Fillable Printable Blank Restaurant Business Plan Template
Fillable Printable Blank Restaurant Business Plan Template
Blank Restaurant Business Plan Template
[Company Name]
[Company Name][Company Name]
[Company Name]
BUSINESS
BUSINESSBUSINESS
BUSINESS PLAN
PLAN PLAN
PLAN
[Date published]
Prepared by:
[Presenter's name]
Table of Contents
Loan Fund Dispersal Statement 20
Back-up Statement 20
Financial Assumptions
Sales Projections 22
Pro Forma Income Statement 23
Pro Forma Cash Flow Statement 24
Pro Forma Balance Sheet 25
2008-2011 Pro Forma Income Statements 26
Breakeven Analysis
27
Overview of Marketing Strategy 10
Overview 10
Goals / Budget 10
Focus Group Results 10
Market Analysis 11
Target Markets/ Positioning 11
Location 11
Competition 12
Market Trends 13
Marketing Strategy 15
Pricing 15
Sales Forecasting 15
Sales Strategy 16
Sales Incentives / Promotions 16
Public Relations 17
Networking 18
Customer Service 19
Implementation of Marketing Strategy 19
Summary Description of the Business 4
Operations 4
Service Sequence 5
Equipment / Facility Requirements 5
Suppliers 5
Permits / Licenses 6
Management and Personnel 6
Expansion 8
Accounting and Legal 9
Security 9
I. Executive Summary 3
II. PART I: ORGANIZATIONAL PLAN
4
-
9
III. PART II: MARKETING PLAN
10
-
19
IV. PART III: FINANCIAL DOCUMENTS
20
-
27
V. SUPPORTING DOCUMENTS
28
I. Executive Summary 3
II. PART I: ORGANIZATIONAL PLAN
4
-
9
Business Plan page 3
The Company
The purpose of this business plan is to create a framework for the start-up of __________
restaurant, to develop a blueprint for the expansion of the company, and to obtain debt funding
for $148,850 in start-up costs. Funding is needed by ____________ in order to open by the goal
date ______________. The funds will be used to purchase restaurant equipment, build-out the
restaurant, obtain a lease, allocate working capital, and initialize marketing.
The company has $44,655 cash and it will borrow $104,195 through an SBA backed loan for
start-up. An additional $640,000 of debt capital will be borrowed over the next six years to fund
the expansion plan. The goal is to launch eight restaurants, doing 3.2 million dollars in sales
revenue and capture a .15% market share of ____________ fast-food sales, in six years. After six
years, equity capital will be raised through a venture capital firm or angel investors to expand
beyond eight restaurants.
The location is in at ___________ in ________. It is located in the _____________ near the
high-traffic intersection of ________ and ________. The restaurant will be open from 11:00am
to 9:00 pm, seven days a week, to serve lunch and dinner. The target markets are nearby
business parks for lunch and residential areas for dinner.
Sales forecasts project breakeven revenues to be at $32,453 at a fixed cost level of
$10,476; the unit breakeven is 166 per day. Financial assumptions have been minimized through
market research, concept testing, and statistics methods. The average check is projected to be
$6 for lunch and $7 for dinner.
The company will offer fresh tortillas and tortas, Mexican sandwiches, in order to enter the
highly competitive restaurant market. The restaurant concept focuses on fast, authentic, and
quality lunches, taking advantage of restaurant industry trends. By preparing menu items, using
a quick-service system, and offering a simple menu, the restaurant offers its customers a solution
to their lunch desires.
The initial marketing campaign will focus on creating a buzz and awareness within the
target markets. Public relations, press releases, event promotion, fundraisers, and catering
promotion will be the core of this marketing strategy.
________ will manage and operate the restaurant, __________. Both have extensive
management backgrounds in the restaurant industry and in small business. __________ is the
restaurant manager at __________ Restaurant and _______ is the assistant general manager for
____________ in _________. The company also has a board of advisors with extensive
experience in small business management and restaurant management. The company will form
an S-Corporation to protect against liability and to minimize tax levels; its stockholders will
consist of ________ (40% owner), _________ (40% owner), and __________ (20% owner).
Executive Summary
Executive SummaryExecutive Summary
Executive Summary
Business Plan page 4
SUMMARY DESCRIPTION OF THE BUSINESS
This company’s
mission is to express
commitment to the quality
of food that its restaurants
provide while introducing
authentic Mexican food to
new marketplaces.
The main product
differentiation from other
Mexican quick-service
restaurants is the fresh
tortillas. Almost no
restaurants, even full-
service restaurants, offer
fresh tortillas because the
process is labor intensive
and the recipe is difficult to
master.
Our cooks have used part
of this menu in our family’s restaurant, __________, for over __ years. They are very familiar with
Mexican food and small restaurant operations.
A.
A.A.
A. OPERATIONS
OPERATIONS OPERATIONS
OPERATIONS
The chefs will arrive 2 hours before the store opening to prepare the day’s food and to cleanup
the restaurant. Main preparations will include beans, rice, carnitas, tortilla dough, and hard shell tacos.
The closing shift will stay 1½ hours after closing to prepare the marinated carne asada and to
clean the kitchen / equipment; preparation should take ½ hour and cleanup starts 1 hour before
closing.
The cashier and busboy will arrive ½ hour before opening and will setup the tables, cash
registers, and beer inventory. The closing shift will stay ½ after closing to cleanup the front of the house
PART I: ORGANIZATIONAL PLAN
PART I: ORGANIZATIONAL PLANPART I: ORGANIZATIONAL PLAN
PART I: ORGANIZATIONAL PLAN
Below is an analysis of this business and its marketplace:
•
Strengths
– Offering authentic, quality food allows us to fill the void that new
markets do not have because of the lack of established Mexican restaurants.
Management has experience operating a Mexican restaurant with the same
menu and same employees.
•
Weaknesses
- Offering fresh tortillas is costly because of extra labor, which
could dissolve profits. In addition, it will slow down the kitchen operations and
limits our output capacity.
•
Opportunities
– The lunch market is in need of new, quality products because
the new quick-service restaurants focus too much on health positioning and
the fast food restaurants focus on price discounting. In addition, the market
for Mexican food is growing rapidly in _________________.
•
Threats
– The trend toward healthier foods could possibly threaten our menu
because Mexican food is notoriously unhealthy and our menu does not offer
healthy alternatives; the same trend is currently threatening the menus of
most fast food restaurants.
Business Plan page 5
and stock the paper supplies. At closing, the cashier will document the sales and cash paperwork and
drop it into the safe.
A manager will open the store with the chef. He or she will set par levels, confirm employee
schedules, maintain the change bank, deliver the previous night’s drop, fund the register, and lock-up
the restaurant. During a holiday period, weekend, or high demand period, the manager should proceed
as follows: project the increase in sales, staff workers, and increase production accordingly for both
preparation and service hours.
B.
B.B.
B. SERVICE SEQUENCE
SERVICE SEQUENCESERVICE SEQUENCE
SERVICE SEQUENCE
The flow charts in Appendix A show the service sequence and workflow from the point of
customer contact until the product delivery.
For in-house service, waiting line time should be less than 6 minutes (from line entry until
ordering) and order fulfillment should be less than 2 minutes (from order placement to receipt).
Customers receive beverages and beers immediately after paying. The customer then receives a
number card and waits for the busboy to deliver the order to his or her table of choice. The customer
can fill their soft beverage at the soda machine and retrieve salsas and fresh condiments from the salsa
bar.
The customers will wait no more than 10 minutes for their food order. The busboy will serve
the food and will attempt to resell beer on a cash and carry basis, so that the customer will not have to
wait in line again for a second alcoholic beverage.
C.
C.C.
C. EQ
EQEQ
EQUIPMENT / FACILITY REQUIREMENTS
UIPMENT / FACILITY REQUIREMENTSUIPMENT / FACILITY REQUIREMENTS
UIPMENT / FACILITY REQUIREMENTS
Production of the menu will require these pieces of equipment: 4-part range stove, 48” flat grill,
2-basket deep fryer, tortilla press, 30 quart Hobart mixer, a 12-foot hood, and food processor. The total
cost of the kitchen equipment will be $41,135. (See Exhibit B for details)
The facility requirements to will be 1100 square foot retail / restaurant building, 20 parking
spots, 3 handicap parking spots. In addition, 15 tables are required to reach our sales goals; a patio
seating area is preferred but not necessary. See Exhibit L for the proposed layout.
D.
D.D.
D. SUPPLIERS
SUPPLIERSSUPPLIERS
SUPPLIERS
The manager will order general products, meats, and dairy from ____________ twice per week
for delivery Monday and Thursday mornings; produce will be ordered three times per week from
________ produce and will be delivered on Monday, Wednesday, and Friday. Weekly purchases from
both companies will range from $800 at start-up to $2700 at peak months.
Business Plan page 6
Since the high demand period will be during the workweek, both orders will be received prior to
the peak sales periods.
E.
E.E.
E. PERMITS / LICENSES
PERMITS / LICENSESPERMITS / LICENSES
PERMITS / LICENSES
Yearly permits and licenses amount to $1,980. The restaurant will need to obtain:
F.
F.F.
F. MANAGEMENT AND PERSONNEL
MANAGEMENT AND PERSONNELMANAGEMENT AND PERSONNEL
MANAGEMENT AND PERSONNEL
Management Team
Current management consists of _____________ and _____________ whom have
created this restaurant concept and business plan. Both are personally contributing to the down
payment for the restaurant. Neither is to draw funds from the business until 18 months of
successful operation or breakeven.
_____________ is the president and general manager of _____________ restaurant.
_________ has extensive experience in the restaurant industry, including restaurant
management at _____________ for over 6 years. He has operated the family restaurant and
managed everything from staffing to accounting to marketing.
1.
The business license will cost $125, will take 20 days to receive, and will be attained from
the city of Irvine. The certificate of occupancy takes 10 days, is based upon zoning
requirements, and must be acquired before a business license can be attained.
2. The fictitious business name must be filed in ___________ for $10, but must be published
weekly for one month at a cost of $80.
3. The ___________ health permit takes 10 days and requires a health inspection when the
restaurant is ready to open; the cost is $400.
4. The federal tax identification number must be applied for after the Corporation is formed;
the cost is $25 and it takes 10 days to process.
5. Workman’s compensation insurance must be filed after hiring an employee and is paid to
the State Franchise Board quarterly based upon the number of work hours; the surety
bond is $2,500.
6. The On-Sale Beer & Wine Eating Place (47) will be obtained from the California
Department of Alcoholic Beverage Control; the fee is $300 per year and the license takes
45-50 days to be approved. Also, a 30 day public notice is required costing about $90 for
the publication.
7.
The fire permit will be received from the county at $150.
Business Plan page 7
_________ is the vice president and assistant manager / catering manager of _________
restaurant. She has extensive experience managing not only corporate restaurants, like Black
Angus, BJ’s Pizza and Brewhouse, and Corner Bakery Cafe, but also managing independent
restaurants like the ___________ family restaurant. She and _________ have worked together
for over four successful years as managers for __________________. (See Exhibit B for resumes)
Advisory Board
_____________, father of __________ owner _____________, will be advising on
management and operations and will be involved daily in the restaurant operations; he owns
three businesses, including the _______________ for over 10 years.
_____________ will be advising on product and menu development and has worked as
a nutritionist in the public sector for over 25 years.
_____________ and ____________ have been the head chefs at ___________ for over
18 years. They have helped develop, test, and refine the menu for this concept. Most
importantly, they will train the initial kitchen staff and will help us develop recipe and food
preparation systems.
_____________ , owner of _______in _____________ , and _____________ , owner of
the _____________ in _____________ will be advising on general management; they are both
restaurant owners and are on the advisory board for RestaurantForms.Net.
_____________ will be advising finance; he has owned SBI accounting firm for over 7
years and is currently the accountant for _____________ . _____________ will be advising on
legal issues, and is currently an independent paralegal. _____________ will help file monthly
and quarterly taxes and will help organize our accounting systems; she currently works for H&R
Block as a tax preparer.
Management Staffing
One hour a day will be devoted to marketing and business strategy. Management will
base their marketing strategy on an event calendar and build the customer base from event to
event. In addition, four hours per week will be devoted to trade area reconnaissance and
business planning.
Managers will be mainly responsible for opening and closing the restaurant, banking
activities, purchasing, and training.
Staffing and Training
The company will hire nine employees initially: three cooks, one prep cook, three
cashiers, and two busboys. Initially, _____________ and _____________ will be in charge of
kitchen operations and will train all kitchen staff. ________ will work 6 days per week and
________ will work 2 days per week in a front of the house position; ________ will train all
service staff. Weekly staffed hours are forecasted to be 315 at a cost of $2009 during peak
months (Seek Exhibit F for labor schedule). This matches the assumption of 25% labor on
month’s April and May, where sales peak.
Business Plan page 8
Policies
Employee policies will cover operations related and legal related issues. Operations
issues are mainly attendance, grooming, breaks, and paychecks. Legal issues are mainly sexual
harassment, equal opportunity employment, and immigration law compliance.
G.
G.G.
G. EXPANSION STRATEGY
EXPANSION STRATEGYEXPANSION STRATEGY
EXPANSION STRATEGY
Phase 1:
The first goal is to reach a $30,000 month sales level within the first 6 months. During
this period, management will build operations, human resources, financial, and marketing
systems at the store level. A point-of-sale system will be bought and implemented during _____
of ______.
Phase 2:
The second expansion goal is to reach a $400,000 sales level per year and $75,000 net
profit within the first 24 months. This will signify the success of the restaurant operation and the
readiness to open store #2 in ___________. The company will then apply for an additional
$100,000 in funding.
Phase 3:
After the second store launch, a sales goal of $850,000 sales level per year and $100,000
cumulative combined restaurant profits must be reached before the expansion to stores 3 and
4; the stores will open _________ and _________, 12 and 18 months respectively, after the
second store opening and will require $180,000 in additional funding.
Phase 4:
The final sales goal is $1.6 million combined yearly sales and $200,000 in profits, after
which a the launch of stores 5, 6, 7 and 8 will follow; the goal is to launch two stores 12 months
after store 4 is opened and two more within another 12 months. All four will require an
additional $360,000 in additional funding.
Training Intensity:
Cashier
Orientation + five supervised shifts
Prep/Cook Orientation + five supervised shifts
Shift Leaders 8 supervised shifts or 3 if promoted within
Catering Orientation + 1 week supervised training
Management 3 weeks
Business Plan page 9
All financing rounds, for the first eight stores, will be funded internally and with business loans.
After establishing the stores and a strong, market presence in __________, the company will make
major expansion plans for the _________ and __________ markets, requiring venture capital funding
and extensive business planning.
Management will use trade area reconnaissance and business planning techniques in
____________ for at least four hours per week, from opening to the next phase launch. These
techniques, used during non-opening stages, will allow the company to acquire excellent locations for
expansion, and create a business model based on customer demand. This will also give our restaurant a
competitive advantage in competing with the national chain-restaurants, who have the resources to hire
market research professionals.
H.
H.H.
H. ACCOUNTING AND LEGAL
ACCOUNTING AND LEGALACCOUNTING AND LEGAL
ACCOUNTING AND LEGAL
QuickBooks software will be used for accounting. Comprehensive accounting will be completed
every Monday and Thursday. Invoices are entered daily along with sales information. Assets will be
depreciated monthly using a straight-line method; equipment and furniture will be depreciated over 5
years and building improvements will be depreciated over 7 years.
The company will form an S-Corporation to protect the restaurant’s assets and to give its
stockholders the option of pass-through taxes. The cost will be $800 in lawyer and filing fees, and $800
per year for maintenance. The partnership agreement is included in Exhibit I.
I.
I.I.
I. SECURITY
SECURITYSECURITY
SECURITY
Inventory controls will set in place by tracking inventory every Monday at 9:00 am. By
monitoring labor and food costs weekly, management can compare sales figures to prevent theft and
control waste. All products will be portioned with a scale for proper weight.
ADT will provide alarm services for the restaurant for theft security purposes.
Business Plan page 10
_____________
I.
I.I.
I.
Overview of Marketing Strategy
Overview of Marketing StrategyOverview of Marketing Strategy
Overview of Marketing Strategy
(Marketing Plan: Section I)
(Marketing Plan: Section I)(Marketing Plan: Section I)
(Marketing Plan: Section I)
A. Overview
The marketing strategy is broken into two stages: awareness and loyalty. During the first
stage, management will use viral marketing tactics, public relations, and local events to create
awareness of the restaurant. During the second stage, management will advertise, promote
with sales incentives, and get involved in the community to build customer loyalty.
B. Goals / Budget
1. Open with a large event with over 200 people present for lunch with a
budget of $1250 in comps ($325 food cost), $150 for labor, and $50 for business cards.
2. Implement press releases and viral marketing tactics to expose over 1000
new customers within the first 3 months with a budget of $1200 in comps ($325 food
cost).
3. Promote and advertise in the local market to expose 2000 new prospects
and 400 customers over a six month period with a budget of $2400 in comps ($650 food
cost) and $900 for advertisement.
4. Sell five catering jobs by the end of 2006 with a budget of $100 for the
mailing list and $300 for the direct mail flyers.
5. Launch the restaurant website by opening 2006 with a budget of $900.
C. Focus Group Results
Management conducted a test kitchen and focus group on __________ with 7
people from the lunch target market; the sample was not random, but each focus group
member currently works a 9-5, office job in _________. They filled out psychographic
surveys before the focus group event. (See Exhibit E).
The focus group members tasted and critiqued each menu item. They helped price the
menu by filling in prices on a blank menu after all food items were delivered and tasted.
Part II: Marketing Plan
Part II: Marketing PlanPart II: Marketing Plan
Part II: Marketing Plan
Business Plan page 11
While the menu items were being prepared, the focus group members were asked
questions about their lunch habits, preferred marketing media, local events, concept theme /
name, restrooms, and other topics. (See Exhibit G for focus group questions)
II.
II.II.
II.
Market Analysis
Market AnalysisMarket Analysis
Market Analysis
(Marketing Plan: Section II)
(Marketing Plan: Section II)(Marketing Plan: Section II)
(Marketing Plan: Section II)
A. Target Markets / Positioning
The company’s main target is the lunch market; this is because our recipes are simple
and easy to assemble and quick-service restaurants are the fastest growing segments in the
industry. In addition, there are almost no lunch restaurants that make fresh tortillas on site;
those authentic dinner restaurants that do, purchase the dough from a company. This gives us a
distinct competitive advantage because the demand for freshness and authenticity is very
salient; these two driving attributes, authenticity and homemade tortillas, define the
restaurant’s market position.
This target market will consist of people with a defined, limited lunch period such as
office workers and “9-5” employees, within 2 miles distance. Our menu presents an unorthodox
lunch value by offering fresh tortillas and unyielding authenticity; we will target the upper-
middle income ($60k-110k) demographic because they will pay a premium for quality.
Therefore, our marketing triggers for this target market are fast service, authentic food, and
convenience.
The target market for to-go dinners will be families with a limited dinnertime such as those
that have events to attend in the evening and dual income families that are too tired to cook.
Their income will be in the upper-middle ($60k-110k) bracket and they will be within 2 miles
distance. The marketing triggers will be convenience, kid-friendly, and family size.
The target markets for catering will be corporate lunches within 20 miles and with a
budget of $6-7 per person. Many offices have work-through lunches, where the corporate
office purchases the employees’ lunches so that they do not have to take a formal lunch break.
In addition, client meetings are many times conducted over lunch, which is easiest to do at the
office. The triggers for lunch catering are quality food, delivery, and no-mess menus.
B. Location
The best location for this menu and concept is a higher income, up and coming area with
many business parks and a small residential base nearby. A newly developed area is critical
because there are no family, authentic restaurants to compete with the restaurant; this is
