MoKa Kafe provides concise summaries of 3 sentences or less: The document discusses strategies for menu planning, analysis, and pricing at MoKa Kafe. It includes analysis of menu item sales and profitability to determine what items to keep on the menu. Pricing objectives aim to maximize profits while being competitive. Menu items, pricing, and visuals are presented to communicate the cafe's offerings.

1. MoKa Kafe
Sherif Afifi
Prepared by Sherif Afifi

3. Menu Reengineering & planning
Menu Planning
& Design
Menu Using The Menu
for Decision
Analysis &
making
Profitability
Using the Menu
For Budgets &
Ratio Analysis

4. Menu Analysis & profitability
The only real way to maximize
profit from a menu is to:
• ANALYSE the SALES performance of
each menu item over a period of time.

5. Menu Analysis & profitability
How should menus be evaluated
• To determine whether the “right”
menu items are being sold?

6. Menu Analysis & profitability
By answering the two BIG Questions
Is it Is it
POPULAR PROFITABLE
for my for my
Customer ? business?

7. Menu Analysis & profitability
Popular BUT Popular
NOT &
profitable 4 ways to Profitable
classify
Menu
Items
NOT NOT
Popular &NOT Popular BUT
Profitable Profitable

8. Menu Analysis & profitability
High
Popularity
Low
Low Profitability High

9. Hot Drinks
16.00
Chart Hot drinks
14.00
12.00
10.00
Contribution
8.00
6.00
4.00
2.00
0.00
-2.00% 0.00% 2.00% 4.00% Menu Mix8.00%
6.00% % 10.00% 12.00% 14.00% 16.00%

10. Pricing Objectives
1. Target sales volume
2. Avoid price competition.
3. Influence competitive pricing
4. Profit maximization
5. Maximize return on investment
6. Achieve optimum cost, sales volume, price and
profit.
7. Assure short term survival
8. Achieve target growth rates for profit objectives

11. Pricing Strategy
• MoKa pricing will be comparable to the competition,
but with the value-added feature of immediate thru
service and convenience.
• Our food and drinks options are priced to give us an
attractive margin while at the same time offering value
to the consumer.
• We want repeat business.
• We also want the experience to remain fresh

12. Our Pricing Tactics
• Maybe what will make big money for you is a small change in what you're offering. One of
the tactics shows you how to break down what you're selling into pieces of value -- then
how to build it back up into a product worth much more than previously.
• Maybe it will be a pricing tactic that shows you how to reposition your product in your
customers' minds. If you change their perception of your value to them - they'll be happy
to pay more
• Our brains are set up to notice some things in our environment and not others -- even
when they're right in front of us.
• For example, you've probably already noticed that many merchants price at 9.99 instead
of 10. Those who have tested the two prices have found that they can increase orders 5-
15% by dropping that penny.
• We are less In prices than Starbucks by -17% and we are more than Dr.Cafe by 17%

13. Price Elasticity
• Price Elasticity of Demand is a measure of how responsive demand
is to a change in price. If a price change leads to a considerably
bigger change in quantity demanded, we would consider the good to
be responsive to a price change: hence elastic. If, however, a similar
price change leads to a much smaller change in demand, we would
consider it inelastic.
• To get a more precise measure than this of the responsiveness to a
price change we can calculate a value for price elasticity of
demand. We use the formula:
PRICE ELASTICITY OF DEMAND = percentage change in demand
percentage change in price

14. Price Elasticity of demand
Price
The strength of
the brand will
affect the
elasticity
Demand
Quantity

18. MoKa Kafe
Menu Board Items

19. MoKa Kafe
Cold Drinks Reg Med Large
1 Ice MoKa 11.99 13.99
2 Moka Smoothies 11.99 13.99
3 Ice Latte 11.99 13.99
10 MoKa Klassic 11.99 13.99
11 Ice Kappucino 11.99 13.99
9 Ice White ChoKolate 11.99 13.99
10 Toffee Koffee 11.99 13.99
11 Ice White ChoKolate 11.99 13.99
12 Ice Kappucino 11.99 13.99
13 Almond MoKa 11.99 13.99
14 Irish MoKa 11.99 13.99
15 Persian 11.99 13.99
16 BlacK Forest 13.99 15.99
17 RocKy Road 13.99 15.99
Bottled Drinks
1 Beer 3.99
2 Bison 3.99
3 Bison Diet 3.99
4 Cade Blue 3.99
5 Cade Pink 3.99
6 Cade Green 3.99
7 Cade Red Grape 3.99
8 Cade Cranberry 3.99
9 Cade Apple 3.99
10 Mineral Water 1.99

20. MoKa Kafe
Pastries
1 Original Glazed 5.99
2 Strawberry Glazed 5.99
3 ChoKlate Glazed 5.99
4 Cinnamon Apple Filled 5.99
5 Karmel Kreme Krunch 5.99
6 MoKa Muffin 5.99
7 Blueberry Muffin 5.99
8 ChoKolate Muffin 5.99
9 Cheese Kroissant 5.99
10 Butter Kroissant 5.99
11 ChoKolate Kroissant 5.99
13 Date Pinwheels 1.99
14 Cheese Cake Ring 5.99
15 CooKies' 1.99

21. Bagels Sandwiches

22. Bagels Sandwiches

23. MoKa Kafe
Food Items
Bagels Sandwiches
1 Colorful Shrimp Spread Bagel 9.99
2 Artichoke Cream Cheese Spread 7.99
3 Olive Paste Bagel 7.99
3 Vegetable & Cheese Bagel Sandwich 7.99
5 Blue Cheese Pecan Spread 7.99
6 Mini Bagel Sandwich 5.99
Sandwiches
1 Four Seasons Sandwich 15.99
2 Smoked MacKerel Sandwich 15.99
3 Smoked Salmon Sandwich 17.99
4 Roast Beef With Blue Cheese 13.99
5 Roast Beef 13.99
6 Caesar ChicKen 13.99
7 Panini Sandwich Cheese 11.99
8 Panini Sandwich Tuna 11.99
9 Panini Sandwich TurKey 11.99
10 Falafel Rolls 7.99
11 Tuna Sandwich 9.99
12 ChoKolate & Halawh Sandwich 11.99
Salads
1 Potato Salad 9.99
2 Italian Salad 9.99
3 Greek Salad 9.99
4 Beans Salad 9.99
5 Vine Leaves 9.99
Pizza
1 Pizza Pepperoni 19.99
2 Pizza Mushroom 19.99

24. Hot Drinks Menu Board Images

25. Cold Drinks Menu Board Images

26. Desserts Menu Board Images

27. Food Items Menu Board Images

28. Menu Flyer

29. Menu Flyer

30. Our Strategy
MoKa's strategy is to show people that it has an excellent product and
convenient accessibility.
To execute on this strategy, Mocha is placing the Drive-Thrus and
Mobile Cafes at easily accessible locations throughout the country.
MoKa is pricing its product competitively and training the production staff to
be among the best Baristas in the country.
Then, through coupons and display ads at the locations, In so doing, Mocha has:
1. Provided a customer with a quality product at a competitive price.
2. Provided the customer with a more convenient method for obtaining their
desired product.
3. Provided the customer direct -mailing programs and community involvement
programs

31. Site Selection Strategy
Price
Visibility Traffic
Lease/terms Accessibility
Duration of Size/expansion
Lease options
Image of the Potential
neighborhood evolution of the
neighborhood
Safety and
security

32. Site Selection Strategy
•
• Company Locations and Facilities
MoKa Kafé International will open ten-eleven facilities on Riyadh over the first year. Twenty five or more
facilities will be placed throughout KSA over the next three years.
The demographic and physical requirements for a location are:
1. Traffic of 40,000+ on store side.
2. Traffic of 20,000 + for the malls.
3. Location Evaluation Form To exceed 75%
4. Visible from roadway {Drive –Thru, In-Line}.
5. Easy access with light if less than 30,000 {Drive –Thru, In-Line}.
6. Suitable capacity for customers {In-Line }
7. Established retail shops in area.
8. To meet the Break-Even point in the second year of operations
9. By the third year of operations to achieve 15% net profit.

33. Feasibility Study For Locations
Because a feasibility study serves as the foundation for the Business Plan, we cannot develop a Business Plan for a project unless we have
conducted a feasibility study. . Our work includes the following:
Site Analysis, Data Collection and Research
gather data necessary in developing key operating assumptions, and review the potential site(s). We review local competition in the
market area, identify characteristics and sources of customers, and look to establish a basis for expected demand through identification of
potential traffic generators. Our analysis includes area demographics, area business and industry, area colleges, construction activity
(residential and non-residential) and traffic counts and patterns.
Along with a study of the potential demand for the facility, an analysis of the competition is also undertaken. Our competitive analysis
includes a profile of area cafes and their offerings and an assessment of market opportunities discovered in the competitive research along
with the strengths and weaknesses of each.
Development of Assumptions and Revenue Projections
The information developed above is used to estimate the proper size of the facility and the cost of its development. We then prepare
operating projections for the facility; revenue estimates are based on seasons, periods, anticipated customer counts and anticipated check
averages. We consider all revenue centers established in the work described above. Sales are estimated for three scenarios; worst-case,
best, and most-likely. In addition, we project the facilities' staffing requirements along with the project's labor cost. We will prepare pro
forma income and expense statements for the first year of operation. We then proceed to refine the preliminary estimates in order to
determine an appropriate budget for construction .
Profit and Loss Statements and Break-Even Analysis
During this phase, we develop a potential break-even sales level for the facility and conduct sensitivity analysis of key cost variables in
order to determine changes in profits resulting from future escalation or reduction in operating costs. We also provide a detailed Profit and
Loss Statement for the first 3 years of operation using the "Most Likely" scenario developed above. We also establish an appropriate level
of Capital Expense based upon the scope of work required and potential return on investment. Feasibility Studies

34. The Break –Even Analysis For The Business
Break -Even Analysis
3,000,000
2,500,000
2,000,000
1,500,000
Break even point
1,000,000
Balance
500,000
0
500,000- 1 2 3
1,000,000-
1,500,000-
2,000,000-
Years

35. Site Selection Process

39. Mocha Org. Structure After 3 Years
Chairman
M.D.
General
Manager
Operations
Finance Marketing Purchasing
Manager & Training Manager Manager
Manager
Corporate
Chief Equipment Care Warehouse/Site
Area Manager Events Sales
Accountant & IT Specialist Exec Manager
Cost Controller Outlet Managers
Process Structure

40. Thank You