restaurant business plan

Essay by frank1981A-, October 2014

download word file, 11 pages 0.0


Executive summary

1.1 Business overview

This business is for building a fast food restaurant, located at Shanghai railway station. It named 'Bolero'. It can hold 60 covers. The decor of the restaurant will be brief. Give customers a clean and nice environment. In the restaurant will broadcast the pop music. Customers will feel relax.

The restaurant located in the shanghai railway station, with high pedestrian traffic. There are many tourists and locals go to the station every day. They will go to my restaurant convenient.

1.2 Mission statement:

The company's goal is that of a multi-faceted success. Our first responsibility is to the financial well-being of the restaurant. We will meet this goal while trying to consider; 1) the effect of our products on the health and well being of our customers (and our staff), 2) the impact that our business practices and choices will have on the environment, and 3) the high quality of attitude, fairness, understanding, and generosity between management, staff, customers, and vendors.

Awareness of all these factors and the responsible actions that result will give our efforts a sense of purpose and meaning beyond our basic financial goals.

1.3 Service vision:

Customers will get good service because our staffs are highly trained and the staff provides efficient service.

1.4 Product differentiation

The restaurant wills provide two main products: Chinese and west fast food. Food production and assembly will take place in the kitchen of the restaurant. Fresh vegetables, meat and dairy products will be used to crate most of the dishes from scratch. The chef will exercise strict standards of sanitation, quality production, and presentation or packaging over the kitchen and service staff.

1.5 Target market

The business will meet the needs of two primacy market segment: locals and domestic tourists.

Financial management

Staff and operations

There are 15 employees in the restaurant. Two are full time and others are part time.

Product profile

2.1 Product-goods and service

Have home delivery service for locals near the railway station. Also the restaurant has taken away service.

There will be three ways a customer can purchase food. They may sit down at one of the 60 seats in the dining room and get full service from a waitperson. A separate take-out counter will service those who wish to pick up their food. Most take-out food will be prepared to order. Delivery (an indirect form of take-out) will be available at certain times and to a limited area.

2.2 Positioning

Positioned as an average price and moderate quality fast food restaurant.

3 Marketing plan

3.1 External business environment

Shanghai Railway Station accommodates the second-largest number of passengers in China.

Zha bei district with a population of 800,000, where the Shanghai Railway Station is located, has always been regarded as the gateway of the city, offering it a unique advantage in transportation links to the Yangtze River Delta and further on to the whole nation

Fast food restaurant develop in China

3.2 Market segmentation

3.3 Competitor analysis

There are many competitors around and within shanghai railway station. While some of the competitors have similar strategy as Duke Restaurant, other competitors have developed a Competitive advantage. Duke Restaurant must differentiate the restaurant from competitors in order to be more competitive.

KFC has been one of the most household international brands in urban China since it opened its first Western-style quick service restaurant

Kongfu restaurant is a Chinese fast food restaurant. And develop fast.

3.4 Position in market

Although the restaurant industry is very competitive, the lifestyle changes created by modern living continue to fuel its steady growth. More and more people have less time, resources, and ability to cook for themselves. Trends are very important and Duke Restaurant is well positioned for the current interest in lighter, healthier foods at moderate to low prices.

3.5 SWOT analysis

Strengths: The restaurant has a good location. It located in the shanghai railway station. Have a lot of population. And have convenient traffic. Three Subway line and many buses pass through the railway station.

Weaknesses: There are many restaurants in this area. Have many competitions. And I have no experience to open a restaurant.

Opportunities:One of the opportunities is the growing economy in China people prefer dining go to the restaurant to have diner at home. And the tourism industry is developing fast. A lot of people visit shanghai every year. There is a market segment that prefers to eat this type of cooking at home although they do not have the time to cook. There are already caterers and even mail order companies that provide individuals and families with up to a month's supply of pre-prepared meals.

This opportunity will be researched and developed on a trial basis. If successful, it could become a major new source of income without creating the need for additional staff or production space.

Threats: Economic downturn, 3 out of 5 close in first or two year.

3.6 Sale forecasts

Chinese economy grows rapidly and so does its tourism industry. As the world's economy improves, number of tourists rises every year. In 2020 the number of overseas travelers is expected to rise to approximately 1.6 billion. Experts from the World Tourism Organization (WTO) expect China to become one of the countries with the most inbound tourism by 2020. The demand for this destination will be boosted by various factors. Among others the Beijing Olympics in 2008, the Shanghai World Expo and Asian Games in Guangzhou in 2010 will take place in China. The Olympics itself are expected to lure some two million visitors.

3.7 Promotional strategy

Using the right promotion will help the restaurant to attract more customers and create more awareness within the target market; this will help the restaurant to increase the total revenue. It's important to present the new image consumers through seasonal promotions.

The restaurant near the railway station has some subway. Every day a lot of people go to work or somewhere will pass through the station and look the advertisements. So I advertise in the subway station.

I will do the advertisement 7 days before I open the restaurant. I want to advertise two months.

4. Legal requirements

4.1 Legal structure

4.2 Licensing

Healthy license

Food Sanitation License

Discharge Permit

Tax Registration

Industrial and commercial business license

4.3 Insurance

Energy and Resources Law

Environmental Law

4.4 Taxation

The Regulations provide legal definitions and additional rules on intellectual property as supplementary provisions to the new Corporate Income Tax Law (CIT Law) that: (1) licensing fees refers to income gained by an enterprise in consideration of granting rights to use a patent, non-patent technology, trademark, copyright and other rights subject to licensing; (2) intangible assets stipulated in the CIT Law include patent rights, trademark rights, copyright, non-patent technology and goodwill; (3) exemption and deduction of corporate income tax for qualifying transfers of technology refers to the first RMB5 million payment for a transfer of technology within one year which shall be exempted from corporate income tax and payments exceeding the aforesaid band which shall qualify for a 50% tax deduction; and (4) the key national supported high-tech enterprises stipulated in Article 28 of the CIT Law refers to enterprises which meet the requirements listed in the Regulations and possess core independent intellectual property rights.

4.5 Industrial relation

I hope find some suppliers provide quality and cheap materials. And my restaurant will have a good relationship with them, develop a long-term cooperation

4.6 Occupation health and safety

Occupational health and safety is a discipline with a broad scope involving many specialized fields. In its broadest sense, it should aim at:

the promotion and maintenance of the highest degree of physical, mental and social well-being of workers in all occupations;

the prevention among workers of adverse effects on health caused by their working conditions;

the protection of workers in their employment from risks resulting from factors adverse to health;

the placing and maintenance of workers in an occupational environment adapted to physical and mental needs;

the adaptation of work to humans.

Successful occupational health and safety practice requires the collaboration and participation of both employers and workers in health and safety programmes, and involves the consideration of issues relating to occupational medicine, industrial hygiene, toxicology, education, engineering safety, ergonomics, psychology, etc.

For all of the reasons given above, it is crucial that employers, workers and unions are committed to health and safety and that:

workplace hazards are controlled - at the source whenever possible;

records of any exposure are maintained for many years;

both workers and employers are informed about health and safety risks in the workplace;

there is an active and effective health and safety committee that includes both workers and management;

Worker health and safety efforts are ongoing.

4.7 Record keeping

Down Payments on Property, Rent, Equipment


Legal/Accounting Services


Loan payments


Office Space

Professional Fees

Remodeling/Installation of Equipment

Salaries, including one for yourself



5. Human resources plan

5.1 Job analysis

A fast food restaurant manager

operational management: organising stock and equipment, ordering supplies, and overseeing building maintenance, cleanliness and security;

financial management: planning and working to budgets, maximising profits and achieving sales targets set by head office, controlling takings in the restaurant, administering payrolls, etc.;

people management: recruiting new staff, training and developing existing staff, motivating and encouraging staff to achieve targets, coordinating staff scheduling and rotas;

working to ensure standards of hygiene are maintained and that the restaurant is complying with relevant health and safety regulations;

ensuring high standards of customer service are observed at all times;

implementing, and instilling in their teams, company policies, procedures, ethics, etc.;

handling customer complaints and queries;

devising and marketing promotional campaigns;

preparing reports and other performance analysis documentation;

reporting to and attending regular meetings with area managers or head office representatives;

establishing relationships with the local community and undertaking activities which comply with the company's corporate social responsibility programmes.

5.2 Legislation and industrial

Labor Law

5.3 Organization chart

5.4 Recruitment and selections

I will employ staff where labour supply in the local area. The local college can supply trained staff in some area. Such as

5.5 Induction and training

The key to effective staff training is to identify the principal duties of the staff members themselves, and to ensure that they are aware of their individual roles and responsibilities. Beyond that, a regular scheduled session should be put in place that not only addresses current responsibilities, but also acknowledges that all staff should be interested in developing their own skills and understanding the importance of their role in the business.

Regular sessions should be set up between the chef and head waiters to ensure all staff has tried the food and wine available and are able to answer customer questions or provide suggestions from the menu.

5.6 Performance management

6. Operational plans

6.1 Opening hours and trading

The restaurant will be open for lunch and dinner 7 days a week. Service will begin at7:00 am and end at 11:00 pm.

6.2 Pricing and cost control

6.3 Policies and procedures

Health and Safety Policy and Procedure.

Workstation assessment procedure

Fire safety

Staff Disciplinary procedure.

Staff Grievance procedure.

Staff Appraisal procedure.


Staff expenses

Staff loans (travel, cycle, car).

Union recognition Policy.

Sick Leave Policy and procedure.

Leave policy and procedure.

Time off in Lieu Policy and procedure.

Public Duties.

Recruitment Procedure.

Redundancy policy.

Induction Procedure and Checklist.

Exit interviews.

Job evaluation.

Retirement policy.

6.4 Food hygiene

Maintaining high levels of personal and kitchen hygiene are important and effective ways to stop germs from spreading.

Wash your hands and nails with hot, soapy water before handling food, between handling cooked and uncooked foods, and after going to the toilet.

Rinse your hands well and dry them on a clean hand towel, a disposable paper towel, or under a hand dryer. Wet hands transfer germs more effectively than dry hands.

Use different cloths for different jobs (eg washing up and cleaning surfaces). Wash them regularly on the hot cycle or soak in a dilute solution of bleach.

Wipe down and disinfect surfaces and utensils regularly, using a detergent or dilute solution of bleach - always read the safety instructions first.

Wash up using hot, soapy water - use rubber gloves if necessary.

Don't handle food if you have stomach problems such as diarrhoea and vomiting, or if you're sneezing or coughing frequently.

Cover up cuts and sores with waterproof plasters.

If possible, remove rings, watches and bracelets before handling food. Germs can hide under these.

Bacteria can spread from raw food, in particular meat, to food that has already been cooked or is eaten raw, such as salads.

Use separate chopping boards for preparing raw meat, poultry and seafood and for fresh produce such as salads, fruit and vegetables.

Never use a marinade that has already been used on raw meat for cooked food, unless it has been boiled thoroughly.

Always use a clean plate to serve food.

After using a knife or other utensil on raw meat, clean it thoroughly before using it on other foods.

Storing food correctly

It's very important that food is stored in the right place (eg fridge or freezer) and at the correct temperature.

Always check labels for guidance on where and how long to store food, in particular, fresh or frozen food.

Store fresh or frozen food in the fridge or freezer within two hours of purchase - sooner if the weather is hot.

Allow meal leftovers to cool to room temperature before storing them in the fridge, ideally within two hours of preparation. If necessary, divide leftovers into smaller portions to help food cool more quickly.

Use up leftovers within two days. Cooked rice should only be kept for one day.

Store raw food such as meat in airtight containers at the bottom of the fridge to prevent juices or blood from dripping onto other food.

Defrost frozen foods in the fridge. Place them on a plate or in a container as they defrost so they don't drip on or contaminate other foods.

Don't overfill the fridge - food may not cool properly.

Keep the fridge at less than 5°C and the freezer at less than -18°C - consider getting a thermometer.

Don't store opened tins of food in the fridge - transfer the contents to a suitable airtight container instead.

Cooking food safely

If food isn't cooked at a high enough temperature, bacteria can still survive. The following advice will help you to cook safely.

Follow the recipe or packet instructions for cooking time and temperature, ensuring the oven is pre-heated properly.

Food should be piping hot (steaming) before serving.

Take special care that pork, sausages, burgers and poultry are cooked through and aren't pink in the middle. Using a clean skewer, pierce the meat. When cooked properly, the juices run clear. Lamb and beef joints and steaks can be cooked rare, but must be thoroughly sealed (browned) on the outside.

Don't cook foods too far in advance. Keep cooked foods covered and piping hot until served.

When microwaving, stir food well from time to time to ensure even cooking.

Only reheat food once and serve piping hot.

Use a food thermometer to check that food is cooked to the right temperature.

Eggs contain harmful bacteria which can be dangerous to pregnant women, older people and babies. Don't serve eggs with runny yolks, or egg-containing foods that won't be cooked, for example homemade mayonnaise.

7. Financial plan

7.1 Start-up costs

Start-up costs, which exceed $200,000 per restaurant, include recruiting, training, relocation and related costs for developing management and hourly staff for new restaurants. Expenses will usually include employee salaries, advertising, rent, supplies, delivery expenses, utilities, taxes, insurance, maintenance, professional services, loan payments, inventory, etc.

7.2 Sales forecasts

7.3 Break-even analysis

7.4 Cash flow analysis

7.5 Balance sheet

8. Future prospects

8.1 Outlook

Our restaurant is an innovative concept that targets a new, growing market. We assume that the market will respond, and grow quickly in the next 5 years. Our goals are to create a reputation of quality, consistency and security (safety of food) that will make us the leader of a new style of dining

8.2 Innovations

The restaurant sells some frozen foods to customers to cook at home.

8.3 Risk analysis

With any new venture, there is risk involved. The success of our project hinges on the strength and acceptance of a fairly new market. After year 1, we expect some copycat competition in the form of other independent units. Chain competition will be much later.

This is my restaurant back of house floor plan

This is the front house and floor plan

The restaurant is a 2400 Square foot space. It was formerly a restaurant and needs on minor structural modifications. The licenses and codes' issues are all in order. New equipment and dining room furnishings will be purchased and installed by the general contractor.

This is the menu about our restaurant some feature food