Wine Bar Project - Essay Example

Wine Bar Project Business plan is the skeleton for any business to progress and coordination of different aspects will help in successful implementation of this plan. Backbone of any business plan or market analysis is the customer interaction and the market survey. A financial plan is very much important in the assessment of financial viability for the proposed business plan. The more you satisfy the market interest and taste of the consumer, the higher the chances of the market expansion of the business and greater the possibility of the profit. Therefore, the market search or the market analysis through customer interaction and market survey has been of vital importance in the management of a business. The market survey and customer interviews that have been conducted provided the most important data needed for this business plan. The written plan highlights the executive overview of the marketing strategies to be adopted in order to increase the market feasibility of wine trading. The quality of the product and the strategies for the business are very crucial in the growth of any business. According to Marry-Colleen Tinney, “Wine consumers in the Unites States are evolving. Unlike in decades past, consumers’ today are more comfortable with wine as an every day luxury, are more confident with their choices and are willing to explore the category more fully than ever before. The more you bring up different options, the more consumers are going to make them a part of their purchasing decisions. Within the past five years the wine occasion has become more casual as consumers are enjoying wine as part of every day life.” (Tinney, 2007). The customers have the habit of experimenting with the varieties of wine and new products in the market. The National Restaurant Association reports “that 46 percent of adults patronize an eating establishment on typical day, resulting in approximately 50 billion meals eaten out nationwide.” (Suffolk County Department of Health Services). As the retail price of imported wines has dropped, perceptions of wine have changed from solely for special occasions to more daily consumption habits. This has driven an increasing consumer consciousness of price and quality and overall education about wine. By utilizing this opportunity wine bar with catering service will successfully operate in Suffolk County. After locating the premises of choice, it is crucial to obtain permits and license from health authorities and New York State Liquor authority before opening a Wine Bar in Suffolk County. Role of New York State Liquor Authority: “In 1934, after the prohibition against the sale and distribution of alcoholic beverages was repealed by the 21st Amendment to the United States Constitution in 1933, the New York Legislature enacted the Alcoholic Beverage Control (ABC) Law which created the State Liquor Authority and the Division of Alcoholic Beverages Control.” (Division of Alcoholic Beverage Control State Liquor Authority). The agency maintains three Zone offices located in New York City, Albany and Buffalo and one satellite office in Syracuse. Each Bureau examines and investigates license, to ensure eligibility requirements, and permit applications within its Zone. The ABC Laws define retailers as those licenses who can purchase, stock and sell alcoholic beverages for consumption on or off-premises. The length of the license period depends on the class or type of license issued and the fee structure is defined in ABC Law. There are three general areas, namely the principals, the premises and the source of finances, to determine eligibility for a license. An investigation digest report, a mandatory checklist, and file are reviewed by zone licensing staff for compliance of eligibility and final approval or disapproval. If there is community opposition to a proposed establishment, concerns regarding the applicant or the premises, the Bureau refers the application for consideration by Members of the Authority for further review and comments. For Suffolk County permit applications have to be filed with Zone 1, New York. License for “Off premises” consumption include Liquor stores (L), Grocery/Drug Store (A/DS or AX/DX) and “On premises” are categorized as OP (Full liquor license), and HL (Hotel License) which permits consumption of all types of alcoholic beverages, and CL (Club license), and RW (Restaurant Wine license), and EB (Eating place Beer license) restrict consumption to wine, beer or both. Holders of retail license to traffic alcoholic beverages should not allow another person to sell alcoholic beverages using their license nor move the license to another location without prior approval of the State Liquor Authority (SLA). In case of loss or theft it should be reported immediately to the police, and a copy of the report accompanied by a money order for $ 1.00 must be sent to the SLA to obtain a duplicate original. A licensee is accountable to and responsible for maintaining the following: To ensure business is operating as per ABC Law and employees and patrons strike and balance between the quality of life in the neighborhood and operation of business. Maintain books and records of purchase and sale, and produce for inspection. Display license certificate and warning signs conspicuously in the establishment, and maintain a valid bond in effect all time. Purchase of alcoholic beverages should be from licensed manufacturers and wholesalers and not from retail stores or licensee. Should not promote Gambling in the premises. Should not tamper or refill the contents and beverages must be dispensed from the original container. Any changes or alterations to the licensed premises must require prior permission from the authority. Sale of alcoholic beverages to a person under 16 can result in revocation of the license and most common violations of the ABC Law are: 1) Sale to minor (under 21 years old); 2) sale to intoxicated person; 3) sale during prohibited hours; 4) disorderly premises; 5) employment of minors; and 6) Gambling and narcotics and establishments. Alcoholic beverages must be consumed on the premises and hours of sale are determined by the closing hours in the county where the establishment is located. Patrons may consume drinks purchased before closing hours up until one-half hour after the legal closing hours. Penalties for noncompliance of ABC laws range from suspension, cancellation, revocation, civil fine, bond claim, to a two year proscription on relicensing the premises. Sale of alcoholic beverages to minors and intoxicated should be prevented by ascertaining age proof, which is not tampered with, preventing third party sales, and recognizing the signs of intoxication. Alcoholic beverages must be consumed on the premises and hours of sale are determined by the closing hours in the county where the establishment is located. Patrons may consume drinks purchased before closing hours up until one-half hour after the legal closing hours. Penalties for noncompliance of ABC laws range from suspension, cancellation, revocation, civil fine, bond claim, to a two year proscription on relicensing the premises. Sale of alcoholic beverages to minors and intoxicated should be prevented by ascertaining age proof, which is not tampered with, preventing third party sales, and recognizing the signs of intoxication. Suffolk County Board of Health Guidelines to eating places: We should ensure that food we eat in restaurants is safe as will the water we drink and the air we breathe. It is the responsibility of every Health Department to have programs that protect the public from adulterated food, unhealthy living conditions, and health nuisances. “It is unlawful for any person to operate a food establishment within the County of Suffolk who does not posses a valid permit to him by the permit issuing official.” (Section 760-1303. p.116). A permit from the Health Department is required to open a food and liquor establishment. Hazard Analysis Critical Control Point (HACCP) inspection focuses on the food preparation stages that are most likely to cause food borne illness if not properly handled. The training section of the Health Department offers Food Manager’s Course, free of cost, which provides extensive training in food handling and safety. All owner/operators and shift managers must have a valid Food Managers Certificate. The certificate is valid for three years and at the end of this period another course is to be attended. A responsible person with valid Food Manager’s certificate should be present in the establishment at all hours of operation and food preparation. For opening new establishment a plan and application must be submitted, to be reviewed for compliance with provisions of Article 13 of the Suffolk County Sanitary Code and for providing an acceptable waste disposal system before construction begins. Any changes to equipments, physical lay out should done with prior consent of the concerned authority. Generally processing of applications takes several weeks depending on the completeness and accuracy of the application and plans as well as compliance to Sanitary Code. Application for a permit or for the renewal of a permit to operate a bar or catering service should be made in the prescribed form along with prescribed fee, other documentary evidence and information, whatsoever necessary. Permission to any establishment depends on fulfillment of prerequisite conditions enshrined in the Code and other provisions of law and satisfaction of the inspecting authority. Permits and licenses are not transferable and should be renewed on expiry. The water supplied for human consumption should be protected from potential sources of contamination and meet standards of New York State Sanitary Code Subparts 5-1 through 5-6 and standards promulgated by Suffolk County Board Health. New York State Sanitary Code also restricts that: A. “No person shall permit, deposit, store, or hold any offensive material on any premises or place unless such material so treated, screened, covered, placed or located so as not to create public health nuisance.” (Article 5. General Sanitation). B. A person who is infected with any disease specified in Part 2.50 of the New York State Sanitary Code that is transmissible through food, water, utensil or equipment, or who is a carrier of such disease; or who is suppurating lesions on arms, hands, face or other exposed parts of the body, or who is suffering from periods of vomiting or diarrhea or persistent coughing or sneezing shall not handle food, water, utensils, equipment, clean linen, or single-service items in any food establishment.” (Section 760-1340: Personal Health, and Disease Control; Training. P. 135). C. The equipments and utensils used for catering should be designed and fabricated for durability under normal use conditions and operation. Food contact surfaces should be smooth, free from breaks, cracks, chips, pits, and similar imperfections and easy to clean internal corners and crevices. Cleaning system should be designed and fabricated to first circulate cleaning and sanitizing solutions thoroughly, then the solution contacts all interior surfaces, the system is self-draining or completely evacuated. A three compartment sink should be provided in every food service establishment and used for manual cleaning and sanitization of kitchenware with soap solution and hot water. Hot water sanitation facilities should have heating device which maintains temperature not below 170 degrees Fahrenheit, and cleaned, sanitized utensils shall be air dried. In all food establishments where food is served for on-premises consumption and wherever multi-use eating and drinking utensils are used, it is necessary to provide adequate mechanical dishwashing facilities. The main requirements are: a) Wash water should be clean and kept at not less than 140 degree Fahrenheit for spray type chemical sanitizing glass washers. b) Dishwashing machines (spray type or immersion) with flow pressure of spray between 15 and 25 pounds per square inch on the water line, protected to minimize entry of wash water into the rinse water. Utensils should be arranged in such ways that food contact surfaces are exposed to wash and rinse water. c) Conveyors and cycles should be accurately regulated to assure proper washing, rinsing and sanitizing. Temperature of wash water and rinse water should be accurate and monitored with thermometer. d) Automatic detergent and wetting agent dispensers should be kept in operating condition. e) Separate drain boards of adequate size should be located to keep soiled and cleaned utensils. f) Chemicals used for sanitization should be effective to bactericidal treatment and dispensed automatically. g) Dishwashing machine should be thoroughly cleaned after use. Utensils should be air dried or stored in self-draining position. Toilet facilities and cleanliness: Each food establishment shall be provided with adequate, conveniently located, and properly installed toilet facilities for its employees. Toilet should be clean, in good repair, free from objectionable odors, with enough supply of tissue. Toilets shall be completely enclosed, have self-closing doors, and not open directly to the work station area. Hand washing facilities should be equipped with hot and cold running water mixing faucets, cleansing liquid or powdered soap, and sanitary towels or hand drying devices. All floors, walls, ceilings, doors and windows, electrical fittings, and decorative items in a food establishment should be kept clean and in good repairs. Attention should also be given to clean up keep of exteriors of a food establishment. The walking and driving surface should not be prone to dust accumulation. The toilet area, interior, and exterior of the premises should be compatible for wheel chair users and their caregivers. In Suffolk County, effective March1, 2003, the work areas of almost all businesses and places of employment shall be smoke-free. No person shall smoke or carry a lighted cigar, cigarette, pipe or any other form of smoking object or device in any place other than restaurants and eating places. All food service establishments, restaurants, catering halls, bars or taverns should post “no smoking signs” at all entrances, request staff and patrons to refrain from smoking. A permittee should permit the Sanitary Commissioner to carry out periodic inspection of places of public assemblage pursuant to the State Sanitary Code and violation of the law will tantamount to fine not exceeding US $ 250 to $ 500 and or imprisonment not exceeding 15 days. Final permission to operate business will be issued only after obtaining satisfactory pre-operational inspection report from Food Control Unit. Competition analysis: The motivation of every business entity being profit, the role of the market expansion is great and every opportunity to expand the market must be best made use of. A company should identify customer buying behavior and distinguish type and amount of products purchased, policies of pricing, and frequency of buying trends. Breaking down the profiles of buyers and describing their characteristics in detail provides great help in the process of market synthesis. In a competitive commercial environment the only certain way to monitor company performance is by comparison of the result against its competitors. Our Wine Bar is a redone old building with outdoor seating, fully equipped kitchen and common area and bar. As it overlooks a nearby park of the residential area it is named as “The Garden Park.” Its classic Godfather atmosphere and side-street location adds to the appeal. We offer product innovation and price cutting compared to our competitors and promote family gathering. Our establishment is unique in providing superb Steak Sandwich, finest Pasta, and great wine. Only advantage with our competitor is the lake view, large dance floor and theater which attracts mixed crowd. We pride in our special Italian and Spanish food and vintage wine, whereas our competitor’s only attraction is dancing till midnight. With an intimate atmosphere, melodious music, offering special gifts to regular customers, and friendly service we expect success and expansion opportunities. Works cited. Tinney, Mary-Colleen. Sales and Marketing. Retail Sales Report: Single-Serve Packaging Continue Steady Growth. Wine Business.Com. 15 Aug. 2007. 24 Nov. 2007. . Suffolk County Department of Health Services. Restaurant Inspection Information. Department of Health. 24 Nov. 2007. . Division of Alcoholic Beverage Control State Liquor Authority: Hand Book for Retail Licensees. New York State. 24 Nov. 2007. . Section 760-1303. p.116. 24 Nov. 2007. . Article 5. General Sanitation. 24 Nov. 2007. . Section 760-1340. Personal Health, and Disease Control. Training. P.135. 24 Nov. 2007. . Read More