Samazama is a new Japanese restaurant opening at PolyU. It aims to provide high quality food options for students with variety and free selection of 30 food items. Samazama will be positioned as the first Japanese restaurant on campus, offering a wide variety of choices where customers can be involved in food preparation. Market trends show increasing student enrollment that will exacerbate overcrowding in existing campus cafeterias. Samazama aims to ease this problem while capitalizing on the popularity of Japanese cuisine among students.

1. That’s hard to choose!
Want more choices?
It’s time for our…

2. New Japanese restaurant
in PolyU

4. Our brand
さまざま (Samazama)
=great variety and diversity
Offering varied Japanese items for free selection
- repetition of sounds
- characters with similar pronunciations
 easily memorized  positive emotional response
“the sound of a brand name – and sound repetition in particular –
drives the success of a product more than any other factor.”
--- online report by EURIB

5. Our logo
3 elements:
- A plate
- Brand name “Samazama”
- 4 Chopsticks
White background and red color of word
--- Japanese national flag

6. Our objectives
• To provide high quality of food to customers at
any time they want
• To keep with expected market sales, expected
market share listed in annual plan
• To maintain high service quality to provide a
cozy environment for the customers to dine
• To maximize our profit-earning capacity with
maintaining resource usage efficiency
• To become a productive and cost-effective
restaurant

8. Product
4Ps Place
Pricing
Promotion

9. Our product
--- Variety options of
Japanese cooked food
and dessert
24 regular items 6 seasonal items
30 food items for FREE
SELECTION

10. Why Japanese food?
New to campus & Popular
World Trade Atlas data of Hong Kong Imports (2006-2010)
top four import supplier
In 2009-2010
Gross export ↑37% Retained imports ↑38%

11. No sushi
No sashimi
Food safety concern
• In 2006-2009
Consumption of contaminated raw food TOP 4
FOOD POISONING
• not be affordable for
low income students

12. Our service style
- Self-service with customers co-
production
↓ Number of service staff ↓Price
↑Customer’s satisfaction

13. Operations days
Monday-Saturday
Exclude public holidays
11:00-22:00
--- Operating for 11 hours

14. Place
Next to
Jockey Club Auditorium

15. - Well-developed and well-known canteens cluster
- Supported by the behaviors of consumers
Survival of our new Japanese restaurant ↑
↓Delivery cost ↓Promotion cost

16. Pricing
Desired food cost percentage
45% of the overall cost
Portion not in large size
Odd pricing $9.9@
Psychological consideration

17. Assume students get 3 dishes including one dish of u-don, ramen or rice
and two side
1mian dish+2 Slide
dish=$29.7
40% of the respondents:
desired price of a lunch meal in
a Japanese canteen is $26 to $30
Price slightly higher than our competitors

18. Promotion
• Advance announcement
2 weeks before actual opening
Through email
With pictures of our dishes

19. • Tasting before operation
1 week before actual opening
student union’s members
Invite different stakeholders staff and professors
members of the catering association
Get opinions and suggestions for our operation

20. • Newly-operating coupons
Put in the restaurant
Continue for 3 months,
distributing about 3,000 coupons
↑ Customer flow
Turn short-term customers into long-term repeat business

21. • Show and sell
Display the food samples made by clay
• Integrated print/pull up stand/
menu blackboard campaign
attract the bypass
↑ Curious
students

22. Large variety of food in display shelf
Visual attraction scene attraction

23. • Customer loyalty program
4 continuous >$20 meal
get one free dish
increase the customer flow and sales

24. Events Budget Start day End day How to evaluate
Business Concept $0 23/3/2012 Number of
& Planning customers
advance $0 20/11/2012 31/1/2012 Number of
announcements customers
to polyu students
through email
tasting before $1350 2/1/2013 2/2/2013 Comments from
operation and ($4.5x300) customers
improvement
show and sell $300 7/1/2013 31/12/2013 Number of
customers
Newly-operating $13500 7/1/2013 31/3/2013 Number of
coupons and its ($4.5x3000) customers
effect evaluation
integrated Printings: 14/1/2013 31/12/2013 Number of
print/pull up $100 customers
stand/menu (500x0.2)
blackboard Pull up stand:
campaign and $700
evaluation menu
blackboard:
$208 (with
delivery cost)
Total: $1008
customer loyalty $4500 1/4/2013 31/12/2013 Number of free
program and ($10000x$4.5) dish given
evaluation
Total: $20658

25. PolyU needs us!!!

26. From our survey…
Major target customers: PolyU students

27. High education level
“this setup may be one way of fostering an
environment of respect and autonomy that the
students, as independent thinkers, deserve.”
---Margaret Kay
Over half of respondents
rank Quality of Food 1st
for choice of restaurant
Free to create
Market needs: ensure quality
High quality
Quality control

28. We offer high quality of food!

29. X High meal price
Income:
- Relatively low purchasing power
- $500-$3,000 per month
- About 70% do not have part time jobs
- Price rank 2nd --- choice of restaurant

30. $9.9@!

31. Lifestyle
Consumer aged <35
Fast-paced lifestyles
Convenience and speedy service
--- Consumer Survey (2001)
Busy school schedule

32. Ready-made food
in the hot food bar

33. Market Trends
2 groups of freshman
HKDSE applicants
the HKALE applicants
overcrowding
can help to release this problem
In year 2010/11, number of students: 29,193

34. New restaurant to ease the problem!

35. Positioning
an F&B outlet
offers a wide variety of Japanese cuisine
large varieties of choices
customers are involved in the co-production
Japanese food is popular among teenagers and
Samazama is the first Japanese restaurant

36. Market Trends
Due to the next year 4-year Curriculum for the HKDSE applicants, sum up with the traditional
curriculum for the HKALE applicants, there are 2 groups of freshman entering the campus. We
can predict that the overcrowding problem will be very serious in the canteens of Polytechnic
University during lunch time as this problem already exists now. A new F&B outlet, Sanazama
can help to release this problem.
Positioning
Samazama will be positioned as an F&B outlet that offers a wide variety of Japanese cuisine for
the students in Polyu. However, Samazama is an outstanding canteen which is different from the
others. Firstly, we will offer large varieties of choices of dishes and students can pick whatever
dish they want. Secondly, customers are involved in the co-production process, they can choose
their favorite cuisines and desired portions, mixing and producing the food by themselves. This
can add value to the products (food) and the restaurant. Thirdly, Japanese food is popular
among teenagers and Samazama is the first Japanese restaurant appeared in the campus. All
these features of our restaurant might create the students’ desire to buy and try the food.

37. Samazama
Strong survival rate &
profitable!

38. SWOT analysis

39. 52.97%) of the respondents thought
that the quality of food is the most
important factor