Business Plan: Solar Food Train Restaurant in Melbourne CBD

This business plan outlines the proposal for a new restaurant, 'Solar Food Train,' located in Melbourne's CBD. It details the restaurant's concept, which includes offering a variety of cuisines (Australian, Chinese, and Italian) at reasonable prices, and operating with solar energy. The plan covers the business objectives, brand identity, menu, service style, and management structure. It includes an analysis of the internal and external market environments, identifying strengths, weaknesses, opportunities, and threats. The target market is identified, focusing on middle and upper-class individuals. The document also provides a market overview, including the increasing demand for fast food in Australia. The plan also touches upon design, location, marketing strategies, and business structure. This business plan aims to convince investors of the market demand for this innovative restaurant concept.

Running head: TOURISM AND HOSPITALITY OPERATIONS MANAGEMENT
Tourism and hospitality operations management
Name of the student
Name of the university
Author note

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Executive summary
In the study, it has been identified that with the increasing opportunities in Australian food
industry, it will be easier for the entrepreneur to develop food business in Melbourne. Due to
popularity and availability of customers in the place, it will be easier to grab the attention of
large number of customers. The aim pf this business plan is to provide standard quality of foods
to large number of customers in reasonable prices. By introducing the solar energy running
restaurant, the innovation will be introduced in the food industry. The business plan has targeted
upper class and middle class people. By introducing the attractive logo and standard design for
the restaurant, the organization aims to increase its sales revenue. Analyzing the strength and
weakness in the market, Business structure has been developed. In which it is mentioned that
Sole proprietorship business strategy will be followed by the entrepreneur for developing the
Solar food train business.

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Table of contents
Introduction......................................................................................................................................4
Business objectives..........................................................................................................................4
Brand cover......................................................................................................................................5
Concept............................................................................................................................................5
Menu concept and sample...............................................................................................................6
Style of service................................................................................................................................7
Management team............................................................................................................................8
Design..............................................................................................................................................9
Opportunities and threats in both the internal and external market...............................................12
Strength......................................................................................................................................13
Weakness...................................................................................................................................14
Opportunities.............................................................................................................................14
Threats.......................................................................................................................................15
Marketing and publicity.................................................................................................................16
Business structure..........................................................................................................................17
Conclusion.....................................................................................................................................17
Reference and bibliography...........................................................................................................18

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Introduction
According to Grundy et al., (2015), analyzing the recent trend in Australian food market,
it has been observed that after the economic growth in the Australian industry, demand of the
food industry has increased among the people. In the updated food market in Australia, the food
expenditure pattern has changed (Qiao and Peng, 2016). Analyzing the current food industry
trend, it can be said that not only in the food as well as the demands of beverage has also
increased in the market. McCarthy (2015) stated that due to active participation of government,
farmers are getting economic opportunities, which have indirectly maintaining the uninterrupted
supply chain process in the industry. In this study, the new restaurant business development
initiative has been discussed. It has been identified that a business namely ‘Solar food train’ is
going to be opened in Melbourne’s CBD. The purpose of this study is to describe the
significance of the proposed plan so that the investors can be convinced. In this study, the entire
description of the restaurant has been discussed. By analyzing both the internal and external
environment of ‘Solar food train’ opportunities and challenges of the business has been analyzed.
Business objectives
 To be leading home-style restaurant in Melbourne CBD
 To provide good quality meals at reasonable prices

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Brand cover
Figure: Brand Logo with cover
(Source: Created by author)
Concept
In this study, an entrepreneur is going to develop the new restaurant namely ‘Solar food
train’ in Melbourne’s CBD. In case of Australian food industry, the Solar food train concept is
quite modern as it aims to provide different types of food in very reasonable prices. Therefore, it
can be assumed that it will attract large numbers of customers. In the restaurant dinning as well
as buffet system will be provided so that it can provide the service to large numbers of
customers. In order to grab the attention of large number of customers, the restaurant will
provide Australian, Chinese and Italian foods. In order to maintain the safety and security of

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the customers as well as restaurant staffs, fire prevention tools will be provided. Not only the
local customers, but also the business will target the global customers so that it can maintain its
uniqueness in the market. The purpose of the restaurant is to fulfill the needs of the customers by
providing standard quality of foods in reasonable prices.
Menu concept and sample
It has been already discussed in this study that three types of foods will be provided in the
restaurant. Depending on the popularity of foods, all types of foods will be provided in the
restaurant. The food menu will be divided into different segments and depending on the type of
foods the food menu will be developed. Coffee and tea stall will be separated from the main
courses. There will be a list of Burgers, Pizzas, Soups and other items. In the below the menu
sample has been provided. The Australian popular foods such as Pavlova, Chicken Parmigiana,
Lamingtons and others will be included in the menu list. The people who prefer the Italian food,
the restaurant will bring for them numbers of Italian foods such as Antipasto, pane, Pasta, Vino
and others delicious foods. In the Chinese menu, Delicious Sweet & sour pork, Beef &Broccoli,
Szechwan Chilli Chicken and others dishes will be provided. Not only are the foods but also
there a long list of beverages. Both the alcoholic and non-alcoholic drinks will be provided in the
restaurant. In order to provide the effective service, total numbers of 15 serving staffs will be
recruited in every trip.

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Drink Menu
Premium coffee………$15
Premium tea …………$20
Hot Chocolate tea…….$20
Organic Apple Cinder...$19
Green Tea……………...$18
Red Tea………………...$20
Italian main course
Antipasto………. $70
Pane……………. $89
Pizza……………. $90
Vino…………….. $60
Veneto…………...$90
Umbria……….....$100
Toscana…………. $90
Australian main course
Pavlova………….$80
Chicken
Parmigiana...........$90
Lamingtons..........$80
Chinese main course
Delicious Sweet & sour
pork……………$90
Crispy Shrimp Chow
Mein……………..$45
Beef &Broccoli….$60
Stir Fried Tofu with
Rice………………$56
Szechwan
Chilli Chicken…$67
Figure: Menu Layout
(Source: Created by author)
Style of service
Separate kitchen will be included in the back side of the restaurant. Not only for the daily
purpose, but also the Solar food train will be used for the events such as Marriage, office party
and other events. In order to entertain the visitors, the facilities such as dance floor and DJ
events will also be introduced in every week. In the restaurant dinning as well as buffet system
will be provided so that it can provide the service to large numbers of customers. In order to grab
the attention of large number of customers, the restaurant will provide Australian, Chinese and
Italian foods.

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Management team
In case of maintaining the business operation, a management team, marketing team,
human resource management team, operation team customer support team and finance team
will be recruited (Ferguson et al., 2016). Increasing the motivation of the employees towards
their job, proper wages structure will be developed. Only the operation team and management
team will be present in the restaurant. Other teams will be appointed in the operating area which
will be included in the back side of the restaurant, so that in any circumstances, the team can be
present to manage the situation. Solar food train will analyze the unique selling point, research
and development team will be developed.
In the market analysis, it has been identified that in the Melbourne’s CBD, SUD food and
Wine, Invita Living Food and 11 Inch Pizza Melburne CBD are the popular restaurants.
Depending on the customer review, it can be said that these three restaurants can bring the tough
situation for Solar food train. However it is also true that the restaurant will provide three types
of foods, which can be considered as the unique idea in the market. However, it is also true that it
has targeted all types of customers. In case of Solar food train, it only targets the middle class
and upper middle class people as it focuses of providing the services in reasonable price.
Not only the food accommodation, but also people can also experience the facilities of
cabins in Solar food train. On the other hand, it is not true that a restaurant running with solar
energy is totally new concept for the Australian people. In the market research, rectifying the
issues of other competitors, Solar food train will be introduced with environmental friendly
accommodation for 50 people in a trip. Therefore, it can be said that it will help to gain the
competitive advantage in the market. In cannot be denied that due to increasing availability of
the restaurants, customers have become conscious regarding the food quality. In order to manage

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the situation, the Solar food train will serve all the products by maintaining the food standard
policy. The man USP of the restaurant will be its innovative idea. As the restaurant will run by
the solar energy, therefore, the environmental friendly concept is new in the Australian market,
which can be appreciated by both the customers and citizens. By bringing the restaurant concept
that runs with solar energy with 50 seats capacity in the Australian restaurant industry, it can also
be able to grab the attention of large number of customers.
Design
Figure: Internal design of the restaurant
(Source: Created by the author)
Target market

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Selecting the proper target market is very important in terms of developing a new
business. Depending on the demographic, psychographic and geographic segmentation, the study
has described the target market of the company. It has been identified that the entrepreneur has
decided to provide different ranges of products so that large number of people can abele the
service. Depending on the demographic segmentation, the Solar food train restaurant has
targeted all age of Clients. However, in the specific way, it can be said that the restaurant will
mainly target the couples and business persons. By highlighting the income level of the people,
it has been identified that restaurant will target upper class and middle class clients In case of
Solar food train, it has been identified that the people, who prefer the luxury services in lower
ranges, will be targeted by the restaurant. Therefore, from the psychographic segmentation,
depending on the interest of the people, target market will be developed. In case of geographic
segmentation, the entrepreneur has already decided to develop its business in Melbourne COD so
that for its smoother accessibility, large numbers of customers can be attracted.
Location
The new food business is going to be introduced in Melbourne’s CBD. In the words of
Qiao and Peng (2016) CBD is being considered as highly economically significant area in a city.
In case of Melbourne, it is true that accommodation and networking system of this city is quite
advance. Due to this reason, availability of commuters in this place is increasing day by day. On
the other hand, Yu, Ai and Shao (2015) said with increasing economic growth in this area, it has
become one of the popular business places in Australia. Depending on the increasing
opportunities in food industry and following the food trends, it can be said that, in the 21st
century, Australian food industry has brought higher level of chances for the entrepreneurs, who
wants to develop their business.

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Market overview including SWOT
Figure: Increasing fast food demand in Australia
(Source: Theage.com.au, 2018)
In the above diagram, it has been mentioned that in between the year 2015 to 2018, the
demands for fast food among the people have increased. The Australian food market has stated
growing in the positive manner after 1988. It has been identified that within 2016 to 2017, the
food production increased $65 billion to $117 billion, which is quite impressive (Theage.com.au,
2018). On the other hand, analyzing the feed demands in the Australian market, it has been
identified that, in recent situation, the food habits and food expenditure pattern have been
changed. In this situation, it becomes harder for the people to understand the needs and demands
of the customers. In the recent report based on Australian industry, it can be said that due to
changing social trends, the solid revenue growth has moved to the restaurant sector. In the busier
life style and improving living standard, going to the restaurants has become common habits of
the customers. In the words of Purkayastha and Sharma (2016), the Restaurants allow to the
customers for combining the dining so that they can avoid spending time on food preparation.

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Figure: Restaurant business growth in Australia
(Source: Qld.gov.au, 2018)
In the above diagram, it has been identified that in between the year 2010 to 2013,
demand for restaurant and catering service among the people has increased. Due to this reason
the growth rate is increasing in the Australian market. On the other hand, it has been identified
that in between the year 2013 to 2018, the growth in the food industry in Australia has increased
3.5% (Qld.gov.au, 2018). By analyzing the market size of the Australian restaurant industry, it
has been identified that in the recent year, the business revenue of restaurant sector is $20 billion
(Ibisworld.com.au, 2018). It is true that the restaurant industry has also contributed in the
Australian employment rate. In the report, it has been identified that near about 288854 people
are employed in this sector (Ibisworld.com.au, 2018). Therefore, depending on the industrial
growth and increasing demands of the customers it can be said that in the long run the Solar
food train restaurant concept will be benefited.
Opportunities and threats in both the internal and external market
It is true that current food industry has brought various opportunities for entrepreneurs to
develop new business (Ravindran & Jaiswal, 2016). However, it cannot be denied that with the