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Liam Tayler Allyson Nash L í dia Mongay. Market Statistics. The UK figure for people eating out of home (34%) By year 2025 50% of food consumption will be out of the home Eating out is in the fourth place of UK customer spending after food, housing and cars

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Liam tayler allyson nash l dia mongay l.jpg

Liam Tayler

Allyson Nash

Lídia Mongay


Market statistics l.jpg
Market Statistics

  • The UK figure for people eating out of home (34%)

  • By year 2025 50% of food consumption will be out of the home

  • Eating out is in the fourth place of UK customer spending after food, housing and cars

    Eating out is no longer just a treat or a luxury – it's a fact of modern life


Market segmentation l.jpg
Market segmentation

Professional (286,600)

Residential (5,200)

Tourist (5,000)

Other (5,000)

  • Professional Segment

    • Male and female

    • Ages 25-55 (divisible into 2 main target groups)

    • Young professionals

    • Have attended college or graduate school

    • Eat out at least once a week

    • Yearly income between £25,000 and £100,000



Needs identified l.jpg
Needs Identified

  • Possible Scenarios

    • For the Bar:

    • Scenario 1: Quick lunch/snack business drink with for discussion with colleague/client.

    • Scenario 2: After work drink with tapas (formal).

    • Scenario 3: Recreational drink with tapas (informal).

    • For the Restaurant:

    • Scenario 1: Working lunch/dinner with colleagues/client (formal).

    • Scenario 2: Recreational lunch/dinner (informal).


General concept l.jpg
General Concept

  • Unique Spanish environment where the local population of The City can relax and enjoy Spanish montaditos and culture.

  • Spanish style montaditos bar with food lining the bar.

  • Restaurant offering high quality Spanish food and tapas.

  • The payment process for the bar is going to be based on the number of ‘palillos’ the client has collected.

  • We aim at excellence and exceeding the expectations of our customers.


Swot analysis l.jpg
SWOT Analysis

Weaknesses

Strengths

  • Limited budget to develop brand awareness

  • New concept in the market

  • Start-up

  • Short term 'fashionable' foreign food trend

  • New Concept

  • Existing know how

  • MBA experience

  • Suppliers in Spain

  • UK people eating out will grow from 34 % 2002 to 50 % in 2025

  • Global trend of healthy and natural food

  • High expenditure on drink and food

  • Cultural differences in eating and drinking habits

  • Fashion driven market

  • Low entry barriers

Opportunities

Threats



Development l.jpg
Development

Quality

Service

Menu

Food

Concept

and

Market

Price

Location

Atmosphere

Management


Product price l.jpg
Product & Price

Product

Spanish based drinks:

  • Wine, Beers, Coffee.

    Bar Food:

  • Tapas in a 'montaditos' form although assorted traditional tapas will also be provided.

    Restaurant Food:

  • Delicious traditional Spanish cuisine (main meals, montaditos and tapas).

  • Price

  • The pricing policy finds a balance between the customer's perception of value and a reasonable contribution to profit.

    • Cost-Based pricing:

    • Competitive pricing

    • Contribution based pricing


Place promotion l.jpg
Place & Promotion

  • Place

    • Defined by the availability of rentable spaces, in accordance with our target market.

  • Promotional Objectives

    • Increase consumer awareness of the restaurant

    • Improve consumer perception of the restaurant

    • Entice 1st time buyers to try the restaurant

  • Promotional Mix

    • External promotion

      • magazines, emails, flyers, posters and tasters.

    • Internal promotion

      • 'on the house meal'


Layout l.jpg
Layout

Total: 115 sqm

Restaurant: 44 sqm

36 seats

18 tables for 2

Kitchen: 30 sqm

Bar: 42 sqm

10 m counter

10 stools

30 ps


Kitchen layout l.jpg
Kitchen layout

  • Kitchen Equipment

    • Storage equipment

    • Fabrication and preparation equipment

    • Preparation and processing equipment

    • Assembly, holding and serving equipment

    • Cleaning and sanitation equipment



Critical processes l.jpg
Critical processes

Key processes

Food preparation

Order processing

Service protocol

Stock control

  • Strategic processes

  • Quality control

  • Customer satisfaction

  • Employee selection

  • Raw material supply

    • Scrap policy

Support processes

Training

Communication

Maintenance

IT


Capacity demand l.jpg
Capacity-demand

Capacity 2004

Weekday

  • 760 montaditos

  • 120 meals

    Saturdays

  • 250 montaditos

  • 80 meals


Human resources l.jpg
Human Resources

Job category

Salary (£)

Manager

2.500

Chef

2.000

Kitchen hand

500

Head Waiter

800

Waiter

650

Bar tender

650

Bar/restaurant hand

450

Cleaner

450

1 manager

1 chef

1 head waiter

1 cleaner

5 waiters

4 bartenders

1 restaurant/bar

hand

2 kitchen hand

Total

£13,050



Slide19 l.jpg

Financial Plan

Total investment of £150,000:

  • Shareholders equity: £30,000

  • Shareholders debt: £15,000

  • Working capital loan of £36,000

  • Fixed asset leasing £75,000

Recouped in 11 months

ROA of 103%

ROE of 131%


Sales forecast l.jpg
Sales Forecast

1

Standard menu constructed using market research from different restaurants of the City (Spanish restaurants and Tapas Bars).

2

  • Optimal scenario.

  • opening hours

  • average spending

  • average turnaround

Average spending was calculated simulating “typical” consumption patterns for each of the different opening hours

3

Optimal Scenario: 100% sales




Cost structure l.jpg
Cost Structure

32% of the total costs are variable

 raw materials

Price Setting

  • A 300% mark-up over variable and later cross checked with the competition pricing structure to adjust Montaditos prices competitively.

  • Fixed costs include:

  • Labour

  • Utilities,

  • Rent, among others


Break even point l.jpg
Break Even Point

Break Even Point: £30,000 a month


Balance sheet l.jpg
Balance Sheet

Provisional Balance as of Dec 2004

  • The provisional balance for the end of the first year leaves the company

    • 85% equity financed

    • In a risk averse position

    • Possibility of going into debt in the following years for expansion



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