This document describes a business idea for two Italian restaurants called Arancina Westbourne Grove and Arancina Notting Hill in London. It provides details on the food styles, services offered, target customer demographics and behaviors, as well as an internal and external analysis. The target market is young independent workers and university students ages 23-35 years old. Marketing efforts will focus on promotions, events and social media to build loyalty among customers.

2. BUSINESS IDEA
BUSINESS IDEA
Category: Restaurant
Arancina WB
Arancina NH
Food Styles: Italian
Specialities:
Breakfast
Lunch
Dinner
Coffee
Drinks
Attire:
Casual
Services :
Takes bookings
Walk-ins welcome
Good for groups or parties
Good for children
Takeaway
Catering
Outdoor seating
Public transport:
QUEENSWAY STATION (central line)
BAYSWATER STATION (circle and
district line)
ROYAL OAK STATION (hammersmith &
city line, circle line)

3. • 75% customers: Residents
Workers
• 35% Lunch Break (Mon. – Fri)
• 50% Dinner (the consumer spends more money
per person but more time at the table)
• APP: > Arancina Notting Hill
• Covers: 38-40
ARANCINA WESTBOURNE GROVE

4. Arancina Notting Hill
• 60% tourists
• 75% Take Away
Pizza on the go
Arancini
• Triplicate the N° of bills/ Arancina WBG
• 28 Covers
ARANCINA NOTTING HILL

5. Portobello Market Case

6. The SWOT analysis
INTERNAL ANALYSIS
STRENGHTS:
Low prices Young
atmosphere
Friendly
service
Social
media

7. WEAKNESSES
Tradition vs
innovation
Not clear
formula
Cost of
license
Growing
competition

8. EXTERNAL ENVIRONMENT
Few direct
competitors
Increasing
number of
Italians
Close to
Portobello
Market
OPPURTUNITIES:

9. THREATS
Increasing
competition from
big companies
Economic crisis
Someone could
copy the formula
with lower prices

10. 1. How long they stay: WBG > NH (take away)
1. When: expecially lunch and dinner time
2. Target: university students and young
independent workers, 23/35 years age.
3. Socials: Facebook, Twitter, Instagram.
CONSUMER BEHAVIOUR

11. • Fb page

12. • Twitter

13. • Instagram

14. SEGMENTATION, TARGETING
,POSITIONING
Nationality
Italian
s
UK
Gender
Men
Woman
TARGET: young indipendent workers,
university students(23-25° years old)

15. The customer• Promotions (lunch + photo) slice arancina+soft
drink
• Events: really important for the engagement
(LOYALTY)(show the event on fb, events:
• aperitifs
• all you can eat
• food challenges
• Prices: We have increased price 4 times.
• When? Usually when the level of general sales
increases(8-14%)
THE CUSTOMER

16. COMPETITORS
In London the bigger competitors are BIG COMPANIES

17. MARKETING MIX
PRODUCT
Pizza
Traditional Italian products
PRICE
£ 12-15 per person
PLACE
Arancina WB
Arancina NH
PROMOTION
Events
Aperitifs
All you can eat nights