Restaurant Management

DREAM CENTRE
Restaurant management
Presented by:
MOHIT SHAH SEJAL ZAVERI VISHAL JAIN ARZOO SHAH VAIBAHV MEHTA POOJA GOKANI 45 58 24 41 38 12
Company description
Dream centre, operating in Mumbai , a single unit, mediumsize restaurant serving healthy, multi-cuisine style food. The restaurant will be located at Nariman point.
Goals
Mission Marketing strategy Target market Future opportunities Long term development
Mission
The company's goal is that of a multifaceted success. Our first responsibility is to the financial well-being of the restaurant. We will meet this goal while trying to consider; 1) the effect of our products on the health and well being of our customers; 2) the impact that our business practices and choices will have on the environment; 3) the high quality of attitude, fairness, understanding, and generosity between management, staff, customers, and vendors.
Marketing strategy
Focusing on the unique aspect of the product theme (healthy, tasty foods) a mix of marketing vehicles will be created to convey our presence, our image, and our message. Print media -local newspapers, magazines and student publications. Broadcast media -- local programming and special interest shows. Direct mail -subscriber lists, offices for delivery. Misc. -yellow pages, charity events.
The marketing effort will be split into 3 phases:

1) Opening -- An advanced notice (press packet) sent out by the PR firm to all media and printed announcement ads in key places. Budget - $10,000 2) Ongoing -- A flexible campaign (using the above media), assessed regularly for effectiveness. Budget - $10,000 3) Point of sale -- A well-trained staff can increase the average check as well as enhancing the customer's overall experience. Word-of-mouth referral is very important in building a customer base.
The menu
The menu is moderate-low priced offering a collection of Indian food items with a common theme -- healthy (lowfat, low cholesterol, natural ingredients), flavourful, and familiar. Our goal is to create the image of light satisfying and still nutritious food. There has been an increased awareness of nutritional and health concerns in recent years and a growing market of people who now eat this style of cooking regularly.
Future opportunities
There is a market segment that prefers to eat this type of cooking at home although they do not have the time to cook. There are already caterers and even mail order companies that provide individuals and families with up to a month's supply of pre-prepared meals. This opportunity will be researched and developed on a trial basis. If successful, it could become a major new source of income without creating the need for additional staff or production space.
Target market
The market for dream centre products covers a large area of diverse and densely populated groups. Although it will be located in a downtown urban setting, it is an area where people travel to eat out and one that is also frequented by tourists. It is also an area known for and catering to the demographic group we are targeting. Main target will be teenagers, and families.
The food concept and product image of dream centre will attract 3 different customer profiles:
The student -- more and more young people have developed healthy eating habits. Some also go through a "health food phase" while in college. The health conscious person of any age or sex -- this includes anyone on a restricted or prescribed diet or those who have committed to a healthy diet. Curious and open-minded -- "if you try it, you will like it." Through marketing, publicity, and word-of-mouth, people will seek out a new experience and learn that nutritious food can be tasty, fun, convenient, and inexpensive.
Competition
There are over two dozen restaurants in India that sell food at similar prices. Although this presents an obvious challenge in terms of market share, it also indicates the presence of a large, strong potential. Dream centre will offer an innovative product in a familiar style at a competitive price. Competitors-pizzeria, shiv sagar, mochas and new yorkers.
Competitive strategy
There are three major ways in which we will create an advantage over our competitors:
product identity, quality, and novelty. high employee motivation and good sales attitude. innovative and aggressive service options.
Industry analysis
Although the restaurant industry is very competitive, the lifestyle changes created by modern living continue to fuel its steady growth. More and more people have less time, resources, and ability to cook for themselves. Trends are very important and Dream centre is well positioned for the current interest in lighter, healthier foods at moderate to low prices.
Contingency planning
If some decided goals are not achieved or the effect of some planned activity goes wrong then there will be a plan B which will be brought in action. For example if the people find the menu boring and too health conscious then changes can be made as per the needs. To come to know that people dont like the menu feed backs will be taken from every customers.
Staffing
Employee Training & Education
Employees will be trained not only in their specific operational duties but in the philosophy and applications of our concept. They will receive extensive information from the chef and be kept informed of the latest information on healthy eating. Working conditions will also be kept in mind and employees who have traveled from other places will be provided with food and living facilities.
Long term development

Goals
Dream centre is an innovative concept that targets a new, growing market. We assume that the market will respond, and grow quickly in the next 5 years. Our goals are to create a reputation of quality, consistency and security (safety of food) that will make us the leader of a new style of dining.
Strategies
Our marketing efforts will be concentrated on take-out and delivery, the areas of most promising growth. As the market changes, new products may be added to maintain sales.
Milestones
After the restaurant opens, we will keep a close eye on sales and profit. If we are on target at the end of year 1, we will look to expand to a second unit.
Risk Evaluation
With any new venture, there is risk involved. The success of our project hinges on the strength and acceptance of a fairly new market. After year 1, we expect some copycat competition in the form of other independent units.
Exit plan
Exit plan- Dream centre will expand in the next five years at that time, we will entertain the possibility of a buy-out by a larger restaurant concern or actively seek to sell to a new owner.

Restaurant Management

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DREAM CENTRE

The marketing effort will be split into 3 phases:

Long term development

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