well as tourists who came to visits
the Valletta city present in Malta (Lee and Kim, 2017). The main aim behind selecting
and targetting this market segment is that mainly the visitors like to have their meal
which offer something new and at the same time follows a particular culture to which
they are not families as it remains quite attractive to the people.
 Positioning:- It involves set of actions to be performed in order to fix up an image or
locus in the mind of customers regarding a particular product or services (Vena and et.
al., 2019). The Fine & Dine restaurant has decided to position its restaurant within Malta
as a restaurant which is specialised in offering variety of Tunisian dishes that are formed
by mixing up several kind of ingredients within its most famous dish such as Tunisian
Brik. As this dish is very much famous and help in attracting larger number of customers
toward it, which ensures success as well as sustainability of business within marketplace
(Ghachem, 2018).
Marketing mix
The marketing mix is basically refers to as the set of strategies or tactics that an
organisation perform in order to promote its brand as well as product within market place. This
support an organisation in putting the right product at right place, price and time in order to
achieve higher customer satisfaction in market place. The marketing mix get form up with the
combination of seven elements such as product, price, place, promotion, process, people and
physical evidence (Sammut, 2016). By implementing this marketing model it become easier for
the Fine & Dine restaurant to perform its practices in market effectively that help in attracting,
influencing and satisfying the customers with its offerings that help in achieving sustainability at
marketplace. The elements of marketing mix are mentioned below:
Product:- It is consider to be most essential element for an organisation as customers
acceptance, market performance, organisation success and profitability wholly depend over the
quality of product or services offered by an organisation. As the competition is relatively higher
in restaurant industry, the Fine & Dine restaurant is planning to offer some specialised Tunisian