Business Plan Essay Example | Topics and Well Written Essays - 1750 words

Business Plan - Essay Example An attempt has been made to delineate the sales and market strategy for the restaurant. Finally the paper projects the cash inflows and outflows of Kids Bistro under different market conditions. Market Analysis Restaurants can broadly be classified into full service restaurants and quick service restaurants (QSRs). A full service restaurant offers a wide array of food and beverages options and table service. QSRs on the other hand have limited or no table service. The objective of these restaurants is to serve food to the customer as fast as possible. The concept of segmenting, targeting and positioning suggests that one particular organization cannot satisfy the needs of all the customers. Therefore different organizations strive to satisfy the unmet needs of a particular consumer segment in the best possible manner (Carpenter, 2005). The same concept holds true for the restaurant industry in the United States. Different restaurants strive to woo a certain section of the society. Th e prominent full service restaurants include Darden Restaurants, Dine Equity, and Brinker International Inc. Such restaurants generally appeal to the adults and families who intend to spend quality time together. Business meetings and small corporate events can also be held at such restaurants. Some of the QSRs which have an international presence and are also operating in the United States include behemoths like McDonald’s, KFC, Burger King, Taco Bell and Subway (Business Wire, 2006). While KFC boasts of its unique taste, McDonald’s positions itself as a family friendly, kids-oriented restaurant. Outlets like Baskin-Robbins, Domino’s Pizza and Dunkin Donuts are also frequented by kids. In addition to these outlets, there are numerous local and regional players that cater specifically to the kids or have a particular attraction for kids. Barrio offers a kids meal for $7. During some promos, the restaurant offers one free kids' meal with each adult meal that is p riced $15.   Theme restaurants attempt to target a certain segment and indulge in niche marketing. Alice's Tea Cup, American Girl Cafe, Barking Dog Luncheonette, Big Daddy's Diner, Planet Hollywood, the Burger Garage and the Rainforest Cafe are some of the players in this market. Company Description The Kids Bistro will be a theme restaurant that targets children aged between 4 and 11 years. The decor and the ambience of the restaurant will appeal to the kids. Cartoon characters will be painted on the walls and light music will be played at the Kids Bistro outlets. The restaurant will use colourful plastic furniture. Additionally, gunny bags, booster seats and high chairs would be kept at the restaurant to seat other family members who accompany the kids. Kids Bistro will be operational six days a week including Sunday. The restaurant will remain closed on Monday. The theme for Tuesday and Wednesday would be ‘fancy dress’. While children would be encouraged to visit t he restaurant in fancy dresses on these days, the staff would also be required to wear non-traditional dresses. Kids will be surprised to see ‘Superman’ taking orders behind the counter or ‘batman’ mopping the floor. The theme for Thursday and Friday would be ‘jungle’. On these days, the Kids Bistro will place numerous plastic trees and vegetations alongside the regular furniture of the restaurant. Kids will get to see snakes, birds and other insects perched