2. The Concept
• Food and travel go together like love and marriage; you
can’t have one without the other, and if you do, it’s
bound to be unsatisfying.
• This idea imposes is the merging of the 5 most popular
worldwide cuisines into one distributive entity. Imagine
the French, Italian/Greek, Mexican,
Chinese/Japanese and our own Jamaican cuisines in
a blended atmosphere.
• The restaurant would be split into 5 compartments, each
section would have the décor and entertainment to
create and maintain the ambience of the said culture.
• Each section will be designed to maintain the leak of
sounds and smells into other sections and to maintain a
cool, well ventilated space which is pleasing to the eye,
ear and nose.
3. Mission Statement:
A PASSION TO SERVE.
• To exceed the customers’ expectations in every sense by
providing ambiance for every sensory perception.
• The atmosphere and food will please the customers
hearing, taste, smell, touch and sight, and provide an
exciting and creative environment.
• The employees will be trained with exceptional customer
service and will be empowered to make decisions based
on the business philosophies.
4. Market Summary
• The people of Kingston are vibrant connoisseurs who are
willing to pay enough for good food. Kingston is also
considered as a great place to raise families. The
population is over 600,000. Kingstonians are mostly
educated people who like to spend more for quality
products. The per capita income of our country is
increasing gradually, which is an indicator of increasing
spending power.
• Location: Barbican Estate
• Our main target is for the Middle and Upper class
families of the corporate and adjoining areas.
5. Competition/Market Analysis
• The concession business is a risky but lucrative one. This
is a Niche incentive so the probability of success is
increased exponentially.
• Various food types appeals to different people.
Therefore, our product outreach is greater, because the
age range is from age 8 to 80.
• Our direct competition will come from “Tea Tree
Creperie”, “Strawberry Hill”, “China Express” etc. Though
no competitors offer the authentic food and relaxing
atmosphere that our organization plans to establish.
6. The Team: The Intended
• General Managers: Adrian Russell (Entrepreneur), Yvette
Dawson (Entrepreneur & Master Chef) & Raymond
Dawson (Entrepreneur & Angel Investor)
• Financial Advisors/Accountants: Melvin Miles (UWI
Accounting Degree Grad.) & Jude Wright (Accountant).
• Chief Chef/Sourcer: Adam Dechue (Master Chef &
Gourmet Expert) & Kamila Jen (Sourcer & Gourmet
Expert.)
• Maintenance Head: Emmit Hall (Mechanical Engineer,
Sourcer & Angel Investor.)
• Business Analyst: Fitzroy Russell (BA. in Corporate
Analysis, St. Aldates College, Oxford College.)
7. Goals and Objectives
• To establish a well known brand.
• A developed marketing program
• Promotion through radio and newspaper
• Incur stable revenue.
• Ensure customer satisfaction and build a larger customer
base.
– In 5-7 years:
– To capitalize and form 1 other branch in Portland.
8. Resource Requirements
• Requirements for the following resources:
– Personnel: 5 Master Chefs & 50 Chefs. (To include
waitresses/waiters, security, ushers & desk
personnel.
– Technology: Automated filing systems, smart-Vent
A/C technology, sound-proof walling.
– Finances: Initial $700,000 startup cost which includes
staff hiring and furnishing of building.
– Promotion: TV slots, radio announcements &
sponsorship Ads.
– Services: A Parking lot to offer free parking, a section
for car washing & cleaning and retail Wine sales.
9. Financial Plan
• The proposed idea will require an estimated startup cost
of $100,000. However, the culminating of all aspects will
eventually incur a $7 million dollar cost for furnishing the
idea.
• Each section is expected to generate approximately
$305,000.00 per month, which leads to an inward cash
flow of $1.5 million monthly.
• Subtracted expenses such as Food items,
beverages/wines, payroll exemptions, company savings
and more will leave an estimated $650,000 profit.
