creation of restaurant

7/30/2019 creation of restaurant

1/23

Analysis of Restaurant Industry

Kolkata the City of Joy food lover

It is one of the largest cities in India covering an

area of 187 square km and housing a population

of more than 4.6 million

Earlier restaurant were limited to Park Street

Now food joints are opening in all possible

locations, Currently there are 459 restaurant andcafs

People are ready to experiment and try new

varieties


2/23

Industry Competitors

(Segment Rivalry)

High

Potential Entrants

(Threat)

High

Substitutes

(Threat Of Substitutes)

High

Buyers

(Buyers power)

High

Suppliers

(Supplier Power)

Medium

Porter Five Force Model


3/23

Introduction

Affam is a Multi-cuisine Restaurant and a

Caf cum lounge opening on 26th January

2008

Owners Mr. A & Mr B (Brothers)

Address 11/3 Sarat Bose Road, Kolkata-20

TaglineHungry for more Total Cost of the project

Floor Area 2700 square feet


4/23

Caf cum Lounge

Area 1000 square feet

Seating Capacity - 75

Food Italian, Chinese,

Mexican, & Indian.

Drinks Coffee, Tea &

Mock tails.

Hookah 25 Flavors (nontobacco)

Pool Table 1

Timings 11am to 11pm


5/23

Multi-cuisine Restaurant

Area 1000 square feet

Seating Capacity 75

Food Italian, Chinese,

Mexican, Continental &Indian.

Drinks Coffee, Tea &

Mock tailsTimings 11.30am to

3.30pm & 7pm to 11pm


6/23

Service

Staff

Head Chef from IHRM, Kolkata

5 Cooks Local

1 Manager

20 Waiters

1 Pool + 2 Hookah

3 Cleaner

2 Guards

2 Valet Parking


7/23

Add-ons

Membership Card Point system

Feedback Form Suggestions and Complaints

Take Away CounterDebit and Credit Card Acceptance


8/23

Price*

Caf

Food: Rs.35 to Rs.200

Drinks: Rs.50 to Rs.150

Hookah: Rs.150 to Rs.200

Pool: Rs. 75 per half an hr

Parties: Minimum Rs 150

per plate for 50 people

Multi-cuisine

Food: Rs. 45 to Rs.300

Drinks: Rs. 50 to Rs.150

Lunch Buffet: Rs. 250

* Exclusive of Service Tax and VAT


9/23

Place

11/3 Sarat Bose Road, Kolkata-20


10/23

Promotions

Word Of Mouth

Direct Marketing

Inaugural Invitations

Advertising

Newspaper- Telegraph: Metro & Graphiti

Outdoor Hoardings, Piers and Metro station Radio 93.5 Red FM


11/23


12/23

Market Segmentation and Targeting

Basis of Segmentation Cafe Family Joint

Geographic Kolkata Kolkata

Demographic

Age

Gender

Income Occupation

16 30

Both male & female

Sec A and BStudents and young

professional

For all

Both male & female

Sec A and BBusinessmen,

Professionals, Housewives

Psychographic

Lifestyle Outdoor oriented Outdoor oriented

Behavioral Occasion

Benefits

Attitude towards product

Regular

Quality, service

enthusiastic

Regular

Quality, service

enthusiastic


13/23

Positioning

USP of restaurant- Everything Under One Roof


14/23

Layers of Product

KCORE

BASIC

EXPECTED

Multi-cuisine

And cafe

food

quality

AUGMENTEDGood service,comfort, Ambience


15/23

SWOT Analysis

Strengths

Good quality food.

Good service.

Comfort of the customer.

Good Ambience

Weaknesses

Lack of presence throughout thecity.

Space shortage.

ThreatsCompetition From

Other Cafs like CCD, Barista, AquaJava, Mezze, Soho, Flavors. etc

Opportunities

Rising potential in the domesticmarket

Growing love of people for food.

SWOT


16/23

Funds

Sources of fund Amount in Rupees

Plot owned by Mr A & B 2,70,00,000

Mr. A 75,00,000

Mr. B 75,00,000


17/23

Expenses

Fixed Expenditure Rupees

Land (2700sq X 10,000) 2,70,00,000

Interior Decorator 60,00,000

Kitchen & Cutlery 5,50,000

Electricity(4 months) 10,000

Hookah (10X3500) 35,000

Pool Table 50,000

Advertising 34,11,200

Total 3,70,56,000


18/23

Advertising Expense

Items Details Rupees

Hoardings 5 area, size 80X40 5,00,000

Metro Railways 5 Stations Package deal 1,50,000

Telegraph Metro Size 24X10 @Rs. 1110 percm X 8 times in a month

21,31,200

Graphiti

(Sunday Magazine)

On 26th January, 2008 3,30,000

Piers (Lighted Kiosk) 4 under AJC Bose Road

Flyover Pillars (4 X 50,000)

2,00,000

Radio 93.5 Red Fm Rs. 150 per sec X 10sec X 10

days X 6 times per day

90,000

Invitations 10,000

Total 34,11,200


19/23

Working Capital

Items Details Amt in Rupees

1 Head Chef 15,000

5 Cooks 9000 X 5 45,000

1 Manager 20,000

20 waiters 20 X 2000 40,000

1 Pool Caretaker + 2 Hookah 3 X 2000 6000

3 Cleaners 1500 X 3 45000

2 Guards 2500 X 2 5000

2 Valet Parking 1500 X 2 3000

Electricity 50,000

LPG 700 X 30 21,000

Milk, Groceries & food items 1,11,000

Misc 5000

Total 3,26,500


20/23

Revenue

Items Details Amount in Rupees

Caf cum Lounge

(food & hookah)

Mon- Fri: 500

Sat: 1000, Sun: 800

23,28,000

Multi-Cuisine Mon-Fri: 250

Sat: 500, Sun: 500

13,50,000

Pool 8 hrs per dayRs. 75 for hr

36,000

Total 37,14,000


21/23

Pay Back Period

Items Amount in Rupees

Fixed Expenditure 3,70,56,000

Working Capital 3,26,500

Revenue 37,14,000

Incremental Profit (monthly) 33,87,500

Cost of Fund 10 %

Pay Back Period 13 months


22/23

Future Plans

Open up chain of Restaurants in Kolkata & in

other cities

Get feedback from customers and constantly

improve in different areas of servicing


23/23

Thank You

creation of restaurant

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