Cool Breeze Restaurant Business Plan

Cool Breeze Restaurant Business Plan

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Executive Summary

Marketing implementation, evaluation and control, and monitoring procedures are integral parts of the consolidated marketing plan. Through the years, Cool Breeze Restaurant intends to manage all these three things in suitable and professional ways. The organization has evolved as a functional marketing organization, where the organizational goals are significantly dependent on departmental cooperation. The organization has come up with different marketing activities and tried to gain significant competitive advantages by performing various marketing activities. Cool Breeze Restaurant has involved itself with the sponsorship of different sporting events, and they have teamed up with multiple gaming companies and entertainment media to market their products in a more profitable way to attract more and more customers. Cool Breeze Restaurant has come up with different philanthropic responsibilities. It will donate free meals, and during all the activities or social obligations, the organization has maintained satisfactory standards of performances. This has given substantial benefits to the company as far as their business profitability is concerned.Moreover, the Cool Breeze Restaurant will manage strict financial control. The complete financial control is guided and measured by the internal and external audit. Therefore, it helps them to utilize their financial resources suitably without wasting money. The monitoring procedure of this organization is also very structured and productive. The continuous monitoring procedure after regular intervals of time assists the management of the company to adjust its marketing plans according to the needs of the situation. Lastly, this information is clearly indicating that the organization has a suitable marketing plan where all the above parts are taken care of properly.

Cool Breeze Restaurant Business Plan

General Company Description

Business Name

Cool Breeze Restaurant

Mission

Cool Breeze Restaurant aims to offer high-quality restaurant products at a competitive price to meet the demand of the middle- to higher-income local market area residents and tourists. Specifically, Cool Breeze Restaurant seeks to:

• Be the best restaurant, creating an eclectic atmosphere that offers excellent and exciting foods. The intention is not just to have a fantastic food selection but also an excellent service delivery that inspires not only the customers but also the competitors. This firm will be a restaurant of choice for customers who are willing to pay handsomely for excellent services.
• Be a ‘home away from home” our employees. The company will take very serious employee welfare and their working conditions. Some of the welfare-related services that will be provided include participation, training, and empowerment. We believe that we will more successful if we offer the best deals to our staff. Employee motivation will be crucial to our short-term and long-term performance.  Treating our employees fairly and with utmost respect will help them feel part of our success.
• Our business concept is focused on creating variety, ambiance, entertainment, and a superior workforce. We intend to develop a sense of ‘place’ where all our customers can relate effectively.  We do not only want to offer fair profits for the investors but also establish a home for our workers.

Keys to Success

Keys to success for Cool Breeze Restaurant will include:

1. Unique, Innovative, and Contemporary:We believe innovation is essential in outperforming the close rivals we have. We can only do this if we get oriented to unique, innovative, and contemporary products that meet the demands of our targeted customers. It is not just the restaurant’s products that need to be unique. Instead, our services should also be innovative and appealing to the specific target group that we intend to serve. It is only through this that we can differentiate ourselves from others in the context of competition.   We will create a unique design and décor to stand out from the rest. We will offer an exceptional dining experience in an electric atmosphere.
2. Product quality: Providing high-quality products is at the center of our primary objectives. We intend to offer great food, fantastic services and  ambient atmosphere for our customers

3. ‘Spice of Life’ Menu:The menu that we will provide should appeal not only to the American population but also people from other cultures. We want to capture a wide range of clientele, and we can only do that if we have a menu that appeals to many groups of customers.  Our diverse menu will feature global specialties from Arabic, Asian, and African to European and American dishes.  We believe that such an eclectic menu would bring us many customers.
4. Employee Retention Focus:As previously mentioned, we believe that our employees are our greatest assets. We want to offer the best deals for our employees to retain the talented ones. As part of our primary focus, the employee retention program will try to address various needs that our staff may have from personal issues to training and compensation.  Through these programs, we will be able to draw seasoned and elite professionals and build a committed workforce. We have budgeted for a stock option program for Chef and Management positions to subsidize a lower salary base. This lowers our immediate overhead and attracts quality staff.

5. Cost Control Focus:As explained by Alves and Vázquez (2013), cost control is critical in every business that seeks to make a profit and sustain itself in the competitive contemporary economy. In our case, we intend to integrate cost control as a function within the business operation. This involves managing numbers. For instance, we will compare and interpret various finance-related numbers to ensure that we operate within the expected deadlines. The goal is to minimize the cost incurred in the course of our operation while we maximize profits. Some of the crucial cost-related aspects that we will pay keen attention to include purchasing, receiving, storage, issuing inventory, rough preparation, and order taking, among others. The actual cost will be compared against the forecast cost to determine whether we will make profits in the long run if we maintain our practices.

Due to the intense competition that we face, we must find better ways in which we can differentiate our business. We can do this by creating new, novel marketing strategies that can earn us substantial competitive advantages. We believe that we would be successful if we create a contemporary and entertaining business framework. In summary, our focus will be on the following:

1. Providing the highest quality product with personal customer service.
2. Competitive pricing
3. Leveraging advanced technology to enhance product value

Start-up Cost

The total capital requirement to start up our business is $800,000, of which $600,000 is allocated to start-up capital and $200,000 as business operations cash reserve. This capital will be raised through personal savings and bank loan.

As owners of Cool Breeze Restaurant, our utmost commitment is to take personal accountability for all financial debt. We will ensure that the economic loss and profits are shared amongst us equally. It is essential to mention that we have taken the necessary precautions to make sure that our firm is adequately capitalized. We intend to do this by addressing every financial shortfall that may arise to guarantee an active start-up. Realistically, we expect the business to have about$180,000 in cash balance the third year. We should be able to break even in the next five years even in the worst-case scenario. On a linear projection, the entire financial debt will be retired by Year 7.

Operating Criteria
Cool Breeze Restaurant will be located in Atlanta, GA. While there are several other restaurants in the region, we believe that our unique style and high-quality services will make us stand out. Our restaurant will operate daily from Monday to Sunday. However, it will only serve lunch and dinner and not breakfast during the week and on weekends. It is important to mention that our restaurant will operate during peak service time. This is informed by the fact that we will be able to take advantage of street traffic, and after-hour patronage from the entertainment facilities in the region below is our schedule for the services:

Lunch:   Monday to Saturday, 12 a.m. – 3:00 p.m.

Dinner:  Monday to Saturday, 6:30 p.m. – 12 midnight

Sundays – Market brunch takeout only.

Products and Services

Cool Breeze Restaurant will provide a broad range of restaurant products and services from international dishes, an eclectic ambiance to superior service. We believe we can produce food of an exceptional quality that surpasses the needs of our customers. We will prepare our meal with an exotic flair to ensure that our customers receive the best from us. As we had mentioned, customer satisfaction remains the driving force in our business. We do not just want to generate profits but also ensure that those we serve to get a real touch of quality from us. Besides food, we will also offer wine as this goes hand in hand with the services we provide. Our wine list will be broad captures drinks from Spain, Portugal, Argentina, and other regions outside the United States. About 25% will be offered exclusively by the glass, and the remaining labels will be available on the bottle. Moreover, they will be avail internal beers that appeal to many people across the board. Finally, we will have international spirits that have proven successful across different countries. Cool Breeze bar will equally be entertaining as thee will be a live band and full-time music played.

It will be informed to conduct customized training on culinary handling for the kitchen staff as a way of ensuring that we get the best from our kitchens while this may be a little bit costly. It will benefit us a lot when our services become remarkably higher than those of our competitors.  We want to have an extraordinary dining experience, services that can earn us repeat customers.

Our Menu

Cool Breeze Restaurant will offer foods from different cultures across the globe, including   Thai, Chinese, Spanish, and other global cuisines. We will have both healthy foods and special ones that are served after hours. While this may be our proposal, the ultimate menu will be passed through the chief chef for verification. Our selection of premium wine and beers among other drinks is informed not only by profits but also by customer taste. We have conducted extensive market research to determine what is preferred by many customers, locally and regionally. We believe that the final menu that we will present to the clients will help promote our business idea, model, and mission, as well as the vision of the firm. We are confident that the list of items we offer from tapas, appetizers, salads, entrees to desserts are great and will be of importance to our firm’s profitability objectives. Below is a list of our menu. It will be adjusted after the business has started operating:

Cool Breeze Restaurant Tapas

• Shrimp Baskets with sweet and sour peanut coulis Minced curry beef/chicken combined with onions in a roti wrap
• Mixed Seafood Ceviche w/ couscous siding
• Bamboo Chicken Satay w/ kaffir lime and Sesame marmalade

Cool Breeze Appetizers

• Breadbasket brought with Olive oil, Black Pepper, and Goat Cheese dip
• Blue Crab Fritters with Mango-Tamarind sauce
• Crab Cake medallions with Shrimp and Lobster ‘Zara.’

Salads

• Mixed Greens with Spanish sherry wine vinaigrette
• Asian Pear and Endive Salad with Blue Cheese & Walnuts

Entrees

• Tequila Scallops combined with a Spanish sherry reduction
• Thai Red Chili with shrimp
• Herb Roasted Chicken with ‘Cool Breeze’ Coo-Chee (House) spices

Desserts

• Chocolate Chunk Bread Pudding w/ Bourbon Cherry sauce
• Zara Chocolate Explosion – Milk, Dark, and White chocolate
• Zara Fruit Plate

Environmental Analysis

The Marketing Environment

1. Competitive Forces

The competitive forces are a major factor of concern for any organization operating in any industry (Pride & Ferrell, 2012). In the context of Cool Breeze Restaurant, the competitive forces are intense as there are low storage costs, a fast growth rate of the industry, large industry size, and even the exit barriers are relatively low. The industry in which the organization operates is highly competitive, and this forces the firm to update its operations to sustain in the market place (Chen, Goo, and Pei, 2007).   As per the competitive forces, the major rivals in the industry for our company are Pizza Hut, McDonald’s and Burger King.

2. Economic Forces

Various economic forces have a significant impact on the business operations of Cool Breeze Restaurant. This organization is greatly affected by global and national economic factors such as inflation and interest rates, cost of labor, stages of the business cycle, unemployment rates, and growth rates of the economy. The recession factor has affected the overall income of Cool Breeze Restaurant, and this has resulted in making some employees jobless, and others hired for fewer hours (Ohme, Birinyi and Gupta, 2010).  This was in major part due to the cutting down of the budget by the company. Economic forces restrict customers to spend lavishly on such fast food outlets.

3. Political Forces

Government procedures and policies to a certain extent, provide the required guidelines for the smooth functioning of business operations of an organization. Certain political forces affect operations of Cool Breeze Restaurant, and these forces encompass some hereditary factors. Notably, the actions taken in political fields lead to guidelines that affect a restaurant’s customer satisfaction, menu, payroll, and profits. The stability of the political environment, the position of government concerning market ethics, government view on religion and culture, policies of government concerning the economy, and taxation policy on incentives and tax rates are the major forces that outline the political environment (Ohme, Birinyi and Gupta, 2010). For instance, the intense rivalry of national election season can generate problems for Cool Breeze Restaurant by creating an environment of negativity among the patrons. In this case, the ambiguity about the economic conditions hinders spending.  Therefore, patrons concerned about the national budget are probable to reduce their spending, which implies fewer eat-outs (Hower et al., 2011). Other big areas of political strife engross workforce proposals such as proposed wake hikes and immigration laws. Other top political issues that may affect the operations of Cool Breeze Restaurant include the food and nutrition topics such as food safety, childhood obesity, and allergen worries (Hower et al., 2011). It can be stated that these forces can have an adverse effect or prove to be beneficial for the company.

4. Legal and Regulatory Forces

There are some regulatory and legal forces which need to be taken into consideration by the organization to achieve their desired goals and objectives. Cool Breeze Restaurant needs to maintain the regulations and rules concerning hygiene factors such as proper training of employees regarding personal hygiene, safety with food, proper usage of utensils and hygienic work environment (Ohme, Birinyi and Gupta, 2010).  It even comprises of the legal environment within which a firm operates, such as in the United States, there has been legislation passed related to minimum wages and more recycling requirements. Additionally, Cool Breeze Restaurant may need to consider financial regulations and tax laws such as the rules for food donations, restaurant depreciation write-offs, and credit-card swipe fees (Hower et al., 2011). Moreover, since the legal arena keeps on changing, it would be significant for the restaurant to prepare for other future regulations such as the possible ban on single-use plastic bags and the agricultural policies that require the use of local produce and products.

5. Technological Forces

Technology is useful in almost all aspects of daily activities. Technological forces can be considered as the major drivers in the context of globalization. These forces help to increase efficiency levels of production, and even some of these forces can be treated as technological developments. The emergence of new technological devices such as smartphones and tablets have made online reservations and purchases in restaurants very easy. At Cool Breeze Restaurant, technology is the most vital component as this facilitates customer satisfaction at its food outlets (Kurtz & Boone, 2009). The organization has incorporated the latest technology into their systems. The restaurant will incorporate new mobile platforms where patrons can place their orders and make reservations online and make payments online too or through mobile money. Cool Breeze Restaurant also plans to partner with some of the mobile providers to offer USSD codes through which they can access the day’s menu and also make suggestions on the kind of meals they would like served. Additionally, some of the latest advanced technological methods that will be used in Cool Breeze Restaurant are digital screens, cooking utensils, special devices for staff such as wireless headphone.

6. Socio-cultural Forces

Socio-cultural forces majorly encompass demographic and cultural aspects related to external macro environments. Cool Breeze Restaurant operates in different zones and is even comprised of employees belonging to different cultural background. Hence, the socio-cultural aspect is not only present external to the organization but even internal to the organization. The various customer trends have to be taken into consideration by Cool Breeze Restaurant and offer products as per the needs and demands of the consumer market. Demographics and ever-changing needs of customers can be considered as the utmost priority of the organization (Ohme, Birinyi, and Gupta, 2010). People in the United States have hectic schedules, and they often rely on such fast food outlets. One of the notable trends among all people is health consciousness (Frumkin, 2013). People have become particularly concerned with what they eat and have reduced the consumption of fast foods (Frumkin, 2013). In line with this trend, Cool Breeze Restaurant seeks to incorporate food items that are somewhat lower in fat, as compared to most of the food items on their current menu. Moreover, the menu will also include healthier choices such as boneless chicken, rice bowls, salads, and flatbreads (CNNMoney Reports, 2013).

Target Market

The target market of Cool Breeze Restaurant can be divided into four segments such as children, teens, and young adults, customers on a budget, single working mothers, families, and organizations. Cool Breeze Restaurant targets those children (girls and boys 12 or below), who like fried chicken. Additionally, the firm even focuses on young adults between 12 to 25 years old who have a craving and love of fried chicken and desire a meal at an affordable price (Sachitanand, 2012).  Cool Breeze Restaurant targets this group of customers because most of them tend to have their meals at fast foods during lunchtime when there are co-curricular activities and during weekends. The next target group is families as in today’s busy world, there is less of family time, which to a certain extent is accomplished by such food outlets. On the other hand, the firm even targets customers on a budget who desire a wide variety of foods at low prices. Because of the lack of adequate time to prepare for meals, it is anticipated that the young single working mothers will find their solutions at Cool Breeze Restaurant. Because there has been an increase in the number of individual young working mothers, Cool Breeze Restaurant will offer them a one-stop place where they can purchase food for their young one or ones (Wiseman, 2012).  Additionally, Cool Breeze Restaurant will target institutions and organizations such as schools, colleges, and firms. These organizations offer a considerable customer base during meal times.

Current Marketing Objectives and Performance

The current marketing objective of the company is to gain a competitive advantage (. It has adopted such strategies which promote its product line as a meal at affordable prices. In the past few years, the firm has been able to perform as desired and has acquired a significant market share (Donnelly, 2010).  On the other hand, the marketing objectives are well aligned with the target group (Chistian & Gereffi, 2010).  The firm brings forth specific changes in the marketing plan as per the needs and wants of customers. However, the primary marketing focus of Cool Breeze Restaurant remains to be creating customer awareness in the vicinities. The organization will continue to direct its programs and tactics towards the objective of explaining who Cool Breeze Restaurant is and what it does and offers.

III. SWOT ANALYSIS

(a) Strengths

Prompt services and hygienic foods are the significant strengths of the company. Trademarked recipes like “Hot ‘N’ Crispy” chicken, “Fiery Grilled” chicken, etc. will be the considerable strengths in terms of competitive advantage (Jurevicius, 2013).  Cool Breeze Restaurant will have a rich history as a recognized brand in fried chicken. It will have an outstanding image across the world and has been globally placed for almost 50 years from its inception. It will run nearly fast-food outlets in the United States and approximately 15 000 outlets in other parts of the world. This makes Cool Breeze Restaurant the biggest chicken restaurant in the world. Cool Breeze Restaurant seeks to capture a market share of 20%, two years from the onset of its operation. Cool Breeze Restaurant will serve a large customer base. Cool Breeze Restaurant will offer an original recipe with extra crispy grilled chicken that is served with home-style sides.

(b) Weaknesses

The organization has a significant deficiency of high employee turnover. The company has a less global presence than other players in the market, including KFC and McDonald’s. It also has weakness regarding comprehensive franchise management. Cool Breeze Restaurant may have some serious shortcomings that need to be evaluated and responded to. Its most significant drawback is seen in terms of marketing exchange. This is a strategic weakness of this global food chain

Additionally, Cool Breeze Restaurant will primarily offer chicken products to its patrons. This implies that it does not offer novel or differentiated products.  Cool Breeze Restaurant may face dilemmas in sustaining high standards of hygienic foods.

(c) Opportunities

The organization has a significant opportunity and can take substantial advantages of the North American Free Trade Agreement. The company has enough opportunities in vegetarian food items. The company has tremendous opportunities to become responsible for the environment. It can help them to remove all the negative publicities (Jurevicius, 2013).

The shifting demographic trends offer an opportunity to Cool Breeze Restaurant to diversify into new products and regions. For instance, there is a new trend where patrons are becoming health-conscious, and Cool Breeze Restaurant can target such customers with new healthy products such as the corn on the cob, cornbread muffin and macaroni salad (Bhushan, 2014). Additionally, the increased number of single mothers and take-out foods offers an increased demand for Cool Breeze Restaurant’s products (the Brand Republic, 2013). The contemporary business environment requires an organization that is environmentally conscious and accountable (ET Bureau, 2014); as a result, Cool Breeze Restaurant’s strategy to be ecologically responsible will heighten its reputation and image and increase its revenue and profits. Another opportunity available for Cool Breeze Restaurant is the expanding Latin American Market. This market presents an opportunity to grow and expand to the region by offering a blend of Cool Breeze Restaurant’s cuisine and local cuisines.

(d) Threats

Competitions from other fast-food giants like McDonald’s and Subway are increasing day by day, and it is an alarming threat for the company. Fast food markets are getting saturated in the developed economies, and the business of the organization is significantly dependent on the developed economies only (Jurevicius, 2013). Due to its extensive expansion, Cool Breeze Restaurant faces the problem of sustaining similar standards in their outlets across countries. Additionally, the increasing number of health-conscious customers poses a threat to the Cool Breeze Restaurant since most of its menu consists of chicken products.

(e) Matching Strengths to Opportunities/Converting Weaknesses and Threats

With the help of a tight financial situation, the organization can mitigate the threat of market saturation by opening new stores in the developing economies. Prompt services i.e., short “Turnaround Time (TAT)” of Cool Breeze Restaurant can reduce the weakness of high employee turnover. With the strength of hygienic and fresh food items, the organization can improve its position as far as its environmental stewardship is concerned (Jurevicius, 2013).

1. MARKETING OBJECTIVES

Based on the projected annual report of Cool Breeze Restaurant, the expected revenue is to grow to US$20 million in the next five years. One of the essential marketing objectives of the organization is to increase its market share in the industry of fast food. Global business expansion is also a critical marketing objective for the company. The organization has a clear cut intention to improve its profit margin to push its growth. The company has designed its marketing strategies according to their marketing objectives. Increasing customer loyalty is also a critical marketing objective for the company. The organization always encourages and seeks their satisfied customers to be repeat customers. As far as Cool Breeze Restaurant is concerned, providing dynamic and positive customer experiences are the integral parts of the marketing objectives of the company. The fast-food industry has cut-throat competitions. Being a player in the industry, the organization has significant challenges from different competitors like McDonald’s and Subway. Cool Breeze Restaurant has a clear cut marketing objective to gain competitive advantages in the market. Due to that, the organization uses marketing as an effective weapon. Competitive supremacy with the help of attractive and effective marketing strategy is an integral part of their marketing objectives. The organization has stakeholders like investors and franchisees, and marketing objectives of the company are also being decided to attract the investors and franchisees. The organization is trying to diversify its portfolio of food items to target more customers. Cool Breeze Restaurant has a prominent marketing objective to introduce the newly added food items into the market (Jurevicius, 2013).

1. MARKETING PLAN

Target market(s)

Target markets of the organization are the individuals who have busy and hectic lifestyles. People who want or need to devote more time to work rather than spend their time preparing food, the organization targets those customers. These kinds of customers are very busy in their lifestyles and are typically seeking a wholesome good meal at an affordable price. The company also targets middle and high-income people. Due to the nature of their business, Cool Breeze Restaurant intentionally targets urban and suburban areas. The population of the urban areas is generally higher than the population of the rural areas. People of the urban areas have much more disposable incomes as compared to the people of the rural areas (Miah, 2014). These areas generate significant revenues for the company. That is why Cool Breeze Restaurant has chosen these kinds of markets (Miah, 2014).

Marketing Mix

1. Product

Products of the organization are predominantly fried chicken-related. All the products of the company are original, in nature, and give significant importance towards the quality and hygiene of the products (Miah, 2014).

2. Price

Cool Breeze Restaurant will follow market skimming pricing strategy. The organization enters into the global market with this kind of pricing strategy and targets upper and middle-class people of the society (Miah, 2014).

3. Place

Urban and semi-urban areas are typically the selected areas for the organization. The organization usually set up their stores into the commercial and more highly populated areas of the city where lifestyles of the people are significantly more busy and modern (Miah, 2014).

4. Promotion

Cool Breeze Restaurant will manage its promotions with the help of sales promotion, public relationship, advertising, events, and social media marketing by offering attractive discounts to their customers (Miah, 2014).

Marketing Implementation

Marketing Organization

A marketing organization is an attribute of a marketing campaign and plan (Saxena, 2006). All the departments of Cool Breeze Restaurant are harmoniously interconnected for achieving their objectives. The organization is popularly known for its practical and robust cooperation. The company is significantly focused on the customers’ needs and manages a suitable human relationship (Darden & Darden, 2010). The organization has unity of command, which is significantly essential for a marketing organization, and Cool Breeze Restaurant focuses on the optimum utilization of resources (Dixon, 2009). Moreover, according to the definition of Piercy (2015) on a functional marketing organization, Cool Breeze Restaurant is a technical marketing organization. In Cool Breeze Restaurant stores, every activity is grouped based on function. Ferrell and Hartline (2014) note that all the tasks in Cool Breeze Restaurant are sub-divided into different sub-functions. The various managers supervise all the sub-functions, and the marketing manager of the company controls all of those managers.

Evaluation and Control

Performance Standards and Financial Controls

Overall performance standards are expected to be satisfactory, and our company will consider continuing with it. The decision to join up with the different gaming companies has increased the popularity of the brand among the children and youth. Also, in the case of this activity, the company will maintain a superior performance standard.  Scholarship program and the donation of meals will impact the minds of the citizens in the United States. Our customers will be emotionally attached to all of these programs. All these activities were managed well by the company, and their performance standards were up to par. Additionally, the organization has both internal and external financial controls. Lastly, the organization will use both internal audit and the external audit of their different marketing activities (Saxena, 2006).

Monitoring Procedure

Cool Breeze Restaurant will have structured monitoring procedures. They monitor every activity on a regular interval. The organization compares the results of the previous events with the current activities (Reynolds, 2005). The proper monitoring procedure helps the organization to adjust any of its marketing activities if required. This procedure assists the organization to be aware of the performance of any activity (Reynolds, 2005). According to Alves and Vasquez (2013), a continuous monitoring procedure reduces the chances of the failure of particular marketing activity, waste of financial resources, and time. This monitoring procedure is significantly useful for the company to get the competitive picture in the industry.

Conclusion

The advancement in technology and the emergence of globalization has intensified competition in the business world. Successful companies must formulate effective strategies that can help them win the minds of the customers while at the same time, giving them a competitive edge in the market. In this plan, the focus was to create a benchmark that can help us establish a successful restaurant business in Atlanta, United States. Details about our company, including its location, the products it will offer, pricing strategy as well as a marketing technique that will be used have been presented. We believe that with a capital of $800,000, we will be able to establish one of the most competitive restaurant firms in the United States.