Bikini restaurant : our innovative concept

Résumé du document

Our principal idea is the opening of a new restaurant intended for the general public and especially for students aged between 18 and 25. Indeed, we noted that the tendency in eastern France was "to eat well, eat quickly". This is why we felt that students would be interested in a restaurant that offers organic food.
We thus decided to open a restaurant responding to this fashion but we also wanted to propose an innovative concept and an original framework.

The goal is to offer quality dishes at reasonable prices along with fast service.

It will be a restaurant with an unusual and original decoration because the place will look like a beach and not like a casual restaurant. There will be sand, beach umbrellas, and cool music along with the sound of the waves. We will also offer people the possibility to relax by lying on our comfortable deckchairs. Our guests could also make use of sunbath facilities provided under our sunlamps.

We want to divide the room into two parts:
- a bar with cocktails: the drinks will be prepared in front of the customers with fresh fruits
- a restaurant: a grill restaurant with organic food, comprising vegetables, fish and meat.

The lunch: At midday, we will offer sandwiches to students so that they can eat in the restaurant or take away the sandwiches and drinks. Everyday, we will also propose a dish of the day in order to satisfy another type of customers represented by the employees from the stores and offices located in the centre-town of Metz.

Extraits

[...] The monthly lottery Each month, we will draw by lot a table. People on this table could eat for free and for the same amount they ate, another day (when they want). The co-branding The evening target is young people, so it should be interesting to get a night partner in order to organize crossed animations or promotions. For the moment we thought about diffusing our tracts in a nightclub, in exchange we will also make communication about this nightclub in the retaurant. But many other animations or promotions are imaginable. [...]

[...] Bikini restaurant : our innovative concept Summary I. Description of our concept I.1. the restaurant I.2. the location II. Market Study II.1. Analyze of the demand A. Questionnaire B. Conclusion II.2. the competition III. Communication Plan III.1. our logo III.2. Media Plan A. [...]

[...] The press is more efficient in term of listener attention. Finally, the medium flexibility is average. Concerning the budget, spots on local radios are very cheap, what perfectly match with our cheap communication budget. The daily press : The main defect of the daily press is the lack of precision to target our potential customers. Very few newspapers are targeting young people. On the other hand, the readers' attention is important. The daily press is more flexible than radio spots. [...]

[...] By combinig the results from questions 4 and 5 we can learn a lot about student's habits. When they don't go to the university restaurant it is because they want to eat a sandwich (maybe because they don't have enough time). Indeed, if we look at the results from the question 5 we notice that 70% of students eat a sandwich when they don't eat to the university restaurant. The majority spends 2 to 7 euros for lunch. So if we combine these two elements, it can help us to fix the prices of our sandwiches. [...]

[...] With question 7 we learned that most of them in general eat for 10-15 euros. Our concept is to have a restaurant and a bar in the same place because we know that students like going out in original and cool places in order to have a drink. Accordingly to this, we had to know how often they go out to have a drink. Thanks to the analyse of question we can confirm that students enjoy going out and have a drink because 98% of them go out to have a drink at least once in a month and 37% of them do it once a week. [...]