Project report of Yeti Bites

Submitted by:

Sujan Tamang

Anish Thapa

Shishir Timilsina

Devin Omokaro

MKTG-1012 – (01)

Submitted to:

Cindi Amlin

Professor, Fanshawe College

Date: 1-Dec-23

12/20/2023

Yeti Bites Project Report 20-Dec-23

SWOT Analysis
Strengths:

 Unique taste: Yeti Bites would be the first Nepalese cuisine buffet restaurant in London
offering a unique dining experience.
 International students: The proximity to Western University and Fanshawe College
international students.
 Location: Masonville is a bustling area with a variety of restaurants which could be a
strong market for dining establishments.

Weaknesses:

 New Cuisine: As Nepalese cuisine may be unfamiliar to many people in London, there
could be initial resistance or lack of interest.
 Lack of Brand Recognition: As a new restaurant, Yeti Bites will not have the immediate
brand recognition that established restaurants enjoy.

Opportunities:

 Growing Interest in Diverse Cuisines: There is a growing interest in trying diverse and
authentic cuisines, which Yeti Bites can capitalize on.
 Lack of Direct Competition: There are no other Nepalese buffet restaurants in London,
so Yeti Bites would not have direct competition.

Threats:

 Existing Restaurants: While there may not be any other Nepalese buffet restaurants,
there are other established restaurants in the area that could pose a threat.
 Changing Consumer Preferences: Consumer preferences can change rapidly, which
could impact on the popularity of the restaurant.

Yeti Bites Project Report 20-Dec-23

Competitive analysis

We’ve identified three competitors who already have a lot of customers. But our unique
Nepalese buffet at a lower price could be our strong point. Plus, none of these competitors are
close to our location, which is another plus for us. Here’s a simple breakdown of our
competitors’ marketing strategies.

1. Mandarin Restaurant:
o Product: Mandarin is a well-known restaurant chain that serves Chinese and
Asian food in a buffet style.
o Price: On average, an adult meal at Mandarin costs about $30 (Mandarin, n.d.).
o Place: Mandarin has two locations in London. One is in the south of London (387
Wellington Road) and the other is in the north (1790 Hyde Park Road). But,
neither of them is close to Masonville.
o Promotion: They use both online and offline ways to promote their restaurant.
Since they’re a franchise, they don’t need to do much advertising.
2. Top of the Fair Restaurant:
o Product: This restaurant serves a variety of foods in their buffet.
o Price: The price for their buffet ranges from $22 to $45 (Tripadvisor, n.d.).
o Place: 900 King st, London
o Promotion: It’s located in a busy area, so lots of people go there every day. They
also use both online and offline ways to advertise.
3. Hakka Chinese Kitchen:
o Product: This place serves Chinese and Asian fusion dishes, but it’s not a buffet.
o Price: It’s not a buffet, but the price of two dishes here would be more than our
buffet price (Hakka Chinese, n.d.).
o Place: It’s located at 25 Baseline St W, London.
o Promotion: They use both online and offline ways to advertise.

Yeti Bites Project Report 20-Dec-23

Customer segmentation analysis
Segmentation Chart:

Customer Demographic Geographic Psychographic Behavioural

Segment
Segment 1: Age: 25-55, Both Living in Seek authentic Regular visits,
Asian genders, Middle multicultural Nepali food, high loyalty
Immigrants to high income cities value tradition
Segment 2: Age: 18-40, Both Urban areas, Open to trying Occasional visits,
Food genders, Middle food hubs new cuisines, potential for
adventurers to high income value unique high spend
experiences
Segment 3: Age: 20-60, Both Urban and Value healthy, Frequent visits
Health genders, Middle suburban areas organic, and during lunch
Conscious to high income vegetarian hours, potential
options for high loyalty

Analysis of Each Segment:

1. Asian Immigrants: This segment values an authentic Nepali buffet experience. As it is a

buffet system, customers will get a chance to taste a variety of Nepali cuisine all at once
instead of a few typical dishes. To satisfy customers, the business should focus on
traditional recipes, homely atmosphere, and Nepali cultural elements such as music,
decor, and an environment.
2. Food Adventurers: This segment attracts customers who love to experience new dishes
and explore new cultures. This business could attract them by highlighting the
uniqueness of Nepali cuisines, offering a variety of dishes, and providing information on
the origin of cuisine and the value it holds in Nepali communities.

Yeti Bites Project Report 20-Dec-23

 3. Health Conscious: This segment values healthy eating. This business could cater to them
by offering a range of healthy, organic ingredients like grass-fed beef or buffaloes and
chickens. This business could also provide various vegetarian options made from fresh
and organic crops. Clear labeling of dishes including ingredients, calories, and other
elements would also benefit customers in healthy consumption.

Target Market Selection

To satisfy each of these segments if they were chosen as a target market, the following
strategies could be implemented:

1. Asian Immigrants:
 Authenticity: The menu should provide traditional Nepali dishes with a taste of
home.
 Cultural Connection: There should be elements of Nepali culture in a restaurant
decor, music, and events to create a familiar and comforting atmosphere.
 Community Engagement: Organize different events during the time of Nepali
festivals or holidays and provide offers to foster a sense of community.
2. Food Adventurers:
 Variety: Providing a variety of dishes or rotating specials to keep the menu
exciting and encourage to re-visit.
 Education: Provide the history of the dishes, their ingredients and how are they
prepared to satisfy their curiosity and enhance their dining experience.
 Experience: Organize different food testing events during different festivals to
engage them and take their feedback beyond the regular dining experience.
3. Health Conscious:
 Healthy Options: Include a variety of healthy, organic, and vegetarian dishes on
the menu.
 Transparency: Clearly label dishes with information about ingredients,
nutritional content, and potential allergens.

Yeti Bites Project Report 20-Dec-23

  Flexibility: Customers can choose their preferred dishes and portion sizes.

Therefore, Our Nepali cuisine buffet business, Yeti Bite, can be successful by targeting three
customer segments: Nepali immigrants, who crave authentic and traditional food and culture;
Food Adventurers, who seek new and unique food experiences and education; and health-
conscious, who value healthy, organic, and vegetarian options and transparency.

Mission Statement and Objectives.

“At Yeti Bites, we bring Nepal to your plate with authentic flavors, fresh ingredients, and
welcoming atmosphere. Experience the culinary heritage of Nepal in a modern buffet style.”

The three objectives for our restaurant are:

1. Grow customer base: We aim to create a strong bond with our customers through our
delicious Nepalese dishes.
2. Financial health: We plan to reach our monetary targets through smart management
and pricing.
3. Maintain high standards: We strive to live up to customer expectations and uphold our
service quality.

Product
As a buffet restaurant, we understand that our customers appreciate a variety of options. Our
goal is to introduce Nepali cuisine to the Canadian market, so we’ve carefully selected dishes
that we believe will be well-received. Here’s a sneak peek of the dishes we plan to start with:

Appetizer

1. Samosa (crispy triangles filled with potatoes, vegetables, and spices)

2. Chat pate (combination of puffed rice, spices, potatoes, tomatoes, cucumber, onion etc.)

3. Spicy Wai Wai (fried noodles with Nepalese and Indian flavor)

Yeti Bites Project Report 20-Dec-23

4. Sel roti (traditional ring-shaped fried dough made from rice flour)

5. Mix vegan pakora (crispy fritters made with vegetables like onions, potatoes, gram flour,
spices, and herbs)

6. Aalu chop (made with mashed potato with besan coating)

7. Chicken Mo: Mo (steamed filled dumplings that comes with tomato achaar)

8. Vegan Mo: Mo (steamed filled dumplings with vegetables)

9. Buff Mo: Mo (steamed filled dumplings with buffalo meat and spices)

10. T-Mo: Mo (steamed rice flour dough, can be eaten with soup)

11. Chow Mein (stir-fried noodles with meat and vegetables)

Main course dishes

1. Mutton curry (made with goat meat)

2. Chicken lollipop (roasted spicy chicken)

3. Butter chicken (Chicken curry made with spiced tomato and butter sauce)

4. Buff Sekuwa (spiced grilled buffalo meat with smoky flavor)

5. Pork Chhoila (spiced grilled pork meat with ginger and garlic)

6. Jhol maachha (fish curry made in mustard oil)

7. Bara (gluten free pancake made from black seed lentils with delicious fillings)

8. Naram roti (soft bread made from wheat and rice flour)

9. Pulao (combination of baked basmati rice, carrot, peas, onion, nuts, and spices)

10. Boiled spinach

11. Aalu Tama (cooked bamboo shoot served with seasoned potatoes)

12. Rajma (red kidney beans in a thick gravy with Nepali spices)

Yeti Bites Project Report 20-Dec-23

13. 1Mulako achar (traditional pickle made by fermenting fresh white radishes with spices)

14. Aalu kauli (seasoned potatoes with ginger and garlic)

Soup

1. Corn soup (soup made from sweet corn)

2. Thenthuk (contains veggies, spices, and wheat noodles)

3. Thukpa (a spicy noodle soup prepared with veggies or meat)

Desert

1. Gulab jamun (milk kneaded to form dough, deep fried, and dipped in sugar syrup)

2. Jerry (deep fried flour in circular shape and soaked in sugar syrup)

3. Peda (prepared as thick and soft balls from milk and sugar only)

4. Rasmalai (made from milk, curdling agent, cardamoms, nuts, saffron and dipped in honey)

5. Kheer (Pudding made from rice, milk, nuts, cardamoms, pistachios and saffron)

Salads

1. Asparagus salad (combination of radish, sweet peas, asparagus, and fresh herbs)

2. Fruit salad

3. Vegetable salad

Drinks (Not included in Buffet Price).

Lassi (smoothie that comes in various flavors) ………………………………………………………………. $4.99.

Tongba (alcoholic beverage made from fermented rice) ………………………………………………… $9.

Mohi (made from yogurt) ……………………………………………………………………………………………… $4.99.

Lemonade ……………………………………………………………………………………………………………………. $4.50

Pina colada ……………………………………………………………………………………………………………………. $6.99

Yeti Bites Project Report 20-Dec-23

Alota Colada …………………………………………………………………………………………………………………. $3.99

Long Island Iced tea ………………………………………………………………………………………………………. $8

Yeti Bowls (take out order only)

 Thakali thaal (combination of rice, ghee, lentils, meat, pickles, and vegetables).…. $18.99
 Nanglo Bhoj (comes with a bamboo tray where you get to choose the dishes …………. $22
 Samay Bhaji (combination of beaten rice, black soyabeans, grilled pork, fried egg, fish,
spinach, and alcohol) …………….
……………………………………………………………………………………………………………… $29.99.

We’ve chosen a variety of dishes to start with, but we’re open to changing them based on what
our customers like. We’ve included some popular desserts from our home country because we
know people love sweets. We’re aiming to attract adventurous eaters who love spicy food and
are willing to try new things. Our menu, which includes crispy dishes, dishes with gravy, salads,
and sweet desserts, will be especially appealing to young international immigrants. We believe
our unique flavors and diverse menu will offer a refreshing change from the usual fare. Plus,
we’re always ready to spice things up based on customer feedback and popular trends.

Pricing
Since we are a new restaurant in the market, our main goal will be to have a good customer
base. We will take a value-based pricing strategy approach because we want to survive in the
market in our initial phase. However, we will be keeping some profit margin to cover our labor
prices. The justification for this pricing strategy is that it takes into account the unique value
proposition of Yeti Bites - offering the first Nepalese cuisine buffet in London. Here are some of
the steps that we would use:

Market research: since our targeted customers are students who are enrolled in Western
University and Fanshawe College, we will do a survey to understand how much they are willing

Yeti Bites Project Report 20-Dec-23

to pay for a buffet meal which has a unique taste. After the survey is completed, we will get
good insights and follow our plan based on the results.

Cost determination: we will determine the cost for the ingredients, labor, and overheads to
understand the price that could cover our cost. We do not want to compete with each other, we
will try to charge below average cost of buffet in London.

Initial Prices: Initially we will stick with our own pricing plan which will cover our costs and also
the profit margin. Here is the detailed price plan set for our restaurant.

Weekdays: Mon -Thu Weekend/holiday: Fri- Sun

Adult Senior Child Sharing Adult Senior Child Sharing
Lunch $19.99 $15.99 $8 0 $24.99 $19.99 $12 0
Dinner $24.99 $19.99 $10 0 $27.99 $22 $13.99 0

Note: 20% off for seniors (65 and above) on adult price

50% off for children (5-12 years) on adult price

Sharing (1-4 years) will be free.

Price adjustment: Initial phase can be hard and there will be risk of not getting desired
customer base. Some customers do not want to try new things that are expensive as they might
not like it. So, we will review our pricing strategy regularly based on the cost prices, market, and
the feedback of customers.

OPEN HOURS

Mon – Thu ………………… 12:00 – 9 p.m.

Fri – Sat ………………… 11:30 – 10 p.m.

Sunday ………………… 11:30 – 9 p.m.

Yeti Bites Project Report 20-Dec-23

References:
Hakka Chinese, K. (n.d.). Browse Through Our List of Extensive Menu. Retrieved from Hakka Chinese
Kitchen: https://hakkachinesekitchen.com/menu

Mandarin. (n.d.). Mandarin restaurant dine-in service. Retrieved from Mandarin restaurant:
https://www.mandarinrestaurant.com/dine-in/

Tripadvisor. (n.d.). Top of the Fair Restaurant. Retrieved from Tripadvisor:

https://www.tripadvisor.ca/Restaurant_Review-g154995-d975297-Reviews-
Top_Of_The_Fair_Restaurant-London_Ontario.html

Yeti Bites Project Report 20-Dec-23