2. ISISS “ Terra di Lavoro” Caserta
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3.
4. Managing Director
Chiara Lasco
Marketing and
advertising department
Caterina Capasso
Purchasing department
Adelaide Atzori
Food and beverage
Manager
Elena Roviello
Customer care department
Maria Statela
5. Our idea for a restaurant for people
suffering from coeliac disease, but not
only, started with a personal experience
and problem.
One evening, we went out for dinner with
one of our dearest friends, who
has coeliac disease.
Coeliac disease is an autoimmune
disorder in which gluten, a component in
the cereal grains, wheat, rye and
barley, causes damage to the lining of the
small intestine, causing problems with
absorption of nutrient and vitamins.
Unfortunately, it's still not easy to find
many local restaurants where you can
have a great gluten free dinner without
worrying too much about what's inside
your dish, apart from some pizzerias that
make pizza
6. We thought to open a
specialized restaurant
so we started our business plan
7.
8.
9. We chose an amazing place far from traffic and smog, but
not so far from motorway and main streets. We took
over an existing restaurant that needs
just some adjustments.
10. 1)COMPETITORS:
There are only 3 pizzerias (I Masanielli,
Morsi e rimorsi e Sunrise), 1 restaurant
(Dogana Golosa) and 2 restaurants/
pizzerias (Antica hostaria Massa, Embé)
for celiac people in Caserta .
11. 2) NUMBER OF
POTENTIAL CUSTOMERS:
In 2015 in Italy there were 172.000 cases
diagnosed of celiac disease, distributed as
follows and the number is going up every
day. Many of these cases are in our Region.
12. 3) STRENGTHS and WEAKNESSES:
•Amazing location
•Easily accessible – large
parking
•Exceptional staff
•Motivated and
collaborative owners
•Honest approved vendors
of exceptional products
•Due to our small size,
exceptional quality
•Attention to customer
care
•Far from city centre
•Few staff
•Few seats
•Problems of provision
13. 4) PROMOTION AND ADVERTISING
STRATEGY:
1) links with celiac associations
and a database of potential celiac people
2) A webpage and a Facebook page
3) Flyers with our menu and map
4) Theme dinner
5) Sales days
6) Conventions with fixed menu
14. 5) BUDGET (in euros/first year):
COSTS INCOMES
Costs of rent 24,000 (expected) 280,000
Costs of row
materials
70,000
Personel costs 80,000
Costs of services 30,000
Operating expenses 7,000
Financial expenses 4,000
Taxes 18,000
TOTAL 233,000
EXPECTED PROFIT: 47,000
15. Our restaurant offers traditional recipes
cooked with gluten free flours.
There is a great variety of dishes.
Our pride and joy are dumplings (gnocchi) of
chickpea flour, caprese cake and chocolate
salami with biscuits of walnut flour,
Here is our choice!
