Executive Summary

11 East Street Cafe, A Restaurant whose architecture perfectly blends with the theme "11 East Street". A double decker bus, few branded showrooms, Street lamps, and tables. Each artefact in the whole scene creating a view of London city. Upstairs, they had a royal emperor like setup with large mirrors, and dwarf stools with designs. The bus acting as the patisserie section, some wonderful selection of pastries and desserts. The offering ranges from Indian, Mediterranean, and Italian to Continental. However it lacks in the prompt service delivery. At rush hours the service doesnt match up -to the level it has set for itself. Besides the aisles are narrow when we go through them in the private party lounge. Also the lights are not adequate there and the walls are damped. There is stinking smell when we go to the basement. In the proposed servicescape design we intend to decrease the cycle time so that the complains regarding prompt service would be handled. To ensure this Digital Menu service is to be introduced. Structural changes would be brought into it. The aisles will be widened, the carpet area for the private party hall will be doubled so that it can have space for bigger events also. A store room facility is to be introduced in the caf for the party organizers where they can keep their valuables. The Multicuisine Kitchen and the bar will have faces on both the sides now. A mini Gaming Lounge will be set up in the unused area. The lounge will be based on the Exclusive London set up. It will contain set up for games like Snooker, Pool, and Table soccer. A small Merchandise store will be set up in front of the private party hall where they will sell their private label products such as T-shirt, hats, badges etc. Valet service is to be introduced as they have a lot of space at the back of it where they can have set up for 50 cars. Small cosmetic changes will also be introduced into the system such as bright paintings on the walls near the Private party hall. Optimum Light set up will be introduced and entire flooring will be redone again.

INTRODUCTION
While pursuing hotel management from Institute of Hotel Management, Aurangabad Mr Zorawar Singh (The Owner) went to London with his family on a holiday to England. While strolling down the 11East Street, an idea stuck up in his mind as to start a caf which would be a replica of that street. He kept on thinking day and night about 11 East Street caf. The years went by but the idea remain intact in his mind to open a Restaurant on that name. It took him 33 long years and finally his dream was realised in 2003. The restaurant is completely based on the 11 East Street, London. It has a red double decker bus in the frontal end adjacent to the entry point. A telephone booth is also present there on the right hand side of entrance. A beautiful fountain in the vicinity opposite the entrance warmly embraces the customer. There are lampposts evenly cased along either sides of the walkway illuminating the aisle. King sized beer drums scattered on sidewalks also add to the beauty and reflection of Englands East Street. The caf is designed to create illusion of the original East Street, wherein there are windows on both sides of the restaurants arena portraying the outlets on the street. There is a Fab Gym on left side and also a sign post that reads Oxford Street which is a street next to East Street. A 11s Live confectionery also decorates the walkway and serves sweet dishes. There is also display of premium outlets like the bottles on the wall, The Cigar shop, Marks 7 Spencers, Drug Store, Wills Lifestyle on right side walls. The tables are set with contrast to the ambience created. The seating arrangement is done in the centre of the restaurant, leaving sides to be used as passage which evokes the feeling of sidewalks on street. The seating capacity is enough to accommodate four or more people per table. The tables are very lavishly set, radiating the feeling of richness and premium quality. On each table there rests a small candlesatnd that is kept lit even if the table is unoccupied. This in turn is very attractive in a unique way. The ground floor is a no smoking zone. The ladders that take one to the first floor is the smoking zone wherein hookah is served illegally as it is banned in Pune. There is seating arrangement both in the open space and modular private rooms bathed in drapes and curtains referred to as shamiyanas. There is a bar just below the stairs which is loaded with all premium drinks. Just beside the bar there is a multi-cuisine kitchen which is easily visible to customers. Customers can observe the cleanliness and hygiene factors are well taken care off. On the right side of the lobby there is a small kitchen where Italian dishes are prepared. At the end of the lobby there is the cash counter. After taking left from the end of the lobby, there is a hall for conducting private parties. Numerous closed stores surround the hall. The opposite end of the lobby leads to an open space for conducting small parties. There is a canopy on that open space which can be pulled to create a temporary roof. There is also a basement which is used for conducting grand parties wherein large number of people can easily accommodate.

REDESIGNED SERVICESCAPE PROPOSAL

THE ORIGINAL LAYOUT

THE PROPOSED LAYOUT The Proposed layout will have the following changes: I. Efficient use of unused space: All the unused space will be utilised in building a Mini Gaming Lounge, Merchandise Store, Store room and valet parking. a. Gaming Lounge: A mini gaming lounge will be built in which Snooker Table, Table tennis, Table Soccer & Pool Table will be installed. Sofas will be placed along the walls with small tables in front of it to keep the snacks and beverages on it. b. The Private Party Hall: The area of the private party hall will be doubled up so that the intake capacity gets doubled. After increasing the area, it will now be able to host bigger events for people up to 60. c. The Modular kitchen and Bar: It will now have faces from both sides. Opening the face from the private party hall will ensure better service delivery thereby reducing the cycle time. Doing this we ensure that complains regarding service are minimised. In addition to it will increase the visibility of the kitchen which will enable the customers to see how the food is being cooked in there, the hygiene factor is taken care of or not and most important to show customers that they used completely different utensils and staff for vegetarian and non-vegetarian food. Opening bar on both the sides will increase the access points and the customer could reach the bar quickly both from inside and outside the plaza. d. Valet Parking: There is a huge unused area adjacent to the VIRVANI PLAZA. This place was used as parking by them but now it is left unused. We intend to utilise this space for our Valet Parking service. This space can easily accommodate at least 50 vehicles. For additional requirement we will be

II.

III.

IV.

V.

using basement (G-2). By doing this we will be able to manage the traffic for rush hours. It will also help us getting rid of unnecessary traffic at the front our restaurant. People will get clear visibility even passing through the street. It will help us increasing the footfalls for our Restaurant. Also with adequate parking space hosting big parties will not be a big issue as there will be no traffic jams. In a place like Camp, where parking is the main concern of the people, providing valet parking will definitely attract more customers for organizing big parties. e. Store Room: We are going to make a store room adjacent to the VegKitchen. This room will be exclusively for the people who will be organising the party. They will be handed over the keys of the store room where they can put their valuables or the items which they will bring in for the party. Also it could be used to store the temporary furniture that are being used for organizing parties thereby utilizing space and maintaining the inventory due to which during party season outsourcing of the equipment would not be required. f. Merchandise Store: A privately owned Merchandise store will be opened adjacent to the Veg- Kitchen. The Store will be just in front of the Private Party Hall. It will contain exclusive items such as hats, Scarves, badges etc. These items will be showcasing the highlight of the restaurants reflecting its brand identity. Better Lighting Arrangements: The visibility near the Private Party hall is not so clear. So we will be making the lighting arrangements as such that the visibility increases. For this we will be using the LED Lights as they are very cost effective and environment friendly also. Using them will help us in some reduction in our electricity bill. The LED will be put up in some angles so that by following the principles of reflection the place will look brighter and visible Painting: The Lounge and the corridors will be painted with bright colours so that visibility increases and it will also showcase the warmth being displayed by the Restaurant. Doing this will ensure the sense of belongingness to our restaurant and they will visit us again. Flooring: The Flooring should be redone as it is wearing out. It doesnt showcase right notion about the restaurant. By redoing it we will add up to the excitement or wow factor of the customers. Signage: We will be using signage as there are very less signage present. It will help customer and will ensure convenience in reaching the destination they want to go to. It will also help us in making the overall ambience of the restaurant better .We will be using signage such as : a. No Smoking b. Smoking Zone c. Way to Washroom d. Way to bar e. Way to Lounge f. Way to Rain Dance Street(The Basement i.e. (G-1))

VI.

Digital Menu: We will be introducing the digital menu. In digital menu one could see complete menu on the Tablet and could select the items that they want to have in there. The selected menu will be directly send to the kitchen and billing counter thus reducing the cycle time. This would help to decrease the number of Captains. The total investment in case of digital menu is stated as under: a. Cost of software: Rs.30000 p.a. b. Cost of 20 tablets (1 tablet = Rs.15000 approximately)= Rs300000 c. Salary given to a Captain: Rs.10000 p.a. (approximately) So we can see that if we implement digital menu we would be investing around Rs.330000 for the first time but looking it as a long term plan we could use the Captain that use to take order to other or newly opened sector of the restaurant thus saving any future hiring. This would help in better management and also would make the restaurant digitally more advanced.

VII

Attire: We would propose that for different sections of food the chiefs should have different attires so that they could be distinguished by the customers. For vegetarian section Green coloured dress and for non-vegetarian.