Our ultimate goal is not to build a successful single unit, first class, intercontinental restaurant in the heart of Huston, Texas, but to open a minimum of one outlet of our intercontinental restaurant in major cities all across the United States.
This might look too tall a dream but we are optimistic that this will surely come to pass because we have done our research and feasibility studies and we are enthusiastic and confident that Texas is the right place to launch our intercontinental business before spreading to other parts of America.
Currently, we have been able to secure a location to set-up the first outlet of the restaurant in Texas and we are still working towards securing the necessary documentation and permits before swinging into full action to get the place ready for business.
Our Specific Marketing Plan Panda Tip: Although word-of-mouth will certainly be important for any restaurant to succeed, there are many ways to help penetrate your local market through active marketing efforts – e.g., Groupon, Penny Saver, etc. Be sure to remember the context that you have created in the preceding paragraphs, however.
Your marketing plan has to make sense given the demographic you are targeting and the strengths and weaknesses of your competition.
We chose to start the first outlet of our intercontinental restaurant in Houston, Texas because of the large percentage of migrants from Africa, Mexico and some part of Asia.
The fact that we have a bias for the African community makes Texas the most suitable destination to kick start our business project.
EXECUTIVE SUMMARY [COMPANY NAME] c/o [NAME] [ADDRESS] [PHONE] [EMAIL] Panda Tip: In your Executive Summary, you want to paint a picture and create a narrative for the birth of your restaurant. Introduce yourself and your company to your reader. You can start in the opening paragraph with some abstract information but then drill down on the details in the following paragraphs. Some examples might be foot traffic from a nearby attraction, spill-over from the same attraction, or a prominent location that is uniquely visible to passers-by. In the restaurant industry, branding and atmosphere are very important factors when attracting a certain demographic.
Panda Tip: Go in depth a bit here to describe some of the assumptions you are making regarding profitability. If you want to really sell people on the idea, you need to explain the “why.” MARKETING PLAN Our Clientele Panda Tip: Here you want to define your demographic and explain how you will hook in that demographic.
Much more than creating an ambiance where people can feel relaxed to enjoy our delicacies, we have also put plans in place that will ensure adequate security in and around our facility.
It is for that reason that we will install CCTV cameras at strategic places and our security personnel will be thoroughly trained to handle security issues in a proactive manner.