BusinessPlanforPierRestaurant

Executive
summary
ThePierRestaurant isintendedtobeafull
servicethree meal aday
restaurant cafeIt istobelocated
overlooking
theoceanatthe
Flagler
BeachPier
Therenovated
facility
will seat
approximately
200
patrons
Thiswouldallowfor
roughly
150seats insideandthebalanceonoutsidedeck areasTherestaurant
will featureafull menu
compliment
of
moderatelypriced
breakfast lunch dinner
items Themenuwill beinfluenced
byCaribbeanCreoleCoastal Italian
New
England
Southern
regional
andothertime honored
recipes
fromaroundthe
world Therevenueswill comefrom4elementsoftherestaurant
operation
1 Breakfast will featuretraditional
morning
dishesandother
creative
specialty
items
using freshqualityproductsingredients
2 Lunchwill featurea
variety
of
soups salads
andsandwiches
3 Dinnerwill feature
casual family styledining
andwill offer fresh
seafoodpastassteakspaellas
dinner
salads
andother
regional
favorites
4 Bar
operation
will offerafull bar drink menu
featuring specialtydrinks
craft beers and assortedwines It isintendedthat
dining
anddrinks canbe
enjoyed
insideoral fresco
on
thenew
deck
soasto
enjoy
the
atmosphereIt isenvisionedthat amusic entertainmentelement could
enhancethe
operation
and
experience
at the restaurant Thiswouldbe
doneonsomelimited
basis
most
likely
locatedontheoutsidedeck The
visionisthat theentertainment wouldbe
mostlysingle
individualsor2
and3
person
combos
performing easylistening
numbersthat wouldafford
background
musicto
peopleeating talking
and
enjoying
a
good
timeat
therestaurant
Themissionand
objective
ofthe
operation
isto
bring together
acasual
atmosphere
enhanced
by
the seasidelocationthat will drawresidentsandvisitors
totheDestination
Locationtaking advantage
ofthe
quaint
beachsidelocation
and
adjoining
iconic
Flagler
BeachPierTheestablishment will
provide
a
completequalityexperience
for
patrons
The
keys
tosuccess will befocused in
product quality
serviceand
atmosphere Management
will needtohaveafirm
grasp
on
foodbeverage
andlaborelementssoastodeliverthe
experience
toits
customersin afashionthat will
inspirerepeat
businessand
encourage
word of
mouthrecommendations toothers
Companysummary
Therestaurant derivesits name essencefromits location
adjoining
the
historic
Flagler
Beach
fishing pier
Thetheme anddecorofthe
facility
will reflect
thecharacterandelementsofits
surrounding
locationThe
companyownership
is
a
privatelyheldlimited liabilitycorporation
owned
byRaymondBarshay
and
EdwardF MenardThiswill beconsideredacombination
start up
restaurant and
complete
renovationofthe
existing pier
restaurant
Projected
Renovation
Start Up
Costs
Plans andPermits 30 000
Legal 25 000
Equipment 40 000
Furniture
30 000
Fixtures
10 000
Menu
Design Print 10 000
Loancosts 7000
Licenses Deposits 5000
Hiring payroll 9000
Soft
opening expenses 7000
Grand
opening expenses 10 000
Advertising Marketing open 7500
Start upinventory
20 000
Small wares 8000
Interiorrenovation 75 000
Exteriorrenovation
65 000
Signage 20 000
Purchaseof
existing
business TBD
The
projection
of
timing
for
start up
and
completion
oftherenovationis
as follows
Newleaseand
assumption
of
existing
lease
byJan31
st
2011
Plans and
permitsby
Feb
28th2011
Closing RenovationbyApril15th
2011
Training
and
Reopening byMay15th
2011
Any
ofthetimelines
mayprogress
soastobeaheadofthe
projections
if
other
parts
are abletobe
accomplishedquicker
It isalso
possible
that due
tothenatureofthis
project
it
maybe
delayed
at some
stage
Timeisofthe
essencetoall
parties
Market
analysis
Thecasual
dining
restaurant market isan11 billiondollar
industry
inthe
USDuetoitslocationin southeastern
Flaglercounty
thebusinesswill
predominately
serveresidential areas
including
northern
Volusia
all of
Flagler
and
portions
ofSt Johns
county
It will derivecertain
daytime
revenuefromthe
local
Flagler
Beachbusiness
community
aswell asvisitorsandtourists
passing
through
ordrawntootheareaTheother
portion
ofbusinesswill befromlocal
residents
fromthe
surrounding area
andtheir
guests
Theventure
hopes
towork
closely
withotherbusinesses within
Flagler
Beachinanefforttodrawamore
diverseclienteletothearea
Specificadvertising
will bedone
through
local
publications
direct
mail
business
group
alliancesand
radio
as ameansof
creating
awareness The
target
marketfortherestaurant is
typically
18 65
year
old
singles couples
andfamilieswhodesirea
sophisticatedyet fun
casual
dining
experience
Wefeelthat
positioning
ourselvesinthe
casual quality
food
servicewithan
emphasis
ona
friendlyatmosphere
and
caring knowledgeable
staffwill
position
iswell to
compete
inthe
something descriptiveFlagler
Beachbusiness
community
Management Summary
Raymond Barshay
will bethe
operating partner managing
memberofthe
limited liabilitycompany
Mr
Barshay
hasbeeninvolvedinthefoodand
beverage
businessfor22
years
Heis
currently
involvedintheRiverGrille
Restaurant inOrmond
Beach
Floridaand
Crabby
Joe sDeck Grill in
Daytona
Beach
Shores
FloridaMr
Barshay
wasinstrumental in
start up
and
day to day
operations
forbothventuresandhasbeen
responsible
for
design
menu
development purchasing marketing
and
advertising
staff
development
andother
businessfunctionscommensuratewith
operating
successful restaurantsPrevious
tobeing
involvedinthe restaurantbusiness Mr
Barshay
wasinvolvedinthe
residential real estate
development
constructionandsalesbusinessforover25
years
FordMenard isa
partner
in RiverGrille
LLC
withMr
Barshay
andTheBroken
Barrel locatedin
Melbourne
FloridaTheBrokenBarrel isa
sports
bar pub restaurant
startedin2008PrevioustoMrMenard sinvolvement inthe
restaurant
business
hewasinvolvedin
owning
and
operating
a
sporting good
and
gun
businessfor
manyyears
andwasinvolvedinall
aspects
ofcustomerservice
purchasing
and
operating
a
privately
ownedbusiness BothMr
Barshay
andMr
Menardare
longtime
residentsofthearea
Other
personnel
will bea
general manager
akitchen
manager
andanassistant
manager
Therewill be
approximately
40full and
part time
staff
employed
Our
hope
isthat several ofthese
positionsmay
beheld
bycurrent
employees
ofthe
existing pier
restaurant whoare
willing
totrainandtransitionintothenew
operation
Other
personnel will
hopefully
and
ideally
befoundinthelocal and
surrounding
communitiesIt isnot ourintentionto
bring employees
fromother
restaurants owned
by
eitherMr
Barshay
orMrMenard
Extensive
training
will bedonesoastoestablisha
reliableconsistent
knowledgeable
andwell trainedstaff The
management ownership
team
considersservicetobea
highpriority
in
any
successful foodserviceventure
StrategicPositioning Summary
The
fishing pier
andtherestaurantmake
up
a
highly
visiblelandmark
locationinthe
City
A
newly
renovatedrestaurant
building
will
certainly
addto
bringing
anewlook andfeel tothe
property
Thisis
only
oneelement of
making
the transitionforthe
project
Thereareotherideasthatshouldbe
developed
to
revitalizethis
major
sectionofthedowntownareaandare
important
to
bring
a
cohesive
image
tothe
property
where
locals
visitorsandtouristscanbedrawnto
the
pier
therestaurant andultimately
theotherbusinesses ofthe downtown
Flagler
BeachareaThis canbedonein several
ways
The
partners
intheventure
feel it is
important
towork
closely
withthe
Cityto
develop
the
entirety
ofthe
pier
therestaurant andthebeachareaatthe
pier
This shouldbedoneina
way
that
brings
out the
experience
ofavisittothe
pier beach restaurant
That
is
after
all
amainreason forsomeone
choosing
tocometotheareaItshouldbe
pleasant
easy
toaccessfunandseamlessfor
anyone
tocomeand
enjoy
theretimein
Flagler
BeachIt shouldbean
experience
that makesit
easy
forthemtobecome
regular
visitorsandreturnwith
friendsfamily
and
neighbors
Toeffect that we
feel it is
important
to
develop
theother
parts
ofthe
equation
Someofthosethat
shouldbeaddressedare
1
Streetscape sidewalk
areasofthe
propertyalong
AIAThis canbe
accomplished
with
plantingssignage
andother itemsofa
decorative festivenature
2
Changes
tothe
fishing
business Renovatethe
bait
tackleandadmissions
facility
Promote
fishing
business
through
eventsbenefitscamps
and
tournamentsinconcertwithlocal
groups clubsschoolsotherbusinesses
andthe
City
3
Develop
otherfeaturesforthe
pedestrian
crowdandthebeachcrowdthat
comestotheareaThis couldbewalk
up
serviceareasfor
drinks
ice
creambeachitems
etcAretail
outlet shoppingexperience
shouldalsobe
availablefor
people
whohavecometothe
beach
the
pier
orthe
restaurant
4 Combinesomehistorical informationand
citydirectory
that
gives people
a
senseofwhere
they
areandthe
things
availabletotheminthe
way
of
shopping
other
dining options
andactivitiesforthemto
enjoy
While
peoplemay
bedrawntothe
pierthey
should
easily
accessand bedirected
toother
things
inthearea
In
bringing
moretolifeat the Pierit shouldenhancethe
enjoyment
ofthetime
spent
whileinthearea Whethersomeonecomesand
spends
money
ornotin townthe
daythey
are
visiting
eachvisitorisafuture
customerofall thebusinesses intown
They
shouldhavea
sensory
experiencethat will leave
Flagler
Beachasa
top
ofthemindawareness
forthenext time
they
wanttoeat
shop
or
play
intheareaIt is
important
that the
experience
is
visuallypleasing comfortablefriendly
and
basically
taste
good
tothem
Proforma
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