HTM 499 (Fall 2008) Business ConceptChuck’s

Contents1Business Concept(+market group)2Mission Statement3Decision Model (+criteria)4Competitors5Unusual Problems-Bottom-line QuestionsChuck’s

Business Concept Entertainment Restaurant High quality, American style foodEarly lunch – late nightPastas, burgers, steaks, seafood, chicken, dessert Moderately pricedQuality control – Nebraska Corn Fed Beef programEntertainment attractions Pocket billiardsShuffleboardVirtual reality systemsChuck’s

Business Concept Market GroupKidsTeenagersAdults Chuck’s

Mission Statement (part 1)Recognizing the needs of West Lafayette and Lafayette, IN, we will put in a three story of . The overall goal of is to provide customers with unique experience by serving American-style food with drink and entertainment attractions. The games will consist of pool, video games, and other arcade games, ranging from classics to virtual reality experience. It will mainly serve kids, adolescent and young generations from mid-income families who are identified by appearances and by cars they drive and who enjoy American food and pursue unique experience. There will be an age limit of 21 for the third floor due to the bar. Chuck’s Chuck’s

Mission Statement (site)

Mission Statement (part 2) will be located at the intersection of East Stat Street and Tapawingo Dr., which is a flat terrain with sedimentary bedrock. The restaurant will be built on 3 acres of land. Building will be +/-50,000sf with a dining area to seat 125 people, a bar to seat 90 people, midway seating of 50, and special events seating to be 200. It will also need a 3 level height/façade. There needs to be a total of 400 parking spaces that customers can use. It will have a restaurant, bar, and games for customers to use. The site will have sewerand electric facilities. Chuck’s

Mission Statement (part 3)Chuck’s will offer American food, alcoholic and non-alcoholic drinks, and games for customers to enjoy in a casual, exciting setting with hilarious employees. Depending on the night of the week we will have food and drink deals. All items will be priced moderately and a special package price including food and game card will be offered. We will also build loyalty by having deals for customers at the beginning of each month. In order to keep the safety of all of our customers first we will also offer free rides within a 5 mile radius of the establishment.

Decision ModelTransportationParking Accessibility (location)Traffic flowSitePhysical EnvironmentSoilGroundClimateConsumerPopulation (age structure)Purchasing powerCultural characteristicsChuck’s Market PotentialUniqueness of ProductCompetitorsEntertainment restaurantsAmerican casual family restaurantsEconomic condition-Financial capability-Price(land price, oil priceingredients, construction costsBusiness

Parking

Accessibility (location)

Traffic flow

Soil

Ground

Climate

Population

Purchasing power

Cultural characteristics

Uniqueness of

Entertainment restaurants

American casual family

Concept Decision ModelChuck’s 87%

Competitor InformationDave & Busters(www.daveandbusters.com)Action, Classic, Drive/Ride, Sports gamesBurgers/Sandwiches, Steaks, Chicken/RibsEat&Play Combo: $15.99

Competitor InformationGameworks (http://www.gameworks.com)Burgers, Steaks, Pastas, BBQs, Sandwiches

Competitor InformationScotty’s BrewhouseDrink dealsFoodWell known around Indiana College townsBuffalo Wild WingsFood Deals “Wing Tuesdays”, “Boneless Thursdays”, and “Night Hunger”DrinksWell known across USHave retail

Unusual Problems (Areas of Vulnerability) Construction cost AccessibilityTime to get to restaurant from Lafayette Population Population not large enough?Population fluctuation: Students leave for summer?Lack of purchasing power Low-income families? Rich Students?

Bottom-line questions BudgetDo you have enough budget to build such a big restaurant? Population : enough population?Solution : places for everyone (children, teenagers, college students, adults) Seasonality / Operation timeCan the space be used efficiently throughout the year? Can the restaurant attract 24hrs a day? Aren’t there too many restaurants around there?