Food and Beverage Management Report: Nocturnal Night Club, Melbourne

This report provides a comprehensive analysis of food and beverage management for Nocturnal Night Club, a proposed entertainment venue in Melbourne, Australia. It begins with an introduction outlining the club's concept and target market, followed by a detailed market segment analysis focusing on young adults and students. The report then delves into market analysis, acknowledging industry trends and growth projections. A thorough business plan is presented, including a mission statement, a proposed food and beverage menu with pricing, and a green initiative emphasizing sustainability. Marketing concepts are explored, including product, price, place, and promotion strategies. The report also includes staffing requirements, budget estimations, and a floor plan design. Finally, it provides a reference list of sources used in the analysis.

Running head: FOOD AND BEVERAGE MANAGEMENT
Food and Beverage Management
Name of the Student:
Name of the University:
Author note:

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Table of Contents
Introduction......................................................................................................................................2
Market Segment...............................................................................................................................2
Market Analysis...............................................................................................................................3
Business Plan...................................................................................................................................3
Mission Statement...........................................................................................................................3
Food and Beverage Menu................................................................................................................4
Green Initiative................................................................................................................................4
Marketing Concepts in Implementing Business Plan......................................................................5
Staff and Budget..............................................................................................................................5
Floor Plan.........................................................................................................................................7

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Introduction:
Considering the popularity of bars and night clubs in Australia, Nocturnal Night Club
will be set up at Melbourne, Australia, offering music, dance and other forms of entertainment
every night, from 10 PM onwards. As an entertainment venue, it will also serve food and
alcoholic beverages. This report intends to provide an insight into the immediate market
condition in which the company intends to operate, as well as the future plans of the company
regarding its staff requirement and budget process.
Market Segment:
As far as the market segment of the nightclub is concerned, it intends to attract the
attention of the youngsters, who love to stay outside and party all night (Aghdaie et al. 2013).
Since there are too many night clubs in Australia, targeting the young Australian population,
Nocturnal intends to attract the attention of the students (both male and female) studying in the
Australian colleges of Melbourne. The market segment comprises of male and female students of
Australia (both native and foreign) belonging to the age group of 18 to 22 years.

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Figure 1: Market Segment of Nocturnal Night Club
Source: (Created by the Author )
Market Analysis:
Although the market of night club industry has good prospect in future, declining alcohol
consumption as well as decline in gambling expenditure have constrained the growth of the night
clubs in Australia. Over the next 5 years, the night club industry of Australia is expected to
witness a 1.2% growth (Pennay et al. 2015). Despite the growing elderly population in Australia,
the demand for night clubs will continue to soar, as it is famous for offering educational
opportunities to students across the globe. New, innovative ideas such as cocktail lounges and
adjoining wine bars, are expected to boost the growth of the industry.
Business Plan:
Since already there are too many night clubs in Melbourne, Nocturnal will attain
competitive edge by attaining product and service differentiation. First of all, keeping in
consideration, the growing health consciousness amongst the consumers, the bar will offer
healthy upscale products such as craft beer and organic food, to its consumers. Next, it will
introduce a Free Fun Friday scheme, whereby it will offer unlimited food and beverage products
to the first 5 visitors of the bar. The club will also organize plenty of events throughout the year
to boost the foot traffic at the bar.
Mission Statement:

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The Mission Statement of Nocturnal Night Club is to create an ambience and offer
quality products that will enhance customer satisfaction, respond to consumer entertainment
needs.
Food and Beverage Menu:
Beverage:
Beers: Wine: Soft/Hot Drink:
Stella: 26 LE Cape Bay Wine Bottle: 200 LE Red Bull: 39 LE
Sakara: 27 LE Aida Sparking Wine Bottle: 220 LE Cola/Sprite/Juice: 18 LE
Heineken: 29 LE Tea/ Coffee: 18 LE
Food:
Sliders: (2 for 7.00 and 4 for 12.00) Tacos Tacos (2 for 5.00 and
 Bacon BBQ Slider All Pastor Chicken
 All American Slider Grilled Spicy Shrimp
 Steak and Egg Slider Carne Asada
 Buffalo Chicken Slider
 Filet Magnon Slider
Green Initiative:

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Sustainability is an important aspect of the company’s vision statement. The night club
will use recyclable glass bottles only, serve organic wine to its consumers, and will organize a
Zero Waste Bar, whereby any waste food will be served to the impoverished and less privileged
Australians. Further, a solar rooftop panel and a waterless urinal will also be created to reinforce
its sustainable approach (Head et al. 2013).
Marketing Concepts in Implementing Business Plan:
Product: Nocturnal will offer a variety of beer, wine and different liquors and mixed drinks and
snacks to the college age men and women, residing in Australia.
Price: The night club will follow a low price strategy at the beginning, offering lucrative
discounts to consumers, coming with more than 2 persons, as it will help in increasing the foot
traffic of the place.
Place: Promotion of service will primarily be done through social media channels. Besides,
flyers and banners will also be used for promotion near the Melbourne colleges and high schools.
Promotion: Since demographically, the target audience of Nocturnal comprises of young, vibrant
college going students, the product and service will be promoted via social media channels,
preferably Facebook, Instagram and Twitter (Grinblatt and Titman 2016).
Level of Service: Service excellence will be a priority for Nocturnal. Each of the visitors will be
treated with utmost duty and care, and there will be 5 supervisors to ensure consumer safety and
comfort.
Staff and Budget:
List of People Needed to be Hired:

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 10 Bartenders
 5 Security Staffs
 4 Waiters
 2 Buzzers
 2 DJ
 3 cleaning Staffs
 2 Managers
 5 Supervisors
Staff Skills Needed in Business:
 Teamwork
 Assertive communication skills
 Time management
 Integrity
 Customer service
 Persuasion
 Team work
 Numeracy
Estimated Budget :
Product Acquisition Price
Registration Fee $750
Marketing promotion expense $350
Stationary Expenses $500

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Operational Cost $650
Cost of furniture such as Telephone, TVs, Sound
System, tables and chairs et a
$4000
Miscellaneous $2000
Total $8250
Year 1 Year 2 Year 3
Current Interest Rate 10% 10% 10%
Long-term interest rate 10% 10% 10%
Tax rate 0% 30% 30%
Others 0 0 0
In order to ensure overall quality, the night club will be supervised daily and a report will
be made on each day activity. The quality of food and beverages will be ensured, and a customer
survey will be conducted at periodic intervals.
Floor Plan:

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In order to reduce cross- contamination by separation, separate entry and exits will be
created. The central kitchen area will be kept totally separate from the dirty areas where people
will dance. At the same time, the clean functions will be kept separate from dirty functions - (e.g.
a corridor separates the refuse area and swill area from the kitchen area).

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Reference List:
Aghdaie, M.H., Zolfani, S.H. and Zavadskas, E.K., 2013. Market segment evaluation and
selection based on application of fuzzy AHP and COPRAS-G methods. Journal of Business
Economics and Management, 14(1), pp.213-233.
Grinblatt, M. and Titman, S., 2016. Financial markets & corporate strategy.
Head, L.M., Farbotko, C., Gibson, C.R., Gill, N.J. and Waitt, G.R., 2013. Environmental issues
and household sustainability in Australia.
Pennay, A., Miller, P., Busija, L., Jenkinson, R., Droste, N., Quinn, B., Jones, S.C. and Lubman,
D.I., 2015. ‘Wide‐awake drunkenness’? Investigating the association between alcohol
intoxication and stimulant use in the night‐time economy. Addiction, 110(2), pp.356-365.