Full Flavours: Business Plan - Organic Vegetarian Restaurant in London

This business plan outlines the strategy for 'Full Flavours,' an organic vegetarian restaurant in Central London. The plan begins with a company background emphasizing the growing demand for organic food and the restaurant's focus on local and ethnic ingredients. Objectives include promoting vegetarianism and increasing sales. Ownership is structured as a sole proprietorship. A PESTLE analysis examines political, economic, social, technological, legal, and environmental factors. The plan identifies the target market as health-conscious youth and details marketing objectives and strategies, including a launch event and social media promotion. Competitors are also mentioned. The plan covers marketing mix elements like product, price, place, and promotion, and concludes with references.

Business Plan

Table of Contents
TASK 1............................................................................................................................................1
PART A...........................................................................................................................................1
Company Background.................................................................................................................1
PART B............................................................................................................................................2
Objectives....................................................................................................................................2
Ownership...................................................................................................................................2
TASK 2............................................................................................................................................3
PESTLE analysis.........................................................................................................................3
TASK 3............................................................................................................................................5
PART A...........................................................................................................................................6
PART B............................................................................................................................................7
TASK 4............................................................................................................................................8
Marketing objectives...................................................................................................................8
Target markets ............................................................................................................................9
Marketing strategies for each target market................................................................................9
Marketing mix...........................................................................................................................10
REFERENCES..............................................................................................................................13

TASK 1
PART A
Company Background
The current business plan is upon organic vegetarian restaurant somewhere in Central
London. Now-a-days demand of such food has been increased and thus consumers prefer to
consume organic food and it is healthy and possess low fat menu options which helps in
attracting consumers towards firm. Through choosing such business is being profitable for
owners as current lifestyle and trends of consumers are changing and therefore introducing
organic food helps in increasing customer satisfaction (Thomas, Gudmundson and Suhr, 2014).
Restaurant will be named as “Full Flavours”, It will be offering various vegetarian organic food
to target customers so that their needs could be fulfilled. Here, owners will be more emphasized
upon organic food and ths use ethnic ingredients in order to attain sustainable development. The
restaurant will be procuring local food when possible and thus reducing their dependence on
fossil fuels which is used for transportation. Full Flavours will be located in Central London as it
is the busiest place and therefore it helps in attracting large number of customers who are organic
food lovers. Restaurant will have casual atmosphere and helps in attracting young crowd who are
health conscious and prefer to eat vegetarian food. Also, it is one of the main choice of selecting
such location as nearby there is no similar restaurant offering organic vegetarian food.
Our main goal is to make customer happy and provide them high quality organic
vegetarian meal so that their needs could be attained. Organic food restaurant has noticed
tremendous growth in past several decades. Sales of organic food has been increased by 20%
since 1990. Thus, there is rapid growth and helps in increased consumer confidence in organic
foods and thus concern about possible health risks and helps in protecting individual from
harmful substances. Through carrying out such plan it will helps in identifying the feasibility of
opening organic food restaurant and helps business to earn profit. However, because of
increasing popularity of organic food it becomes evident that carrying out such venture will
result in attaining successful operations (Blank, 2013). Full Flavours will be operated through
high street market in Central London and thus through carrying physical presence it will be
helpful for business to influence potential consumers. However, launching such business will
prove to be good idea as more number of consumers are attracted as there is high growth and
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development in organic food industry. Thus, providing preferable organic dishes to consumers
helps in satisfying their needs and innovating business idea results in attaining desired results.
Full Flavours will be facing tough competition from rivals and therefore they need to introduce
and bring new taste and menu to influence potential customers towards firm. Following are the
main competitors from which businesses would face tough competition while operating in
Central London-
Vitao Vegan restaurant with lunchtime buffet
Planet organic Health food store
Portobello organic kitchen Organic dining with British/Italian menu
PART B
Objectives
Objectives of Full Flavours which are as follows-
 To promote vegetarian organic food for benefiting people and environment.
 To inform wider community about different aspects of vegetarianism.
 To raise the sales by 10% till 2018.
 To influence consumers to consume slaughter free food and live healthy life.
Thus, all the stated objectives helps in carrying out relevant business idea and thus
promote vegetarian organic food among potential customers in order to enhance vegetarianism.
Carrying out effective promotion of vegetarian organic food helps in benefiting people and
environment and thus inform to wider community regarding different aspects of vegetarianism.
Therefore, through adopting such objectives it results in accomplishing set targets and set up of
restaurant is done in an effective and efficient way. From carrying out the objectives of
enhancing sales by 10% till 2018 and thus helps in improving business performance. All such
objectives will be evaluated by business and thus helps in improving their performance so that
set outcomes could be achieved. Through identifying all such objectives it helps in improving
business performance and thus attaining set objectives which results in accomplishing desired
results.
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Ownership
Restaurant will start out as a sole proprietorship owned by its founders. Thus, Full
Flavours is a new start up business and therefore, it is essential for founders to promote the
business in market and also keep the business to focus upon the needs of target consumers and
thus enhance the business operations. Owners will also require identifying the location and
therefore it helps them to start the business operations. Also, undertaking different decisions
related to Full Flavours, organic vegetarian restaurant need to establish effectively in regard to
improve performance of firm in market.
Further, it is one of the crucial decision which would help Full Flavours owners to start
the operations independently in the form of sole proprietorship so that business could be able to
launch in target market and improve its productivity (Tanev, Rasmussen and Hansen, 2016).
Also, it helps firm to improve its performance and thus sales could be raised in an effective
manner. Sole trade ownership is the best method used in regard to carry out the business
activities and therefore, it helps in improving performance of firm in market. While another
justification for selecting sole trader business is that it results in executing the business
operations in target market and thus execute the operations so that best results could be attained.
TASK 2
PESTLE analysis
In regard to analyse the external environment of Full Flavours which results in carrying
out greater necessity and thus helps in identifying the factors that affect the business functions.
Also, carrying out such tool results in taking into consideration the crucial factors i.e. PESTLE
so that its impact and significance upon each factor could be identified. Following is the
PESTLE analysis which are as follows-
 Political- Such factor involves legal rules and regulations framed by government in
relation to perform the business operations. However, beside these laws relating to the
employment which results in carrying out the regulation and thus fulfil the favourable
environment to employees (Blackburn, Hart and Wainwright, 2013). Here, introducing
organic vegetarian food in order to improve service quality and thus comply to the rules
and regulations formulated by government. Business form different regulations in
relation to carry out effective service quality so that customer satisfaction could be
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attained. Through carrying out services it results in undertaking effective regulations so
that consumers could be attracted towards firm. Also, adopting effective political laws it
results in considering it as a barrier and thus helps in following effective regulations so
that it does not impact upon Full Flavours business operations.
 Economical- Further, economic conditions assesses that the changes in economy results
in impacting the business functions. Therefore, it has been identified that economy of
London is also rising and therefore taking this into account overall economic condition is
also beneficial for Full Flavours to carry out its operations. Due to high growth in the
GDP rate it is essential for business to identify the willingness among customers to spend
over the restaurant services and do not charge high prices in the form of taxes. However,
it proves fruitful for firm in relation to carry out its operations. Beside this, inflation rate
is lower and because of which individual power of purchasing increases. Additionally, it
has been evident that economic condition of London is strong ad thus it helps in
increasing the income level of consumers living in the city and thus they consume more
number of organic food (Rutz, Tappel and Zirger, 2014).
 Social- It assesses that the changes in taste and preference of consumers results in
identifying the needs of target market which is based upon the services that are required
by consumers. Also, there is need for Full Flavours organic food restaurant to understand
the needs of target market i.e. youth as they are becoming more health conscious and
therefore, it helps them to improve their living standards and consume organic vegetarian
food. Full Flavours also results in carrying out the main outcomes so that high sales and
profitability could be attained.
 Technological- It is another crucial aspect and thus adopting innovative technology
results in attracting consumers prefering to consume organic vegetarian food. Also, it is
essential for business to utilize the place where the business operates its functions. Using
innovative technology results in producing high quality organic food and thus influence
consumers towards firm (Galai, Hillel and Wiener, 2016). Carrying out effective results it
helps in involving new technology and thus bring favourable results within firm. Further,
using innovative equipments for producing high quality food products so that customers
could be satisfied.
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 Legal- Further, such factor is linked with different rules and regulations and thus carry
out business functions in relation to comply with policies formulated by UK government.
Through adhering to such policies it results Full Flavours to follow legal restrictions
attached with the business such as paying taxes, legal duties etc. While, other type of
laws also need to be complied with the employment generation and thus results in
enhancing the number of workers which results in improving business performance.
 Environmental- Moreover, such factors results in carrying out overall operations of
business and thus do not negatively influence business functions. Full flavours uses
effective environmental protection methods so that best practices could be carried out in
relation to safeguard the environment and protect the environment from polluting. While,
preparing organic vegetarian food it results in carrying out the operations and thus do not
impact upon the business operations in market. Full Flavours need to carry out effective
environmental practices and do not impact upon the environment so that environmental
protection could be attained (Thomas, Gudmundson and Suhr, 2014).
Thus, through carrying out such PESTLE analysis which results in impacting upon
business performance and thus execute the activities in relation to safeguard the environment.
Also, adopting effective policies helps in protecting the environment and do not impact upon
business functions which aims to prevent the environment and carry out effective guidelines so
that Full Flavours aims to enhance its operations and influence target customers towards the
restaurant.
TASK 3
Full Flavours aim to identify its target customers and thus fulfils their needs so that
desired results could be attained. There is a large customer base who are willing to consumer
healthy organic food and thus demand of such products are increasing day by day. Also,
providing fresh vegetarian organic food results in fulfilling the demands of consumers and
enhance the sales of restaurant in market. Owner of restaurant needs to identify its target
customers and thus enhance the survival of firm in long term. Moreover, launching the restaurant
in physical form through carrying out social media platform and thus influence consumers
towards business to identify the needs of clients. Company need to showcase the products that
they are going to offer and thus influence consumers through providing them ingredients about
the organic food. However, promotional event has been considered as expensive and therefore it
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is significant for firm to keep a tight control over its costs. Thus, in order to attain these
objectives it helps in establishing the budget for accompanying the event successfully.
PART A
For any business to be successful and to gain awareness, it is required to incorporate
sound launch event. In this aspect, Full Flavours also need to be focused on this concept so that it
can able to reach large set of customers in appropriate manner. Launching is even essential as it
supports in spreading awareness among target and potential customers. In order to make the
launching of this event as successful, page of Facebook will be created with the name “Full
Flavours” and invite will be send to internet users that resides in Central London and other
associated area. From this, initiation of launching event can be done. Here, each set of
information regarding the launching of business will be update so that internet users came to
know about it. Moreover, image and photos of food will be shared on this page by the admin so
that craze among customers can be developed. However, this event will be scheduled on Sunday
only at on-site only in order to make people aware about the location of shop. Social media will
be an effective mode of sending invite to customers which will eventually aids in gaining high
support from customers. Further, notification can be received to friends of friends also which
also leads to attracting large pool of customers at the launching event.
Launching will only be done on Sunday as people are having off on the day and therefore
more crowd will accumulate for the event. In the event, organic dishes will be served to
audiences so that they can taste the same and also a list of ingredients will be displayed. This
way, ideas and thoughts can be shared among the owner and customers. From this, interest will
be developed among the customers and hence more response will be attained from it. This will
certainly aid in boosting the sale of company in near future and inputs from customer might
results into developing new organic dishes. Since, it is a new and small business, therefore cost
of inviting celebrity cannot be bear by the management. Hence, focus will be laid on mass
marketing instead of calling the celebrity. For mass marketing, the cited restaurant will consider
print media, radio and hooding in Central London so that more of customers can be attracted
towards it. To make the event more happening, Food theme will be installed where articles and
creative image related to food will be installed. From this, a new experience will be witnessed by
audiences that will certainly help in gaining a business in near future. In addition to it, invitation
to locality will be send by the business in order to attract more of visitors. This will certainly
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lead to word of mouth marketing that will help in gaining more attention in near future.
However, gift and coupons will be offered to customers in order to develop loyalty among them.
Hence, above mentioned tactics will be focused for launching event of Full Flavours.
PART B
(2) CASHFLOW
FORECAST
Year Preop 1 2 3 4 5
CASH
INFLOWS
Cash from Sales 500,000 530,000 535,000 540,000 550,000
Directors loans 0
Share capital 200,000
Other external
finance/loans
Other cash inflows
TOTAL CASH
INFLOW 200,000 500,000 530,000 535,000 540,000 550,000
CASH
OUTFLOWS
Payments for
materials 200,000 220,000 242,000 266,200 292,820
operating
expenses ( ) 0
Premises (rent,
rates) 20,000 20,000 20,000 20,000 20,000
Wages and
salaries 0 50,000 51,500 53,045 54,636 56,275
General expenses 0 60,000 61,800 63,654 65,564 67,531
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Interest and bank
charges payable 0 0 0 0 0 0
Lease payments 7,000 7,000 7,000 7,000 7,000
Corporation Tax -29,075 16,075 29,150
Market survey
costs 2,000
Other preliminary
expenses 10,000
Loan repayments 0 0 0 0 0
TOTAL CASH
OUTFLOWS 39,000 337,000 360,300 356,624 429,475 445,776
Cash flow
summary
NET
CASHFLOW
FOR PERIOD 161,000 163,000 169,700 178,376 110,525 104,224
OPENING
CASH
BALANCE 0 161,000 324,000 493,700 672,076 782,601
CLOSING
CASH
BALANCE 161,000 324,000 493,700 672,076 782,601 886,825
TASK 4
Marketing objectives
Manager of Full Flavours develops a different set of objectives that are related with
carrying out marketing. It possess greater assistance in regard to influence target customers and
thus focuses upon attaining desired objectives so that successful outcomes could be attained. One
of the main marketing objectives involves building greater awareness among targeted youth so
that large number of customers could be attracted. Thus, it could be attained through use of
promotional tool and thus improve their performance within firm. It helps in improving the
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promotional tool and thus encourages customers to identify the objectives and attain success.
Business also focuses upon identifying the needs of target market and then aim to fulfil their
needs so that sales could be enhanced. Moreover, increasing relationship with customers helps in
promoting the business so that awareness among consumers can be attained. Main aim of Full
Flavours is increasing the relationship with clients and thus offering them different varieties of
organic vegetarian food and thus satisfy their needs. Business identifies the needs of people who
are following strict diet and thus offer them quality organic food as it is in great demand and
therefore it results in building strong relationship with customers. Firm also aim to use social
media campaign in order to fulfil the marketing objectives and thus fulfil the needs of customers.
However, through offering high quality products to customers it helps in providing them
appropriate products or services related to organic and thus enhance sales of firm in market.
Another marketing objective of Full Flavours helps in becoming market leader so that it creates
more awareness and thus influence consumers towards firm. Also, it raises the brand image of
firm in market. All these marketing objectives results in benefiting business in terms of creating
awareness about organic vegetarian food in market and influence large number of customers so
that sales could be raised.
Target markets
Selected target market of Full Flavours would be young customers of London. Business
targets those customers who are concerned about their health and they are following strict diet.
Thus, through providing them such organic vegetarian food results in influencing them towards
business and results in satisfying their needs. With the help of offering products that target all
segments in market and offers wide range of organic products so that needs of every individual
could be attained. Full Flavours selects young customer because they are more conscious
towards their health and therefore satisfies their needs. Restaurant also provides happy and lively
atmosphere that encourages people to visit the restaurant and enjoy wide range of organic food.
There are wide rang of dieting women are encourages to visit the restaurant as they are conscious
about their health and thus visit such restaurant that does not offer them high calorie food. Full
flavours chef tries to prepare organic food menu which is extremely delicious and thus as
compared to other meals it is not at all weak.
However, the main target market for Full Flavours involves Vegan food which provides
health food to youth in regard to fulfil their needs. Business targets to every segment customers
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