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Chief's Creole Cafe Business Proposal: Revised
1. Chief’s Creole Café Business
Proposal
By Sam Engelman
March 2, 2014
Business Communication
2. Table of Contents
Executive Summary
……………………………………………………………..Slide 3
Introduction
………………………………………………………..…………...Slide 4
The Opportunity …………
…
……………………………………………………Slide 5
The Current Situation
……………………………………………………Slide 6
Key Success Factors
……………………………………………………..Slide 7
Analysis of Alternatives
………………………………………………....Slide 8
Strategic Solution Option
…………………………………………....…..Slide 9
Benefits and Risks of the Strategic Solution
Option…...................Slide 10
Benefits
…………………………………………………………………Slide 11
Risks…………………………………………………………………….Slide 12
Final Recommendation
…………………………………………………………..Slide 13
References ……………………………………………………………………Slide 14
…
Appendix: Stakeholder
Synopsis………………………………..…Slide 15
3. Executive Summary
The importance of this business proposal is divided
into four sections:
Introduction
Opportunity
Benefits and Risks of the Strategic Solution
Option
Final Recommendation
4. Introduction
Slated to open in December of 2014, Chief’s
Creole Café can be very important to the Tampa
Bay area based on the following two concepts:
The Cajun Restaurant’s Purpose
The Cajun Restaurant’s Involvement in the
History Books
5. The Opportunity
Since Chief’s Creole Café won’t be open in a
while, the restaurant’s construction phase would be
a great opportunity to develop options in terms of
enhancing its dining ambiance. In theory, the
opportunity stage can be divided into the following
four concepts:
The Current Situation
Key Success Factors
Analysis of Alternatives
Strategic Solution Option
6. The Current Situation
Fortunately,
Mr.
and
Mrs.
Brayboy are currently focusing on
the following two areas of
interest:
Selecting Target Markets
Implementing a Culinary Arts
Program
http://downtownstpete.ilovetheburg.com/article/B
urg-Bits-Chiefs-Creole-Cafe-and-Sylvias-Cometo-Midtown/4245
http://www.tampabay.com/news/business/realest
ate/new-retailers-opening-on-22nd-street-s-in-stpetersburg/2142406
7. Key Success Factors
The key success factors concept is divided into
three parts:
Entrepreneurship Experience
Family-Style Cooking
Family History
8. Analysis of Alternatives
the alternatives to the original strategic solution
option can be analyzed based on the following
three items:
Sponsoring Local Events
Helping out in the Community
Participating in Local Festivals
9. The Strategic Solution Option
In order to really convince the
target markets into eating at
Chief’s Creole Café, I highly
suggest that Mr. and Mrs. Brayboy
should focus on the following three
items:
http://creolenycblog.wordpress.com/
Live Entertainment
Happy Hour
Theme Nights
http://www.oregon.gov/olcc/pages/ha
ppy_hour_advertising_guidelines.asp
x
http://www.echox.com/Portfolio.aspx?ID=mardigra
s
10. Benefits and Risks of the Strategic
Solution Option
In order to determine whether or not the strategic
solution option would be the final answer to
enhance Chief’s Creole Café, the option can be
evaluated based on its advantages and
disadvantages. In other words, the strategic
solution option can be looked at because of the
following:
Benefits
Risks
11. Benefits: Why someone’s dining experience is better
at Chief’s Creole Café than any other local
restaurant?
Target
Markets:
Anyone who
lives within a
five-mile radius
of the Chief’s
Creole Café
restaurant
location
(Brayboy &
Brayboy, 2014).
Audience
Benefit # 1:
History and
Culture
Audience
Benefit # 2:
Homemade
Cajun
cuisine
Audience
Benefit # 3:
Live Music
and Theme
Nights
Audience
Benefit # 4:
Happy Hour
and Food
Specials
12. Risks/Disadvantages of the Strategic
Solution Option
Strategic
Solution
Option
Risks
Risk # 1:
Restaurant
Space
Risk # 2:
Noise
Level
13. Final Recommendation
Mr. and Mrs. Brayboy should Visit the following
three entertainment-themed restaurants:
Joe’s Crab Shack
(Clearwater)
Bubba Gump’s Shrimp Company
(Madeira Beach)
Cajun Café on the Bayou
(Pinellas Park)
http://business.intuit.com/directory/info
-cajun-cafe-on-the-bayou-pinellaspark-fl-1
https://plus.google.com/116581
998612872754850/about
http://www.bubbagump.co
m/locations/madeirabeach/
14. References
Brayboy, E. (2014). How to Buy Real Estate Regardless of Your
Circumstances.
Retrieved from http://elihubrayboy.com/
Brayboy, E., & Brayboy, C. (2014). Interview by S.
Engelman. Chief’s
Creole Café Marketing Plans.
Smith, K. S. (2013). New Retailers Opening on 22nd Street
South in St.
Petersburg. Tampa Bay Times, Retrieved
from
http://www.tampabay.com/news/business/realestate/newretailersopening-on-22nd-street-s-in-stpetersburg/2142406
The Cajun Restaurant’s Purpose:One of the main reasons why Chief’s Creole Café was being built on the property is that the owners can revive the history and culture of 22nd Street South (Brayboy & Brayboy, 2014). The Cajun Restaurant’s Involvement in the History Books:The current restaurant building used to be a grocery store that opened in the 1930s, and Mr. and Mrs. Brayboy felt that the building was important to the city because it was the only grocery store were African American can purchase food products due to segregation (Brayboy & Brayboy, 2014).
Selecting Target Markets: The owners of the Cajun restaurant have already selected their target markets in order to determine which goods and services that they should provide to those customers. In other words, the Brayboys have announced that the targeted audience for Chief’s Creole Café would be for those who live in a five-mile radius from the restaurant’s location (Brayboy & Brayboy, 2014). Implementing a Culinary Arts Program: Carolyn Brayboy stated that she and her husband would install a culinary arts program once the Cajun restaurant opens its doors in the winter of 2014 (Smith, 2013). To clarify, the program would actually allow part-time students to work in the restaurant based on culinary experience (Smith, 2013).
Entrepreneurship Experience:Mr. and Mrs. Brayboy also founded their own real estate company in the 1980s (Brayboy, 2014). In addition, the owners are currently working on various marketing strategies for their future ice cream parlor and thrift shop (Brayboy & Brayboy, 2014). Family-Style Cooking:The owners of the Cajun restaurant announced that they will be using their relative’s homemade recipes as the menu’s food options (Smith, 2013). Probably the main reason why the Brayboys decided on a Cajun themed restaurant is that Mr. Brayboy’s late mother was originally from Louisiana (Smith, 2013). Family History: The Brayboy family has a long history of business entrepreneurship that even stretches out to its third generation. For example, Mr. and Mrs. Brayboy’s daughter recently opened a gymnasium that is located in the St. Petersburg area (Smith, 2013).
Sponsoring Local Events: There is a possibility that having local events sponsored by the Chief’s Creole Cafe would be the first step in regards to getting the restaurant’s image out. To clarify, Mr. and Mrs. Brayboy could have their future restaurant sponsor the following events: Tampa Bay Rays games, Broadway events at local performing art centers, and holiday festivities.Helping out in the Community: Perhaps the other way for the Brayboys to get their restaurant’s brand out in the Tampa Bay region is to provide support in the local community. To illustrate, the owners of Chief’s Creole Café can team up charitable events (like Clothes to Kids and Salvation Army) in order to provide goodwill with their potential target markets. Participating in Local Festivals: Mr. and Mrs. Brayboy can get the Cajun restaurant’s name out by simply participating in local festivals. To demonstrate, the owners can participate in various food and wine festivals or Farmers’ Markets in order to demonstrate their food options.
Live Entertainment: Live music can be a great experience for the customers because of the way it enhances the Cajun restaurant environment. To clarify, the restaurant’s target markets would have the opportunity to listen to music while enjoying their meals. Happy Hour: Perhaps another way to convince the consumers to dine at Chief’s Creole Café is to develop a happy hour format. To demonstrate, the restaurant might appease its target markets by offering weekly food specials and other discounts during happy hour. Theme Nights: One of the other ways for the owners of Chief’s Creole Café to bring in customers on a frequent basis is to host various theme nights. To illustrate, the customers would be very interested in the restaurant if it had a couple of theme nights per week or seasonal, such as Mardi Gras and the Holidays’ on the Bayou.
Audience Benefit #1: Customers can learn about the history and culture of 22nd Street South.Audience Benefit #2: Customers can try homemade and fresh Cajun cuisine.Audience Benefit #3: Customers can enjoy live music and theme nights while eating their meals.Audience Benefit #4: Customers can save money by coming to the restaurant for happy hour and food specials.
Risk #1: Due to the restaurant’s small space, there is a possibility that the strategic solution option could get rejected by Mr. and Mrs. Brayboy. Risk #2: If (for some reason) the live music and other entertainment outlets get too loud or too disruptive, then Chief’s Creole Café could face disciplinary action from the St. Petersburg city officials (such as possible complaints from the nearby neighbors).
Joe’s Crab Shack:Joe’s Crab Shack (Clearwater, Florida) is frequently known for its unique internal branding system. To clarify, the seafood restaurant’s employees would actually dance and sing along to a particular song every thirty minutes.Bubba Gump’s Shrimp Company: Bubba Gump’s Shrimp Company (Madeira Beach, Florida) is famous for developing a theme that is based on the movie Forrest Gump. To demonstrate, the theme restaurant’s menu contains most of the shrimp that were referenced in the Academy Award-winning film. Cajun Café on the Bayou: Cajun Café on the Bayou (Pinellas Park, Florida) has a reputation for hosting live entertainment, as well as for its creole theme. In addition, the waterfront restaurant hosts at least several festivals and other activities per year.
