Before the crisis, the restaurant business was one of the five most attractive for investors. Over the past year and a half, his rating has dropped slightly. But, apparently, either our compatriots have already become accustomed to economic sanctions, or they have realized that saving on tasty food is wrong. In short, restaurants began to be visited again almost the same as before. That is why the topic of today’s material is a restaurant business plan. Finding a well-written restaurant business plan with calculations on the Internet is almost impossible. This project description is not a sample for writing, but is quite suitable for use when implementing a business idea.
Summary
The presented restaurant business plan is a description of a project to create a public catering enterprise - a restaurant (hereinafter referred to as the Restaurant) with a payback period of two years.
Project implementation goals:
- Opening a highly profitable enterprise
- Getting a stable income
- Filling the consumer market with services in the field of catering and organization and leisure activities
Source of project financing: own funds or commercial loan at a rate of 24% per annum
Total cost of implementing the business plan: 5,500,000 rubles
Project payback period: 2 years
Payment of loan funds and interest on the loan begins from the first month of project implementation
Conditional life of the project: 2 years until full payback
December 2020 – November 2020, 1 year
Novorizhskaya outpost
Moscow, rigarest.ru
Hotels, restaurants, catering, catering
- Catering (off-site service)
- Restaurant, catering, fast food
Restaurant complex manager
Functional responsibilities:
- Development of an enterprise development concept
- Analysis of the competitive environment
- Formation of pricing policy
- Work with personnel (recruitment, adaptation, development)
- Operational activities of the enterprise, implementation of modern accounting technologies.
- Searching and attracting new clients - partners, forming a client base for PR needs.
- Working with specialized agencies (event advertising)
Achievement:
- Increase in project traffic by 25%
- Extremely positive reviews from guests/customers/contractors of the establishment
- Non-operating sales - implementation (Rental of equipment, sites, etc.)
- Forming a complementary team
- Implementation of a CRM platform for enterprise banquet service management.
- Introduction of modern accounting and protection of the enterprise from loss of goods.
- Optimization of purchasing activities (market, companies).
Main stages of the project
The implementation of the project to organize a Restaurant begins immediately after receiving the loan funds, or after the Customer accepts this business plan.
The main activities for the implementation of the project and the timing of their implementation are presented in Table No. 1:
| Project implementation stages | Deadlines |
| conclusion of an investment agreement | 1 month |
| obtaining credit funds | 1 month |
| registration with the relevant state authorities. organs | 1 month |
| search for premises, preparation of necessary documentation | 1 month |
| purchase and installation of equipment | 1 month |
| personnel selection and training | 1 month |
| conducting a marketing campaign | 1-365 days |
General description of the project
The object considered in the business plan - a restaurant - provides the population with free access to catering services and personal and corporate leisure, organizing the production of dishes from various cuisines of the world in a specially prepared room for this, and organizing and conducting entertainment, music, dance programs for various public , personal and corporate events.
Specific consumers of the Restaurant's services are people who want to have a delicious meal in a beautiful place, listen to live music, enjoy a show program, dance, celebrate an important event or date, meet friends, relatives, and business partners.
As a rule, holding large-scale events requires a significant “scope”, the presence of a large area to accommodate all guests and invitees, large production and human resources to prepare many dishes.
Drawing up a business plan for opening a Restaurant and simply following its points is not enough. It is necessary to take into account many nuances. One of the main points in organizing a Restaurant is the choice of a category of clients with a certain social status and income level - its own target audience, which the establishment will focus on. This will lay down the entire further strategy for the implementation of the project, which the Restaurant’s business plan should reflect.
In order to create as complete a picture as possible of the future work of the institution, it is necessary to decide on the following tasks:
- Visitors of what age category will be the main clients.
- Visitors with what level of income will visit the Restaurant - citizens with an average level of income, representatives of small and medium-sized businesses, or the establishment will be focused on serving visitors with a high level of income.
“Mixing” of different layers of visitors can lead to a drop in the level of attendance, the reputation of the establishment, which, especially at first, is extremely important for the formation of the image of the Restaurant, and as a result - a decrease in profits.
After determining the “portrait” of your client, you can begin to position your establishment, taking into account the wishes of potential clients. To do this, it is necessary to conduct a full-fledged marketing research, and in accordance with the results obtained, adhere to the chosen concept, embodying it in the style of interior design and choice of dishes.
That is, in essence, to open a restaurant completely from scratch, distinguishing it from many similar establishments. The main thing in this is the point of view of the client, not the owner of the restaurant. The main levels at which competition with other restaurants occurs are cuisine, entertainment shows, and service. By paying close attention to these points in the development of the Restaurant, even a beginner establishment can achieve success in its niche.
One of the main mistakes of novice restaurateurs is excessive advertising. Dictated by good intentions, advertising in this case is divided into several parts, since in one brochure, flyer, leaflet it is simply impossible to draw a single image of the establishment, which should develop in the consumer’s mind when hearing the name of the Restaurant, evoke a specific positive “picture” and even taste “emotions” associated with the establishment.
The range of questions that a novice Restaurant owner faces is quite wide:
- draw up a business plan for a restaurant, an example of which is not easy to find even on the Internet;
- design the area of the Restaurant in such a way that every square meter of the establishment’s area generates profit;
- determine the services and dishes most in demand by customers;
- determine a pricing policy that is acceptable for the selected category of potential customers and brings maximum income to the Restaurant;
- select professional personnel;
- obtain a package of permits;
- “promote” the Restaurant.
It is almost impossible to cope with such a number of problems alone, so you can attract a team of professional marketers to help.
Based on the experience of many restaurateurs, it can be said that successful implementation of a project requires a restaurant business plan with calculations, the most detailed development of the entire project, and own business practices that could not be adopted by competitors. Anyone can simply download a Restaurant business plan on the Internet; you still need to adapt it to your own conditions.
The concept of the establishment, its customer focus, location and parameters of the premises, and, most importantly, the timing of the start of work directly depends on the size of the amount invested in the project.
Download restaurant business plan
Moreover, the location of the Restaurant, the premises itself, and even its past are one of the most important factors influencing the success of the project. If the premises purchased or rented for the Restaurant previously housed an establishment of a similar type, i.e. – catering, then this can have a positive impact on the work of the Restaurant, even if the previous establishment was not popular with customers who will definitely visit the new Restaurant to evaluate and compare them. And whether these visitors will become regulars depends only on good cuisine, the right concept of the establishment, and the level of service. Therefore, it is important to remember that the first impression is the most important.
Usually, several different variable situations arise when trying to implement the chosen development strategy of an institution and implement its concept:
- Even if you have a creative, exclusive idea for a Restaurant, the presence of the necessary investments, the readiness to complete all the necessary work on time, the ability to obtain a package of permits without delay, it may turn out that in a given locality there is no suitable parameters (large display windows, first floor on first line of houses, crowded place, possibility of direct rental, etc.) premises or a separate building. As a rule, there are much fewer such suitable premises than there are worthwhile business ideas and those willing to turn them into reality. There seems to be only one way out in this situation - building a facility from scratch.
- If you have an existing business similar in profile to a restaurant (maintaining a hotel, business center, etc.), the opportunity to invest sufficiently to implement the investment project, and, most importantly, the desire, but if you do not have the time or opportunity to develop a concept, you can turn to a franchise successful catering enterprises. Buying a franchise and hiring a competent business manager is not a problem now. The concept will be provided by the franchisor. You don't even need to draw up a restaurant business plan.
- Another common situation is when you have everything - an idea, premises, desire, but no investment.
In general, all these problems can be solved with some effort on the part of the future owner of the Restaurant.
In general, it should be noted that the process of project implementation is a complex mechanism in which everything is interconnected and dependent on each other. The following work is required to implement the project:
- marketing analysis of the situation in this market segment;
- determining the concept of the future restaurant, its scope of activity;
- creation of a detailed business plan for the Restaurant;
- development of a technological project;
- searching for suitable premises and obtaining a technical opinion for the subsequent redevelopment of the restaurant area;
- approval of the project for opening a Restaurant in Rospotrebnadzor and the state fire service;
- technological work;
- design and architectural works;
- electrical work;
- installation of ventilation and air conditioners;
- installation of cold and hot water supply;
- sewerage;
- installation of low-current systems (television, video surveillance, alarm);
- construction and finishing works;
- obtaining a sanitary passport for the premises of the Restaurant;
- obtaining permits from Rospotrebnadzor and State Fire Service;
- determination of the establishment’s pricing and accounting system;
- obtaining licenses for the right to sell alcoholic beverages and produce food;
- acquisition of necessary equipment, machinery, utensils, and supplies;
- defining menus for the kitchen and bar;
- search for personnel and training of employees in accepted service standards;
- determining a marketing strategy and conducting an advertising campaign.
Depending on the condition of the premises (building), the timing of obtaining the necessary permits, the business acumen of the project manager, the performance of contractors, and some other factors, it will take from 3 months to six months to open a Restaurant.
Almost all production in the Restaurant is concentrated in its kitchen. Therefore, the closest attention should be paid to defining the menu, selecting dishes in accordance with the concept of the Restaurant and the target audience of visitors. In any major city in any country in the world there are restaurants that can satisfy the taste preferences of any client. In contrast, restaurants specializing in a certain direction, the preparation of traditional national dishes, experience certain difficulties at the beginning of their work.
This is not only strict adherence to the menu, but also the rules of preparing dishes, using only products suitable for a given dish, and even the presence of a chef in the kitchen in this area. It is difficult to expect a large number of visitors from a Restaurant offering national Japanese, English, or Spanish cuisine, opened in a city with a population of up to 500 thousand people. Therefore, opening such a Restaurant is always a certain risk.
In order to adapt to the taste preferences of visitors, its owner often tries to adapt foreign cuisine to the needs of clients. This means that the products used in preparation are changing, and the very concept of the Restaurant is changing. In order to correspond to the national “spirit” of the food offered, the owner of the Restaurant must create a piece of this particular country in his establishment so that every visitor can feel the appropriate atmosphere.
Advertising and promotion
Opening a restaurant requires significant initial investment in its promotion. Advertising events are characterized by local action, since the main visitors to the restaurant will be local residents. To “promote” a restaurant establishment, you can offer the following events:
- outdoor advertising - a stylized illuminated sign above the entrance, stationary advertising structures of the "citylight" type at two or three points in close proximity to the restaurant - at the nearest intersections, alleys or other clearly visible places;
- advertising leaflets (with a list of main dishes, contact numbers, location map, opening hours and other additional information), which will be distributed by promoters at busy intersections, near shops and at transport stops;
- development of a corporate website on the Internet and its promotion.
Marketing plan
Visiting a restaurant has become a habit for many people for quite some time now. This is not only an opportunity to enjoy exquisitely prepared dishes from various cuisines of the world, but also an alternative to have a good time, listen to live music, watch an interesting show program, and communicate with a certain circle of people.
Over several years of existence of restaurants in the form in which we are accustomed to seeing them. Russian citizens have become accustomed to, and even love, foreign cuisine, often giving it preference.
Before the start of the 2014-2015 crisis, the restaurant business was in 5th place in terms of investment attractiveness for private lenders. With the onset of the political and economic crisis in Russia in 2014, most restaurants lost up to 70% of their customers. Those establishments that remained afloat were mainly those that targeted high-income clients, and economy-class restaurants that were more related to cafes or bistros.
At the end of 2020, the situation in the country began to stabilize, people gradually began to get used to new living conditions, and restaurants began to fill with people again. But most of the establishments that have closed over the past year and a half are afraid to reopen and prefer to wait until better times. This strategy is fundamentally wrong. The crisis provides an opportunity to “update” your business practices, learn to save money, highlight what is really important in your work, and weed out unreliable partners and suppliers.
There were even some positive aspects – favorable conditions:
- real estate suitable for opening a Restaurant has become much cheaper (including rent);
- there was a reduction in the salaries of Restaurant employees;
- the responsibility of employees trying not to lose their jobs has increased;
- The government of the Russian Federation adopted a number of laws limiting the activities of those monitoring and inspecting the work of public catering establishments.
Indicators of the average bill of public catering establishments (in Moscow) are presented in Table No. 2:
| type of restaurant | average bill, rub. |
| affordable economy class restaurants | 800 — 2000 |
| luxury restaurants | 2000 - unlimited |
March 2020 - October 2020, 1 year 8 months
Appetite groups
Moscow, www.appetite-group.ru
Hotels, restaurants, catering, catering
- Restaurant, catering, fast food
Restaurant manager
Functional responsibilities:
- Development of an enterprise development concept
- Analysis of the competitive environment
- Formation of pricing policy
- Work with personnel (recruitment, adaptation, development)
- Operational activities of the enterprise, implementation of modern accounting technologies.
- Searching and attracting new clients - partners.
- Working with specialized agencies (event advertising)
Achievement:
- Increase in enterprise conversion by 45%
- Extremely positive reviews from guests/customers/contractors of the establishment
- Non-operating sales - implementation
- Forming a complementary team
- Implementation of a CRM platform
- Creating an effective Internet resource (increasing conversion)
