Restaurant Business Plan

HOOGA KITCHEN
HOOGA KITCHEN BUSINESS PLAN. COPYRIGHT 2019
THIS OFFICIAL DOCUMENT IS THE SOLE PROPERTY OF HOOGA KITCHEN AND HER PRINCIPAL STAKEHOLDERS
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CONTENT
1. EXECUTIVE SUMMARY
2. COMPANY SUMMARY
3. PRODUCT AND SERVICES
4. MARKET ANALYSIS
5. STRATEGY & IMPLEMENTATION
6. MANAGEMENT SUMMARY
7. FINANCIAL PLAN
8. RISKS & MITIGATIONS
33 BELOW O'SIDE COYPRIGHT 2019

EXECUTIVE SUMMARY
Hooga Kitchen is a restaurant/bar to be located in South
Oceanside Our focus is on obtaining high quality ingredients to
make great tasting food, having a diverse beverage selection
and recruiting friendly customer service-oriented people to
ensure that patrons receive a great experience while operating
efficiently.
Hooga Kitchen will be a moderately priced Norwegian
Hygge décor designed restaurant offering style food and service.
Based on a distinct menu, 33 BELOW O’SIDE will follow a
differentiation strategy that will provide unique, or hard to find
choices to patrons; broad choices under the category of
sandwiches, toasts, boards, sweet endings, shares, sides,
seaborne shares, greeneries, salads and drinks including local
brews, grapes, imported brews, fun libations etc, are all on the
menu. We will offer specialty selections including a lighter
options and smaller portions for a children’s menu.
Driven by strengthening economies, restaurant industry sales are expected to hit record highs. All
forecasts show the restaurant industry on track to maintain its position as a multi-billion-dollar industry
well into the future. As the target market analysis shows in this plan, there is an abundant potential
customer base for the restaurant offerings. With an experienced management team in place and an
innovative menu, we are poised for success.
However, we are very aware that entering into this market may not be easy, the industry is highly
competitive, there is periodic overcapacity, and low entry/exit barriers. This is why we have acquired an
excellent locality in the downtown area and intends to provide a suitably upscale environment to draw
in the company's main target market segment. The restaurant will seek to provide these customers with
the maximum number of services to provide patrons a great experience and create the greatest sales
volume during the restaurant's peak hours of operation.

CompanySummary
B u s i n e s s C o n c e p t
The restaurant will be located Carlsbad, CA. The
restaurant will serve a variety of classic-style favorites
from Fried Pickle Chips, Grilled Romaine Head, to
Atomic Horseradish. The restaurant will serve its
patron in a modern and sleek environment to ensure
customers are well relaxed and enjoy our delicacy in
a Norwegian themed setting. A lush patio with
comfortable seating and possibly a fire pit will set the
overall tone in the waiting area. A floating “island” bar,
utilizing the 33 Below sapphire blue color along with
the custom glass garage doors will be the main
features in the outdoor patio area. The expansive
main building will house the dining area which will be
complete with communal tables and booths. Both
water and fire elements will be incorporated..

“ We believe that shared meals are a cornerstone of community. In service to this ideal, we create tasty, shareable dishes
that excite and satisfy the senses. By using the highest quality ingredients grown in our communities, we support the
network of farmers, bakers and craft persons who honor our history and create the future of California gastronomy. With
our extensive industry experience, we build a brand that serves our community and rewards our stakeholders, through
continued growth and expansion.”
OUR MISSION

OUR
GOALS
SHORT TERM (immediate – 3 months)
• Successfully open first location
• Obtain break-even within first 3 months of
operating
• Launch website and register with crowd-
sourced local business review sites such as
Yelp and Trip Advisor, Google Ads
Medium Term (3 months – 2
years)
• Develop the restaurant
brand
• Maintain healthy gross
margins and net profits
• Build an infrastructure that
is conducive to expansion
Long Term (2 years and on)
• Become a well-known
restaurant establishment
within the market to be served.
• Contribute to the local
communities served, by
providing employment
opportunities and economic
growth.
• Open locations along the
coastline in North County and
the San Diego area

• Repeat business. Every customer who comes in once should want to
return, and recommend us. Word-of-mouth marketing is a powerful
ally.
• Location. Convenience is essential to us, we need to be close to our
market because we are not trying to get people to travel to reach us.
• The right food, variety with classical theme, with a price high enough
to establish credibility, but not so high as to limit customers.
“
HOOGA KITCHEN
Keys to Success
”

LEGAL STRUCTURE
TOP MANAGEMENT BIO
Guenevere Cevasco
Guenevere is a hospitality expert and consultant with almost thirty years of
hospitality industry experience and training in all aspects of hospitality
management. She possesses extensive knowledge of all facets of customer
relationship management as well as corporate training and staff development
of the hospitality industry including but not limited to hiring, training,
coaching and the development of service teams.
Christophe Cevasco
Christophe is a seasoned hospitality business expert with over
two decades of operational experience in the hospitality
industry. He is highly skilled and acquainted with all aspects of
the restaurant business. He likewise exceeds expectations as
both a leader and a teacher.

LEGAL STRUCTURE
FULL BIO
Guenevere Cevasco
Guenevere began her career in hospitality at 17 as a server in casual full service restaurants owned by her family in Northern California. After a
few years she made the leap to fine dining with the chef who pioneered California Cuisine, John Ash, in his eponymous restaurant in the wine
country of Sonoma County. WORK TIMELINE
2003 : Corporate Service Trainer at Eddie V’s Prime 2005: , Guenevere was elevated to the position of Service and Sales Manager for the
opening of Eddie V’s in Newport Beach, California 2008: Guenevere was promoted to Managing Partner at Eddie V’s Prime Seafood, first in
Newport Beach and from 2015 in San Diego
Guenevere is known for her hands on and selfless leadership style. She provides a leadership style of respect, compassion and accountability.
She truly leads by example ensuring that every member of the team is carried along in the decision making process.
Christophe Cevasco
Christophe made his debut in the hospitality industry in the early 90’s when he joined Claude’s Fine French Catering as
back of the house staff. leaving Claude’s Fine French Catering he worked his way up through a few Fine Dining restaurants in
many different position acquiring a vast amount of knowledge. In 2000, Christophe joined the Valentino’s Restaurant Group in
Las Vegas. He worked as the Sales Director for Giorgio’s at the Mandalay Bay with the duty of establishing sales objectives and
forecasts and driving sales performance towards achieving the company sales goals. Due to improved performance and overall
business growth, and in recognition of his talents, work ethics and contributions, he was promoted to the General Manager. In
2011, Christophe joined Eddie V’s in La Jolla, California as a Managing Partner. In 2017, Christophe launched Private Label
Consulting as the Managing Consultant. As a consultant, he passes on his leadership skills as well as the extensive service
industry knowledge and experience. He is truly skilled in building and training individuals to meet their maximum potential. He
possesses the requisite skills that make him the ideal person to help in developing people from the very beginning of their
endeavor to the highest level of standards and performance.

LEGAL STRUCTURE
Sales & Marketing
Laura Buell
Cooking Staff
(T.B.D.)
Wait Staff
T.B.D.)
Chef/Owner
Christophe Cevasco
accounting
Robbi Milton
Legal
Outsourced
HOOGA KITCHEN COPYRIGHT 2019 10

Much of the Hooga Kitchen’s
food description is mentioned
elsewhere, however, the starting
menu to be offered is as
follows:
PRODUCTS &
SERVICES
Hygienic Food
TOASTS
SANDWICHES
01
02
03
GREENERIES
BOARDS
SHARES
SEABORNE SHARES

The competition facing HOOGA KITCHEN is vast. This
includes every eating establishment in the CARLSBAD. Major
competitors include campfire, vilgilucci’s seafood & steakhouse,
paon restaurant & bar, Casa De Bandini, naked café, king’s fish
house and many other "mom and pop" style organizations too
numerous to list. Furthermore, there is a large number of
substitute suppliers from grocery stores that offer prepackaged
meals to upscale sit down restaurant. Drawing any sort of
general conclusions from such a vast array of competitors is
difficult, but you can say that just about every conceivable
product or service idea, and just about every taste is
encompassed within this group.
Many of the smaller firms, due to lack of funds are only able to
carry out the most basic of marketing strategies. Hooga Kitchen
intends to leverage its locational advantage to create higher
profits that will in turn fuel marketing efforts. However, the larger
firms have comprehensive national marketing strategies that
draw in hundreds of customers per week. Hooga Kichen's
answer to this is to promote its local flavor and cuisine and draw
in those individuals who see fast food as unhealthy and of low
quality.
HOOGA KITCHEN COPYRIGHT 2019
12
COMPETITIVE COMPARISON

Customer Service
All personnel and wait staff will be experts on the menu and as such a large
part of customer service will be to act as an informational resource. Truly one
of the company’s greatest assets will be its intellectual property in the form of
management and personnel. A love for the food and drinks being sold and
the love of creating new genuine experiences for our guests. When you walk
into 33 Below the guest will be greeted immediately and recognized every
time. Our guests will truly fell like royalty.
RESTAURANT
OPERATIONS
Production
All production is handled in-house. Food preparation will be done
in a fashion to provide an efficiency to the operation while
delivering the highest quality food and drink.
Ingredients and Raw Materials
The restaurant will use only the highest quality local ingredients
when available and when economically feasible. Understanding
that no matter what process is used, if the restaurant is not using
high quality ingredients, the resulting product will be flawed, the
team has vowed to only use the best ingredients available.
Purchasing
Purchasing will be based on a strategic plan to
ensure, the acquisition of fresh products as well
as the limiting of the storage of food for long
periods.. .
Maintenance
Cleanliness and maintenance of the establishment will be
a top priority. The restaurant will be power washed and
cleaned every night, this includes washing of all utensils,
cleaning of counter tops and all tables. Counters will be
cleaned throughout the day when needed, but no less
than 4 times a day. .

Hooga Kitchen will
introduce new menu
items as time and
profitability
permit. We will also
monitor where our
profits are coming
from and enhance
those areas of the
restaurant quarterly
FUTURE PRODUCTS & SERVICES
SHARE- CHILL - EMBRACE

Carlsbad is poised to be an excellent location in which to
launch such a restaurant company. Carlsbad has seen
continual growth in tourism over the past 9 years,
accruing $351MM in tourist dollars in 2017 and $382MM
in 2018. With the booming economy in the country, this
growth is expected to continue.
The largest portion of visitor dollars spent in Carlsbad,
after lodging, is in food service, which continues to align
with the popularity of the city’s burgeoning dining scene
in recent years. Over the last several years, Carlsbad
has quickly gained a reputation as being one of the
leading “foodie” destinations in San Diego county.
In addition to Carlsbad’s ever-growing tourist economy,
local residents are loving this boom in hand crafted
cuisine and are in fact regular customers of the local
establishments. This has contributed to Carlsbad’s
authentic, relaxed and welcoming atmosphere of “Flip
Flop Fine Dining” that so many of these eateries offer.
Carlsbad’s burgeoning dining scene is all about fresh,
locally sourced ingredients, independent style, and a
collaborative community spirit.
Vital to a restaurant’s success are the operator’s
management of 4 key metrics - Sales, Cost of Goods,
Labor, and Worker’s Compensation. The extensive
management experience, specifically in the State of
California, that the owners/operators possess, are
therefore a significant advantage in this marketplace.
MARKET ANALYSIS SUMMARY

Target Market
The target market customer will live and or work in or around Carlsbad, CA. In this location, there are an abundant number of
potential customers for the restaurant.
The offerings of a first-rate restaurant are expected to appeal to a large demographic sector of the target market. Many people
have come to enjoy dining out and it has become an important experience in their life. Families with children are an expanding
demographic; these are typically two-income families with less time to cook meals, so they are a target group to market to
because their lifestyle bodes well for our product.
The company will reach out and educate the community in general about the restaurant and its offerings. In doing so, the
business expects Baby boomers, Generation Xer’s, Millennials, and some in the Generation Z demographic to be part of the
target market and subsequently the customer base.
SHARE CHILL EMBRAC
E
The price point of the menu offerings will make them
affordable to individuals in many income levels.
Potential customers at all income levels have shown
a propensity to spend a portion of their disposable
income on dining out.

MARKET SEGMENTATION
POTENTIAL CUSTOMERS Year 1 Year 2 Year 3 CAGR
Local businesses 500 500 500 1%
Tourists 2,000 2,455 2,895 2%
Local residents & City Residents 8,000 8,055 8,167 1%
17
The total potential
market in units is shown
in the following table
and chart, by type of
market point.
Each of these market segments consists of people who either work in the restaurant area
or flow through this area during the normal work week. As such, there will be a
undetermined percentage of each market that will be seeking an eating establishment that
will meet the requirements of healthy food, fast service, and pleasant atmosphere.
Furthermore, Hooga Kitchen will cater to the growing trend of tourists who seek a differing
cuisine than that of the established food chains

Tackling competition from other restaurants will be done by focusing
on core strengths and executing on objectives, which will allow the
restaurant a competitive edge over others. As a company it will not be
afraid to use technology enhancements to improve patrons' overall
experience. The restaurant will consider using software applications for
reservation purposes, guest feedback, inventory levels and product
ordering.
These strategies along with the company’s full marketing and
promotional plans detailed in the marketing strategy section of the
business plan, will provide the company with a competitive advantage. In
short, a combination of high quality great tasting food, outstanding
location, aggressive Social Media Marketing and excellent patron service
will allow the restaurant to effectively compete in the market
COMPETITIVE ANALYSIS
HOOGA KITCHEN
SHARE – CHILL - EMBRACE

Offering Superior Food
.
3- POINT COMPETITION STRATEGY
Providing
Unparalleled Patron
Service.
Outstanding
Location
.

OUR SALES
STRATEGY
.
.
The restaurant will enter the market by intensely evaluating its
contributions, advancing the eatery and ceaselessly improving its menu.
utilizing an assortment of advertising procedures to target people,
companies and organizations in the market that are likely to patronize the
restaurant. These include traditional print ads as well as strategically
placed online ads. An online marketing strategy is vital since many people
now use the Internet to search for local restaurants. A full social media
effort will be carried out. A public relations campaign will be implemented.
One of the most reliable forms of advertising is proven to be word-of-
mouth. In the current tech-based environment, crowd-sourced local
business review sites such as Yelp, Google Reviews and Trip Advisor have
become the new “word-of-mouth”. With this knowledge, the company will
focus on keeping a robust presence for the restaurant on crowd-sourced
local business review internet platforms. Our website will offer a a variety of
functions not limited to the following
• Offering a seamless reservation process (Open Table). Dinners will be
able to easily select a date, time for their reservation.
• Photos and content on our website will enable clients to make informed
decisions about which dishes and/or platters would like to try once they
arrive. Photos and videos of the restaurant will be posted to a feel for the
overall ambiance the restaurant conveys.
• Full functionality of the site from desk top computer, to smart-phone, to
tablet will be available. Within a tight marketing budget, we will use
abundant amounts of print and other traditional marketing initiatives for
the local market. These will serve to promote the restaurant

S
W
T
O
•Rapid response and decision making
due to streamlined management
structure.
•Excellent patron service
•Low fixed overhead
•Founders 25 years previous
experience in the industry and
market.
•Great food selection
•Competitive pricing
Strengths
SWOT ANALYSIS

S
W
T
O
•The company is a start-
up
•Reliant on a few key
people
•The cash flow may take
several months to
materialize
.
Weakness
SWOT ANALYSIS

S
W
T
O
•The market sector is expanding, with many
future opportunities for success
•Room for innovation
•Larger demographic sectors are patronizing
restaurants
•The city of Carlsbad attracts over 4 MM
tourist per year and growing 10% each year.
•A small change in focus of a
large competitor might wipe out
any market position achieved
•The economy may see a
downturn
.
Opportunities
Threats
SWOT ANALYSIS

FINANCIAL SUMMARY
As our Sales Forecast makes clear, profits will initially be
seasonal. We expect to sustain small losses for the first
year, until our local clientele is fully established. Yearly sales
increases are based on the much larger number of
potential customers in Carlsbad then, and the trend for
visitors to spend more per purchase than the locals.
All statements are in U.S. dollars.
24
Income, EBITDA & Net Income
Year 1 Year 2 Year 3 Year 4 Year 5
Income 1,207,325 1,731,800 1,886,500 2,075,150 2,282,665
EBIDTA 87,510 349,024 408,342 475,430 550,834
Net Income 40,434 262,722 313,142 370,166 434,260
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
Break Even Analysis
Gross Margin % of Sales
Gross Margin 696,048
Total Sales 1,207,325
Gross Margin/Total Sales 57.7%
Total Fixed Expenses
Payroll 400,458
Operating Expenses 208,080
Operating + Payroll 608,538
Breakeven Sales in Dollars (Annual)
Gross Margin % of Sales 57.7%
Total Fixed Expenses 608,538
Yearly Breakeven Amount 1,055,536
Monthly Breakeven Amount 87,961

FINANCIAL SUMMARY
REQUIRED FUNDS.
25
Required Funds Amount Totals
Fixed Assets
250,000
59,050
10,000
5,150
12,000
Total Fixed Assets 336,200
Current Assets
28,075
12,000
0
Total Current Assets 40,075
Total Required Funds 376,275
Sources of Funding
Owner's Equity
Founders, Management & Employees 0
Other Investors 400,000
Debt Financing
0
0
Total Funding 400,000
Prepaid Expenses
Inventory
Other Current
Loan 2
Buildout & Lease Improvements
Equipment / Fixtures / Furniture (office)
Computers / Electronics / POS
Rental & Utility Deposits
Other Fixed Assets
Loan 1

FINANCIAL SUMMARY
PROJECTED YEAR PROJECTED INCOME STATEMENT MONTHLY
26
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
Eat-In & Bev
Take-Out/Delivery
Merchandising
Catering
Other
Other
Miscellaneous / Other
TOTAL

The owners of Hooga kitchen will exit this endeavor after they
have created a flourishing business that could be sold for a
substantial profit and/or as a franchise that could
serve rural communities across the country. It is the owners'
intention to run this business until they are ready to retire or have
decided to sell the business and start another.
OurExitStrategy
In the event the proposed plan is not
successful the owners will implement
necessary measures to exit the business
endeavor with minimal damage to the owners
and investors. All equipment and merchandise
will be sold to cover any outstanding debts. Any
remaining debt will be paid by the owners in
the form of monthly payments untill all debts
are paid in full. Definitions of "successful" and
time limits for achieving milestones have been
included in the owners' partnership agreement. The success of the business will be monitored monthly in the first
year and quarterly in subsequent years. The owners are aware that
it usually takes new businesses three years to start turning a profit
and that the business could operate at a loss during that time. The
owners will keep this in mind when evaluating the state of the
business, and make adjustments when possible to keep the
business running with a positive cash flow.
Acceptable loss has been determined; if the business exceeds this
amount and is unable to compensate the owners, we will begin the
the process of closing the business and paying back debt.

9

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