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Free Sample Indian Restaurant Business Plan - Page 8

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 Welcome Restaurants USA we have all three elements down pat!  Our choice of locations is the city of New York.  A business friendly local government coupled with a highly educated, well heeled population is the perfect venue for fine Indian dining offered by Welcome Restaurants USA and Indian Express Restaurants.

Our diverse menu selection during both lunch and dinner hours has been developed after years of experience in the industry by our chefs.  Care has been taken to pick crowd pleasers and house specials that are not easy to find in Indian dining and the fare is priced very reasonably in line with local competitors.

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 New York City. Our typical customer is well educated having a graduate degree, working and/or living in New York city, looking for a tasteful and different Indian dining experience than what is offered by the local deli.

5.3  Advertising Strategy

Welcome Restaurants USA Inc. will advertise using all possible forms of media including print, radio and television. 

• Our media advertising will be focused on publications serving the Indian community “India Abroad” and “Desi Talk”. 
• Our online advertising will be focused on websites like Citysearch.com, yelp.com, restaurant.com and seamless web.
• Local promotions will also include sponsorship of local charity events and participating in food drives and other local causes.

5.4  Strategic Alliances

We currently have an alliance with Seamless web that allows clients to place their orders via the web. We have been able to mind a steady base of customers from local firms like Credit Suisse, JP Morgan Chase, Metlife and other non-institutional clients as well.

5.5  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 Welcome Restaurants USA Inc.

5.6  Sales Projections

We believe that it is very important to be realistic in the projection of sales in the planning process and have decided to look at three possible market scenarios in our sales projections. 

• Slow market:  As the words imply, this would indicate a weak market for the full service restaurant business as was the case after the attack of September 11, 2001 where the full service restaurant business suffered its worse days in recent memory.  This experience is also possible during a recession where folks decide to be cautious with their disposable income.
• Good market:  This would be a regular and normal environment during which healthy business activity can be experienced by us in the full service restaurant business. 
• Great market:  This would suggest an excellent operating environment with the consumer feeling very confident and spending on food away from home a lot more than normal.  The dot com era of the late nineties was such an operating environment where full service restaurants did extremely well.

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