Manejo de restaurantes

F o o d & B e v e r a g e Ma n a g eme n t
F B 4 0 4 / 5 0 4
CW1 R e p o r t
Prepared for: Mr Konstantinos Mougios
Date Submitted: 9th December 2011
Assessment Task: A group formal report on a fictional restaurant concept, which is
to be located in the Mont Blanc Palace of the Swiss Hotel
Management School
Prepared by: Connie Wee Lin Lau laco250189
Mariel Celena Contreras Uzcateguicoma110884
Polawat Palakawongs Na Ayudhya papo310883
Xiaoxiao Shen shxi130988
F&B Management CW1 Report
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Table of Contents
INTRODUCTION 3
THE CONCEPT 3
THE VISION 3
THE MISSION STATEMENT 3
THE LOCATION 3
THE PRODUCT AND ITS UNIQUENESS 3
MARKET RESEARCH 4
THE SITE 4
THE TARGET MARKETS 4
THE COMPETITORS 5
THE MARKETING PLAN 6
MARKETING STRATEGIES 6
SOCIAL MEDIA 6
POSTERSAND FLYERS 6
PROMOTIONS 6
RADIO ADS 7
OTHERS 7
RESTAURANT DESIGN 7
GUEST’S EXPERIENCE 7
ATMOSPHERE 7
LAYOUT DESIGN 8
RESTAURANT’S ORGANISATION 9
SERVICE ORGANISATION 9
SERVICE STAFF DUTIES 10
SERVICE STANDARDS AND SEQUENCE 11
STAFFING 11
THE MENU 11
RATIONAL BETWEEN MENU AND CONCEPT 11
PRICING STRATEGY 12
F&B ACCOUNTING 12
OPERATIONAL BUDGET 12
JUSTIFICATION OF FIGURES 12CONCLUSION 13
REFERENCES 14
APPENDICES 15
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Introduction
The aim of this business report is to obtain financial investment from potential
investors to materialise this business plan of a mid‐scale restaurant situated in
Mont‐Blanc palace of the Swiss Hospitality Management School, SHMS.
The Concept
The Vision
To provide a different alternative that isdelicious and healthy for our customers.
The Mission Statement
We are a mid‐scale restaurant and our mission is to serve grilled‐to‐order dishes
using quality, fresh ingredients following strict safety standards whilst providing
good value to our customers, a positive return to our shareholders.
The Location
Our restaurant is located on the ground floor of the Mont‐Blanc palace building
of SHMSin Leysin, Switzerland. Because it shares the same building as SHMS, the
restaurant is likely to benefit from the 600 or so international students enrolled
in the school, in addition to the staff. Moreover, the Leysin American School
(LAS) is approximately 5 minutes by train from the location of the proposed
restaurant. Thus, providing a market for potential diners.
The Product and itsUniqueness
The concept of the proposed restaurant, which is to be called “The Sizzle”, is a
mid‐scale grill restaurant offering grilled‐to‐order skewers composed of various
meats and vegetables, which are to be chosen by the customers themselves. The
customers are given the flexibility to choose what type of meat and how it is
marinated, together with the type of vegetables they would like to haveon their
skewers. These skewers are then passed on to the grill kitchen where the
skewers are grilled in an open kitchen. Customers are then given a choice of
accompaniment side dishes and a choice of sauce to go with the dish.
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We aim to provide good value as we intend to attract mainly students, thus the
average food check should be approximately CHF10 per person for a decent
meal, comprising of two skewer sticks and a side dish.
In addition to the public bar facilities provided in the restaurant, a separated
private area is available for private functions. This area, if not reserved, will be
will be used in addition to the main dining area for regular reservations and
walk‐in guests. There is also a section in the restaurant catering tocustomers
who prefer a quick service. In this area, customers are able to make their choice,
pay directly at the counter and consume them then and there. The restaurant
also provides both takeaway and delivery services.
Market Research
The Site
The Leysin‐Feydey train station is a mere 3‐minute walk away from the
restaurant, providing a great opportunity for potential customers including...