Company Summary
Cafe «Slapjack» is created with an aim to provide fast and quality service to visitors, with maximum attention to them and to offer the most qualitative pancakes, which are no different from homemade pancakes. Nowadays the life pace changed greatly and many housewives are less likely to have an opportunity and free time to cook really delicious and appetizing, flavoured battercakes with a variety of filling.
Due to the fact that there are many competitors now in the service sector, attention should be given to the location of the future cafe «Slapjack».
Prerequisites: we need to place our cafe in the most convenient place for city residents and guests - for future visitors, but at the same time, we should take into account the competitors' location, as well as the cost and availability of land in the area.
In order to identify the best location for our cafe, we evaluated the advantages and disadvantages of the location of the future cafe on several central streets of the city.
INDUSTRY/MARKET ANALYSIS
Industry structure/attractiveness
Appeal of the market:
Last years the Russian market of public catering grows stable rates;
The precise tendency was outlined - year by year Russians eat at home less and is more often visit restaurants, cafe, bars;
Volume of the market of public catering in Russia - 377 100 ml ruble.
By 2009 the volume of the Russian market of public catering will exceed 630 billion ruble., and Moscow - 120 billion ruble.
The annual gain of the market of the enterprises of a feed makes 20-25 %
Market Analysis
Today the problem of public catering in the central areas of city is actual enough. Especially sharply it is felt in Leninsk area which is administrative, business and cultural city centre. In it the majority of official bodies, banks, offices large and moderate-sized firms, large trading enterprises, higher educational institutions, hotels, objects of cultural purpose (theatres, parks, squares and other vacation spots of the townspeople and visitors of city) is located.
Existing public catering establishment in this area is possible to divide into two types conditionally: the large and fine enterprises of fast service.
The general distinctive feature is the limited assortment of let out production that is caused by the small sizes of premises borrowed by it.
Proceeding from it it is possible to draw a conclusion, that public catering establishments operating in city centre cannot satisfy to the full demand existing in the given market and there is a real need for cafe of fast service with wide assortment of offered production, high service and quality of service and rather not the high prices.
Long-term prospects
Conclusion. Critical success factors
The fast-food restaurant business nowadays is developing quite rapidly, and cafes will always be popular among people, because it is not only a dining-room, but also a place to relax with family, friends etc.
The main objective of our company is to enter the market and to expand market share in future. The main strategy of the company should be a complex strategy of providing products of higher quality and lower prices, as well as expanding the range of services. Accordingly, the chosen marketing strategy is expanding demand by stimulating sales, pricing policies and non-price factors of competition, creating a positive image of the cafe.
The main advantages of a projected cafe are: possibility to lower costs and prices, improved productivity with the use of new equipment, expanding the range of services etc.
This business plan shows that starting cafe or a restaurant business is very profitable, and a project to open a cafe «Slapjack» is economically feasible.