I.
Mission/Executive Summary
Kita
Restaurant is a 50 seat luxurious dining restaurant. We served Indonesian
cuisine which usually economical and modest kind of food with luxurious touch.
We will be located in the middle of downtown Houston, Texas. Kita Restaurant
will feature an Indonesian-like dining room. Most of the furnishings and décor
will be imported directly from Indonesia to create feel-like-home
environmental. For extra comfort and to please a large group of people, we will
have big special room for meeting and special occasion.
The
menu will change every month but we will keep some of the favorites. Prices
will be competitive with other upscale restaurants in the area. However, one of
our mission is to give a perception of higher value than competitors, through
the food, service and entertainment. The restaurant will be open seven days a
week. We will offer special theme nights to attract new and younger customers
with creating cozy atmosphere.
The
service will be relaxed, very friendly and we will hire the best people
available. In the addition to that we will give our employees training,
motivating and encourage them. Our management team is comprised of individuals
whose backgrounds consist of at least 10 years’ experience in food, restaurant
and hotel, catering, management, finance, marketing, and Indonesian culture.
II.
Objectives
Our
objective is to make Kita restaurant the best place to eat, with an exciting
atmosphere and luxurious excellent food without ignoring Indonesian theme as
our main selling tool. The Objective is not only to have great tasting food,
but have efficient and friendly service because customer satisfaction is our
main concern. We want to be the restaurant choice for all families and singles,
young and old, male or female that one to experienced Indonesian environment.
Employee well-being will be equally important to our success. Everyone will be
treated fairly and with the greatest respect. We want our employees to feel a
part of our success, because happy employees make happy guests. We want fair
profits for the owners, and a rewarding place to work for the employees.
III.
Goals
Kita Restaurant's goal for the first two years of operation includes:
a.
Keeping food cost fewer than 40% revenue.
b.
Keeping employee labor cost between 20-30% of revenue.
c.
Stay as High-class Indonesian restaurant with excellent
food and service.
d.
Average sles between $1.5 million to $2 million per
year.
e.
Expand our marketing and advertising in Austin and San
Antonio
f.
Achieve 10% return on investment to investors for the
first year and 15% for the next year
IV.
External Threats
a.
Competitors: Fancy restaurant around Houston that has
already established
b.
Substitute product: less expensive food like junk food
is still preferable
c.
Economy: During this time, not many people have
disposable income to eat in expensive restaurant
V.
External Opportunities
a.
Make a deal with Indonesian consulate to refer our
restaurant
b.
Offer a take-out and home delivery which we currently
doesn’t have it yet
c.
Attract wider target market with more variety food
d.
Opening more locations around Texas in the order to
expanse economic of scale
VI.
Internal Strengths
a.
Open 7 days a week for lunch, dinner and brunch, when
not many expensive restaurant do the same
b.
The only Indonesian
restaurant in town
c.
Excellent Indonesian cuisine with The best chef who
directly came from Indonesia
d.
Highly trained employees with an exceptional service
e.
Indonesia environment dining room make customer feel
like they are in Indonesia.
f.
Location- near Indonesia Consulate, which the source of
customer
g.
Provide nutritional information on the menu
VII.
Internal Weaknesses
a.
Relatively expensive - $200 average bill per table
b.
Small target market – Middle to high income family who
like Asian food
c.
First mover barrier – being the first Indonesian
restaurant in town means less predictable result as no one ever build one in
town before
VIII.
Strategies
a.
Decide on a Restaurant Concept: The restaurant concept
is luxurious restaurant with Indonesian food and Indonesian Atmosphere
b.
Select a Restaurant Location: Our location is near
Indonesian Consulate Hoston, Texas. That way we will have at least starter customer
c.
Choose a Restaurant Name: The restaurant name is “Kita
Restaurant” which comes from Indonesia language which means “Our Restaurant”.
This name make customer feel more like in Indonesia.
d.
Write a Restaurant Business Plan: With writing down
business plan, we have a picture of how this restaurant going to be, and what
it is going to be like.
e.
Find Financing: Find an investor is critical to start
the business, that way we can save our capital to focus on expansion.
f.
Apply for Licenses and Permits: Many licenses and
permits take some time to obtain. So, start it as soon as possible is a wise
move.
g.
Design the Restaurant: The design of the restaurant
would be a balance between aesthetics and seating capacity, with Indonesia
Atmosphere.
h.
Decide a Restaurant Menu: The restaurant menu is really
important for us, so we will consult with our chef
i.
Restaurant Utilities: Purchase commercial kitchen
equipment and furniture for the dining room and other areas in the restaurant.
j.
Hire and Train Restaurant Staff: Hire some staff for
cooking and designing interior directly from Indonesia and train some local
staff
k.
Marketing:
i.
Coupon flyers: Coupon flayer is actually not my first
choice because our customer is really specific ethnicity, but this strategy
might help us boost up our name within larger scope of customers.
ii.
Direct Mail: Direct mail is actually the best way to
promote our new restaurant, because we can choose and control our target
customer, and avoid the waste of our very limited capital.
