Executive Summary
Objectives
Mission
Keys to Success
Company Summary
Company Ownership
Start-up Summary
Products and Services
Market Analysis Summary
Strategy and Implementation Summary
Competitive Edge
Marketing Strategy
Sales Strategy
Sales Forecast
Management Summary
Management Team
Personnel Plan
Executive Summary
Capital Russian Restaurant is a new restaurant that aims to become the top restaurant and
bar in the Capital City. Our goal is to create a restaurant where everyone can get some
great food, cold drinks, and relax in a laid-back, casual atmosphere. We want our
customers to have more fun during their leisure time.
We will combine menu selection, atmosphere, ambiance, and service to create a sense of
“place” in order to reach our goal of over-all value in a dining/entertainment experience.
Russian food is a collection of the different cooking traditions of the Russian people. The
cuisine is diverse, as Russia is by area the largest country in the world.
Russian food derives its varied character from the vast and multi-cultural expanse of
Russia and it is necessary to divide Russian traditional cuisine and Soviet cuisine, which
has its own peculiarity. Russian food s foundations were laid by the peasant food of the
rural population in an often harsh climate, with a combination of plentiful fish, poultry,
caviar, mushrooms, berries, and honey. Crops of rye, wheat, barley and millet provided the
ingredients for a plethora of breads, pancakes, cereals, beer and vodka. Soups and stews
full of flavor are centered on seasonal or storable produce, fish and meats. This wholly
native food remains the staple for the vast majority of Russians.
We aim to be of particular interest to the students of Statesville University. The university
has a student population that exceeds 20,000 and growing by 15% each year. The
restaurant will be located one block away from the main campus. The area already has
three bars that have been thriving for the past 10 years.
The restaurant will also appear to the large local population and over 100,000 people live
within 5 miles of the Capital Russian Restaurant.
Each establishment has long lines waiting for entry each weekend. Recently, commercial
space has become available next to the campus when two businesses relocated. Capital
Russian Restaurant will consolidate this space into a 5,000 square foot restaurant.
The location is on a main street, the one that is most often used by students.
Once opened, Capital Russian Restaurant will have the exceptional management team to
guide its success. Capital Russian Restaurant’s three owners, John Smith, Anne Jones, and
Jennifer Lane, have over 25 years of bar management experience between them. John has
been the manager of Capital Affair, the most popular bar in the university area, for the past
five years. Anne and Jennifer are co-owners of Mermaid, a popular downtown bar that has
dominated the city’s club scene for the past four years.
Objectives
Capitalize on excellent location opportunity.
Launch the venue with a highly publicized grand opening event in the spring of 201*.
Maintain tight control of costs, operations, and cash flow through diligent management
and automated computer control.
Maintain food costs below **% of food revenue.
Maintain total beverage costs below **% of beverage revenue.
Exceed $** million in annual sales by the third year of plan implementation.
Mission
Successful restaurants are based on an accurate understanding of the core customers. The
mission of Capital Russian Restaurant is to create an environment that satisfies the
changing tastes and expectations of our core customers. In order to achieve this goal, we
must constantly improve our response to the customers’ entertainment needs.
Keys to Success
The keys to success in achieving our goals are:
Product quality.
Provide exceptional service that leaves an impression with our core customers.
Consistent entertainment atmosphere and product quality.
Managing our internal finances and cash flow to enable upward capital growth.
Strict control of all costs, at all times, without exception.
Company Summary
Capital Russian Restaurant, as the name suggests will have a Russian theme. In today’s
market it is important to have a distinctive theme.
The restaurant must be distinctive and take advantage of its location.
Capital Russian Restaurant will serve freshly prepared, high quality, popular cuisine that is
targeted to appeal to a variety of tastes and budgets with an emphasis on reasonably and
moderately priced items of particular appeal to a local market.
Company Ownership
Capital Russian Restaurant has three owners, John Smith, Anne Jones, and Jennifer Lane.
John Smith has a BS in business administration from Statesville University. He
successfully managed three bars over the past 10 years. He is currently in his fifth year as
manager of Capital Affair, the most popular bar in the university area.
Anne Jones holds a BA in marketing. She has held marketing positions with large
organizations before starting the Mermaid bar with Jennifer Lane in 1996.
Jennifer Lane has a BS in business administration. Before co-owning the Mermaid,
Jennifer managed two successful bars over a 10-year period.
Start-up Summary
Business premises will represent your most significant start up cost. Buying property will
involve a more expensive initial outlay compared with leasing, but this does give you more
freedom to modify the premises to your specification.
Leasing premises prevents you having to spend a lot of money upfront, although a deposit
will be required. Carefully review the restrictions and obligations under the lease, the term
of the lease and the monthly rental costs. You should also check with your local authority
to see if the modifications you intend to undertake are allowed and if planning permission
is required, as this can be a time-consuming and costly process.
The cost of a license to serve alcohol will be an important consideration. Restaurants
require both premises and a personal license for the proprietor. You will also need to
budget for the licenses you need to play background music.
Equipping the kitchen and furnishing the restaurant are other essential costs. In terms of
food preparation, you will need to ensure there are segregated sink areas for food
preparation and washing up. Separate hand-washing facilities for staff must also be
provided.
You will require menus, crockery, glasses, cutlery and table linen. You should purchase
extra settings, as breakages will occur. You will also require tables and chairs for a
front-of-house area, to seat customers waiting to dine.
Another major expense will be stocking food and drinks. You should use authentic
products in your cooking and select suppliers carefully to ensure the food is genuine and of
high quality.
You will require an electronic till (around $150) and a swipe machine for debit and credit
cards which can be leased from a bank for about $15 per month. You should also use a
computer to monitor stock, sales and customers, and for bookkeeping. Budget computers
are available from $400.
Setting up a basic website will cost from $60, and you will also need to budget for ongoing
maintenance and domain name registration costs.
You should budget for the costs associated with employing staff, including wages,
uniforms, training and employers’ liability insurance. Public liability cover is also
mandatory and it would be advisable to insure your equipment, supplies and the
furnishings of your premises.
The main initial expense will be premises. Fitting out of the kitchen area will include:
Non-porous work services for food preparation – from $150 each.
Large industrial fridge/freezer for storing cold foods – from $800.
Industrial ovens – from $2,000.
Extraction system – from $1,500.
Industrial dishwasher – from $800.
Kitchen equipment including knives, pans, chopping boards – from $2,000.
You will also need to buy furniture, table linen, crockery and cutlery. The cost of
purchasing this equipment will be:
Tables and chairs – from $250 for a four place table.
Linen (table cloths, napkins) – from $100 per set.
Crockery (plates, side plates, desert bowls, soup plates, cups and saucers, etc) – from $50
per setting.
Cutlery – from $50 per setting.
Glasses (wine, water, tumblers, cocktail, etc) –from $5 per glass.
Miscellaneous (cruet sets, butter dishes, etc) – from $10 per place setting.
Ongoing costs will include staff costs (chefs, waiting staff and cleaners). In addition
provision should be made for:
Shop rent and business rates (this will provide a base for food preparation and storage).
Utility bills – telephone, electricity and gas – you may have to budget for connection
charges in addition to actual bills.
Telephone and fax machine – from $150.
Legal fees and insurance policies.
Staff uniforms – from $100 per person.
Our start-up costs are mostly expensed equipment, rent, and legal and consulting costs
associated with opening our first restaurant. The start-up costs are to be financed some by
direct owner investment, as well as with the help of a major investor.
Start-up Expenses
Legal $1,000
Stationery etc. $1,000
Menus $250
Insurance $1,000
Rent $6,000
Expensed equipment $50,000
Computer, communication and other IT $5,750
Total Start-up Expenses $65,000
Start-up Assets Needed
Cash Balance on Starting Date $22,000
Start-up Inventory $3,000
Long-term Assets $45,000
Total Assets $70,000
Total Requirements $135,000
Funding Investment
Jane Smith $85,000
Other $50,000
Total Investment $135,000
FDA Regulations
Inspections and licensing of restaurants and grocery stores are typically handled by local
and county health departments. However, FDA serves as a scientific and technical
consultant to state and local regulatory agencies by publishing the FDA Food Code, which
sets forth model provisions for keeping food safe in restaurant, cafeteria, and institutional
food operations. Most states adopt these model provisions as legal requirements applicable
to restaurants and food-service establishments within their jurisdictions.
The U. S. Food and Drug Administration (FDA) publishes the Food Code, a model that
assists food control jurisdictions at all levels of government by providing them with a
