Business Plan Template Pizzeria

7/29/2019 Business Plan Template Pizzeria

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Business Plan

Eskils Pizzeria HB

Eskils Pizzeria HB

Sri Ramanjaneyulu LingalaTegelbruksgatan 24,632 27, Eskilstuna Municipality,Sdermansln, Sweden.Mobile: [email protected]

[email protected]

www.eskilspizzeria.se

Org. nr:969761-4510
mailto:[email protected]:[email protected]:[email protected]:[email protected]


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Table of Contents

Table of Contents ................................................................................................................ 1Executive Summary ............................................................................................................ 3

Business Specification.3

Company Description ......................................................................................................... 3Introduction,Statement of Purpose.................................................................................. 3Business Concept ............................................................................................................ 3Management Team.......................................................................................................... 3Marketing Strategy.......................................................................................................... 4Operations ....................................................................................................................... 4Investment Analysis ........................................................................................................ 4Growth/Exit Plan.4

Development and status plan .............................................................................................. 4Organization ........................................................................................................................ 4

Location...5Capitalization .................................................................................................................. 5

Concept Description and Statement5Sample Menu ...................................................................................................................... 7Design/Layouts ................................................................................................................. 24Management Team............................................................................................................ 25

Director of BusinessMr. Venkata Madhu Chimmili..25Restaurant ManagerMr. Sri Ramanjaneyulu..26Kitchen Manager/Chef ................................................................................................. 26Confidentiality Agreements .......................................................................................... 26

Market Analysis ................................................................................................................ 26Market and Customers .................................................................................................. 26Sales Strategy ................................................................................................................ 27Ethinic Diversity ........................................................................................................... 27Leading Employer ......................................................................................................... 27Meeting Challenges ..................................................................................................... 28Consumer Trends: ......................................................................................................... 28Operation Trends: ......................................................................................................... 29Information Sources ...................................................................................................... 30

Target Market ................................................................................................................... 30Location Analysis ............................................................................................................ 30Sales Literature ................................................................................................................. 31Sourcing ............................................................................................................................ 31Sales Programs.................................................................................................................. 31Marketing Strategy Overview........................................................................................... 32Marketing Techniques ...................................................................................................... 33

Customer Database ....................................................................................................... 33Frequent Diner .............................................................................................................. 34Social Network Campaigner ......................................................................................... 34Mailer Campaign ......................................................................................................... 34


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Eskils Pizzeria HB Page 2

Business relationships ................................................................................................... 34Walls marketing ............................................................................................................ 35Advertising ................................................................................................................... 35

Operations ......................................................................................................................... 35Overview ....................................................................................................................... 35Staffing .......................................................................................................................... 35

Training ......................................................................................................................... 36Daily Operation and production.................................................................................... 36

Customer Service .............................................................................................................. 37Suppliers ........................................................................................................................... 37Management Control ........................................................................................................ 38Administrative Systems .................................................................................................... 38Investment Ananlysis ........................................................................................................ 39

Source of Funds ............................................................................................................ 39Source of Cash .............................................................................................................. 39

Capital Distrubtion ........................................................................................................... 40Uses of Cash ................................................................................................................ 40

Expansion Plans ................................................................................................................ 40Future Plans ..................................................................................................................... 41Total Sales Projection and Employment cost ................................................................... 41


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Executive Summary

Business Specification

The Eskils Pizzeria Handelsbolag. A Pizzeria based company, will operate in Eskilstuna, asingle unit, medium-size restaurant serving healthy and authentic Pizzas and we also deliverPizzas via online. Our Pizza restaurant is well-designed and productive environment in whichpeople can work happily. We are sensitive to the look and taste of good pizza as well as tohigh-quality ingredients. We look to provide the best possible value to our customers whodesire great tasting pizza and to provide customers with the satisfaction of receiving a greatvalue, both tangibly and intangibly.

CONFIDENTIALITY STATEMENT: Information contained in this business plan is

strictly confidential and is being presented to specific persons with the understanding that

those persons will maintain confidentiality and not disclose or distribute any part of this

plan to third parties without the prior written permission of the author(s). Informationincludes any data, reports, schedules, or attachments that may be contained in or referred

to in this document.

Company Description:The Eskils Pizzeria handelsbolag. A restaurant based company, will operate in Eskilstuna, asingle unit, medium-size restaurant serving healthy and authentic Pizzas,Burgers,Kebabs etc.

Introduction/Statement of Purpose:Eskils Pizzeria is an exciting new casual theme concept offering fresh and authentic Pizzasserved amid a slightly upscale ambiance. The creators of this concept, Sri Ramanjaneyulu

Lingala and Venkata Madhu Chimmili are seeking to raise investment capital, obtain financingand secure an ideal location for the restaurant

Business Concept:Eskils Pizzeria will be a moderately priced, Serving, Take-away, Quick door-delivery, Highquality style restaurant servingdelicious authentic Pizzas. Unique selling points of therestaurant include All You Can Order on the Go, delight your senses, Perfect Timely DoorDelivery, Established in well neighborhood.

Management Team:

Mr. Venkata Madhu Chimmili is the Director of the business and manages the financial and

marketing department of the company. He is also responsible for the company website and thebusiness done through it.Mr. Sri Ramanjaneyulu Lingala is the Manager of the business and is responsible for therestaurants working without any problem. He manages the day today business in the restaurantand looks after the employees of the restaurant.


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Marketing Strategy:

The success of Eskils Pizzeriawill be achieved by serving great food, providing friendly serviceand employing an aggressive marketing plan to build customer traffic. Todays market requiresmore than just good food and service to make a restaurant successful. At Eskils Pizzeria we will

constantly strive to enthusiastically win more customers by being proactive rather than reactivein our marketing efforts.

Operations:

Management will establish sound operating guidelines by which to conduct the day-to-dayoperations for Eskils Pizzeria. Policies, systems and procedures will be adopted anddocumented by standard and efficient techniques.

Investment Analysis:The proposed restaurant will cost an estimated 420,500 SEK, to open. A detailed costbreakdown is provided in the Financial Projections section of this business plan. 300,000 in

contributions will provide funding for the venture from the owners and 120,500 in proceedsfrom installment financing.

Growth/Exit Plan:

Eskils Pizzeria appealing menu, comfortable atmosphere and reasonable prices will position theconcept for broad customer appeal in a wide range of markets. The operating partner(s) willfocus first and foremost on developing this concept to achieve a successful return on investmentand after if the business is meeting its projections by month nine, we will start scouting for asecond location and develop plans for the next unit.

Development & Status planThe company was incorporated in 11 June of 2012 and registered for F-Tax and VAT.The founders are Sri Ramanjaneyulu Lingala and Venkata Madhu Chimmili.A suitable site for the first restaurant was found this month and lease negotiations werefinalized. The location will be on Tegelbruksgatan, just outside Eskilstuna Square and close to adense population of the target market.

When the lease is signed there will be three months of free tax exemption for development andin that time the balance of the start-up funds must be raised. With that phase completed, EskilsPizzeria can then open and the operations phase of the project can begin.

OrganizationEskils Pizzeria will be owned and operated by Eskils Pizzeria Handelsbolag, Partnership withthe general partners being Sri Ramanjaneyulu Lingala and Venkata Madhu Chimmili. SriRamanjaneyulu Lingala is the ultimate responsible, act as the President and Venkata MadhuChimmili also act as the President. Two of them act as General partners and a Board ofDirectors. Sri Ramanjaneyulu Lingala own 50 % of total shares and Venkata Madhu Chimmiliown 50 % of total shares.


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Location

The location will be on Tegelbruksgatan , just outside Halmstad Square and close to a densepopulation of the target market, 5 minutes walkfrom Eskilstuna Centrum

Eskils Pizzeria will be located at Tegelbruksgatan 24,632 27, Halmstad Municipality, and

Sderman Region, Sweden. Eskils Pizzeria Handelsbolag will maintain a corporate office at thesame address. The facility is a pre-existing lease space of approximately 116 square feet. Weare proposing to enter into a 2 year lease with HSB Landlords. which owns the center. TheEskils Pizzeria is a partnership firm to serve an authentic delightful and healthy food.

Capitalization

The proposed restaurant will cost an estimated 420,500 to open. A detailed cost breakdown isprovided in the Financial Projections section of this business plan. The partners and installmentfinancing will provide funding for the venture.

Concept Description and Statement

Eskils Pizzeria will be a moderately priced, Serving, Take-away, Quick door-delivery, Highquality style restaurant servingdelicious authentic Pizzas, Burgers, Kebabs, Grill etc. Theservice style of the restaurant will be a counter service style concept where the customer willorder from the counter and the food will be delivered to the table in the restaurant, take-awayand also as home delivery is available. The customer also has the option to order from therestaurant website and also through mobile website.

Eskils professional staff and distinctive pizzas will make a lasting impression on customer.Eskils has standard menu provides an excellent resource of various Pizzas, Burgers, Salads etcprepared by our certified Chef. Eskils is also skilled in creating menus to meet specialized mealservice for either dietary restrictions or cultural preferences.

The restaurant will have approximately less than 16 seats at the winter and 25 seats at the timeof summer.Eskils Pizzeria will include Serving and door delivery as well as a takeout roomavailable with a separate entrance.

The restaurant should have a minimum of 8parking spaces available to meet the demands ofanticipated customer traffic.

Eskils Pizzeria will be open 7 days a week. The Pizzeria anticipates serving during the lunchand dinner, etc.meal periods. The expected hours of operation are as follows:


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Days Timings

Monday 9:00am-10:00pm

Tuesday 9:00am-10:00pm

Wednesday 9:00am-10:00pm

Thursday 9:00am-10:00pm

Friday 9:00am-11:30pmSaturday 9:00am-11:30pm

Sunday 9:00am-10:00pm

The Pizzeria should be perceived as a fine dining; quick service establishment appealing toadults; families, diners of all ages; business and residential customers; college students and;multiple demographic segments; etc. Average Pizza is available around run 60-80 kroners.As mentioned earlier, the menu will feature authentic Variety of Pizzas, Burgers etc. The menuwill encompass several selections from each of the following categories: Below we can see few

examples of the various categories

PizzasA selection of 30 to 40 Pizzas will be offered. They will be items that are quick toprepare, most in fewer than 5 minutes. Pizzas include Standard Pizzas and Special Pizzas.Presentation will be emphasized in a manner that is consistent with the image we are trying toproject.

BurgersThere will be two 5 to 8 Burgers available on the menu

KebabsThere will be around 10 Kebabs available on the menu

Falafel

Eskils Pizzeria will offer 5 Falafels.

PastaEskils Pizzeria will offer 9 to 10 Varieties of Pastas.

SalladEskils Pizzeria will offer 8-10 Sallads

SaucesEskils Pizzeria will offer 4 kinds of saucs for now, In the future we are planning tointroduce more sauces. We also have a secret sauce, which is available only in Eskils Pizzeria.

Barn Menu- Eskils Pizzeria will offer 2 to 3 Barn varieties of Pizzas with delicious and care.


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Sample Menu


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Design/Layouts


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Management Team

Mr. Venkata Madhu Chimmili is the Director of the business and manages the financial andmarketing department of the company. He is also responsible for the company website and thebusiness done through it.

Mr.Sri Ramanjaneyulu Lingala is the restaurant manager and is responsible for the restaurantsworking without any problem. He manages the day today business in the restaurant and looksafter the employees of the restaurant.

Director of BusinessMr. Venkata Madhu Chimmili

Mr. Venkata Madhu Chimmili worked as a Team leader for the last one year in a Swedish

company. Successful young entrepreneurs who start their own business and prove themselves tothe world inspired him. He has an academic background within Business and ServiceManagement, So he started this restaurant business with his friends as Pizzas are one thefavorite choice for most of the westerners. So he thought of joining hands with his partner torun a business in Eskilstuna.


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Restaurant ManagerMr. Sri Ramanjaneylu Lingala

Mr. Sri Ramanjaneyelu, an Engineer who has high goals in his life also joined Mr. Madhu in hisjourney of entrepreneurship. Mr. Ramanjaneyulu having unmatched Management skills andcoordinate the planning, organizing, training and leadership necessary to achieve statedobjectives in sales, costs, employee retention.

As the General Manager Mr. Ramanjaneyulu will oversee guest service and satisfaction, foodquality, cleanliness and sanitation, so he is going to look after the Restaurants day today affaireRamanjaneyulu owns a Pizzeria and Pub in India. He runned his business for an year in Indiaafter completing Engineering.

Kitchen Manager/Chef -

The Chief Chef for Eskils Pizzeria is Mr.Feroz He has anextensive background in therestaurant industry. He owns a Pizzeria in Eskilstuna before, he worked as cook in in hisrestaurant for couple of years. Other experience includes

He have successfully completed the below listed course certificates:

Course Contents

1. Fire Prevention and Fire Fighting.2. Basic First Aid, Survival Craft Basics, Human Relationships.3. Personal Safety and Social Responsibilities.4. Personal Survival Techniques.5. Elementary First Aid.

As Kitchen Manager, Mr. Salamiwill be directly responsible for all kitchen functions includingfood purchasing, preparation and maintenance of quality standards; sanitation and cleanliness;training of employees in methods of cooking, preparation, plate presentation, portion and costcontrol and sanitation and cleanliness.

Confidentiality Agreements

Eskils Pizzeria will enforce that all employees sign a confidentiality agreement. Confidentialityagreements with our employees and partners will protect our recipes, operating systems,policies and procedures. Having a confidentiality agreement in place is essential to protect thecompanys trade secrets, and show our employees that we take our business seriously.

Market Analysis

Market and Customers

It's no secret that there's plenty of money to be made in the pizza business if we own our ownpizza place and not a franchise. Pizza is worldwide, everyone loves Pizzas this includesSwedish people as well. In the Europe its popularity began after World War II. Today we haveover 50,000 places selling about $30 billion of pizzas per year in Europe alone. At least five


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factors have fueled its growth. First, pizza combines ingredients from all basic food groups.Second, it requires personal involvementthe cutting, picking, pulling actions make it aunique eating experience. Third, its a social food. Eating pizza involves sharing the breakingof bread. Fourth, pizza embodies exciting, universal flavors fresh baked bread, tangy tomato,Italian seasonings, cheese and, in many cases, spicy meats and vegetables. Finally, its a

versatile food that has thousands of variations. Its no wonder this amazing creation has risenfrom humble beginnings to become one of the worlds most exciting, popular, and interestingfoods. Pizza is one of the most favorite foods in the United States, which is not surprising.Americans consume 350 slices of pizzas per second every day. Ninety-three percent ofAmericans eat one pizza a month.In the pizza delivery business, aggressive marketing is the key. Typically, having a pizzadelivered to home is an impulse purchase. This requires a strong advertising campaignincluding direct mailers and coupons placed in newspapers. Additionally, Eskils Pizzeria willdevelop strategic marketing campaigns to target residents, workers, students in the area.

There are approximately 8 Pizzerias in Eskilstuna, but what makes us special is that we are

located on the busy main street, where most of the Pizzerias are located far away from the Mainroad, Our own way of making Premier Pizzas, American Pan Pizzas makes us very special

Sales Strategy

Given the target market of Residents, Workers, College and School children, Eskils Pizzeriacan charge a premium for its menu items, it is difficult to estimate sales forecasts, however wehave estimated about 80 pizzas per day. During a normal day we expect at least 120 orders perday on Fridays and Saturdays. So if an average Pizza is about 70 kr, then this equates to 32640worth Pizzas per year, and gross revenues of 2284800 sek.

Ethnic Diversity

Restaurants have long been considered among the most diverse workplaces with foreign-bornemployees making up roughly 25% of the workforce. This diversity ratio spills over intorestaurant ownership as well, with one in four eating and drinking establishments being ownedby African- Americans, Hispanic Americans or Asian Americansa ratio that is higher thanthe national average. Furthermore, the number of minority-owned restaurants is growing fasterthan the industry as a whole.

Leading EmployerThe restaurant industry is the nations largest private-sector employer with approximately 13million workers in 2011 representing almost 9% of the total U.S. workforce. According to theNational Restaurant Association, the industry has created, on average, approximately 250,000

jobs per year for the last ten years and is slated to add 2 million new jobs during the next tenyears.

Nevertheless, the industry remains far behind other retail segments, posting $61,000 in annualsales for every full time equivalent employee. Furthermore, and even though the labor shortageis not as severe as it was in the mid to late 1990s, a sizeable proportion of restaurant operatorsreport that the lack of labor is causing problems.


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In a National Restaurant Association Survey, forty-six percent of quick service operators androughly one-third of full service restaurants reported that they were seeing fewer applicants forhourly positions than they had two years before. Restaurant operators reported an even greaterdecline in the number of qualified job applicants. Sixty-eight percent of quick service operatorsand nearly half of full service operators surveyed said that they were seeing fewer qualified job

applicants than two years earlier. Many restaurateurs say its taking longer to fill job vacanciesthan it did two years ago.

Operators, in their effort to combat labor shortages, are expected to dedicate more resources toemployees training, offer health benefits, and take measures to step up recruiting.

Meeting ChallengesIn addition to labor concerns, operators report that rising wholesale costs, energy cost,healthcare insurance and liability insurance costs have negative impacts on their business. As a

result, the National Restaurant Association has slated these issues as part of their public policyagenda. They have pledged to take an active role in affecting commodity prices and trade andsupport current legislation for healthcare reform. They also support an effective energy policyand are in favor of legal reform to reduce frivolous lawsuits against the industry.

Consumer TrendsApproximately 47% of all food dollars spent by consumers is spent in eating and drinkingestablishments. That figure is up dramatically since 1955 in which only 25% of all consumersspending for food and drink went to restaurants. 43% of adults are of the opinion that eatingaway is as cost effective as cooking at home and cleaning up.

Expenditures on food away from home rise dramatically for households with income beforetaxes of $30,000 or more. Household incomes of greater than $75,000 have increased to 28%.Higher income households tend to spend more of their food dollar in meals away from home.

According to the National Restaurant AssociationsRestaurant Spendingthe typical Americanhousehold spent $2,634 on food away from home, a per capita expenditure of $1054.Households in metropolitan areas tend to spend more than households in non-metropolitanareas. Households with income over $70,000 spent an average of $4,544, $1,466 per capita onfood away from home. Other trends noted in the report showed that adults between 35 and 54spend more on food away from home as a result of their higher incomes. Of that group,households headed by 35-44-year-olds spent an average of $3,234 for food away from home.

Flourishing economic growth, changing lifestyles and a diverse ethnic population havecontributed to the variety of cuisine and restaurant concepts, making the U.S. a world leader inrestaurant innovation. Ethnic cuisines have mingled with traditional restaurant fare resulting invaried menus at every industry segment.

The baby boomer population, the demographic segment that has the most significant impact interms of marketing and menu mix is getting older. By the year 2010, 19% of the population will


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be between the ages of 50 and 64. The changing dining habits of this group will greatlyinfluence menus and restaurant concepts in the coming years.

Statistics show that the average adult purchased a meal 5.3 times per week in 2004. Publicawareness of health issues continues to prompt operators to provide more health conscious

menu items. Entre salads saw the most significant increase across all industry segments. Low-carb items, healthful options for children, and locally produced foods and produce have becomemore prevalent.

Operators expect to see continued interest in ethnic foods, high flavor items such as bold andspicy foods, sandwiches and seafood.

Beverage trends were characterized by the continuing popularity of bottled water, specialtycoffees and iced tea, and increasing wine sales at full service restaurants. 69% of quick serviceoperators reported that bottled water sales had significant increases.

A federal survey released in September 2004 revealed that Americans spend 73 minutes a dayeating and drinking. They spend approximately 5.1 hours per day on other leisure activity suchas watching television, exercising or socializing.

Travel and tourism is again on the rise with an expected 2% increase in domestic travel and a5.6% increase in tourism from abroad. Tourism is expected to increase closer to pre 9/11 levelsby the year 2007.

Operation Trends

Greater use of technology and more reliance on staff training will be used to increase

productivity and gain higher revenues. More than two-thirds of restaurant operators say they aremore productive than they were two years ago. Nearly thirty percent of food-service operatorssay they are increasing their budget for technology spending.

Nearly two thirds of all restaurants now have websites including 9 out of 10 fine diningrestaurants. In addition to posting information such as menu and location, an increasing numberare expected to offer other services such as reservations, delivery and takeout ordering.

Menu prices for 2007 are expected to increase at a rate of 2.9%, slightly lower than the 3.1%growth seen in 2005 and 2006. The expected increase is due in part to increased commodity andenergy costs, as well as the increase in the minimum wage.

Gift cards and gift certificates in restaurants continue to be the number one preference byconsumers as compared to other retail industries. Gift card (and gift certificate) sales accountfor roughly 5% of annual restaurant sales. Expect a continued increase in the number ofrestaurants offering gift cards in 2008.

Banquet, Serving, delivery and takeout continue to be on the rise in full service restaurants asoperators take advantage of assets already in place. Half of family- and casual-dining operators


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and two thirds of fine-dining operators now offer catering. Nearly 40% of operators surveyed bythe NRA say that takeout sales are a larger proportion of revenue than it was two years ago.

Menus will be strongly influenced by the health-conscious diners as well as the adventurous.The growing sophistication of American diners palates as well as the ethnic diversity in the

U.S. will continue to challenge operators to roll out new menu items and ingredients.

Information SourcesFor more information about current trends and statistics, visit the National RestaurantAssociation website at www.restaurant.org.

2007 Restaurant Industry Forecast; National Restaurant AssociationNational Restaurant AssociationsRestaurant Spending

October 2006 Survey, National Restaurant AssociationU.S. Department of LaborU.S. Census Bureau

Target Market

We anticipate that Eskils Pizzeria will appeal to a broad base of consumers. While we expect tobe frequented by all types of services in both the residential and business community, theconcept should be particularly suited to specific demographic and market conditions. Thelocation selected for Eskils Pizzeria should contain characteristics similar to the targeted market

for the restaurant.The menu, service style and ambiance of Eskils Pizzeria has been created to appeal primarily tohealth-conscious; while also appealing heavily to adventurous; carefree; health-conscious;traditional as well. The concept should especially attract low income diners with apredominance of single and family householdsA large population, providing a sufficient customer base of which to draw from, should inhabitthe market. The immediate surrounding area should have a blend single and family housing.Preferably, the area should include a heavy industrial market. The concept lends itself to thetourism, manufacturing, travel, general businesstraffic will be directly affected by the size ofthe business community.

Location Analysis

Eskilstuna is the perfect city for families. Eskilstuna has been appointed as Sweden'senvironmental best municipality in 2012 Eskilstuna has always something interesting to do.Parken Zoo is the main tourist attraction with half a million visitors every year. Eskilstuna is acity with strong industrial traditions. There are strong capabilities in manufacturing, primarily


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related to heavy vehicle. Another area that is undergoing rapid expansion is logistics.Eskilstuna's excellent geographical location, combined with a well-developed infrastructure(road, rail and air) and an intermodal terminal, which significantly expands makes veryattractive both for freight companies, warehouses and suppliers within logistics.

The demand for knowledge-intensive services is increasing as the business sector develops.Here's Mlardalen University an important knowledge provider. Trade continues to expand, andso-called "new industries" such as communication, design and health is strong.

Eskilstuna is known for its good climate of collaboration, which means that the businesscommunity, public and education work together toward common goals. Eskilstuna is alsoknown for its many business organizations and networks. Here is a forum for all who want it.

The favorable geographic location located near to Stockholm, with its close proximity to thearrest of Europe benefits tourism and Industry. Eskilstuna Attract Thousands of tourists eachyear with its, fishing, numerous golf courses and rich variety of entertainment and culture,

Volvo Construction Equipment is located in Eskilstuna as well.Preferable demographic and market characteristics for Eskilstuna have been identified andsummarized in the following table.

The location for Eskils Pizzeria was selected because of the market similarities that existbetween the proposed location and the target market for the concept. The city of Eskilstuna hasa population more than 97000 according to Sweden Census Report. Tourism is a major part ofthe local economy. The tourist market in Eskilstuna brings half a million of visitors annually.Eskils Pizzeria should benefit handsomely from the tourist trade due to the unique concept

intended to attract visitors

Sales Literature:

Eskils Pizzeria will use advertising and sales programs to get the word out to customers. 10,000colour brochures to be distributed throughout destination like shopping complex, schools,universities and other public gathering areas. Advertising in Eskilstuna newspaper advertisesthe presence of the outlet.

Sourcing:

Our distributor Snabbgross,Eskilstuna will deliver fresh raw material including Beverages

weekly. We also have an agreement with Company to exclusively manufacture our foods.

Sales Programs:

Each opening of Eskils Pizzeria will have marketing procedures namely; Brochures and hand-outs will explain that we can handle Delivery, Servicing, Takeaway, in addition to our brochurethat will list our daily entrees.


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The following chart displays restaurants within approximately a one-mile range. It includes allrestaurants of significance including both limited service and full service establishments.

Area Restaurants within a 1 Mile Range

Name Type Breakfast; Lunch;Dinner

DirectCompetition

McDonalds Fast-food B, L, D No

Royal Indian Restaurant L, D No

Thai Takeaway Fast-food L No

Nisses Pub & Bar Restaurant L, D No

Vennezia Pizzeria Restaurant &Fast-food

L, D Some What

Rudolofo Restaurant L, D No

Denis Krog Restaurant L, D No

Subway Fast-food L, D No

.

Eskils Pizzeria should be considered unique to its competition because ofdifferences in serving authentic Premier delicious Pizzas. Also the location selected for Pizzeriahas absence of a Pizzeria, especially a pizzeria offering American Pan Pizzas. So it addedadvantage for the development of the Eskils Pizzeria with absence of competitor.

Marketing Strategy Overview

According to 2011 Restaurant industry forecast, proportion of restaurateurs agree social mediatools will become more important marketing tools in the feature. The usage of operators andconsumers of social media are only continued to grow 2011.The social media consumer will atleast use one social media tools like Facebook, Twitter, Google+, etc. Also the most interestingfact take part in the restaurant development is the industrial usage of mobile food service. Mostof 8 out 10 restaurant operators will report the social messaging will come more important thisyear.

The success of Eskils Pizzeriawill be achieved by serving great Pizzas, providing friendly

service and employing an aggressive marketing plan to build customer traffic. Todays marketrequires more than just good food and service to make a restaurant successful. At EskilsPizzeria we will constantly strive to enthusiastically win more customers by being proactiverather than reactive in our marketing efforts.

Management will endeavor to create and maintain a positive, appealing image for the restaurant.This image will be consistently portrayed throughout all marketing channels and salespromotions. The following exemplifies some of the tactics we will use to drive more sales.


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Marketing Techniques

1. Create An AD-News in Local post and news paper2. Approach the customer through pamphlet in maxi, Willys, system bolagate, SFI,

Companies, Centrum, etc.3. Hand Written Follow up Cards and personalized gift is a must to target customers for,

free drink with Pizza, etc.4. Reach the target customer by using web solutions and mobile food service,

Option for customer

Door delivery of Pizzas and pay through website or on delivery Door delivery of Pizzas and pay through Mobile food service or on delivery Make an order online and take it at the Pizzeria Prior Reservation of Pizzeria through phone and take it at the Pizzeria or have itdelivered Bulk ordering and concession of more than 6 Pizzas at a time. Collecting feedback and suggestion from customers to improve the services inthe delivery and taste.Future plan for web marketing Web ordering of Pizzas, Burgers etc. using IPhone and Android application. We are planning to print 50 coupons a month, and distribute them with theadvertising papers, if our customers come with those coupons, then they will servea free Pizza to each coupon, so in this way we are planning to distribute 50 freepizzas a month, this will definitely increase our Pizzeria Reputation. No other

Pizzeria in Eskilstuna is offering this kind of offer.

5. Gift cards to the target customer for Christmas and New Year that states concession forthe Pizzas.

6. Hire a fluent Swedish speaking person for taking the order of Pizzas.

Customer Database

Eskils Pizzeriawill aggressively seek to build a database of our guests. Guests will have anopportunity to be included in the database so they can participate in our promotions such as

birthday or anniversary cards; frequent diner program; email notification of upcoming specials;coupons; etc. The database will be gathered and maintained on MySQL Database. We willgather names in a variety of manners including list methods you will capture the names; staffrequests; business card drop for free lunch; guests signup book with promotional signage; menuinsert promotion; etc. Eskils Pizzeriawill respectour guest privacyby confidentially protectingpersonal information we collect. See Appendices for our customer Privacy Policy.


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Frequent Diner

The restaurants marketing plan will include an active Frequent Diner program. The program

will allow us to reward our guests for their continued patronage. The program shall haveflexibility to allow us to be creative in our reward structure. Additionally, it should allow us toadapt to changing market trends.

We anticipate implementing a Frequent Diner program as a function of our POS (Point of Sale)system. Several of the major POS systems have this feature. Alternatively, there are severalstandalone programs that the management team will review. The management team willthoroughly review each program to determine which system most effectively meets therequirements to make Eskils Pizzeria successful.

Social Network Campaign

We anticipate capitalizing on our customer database by instituting an effective communicationmarketing strategy using social networks for ex Facebook, Twitter,Twitter, Skype, Google++,Website Chat 24*7,Myspace and LinkedIn

We will give our customer the option to receive email communications from our Pizzeria.Customers privacy will be protected and we will not email our customers without theirpermission.

Our email marketing strategy will include an awareness not to inundate our guests with email.Promotional content will be developed with the goal of enticement versus quantity.

The program should incorporate tools to measure effectiveness and customer satisfaction.

Mailer campaignEskils Pizzeriawill further take advantage of our customer database by also implementing aconsistent direct mail strategy. This strategy will include promotions such sending a birthdaycard to our guests, Monthly coupons, Catering coupons,monthly coupons; monthly or quarterlynewsletter

We will seek the use of Outlook to assist us in the implementation of the campaign.

Business Relationships

The concept of Eskils Pizzerialends itself to obtain favorable benefits from strategic business

relationships. Our appeal as a moderately priced; inexpensive; medium to expensive quickservice Take-Away, Door Deliverypositions us as a likely destination for tourists; businesslunch diners; workers during lunch; shoppers; clients or employees of a business such asmembers of a gym, movie theater, or entertainment complex. Possible relationships include anaffiliation with name-targeted affiliations such as hotel concierges to capture visitors; orspecific businesses such as a major employer.


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Walls Marketing

In house marketing will be heavily promoted at Eskils Pizzeria. Management will constantlyfind methods to promote the restaurant to our guests on a daily basis.

Our staff will be trained for and encouraged to promote suggestive selling techniques. Upselling

to our customers will be emphasized.

We will also use list examples of promotional ideas; table tents; indoor signage; menu inserts;business card drawings; announcements, staff conveyance, table visits.

Advertising

The Pizzeria will adopt a moderate advertising strategy namely, Outdoors signage for the EskilsPizzeria will be

1. Create An AD-News in Local post and news paper2. Approach the customer through pamphlet in Maxi, Willys, system bolagat, SFI,

Companies, Centrum, etc.3. Hand Written Follow Up Cards and personalized gift is a must to target customers for

example, free soft drink with Pizza, etc.

Operations

Overview

Management will establish sound operating guidelines by which to conduct the day-to-dayoperations for Eskils Pizzeria Policies, systems and procedures will be adopted and documentedusing the combined resources of RestaurantOwner.com and the previous experiences of the

management team. Our membership at RestaurantOwner.com provides the management teamwith valuable, up to date resources to assist in the startup and operation Eskils Pizzeria.Management will have at their disposal the expertise of thousands of other operators through amember forum.

Staffing

Eskils Pizzeria is expected to employ from 6 to 8 employees. Management has adopted aneffective interview process designed to staff the restaurant with highly qualified people for eachposition. Each applicant will be rated and evaluated according to a pre-defined set of standardsadopted for each position.

Recruiting efforts will include placing ads in the local paper,jobsite employment website(Arbetsfrmedlingen); referrals and recruiting from previous employment of the managementstaff.


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Expected staffing levels for both full and part time positions for the restaurant are shown in thefollowing table:

Position Full Time # Part Time # Pay RangeKitchen Manager Yes No 170,000-180,000/yr.

Door Delivery No Yes 120,000-130,000/yr.Servers andCashiers

No Yes 150,000-160.000/yr.

Training

A thorough training program will be adopted for every position in the restaurant. Highlyqualified people filling those positions will be provided training materials and personalinstruction. They will learn the Eskils Pizzeria method of how to operate a successful restaurant.

Newly hired personnel will be instructed in customer service, safety, and health laws in addition

to the job functions of their respective positions. Training manuals for each position will beedited to reflect the unique requirements of Eskils Pizzeria.

Daily Operations & Production

Eskils Pizzeria will be opened 7 days a week, Schedules will be written by departmentalmanagers and posted every time interval between schedules; monthly; weekly; every two days,etc. The schedules will be written in a manner using the automatic Kassa Bookkeeping thatallows management to increase or decrease hourly labor according to sales volume in order tomaintain a consistent labor cost control.

Designated management and kitchen staff will report for work of hours before opening toprepare for opening.

The menu has been created in a manner to allow the preparation of many recipe ingredients tobe done ahead of time. Proper labeling and rotation techniques, accompanied by ample storagefacilities will ensure that high quality prepared product will be sufficiently available to meet thedemands during peak business hours. Replenishment and ongoing preparation will continueduring off peak business hours.

Management will be responsible for ordering, receiving and maintaining sufficient inventory tomeet production demands. Ordering schedules will be staggered with perishable products beingordered multiple times per week to preserve freshness. Standard grocery and supply orders willbe ordered less often, according to a predetermined schedule and storage capacity.Service staffwill arrive at staggered intervals, allowing sufficient time to prepare for anticipatedcustomer traffic.

Management will adopt the use of operational checklists to verify that each work shift has beenproperly prepared for and to insure the operational standards are followed before, during andafter work shifts.


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The quickservice style of Eskils is by design intended to complement the guests overallperception of the restaurant, creating a designed guest experience. The Pizzeria layout,including the design kitchen and serving line, will be designed for efficiency and flexibility toaccommodate the fluctuation in customer traffic and peak periods.

Shift changes for all staff will entail cleanup, restocking and preparation. All monies will besettled at the end of each shift. The closing shift will involve designated closing duties that willleave the restaurant clean and fully prepared for the next day opening crew.

Customer Service

Customer service at Eskils Pizzeria will be given special emphasis throughout the operation.The Eskils website provides option for the customer to submit the customer satisfaction andfeedbacks. Customer surveys estimate that only 1 in 20 customers that have a problem in arestaurant will tell management about it. It will be our goal to provide a product in a manner

that exemplifies highly responsive and proactive customer service.

Training programs will include specific material to teach our employees about service attitudes,customer perception and how to deal with guest complaints. Management will conduct periodicstaff meetings intended to review policy, increase guest satisfaction and to keep a general lineof communication between staff and management.

All guest complaints will be empathetically acknowledged by the staff and immediately referredto management. Programs will be in place to systematically deal with various types of guestcomplaints. More serious complaints will be documented and kept on file.

Customer feedback will be accomplished by specific policy and procedures for monitoringguest satisfaction such as customer surveys or the use of mystery shoppers.

Suppliers

Management will establish relationships with qualified suppliers (vendors) that can providereasonably priced product, delivered according to the schedule that benefits the restaurant.Alternate suppliers will be identified for use if the regular supplier cannot deliver the productsneeded. The following table illustrates the suppliers we plan on doing business with:

Product Main Supplier Terms Alternate Supplier

Grocery, supplies Snabb gross 7 days N/A

Meat Snabb gross 7 days N/ABeverages Snabb gross 7 days Restaurant

Services, Inc.


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Management Controls

Management will practice sound management procedures in order to control costs, insurequality of product and provide friendly customer service. Management will use the followingsystems:

Time & Attendance System: The restaurant will use an automated time and attendancesystem. Management will evaluate systems that are integrated into the Kassa Register systemas well as standalone time clock systems. Hourly labor cost control and the ability to transferinformation to our payroll processing will be key factors in system selection.

Scheduling System: Management will adopt a scheduling system that expedites the preparationof schedules, reflects anticipated labor budgets, and helps to regulate labor cost.

Operations Checklists: The Pizzeria will be managed with the use of various checklists.Consistent use of checklists will help to maintain quality control while ensuring that establishedprocedures are followed. Various personnel for customer service, purchasing, receiving and

storage, preparation, cleaning, shift changes; opening and closings will use checklists.

Order Guide: The Pizzeria will use an item specific order guide to track order history andmaintain designated levels of product in inventory.

Weekly Inventory: Management will conduct a weekly inventory to determine valuation foruse in the preparation of weekly profit and loss reports.

Daily Inventory Tracking: Daily inventory will be taken on specific items. Movement will becompared to sales data to ensure designated products have been properly accounted for.

Cash Audits: Management will conduct periodic cash audits for all cashier stations. Surpriseshift audits are an effective tool to determine cashier/bartender under ringing.

Safety Reviews: Periodic safety assessments will be performed to ensure that employees andguests are not exposed to dangerous or harmful conditions or actions.

Liability Reviews: Periodic assessments will also be done to evaluate the liability exposure ofthe restaurant. Alcohol awareness, employee relations and guest treatment will be scrutinizedfrom time to time.

Administrative Systems

Daily Cash Control: Sales and receipts recorded by the Kassa Register system will becompared to actual cash and credit card deposits on a daily basis. Acceptable over/shortamounts will be limited to 10 kroner per day. Discrepancies greater than 10 kroner will promptmanagement to conduct an immediate audit to account for the difference. Monthly totals will becompared to actual Price & List statements for accuracy.

Cash, debit card and credit card receipts will be deposited in a deposit account that is keptseparate from the general operating account. Transfers to the general operating account will be


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made as necessary. Separation of the two accounts is intended to aid in account reconciliationand cash flow management.

Weekly Prime Cost Report: Thedesignated manager will prepare a weekly report that showsthe gross profit margin after cost of goods sold and labor cost has been deducted from the sales

revenue. The prime cost for this type of restaurant is expected to range from 55% to 60%.Proper control of the prime cost is the single most effective measure of managements ability tooperate the restaurant. Weekly monitoring allows for quick reaction to adverse cost ratios.

Purchasing Records/ Payables: The bookkeeper using Kassa Register will process and recordinvoices and credits daily. Reports detailing cash expenditures, payments by check, andaccounts payable transactions will be readily available. Check designated Manager will preparedisbursements. Check signing authority for the general operating account will be given to themanaging partner.

Accounting System / Service: Management will be responsible for the timely preparation of

monthly financial statements, including monthly Profit & Loss and Balance sheet. Toaccomplish this task will contract with a company such as a bookkeeping service.

Payroll Processing: Payroll checks will be issued semi-monthly. The accounting service willrun reports from the time & attendance system, make necessary adjustments, and prepare fortransfer to the payroll system. Payroll will be processed by Book keeping program from CashIT Kassa System.

Investment Analysis

Source of Funds

Funding for the venture will be provided by contributions from the partners. The proposedsources of funds are as follows:

Projected Sources and uses of cash

Development & Startup Period

Sources of Cash:

Source of Funds Amount

Saving Money 130,000

Own financing 151,000

Equipment Leasing 139,500

Total Sources of cash 420,500

Capital Distribution

Capital contributions required for the restaurant will come from each of the general partners.The amount required from each of these investment roles, as shown in the Source of Fundssection, is dependent upon the successful acquisition of funds from each of the listed sources.The funds will be used to fulfill the projected capital budget requirements as explained in the


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Financial Projections section. Adjustments to the amount of funds needed by each source maybe necessary in the event of unforeseen circumstances. Allowances for that possibility havebeen addressed in the operating agreement.

Uses of Cash:

Source of Funds AmountLand & Building 186346

Vehicles Cost 15,000

Monthly Rent 3,222

Travelling Expenses 5,000

Kassa Register 69,500

Kitchen Hold stuffs 50,000

Ventilation and Gas Installation 51,432

Home 8,000

Online Marketing(Web Design and IPhone web apps,Support)

12,000

Marketing(Advertisements,Banner)

20,000

Total Sources of cash 420,500

These tables suggest the uses of cashes for distributions. They are intended to be a summaryonly and do not reflect unanticipated occurrences. Please refer to the partnership agreement forclarification of equity and cash distributions

Expansion Plans

Eskils Pizzeria appealing menu, comfortable atmosphere and reasonable prices will position theconcept for broad customer appeal in a wide range of markets.

The operating partners will focus first and foremost on developing this concept to achieve asuccessful return on investment without the need for expansion. However, because of its broad

appeal, the concept does lend itself to expansion opportunities. The comprehensive approachweve taken in the creation of the business philosophy, systems and controls will enhance ourability to deal with the expansion of the concept.

Future Plans

If the business is meeting its projections by month 10, we will start scouting for a secondlocation and develop plans for the next unit. Our next 3 years goal is to have 2 Pizzerias in


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Sdermansln region area. We want to prove our self as number one Pizzeria in Sdermansln,this is our target with best customer service and delicious taste.

Total Sales Projection and Employment cost

Total number of weeks per year: 52

Expected total amount of sales per year: 2284800

Expected total amount of labor projection per year:Kitchen Manager : 180,000 sekDoor Delivery : 130,000 sekServers and Cashiers: 160,000 sekTotal : 470,000 sek

Expected total amount of sales per year : 2284800 sekExpected total amount of labor projection per year : 470,000 sek

Final expected amount of sales after labor projection: 1814800 sek


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Documents

Business Plan Template Pizzeria