POB Sba Analysis for Opening a Restaurant

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Principles of business s. b. a. – Marketing Francis’ Breakfast and Lounge Name- School: School Code: Candidate # Subject: P. O. B Objectives We strive to survive the challenges of opening a new restaurant for the first year and a half especially in the tough economic times. We aim to become the leading restaurant in the local market after first 5 years of operations.

Keeping food cost under 35% revenue. Keeping employee labor cost between 24-29% of revenue.

Averaging sales between $325,000-375,000 per year. Achieve 12% – 15% return on investment for the first two years and 15% – 20% for the next three years. We also intend to curve the disturbing obesity and diabetes rate in St. Lucia especially in the capital. Mission Statement We are a great place to come enjoy a meal  combining an intriguing atmosphere with excellent,  our aim is not only to serve great tasting food but to ensure each of our valued customers receives prompt, professional and courteous service because customer satisfaction is paramount.

We want to be the restaurant choice for all families and singles, young and old, male or female. Maintain a clean, comfortable and top of the line premises for our customers and staff alike. Delivering excellent treatment to our customers and staff, providing them with the respect and dignity the surely deserve, as Employee welfare will be equally important to our success.

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We will combine menu variety, atmosphere, ambiance and a friendly staff to create a relaxing atmosphere in order to reach our goal of over all value in the dining & entertainment experience.

We want to achieve fair profits, and a rewarding place to work for the employees.

Organisation Structure

Roles of Personnel General Manager- The General Manager is responsible for the success of a business and keep their restaurants operating at a profit. The general manager is also responsible for planning the business objectives, organizing therefore ensuring every that the business needs are available. Front manager-The front is responsible for advertising, staff and ordering of service. Maintains accurate records of the business ’ accounts.

Monitors expenditures, and prepares monthly financial statements and administrative reports. They will be responsible for waiting tables, bartenders, waitresses and dishwashers, she will also oversee the overall upkeep of the restaurant. This person also handles one of our most essential roles of the business which is consumer complaints, responsible for receiving and handling every complaint which comes in and professionally Head Chef- The Head Chef is responsible for the operations of the kitchen. He or she decides what equipment and ingredients are needed. The Head Chef is also responsible for the menu.

In addition, he or she is responsible for keeping the cost of the kitchen within a set budget, managing kitchen employees, forecasting trends in the restaurant, and maintaining the kitchen according to health codes of the area. Sous Chef- They are responsible for ensuring that everything runs smoothly whether or not the head chef is present. He or she takes over the operation of the kitchen in the absence of the head chef. Captain – The captain is a specially appointed member of staff with some experience in managing responsible for waiting tables and bartending and ake care of service and make sure the restaurant is in excellent shape.

Target Population

Fregis’ Breakfast & Lunch will focus on attracting a wide and diverse clientele ages 21-75 with an annual income of at least $25,000. We want the customers of an affluent nature high wage workers, couples, families and tourists, wealthy image seekers and compulsive spenders, people who think highly of themselves and only want the best. We focus on these specific groups because these are the types of people who frequent other restaurants and bars in the area with a wealthy status.

They are the ones that are willing to spend their money on good dining and service at a great price. Pricing Strategy Our prices are arranged higher than most ordinary restaurants but below that of upper class restaurants to attract the customers of those restaurant. This strategy in use is the market oriented stragegy and have found out our target market seeks to pay more for their meals, therefore we are more likely to attract new customers as our prices are near the top of the price range but competitive with other restaurants in our class. Pricing We anticipate our total sales allocation to be 80% restaurant sales and 20% catering sales.

The combined cost of sales will be 40% producing a gross profit of 60% on total sales. Prices will be competitive with other upscale restaurants in the area. However, it is the strategy of Fregis’ Breakfast & Lunch to give a perception of higher value than its competitors, through its food, service and entertainment. Competitors Ours main competitors are located right in the Rodney bay area only a few yards from our establishment, but with Fregis’ Breakfast & Lunch being a new face in the market, we hope to appeal to customers to try out the restaurant hence trying to keep them after they have tried our product.

There are two restaurants in the Rodney Bay area which are potential competitors they are: 1st a small restaurant opening from Sunday to Monday which serves lunches and dinners often filled with customers. The price ranges from $10-$20 for lunch and $10-40 for dinner 2nd an Italian restaurant serving food buffet style open on week days. Price are $75 per person Sale Forecast Monthly restaurant gross sales are to average $51,000 That is 36 people for lunch spending approximately $20 per person, and for dinner approximately 29 people spending an average $25 per person.

Catering will average $7500 a month that is 3 contracted catering services. So we expect to average more than $600,000 yearly. Branding Lunch Linguine with Smoked Salmon Mangu Shrimp Scampi Shrimp and Green Bean Salad Crispy Seafood Salad with Citrus Vinaigrette Vegetable burger Mixed vegetable souffle Bar – B – Que ribs and green fig salad Soup Avocado Soup Tomato soup Ajiaco Appetizer Baked Ham & Cheese Quesadilla Cheese and Chutney Stuffed Celery Broiled Barbecued Chicken Wings consumer complaints

In the case of a calm/neutral customer we tend to let the chef or captain handles these without the intervention of the front manager. Who tries to settle the issue to the best of their ability Though all complaints are recorded. In the case of a angry customer it is immediately transferred to the front manager who always make the customer feels that he/she is there to help them. The front manager always acts as prompt as possible, making the most reasonable decisions so that the customer feels satisfied.