1.

0 Executive Summary

The old style Restaurant (Tourist International Hotel) is 989% owned and operated by
Alemtehay Tegegnework and 1% is owned by Sisay Daniel and it has over 20 years experience in
the restaurant and catering industry. The site was previously leased by government as tourist
International Hotel although the location was previously utilized as a restaurant , the majority
of the furniture , fixture and equipment which will need to be replaced. the location will also
require some additional renovation to update the lavatories and increase table space in the
dining area.

The decor will feature wood accented chairs with blue and white checked table cloths Dinner
style tables will be surrounded by wooden chairs with comfortable seating cushions.

Sales projection assume 900 customers per week resulting in weekly sales of just over 250,000
or 12,000,000.00 annually therefore an expansion investment . Total costs will be
10,000,000.00 of which 2,000,000 will be contributed by the owner and the remainder will be
secured by a proposed bank loan.

1.1 Business Objectives

The primary objective of the business plan for Tourist Hotel and Restaurant below

. To be the premier old-style restaurant in Addis Ababa, Ethiopian

.To provide quality meats at reasonable price with exemplary service

.Achieve Cover rations of 1.00X at each lunch and dinner serving

.To achieve Prime Cost Ratios lower than 65%

Our Mission is to provide a unique and relaxing dining experience-similar to dining at home .
We will strive to achieve this goal by:

1) by providing menu items incorporating quality ingredient at reasonable prices.

2) we will be mindful of the well being of our customers and staff- treating each and every one
with dignity and respect- just like we would at our own home:

1.3 Guiding Principles

1. Being Mindful of our Customers and our Staff

Coinciding with our family values, we will treat both our customers and staff as in a manner in
which we ourselves would want to be treated (or better)

2. Gratitude

" An attitude of gratitude " shown to our customer, employees and vendors- because without
their input, service, labor and time, our business would not be here without them!

3. Our Service

Provide the warm and friendly device expected from family- style restaurant creating and
informal comfortable environment which will make the customers satisfied and want to return
again and again.
1.4 Keys to Success

.Repeat Business Every customer who comes in once should want to return, and recommend us

.Hire top notch chefs and offer training to keep the chef on top of his /her game, and pay top
wages to endure they stay with us.

.Location .convenience is essential to us; we need to be close to our market because we are not
trying to get people to travel to teach us.

. A variety of menu offerings with a " down home" theme, reasonably priced to establish
credibility, but not so high as to limit customers.

2.0 Marketing Stratagem and Implementation

Tourists International Hotel will position itself as the premier home- style restaurant in Addis
Ababa We will do this by providing quality home style meals, prepared with quality ingredients
at reasonable prices. Customers will enjoy the quaint surrounding inside with the wood tables
and checkered table cloths. Our restaurant will provide a relaxed atmosphere and when
customer walk in they will be greeted by warm smile and greeted just as they were arriving
home.

the chains have tried to create home -style restaurants but where they have failed is in the
personal aspect of the business. Our customers will enjoy our standard menu fare, along with
seasonal menus so that we can better take advantage of coat saving and stay current with some
of the food industry trends.

we plan to be the premier restaurant to work for as well . we believe that the restaurant
industry is a great place to begin ones career or pursue full-time . we believe that our
restaurant will provide job opportunity both for the entry level applicant was well as for the
part - time worker searching for flexibly in job hours. we will pay our employees a competitive
salary and believe we can do so by meticulously keeping our records, including daily review of
the Prime Cost report, and utilize Cost Accounting Systems, To prevent inventory shortfalls . we
will be proactive with our employees by scheduling regular performance reviews, and provide
bonuses and other incentives to motivate our staff . We will also provide our employees with
the most current training programs regarding safe food handling, and worker protection.

2.1.1 Strengths

. Prime location with easy access

.Exceptional staff with the can do attitude, Combined 20 years in the Hotel restaurant industry

.Because owner has catering industry experience, She already has established a customer
market and approved vendors

.Due to our small size, we believe we can provide exceptional quality by hand selecting our
market special when compared to our larger corporate competitors

.the same concept hold true in our staffing requirements, by hand selecting our employees we
will strive to offer unsurpassed service when compared to our larger competitors

2.1.2 Weaknesses

. Recruiting and retaining quality employees

. Tight margins will allow little wiggle room for error

. Little barriers to entry allows for immediate business opportunities

.offer additional catering services

2.3.4 Threats

.Government mandates (restaurant operation , food safety, and worker protection at the
federal level and health, sanitation , softy ,fire at the local level)

. Rising operating costs

.Building / maintaining sales volume

. Supermarkets and convenience stores

. Consumers that believe that meals at home are healthier that those prepared in restaurants.

2.2Stratagy pyramid

Strategy: Be the Addis Ababa areas premier Home - style food Restaurant in customer
Satisfaction.
Tactics: First create awareness -- our signage on the front of restaurant will bring customers to
us and once inside , we will immediately acknowledge the customer with the warmest and
most sincere greeting and begin the service process anticipating repeat customers.

Programs: provide employee training on customer service and retention; offer ongoing training
programs for employees keeping them current on industry trends and food safety. Keep track
of employees progress through performance review and offer employees incentive attracting
and retailing customers.

2.3 Unique Selling proposition (USP)

We will be able to offer home- style meal for a reasonable price in a comfortable home - like
setting the average check price is expected to be between 8.-180 birr and we will also be able
to keep our menu reasonable priced by offering menu items that take advantage of seasonal
produce further reducing price. Finally we will keep our prices in check by meticulous
monitoring of our controllable expenses

2.4 Competitive Edge

We truly believe that your business is not only as good as yours products (meals ) but the
quality of your staff as well. Our staff is a reflection of us. Initially , we intend to employ our
family members who will work for lower and reduce wages. Our long term goal is to hire team
members that are truly had selected and have the same honest to goodness family values we
do. And unlike our big chain competitors, Because of our lean size, we can turn on a dime when
economically pushed and make changes quickly allowing us to be proactive.

2.5 Marketing Strategy and positioning

. We will continually strive to win more customers by being proactive rather than reactive in our
marketing efforts and stay current with popular industry trends.

. We will also strive to develop rapport with local business as a quick , comfortable lunch
choice. In the future.

2.2.1 Positioning Statement

We will be the premier home - style dining restaurant in Addis Ababa . We will offer reasonably
priced meals, in a warm , relaxed and comfortable setting. we have a wide selection on our
menu and also have menu

2.2.2 Pricing Strategy

Our cost accounting is important , since the profitability of individual dishes can vary
significantly and will initially determine the cost of the menu items. We will update our menu to
take advantage of seasonality for example on local produce items. We will also closely monitor
the prime cost report which focuses on the controllable expenses of Cost of goods sold and
Labor.