Thesis Presentation Cafe Romeo


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This restaurant I have built from the ground up is a feasible concept. Italian Cafe style restaurant with a volcano theme is a unique concept.

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  • Strengths : related to what Sylvan mentioned in slides 6. We offer both right? Weakness: don’t know if you can use that in this category? Let me know.
  • Coupon is very effective for Japanese tourist. Almost 90% came into the restaurant will carry the coupon with them.
  • Thesis Presentation Cafe Romeo

    1. 1. CAFÉ ROMEO Business Plan Presented by: Brandon Lee Schweitzer Sylvan Haferkamp Kat
    2. 2. Executive Summary <ul><li>Café Romeo will be established this year in the Double Tree Hotel in Waikiki, Honolulu, Hawaii. </li></ul><ul><li>This café is a full menu restaurant with full service that caters to tourists, local patrons, and hotel guests. </li></ul><ul><li>Our marketing strategy is to emphasize the variety of our menu. By providing a wider selection than our competitors, we will attract a broader range of customers and be able to accommodate their needs accordingly. </li></ul><ul><li>We have selected to utilize the alternative of Modifying the Menu to provide guests with daily specials and to minimize the overall cost of operations. </li></ul>
    3. 3. Seating Area Décor & Style
    4. 4. I. Current Situation <ul><li>Current Performance </li></ul><ul><ul><li>New company in development stage </li></ul></ul><ul><ul><li>Funding from small business loan, private loan, private investors </li></ul></ul><ul><li>Strategic Posture </li></ul><ul><ul><li>Mission : To provide guests with exotic food from around the world, great drinks, and excellent service in an unique environment </li></ul></ul><ul><ul><li>Objectives: Create a menu with an average food cost of 22% ; create a drink menu with > 15% beverage cost </li></ul></ul>
    5. 5. Market Analysis <ul><li>Location: Waikiki </li></ul><ul><li>Type: Food / Beverage Service </li></ul><ul><li>Decline in tourism has impacted the food service industry </li></ul><ul><li>Customer Group: Tourists & residents </li></ul><ul><li>Area: Waikiki </li></ul>
    6. 6. Market Analysis – cont’d <ul><li>Competition – Restaurants: </li></ul><ul><ul><li>Most hotels: minimum of 1 restaurants and bars </li></ul></ul><ul><ul><li>Waikiki Beach Walk / Lewers Street: 11 restaurants </li></ul></ul><ul><li>Competition – Café’s: </li></ul><ul><ul><li>Waikiki & vicinity: Bogart’s (no theme), Café Hula Girl (tiki theme), The Coconut Café (tropical theme), Starbucks. </li></ul></ul>
    7. 7. Market Penetration Strategy: Market Niche <ul><li>Café crowd is underserved </li></ul><ul><li>Existing cafés focus either on coffee or food alone </li></ul><ul><li>No café has selection of coffees and food service </li></ul><ul><li>Fire themed café is related to Hawaii (volcano) </li></ul><ul><li>Location: Waikiki (preferably with parking) – to serve tourist and residents alike </li></ul><ul><li>House specialty: Spicy (in accordance with theme) </li></ul>
    8. 8. Target Market <ul><li>Tourists </li></ul><ul><ul><li>Mainland United States, Australia, Japan, Canada, and Western Europe </li></ul></ul><ul><li>Waikiki Residents </li></ul><ul><li>Local Community </li></ul>
    9. 9. Competitor Analysis Name Cuisine Prices Position Café Hula Girl Hawaiian Island $10 - $30 Direct Bennie Hanna Asian Fusion $10 - $40 Direct Sarento’s Mediterranean $10 – Mkt. Price Direct Coconut Cafe Hawaiian Island $8 - $30 Direct Red Lobster American Seafood $10 – Mkt. Price Direct Outback Steakhouse American/Australian $10 – Mkt. Price Direct Todai Seafood Buffet/Asian $20 to $40 Direct McDonalds Fast Food $1 - $8 Indirect Subway Fast Food $4 - $10 Indirect Starbucks Cafe $2 - $8 Indirect
    10. 10. SWOT Analysis <ul><li>Strengths </li></ul><ul><li>Quick Adaptation to Change </li></ul><ul><li>Quality of Service </li></ul><ul><li>Unique Ambiance </li></ul><ul><li>Combination of Coffee and food service </li></ul><ul><li>Weakness </li></ul><ul><li>Health Conscious Consumers </li></ul><ul><li>Financial Startup Cost </li></ul><ul><li>Undeveloped Japanese menu </li></ul><ul><li>Opportunities </li></ul><ul><li>Delivery Service to Local Area </li></ul><ul><li>Publication and Radio Advertising and Coupons </li></ul><ul><li>Customer Loyalty Program </li></ul><ul><li>Threats </li></ul><ul><li>Economy in Deep Recession </li></ul><ul><li>Many Direct and Indirect Competitors </li></ul><ul><li>Unstable Food Cost </li></ul>
    11. 11. III. External Factors: Opportunities and Threats Elements Benihana Serento’s Café Romeo Delivery Service to Local Area Low Low High Publication and Radio Advertising High High High Customer Loyalty Program Low Low High
    12. 12. III. External Factors: Opportunities and Threats Elements Benihana Serento’s Café Romeo Economy in Recession High High Medium Many Direct Competitors High High High Unstable Food Cost High High High
    13. 13. IV. Internal Factors: Strengths and Weaknesses Elements Benihana Serento’s Café Romeo Quick Adaptation to Change Low Medium High Quality of Service High Medium High Unique Ambiance Low Medium High
    14. 14. IV. Internal Factors: Strengths and Weaknesses Elements Benihana Serento’s Café Romeo Health Conscious Consumers Low Medium Medium Location Low Medium Medium Financial Startup Cost Low Low High
    15. 15. Marketing Strategies <ul><li>Marketing objective: A measurable goal for a target market that a hospitality and travel organization attempts to achieve within a specific time period. </li></ul><ul><ul><li>Café Romeo: 6 months after Grand Opening </li></ul></ul><ul><li>Generate enough market demand for the restaurant through all elements of marketing. </li></ul><ul><li>Obtain profitability and survival within the first six months of operation </li></ul><ul><li>Identifying a specific target market is very important for achieving this goal in order to conserve marketing resources and utilize these resources to attract the target market </li></ul>
    16. 16. Marketing Mix <ul><li>Product: Cafe Romeo’s menu comes with a wide variety of Spicy cuisine to provide for individual preferences of taste. </li></ul><ul><ul><li>Other products than food are also needed to conduct the day-to-day operations of the food establishment and to produce the food products. Example: refrigerator and freezer for storing food products and the purchase of cooking utensils to produce food products </li></ul></ul><ul><li>Price: Includes the price for promotions, advertising, products, supplies, inventory, staffing, rent, utilities, and other fees. </li></ul>
    17. 17. Marketing Mix Continued… <ul><li>Place: The location of the food establishment, the layout or floor plan, decor, ambiance, traffic pattern surrounding the food establishment, and the natural surroundings. </li></ul><ul><li>Promotion: Consists of coupon distribution, product sampling, contests, packages, premiums, gift certificates, discounting, bonus offers, and frequent diner programs (Ninemeier, p. 72) </li></ul>
    18. 18. Marketing Plan: Promotion <ul><li>Promotion </li></ul><ul><ul><li>Happy Hour </li></ul></ul><ul><ul><li>Radio 107.9 </li></ul></ul><ul><ul><ul><li>Ages 35 – 65 Demographic </li></ul></ul></ul><ul><ul><li>Foot Traffic </li></ul></ul><ul><ul><li>Coupon </li></ul></ul>
    19. 19. Promotions and Advertising <ul><li>Oldies 107.9 Radio Station- </li></ul><ul><li>Partnership with advertising and Giveaways </li></ul><ul><li>Place Advertising / Coupons in: </li></ul><ul><ul><li>Midweek </li></ul></ul><ul><ul><li>Honolulu Weekly </li></ul></ul><ul><ul><li>HPU Student Paper </li></ul></ul><ul><ul><li>Dining Out </li></ul></ul><ul><ul><li>KauKau magazine </li></ul></ul>
    20. 20. Marketing Mix <ul><li>People: Refers to the staff, guests, suppliers, purchasers, receivers, deliverers, management, owners, and others who are directly or indirectly affected or impacted by the food establishment. </li></ul><ul><ul><li>Cafe Romeo encompasses all of these people through the processes of day-to-day operations </li></ul></ul><ul><li>Packaging: May include packages, which can be used to combine several items at a discount price to attract new guests and to increase total revenue (Ninemeier, p. 74) </li></ul><ul><ul><li>The price of an entrée and the presentation of the entrée with proper aesthetics is an essential part of a lunch or dinner package. </li></ul></ul><ul><ul><li>Dinner specials </li></ul></ul>
    21. 21. Marketing Mix Continued… <ul><li>Programming: Means to develop special activities, events, or programs to increase guest spending, or to give added appeal to a package or other hospitality service (Morrison 314). </li></ul><ul><ul><li>Plan: create a program, which would feature a new entrée to promote the new product through coupons for a six-month period </li></ul></ul><ul><li>Partnership: Means cooperative promotions and other cooperative marketing efforts by hospitality organizations (Morrison 595). </li></ul><ul><ul><li>The process of partnership at Cafe Romeo is to emphasize the cooperative advertising and other marketing programs such as coupon distribution and advertising on 107.9. </li></ul></ul>
    22. 22. Implementation: Activities Plan <ul><li>Advertisements include the combination of the eight marketing measures (8p’s) </li></ul><ul><li>Advertisements will state non-specific prices, the exact location of Cafe Romeo and a coupon </li></ul><ul><ul><li>Attract the target market to the restaurant </li></ul></ul><ul><ul><li>measure the effect of the advertisement </li></ul></ul><ul><li>Specific time requirements and long lead times for advertisements in magazines should be noted </li></ul><ul><ul><ul><li>A specific length of time is designated for the circulation of advertisements in publications. </li></ul></ul></ul>
    23. 23. Implementation: Marketing Budget <ul><li>Selecting how funds are to be distributed among the marketing plan is essential for establishing effective control procedures and marketing budget </li></ul><ul><li>Money designated toward the implementation of marketing plans includes the cost for the 8 P’s. Promotional pricing involves the short-term price reductions to stimulate temporary sales increases such as offering discounts through coupons. </li></ul><ul><li>Such coupons and discounts may include senior citizen and student discounts, early bird discount, single-item discounts, discounts on select sizes, and multiple-item discounts. </li></ul><ul><li>Other costs should be allocated through advertising and through the costs for selected publications to advertise through. </li></ul>
    24. 24. Budget for Advertising <ul><li>Midweek </li></ul><ul><li>Honolulu Weekly </li></ul><ul><li>HPU Student Paper </li></ul><ul><li>Dining out (Sundays) </li></ul><ul><li>Total Monthly </li></ul>$100.00 $100.00 $77.00 $100.00 $377.00
    25. 25. Control <ul><li>Comparing actual performance with standards </li></ul><ul><ul><li>Sales Dollars v. Daily Sales Goals or ADR </li></ul></ul><ul><ul><li>Coupons Issued v. Coupons Used </li></ul></ul><ul><li>Determine if the performance is acceptable or unacceptable for a specified period of time. </li></ul><ul><ul><li>Customer Comment Card and Tip Amounts </li></ul></ul><ul><ul><li>Coupons Used during period of issuance </li></ul></ul><ul><li>It is important to take corrective actions to determine why the performance was unacceptable and what is needed to be done to correct the performance. </li></ul><ul><ul><li>Training and Re-Training </li></ul></ul><ul><ul><li>Alter Coupons </li></ul></ul><ul><li>Finally, it is important to evaluate the corrective action to determine if the corrective action used in unacceptable performance was the correct corrective action to use. </li></ul><ul><ul><li>Employ or Terminate </li></ul></ul><ul><ul><li>Alter Coupons or Remove Coupons </li></ul></ul>
    26. 26. Evaluation <ul><li>Evaluation procedures are tests of a marketing plan’s success to the extent of which its marketing objectives are achieved through measurements, performance standards, and evaluation timetables. </li></ul><ul><li>Measurements may be conducted in the measurement of sales percentages, overall dollars, number of guests, turn rates, number of inquiries, or awareness percentage of potential guests who are aware of Cafe Romeo. </li></ul><ul><ul><ul><li>These questions we must ask ourselves to continually evaluate are performance standards. </li></ul></ul></ul><ul><ul><li>Where are we now? </li></ul></ul><ul><ul><li>How did we get there? </li></ul></ul><ul><ul><li>Where do we want to be? </li></ul></ul><ul><ul><li>How do we get there? </li></ul></ul><ul><ul><li>How do we know if we got there? </li></ul></ul>
    27. 27. V. Analysis of Strategic Factors <ul><li>Café Romeo’s mission is to offer a wide range of exotic cuisines and an unique dining experience at affordable prices. </li></ul><ul><li>Our customers are adventurous individuals who enjoy variety in their food and a good atmosphere but do not wish to spend too much money. </li></ul><ul><li>We will incorporate these elements of menu prices and wide range of exotic foods into our modification of the menu alternative strategy. </li></ul><ul><ul><li>Daily Specials will change every day of the week to provide guests with a wide range of cuisines at affordable prices. </li></ul></ul>
    28. 28. People of Café Romeo <ul><li>Proper recruitment and training will maximize efficiency </li></ul><ul><li>The right impression keeps the customer happy and offers an advertising advantage. </li></ul><ul><li>A restaurant becomes great through interaction and satisfaction </li></ul>
    29. 29. Organization Chart
    30. 30. Key personnel <ul><li>Brandon : Manager </li></ul><ul><li>1 head chef : morning and night </li></ul><ul><li>4 sous chef : 2 shifts </li></ul><ul><li>1 bartender: night shift only </li></ul><ul><li>6 part-time wait help </li></ul><ul><ul><li>1 person for day time </li></ul></ul><ul><ul><li>3 persons for night time </li></ul></ul><ul><ul><li>Flexible schedule </li></ul></ul>
    31. 31. Cost <ul><li>Manager: $70,000 </li></ul><ul><li>Head Chef: $62,400 </li></ul><ul><li>4 sous chefs (part-time / no benefits): $55,328 </li></ul><ul><li>2 dishwashers (part-time / no benefits): $14,250 </li></ul><ul><li>6 wait help (part-time / no benefits): $39,900 </li></ul><ul><li>1 bar tender (part-time / no benefits): $7,904 </li></ul><ul><li>Total: $249,782 (excluding manager salaries) </li></ul>
    32. 32. Responsibilities <ul><li>Owner: Brandon </li></ul><ul><ul><li>Create a Training Program </li></ul></ul><ul><ul><li>Hire, Train, Motivate, Promote, and Relieve Staff </li></ul></ul><ul><ul><li>Schedule Employees (Flexible Scheduling) </li></ul></ul><ul><ul><li>Create an Employee Manual </li></ul></ul><ul><ul><li>Oversee Management Operations </li></ul></ul><ul><ul><li>Create, Implement, and Execute Policies and Strategies to Remain Competitive </li></ul></ul>
    33. 33. Responsibilities <ul><li>Manager – </li></ul><ul><ul><li>Estimate food consumption, place orders with suppliers, and schedule delivery of fresh food and beverages. </li></ul></ul><ul><ul><li>Resolve customer complaints about food quality or service. </li></ul></ul><ul><ul><li>Direct cleaning of kitchen and dining areas to maintain sanitation standards, and keep appropriate records. </li></ul></ul><ul><ul><li>Monitor actions of staff and customers to ensure that health and safety standards and liquor regulations are obeyed. </li></ul></ul><ul><ul><li>Maintain budget and employee records, prepare payroll, and pay bills, or monitor bookkeeping records. </li></ul></ul><ul><li>May use computer software to monitor inventory, track staff schedules and pay, and perform other record </li></ul>
    34. 34. Responsibilities <ul><li>Head Chef </li></ul><ul><ul><li>Identify and Estimate quantities of foods, beverages, and supplies to be ordered. </li></ul></ul><ul><ul><li>Make decisions and solve problems concerning menus </li></ul></ul><ul><ul><li>Implement MENU </li></ul></ul><ul><ul><li>Full supervision of kitchen brigade </li></ul></ul><ul><ul><li>Kitchen staff recruitment and training </li></ul></ul><ul><ul><li>Supervision and Ordering of Inventory and Materials </li></ul></ul><ul><ul><li>Maintaining budgetary targets and GP </li></ul></ul><ul><ul><li>Supervision of health & safety </li></ul></ul>
    35. 35. Responsibilities <ul><li>Sous chef </li></ul><ul><ul><li>Assist head chef </li></ul></ul><ul><ul><li>Prepare food items </li></ul></ul><ul><li>Dishwasher </li></ul><ul><ul><li>Cleaning dishes, glassware, and utensils </li></ul></ul><ul><ul><li>Polishing silverware and glassware </li></ul></ul><ul><li>Bar tender </li></ul><ul><ul><li>Inventory Ordering and Control </li></ul></ul><ul><ul><li>Oversight of bar and preparation of all beverages. </li></ul></ul>
    36. 36. Employee Uniforms Waiters and waitresses will be wearing polo shirts (Red, Beige white, or Green to represent the Volcanic Fire Theme) while the bar backs, bartenders, and bus boys will wear black polo's, all provided by the employee. All front of the house employees will be required to wear black slacks or a black skirt, that will also be provided by the employee Chefs will wear black and red tops with black slacks and they must wear their hats or an issued hair net and that their clothes be sanitary (clean, hole less shirts and pants). All chefs and dishwashers will be provided with gloves and aprons.
    37. 37. Food Purchasing <ul><li>Mainly from Costco </li></ul><ul><li>Four times a month </li></ul><ul><li>Delivered every Tuesday </li></ul>
    38. 38. Beverage Purchasing <ul><li>Coastal Wines & Spirits of Hawaii </li></ul><ul><li>Paradise Beverages </li></ul><ul><li>Johnson Bros. of Hawaii </li></ul><ul><li>Anheuser-Bush Sales of Hawaii Inc. </li></ul><ul><li>Costco </li></ul><ul><li>Coca-Cola Bottling of Hawaii </li></ul>
    39. 39. Regulation <ul><li>Reporting to work ½ hr before shift </li></ul><ul><li>No visible tattoos </li></ul><ul><li>Cleanly shaved facial hair </li></ul><ul><li>A break every 4 hours </li></ul><ul><li>Hair nets or chef hats for kitchen staff </li></ul><ul><li>Short clean finger nails and hands </li></ul>
    40. 40. First year Income Statement Revenue:             Gross Sales       $986,017.72   Less: Sales Returns and Allowances   $49,300.89   Net Sales       $936,716.83             Cost of Goods Sold:       Cost of Goods Sold   $274,516.21       Cost of Goods Sold       $274,516.21               Gross Profit (Loss)       $662,200.62
    41. 41. Income Statement (cont’d) Expenses:             Advertising   $5,055.00       Contract Labor   $100,000.00       Credit Card Fees   $29,580.53       Equipment   $32,500.00       Insurance     $79,200.00       Interest     $24,000.00       Loan Repayment   $80,000.00       Maintenance   $41,760.00       Miscellaneous   $5,000.00       Payroll Taxes   $5,888.30       Permits and Licenses $25,200.00       Professional Fees   $10,200.00       Rent     $97,440.00       Repairs     $600.00       Telephone     $780.00       Utilities     $9,600.00       Wages     $13,739.37       Total Expenses       $560,543.20                 Net Operating Income     $101,657.41
    42. 42. Sales Forecast – High Season HIGH Revenue Cost Breakfast hour/mth ($13/person, 3 turns on a table, sitting 45 people) $ 71,175.00 $ 20,218.82 Dinner hour/mth ($25/person, 3 turns on a table, sitting 45 people) $ 136,875.00 $ 38,882.34 Bar sales/mth ($19/person, 3 turns on a table, sitting 5 people) $ 11,558.33 $ 2,097.73 Total sales $ 219,608.33 $ 61,198.89
    43. 43. Sales Forecast – Low Season LOW Revenue Cost Breakfast hour/mth ($13/person, 2 turns on a table, sitting 10 people) $ 11,862.50 $ 3,369.80 Dinner hour/mth ($25/person,2 turns on a table, sitting 15 people) $ 57,031.25 $ 16,200.98 Bar sales/mth ($19/person, 1 turns on a table, sitting 4 people) $ 4,623.33 $ 839.09 Total sales $ 73,517.08 $ 20,409.87
    44. 44. Estimated Return On Investment After 1 st Year <ul><li>Based on Forecast and Predictions, the Average Return On Investment for this Project after 1 st year: </li></ul><ul><ul><li>Average Monthly Sales: $146,562.71 Per Month </li></ul></ul><ul><ul><li>Subsequent Monthly Cost: $75,594.07 Per Month </li></ul></ul><ul><ul><li>Average Monthly Profit: $70,968.64 Per Month </li></ul></ul>
    45. 45. Total Investments <ul><li>Total investment $600,000.00 </li></ul><ul><ul><li>Small Business Bank loan of $400,000 </li></ul></ul><ul><ul><li>Private Investors & Owner of $200,000.00 </li></ul></ul>
    46. 46. Thank You! Please Come Again. <ul><li>Please Come to Our Café and Enjoy our Fantastic Food in a Unique Setting. </li></ul><ul><li>Can I Take Your Orders? </li></ul>