Meno : Lucia Škutová ROK : 2010
Špecializácia : EMP PP
Table of Contents
1.0 Executive Summary 3 1.1 Objectives 3 1.2 Mission 3 1.3 Keys to success 4 2.0 Company Summary 4 2.1 Company Ownership 4 2.2 Start-up Summary 4 3.0 Market Analysis Summary 5 3.1 Market Segmentation 5 3.2 Competitive Edge 5 3.3 Main Competitors 5 4.0 Marketing Strategy 5 4.1 Marketing Program 5 4.2 Sales Strategy 6 4.3 Sales Forecast 6 5.0 Management and Personnel plan 6 6.0 Financial plan 7 7.0 Menu 7
1.0 Executive Summary
T-BONE TEXAS Steak House is a 115 seat restaurant with a special menu which contains a lot of different kinds of steaks prepared in all kinds of way. This restaurant will be located in a new shopping mall Aupark –which will be opened in Košice next year. There will be a total of 34 000 sq. m. of commercial space for this particular shopping mall. In addition, there will be over 11000 sq. m of space for offices.
Our restaurant, providing a touch of all America cuisine, will be the perfect place to go for a bite to eat, for a drink or for a small business meeting. The menu will be inspired by the American specialties and offer to a diverse clientele.
Besides various kinds of steaks we offer also some popular dishes as Crispy seafood mix, Bar-b-que ribs, Steak Tartare, Chili y quesadillas. The most diverse salads and excellent desserts will not to absent.
There will also be a business lunch menu with assorted daily specialties. The menu will change every three to four months, but selected favorites will remain a constant offering. Our prices will remain competitive with other area restaurants and at the same time we will provide higher quality and value to our customers.
The restaurant will open daily. From the moment you enter the restaurant, you will know you are in a very special place with warm atmosphere. During the busy summer months you will be able to enjoy our outside patio where the any of specialties direct in front of the guests will be offered.
The staff will be trained and motivated by our professional management team that is made up of people who have 15 years experience in food services—restaurant, hotel, catering, as well as finance, management and marketing.
Important, of course, is the financial success of this business, and we believe this will be achieved by offering a high value service and excellent food.20 000,-€. We will borrow 25 000,- Euro from a local bank for finance this project and rest of money we will use from our personal resources. 1.1 Objectives
T-BONE TEXAS Steak House´s objectives for the first three years of operating includes:
-Become a market leader in the Business Centre
-Keeping food cost under 40% of revenue and labor cost under 27% of revenue
-Average sales at least 400 000 € per year
-Achieve 15 % return on investment to bank for the first two years and 20 % for the following three years.
1.2 Mission
We know that service is key to our success. We appreciate our guests and will provide them with sincere, professional, agreeable and humble service. We will strive to provide a great family friendly working environment for our staff.
Employees welfare will be equally important to our success. We will play fair and with the utmost respect. We want our employees to know they are a part of the success of T-BONE TEXAS Steak House. Satisfied employees make satisfied guests.
1.3 Keys to Success
- The most important key to success is location
- The creation of a unique atmosphere will differentiate us from the competition
- Obtaining bank financing at reasonable interest rates.
- Quality food and great service
- Controlling costs at all times without exception will provide stability for the business.
2.0 Company Summary
T-BONE TEXAS Steak House will be open seven days a week from 10:00 am to 10:00 pm. The hallmark of our fresh style is our unique open kitchen, where guests can enjoy seeing their food being prepared right in front of their eyes. We will offer a three-course “business lunch” in addition to the regular menu.
2.1 Company Ownership
This restaurant will be managed by the DARPOP s.r.o The company was established in 2000. The main activity of the company is providing a hospitality service and offering business, catering and conference food services.
2.2 Start up – Summary
All the founders of the company work full time for the company. Our start up cost comes to
65 000,- € which is mostly for equipment, reconstruction work, rent, start up labor operating activity and other costs normally related to opening a restaurant. We are investing 35000,- Euro of our capital and rest 30 000,- Euro will be borrowed from the VUB Bank.
3.0 Market Analysis Summary
T-BONE TEXAS Steak House services focuses on attracting local clientele as well as tourists and businessmen. Restaurant will by situated in the brand new shopping mall AUPARK opening December 2011 in city of Košice. This business center will be situated in the heart of Košice, near to historical center on the square of Osloboditelia. There will be 34 000 sq. m. available, plenty of parking space - about 1100.
3.1 Market Segmentation
Our restaurant will focus on attracting a wide and diverse clientele. It is our goal to have “something for everyone” everyday on our menu.
By looking at our market analysis, we have defined the following groups as target segments. Our desire is to attract
-established businessmen - who need competent place that helps to make a good impression. They are able to spend a lot on drinks and food.
-happy couples- We would like to be an attractive meeting place where young couples greet and meet each other
-families- we want to provide the perfect place for a family lunch after shopping, for kids we will offer special kids menu
-tourists: We wish T-BONE TEXAS Steak House will soon become a favorite Slovak destination for many of tourist from Poland, Hungary, the Czech Republic, Germany and Russia who visit our town every year
3.2 Competitive Edge
Our competitive edge is the menu, open kitchen, the management, the service, friendly and busy place. Our menu will be made right in front of the guests from fresh ingredients. The chef has more than 10 years experience directly from the America. Fast and clean service is very important as well as customers´ satisfaction. All this and our great atmosphere in shopping mall will make customers want to come back again and again.
3.3 Main Competitors
Inside the AUPARK shopping mall there are already three restaurants, Pizza Mizza restaurant, Chinese cuisine and Slovak restaurant.. Each of these restaurants will be important competition for us. Our restaurant will directly compete for their customers.
Everyone that sells prepared meals will be considered our competition. The key to be the best one is to deliver the food at the best price with the highest level of quality and service. This is the very definition of value. This concept is at the heart of T-BONE TEXAS Steak House.
4.0 Marketing Strategy
Cost effective marketing is one of our keys to success, and fortunately a large portion of this will be handled within our company.
A combination of local media and event marketing will be utilized at each location. Radio advertising is most effective, followed by local media. Print media, radio and college events advertising will be the most effective way of generating publicity.
4.1 Marketing program
We will employ two different marketing tactics to increase customer awareness of T-BONE TEXAS Steak House Our most important tactic will be word-of-mouth. e.g - grand opening celebration, special Kids menu, Happy hours….This will be by far the cheapest and most effective of our marketing programs.
The second one will be local store marketing e.g - make a brochure for the hotels and pensions in town, newspaper campaign – placing several large ads, Website ...
4.2 Sales Strategy
The strategy of sales plan is to acquire more customers in order to increase revenue. Sales in our business is directly related to client services. We will focus on making all our customers happy with our food and service. Our strategy in the restaurant is to have an experienced, dedicated staff that is knowledgeable of food and services. We will train every new employee so they will fit in with this concept of excellent services.
4.3 Sales Forecast
The following table and show sales projections for our first twelve months. We expect monthly gross sales average 34 000,-Euro.
It is probable that sales will go through a sharp increase during the summer and winter vacation season because of increased tourism. The lowest revenues we expect from the period of February till Jun. This should be followed by an increase of revenues. Sales reach a peak in July and remain stable until August where we hope to have the strongest sales. Then the sales will fall again in the middle of September and they will remain this way for three months. Revenues will rise in December again and stay at high level till January.
5.0 Management and Personnel Plan
Our management team is well balanced. We have a team that has considerable experience together and shares knowledge in many different business fields. We believe this personnel plan is in good proportion to the size of the restaurant and projected revenues. The staff will include 11 full-time employees and 2 part-time employees.
Management :
-Executive Chef (1)
-Sales and Marketing Manager (1)
Kitchen:
- Cooks responsible for past and meat (2)
-Cooks for preparing of dishes and salads (2)
-Dishwasher (2)
In front of the house:
-Front manager (1)
-Waiter (4)
Total (13)
Table : Personnel Personnel plan | Num | Price of work | Total | Executive chef | 1 | 950 | 950 | Sales and Marketing M | 1 | 900 | 900 | Cooks | 4 | 700 | 3200 | Dishwasher | 2 | 450 | 900 | Front manager | 1 | 800 | 800 | Waiter | 4 | 600 | 2400 | Total | 13 | | 9150 |
6.0 Financial plan
It is important to make detailed financial plan which should consist of Plan of Expenses, Break – even Analysis and others several plans and tables. To make this financial plan we need to consider these important assumptions.
* We assume that the economic progress in Slovakia is getting annually better and we project no economic recession. * We assume easy access and that there will be no unforeseen changes in the popularity of our restaurant. * We assume that after Slovakia will be member of the Schengen tourism from foreign countries will be increased.
7.0 Menu
APPETIZER
* ONION RINGS - An American classic - Crispy rings served with Ranch * RAILWAY MEDLEY - Mozzarella sticks, Broccoli cheddar, Onion rings, Spicy Babycorn and Cheese teezers, ‘nuff to share * STUFFED POTATO SKINS - Hot potato skins stuffed with melted Tex Mex cheese, sour cream and bacon. * CRISPY SEAFOOD MIX - Breaded Eperlano fish fillets and crispy shrimps served with 1000 islands sauce. * CHICKEN WINGS - Spicy chicken wings served with one between Honey Mustard or BBQ or Buffalo sauce
TEX MEX * NACHOS SUPREME - Crisp corn tortilla chips with Tex Mex cheese, Chorizo sausage and Sour cream. * NACHOS SPECIAL - Crisp corn tortilla chips served with Cheddar cream, Sour cream, Taco sauce, Guacamole and Jalapenos. * CHILI NACHOS - Crisp corn tortilla chips served with Cheddar cream and Chili con Carne * CHILI Y QUESADILLAS - Warm, soft wheat tortillas stuffed with Cheddar cream and served with Chili con Carne. * FILLET FAJITA - Tender beef fillet marinated in a blend of Mexican spices, grilled and served over sautéed onions and bell peppers, with warm wheat tortillas, Guacamole, Sour cream and Taco sauce. * VEGGIE FAJITA - Ratatouille mixed vegetables, sautés and served with tortillas, Guacamole, Sour cream and Taco sauce.
T-BONE SPECIALTIES * KING CUT - The Big One - Our most famous cut: 1,5 kilos (3lb and 5 oz) Porterhouse, enough for two Cow-Boys, Served with mixed salad, or French fries or baked potato. * T-BONE - Our Signature Steak! A 750g (27 oz) Porterhouse Steak, served with mixed salad, or French fries or baked potato. * RIBEYE STEAK - Beef-Eaters' Steak 400g (14 oz) served with mixed salad, or French fries or baked potato. * NEW YORK STRIP - Tasty and lean 300g (11 oz) Sirloin served with mixed salad, or French fries or baked potato. * PLANK STEAK - Classic italian "Tagliata": 300g (11 oz) Sirloin steak, sliced and smothered, served with mixed salad, or French fries or baked potato. * CHICAGO FILLET - Our most tender steak: 250g (9 oz) fillet served with mixed salad, or French fries or baked potato. * CLUB STEAK - 200g (7 oz) Sirloin served with mixed salad, or French fries or baked potato.
COOL CRUDITES * STEAK TARTARE - Chopped fillet served raw with egg yolk, capers, parsley, pickles and onion. Ask our staff how to season at its best!!! * BEEF CARPACCIO - Thin slices of raw fillet served on rocket lettuce with Parmigiano; seasoned with extra-virgin olive oil and lemon juice.
CHICKEN LOVER´S CORNER * GOLDEN FRIED CHICKEN - Chicken tenders in a crispy cereal breading, served with Honey Mustard and with mixed salad or French fries or baked potato. * WINGS PLATTER - Double portion of Chicken wings, glazed with BBQ sauce, Honey Mustard e Buffalo sauce served with mixed salad or French fries or baked potato. * NEW YORK CHICKEN - Grilled chicken breast, sautéed mushrooms, bacon and Cheddar cheese melt served with mixed salad or French fries or baked potato. * HONEY CHICKEN BREAST - Grilled chicken breast glazed with Honey Mustard served with mixed salad or French fries or baked potato. * GRILLED CHICKEN BREAST - Grilled chicken breast served with mixed salad or French fries or baked potato.
BAR-B-QUE * BAR-B-QUE RIBS - The original smoked pork ribs, glazed with BBQ sauce, served with mixed salad or French fries or baked potato. * BAR-B-QUE COMBO - Smoked pork ribs, chicken breast and beef sirloin grilled and glazed with BBQ sauce, served with mixed salad or French fries or baked potato. * MIXED GRILL - Delicious beef, pork and chicken skewer; grilled and served with BBQ sauce and with mixed salad or French fries or baked potato.
SALADS * CHICKEN CAESAR SALAD - The Original: Romaine lettuce, croutons, Parmigiano, chicken breast and our dressing with extravirgin olive oil, Parmigiano and anchovies. * FRESH GARDEN SALAD - Our big side salad: mixed leaves, tomatoes, carrots and sweet corn. * CHEF'S SALAD - Mixed leaves, tomatoes, bacon, turkey, Tex Mex cheese, chicken breast and boiled egg. * SPINACH SALAD - Fresh spinach leaves, bacon, croutons, mushrooms, Parmigiano and boiled egg. * TROPICAL SALAD - Mixed salad, hearts of palm corn, shrimpsand Tex Mex cheese. * STEAMED VEGGIES - Mixed Steamed veggies.
OCEAN WAVE * TUNA STEAK - 300g (11 oz) lightly seasoned and grilled Steakhouse Style served with red cabbage salad and choice of mixed salad or French fries or baked potato. * SALMON STEAK - 300g (11 oz) lightly seasoned and grilled Steakhouse Style, served with red cabbage salad and choice of mixed salad or French fries or baked potato.
SWEET CORNER * PECAN PIE - On a shor pastry dow, pecan toasted chestnuts with corn syrup and brown sugar * CHOCOLATE BROWNIE - Warm double chocolate and walnuts brownie served with vanilla ice cream and whipped team * OREO DREAM PIE - Chocolate and vanilla cream with Orea Cookie chunks served with vanilla ice cream and whipped cream. * NEW YORK CHEESCAKE - A traditional recipe, served with raspberry sauce. * COFFEE TWIST - Coffee sorbet with whisky cream, served with whipped cream and chocolate
