Hungry House Restaurant: Business Plan, Marketing and SWOT

The assignment presents a business plan for "Hungry House," an Indian and Thai cuisine restaurant aiming to offer quality food at reasonable prices. The plan outlines the restaurant's vision, mission, objectives, and target market, focusing on youth and families with medium to high incomes. It details the marketing mix, including product offerings, cost leadership pricing, and strategic location and promotion through various channels. A SWOT analysis highlights the restaurant's strengths (experienced staff, online availability), weaknesses (confusing menu, small portions), opportunities (health-conscious trend), and threats (competition). The report concludes that Hungry House has a strong potential to capture the Indian market by attracting customers and exploring online delivery options while prioritizing safety and security. References to supporting literature are also included.

Hungry House
AIM
The aim of restaurant is to offer Indian and Thai cuisine at reasonable price with nutritional and quality food items in a presentable manner. The aim of the restaurant is
to provide satisfying experience to the customers that involve enjoyable food and peaceful environment with courteous staff.
Background
The restaurant intends to offer modern and traditional
Indian cuisine with Thai flavours rice. This restaurant will
focus on attracting more and more customers from different
cultures for visiting the place and trying Indian food with
Thai flavour. The business plan highlights to serve the food
in compliance with food and safety standards and associated
legislation.
MARKETING MIX
Product
The restaurant would be offering variety of food products starting from
vegetarian dishes, non-vegetarian meals, beverages, deserts and drinks etc. It
will serve the food as per the taste and preferences of the customers and their
desire so that they could be satisfied with the service and the food and would
think to visit the restaurant frequently.
Price
Cost leadership pricing strategy would be used by the restaurant for setting up
the price of their food items where low or affordable price would be charged
with good quality of the food so that normal income group people can also pay
for it. This would help the firm in achieving a competitive edge against its
competitors in an entire market.
Place
The restaurant would be located at centre location or area of the city so that it
becomes easy for the people to visit and more and more customers could be
attracted.
Promotion
The promotion of the restaurant would be done through the use of different
promotional tools that are advertising on television and social media, using
pamphlets etc. Moreover sales promotional tools will also be used in order to
garb large customers and creating well known presence within the country.
SWOT ANALYSIS
Strength
• New and refreshing
• Experienced and skilled staff
• Highly enthusiastic team
• Modern and relaxing
environment
• Experienced management
team
• Localise taste
• Outstanding customer related
services
Weaknesses
• Confusing menu
• Small portion or less quantity
• Packed and loud environment
• Long waiting time
• Low efficiency in booking
system
• Low exposure
CONCLUSION
The restaurant would deem to have a great opportunity in gaining the Indian market
share by inviting more of Indian people for trying the food and services. They
would seek for new opportunities in relation to the specifications of the customer
and going for the online delivery of the items so that it could be convenient for the
people to eat the food while enjoying with family at home with taking into account
high measure of the safety and security.
REFERENCES
Bhargav, S., 2017. A Study on Marketing Mix of Hospitality Industry. International Journal of Management, IT and Engineering. 7(9). pp.253-265.
Kaur, M. and Silva, D., 2018. Identifying best practices for customer satisfaction in an Indian restaurant.
Xiong, T. Z., Rani, M. F. C. A. and Harun, K. S., 2019. Break Time: A SWOT Analysis for an Order Management System for Food Court in Universities and
Colleges. International Journal of Psychosocial Rehabilitation. 23(4).
Opportunities
• Health conscious trend
• Online availability
• Locating at high exposure areas
• Loyal customers
• Revitalization of the food and
interior
Threats
• Rivalry is offering takeaway and
online delivery
• Competitors is located in a nearby
area
• Competitor is serving the multi
cuisine food at low price
• Increase in the prices of food
items such as vegetables, wheat
etc.
Vision: To provide an extraordinary dining experience and to become a leading restaurant
worldwide.
Mission: To maintain comfortable, clean and well maintained premises for the staff and guests. To
ensure each guest receives courteous and prompt services.
Objectives
Ensuring customer satisfaction
Creating healthy and a safe environment
Target market: The restaurant would be targeting youth and the family with high and medium
income class.
Cost control: Hungry House will focus on controlling cost by increasing its sales and making
optimum use of the material with less wastage.