HTM 499 1st Project -- Business concept


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This is about developing the business concept of a fictitious theme restaurant.

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HTM 499 1st Project -- Business concept

  1. 1. HTM 499 (Fall 2008) Business Concept<br />Chuck’s <br />
  2. 2. Contents<br />1<br />Business Concept(+market group)<br />2<br />Mission Statement<br />3<br />Decision Model (+criteria)<br />4<br />Competitors<br />5<br />Unusual Problems-Bottom-line Questions<br />Chuck’s <br />
  3. 3. Business Concept<br /> Entertainment Restaurant <br />High quality, American style food<br />Early lunch – late night<br />Pastas, burgers, steaks, seafood, chicken, dessert <br />Moderately priced<br />Quality control – Nebraska Corn Fed Beef program<br />Entertainment attractions <br />Pocket billiards<br />Shuffleboard<br />Virtual reality systems<br />Chuck’s <br />
  4. 4. Business Concept <br /> Market Group<br />Kids<br />Teenagers<br />Adults <br />Chuck’s <br />
  5. 5. Mission Statement (part 1)<br />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. <br />Chuck’s <br />Chuck’s <br />
  6. 6. Mission Statement (site)<br />
  7. 7. Mission Statement (part 2)<br /> 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. <br />Chuck’s <br />
  8. 8. Mission Statement (part 3)<br />Chuck’s <br /> 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. <br />
  9. 9. Decision Model<br />Transportation<br /><ul><li>Parking
  10. 10. Accessibility (location)
  11. 11. Traffic flow</li></ul>Site<br />Physical Environment<br /><ul><li>Soil
  12. 12. Ground
  13. 13. Climate</li></ul>Consumer<br /><ul><li>Population </li></ul>(age structure)<br /><ul><li>Purchasing power
  14. 14. Cultural characteristics</li></ul>Chuck’s <br />Market Potential<br /><ul><li>Uniqueness of </li></ul>Product<br />Competitors<br /><ul><li>Entertainment restaurants
  15. 15. American casual family </li></ul>restaurants<br />Economic condition<br />-Financial capability<br />-Price(land price, oil price<br />ingredients, construction costs<br />Business<br />
  16. 16. Concept Decision Model<br />Chuck’s <br />87%<br />
  17. 17. Competitor Information<br />Dave & Busters(<br />Action, Classic, Drive/Ride, Sports games<br />Burgers/Sandwiches, Steaks, Chicken/Ribs<br />Eat&Play Combo: $15.99<br />
  18. 18. Competitor Information<br />Gameworks (<br />Burgers, Steaks, Pastas, BBQs, Sandwiches<br />
  19. 19. Competitor Information<br />Scotty’s Brewhouse<br />Drink deals<br />Food<br />Well known around Indiana College towns<br />Buffalo Wild Wings<br />Food Deals <br />“Wing Tuesdays”, “Boneless Thursdays”, and “Night Hunger”<br />Drinks<br />Well known across US<br />Have retail <br />
  20. 20. Unusual Problems (Areas of Vulnerability)<br /> Construction cost<br /> Accessibility<br />Time to get to restaurant from Lafayette <br /> Population <br />Population not large enough?<br />Population fluctuation: Students leave for summer?<br />Lack of purchasing power <br />Low-income families? <br />Rich Students? <br />
  21. 21. Bottom-line questions<br /> Budget<br />Do you have enough budget to build such a big restaurant? <br /> Population : enough population?<br />Solution : places for everyone (children, teenagers, college students, adults) <br /> Seasonality / Operation time<br />Can the space be used efficiently throughout the year? <br />Can the restaurant attract 24hrs a day? <br /> Aren’t there too many restaurants around there?<br />