TABLE OF CONTENTS
1.0 Executive Summary .......................................................................... 5
1.1 Business Objectives .......................................................................................5
1.2 Mission Statement..............................................................................................5
1.3 Guiding Principles...................................................................................................6
1.4 Keys to Success.................................................................................................6
2.0 Company Description ................................................................ 6
2.1 Ownership ..........................................................................................................7
2.2 Legal Form................................................................................................7
2.3 Start-Up Summary ..............................................................................................7
2.4 Location and Facilities .............................................................................7
3.0 Services.......................................................................................... 8
3.1 Daily Operations and Production .......................................................................8
3.2 Competitive Comparison .........................................................................8
3.3 Suppliers ...............................................................................................9
3.4 Management Controls ........................................................................................9
3.5 Administrative Systems ..................................................................................10
3.6 Future Services.........................................................................10
4.0 Market Analysis ........................................................................... 10
4.1 Industry Analysis ................................................................................11
4.1.1 Market Size.......................................................................................12
4.1.2 Industry Participants ..................................................................................12
4.1.3 Main Competitors ...........................................................................................12
4.1.4 Market Segments .................................................................................13
4.2 Market Tests.................................................................................14
4.3 Target Market Segment Strategy.................................................................14
4.3.1 Market Needs..................................................................................14
4.3.2 Market Trends.........................................................................
4.3.3 Market Growth...................................................................................15
4.4 Positioning ...........................................................................................15
5.0 Marketing Strategy and Implementation ............................... 15
5.1.1 Strengths ..................................................................................................16
5.1.2 Weaknesses............................................................................................16
5.1.3 Opportunities .........................................................................................16
5.1.4 Jack’s Resteats ............................................................................................16
5.2 Strategy Pyramid...............................................................................17
5.3 Unique Selling Proposition (USP) ...............................................................17
5.4 Competitive Edge.......................................................................................17
5.5 Marketing Strategy and Positioning....................................................................18
5.5.1 Positioning Statement ...............................................................................18
5.5.2 Pricing Strategy ............................................................................................18
5.5.3 Promotion and Advertising Strategy...............................................................19
5.5.4 Website ............................................................................................19
5.5.5 Marketing Programs .............................................................................19
5.6 Sales Strategy......................................................................................19
5.6.1 Sales Forecast ..........................................................................................20
5.6.2 Sales Programs..............................................................................................20
5.7 Legal ..................................................................................................................20
5.8 Milestones ................................................................................................20
5.9 Exit Strategy................................................................................................21
6.0 Organization and Management ............................................ 21
6.1 Organizational Structure ..........................................................................................21
6.2 Management Team.................................................................................................21
6.3 Management Team Gaps..........................................................................................21
6.4 Board of Directors...............................................................................................
7.0 Financial Plan............................................................................... 22
7.1 Important Assumptions .........................................................................................22
7.2 Start-Up Costs ................................................................................................23
7.3 Source and Use of Funds.................................................................................24
7.4 Break-Even Analysis............................................................................................25
7.5 Projections..............................................................................................................27
7.5.1 Projected Profit and Loss.................................................................................27
7.5.2 Projected Cash Flow........................................................................................28
7.5.3 Projected Balance Sheet.....................................................................................30
1.0 Executive Summary
The
Jack’s Restaurant (“Jack’s Rest”) will be a moderately priced 86 seat
restaurant offering family style food and service. Broasted chicken, pot
roast, steaks and pork chops along with classic hamburgers, wraps and
generous salads are all on the menu. We will offer specialty selections
including a lighter options and smaller portions for a children’s menu.
The
restaurant will be family owned and operated by Frank and Karin
Schwarz. Together they have over 25+ collective years’ experience in
the restaurant and catering industry.
The
Schwarz’s will be leasing a 3,400 square foot space located at West
Roads Shopping Center, an existing retail center located in Benbrook, a
suburb in Fort Worth, Texas. The site was previously leased as an
Italian Restaurant. Although the location was previously utilized as a
restaurant, the former tenant removed the majority of the furniture,
fixtures and equipment which will need to be replaced. The location
will also require some additional renovation to update the lavatories
and increase table space in the dining area.
The
décor will feature wood accented chairs with blue and white checked
table cloths. Dinner style tables will be surrounded by wooden chairs
with comfortable seating cushions.
Sales
projections assume 1700 customers per week resulting in weekly sales of
just over €19,777, or €1,028,000 annually. This equates to around €302
per square foot in sales annually which positions Jack’s Rest as a
highly desirable concept for ownership in a table service market where
€200
to €325 per square foot is considered moderately profitable and
therefore a good investment. Total start up costs will be €363,000,
€174,000 of which will be contributed by the owners and the remainder
will be secured by a proposed bank loan.
1.1 Business Objectives
The primary objectives of the business plan for Restaurant are below:
• To be the premier home-style restaurant in western Fort Worth, Texas
• To provide quality meals at reasonable prices with exemplary service
• Achieve Cover ratios of 1.00X at each lunch and dinner serving
• To achieve Prime Cost Ratios lower than 65%
1.2 Mission Statement
Our
Mission is to provide a unique and relaxing dining experience – similar
to dining at home. We will strive to achieve this goal by: 1) by
providing menu items incorporating quality ingredients at reasonable
prices, and 2) we will be mindful of the well being of our customers and
staff– treating each and everyone with dignity and respect – just like
we would at our own home!
1.3 Guiding Principles
1. Being Mindful of our Customers and our Staff
Coinciding
with our family values, we will treat both our customers and staff in a
manner in which we ourselves would want to be treated (or better!)
2. Gratitude
“An
attitude of gratitude” shown to our customers, employees and vendors –
because without their input, service, labor and time, our business would
not be here without them!
3. Our Service
Provide
the warm and friendly service expected from a family-style restaurant
creating an informal, comfortable environment which will make the
customers satisfied and want to return again and again.
1.4 Keys to Success
• Repeat business. Every customer who comes in once should want to return, and recommend us. Word–of–mouth marketing is a powerful ally.
• Hire top notch chefs and offer training to keep the chef on top of his/her game, and pay top wages to ensure they stay with us.
Location.
Convenience is essential to us; we need to be close to our market
because we are not trying to get people to travel to reach us. • A
variety of menu offerings with a “down home” theme, reasonably priced
to establish credibility, but not so high as to limit customers.
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