Strategic Analysis of a Restaurant - Business Plan Example

LULU'S SANDWICHES INC. As The Original BANH MI Factory 1. EXECUTIVE SUMMARY 1.0 Executive Summary Lulu's Sandwiches Inc. operates as the trade name The Original BANH MI Factory Called (BM ) has created a new concept of "the Art of Baking and the Traditional Tastes of Vietnamese and European Cuisines" with a speculative combination of bright energetic restaurant sandwich improving environment and entertainment age, this is new to the beverage and food service industry. The company offers a unique combination of Asian and European, hot& cold food and beverages, in a convenient and time-efficient way, to our customers. With a new concept of the BM modern baguette factory production line is visible to public that will offer its customers an opportunity to observe " the Art of Baking " through the guard-glasses and witness what and how BM manufactures superior quality productions, to ensure consumer awareness and loyalty. The BM is unlike other typical sandwich shops, it attracts a diverse crowd from historic Vietnamese-European to a younger crowd, which is wowed by equipping with a cool-forum for communication and entertainment through the medium of the Internet and big-flat screen TV that customers can quickly check e-mail at the BM Internet Zone Counter or plug in your own laptop at a designated area and watch update news, popular music, and sports from a luxury leather chairs with fireplace to the unique modern seats while enjoying an extensive menu of delicious items. The BM is the suitable response to a gradually increasing demand .The effective community wants a place to socialize and share these experiences with friends and colleagues. 1.1 The Products The BM generously contributes its patrons the ability to drive up or walk-in and orders their selection of a wide range of exciting products. We offer BM's very owned cultures to its customers the finest traditional hot & cold beverage and delightful food highly increases in determination introduced Vietnamese " Banh Mi" and European sandwiches, Vietnamese iced cafe, Pho (noodle soups) and spring-rolls. In addition, BM will offer East meets West individual people with desserts, freshly baked gourmet pastries and other confections, plus other custom drinks such as fruit- smoothies, original drink juices, flavored milkshakes, and freshly roasted coffee on site. 1.2 Mission The Original BANH MI Factory will reinvent the sandwich experience for individuals, families, and take out customer's discretionary income by offering superior quality, innovative products at a reasonable price, designing tasteful, convenient locations, and providing industry-benchmark customer service. Your pride is the BM's ultimate goal. The BM aims to be a cornerstone in a permanent community, creating a neighborhood atmosphere where satisfied consumers seem comfortable and become instant regulars. BM is sensitive to the often over-looked popularity of healthy and delicious baked goods and beverages, filled with the best ingredients. Constantly striving to supply what the potential customers are calling for and improving on what is available in the competitive market and adding recent products and services to the designated area of need. BM will assure our success in a market driven by consumer demand. 1.3 Keys to Success There are four keys to success in this business, three of which are virtually the same as any foodservice business. It is our fourth key "the Community Mission "that will give the BM extra measure of respect in the public eye. 1- The greatest locations: visibility, high traffic pattern, convenient access. 2- The best products: freshest baked goods, cleanest equipment and environment, premium-serving containers, consistent flavor and value. 3- The friendliest servers: cheerful, skilled, professional, articulate. 4- The finest reputation: word-of-mouth advertising, promotion of its community mission of charitable giving. 2. MARKET ANALYSIS 2.0 Market Analysis The Original BANH MI Factory was a start up company. Marketing was critical to its success and future profitability. The similar sandwiches, freshly baked goods and beverages have been in the competitive marketplace for a long time and well accepted by the local community. Differentiating of ourselves from other more traditional products with a fabulous combination of Asian and European styles and much owned independent tastes has definitely given BM the amazing ability to capable compete on the edges of this specific business with the already entrenched competition. Sales will be brisk and in-line with projections. Our ambiance and services are designed for this clientele and our proactive development efforts are focused on capturing this market. 2.1 Market Summary. The new BM concept is faced with the interesting opportunity of being the first-mover in the local sandwich market. The consistent popularity of sandwich, integrated with the producing particular advantage in the perceptions of traditional Vietnamese-European foods, desserts, pastries and drinks, has been proven to be a winning newborn concept in the beverage and foodservice industry. The BM will prove that to be successful, it will soon become one of the fastest growing restaurant chains and BM will further become one of the household names in Canada. 2.2 Target Markets . Business people from the downtown and business centre professional buildings. . Major Asian super markets are in all Metropolitan communities across the nation. . Students are from nearby housing and campus centers. . Commuters are routinely traveling to/from elaborate work, out shopping, delivering goods, or just out for a drive. 2.3 Objectives . To establish and maintain positive, steady growth each month. . To gradually develop the strong presence in the community needed to support sales growth . . Experience an increase in new customers who turned into instant regulars. . Realize a growth strategy of the BM 3 years Business Growth Forecast. 2.4 Business Growth Forecast The Original BANH MI Factory has formatted for the operation of the Sandwich Restaurant Chains into four types of businesses. a. Production Unit: is generally 5,500 to 8,000 square feet and designed for freestanding with Drive-thru geographical sites or strip mall with a preference for Drive-thru - will be positioned near residential areas close to schools, shopping malls and Downtown in major Metropolitans. b. Non-Production Unit: is approximately 1,500 to 3,500 square feet and is designed for strip mall or freestanding with a viable option for Drive-thru locations. c. Mall Unit: is approximately 500 to 1,200 square feet and are designed for mall applications such as food court areas with common seating. d. Kiosk Unit: are approximated 100 to 200 square feet and is designed for smaller areas in a hall of the mall, school, and airport. With in clearly defined geographic areas are based in the three provinces of the Ontario, British Columbia and Alberta. It expressly desires to achieve in the upcoming three years definitely taking into account: (3) Production Units; (10) Non-Production Units (1) Warehouse and (1) Food Manufacture. 2007: (One) Production Unit is in Ontario. It's currently in place. (Two) Non-Production Units are in Ontario. (One) Warehouse/Distribution is in Ontario. It's currently in place. 2008: (Four) Non-Production Units are in Ontario. (One) Production Unit is in Ontario 2009: (one) Production Unit is in Alberta. (Two) Non-Production Units are in Alberta. (One) Central Food Manufacture/Warehouse is in Alberta (Two) Non-Production Units are in Ontario. 3. COMPANY SUMMARY 3.0 Company Summary The Original BANH MI Factory is a start-up sandwich restaurant chain, which will be managed by four executives performing leadership, marketing, sales and finance. These executives bring to the startup organization a large degree of extensive experience in the beverage and foodservice industry. They perceive an opportunity to acquire a significant amount of market share by focusing on the specific needs of the creative products in marketplace and by generously providing greater precision controls to their multiple functions than other competitions. 3.1 Company Ownership The company will be a closely-held corporation with two principle shareholders as of the founders Thu Vo and Thanh Lu who will form the Board of Directors. 4. MANAGEMENT SUMMARY 4.0 Management Summary The Original BANH MI Factory is relatively flat organization. Overhead for management will be kept to a minimum and all senior managers will be "hand-on" workers. There are no present intentions of having a top-heavy organization that drains profit and complicates decisions. At the zenith of this three-year suitable proposal, there will be four executive positions: chief operating officer, chief financial officer, chief information officer and director of marketing. There will be other mid-management positions, such as district managers for every one production unit and six non-production units, and store managers to oversee day to day operation of their facilities including the front & back office, production, maintenance, stocking and replacement of equipment in the sites. 4.1 Organization Structure Recognizing is the importance of human capital. The BM has assembled a strong management team who will be managed three functioning groups within the organization: Production, Sales and Marketing, General and Administrative. For purpose of this proposal is in order to clarify the outlining details of rapidly adding senior level management. The BM has broken administration down as a separate segment, but it is an integral part of the General and Administrative function. In the meantime, we are currently using outside partial consultants to ably assist in these areas. 4.2 Management Team The management team is comprised of Thu Vo and Thanh Lu, the original founders of The Original BANH MI Factory. In addition, they have a board of local counselors with many years of regulatory, financial, marketing, sales management experience and product knowledge to assist them with executive decisions on daily enterprises, and the long range planning necessary for continued, consistent growth. The BM team is currently composed of the following professionals: Thu Vo, President She is fulfilling the desired significant duty of Chief Financial Officer. Thu has been leading finance for her owned-national retail store chains for over 18 years. It is a multimillion Company. She will bring her outstanding experience to the BM, and together she will contribute a solid focus in the BM's finance. Thanh Lu, Vice President She has favorably nominated to operate the function of Chief Information Officer. She has been presently performing in foodservice industry for approximately 20 years as a director of Research and Development and recent products as well for major players of frozen dessert manufactures and fast-food chains in Western-Canada. Her career in food and cooking are a welcome addition to the LSI team. De Vo, Vice President He has determined as Chief of Sales and Marketing Officer. De has a strong background in development within the retail industry. De has been directly managing his owned- national store chains since 1987.Company now has 21 stores across Canada. With his extensive marketing and sales experiences in the retail business that will be lead the BM to a next level in the fast food restaurant chains industry. Quang Khuong, General Manager The BM has selected Mr. Quang Khuong to perform the duties of Chief Operating Officer. Quang has a highly entrepreneurial spirit. He is a baker by trade and has been operating from fast-food restaurant chains to manufacturers for over 20 years. Combining his experience, leadership, and desire with a several year of active research in a mixture of traditional Vietnamese-European sandwiches, pastries, desserts and beverages, and the BM knows that Quang is the individual who will get the startup corporation out of the gate and up to full speed for a long time to come. 5. FINANCIAL PLAN 5.0 Financial Plan The Original BANH MI Factory financial picture is quite promising. Since the BM is handling a cash business, the primary cost is significantly less than many start-ups these days. The advanced progress is labor intensive and LSI recognizes that a higher level of talent is basically required. The financial investment in its organizers will be one of the greatest differentiators between it and BM competition. For the definite target of this pro-ma plan, the facility and equipment are financed upon the founders. These individual items are capital expenditures and will be available for financing. There will be a minimum of inventory on hand so as to carry the product fresh and to take current advantage of price drops, when and if they should occur. 5.5 Conclusion: There are possibly a few scenarios for the founders to cover their long term investment. However, the BM management team will bring their extensive experience and together building the Original BANH MI Factory becomes an extremely success. This will open the doors for franchising opportunity. When one looks at the wealth that has been created by the likes of Tim Horton's, McDonald's, Wendy's and KFC's, the value of franchising an excellent idea cannot be dismissed. Developing a franchise can be a highly cost, and eventually take years to develop. At the Original BANH MI Factory, we will deliver the consistency and value of the variety of traditional Vietnamese-European Fast-Food Sandwiches to the beverage and food service industry currently in place We will establish a foothold on a community. Finally, we confidently will build its-own reputation in the time to come. Read More