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Italian Restaurant Business Plan - Strategy and Implementation Page 1

5.1  Competitive edge

We believe that in today’s competitive full service restaurant business there are three things that are key to success:

• Location and Leases
• Excellent and diverse menu priced reasonably
• Ambience and customer service

We believe that at A Taste of Tuscany we have all three elements down pat!  Our choice of locations is the city of White Plains which is one of the fastest and most dynamic cities in the New York metropolitan area.  With the developments of the city center, the Westchester mall, and more recently Trump towers, the city has transformed itself into the night spot of Westchester.  A business friendly local government coupled with a highly educated, well heeled population is the perfect venue for fine Italian dining offered by A Taste of Tuscany.

Our diverse menu selection during both lunch and dinner hours has been developed after years of experience in the industry by our chefs and our founders Jack Gordon and Carmen Hernandez.  Care has been taken to pick crowd pleasers and house specials that are not easy to find in Italian dining and the fare is priced very reasonably in line with local competitors.  The quality of cuisine offered by A Taste of Tuscany is another thing altogether.

Carefully selected terra cotta tiles that go with the Italian look and feel of the old world tables and chairs give A Taste of Tuscany a unique look and feel.  Our clients are transported back to Tuscany, Italy as they sip their wine and pick on their calamari.

5.2  Positioning

We are positioning ourselves to market to the middle to upper middle class clientele of well heeled working professionals who live and work in the county of Westchester.  Our typical customer is well educated having a graduate degree, working and living in local Westchester county, looking for a tasteful and different Italian dining experience than what is offered by the local deli.

5.3  Advertising strategy

A Taste for Tuscany will advertise using all possible forms of media including print, radio and television. 

• Our media advertising will be focused on publications serving Westchester county like “The Westchester magazine” and local newspapers like the journal news. 
• Our TV advertising will be focused on local news channels like News 12 of Westchester.
• Local radio spots will also be used to promote ourselves.

5.4  Strategic alliances

• We will be registering with the Business Council of Westchester, the Better Business Bureau and other local business organizations to get ourselves introduced to the local business community many of whom know the owners Jack Gordon and Carmen Hernandez from their prior involvement in community affairs. 
• We will also be looking to actively promote and sponsor local charity events where we will provide food and a discount to local organizations involved in doing charitable work for the poor and needy.

5.5  Public relations

We believe that being a good corporate citizen is part of the responsibility of a business and to that effect we will be proud to assist local government and quasi government bodies in the sponsorship of events that promote local awareness for causes like breast cancer and other diseases.

5.6  Sales strategy

There are two ways to approach sales – one is go with volume and this is the typical modus operandi of the fast food industry; many full service restaurants also use this approach.  The other is go with quality service at market rates but focus on building a richer customer dining experience so that we can cultivate a permanent relationship with the customer.  We favor the later approach at A Taste of Tuscany.

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