Comprehensive Business Plan for a Romanian Restaurant

This report presents a comprehensive business plan for a Romanian restaurant, outlining its introduction, objectives, and strategic approach. The plan begins with an overview of the Romanian restaurant concept, emphasizing its appeal within the UK market, particularly in Birmingham. It details the rationale behind selecting a partnership structure and the advantages of a combined online and high-street presence. The report includes a thorough PESTLE analysis, examining political, economic, social, technological, and legal factors influencing the business. It also identifies major competitors and defines the restaurant's objectives, which focus on expanding the concept, creating a sustainable environment, enhancing customer base, and offering traditional Romanian food at affordable rates. Furthermore, the plan outlines operational, tactical, and strategic business decisions, concluding with a discussion of the restaurant's competitive advantages and future prospects. The document is intended to be a guide for new business ventures.

Business Plan

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Part A .....................................................................................................................................1
Part B......................................................................................................................................2
TASK 2............................................................................................................................................4
PESTLE analysis for Romanian restaurant............................................................................4
TASK 5............................................................................................................................................7
Operational business decision................................................................................................7
Tactical business decision......................................................................................................8
Strategic business decision.....................................................................................................9
TASK 6............................................................................................................................................9
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13
Illustration Index
Illustration 1: Restaurant Overview.................................................................................................4
Illustration 2:Pestle Analysis ..........................................................................................................7

INTRODUCTION
For starting any new venture there is requirement of the business proposal plan so that
organization can be established proper. It is detailed version of the entrepreneurial vision and
objectives related to the new company (Frøen and et. al., 2016). Along with this, it comprise of
micro-environment, macro-environment, financial details, operational and strategic planning of
the firm which they require for the expansion. It helps the stakeholders of the company to think
about the business comprehensively, to make decision, discussion and planning so that process
can be completed in smoother way. In the following report a business plan development is
mentioned and process associated with it are written.
TASK 1
Part A
For the new business, Romanian Restaurant has been selected which will be opened in
partnership of two. The reason for Hospitality sector is that in UK, people and oversea visitors
spend more money in such areas. Additionally, people of UK considered it as staple leisure
activity. Traditional Romanian food addresses to Romanian communities. Other than this, it also
includes other local food varieties and different dishes. The location will be in the centre of
Birmingham, to be able to access people of different ages, social classes, client, business people,
etc. The enterprise will be operated at both the levels that is online and high street. Operational
activities in these has been selected as at high-street, the business can be operated in easy way
and through online-business, promotion, more customers and profit level will increase. Along
with this, there are many advantages of getting online as there are very less people required for
its operation as well as minimum tax is paid on such businesses as compared to high-street-
business. Further, from the past data it can be seen that traditional stores have less opportunities
compared to e-business.
For opening any new business, operational activities and understanding the customers
perception is required. There are many reason why this business plan has been selected. In UK,
there are only two cuisines selected by the people, Indian and Chinese food, other than this there
are very less continental foods offered. In 2013, the sector has earned more than £1.7 billion
which has been estimated that by the end of 2017 it will be £2.1 billion (Georgiadis and Pitelis,
2016). It is totally new concept and is likely to get success as people love to have such traditional
Romanian food. To meet the demands of the customer, there will be team of 5-6 expert chef
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which will accomplish request of the people. Further, new technologies, utensils and traditional
outlook for the firm will be purchased so that it can be favourable to employees and customers.
In other restaurants people have to wait for the food, here they will be served every dish within 5
minutes and it will be more spacious and comfortable to the people. Further, there will be
improvements in the service and parking areas which most of the visitors faces.
Major competitors that will be faced by the organization are mentioned below:
Major Competitors Reason
Jamie's Italian Birmingham Restaurant They offer different foods which are mostly based on
the Italian style. It is the most closest restaurant that
exist in Birmingham to the company. Food ratings are
high and best suited for the kids.
Handmade Burger Co. Bullring Though the restaurant is not that busy during the
complete day, but they have most of the customers
that visit during the lunch and dinner hours.
Wrapchic They serve the Indian cuisines and their curry is most
famous there. People visit there to spend more time
and enjoy different Indian cooking. Taste is major
reason why most of the people visit there.
Adam's Restaurant It is the modern contemporary dining room. In
Birmingham customer loves their foods and they have
high rating in terms of every aspects that is foods,
quality and services. In the review survey it has been
rated as 4.9.
Part B
Objectives of the Romanian Restaurant are mentioned below: To expand and promote the Romanian restaurant concept as unique and traditional
restaurant and explore the online marketing and serve customer in more effective ways so
that they can get satisfied.
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Justification: Through this Romanian tradition and foods style can be expanded. Further,
through online marketing business can be expanded at more places and customers can be
increased. Further, uniqueness and services will be experienced by the people visiting there. To create sustainable restaurant where healthy food is served and safe, calm and pleasant
environment can be experienced by customers.
Justification: Economic development is made by using the natural resources in convenient ways
without impacting on those resources. Along with this customer satisfaction, health and
restaurant environment are taken care so that they can enjoy taste of the Romanian foods. To expand the business using the marketing and advertisement in Birmingham and
enhancing the customers base.
Justification: As it is the new restaurants so marketing and advertisement must be focused in the
areas so that customers can be increased. Along with this, they can view what all services and
products they will receive at the place. To create the place where combination of different variety, entertainment and superior
staff service can be experienced by customers and offer them traditional Romanian food
at affordable rates.
Justification: As there are hardly any Romanian restaurant in Birmingham so customers can
have new variety, services and they can enjoy the food in more peaceful ways.
The ownership that has been selected for the business is partnership though there are
other type such as sole-proprietorship and corporation. The reason why this has been chosen is
that, one person was having depth knowledge about the running restaurant business and other
one has financials support so that they can run enterprise in more affordable ways. Further,
partnership agreement helps to maintain the business effectively and promotes equal shares.
Along with this debts and capital are equal shared. Moreover, the business structure requires
initial investment and knowledge which can be achieved through partnership. Corporation is not
selected as there profit can not be gained and its hard to make decision in such cases. They
gained the ideas from the McDonald and Apple Inc. These were the famous firms which have
done business in partnership. Moreover, they gained success in few years and now they are
expended in many countries. Further, as mentioned by UK business Forums they mentioned that
sole-proprietorship is hard to maintain in country as beginners and individual can not compete
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the market easily (West, 2016, Galsworthy and McKee, 2017). They also require financials
support so that business can be effectively conducted.
Illustration 1: Restaurant Overview
Source: Dining Overview, 2017
TASK 2
PESTLE analysis for Romanian restaurant.
In UK, the restaurant business is highly beneficial, popular and profitable. For the mentioned
company PESTLE analysis has been carried out
Political In UK, there are various policies developed regarding the health issues by the
political parties (Love, Roper and Zhou, 2016). Due to this reason business
can get affected by such policies. Further, there are new regulations made for
the cleanliness and tax rates which firms needs to be kept updated.
Moreover, as foods and restaurant industry can become the reason for the
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food obesity and health of the people so government officials regularly check
the quality and cholesterol level in the foods. Moreover, focus on the dishes
and cookwares are made which are hardly cleaned in many restaurants.
There are new rules made under the labour and employment laws considering
their safety and environment regulations which must be kept by the company.
As such for the company, there are hardly any reason to be considered accept
labour and employment safety as due to employee mistakes safety can be
affected which needs to be taken care. For this important numbers and first
aid kit is kept to reduce greater impact. Additionally, necessary policies, rules
and regulations must be kept updated.
Economic Fiscal policies made by the government can affect the company. Due to
increase in the tax rates, food rates will increase and customers will prefer
less restaurant food-items (Hansen, Bosse and Rasmussen, 2016). Other than
this, inflation rates also affects the business as ingredients prices will be
more. It will reduce the profit margin and increase the rate. As the economic
conditions of the UK is stable after Brexit so there will be less impact from
economic level.
It will helps to increase the business as small firms are promoted in the UK
and there are great opportunities as there will be hardly inflation rates in the
country. Other than this, as there is more customer spending, food interest
rates and taxation rates so all this will being positive opportunities to the
firm. As it is new concept so there will be rise in the sakes rates.
Social As mentioned above health is more focused in the country not only by the
government but also by the people. They like to prefer more organic and
healthy foods which can fulfil their diet and maintain their lifestyle. Further,
company appearance can be profitable for the business. Focus on the
cleanliness., outlooks and taste are majorly focused so that customers can be
influenced (ANDREI and PRISECARU, 2014). Current technologies, menu,
style and wifi services will also attract people to visit the places.
In the business social consideration is most considered and the location
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Birmingham is selected due to this reason only. There are more Romanian
population living there and people will also love different type of food taste
so sales and profit margin will be more in such areas. There is great
opportunities that people will chose the restaurant to enjoy the traditional
Romanian foods.
Technological Most of the restaurant uses TV or some other IT technologies to impress
people and for the publicity. In order to grab the opportunities there online
website was developed so that promotion can be made. Further, for making
the dishes new machines are purchased. Along with this, to improve the
inventory system new IT system was purchased so that process can be
completed within time (Song, Sun and Jin, 2017). There are other option also
through which promotion activities are carried out such as SMS and social
media. They helped in effective way to promote the business.
Other than this, customers have better facility as technology has been used in
proper way and they can make order online. All this points are positive for
the business and will increase the customers and sales.
Legal Ecological external foods supply and quality are kept as there are various
agency which keeps regulating such things. Further, there are new rules and
regulation on the supply system, labour and employment safety in such
industries (Song, Sun and Jin, 2017). Recently there were certain cases based
on such things which can affect enterprise as customer are less likely to
prefer such places. Employee wages, safety and welfare must be maintained
as per the law. Focus on the customers quality of foods and cleanliness must
be focused so that they can enjoy taste of the food-items. All these things are
maintained by the governmental agencies.
Environmental In almost all industry environmental factors are considered as there is high
population and atmospheric problems in the country. To maintain the
nutrients and quality of the foods this factors is more important to be
considered. People used pesticides and other chemicals which can create
harm to customers so there is need to focus on the areas where these are not
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utilized to maintain the quality (ANDREI and PRISECARU, 2014). Other
than this, climatic changes are affecting the business.
For this awareness must be made among the people and every aspects to save
the environment must be made. Firm must focus on the sustainable
development so that they can be part of the environmental protection.
Illustration 2:Pestle Analysis
Sources: MARKETING THEORIES – PESTEL ANALYSIS, 2017
TASK 5
Operational business decision
In the restaurant business, reporting and analytics approach is necessary as they help to
grow and maintain the standards of the business. Without evaluating such things daily operation
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cannot be performed as well as it will affect the firms performance. Further, it helps to analyse
and assess the profit and loss gained of the company (Smith, McElwee and Somerville, 2017).
Along with this, if such things are identified for the restaurant then cause for the losses can also
be solved. Making such details will also aid in the betterment and enhancement of the business.
In order to mitigate the issues regarding the non-reporting and analytics, all the data regarding
the business must be properly managed. Proper transaction records and reports must be
maintained so that such problems do not arise. In order to maintain the appropriate records the
managers and owners too should check the reports and it required to be reviewed at regular
interval so that business track can be maintained. Formation of such report helps the
organizational members to make important decision and strategic planning related to the
company. In such way they can collect the knowledgable data which can aid them to provide
new services to the customer. Such indicators provides information regarding the faults in the
operational system of the organization which can be solved by following simple stages and
maintaining the details properly. Along with this, it also helps to maintain the effectiveness of
the entity. In opening restaurants business suppliers and customer related financial and non-
financial details must be reported and analysed so that such issues do not arise.
Tactical business decision
There are major issues faced by the customers regarding to the food services, quality and
safety. Consistency can be achieved in this through feedbacks and surveillance. So tactical
business decision must be made before moving further in establishing the business. The above
decide the organizational system and customers aspects (Rahimi and et. al., 2016). If these things
are not maintained in the organisation then possible there are higher chances that restaurant will
not be popular and customer will stop visiting there. Planning must be made so that there is
creativity, consistent food service, embracing technology, food quality and safety and proper
marketing of the firm. These things will aid values to the restaurant and will act as profitable to
the company. Other than this, customers will receive fresh foods, that would assist in increasing
the restaurant brand image as well as would enhance the long-term profitability. Beside this, it
will improve the sustainability level of the company. Focus should be made on the Human
Resource policies and recruitment process. Further, training should be provided to the employees
so that they can serve in more approaching and appropriate ways. Technology must be used in
more broad and convenient manner so that it can increase success-level of the restaurant and
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interest-level of the customers. It must be used for the online marketing, hiring, data mining and
productivity of the restaurant. These things will provide assistance in making future decision and
planning related to purchasing, inventory, promotion and staff members. Other than this, in order
to make the restaurant business more popular and growing, creativity and quality must be
managed. These can be shown through the new design, presentation and services.
Strategic business decision
In business it is popular saying that changes should be made but if they are not strategic
then firm's new ideas can clash with the brand image (Edwards and Love, 2016). Strategic
business decision should be made on innovation and customer services provided as they are key
aspects which can help to promote the business. In order to achieve the objectives and desired
outcomes allows it is necessary to counter the expected results. It will help in achieving the
actionable results for the restaurant. Moreover, this will act as baseline and through this
innovation initiative can be taken at every stage of the restaurant. As innovation helps in
promoting the brand and business level of the company so it must be properly developed and
formulated. For this Romanian restaurant must overview its brand fit and its operational
complexity. Along with this, they must also access the competitive differentiation and revenue
potential so that they can make progress and change customer perception towards the restaurant.
Other than this, strategic planning must be implemented in the productivity as the business will
be operated online and offline manner (Georgiadis and Pitelis, 2016). Additionally, evaluation
criteria upfront will aid in achieving the business goals and gaining more customers to the
restaurant. So strategic planning related to the innovation must be made that can help the
company to achieve their business objectives. Beside this, innovation plan and strategic ideas
must be implemented while the developing the marketing plan. These things can be overviewed
through the marketing principles or SWOT analysis process. Such strategies will help in
achieving competitive success and higher market values.
TASK 6
Element of the supply chain How is this going to be
addressed in the business
Why is this the correct way to
operate?
Suppliers of the furniture,
utensils and other related
Better supply of the interior is
required as it influences most
Material such as foils, spoons,
artefacts, wooden structures
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items. of the customers. This can be
received from the local malls
and market. This will help in
increasing the business
relationship. Other than this it
will increase the links for the
restaurant will can help to
promote the business.
and other things must be
properly maintained. Malls
and retails stores can supply
these things in more affordable
rates and cheaper than the
market rates. Along with this,
local market can be preferred
if some innovative things are
implemented in the restaurant.
Receiving the larger supplies
can aid to gain certain amount
of profit to the company and
quality as well as quantity both
can be assured. Beside this,
they will deliver the product
directly to the restaurant that
too 24*7. It will increase the
cost effectiveness and delivery
system.
Suppliers of Species. Bullring Rag Market. It is the
famous for the Top Spices &
Herbs Shops in Birmingham
(Lewis, 2016). As the species
will be required for making
any food into delicious
manner. Moreover, as
Romanian cuisine required
mainly non-veg so species are
must for the restaurant
business. This will aid new
taste to the food as spices
This is the most accurate and
correct way as the place is
famous for the Indian species
at the lower rates. Traditional
Romanian cuisine includes
beef, lamb, fish, chicken as
common in their food style.
These are considered as the
cheapest and best species in
the whole world so they can be
easily available. There quality
is high and most of the
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available there have different
flavours and fragrance.
restaurants prefer that area to
purchase the species. To
increase the customer of the
company these things are
required to be maintained.
Suppliers of the vegetables and
other food ingredients
Organic fruits and vegetables
purchased from the Farm fresh
and Vegetropolis. These are
the area where people can
purchase fresh foods and fruits
which are produced in more
organic manner. This will add
business value to the
restaurant and will help to
maintain the safety and
nutrients level of the foods
provided to the customers.
It is the correct way to operate
as there are various other
issues in the market which are
faced by the people of UK.
Further, health and nutrients
level is required to be
maintained so that more
customers can visit the
restaurant. They produce the
food using the organic farming
and there are very least chance
of getting rotten vegetable.
Further, nutrition level and
size of the vegetables are more
as compared to other regions.
Suppliers of the non-veg JJ Food Service Limited are
the most famous place where
meat can be purchased. They
are famous and the non-veg
they supply are fresh. Along
with this, these animals are
vaccinated and there are no
diseases in them.
Romanian traditional foods
require meat products as major
quantity. So quality can be
maintained if from the proper
sources the meat is purchased.
It is most near to the restaurant
and provides delivery system.
The main reason for selecting
the services is they maintain
the quality at every place and
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deliver the meat that is eligible
to the customers. They have
good behaviour and largest
suppliers of the meat there.
CONCLUSION
In the above report business plan is described where details regarding selecting the
business ideas and reason is provided for the same. Further, objectives and types of ownership of
the business is defined and stated. Along with this, PESTLE analysis, operational, tactical,
strategic decision and supply chain are described for the company.
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