Zizzi Restaurant: Business Strategy and Market Position

This report analyzes Zizzi Restaurant as a prominent player in the UK’s small business sector. Founded by Silvio Ursini and Stefano de Carvalho, Zizzi differentiates itself through diverse Italian cuisine and strategic location choices. The company operates over 120 outlets, primarily franchised to manage costs effectively. Despite competition from other chains like Pizza Express, Zizzi's unique selling propositions include a varied menu with pizzas, pasta, grills, risottos, and desserts, complemented by themed interiors and extensive wine selections. Financially, the company reported significant revenues in 2012 but faced challenges during the COVID-19 pandemic, leading to store closures. A strong management team and effective franchising model contribute to Zizzi's sustainability goals. This report emphasizes strategic market positioning, competitive advantages, financial projections, and management efficacy as key elements of Zizzi’s business strategy.

SMALL BUSINESS
DEVELOPMENT

Table of Contents
INTRODUCTION.......................................................................................................................................3
Company overview..................................................................................................................................3
Industry and market analysis...................................................................................................................3
Marketing plan........................................................................................................................................4
Company structure/management team.....................................................................................................5
Product and service development and operation plan..............................................................................5
Financial projection.................................................................................................................................6
CONCLUSION...........................................................................................................................................6
REFERENCES............................................................................................................................................7

INTRODUCTION
Small business development is an independent authority where one or two individual
control and manage all business activities and functions. The main role of small business is to
promote and develop their products among customers which attract them. The report is based on
zizzi restaurant which is small in size and it is situated in United Kingdom. In this project, the
importance of development of business will be discussed (Bridge and O'Neill, 2012). Also
analyze the actual position of organization in large market place and make effective business
plan for gaining attention of huge number of customers.
Company overview
Zizzi restaurant is small restaurant which is based in UK and they provide various types
of tasty and delicious to its customers. They mainly gives high quality based products and
services to their guest. Food services waiters work in commercial sector and offer customers
needed food items. The benefit of their products such as ease in use, reasonable, affordable, high
quality based, unique taste etc. the uniqueness of product can make different from its
competitors. Characteristics and features of goods can describe the capability and advantage of
each product in proper manner. Firm provides their food item in cheaper rate to their every
standard of customer so they can solve their hunger problems and gives them reasonable price
product. Most of the customers mainly prefer and use cited restaurant food item because they
provide high quality, unique features, tasty and delicious, reasonable in price etc. so every guest
will try to prefer their products and services rather than other large restaurant goods. the
customers mainly attracts with their high level services and professionalism, their packaging
system, valuable services, benefit of pricing, quality based product made, prefer precious values
and culture which gather together all the desired guest. Also develop and make those products
which satisfy customer's needs and wants and help in gaining maximum profitability by which
they can expand their business in other locations. It is necessary for manager is to provide full
detail of each food item to their employees or staff members in proper manner. zizzi restaurant
try to establish their strong position in the whole market place where they attract large number of
customers.
Industry and market analysis
Before five year, the design of elements in branded Italian restaurant chain is
continuously increasing day by day with new ideas. Along with this zizzi compete with large
organization and try to make position in market place. There are various high competitors that
include barber's kitchen and Neapolitan import Rossopomodoro take top position in the market
sector (Schaper and et. al., 2014). So, zizzi try to make innovative and creative products which
attract some customers. And also perform activities and functions with high operations. After
some year, zizzi is one of the small businesses which offer unique features food item to their
guest and satisfy their needs and wants. They offer products such as pasta, risotto of meat and

fish dishes. In current time, zizzi has introduced six flavor of classic Italian which is made with
organic milk.
Market analysis is form of qualitative and quantitative assessment of market. This helps
in demonstrate the actual position of firm in the large market place. For doing market analysis, it
is necessary for company is to find out desired customer who willing to consume their products.
So restaurant should also offer them their demanding and required food item which satisfies the
needs of guest in proper manner. zizzi will also analyze the market value which is more difficult
for identify the potential customers. By targeting and segmenting the market as well as
customers they will easy help in making maximum profit for attracting large number of
customers towards their products and services (Storey, 2016). After that they make desired
strategies and policies which assist in gaining attention of huge customers and establish business
plan which is best suitable for the restaurant. So they will gain maximum profitability and
productivity for attracting more guests and also fulfill their needs and demands. The economy
stability is necessary to identify for overcoming with all required environmental factors such as
social, technological and political factors. They directly or indirectly affect the business
operations and functions. So company need to analyze these and try to make proper
improvement in this. zizzi restaurant mainly attracts such buyers like female, kids, high income
level, social class, high standard, etc.
Marketing plan
Ziziz restaurant make effective marketing strategy by which they easily attracts large
number of customers whether it is domestic as well as international. For developing effective
policies and strategies, the restaurant will easy take top position in the large market place. They
also make and develop new food items which are not similar with their competitors so customers
directly gain attention towards these products and come for eat their unique type of food
products. They need to make their employees able who try to provide full information of all
unique feature products among their customers (Small business development. 2017). The
restaurant also adopts latest technology and methods which help in making and producing high
quality based products for their desired guests. With the help of such latest methods and tools,
most of the customers mainly attracts towards its good quality food items rather than other large
organization. The price of each and every product is reasonable and affordable which has been
consumed by every low and high class people. Also restaurant will make effective distribution
services where they provide each product to every customer at their home (Burns, 2010). zizzi
restaurant also promote their food items by using different sources that includes face book,
instagram, YouTube and many other channels. This will help in gaining attention of large
number of customers in proper manner. The main point of distribution of cited restaurant
includes malls, cinema hall and city areas where most of customers prefer to eat food and drink
various products and enjoy with their services. For doing marketing planning, the firm will gain
maximum profitability for providing effective and good services to their guest by satisfying their
needs and wants in proper manner.

Company structure/management team
Zizzi is small restaurant where one manager, assistant manager and CEO who manage
and control all functions of business in proper manner. all those person who have responsible for
managing their business operations they have major roles and duty is to gain attention of large
number of customers by making effective policies and strategies. The main role of management
team is to provide benefit to whole direction and goals in different view point. They make strong
and good team of management which helps in growing and maintaining the business position in
all over the world. The structure of company will help in identify the role and duty of an
individual who work within an organization. Management team is an important part of the
business plan. It assists in analyzing and examining major business targets and goals for gaining
maximum profit. It includes board of directors, business owners, employees, staff members,
managers, sub owners (Blackburn, Hart, M. and Wainwright, 2013). The entire people are
responsible for company loss and profitability and by this they make new strategy which
maintains the business success and growth level in the large market place. Company manager are
responsibility is to maintain all employees work, participate in each activity of company and
make effective plans for the welfare of an organization. Owners are those people who only take
final decision which are decided by their team members. They are not take part in performing
business functions and activities and on the other hand employees are main assets of business
who work for company for achieving desired goals and targets in proper manner.
Product and service development and operation plan
Zizzi provide and serve different type of products and services to their customers. It is
totally differ from their rivals commodities which are offer to their guest. the restaurant provide
high quality based food items and services, reasonable price, cheap rate, tasty and delicious
which attract more customers towards their unique products. They also use latest technology and
methods which help in making and producing organized and pure food item which is harmful for
the people health and safe from various diseases (Down, 2010). With the help of such tools, they
will make innovative and creative products which gaining attention of huge number of guest.
Staff member have appropriate skill, knowledge, ability, capability which help in designing new
form of food item that is best suitable for every class of people. Also every person can easily
purchase it in reasonable rate. The company makes proper investment in their product and
service development by this they will generate high amount of profitability and productivity. it is
necessary for zizzi restaurant is to make effective operational planning which help in managing
and controlling all business functions in better manner (Stokes, Wilson and Wilson, 2010).
Customers want some different type of product which have not taste by anyone and make
delicious food item which attract them at regular time period. Company will create effective
strategy and policies for its guest and offer various occasional discounting prices for making
string relation with them.

Financial projection
It is termed as estimating future income and expenses of the firm. This will help in
analyzing and examining the previous and current data of external and internal environmental
factors. Also company will require making and creating short term and long term financial
projection that can used for identifying the actual position of company in the whole market place.
zizzi also analyze all financial estimation which is effective method for presenting information
that includes past, current and predicted condition of company income. This will assist in
identifying upcoming expenditure and income trends which is direct and impact for long term
basis on government policies and strategies, goals, targets and community services. The financial
project is necessary for all business plans because it will help in providing them better services of
income and revenue for maintaining business operations and functions inappropriate manner
(Malhotra and Temponi, 2010). They need to maintain all budget document and certificates
which required for making annual budget statement.
CONCLUSION
From the above report it can be concluded that small business development is an
independent authority where one or two individual control and manage all business activities and
functions. zizzi restaurant is small restaurant which is based in UK and they provide various
types of tasty and delicious to its customers. For doing market analysis, it is necessary for
company is to find out desired customer who willing to consume their products. They make
strong and good team of management which helps in growi9ng and maintaining the business
position in all over the world.

REFERENCES
Books and journals
Bridge, S. and O'Neill, K., 2012. Understanding enterprise: entrepreneurship and small
business. Palgrave Macmillan.
Schaper, M. T. and et. al., 2014. Entrepreneurship and small business.
Storey, D. J., 2016. Understanding the small business sector. Routledge.
Burns, P., 2010. Entrepreneurship and Small Business: Start-up. Growth and Maturity. Palgrave
Macmillan.
Blackburn, R. A., Hart, M. and Wainwright, T., 2013. Small business performance: business,
strategy and owner-manager characteristics. Journal of small business and enterprise
development. 20(1). pp.8-27.
Stokes, D., Wilson, N. and Wilson, N., 2010. Small business management and entrepreneurship.
Cengage Learning EMEA.
Malhotra, R. and Temponi, C., 2010. Critical decisions for ERP integration: Small business
issues. International Journal of Information Management. 30(1). pp.28-37.
Down, S., 2010. Enterprise, entrepreneurship and small business. Sage.
Online
Small business development. 2017. [Online]. Available through: <
https://business.tutsplus.com/tutorials/what-is-a-small-business-and-why-the-size-
definition-matters--cms-27032>.