Business Plan for Fried Green Tomatoes Restaurant
Executive Summary
Fried Green Tomatoes Restaurantis a new medium-sized restaurant located in the trendy neighbourhood of Woodstock, Cape Town. Fried Green Tomatoes’ emphasis will be on healthy organic food, prepared simply, with emphasis on sustainable development. The restaurant will only use ingredients that are in season and sourced locally, within a radius of 60km of the location of the restaurant.
Services
Fried Green Tomatoes Restaurant offers Capetonians a trendy, fun place to have great food in a hip and modern environment. Chef Gusto has a large repertoire of simple, healthy recipes and has created a huge following of customers. Fried Green Tomatoes (FGT) forecasts that the majority of purchases will be from the chef’s recommendations, and Chef Gusto will be emphasizing healthy dishes, in line with the recent trends towards nutrient rich cuisine.
Customers
FGT Restaurant believes that the market can be segmented into three distinct groups that it aims to target. The first group is the so called Foodies, which amounts to about 400 000 people according to a Facebook poll conducted in Cape Town and surrounds.
The second group that will be targeted is young and hip customers, which are growing at an annual rate of 8% with 150 000 potential customers. The third group is health conscious urbanites who naturally desire organic foods.
Management
The team that will manage Fried Green Tomatoes Restaurant works like a well oiled machine, and consists of:
Andrea Larson, who will assume the position of General Manager. Andrea has extensive management experience in the Restaurant industry and has managed a large chain Restaurant that employed 56 people for 8 years before on board with Fried Green Tomatoes Restaurant. She has a B.com Business Management degree from the University of Cape Town and has completed a course in Hospitality services from UNISA.
Faizel Masibeka will be the Finance Manager and her responsibilities will include the day to day payments, payroll and all other accounting functions. Faizel have two years experience as an accountant at Deloite in Cape Town.
Gian Gusto is the head chef but will also be responsible for the back-end production of the venture. He has 25 year experience as a chef in various restaurants and has published two cookbooks on organic foods and healthy eating, Back to Basics Eating and Back to Basics Eating for Life. Both of these titles have gone into their second printing, which proves the enormous interest in this type of cuisine.
Objectives
To reach a turnover of more than R3 million in the first 6 months.
To keep personnel costs under R1.2 million in the first 6 months to a year
To break even by year two
This will be achieved by deploying strict financial controls and to maintain a culture of minimum wastage.
Mission
Fried Green Tomatoes Restaurant will aspire to be a great place to eat, socialize and catch up with friends and family. The atmosphere of the restaurant should be relaxing but energising. We encourage a happy work environment for our employees and hopes this will spill over to deliver excellent service to our customers.
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