1.

Executive Summary

……… Restaurant is an eating establishment focusing on healthy, and fast food to the cutomers. ……..
Restaurant will be an upscale specializing in acombination of fast hot or cold sandwiches and salads plus
specific recipes focusing on the healthy and nutrious food. Based on this distinct menu, ……. Restaurant
will follow adifferentiation strategy that will provide unique, or hard to find choices to healthy food
patrons.The keys to success for …….. restaurant will be repeat business, an excellent location convenient
to downtown businesses and its unique cuisine The company will be a owned by meand will be providing
capital investment. In addition, there is a large number of substitutes, and the suppliers to this market
have a great deal of power. In order to overcomethese issues, the company has acquired an excellent
locality in the downtown area and intends
to provide a suitably upscale environment to draw in the company's main target market segment,the
business professionals, college students and the famil-ies with their children who come forhaving healthy
food. The company will seek to provide these customers with the maximumnumber of services to create
the greatest sales volume during the company's peak hours ofoperation.. The company has planned to
offer its products at a slightlyhigher price than that of its Competitors. This is to provide credibility to its
clients as an upscaleestablishment that provides a unique menu. This will also provide the funds to cover
the higherthan expected operating costs due to the differentiated and expanded menu.
Objectives:

 To provide the quality food to the customer

 Long lasting relationship with diverse customer.
 To provide better services to the customer
 To provide better environment to the customers.
Mission”

 Every employee services to provide 100 percent customer satisfaction –for every customer -every
visit. This include fast , friendly, and attractive service , accurate in order taking and filling and
anticipation of customers “need”
 To achieve leadership ,core and functional competencies restaurant business
 Our restaurant will be a place where people come to relax, have a good time, and enjoy a great
meal.

1. Product quality: Food, coffee, and tea are our products. They must be of the high quality and
value
 .2. Service: Our patrons are paying to have a good time. Their experience will suffer if serviceis
not of the highest caliber. Each member of the staff will be courteous, efficient, andattentive.3.
Marketing: We will need to target our audience early and often.4. Management: We will need to
have a firm grasp on food, beverage, and labor costs. Thedining/entertainment/coffeehouse
experience must be delivered in a fashion that will not onlyinspire repeat business, but encourage
word-of-mouth recommendations to others. Properinventory, employee management, and quality
control is key.

2. Company description

Though the future looks bright for the food-service industry overall, there are no guarantees inthis
business. Even the most successful operators will tell you this isn't a "get rich quick"industry. It's more
like a "work hard and make a living" industry. The name of my restaurant will be…. Restaurant, which
means that we will serve healthy food. It has been formed assole proprietorship firm. In which I would be
the owner. Restaurants are classified into three primary categories: quick-service, midscale and upscale.

3. Products and Services

The purpose of any food service is to provide nutrition while offering the added benefit of tasting good.
At ……… Restaurant, customers will eat traditional favorites without the guilt of consuming unhealthy
and heavy fast food. They will also have the opportunity to sampleauthentic, adventurous fare and
increase their awareness of different coffee flavors.Selecting a Food ConceptRestaurant patrons want to
be delighted with their dining experience, but they don't necessarilywant to be surprised. If you're
anticipating a family-style steakhouse (based on the name or thedécor of the establishment), but you find
yourself in a more formal environment with a bewildering--and pricey--gourmet menu, the surprise may
keep you from enjoying the restaurant.Concepts will help my restaurant give a way to let patrons know in
advance what to expect andalso to provide some structure for their operation. Sandwich Shop: One reason
sandwich shopsare so successful is that they enjoy high profit margins. Sandwich shops can also change
theirmenus quickly and easily to adapt to current tastes. For example, with the growing interest inhealth
and nutrition in the India, sandwich shops have started offering more low-fat, healthyingredients in their
sandwiches, salads and other menu items. In addition, many sandwich shopshave been able to keep up
with workers who eat at their workplaces by adding delivery andcatering to their sit-down and take-out
operations. Sandwich shops can be differentiated by thefoods they serve. Most sandwich shops serve only
sandwiches, possibly with some side dishes ordesserts. A delicatessen usually offers a more extensive
menu, including sandwiches, preparedmeats, smoked fish, cheeses, salads, relishes and various hot
entrees.Coffeehouse: With more than 400 billion cups consumed every year, coffee is the world's
most popular beverage. But beyond the beverage itself, people frequent coffeehouses and espresso bars
for a variety of reasons: to meet with friends, for a quick lunch and a drink to perk up theafternoon, or
simply to start off each morning with a great cup of coffee to start off eachmorning. Most successful
coffeehouses have heavy foot traffic and high-volume sales. Themajority will serve up to 500 customers
per day and manage up to five customer turnoversduring the lunch hour, despite having limited floor
space and modest seating capacity. Profit

margins for coffee and espresso drinks are extremely high--after all, we're dealing with a productthat's
more than 95 percent water. Features and Benefits The food at Salt & Pepper Restaurant

offers several unique benefits to the consumer. It will satisfy customers’ craving for a tasty an

fast meal while meeting rising expectations for healthy alternatives. The food will be fresh, madeto order,
and low fat. Fresh fruits and vegetables increase flavor while lowering calories. HealthyHealth Restaurant
will offer Salads dressing, yogurt and different coffee ranges that are just aseasy to eat on the go as fast-
food hamburgers with less than half the fat. We also provide withsome fast foods and some fixed meals
for student as we are in location advantage of attracting lotof student. Product/Service Limitations
Perishability of inventory is the major product limitation.Care must be taken to order proper amounts and
use fresh foods immediately. The format ofthree to five changing entrees per evening will help mitigate
this liability. Menus can be
adjusted based on ingredient availability. Product/Service Liability Salt & Pepper Restaurant faces twoma
jor areas of costly liability.Food poisoning is a real threat. The resulting medical costs and possible
punitive damages cansignificantly affect the bottom line. Worse yet is the bad word of mouth resulting
from such anincident. Safe food handling and employee sanitation must be constantly monitored.
Propertraining is essential. Along with proper training and systems, adequate insurance will
be purchased. Facilities An existing restaurant-equipped building with adequate parking is beingleased.
Few modifications are necessary and most are cosmetic in nature. The building is 5000square feet with a
dining area of 1000 square feet enough to comfortably seat 50 patrons.Suppliers All the major food
distributors in the region make regular deliveries to local grocersand restaurants. Negotiations are well
under way with LOCAL dealers to deliver staples andseasonal produce. Specialty items will be purchased
from National Foods Agency at least twice aweek. Numerous other suppliers can be

used if delivery issues arise. Local farmers’ markets will

also be a source for fresh ingredients. Target Market: No single food-service operation hasuniversal
appeal. This is a fact that many newer entrepreneurs have trouble accepting, but thereality is that you will
never capture 100 percent of the market. When you try to please everyone,you end up pleasing no one. So
focus on the 5 or 10 percent of the market that you can get, andforget about the rest. With that said who is
eating at restaurants? Our target market consists of

college students, athletes, and families with children; they will be looking for healthy,inexpensive, and
filling food. Primary market being college students. Secondary market beingthe parents with their
children who want healthy food.

Place

(The restaurant and where it is located) ……… will use direct marketing channels since it deals directly
with its consumers. The location we have chosen for ……….

Restaurant is near GURD SHOLA, MEGENAGNA , MEXICO ,SIDIST KILO OR AYAT. This will
put the ……. near most activitiess going on.

Price

Our project sales prices for café and restaurant services in Addis Ababa are strategically position to offer
fair value to our customers while ensuring the sustainability of our business. Our transparent pricing
model consider factors such as special requests and services frequency with an emphasis on affordability
in comparison to competitors, we aim to provide competitive rates, offering loyality programs and bulk
discount to incentivize customer loyalty.

Advertising and sales

The main marketing strategy begins as provide quality, unique an full package services; deliver to the
needs of potential customers, that will fill the needs for them. We are planning our marketing strategy so
that we ensure excellence product and services with affordable price.

Our promotion channel includes print ads in the form of business card, brochures fliers and banners that
keep the company nam , phone and address of the company in front of the customer.

Working capital requirement estimation