LBs Marketing Analysis

My Location is 4252 S Howell Ave, Milwaukee, WI 53207

Located in Bay View area its a retired Italian restaurant that was named Dinos Pizza.

Dinos was an Italian place that primarily served pizza and Italian food.
My concept is going to bring new life to the building and bring in a new forms of cliental to the Bay View
area.
LBs Place will be an international Latin cuisine restaurant that anyone could come to and enjoy the
atmosphere with food influences from South America, Mexico, Puerto Rico and some Caribbean.
You could order as you please the menu is not a set menu although there are some composed dishes but
the menu will have options to pick and choose from.
A Few menu items are

Guacamole and chips

Lime rice
Spicy chicken noodle soup
Tamales
Steak Fajitas
Salmon with steamed vegetables

The age demographic LBs Place is more geared towards families, youth, young adults, as
well as our older

So in this chart it shows that there about 2,300 people thats are young adults in the
age range of 20-29 years of age.

Most currant resident chart form the Bay View area.

My restaurant is a casual environment and is primarily pushing towards familys, single
parents with my moderate price range itll be more convenient for familys to want to spend
money at my establishment.
With more than 87% of the parents in the area of Bay view if right in at my restaurant
These are a few of the nearby restaurants that are competitors to my concept. My average per person
coast is a bit higher then these places but the customer would be getting the best of the best foods, as
well as the customer can actually sit down and enjoy a home cooked meal even though its at a
Restaurant.
Ho Ho's Chinese
Restaurant
On The clock Bar & Grill

1/2 mile

$15.00

Chinese

Fast food

635 feet

$18.00

Casual

Polonez
Yum Yum Middle east
Jersey Pub

3.1 miles
0.3 miles
0.3 miles

$20.00
$23.00
$20.00

Burgers and
fries
Polish cooking
Middle east
Burger and fries

Local competitors restaurants distance

service style

price point

Family style
Casual
Casual

style of food

Places that Ill be advertised

First fiscal year Income statement

659,969

29.0%

93,440

30.0%

753,410

39.0%

1,178,367

61.0%

496,096

25.7%

(39,735)

-2.1%

In the first year Ill be spending $659,969.00 for food and $496,096.00 on my
employees
Also in my first year my net income is only going to be in the (-) at a (-2.1%) which
means by the end of the first year I wouldnt break even.
Second Fiscal year income statement
$
$
$
$

$
667,266
$
253,995

640,320
116,924
757,244
1,841,060

29.0%
30.0%
29.1%
70.9%

25.7%
9.8%

In my second year Ill be making positive progress and actually start making money in
my 14th month which will be 2/1/2016. On food Ill be spending $640,320.00 which is

more than the first year and on employs Ill be spending $667,266.00 but my net income
also goes up to a 9.8% from a (-2.1%)

These are my projected weekly sales for 1,378 guest that all have had a total check
average of $36.17 per person that would have my weekly revenue at $49,825.

Total Covers

1,378

Beverage
Check
Average
(85/15)

Food Check
Average

30.75

5.43

36.17

In my first year Im impacted negatively Ill actually be making no

money in my first year, but in my second year my sales go up.
In my second year Ill break even on month 14 which is
February 2016.

Average
Weekly
Revenue

Total Check
Average

49,825

Braking even is when a business starts to make money without having outstanding bills
or debts that need to pay back. My breakeven point is at 165.000.000.00
By February 2016 my monthly average will be 174,981.00 per
month