Sam_s Hut

Sams Hut

Table of Contents2Introduction23Executive Summary34Concept Inspiration45Mission & Vision65.1Vision65.2Mission66Swot Analysis76.1Strengths76.2Weaknesses76.3Opportunities76.4Threats77Marketing Strategy87.1Promotions88Corporate Identity and Branding98.1Products & Services99Menu Design109.1Sams Hut Offers The Following Delectable Selection:1010Financial Information1510.1The financial plan depends on important assumptions, most of which are shown in the following table. The key underlying assumptions are:1611Conclusion1712References18

IntroductionThe restaurant market in India which is mainly comprised of the unorganized and organized restaurant market. The unorganized restaurant market includes the roadside vendors, Dhabas, Chinese vans and trolleys. The organized restaurant market includes the Quick Service Restaurants (QSR), the full service restaurants, PBCL (Pubs, Bars, Clubs and Lounges) and the food courts and kiosks. The report provides the market share and company profiles of major players in major segments. The restaurant industry in India, which is mainly driven by the young population aged 15 to 44 years has registered revenues of INR ~ crores in FY'2013. The industry has witnessed a sound growth which has been fueled by the advent of large number of national as well as international chains in the organized market. Many international chains such as the Mc. Donald's, KFC, Dominos and Pizza Hut largely have dominated the organized restaurant.

The market size of the countrys restaurant sector is Rs.247, 680 crore ($48 billion), which makes it 24 times bigger than the film industry and places it $9 billion ahead of the telecom sector. And, it is projected to swell to Rs.408, 040 crore ($78 billion) by 2018 at a compounded annual growth rate (CAGR) of 11 per cent with the organized sector expanding at 16 per cent. The National Restaurant Association of India (NRAI) and management consultancy firm Technopak have presented this buoyant picture in the India Food Services Report 2013, which was released in the Capital by Union Commerce and Industry Minister Anand Sharma. The report estimates that the industry, 70 per cent of which is in the unorganized sector, provides direct employment to 4.6 million people. Besides, by lifting demand for real estate and food products, it creates multiple job opportunities in ancillary industries such as construction, food processing, logistics and kitchen equipment. It also contributes up to Rs.11, 900 crore as revenues to the Central and state exchequers.

Executive SummaryBenihana in India is our seller. The concept is new and fresh. Its engaging and thought provoking and titillates the customer to engage actively in the preparation of his meal. He takes interest in what he is eating. The sheer display of art is nothing less than magical and inspires shock and awe. Our three pillars will be Food, Hospitality & Safe, family restaurant. Sams Hut is intended to be a full service, three-meal-a-day, and restaurant. It is to be located overlooking the Daya River. The facility will seat approximately 200 patrons. This would allow roughly 150 seats inside and the balance would be outside deck seats. The restaurant will feature a full menu compliment of moderate to high priced delectable breakfast-lunch-dinner items. The menu will be influenced by Mughal Empire. The revenue will come from 4 elements of the restaurant operation:1. Breakfast will feature traditional morning dishes and other creative, specialty items using farm fresh and quality produce.2. Lunch will feature a full variety of casual, family style experience. It will cater to meat eaters, predominantly. But vegetarians will not be forsaken. 3. Dinner will feature delectable dishes ranging from seafood, pastas, steak, dinner salads and other favorites which will be offered for customization by our trained chefs. 4. Bar operation will offer a full bar/drink menu featuring specialty drinks, craft beers and assorted wines. It is intended that dining and drinks can be enjoyed inside or al fresco (on the new deck) so as to enjoy the atmosphere. This would be done on a limited basis, most likely located on the outside deck. The vision is that the entertainment would be most single individuals or 2 and 3 person combos performing easy listening numbers that would afford background music to people eating, talking and enjoying a good time at their best joint.

Concept InspirationA Japanese dream. A North American success story. The story of Benihana had its roots in Japan right after the war. At that time, Yunosuke Aoki, (Yoo-OOH-No-Soo-Kay Ah-OH-Kee), a samurai descendant and a popular Japanese entertainer together with his wife Katsu (KAHT-Soo), opened a small coffee shop in Tokyo. A red safower, found in the neighborhood streets gave the Aokis the inspiration for the restaurants name Benihana which in Japanese means red ower. From his show business background, Yunosuke was well aware of the publics attraction to something different. This little Benihana coffeehouse soon became known for serving and using real sugar. Yunosuke would have to pedal his bicycle more than 20 miles to purchase the sugar. The familys four sons grew up with the coffee shop, which later became a full service restaurant. Each of them understood the restaurant business from the ground up - the importance of absolute cleanliness in the kitchen, using the freshest ingredients and the very best cooking tools money could buy. The eldest son, Hiroaki (HE-ROH-AH-Kee) also grasped the important lesson of offering guests something out of the ordinary and he could not help but inherit his fathers appreciation for the theatrical. There was something magical about this combination and the thought stayed with him as he completed college in Japan. Meanwhile, Hiroakis athletic ability had not been overlooked. His facility for wrestling earned him a spot on the Japanese Olympic wrestling team. This team membership would eventually bring him to America. By the time Hiroaki arrived on U.S. soil in 1960, he had already begun to form the idea that this country might be ready for a marriage of a different kind of food presented with an entertaining air. Adopting a name which would be easier for Americans to pronounce, Rocky Aoki set off to have his dream become reality. He worked seven days a week selling ice cream in New York City and studied restaurant management at night. Through saving and borrowing, Rocky scraped together enough money to nance his rst four-table restaurant on New Yorks West 56th Street. As they worked within the authentic Japanese farmhouse interior, the Benihana dining concept gradually came into focus. Food would be prepared right at the table teppan-yaki style (teppan meaning steel grill and yaki meaning broiled) with dazzling effects by highly trained chefs. Rocky also believed that because the restaurant was near Broadway, the showmanship of the chefs was extremely important. Beef, chicken and shrimp would be the stars of the menu, all prepared hibachi-style (an American-style term for teppan-yaki cooking). Guests at the communal tables would place their orders with the chef and watch in amazement as these items were sliced and diced, and ipped into the air. The timing in cooking was critical. These different ingredients had to be ready to serve onto the guests plates simultaneously. In 1964, after all the preparation and planning, Benihana of Tokyo was only serving one or two guests a day. Aoki family members moonlighted at other restaurants just to pay the bills. But, six months after the restaurant opened, an enthusiastic review by Clementine Paddleford, legendary restaurant critic of the New York Herald-Tribune reversed the trend for good. New Yorkers ocked to the four-table Benihana and Rocky Aoki suddenly found himself in the position of having to turn dining guests away. By bringing Japanese food into the mainstream and pioneering its entertaining style of presentation, Benihana has also paved the way in North America for the popularity of other Japanese cooking styles and food products. Sushi is now a favorite, and soy sauce has become a staple in North American kitchens, all thanks to Benihana. Benihana Toronto has been serving Teppanyaki Dinners proudly since 1973.

Mission & VisionVision

The objectives for Sams Hut for the first five years of operation is: Grow two units within the first five years. Keep food costs below 35% of revenue. Keep employee labor costs between 16-18% of revenue. Maintain tight controls on cost and operations through partnership management. Mission

Sams Hut will strive to be the premier specialty restaurant in the state of Odisha. We want our guest to have the total experience of the Mughal Empire, not only with a great meal, but also be provided with the atmosphere. We will be doing unique things, such as themed brunches, and West Indian Festival and Holiday celebrations. Our focus will be concentrate on four major areas: We will serve quality food for a competitive price, with a large selection of Mughal Royal Cuisine. Our customer service support will show that we want to be the restaurant of choice for families and singles, young and old, male and female. Employee welfare will be equally important to our success. We want our employees to feel as a part of the success of Sams Hut. Happy employees make happy guests. We will combine menu variety, atmosphere, ambiance, and friendly service to create a sense of place in order to reach our goals.

Swot AnalysisStrengthsIn terms of product strengths, Sams Hut has several distinct advantages over its competitors. Sams Hut menu will be different, with unheard of entrees. The atmosphere will be authentic, with traditional and neo-classical music, West Indian costume and river side setting. Managements extensive experience in Indian cuisine will also be a strength for this venture. WeaknessesConstriction in this venture include pricing, ethnicity, and wage demands. Competition may present differences with lower prices, informal (less expensive) atmosphere, and national chain affiliation. The worst threat that Sams Hut will face is the indifference toward its theme and the focus on meat eaters. These weaknesses can be overcome with extensive planning and on target marketing efforts. OpportunitiesDining out is becoming a regular occurrence in the Riverside area. Assuming households dine out an average of once per week, and continue to seek different cuisines. We can create a niche for its patrons, if properly executed. The addition of a lunch or brunch menu will also increase the opportunity to attract patrons. Catering to the casual dining market requires good service, excellent food, and a memorable environment.ThreatsThe constant focus on various meats from around India might turn off vegetarian eaters and might offend people. Especially, Hindus. But our focus is the urban youth and middle to upper class families. Therefore this should not be a problem as consumers are expected to be tolerant and open minded. Prime Competitor:Kebab-e-Que

Marketing StrategyPromotions Sams Hut will utilize special promotions to advertise the grand opening, special events, and seasonal finales. These promotions will be targeted to residents and employees in the main city of Odisha. The promotions will concentrate on the age group 16 to 65, the bunch for lunch crowd, and businesses entertaining out of town guests. Our strategy will include a focus on word-of-mouth advertising, a good public image through community involvement in charitable events, a takeout promotional effort, and a discount for stockholders.

Through Facebook we hope to create a fan-community for our restaurant and get estimate numbers of clients through a RSVP option. While using our Facebook group page we will update our potential customers, this will let them know when our events will be occurring. Any special items in the menu, any new addition or obsolescence. Customer favorites via public polls. A feedback system will also be developed for customer service and relationship building. The companys website, http://www.samshut.co.in/ will contain a colorful palette of dishes which can be customized and then create a virtual menu. The best menu which can be designed will win a free dinner and steak lunch at the restaurant. This competition can run for a few months on a weekly basis. The website will also contain a booking option which allows the customer to book their seats in advance in exchange for a nominal fee and therefore save the hassle of jammed phone lines and long queues outside any normal restaurant. The website will also contain images and flash animations explaining how the concept of our restaurant has been developed. It will also feature a section which shows customer testimonials.

Corporate Identity and Branding

Corporate identity, sometimes seen written as CI, refers to the external personality projected by company. A logo should look just as good in 15-foot letters on top of company headquarters as it does one sixteenth of an inch tall on company stationery. Considering everywhere a logo goes, its design and use can be some of the most important decisions a company makes. And the logo isn't just about what's on the paper, it's part of the deep impressions a company makes on a person, the kind that become part of pop culture: As there are people that identify themselves as "I'm a Mac person we want to create a brand image that has students and faculty say I love Sams!. This kind of brand identity doesn't come easily. When designing our logo we wanted to incorporate freshness, contemporary design, and give it the obvious relation to our restaurant concept. As a team we have a clear vision for the idea we want in the customer's mind when seeing our logo, when entering our establishment, and when leaving it.Products & ServicesSams Hut focuses on providing a hand crafted Mughal food, prepared to order. We provide the highest grade meat, poultry and fish. Our dishes are prepared by culinary chefs and skilled sous-chefs. No dish leaves the kitchen without skilled professional preparation and presentation. Sams Huts menu was designed by our entire team but specifically put together by our executive of productions and head chef. We have thought out every area of the menu by choosing star dishes. Cost was factored into each item.

Menu DesignSams Hut Offers The Following Delectable Selection:

Sams Hut introduces Mughlai cuisine along royal platter to plate service. This Cuisine was mainly influenced by the imperial kitchen of the Mughal Empire in South Asia. It is the perfect eating out place for families and friends etc. so lets come and enjoy the delicious Mughlai foods from menu of Sams Hut with some exclusive deals and discount.Breakfast 7:30 am 10:00 amLunch 11:30 am - 2:30 pmDinner 6:00 pm - 10:30 pm.

Financial InformationSAM'S HUT PVT. LTD.

STARTUP EXPENSES

BUILDINGS/REAL ESTATE AMOUNT

Purchase 100,000.00

Construction 50,000.00

Remodeling -

Other 20,000.00

Total 170,000.00

CAPITAL EQUIPMENT LIST AMOUNT

Furniture 350,000.00

Equipment 400,000.00

Fixtures 120,000.00

Machinery 500,000.00

Other -

Total 1,370,000.00

LOCATION AND ADMIN EXPENSES AMOUNT

Rental 45,000.00

Utility deposits -

Legal and accounting fees -

Prepaid insurance 30,000.00

Pre-opening salaries -

Other -

Total 75,000.00

ADVERTISING AND PROMOTIONAL EXPENSES AMOUNT

Advertising 25,000.00

Signage 14,000.00

Printing 100,000.00

Travel/entertainment -

Other/additional categories 12,000.00

Total 151,000.00

Reserve for Contingencies 12,000.00

Working Capital 100,000.00

SOURCES OF CAPITAL

OWNERS' INVESTMENT (NAME & OWNERSHIP %) AMOUNT

Budhaditya Saha & 51% 20,000,000.00

Jacob Alexander 10,000,000.00

Abhishek Maji 5,000,000.00

Kapil Mazumder 5,000,000.00

Total 40,000,000.00

The financial plan depends on important assumptions, most of which are shown in the following table. The key underlying assumptions are: We assume that the economy gets back on its feet and returns to 'normal', after the current recession. We assume access to equity capital and financing sufficient to maintain our financial plan as shown in the tables. We assume that all students will have the funds to eat at this restaurant We assume access to additional equity capital will increase our budget to open up this restaurant

ConclusionIn a developing area like Bhubaneswar, sustainably setting up a business within the confines of the city. Connecting with people and being flexible. Runningarestaurantmayprovetobeatoughbusiness.Unlessyouarefromacommuniythathashighlevelsofvisitorstravelingforbusinesspurposesandyourrestaurantispositionedtoservetheseclients,wewillhavetoworkreallyhard.SummerbusinessoperationsinBhunaneswaroftencompetewithhigherquality of offerings from different resorts may make our work even more challenging and hard to control costs initially.Makecertainthatyouspendtimedecidingifthisisthetypeofbusinessthatworkswellwithyourotherrevenuegenerating activitiesandinterests.

ReferencesBhattacharyya, S. (2013, 2013 25). Country's restaurant sector is 24 times bigger than film industry. ( Living Media India Limited) Retrieved October 4, 2013, from indiatoday.in: http://indiatoday.intoday.in/story/restaurant-sector-pips-film-industry-in-terms-of-market-size-report/1/267502.htmlKen Research Private Limited. (June 2013). India Restaurant Market Outlook to 2018 - Quick Service Restaurants to Drive the Future Growth. India: Ken Research Private Limited.U.S.DEPARTMENTOFCOMMERCEECONOMICDEVELOPMENTADMINISTRATION. (2008). STEPSTOSUCCESSFORRURALENTREPRENEURS:. Anchorage,AK99508: UniversityofAlaskaCenterforEconomicDevelopment.

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