The Garden Organic Restaurant: Business Plan

Résumé du document

The Garden, a trendy organic restaurant, and classified as a health food restaurant, will open in April 2005 in the city of London (England) on Jamaica Road. The Garden is a great place to eat, offering the blend of an intriguing atmosphere with excellent, tasty, original and good quality food. The Garden has different missions. It is a trendy restaurant which brings something different into the customer's life.

It is a new place where everyone can try new food recipes, spend quality time with friends or family, enjoy solitude or even just to take a break. Serving exclusively organic food, The Garden is particular about its customers' health. It constitutes the first step against the "unhealthy food" and marks the beginning of healthy food habits.

The Garden is not a traditional restaurant, and is different from the existing restaurants. The success of The Garden is primarily due to this differentiation. It offers novel service to the customers who are looking for a new sensation, a new trendy place.

Also the original recipes, with organic ingredients, constitute a strong point for the restaurant. It is not the usual fare, but really tasty and attractive recipes with organic food. The Garden caters to all the human senses and the recipes are really tasty, very well presented (food association by taste, colors, texture).

In relation with the quality of the food, the decoration is innovative and appropriate to the natural world. It is a quiet atmosphere. The Garden is a "small quiet world" in a big noisy city. The location, Jamaica Road, is a key point for the success of The Garden. It is a strategic place in London with no similar restaurants around.

The Garden is a new medium-sized restaurant located in a trendy neighborhood of London, UK. The Garden's emphasis will be on organic and creative ethnic food. The emphasis on organic ingredients is based on The Garden's dedication to sustainable development. Additionally, the restaurant procures local ingredients whenever possible, reducing their dependence on fossil fuels used for transportation.

The Garden is a single-unit, medium-sized restaurant. We focus on organic (served only by certified organic suppliers) and creative food. The restaurant will be located in a prime neighborhood of London. Most important to us is our financial success, but we believe this will be achieved by offering high-quality service and extremely clean, non-greasy food with interesting twists.

Extraits

[...] This analysis must be done realistically, using a critical approach even if we are facing unpleasant realities. STRENGTHS The fact that we are French Our knowledge in business, cooking and design Our ambition WEAKNESSES The fact that we are French We don't have a lot of money starting up the restaurant We don't know any suppliers in the organic market in the UK We don't really know the taste, the habits of English people - 12 - The Garden OPPORTUNITIES The development of the trendy street Jamaica road. [...]

[...] It is a first step against the food” and the beginning for new food habits. Key to Success The Garden is not a traditional restaurant, is different to the existing mass restaurants. The success of The Garden is firstly for this differentiation. It gives a new service to the customers who are looking for new sensation, new trendy place. Also the original recipes, with organic food, are a good point for the restaurant. It is not the usual, really tasty and attractive recipes with organic food. [...]

[...] However we must take these problems in consideration to follow the evolution of the business. The Menu (product): The Garden menu is moderate sized, offering a collection of inspired French, Italian food items with a common theme: healthy (low-fat, low cholesterol, natural and organic ingredients), flavourful, and familiar. Our goal is to create the image of light satisfying and still nutritious and organic food. There has been an increased awareness of nutritional and health concerns in recent years and a growing market of people who now eat this style of cooking regularly. [...]

[...] Physical resources: - the buildings, before The Garden there was also a restaurant, some installation was ready to use. - All the cooking machines and others - The production capacity Financial resources: - our capital - the cash - the bankers Human resources: number and mix of people and their skills and knowledge Intellectual capital: the company holds good business systems and an existing customer databases. Inside The Garden some special and unique recipes has been created. The Garden Introduction 3. [...]

[...] It is more secure for each member because members are liable for the LLC's debts, obligations and liabilities only to the extent of their capital contributions. Liability is limited to capital contribution. Also a LLC has the tax advantages of a partnership and the limited liability advantages of a corporation. LLC companies are fairly new and it is the most used for small businesses. Company Ownership The founders of the company The Garden are the ownership. We are four members: Aurélie Arvieu, Patrick Beser, Sébastien Kogel et Alexis Lalanne. Each of us has an equal part of the company. [...]