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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
Liam Tayler

Allyson Nash

Lídia Mongay

market statistics
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
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
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
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
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
Development

Quality

Service

Menu

Food

Concept

and

Market

Price

Location

Atmosphere

Management

product price
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
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
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
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
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
Capacity-demand

Capacity 2004

Weekday

  • 760 montaditos
  • 120 meals

Saturdays

  • 250 montaditos
  • 80 meals
human resources
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

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
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
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
Break Even Point

Break Even Point: £30,000 a month

balance sheet
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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