Executive Summary insert name, unlike all the other Malaysian restaurants in London, will provide a unique one and only “mamak” experience that manifests the true Malaysian food and atmosphere that we have all been craving for. insert name is the answer to an increasing demand of true authentic Malaysian food by Malaysians in United Kingdom. The public wants value for everything that it purchases, is not willing to accept anything that does not meet it’s expectations, and wants entertainment with it’s dining experience. insert name has the perfect solution for all those needs.
In today’s highly competitive environment, it is becoming increasingly more difficult to differentiate one restaurant concept from another. insert name does this by being the only Malaysian restaurant that showcases it’s display of skills in preparing authentic food to the our customers. (Eg. The making of “roti canai”, grilling “satay” skewers, “teh tarik” and the making of “ice kacang”) Our grill will be out in the open and the skewers are ready to be cooked upon request. With the locals nature of willing to try something new and interested by the food display, and the Malaysians feeling just like home, we believe that this feature will ensure our success.
This restaurant business plan is prepared to obtain financing for the initial launch of this concept. The financing is required to begin work on kitchen design, architectural plans, manuals and recipe books, site selection, equipment purchases, and to cover expenses in the first year of business.

Mission insert name will strive to be the best and most successful Malaysian restaurant in London. We want our guests to have the total experience when visiting insert name. Not only will our guests receive a great meal, they will also be provided with a fun and exciting atmosphere. We will be doing unique things (such as showcasing our “roti canai” and “teh tarik” making skills) that will set us apart from the competition. We will want the dining experience to be as pleasing to the senses at it is to the palate.
As we have a very good and strong connection with Malaysian artists back home, insert name can be a platform for them to showcase their talents in a relaxed, acoustic atmosphere whenever they come to London. We believe that by doing this, insert name will be well recognized in London as well as back in Malaysia as a Malaysian restaurant that truly gives the ultimate experience, not only by it’s food, but also displaying Malaysian culture and environment.
Customer satisfaction will be our prime target as they are one of the most important components to make a business a success. Our target audience will be mostly students that are studying in London and other places in the UK. We will try to establish our restaurant as the most prolific and one of a kind Malaysian restaurant in London. As for the locals, we will insert the feeling of being in Malaysia inside the taste of our food.
Employee welfare will be equally important to our success. They will be treated fairly and equally with utmost respect, when employees are happy they will perform better in doing their job. Customers will be satisfied by the work that they have done and there will be a possibility that they will come for another visit to the restaurant. This will ensure the success for our business in the future.

Key to success

The keys to the success of insert name are: * The creation of a unique, innovative, entertaining, exciting atmosphere that will differentiate us from the competition. * Execution of our primary goal to serve nothing but the highest quality food at low prices in a clean, fun environment. We must deliver on this pledge 100% of the time, without exception. * Controlling costs at all times, in all areas. * Hiring the best people available, training, motivating and encouraging them, and thereby retaining the friendliest, most efficient staff possible.

Company Locations and Facilities
Initial plans for the location of the restaurant is to be located at Queensway, London. insert name will feature a real Malaysian atmosphere, giving the “mamak” ambience but at the same time maintaining a very clean, modern and artsy restaurant. We will equip the restaurant with a good sound system and we will be playing songs by our very own Malaysian artists.
The site selection will be chosen based upon the following list of criteria: * A very big Malaysian community area. * High visibility. * Easy access to the restaurant, nearby tube stations and bus stops. * No overabundance of competition in the trade area (Malaysian Hall and Cnr Restaurant)
All of these qualities are consistent with insert name’s goal of providing a top quality, entertaining dining experience at a low price. We want “word of mouth” to be our best form of marketing, where our guests cannot believe their dining experience and can’t wait to tell their friends and neighbors.

Company Summary

Entertaining surroundings – The store will feature display cooking of our “satay” skewers over a grill. Our guests will be able to view the process while eating. Our “teh tarik” and “roti canai” will also be visible to our guests while they choose what to eat. Our walls will be decorated with photographs taken by a Malaysian photographer. It will be a mini art gallery that will display the true Malaysian culture (Eg Raya celebration, mamak stall atmosphere, and the legendary teh tarik making.), unlike any other Malaysian restaurants in London.
Quality food- we will be preparing fresh prepared food to our customers daily. It will be served with the best possible decoration just to make it presentable to our customers. All of this food will be prepared home-style Malaysian cooking.
Variety -- insert name’s menu will always be updated. We will change the menu items according to the season to ensure that there is variety and the food served suits the season.
Friendly employees – Our employees will be trained to give the best service with a smile. Our managers will make table visits a priority, and our chef will be entertaining customers by displaying an eye-catching “teh tarik” and “roti canai” making skills that will attract passers-by.
Catering service – There will be a catering service available because we are confident that we are able to secure a lot of catering orders based on our relationship with the Malaysian community in London.

Services

insert name will provide quality dining seven days per week. We will only close our locations on Christmas, Thanksgiving and Aidilfitri. insert name will be open from late breakfast to dinner.
Competitive Comparison

insert name will have broad customer appeal due to our unique and family atmosphere, wide variety of food offerings, and low price points. We will not only compete with the casual segment restaurants, but also with other Malaysian restaurants.
In competing with these competitions, we will have the following advantages: * Lower price point for a complete meal. We will try to value our food lesser than the other Malaysian restaurants in London. * Variety. Guests will choose from a variety of choices from the menu. It is often difficult to meet the dining requests of each person due to individual tastes. However, at insert name, there will be something for everyone. * We will provide more entertainment than our competition. No other restaurant in London does this concept at the moment. We want our guests to feel a part of the “ insert name ” dining experience. * There will be no confusing menu board when guests arrive at our restaurant. Some of our competitors have 10-foot-long menu boards which are overwhelming to customers and difficult to read. Others try to up-sell and ask too many questions while reeling off specials of the day.

Market Analysis Summary

insert name is faced with the exciting opportunity of being the first mover in the Malaysian food exhibition. The consistent popularity of food making display, has proven to be a winning concept in other markets and will produce the same results nationally.
In looking at our market analysis, we have defined the following groups as targeted segments. Below are our targeted market segments. I. Age – Students, young married couples with children, seniors, Malaysian tourists and blue-collar workers of all ages.

II. Family Unit – We will appeal to young families with new babies or mature families with children under the driving age. Most of our family units will have two wage earners.

III. Students – As United Kingdom is the country with the 2nd most number of Malaysian students, they are our main target customers.

IV. Income – We will appeal to the medium income individuals and students.

V. Tourist – Most Malaysian tourists tend to look for Malaysian food to eat and the location specified is perfect because a lot of Malaysian tourists stay around that area.

Service Business Analysis

The restaurant industry in the UK has experienced rapid growth in the last 20 years and is now moving into the mature stage of its life cycle. Many factors contributed to the large demand for good restaurants in the UK today. People want more leisure time. There are more two-wage earner families today, and more discretionary income. The competition is strong, with many formidable chains competing for the consumer pounds. It is almost impossible today to strike off into a new, unique, untried venue. Only the strong will survive and prosper.

Due to intense competition, restauranteurs must look for ways to differentiate their place of business in order to achieve and maintain a competitive advantage. We realize the need for differentiation and strongly believe that combining the popularity of Malaysian food and food exhibition is the key to success. The fact that no other Malaysian restaurant has entered this arena as yet presents us with a window of opportunity and an entrance into a profitable niche in the market.

Sales Literature
There are plans to produce three different pieces once we open. All should be relatively inexpensive to produce and most will be accomplished in-house by using desktop publishing. Below are the pieces that we are planning to produce.

I. Brochures/Handouts – will explain that we can handle large parties, banquets and catering service. Will also include a map to the restaurant and promotions available. II. Table Toppers – will explain a brief description of the restaurant, promotions, event calendar of insert name III. Direct Mail Piece – will explain our concept, list prices, and show inside photographs of our restaurant. We will produce and mail this after gathering database.

Main Competitors

Malaysian restaurants are our competition because we all prepare the same type of cooking. However, there are a few Malaysian restaurants that are doing very successful and we categorize them as our main competitors. There are only 2 Malaysian restaurants around the area. 1 is a Malaysian canteen that only allows Malaysians in it and the other is a Chinese-style restaurant.

Sales Programs

1. Grand Opening – A grand opening open house will be held to promote the restaurant and the food to the public. 2. VIP Parties – We understand that the Malaysian community is very close and by having a good relationship with the VIP’s, will help the business in gaining it’s publicity locally and internationally. 3. Direct Mail Piece –Inside will be important details about the restaurant. We will explain our menu, prices, hours of operation, "Theme Nights," method of service, and provide a locator map. 4. Newspaper -- We will create several different size ads, generic in nature, to be used.