STRATEGIC RESTAURANT MANAGEMENT

Strategic Restaurant Management

Assessment 14

1)Executive Summary4

2)Introduction5

3)Location7

4)Local Market Trends9

5)Competition12

6)Operation Plan13

Standard Operational Procedures13

Quality Assurances Procedures14

7)Financial Projection14

8)Concept Refinement14

Assessment 215

Part A: Financial Projections15

Loan Money from Bank15

Partnership16

Investors16

Part-B17

1)Introduction for 2 -Months before Opening the Restaurant17

Strategy for Awareness18

Explanation19

S.M.A.R.T Objectives19

Implementation & Control19

2)Introduction for 2 -Months after Opening the Restaurant20

Strategy for Customer Loyalty20

Restaurant Branding21

Explanation21

S.M.A.R.T Objection22

Implementation & Control22

Conclusion22

References24

Appendices26

Appendix A26

Appendix B: Menu27

Appendix C: Map29

Appendix D: Equipment Costs30

Appendix E: Machinery Costs31

Appendix F: Dining Furniture & General Fixtures32

Appendix G: Balance Sheet and Income Statement33

Strategic Restaurant Management

Assessment 1

Executive Summary

This is a feasibility report before opening a new restaurant “Cheers Restaurant.” The restaurant will be located at Jurong point west, Singapore. This restaurant will serve delicious Asian-local cuisine to its customers. Cheers Restaurant will offer a unique blend of quality delicious food at a reasonable price in a complete entraining and fun ambiance. In this restaurant, customer will enjoy a variety of Asian cooking and tempting range of authentic recipes, such as Basil Duck, Red Curry, Pepper Steak, Volcano Roll, Pad Woonsen and others.

The restaurant will offer local Asian (Southeast Asian cuisine), especially local Singaporean food. Cheer Restaurant will offer “Comfort type” of food, which is actually a traditionally eaten food that is rich in nutrients and calories, and soft in consistency. Cheers Restaurant will be a casual dining restaurant that provides full table service, reasonable price, along with a remarkable dining experience.

The primary target market of Cheer Restaurant is young people of Singapore aged between 15 and 45 years while the secondary target market will comprise of working Singaporeans who are frequent shoppers. The design layout depicts that the restaurant will offer dine in and drives through facilities to its customers. The dining area design is based on the concept of the restaurant of accommodating different group of customers to serve both small and large customer groups, and has a capacity to serve 30 customers at a time. In today's highly competitive business environment, it is essential to choose location to offer differentiation and competitive advantage to the business. Jurong point west is one of the biggest shopping malls in Singapore. Cheer restaurant main concern is to open a restaurant in a crowded mall.

This report presents a detail overview about the Cheers Restaurant business, products and offerings, design layout of the restaurant, operation plan, along with an insight on local market trends, competition and financial projection. In addition, this assignment also detailed the before and after marketing strategy for Cheers Restaurant.

Introduction

Cheers Restaurant will be a locally owned, medium-sized and a single unit restaurant located at Jurong point west, Singapore. The restaurant will be located at Basement-1, on top of MRT Station & Bus Interchange of Jurong point west. Cheers Restaurant will be a medium-sized restaurant and has a capacity of 30 seats. This restaurant will offer a combination of quality food at an affordable price, and will offer its customers a pleasant ambiance.

This restaurant is based on the concept of local Asian food cuisine. Singapore is a country of diverse population that comprise of Chinese (75%), and remaining population ...