Comprehensive Business Plan for a Halal Sushi Restaurant in London, UK

This business plan outlines the establishment of a halal sushi restaurant in Earls Court, London, targeting the Muslim community and others seeking halal food options. The plan includes an executive summary, market and competitor analysis, business aims, financial projections, sales and cost forecasts, investment details, and a SWOT analysis. The restaurant aims to offer a variety of sushi options using halal ingredients and suppliers, addressing the growing demand for halal food in the UK. The marketing strategy focuses on social media, online directories, and promotional events. The plan emphasizes the importance of halal certification and customer satisfaction to build trust and attract customers. The business aims to capitalize on the increasing demand for halal food and the lack of pure halal sushi options in London, projecting profitability and expansion potential.

CONFIDENTIAL
Business Plan
Contact Information

History of sushi in United kingdom.
Original type of sushi was developed in southeast Asia in china but before that in 8th
century it was already introduced in Japan. Japanese preferred to eat fish with rice known as
namare. History of sushi started within the Paddy fields and this era fish were fermented with
salt, rice and rice vinegar then after that rice was discarded. At present this dish in known by the
name narezushi which was introduced in the period of Yayoi Japan.
First restaurant appeared in America at 1960, in UK sushi was introduced when crown
prince Akihito born in 1933 and visited by the queen Elizabethan September 1953 crown prince
Akihito was served sushi at the Japanese embassy in Washington. Japanese cuisine is very
complex and for most of the Britishers the Japanese food is synonymous with sushi. There are
thousands of sushi restaurants in UK and are stilling growing over a period of time but in past
like 50 years ago most of the Britishers had not heard about the sea food Sushi but whenever
they Japanese food it was only Skiyaki which is a dish of vegetable and beef that was cooked
with hot-pot style within a soy-based broth. Also, most of the people though that they are eating
raw fish appalling. Sushi trend has become storming in late 1990s and Yo! Sushi appeared and
was founded by the Englishman namely Simon Woodroffe who made efforts to expand the
concept of Sushimi (raw fish), Teriyaki and tempura and drinks were served by the robots. By
the year 2001 there were number of branches which opened in the markets of UK which resulted
in the growth Sushi restaurants in the country. Also, over a period of time the people of Britain
developed a craze for Suhi and now it is believed to be a new national dish of United Kingdom.
Brief introduction.
There are many halal sushi shops in London big franchises like WASABI ITSU sushi
YOUMESUSHI and many others that I visited whole London non of them served as pure halal
food. Religiously the Muslim community think that sushi as a sea food and everything from sea
is halal but on the other when analyses there are some ingredients and different ways of cooking
cutlery which may not be pure halal or pure vegan food. Even during cooking some restaurants
use continental alcohol in the rice most of them they are frying meat in same oil, and then they
are frying fish lamb chicken even vegetable items in same oil.

Basically sea food which is eaten by all communities except vegetarians and 70% of
sushi food ingredients belongs to sea food. Sushi food liked by all Muslim community the food
like FISH PRAWN CRAB SQUID CLAM OYSTER MUSSEL OCTOPUS at straw these are all
kinds sea food which Muslims eat. All franchises wasabi and other sushi store the way they cook
is not halal even though as per the Islamic perspective Muslims are allowed to eat all kinds of
sea food. They are eating sushi as a sea food, but they don't know about the reality how the
cooking procedure is. As, the Muslim population has grown in UK, and they are demanding
more and more halal food in restaurant across the United Kingdom, and this has made various
restaurants to change this cooking habits due to increase in demand of halal food. According to
the projection from Pew Research Center, population of UK has increased by three times so does
the halal market. Due to increase of halal consumption of food in the country it has encouraged
UK's super market as well as large scale food manufactures to enter in such market niche.
Besides various halal based events has been launched in Britain which were a great success like
Halal Expo London, which was the UK's 1st international consumer trade show and Halal B2B
show which was held at ExCel London in which more than 15,000 professionals from more than
50 countries of the world have participated. So, this shows that there is a high potential for Halal
market in United Kingdom.
Nowadays a revolution coming for the halal food because one cannot deny that Muslim
communities choose food in the whole United Kingdom which are totally halal. Lot of shops of
halal food is going to be open like HALAL GUYS is the American halal franchise its opened
now in earls court London many places at straw. But in London their is not a single shop which
servers pure halal Sushi in London.
So, it is observed that various attempt can be made to do something new to open pure
halal sushi outlet in London and it has the potential to achieve high profitability in the future as
there is a potential within the business to expand. In the outlet there can be meat and other food
products are to be supplied from halal supplier the food like beef, lamb, chicken, ducks and all
kinds of fish as well as all kinds of sea food will be bought from halal suppliers. This can help in
making sure that food served in completely halal which help in attracting the customers in the
markets.

Table of Contents
1. Executive Summary
2.Market and competitor analysis
3. Business Aims
4. Financial Summary
5. Sales Forecast
6. Cost Forecast
7. Investment and share details
8. SWOT analysis

Executive Summary
A plan is to set up a halal sushi food outlet in Earls Court London SW5 to supply halal
food to customers who wants to eat halal food. Company will offer various types of products and
services like home delivery and walk in customers from the Muslim and other communities
which can help in increasing the profitability of the business. This business anticipates 45
deliveries per day and approx. and 40 walk-in customers as well which will be the primary target
at the initial stage of the business. In order to make the business plan a success there are various
strategies which can be adopted. In order to attract the potential customers for the business,
various marketing strategies will be adopted like social media marketing which can help in
attracting the customers across the UK. To set a well-established business it is essential to make
proper competitor analysis of the market and also to assess the strengths, weakness, opportunities
and threats of the business. Sushi dish is from Japan but it serves the tastes of all communities. It
has shrimps, prawns, tuna, salmon and crab. It is a strictly halal Sushi without continental
alcohol or other haram ingredients. All meat is provided from halal suppliers.
Definition of Halal
Halal food is a preparation of animal-based food that has been prepared without stunning,
electrification or has not been washed with chlorine. The practice of Halal is engaged in
according to Islamic law. The term is used to designate food seen as permissible according to
Islamic law. Opposite of the word of halal is haram. Halal foods are those foods that Muslims are
permitted to eat under Islamic Sharia. The criteria specify both what foods are allowed and what
are disallowed to eat, and how the food must be prepared. The foods addressed in accordance to
Islamic law are mostly types of meat and animal tissue.
The prayer is said over the animal and it states
‘’In the name of GOD, the most gracious, the most merciful. Oh GOD, Accept it from me ‘’
(Muslim 3/1557 Al Bayhaqi 9/287).
Marketing
Initially we will introduce halal sushi food in different famous and busy places like in
funfairs events busy high streets in whole London, the plan is to go with small caravan and after

introducing my food then I will decide to stay in earls Court sw5 area for a proper halal sushi out
let. We are putting a competitive marketing plan for the halal sushi food in different famous and
busy places. For that we need a proper marketing strategies plan and techniques to promote the
business outlet among buyers. So firstly, we consider the hygiene factor and make sure our
product is properly based on the packaging with covered layer. Our Food packaging represent
cleanliness and hygiene which make a good impression on the customer mind set up. Second
strategy for promoting the brand is Make a statement with USP perhaps to explore the unique
selling point is the factor which differentiate business from the other brands. Our business USP is
Halal food which we are presenting for customers. This is another marketing strategies which we
present the business growth. Blogging is another marketing strategy which we are presenting
through different authors and concepts. We uploading the new recipes and dishes on blogging
sites that attracts customers towards our food outlets. Apart from this, it differentiates the
following facts and also give hike to the business marketing activities. Social Media marketing
can be the other option for the business that we can adopt as a marketing strategy. Promotion of
business outlet can also be done through different social media platform. Like Instagram,
Facebook, etc. the reason behind that millions of people are constantly updated on the social sites
so the chances of customer reach are very much high on such platforms. Another marketing
strategies which can be recommend to the businesses is to organize a marketing event to make
all customers understand the concept. Invite customers or buyers to check the new dishes or food
concept. Listing the business in online directories or websites this is another way of marketing
which differentiate the task and also getting the interest of customers towards the product or
services. We also providing seasonal offers and discounts on the food dish it will help to promote
the name of the hotel and also influence the buyers behaviour. All such marketing activities will
definitely attract the number of customers. To better understand the concepts and making the
high-profile way to get the things in different manner. Get powerful feedbacks from customers
on the product which helps to understand the customer needs and their requirements. This is the
best way to promote business activities also influencing them towards the decision-making
process. All the above ways and strategies are influencing customer decision making procedure
and also make customer happy and satisfied into their business activities. Keep in touch with the
buyers through phone calls, messages, social media platform etc. all such methods and following
activities are grateful to better understand the objective and method to gain company popularity.

Customer support services can also be another strategy which we can retained the customers with
project with more detailed manner. All over, there are more options through which company can
promote the business activities and also make the system more energetic manner.
Business Objectives.
Our target customers are especially for Arab people, Chinese, Japanese and other local
communities who are the people who prefer to eat sushi. Particularly. Muslims are the customers
who often make phone call and inquire whether a restaurant is serving the food is halal or not,
and we can assure them that it is strictly halal and all our meat comes from Halal suppliers. This
is our objective to satisfy customer in a most convincing way, so they can develop trust on us.
Also, the food we serve will be registered by the Halal Food Authority which can prove to be a
unique advantage for the business. For walk in customers they also enquirer if the food is halal,
and we confirm them that it is strictly halal in origin, and we display the HMC [halal meat
certificate] in the premises. By this customer gets easily convinced about the fact that halal food
is served
Market and competitor analysis
Our market is only for those customers who want halal sushi and must be assured that the
food comes from proper halal sources and suppliers There are a number of competitors like
Wasabi, sushi and Bento You Me Sushi and Itsu Sushi, which sell their food to the Muslim
community as halal food, but they do not possess HMC certificates. This can prove to be
advantageous for us as would have HMC certificate for selling Sushi. Also, competitors mostly
cooked rice with vinegar and continental alcohol, so it is not halal and this will not be repeated in
our business we will serve pure halal food to customers and will cook food as per the Islamic
Shariah. At present competitors make use of Soya sauce which is mixed with alcohol and their
teriyaki sauce is not halal as well which also a plus point for our business as no such activities
will be repeated in our business. They are frying meat and fish in the same oil so it is
unacceptable to the Muslim community. They do not distinguish between cutting boards knives,
cutlery and crockery used in the preparation of the food. We will offer a completely safe service
where no cross-referencing will take place and all foods will be meticulously prepared in a pure
Islamic tradition.

Most of them they have introduced their sushi to other people as a halal but other side
they are selling beef teriyaki chicken katsu curry duck teriyaki which meat is not comes from
halal supplier. But our business will be totally based in halal activities we will purchase the
material from the halal suppliers as there are majority of supplies who are willing to supply us.
Also, they are selling alcohol as well, in their shops which keeps Muslim customer away for
buying food from those shops, but our business is going to do something new for such
communities as it will make sure to them that food is served in pure halal form. There is no
doubt that origin of sushi comes from Non-Muslim communities from China and japan
historically, but nowadays sushi food is very famous and liked by all communities.
Social Media goals
A direct approach will be use in order to market the business which is easy and cost
saving. To market the products and services various social media platforms will be used such as
Facebook, Twitter and Instagram and YouTube and WhatsApp, etc in order to create a fully
interactive business online. This marketing strategy can prove to effective as majority of
customer are using social media in UK and can also help to target a huge population with less
efforts. Using social media like Snapchat, Tum, microblogging, wikis, social networks, and
podcasts, we will create a platform which will provide more content driven marketing for our
company. We will reach out to customers who we could not otherwise have reached. This
service will enable us to reach out to our customers to increase business especially for the halal
food industry. It will also help in attracting the majority of potential customer who are in want of
halal food.
Slogan
“We serve only halal sushi to all communities, and business will be
advertised about the introducing only halal sushi on events high streets at a
reasonable price”
Financial Summary.
Sales Forecast and Cost Forecast
Personal Budget per Director

Personal Budget Forecast in a potential location:
Gas, oil: Per Month: £50 Per Year:
£600
Water Per Month: £10 Per Year:
£120
Insurances Per Month: £10 Per Year:
£120
Subscriptions Nil
Future Start up developmental project costs
Recruiting and training staff £300
Administration coats £250
Insurances £nil
Miscellaneous costs £50
Total Costs £600
-

Entertainment Nil
Tax liabilities Nil
Investment in development of business – Projections
Marketing
Online/website
Start promotion
Administration charges
Unforeseen expenses reserve/Running capital
£1000
£250
£500
£200
50
Personal Expenses
Car Insurance, service and maintenance

Personal loans [please describe]
Council tax £150
Electricity / gas £30
Water Nil
Mobile phone £150
Broadband £100
TV Licence Nil
Insurance £500
Transport £40
Holidays Nil
Subscriptions Nil
Food £100
Clothing £200
School / Childcare Nil
These sales projections anticipate a conservative increase year on year
These sales projections anticipate a conservative increase year on year
Januar
y
Februa
ry
Marc
h April May June
Tota
l
Augu
st Sept
Octob
er
Novem
ber
Cash
Inflow
Investm
ent 3000
Credit
Sales 80000 80000
8000
0
8000
0
8000
0

Cash
Outflow
Project
material
s 20000 0 0 0 0
Marketi
ng 1500 1200 1000 1000 1000
Account
ing
Equipm
ent 0 0 0 0 0
Salaries 1200 1300 1400 1500 1600
Profit Figures
2020 2021 2022
Sales £30000 £50000 £90000
Costs of Sales £25000 £20000 £20000
Gross Profit £5000 £1750 £8000
Gross Margin 8.3% 4% 4.5%
SWOT Analysis
finding proper solution to resolve such problems and getting success in the market.
Strengths
 Our service is completely halal and
sources from only halal suppliers and
food outlets. We do not mix products,
and we keep rigorously to Islamic
methods of food preparation. This
Weaknesses
 Despite initial investment constrictions,
we have such a clear philosophy of
halal food that we are sure to make
profits soon after start up. We use paper
cups for environmental purposes.

would be major strength of company as
halal suppliers have all the knowledge
about raw material hence it would be
according to norms which will attract
more Muslim consumers towards the
firm.
 Important ingredients will be used in
the food, as there will be no
involvement of alcohol because it is
prohibited in Muslim culture hence
accurate and pure ingredients will be
sued in the food so that more target
customers can take interest in the
business, and they come frequently to
experience our services.
 Professional cooks would be there,
professional people have all the
knowledge about recipes so that no
issues will take places which might
create problem to this culture people.
 Creative idea and previous experience
are the major strength of this business.
Entrepreneur has experience of
working in this field and have
knowledge about this kind of food
items and culture of Muslims. Hence
opening this business will attract new
people which will support in gaining
success in the UK market.
 As it is the new business hence start up
cost is high, this is the major weakness
of our business because it is not
possible to recover the investment cost
soon hence company might face
problem in running the business at
initial level.
 As we will use pure ingredients and
cost of imported ingredients would be
high hence overall cost of dish will get
increased which would be drawback for
the firm because it might face problem
in generating profit at initial stage.
 Absence of adequate and systematic
distribution channel may create problem
in reaching to large audience. In this
condition company might face problem
in sustaining in market for longer
duration.

Opportunities Threats

 We see many chances for success in
this field because our market is more
innovative for halal products. Our
competitors use non halal food supplies
so will not persist in the market
 High number of Muslim consumers is
the opportunity for the firm, as UK is
the country where number of Muslim
culture people are increasing with the
rapid speed. They need such kind of
food items hence they will take more
interest in our products hence company
will be able to gain attention of mass
audience which will generate profit in
the company.
 As we are focusing on pure products
and people preferences is high which is
the positive sign for business unit.
 UK is the country where number of
tourist are increasing, London, England
is the most favorite places for travelers.
Opening this kind of business will
attract more foreign Muslim culture
people which will help the business in
raising its awareness among foreign
consumers.
 Some people are using non halal food.
This is where we score because our
customers realize that they are getting
only halal approved products and are in
an innovative supply of real Islamic
food that has not been adulterated by
non halal sources.
 Business is targeting only Muslim
culture people but there are many other
consumers those whop do not belong
from this culture, they do not prefer to
eat such food hence sales will be
restricted.
 Changing government regulation can
create threat to the business, if
authorities are making changes in the
restaurant industry then this business
will get badly affected.
Conclusion
It can be concluded that our competitors are not providing halal food so, there is a huge
opportunity in the market for providing halal food in UK. Also, our market is ready-made for

customers who only to eat halal food and don't want non halal foods. This is a quite innovative
business idea as our business targets unique set of customers who have got very less options for
halal food to eat. Even if they have the options available but does not fully trust them. Also, with
proper business strategies and marketing approach we can successfully attract potential
customers which can increase the profitability of the business in short period. Also, there are
high chances of business success as proper market and competitor analysis is done and based on
the Strengths and weaknesses a proper marketing and business strategies will be established
which can result in the success of business. We are doing something quite innovative in this field
and will be sure to prosper with God’s help.

APPENDIX
Key Partners
Muslim,
Japanese and
Sushi eating
Customers
Halal suppliers
Key Activities
Serving pure
halal food.
Trust building
and loyalty
Value
Proposition
Pure halal food
will be served
to customers as
Muslim
customers
demand pure
halal food.
Customer
Relations
hips
Our target
customers
are the
halal
sushi
eating
customers
which
will be
served
with halal
food.
Customer Segments
Muslims and other halal
food eating customers
Key Resources
The key
resources will
be sushi and
Chefs having
the knowledge
of preparing
halal sushi.
Channels
Social
Media
marketing
will be
used to
generate
awarenes
s.
Cost Structure
Getting the
Certificate from
HMC, Hiring a
chef which can
prepare halal
food.
Revenue
Streams
It is estimated
to generate the
revenue of
£30000 for 1st
year,£50000 for
2nd year and
£90000 for 3rd
year.